WEBVTT

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The reason you're not making money is because you're not that good, and that's okay.

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

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customers, how to keep them longer in the many failures and lessons we have learned

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along the way. I hope you enjoy and subscribe.

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What's going on everyone? It is Alex from where you hear

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if right now you're in a vehicle or a business and it's not growing the way you

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want it to grow. You're looking at other people who are doing the same thing as

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you and you want to do better or better than them or as good as them.

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Then I would like to share kind of the nuggets from a conversation I had yesterday with an agency

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owner who was kind of struggling with the same thing. So they were an agency owner.

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They're in the real estate space and you've been doing this for a year and a half

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ish and he's like at what point do I throw in the talent switch industries, right?

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And this was an awesome conversation because

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the honest truth is you're not that good. That's why you're not making money.

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Like just like let that sit for a quick second.

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Like the reason you're not making money is because you're not that good

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and that's okay. Because it wouldn't be reasonable for you to be good

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because you just started, right? And started is in the business.

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Like you're not 30 years in the business. You've been there for a year, right?

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And so like is it reasonable to believe that you're going to have a top 1% income

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only having been in a game where other people have been doing it for 20 years

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when the top 1% probably not, right?

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And so the question is then how do you how do you skip through that?

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So the first is asking do I think that the vehicle that I am in is viable?

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And so the easiest way to do that is look around and see if there are other people

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in the industry that are doing what you're doing.

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And if they are succeeded in it means that it is possible and therefore it is possible for you.

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So the next piece is understanding the depth of the value

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and the skills that are required to be successful. And so let me give you a quick example of this.

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I'll give you a theoretical example and then I'll drive it home with the real estate thing.

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So for those of us in the U.S., we have one word for snow.

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It's snow, right? Eskimos, this is from what I heard.

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Anybody, any of you guys are Eskimos, you can let me know if this is true or false.

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But from what I understand they have seven different words for snow.

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All right, it's because of the different types of snow.

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And you could reason that Eskimos understands snow better than we do

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because it's literally all they have.

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And so the nuance that they have for what snow is is more delineated, right?

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And so when I was talking to this rural state agency, I was like,

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so why are your clients not staying on?

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The obvious answer is they're not making money.

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But he's like, but he's like some clients we kill with, some clients we don't kill for.

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He's like, I got one guy who's doing $250,000 a month just using the leads that we send him.

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And I was like, right, that's because of him and not you.

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Think about it.

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And I was like, all right, so what is that person doing that's different than the rest of your clients,

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right?

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He's like, from what I understand, I mean, he's just, he's just calling them up.

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And I was like, that would be the same thing as looking at what I do all day.

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And just saying, yeah, I mean, Alex just makes money, just hops on meetings.

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There's a little bit more to it than that, right?

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It's the depth of the understanding.

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It's looking at the sky and saying, oh, it's white, it's snowing, right?

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When in reality an expert says, oh, there's seven different types of snow.

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And this is subtype A, right?

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If you were to ask me, how do I make, you know, like, there's only free offers and non-free offers.

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I'd be like, no, there's 19 types of ways to monetize the word free.

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Like, oh, Alex, I know more about that, right?

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It's because I have more volume.

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The guys who are the Eskimos, he snow every day.

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And so they've been doing it their whole lives.

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And of course, they have more delineation for what types of snow there are.

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And so the solution for this particular owner was,

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this is what I would recommend to him.

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He may or may not do this.

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But it will be the thing that I'll make him successful.

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Is I was like, fly out to the guys who entered 50,000 a month off of your leads

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and soak up everything.

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How many times does he call?

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In what intervals?

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What's the first thing he says on the phone?

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What's the intonation?

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How does he follow up right after the phone call?

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Where does he meet them?

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How soon does he meet them?

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Is the meeting in person?

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Is it a Zoom call?

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Or is it, you know, is it a phone call?

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Is he setting up for someone else?

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When they do show up, what's the contract look like?

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What does that conversation look like?

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How does he walk around the room when he positions himself and presents the contract?

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When he orders the houses for the showing, how does he order them?

