WEBVTT 1 00:00:00.000 --> 00:00:06.980 I was interviewed by Greg Hickman on his podcast related specifically to some questions 2 00:00:06.980 --> 00:00:11.820 that he had and his audience had of agency owners around how to use $100 million offers 3 00:00:11.820 --> 00:00:17.320 the framework within the book on their businesses as agency owners and then also on their clients 4 00:00:17.320 --> 00:00:21.120 businesses as small business owners because they're also getting leads for their small 5 00:00:21.120 --> 00:00:22.120 businesses. 6 00:00:22.120 --> 00:00:26.000 And so this was a two-sided discussion of both the B2B side and then also B2C side of 7 00:00:26.000 --> 00:00:31.200 how to use offers in a compelling way to increase prices, get more clicks, get more people 8 00:00:31.200 --> 00:00:35.480 to say yes and get them to do it to things that they can't say no to and how to chunk 9 00:00:35.480 --> 00:00:40.840 through a productized service in a way that makes a business more scalable and more profitable. 10 00:00:40.840 --> 00:00:45.280 And so there's really, really in-depth tactical stuff in this interview and I think you guys 11 00:00:45.280 --> 00:00:47.920 hopefully will like it as much as I enjoy making it for you. 12 00:00:47.920 --> 00:00:51.880 And this is part one of our two-part podcast, enjoy. 13 00:00:51.880 --> 00:00:56.840 If I deliver $10,000 of value and I charge $10,000, I will have a satisfied customer but 14 00:00:56.840 --> 00:00:57.840 there will not be any surplus. 15 00:00:57.840 --> 00:00:58.840 They won't tell their friends about it. 16 00:00:58.840 --> 00:01:00.520 They had a fair exchange, right? 17 00:01:00.520 --> 00:01:05.280 If I charge $10,000 for $100,000 of value, they'll tell everybody to know. 18 00:01:05.280 --> 00:01:07.880 Welcome to the game where we talk about how to get more customers, how to make more 19 00:01:07.880 --> 00:01:11.160 customers, how to keep them longer in the many failures and lessons we have learned 20 00:01:11.160 --> 00:01:12.160 along the way. 21 00:01:12.160 --> 00:01:15.160 I hope you enjoy and subscribe. 22 00:01:15.160 --> 00:01:19.000 Everybody, Alex Armose in the flesh, joining us today. 23 00:01:19.000 --> 00:01:20.000 So it was kind of interesting. 24 00:01:20.000 --> 00:01:24.400 I posted in the group who would be interested and I was like, I wonder how many of my people 25 00:01:24.400 --> 00:01:25.400 know who you are. 26 00:01:25.400 --> 00:01:27.840 I was like, there's going to be some definitely. 27 00:01:27.840 --> 00:01:33.240 And it was like the most engaged thread in our group like, I'm in, I'm in, I'm in, I'm 28 00:01:33.240 --> 00:01:34.240 in. 29 00:01:34.240 --> 00:01:35.440 So the message is spreading, my friend. 30 00:01:35.440 --> 00:01:40.760 But guys, if you haven't gotten Alex's new book, 100 million offers, check it out on 31 00:01:40.760 --> 00:01:47.480 Amazon for I think still 99 cents on Audible and he has a free course at acquisition.com 32 00:01:47.480 --> 00:01:50.880 for slash training, I believe, or it takes you through that content. 33 00:01:50.880 --> 00:01:51.880 So definitely check it out. 34 00:01:51.880 --> 00:01:53.840 We're going to be talking about that in a lot more today. 35 00:01:53.840 --> 00:01:55.840 So Alex, here's how I want to start this. 36 00:01:55.840 --> 00:01:56.920 So this group, right? 37 00:01:56.920 --> 00:02:01.040 This group is people that I would kind of consider micro agency owners. 38 00:02:01.040 --> 00:02:02.720 They're like, they're more than freelancers. 39 00:02:02.720 --> 00:02:07.960 They've got a little bit of traction, probably lean and mean team, dumb for you services. 40 00:02:07.960 --> 00:02:12.720 Some of them are trying to escape that altogether add on consulting, move into training. 41 00:02:12.720 --> 00:02:16.520 Some are still rocking the quote unquote traditional agency model. 42 00:02:16.520 --> 00:02:20.840 And you've said in multiple of your interviews, but I've never gone deeper on it. 43 00:02:20.840 --> 00:02:23.680 I just don't like the agency model. 44 00:02:23.680 --> 00:02:28.280 So I'd love to understand how you unpack that a little bit because I feel like I know 45 00:02:28.280 --> 00:02:29.280 where you're going to take it. 46 00:02:29.280 --> 00:02:30.280 And I think I agree. 47 00:02:30.280 --> 00:02:32.400 But I've never heard you take that deeper beyond. 48 00:02:32.400 --> 00:02:34.160 I just don't really like the agency model. 49 00:02:34.160 --> 00:02:36.160 So can you explain what you mean by that? 50 00:02:36.160 --> 00:02:37.960 I think the agency model is most people practice. 51 00:02:37.960 --> 00:02:39.440 It is not a sellable business. 52 00:02:39.440 --> 00:02:40.440 You know what I mean? 53 00:02:40.440 --> 00:02:43.960 I think that's, that's the, like I've already say, like one consolidated statement. 54 00:02:43.960 --> 00:02:44.960 That is it. 55 00:02:44.960 --> 00:02:48.120 Underneath of that, there's tons of sub-buckets, but that's the, that's the overarching 56 00:02:48.120 --> 00:02:49.120 piece. 57 00:02:49.120 --> 00:02:52.240 Underneath of that, I would say I don't like pure service-based businesses in general 58 00:02:52.240 --> 00:02:56.640 because if you were to plot things on a high value on one thing and then how teachable 59 00:02:56.640 --> 00:03:00.240 skill is on the other, most things that are really teachable are not valuable. 60 00:03:00.240 --> 00:03:02.120 Things that are very valuable tend to not be teachable. 61 00:03:02.120 --> 00:03:07.280 And so the more you invest in someone, the more flight rescue you suffer from in a service 62 00:03:07.280 --> 00:03:08.880 in a purely service-based business. 63 00:03:08.880 --> 00:03:12.880 And this is why most franchises that are purely service-based don't achieve nearly 64 00:03:12.880 --> 00:03:15.400 the scale that non-service-based franchises do. 65 00:03:15.400 --> 00:03:18.600 So if you're to look at like the biggest franchises out there, if you look at it from a 66 00:03:18.600 --> 00:03:22.880 trend standpoint, they're almost all food-based because a Starbucks coffee is going to taste 67 00:03:22.880 --> 00:03:25.640 like a Starbucks coffee because the machine is going to, like the beans are going to taste 68 00:03:25.640 --> 00:03:28.720 the same as long as the temperature is right and they have the same amount of water, right? 69 00:03:28.720 --> 00:03:31.640 Your sandwich is more or less going to be the same because the same ingredients, right? 70 00:03:31.640 --> 00:03:35.560 But in the service business, for example, let's say you went to a massage party, it's 71 00:03:35.560 --> 00:03:39.000 very, very difficult to standardize a really good misuse versus really bad misuse. 72 00:03:39.000 --> 00:03:41.680 Like they can go through the same training, but you might have been entirely different 73 00:03:41.680 --> 00:03:42.680 outcome, right? 