Fitness Business University Podcast

Speaker 1: So I think Chris runs
the best events in the entire

industry.

Round of applause.

It's an honor, it's a total
honor to speak.

And not only does Chris run
great events, he wears a dress

better than any man I've ever
seen.

Great job Anyone here like
wrestling.

We had a WWE themed gym
business mastermind event in

Orlando, florida, and we had
Kurt Angle there live and we had

a WWE themed costume party.

So this is Chris dressed up
with my wife, vanessa, as Rowdy,

rowdy, rhonda, rhonda, rhonda.

Has anyone heard the story of
how I actually got selected to

speak at Perform Better?

Oh, perfect, okay, I need this
chair for this.

Can I borrow this?

Yeah, ah, done, I don't need it
.

It had nothing to do with my
speaking ability.

It had everything to do with my
ability to absorb extreme

amounts of pain.

And what happened was I visited
Chris in Chicago and I wanted to

speak on the Perform Better
tour.

I was an attendee for a decade
and then I was like I think I'm

ready.

I think I'm ready to try and
speak.

And when you want to speak at
Perform Better, you got to talk

to the godfather, chris, and so
I sat down with Chris and I

asked him.

I was like I think I want to do
this, I think I can do this.

And he was nice, like he always
is.

He's like yeah, well, I'll let
you know.

And I was sitting at the bar.

I was like I think I screwed
that whole thing up.

And I'm sitting at the bar and
I see the whole Perform Better

crew walking by and they're all
going to dinner and Chris was

like hey, vince, you want to
come to dinner?

And I'm like sure, and so I
came and it happened to be at a

restaurant that has these very
large wooden tables and these

German waitresses that would
walk to the tables with these

very large wooden paddles and
what they do is they come around

to your table and they select a
member of the table to put

their hands down on the table
like this a member of the table

to put their hands down on the
table, like this, while she

takes a running start with the
paddle and smacks you in the ass

as hard as she can.

And so I'm the new guy in the
room and Chris is a who's going

to be and Chris is like Vitz,
get up there.

And so I'm like got my hands on
the table.

And Chris has got deadlocked on
my eyes.

He's looking at me right in the
eyes and he's if you flinch,

you'll never speak on this tour
ever.

And here I am, six years later.

Okay, thank you, chris.

I want to tell you about the
Beatles.

So the Beatles have this thing
that when they hit a lot of

success, they bought a lot of
these mansions.

And they were sitting in one of
their mansions and they're like

man, this house would be
awesome if it had a swimming

pool.

They didn't have a swimming
pool and it was.

I think it was Paul McCartney
and Lennon.

And they're going back and
forth.

They're like well, you know
what, let's go inside, cause

they had a recording studio in
the house.

Let's go inside and write a
song.

And they wrote a song and from
the money that they got from

that song, they bought the
swimming pool.

So it became, instead of
writing a song.

So it became, instead of
writing a song, it became we're

writing a swimming pool.

My wife comes to me one day and
she says Vince, honey, we need a

new deck.

Deck's rotted out.

It's going to cost 25 grand to
get the new deck.

And I'm just like, okay.

So I do what every entrepreneur
does.

I was like all right, I'm going
to have a seminar and I'm going

to charge a thousand bucks a
person and I'm going to get 25

people to do it.

And I collected all the money
and I said here you go, honey,

here's your deck.

Third story I had this client
named Marcus, and Marcus wanted

desperately to open a second
location, and I have some rules

that need to be in place before
you open a second location, and

one of those rules was a three
month cash cushion, so three

months of cash in the bank
account, and he had 20.

And I was like, sorry, man, not
yet, you're not ready yet.

And so he goes out and he sells
this package for get this

$50,000 to one person for this
massively long.

I don't know if there was like
a year, a lifetime or something

like that.

I think it was like a lifetime
or something like that.

My point in telling you all of
this is, as business owners, we

have the power to make money.

We have the ability to make
money whenever we want.

As an employee, you have that
ability too.

You can add more value to your
staff.

You can add more value to your
business.

Okay, but there's only a few
things that you need to do to be

able to do those things, to be
able to write the check for the

deck, to be able to write the
song, to be able to get that

$50,000.

There's only a few things you
need to know, and a lot of times

what I see what gets in the way
of that is worry.

I think a lot of gym owners and
fitness professionals in

general they worry a lot and
when you're worried it's hard to

think, it's really hard to
think creatively, to be able to

come up with those ideas, to be
able to do it.

But when you have the skill
sets and you know the skills, it

gives you confidence.

It gives you power to be able
to make the worry go down.

And what I look at, those
skills, the skills I'm going to

teach you today, are like this
pressure release valve for worry

.

When you have the skills, you
can activate the money to be

able to release the pressure and
when you release the pressure,

the creativity comes, the
confidence comes.

The pressure is what's getting
in the way, and so what I want

to teach you today is the skill
sets.

It's the skill sets to push the
pressure valve on the worry so

it goes down.

And here's the thing Not only do
.

We want to think creatively.

But what do we want all this
money for?

Why do we want money?

We want money because we want
to feel a certain way.

That's why we want money.

We want money because we want
to feel a certain way.

That's why we want money.

We don't want the money, we
want the feeling that the money

gives us.

That's what we want, and the
skill sets I'm going to teach

you today are going to help you
get that, okay, a little lighter

.

I'm going to tell you about the
life of a male bee.

I'm going to tell you about the
life of a male bee.

I'm going to lose someone here.

The life of a male bee starts
like this he's born, he finds a

mate, he mates with the mate and
then he dies.

That's the life.

There's always a crescendo of
laughs.

10% of you got it right away.

That was the smart who got it
right away.

Those are the smart cookies in
here.

And then, if you're still
laughing right now, okay, you're

on the tail.

No, I'm kidding.

I'm kidding, I would be the one
laughing at the end.

I did.

I'm always hesitant to do this
one because some lady got

offended last time I did it, so
I apologize in advance.

Okay, what's the reality of a
gym owner?

That's the reality of a life of
a male.

What's the reality of a gym
owner?

Here it is Ready, love, hate.

I love this place, fucking hate
this place.

I love this place.

I hate this place.

That's what it's like.

And here's the thing.

This is a really scary
statistic.

I saw this.

Ihrsa came out with a statistic
81% of gyms fail in the first

year.

I don't believe.

I still don't believe you.

I went down the rabbit hole.

It's like is this true?

I went everywhere I possibly
could as a.

Is this true?

And it was?

And the reality is like this is
not easy, this is hard.

Like being a gym owner is
harder than being a lot of other

businesses.

And the reality is a lot of
people don't make it and there's

a larger percentage of people
that don't make it but stay

struggling their entire careers,
and I don't think it needs to

be that way.

