WEBVTT 1 00:00:00.000 --> 00:00:04.240 Any of those six channels will get you more clients than you have, but the key is to not stop 2 00:00:04.800 --> 00:00:07.680 The one you're doing you just add this on top 3 00:00:08.160 --> 00:00:11.080 Welcome to the game where we talk about how to get more customers how to make more 4 00:00:11.080 --> 00:00:14.880 Procure and how to keep them longer and the many failures and lessons we have learned along the way 5 00:00:14.880 --> 00:00:22.520 I hope you enjoy and subscribe. Good morning, everyone. Happy Sunday. Hope you guys are having a restful end of your weekend 6 00:00:23.160 --> 00:00:27.120 I am still continuing to edit the book on offers 7 00:00:28.000 --> 00:00:33.600 Very excited about it and recently I tweaked my back and so I was going to the car tractor and 8 00:00:34.200 --> 00:00:40.520 I was asking you know, it's just normal business talk. I was like, hey, how is you know, how's business going? How are you getting clients? 9 00:00:41.720 --> 00:00:47.480 I was like have you tried you know advertising on Facebook and he said I tried Facebook didn't work for me and 10 00:00:48.360 --> 00:00:50.360 I just kind of laughed 11 00:00:51.120 --> 00:00:55.920 Because like to myself I wasn't going to try and sit there and you know lecture the guy or anything 12 00:00:56.520 --> 00:01:02.160 But it's just it just became really apparent to me that we we don't give things a chance so quickly 13 00:01:02.480 --> 00:01:06.760 right and so what I wanted to do today was talk about 14 00:01:07.560 --> 00:01:09.560 six different 15 00:01:09.560 --> 00:01:11.560 Sources for getting customers 16 00:01:12.600 --> 00:01:16.800 Exiles of us are like man. There's just only paid advertising and as somebody who's grown 17 00:01:16.800 --> 00:01:22.360 You know a ton of businesses using paid advertising obviously when you get good at a certain type of acquisition 18 00:01:23.240 --> 00:01:25.240 You do a lot of it, right? 19 00:01:25.240 --> 00:01:29.960 But I think that there are other opportunities that we are you know getting into with Jim launch 20 00:01:30.440 --> 00:01:32.920 And they're bearing fruit actually pretty quickly 21 00:01:33.080 --> 00:01:36.760 But I think where the biggest misconception is is kind of like the car tractor 22 00:01:36.760 --> 00:01:40.000 We don't give things enough volume. We don't give things enough time 23 00:01:40.000 --> 00:01:46.760 And so what I want to do is walk through each of the six ways that I that I know of if I wish there were seven seven 24 00:01:46.760 --> 00:01:50.760 Would sound cooler, but I couldn't I could literally only think of these six ways and I think they may be these six ways 25 00:01:50.760 --> 00:01:54.320 You can leave me a comment if you think otherwise 26 00:01:55.080 --> 00:02:02.400 But first off you've got paid right paid advertising so that's all platforms all paid advertising platforms all placements 27 00:02:03.000 --> 00:02:09.800 You know billboards mail drops like all of that stuff are paid ads, right? It's it's buying access to eyeballs 28 00:02:10.600 --> 00:02:13.560 To get clicks actions towards right. It's number one 29 00:02:14.320 --> 00:02:19.680 Number two and hopefully by walking through this if you're looking for different ways to acquire customers 30 00:02:20.160 --> 00:02:21.920 Or you feel constrained 31 00:02:21.920 --> 00:02:25.840 With your paid advertising because let's say you're in a local market where there's there might not be as many people 32 00:02:26.240 --> 00:02:31.600 Then having alternative ways or additional ways to generate inflow might be value before you 33 00:02:32.480 --> 00:02:39.840 So that's number one number two is outbound all right, so outbound that's cold calling cold emailing cold messenger 34 00:02:41.520 --> 00:02:45.120 Paying people to reach out at scale one-on-one 35 00:02:46.080 --> 00:02:49.920 This is again one of those ones where I feel