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Does he order the most expensive one first then something else second?

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And then the one he wants to sell them?

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Like, what's the process looking?

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And then after the person says, yes, how does he close the deal out

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and make sure that he's getting paid?

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He's like, I don't know any of that stuff.

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And I was like, right, and that's why you're not making money.

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I was like, if you were the top absolutely,

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if you knew more about how to make real estate agents money,

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we wouldn't be having this conversation

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because you'd be making them money, right?

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And so everyone's unwilling to do the thing,

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which is to plant the roots, right?

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You got to plant the roots deep.

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And the only way to have that level of certainty,

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because if someone says to him, these leads are crap, right?

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For example, he could look back at them and say,

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no, they're not, you're doing it wrong,

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because he has the certainty and the conviction

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that he has done it and he knows that.

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And that there's only two ways to have that level of conviction.

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You can either be a sociopath and lie,

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or you can have done it.

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There is no other trick, right?

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Like, I can speak with confidence in saying

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that I know that Jim launches better at serving gyms

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because we have more seven figure gyms

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than most people that have in their entire freaking franchises,

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right?

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I have 1,500 success stories.

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I know our stuff works, right?

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And so I can have that conviction.

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Like, there's just, there's no question about it.

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I did 33 turn arounds for two years, right?

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Two years.

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I spent in momental rooms.

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Everyone forgets about that stuff.

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Like, how do we learn how to sell supplements so well?

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Because I would stand in front of a room of complete strangers

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and day after day after day, I would close these rooms

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full of people to buy supplements, right?

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And the first six months I did it, I didn't close anyone

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because I couldn't figure out how to sell them.

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And then I stumbled into one success

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and then another success and another success.

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And then it became a system.

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And then it became so repeatable I could do it in my sleep, right?

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But we were like, well, what's the hack, right?

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Now, you can learn from somebody who's already learned that.

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That's how you fast track success.

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I was on the same call.

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And there was a lady on there who said,

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I didn't mind having been her, but it was the point is,

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if you can't learn from other people's failures,

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then it means that you are literally going to have to make

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every single mistake yourself, which is possibly

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the stupidest thing you can do.

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Real quick guys, you guys already know that I don't run any ads on this

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and I don't sell anything.

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And so the only ask that I can ever have are you guys,

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that you help me spread the word so we can have more entrepreneurs,

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make more money, feed their families,

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make better products and have better experiences

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for their employees and customers.

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And the only way we do that is if you can rate and review

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and share this podcast.

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So the single thing that I have to do is you can just leave a review,

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take 10 seconds or one type of the thumb,

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it means the absolute will to me and more importantly,

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it may change the world to someone else.

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Like, you obviously should learn from your own mistakes,

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but why is people learn from other people's mistakes

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and even better they learn from other people's successes, right?

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I saw someone yesterday who was on that same call say like,

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well, I don't know what you're saying is right for XYZ.

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And I'm like, who do you think has more perspective about snow?

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This is your first winter.

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I've been living in Alaska for the last 20 years.

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Like, I was like, if you absolutely want to go make the mistake,

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you can absolutely go make it.

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I was like, but it's stupid as shit, right?

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Think about it.

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And so, to wrap this up in terms of like,

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if you were not seeing the success that you believe that you were quote,

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ode, which you're not owed to anything, right,

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then you have to, you, you are, you aren't, you earned the success

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and you get it through doing.

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And it like, I was talking to another guy yesterday who's an entrepreneur,

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they're doing a few million bucks a month, right?

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And it was funny because hearing his story is the same story.

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It's the same story that every successful entrepreneur has.

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The same story.

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So listen to it.

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And if it's not your story,

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then it's why you're not where you want to be.

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Every single successful entrepreneur has a rocky cutscene.

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They have a two year, four year, six year period of time where no one talks about it and they

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did the same thing over and over and over and over again. And then finally, they have mastery.

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And then at that point, they trans that skill to a new opportunity, a new vehicle,

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and then they blow up overnight.

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That's how it happens.

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All right, the guy that I was speaking with yesterday has an amazing selling system.

