we are all one decision away from changing our lives forever and a lot of us don't

even know it and the difference

between the decisions you make today and the ones that you made last year if
they've gotten you to where you are right now they were not good decisions
and so if we want to have more power in our lives we have to first understand what
power is and second how to unlock
it through the actions and decisions that we make and if you have a company or a
business or a job where you need to
influence other people or you need to get people to say yes or you need people to
make decisions or most importantly make decisions for yourself that are going to
change your life for the better
then we have to understand what the topic means if you don't know who i am my name
is austral mostly i own acquisition.com and 10 years ago i was
sleeping on a gym floor and 10 years later i am now in my mom's basement that is
how much better my life getting this is actually penthouse and i like to work
in a closet because i like having the quiet and not having distractions but uh my
life has gone significantly better
uh and i recently spoke at coaching con and they wanted me to talk about this
specific topic because there was a series of events and decisions that made
massive differences in my life and i broke them down and after i gave the speech
and got off stage i had hundreds of people who messaged me saying that
that uh speech was one of the things that made them take huge strides in their life
and honestly made them more powerful and that is all i want for you
mostly nation is to become more and more powerful so that we can all make the world
a better place all right so enjoy
the presentation and i'll see you guys the other side it's just great to be here so
thank you guys so much i promise that i will do my absolute
best to give you a high return on your attention uh because it's the most valuable
thing you guys have i just want
to thank you for investing here with me today so that being said uh the reason i
went up
with gold diggers because we all know who's the real person who makes the money in
the family um
and so i i picked right that's by the way the best passive income strategy in
existence is just to marry someone rich
um they don't talk about that one right the uh the second thing though that i
want to talk about is uh is power and i think that actually before i
get into that who here wants to be powerful
awesome and that's not everybody raised their hand which is interesting and i think
i find it interesting because i ask that question sometimes
and in an audience sometimes it's easier to remain anonymous but one-on-one when
you stare at someone's eyes you're like do you want to be powerful a lot of
people shrink away from that and i think it's because at least me when i was coming
up i had negative associations
with the word to me power was like the emperor in uh star wars you know the
lightning old fingers and everybody and so to me that was like power but i saw it
as a negative thing
and i feel like as i developed i started to learn that power is neutral you can be
incredibly powerful and bad
incredibly powerful and good and so the idea is if we can harness power then it
amplifies who we are
and if we're shitty people then we're very very shitty people and we're very good
we're very very good and so i hope
that all of us aspire to have more power in our lives and that is the underlying
theme of the presentation i'm gonna talk
to you guys about today so decision making who's so excited about decision making
well i'll give you the sub headline which is selling with logic to make lots of
money
and i think there are different selling styles when i because i've trained a lot of
sales teams we've built a lot of
sales teams sold a lot of different industries now people sell differently
who here would consider themselves like an emotional seller like you get like
emotionally invested in the prospect you
get them to cry anybody like that i'm saying cool who here is somebody who is
uh is more of a like i'm not going to let you leave type so you know who you are
just raise
your hand i am that way too sometimes all right just me fair enough um and then the
third is kind of logical
selling which is like let's just talk through this and if it makes sense let's do
it if it doesn't no worries between those three
types i i tend to actually be more of a logical seller in general and
i've gotten a lot of a claim rightfully or not that was wild um
sorry i actually have a fear of birds um so
this was about to be a very short presentation and so
and so a lot of the a lot of my like success using logic and sales has given me a
lot of acclaim and this is the
first presentation that i've put together so this is just for you guys this is a
brand new presentation because i've been thinking about
like reverse engineering what are the things what are the frameworks we think about
to get to yes right and the yes that i
want from somebody is not a yes i'm going to buy but yes i'm going to decide and i
think
if you can delineate that for yourself too it takes a little bit of the pressure
off selling because my goal is to give this person power
and you have to understand what power is in order to give it right who here knows
the definition of power
go for it i love that thought to existence is what he said
which is actually a really favorite way so the dictionary definition is the ability
to influence or direct
events or people that's the dictionary definition but i love how you said it
because as i see omnipotence so god or a
god figure would be as they think it appears so the the distance between thoughts
and
reality are ins there's there is no distance right that would be an omnipotent
being if he thinks the world
the world exists right and so as we take steps towards that as the ideal we become
more powerful and if we can do
that for our prospects we can allow them to step into the person they want to be
and make a decision to own their [ __ ]
one way or another does that make sense cool all right so let's rock so this will
either be
the best presentation on sales you've ever heard the worst presentation on sales
you've ever heard
or somewhere in between that is a promise all right and so i thought it would make
sense to
start with this we have a high this is charlie munger who's probably like my number
one hero in this season of my life
we have a high moral responsibility to be rational and i think that getting someone
to rationally decide is
important because emotional buyers oftentimes get excited they'll buy and then
who's had somebody who calls him two days later is like i don't know why
anybody raise your hand just so you know you're not alone okay and what happens is
it's just like dating i think layla
talked about it yesterday if you have a rational foundation for a relationship or a
decision when the
emotions fade the logic will continue and so it's good to answer both sides of
the decision-making process the short-term side is the emotion that gets you to
decrease your action threshold
and take a step right but the logic is what makes it stick and actually makes a
great customer all right and so
for me and i think that the further along you get in business and the higher up you
get in business the more you'll see people who tend to make more logical
decisions more logic first decisions and fewer and fewer emotional decisions all
right so
what does being a rational sorry what does rational logical have to do with selling
well
you have logical buyers and you have emotional buyers in general right most people
sit on this continuum one
way or the other and emotionally people want to believe you people want
to buy you must help their logical brains justify the decision that they already
want to make
think about it that way they want to buy from you you have to help them all right
so who here identifies actually i'll skip through this emotional logical you're
probably in between anybody in between these two anyone all right then you'll love
this
so before we get started i thought i would give you a few beliefs about selling
that have served me very well
throughout the years number one people want to believe you they want to buy you
must help their logical blames
brains justify the decision two selling happens before you ask
for the sale closing happens after so you're selling for a lot longer period of
time but the
moment you kind of like take your pants off and you're like this is what it is
that's when you're closing right
you have now solicited now you close
three it's easier to handle obstacles than objections i'll get to what the
difference between
those are in a second that being said expect and plan for no
it is not failure it is expected so stop being surprised it's one of the first
things we talk new sales guys into is
expect no that's not like that's a part of this if they already were going to say
yes
then you are not necessary no is the job right if they could make
the decision on their own they would just send you the money right the reason
they're struggling is because
they can't and they need your help which is why sales is actually the first step in
coaching and i see sales as power
if you can have the ability to direct or influence others that is power
and i feel like it should be made much cooler than i feel like it is five if you
didn't get a gasp from a price tag
you didn't go high enough this is another belief so for those who are afraid to
raise your price if you're
not getting gasps you're not going high enough straight up and when you do it that
way you can
always walk down and have a beautiful price anchor right when you say a hundred
thousand dollars first a grand feels like a
rounding error it's true but when i say ten dollars first like i'm saying right now
ten dollars and i say a thousand
sounds way [ __ ] bigger doesn't it so you gotta get the gas and you gotta train
your guys if you have a team
they have to be comfortable with no and they have to be comfortable with the gasp
they gotta go for the gasp and be
like dude you should have heard the gasp on this one right there we go seven
selling properly is the first step
becoming a coach right your first impressions the expeditions you set dictate the
relationship how you sell
the fact that use logic in the sale will set you up for success and your client for
success in the long run eight
selling is helping prospects make decisions out themselves like you are helping
them help themselves that's
where the power comes from you are not helping them you're helping them help them
see the difference it's nuanced but it's
real nine keep the prospect not the sale as the priority
it's not about us the more you can vanish in the sale and
and magnify them the better your selling conversations will go because it's not
about us
they don't care about you they only care about them and they will talk about
themselves as long as they'll let them
this is a really important one especially when you start to getting into closing
seek to understand
not to argue and the way that i train our sales teams around this is childlike
curiosity
so when someone says when someone objects to something it's like huh that's so
weird i wouldn't
have thought that tell me more about that right and you get to be able to maintain
that childlike curiosity the
same way they train fighters to not breathe too much during a fight through
exposure the more you more times
you get into these uncomfortable high stakes closing scenarios the less weird
and high stakes they become because they become what you do every day and the good
thing is you get to have this
conversation hundreds and thousands of times and they only get to have it once so
you [ __ ] better be better at it
than them closing is a dance not a fight it's seduction
not rape i mean i'm being super serious about this
the goal is not to beat them into submission the goal is to sell from your back
foot
it's like i'm good i want to help you help you and if that means not doing this
then i [ __ ] love it i'm with you
i'm on your team and i'll give you a bullet around that in a second selling is a
transference of belief over
a bridge of trust therefore there are two things that are required you must believe
so that you can
transfer it and you must have trust to make the transfer because if you truly
believe in a lot of times you st anyone
been on a hot streak when they're selling anyone anyone who just had their hand up
ever
been on a cold streak most times you go from hot to cold not
because you forgot how to sell because you stop believing in why you're selling you
have the same skills as you did the
day before but sometimes you get a text you get an email you get a pain in the ass
customer you ask for a refund whatever the hell
it is right and then you question yourself and so that bridge might have been
created but there was nothing to walk
across it because your cup wasn't full and so that's why especially it's you in the
beginning but your teams over time
the process of filling conviction is one of the easiest and best ways to
increase someone's closing percentage better than any of the training in the world
if you get someone to believe they will
sell the right way because they're doing it not to make the deal because they want
to help the other person 16. you
can only build trust if you generally want to help and humans are exceptionally
good at sniffing out intention it's a survival mechanism you
have to know if someone's trying to double cross you we're very good at smelling it
out and the reason a lot of you guys can't
close is because you only care about closing belief and trust are a continuum not
binaries so it's not you believe or
don't believe it's not they trust you or don't trust you but how much do they trust
you how much do you believe how deeply do
you believe because anyone ever been around somebody who just believes balls to
bone something that you think is batshit crazy
like i mean all the way so much so that you start to question what you believe
that's what real conviction does 18 closers ask hard questions and it's because you
genuinely care
that's why you do it it's why we're here who here wants to impact thousands of
lives and help people
then you got to [ __ ] ask hard questions because it's the only thing that's going
to actually pierce someone's heart and actually get the
transformation to happen if you can't make if you cannot have transformational
conversations you cannot coach
and this is the first step the person who cares the most about the prospect wins
the sale
that includes them so if you care more about their well-being than they do you will
win
and if you are more convicted they will question their own excuses because you are
so certain
a little little nugget for you report all your sales by the way because when you do
get on that hot streak right you get on that
hot streak and then you get cold again watch your hot streak see where you pause
what jokes you made
when you asked for the sale when you did it how you overcame it and it'll get you
back in the flow much faster than trying
to question yourself what i do what i do always report all your sales it's also the
easiest way to train new people
and then lastly 21 power is the ability to direct or influence people
if you want to be powerful you must understand this skill and that's what we're
going to talk
about cool awesome when does selling happen does it happen when they're a lead does
it happen when
we're qualifying them does it happen when we solicit the sale does it happen when
we close the sale
when does the selling happen all the time the entire time selling is happening
but what are we going to talk about today just this just closing everything you
have to do
after asking someone to buy why are we doing that rather than the entire process
beyond the fact that we'd
be here all day the other reason and i love this is that closing has one of the
highest
predictors of success in business and here's an analogy for it everyone familiar
with the nfl
great so here's an insane statistic the top five red zone offenses in the
league now last five years made the playoffs 90 of the time here's
why this is interesting and crazy there's a million other stats they could have
horrible defenses they could have
terrible coaching they could have a terrible whatever it is right they could have
all these things that are wrong with their they could have terrible
special teams whatever but just this one set if they're in the red zone
they [ __ ] close and i can tell you if you have this ability if you have the skill
it will
make up for a tremendous amount of deficiencies in other areas of your life and
business and it will buy you time to
learn those but if you can't close it's very difficult to grow in business
especially
in the beginning because it's probably you that's why we're talking about closing
why is this important from a money
getting perspective well first off if you have 100 people walk in the door 10
are never going to buy just accept that right problem is you don't know which 10 it
is
but ten percent ever gonna buy ten percent are always gonna buy you just gotta not
[ __ ] it up
and most of you guys these are the only sales you're getting they're like well i
already i'm already here my friend told
me about you i have my credit card out and some of you are like well you know let's
make sure you're like just shut the [ __ ] just take the card you know
what i mean like shut up right that's like hey my friend's so awesome you got to
meet him and she's like oh my god
he's great and then the guy starts talking and she's like just kidding you know
like
terrible right but this is what we fight for this is what we train and if you want
to make a big impact
that's what we're fighting for it's the middle 80. why this presentation will make
you money if after this presentation you
just have one more bullet one more play in your arsenal to close where i get you
one more deal a month i'll feel like my
job was done all right and hopefully if you just do that it'll pay for your entire
weekend all right
that's my goal for the president that everything that you guys have done for this
whole weekend is paid for is that cool fair outcome
all right this is one of my favorite sayings you're only one decision away from
changing your life forever and whenever i feel overwhelmed or i feel like i'm
decreasing like i feel
powerless i feel like i have less power than i want to have i always say this to
myself because it's like i can take one decision and change
[ __ ] everything you know i mean like i can i can drink a bottle of jack get in
the car i can change everything with one decision
right i can make a step to to invest in something i can buy something i can invest
in myself i can i can have a
terrible conversation with an amazing conversation with layla but just one decision
and that's always given me
power but the thing is is that instead of changing our lives we blame when i say
blame i want you to
think give power to sources outside of our control and this is what you and this is
what
your prospects and your customers are doing and this is why so many people are weak
and powerless
and so we're going to do a fun activity today because i want you to be involved so
you can learn it we're going to do this so that one you can help decisions
to help yourself with whatever decisions you're facing two you can use these
frameworks to help prospects help themselves
and the three become more powerful so but rather than keep this hypothetical i need
you to visualize the
decision that you need to make all right you do that for me fantastic and this is
why i want you to
actually think through a decision together because this is a statement from
confucius i hear and i forget
i see and i remember i do and i understand so my goal here isn't for you to take
screenshots of
every picture of every slide that's not my point here because the thing is is when
you do that and you kind of i mean this is why i do
it i take pictures so that i don't have to remember it but i don't want you to
remember it i want you to understand it
if you understand it you won't have to go back to your notes because let's be real
half the time you're not even open these notes up again you're here now