like people really underestimate the volume right 36 00:02:50.800 --> 00:02:57.120 You need to be counting in thousands not in not in tens and hundreds right when we're talking about outbound volume 37 00:02:57.520 --> 00:03:01.600 So like a sales rep should be doing you know 3000 plus 38 00:03:02.240 --> 00:03:04.240 Outreach per month 39 00:03:04.640 --> 00:03:06.640 100 plus per day 40 00:03:07.120 --> 00:03:09.120 On any of the media channels 41 00:03:09.280 --> 00:03:14.240 In order to get in inflow that would be acceptable whenever I see people who teach outbound and whatnot 42 00:03:14.320 --> 00:03:17.760 The number one issue that they deal with is that people just don't try hard enough 43 00:03:17.840 --> 00:03:18.960 They don't do enough of it 44 00:03:18.960 --> 00:03:23.120 They do not do it long enough and outbound is one of those ones that also like pay traffic 45 00:03:23.760 --> 00:03:29.840 Scales and snowballs with time right the longer you do paid the more kind of brand awareness in general 46 00:03:29.840 --> 00:03:33.040 You have and the more when you run more ads people already know who you are 47 00:03:33.040 --> 00:03:38.080 And so there's just an inherent trust of of being exposed to multiple times to the same degree without bound 48 00:03:38.640 --> 00:03:44.240 If you have people from two months ago four months ago who all of a sudden come back into the into the fold 49 00:03:44.240 --> 00:03:46.080 And that's really just building a pipeline right 50 00:03:46.880 --> 00:03:53.120 So first is paid second is outbound and all of the channels that are associated with it right the third 51 00:03:53.920 --> 00:03:57.920 Is referrals so internal referrals so your clients referring clients to you 52 00:03:58.640 --> 00:04:03.120 Depending on how you structure this this can be a massive inflow for you gym launch to date 53 00:04:04.000 --> 00:04:06.000 I think at our last event I 54 00:04:06.000 --> 00:04:07.680 So in two different instances so 55 00:04:08.400 --> 00:04:11.600 What we what my finance team tells me is that we're we're like one third 56 00:04:12.080 --> 00:04:13.440 referrals 57 00:04:13.440 --> 00:04:18.320 But when I went to our event and I asked everybody to raise their hand if another gym owner had referred them 58 00:04:18.880 --> 00:04:21.040 Uh, like 80% of the room had raised their hands 59 00:04:21.040 --> 00:04:22.960 So we might not be able to track it well 60 00:04:22.960 --> 00:04:30.320 But basically having having a lot of emphasis on creating referral processes teaching people how to refer incentivizing referrals 61 00:04:30.640 --> 00:04:32.640 Give me a huge inflow 62 00:04:32.720 --> 00:04:34.320 The next one is 63 00:04:34.320 --> 00:04:38.560 Affiliates so that would be like strategic partners so people who 64 00:04:39.600 --> 00:04:41.280 Have your clients 65 00:04:41.280 --> 00:04:46.560 That you could send over that you'd want them to send over and you can either you can incentivize them directly or indirectly 66 00:04:46.960 --> 00:04:48.000 um 67 00:04:48.000 --> 00:04:52.400 A multi you know in multitude of ways there's tons of companies that are built a hundred percent on 68 00:04:53.040 --> 00:04:55.920 Affiliates and partners like namely every MLM that exists 69 00:04:56.640 --> 00:05:01.440 You know, I mean like there's there's strong affiliate bases that if you structure it properly people can get very 70 00:05:01.760 --> 00:05:04.000 incentivized by doing it the fifth 71 00:05:04.880 --> 00:05:06.480 Is earned media all right? 72 00:05:06.480 --> 00:05:10.640 So this is you know if I make a post on Instagram or you make a post on your Facebook 73 00:05:11.120 --> 00:05:16.240 Anything that you that platforms have given you a certain amount of eyeballs for free because you've earned it 74 00:05:16.560 --> 00:05:20.960 From the value of the content that you provide like literally what I'm doing right now is earned media right 75 00:05:21.840 --> 00:05:27.040 So using that type of media to generate inflow for the business and doing it on a regular basis, right? 