This is a guy I drove up on my
way here.

This is a guy, christoph, in my
mastermind group.

He is 23 years old.

You can tell by the difference
of the hairlines.

I was looking at his picture.

I was like he's 23 and, yes,
I'm 46 for sure, but he joined

my group doing $8,000 a month.

He's doing $45,000 a month in
revenue in 800 square feet, okay

.

So some people are winning.

A lot of people are winning.

There's people in this room
that I know that are winning.

When you bring 85 people to a
mastermind, like Andrew Simpson

did here, it was like all these
people in the blue, that's all

one guy.

So a lot of people are winning.

I want to give you some tools to
help you win today.

Is that good?

Okay, here's our.

Here's the crazy ride that
we're going to go down in the

next.

I don't know, anyone mind if I
go two minutes over.

Anyone mind?

How?

About three, four?

Okay, no, I'm just kidding.

So here's the agenda.

I'm going to tell you my story,
because my stories are very

relative to you, because
wherever you are right now, I've

been where you are.

If you're an intern, I've been
where you are.

I've been where you are.

If you're a trainee, I've been
everywhere you are.

The second thing I'm doing is
I'm going to brainwash you into

loving, smogger personal
training.

I'm going to give you some
propaganda on that.

The third thing I'm going to do
is I'm going to give you the

money map, the map to make money
.

I'm going to give you the five
things that you need to do.

This is not going to ever
change.

Nothing I teach you is going to
go out of style.

Going to ever change.

Nothing I teach you is going to
go out of style.

Everything I teach you today
will be true 50 years from now

in running a business.

So I'm going to give you the
foundational principles today.

Okay, I'm not going to give you
a tactic stuff.

And the last thing is I'm going
to give you free stuff.

Okay.

So here is that is me.

Raise your hand if you think
there's four chins, five, anyone

.

Five, six, six in the back.

Okay, so this is me.

I was a 300 pound offensive
lineman at Temple University.

I was way better in the weight
room than I was in the football

field.

I was a very backup second
string guy.

I managed to play in nine games
at Temple University and I

realized that I love working out
and I wanted to be a trainer,

and so I got certified as a
trainer for the ISSA Any ISSA

guys in here, the ISSA and moved
to San Diego like every person

that lives in Philly does to get
the hell out of there and go to

San Diego, right.

And then I got a job with this
guy.

Anyone know Todd Durkin?

Anyone see Todd?

Yeah, and so I got a job as an
intern at Todd Durkin's gym.

I was a 24-year-old kid that
knew nothing, and Todd took a

chance on me.

And this is me.

Actually, this picture is
pretty sick If you think of it.

There's Drew Brees in the
middle, like Daniel Tomlinson.

There's $2 billion in that
picture, right there.

But that's what I did.

So for five years I was a
trainer, I was an intern and I

was a trainer.

I learned everything I needed
to learn about training.

I was fully focused on becoming
the best trainer I could

possibly be.

I wasn't thinking about
business as a time.

I was just thinking about
coaching.

I was just thinking about
training, okay.

But I realized it was time for
me to move on and I opened my

first gym in 2008.

That's Gabriel Fitness.

It still exists today.

That's Gabriel Fitness.

It still exists today, 18 years
later, 17, 17 years later.

I started to do okay and I
started to write about it.

So I hired good trainers.

So I wrote a book on hiring
trainers.

I got decent at marketing and I
wrote a book on marketing.

I got okay at sales and I
started to.

Just I basically took all my
books that you can get today.

All my books are about the
stuff I did at my gym and the

clients that have helped, and
this is pretty much what I do

most of the day.

Most of the day, I help gym
owners Andrews and the

masterminds see a couple other
people here but I pretty much

help gym owners make more money.

That's pretty much my
profession at this point right

now.

So things are going okay, but
they always not always were and

I want to bring you back to
remember when this is, I try to

block it out, but this is my
best friend in the world, mike

Waldron.

He's a CFO for gyms.

That's what he does, but he was
my CFO and he came to me.

He's like hey, bro, you got no
money.

I was like what do you mean?

He's you got no money in your
checking account.

And then he's oh yeah, and, by
the way, you have a $40,000 tax

bill that we need to pay.

So I had no money and a $40,000
tax bill and I was ready to

quit Because I was like I don't
want to do this anymore, like I

was having fun training people.

I was like great, and now I
have all this stress and all

this pressure and I was like I'm
done.

It was like great, and now I
have all this stress and all

this pressure and I was like I'm
done.

I went and talked to my dad.

My dad was a financial advisor
and he said hey, bro you.

He didn't say bro, but he said
hey, son, you have proven you're

a good coach and a good trainer
.

You did it for five years and
my dad was like very proud of me

that I trained professional
athletes.

He was like, oh, that's really
cool, but you just have shown me

that you're just not a good
businessman.

And the reality is you just need
to learn.

These are all skill sets that
you can learn to become better

at business.

And you don't just quit at the
first sign of struggle.

You go and learn what you need
to learn and then, if you can't

hack it after that, I'll give
you a job as a peon intern in

the finance world, right.

And so that's what I did.

That started my education in
business.

I shifted, it took all the
training books and I had a big

bonfire and I threw all the
training books in the bonfire.

No, I didn't do that, but I
just I shifted, shifted my

education and I found this man,
dan Kennedy.

And Dan Kennedy is if you don't
know Dan, you should.

If you know about business, you
know about marketing, you

should know Dan.

But Dan changed my life.

When I started learning about
money, when I started learning

about salesmanships, when I
started learning about price,

when I started learning about
all the things you need to know

to make a lot of money, this man
was the one that taught all

this to me.

So I shifted my entire
education and I am a hundred

percent self-taught.

Okay, if you ever want to hire
me as a business coach, don't

ask for any certifications.

I ain't got none.

I got nothing.

I only got what I've, the books
I've read, the people I've

hired to teach me what they know
.

That's all I got.

All right, and it seems to work
for 150 people.

But so here's my epiphany.

My epiphany was as long as I
possess skills in sales and

marketing, I could say goodbye
to.

Money works, even if shit hits
the fan again, and it did for me

and it did for a lot of you.

And in 2020, I lost 50% of both
my companies in 2020.

So not that long ago.

So my gym got chopped in half
and I had a mastermind group

that was just starting to get
traction.

It was just 2020 for me was
like a breakout year.

It was like really good, and we
finally got up to 50 members

and I'm super excited.

Boom, bottom came out, okay, and
so I found myself in a tough

spot and I had to go back on all
the things I learned.

I had to go back on the skills
that I learned from marketing,

skills that were for sales, all
these things I'm going to teach

you today.

I had to lean on that stuff and
I built it all back up and then

some.

So I currently own four
companies.

