WEBVTT 1 00:00:00.000 --> 00:00:04.580 In that moment their pain is the highest right tomorrow it might not be there in the day before it wasn't because the days the day 2 00:00:04.580 --> 00:00:08.100 They walked in the door so you always have that advantage because you're in the moment of truth 3 00:00:08.100 --> 00:00:09.940 You're in the moment that they want to make a decision 4 00:00:09.940 --> 00:00:13.780 Welcome to the gym secrets podcast where you talk about how to get more customers how to make more 5 00:00:13.780 --> 00:00:18.580 Procustomer and how to keep them longer and the many failures and lessons that we have learned along the way 6 00:00:18.580 --> 00:00:20.580 I hope you enjoy and subscribe 7 00:00:21.580 --> 00:00:24.500 What's going on everyone? Hope you guys are having awesome Tuesday 8 00:00:25.220 --> 00:00:28.920 Error whatever do you're listening to this if you're listening to your car and podcast all like it stuff 9 00:00:29.380 --> 00:00:34.420 Hope you are rocking and rolling so I've been a little delayed in my making of content 10 00:00:34.420 --> 00:00:38.740 And that is because I've been making content in a different form which is visual frameworks 11 00:00:38.740 --> 00:00:44.500 So I had been another 24 frameworks that I'm putting together and might end up being like 36 by the time I'm done with it 12 00:00:44.900 --> 00:00:49.460 And it's going to be all around acquisition. So it's just general acquisition strategies 13 00:00:50.260 --> 00:00:57.380 And really you know how we built three multi-figure businesses using kind of different models than was traditional 14 00:00:57.780 --> 00:01:03.140 So one that I wanted to share with you today was kind of the five sales that you must know if you were selling service 15 00:01:03.620 --> 00:01:05.220 All right, and so 16 00:01:05.220 --> 00:01:06.740 Sorry, it's four sales 17 00:01:06.740 --> 00:01:10.020 But if you look at this beautiful thing which if you're listening then you can just kind of listen along 18 00:01:10.820 --> 00:01:14.740 There's four sales that have to happen right the first sale is your service sale 19 00:01:15.220 --> 00:01:17.380 All right, now you're not just selling one thing 20 00:01:17.380 --> 00:01:21.300 But you're going to anchor high and then continually down sell all the way down 21 00:01:21.620 --> 00:01:22.340 All right 22 00:01:22.340 --> 00:01:27.060 The second sale and I'm going to break down each of these sales the second sale that you need to have is going to be your bolt-on sales 23 00:01:27.060 --> 00:01:29.060 So this is going to be the sales for ancillary 24 00:01:29.060 --> 00:01:30.740 Services or products all right 25 00:01:30.740 --> 00:01:35.460 So this would be for us in the James base your nutrition sale now in the nutrition sale you're going to be able to sell 26 00:01:35.940 --> 00:01:38.660 All right monitors. You're going to be able to sell supplements 27 00:01:38.660 --> 00:01:42.740 You're going to be able to sell meals and these are all things you're going to bolt on because your client is going to buy these things 28 00:01:42.740 --> 00:01:44.740 Anyways a lot of times per your recommendation 29 00:01:45.380 --> 00:01:49.380 The third thing is going to be your continuity sale all right, which is once you've gotten them in 30 00:01:49.780 --> 00:01:53.780 You want to upsell the continuity and then the final set that you're going to make is kind of pre-pay 31 00:01:54.420 --> 00:01:57.140 For the duration all right, so I'm going to walk you through this process works 32 00:01:57.620 --> 00:02:02.020 So when someone walks in the door and this is how you can actually maximize your client value because right now 33 00:02:02.020 --> 00:02:04.900 You're only like right now when people start working with us, right? 