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Welcome to the Jim Secrets Podcast where we talk about how to get more customers,

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how to make more per customer, and how to keep them longer. And the many failures

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and lessons that we have learned along the way, I hope you enjoy and subscribe.

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I wanted to tell you a story about something that happened recently that was

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impactful for me and was just another one of the we need to be reminded more

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than we need to be taught lessons. It happened this Friday on our legacy release

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call. And so if there's you don't know, like every other Friday or so, I kind of

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release new stuff, trainings, information, whatever, towards our general

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community. And for the last, I would say, month and a half, maybe two months, I've

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been trying to get across this one point, which is the importance of

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availability for making sales. Simply put, I mean, right now, because we have so

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much data to support this, like the number of hours and number of time slots

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per day that you have. And the number of days that you were available to take sales

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appointments is a massive impact on your throughput of marketing. What I mean by

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that is for the amount of eyeballs, clicks that turn into customers, right,

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throughput, they have to go through all of the steps in your sales process,

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right, from click to opt in to apply to schedule to show to close, right,

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all the way through, like that's throughput, right? And so availability, I don't

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want to tell you the story about how this came to be. But I've been trying to

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get our gyms to increase their availability, like you need to find a way to be

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available more times. Like if you're only available for three hours in the

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afternoon, four days a week, you're just not going to make that much money.

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Like I'm like, I don't know how to say this differently, right? And I kept

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really banging my head against the wall with this. I'm like, why is no one

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getting this? I'm like, guys, you're going to make three times as much money if

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you just have full availability, right? People like, I don't know, man, like

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you're just heating and hog, right? Just like, just drag and ask. And I was like,

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what the, like, why are you not doing this, right? And so this last Friday,

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I framed it differently. And I had a huge response to it. And I tons of people

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messaged me as a result. And when I said it, I felt like it hit, right? And the

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difference was, for the last month, basic or two months, I've been trying to

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talk about how much opportunity was being lost, right? How much opportunity

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for gain? I was like, guys, you get a three times how much money you're making.

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Like, you're going to go from having, you know, 15% of your lead show to like

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35, 40% of your lead show, it's a massive difference simply by having tons of

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availability for people's self-schedule, right? Because they're a more like

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the schedule, be more likely to show the time that's more convenient. And I have

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the data to support that now because we've done this across, you know, 100 plus

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locations. And we've tracks appointments correspondingly to different levels

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of availability, right? There's a whole bunch of other factors too, but this

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was a really big one, right? And so in framing it this last Friday, compared to

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other times I've tried to bring this up with people, I said it differently when I

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said it, I felt everyone changed. And what I said was, guys, you're, you're, you're,

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you're wasting two thirds of your ad spend, right? Instead of spending $9,000

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a month on advertising, I was like, you can spend three, now the same amount of

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people come in your door. I was like, so that's $6,000 a month, you can be

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saving, right? By not having, by just simply having better availability. Like you

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have this much availability, you're going to save thousands, right? You're

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going to not overspend on your acquisition by, by 3x, right? You're overspending

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to a car customer. It's costing three times as much as you get someone in the

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door as it should, right? And so now they may, that may seem sold to you, but when

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people saw that they're like, holy shit, I'm spending three times much, I'm, I'm

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spending three times as much as I could be spending on advertising. I'm like,

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literally, oh my gosh, I could spend a third of what I'm spending now to get the

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same amount. That is what clicked for people. And the difference was up to this

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point, I was talking in the terms that I understand. And I'm going to talk the

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second half of this little content piece I want to talk about this. But it's, I

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talked about the opportunity for gain. I was like, guys, if you change nothing,

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it makes three times as much money, right? No one gave a shit, right? Because

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humans don't think an opportunity for gain, right? I'm still making the same

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fucking mistake, all right, talking like this. Because I told you in my 2019

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lessons that people buy pain, not gain, right? And it's

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continually to being reinforced for me, all right? And so I only talked about the

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opportunity for gain up to this point. And instead after that, it was about the

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pain that was being solved, right? About the pain of overspending on

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acquisition, about how much they could save, right? And that's just because

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humans are logical. And they only think about pain avoidance. There's so much

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more pain avoided than they are desiring for gain. Now, like, that was the

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that was the big shift in messaging for this last Friday that if you have to

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if you're trying to communicate to someone to get them to change, try and talk in

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terms of pain avoidance, not opportunity for gain, not talk about how much

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better their life is going to be, but talk about all the pain they're struggling

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through now that they won't have to have, right? And if you talk in those terms,

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they're going to be far more likely to receive the message and then act in

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accordance to that, all right? It's a huge breakthrough for me, right? And

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hopefully for our German community, because if they can actually change the

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freaking availability, then they could save two-thirds of their acquisitions

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across. They wouldn't have to burn two-thirds of their ads spent every month,

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unleas that should be walking the door to just hit a scheduler that doesn't

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have the availability that they can make, right? So that was kind of the first

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half.

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Hey, Mosin Asian, quick break just to let you know that we've been starting to

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post on LinkedIn and want to connect with you. All right, so send me a

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connection request and note letting me know that you listen to the show and I

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will accept it. There's anyone you think that we should be connected with, tag

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them in one of my or Laylist posts and I will give you all the love in the

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world. All right, so let's get back to the show.

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The second half is kind of the fallacy that most business owners make because

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they're human, right? I feel like most of our, you know, our growth as entrepreneurs

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is just unlearning who we are and learning bad habits. Anyways, an

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opportunity for game and an opportunity for saving, right, or paint avoidance,

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whatever you want to throw out there are equal from a mathematical standpoint.