Last year, we did 4.4 million
in combined two.

We'll do 4.6 this year combined
in all the companies.

But it was only the education
that I'm going to teach you

today that I leaned on.

Now I'm not going to say that
I'm going to give you everything

you need today.

This was two decades of growth
and learning, so you guys are

going to need to do some work,
but I'm going to give you some

of the foundational principles.

Okay, so let's talk small group,
because I know that's what you

came to learn.

That was the advertising on
this presentation, but I learned

small group.

I was really lucky that I
learned small group from Tom

Plummer and also learned it from
the Cosgroves.

So I'm I am not a creator of
this by any means, but I really

do believe that these people
both of these people earn I owe

a debt of gratitude to, and a
lot of us in this room do as

well.

They brought this model to us.

So I am just fortunate that for
18 years I've been doing this

at my own gym and most of the
things I teach to my gyms is

this specific model as well, and
I like this model because it

just makes a lot of sense.

If you want to make a lot of
money and Tom was talking about

this more from less mentality,
he always talked about that more

from less If you want to make
more money with less overhead

small group.

If you want to make more money
with less trainers small group.

If you want to make more money
with less trainers small group.

If you want to make more money
with less clients small group.

It just fit, it just seemed
right, and I know a lot of

people do like large group and
it's fine.

I think there's a lot of people
doing well with large group.

I'm not here to tell you not to
do large group, but I can't get

over the attrition.

I can't get over that If I have
500 members in large group and

I have a 5% attrition rate, I'm
going to lose 25 clients a month

and I got to replace 25 clients
just to stay the same.

And then the second thing with
large group is you're competing

with everybody, like everybody.

And here's the thing Pilates,
check it out Like Pilates groups

, all that stuff is competition
for us.

But all of the boutique that
are powered by massive amounts

of money, they're a large group,
so it's hard to compete in this

space.

Okay, one-on-one I have a love
affair with one-on-one, but at

the end of the day, it's just
really hard to scale one-on-one.

The biggest thing that
one-on-one needs is a lot of

coaches and a lot of trainers
and Andrew, apparently, is the

only person here that has been
able to crack that code but it's

hard to find good people.

It's really hard to find good
trainers.

And then one-on-one if you're
going to grow the business, you

just need more and more trainers
and just more and more people

to manage.

It's hard, okay, and this one
is the middle.

Sorry, man, but this is the
middle.

This gets me all fired up and
like really angry.

And so it's called I call it no
man's land.

This is medium group.

This is I'm going to train 12
people in a group and we're

going to call it small group and
then we're going to price it

like large group and we're not
going to make any money doing it

.

It just pisses me off and no
one should be doing anything

like this.

Now there's always one person
that comes up to me after we

were killing it with large group
and I was like, just keep doing

what you're doing, don't mess
it up.

Okay, but for most people this
brings people a lot of stress

and a lot of frustration of why
am I not making a lot of money?

Okay, so this is the model.

Check it out, it's not that bad
.

And again, I told you this was
propaganda.

Okay, so I'm going to push it.

The ideal model 150 clients,
400 bucks a month, 2000 square

feet, one facility leader with
150 members If you don't have

150, you don't need all those
staff right away One to two

trainers, 40% margins and 288K
in profit.

That's the model.

So this guy, john Dougherty,
came to me.

Dr John Dougherty.

He's actually going to be
speaking on the tour next year,

so make sure you go see his talk
.

He we did a mastermind only
speaker school and he we had a

we did a.

You ever see the ultimate
fighter thing where they give

the prize and the guy gets a
contract?

So we did like an ultimate
fighter version where the winner

of speaker school with plumber
got a spot on perform better and

John was the winner Right.

And so John came to me.

He was doing $7,000 a month.

When he came to me.

He grew that business and
scaled it to over $100,000 a

month and then was had this idea
to open up a bunch of small

group gyms, and so he saw this
model and he presented it to an

investor and the investor was
just like dude, we ain't

trickling this out, we're going
to open up one of these, we're

opening up three of these at a
time.

And so his investor pulled up
all the money and they saw this

model, they saw how this works
and they're like I want to do

multiple at one time.

And John did that.

He opened up five gyms in one
in 12 months and was a candidate

for.

That's a picture of Gym
Business Raw, our wrestling

themed event.

See that that one on the right
he actually didn't win.

Fortunately for John, someone
else won.

So here's the big question.

The big question is how do we
create the marketing plan?

I'm not here to tell you about
small group you probably are

doing it, hopefully you are
doing it but what I'm here to

tell you about is how to get new
customers and how to make more

money.

That's really what I grooming
shop and he came to one of our

events.

He was like that was one of the
best events I've ever been to

in my entire life.

I was like dude, you're a dog
groomer.

A lot of the stuff about
business doesn't change in

industry and industry.

So don't think, if you're not
doing small group, you just tune

out.

This is all relative to
whatever model that you guys

have.

Is that you guys with me?

Is anyone bored?

To whatever model that you guys
have?

Is that you guys with me?

Is anyone bored?

All right, good, okay, all
right.

So here are the five things I'm
going to go over.

The first is I'm going to talk
about your perfect clients.

Who are the people that you
want in your gym?

That's the most important piece
, the most important question

you could answer.

I will talk about exactly what
to say to your perfect clients.

What are the things that you
should say to them, which is

also known as your marketing
message?

And number three is how to make
sure your marketing never stops

.

Four is I'm going to teach you
how to install a system to

convert them into members.

And the last thing I'll teach
you how to create loads of

referrals.

Okay, so, when I first started
my gym, I did everything.

I did small group training, I
did large group training, I did

one-on-one, I did post-rehab ACL
.

We trained middle school
athletes, we trained high school

athletes, we trained middle
school athletes one-on-one and

we trained middle school
athletes in large groups.

We had this massive identity
crisis and it was impossible to

market my business Because we
would slap it on the website

Like here's Gabriel Fitness, we
do everything, and it was like

people were just waiting for us
to start selling pizza.

That's what it was like, and
the reality of it is.

Marketing became almost
impossible because we had all

these different people that we
needed to market to, and then

this one event happened.

This one event happened, and I
call it the Kathy B event.

We had this marketing play that
we did called the sweepstakes,

and what the sweepstakes is,
very briefly, is we give away

six free memberships for six
weeks.

Okay, basically, totally free
kitchen sink, everything that we

got.

They got Okay, and it was
exploded.

And to the point where they had
400 people filling out these

applications exploded.

And to the point where they had
400 people filling out these

applications and Kathy was one
of the people that we picked.

Okay, when we picked the winner
, they had to promise to be

followed like a documentary, and
so we were following Kathy

throughout her whole journey.