34 00:02:05.060 --> 00:02:07.780 They're usually only selling one thing and they're doing it really poorly 35 00:02:08.180 --> 00:02:11.860 So someone comes in and they're like hey, you know, you should sign up for a membership 36 00:02:11.940 --> 00:02:15.700 And they hand them a clipboard with prices and say let me know if you have any questions or or they say hey 37 00:02:15.780 --> 00:02:20.820 Just once you come work out for a week and then you don't let us know if you like it and we can talk about membership stuff that right 38 00:02:21.060 --> 00:02:24.820 These are the typical ways that most people try and sign people up for memberships 39 00:02:25.060 --> 00:02:28.980 Problem is it doesn't really work and if you look at the math you come in way way behind 40 00:02:29.780 --> 00:02:32.820 Uh a business that actually has a doubt in process like you go to hurts 41 00:02:33.220 --> 00:02:38.420 You're not they're not going to say yeah like walk around the parking lot pick a car and let us know if you like one like it doesn't work that way 42 00:02:38.580 --> 00:02:43.140 Because they understand the game and if you want to win the game or at least keep playing the game 43 00:02:43.620 --> 00:02:48.500 Uh, you have to know how to play right and so the first step is understanding the sales that you're trying to make so the service sale 44 00:02:48.500 --> 00:02:50.020 We'll start there 45 00:02:50.020 --> 00:02:55.220 The entirety is that when someone comes in is the time when they're most excited to purchase right their pain is highest 46 00:02:55.220 --> 00:02:57.780 They got in their car they may time they drove all the way there 47 00:02:57.780 --> 00:03:00.180 And so for some reason you cannot close someone on that 48 00:03:00.740 --> 00:03:01.940 High Layla 49 00:03:01.940 --> 00:03:05.780 Close someone in that in that moment then you're kind of missing something right 50 00:03:05.780 --> 00:03:09.780 Because they came and in that moment their pain is the highest right tomorrow it might not be there in the day before 51 00:03:09.780 --> 00:03:11.780 It wasn't because the days the day they walked in the door 52 00:03:11.780 --> 00:03:14.660 So you always have that advantage because you're in the moment of truth 53 00:03:14.660 --> 00:03:17.060 You're in the moment that they want to make a decision all right 54 00:03:17.060 --> 00:03:20.820 So I believe that you should capitalize on that and so the most expensive thing 55 00:03:21.380 --> 00:03:24.740 Possible and that also gets a higher investment from the client 56 00:03:24.900 --> 00:03:29.860 Which means that they're going to be more invested both financially and emotionally because there's a transfer of energy there 57 00:03:29.860 --> 00:03:33.620 When they hand you money now they're likely so if you want to be a coach you want to get people good results 58 00:03:33.860 --> 00:03:37.860 You have to get them invested that's part of the coaching job is to get some invested 59 00:03:38.100 --> 00:03:43.060 And if you can't do that then you're missing out on the first and probably the most important piece of what you are being paid to do 60 00:03:43.460 --> 00:03:44.020 All right 61 00:03:44.020 --> 00:03:47.140 So back to our our little drop drawing here, okay? 62 00:03:47.460 --> 00:03:50.740 So the service sale now you see that there's four sales under the service sale 63 00:03:50.740 --> 00:03:53.540 That's because this is a downsell all right or an upsell matrix 64 00:03:53.540 --> 00:03:58.180 Whatever we want to say it is that at each of these sales there's not just one sale that's yes or no 65 00:03:58.180 --> 00:04:03.060 If they say no to the first one you start on the second sale and being able to go through this 66 00:04:03.060 --> 00:04:07.140 And navigate it smoothly is going to be your skill set that you're going to to 67 00:04:08.260 --> 00:04:09.540 Hone over time all right 68 00:04:09.540 --> 00:04:12.500 So the first thing you're trying to do is a diagnostic set which is selling to go. So okay 69 00:04:12.500 --> 00:04:18.340 Darthiode came in for a 21-day whatever our 14-day whatever or seven-day fix or 20 or six-week detox 70 00:04:18.340 --> 00:04:22.500 It doesn't matter right they came in for a widget because that is the level of awareness that they came out on 71 00:04:22.660 --> 00:04:26.900 And that is the the offer that you put on the front end that is getting clicks to get people in the dark great 72 00:04:27.380 --> 00:04:29.140 Now we can both 73 00:04:29.140 --> 00:04:33.380 Agree that after having spoken you want to lose 40 pounds. It's not going to happen to 21 days can we go with that? 74 00:04:33.700 --> 00:04:37.620 Right otherwise we start hacking off