74 00:03:42.680 --> 00:03:45.280 So what ends up happening is that that person builds a book of business within your business 75 00:03:45.280 --> 00:03:46.360 and then they walk from your business. 76 00:03:46.360 --> 00:03:50.080 And that happens with virtually any service-based business, whether it's car practice or 77 00:03:50.080 --> 00:03:53.760 trying to get car practice, gym owner training or personal trainers, like salon with 78 00:03:53.760 --> 00:03:56.960 hair stylists, it's all the same, they're service, right? 79 00:03:56.960 --> 00:04:01.120 And so I don't like that component of it, right? 80 00:04:01.120 --> 00:04:05.880 Which is why I tend to lean more towards, you know, to the extent that we can try to 81 00:04:05.880 --> 00:04:08.880 productize as many pieces of the services we can because then people are loyal to the 82 00:04:08.880 --> 00:04:12.400 product and the brand that's associating with it rather than the individual who's 83 00:04:12.400 --> 00:04:13.400 providing it. 84 00:04:13.400 --> 00:04:16.600 And then also when you productize it, you can also break it into individual chunks and 85 00:04:16.600 --> 00:04:20.440 then you can divide out the work between people so that it's not one person doing end-to-end 86 00:04:20.440 --> 00:04:21.440 on the thing, right? 87 00:04:21.440 --> 00:04:24.760 And so then they're more loyal again to the outcome or the product rather than to the 88 00:04:24.760 --> 00:04:25.760 person. 89 00:04:25.760 --> 00:04:26.760 So that's one. 90 00:04:26.760 --> 00:04:30.640 Number two is most people who practice agencies tend to be generalists, which is, you 91 00:04:30.640 --> 00:04:33.720 know, I talk about in the book, I think that's terrible idea, but like if you're going 92 00:04:33.720 --> 00:04:36.720 to be a generalist, you're competing against like, oh, you know, I mean, you're competing 93 00:04:36.720 --> 00:04:37.720 again. 94 00:04:37.720 --> 00:04:41.680 Like the biggest people out there and you absolutely can win in general markets. 95 00:04:41.680 --> 00:04:45.040 So despite what I said in the book in terms of like the riches and the niches, it is absolutely 96 00:04:45.040 --> 00:04:46.040 possible. 97 00:04:46.040 --> 00:04:47.040 It's just much harder. 98 00:04:47.040 --> 00:04:48.040 Right? 99 00:04:48.040 --> 00:04:50.520 Like right now I can talk as a business generalist, but because of the track record that I have. 100 00:04:50.520 --> 00:04:51.520 Right. 101 00:04:51.520 --> 00:04:53.800 And so what happens is I think a lot of people try and get in as a business generalist, 102 00:04:53.800 --> 00:04:56.040 but they have no experience and they have no credibility. 103 00:04:56.040 --> 00:04:57.560 And that's really the issue, right? 104 00:04:57.560 --> 00:05:01.000 So like if you want to compete at general business coaching, for example, not that I have 105 00:05:01.000 --> 00:05:03.400 a business coaching company, but at least a business advice company that I give away 106 00:05:03.400 --> 00:05:04.400 for free, right? 107 00:05:04.400 --> 00:05:09.600 Then you have to compete with me and it's going to be harder if you don't have contacts 108 00:05:09.600 --> 00:05:12.360 or experience across multiple industries that have more relevant experience. 109 00:05:12.360 --> 00:05:15.960 And so that's, that's the reason, like the niching isn't because niching is special. 110 00:05:15.960 --> 00:05:19.480 It's just because it's easier to get really good at one thing that is to be really good 111 00:05:19.480 --> 00:05:20.640 at a lot of things. 112 00:05:20.640 --> 00:05:24.720 And I think that's like, that's the subtext for why niching makes more sense, right? 113 00:05:24.720 --> 00:05:29.280 And then on top of that, you can far more easily standardize the product offering so 114 00:05:29.280 --> 00:05:33.000 that you have less variability, which then increases or decreases the operational drag 115 00:05:33.000 --> 00:05:35.000 and increases your margins. 116 00:05:35.000 --> 00:05:38.160 It also allows you to price differently so that you can compete in those small marketplace 117 00:05:38.160 --> 00:05:40.520 and own candidly a more valuable outcome, right? 118 00:05:40.520 --> 00:05:43.760 Because like if, you know, Ogle V isn't going to provide that, well, first off, they 119 00:05:43.760 --> 00:05:46.360 wouldn't work with a local real estate agent, but if they were going to work with a local 120 00:05:46.360 --> 00:05:49.600 real estate agent, they wouldn't be able to provide the same value as somebody who only 121 00:05:49.600 --> 00:05:50.600 does real estate agents. 122 00:05:50.600 --> 00:05:54.720 And not only that, only does real estate agents who only sell commercial homes in the one 123 00:05:54.720 --> 00:05:55.960 to five million dollar range. 124 00:05:55.960 --> 00:05:59.360 Because if you just did that, then you know exactly what the sales process will look like 125 00:05:59.360 --> 00:06:01.960 you'd know exactly where the leads should get, you know what they should get worked on. 126 00:06:01.960 --> 00:06:04.960 And you know what the price for dealers, you can price appropriately and all of that's 127 00:06:04.960 --> 00:06:06.520 going to be optimized. 128 00:06:06.520 --> 00:06:09.040 And in terms of productizing what you're going to deliver, again, your team is going to 129 00:06:09.040 --> 00:06:12.640 know who the avatar is, how you're going to help them in every aspect of that process, 130 00:06:12.640 --> 00:06:13.640 right? 131 00:06:13.640 --> 00:06:17.560 Compared to we market stuff, which is really, really hard and it's all custom and it's 132 00:06:17.560 --> 00:06:19.080 hard to be competitive, right? 133 00:06:19.080 --> 00:06:22.240 Because then you're going to get priced just like everyone else in the marketplace, which 134 00:06:22.240 --> 00:06:24.240 is really difficult to differentiate. 135 00:06:24.240 --> 00:06:26.040 And as marketers, we should know what that is. 136 00:06:26.040 --> 00:06:28.560 So it would make sense to what we start with ourselves. 137 00:06:28.560 --> 00:06:31.840 You mentioned the word productize a bunch of times and it's a term that we use a lot. 138 00:06:31.840 --> 00:06:36.400 And at least in our programs, a lot of times what we're helping our clients do is take 139 00:06:36.400 --> 00:06:43.120 that specialty and start packaging up so that they are not pure service-based. 140 00:06:43.120 --> 00:06:47.440 But you touched on something that I hadn't really at least worded it in a way where you 141 00:06:47.440 --> 00:06:51.680 talked about the chunking of the pieces then into delegating that. 142 00:06:51.680 --> 00:06:56.600 Can you expand on that and maybe even touch on your experience from the early stages 143 00:06:56.600 --> 00:07:00.400 of gym launch or maybe any other business that you've seen do this? 144 00:07:00.400 --> 00:07:03.960 So I think the first thing that needs to happen is you have to have a clear customer journey. 