with me try and understand if you do that it can change your life because what
we're going to do is not going to
be some scripts that you have to understand but the logic behind the arguments that
people will give you as to why they are not choosing to become
more powerful and if you can unlock that you people will feel more powerful talking
to you and they will want to buy
from me because of the feeling they have does that make sense and so that's when
you're using logic to create an emotion
so here here's an easy one for you anyone here presented with the decision last 24
hours yes great fantastic so who thinks the
decision could change your life for the better great for the worse who knows all
right let's go so here's my goal i want to
show you as though you were prospects how to think through a decision and help
others using these frameworks right what you want what you don't want maximize
the left minimize the right so here's what this is translated to if you decide to
buy the offer you feel
more certain about your decision decided not to buy the offer you feel [ __ ]
certain about the decision and if you're
undecided you make a [ __ ] decision all right and you feel good that it's the one
that has the highest likelihood
of getting you closer to where you want to go and this is what we have to walk
through with our prospects when you're looking at them you have to
be like i don't want you to buy i want you to decide for you not for me
i'll be the same either way right you're like i'm going to be ripping in shape it's
not going to change me right like that's not going to change but like it
will change for you right so quick note on sales ethics and then we'll dive in
helping someone make a
decision to help themselves does not mean buying from me that's a reiteration you
have to keep their goals at the center of the decision and you should be
happy i mean this because if you can shift this truly if you can be happy when
someone decides to own the power and not work with you then the pressure around
sales disappears it evaporates there's
no stake the stake is did i help them does that make sense and that means that you
can win every sale because you
change the metric you're measuring yourself by that's the superpower like and
that's where you do make the
most sales because you don't care about the sale because you care about the person
and the people pay the people who
pay the most attention so i call it paying attention they pay for it they pay for
you to pay attention rather than
talking about yourself right because they don't care about you because they're
thinking about 100 other things and this is why most importantly
make high-stakes decisions to help your prospects in order to best serve them okay
so i told you earlier i was going to
talk about the difference between obstacles and objections a couple you guys raised
your hands but the differences
i'm not gonna ask i'll tell you what it is obstacle is a thing that blocks one's
way or prevents or hinders progress
when you disagree with them that is an obstacle this happens before
you solicit the sale someone says some [ __ ] before we even get to the sale that's
an obstacle
a simple example i hear all the time hey why'd you hop on the call today hey why'd
you walk in the gym today whatever it is right
them i just wanted to find out a little bit more about the program first 10 seconds
obstacle
you're not here to find out more about the program your because you're fat but they
got to say it so you're like oh so you're finding out
like do you do this all the time do you go to lots of different programs to find
out information or is there a problem you're trying to solve
they're like oh well you know i'm trying to lose weight like oh god so you're not
just hopping on 100 calls a day because i was like that would be a very weird
existence right you just hop on for information all day right fantastic
i've had this conversation before right so it's an obstacle right and the thing is
it's easy to confront and destroy
obstacles before you ask for the sale once you've asked for the sale you switch to
objections
objections is when they disagree with you so it's much easier to be on the other
side disagreeing and helping them break
their beliefs before the stake has been presented after after the after you're in
the red
zone it's all closing it's all objection overcomes right example that's like i
don't want to buy right now and you're
like totally understand what are the main criteria thinking through which is always
funny because people are like i need to think about it i've never
had someone like leave because they need to think about it i'm like cool what are
you thinking about they're like oh i'm still here
right so learning how to talk through these high stakes decisions with yourself or
others is the purpose of presentation and as a result you'll become more
powerful okay so before i dive into these each of these arguments i have to make
this one statement that the person
must really want the goal and believe three things one
which we'll get to there we go the product will get you the goal comma the way they
want to get there and i learned
that second half the hard way because we found out in gym launch that people
would say no sometimes to buying memberships right or buying challenges or whatever
but when we offered them the
ability to come back the next day help them for free we'd sell them 400 of
supplements and
they just said no to 100 down service thing and like what the [ __ ] it's because
they want to lose weight but they want to lose weight their way and so that's when
i started learning
like oh not only do we have to make sure that they want the goal and they believe
that the product's going to get them there that has to get
them there the way they want to get there this gives you ammo for the questions
that you're going to ask just make sense
okay the second thing is that you and others will support them like are you telling
me the truth is this really what's going to happen will other people around me
support this decision and the third
is that it will work for them and not just everyone else sure i've seen the people
who step on the
stage but they're different than me i'm a snowflake i have metabolic thyroid
ketosis right whatever i have zero influenza allerger
whatever you know what i mean like i have no following is itis right whatever it is
right whatever [ __ ] you tell
yourself and what you have to do in this situation is you have to provide proof so
that it'd be more unreasonable not to
believe than to believe and this is a logical close this is not a this is not an
emotional close
this is when you look at someone and say how many people would you need to see for
it to be more unreasonable for you
not to believe than to believe at what point is it 10 is it 50
well here's a thousand tell me when to stop okay okay okay great so that's not the
real reason and then you can confront the real [ __ ] all right so otherwise if
they're not sure of those things if they don't
actually want to lose weight if you don't actually want to make money doing online
fitness then it doesn't matter what jason says
you don't want to make money doing all my fitness you're not going to buy right if
you do want to make money doing online fitness then you go down you go
down the track the train tracks that make sense okay again this is why you expect
no at first because if people could make the
decision they would have already made it all right now to the main course richard
feynman besides charlie one of
my favorite thinkers of all time he was like the second guy on uh the atom bomb
sounds negative brilliant teacher he's
known for this understand don't memorize learn principles not formulas and that's
what the rest of this presentation is about
is the principles behind overcoming these distortions that people have and
so this is me asking you for your own sake don't take pictures of the slides it's
because all the stuff's gonna be in the recordings but you are here now so
be here now so you can understand it okay so there are three sources this is a
huge breakthrough for me so i'm going to share it with you the first time shared a
life there are three sources that we cast our power to okay and it took me a
very long time to get through this because i looked at grant and he had his you
know you got stall decision maker
money then you talked to barry who owns sage she's like you got time fit uh money
fear shame right those are hers and then jordan belfort's got his and so
everybody's got like these are the only
overcomes right i was like there has to be an actual truth here like there has to
be something that's true that's
unquestioned and so trying to figure this out i actually went back to dr albert
ellis
anybody who knew he is no one great um who here knows what cognitive behavioral
therapy is cbt
he invented it smart dude and so what he noticed is that he
originally had 11 distortions of reality then he dropped it to nine then a seven
and they came with three and the three
stuck and the three are what i'm about to share with you and you're like why is he
talking about this about sales because the objections that people offer
you where they cast their power to are distortions of reality they are the things
we use to upset
ourselves these are the three circumstances and this is the irrational
statement that people make i must get what i want when i want it i must not get
what i don't want if i
don't get what i want i can't stand it that's when people blame their emotional
disturbances on
emotional services on circumstances two others other people must treat me fairly
and
kindly and if i if they don't they are no good and deserve to be condemned and
punished it's like your animal brain right
three self i must do well or else i am no good these are the three core distortions
that upset people this is like mental illness right and so i'm not saying anyone
has mental
illness if they don't agree with you it's more so that these are distortions that
are not real and if you can
understand not memorize if you can understand this then you can have these high-
stakes conversations understanding
exactly which distortion they're suffering from and i'll show you how to overcome
them okay and so i like to consider like the onion
of blame people this is like one of the bigger breakthroughs i had they start with
the outside they blame
circumstances time money other [ __ ] and then the step next to that they start to
blame other
people my spouse my kids my employees and then finally they say like it's me it's
my fault
and so you might have to overcome multiple layers as you peel back and based on the
objection they give you
you can know where you're at you know how close you are if someone just says i have
to think about that you're like great i'm talking the person who's in
power and the decision maker and i just need to get them to say yes if they're like
i don't have
they're casting the power away and some of you guys are probably casting your power
away on decisions you need to make which is why i'm making this
presentation even though that these are the things that distort people's realities
because you're like no one's ever said circumstances are getting in my way
right like no one says they manifest in five ways that i want to equip you to deal
with all right
for yourself and others so these are the five most common excuses scapegoats that
people use for circle and if you find other ones these are the biggest buckets
because i didn't want to have 100 things here but
the big three buckets are circumstances others itself right but they manifest with
time in multiple ways and i'll show
you how value price money etc fit i'm a special snowflake others which
is i don't have the authority to make the decision and then finally self which is
what if i just don't make the decision
let some let life make it for me right avoidance stall you go from surface level to
core and as
a side note you should never get stuck on the stuff near the top and ideally you
should really never get
stuck anywhere on this equation if the person wants what you have and you truly
believe in what you have
to help them and i mean that like if you understand this thoroughly you can walk
someone
towards helping themselves okay this is what they look like or this is what they
sound like in reality
not a good not a good time right now i'm really busy right that's time can't afford
it too expensive
fit not sure if it's for me i hate broccoli i can't do a plan with broccoli right i
can't do a plan where i have to dm
people every day it's against my brand i'm poor but it's against my bread right
authority
have to talk to my partner spouse i have to talk to somebody who has more power
than me it's funny because when you start thinking this way it sounds silly
and then avoidance i need to think about it clearly let's think about it now all
right and so i told you i want you to
think about the principles behind these things not memorize you've got
circumstances you've got other people and you have yourself and
we drill down so quick test who here is physically in the room raise your set
wonderful arms
are working we're rocking so here's my ask raise your hand if you or your prospects
present with this
distortion so who here is a time person i'm busy it's not a good time maybe in the
future
anyone deal with these sometimes it's yourself totally so i'm also going to tell
you a secret about
this i think the reason i got pretty decent at logical arguments is because i am
inherently skeptical and i will paralyze myself from not doing anything unless i
have really sound reasons to do it and i
realized that i couldn't move forward and make any progress in my life until i had
these frameworks to think through these hard decisions through so i could
start taking steps to where where i wanted to go it took me years to get there and
so hopefully i can give you some keys that
help me unlock my own head to get out my own [ __ ] way so that you can too and
help your clients all right
so the way i think about time and there's a lot of overcomes for all of these
things what i tried to do is bunch
the three biggest ones that i like to use most frequently and if i uh veer from
like the the bullets on the screen
it's because i'm riffing with you and i'd rather just kind of stay in the flow is
that cool okay fantastic so when
you're overcoming this one each of these is kind of a specific angle that you're
attacking it from
so macro is like um this is a busy season for me i've got lots of stuff going on
right
micro is like i don't have any time in my day so you're one person saying i've got
lots of [ __ ] going on one person's
like i can't find the time it's different sounds subtle but it's both about time
but in different ways all right and then the the last one is well
when when i have time i'll start right whichever one is this [ __ ] horseshit but
whatever okay so
as always we never disagree with prospects because you're not in a fight totally
get it totally understand do you
think like do you want this to be something that lasts for the long term right it's
a question you're like yeah
do you think that you're going to be busy again in the future well yeah so you want
this to last in the long run
and you do think you're going to be busy again in the future well then don't you
think it'd be best to start now when you
are busy because if you learn how to do it when you're busy you'll be able to do it
forever if you can only learn it during a perfect circumstance then
you're going to fall off when it gets busy again and isn't that the time you'd want
to have the most support it goes for you guys too
that's just number one we got so many lore right and so
when you knock that out the goal is that the person says well [ __ ] that's not a
good reason you take one step
towards the truth so when you're thinking about it's not like oh i've got to
overcome this one thing and then they'll buy
you got to keep peeling and if you have this framework you understand the direction
you're going in and you can
start listening for the oh they're talking about themselves now i've gotten two
layers deeper right so that's
seasonal micro you can't tell someone in a sale hey take out your phone take out
your
hours by week pull it up oh look 22 hours on social media this week you've got time
so you say it differently you
say you know what i had the same issue and i used to complain all the time about
like how i didn't have time to to be successful and do things i needed to
do and my wife got so sick and tired of me saying this she pulled my phone out and
she was like look i guess i just
found your time didn't i i was like oh [ __ ] and you can say it that way and then
a prospect feels better does
anybody here feel like they don't have time right and the first thing that any
program is
going to do if it's a good program is going to cut out the 90 of the [ __ ] that
you are doing which is causing you to feel overwhelmed which is probably the
real reason you feel like you don't have time jeff bezos at the same time you do
right it's just
what are the things that you're doing that he's not it's not about adding [ __ ] to
your plate it's about removing stuff that's not working because clearly everything
you're doing that's filling your time is not making you more money so you're doing
the wrong [ __ ] so there's gonna be plenty of time
because all the stuff you're doing now is not working right it sounds simple but
that's the reason
right so we want macro grow when then
hey in the future when i've got time i'll totally sign up for your program right
anyone heard this
one anyone say this one right and again you wanna you wanna empathize
you don't say like ah that's [ __ ] you say totally understand that's i was stuck
like this for years if you can step in their shoes you're not attacking
them you actually go from the inside out you step into their self and then you walk
them through the epiphany that you
experienced and it doesn't feel judgmental it feels helpful that make sense i used
to feel the same way right and
i found this out actually from jason fladley and he was when he told me this it's a
it's a logical fallacy it's called the one then fallacy which is why
it's how i remember it and the one then fallacy simply states when i have x then i
will do y but it
flips sequence so it's like when i get better i will go to the hospital
sorry there's just so many like hilarious ones about like money and stuff like i
will start saving money once i'm rich like
all right the thing is is that we do this right we do this
i'll pay for the program that'll make me more money when i have more money that's
the point of the program i'll pay
for the program that'll help me get a six-pack once i have a six-pack once i have
more time which the
program's gonna help me you know i'm saying like it's just it doesn't make it's a
fallacy and so what that means is it's a distortion
it's not real and so the goal of having these high-stakes conversations is simply
showing people we're not attacking we're just walking them through and be like do
you realize that this is holding
you back and i know this better than anyone because i'm a skeptical [ __ ] the
reason i can do all these logical things
is because i'm the first person i'd overcome right and you might be too
so once we attack time from these three angles depends which one they present with
if they present with one and then move to the next you
can knock all three out you'll probably find some that that make the most sense to
you but the thing here is it's not about memorization you just got to get
it macro you're always going to be busy won't you want the most help when you are
busy so they can stick forever yes
time my wife showed me my phone turns out i got [ __ ] time but the reality is it's
not about what i am
doing it's about the stuff i got to stop doing and that's what i help you with
right this isn't scripting this is just
understanding it right and then when then it's a fallacy it's a distortion it's not
real and then just use two
crazy examples like once i have money then i'll save money when i'm rich right it's
just like ridiculous okay so what
do we do one reason down and we're getting closer to the core right
