WEBVTT 1 00:00:00.000 --> 00:00:04.880 Most of the nation welcome back to part two of the Billy Rickman podcast where we can talk about getting big in business. 2 00:00:04.880 --> 00:00:13.920 This part of the podcast or this half of the podcast is about having an exceptional customer experience and how to blend that in a way to sell more expensive stuff over time. 3 00:00:13.920 --> 00:00:22.800 And this is from all the way back in 2019, pre-acquisition.com, pre-hundred-million dollar offers, pre-beard mid-stash. 4 00:00:22.800 --> 00:00:28.160 And I think that you guys will enjoy it and hopefully enjoy it as much as we enjoy putting on for you. 5 00:00:28.240 --> 00:00:35.760 I mean one of the things that I tell the gyms is like when we all started, we looked around at whatever analysis doing and said cool I'll charge that. 6 00:00:35.760 --> 00:00:39.520 But the secret that no one knows is that everyone else is broke so why the fuck would you copy that? 7 00:00:41.360 --> 00:00:44.280 Welcome to the game where we talk about how to get more customers, how to make more 8 00:00:44.280 --> 00:00:48.120 customers, how to keep them longer and the many failures and lessons we have learned along the way. 9 00:00:48.120 --> 00:00:49.400 Hope you enjoy and subscribe. 10 00:01:15.240 --> 00:01:24.360 And just about not taking yourself too seriously, is that something like it's just a part of you or is that something you tried to now move into to remind yourself is it like a conscious thought? 11 00:01:24.360 --> 00:01:29.400 I think what you're referencing is Instagram stuff because that's usually like the behind the scenes type stuff. 12 00:01:29.400 --> 00:01:33.800 And that's not necessarily for me, it's just like that's just how how we live. 13 00:01:33.800 --> 00:01:38.840 But I think that life can be stressful enough as is like we could all be stressed if we choose to be. 14 00:01:38.840 --> 00:01:41.320 So there's always something to be stressed about. 15 00:01:41.320 --> 00:01:42.680 Right, there's always something to be stressed about. 16 00:01:42.680 --> 00:01:50.920 So it's like I got a funny ass cat and he does ridiculous things and you know, Laila makes funny faces and we just we try and try and keep it light. 17 00:01:50.920 --> 00:01:55.080 Yeah, awesome, but so let me just quickly ask you then about your five you five. 18 00:01:55.080 --> 00:02:03.080 I don't know if it's the pillars or what you call them, but essentially the five steps of the customer journey, which is you talk about there, the lead generation, the lead nurture. 19 00:02:03.080 --> 00:02:09.000 Oh, yeah, so yeah, lead gently nurture sales fulfillment and then resell on the session. 20 00:02:09.000 --> 00:02:16.040 And depending on the size of the business, you could also include HR and finance, but for most small business owners, they're not really that wouldn't those are not like. 21 00:02:16.040 --> 00:02:23.480 I mean, in our business, obviously, we need to have this functions, but because right now we have 125 employees right now full time. 22 00:02:23.480 --> 00:02:26.040 Whereas a small business audience need to concern themselves with that. 23 00:02:26.040 --> 00:02:27.720 So it's really like how are we getting names? 24 00:02:27.720 --> 00:02:31.520 How are we how are we generating interested parties, the collecting data, right? 25 00:02:31.520 --> 00:02:34.120 What are we putting out there to generate it from that point? 26 00:02:34.120 --> 00:02:34.680 How do we get? 27 00:02:34.680 --> 00:02:43.560 How do we turn that prospect into somebody who's going to show up for a conversion conversation of some sort, which typically for a brick and mortar service business is going to be how do I get them the schedule? 28 00:02:43.560 --> 00:02:44.280 How do we get them to show? 29 00:02:44.600 --> 00:02:44.920 Right. 30 00:02:45.480 --> 00:02:51.600 And then once they're there, what's the natural series of questions that's going to lead them to want to work with me, which is the sales component. 31 00:02:52.160 --> 00:02:58.720 And then after that, it's like, cool, once they make the sale, what do I need to do to actually blow them away? 32 00:02:59.360 --> 00:03:06.400 And this is kind of one of those nuances that's like a little bit more gym specific is most of the time I teach a concept called client finance acquisition. 