So the point was to give the
thing away but then to get a lot

of publicity through the
following of the people.

And I picked Kathy.

But I didn't realize Kathy was
going to be as completely nuts

as she totally is.

So we're doing video and I'm
filming a video with her.

And I was like all right, this
is Kathy, we're going to teach

the squat today.

And she looks at me and she
goes what are we doing here?

That's how she talks, straight
out of the Sopranos.

What are we doing here?

And I was like we're going to
do a video.

She's like this is boring shit.

No one wants to do this.

And I'm like all right.

And she's like you get down
there on the floor, I'll teach

you how to do it.

I'm like what?

She's going to get down there
and squeeze his tush and like

she starts coaching me.

She's the trainer and she does
these videos.

And so we put the first video
out.

Anyone ever seen 500 comments on
a local Facebook page Viral?

If you could define viral,
that's what it was.

Every Monday, kathy and I
filmed the video together and

that lasted for over a year.

During Kathy's journey, she
lost 83 pounds.

Still has kept it off.

Today.

She was on the Dr Oz show twice
because of her journey.

She and I wrote a book together
.

She was on the cover of Women's
World magazine and she was

asked to be on the Rachel Ray
show and she goes.

I hate that bitch, I ain't
going on that show.

That's what she said.

But something happened right
after.

People are calling and they're
like whatever you did for Kathy

B, that's what I want.

Give me the Kathy B plan.

I don't care what it costs.

Give me the Kathy B plan.

And guess who those people were
?

Just like her People in their
40s, people in their 50s, people

in their 60s.

And all of a sudden we're like
this is our sweet spot.

This is who we for.

Now.

It doesn't mean we abandoned
everything else we did, but our

marketing.

We're talking about marketing.

Our marketing became.

This is who we talk to.

These are the people that we
talk to, because it's very hard

to market Write this down.

It's very hard to market write
this down.

It's very hard to market to two
different markets at one time.

Very hard, if not impossible.

And so we switched.

We went all in.

I was like this was like a lot
of people talk 40 plus.

You hear 40 plus a lot.

Like we started that this was
us and we were like it was

because of Kathy.

I was like we're going to go
after that 40 plus and

everything changed.

Here's my second epiphany.

Check out the numbers.

From 2008 to 2015, we had 162
adult members.

Kathy was 2016.

Check it out 304 in one year at
an average value of $334 per

month, for our gym Exploded.

This is the most important
business decision that you can

make.

It's not what equipment you buy
.

It's not how much square
footage you have.

It's not what equipment you buy
.

It's not how much square
footage you have.

Part of it is the trainers.

That's very important, but this
is who you decide to help is

the most important business
decision you got.

There's three things you really
need to know about them.

You need to know where they are
and you need to know who they

are in terms of their
demographics, in terms of their

age, gender and things like that
.

And then the last thing you
need to know is you need to know

why they buy.

A lot of people stick to hey,
I'm going to work with people 40

plus and I'm going to help them
lose weight.

Good luck with that.

Today, you need to take this to
another level if you want to

really seriously make some money
in this business and you

understanding the buyer is
everything, and that is the

cycle graphics.

Here are the 10 most important
questions to ask your target

market Good, you guys get that.

Okay, good, all right.

The big takeaway what?

You didn't get it?

Oh, do you want it?

You didn't get it?

Oh, do you want it?

It's going to cost you.

You really want it?

Here's, hold on Before I give
it to you, before I give it to

you.

If you spend less than three
hours answering those questions,

you missed a point.

Take this seriously.

This is your entire business.

Your entire business is built
around the person, who that

person is and what you're going
to say to them to get them to

raise their hand and be like.

This is for me, okay.

So if I show you these
questions, raise your hand.

If you're going to promise me
that you're going to spend at

least two to three hours
answering these questions.

I don't see enough hands.

There you go, so you take a
picture of it, take a picture of

it and what I would do is write
the questions down.

Write the questions down,
handwrite them and then block a

time.

Three, two to three hours,
maybe an hour at a time, instead

of three hours straight, but an
hour at a time.

Do three questions an hour.

All right, go deep on these
answers.

Go deep on these answers, okay.

So the big takeaway build a
business that solves a problem

for people with lots of money.

Why do people that are 40, 50,
and 60 have lots of money?

Honestly, just from their
demographic, people that are 40,

50 and 60 have had time.

They've had time to climb the
corporate ladder.

They've had, they've.

There's a massive generation.

Do you guys understand?

There's a massive shift of
wealth that's happening to this

market.

They're not even making the
money themselves.

We're just getting it right,
but this is the group that's got

the money.

So you could almost be like
anyone here trained 22 year old

college kids, thank God, oh, you
do.

Who is 22 year old college kids
?

Oh, too many of you, shit.

They don't have any money.

Their parents, all right.

This is.

This is Devin Gage.

Devin Gage has opened up.

He's been a client of mine for
almost a decade.

I show you these before after
pictures to tell you that I help

gym owners, but I helped them
for the long haul.

I'm not like a quick fix guy
where I'm like I helped this guy

get 334 leads in 30 seconds.

That's not me.

I coach people and go all in
and help people.

He's been a client of mine for
over a decade.

That's him as a young child on
the picture on the right, and

here he is.

He's got a multi, multi-million
dollar business, I think 10

locations in the Westchester
area, pennsylvania area.

He's done a phenomenal job of
taking the piece that he did the

best, which was his small group
model, and then scaling it into

small locations, similar to
what I've done and similar to

what I was talking about with
John Docherty.

Okay, okay.

So that's.

Number one is who is the person
?

All right.

The second thing is what are
you going to say?

Because, man, there's a lot of
noise out there.

There's a lot of noise out
there, but what are you going to

say?

So this is my wonderful wife,
vanessa.

She's the best, okay, very
lucky.

And one time I got Vanessa
really drunk, it was vodka and

lemonade, right, and so she
usually drinks vodka and lemon

and she was drinking it and I
had this idea to put sugar in it

and she starts drinking.

She's this is really good.

She like slugged it.

We have three kids, okay, so
I'm not like hanging out.

And she was like, make me
another one, honey.

And I made her another one and
she chugged it.

It was hot that she drank.

Three of them passed out seven
o'clock done, face down.

I had to put the kids to bed.

Like it was just like she was.

And she's she wakes.

She.

Vanessa works out every morning
six like never misses.

She actually just pretty anyone
here.

75 hard.

My wife just completed 75 hard
as a 44 year old mom with three

kids.

Like, like that's legit.

Yeah, round of applause for
Vanessa.

Make sure you clap.

That's my wife.

You're not clapping for my wife
, okay, and so she's.

We're on date night.

We do date night every
Wednesday and we're sitting at

date night and she's a mess.