right so who here is somebody who's like i can't afford it it's too expensive or
has heard this from a prospect
i was like i better see everybody's hands especially if you're selling high ticket
which hopefully you get a gasp so these
are the four frameworks that i think through there's a million like money closes
but these are the ones that i like the most
and that that to me resonate the best right and so why a lot is good is kind
of like my my first one here and so the reason that if someone gasps or think
that this is a lot of money you just ask them is this a lot of money to you and
they're gonna say yeah if they say no then you're like awesome buy it and if
they say yes right and if they say yes then you're like that's the exact reason
why you're going to be successful because there's other people who buy this thing
and you know what they're not all in on it but the question is do you
want to draw the lawn in the sand and go all in do you want to step over the line
and be the person you want to be because i can tell you that this
is not about whether this works not i've already proven that the question is
whether you work or not and so if you put more on the line
then you have a higher likelihood of being successful so you should be the last
person to be worried about this i'm more excited because the best stories
are always coming from people like you in your exact situation so don't let that be
a reason not to do it that should be the reason to do it
so the next one is like why is this not a lot so first is the fact that it's a lot
for you is good
it means you're going to try hard the second was like well it's a lot in terms of
absolute amount but relative
amount it's very little right because if all this does is add ten thousand dollars
a month to
your income is it worth it if all this does is get you into a bikini is it worth it
yeah and so then what happens and the reason that this is a stepping process right
is
that we're we're just taking these objections out of the way so we can get the
person to confront reality not a
distortion they've created because the reality is the thing they're afraid of and
so what happens is when they say
yeah if it did that it would be worth it right the problem is they don't believe
you
right and so it's like great then it's not about the price it's about whether you
believe me so you
can sidestep it does that make sense we're taking a step closer and then obviously
you can use a comparison you know depending on what
you're selling if you can price anchor with like well here they don't have a four-
year degree for doing online
fitness that's why the alternative education industry exists and it's because the
formal education has failed most of us
right anybody graduated here with a four-year degree anyone immediately be able to
use that for your degree to get leads make sales
no me neither right and what's crazy is that some of
these degrees are 50 100 200 000 and take four years when you've got something that
can help
you make make that entire amount of money in half the time right for a tenth of the
price
when you think about it like that frame it's actually a great deal does that make
sense so you just frame it you have to give
context all right so number one is the fact that it's a lot for you is
good it means you're actually going to try number two is if it does what we say
it's going to do
the value is there so that's not actually what you're opposed to which then we can
take the next step all right
number three is what's money good for anyways this is actually one of my favorite
lines of reasoning
for a variety of reasons and i'll get to it when you're looking at a prospect or
looking at yourself you're going to spend this money either
way over the next 12 months you're going to spend it right and in fact
not only are you going to spend it you're going to buy the program the question is
whether you're going to pay for it money or pay for it in time and
so like you can learn every single lesson that's in this program whether it's
losing weight
you know getting leads selling online whatever it is right you're going to learn
these lessons but do you want it to take
12 weeks or 12 years and the question is are you going to be able to live a
thousand lifetimes
because of the thousand people that we've helped just like you and gathered all
those lessons and put them together so you don't have to do the trial and
error for that entire period of time so the question is not whether you're going to
buy it or not it's just how do you want to pay
and so for me this is a personal note and i'll probably say it at the end but like
the reason it'll move quickly through
life is that i will buy other people's mistakes because it's just it's the only way
you can buy time
in this life is to buy the knowledge to take less time from other people who have
taken their time and like if you
think about human civilization in general edison took however long to make a light
bulb and then we just bought the lesson from him and now we have light
bulbs right and the next guy figures out the next thing and then we just buy the
lesson from him and that's how we have
to move faster so you're going to spend the money either way the question is 12
months from now is it going to be on [ __ ] that didn't get you anywhere or
stuff that is going to get you somewhere and no matter what you're buying you're
buying the program you're just gonna pay time you're gonna pay with money
and if we're being real you've probably been paying for time the last six years
how's that working for you do you want
to do more of that this is also this is a this is a classic one it's a very easy
one to remember but like
who here knows the difference between a self-made billionaire when they had
nothing and where you're at right now if you have nothing zero they both you're
both broke
they were broke you're broke whatever it is that's where you're at right now the
only difference is that that proves
that if they were successful it wasn't about the resources they had it's about how
resourceful they were
so i'll tell you a quick story about this so anyone here read uh shoe dog right the
story of nike so in the story
he talks about how he was about to lose everything multiple times it's a crazy
story
and this time it was like it was it was going to go down like it wasn't going to
happen and he needed a tremendous amount
of money and he just didn't have it he'd extend all his credit lines the banks
wouldn't do it and the next lenders they canceled on him and the company's going
to fold because he was growing too fast at that point he could have just given up
and said there's nothing i can do i backs out all my cards i maxed it on my
banks there's literally nothing i can do and his people already worked for free
they're like we can't do this anymore
he went to his vendors and said you need to pay my payroll for me he went to his
vendors
anybody use like landing page software anyone uh anyone use something from a vendor
right it's like going to that guy
like going to your videographer me like listen you gotta pay payroll for me this uh
this month because otherwise i'm not gonna be able to keep doing business
with you because i'll be out of business resourceful not resources
and the reason this is so important is because when you have nothing it's the
easiest excuse to give yourself because you're like well i have nothing
that's why i can't it's like of course but every self-made millionaire and every
self-made billionaire was self-made
and they started with nothing which puts them the exact same seat you are so the
question is do you want to have power
or do you want to not have power when you have power you're resourceful in our
resources right
and so if we want to make these decisions that are going to help ourselves we need
to step into that and so when you're talking to your prospects
it's the same thing right does that make sense okay rocking
i mean you can drill deeper into this is like do you think there's anyone else
who's been in your situation who's
achieved this or maybe worse than your situation the answer is yes and if they can
why can't you right so we're taking
steps closer you guys digging this okay cool oh thanks okay
thanks i wasn't sure if it was rapt attention or sheer boredom so
we're not you feel do you feel what progress you're making like the person presents
this is i don't have time this thing shit's busy blah blah and you're
like no no we're gonna take one step closer like you know what but i i don't have
the money or it's too expensive
you're like well if you don't have the money you're gonna be successful it's worth
it right yes i understand why it's
worth it well you don't need money to begin with right you got to be resourceful
and you can find the money because i'll ask you
this is a fun one for business owners who here has had an unexpected bill ever come
up
taxes right yeah and then all okay so everyone here is
still alive who raised their hands who here was able to magically
pull money out of their ass and figure out a way to do it raise your hand
here's what's crazy you have the ability to be resourceful when it's for someone
else
and not for you it's because you choose to be powerful when someone else needs it
but not for
yourself [ __ ] up right so stop doing that
if you function like you have to make payroll tomorrow and like you you're back on
rent you're
going to get kicked out you think differently and if instead of paying your
landlord you're paying you because
that's what you want to do it shifts internally because everyone's here just proved
the fact that you can be resourceful when you choose to be
so just choose to be so number three is it's not sure it's a fit for me
so besides the obvious ones which is like i don't want to work out broccoli sucks
i i can't do a program where where i i can't do cardio whatever the [ __ ] right um
like i said i don't want
to do dms i don't want to post on instagram i don't want to have a facebook group
whatever right whatever the [ __ ] is all right i'm not sure
if the vehicle is a fit for me so usually you can overcome the easy ones
but if someone is just really sticking hard these are the three that i use to shift
perspective okay
so this one is new identity new priorities so it's good to have cues for these
things
which is like we vote with our dollars about the things that we care about and if
you show me what someone is spending their money and their time on i can tell
you what their future is and i'll tell you an interesting story so um i had
somebody who was just like you who was like you know what i don't
want to do this either and i told her this story can i tell you it yes and this is
what you'd say to the prospect right so i was with layla and
we went to sephora which is a makeup store and
i show up like this oh i feel welcome and so we're standing there she's doing
something and i
usually stay in the corner like this um and i saw these two little girls they
might have been like i don't know girl age so like 12 to 15 this like this this
and they were like giggly and so excited and they had like the girl with the smock
came over was like helping her out
helping them out and she was like okay this is like eyeliner and this is lipstick
and this
is whatever blush um i'm just like using words i've heard
this is how you paint your face and the thing is the girls were like so excited and
then they were like right before
they left she was like girls she's like you have to remember like now that you're
getting older and you're becoming a woman you need to start budging for
this stuff all right so you're gonna start buying this every month all right so
like remember you got to save some money for this so you can have it
and the girls were so excited that they were like yes like we're becoming women now
and these are the things that women
do it's because when you have new identity you have new priorities and so you've
had priorities that are
aligned with your old identity right there's the you that goes out that you the
drinks the you that does the blah blah blah spends money on [ __ ] you
shouldn't do spends time on [ __ ] you shouldn't be spending time on and there's
the you that you want to be and so right now we can draw the line in
the sand and be like do you want to keep walking down the road that you have been
walking and if you don't
then you have to step into a new identity and with that new identity comes new
priorities because people who want to be rich spend money on
themselves they spend money on education they invest in their skill sets because
i want to align my identity with the identity of those who came before me who've
done the things i want to do
right and just like those little girls stepping into that identity we too must step
into the identity that we want to be does that make sense
and so when you're talking to somebody who's trying to lose weight and they're like
i can't afford a gym membership and you're like girl you're spending 200
bucks on your nails and you've got a thousand dollar outfit on
do you think another thousand dollar outfit would make you look better or your high
school weight
right do you think another thousand dollar
outfit would make you look better or being rich as [ __ ] and i say that for those
of you who are thinking about on the money side right
like you waste my i like some of you guys have bigger shoe collections than like
it's like fitness
like fitness people and shoes it's like the weird like and lululemon and the you
know spandex it's like a hundreds pieces
anyways so it's like your whole wardrobe could be consolidated into a skill that
could buy
you as many wardrobes as you want if you chose to right okay rock it i don't like
this certain
aspect this is one of my favorite easiest ones to hit which is like
you got to change the change right what you have been doing has been getting what
you've been getting
and you got to change the change because like i remember i would go through meal
plans with people and they'd be like well can we change this because this is
what i eat for breakfast can we just can we make that to breakfast and i'm like
that breakfast makes you
look like you [Laughter]
that way you spend your first four hours of the day makes your bank account looks
like what it does look like
oh right right taking steps right we're getting closer to the truth
and so the thing is is that it's going to hurt to change because change hurts
and you've heard this one probably from tony robinson if you haven't the question
is whether the pain of staying the same is greater than the
pain of change unless we just ask someone and this is in the help part if someone's
like
the pain of staying the same is not worse than this change it's like then
girlfriend like gain 50 more pounds and come back you know what i mean like get
there i mean hit rock bottom this isn't it for you i'm being real
some people rock bottom is 12 body fat some people it's 500 pounds but
everyone's got one you just got to know where yours is and all you really got to do
is just move what rock bottom is for you which is
kind of interesting because you start making a change here which is kind of
interesting like interesting as a thought but
are you in enough pain is the question you ask the person so for those of you who
are unwilling to make a change because it feels contrary
to like i don't want to do i don't want to seem salesy i don't want to i don't want
to help people like whatever right
like is your current situation more painful than the change that you will have to
go through or experience to get to where
you want to go and so the last one is hypothetical i actually really love this this
is a great framework overall for overcoming lots of different obstacles
um or objections that present themselves but the hypothetical there's lots of ways
of phrasing this which is like you've probably heard the unicorn
clothes you probably heard like if this were perfect would you do it i on a scale
from one to ten where would this program be if 10 was amazing and one was
terrible what you know where is this they say a number and you say cool what would
make it a 10 why isn't a one like you guys heard this scripting before so
you guys are like no please talk slower um the reason i said we have to learn the
principles behind it rather than
memorizing the script is that it all is based on one thing which is hypothetical
which is if this were perfect would you
do it because you get a hypothetical agreement and they say yes if it were the
thing is if you're like if this were perfect
would you do it if someone says no then you're like girl okay like let's take five
steps back
does my breath smell yeah because the thing is they've actually told you a lot
there it's like it has
nothing to do with the stuff you're talking about they don't trust you and now we
can talk about that right so it's a great question to frame like where are
we and so it's like if this were perfect would you do it sometimes they'll laugh if
you ever pour the left they'll say yes right and so then you get to flip it
and say then what's different between perfect and what we've got the thing is is
that people are very hard they don't actually know how to generate making a program
because they're not going to like know all the things you can deliver on the spot
right and so they're like
most of the time they'll be like i don't know you're like right well because it
sounds like it's nothing to the program it's
all about to do with you so let's talk about that right and all of a sudden boom
one step closer to the truth does that
make sense yeah yeah all right and that's why we do hypotheticals so if it were
perfect what's missing and then
if you can if it's if they do give you an answer and they're like i just don't want
to do broccoli
and you're like i'd do green beans would you do it they're like yeah you're like
great
green means it is sign here right like something you would be [ __ ] amazed
how many times [ __ ] like that happened so it's like one crazy thing it's like
well if we didn't have that would you do it like oh yeah sure
where were you 10 minutes ago right and that's how you do hypothetical okay we're
making we're making progress still
with me still digging okay cool
authority all right this is one of my favorite fake and so this one instead of
having
three i really just have like one very good statement of reasoning that you should
understand okay this is real [ __ ] so
this is more of a process than it is anything else but the spouse or decision maker
is not
there right now note for you guys a lot of you guys have had the opportunity to go
talk to a spouse but a lot of you guys don't have that in your business
right like spouse ain't there and they leave they're not coming back right where
they are but very small percentage
don't wait for it okay so what we have to do is try and sidestep it by isolating
the objection and
casting aside the partner because the partner's not there so how could they object
to anything they don't even [ __ ] know who you are right and so
the idea is and again this is assuming if you have a really long term thing then
you want the partner to be there
right like ideally that's what you have but if you don't have the opportunity then
you got to go through the next step all right which is
what do you think they wouldn't like and then they will tell you and then you just
overcome the thing which has
nothing to do with the spouse because spouse isn't there right
very easy side step does that make sense this works really well it's like why
wouldn't they what's like cause they don't want me to fail whoa
they don't want you to fail let's talk about you and so this is the process that i
walk
through do they approve of your current struggle they happy that you're struggling
no okay then why would they not approve of something that's going to fix something
they
already don't approve of right they're not happy with how you're currently doing
why would they be against something that's already making
them unhappy right right well let me ask you this and their paws
like if the rules were reversed and your husband needed this to make what he wants
his dreams happen
or your wife needed this program to make her dreams happen would you support her