33 00:03:06.400 --> 00:03:14.560 And so the overarching picture that when you asked in the very beginning, what is the one thing that has grown the business and how do we do it without going bankrupt and all that stuff. 34 00:03:14.880 --> 00:03:16.880 Client finance acquisition is how I grew my gyms. 35 00:03:16.880 --> 00:03:18.080 It's how I grew gym lunch. 36 00:03:18.080 --> 00:03:19.520 That's how we did all of them so fast. 37 00:03:19.600 --> 00:03:28.400 And it's essentially when I can put money into ads, right, I prefer to sell something expensive on the front end when someone's the most excited about it. 38 00:03:28.720 --> 00:03:33.040 Typically, people will do low barrier offers on the front end, right, to try and attract more people. 39 00:03:33.600 --> 00:03:44.080 My opinion is I can, when someone is excited, I can generate more revenue from that person, get more of a commitment, cover the costs of onboarding and give an amazing experience. 40 00:03:44.320 --> 00:03:53.280 And then when the cost of a film drops because that person knows the system, knows the work, knows how to be a good client, then at that point, I can decrease their continuity. 41 00:03:53.280 --> 00:03:55.200 And so most people, in my opinion, have the backwards. 42 00:03:55.200 --> 00:04:10.800 And so I got a decent amount of credit for saying, downsell the upsell, I don't think I'm the one who invented it, but it works well because what happens is you're like, hey, do you want to have more of what you've just got for half price? 43 00:04:10.800 --> 00:04:13.840 And they're like, everything I just got was amazing. 44 00:04:13.840 --> 00:04:16.480 So I can get all of that for half. 45 00:04:16.480 --> 00:04:18.400 Like, yes, you want to stay. 46 00:04:18.400 --> 00:04:24.720 They're like, yeah, rather than, hey, I just gave you everything for nothing, want to now pay for it. 47 00:04:24.720 --> 00:04:27.520 And they're like, I don't know, maybe. 48 00:04:27.520 --> 00:04:28.320 Yeah, yeah, yeah, yeah. 49 00:04:28.320 --> 00:04:30.240 Isn't one of the twice the amount, yeah. 50 00:04:30.240 --> 00:04:30.880 Right. 51 00:04:30.880 --> 00:04:37.600 And so we've flipped it, and that's what has been, so what happens is, let's say I'll give you a numbers example. 52 00:04:37.600 --> 00:04:40.160 So let's say you spend $100 a day on ads, right? 53 00:04:40.160 --> 00:04:40.400 Yeah. 54 00:04:40.400 --> 00:04:44.560 And day one, you put $100 in, and let's say you get 10 leads, right? 55 00:04:44.560 --> 00:04:46.080 For 10 bucks a piece, right? 56 00:04:46.080 --> 00:04:50.960 And then from those 10 leads, you get seven to schedule, okay? 57 00:04:50.960 --> 00:04:55.280 And then from the seven that schedule, you get four to show, and from the four that show, you get two to buy. 58 00:04:56.080 --> 00:04:59.040 And so, and you're getting them to buy at 600 bucks a piece. 59 00:04:59.040 --> 00:05:02.480 So you made $1200 from your $100, right? 60 00:05:02.480 --> 00:05:06.720 And so what that would look like is, let's say day one, you spent $100, day two, you spent $100. 61 00:05:06.720 --> 00:05:11.760 Now, let's say those people came in on day two that you spent on day one, and then you made the sale. 62 00:05:11.760 --> 00:05:16.320 On day four, you should be able to get the payments from, you know, they would actually hit your banking out. 63 00:05:16.320 --> 00:05:17.920 I'm talking like, real money in your banking out, right? 64 00:05:17.920 --> 00:05:18.560 It would say, yeah. 65 00:05:18.560 --> 00:05:24.560 On day four, which essentially means that I'm now down 400, because day one, day two, day three, day four. 66 00:05:24.560 --> 00:05:27.920 But then I get my $1200 deposit, right, from those first two sales. 67 00:05:27.920 --> 00:05:28.240 Yeah. 68 00:05:28.320 --> 00:05:33.520 At that point, is when the rest of the campaign is cash flowed from sales that have happened. 69 00:05:33.520 --> 00:05:34.800 So you're going to be in today. 70 00:05:34.800 --> 00:05:36.320 Right, it's a negative acquisition cost. 71 00:05:36.320 --> 00:05:38.960 And so now I'm making money getting new customers. 72 00:05:38.960 --> 00:05:42.240 And so there's really no reason to stop until you have another bottleneck. 