body parts and and and me there must want that right 75 00:04:37.780 --> 00:04:40.580 Parallel cleanup for me and for you probably really difficult to work out since that 76 00:04:41.140 --> 00:04:43.700 Okay, great. So we can both agree on that fantastic 77 00:04:43.700 --> 00:04:48.740 So why don't I just solve your problems that cool great notice the tonality here right is that we're going through the sale 78 00:04:48.900 --> 00:04:52.500 And they're agreeing with you. They're like no, you're right. This is like it's not going to solve my problem all right 79 00:04:53.220 --> 00:04:58.020 So what it's going to take is going to take you wherever 24 weeks to hit your goals can take another 10 to maintain 80 00:04:58.020 --> 00:05:00.020 It's just 34 weeks and all and 81 00:05:01.060 --> 00:05:05.540 It's only 90 bucks a week. All right, you're gonna get me you're gonna bubble bubble ball right sound good fair enough 82 00:05:06.020 --> 00:05:09.540 She's gonna say yes, or she's gonna be like I can't afford that and you're like cool 83 00:05:09.540 --> 00:05:13.300 Well, what you can do is you can just prepay today and you just put it on a card and then pay on your returns 84 00:05:13.700 --> 00:05:17.620 Just like that. We still switch from repra- pay and full to another pay and full if you still says no 85 00:05:17.860 --> 00:05:21.540 Right, then you can start decreasing the duration right you can decrease the down payments 86 00:05:21.540 --> 00:05:26.100 You're like all right, so instead of 3,000 a day how about we put a thousand on a day and then we can decrease your payments over time 87 00:05:26.340 --> 00:05:28.100 Right, so instead of paying you know pre-paying 88 00:05:28.740 --> 00:05:32.100 I can still give you 10% off and you can put a thousand down and then instead of paying 90 on a week 89 00:05:32.100 --> 00:05:34.100 You're only gonna have to pay 66 weeks that work 90 00:05:34.500 --> 00:05:35.700 Fair enough 91 00:05:35.940 --> 00:05:38.980 And it's gonna be like yeah, I can do that. Cool. She can't do that. Then it's like you know what? 92 00:05:39.140 --> 00:05:42.740 Maybe maybe the time can be it's time can be in kind of the issue. Yeah, I'm really sure if I'm gonna like it 93 00:05:42.740 --> 00:05:46.980 Okay, cool. How about this? Why don't we just start with six weeks or 12 weeks? Whatever you guys want to do, right? 94 00:05:47.780 --> 00:05:50.340 And let's just get you some results first and we'll go from there fair enough 95 00:05:50.660 --> 00:05:54.420 All right, so let's just do 600. There's no payments after that and we'll go from there great 96 00:05:54.580 --> 00:06:00.980 So when you anchor the $3,000 front end right the the thousand downs sounds like way less and then the 600 feels like nothing 97 00:06:01.380 --> 00:06:05.460 Right, and so that is how you start downside now. She still says now and she's like I hate you 98 00:06:05.780 --> 00:06:10.900 Your mustache is offensive to me. You know my my uncle's a mustache guy and I hated him and you remind me okay 99 00:06:11.780 --> 00:06:16.500 So why don't we just like can I just get you can I just get your results first? Can we just start there? 100 00:06:16.740 --> 00:06:19.940 Okay, cool. So I'm gonna I'm gonna train for this one one day's absolutely free 101 00:06:20.180 --> 00:06:23.540 All right, and then what I need you to do is make a mistake you want to shop you really want to hit results? 102 00:06:23.620 --> 00:06:27.220 Yes, great. All right, so you need to make eight workouts during this period of time 103 00:06:27.460 --> 00:06:30.500 All right, you need to make three appointments all right the first appointments in 48 hours 104 00:06:30.500 --> 00:06:34.500 Which we're gonna go over on your foot right if you're not gonna change how you eat you're not gonna change how you look great 105 00:06:34.500 --> 00:06:38.500 You understand awesome the next one and all do is appointing on the contract where they're initially 106 00:06:38.740 --> 00:06:44.180 All right, the next one is a feedback appointment like I can't I can't change your program and make it more personalized 107 00:06:44.180 --> 00:06:47.780 If I don't get feedback so that's unfair. Does that make sense? Okay, cool. So you're gonna show up for that appointment 108 00:06:47.780 --> 00:06:49.780 You're initially here I'm pointing with my finger great 109 00:06:50.180 --> 00:06:53.460 So the third one is your way out because I need to answer your pictures because listen 110 00:06:53.460 --> 00:06:57.620 There's no way we're gonna be able to know if it may progress. I can't get an after picture from here before. Does that make sense? 