then why wouldn't you support you right right and i think the real problem that
we're
dealing with here and this is the kicker is for everybody is that you're asking for
permission instead of support
because it is your life not theirs and what happens is if you give that power
to them and then two years from now you're still fat you're still poor
whatever it is who are you going to blame them and so that's when you have a
resentful
marriage because you didn't own your [ __ ] and so i'm not saying you shouldn't
like explain the decision
to them but the way you explain to them is what i just said which is if i don't do
this for me
i'm going to end up resenting you and i don't want that and instead of me bitching
to you every
day about how we don't have money or about how i don't like my body i'm now doing
this and i'm joining a group of support of community of people
just like me and crazy enough for some reason doctors go to college right
right that makes sense they go to medical school lawyers go to law school but where
do entrepreneurs go there's no
entrepreneur school no one teaches the stuff but it turns out there are people who
teach it just for this specific industry and i can
take failures of a thousand people and pack it into a year and
it's one-tenth the price of a four-year degree right and so instead of whining to
you
what i commit to is i'm gonna show up and be a better husband a better wife a
better partner i'm not gonna [ __ ] to you about the stuff because i'm gonna
take this seriously i'm gonna go all in and i'm not asking you permission i'm just
asking for your support all right
that's how you can overcome it because i'm be real with you it is about them and
you have to believe
that like you can't say this unless you believe it because like you will you save
marriages
by showing people that they're the ones in control because if they keep saying my
husband's not gonna let me buy a
weight loss program what do you think she's secretly saying i can't believe you
won't let me do it right if that's real if she's using it
as a foil you side said be good to self right but that might be the real thing and
if that is the thing then you have to let
them step into that and that's where you know having that's where like having a
three-day no-sweat guarantee or something like that is also helpful it's like hey
sign up and i use i use a lot
of rapport and humor in my selling and so i'd be like hey cindy if you sign up
and you tell your husband and he's upset you have and when he sees you he's like
girl i don't want you to get in shape i want you to stay overweight i want you to
put those sweatpants on i want you sit on that couch reach your hand a bag
of cheetos put the the cheetos fingers on there i want you to create generational
unhealth i want you to live 10 years less long i want you to see our grandkids i
don't want that right i want
to marry a younger better you sooner because you're going to have a heart attack if
he says that to you you have
him calm and then they're like cracking up and you're like okay okay listen sign up
three day no sweat like if he if he
does tell you that he just wants you to be out of shape and never leave him because
uh because he's once you get too
hot because he's insecure if he says that um yeah just let me know all right so
like the whole time you're just
joking and stuff but the three-day guarantee helps like nudge a lot of these people
over is that cool you guys get that one
okay sweet and so that goes for you right like it's
it's about support not permission that's the bottom line right support not
permission because otherwise you're
going to blame them for your lack of dreams being realized rather than blaming the
person it should which is you all right so this is avoidance now
we're getting to the core we've gotten rid of time we know that you've got time and
the best time to do
it is today because you're going to be busy forever right
value we know that you can't afford it if you can't afford it you'll buy it if you
can't afford it's a great reason to do it and if the value is there
then there's no reason not to because it'll pay for itself right what's money good
for anyways you're gonna pay for the program regardless you wanna pay less time or
more time value's not a problem fit you got to step into an identity
right you've got to be willing to change and the question is just whether the pain
that you're experiencing
is less than the pain of the change that takes to experience the next thing right
if they step into that they're
good because it's not about resources it's about resourcefulness so fit's not an
issue
authority they have to own it it's about support not permission we all here do you
feel like we've peeled the layers
back on your prospects and they're just laid bare naked there just you've solicited
the sale
now you got to close all right avoidance so now they're like wait what do you think
about
it so now that we've exhausted i'm putting this as emphasis we've exhausted all
outside reasons now we're finally talking to someone in power and that is what a
good coach does
we don't make decisions for people we help them make decisions so here's i have to
think about it not sure give me
a hand who's dealt with somebody who says things that way all right at least one
person here i'm kidding all you guys did you guys are great
so this is how i divide this up past present future and so hopefully this should
already before i dive into
these give you simple frameworks to work through time you've got macro micro when
then right you've got you got value
you're thinking about it's not a lot of money even if it were a lot of money it's
not a lot of money you're going to pay for it either way but you have the
simple frameworks that you can walk through you might just hit them with one and if
they hit it with again give them the other angle because they're logical
frameworks they're not scripts that's why i made them bubbles you don't have to
memorize it just gotta understand it past
so like i need to think about it and so the thing is and this the first bubble
there is if someone's like i feel
like this is happening so fast can we get that one like i just i just got on the
phone with you i don't really know who you are and you're like hey this is
not a fast decision right you've been making this decision for last six years you
continually make the decision all we're doing to say is deciding you're
actually going to do something about it right how long you want to lose weight a
long time
so this is not a fast decision at all but the thing is is that and this is where
you go sunk cost
so if i were talking to you guys i would say you find you know you bought tickets
because you saw some ad
you registered there you got your flights you got a hotel you blocked the time you
flew here
you listened to this whole thing you're six inches from gold this isn't a fast
decision at all you
did all these things to get here because it's important to you so don't let that
distortion stop you from getting what you want
right it's fear right let's face that what are you afraid of having happen which by
the way
i took the slide out but my two favorite questions to ask in a in a sale that i
feel like are the fastest to cut through
is what are you most afraid of having happen if you buy what are you most afraid of
what's the worst thing that you envision
in your mind and if they're not sure i just fill in the bikes i'm like i take your
credit card i swipe over as much as i possibly can i go to vegas i put it
all on black and then i go to monaco where they can't extradite me fair enough and
they're like i was not thinking that and you're like right
so what's the worst you know like what's what's the real thing like and then
they're like you know
i just have bought so many programs before you're like right let's talk about that
right and so i'm
gonna skip one forward and then i'm gonna go back to it this is one of my favorite
obstacle or objection overcomes
it's i call don't let it burn you twice and this literally you can see the date it
happened yesterday this girl texted
me or messed april 6th she said it's crazy to think that i had a sales call with
you six years ago and i'm kicking
myself in the butt for not jumping on this is yesterday right like i don't even
know the company anymore and i said you let a bad
decision burn you twice once when you made your poor investment but a second time
when you let that bad investment stop you from a good investment it would
be like anybody ever have a boyfriend or girlfriend in middle school or high school
that they're not currently married to
anyone just like just come on help me out here okay it would be like having a bad
eighth
grade boyfriend or girlfriend and being like you know what men aren't for me
all coaches suck right there's good coaches there's bad coaches there's crazy ass [
__ ] and there's
crazy ass dudes you know what i mean like there's also good ones and some things if
you stop if you let the bad one prevent you from the good one you
get burned by being with the bad one and because you let the bad one control your
next decision right
and so when someone has had a bad experience with doing keto or whatever the [ __ ]
right or you had a bad
experience with some program that you did or did not do or they didn't fulfill
whatever either way
don't let that burn you twice because no matter what you're gonna have to do you're
gonna have to do these actions
whether you're part of the program or not you gotta do these workouts where you're
part of the program or not it doesn't matter you're gonna have to do it so you
might as well do it but somebody can get you there faster right let me go back one
real quick so
it's not a fast decision and this is another one that i love which is do you think
that you're maybe in this
position because you have struggled to make a decision in the past you have waffled
when it came time to make to make the hard call have you been in this
conversation and said no before yeah do you think that's why you're here yeah
do you think that might be the reason you should change that yeah okay let's change
it one decision change
your life and the last one is like are you tired of another year of almost right
tied another year of almost
hitting your goals of almost getting to 10k a month of of almost you know hiring
the team that you wanted of almost
retiring your your wife or husband or almost moving into the neighborhood that you
wanted to move into or almost being able to pay for your kids recreational
sports rather than not being able to because you can't afford it you're tired of
another year of almost well if you're tired of another you're
almost and we can't do what we're doing to get here for another year because we're
gonna get another year almost and so the question isn't what it
costs you but how much has it cost you to not decide up to this point right the
cost of inaction
and i think that when we think about our lives in reverse we never regret the
things that we did we regret the things we didn't do
the opportunities that we let pass by and i think that if you can let that person
step into that power they will make the decision to help themselves
like this person did not all right present so depends on what you're talking to
someone's talking about past stuff then you deal with the past stuff the second
frame for avoidance is present which is they just don't know how to make a
[ __ ] decision right and so you have to help them make a decision and so this one
the rocking chair is one that i just
for some reason have used a tremendous amount of time especially when i'm selling
weight loss is to be like i just really really need to think about it
like totally understand well let's walk through like what that looks like you're
not gonna like go home sit in the rocking chair you know smoke
a cigarette because of course you're not healthy yet right you'll quit when you're
healthy right you're smoking your cigarette you're like hmm am i gonna do
this weight loss program right you just sit there and stare into the clouds like i
wonder no of course you get in your car and then you're gonna realize you
got to pick up timmy from soccer practice you got to get groceries you got to cook
you got to clean you got to pick up you know go do laundry gotta do all these
things right and then three
four five days from now you're gonna put on that old pair of jeans and it's not
gonna fit and you're like [ __ ]
and just there you'll have made the decision you'll keep living your life
and so let's just make it now because the reality is that it doesn't take
information to make decisions so it
doesn't take time to make decisions it takes information and i'm the only source of
information you got
so let's talk i'm here i'm here for you let's do it right because that's the
fallacy is that
people think they need more time to make decisions because they assume they will
get more information in that time
but if you are the source of the information then time does not help them and so
let's confront it now and let me
answer the questions you have to make the decision one way or another does that
make sense all right
and so then they're like well then [ __ ] how do i make a decision you're like glad
you asked so there's three things that we got to
understand do you believe that this product or service is going to help you achieve
what you want
yes or no they're going to say yes right if they don't you can confront it note all
of
these are confronting decisions so we've moved all the way down the onion right
we're at truth now and all like the theme of
the of the last bullet is confrontation we have to confront the decision we got
to peel it back and be like are we going to do this or not right because we already
got out the time we got out the fit we got out the sp we got everything
out of the way it's just you do you think that this is going to help you get closer
to your goals yes or no
two do you trust me to fill to fulfill my word that i said i'm going to help you
i'm going to do these calls i'm going to do these workouts i'm going to do
whatever right three this is the mo probably the most important one do you think
it'll work for you
and if they say no you say why not and then they have to defend why not and then
it's very easy at that point
it's a six inch putt all right and once they say yes to all three which is usually
what will happen they're like cool we'll make the decision together
you know how to make the decision they'll say no you go through the three the last
question is they said yes yes yes it's just
do you have or have access to the amount of money to get started do you have the
amex do i want to help
you enroll in an mx cause i wanna i wanna help you i'm good either way but if you
believe that this is going to
help you get closer you believe that what i'm saying is true and you believe that
you can be successful it's my moral obligation to get you going and do
everything in my power to help you get the money or get access to it because the
real world is if i was giving you a ferrari right now for five thousand
dollars you'd find the money if your landlord needed you to come up with ten
thousand dollars because you had background in payroll you'd find the
money so find the money let's do it right three
who wants to make informed decisions yes
how can you make an informed decision if you haven't even tried it huh so this is
when you have some
element of trial in the program or some sort of guarantee which is why i'm a big
fan of guarantees
it's like well you can't make the decision to buy that's informed until you're on
the inside so i'm not even asking you to
make a decision right now i'm just actually making an informed decision which you
can only do on the inside and if after 30 days i'm not what i said
this product doesn't do what i told you i didn't fulfill my promise and you don't
think it's gonna work for you you let me know i'll give you the money back
low pressure you get someone to decide but not deciding even easier that make sense
think that'll help you close yeah all right and then uh this one is i it depends on
who you're selling to but sometimes if you have a logical person it's like do you
know what deciding even means like where the etymology of the work
comes from it's d cadere which is latin which means to cut off to kill off and so
the question is
which future are we killing off today are we killing off the future of the
dreams that you want are we killing off the future sorry are we killing off the
future
of of not doing anything and the life that you've lived up to this point
because indecision is a decision inaction is an active decision right and so it's
just which one are we
killing today we kill your dreams we clean your past second last one future so we
talked about past so if
they're thinking about the past things that hurt them don't burn you twice etc
right they don't know how to make a decision rocking chair this is how you
make a decision three things you've accessed the money great let's get going you
want to kill your past you want to kill your future right awesome we're
talking about the future this is actually magnifying pain which is cool you got
here it's been five years
you've been struggling how's another five years sound what if we just keep doing
let's go with
indecision let's look at it what is five years of you doing what you've been doing
look like and is that a place you want to be
no you got to change the change let's do it right and then you go right into let's
consider the options which is like like this is logic right so let's
consider the options option one you do the thing you get the result
life is awesome option two you don't do the thing you don't get the result because
you didn't do the thing
option three you do the thing but then you don't get the result all these are the
options that can happen in front of you
because we have a guarantee they're all risk-free except for one of them only one
of them has a true guarantee of
not getting you where you want which is walking out the door so which risk-free
option you want the one that's risk-free that guarantees
that you're not going to get there or the one that's risk-free and has the
potential to get you where you want to go
right that's not an emotional close it's logic and if you have an offer that's set
up that way you should be able to close
most people as long as they don't think you're an [ __ ] right okay this is one
that's more around urgency
because again this is avoidance if someone says i'm still not sure i want to think
about
it more or whatever you say well you're not going to struggle forever right like
you don't want to struggle forever
you're going to do something about this whether it's weight loss business whatever
they're going to say yes you're like well if you're going to fix
your business eventually you might as well start fixing it now so you can start
enjoying the fruits of
that labor sooner would you prefer making more money faster or slower what's your
preference great so if
you're going to do it eventually you might as well do it now so it makes sense it's
a little nudge
this is a final one that i just really like from a framing perspective which is
instead of like
this has to be my savior this program has to get me to an ifbb pro bikini body
and i'm 100 pounds overweight probably not realistic right
reframing the question is do you think that making the decision is going to be help
you get closer or
further from your goal that's it because if we keep making decisions that keep
getting us closer we will get there
eventually but if we make decisions that get us further away we will not get there
and so do you think that this is
going to get you closer to your goal than what you're currently doing yes what are
we waiting for we don't need to be snipers we need to be directionally
right we do that long enough we'll get there does that make sense that helps you
too because we have this
fear of perfectionism is this gonna be the one probably not but it will get you
[ __ ] way closer
right so i can tell you there's no one program that changed my life but the
decision to buy education
changed my life forever does that make sense all right boom and so let me look at
the top we