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He's very good at building sales teams that are both outbound and inbound, right?

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Great guy.

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How did he learn how to do it?

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He saw all these leads that were happening online.

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All these opt-ins that no one was calling for for digital products.

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And he's like, and he was a good salesperson at that point.

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He said, I'll bet you I can figure out a way to get these people to buy.

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And what did he do?

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He started picking up the phone.

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And every day he would do hundreds of dials, hundreds of dials to these lists that were just

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plowing through that no one was talking to.

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And then he finally figured out how to get him to say yes to the first phone call.

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And then he figured out how to set them for the second call.

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And then he figured out how to make the offer on the next call and close him, right?

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But it took a all the time of learning how to sell, which took him years.

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And then he applied it to a new vehicle and then did more reps with his initial skill.

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And then he learned a system.

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And then once he applied that system, he was able to show other people, etc.

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Right?

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He blew up.

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For me, I did 4,000 sales consultations.

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4,000.

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Thousand.

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Thousand.

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All right, sales consults in person.

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It's a lot.

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And so it's like when we talk about sales stuff, the nuances are evident.

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The difference between somebody who just talks about sales that you've seen in a video,

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right?

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And somebody that you can that someone who's providing excessive value

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is because of the nuance that you only learn through repetition, right?

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From actually putting time under the bar, which is the word that I use from the fitness space,

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like you have to put your time under the bar.

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There is no shortcut.

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I was on a podcast where they were asking me, they're like,

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it seems like you've, you know, you've had this great success really quickly.

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Quick is relative, right?

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But he was like, and if the people who are listening want a shortcut,

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that's success, what do they do?

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And I was like, you're not.

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That's the answer.

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You're not going to.

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Because the skill is the base of the pyramids, the foundation, right?

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If your foundation is this small because you only spent six months doing your rocky cutscene,

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then the peak of that pyramid is small.

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But you give me a base that's like this and it's hundreds of feet deep.

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You can build a skyscraper taller than anything you've ever seen, right?

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But the foundation is the piece that no one can take from you.

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No one can take my experiences from it, right?

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And the skills that were shaped from that.

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And so right now, if you're not seeing what you want to see, it's because you haven't put the

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time in, you haven't put the time under the bar, you haven't gotten the reps in,

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you haven't done the volume, right?

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And so if you see someone that is doing something better than you,

240
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then go and observe and then execute, right?

241
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Interate, sorry, replicate before you iterate.

242
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Go do it and then until you can do it as well as them,

243
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don't change anything.

244
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Once you can do it as well as them or better than them,

245
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then you've earned the right to iterate on someone else's system.

246
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That is my advice.

247
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So this was a passionate one for you.

248
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It was just because it stemmed from so many conversations have culminated this.

249
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If you want to figure out how to how a car practice is doing well,

250
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go to car practice is doing well and offer to work for free.

251
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All right, now you're not going to work for free for me.

252
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I get a DM, I get two DMs a day like, hey man,

253
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I'll work for free if I can just spend time with you.

254
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No, you have no value to provide to me.

255
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Don't ask, right?

256
00:11:59.520 --> 00:12:03.200
But there are other people who are probably closer.

257
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Go message Bill Gates and say, hey Bill,

258
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I'll work really hard and I'll stand next to you.

259
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He's not going to accept that.

260
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No person who's really, really making money is ever,

261
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because you're just going to literally take from them.

262
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You have no value to provide, right?

263
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Instead, have value can provide,

264
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which might be working the front desk,

265
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it might be cleaning the facility,

266
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it might be doing anything so that you can be a rounder,

267
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a business owner, and then you can learn skills that you can then apply.

268
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All right?

269
00:12:30.880 --> 00:12:33.280
Like, when we did the gym turn rounds,

270
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I worked the front desk for 33 different gyms.

271
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It's a lot of gyms, right?

272
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And so I got a feeling for how the floor is laid out,

273
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how the lobby's needed to be laid out,

274
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how you can maximize your sales,

275
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how you can have more guys selling in the same space.