111 00:06:58.500 --> 00:07:00.980 Yes, fantastic. So we're gonna start here all right 112 00:07:00.980 --> 00:07:04.260 So these are what you're committing to me and I'm committing to training for free for the next 21 days 113 00:07:04.500 --> 00:07:07.860 All right, and so if you miss this as an added layer of accountability 114 00:07:07.940 --> 00:07:13.060 This is to get you doing this because you said you struggled with accountability the past you struggled getting going sticking with it right 115 00:07:13.780 --> 00:07:18.260 Is that we're gonna be $25 call it call it fat tax whatever you want to call it right 116 00:07:18.900 --> 00:07:22.900 Motivation tax to get you to show up. Does that make sense? Ha ha ha ha great 117 00:07:23.140 --> 00:07:27.620 And so that way now and I can get you results. It still make it effectively free. Make sense great 118 00:07:28.020 --> 00:07:30.020 And so just like that you went from 119 00:07:30.500 --> 00:07:34.420 $3,000 ticket to $1,000 ticket to a and that's that's not our front 120 00:07:34.580 --> 00:07:36.580 It's a six hundred dollars upfront 121 00:07:36.580 --> 00:07:39.860 And you could probably split pay the six hundred if they still can't do that then you could just close the trap 122 00:07:40.020 --> 00:07:41.940 All right, so no matter what 123 00:07:41.940 --> 00:07:47.140 Everyone leaves with something all right every human who walks in the door has to sign up 124 00:07:47.540 --> 00:07:49.700 They don't sign up. You're not good. You can't help them 125 00:07:52.020 --> 00:07:56.900 Aimos in Asian quick break just to let you know that we've been starting to post on LinkedIn and want to connect with you 126 00:07:57.220 --> 00:08:01.380 All right, so send me a connection request and note letting me know that you listen to the show and I will accept it 127 00:08:01.620 --> 00:08:05.700 There's anyone you think that we should be connected with tag them in one of my or layless posts 128 00:08:06.020 --> 00:08:09.140 And I will give you all the love in the world. All right, so let's get back to the show 129 00:08:09.860 --> 00:08:15.620 Right and so you should never lose anyone 130 00:08:16.180 --> 00:08:20.020 Ever who walks in your gym because everyone can sign up for free 131 00:08:20.420 --> 00:08:23.220 All right, and if you want to help them you can still sign them up for free 132 00:08:23.220 --> 00:08:25.620 And you have them put their card down for contingencies 133 00:08:25.620 --> 00:08:28.660 So it's a free trial with contingencies or with commitments 134 00:08:28.740 --> 00:08:31.780 Which is just that they're going to follow through so you can actually get the results 135 00:08:31.860 --> 00:08:36.180 Which everyone will agree with when you're going through the sale because they said they want to get results 136 00:08:36.180 --> 00:08:40.100 Do you think you can get results if you don't show up for the gym? No, do you think you can get results if you don't change your the way you know 137 00:08:40.100 --> 00:08:43.460 Okay, so then just show up these points. It's all you got to do like you don't have to do anything you just got to show up 138 00:08:43.700 --> 00:08:46.260 Fair enough great. All right, so that is 139 00:08:47.140 --> 00:08:51.940 That is the step down on the service sale. All right, now I don't want to make this an overly long podcast 140 00:08:51.940 --> 00:08:53.940 I'll probably just talk about the second sale in the next video 141 00:08:54.100 --> 00:08:56.500 Um, I thought I thought it was gonna be able to make it through all of them 142 00:08:56.500 --> 00:08:58.340 But it turns out that was probably not gonna be the case 143 00:08:58.420 --> 00:09:03.380 So that is the first sale mastering that first sale is going to maximize your throughput 144 00:09:03.460 --> 00:09:08.820 So right now the average gym