She's you poisoned me last
night, you poisoned me last

night a date night and she's a
mess.

She's.

You poisoned me last night, you
poisoned me last night and

she's had the worst day, the
worst day.

And she starts telling me this
laundry list of stuff about how

bad her day was and how bad she
felt and how bad of a mom she

was.

It was just like it's good.

And I was like is it like that
all the time?

And she's no.

She said most days are great.

She's on the days I work out.

I take out my phone and I start
taking notes.

I was like keep talking, honey.

What does it feel like when
someone works out and what does

it feel like when someone
doesn't work out?

Okay, that's your message.

That's part of your message is
the things that people are

saying.

Here's the job of your saying.

Here's the job of your
marketing.

Here's the job of your
marketing.

Please memorize this, never
forget it.

The job of your marketing is to
enter the conversation already

going on in the prospect's mind.

I did not sit, I did not invent
this quote.

Someone way smarter than me did
, but I pass it to you.

If you didn't write that down,
I feel really bad.

I feel really bad, but this is
it right here.

That is the job.

When someone sees your ad, when
someone sees your email, when

someone sees, whatever you do,
whatever marketing that you put

out there, that is your job is
to for them to be like he's

talking to me, they're talking
to me, they understand me, they

get me, and you need to start
thinking with this in mind, all

right, and you need to start
marketing with the things that

people tell you in person.

This guy come in and he's I'm
just fed up, man, I'm just fed

up.

I'm just fed up with being fat.

I'm fed up with being tired.

I'm fed up.

I'm fed up, I'm just fed up.

He said this in the console and
I'm just like wait a minute,

fed up, he's fed up, he's done.

A lot of other people are done
too.

A lot of other people are
thinking like I can't do this, I

can't do this anymore, I can't
do this anymore.

So that was my ad.

My ad was exactly what he said.

All right, I was sitting at the
doctor with my mom and my mom

asked the doctor this question
how many days should someone

work out?

And the doctor's like he gave
this like scientific he's an old

guy, I think that there's some
research done that human beings

should exercise on the days that
they eat.

And he kind of said, and he
like did this like weird laugh

because it was like a joke,
right, but that was one of my

ads, because that's a question.

My mom had that question.

People are asking that stuff.

This one woman came in and all
she wanted to do was this she

just wanted to look better naked
.

She just kept saying to me I
want to look better naked, she

just wanted to look better naked
.

She just kept saying to me I
want to look better naked, I

want to look better naked, I
want to look better naked.

And so finally and so this was
my ad eight years ago at a

client, tell her, tell us that
she wants to look better naked.

Eight years later she's still a
client.

Okay, so understand.

It's like what I'm doing with
marketing and what I'm doing is

all I'm doing is taking what
people tell me.

It's what you.

All you need to do is just
listen, just listen.

You have.

You're swimming in a sea of
market research.

You don't need chat GPT.

You can just go to your clients
and listen to what they say.

Every one of you has this.

You shouldn't use chat GPT too,
though.

All right, here's the last one.

I'm sitting at the fence.

I'm watching my daughter, who's
slow as mud, running across the

field, right, and this mom
comes up to me and she's is it

really possible for a kid to
learn how to run faster?

And I was like have you seen my
daughter run?

I was like yes, it's possible
to run faster.

Check this out.

Look at the headline of the
newspaper.

This was in a rag a newspaper,
by the way.

If you ever want to test your
marketing chops, take an ad out

in the paper.

That'll tell you real quick if
you're any good.

All right.

When I started making money
from newspaper ads and my entire

grit program was launched 100%
in 2021 with newspaper ads, that

was when I actually said I
think I know what I'm doing here

.

All right, all stuff like this,
but print is dead.

Right, it's dead.

Yeah, it's not that.

Take a look at this picture
really carefully.

Yeah, it's not that.

Take a look at this picture
really carefully.

Go ahead, take a look.

Everyone got it registered.

Where are your eyes going right
now.

Who are you looking for?

Where are your eyes going?

Are you looking for her?

Where are your eyes?

Where are your eyes going?

Right now, you're looking at
that picture.

Where are your eyes going?

You looking for her?

Where are your eyes?

Where are your eyes going?

Right now, you're looking at
that picture.

Where are your eyes going?

That was you guys.

Right before right, when Pete
was speaking, I snapped that

picture.

Your eyes, every one of you,
every one of you.

Your eyes went to yourself.

You went to look for yourself,
every one of you in this room,

and I'll fight anyone that said
otherwise, unless you have

experience in fighting or
something like that.

They don't give a shit about you
, they care about them.

People are walking around being
like what's in it for me?

How is this going to help me
when, all of a sudden, you're

posting your video of you doing
a Turkish get up with a 64 pound

, whatever the blah, blah, blah
no one gives a shit.

So this is what you just got to
understand with marketing, you

have to think about the person
that would be picked and then,

when we got to say to that
person to be able to get them to

be like yep, yep, let's go,
let's do it.

So here's the big takeaway you
can get.

You can get everything you need
to say in your marketing for

being super curious.

The curious is a huge, really
important word in business.

The more curious you are, the
better you're going to be in

business, okay, the more curious
about your market and just

talking about helping them get
what they want.

This is one of my clients,
anthony Bevilacqua.

He has done a wonderful job in
his marketing message.

He's got a gym in Long Island.

I just spent an entire day.

He hired me to go out to Long
Island, which I told him I was

charging 10 times what I
normally charge because I got to

drive through Long Island the
worst place in the world, right,

but AB has done a phenomenal
job.

But if you look at AU, I would
follow him.

Anthony Bevilacqua he's on
social media.

He has a really good connection
with the market and speaks

really well, but has done a
phenomenal job.

One of the things I did with
Anthony is with his small group

model.

I'll give you a quick sidebar.

What time am I done?

6.15?

Okay, have you ever seen the
movie the Founder, the

McDonald's movie?

There's a part in the scene in
that movie.

So Anthony did all one-on-one
and he wanted to do small group

and he had 900 square feet.

And there's a scene in that
movie where they're on the

tennis courts.

It's really cool, go watch it
if you haven't seen it.

But they're on the tennis
courts.

It's really cool, go watch it
if you haven't seen it.

But they're on the tennis
courts.

And this is the McDonald's
brothers that are trying to find

what's the most efficient way
to set up a kitchen to be able

to serve as many people as
possible.

And so they're on this tennis
court and they're taking chalk

and they're drawing lines on the
floor where the milkshake maker

is here, and then the fryers
are over here, and then the

burger place is over here and
they're doing this like dance.

It's like amazing.

And they find that in the movie
they decide what's the most

efficient kitchen for McDonald's
and it's still used today.

So I had him go watch that scene
because he had a preacher curl

in the corner, he had the
elliptical over here.