276
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All those things happen because I time under the bar.

277
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So I'm spending 20 years in Alaska looking at snowfall,

278
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after snowfall, after snowfall and saying,

279
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ah, that's the detail.

280
00:12:54.320 --> 00:12:56.320
Oh, when you pick up the phone, say it like this,

281
00:12:56.320 --> 00:12:58.160
right, because I tried it, that would didn't work.

282
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Right? And if you have to go ram your head on the wall

283
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and not learn from other people's mistakes, that's dumb.

284
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So, yes, more of the story is, put the time in,

285
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you will achieve your success faster by taking the year or two of Rocky Cutscene

286
00:13:12.240 --> 00:13:15.280
and then blowing up, look at how everyone else's success is.

287
00:13:15.280 --> 00:13:18.320
They didn't blow up, like, they didn't,

288
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they didn't just blow up, right?

289
00:13:20.560 --> 00:13:22.640
There's the Rocky Cutscene period.

290
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If you haven't had that period, you probably won't blow up.

291
00:13:26.560 --> 00:13:28.960
So just start putting the time in now

292
00:13:28.960 --> 00:13:31.680
to get your Rocky Cutscene done to have the skill

293
00:13:31.680 --> 00:13:34.800
that you can then apply to the new opportunity that arises.

294
00:13:35.360 --> 00:13:36.960
The sales guy's opportunity was you figured out

295
00:13:36.960 --> 00:13:39.760
outbound calls where there's a huge gold mine, right?

296
00:13:39.760 --> 00:13:42.880
For me, I figured out there, apparently there's a lot of gyms

297
00:13:42.880 --> 00:13:44.720
who wanted to learn how to get customers, right?

298
00:13:44.720 --> 00:13:45.760
Profitably. I didn't know.

299
00:13:45.760 --> 00:13:47.600
I figured everyone was opening their gyms with full capacity.

300
00:13:47.600 --> 00:13:48.720
I didn't know, right?

301
00:13:48.720 --> 00:13:50.960
And then it turns out a lot of people wanted to have that, right?

302
00:13:52.240 --> 00:13:53.840
Billy Jean, who I talk about all the time,

303
00:13:53.840 --> 00:13:55.280
he did gold calling for three years,

304
00:13:55.280 --> 00:13:57.840
or two years before he ever started marketing, right?

305
00:13:57.840 --> 00:13:59.120
That was the Rocky Cutscene period.

306
00:13:59.120 --> 00:14:00.320
It's where he sharpened his sword.

307
00:14:00.320 --> 00:14:02.880
That's where he learned how to sell, right?

308
00:14:02.880 --> 00:14:05.040
And so all of these things, right,

309
00:14:05.040 --> 00:14:07.680
look at your path, look at the Rocky Cutscene

310
00:14:07.680 --> 00:14:10.320
that you have or haven't done, and just get it done.

311
00:14:10.320 --> 00:14:12.880
And then after that, you'll build the base of the pyramids

312
00:14:12.880 --> 00:14:14.320
so you can have the peak that you want,

313
00:14:14.320 --> 00:14:17.360
rather than consistently building off of a peak foundation

314
00:14:17.360 --> 00:14:19.200
that's this big and never being able to pass

315
00:14:19.200 --> 00:14:21.520
five or $10,000 a month, right?

316
00:14:21.520 --> 00:14:22.880
Because you haven't earned it, right?

317
00:14:22.960 --> 00:14:24.320
And the marketplace knows that.

318
00:14:24.320 --> 00:14:27.200
They can delineate between who really has trench knowledge

319
00:14:27.200 --> 00:14:28.080
and who is pretending.

320
00:14:29.360 --> 00:14:30.240
And that's pretty much it.

321
00:14:30.240 --> 00:14:31.760
So it's all I got for you.

322
00:14:31.760 --> 00:14:32.480
Happy Wednesday.

323
00:14:32.480 --> 00:14:33.200
Keep being awesome.

324
00:14:33.200 --> 00:14:33.920
Catch you soon.

325
00:14:33.920 --> 00:14:34.720
Bye!