closes one out of three people who comes in the door one out of three 145 00:09:09.700 --> 00:09:11.700 So if you want to be three times better 146 00:09:11.940 --> 00:09:13.780 Then your neighbor 147 00:09:13.780 --> 00:09:19.380 Follow this sales process because here's how the math great stuff if you have let's say I'm gonna do a multiple three 148 00:09:19.380 --> 00:09:20.500 So it makes my life easy 149 00:09:20.500 --> 00:09:26.180 So let's say you get nine people who walk in the door all right the typical guy is closing three of them on a membership 150 00:09:26.660 --> 00:09:30.580 Right maybe right or maybe like and he's getting a hundred bucks. Okay 151 00:09:31.060 --> 00:09:35.540 Now you are smart mofo and you're not gonna do that because you listen to these types of things 152 00:09:35.540 --> 00:09:37.540 You're trying to grow and try to prove right 153 00:09:37.540 --> 00:09:38.660 And so you're like all right well 154 00:09:38.660 --> 00:09:44.660 I'm gonna close one out of nine or two out of nine on a twenty five hundred dollar prepay right 155 00:09:44.660 --> 00:09:47.860 So boom you're already at five thousand like if you close nothing else 156 00:09:47.860 --> 00:09:50.740 You're already crushing through the gym across the street all right 157 00:09:50.980 --> 00:09:55.380 But then you still have seven other sales right and let's say you get two of the other sales in a thousand 158 00:09:56.180 --> 00:09:59.140 Okay, cool maybe just one let's just let's not let's not get over 159 00:09:59.220 --> 00:10:05.140 Let's go one at a thousand and then they got a contract on the back end the next one you get six hundred with a contract in the back end 160 00:10:05.380 --> 00:10:08.500 Another one you got six hundred no contract and the rest of them 161 00:10:08.500 --> 00:10:10.740 So I think I just said five right and the other four 162 00:10:11.380 --> 00:10:17.220 You just you just get their card number right so now all nine of these people you have the opportunity to get 163 00:10:17.700 --> 00:10:20.580 Into continuity now with the four people who are in trials 164 00:10:20.580 --> 00:10:24.660 Do you think they're out of the woods yet you think that we're just gonna be like you know what we wish you the best 165 00:10:24.660 --> 00:10:28.020 And I hope that you'll come back and let me know if you want to stay for a membership 166 00:10:28.260 --> 00:10:32.820 Hell no because we're controlling the process here. This is our master out and they have no internet. So 167 00:10:34.180 --> 00:10:36.100 That is going to bring us to sell number two 168 00:10:36.340 --> 00:10:41.140 Which is what we're gonna do in the next 24 to 40 hours from every single one of those nine people all right 169 00:10:41.220 --> 00:10:46.180 So we're if we're talking revenue from just these nine shows the person that we're trying to compete against the guy down the street 170 00:10:46.180 --> 00:10:51.140 Who can barely pay his bills which is hopefully not you because you're listening to this is making three hundred dollars in nine shows 171 00:10:51.300 --> 00:10:56.180 All right, let me get 30 bucks a show it's hard to be a business. We're making 30 bucks a show right that's hard 172 00:10:56.340 --> 00:11:00.180 It's hard to market hard to acquire hard to pay people or to pay commissions. This doesn't work, right? 173 00:11:00.580 --> 00:11:03.780 So that guy's making 30 bucks a show nine divided by 300 174 00:11:03.940 --> 00:11:07.300 So whatever that math is thing is about thirty thirty three whatever all right 175 00:11:07.940 --> 00:11:12.980 You are smart cat you got two people to pre-pay out of your nine you got one thousand 176 00:11:13.460 --> 00:11:17.620 You got six thousand total between those three you got two six hundred downs all right 177 00:11:17.620 --> 00:11:21.940 So those are your five sales you got whatever that is seventy two hundred right and then you got four trials 178 00:11:22.500 --> 00:11:29.700 Or so you got seven two hundred compared to three hundred your twenty times better or whatever the math is 23 or four times better 179 00:11:30.100 --> 00:11:38.340 Then the guy down the street and that is how one simple tweak in how you sell your service can massively change 180 