76 00:05:27.440 --> 00:05:31.520 And then I'm going to wrap up the last one then I'll talk kind of bigger picture about how to weave these together 77 00:05:32.240 --> 00:05:38.000 And the final one is owned media right all the lists that you have access to so earn media like I don't have access to you directly 78 00:05:38.080 --> 00:05:41.040 But I can make a post and hope that the platform pushes is out there 79 00:05:41.040 --> 00:05:43.040 Whereas you know if I email or text 80 00:05:43.760 --> 00:05:46.160 Our list then that's direct access that's owned media 81 00:05:46.480 --> 00:05:51.600 And so those are the six ways that I see about getting new clients getting new inflows into your business 82 00:05:52.560 --> 00:05:54.960 But what I think is um 83 00:05:54.960 --> 00:05:57.120 What's interesting is that you have to have one 84 00:05:58.320 --> 00:06:00.320 More than enough volume 85 00:06:00.320 --> 00:06:05.600 Done consistently right and this these all the things that I'm saying right now are all the things that everyone is all the simple not easy 86 00:06:05.680 --> 00:06:07.840 Right all these things are simple to do but not easy to do 87 00:06:08.560 --> 00:06:10.160 It's like you know 88 00:06:10.160 --> 00:06:14.000 The podcast for being a niche podcast. It is no longer. I just rebranded it is the game 89 00:06:14.960 --> 00:06:21.760 But for the first you know two and a half years it was just gym content right and so being in just gym content 90 00:06:21.840 --> 00:06:27.040 Really severely limits the podcast, but I just pulled it up and we get half a million downloads a year 91 00:06:27.680 --> 00:06:31.840 Which I was like oh, how about that right and so um which is pretty cool 92 00:06:32.480 --> 00:06:36.400 I honestly didn't know I did this just for anybody who's new to this. I um 93 00:06:37.200 --> 00:06:39.200 I did I do these for me 94 00:06:39.360 --> 00:06:42.560 I do these because I want to document the journey and kind of think about 95 00:06:42.640 --> 00:06:46.160 I want to be able to go back in time to be like that's what I was thinking about at that time in my career 96 00:06:46.480 --> 00:06:47.680 and so 97 00:06:47.680 --> 00:06:50.320 Anywho um, you know, we just started doing outbound 98 00:06:51.040 --> 00:06:54.480 Sales literally in the last 14 days and we just during it at our first 99 00:06:54.960 --> 00:06:58.960 Outbound sale this week. We also for the first time started doing 100 00:06:59.920 --> 00:07:03.760 Believe it or not messaging our own media like I've literally never emailed my list 101 00:07:04.480 --> 00:07:07.120 Um, which if you are on my list, hopefully you saw it 102 00:07:07.760 --> 00:07:13.120 It's just like I'm just gonna give really good stuff for a long time and every once in a while be like hey if you want to buy something 103 00:07:13.200 --> 00:07:15.200 You know, you're welcome to um 104 00:07:15.520 --> 00:07:21.760 But uh, but yeah, but anyways the point is is that uh, we're just starting to do these things and it's and a lot of this came from seeing 105 00:07:22.160 --> 00:07:26.240 How all the guys for doing nine figures plus we're doing it is that they didn't just have one 106 00:07:26.800 --> 00:07:32.960 Acquisition channel now mind you they built a lot of their business off one but then once they kind of I don't want to say I tapped it out 107 00:07:33.600 --> 00:07:35.600 They started to roll into other channels 108 00:07:37.840 --> 00:07:42.320 Real quick guys you guys already know that I don't run any ads on this and I don't sell anything 109 00:07:42.400 --> 00:07:46.640 And so the only ask that I can ever have if you guys that you help me spread the words we can not more entrepreneurs 110 00:07:47.120 --> 00:07:52.640 Make more money feed their families make better products and