have no reasons left not to own the power that you have it's just you
all right and here's bonus number six and you can use this as one of like there's
some clothes that you use all
the time you always go back to right the reason you are telling yourself not to do
this is the reason you do it
how long do you want i can't afford this to be on your list of problems in life the
fact that you don't have time is the
very reason you need to do this the fact that you're so dependent on your spouse is
the reason you need to take this decision and own it
right the fact that you're not sure about the person that you want to be is the
very reason that we're going to help you get it in this program so whatever the
reason is is usually the biggest chain that you're holding on to is the thing that
you're enslaving yourself to is the thing that you're casting your
power to if you break that chain power comes back to you and so the very reason
that you're
holding yourself back is typically the very reason that you need to do it so
hopefully this helps you realize that
you and your clients are always in complete power did i accomplish that awesome
thank you
and like i promised at the beginning my hope is that you become more powerful by
making decisions rather than letting life make them for you all right so
here's a few final thoughts fortunes are created by taking a lot of risk with a
little bit of money
fortunes are maintained by taking a little bit of risk with a lot of money and
every one of those people that was
self-made takes a lot of risk a little bit of money and sometimes you need to take
that step because it's the only way to
build the fortune all right and if everything that i've ever made in my life
sorry everything that i've made in my life is the result of investing in my own
education it has gotten me far
higher returns than any stock any real estate any crypto right any whatever by
a mile and people say like it's all about investing yourself like i just i think it
sounds amorphous it's like buy
experience and skills because no government can take that from you no divorce can
take that from you
nothing can take that from you and i come from a family where so we're persian and
so my my parents had to flee
iran during the revolution and so they had land and houses and other stuff
right and my uncle was uh the brother to a guy who started the
lottery in iran he owned the lottery because you can do that there right very rich
and so my dad and him he went to london my dad went to the u.s he had no skills
and he was able to just forge enough money to buy a print shop and he lives above
the print shop in london and still
to this day that's what he does and went to visit him it was incredibly sad seeing
just like
what once once a incred and his wife my dad gave her a scarf and it was like a nice
scarf apparently and she just
bawled she's like i used to have rooms of these and now i have nothing and blah
blah blah right my dad came the united
states with a thousand dollars but because he had skills he built it all from
scratch
and so i mean he was a doctor as all middle eastern and indians are um
right doctor lawyer account engineer anyways uh the only four approved paths
but when we say invest in that we come from a place where like it was literally all
taken
the government was like that's our house now that's our land now that bank account
is our bank account now
and so that was why it was so and like that might be a benefit for me i had
somebody who's always like it's the only thing no one can take from you
and so why would you not invest in the one thing that can never be stolen can never
be taken and compounds with time
and it increases your capacity to make money increases your capacity to live
and so i like to think of the investments that i've made in myself as bricks on a
bridge and so if i'm on the bottom left here
and where i want to be is the top right ish right looking like the nightmare before
christmas now
you're going like there are many skills that it takes to cross the bridge right and
just like you
have an arithmetic teacher in high school once you learn calculus you're not like
that guy was a load of [ __ ] calculus is what no you have to learn
things in sequence right and so the thing is is that we build this bridge it's one
brick at a time and
i always come back to the same question which is is this going to get me closer to
where i want to go
i don't need it to get me there i just need to get closer and if i get better i'll
get there eventually right
as long as i don't stop moving and so that's why that's that what i've dedicated my
life to education my mission is to document and share the
best practice of building world-class companies because when you realize that you
are the source
you realize that superman is not coming it's just you and every decision that you
make is a
vote towards or against the person that we want to be and so the question for you
is that are your decisions voting towards the person
that you want to become or just more of what you already have and so people ask me
all the time how do
you move so quickly and the answer is i know how to buy time and the follow-up
question is how do you buy time you buy time by buying the time
took other people to make mistakes that taught them the lessons that's how you do
it right that's that's the heck
and so right now the ignorance of not knowing how to create a million dollars a
year is costing you a million dollars a year
the fact that you don't know how to make a million dollars a year is costing you a
million dollars a year think about it right
and so therefore you should always be willing to invest money to increase the
capacity for your income
because once you have it that capacity pays you forever you're increasing your
ability does that
make sense we're widening the pipe and so when i thought about this i just added
zeros to it and i was like it's
[ __ ] costing me a billion dollars a year not knowing how to make a billion
dollars god right
but it's true because the thing the number one tax that no one appreciates or no
one respects is not the tax of the
government it's not capital gains it's not income tax it's the time tax of
ignorance
someone asked layla yesterday what's the number one thing that people from 0 to 10k
are messing up
you don't know what the [ __ ] you're doing that's what's messing you up you're
ignorant you have no idea you're eating
an orange like an apple no clue right and it's not because you don't have the
processing power it's not because you
don't have the ability to reason it's because you just don't know and so the goal
is to pay down
the time tax of ignorance as fast as humanly possible and the only way you do that
is by educating and investing
yourself right specifically investing in experiences that build skills so
make the decisions that to help yourself implement like crazy take ownership
because we just
discovered that all the other [ __ ] is not real it is literally a distortion of
reality that anything that you give your
power to that's not you is fake you're making it a false god in your life and your
prospects are too and now
you know how to confront those when your mind tries to play tricks on you and
realize that there are no silver
bullets no program is going to save your life all right but some things can move
you
close to your goals and when those rare opportunities present themselves take them
all right because either you win or you learn and both of those get you closer to
wherever you want to go all right and
so i'll wrap up with this ten years ago i
had to that was me in a swanky uh you know when i was a consultant looking cool
it was actually after i don't even have a good picture when i was a consultant but
there's me in a suit um
and i i knew i hated the job that i had um i made okay money but i just like i
just really wasn't happy um and i emailed 40 gym owners i was like hey i
think i want to get in fitness can somebody like help me out one guy was like sure
you can work for
free i was like awesome uh that guy was saying back to your and anybody know who
sam bacteria is
ray's hand geez okay well seven-figure sam is what he used to be known as he
actually died
during covet which was really sad for me because i really looked up to sam and the
thing is is that
when i got to his office i literally drove across the country from baltimore to l.a
or chino hills
which is where he was and i showed up without notice and he was like you're a
psychopath i just met you from the internet i was like i'm here i'm ready
to learn he was like i'm going to lunch and um but right after he came back from
lunch
he was like all right so you should join my my mastermind and i was like i don't
have a gym
he's like that's okay it was a gym mastermind um
and i didn't i mean like i was 22 like i did not have a lot of money um
and he was like well it's 10 grand and i was like i
i don't know and he's like you need to [ __ ] commit man he's like you've been
waffling back and forth i had multiple
phone calls with him before i left um he's like i think you need to draw a line in
the sand
and thank you god you know thank god he did because i did take a step over i had no
idea what the [ __ ] i was doing but i was
trying to start paying down the time tax of ignorance and i got around a whole
bunch of other fitness professionals and
i learned way more from all of them than i ever learned from sam but because of
that my belief started to
change the ways i saw the world change the traits i started to embody change and
started taking steps the mastermind
i got from sam is not what made me a hundred million dollars but it got me on the
right path towards making it and so if you can make those
choices i think it's these small steps not believing that it's going to be a savior
but believing that it's aligned
with where you want to go and believing in yourself that if you keep walking on
this path you'll get there so thank you
guys so much [Applause]
you can get anything you want in life if
you can get other people to get it for
you which makes persuasion among the
highest leveraged skills in the world
tons of research has been done on how to
become more persuasive and I have to
give my nod to Robert Kiel do you need
to go who made most research accessible
to the masses in his book influence what
I want to do is show you the most
effective ways I applied his methods in
my own business that now do over 200
million dollars a year in combined
revenue tool number one is reciprocity I
try to get in contact with Arnold
Schwarzenegger when I was running
gymwatch I thought it would make a lot
of sense I wanted him to endorse my book
that was like my whole goal turns out
nothing worked it also turns out Arnold
doesn't really care but in order to get
his attention what Layla and I did was
he donated a million dollars to his
charity and then we ended up sitting
down with Arnold multiple times when you
show kindness and generosity towards
others they're more likely to return the
favor and like you as a result the gift
you have to do is proportional to the
person you're trying to give to so for
example if you pay for your friend's
lunch that person now feels obligated to
return the favor they're like hey I'll
get the next one right and it's the same
reason that outside of a retail store as
soon as you you come in they offer you
cold water it's not because they're nice
people it's because they know that
you'll feel indebted to them and be more
likely to a stay longer be listening to
them and see ultimately buy imagine how
much it costs a store owner to give
everybody who walks in the door a water
I don't know five dollars a day and if
they get one person to buy extra a week
off of that which they probably get a
lot more is that worth the investment
it's probably the highest return on
investment thing in his entire business
now keyaldine gives a really beautiful
example of how to leverage this in
business he shows an example for a
waiter so if a waiter puts a mint on the
bill they get three percent more tips
right people get something and they're
more likely to tip them a little bit
more the waiter gives the person two
minutes all of a sudden the tips
increase by 14 and the third way they
did the waiter example was that the
person put a mint down walked away turn
around and put another mint on the table
and that created a 23 increase in tips
it's worth paying five dollars a month
for a big bag of mints just to make sure
you get paid but the thing is is that in
business there are tons of these five
dollar mint bags that are laying around
you can immediately implemented your own
business years ago I actually had this
done to me and I saw the effect and it
was wild all right so there was this guy
that I thought was a complete weirdo
whenever I saw him he would try and ask
me like 100 questions so he was local to
where I was he was in like some
entrepreneur networks and he would just
like try and Corner me and I was like
dude just get away from me eventually I
had to confront and be like stop talking
to me like go away and so what happened
is he was so ashamed of the whole
experience whatever he started sending
me gifts every single month so I'm
talking about like 500 000 gifts every
month like Cutco knives and like
clothing which is kind of weird but it
was expensively lemon stuff anyways for
nine months you see so many birthday
cakes that were custom made and ice
cream like was wild after a while I just
started feeling bad because he just kept
sending them and saying like so sorry I
hope everything's awesome blah blah blah
and I was like you know what maybe I
just saw him the wrong way and I was
just like got him off on the wrong foot
even though I knew what he was doing it
still worked and I ended up going out to
meet him again turns out still a weirdo
and so that's to show you how powerful
this stuff is you can just start by
giving people free gum when you're in
class which is the first time I learned
it when I was in Middle School porn is
mean to me when I gave them gum earlier
that day and so this tiny little thing
that cost me almost nothing that made my
life in middle school a little bit
easier tool number two is consistency we
judge people based on their actions all
right consistency can be used in
Persuasion by asking someone to publicly
commit to an idea or action a public key
can be just in front of you but it can
also be widely to the world if I said
hey are you the type of person who like
takes action and is willing to invest in
themselves if someone says yes then
later on if I say hey since you're the
type of person who's really willing to
take action and really likes to invest
in themselves and I think this would be
perfect for you boom and then I can make
the ass because I just reminded them
twice of the commitments they made
earlier and I'm asking them to be
consistent with those later during the
close so there's a famous research study
they did where they asked people in a
neighborhood to put up a little sign
that said please Drive slowly when they
ask people to put a massive sign on
their front yard that said please Drive
slowly most people didn't comply with
that request but when they asked people
to put a tiny little sign in their
window the size of a note card that said
please Drive slowly and then two weeks
later they sent them a letter that said
hey since you're a type of person who's
so pro-safety for the neighborhood but
would you be willing to put a much
bigger sign to save more lives guess
what way more people said yes after
saying the first yes because they
voluntarily identified as a certain type
of person and the researchers got them
to remain consistent with the commitment
that they had made and so if you want to
get the big yes sometimes you get the
small yes first this is why lead magnets
and front-end offers tend to work well
to get people to ultimately buy a much
bigger thing later tool number three is
social proof people look to other people
for cues about how to behave or what to
believe and this is how we learn to be
human right when we're little kids we
just look at other people we say oh do
what they do because that's what humans
do and then you start to become a human
if you see something on Amazon it has
five thousand five star reviews you're
way more likely to buy it Amazon does
this stuff because it knows it gets
people to take action and so if you've
ever heard a laugh track on a show where
it's like hahaha in the background
people then laugh more than if there is
no laugh track which is wild we are so
conditioned to behave in accordance with
how everyone else does that that laugh
track persuades US gets us to do
something they want us to do which is LA
F better than anything else and so
here's how I use it in my own businesses
I printed out every single five star
review I got online if you have a brick
and mortar location this is where it
kills is that you look at all your Yelp
reviews and you screenshot every single
one of them so I screenshotted all of
them and I framed every one of them so
that floor to ceiling my Lobby was five
star reviews and then the other half was
before and after pictures because
imagine a world where someone says like
hey Alex I don't think you can help me
lose weight and I would just like look
around the room be like really
and then I would say how much proof
would you need to believe and at what
point is your requirement for proof more
and reasonable than the amount of proof
I have and that crushes their belief of
whether or not they could do it or at
least that I was good enough to do it
tool number four liking or what people
would like to call Rapport people like
people who like them or they perceive as
friends and the more you like someone
the more likely they are to say yes to
you and so the liking principle states
that people are more likely to be
persuaded by those that they like and
want to be like and that's the second
part is important and they even did a
research study to test this they told
people that they paid strangers to
compliment them they then got
complimented by a stranger who they knew
were getting paid to compliment them and
guess what they still like them more
than strangers they didn't and so even
if you know what someone's doing it
still works and they also found out that
there's actually no cap to how much
flattery someone will take provided it's
genuine and here's how I try to use this
in Persuasion so I always use the ACA
framework acknowledge what they say
compliment what they did about what they
said and then ask another question you
can get basically anybody to like you in
a sales conversation or an associate
situation acknowledge what they just
said because it shows that you're
listening and paying attention to them
because the thing that people like more
than anything that they pay people
hundreds of dollars an hour to is just
to listen to them talk C you compliment
them on what they just said and how it
ties to them being a great person in
some positive attribute and then you ask
them the next question to move them down
the conversation and so the way that I
actually was able to keep my spirits
High because if you are ever front
facing in a role whether it's customer
service or at sales or anything you get
tired and so what I did was that I
actually bought a mini trampoline and I
put it next to my desk and so I would
meet with people and I I was doing 20
plus consults a day in person and I
would be bouncing on this trampoline and
they would look at me like a psychopath
people would close more because like
this guy's such a goof you cannot be in
a bad mood and on a trampoline and when
I didn't have the trampoline before that
I actually used to do a cartwheel every
single time before I shook someone's
hand when they walk in my gym so imagine
you walk in the gym some guy to the car
wheel and it's like hey welcome to
United Fitness nice to meet you my name
is Alex you would crack up be like who
is this guy but you know what you did
after that you give me money because you
liked me automatically even if someone
was a sourpuss I could still turn the
mood around because what they ultimately
wanted to buy was the feeling that I was
giving them during the conversation
persuasion tool number five is Authority