145 00:07:03.960 --> 00:07:05.880 And so most people don't even have a customer journey. 146 00:07:05.880 --> 00:07:08.520 They have a rough idea of what has to happen, but they haven't actually written it down. 147 00:07:08.520 --> 00:07:12.120 So it's like the first step is for us as a company to have a shared understanding. 148 00:07:12.120 --> 00:07:15.240 Like you may think in your own head that you have a shared understanding, but you probably 149 00:07:15.240 --> 00:07:16.240 don't, right? 150 00:07:16.240 --> 00:07:18.760 Because if I were to ask your front line employees, what does it look like? 151 00:07:18.760 --> 00:07:22.840 They probably will mess something up and you will be horrified by what they say to client 152 00:07:22.840 --> 00:07:23.840 journeyists. 153 00:07:23.840 --> 00:07:24.840 Because we're like, oh my god, that's not our client journeyists. 154 00:07:24.840 --> 00:07:28.120 And it's like, and you wonder why clients aren't getting a good experience, right? 155 00:07:28.120 --> 00:07:30.880 And so it's like, first we have to agree upon this thing, everyone's there. 156 00:07:30.880 --> 00:07:36.160 And it's like, okay, now we have to slice up these things into pieces that will best suit 157 00:07:36.160 --> 00:07:40.080 the team, you know, for those specific, you know, roles, right? 158 00:07:40.080 --> 00:07:43.600 And so you're going to probably have a different person does on-boarding than somebody who does 159 00:07:43.600 --> 00:07:47.120 client, you know, account management versus somebody who does the creative. 160 00:07:47.120 --> 00:07:49.720 Like all of those are different roles that all might be necessary in the process that 161 00:07:49.720 --> 00:07:50.720 you crave. 162 00:07:50.720 --> 00:07:54.000 Now what I just described as a generalist approach, which would probably not be the right way 163 00:07:54.000 --> 00:07:57.840 to do it, is like, how can we peel off the pieces that are the highest margin that 164 00:07:57.840 --> 00:07:59.480 were the best at? 165 00:07:59.480 --> 00:08:02.160 Because at the end of the day, like, everything comes down to like, where do we provide the 166 00:08:02.160 --> 00:08:03.160 most value? 167 00:08:03.160 --> 00:08:04.960 And who do we provide that value to? 168 00:08:04.960 --> 00:08:07.920 And like, if we can answer those questions, then business gets a lot easier. 169 00:08:07.920 --> 00:08:11.040 It's like, well, this is for everybody who's a generalist, you need to make the transition, 170 00:08:11.040 --> 00:08:15.480 like the way that I would do this and approach this is, I would look at my entire client base, 171 00:08:15.480 --> 00:08:19.800 historical and actual, and say, which of these clients were the best to deal with? 172 00:08:19.800 --> 00:08:21.760 Which of these accounts were the least trouble? 173 00:08:21.760 --> 00:08:24.160 And which of these did we make the most money on, right? 174 00:08:24.160 --> 00:08:27.120 And so if you plot those, then you'll start to see that there's a clump, right? 175 00:08:27.200 --> 00:08:29.920 There's probably going to be somewhere you made a lot of revenue, but not a lot of profit. 176 00:08:29.920 --> 00:08:33.080 You have some guys who are a lot, again, a lot of revenue, but they're a ton of work. 177 00:08:33.080 --> 00:08:35.880 But there's going to be a sweet spot where you have lots of profit, not a lot of work, 178 00:08:35.880 --> 00:08:37.280 high client satisfaction. 179 00:08:37.280 --> 00:08:40.200 And it might be like, we're really good at this one aspect, or these two aspects are 180 00:08:40.200 --> 00:08:41.920 really good that we're really good at. 181 00:08:41.920 --> 00:08:43.560 And we serve this type of business. 182 00:08:43.560 --> 00:08:46.400 And it can either be niched in terms of, there's levels to niching, right? 183 00:08:46.400 --> 00:08:50.040 You just say local businesses, or one level below that can be service-based local businesses. 184 00:08:50.040 --> 00:08:53.920 Or it could be, you know what I'm saying here, like you can, you can try to think slice 185 00:08:53.920 --> 00:08:56.640 and dice that agreement so you really can define it well. 186 00:08:57.440 --> 00:09:00.400 It might be male founder tech companies, whatever, right? 187 00:09:00.400 --> 00:09:03.760 Because I'm sure your audience is really varied in terms of they serve. 188 00:09:03.760 --> 00:09:06.720 And so you might find out like tech companies have the budget and are really willing to 189 00:09:06.720 --> 00:09:08.920 spend the money and don't have a lot of feedback and creative. 190 00:09:08.920 --> 00:09:10.000 And they're just like, yeah, this is good. 191 00:09:10.000 --> 00:09:12.160 We needed a logo and that's that, right? 192 00:09:12.160 --> 00:09:14.440 And then you can just, that's what you focus on. 193 00:09:14.440 --> 00:09:17.960 Because the thing is, it also becomes, you know, for entrepreneurs, the biggest asset 194 00:09:17.960 --> 00:09:20.200 that we have in our net worth is going to be our business. 195 00:09:20.200 --> 00:09:24.160 And that means that the business in order for it to be valuable, it has to be sellable. 196 00:09:24.160 --> 00:09:26.880 And so a great book on this is John Warlow's book, Built to South. 197 00:09:26.880 --> 00:09:29.360 I think it's a really good story if you've read that. 198 00:09:29.360 --> 00:09:29.880 Yep. 199 00:09:29.880 --> 00:09:33.880 They kind of depicts the issue that, I think the actual examples in agencies that it's probably. 200 00:09:33.880 --> 00:09:35.480 Yeah, it's like they do logos. 201 00:09:35.480 --> 00:09:36.480 Yeah. 202 00:09:36.480 --> 00:09:37.760 It's really suitable for your audience. 203 00:09:37.760 --> 00:09:38.880 Yeah, yeah. 204 00:09:38.880 --> 00:09:41.440 And so yeah, that just tends to be the kind of the recurring issues. 205 00:09:41.440 --> 00:09:44.160 They don't think like business owners, because they're still so fully integrated in the business. 206 00:09:44.160 --> 00:09:47.880 And so it's like, in terms of sequence, it's like we have to get our offer right. 207 00:09:47.880 --> 00:09:49.760 Then we have to get our customer journey right. 208 00:09:49.760 --> 00:09:52.880 And we have to slice that up so that other people can do it so that now we're fully removed 209 00:09:52.880 --> 00:09:54.240 from the delivery. 210 00:09:54.240 --> 00:09:57.160 Then we're still probably selling, depending on the size of the people that you're dealing with. 211 00:09:57.160 --> 00:10:00.080 We're probably a lot of them are still heavily involved in the sales and acquisition. 212 00:10:00.080 --> 00:10:03.960 And so then it's how do we create a pipeline of new business? 