He just had shit everywhere.

Right, I was like you need to.

If you want to fit six people
right in this gym in this small

sliver of a box that you've got,
you need to start moving stuff

around perform better, did a cab
drawing for him, and so what we

did was we set his gym up to be
uniform to train for small

group, and what happened was he
was doing two sessions of

one-on-one and charging 60 bucks
a session.

Then, all of a sudden, he
started doing six people at once

and was charging almost the
same amount of money and ended

up going from making $120 a
session to 300 and stuff like

business totally transformed.

He did now has opened up three
locations as well.

But if you're doing small group,
your facility setup really

matters.

That's why I always use send
people to perform better,

because they know how to set up
and where pieces should go.

But it really is.

You can have a lot of wasted
space.

Even the kid that I had that I
was driving up, he was training

four people and he started
talking to me about second

location and I was like you're
not allowed to open a second

location.

You can train six people in
this room.

And I was like you got to move
this over there and this over

there.

So sometimes the best thing to
do is maximize what you're

currently doing and sometimes
that's just a space thing.

Okay, sidebar over.

Okay, that's okay.

Where are we at?

Okay?

Number three so one is who's the
person?

Right, we got to pick the right
people, preferably people that

got some money, okay.

Two is we need to know what do
we say to those people.

What are the things that we say
to those people that are going

to make them be like?

This is for me.

This guy knows me, he knows
what I'm talking about.

The third thing is anyone ever
have marketing where, all of a

sudden, it's like one month it's
great and the next month it

sucks, and then one month it's
great and there's like seemingly

no predictability of when new
clients come in?

Okay, in 2016, this thing
called an algorithm changed on

Facebook and people went into
panic mode because you could put

a piece of dog poop on Facebook
and you would get $2 leads in

2016.

And they changed the algorithm
and, all of a sudden, everything

changed and all these gym
owners are panicking, and

they're panicking because they
put all their eggs in one basket

.

They put everything they had
into this Facebook thing because

it was good, it was easy and
they ignored everything else.

And that is one of the most big
.

That is one of the biggest
mistakes that you could make in

business, cause, remember, the
worst number in business is one.

If you got one trainer in your
gym, you're one trainer away

from you being the only trainer
there.

If you only have one way to get
new clients, you're one

algorithm change away from all
of a sudden going to zero.

So the one of the worst numbers
in business is one.

Take a look at that picture,
think about your marketing, and

I want you to think about that
pole in the water and remember

this.

I always tell my son this when
we go fishing A pole in the

water catches no fish.

Sorry, I said that too early.

A pole not in the water catches
no fish Because he doesn't

catch a fish.

Sorry about that.

Didn't catch a fish, sorry
about that.

I told him it's my first screw
up today, ryan, what do you

think?

But he gets like sad he didn't
catch a fish and he's over on

the side.

I was like, son, you ain't
going to catch a fish unless

you're poles in the water.

That's the only way to catch a
fish.

And if you want to catch more
fish, son, you bring five poles.

And that's the same thing with
marketing.

If you don't have any poles in
the water, then yes, I guess

it's possible that fish can jump
on into boats.

It is possible that fish can
jump into boats, but I'd rather

have my pole in the water and
I'd rather have five poles in

the water to be able to catch as
many fish as I can.

So I created this concept called
the marketing glove.

The marketing glove is just a
symbolic thing that I teach, and

then each finger on the glove
is a new way to get new

customers.

Okay, I'll tell you what my
starting five is for marketing,

for ways to get new customers.

Okay, here it is, I'm just
going to give it to you.

Okay, number one is you need a
really good website that's

optimized to convert.

You don't need a website.

You need a website that's
optimized to convert.

You don't need a website.

You need a website that's
optimized to convert.

Most businesses have websites
that do not get them new

customers.

You want your website to be a
client getting tool.

If your website is not a client
getting tool, it might as well

not even exist.

It's not working, it's broken.

So you need a website that's
optimized to convert and you

need their specific things you
need to do to get that website.

I don't have the time to talk
about that today, okay.

Number two email marketing.

Okay, people still read email.

How many of you checked your
email today?

Raise your hand If you checked
email today.

Everyone in this freaking room
and I bet you, every one of your

prospects and everyone your
customers also check their email

today and many times today.

People still read email.

One of the reasons that people
don't like email is because

they're bad at email.

My advice get good.

Number three paid ads.

Not for everybody.

I own a marketing agency.

Number three paid ads.

Not for everybody.

I own a marketing agency, so
I'm not like you say.

Some people should not do paid
ads.

Okay, if you're just starting
out like that guy, christoph,

that I said in the very
beginning that went from 8K to

45K.

He didn't do any ads in the
very beginning.

He was just out there hitting
the street, building joint

ventures, getting out in the
community, all that stuff.

So sometimes paid ads is a
great thing to do to scale.

If you're going to scale and
open up multiple businesses, you

need paid ads.

You ain't going to do that
without paid ads, so you need

paid ads.

But if you just got one gym you
just opened and you got a

thousand square feet and you're
trying to get to 50 customers.

No, there's plenty of other
things you can do for free to be

able to grow your business.

Okay, number four is joint
ventures.

Okay, these are the five things
that I think people should be

doing, the five most important
things.

Joint ventures this is building
relationships with other people

in the community.

I think this is a really
overlooked component in

marketing.

And the last one is a social
media content with get this sell

by chat.

I think it's a big waste of
time for you to be posting on

social and not following up the
people that are engaging with

you.

So the strategy is you post,
hopefully, something good, post

reels, pictures, whatever and
then people engage with you.

They like, they comment, they
share whatever.

That is an invitation to engage
with them.

Hey, thanks so much for liking
my post.

Hey, thanks so much for your
comment.

Hey, thanks so much for
whatever they did right.

That's the first thing you say.

The second thing you say is are
you here for the content or are

you looking for your help with
your fitness?

Are you here?

Did you write this down?

Are you here the content, or
are you looking for your help

with your fitness?

Are you here?

Did you write this down.

Are you here?

I'm giving you some gold right
now.

Are you here for the content or
are you looking for your help

with your fitness?

And guess what happens if they
say I'm looking for my help with

my fitness, you start a
conversation, you start talking

to them.

It's one of the best things that
you could possibly do to get

new customers, but we're just
spending 45 to 60 minutes on the

filter on what we look like and
all of that stuff.

No, the money is made.

I didn't look at anyone
specific when I said that.

The money is made in the
follow-up, as you'll see in my

next section.

Okay, so that's the marketing
glove.

35.

Okay, more, better, new.

Here's what I want you to do.

I want you to brainstorm in
your mind the last 10 customers

that you got ready.

Go got it.

Where did they come from?