think about a man who can tell the
president of the United States to drop
his trousers and stick his finger up his
ass well Proctologist can do that
whenever they want because they're a
doctor and in the doctor's office they
are the authority if Warren Buffett
gives you investment advice you can move
on it faster because you just trust that
he's right even if his advice is the
same as a high school teacher the reason
it's so powerful is not because what an
authority says is actually more
persuasive in terms of the actual words
they say but because people put up fewer
filters and accept more things as truth
which means it has more persuasive
ability independent of the message as
soon as you find a trusted Source what
do you do you just listen to it right
which is why mentors are so valuable
because it actually decreases our speed
to decision making and getting action
done which is why we seek out mentors to
begin with which is maybe why you watch
stuff on YouTube what do you have to do
to do this you show diplomas credentials
Awards Etc and your track record which
is if you followed my Channel at all all
I talk about is building your life
resume and having a track record to
stand on rather than puffing your chest
and having lots of Charisma instead just
saying you can believe me because of
what I've done not what I'm telling you
I'm going to do but on top of that if
you want to add third party
accreditation I printed out
certifications for myself and every one
of my trainers because people would come
and be like well are your trainer
certified I would say like one which
ones do you want they would never have
any idea and two I would say all of my
trainers are double or triple certified
mind you certifications are not
accredited in the United States meaning
I could have 10 certifications that I
certified them myself
no one knows I did pay for my trainers
to get certified through actual ones but
I also internally certified them so they
had more Authority persuasive tool
number six scarcity and urgency urgency
is a function of time so promotion ends
tomorrow scarcity is a function of units
I only have a hundred of them left
people value what is scarce the reason
gold is inherently valuable versus a
rock is that there's just less of it the
reason De Beers has become this diamond
conglomerate even though rubies and
sapphires are actually rarer than
diamonds is they own all the diamonds
they keep them in vaults just so that
they can keep the scarcity high enough
on the diamonds they fesh a premium
price and so the way that you implement
this in Persuasion is that you use
limits limited time limit Supply one
time offers to create the perception of
scarcity the other way to doing is
talking lost language so instead of like
don't you want to get it's you don't
want to miss out on different way of
framing the same concept people have
more loss aversion than they have desire
to gain so if you've seen Chanel or
Gucci or Prada or whatever they actually
don't tell the stories how much of any
item they'll send they'll have a new
spring line and they'll send one or two
or three purses and they won't tell the
store how many they're going to send in
a real way the sales people have the
same concept of urgency they probably
figured it out at corporate that even if
they said hey say that we don't have
that many purses the sales people like
actually we got more in the back and so
they just actually control the whole
thing centrally they only send them and
they're like I don't know when I'm gonna
get the next one in or if I'm going to
get another one in at all but then they
took it even further and during covet if
you saw it there were lines out the door
because there's like one person and one
person out you know what stores kept
that while everyone else Let It Go the
fancy stores because they want to hold a
scarce resource they want to show that
there's tons of demand that's a little
bit of social proof you have to be
special it's exclusive in order to get
in the key to doing this is not being
fake I don't know how to say this to you
differently besides trust me if you
actually put true scarcity on something
you will sell more so if you can handle
20 people a week in your business or you
have X amount of product tell people
your limits the reason Amazon still says
23 left in stock is because they know
that more people will buy it if they see
that there's limits so if I said hey I
continue a thousand customers smart you
probably couldn't take them so just be
explicit about how many you have left
and you'll actually sell more

Intro
I was originally asked to talk about branding on social media
I will talk about brand for about five minutes and the main reason for that is
because I don't think it's going to make
you more money so I'm going to be hijacking the other 55 minutes of my talk to more
[ __ ] that
I think will make you money than talking about social media branding and that may
sound uh
conflicting with how I am doing things but it's more about context so everyone
here who here owns a brick and mortar gym can I just get like a show of hands
wonderful okay
here's my quick thing on brand and then I'll get to all the stuff I'm going to draw
so
big picture brand isn't actually a thing
it's an association we make between things that we know and things that people
don't know which is usually our
company and so if you think about a brand like a bouquet of flowers right
get these little flowers these are my flowers a bouquet of flowers thank you uh you
A Bouquet of Flowers
guys you're gonna love the rest of the presentation a bouquet of flowers isn't
actually a
thing it's many things put together and we put it in our heads as an idea as one
but it doesn't it's not actually
anything because if you spill it on the floor it's not a bouquet anymore right and
so when we brand think of a brand as
Intangible Ideas
a bouquet of flowers but it's your bouquet of flowers and what you're putting
inside of that bouquet are the
individual intangible ideas that you want to associate together with the thing that
people don't know about which
is usually your company right and so if I were to say some things about my brand
you'd probably know that I have the best
calves ever right so that would be something that's like associated with my brand
there'll
probably be some things like dessert that's something that's associated with my
brand now those are like fun little
doodads but hopefully some of the things that you really associate with my brand
are giving first
providing value being patient doing the boring work
whatever doing blah blah right dot dot and so there are these intangible things
that we associate and the thing is is that like if I were standing on stage next to
let's say a guy who owns a
brothel and a drug dealer you would associate my brand with that
and so you think differently like the bouquet would look different and the reason
brand and reputation is so hard
to maintain is because so many people want to rub their [ __ ] on yours because if
as soon as yours gets better they
want to associate theirs with yours which is the right move for them to make but it
gets harder and harder for you to
make to get them to not do that because they continue to dilute and not really
dilute because you don't
actually dilute anything you just make more associations that aren't with what you
want to do all right so let me give
you an idea here so let's say here's my bouquet then I've got this sad flower so
this is
a sad face flower there's my sad flower if I handed my wife this bouquet all of
the Roses are perfect and there's this one that's just wilted and dead it looks a
lot different right the
bouquet the brand the perception of it massively shifts even with one [ __ ] up
flower
and so that's why creating a brand is much more about cultivating deliberately the
associations you want to make with
the thing you have that people don't know with the things that your ideal audience
likes that you want them to like too
does that make sense I'm seeing some head knots and so
if you have a clean gym people will start to associate your gym with the intangible
idea of being cleaned right
if you have really friendly people they'll start associating smiley faces
recognizing their name when they walk in
the door with the brand which in the beginning they don't know what it is the name
is meaningless to them but we create the
meaning by associating with the things that we know that they like and that is the
process of branding done
at scale and you do it over and over and over and over right now we put out 250
pieces of content a week and in six months we'll probably be at a thousand a week
in terms of what we're going to be
putting out and it's just an absolutely brutal repetitive violent process to get as
many people as possible to remember one or two things about you does that make
sense now let me tell you
it doesn't probably make sense for you you probably can't do that
Building a Local Brand
which is why I talked to kale before I I got up here
the brand that you're going to build in a local community
is going to be based on the quality of your product and your service your
reputation is going to be based on that
and so if you feel like you want to strengthen your brand strengthen the product
you don't need to make a video on Instagram every day talking about fat and carbs
because real talk you're not
going to be better most likely than the hottest chick on planet Earth talking about
the same thing in terms of reach
and the thing is and here's the double-edged sword let's say you are amazing at it
if you do that what's going to happen is
that you're going to get more Demand on your personal brand and online instead of
people who don't live close to you
that your that will be of Greater business opportunity for you than a single local
location
and so then you're going to have a choice and many of you probably have done this
well I've got some online clients I've got some in-person clients and it's I'm
totally spread thing I
don't know what the [ __ ] I'm doing right Real Talk anyone does this resonate
right okay
and so that's why it's really about focusing on the one opportunity that's going to
give you the highest Roi which
is going to be the remainder of the time that I'm going to be talking today all
right and so I was asked to talk about social media and branding I think that
for most local businesses the brand is going to be about the reputation the
reputation is going to be built on consistently meeting
Meeting Expectations
expectations now the thing is we always talk about over delivering and I've even
talked about over delivering but I think a lot
of times I think about this and the real real is that most people just can't even
meet expectations because we sell so hot
and so if you could just meet the perception that this person has the expectation
they have of this the service that they're going to get you
already won make promises keep promises make promises keep promises and if they
would
like the first promise you made them and you keep it they'll be with you forever
okay
that was brand so if you were like I don't care about brand
welcome to the next Tick Tock all right so these are the topics that I want to
hit on today so we're gonna start with a little exercise I'm gonna call it the
magic wand all right
so right now if I have a magic wand or you have magic wand and you wave it and you
get to make
as much money as you want all right so write down or put at least think about it in
your head what number that would
be per month okay how much money are you making per month okay
hopefully it doesn't take too long to think of a number now who here currently is
making that amount
of money please raise your hand wonderful so we have just done established a gap
between where you are
and where you'd like to go fantastic so here's you
here's goal which we all just established now
in scenario one you have these goals right and there's all of these different ways
of getting there right and the problem is you're like which one
do I do before I explain more on that scenario two
is I don't know what to do to get to there let me tell you how these feel this one
feels like anxiety so if you feel stressed or you are overwhelmed about which thing
you should
do that's this
if you don't know what to do you're at a loss you feel hopeless
because you're like I don't know what the [ __ ] to do like I don't know I don't
know what to do and it's not about picking it's like you don't even know
where to start and this has been really important for me to identify if I feel
anxiety it's
because I don't know which thing to pick if I'm feeling sad it's because I feel
hopeless I'm like okay helplessness
means I have a lack of choices so I have a lack of choices means I'm I have
ignorance around this topic okay this
makes it solvable so then I can start solving for I need a path so that I know what
to do
it's the only thing I know me personally that's what makes me sad is if I don't
know what to do I get sad
is this resonating with anyone here okay so
that was Tick Tock too
this one was about figuring out which thing to do this is about figuring out what
to do
so when you're deciding which thing to do this is a clear case of lack of strategy
What is Strategy
all right now strategy is a big fluffy amorphous word that gets tossed around a
lot and no one knows what the [ __ ] it means but it's probably important in my
opinion is the most important but
I'm going to give you a different definition for this to make it a little bit more
useful okay
strategy is just prioritizing it's all it is like whenever you hear
someone say we have to figure out our strategy it just means we have to figure out
our priorities that's all it means and in layman's terms it's what's going
to get us the most bang for the buck if you want the fancy definition that I have
it's how you choose to allocate
resources that are limited against unlimited options that is strategy
and the tough part about this about strategy in general is that when you're looking
here you have all these options strategy is figuring out actually there's one
Example 1 Photography Company
that's right here that takes us off the page because the most costly thing in
business isn't just the unknowns but
it's the unknown unknowns as in the things that you didn't even know you could pick
from so let me give you three examples
example number one we had a company so the first investment we made I was still I
still owned 100 of
launch at this point uh it was a photography company and so this photography
company at a single location and the owner had an agency to help
photography owners and he was like I want to do what you did with uh gyms with
photography I was like okay and so
the more I got to know the more I learned about the business I was like nah I don't
think we should do that
because I'll tell you the stats around it so he's like well uh it caught you know I
charge five
grand and I was like okay well what is the average photography studio ad in Revenue
after using your thing he said 400 000 a
year I was like so they add 400 000 a year and he was like yeah I was like and
you're charging say it again he's like five thousand dollars so it's like okay
let's not do that anymore and uh I was like does it cost less than 400 000 to make
and mind you that was
added Revenue not total his was doing millions and I was like okay how much does it
cost to start one of these and he was like not a ton I was
How Much Does It Cost
like huh crazy idea here I was like What if
we own them all and so that's what we did two and a half years ago now we have
77 individual Studio locations in terms of rooms where we take pictures
um and that business went from I don't know a million and a half a year to two and
a half million a month
in that time period the point the reason I bring this up is that it wasn't a move
that was on the
board he's like how do I grow this agency how do I turn this into a coaching thing
and I was like no like you have a business
model that has amazing Returns on Capital let's just do a ton of them right it was
operationally simple we could centralize a lot of the stuff which is different than
like a gym gym is a lot harder to centralize things more decentralized so
I show this to say that right now if my goal here is to make you guys as much money
as humanly possible by the time
I'm done my 46 minutes then if I can just get you to make the
one chess move that will make you the most money then it will Roi everything you do
this year or maybe the next five years
because fundamentally people don't actually move faster than other people like you
see me walk it's not like I'm
hyperactive it's just you get more for each step when you are more strategic when
you have
better priorities and you allocate your resources time money energy into the
fewest moves that get you the most bang for the buck you make the most money
so back to this [Applause] you guys want to hear a different example
so we had a we have a PR Company that we bought um that was was selling 100 units a
A Different Example
month of PR services and they did decent decent business really good marketer so
so delivery but I really like the founder and so we dove into the data and
it looked like 85 of the businesses turned out within two or three months which is
horrendous
fifteen percent of the customers paid the most and stayed the longest and they were
different
I was like wild idea what if we stopped selling these 85 percent and only sell
these 15 and cater
our stuff to only them he was like that would kill my business mind you recurring
theme of the first one when I
told him to shut his agency down he had to go to zero and then built the next thing
and for
nine months he was basically at zero-ish hard like tough very simple to say very
hard to do good you guys imagine if you have two locations I was like hey I can
help you get there for a year you're gonna have to make no money cool
what do you do play a long game right and he was willing to do that and that was me
talking to him off a cliff every week
Play a Long Game
being like hey man we're gonna get there and so with this individual uh with the
pr we he cut 85 percent we catered the messaging and we made it way more Niche
down to this specific Avatar and we 10x the price and now we sell more units than
we did before
we 10x the company strategy rather than thinking okay what
am I going to do to just get more now there's always a time for more believe me
violence is the answer big fan all
right a brutal Relentless effort but we want to make sure that we're capturing the
most per unit of effort and so
the equation for this
is volume times leverage equals output which means the more times you do something
and the more the more you get
for each time you do it the more you get ultimately now if you're a lazy [ __ ]
guess what you better have
a shitload of Leverage now you can be lazy and still make tons of money you just
have to have lots of
Leverage you got to be really strategic in the moves you make the more activity you
have the more you can let a little
bit of that violence work for you but it ends up becoming a
cap soon enough because at the end of the day we only have x amount of hours and if
you want to do
big [ __ ] you need a lot of other people's hours to work for you which is a form
of Leverage okay
so one moment it's a different style Tick Tock
versions all right a little little stop and go okay got that we got that
I'll give you a third one so we need a company that is an association
Association of Dentists
of of uh trying to keep it vague let's call dentists Association of dentists they
had a they had a business that like they glob all the savings together of all the
dentists so that they would charge less
than all of them saved with with the conglomerate of buying power right so if you
save 30 000 a year as a
dentist they would charge ten Super sticky model great business and so he's like
hey
I think I could sell this thing for 20 or 30 million and uh I was like how many
dentists do you have
there it's like I don't know 500. it's like and they all run the same systems it's
like yeah it's like what's the
average dentist make like per unit it's like I don't know 500 000. I was like
wild idea what if we take 10 every year