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And so you have to disproportionately weigh opportunities for game, right?

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Because if I can make an extra $3,000 a month, it's the same as me taking

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effort to save $3,000 a month. It's the same provided the cost of those

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things from a time standpoint is the same, right? And so the cost of

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3Xing your throughput is the same. You have to open this available to what

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you have to do, right? But if you have to frame it to yourself that you're

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going to save 2.3, it's not a very big growth mindset because for me, I'm like,

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shit, I can triple how much money I'm making, but some people just wanted to stay the

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same and then save more money, right? And that's what most people did. And so the

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fallacy as a business owner is not following you to that trap and being able to

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see opportunities for game and paint avoidance in the same light as simply math,

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right? Like if I can save you $3,000 a month on rent, it's the same as me

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setting up an affiliate relationship with you so that you can get, you know,

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affiliate commissions on everything that the people in your community already

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buy. So there's no operational complexity in either way, but adding $3,000 a month

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of profit, right? That doesn't add any operational complexity is the same as me

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getting $3,000 a month knocked off your rent, right? But if I said it that way,

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$3,000 a month knocked off your rent, like all you have to do is just like put

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these signs up and ask these questions in your landlord, it's going to knock off

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$3,000 a month of rent. People are like, hell, yeah, let's do it. I'm stoked,

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right? Versus doing the same setup to make $3,000 a month more, right? And they

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don't do it, right? So you have to check yourself and I do this all the time for

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me, I'm not going to preach you ever saying like, making sure that you're not

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letting your emotions make the decision and just letting the math guide you.

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Because as long as the operational complexity of putting any intervention in is

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the same, then you should simply look at it in terms of how much money it could

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swing in either direction, right? And so that is my big takeaway from this last

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Friday. I had a bunch of gym owners message me being like, oh my God, that just

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made so much sense. I feel so stupid for not just having better availability,

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because they were like, no, I'm just going to take the time to continue for me.

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You realize if you can just set every day from nine to nine is available and

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then only block off the one or two times, you know you can't take someone just

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doing that, right? Starting as the default of full availability and then only

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changing the couple of times that you know for a fact that you cannot meet with

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someone, right? If you just do that, you could take your schedule rates from 40 to

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60%, which is a 50% increase in throughput just from that. And then on top of

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that, take your show rates from 40 to 60%. All right, I just have to date it

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back this up. And so you think about how much how much does it cost you to do

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that not a ton? And if you're like, well, I'm outside of the business, then how

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much would it like would one one extra person who's working part time be able

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to buy you back, triple your return on a head spend, and then you extrapolate

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that over a year, because everybody thinks in a one week time frame, I'm like,

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come on, right? Think about this. If you're about three X, right? So here's

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me talking about it in terms of gains that if you're going from 10 new clients a

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month to 30 new clients a month, simply by opening your availability month two and

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month three and month four, that shit stacks, right? It stacks and then it becomes

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irrelevant from a cost standpoint, right? But from the pain avoidance side, I'd

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say, like, if every month you have to spend one third this amount of money that

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you normally do to keep your business the same, how much more money is that in

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your pocket, right? So instead of spending 9,000 a month on ads, you can spend

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three, you can take the extra six and put your pocket 70 something thousand a year,

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whatever 72,000 a year that you can save, right? And by save, I mean, it's direct

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to bottom line, right? And if you're like the average gym that runs on 12% growth

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or 12% EBITDA, right, 12% take home, then 72,000 a year is a lot of money, right?

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Just by opening the availability up in order to increase your throughput of all

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of your marketing, right? And also just be kind of like a business like 7-11, like

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you don't have to always, you don't have to sell all day, you just have to be

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available to sell. 7-11 doesn't have to have customers in their doors at all

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times. In fact, I'm sure there's been plenty of times you walked into a 7-11 or a

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royal farm or blah, blah, or whatever is in your neighborhood, right? And walked

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in, there was no one there, right? But they were available to take your business,

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right? And so to the same degree, especially in fitness world, we have to

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operate on off-hours a lot of times because the clients that we have, hopefully many

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of them work normal jobs from 9 to 5. And I see, gym owners who only have a

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availability from 9 to 9. And I'm like, well, who do you think is going to come in?

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Right? You know what I mean? Or like they don't take any appointments after 5. Cool,

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you don't have to do it, but your business does. Like your business needs to have

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that availability. You're like, well, what I'd be right now, it's like well, then

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you need to, like, you open to business and so you have to grow it to the point

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that eventually you can have someone else do it for you. And that's kind of what

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you sign up for. And if you haven't done that up to this point, it might be the

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reason that you still haven't gotten there, right? So even sometimes if it takes a

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short-term commitment from you saying, listen, sweetheart, I'm going to be, like, it's

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going to be six months, but I'm going to be able to two or three X are growth rates

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so that I can get back out and pay someone to take this availability over. That's

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fine, right? But we're talking, we're not just talking like an incremental increase.

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We're talking, talking two X, three X, the amount of people walking the door and

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having the data to back that now, which is crazy to consider. All right? So

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anyways, I hope you guys take that into consideration when you're trying to

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communicate something to your tribes, your community, talk about in terms of

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pain avoidance, talk about in terms of the things that they won't have to do

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that they currently do. So it's basically taking things that they don't like

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now and removing them rather than adding things that they would enjoy, right? If

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you talk about it in those terms, people tend to be more responsive to it. And if

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you're a gemowner for God's sake, open up your fucking web.