213 00:10:03.960 --> 00:10:05.680 And that can be whatever we want. 214 00:10:05.680 --> 00:10:09.000 You can go paid ads, you can go earn media, you can go on media, you can do a manual op-down, 215 00:10:09.000 --> 00:10:11.200 you can do affiliates, you can do word amount of referrals. 216 00:10:11.200 --> 00:10:15.400 If you have a strong back in there, any of those ways you could do, but you have to pick one. 217 00:10:15.400 --> 00:10:18.080 And so if you use under a million dollars, and you've heard my content before, 218 00:10:18.080 --> 00:10:21.000 but I'll distribute it again, it's one product, one avatar, and one channel. 219 00:10:21.000 --> 00:10:23.840 And that is how you get from zero million, that's it. 220 00:10:23.840 --> 00:10:28.680 And what most people are doing is lots of products to lots of avatars on multiple channels. 221 00:10:28.680 --> 00:10:32.480 And failing at all of the miserably and somehow wondering why, right? 222 00:10:32.480 --> 00:10:34.280 It's because you can barely do one thing. 223 00:10:34.280 --> 00:10:37.360 How are you expecting to do to serve lots of different, it just doesn't make any sense. 224 00:10:37.360 --> 00:10:38.440 It's way too long. 225 00:10:38.440 --> 00:10:41.960 And when you say the channel just to be specific of the ones you kind of rifled off, 226 00:10:41.960 --> 00:10:46.360 one committing to manual outbound would be an example. 227 00:10:46.360 --> 00:10:51.240 Or if you're going to do paid media, does that mean paid media only on Facebook? 228 00:10:51.240 --> 00:10:54.720 Or does that mean just paid media across all the channels? 229 00:10:54.720 --> 00:10:57.360 Pay media is a single bucket, right? 230 00:10:57.360 --> 00:11:00.600 And then inside of that, there's obviously, you can go pre-roll YouTube ads. 231 00:11:00.600 --> 00:11:02.520 You can do Facebook, you do Instagram, you can do whatever, right? 232 00:11:02.520 --> 00:11:04.080 Google ads, you can Craigsler sets. 233 00:11:04.080 --> 00:11:05.040 There's a lot of ads you could run. 234 00:11:05.040 --> 00:11:08.800 But what I have found in scaling our companies on paid media, 235 00:11:08.800 --> 00:11:11.200 and then obviously, as you know with our newer stuff, 236 00:11:11.200 --> 00:11:13.280 we're more focused on the other three. 237 00:11:13.280 --> 00:11:17.200 It's easier to go from Facebook to adding YouTube, 238 00:11:17.200 --> 00:11:20.240 than it is to go from Facebook to cold calling. 239 00:11:20.240 --> 00:11:24.400 So it's much easier to just add or remove a step in the friction of having a call funnel 240 00:11:24.400 --> 00:11:26.960 from a different source, because you usually just have to get the friction right. 241 00:11:26.960 --> 00:11:29.760 That's really the only variable with the different traffic sources. 242 00:11:29.760 --> 00:11:32.920 Whereas with manual outbound, it's like you literally are starting from scratch. 243 00:11:32.920 --> 00:11:36.880 And so whatever one you feel like you are best suited for, I would start there. 244 00:11:36.880 --> 00:11:42.400 I will say, though, that from a sellability, a company that is far more on the affiliates, 245 00:11:42.400 --> 00:11:46.160 manual outbound and word of mouth, are going to be much more sellable entities 246 00:11:46.160 --> 00:11:49.720 than paid advertising, earns media, and a owned. 247 00:11:51.920 --> 00:11:55.080 Real quick, guys, you guys already know that I don't run any ads on this, 248 00:11:55.080 --> 00:11:56.400 and I don't sell anything. 249 00:11:56.400 --> 00:11:59.600 And so the only ask that I can ever have if you guys say that you help me spread the word 250 00:11:59.600 --> 00:12:02.840 so we can have more entrepreneurs, make more money, feed their families, 251 00:12:02.840 --> 00:12:06.840 make better products, and have better experiences for their employees and customers. 252 00:12:06.840 --> 00:12:11.280 And the only way we do that is if you can rate and review and share this podcast. 253 00:12:11.320 --> 00:12:13.840 So the single thing that I ask you to do is you can just leave a review, 254 00:12:13.840 --> 00:12:17.080 but take 10 seconds or one type of a thug that would mean the absolute world to me 255 00:12:17.080 --> 00:12:19.680 and more importantly, it may change the world for someone else. 256 00:12:21.680 --> 00:12:22.760 You said that during dinner. 257 00:12:22.760 --> 00:12:26.800 You made a comment, no, I was fortunate enough to have dinner with you in Leila 258 00:12:26.800 --> 00:12:27.880 like a month ago now. 259 00:12:27.880 --> 00:12:33.360 And you made the comment of, you know, like the next channel that someone like myself 260 00:12:33.360 --> 00:12:37.800 could really focus on even though it will take longer to get dialed in as the manual outbound 261 00:12:37.800 --> 00:12:38.800 because then you don't have to. 262 00:12:38.800 --> 00:12:41.160 And I think the words were, you don't have to be a dancing bear. 263 00:12:42.560 --> 00:12:47.560 Is that kind of why you think those three are more relevant? 264 00:12:47.560 --> 00:12:49.000 First, the sellability? 265 00:12:49.000 --> 00:12:52.760 If you look at the biggest companies in the world, almost all of them have a foundation 266 00:12:52.760 --> 00:12:54.360 of the latter three, not the former three. 267 00:12:54.360 --> 00:12:58.840 It's all about like referrals being the biggest because it's the one that is quadratic in nature, right? 268 00:12:58.840 --> 00:13:01.720 Which is, you know, candidly, the reason most businesses don't make money 269 00:13:01.720 --> 00:13:04.440 or a lot of money is because they don't actually provide that much value. 270 00:13:04.440 --> 00:13:06.800 There's not a lot of what we would call customer surplus. 271 00:13:06.800 --> 00:13:08.960 So I'll give you an example of what customer surplus is. 272 00:13:08.960 --> 00:13:14.680 So if I deliver $10,000 of value and I charge $10,000, I will have a satisfied customer 273 00:13:14.680 --> 00:13:15.800 but there will not be any surplus. 274 00:13:15.800 --> 00:13:16.720 They won't tell their friends about it. 275 00:13:16.720 --> 00:13:18.560 They had fair exchange, right? 276 00:13:18.560 --> 00:13:22.880 If I charge $10,000 for $100,000 of value, they'll tell everybody they're not, right? 277 00:13:22.880 --> 00:13:28.560 And so there's a seesaw of how much virality you want in the product you have. 278 00:13:28.560 --> 00:13:30.320 Now, if you look at, again, the biggest companies in the world, 279 00:13:30.320 --> 00:13:33.360 they would prefer to have zero-cross-the-back position, have shillings of virality 280 00:13:33.360 --> 00:13:35.000 and then deal with monetization later. 281 00:13:35.040 --> 00:13:36.920 That is what mostly, yeah, a lot of them are funded 282 00:13:36.920 --> 00:13:38.320 so they don't have to deal with this. 283 00:13:38.320 --> 00:13:40.080 So there is a sweet spot there, right? 