73 00:05:42.240 --> 00:05:46.240 And so that's typically what happens with our guys is acquisition no longer becomes the limiting 74 00:05:46.240 --> 00:05:49.440 fact in your business. Usually it becomes operations. 75 00:05:49.440 --> 00:05:52.080 Because most people don't have the skill set to lead, don't have the skill set to manage, 76 00:05:52.080 --> 00:05:54.480 they're entrepreneurs, they're not organized, blah, blah, blah. 77 00:05:54.480 --> 00:05:56.080 And so that becomes the next bottleneck. 78 00:05:56.080 --> 00:05:57.600 So everyone thinks it solves all their problems. 79 00:05:57.600 --> 00:06:00.320 When in reality, it just exposes the weakness of their operation. 80 00:06:00.320 --> 00:06:01.440 Yeah, yeah. 81 00:06:01.440 --> 00:06:04.080 And so then they're like, oh my god, I have all these people coming in and knowing staying. 82 00:06:04.080 --> 00:06:05.440 It's like, right, you should sucks. 83 00:06:05.440 --> 00:06:07.200 That's why you didn't have people to begin with, right? 84 00:06:07.200 --> 00:06:08.640 Now everyone just knows. 85 00:06:08.640 --> 00:06:10.080 So, and then, you know what I mean? 86 00:06:10.080 --> 00:06:12.080 And then you're going to put the process in place like, yeah, I've reached out to you. 87 00:06:12.080 --> 00:06:13.600 I've hit written cards, you've got to have a wow package. 88 00:06:13.600 --> 00:06:13.920 You know what I mean? 89 00:06:13.920 --> 00:06:17.520 There's all these things that everyone's like, man, our stuff's so good. 90 00:06:17.520 --> 00:06:23.280 If people, if people just knew about it, like if your stuff was so good, people would already know. 91 00:06:24.080 --> 00:06:25.120 Yeah, yeah. 92 00:06:25.120 --> 00:06:26.160 You're not that good. 93 00:06:26.160 --> 00:06:27.200 And that's why you're struggling. 94 00:06:27.200 --> 00:06:29.440 If we're being real, you're not that good. 95 00:06:29.440 --> 00:06:30.400 You're just mediocre. 96 00:06:31.120 --> 00:06:32.720 And that's okay, but everyone else is. 97 00:06:33.280 --> 00:06:37.520 Yeah, I heard you're talking about Jeff Bezos' quote the other way, the other day. 98 00:06:37.520 --> 00:06:41.280 And it was the one where you're talking about the customers that are always going to be just satisfied. 99 00:06:41.280 --> 00:06:42.000 Yeah. 100 00:06:42.000 --> 00:06:42.960 But it's true, right? 101 00:06:42.960 --> 00:06:44.560 I hear Salona's all the time. 102 00:06:44.560 --> 00:06:48.000 I always ask them when one of the questions I ask was like, so tell me just what is your USP? 103 00:06:48.000 --> 00:06:49.440 What is your point of difference? 104 00:06:49.440 --> 00:06:51.680 And everybody always says, oh, my customer service. 105 00:06:51.680 --> 00:06:54.320 I'm like, not everybody can have a point of difference. 106 00:06:54.320 --> 00:06:55.360 This is your great customer service. 107 00:06:55.360 --> 00:06:58.480 Your customer service is probably just the expected level of customer service. 108 00:06:58.480 --> 00:06:59.440 It's not exceptional. 109 00:07:01.440 --> 00:07:03.760 You guys love that you're listening to the podcast. 110 00:07:03.760 --> 00:07:08.480 If you ever want to have the video version of this, which usually has more facts, more visuals, 111 00:07:08.480 --> 00:07:13.680 more graphs, you know, drawn out stuff, sometimes it can help hit the brain centers in different ways. 112 00:07:13.680 --> 00:07:14.800 You can check out my YouTube channel. 113 00:07:14.800 --> 00:07:17.600 It's absolutely free to check that out if that's what you are into. 114 00:07:17.600 --> 00:07:19.200 And if not, keep enjoying the show. 115 00:07:19.200 --> 00:07:26.080 I want to go back a little bit if I can't just to the acquisition though, 116 00:07:26.080 --> 00:07:28.720 because I know a lot of people who were just listening to that would be like, 117 00:07:28.720 --> 00:07:29.520 that's awesome Alex. 118 00:07:29.520 --> 00:07:30.240 I totally understand. 119 00:07:30.240 --> 00:07:30.720 Let's flip it. 120 00:07:30.720 --> 00:07:32.720 Let's get them on the high value first. 121 00:07:32.720 --> 00:07:36.720 And then we can deliver a reduced price later, keep them on the program. 122 00:07:36.720 --> 00:07:42.080 How is it then that you get people purchasing a high dollar value amount if they don't know 123 00:07:42.080 --> 00:07:43.760 anything about your business in the first place? 