have better experiences for their employees and customers 111 00:07:52.800 --> 00:07:57.120 And the only way we do that is if you can rate and review and share this podcast 112 00:07:57.280 --> 00:08:01.680 So the single thing that I have to do is you can just leave review but take 10 seconds or one type of the thumb 113 00:08:01.760 --> 00:08:05.520 It means the absolute will to me and more importantly it may change the world for someone else 114 00:08:07.840 --> 00:08:12.880 And so the big thing with like paid for example is that people don't spend enough and they don't have the skill 115 00:08:12.880 --> 00:08:17.520 I think paid is one of the hardest ones because each platform is so specific and so nuanced 116 00:08:18.320 --> 00:08:21.200 And you have to spend a lot of money to learn the lessons unfortunately right 117 00:08:22.320 --> 00:08:23.920 Outbound 118 00:08:23.920 --> 00:08:28.080 Again, it is way more work. It's way more effort right you're paying in time not in money 119 00:08:28.080 --> 00:08:30.880 But a lot of times you're going to pay someone else's time to do it 120 00:08:31.520 --> 00:08:34.800 What I have noticed is that it's cheaper than paid 121 00:08:35.600 --> 00:08:39.840 Unless a new platform opens up you know maybe tiktok is going to be super cheap 122 00:08:40.640 --> 00:08:42.640 For paid ads or whatever who knows 123 00:08:43.440 --> 00:08:48.640 But the point is is that typically I think if you look at business and cycles and you'll watch kind of the 124 00:08:48.720 --> 00:08:51.280 What people are teaching and what's what's making money right now 125 00:08:51.840 --> 00:08:54.960 I feel like if you look at it on like a 10 year long window 126 00:08:55.040 --> 00:08:59.840 It cycles back and forth between inbound and outbound because people will just always use the thing that has 127 00:09:00.480 --> 00:09:05.200 The cheapest cost of acquisition where they can have the most arbitrage where they can buy eyeballs and sell them 128 00:09:05.920 --> 00:09:11.040 At the greatest discrepancy and so you know when Facebook came out gosh, you know 2010 129 00:09:12.080 --> 00:09:19.680 It was just so ridiculously cheap that like it was cheap. It was cheaper and so much more scalable than any kind of outbound could be right now 10 years later 130 00:09:20.720 --> 00:09:25.920 Outbound I would say probably I mean most of the gyms right now that we have that are doing very well 131 00:09:26.640 --> 00:09:30.240 Have a have a medium to strong outbound component to their inflow 132 00:09:31.360 --> 00:09:34.880 And maybe when another platform opens up they're going to be like screw this 133 00:09:34.880 --> 00:09:39.520 We're just going to the platform or the wise ones will just keep the flow and stack the next flow on top 134 00:09:39.920 --> 00:09:42.480 Which is which is what we're trying to do is just keep 135 00:09:43.120 --> 00:09:45.360 Keep the flows like never turn a flow off 136 00:09:45.920 --> 00:09:51.040 Keep get the process dialed and then just add flows and add flows and add flows and so 137 00:09:51.840 --> 00:09:53.760 With each of these they take a lot of work 138 00:09:53.760 --> 00:09:58.880 And so I wouldn't say do like in each of them have subcategories like paid is like you've got Facebook Instagram. You've got 139 00:09:59.920 --> 00:10:03.600 You've got what do you call it you've got YouTube? You've got Google Spina work 140 00:10:03.600 --> 00:10:08.880 You've got AdWords like all of these things are different places and placements for your paid ads and each of them is nuances 141 00:10:08.880 --> 00:10:15.040 So like if you my recommendation would be if you have one that is consistent add another of that type 142 00:10:15.920 --> 00:10:20.960 In there because the the systems of processes don't need to be overwhelmingly changed right 143 00:10:22.000 --> 00:10:24.960 Like if you have outbound if you have an outbound team for example, then you