Exit Strategy
bundle them up and sell them from 100 million every year
get 20 give 80 to them that'd be chill right I was like then you get your exit
every single year and then if you want to sell
it we exit the machine that does Roll-Ups because in that you have roll-up machine
does 20 or 30 million a
year in profit and we get 10x on that now you have a 300 million dollar your exit
rather than a 25 million dollar year he's like that sounds better I'm
with you I agree strategy prioritizing what move will get me the
most for the effort I put in all right now this is a perfect transition to you're
like okay that sounds very Pie in the Sky so next tick tock
theory of constraint so everything that we do at acquisition.com and the approach
that we have with growing any
Identifying Constraints
business is spending a lot of effort to try and identify the constraint of the
business because every single business
is constrained there's one thing that is limiting its growth so right now and
here's the [ __ ] up part
many of who here works all the hours of the day like mostly hours that you're awake
okay half of you
if your business is not growing as fast as you want it to you are working on the
wrong stuff if it has stayed the same and you're
spending all your time working on it you're not going to get more hours so you're
doing the wrong [ __ ]
so it means that you have not properly identified the constraint of the business so
I'll give you an example of this we had a media company that came to us big
YouTubers 40 million plus
subscribers and they were like hey I was like what's the goal they're like we want
to make money I'm like cool love it
great goal so they're like we think that we need to
create a better media machine it's like okay they're like we need to really
systematize this and do it better it's
like okay how are you monetizing AdSense by the way very inefficient way to
monetize
okay and so they're like I think we're I think this is these are all the things we
need to do to eliminate our
constraint for our production cool it's like have you thought of
wild idea maybe we just like the constraint of the business is that you don't have
something to sell
I was like you're like a 97 out of 100 on media and you're at zero out of 100 on
[ __ ] to sell
and you're trying to talk about how to get to a 99 rather than like if we just went
from 0 to 20. we would probably make you 10
times more money than you're currently making and so that is an idea of the theory
of the constraint right like the constraint
of that business was not media and many of you the constraint of your business is
not making better [ __ ] workouts
right that's not the constraint it's not the constraint right that's not
the constraint and so right now if you spend all your day working on [ __ ] that
doesn't move the ball
working on the wrong [ __ ] so let me tell you how we do it so that
hopefully you can too so one of the questions I like to ask is why can't we 10x
this business
like why can't we and sometimes asking that question and then it becomes really
apparent what the problem is and the
answer is sometimes well we just need to hire all these people it's like well let's
[ __ ] do that right
and so here's how we transition into the tactics around this
so this is the actual first part of my planning process prioritizing process
strategy process whatever shoe fits you for figuring out what we're going to do
with the company that we're going to
grow so when we're thinking about all the objectives all the things we could
potentially do
it has to map to one of these three objectives which is one how is this thing that
The Three Objectives
we're going to spend time money effort on going to get us more customers two how is
this thing going that we're
going to spend time money and effort on get us increased ltgp make them worth more
or three how is the time energy Etc going to decrease the risk that this does not
continue to happen in the future which is another way of translating how do we
increase the Enterprise Value overall so
for example if you do all of this stuff that's great still really risky because if
you die
the business dies now if we have to hire someone to do the same thing as you is it
going to get more of either of these
probably not will it make the thing more valuable absolutely does that make sense
so I'm going to segue briefly we're going to side quest imagine two people
five million Top Line 5 million Top Line 2 million in bottom line 2 million
bottom line this guy is a single owner runs every all the
day-to-day has lots of minions known with real brains and they just do what he says
okay
if this person dies the business dies this guy has a team that runs the whole thing
and
he makes two million dollars in income from the business but it doesn't require him
who's richer this guy question is how much richer a
lot this guy because he doesn't have to do anything means that somebody else could
also not have to do anything and also
collect that two million dollars a year which means his thing is probably worth
depending on what type of industry it's in 10 15 sometimes 20 million dollars
and so when this guy here's where the leverage comes in Big L if you go from 2
million a year to 3
million a year in income he just added 10 million dollars to his net worth this guy
is concerned about all of the tax
evasion strategies because he's trying to maximize his income and forgetting the
fact that the asset is the thing that's going to build its net worth
this took me a really long time to learn like an absurdly long time everything I
did was all about like how do I take the
income I have be more efficient with it blah blah blah when it's really like you
become wealthy from the [ __ ] you own not
the [ __ ] you do so everybody here has a business and
right now many of the businesses in this room are not valuable no one would buy
them because it's really just you with
some helpers and so the idea is that we have to transition and this is a skill that
is worth getting because no matter what you
do for the rest of your entrepreneurial career you're going to need people you need
to have the skill of hiring recruiting training onboarding managing
Talent who here has one amazing Superstar person who works for you
Small Business vs Big Business
cool imagine if you had four of them at your one location how easy would life be
right you make a ton of money here's what's [ __ ] crazy the difference in small
businesses and big businesses
how many a players they have and so what happens is most small business owners hire
a lot of people get
lucky one sticks actually works their ass off at a fair rate and you're like oh man
if I had six more sandras right
I'd be good to go the thing is is that big business owners maintain a higher level
or a lower
tolerance for mediocrity and so they actually do keep looking
until they find six Andres and then it does become too easy for them to kill it
because I got six Sanders how could I
lose that's the idea make sense oh God this took me a long time to learn
like I would just put up with people who were mediocre and right now many of you
have a think of somebody who's mediocre
on your team actually I'll make it easier think about that person that you thought
about today who you shouldn't have thought about because if they're
The Biggest Lever of Growth
not making you money and you're not sleeping with them don't think about them first
thing in the morning all right so
anybody have somebody in mind so if you have that person in mind that
person is taking up 25 of your bandwidth what a cost right and probably many of you
the
biggest lever of growth is on the other side of a few hard conversations
I now talk to portfolio CEOs all the time and it is incredibly clear the people
who will win and the people who will not is simply based on their ability to
confront discomfort
and it's interesting because this is a mostly Ah that's a kind of 50 50 actually
audience between male and
female but a lot of guys beat their chest I can cold plunge I can
run a long time without stopping lift lots of weight
but you can't just say hey man I think you suck a little bit real
can't do it and for that reason they suffer for [ __ ] decades because they can't
fire
Sarah not Sandra Sandra's stud right can't fire Sarah it's like yeah I know she
slept with one
of the clients but like I mean I think her heart's in the right place it's like
whenever you're whenever you're qualifying that someone's heart's in the
right place then deep down they're a good person is because it's obvious they suck
right
hit a nerve on that one uh so right now do me a favor
Performance Improvement Plan
write down the name of the person that you know you need to get back to and start
what we call a performance
Improvement plan because you've got 14 days to fix your [ __ ] or get out
and many of you can't even have the conversation because you're too much of a
[ __ ] pansy
real talk and this will keep you poor seriously
like you have like you got to grow up you got to be able to have hard conversations
be like hey
my biggest my biggest piece of advice for this is you know the [ __ ] you say about
Sarah while you're here behind
Sarah's back God she's just like she's been slipping lately you know what I mean
like she's not sure up on time she's not cleaning
up after the classes she's short with the with the clients I had two people
complain about her right say that to her
that's it just think about what you'd [ __ ] talk and just say it to them it's just
the truth just say it to him
see what happens one of two things either they're like [ __ ] I've had my head up
my ass that's
why it's been so dark um right you're totally right thank you pull it
out right and all of a sudden they have a total 180. that happens like one out of
five times
four out of five times you say these are the things that you have to do they either
say I won't do that or they say sure I'll try and we
both know they're not going to and then you elegantly exit them from the business
the problem is that right now Sarah teaches like six classes
now what gotta find somebody else
Strategy Frameworks
she's killing your business so get rid of Sarah all right so that was a side quest
but hopefully we found
some treasure there and uh write the name of the person need to have that hard
conversation with and be like there's this [ __ ] speech and this guy
was talking [ __ ] about you and I should have talked to your face and so this is
me talking [ __ ] to your face so that I
feel better about it you kind of suck okay
thank you [Music] [Applause]
really took that Tick Tock thing to heart um Okay so
I'm going back to this that was the side quest main quest so right now there's a
lot of [ __ ] that
you guys probably learned so far You're Gonna Learn tomorrow and the rest of the
day Etc if it doesn't do one of these three
things toss it number one number two you might only be able to do
one of them or two of them and so then you got to pick okay of all of these
things which of these has the highest likelihood of working with the least amount
of effort
you do that one first and as silly as this sounds many of you
won't do this and the reason I say this is because I talk to people who are making
a million a month a million a week and they sometimes forget too
so like when you have the same conversation over and over again you start to
develop Frameworks around it all right and the
first framework that I wanted to give you around strategy is how does this get us
more customers how does this make
them worth more and how does this increase the likelihood that those two first
things don't stop happening if it doesn't map to that forget about
it just cut it because there are other things that will do that that we should be
doing instead
cool now the second framework
is going to go one level down
what who how so usually when you do this whole thing you get a big list of whats
right these
are all the things I got to do what what what what you're like [ __ ] there's a lot
of whats
who's gonna do it most time you're like me right
the difference between the guys who become bigger business owners and the ones who
don't is they have to think how can I get my team to do this for me now
this is not a team team talk but I am telling you that the reason the gym launch
went from three million a year or
whatever it was to 37 and still cranks um which because of Layla because I was
like we're gonna make it the Alex show she's like that's a terrible idea um and so
she built a team and started
empowering the team she's like you can't do that she started taking things off my
calendar I was like hey I like that she's like no not for you that's for Sandra
look I got
six Sanders they all want to work and so what ended up happening is has
anyone given a task to someone on your team and they actually just did a great
job with it and you're like oh thank God that was awesome anyone had that happen
okay so big businesses do that all the
time and you just do it lots of sandras and if you can't give [ __ ]
to any sanders then you're the problem because you have really low standards and
you're a [ __ ]
you can't have hard combos that's what it like literally it comes down to that big
Macho guys can't tell the female
trainer that she sucks can't do it you can't do it
and so what happens is we have this big list of whats and then we put Santana on
the first two and we're like but man it'd be cool if we could do some of these
other ones who should we give it to
and then we start assigning the who's but here's a fun trick if you've given the
same who the same thing
12 weeks in a row like each quarter and the what's not done that who's the problem
winners win and I'm sure that the best people that you have on your team hit the
ground running started taking [ __ ]
off your plate immediately start executing everybody loved them remember what that
felt like that blueprint
is what talent looks like and you just have to do more of that get more of those
people
which then opens up the next thing which is I'm not the type of leader who will
track that type of talent
I don't have time to get into fixing you right now but that is what the next thing
that happens is okay fantastic so
More Better New
Tick Tock over for this strategy session go to the next one
all right oh good I'm a great impressional time next framework for you
[Applause]
more better new so as soon as we figure out that we have
the highest strategic leverage activity that we can in a business we then ask
ourselves can we just do more why can't we do more
I want to do more more money let's do that more more right or we say can we do
it better we don't have to invest in any resources just do it better we're going to
go from calling leads in 30 minutes to calling
leads in under five deal fantastic once we do all the mores and all the
Bettors then and only then do we do new now here's how most small business
owners decide what they're going to do there we go
new and the thing is a lot of you guys are going to come back from here with lots
of new and you're going to be like hey
team I'm going to vomit all over you I'm going to make no plan it's going to be
awesome and they're just gonna be like let's give it a week he'll forget about
all the things he said and we'll go back to normal real talk it's gonna happen
gym launch since we sold it to whatever ish years ago whatever the time was 2021
I'm so proud of kale and the team because they consistently ask thank you
um how can we do more what we're doing how can we do it better Jim wants is going
40 since Alex and
Layla exited the majority share we still own 30 plus percent of it but and I think
in a lot of ways Kale's a
better CEO than I am because I also like new shiny things too but kale is super
disciplined he's an
exceptional CEO there's a lot to learn from him how can I do more how can I do it
better so it's like hey dude I think we should
be getting on Tick Tock he's like you know we could also do we'd [ __ ] double our
cold call team do that what do we do that what's the likelihood that
if we double our cold call team we'll make more sales hi we already have a trodden
path there
let's just do more of that but what about tick tock it's like yeah likely that
we're gonna get sales I don't know
we've never done it before I don't know but what about this kid I saw on the
internet he's making millions
let's just double our cold culty and then let's look at our better and
say like do you think we can clean the numbers more do you think we can improve the
script do you think we can follow up
faster do you think we can personalize the reach outs more probably and so
right now this is real real the thing that is killing most of you
guys is the desire to 10x in 90 days
and then not doing it and trying something new and hoping for a silver bullet That
Never Comes it's just it's a hundred golden BBs
like the big businesses it's just golden BBS it's just improving lots of little
things over and over again the 40
Improvement that Jim won't just had since we sold our majority share has there's
been no one thing and man
wouldn't I love to make that short video there isn't one thing we just improved a
lot of little things
and that creates the big outcome and so right now you probably have this big list
of should do's like I should do that I should probably email my list sometime
at some point I should do that right I should probably do more called DMS or do
more reach outs I should probably make more ads to run I should probably do that I
should
probably figure out our pricing and optimize it I should probably create that sales
training program or get my team to go through that sales training
program I should probably set up a role-playing Cadence for my team so they sell
better
but you know what's new that sounds cool the should do's
if you actually just wrote all the things that you need to do down and then you
tick them off and you
realize that it takes two years to build an exceptional business and you did
nothing but just actually do all the [ __ ] you know you should be doing
usually build a pretty exceptional business it's the rush that kills everyone
it's the hope that this new thing is somehow going to shortcut the work that needs
to be done
and like this has just been truer and true because the thing is is that that list
for a 10 million dollar company is
longer and bigger that list for a 100 million dollar company is longer and bigger
and it's just [ __ ] that needs to
get done and So the faster you can confront the work that has to get done the
faster you start getting the getting
to the getting there you go this is making sense all right thanks man appreciate it
all right now you're going to have a lot of different things
you're gonna have a lot of different things that uh that you could do right and
you've noticed this is the central theme is like you've got a lot of
decisions to make and I just want you to make the right one I want you to make the
one that makes the most bang for the buck and an
Impact Ease
easy way to order this is impact
ease here we go so when you have your big list of [ __ ]
just put it as one two three four just put a number next to it
really easy lots of impact really easy
do these first then once you've done all of those
hey don't consume any more information once you've done wait I've I haven't fit
once you do all of these
then start working on these then so working on these then [ __ ] these
I really want to Rebrand the logo why
no one knows that you exist to begin with what are we talking about you're like I
want to Rebrand it's like
why like you have a nameless no one has any association with your first thing like
Xerox is just made up letters right
they created a brand because branding is the consistent action of associating the
unknown with the known right
it's I know I'm supposed to talk about social media branding I didn't think it was
going to be super important for you guys uh because you don't need to for
now in my opinion not because it wouldn't benefit you but because there are other
things that I
think would benefit you more just to be clear okay now
I'm going to give you this little uh this little tirade and then I may I may
have time but I may not have time at the end for Q a we'll see so