124 00:07:43.760 --> 00:07:45.200 So you want to talk about GMOs, that's fine. 125 00:07:45.200 --> 00:07:47.760 We can relate that's the same to Salon's. 126 00:07:48.400 --> 00:07:51.360 How do I get somebody to spend 600 dollars straight off the bat 127 00:07:51.360 --> 00:07:55.600 when in most Salon owners eyes they're like, I can't get people to pay 40 dollars straight 128 00:07:55.600 --> 00:07:56.400 off the bat. 129 00:07:56.400 --> 00:07:58.400 Right, one word is sales. 130 00:08:01.120 --> 00:08:02.880 I'm just being like super row with you. 131 00:08:02.880 --> 00:08:08.320 Because I think the biggest thing that is underestimated and under appreciated 132 00:08:08.320 --> 00:08:11.440 is making an amazing offer, right? 133 00:08:11.440 --> 00:08:15.200 So I had a mentor early on and most people don't know who he is. 134 00:08:16.000 --> 00:08:19.840 So TJ Travis Jones was in the gym guru's space way back when I don't know if he's doing 135 00:08:19.840 --> 00:08:24.080 anymore, but at this point, I had no gym, I had no clients, I had no nothing and I bought a 136 00:08:24.080 --> 00:08:28.640 $3,000 seminar on marketing, you know, as long as I don't know what I was doing, right? 137 00:08:28.640 --> 00:08:29.440 I had no idea. 138 00:08:29.440 --> 00:08:33.040 I can't buy food, but, you know, I can't buy a seminar. 139 00:08:33.040 --> 00:08:36.480 So he was, I went there and I was, he was like, yeah, just so. 140 00:08:36.480 --> 00:08:39.200 And I was like, I'd never even sold anyone before on anything. 141 00:08:39.200 --> 00:08:40.160 So I was like, what does that mean? 142 00:08:40.160 --> 00:08:41.520 Like, I don't even, what do you say? 143 00:08:41.600 --> 00:08:45.680 Like, I had no concept and he was like, he's like, bro, in his Australian accent. 144 00:08:45.680 --> 00:08:49.120 And he was like, sales is just like, you just have to give people an offer that they would 145 00:08:49.120 --> 00:08:50.240 feel stupid to say no to. 146 00:08:50.880 --> 00:08:54.720 And for some reason, because it was like, probably because it was so early on in my career, 147 00:08:54.720 --> 00:08:56.080 just like imprinted on me. 148 00:08:56.080 --> 00:08:59.920 But it's something that I've really, I've really kept is like, if you have to be an amazing 149 00:08:59.920 --> 00:09:02.960 salesman to make the business work, the business is broken. 150 00:09:03.520 --> 00:09:08.480 And so the way to make any person be able to sell is to give an offer that's amazing. 151 00:09:08.560 --> 00:09:11.920 And then let the business model and the systems and processes back up, 152 00:09:12.480 --> 00:09:14.320 why it's so great, you know what I mean? 153 00:09:14.320 --> 00:09:18.560 Then let the business do the work of keeping a person in getting life to a value, right? 154 00:09:18.560 --> 00:09:23.920 And so I'm a big fan of ridiculous guarantees, you know, to get people unbelievably happy 155 00:09:23.920 --> 00:09:26.400 with the experience that they're about to have. 156 00:09:26.960 --> 00:09:32.240 With your guys is, I mean, I would be doing two step stuff, which is I'd be closing $100 157 00:09:32.240 --> 00:09:35.520 appointments, like pay $100 just to meet with this person because she's so amazing, 158 00:09:35.520 --> 00:09:37.120 like she's booked down the celebrities all day long. 159 00:09:37.680 --> 00:09:41.440 So I'd position her and then I would go in and just have an assumed close for like two grand 160 00:09:41.440 --> 00:09:44.560 for like extensions and whatever. That's the angle I would take. 161 00:09:44.560 --> 00:09:46.720 That's a more sales oriented process. 162 00:09:46.720 --> 00:09:49.360 The other way from an offer standpoint, and this is where it gets a little bit more difficult 163 00:09:49.360 --> 00:09:51.600 for me to like dive in, it's like, you have to look at all the different 164 00:09:51.600 --> 00:09:55.200 enslaved services that exist and think like, what thing could I offer for free 165 00:09:56.080 --> 00:10:00.720 that I could then upset other portions that they really can't live with that? 166 00:10:00.720 --> 00:10:05.920 So I'm still free here. So an example would be there's like a weight loss clinic that I know, 167 00:10:05.920 --> 00:10:11.120 I'm not sharing names because they're whatever, but they'd run free, free weight loss, just free, 168 00:10:11.120 --> 00:10:15.920 like free, it was a clinic. And so what happened is they would come in and they're like, 169 00:10:15.920 --> 00:10:19.280 we'll continue. I mean, it was like $5 a week, something nothing, right? 