The last 10 customers?

Think about the person and
think about where they came from

.

Think about this new woman, mrs
Jones.

She came in through website,
she came in through referral,

and what I want you to do is I
want you to go home and I want

you to write down your last 10
customers that you got and, to

the right of it, write down
where they came from, and what

you're going to start to see is
you're.

And to the right of it, write
down where they came from and

what you're going to start to
see is you're going to start to

see what actually is working,
because maybe sometimes you

don't need to reinvent the wheel
.

Maybe what you need to do is
just figure out what's working

and do more of it.

Right, it's just like all of a
sudden, I'm getting lots of

referrals.

Okay, maybe we can do more
things to stimulate referrals.

It seems like people like us,
so we'll do more things.

Or maybe email is working for
you and maybe you're getting a

new customer every time you send
an email.

What the hell is the matter
with you?

Why wouldn't you send two?

So it's this concept of what is
working do more.

The second piece is what is
working.

Do more.

The second piece is what is
working, do it better.

So I'm sending emails.

I'll use the email one.

Can I write better emails?

Can I get someone to teach me
to write better emails?

Can I hire?

I'm running Facebook ads.

I'm doing it myself.

Can I hire an agency to do that
for me?

That would probably be better,
but it's like looking at what

you're currently doing, cause
everyone are you getting cut?

Has anyone not gotten a
customer this year?

We've all gotten new customers.

It's happening, it's reality.

And now you just got to take
reality and be like all right,

how do I actually leverage this
and get more and better.

And then the final thing is new
, we'll do things that are new,

right, then go and go do ads on
YouTube or whatever you want to

do and dabble in that, but not
before we've maximized what

we're currently doing.

Okay, so here's a big takeaway
it's guaranteed that you're

going to lose clients,
guaranteed.

There's not a person in this
room that hasn't lost a client.

I'm so sure of that that I am
that you all looked at

yourselves when that picture
came up.

I'm also sure of that that I am
.

At that.

You all looked at yourselves
when that picture came up.

I'm also sure about that one
too.

It's, but it's not guaranteed
that you're going to get new

ones.

There's a guarantee you're
going to lose, but there's not a

guarantee that you're going to
get new ones.

So you multiple ways to get new
customers.

This marketing glove concept is
your insurance policy.

It's your insurance policy for
not having this slow, sloggy

month.

I'm not saying you're not going
to have a slow, sloggy month.

I've had plenty of slow, sloggy
months but the reality is we

know what we can do to stimulate
it.

Okay, this is one of my
customers, mark.

He owns Power Strength Gym in
Michigan.

He came to me as a very young
man that's him in the corner of

my office.

He sat and watched me work like
10 years ago and sat in the

corner of my office and watched
me work when he basically had

one gym and in 900 square feet.

And today I believe he's got a
business that's doing close to 5

million bucks and he's got
eight gyms or six gyms all over

Michigan Killing it.

But he has done a phenomenal
job of the marketing glove.

He has athletes, he has adults
and you go, and he has taken

over the state of Michigan.

You just see power strength
everywhere and it's because he's

taken this concept of the
marketing glove and went full

into it.

Okay, number four Raise your
hand if you have something in

your Amazon cart that you
haven't bought yet.

No one can see any hands,
because here's what all the

hands are like no one can see
any hands, right.

Why do you do that?

That doesn't make any sense.

Why do you go to that?

Do that at the shopping cart?

Do you just walk around with
stuff in your shopping cart and

not buy it?

Why do you do that in Amazon?

You just put shit in there and
just watch it.

Do you just look at it?

No, you're indecisive, like me,
like all your customers, like

all your prospects, like human
beings some of us more than

others but at the end of the day
, it's human nature to be

somewhat indecisive.

I would say my front porch and
my neighbor has solar panels and

he's a smart guy, money guy,
and I'm like he must know

something.

So I Google solar panels and I
fill out a form to get

information about solar panels.

The guy calls me four days
later and he leaves me a message

and I'm like who's this guy?

And solar panels.

I was like if he called me that
day I probably would have

bought solar panels.

But I was over it, I was done,
I was on to the next thing.

It was in my mind.

I was interested today,
completely disinterested

tomorrow.

That customer that wakes up in
the morning, that can't button

their pants, is frustrated, that
goes to your website and fills

out the form and you don't call
them back the same day.

When you call them back four
days later, they're not having a

fat day anymore, they're having
a good day, they're having a

skinny day and they ignore you.

So what you got to understand
is you have to prepare for this.

You have to prepare for this
thing.

There's a study done on the data
handling inquiry service that

took a massive amount of leads,
generated massive amount of

leads, and they basically came
to the conclusion that when

someone opts in to buy something
, 50% of the people will buy the

product and 50% will not.

Okay, is everyone following me
on this?

Okay, that's what their
conclusion was.

When someone in not the same
company, but if someone like

solar panels, they bought solar
panels.

It's not that they bought solar
panels from one company, but

they bought solar panels in
general.

50% did, 50% did not.

Listen to this.

15% of the people that bought,
purchased in the first 100 days,

purchased in the first 100 days
.

Leaving don't leave it, leaving
85% to buy over the next 100

weeks.

Do you understand that?

15% bought right away, 85%
bought in the next 100 weeks?

So you need two systems.

You need the system that
follows up with people right

away, the 21-day process, the
text message that goes out

immediately.

All of that, the double dot
calls, all of that boom.

But what a lot of you don't
have is the system for the next

100 weeks, which is 85% of your
leads.

Am I making the case for having
an email marketing newsletter

that goes out all the time?

I happen to write a book called
the big book of marketing,

which is 577 pages of emails
that I've written to my list.

I have a copy right here.

This is all you need for the
next 100 weeks.

Would anyone like to have this
500,?

Thank you, well done, well done
.

Hey you Well done, well done.

Hey, 99% of you are going to
forget everything I said.

There's a small number of
people that are going to go home

and do something with this
stuff, and that's what it's

going to take.

You got to do this shit.

You can't just.

This has got to be step one,
stage one.

Don't get excited.

Do not let this seminar excite
you.

Do not get motivated.

Motivation fades.

Action, action, action.

Whatever you learn here this
weekend, that's worth it.

You go, take action.

That action changes your life,
not motivation.

Motivation burns you the hell
out.

I don't want to motivate you.

I want to inspire you to take
action.

If I were to buy an existing gym
, these are the three ways I

make my money back.

If I were to buy an existing
gym, these are the three ways I

make my money back I would go
into the list of unconverted

leads and I would be like let's
go, big pile of unconverted

leads, big pile of people that
were interested but they haven't

bought yet.

That's the first place I go.

Second place I go is
unconverted trial members People

that did a consult with you and
didn't sign up.