284 00:13:40.080 --> 00:13:43.080 And, you know, I sit in an interesting position 285 00:13:43.080 --> 00:13:45.320 because a lot of people are trying to look at what I'm doing with acquisition.com 286 00:13:45.320 --> 00:13:47.160 and they're like, what's the play? 287 00:13:47.160 --> 00:13:49.720 The real play is I don't need the money, right? 288 00:13:49.720 --> 00:13:51.800 So that's the magic, right? 289 00:13:51.800 --> 00:13:53.320 So I have a huge customer surplus. 290 00:13:53.320 --> 00:13:55.840 The reason the book sells 1,000 copies a day right now with no pay ads 291 00:13:55.840 --> 00:13:57.760 is because there's a big surplus, right? 292 00:13:57.760 --> 00:14:01.240 And so maybe if I had a bunch of people who read the early copies 293 00:14:01.240 --> 00:14:03.080 before I launched it, they're like, 294 00:14:03.120 --> 00:14:05.520 dude, you should charge $100, you should charge $500 to the book 295 00:14:05.520 --> 00:14:06.480 or whatever. 296 00:14:06.480 --> 00:14:08.200 And I'm like, I probably could have, 297 00:14:08.200 --> 00:14:11.880 but I would so much rather trade $99 to have your goodwill. 298 00:14:11.880 --> 00:14:14.680 That's far more valuable to me over the long haul, right? 299 00:14:14.680 --> 00:14:17.800 And the reality is that if I charge $0.99, 300 00:14:17.800 --> 00:14:22.000 which is basically nothing because Jeffy B takes 65 of the $0.99, 301 00:14:23.840 --> 00:14:27.000 then the likelihood that I get probably 20 times the people 302 00:14:27.000 --> 00:14:30.240 or 100 times the people who read the book is significantly higher. 303 00:14:30.240 --> 00:14:31.440 And that's where I'm going to, you know, 304 00:14:31.440 --> 00:14:33.600 I would prefer to have 100 people who know about the stuff 305 00:14:33.600 --> 00:14:36.960 and get value, then have one person who gets $500, right? 306 00:14:36.960 --> 00:14:37.960 Totally. 307 00:14:37.960 --> 00:14:40.440 So you made a comment earlier about the, 308 00:14:40.440 --> 00:14:43.360 like if I charge $10,000 and you only make $10,000, 309 00:14:43.360 --> 00:14:45.080 like you're probably not going to go tell anybody about it. 310 00:14:45.080 --> 00:14:48.560 So in the book, you talk about how to basically double your rates, 311 00:14:48.560 --> 00:14:51.600 raise your rates without having to actually change anything 312 00:14:51.600 --> 00:14:52.480 about the offer. 313 00:14:52.480 --> 00:14:54.040 And I want you to talk a little bit about that, 314 00:14:54.040 --> 00:14:56.480 but then kind of specifically around that, 315 00:14:56.480 --> 00:14:59.640 like the evolution to get to that, right? 316 00:14:59.640 --> 00:15:02.960 Because I know a lot of people in this group that are watching this, 317 00:15:02.960 --> 00:15:04.960 A, they're definitely not charging enough. 318 00:15:04.960 --> 00:15:06.520 They know they're not charging enough. 319 00:15:06.520 --> 00:15:08.840 But some of those other things you talked about 320 00:15:08.840 --> 00:15:12.320 have been preventing them from solving a specific outcome 321 00:15:12.320 --> 00:15:15.600 that would even allow them to get to a multiple, you know, return. 322 00:15:15.600 --> 00:15:17.560 So like all these things start stacking on top of each other, 323 00:15:17.560 --> 00:15:19.480 but save someone's specialized. 324 00:15:19.480 --> 00:15:21.200 They're doing something specific. 325 00:15:21.200 --> 00:15:22.520 And they're still not charging enough. 326 00:15:22.520 --> 00:15:26.720 Can you talk to the path to raising your rates? 327 00:15:26.720 --> 00:15:32.480 So the problem is the price is the symptom, not the cause, right? 328 00:15:32.480 --> 00:15:35.440 So the cause is that people are not providing sufficient value. 329 00:15:35.440 --> 00:15:38.000 And so the whole book details how to break down every problem 330 00:15:38.000 --> 00:15:40.400 that your customer is dealing with, a specific customer, 331 00:15:40.400 --> 00:15:42.840 and then how to systematically solve each of those problems 332 00:15:42.840 --> 00:15:45.120 so that you can provide more value. 333 00:15:45.120 --> 00:15:47.240 Once you have provided significantly more value, 334 00:15:47.240 --> 00:15:48.800 then you can raise your prices. 335 00:15:48.800 --> 00:15:50.360 And then as a result of raising your prices, 336 00:15:50.360 --> 00:15:53.400 the price itself also confers more value to the product itself, 337 00:15:53.400 --> 00:15:57.080 which is kind of an interesting dynamic in and of itself. 338 00:15:57.080 --> 00:15:59.720 And so hopefully what I said didn't seem contradictory 339 00:15:59.720 --> 00:16:00.760 to what I'm saying right now. 340 00:16:00.760 --> 00:16:04.360 It's like, I raised my prices at gym watch by a lot. 341 00:16:04.360 --> 00:16:05.560 And I was way ahead of the market. 342 00:16:05.560 --> 00:16:09.320 But I also added $250,000 of top point on average. 343 00:16:09.320 --> 00:16:11.520 And so the reality is that the people that I was competing against 344 00:16:11.520 --> 00:16:14.720 were charging between $50,000 and $50,000 for adding 345 00:16:14.720 --> 00:16:18.480 between $50,000 and $50,000 to the business, right? 346 00:16:18.480 --> 00:16:21.600 I was adding $250,000 and I charged $40. 347 00:16:21.600 --> 00:16:23.240 So I was still way above them. 348 00:16:23.240 --> 00:16:26.000 But I was like, double or triple or 10 times way above them 349 00:16:26.000 --> 00:16:27.680 in terms of the value that was provided. 350 00:16:27.680 --> 00:16:30.640 And that you could verify on the fact that like the business exploded, 351 00:16:30.640 --> 00:16:32.680 right? And that's the, you know, the reason behind it, 352 00:16:32.680 --> 00:16:34.240 which is why we didn't have to spend a ton of advertising. 353 00:16:34.240 --> 00:16:35.600 Like the first year in business we have to make, 354 00:16:35.600 --> 00:16:37.800 we spent a million dollars to advertise, we did 28 million. 355 00:16:37.800 --> 00:16:40.440 You get so much more return by having some level of customer 356 00:16:40.440 --> 00:16:41.840 support costs. 357 00:16:41.840 --> 00:16:45.400 I guess sequentially though, like you had gone and personally 358 00:16:45.400 --> 00:16:48.320 flown around the country and did this one on one, 359 00:16:48.320 --> 00:16:49.680 launching these gyms. 360 00:16:49.680 --> 00:16:52.960 You obviously had that experience to kind of, 361 00:16:52.960 --> 00:16:56.640 I think, probably know the value discrepancy. 362 00:16:56.640 --> 00:16:58.320 And so what I'm hearing correctly, 363 00:16:58.320 --> 00:17:00.680 some of you listening might have done this enough times 364 00:17:00.680 --> 00:17:02.440 and already have seen the type of returns 365 00:17:02.440 --> 00:17:04.440 you can get thus probably instantaneously 366 00:17:04.440 --> 00:17:05.520 can raise your rates. 