oftentimes the things that is limiting the business is the big obvious thing so
we have really big egos about our business we assume that it's exceptional we
assume that it's excellent right
but in your heart of hearts you probably know that if you were actually [ __ ]
exceptional you would not be asking questions about how to get more leads
because you would have people referring their friends and referrals by the way are
non-linear
in that they are exponential in nature to bring four four bring eight Etc so the
book The 100 million offers book
was probably my first big experience with that because I spent like a very long
time writing it and then I gave it
away for 99 cents and I made one post and I think this one had like 20 000
Instagram followers in total and I
didn't have really any other platforms and that book to this day sells more copies
every month than it did the month
before and like last month I sold 25 000 copies it's like almost a thousand books a
day
a thousand customers every day no marketing spent just word of mouth right and
fourteen
thousand five stars and so like it's the big obvious thing and from being in the
room with
Millionaires and sorry billionaires and decade billionaires the thing that has
become so clear to me is that the people
who are obsessed with their product are the ones that get the compounding
and so every business needs to have some sort of compounding vehicle within it
otherwise you're going to spend the rest
of your life trying to promote it so think about this way if I spend two years
trying to write a book and at the end of the two years
it's exceptional I'm going to give the alternative example first if I spend two
months writing a book
and I publish it and I have to spend the rest of my life trying to promote it to
get people to buy it a tough life low Leverage
on the flip side if I spent two years trying to build something [ __ ] incredible
and then let my customers Market it for me for the rest of my life more work up
front less work long term
it's just that being willing to delay satisfaction or gratification is in my
opinion the single greatest skill that you can develop and what's Wild is that a
lot of you guys think you have that skill you only do when it comes to
cookies but not when it comes to money
and so you like give your clients all these lectures about self-discipline and
being hard and like you know believing
your better self but like you will take actions that are in direct contradiction
that same thing it's just
we're switching calories for dollars same thing and so when I see a lot of the
business
like the gym owners that struggle it's just the big obvious thing the sandwich
sucks they're like dude what's the new
marketing thing for like gyms I'm like have you tried your sandwiches they are
terrible
why would you want more people to know right
like it's it's it's real though right like imagine I had a mediocre book which is
what most people would have and then
I spent tons of money trying to Market it why would I do that it sounds ridiculous
when you think about it
you're like I'm just going to let everyone know I'm mediocre that would suck but
that's what a lot of people in this
room do every day and so
the thing is is that in my opinion if I were to start a gym over today I would
consistently work on the actual
product the experience the way people get greeted the trainings for all of the
teams into the world's simplest model
and until people were not leaving I would not be worried about bringing more
customers in
once you get that right then when you're pouring all this gas in you can catch it
because if you've got a hole out the
other side you're a constraint is the fact that people don't stay
and so the biggest thing that you have to solve for because now we we buy into a
lot of brick and mortar Chains It's one of my favorites unsurprisingly is
LTV or lifetime gross profit over everything the guys who can
spend the most money on marketing are the ones who make the most money from ads so
when you see these massive marketing
companies or these massive campaigns that are out there it's not because they're
better at marketing it's because their LTV enables
them to spend as much as humanly possible on the marketing if you print cash on the
back end you
can get silly on the front end this has to sink in
like this has to sink in and I keep being repetitive about this because I continue
to get the same questions whenever I go and it's like what's the
new marketing trick what's the new hack it's like you have to solve the root issue
and it's kind of like the uh it's
like it's like the gal who's like hey is it keto is it intermittent fasting is it
you know like I'm just trying to give
the parallel here like that's what you sound like you don't get it you got to
understand how to count your
Macros it is what it is done and so like in the business it's like
you have to figure out how to get The Mousetrap to work even at its simplest level
so that people actually like the
thing you have and I just feel like so many of the gyms that I see and I go to
it's obvious like it takes five seconds to see why they're not successful and the
gym owner because they're in it
can't see it because their ego their identity is attached to it because you think
that if your gym sucks
it means you suck and that's not true so you have to break that you should be like
oh yeah we suck at that
onboarding non-existent churn through the roof
yeah you should see my trainers sleeping with each other it's terrible Place
absolute pigsty right
so what's your plan I'm gonna Market it I'm gonna Market it
[Applause]
Recap
so to give a quick a quick uh
re recap and if I have time for Q a I will one brand is making associations between
things that are intangible with things that are tangible and unknown so things that
people like if I hold a bunch of
bricks of gold on stage or I hold a bunch of stacks of cash you will make
associations of money with me and if you
didn't know who I was you would assume that I have something to do with money that
would be your assumption that would be the association if I stand next to a
porn star you'd assume other things right associations and so if you want to build
a brand associate the service that you have with the
intangible ideas you want the prospect to believe about you so if you want them to
think that you are clean and you are friendly and that
you care and start there magic wand if you feel sad immediately
translate that into I do not know what to do next it massively simplifies this very
like hard painful experience it's been really
helpful for me so if you feel hopeless or you don't know what to do it means you
just don't have options like you
don't perceive that you have options it's a lack of options so you just have to
become informed all right so whenever
I think sadness I think ignorance it's like oh that's solvable and then I can start
attacking it
on the flip side if you have lots of options and you feel anxiety it's because you
don't know how to pick
which means you have to prioritize it means you have a lack of strategy
strategy is getting the most bang for the buck it is
allocating finite resources against infinite options and some of the biggest
strategic moves are outside the board and that's where sometimes having gym
launch other people Etc is helpful because you have outside eyes so your mouth inch
below your nose
but you still need somebody else to tell you a bad breath I heard that the other
day I really liked it
right now There's a constraint in your business if you do not know what the
constraint of your business is you will not solve it
you'll continue to do the [ __ ] you have been doing and that has not been getting
you what you want so right now unless you change the
activities you do you will not change the getting that you are getting so if you go
back
so I'll give you a different one so
Intelligence and Learning
intelligence and learning this will be fun
so the definition of intelligence is I Define it is rate of learning it's a
speed someone learns fast they're smart someone learns slow a little slow right
of learning okay what does learning mean
this is how you can remember it same condition new Behavior
which means the phone rings and I trained you
and you answer it one way before I train you and then I have the same condition the
phone rings again and then after I
trained you you behave differently you have learned if you come to this event
and you do things and then you leave this event and you do the same things you have
learned nothing
which means that change in behavior is the way that you can measure intelligence
the speed at which you change Behavior with within the same conditions is your
rate of learning the faster you do that the smarter you are and so some of y'all
are
hold on I gotta figure out the political one uh dumb
but again when I Define words or operationalize them it becomes a lot more under my
control so I'm like man I
don't want to be stupid it's like they got to do this thing I went to this marriage
seminar and they
say that when my wife walks in the door I should say something nice to her damn
right
walks in the door you went to the seminar and you're like nice blouse
she's like is that the top one or the bottom we're like I don't know one of them
right and so same condition
new Behavior it's also a great way to teach your team which is like I'm going to
present this condition we're going to
train and when I present this condition again I need you to change your behavior
that's what learning is and so everybody here if you don't know
what to do then you're not going to be able to change your behavior which means
you're not going to get a different outcome so
most of the success that I've had is my effort to try and boil everything down into
an inputs
to Output equation I remember when I was studying for the
GMAT back in the day I found this research study that showed that the number of
problems that you
solved was in direct correlation with the score you got on the test and I was like
oh yeah okay this is a
clear input output like life isn't always this clean but I was like fantastic so I
did about a stack of
phone books this High I did four hours a day for 16 weeks of problems and then I
scored above our Harvard's mid score I
didn't start there but I had the graph I was like the more problems I do the higher
my score is and by the time I got
to the actual test I was like I've literally seen every one of these problems
before and I've done all of them 100 times right and speaking really easy
and so if you don't have the input to outputs equation which will be the last thing
I do because kale asks me to talk about
leads [Applause] then you're not going to get there all right so I'm going to give
you guys a
sneak peek you can write it down you can't take pictures or talk about it
Only 8 Ways to Get Customers
there's only eight ways to get customers you got warm Outreach
you've got cold Outreach you got paid ads
got content these are the only four things that you
can do so if you claim that your constraint because everything's amazing about your
gym and your trainers aren't sleeping
with each other and the gym is really clean and people don't churn and you're
priced appropriately and you have a
really good onboarding experience and people get reached out on a regular basis to
check in on them to show that you actually give a [ __ ] you do all that
stuff right and you think that your constraint is more marketing which by the way
everyone thinks that's what it is
and if you keep thinking that nothing changes may be wrong anyways let's talk about
leads so these are the only four
things you can do you can either post content dear worm reach outs do cold reach
outs
or run paid ads simple I like to quantify this by the rule of
100. which means you either spend 100 bucks a down ads you do 100 cold outreaches
you do 100 warm outreaches or you do 100
minutes of content you do it every day and if you want to get there faster do more
guess what you'll also get better because you did more just like the problems on
the GMAT test
if you're not doing this stuff what are you doing
you might be thinking about marketing or advertising maybe strategizing planning
you're not doing any of it and the amount that you get will be directly
proportional to how much of this stuff you do this is how you let other people
know about stuff that's it that's all there is now
op is other people you've got your customers who can refer you people you've got
affiliates who can send you people you've got employees who work for you and then
you've got agencies those are the other four types of people
who can get you the stuff if you think about it any of these four
do these on your behalf this by the way is Leverage if I can go get my customers to
tell
everybody about my book then I won't have to if I can get Affiliates all the
chiropractor places in a five mile
radius from my gym and all the massage studios in a five mile radio race for my gym
to just give a free month with any
new customer they have because they know that I will treat them right then I can
just have 200 different businesses
that come to me now do those 200 businesses come out of the sky nope what would you
do
warm reach outs cold reach outs run ads or make content targeting those people then
they'd come and then they do those
things on your behalf agency will do those things on behalf or if you do all that
stuff then you cold
Outreach cold Outreach warm Outreach paid ads make content to get employees and
then
the employees will do those things on your behalf is this simplifying some [ __ ]
right now business can feel confusing and usually it's because we have not defined
terms if you define the terms
then you can know what you're actually talking about rather than like making noise
with your face okay if you don't make noise with your face
and just know what you're talking about it becomes a lot easier because the
variables become defined and so if you
want to get more leads you have to do these things if you want to get even more
leads you get other people to do these things for you which starts with
you doing these things to get those people that's it
I have three minutes so
I'm going to see if I missed anything by the way giving away really good free stuff
great way to get more people to
opt into your thing just in case anybody needed to be convinced about doing free
stuff
all right covered branding covered all this stuff all right let's talk about this
last
three minutes last tick tock of the day who here wants to know what it looks like
when it's all the way right
yeah talk about scaling it okay so let's give you a little bit of vision for the
future so we love local Brands they're
great they're wonderful Capital compounding Vehicles what you need to know is how
much does it cost to open a facility all right cost to open
Cost to Open
then you got to know your top line revenue or more specifically your bottom line
profit per facility the ratio between these
things let's say it's cost me 100k to open a facility and let's say I make 100K per
year
then I have a 100 cash on cash return who here members of the stock market is less
than that right which is why I like
it now this would not be that interesting to me why because I know there's a lot of
operational drag associated with opening a facilities to make 100 Grand e
H right and so the idea is how can I is there a way that I can get a more leveraged
model so I can make maybe like
250 to 500 000 per facility and then maybe even if it cost me 500 to
make 500. then I only have to open one-fifth as many facilities in order to
compound my
cash now the way to do this and this is one of the things that I've observed with
some
of the most successful franchisors in the space is you have your facility now it
has been your special child you have
lots of doodads and lots of whiz-bangs that you've attached to it specialized
sessions blah blah blah
the franchise the franchises that are the most successful simplify it even if
they're corporate or
headquarters has like all this stuff when they want to scale they massively
simplify they think how little square
footage can I possibly use because I'm not using this to fulfill my ego I'm using
it to fill my bank account big difference
how little can I make this so that I'm really efficient with capital and then how
can I make it as little
operational drag as possible I can do it with six people but can I do it with three
how would I incentivize those people
I know I went from like super dirt or sorry clouds to dirt here um but that's that
is how you unlock
going from five locations to 50 locations and then you start building the machine
that builds the location so then you
have launch teams that fill it up before it opens you turn it over to management
they keep running it and the big key of
making all of these work is that
it can't just be based off some unique acquisition Channel because those all
eventually go away
all advertising platforms will eventually become too expensive and they will
eventually die because attention always moves right and so the only way
to become enduring with your business like if you really want to not like if you
want to sleep well at night you have
to fix the back end if you know that if you don't sell any new customers you're
still going to be fine next month and you do that for
three or four more months and you'll still be fine that's the perfect business to
then go market but like that's the boring work that no
one wants to do I'm going to end with this one thing a franchisor of a really
popular uh not
really popular they had I think 20 locations uh franchise came to me
and he's like my franchise isn't working right and they had I think
six corporate stores 14 franchised and the average store cost about a million bucks
to open and they made about a
hundred fifty thousand dollars in profit per year right it's like you might as well
just like invest in a stock and just not
bother right like that's that's what you have to think with and when I saw that
they were doing
I think the average was like 1.3 in Top Line and 150 and bottom line and I think
they were running like a very small margin I thought to myself I think it's
actually less than 150. point is shitty margins
he was trying to figure out how to Market his franchise better how ridiculous is
that right
but the thing is is that like many people who are in this room are thinking the
exact same way and so instead what I said was hey man I
actually think your margins blow and I think you have a lot of interest because
that's why I took the call I knew the brand and I was like I think you have
really good products I think you just you just have to get the Ops right so get
your margins in check right you've
got this menu that has 500 items on it boil it down to the top 15 that everyone
usually does look at all the ingredients
buy type see if we can negotiate better deals with vendors because we're going to
consolidate all of our demand we'll get more volume Etc et cetera and so
what I did was I said hey we've got 12 months I want you to spend
one month 12 months in a row to get one percent profit back
month one you get one percent back that's all you have to do it's my only thing
that's one percent back and next month you'll find another one percent
next month you're gonna find another one percent that's all you have to do hey if
you find three months ahead
next month another one percent in 12 months from now you would have a business that
would be sellable would be
investable and would have already tripled or whatever was the profit of that and
made it a scalable Enterprise
but he had spent 10 years 10. trying to scale the franchise
when it was the big obvious thing the sandwich just wasn't that good the sandwich
in the literal sense was
okay for the customer but it was terrible for the investor so you had to fix the
model and so I think right now a
lot of everyone here as much as everybody loves to come for leads that's great a
lot of you guys are just serving
mediocre sandwiches and I think if you spent a year eating your own sandwich you
would immediately
see all the things that are wrong with it you'd fix that and then the rest of your
life you'd be able to scale this
thing thank you guys