170 00:10:19.280 --> 00:10:24.480 And as long as you continue by food from us or by bars from us or whatever, 171 00:10:24.480 --> 00:10:27.520 then you're good to go. And so when a margin would be anyway. 172 00:10:27.520 --> 00:10:32.160 Right. So they gave the service away, but then they monetized another aspect of it, right? 173 00:10:32.160 --> 00:10:36.800 And so it's like, it's just like how creative can we go with the offerings so that people like, 174 00:10:36.800 --> 00:10:41.520 people have a cool offer that's going to generate a lot of traction, but then how are we going 175 00:10:41.520 --> 00:10:45.040 to monetize it, right? And so I think everyone thinks too, too, too dimensionally, like if they're 176 00:10:45.040 --> 00:10:48.400 a chiropractor, it's like, well, I just got to give free back cracks. It's like, okay, 177 00:10:49.360 --> 00:10:54.240 what else do you sell? You know what I mean? What else is this person who has a bad, bad coming in 178 00:10:54.240 --> 00:10:57.360 with? They probably have pain because they're overweight, it's probably because they, you know, 179 00:10:57.360 --> 00:11:00.720 I mean, like, it's just like, let's take a couple more thought processes and think, 180 00:11:00.720 --> 00:11:05.680 how can we make an offer that's going to be, I call them a splinter stack, but most people are like, 181 00:11:05.680 --> 00:11:09.200 they want to compete on best value, which is the dumbest thing in the world because no one understands 182 00:11:09.200 --> 00:11:14.000 it, right? It's like, we do this and this and this and this and it's all included, you know, 183 00:11:14.000 --> 00:11:18.720 or whatever, right? But they don't say that, right? They're like, this is what we do, right? 184 00:11:18.720 --> 00:11:25.360 But instead, you should peel off each of these things, right? And then name them as like bonuses 185 00:11:25.360 --> 00:11:29.440 for this thing. So like, you could have like upcrack your back and as a bonus, you can get this 186 00:11:29.440 --> 00:11:32.320 and this and this and this and this and this. And then it seems like your stack each of those 187 00:11:32.320 --> 00:11:36.560 value when it was steps you were going to do anyways, right? Yeah. It's like how would be creative, 188 00:11:36.560 --> 00:11:41.520 you know, in that, in how we're making offers, you find the right offer. You're, you're, you're 189 00:11:41.520 --> 00:11:47.440 older. Lastly, on that point, one of my challenges I'm trying to work through anyway with my clients 190 00:11:47.440 --> 00:11:50.880 and certainly in the industry as a whole, and I think I've heard a lot of you talking about the 191 00:11:50.880 --> 00:11:54.640 same thing, is it break, is it about breaking the limiting beliefs around this particular topic? 192 00:11:54.720 --> 00:12:00.160 About like, no, that doesn't work in the industry. And I don't just like, even right now people would 193 00:12:00.160 --> 00:12:03.840 be, when I upload this, people listen to this and go, no, that wouldn't work for our industry. 194 00:12:03.840 --> 00:12:08.400 That's a gym thing. And I'm like, I reckon it's probably most gym owners would say, right now, 195 00:12:08.400 --> 00:12:11.680 it doesn't work for the gym industry there. But you're coming along and disrupting the industry and 196 00:12:11.680 --> 00:12:16.160 go, well, actually, we've just been doing it all wrong. And I think that's kind of the message I 197 00:12:16.160 --> 00:12:20.560 want to do in our industry as well, because traditionally, like, people with technicians, right? 198 00:12:20.560 --> 00:12:23.600 They're, they're really good at hair or they're really good at beauty, but they're not really 199 00:12:23.600 --> 00:12:27.200 good at marketing, not really good at sales. And because of that fear factor of learning that, 200 00:12:27.200 --> 00:12:30.320 they don't do it. And so what do they do? They do the basic stuff that everybody else is just 201 00:12:30.320 --> 00:12:33.760 doing. They just go, well, I'll just keep putting it off around there. That's, you know, 202 00:12:33.760 --> 00:12:39.200 get a free facial for, not free facial, but get a facial for $89. And hopefully it'll convert. 