367 00:17:05.520 --> 00:17:09.840 But some of you might have to earn it by actually going above 368 00:17:09.840 --> 00:17:13.120 and beyond, figuring out what that is and sequentially 369 00:17:13.120 --> 00:17:15.880 raising rates as you start getting those returns. 370 00:17:15.880 --> 00:17:17.040 Does that sound accurate? 371 00:17:17.080 --> 00:17:20.200 Yes, so let me tell you two different ways of getting them. 372 00:17:20.200 --> 00:17:23.560 The first is that you massively fix what you're doing 373 00:17:23.560 --> 00:17:27.680 and provide 20 times the value and charge five times the price 374 00:17:27.680 --> 00:17:29.120 that you currently are. 375 00:17:29.120 --> 00:17:30.840 And so if you do that, then you'll get both elements. 376 00:17:30.840 --> 00:17:32.280 You'll have a massive increase in value 377 00:17:32.280 --> 00:17:33.520 and you'll be able to provide that 378 00:17:33.520 --> 00:17:34.840 because you're at five times higher prices. 379 00:17:34.840 --> 00:17:37.640 So you'll have extra cash flow to be able to fulfill all 380 00:17:37.640 --> 00:17:38.920 of these things that you can do. 381 00:17:38.920 --> 00:17:40.760 And oftentimes the value that we provide 382 00:17:40.760 --> 00:17:44.960 takes a one-time investment that you can yield returns 383 00:17:44.960 --> 00:17:45.800 over and over again. 384 00:17:45.920 --> 00:17:47.240 A book is a one-time investment, 385 00:17:47.240 --> 00:17:49.160 but then I continue to yield returns on that book 386 00:17:49.160 --> 00:17:50.160 over and over and over again. 387 00:17:50.160 --> 00:17:52.080 So it's like, a lot of times we need to do more work 388 00:17:52.080 --> 00:17:54.280 on the onset than people end up doing. 389 00:17:54.280 --> 00:17:56.040 But I think I have a perfect example for this 390 00:17:56.040 --> 00:17:58.160 that's actually, that might be perfectly relevant for this. 391 00:17:58.160 --> 00:18:02.440 So one of the companies that you was using our software 392 00:18:02.440 --> 00:18:03.840 was an agency, right? 393 00:18:03.840 --> 00:18:07.440 And this agency owner, I would do one call among the agency owners 394 00:18:07.440 --> 00:18:10.040 just like, you know, help them with business stuff. 395 00:18:10.040 --> 00:18:12.960 And every single month, same guy would get on 396 00:18:12.960 --> 00:18:15.600 and the same guy would vision moan about his customer. 397 00:18:15.600 --> 00:18:16.440 And he had niche down. 398 00:18:16.440 --> 00:18:18.960 He was only working with real estate agents. 399 00:18:18.960 --> 00:18:20.840 And he was like, you know, they, they suck. 400 00:18:20.840 --> 00:18:22.240 They say that the leads are bad. 401 00:18:22.240 --> 00:18:23.160 No one works the leads. 402 00:18:23.160 --> 00:18:27.400 And it was the same conversation over and over and over 403 00:18:27.400 --> 00:18:28.400 and over again. 404 00:18:28.400 --> 00:18:31.560 And I was like, dude, stop your agency 405 00:18:31.560 --> 00:18:33.280 and go work the leads that you're getting. 406 00:18:33.280 --> 00:18:35.240 Go get your real estate license. 407 00:18:35.240 --> 00:18:36.680 Go work the leads. 408 00:18:36.680 --> 00:18:38.400 Go sell some houses. 409 00:18:38.400 --> 00:18:40.880 And then you'll be able to help them. 410 00:18:40.880 --> 00:18:42.040 And he didn't do it. 411 00:18:42.040 --> 00:18:44.840 And then finally got so fed up that he did it. 412 00:18:44.840 --> 00:18:47.400 And then in a month, he sold like seven and a half million 413 00:18:47.400 --> 00:18:48.640 in houses, right? 414 00:18:48.640 --> 00:18:52.200 And I was like, okay, have you learned something about, 415 00:18:52.200 --> 00:18:53.800 he's like, oh, yeah, the, you know, 416 00:18:53.800 --> 00:18:55.160 what I was telling them to do, it like, 417 00:18:55.160 --> 00:18:56.760 there's a couple different like nuances 418 00:18:56.760 --> 00:18:58.280 about how you had to do that different. 419 00:18:58.280 --> 00:19:00.320 And so what happens is everyone just regurgitates 420 00:19:00.320 --> 00:19:02.680 generic advice and they've never done it. 421 00:19:02.680 --> 00:19:04.360 And because they've never done it, 422 00:19:04.360 --> 00:19:05.600 they don't have the nuances. 423 00:19:05.600 --> 00:19:07.120 And then the devil's in the details. 424 00:19:07.120 --> 00:19:09.920 The money is in the, is in the tiny differences, 425 00:19:09.920 --> 00:19:11.520 not the massive things, right? 426 00:19:11.520 --> 00:19:13.920 And so because he actually did it, 427 00:19:13.920 --> 00:19:15.320 I was like, now you can have conviction 428 00:19:15.320 --> 00:19:16.360 when you talk to somebody on the phone, 429 00:19:16.360 --> 00:19:17.840 you're like, dude, I'm working these leads myself. 430 00:19:17.840 --> 00:19:20.640 Like, I just sold two houses this week, like it works. 431 00:19:20.640 --> 00:19:23.120 And imagine how different the sales conversation is, 432 00:19:23.120 --> 00:19:24.720 how different he feels about the pricing 433 00:19:24.720 --> 00:19:25.680 that he's going to charge. 434 00:19:25.680 --> 00:19:27.280 And now the product truly is better. 435 00:19:27.280 --> 00:19:29.400 And so believe it or not, crazy. 436 00:19:29.400 --> 00:19:32.240 He's now making way more money, mind blowing. 437 00:19:32.240 --> 00:19:34.960 And so if you think about this for most people, 438 00:19:34.960 --> 00:19:36.640 is they start getting into business 439 00:19:36.640 --> 00:19:38.600 where they actually provide no value. 440 00:19:38.600 --> 00:19:39.920 They don't know how to provide value. 441 00:19:39.920 --> 00:19:42.000 They took a course and they'll know how to run Facebook ads 442 00:19:42.360 --> 00:19:44.720 or they did some sort of design in the past, 443 00:19:44.720 --> 00:19:46.240 and they're okay at it, right? 444 00:19:46.240 --> 00:19:47.960 And the reason they don't make more money is because they're okay. 445 00:19:47.960 --> 00:19:48.800 They're not that good. 446 00:19:48.800 --> 00:19:51.720 And so we have to figure out a way to provide far more value 447 00:19:51.720 --> 00:19:53.240 to a very specific avatar, 448 00:19:53.240 --> 00:19:54.680 make their entire lives amazing 449 00:19:54.680 --> 00:19:56.200 because all the work that we did ahead of time, 450 00:19:56.200 --> 00:19:58.680 which oftentimes is one type work, right? 451 00:19:58.680 --> 00:20:00.560 It's just no one's willing to wait six months 452 00:20:00.560 --> 00:20:03.320 or a year to have a business that's 10 times as big. 453 00:20:03.320 --> 00:20:06.240 But that means that you have to forego six months to 12 months, 454 00:20:06.240 --> 00:20:09.120 of just learning the craft to a way deeper level. 