00:11:38.900 --> 00:11:45.380 The the throughput and the future of your gym or your service business or whatever is simply by catering the conversation 181 00:11:45.620 --> 00:11:48.580 And the reason that it works is because you're providing more value 182 00:11:49.220 --> 00:11:56.180 Because if you sell someone a membership you're probably not providing as nearly as much value as someone who you just sold on 36 weeks 183 00:11:56.580 --> 00:12:02.580 Of 101 accountability and nutrition and workouts you know training at your facility 184 00:12:02.980 --> 00:12:07.220 Who do you think is going to get the better before and after picture if we're looking nine months from now right 185 00:12:07.780 --> 00:12:10.260 The guy down the street had three people sent out for membership 186 00:12:10.820 --> 00:12:14.980 Two of them are going to turn out in the first month because they got poor onboarding right and so there's gonna be one left 187 00:12:15.060 --> 00:12:21.700 Who maybe meet someone as a little bit social and maybe they'll turn out a month five right they probably won't get any before and afters 188 00:12:22.020 --> 00:12:28.500 But you because you learned how to have a have a value-based selling process that diagnosed right you're not practitioners 189 00:12:28.660 --> 00:12:33.780 Disclaimer right but figured out what the problem was so that you could prescribe a solution for them 190 00:12:34.420 --> 00:12:38.580 You're now able to cater your programs two people to provide more value 191 00:12:38.740 --> 00:12:43.940 So that at the end of that nine month period you'll have two people who made it all the way through because they already prepaid right 192 00:12:44.340 --> 00:12:47.460 One person paid a thousand on probably is going to make it all the way through because they put a thousand down 193 00:12:47.460 --> 00:12:53.620 That's a pretty big stick right and then you've got the 600 person which you probably got a 50 50 shot on and the trials 194 00:12:53.620 --> 00:12:55.940 Maybe one of the four actually makes it through that's okay 195 00:12:56.260 --> 00:13:01.540 But you went from one maybe making it to four or five making it all the way through it and because of that 196 00:13:01.780 --> 00:13:06.660 Your business provided more value simply because you're able to set expectations in a way that people could consume them 197 00:13:06.820 --> 00:13:12.660 And so that they can describe a monetary value to it and then become invested which as coaches that is our job 198 00:13:13.300 --> 00:13:15.300 It's not programming because 199 00:13:16.100 --> 00:13:20.340 If you can look up a workout on bodybuilding.com and look up a diet plan the job of 200 00:13:20.900 --> 00:13:25.620 Our job is to get people motivated invested in doing it and that is why they pay us money to do this 201 00:13:25.940 --> 00:13:26.500 All right 202 00:13:26.500 --> 00:13:34.020 So that makes sense if you're not using this kind of selling process of starting high and working your way down and learning how to have that conversation smoothly 203 00:13:34.180 --> 00:13:38.100 Using report using humor so that you can have it without seeming like a weirdo 204 00:13:39.060 --> 00:13:42.820 Then that will be something that the guy down the street learns faster than you and puts you out of business 205 00:13:42.820 --> 00:13:45.860 So hopefully you are that guy and not the guy being put out of business 206 00:13:45.860 --> 00:13:49.060 So use this process on the next next installment 207 00:13:49.300 --> 00:13:52.420 I'll talk about the bolt on sales the upsell process from there 208 00:13:52.500 --> 00:13:56.740 There are multiple upsells and all of these are just one of the first 48 hours which will help you 209 00:13:57.060 --> 00:14:00.660 Liquidate your accident acquisition costs pay payroll costs pay onboarding costs 210 00:14:00.820 --> 00:14:03.780 Which are important because if you can onboard and activate a client well 211 00:14:04.500 --> 00:14:10.980 And you can liquidate that that cost then you're going to extend the life of the customer and also make a lot more money and provide more value 212 00:14:11.140 --> 00:14:14.260 So anyways keeping awesome have an amazing day. I'll catch you guys on the flip side