might have 144 00:10:25.760 --> 00:10:29.600 You know people who do sets which is but SDRs or BDR spending on where you look at it 145 00:10:31.120 --> 00:10:33.920 And so then it's really just like okay, we're going to just also add 146 00:10:34.480 --> 00:10:38.960 People who are doing message requests in mount but all of them are feeding to this team to then set close calls right 147 00:10:39.840 --> 00:10:41.040 And so 148 00:10:41.120 --> 00:10:46.800 You know with a referral strategy like you need to constantly be pouring into that with affiliates right because our whole supplement company and 149 00:10:46.880 --> 00:10:50.800 Our software company are both based off affiliates having a a structure in place 150 00:10:51.280 --> 00:10:54.320 That you continue to poor value until you continue to hone and refine 151 00:10:54.880 --> 00:10:56.880 Continue to stick with them 152 00:10:57.360 --> 00:11:03.040 Is the hard part that's the volume that no one does everyone thinks that they did a hundred cold calls and they're like why didn't I make money? 153 00:11:03.440 --> 00:11:06.480 It's like we need to do 200 every day right and say oh 154 00:11:07.440 --> 00:11:09.040 Yeah, that's how that works 155 00:11:09.040 --> 00:11:12.480 Well, I emailed a hundred people it's like we need to send out like 500 a day 156 00:11:13.360 --> 00:11:20.400 Oh, I didn't understand that. Well, I tried paid ads. It's like we spend $500. You need to spend $500 a day like 157 00:11:20.720 --> 00:11:28.960 Oh, right like I made five posts and I didn't get any clients. It's like we need to make you know five pieces of content a week 158 00:11:29.600 --> 00:11:33.920 For two years and then you will have your earned media like oh 159 00:11:34.720 --> 00:11:38.960 Right, I sent out my first email and I didn't make money. Well, you know 160 00:11:39.120 --> 00:11:42.160 Maybe you have no good will yet and you need to do it more frequently 161 00:11:42.480 --> 00:11:48.720 And so I say all that to say hopefully for some of you who want more flows of clients just thinking about one of those six 162 00:11:49.440 --> 00:11:53.760 Whether it's paid whether it's outbound whether it's referrals whether it's affiliates or strategic partners 163 00:11:54.480 --> 00:11:59.920 earns media or owned media any of those six channels will get you more clients than you have but the key is to not stop 164 00:12:00.720 --> 00:12:04.000 The one you're doing you just add this on top, right? 165 00:12:04.240 --> 00:12:07.840 And so if you're like, well, I don't know if I could add this on top because the other one's not systematized 166 00:12:08.640 --> 00:12:12.160 Then cool get the other one systematized and then add this on top 167 00:12:12.560 --> 00:12:15.280 Um, and that's part of the game, you know, I mean, that's part of the business game 168 00:12:15.280 --> 00:12:19.680 That's why people don't go from zero to 10 acquisition channels in their first month like it takes time and it takes 169 00:12:20.000 --> 00:12:25.680 Skills to find the people and all of those many lovely things about business. And so anyways 170 00:12:26.240 --> 00:12:30.640 I hope you're having an amazing Sunday. I hope this give you at least a light bulb of 171 00:12:31.520 --> 00:12:35.520 One of those six ways that you might be able to potentially add in or experiment with 172 00:12:36.080 --> 00:12:39.520 If you have someone else who's doing some of those other pieces for you and you're like, man 173 00:12:39.520 --> 00:12:41.520 I'd like to directly contribute to the bottom line 174 00:12:41.520 --> 00:12:46.800 I'd like to drum up more business or or you might just be freaked out by the fact that you only have one acquisition channel 175 00:12:47.120 --> 00:12:52.400 I mean, I certainly have been for many, you know, for plenty of times with gym launch that are our biggest acquisition channels 176 00:12:52.880 --> 00:12:55.520 Still paid on Facebook and