455 00:20:09.120 --> 00:20:11.240 And here's what's crazy, is that when you do that, 456 00:20:11.240 --> 00:20:14.240 imagine the story marketers put your marketer hat on, 457 00:20:14.240 --> 00:20:15.880 the story that he can now tell. 458 00:20:15.880 --> 00:20:18.000 You could say, dude, I get it, I was so tired of it. 459 00:20:18.000 --> 00:20:19.200 I worked the damn leads myself, 460 00:20:19.200 --> 00:20:20.600 I figured out every one of the systems 461 00:20:20.600 --> 00:20:22.120 and now I'm giving it to you. 462 00:20:22.120 --> 00:20:25.840 Now they're like, oh shit, no one else has done that, right? 463 00:20:25.840 --> 00:20:27.360 And when I started the gym business, 464 00:20:27.360 --> 00:20:29.000 like I had six gyms of my own, 465 00:20:29.000 --> 00:20:30.840 still didn't feel secure enough to actually 466 00:20:30.840 --> 00:20:32.520 say that I could help gym owners. 467 00:20:32.520 --> 00:20:33.640 Then I started flying out 468 00:20:33.640 --> 00:20:35.160 because I wanted to make sure I was getting way more value 469 00:20:35.160 --> 00:20:36.160 than I was charging for it. 470 00:20:36.160 --> 00:20:40.200 And I did 33 turn-around in like 18 months. 471 00:20:40.200 --> 00:20:42.560 And so we went to 33 different markets. 472 00:20:42.560 --> 00:20:44.400 We sat at the front desk, we sold the membership, 473 00:20:44.400 --> 00:20:46.920 we did everything for them, we fronted the money. 474 00:20:46.920 --> 00:20:49.440 And so at that point, when I then say, 475 00:20:49.440 --> 00:20:52.160 hey, I just launched 33 gyms personally 476 00:20:52.160 --> 00:20:53.600 over the last 18 months, 477 00:20:53.600 --> 00:20:56.240 I can tell you that this will work in your market, 478 00:20:56.240 --> 00:20:57.160 hop on a call. 479 00:20:57.160 --> 00:20:58.440 It's a story that no one else can say. 480 00:20:58.440 --> 00:21:00.440 So it's not an angle, it's not a hook, it's just, 481 00:21:00.440 --> 00:21:01.440 it's true. 482 00:21:01.440 --> 00:21:02.920 Then here's the cool thing. 483 00:21:02.920 --> 00:21:05.640 As soon as I wanted to transition to the done with you model, 484 00:21:05.640 --> 00:21:07.120 I had 33 gyms that I was just like, 485 00:21:07.120 --> 00:21:08.080 hey, remember that thing I did? 486 00:21:08.080 --> 00:21:09.000 They were like, yeah, I was like, 487 00:21:09.000 --> 00:21:10.600 do you want to want me to show you how I did it? 488 00:21:10.600 --> 00:21:11.880 And they're like, yeah. 489 00:21:11.880 --> 00:21:15.040 I had 33 high ticket clients immediately, right? 490 00:21:15.040 --> 00:21:17.920 They're client 34 who gets on the phone. 491 00:21:17.920 --> 00:21:19.760 I'm like, well, here, I'll just set you up 492 00:21:19.760 --> 00:21:21.440 with one of the gyms that's doing it right now. 493 00:21:21.440 --> 00:21:23.040 They're like, dude, just buy it. 494 00:21:23.040 --> 00:21:25.080 I didn't need to, just like, dude, just buy it. 495 00:21:25.080 --> 00:21:26.080 Buy it. 496 00:21:26.080 --> 00:21:28.520 So you alluded to value in that. 497 00:21:28.520 --> 00:21:31.720 And I think in consuming a lot of your content 498 00:21:31.720 --> 00:21:33.360 and then going to resources, 499 00:21:33.360 --> 00:21:35.520 I haven't found many people that have actually defined it. 500 00:21:36.280 --> 00:21:38.040 Yeah, you have. 501 00:21:38.040 --> 00:21:40.680 We all think it's like, oh, like, go serve 502 00:21:40.680 --> 00:21:42.600 how to content, blah, blah, blah, blah. 503 00:21:42.600 --> 00:21:45.600 But like, you actually put together an equation for it. 504 00:21:45.600 --> 00:21:47.880 Can you talk through that? 505 00:21:47.880 --> 00:21:50.600 Yeah, and I think I dealt with the same issue you do, right? 506 00:21:50.600 --> 00:21:51.920 Which is like, you know, prices, 507 00:21:51.920 --> 00:21:53.040 what you pay, values, what you get. 508 00:21:53.040 --> 00:21:55.000 And so everyone can talk about price all day, 509 00:21:55.000 --> 00:21:56.160 but no one talks about value. 510 00:21:56.160 --> 00:21:57.840 They just say the word value over and over. 511 00:21:57.840 --> 00:21:58.680 There you go. 512 00:21:58.680 --> 00:21:59.840 The value of it. 513 00:21:59.840 --> 00:22:01.160 There's the equation. 514 00:22:01.160 --> 00:22:02.800 The way that I came to this was trying to think about 515 00:22:02.800 --> 00:22:05.440 two products that were the same and had different prices. 516 00:22:05.440 --> 00:22:08.560 And so I was like, why is this price higher than this? 517 00:22:08.560 --> 00:22:10.560 And so I just tried to think about it. 518 00:22:10.560 --> 00:22:12.120 And those are the four buckets that I came with. 519 00:22:12.120 --> 00:22:13.280 I think you could probably break those 520 00:22:13.280 --> 00:22:14.320 into further smaller buckets, 521 00:22:14.320 --> 00:22:16.680 but those are the kind of the big chunks that exist. 522 00:22:16.680 --> 00:22:18.800 And so for the audience, the fastest way 523 00:22:18.800 --> 00:22:19.760 that you can provide values, 524 00:22:19.760 --> 00:22:21.080 look whatever else in the market is, 525 00:22:21.080 --> 00:22:22.960 do it again, do it in half the time. 526 00:22:22.960 --> 00:22:25.440 Simplest, simplest, like the thing that people value 527 00:22:25.440 --> 00:22:26.800 the most is their time, right? 528 00:22:26.800 --> 00:22:29.240 And then effort and sacrifice is a nod to convenience, right? 529 00:22:29.240 --> 00:22:32.200 Effort is what you, what the prospect has to now begin doing 530 00:22:32.200 --> 00:22:33.080 that they don't want to do, 531 00:22:33.080 --> 00:22:35.360 that they weren't doing before they started working with you. 532 00:22:35.360 --> 00:22:37.000 Sacrifices what they have to stop doing, 533 00:22:37.000 --> 00:22:38.240 they want to do, that they no longer get 534 00:22:38.240 --> 00:22:39.640 to do as a result of working with you. 535 00:22:39.640 --> 00:22:40.880 So it's just two sides at the same coin. 536 00:22:40.880 --> 00:22:43.080 So for example, you might be saying, ah, 537 00:22:43.080 --> 00:22:44.200 I mean, I'm getting them all these leads, 538 00:22:44.200 --> 00:22:45.480 but now they're incurring the cost of, 539 00:22:45.480 --> 00:22:46.800 now I have to pay someone to work leads, 540 00:22:46.800 --> 00:22:48.480 we have to follow up with all these people, 541 00:22:48.480 --> 00:22:49.520 I've got all these appointments. 542 00:22:49.520 --> 00:22:51.560 Like those are costs, right? 543 00:22:51.560 --> 00:22:54.240 And we have to look at every cost that they're going to incur 544 00:22:54.240 --> 00:22:56.160 as a result of doing business with us. 545 00:22:56.160 --> 00:22:57.600 And solutions create more problems. 546 00:22:57.600 --> 00:22:58.520 That's always how it is, right? 547 00:22:58.520 --> 00:22:59.800 And so if we can solve more of these problems 548 00:22:59.800 --> 00:23:02.080 that we're creating, then we can create more value 549 00:23:02.080 --> 00:23:02.920 in the end, right? 