203 00:12:39.200 --> 00:12:42.880 And then they say marketing doesn't work. But I really love what you're doing, because you're 204 00:12:42.880 --> 00:12:46.320 disrupting patents and disrupting what people's beliefs are around marketing and offers. 205 00:12:47.040 --> 00:12:51.840 Yeah, I mean, if there's eyeballs, like marketing works, period, you know, I had, I had a 206 00:12:51.920 --> 00:12:55.360 chiropractor here. And he's like, yeah, I tried Facebook ads. They don't work. I was like, yeah, 207 00:12:56.960 --> 00:13:01.120 it's like I tried marketing. It doesn't work. Like what? You know, like I tried marketing. I don't 208 00:13:01.120 --> 00:13:04.640 even know what that means. You know, I mean, like, I ran an ad once. Right. Yeah. I mean, it was 209 00:13:04.640 --> 00:13:08.240 probably like a boosted post of a picture of him that didn't have any copy. We're an offer. 210 00:13:10.000 --> 00:13:13.520 Just whatever. But I mean, if you're listening to this, I mean, you don't know why I am, but 211 00:13:14.000 --> 00:13:17.520 there's so much more than you're letting yourself do. I mean, one of the things that I tell the 212 00:13:17.520 --> 00:13:23.040 gyms is like, when we all started, we looked around at whatever analysis doing and said, cool, 213 00:13:23.040 --> 00:13:27.040 I'll charge that. But the secret that no one knows is that everyone else is broke. So why the 214 00:13:27.040 --> 00:13:32.560 fuck would you copy them? Right? It's being real. And so that's, that's the, that's the fundamental 215 00:13:32.560 --> 00:13:38.400 issue, right? Is that most people are broke? Most people, not some, most people. And so you talk 216 00:13:38.400 --> 00:13:42.880 about the gyms that closed 80% of them are still open and the person's head is just barely above 217 00:13:42.880 --> 00:13:46.880 water. Yeah. And they've been that way for six years, right? And every day they wonder why they're 218 00:13:46.880 --> 00:13:50.240 still going to work, right? Still think like by doing the same thing, they're going to get a different 219 00:13:50.240 --> 00:13:55.760 result tomorrow. Right. And hoping for a corner to come that you're going to turn, that never does. 220 00:13:56.480 --> 00:14:00.320 Right? If I just had more clients, if I just had 10 more, whatever, and the things has never 221 00:14:00.320 --> 00:14:03.200 comes, right? Yeah. They don't change their actions and they don't change their beliefs. 222 00:14:04.000 --> 00:14:08.240 Finally, let's wrap this up. Three things any business owner should be doing right now to help 223 00:14:08.240 --> 00:14:15.920 drive their business. Just middle summary. Yeah. Three things. Well, we have more clients, 224 00:14:15.920 --> 00:14:21.280 increase your prices and get people to buy more times. Those are the three things that someone should 225 00:14:21.280 --> 00:14:26.080 do. You know, but if people aren't doing that, then I'm a big rule by metrics. So like if you don't 226 00:14:26.080 --> 00:14:29.600 know what your nutrition is, can't improve it. If you don't know what your average ticket is, 227 00:14:29.600 --> 00:14:32.720 can't improve it. If you don't know what your lifetime value is, can't improve it. And so it's like, 228 00:14:32.720 --> 00:14:37.440 if you don't even know those things and what three things can I tell you to do. So do all that first 229 00:14:37.920 --> 00:14:41.520 then once you at least have metrics, you can start living them. Alex, thanks for joining me. 230 00:14:41.520 --> 00:14:45.200 I really, really appreciate your time. And I know you're super busy. And Peter, take the time out 231 00:14:45.200 --> 00:14:50.400 with me this morning. Well, in the afternoon view, there is a huge on out. And I'm just super 232 00:14:50.400 --> 00:14:54.560 stoked. I know a lot of people, like you said, even though we spoke about gym stuff, a lot of the 233 00:14:54.560 --> 00:14:58.880 information you said today is just brick and mortar business, small business growth, marketing sales. 234 00:14:58.880 --> 00:15:00.880 It's all the same stuff, right?