Instagram. And so um 177 00:12:56.400 --> 00:13:01.600 And and just just so you guys are updated on on my journey with this the reason that we now have 178 00:13:03.040 --> 00:13:04.320 email 179 00:13:04.320 --> 00:13:06.320 Outbound that's that's working 180 00:13:06.800 --> 00:13:09.760 And outbound with cold calling because we're doing both of those 181 00:13:10.720 --> 00:13:14.800 That the reason that those are actually working is that I let go and stop trying to do everything 182 00:13:14.800 --> 00:13:16.800 And so I brought in 183 00:13:16.800 --> 00:13:19.840 One of the best email marketers out there to help us get our you know 184 00:13:20.000 --> 00:13:23.920 Our smtp whatever set up so that we had better deliverability because a lot of the 185 00:13:24.800 --> 00:13:28.080 Email providers they they spam block anything that's marketing related 186 00:13:28.480 --> 00:13:34.640 Um, and so like we got somebody to some specialists to do that so we can make sure our emails actually got delivered to people 187 00:13:34.880 --> 00:13:36.880 Which we had like no deliverability apparently 188 00:13:37.200 --> 00:13:38.480 um 189 00:13:38.480 --> 00:13:40.720 Which is why I didn't email because I never seem to do anything 190 00:13:41.440 --> 00:13:45.600 And so, uh, you know, I was able to let go and let this guy do something. He's way better at than me 191 00:13:45.680 --> 00:13:48.880 And then we brought in a guy who's really good at outbound and he built an outbound team 192 00:13:49.440 --> 00:13:52.400 Um, and just letting just getting out of his way and letting him do that 193 00:13:52.400 --> 00:13:55.440 And so it's just this constant um, at least for me right now 194 00:13:55.440 --> 00:13:59.760 It's this constant journey of letting go and finding people who can do the things 195 00:14:00.320 --> 00:14:03.120 Um better than I am hiring solutions not people 196 00:14:03.680 --> 00:14:07.920 Um, which is very different way, you know, I mean many of us probably like have done the thing 197 00:14:07.920 --> 00:14:11.040 And that's how you have to start right you do the thing you learn the thing and then you choose someone else 198 00:14:11.040 --> 00:14:16.320 The thing to do the thing for you right but at a certain point and this is you know, this is why there's always levels to the game 199 00:14:16.720 --> 00:14:17.680 Um 200 00:14:17.680 --> 00:14:23.120 At a certain point you don't you don't think how but you think who you don't think what you think who 201 00:14:23.680 --> 00:14:26.720 Uh, can I find who already has this this problem? 202 00:14:27.280 --> 00:14:28.880 Uh, there's solution 203 00:14:28.880 --> 00:14:31.040 Preloaded into them they already solved this problem 204 00:14:31.040 --> 00:14:33.440 They've already done this before and I don't need to learn it 205 00:14:33.440 --> 00:14:37.040 I need to find that person and incentivize them in a way that would get them excited 206 00:14:37.280 --> 00:14:44.240 So anyways hope that was dog before you uh, hope that give you one light bulb of uh, one of the six ways paid outbound 207 00:14:44.400 --> 00:14:45.680 referrals 208 00:14:45.680 --> 00:14:47.680 Affiliates earned media 209 00:14:47.680 --> 00:14:53.840 Um, and owned media one of those six ways to hopefully help you generate another inflow and my recommendation is 210 00:14:53.840 --> 00:14:59.360 Systematize around it right create a consistent system not a one-time one-off thing 211 00:15:00.000 --> 00:15:04.400 Because if it is not consistent for any of those six things it will not work in the long run 212 00:15:04.960 --> 00:15:11.360 So if and if you're not sure how to do it go read blogs about it go read you know go go on YouTube and look at what people are saying 213 00:15:11.920 --> 00:15:14.000 Um, and you'll probably get a lot from it 214 00:15:14.000 --> 00:15:18.400 So anyways lots of love heaven amazing Sunday, and I'll catch you guys on the flip side. Bye