550 00:23:02.920 --> 00:23:04.200 But back to the time to like, 551 00:23:04.200 --> 00:23:06.280 the single thing that I focused on with virtually 552 00:23:06.280 --> 00:23:07.880 every business that you start working with 553 00:23:07.880 --> 00:23:10.040 on the acquisition.com side of the portfolio 554 00:23:10.040 --> 00:23:12.720 is how can we decrease the time to late a month, right? 555 00:23:12.720 --> 00:23:14.120 And so I'll give you an easy example 556 00:23:14.120 --> 00:23:15.480 that you just gave with the market, right? 557 00:23:15.480 --> 00:23:18.120 If I, you know, you start working with a company 558 00:23:18.120 --> 00:23:19.360 and, you know, they swipe the card 559 00:23:19.360 --> 00:23:21.760 and they start working to say, hey, it's gonna take 30 days, 560 00:23:21.760 --> 00:23:22.640 and then effort and sacrifice, 561 00:23:22.640 --> 00:23:23.720 you have to give me all this creative, 562 00:23:23.720 --> 00:23:25.240 you have to give me all access to all this stuff, 563 00:23:25.240 --> 00:23:26.840 you have to, you have to, you have to, you have to, 564 00:23:26.840 --> 00:23:28.240 you have to, it's like, man, there's a lot of effort 565 00:23:28.240 --> 00:23:29.240 and sacrifice here. 566 00:23:29.240 --> 00:23:30.520 And especially if it's ongoing. 567 00:23:30.520 --> 00:23:33.000 Every week you owe me this, every month you owe me this, 568 00:23:33.000 --> 00:23:34.360 we have to go on numbers every week, 569 00:23:34.360 --> 00:23:36.120 we're gonna have this cadence, blah, blah, blah, blah. 570 00:23:36.120 --> 00:23:37.360 Like it's all stuff that now I have to do 571 00:23:37.360 --> 00:23:38.560 that I wasn't doing before, right? 572 00:23:38.560 --> 00:23:39.400 Yeah. 573 00:23:39.400 --> 00:23:41.320 And so what we try and do is like, 574 00:23:41.320 --> 00:23:43.000 imagine a different marketing agency 575 00:23:43.000 --> 00:23:45.640 that as soon as they swipe the card, right? 576 00:23:45.640 --> 00:23:48.440 They're phone rang with a qualified lead, right? 577 00:23:48.440 --> 00:23:50.880 Holy cow, different client experience, 578 00:23:50.880 --> 00:23:52.880 different impressions, different expectations 579 00:23:52.880 --> 00:23:53.960 that immediately gets set, 580 00:23:53.960 --> 00:23:56.000 and way more good will right off the bat. 581 00:23:56.000 --> 00:23:57.880 You just bought yourself three months of forgiveness 582 00:23:57.880 --> 00:24:00.240 from that first phone call in 30 seconds. 583 00:24:00.240 --> 00:24:02.040 You already know my perceived like 584 00:24:02.080 --> 00:24:03.080 I've achievement with through the roof, 585 00:24:03.080 --> 00:24:05.000 my buyers from works went way down, you know? 586 00:24:05.000 --> 00:24:06.440 And then the likely that I'm going to ascend 587 00:24:06.440 --> 00:24:07.480 to a higher level of service 588 00:24:07.480 --> 00:24:09.960 or buy the next thing, triples, right? 589 00:24:09.960 --> 00:24:12.840 And so for us, we always try and engineer wins 590 00:24:12.840 --> 00:24:14.000 as fast as we can be possible. 591 00:24:14.000 --> 00:24:15.160 For us with a new client, 592 00:24:15.160 --> 00:24:17.440 we like to have in the first seven days. 593 00:24:17.440 --> 00:24:21.680 So for us, the main KPI that we will drive as a company 594 00:24:21.680 --> 00:24:23.360 is what a client is gonna make in the first, 595 00:24:23.360 --> 00:24:26.000 for us it's 14, but like we try and get in the first seven, 596 00:24:26.000 --> 00:24:27.000 but when we collect and- 597 00:24:27.000 --> 00:24:28.960 And is this gym launch specifically? 598 00:24:28.960 --> 00:24:31.560 No of them, oh, we try and figure out how we, 599 00:24:31.560 --> 00:24:34.080 and if you're like, well, in my industry is different. 600 00:24:34.080 --> 00:24:35.520 Think creatively. 601 00:24:35.520 --> 00:24:36.800 Like I don't, you know, I mean, like I can't meet 602 00:24:36.800 --> 00:24:38.520 with everybody individually, but like I promise you, 603 00:24:38.520 --> 00:24:41.840 we've made this work with even the long buying cycles, 604 00:24:41.840 --> 00:24:44.200 like the mortgages and the real estate guys. 605 00:24:44.200 --> 00:24:45.320 Yeah, those are longer buying cycles, 606 00:24:45.320 --> 00:24:48.000 but there are still wins that you can still have emotionally 607 00:24:48.000 --> 00:24:50.080 that you can still deliver in the first seven or 14 days. 608 00:24:50.080 --> 00:24:53.240 Speed is so valuable to people, especially business owners. 609 00:24:53.240 --> 00:24:56.000 If I sign a contract and nothing happens for 30 days, 610 00:24:56.000 --> 00:24:58.800 I think the company I'm dealing with should immediately. 611 00:24:58.800 --> 00:25:01.160 I automatically assume that, right? 612 00:25:01.200 --> 00:25:03.520 But if I see activity, I see predictors, 613 00:25:03.520 --> 00:25:06.200 I see activation points that are happening, then I know. 614 00:25:06.200 --> 00:25:08.840 So if for us, I'll use the gym example. 615 00:25:08.840 --> 00:25:10.760 If we know that we're gonna have to pull all these levers, 616 00:25:10.760 --> 00:25:12.840 right, we're gonna change the number of people 617 00:25:12.840 --> 00:25:14.280 they're taking procession and their price points, 618 00:25:14.280 --> 00:25:16.120 how we're gonna sell, change their lobby, 619 00:25:16.120 --> 00:25:17.120 all the different aspects to this, 620 00:25:17.120 --> 00:25:18.760 and we're gonna have to change, right? 621 00:25:18.760 --> 00:25:20.600 Those are all heavy things, they're important, 622 00:25:20.600 --> 00:25:21.800 but they take help. 623 00:25:21.800 --> 00:25:25.520 Well, I'm going to just peel off the fastest, easiest win 624 00:25:25.520 --> 00:25:27.240 and deliver that in the first 14 days 625 00:25:27.240 --> 00:25:29.320 so that I gain the goodwill to then say, 626 00:25:29.320 --> 00:25:31.480 now you trust me enough to do these other things 627 00:25:31.480 --> 00:25:33.560 so it's real work and actually make even more work. 628 00:25:33.560 --> 00:25:34.800 It'll take a little bit of time. 629 00:25:34.800 --> 00:25:37.640 But now they believe me and I've bought myself the goodwill. 630 00:25:38.920 --> 00:25:40.360 Hope you guys enjoyed the first part 631 00:25:40.360 --> 00:25:43.760 of this two-part series with Greg Higman going deep 632 00:25:43.760 --> 00:25:45.600 on the Hunter Relarial offer framework 633 00:25:45.600 --> 00:25:48.560 from the book applied to real world business, 634 00:25:48.560 --> 00:25:50.600 both B2B in the eighth and C world 635 00:25:50.600 --> 00:25:53.640 and then also B2C in the small business environment 636 00:25:53.640 --> 00:25:56.960 with your local or you help local business owners. 637 00:25:56.960 --> 00:26:00.200 Stay tuned for part two, which is coming up in a few days.