People that did a six week
challenge that didn't sign up.

People that look all kinds of
people.

And then the third one is past
members, some of you that have

mature businesses like me.

Like, we get a ton of our new
clients from past members.

If you just started out, this
one's not going to be as big for

you, but if you've been in
business for a long, where's

your interview in business over
three years?

Really, where's your interview
in business over three years?

Okay, so it's people not
participating.

Yeah, you have a whole list of
people.

We'll do the math right.

Let's just say you have 300
members and you have a 5%

attrition rate on 300.

What is that like?

I screwed myself by picking bad
numbers.

Let's say you have 100 members.

Let's say you have 100 members
and it's not gonna be as good.

Let's say you have 100 members
and you have a 5% attrition rate

, you're losing five clients a
month.

How many is that a year?

12 times five, 60.

, 60.

, 60 times they didn't walk out
sticking both middle fingers up

at you guys, did they?

Why'd they leave?

They left because life got in
the way.

They're not mad at you, they're
embarrassed.

I've tried jujitsu three times.

I suck and I failed every time.

Every time someone comes up to
me and says I think I can help

you, you can't help me, I'm just
terrible.

I'm all like a fish flopping
around.

I'm terrible, I hurt myself,
it's like it sucks.

I'm embarrassed to go back
Because I don't want to quit

again.

So I don't.

But you know what?

If the guy called me and was
like hey, vince, I know you've

already quit three times loser,
I know you already quit three

times.

But here's what I want to do
this time.

This time, what I want to do is
start you off with this month

of privates and I'm going to
really work with you one-on-one.

We'll get you up to speed.

We'll get some of the
foundations set up no-transcript

and they didn't want you to get
beat, the big blind old man.

So we're going to do this all
differently.

If he made that phone call, I'd
be back in two seconds.

Somebody needs to make that
phone call.

I saved someone's life with
that phone call.

I saved someone's life with
that phone call.

Called this guy, raging
alcoholic, called him up and

just I can't believe he was like
.

I just can't believe he called
me.

I can't believe the timing on
it.

Dude was in the worst, darkest
place of his entire life and I

just randomly checked in, I just
texted him.

I was like, hey, man, how you
doing?

And he signed up right then and
there, full year, turned this

whole thing around.

So don't do it.

If you're not going to do it
for the money, do it for all

those people out there that you
can help change their life.

Right.

This question will make you a
shit ton of money.

Don't come yelling at me and
screaming when all you got all

these people that are responding
to your email and you got all

this work to do.

That's not work.

That's ringing the register.

That's what that is.

Okay, I don't have the time to
get into it today.

Now a lot of people.

They have trouble with
follow-up because they feel like

they're bothering people.

They feel I don't want to be a
pest, I don't want to be this.

Here's what my friend Howard
Stern has to say about that.

Okay, evan, go ahead, you're on
in Burlington, vermont.

All the way're on in Burlington
, vermont.

All the way up there in
Burlington.

My friend, can you guys hear
that?

Oh, hold on.

Sorry, I didn't plug in the
speaker.

Sorry about that.

Very choppy today.

Huh, I gotta work on my
delivery.

Apologize, I'm not interested.

I'm not interested.

I'm not interested in that.

I'm not interested in that.

I'm not interested in that.

I'm not interested in that, not
interested.

What's that?

Not interested?

No, no, it is.

Can you keep that for me?

No, no, I don't need any of
that.

I come in here and I do what I
want.

I don't need your feedback for
it.

You, you, you you're trying to
figure out what's right.

No, I'm figuring out what to do
in my league.

I'm in charge of the league and
I'm in charge of the staff.

I don't just think that.

What do you think that?

Well, I don't know what's right
about the chosen community.

No, you didn't just talk about
the chosen community.

I mean you.

You're a big guy now, alan.

You're a big guy now.

Your feedback is irrelevant.

Your feedback is irrelevant.

I don't care why I'm not doing
my job, sir.

Why not?

I figured that I could.

Your feedback is irrelevant,
I'm sorry.

I'm sorry, I don't care, I
don't care, I can't do it.

I can't do it.

I'm telling you to read that
there's a problem with my career

.

I need to get to that.

I'm hearing you.

I can't let.

I think the way I did it was to
ignore the feedback.

The common is the same as the
common.

The common is the common.

The fire, the common man, is
the one who says he can die, but

the common, no.

I didn't say that.

Well, well, well, let me tell
you a little more about this.

May I have a place to be back
out this night.

I'll call Glenn.

I will really.

He's in the White Sox.

He's the new one up in the
Lovers' Institute.

He's probably the new.

Who will talk to him?

No, no, no.

Well, I don't know why.

Not Because you're irrelevant.

No, I know, I understand.

If I had to listen to this with
my children, I'd love to talk

to them about this.

But don't lie to my child.

It's irrelevant.

You might have an experience I
don't know.

I don't know, I don't like my
stuff.

It's irrelevant.

You know that was the funniest
part when he cuts him off.

You should not ignore all
feedback.

When a customer comes to you
saying so, don't take that so

literally.

But at the end of the day, you
got to build up a little bit of

armor.

One of my mentors, dan Kennedy,
teaches me about immunity to

criticism.

It's really hard to get anywhere
in life if you're just scared

of what everyone thinks about
you all the time.

And so if you're just scared of
what everyone thinks about you

all the time, and so if we're
going to be following up with

people and making phone calls
and doing this, it's like they

called you.

But a lot of us are afraid.

We're afraid of contrary.

Why don't we?

Why don't people talk about
raising prices?

Right, why don't we raise our
prices?

Here's why you don't raise your
prices because you're afraid of

the conflict that's going to
come from raising your prices.

That is why you're afraid, and
at the end of the day, if we're

going to get somewhere, we got
to stop giving a shit a little

bit and you got to develop the
swagger a little bit and be able

to do it.

Because here's the thing at the
end of the day, you have to

know in your heart of hearts
that you do good work and you're

helping people and that one
person that responds to your

email, that's calls you a bad
person because you're sending

them an email and you're going
to let that ruin your day and

you're going to let that start
stop you from emailing.

And I see it a lot.

Okay, don't let it happen.

It's one of my clients, john
Carlo, has a series of gyms in

Philadelphia.

Came to me also.

I think $8,000 a month is like
a magic number of people come to

me.

He's coming to me with $8,000 a
month.

He has now seven gyms in the
Philadelphia area.

He's doing like almost $200,000
a month in revenue combined

across the three.

Has done a phenomenal job with
follow-up.

They are laser focused on the
follow-up process.

They're very good gym owner
Okay.

And the last one is this get
loads of referrals.

I'm a little over.

Don't start leaving.

If you start leaving, it's
going to be like weird and it's

I'll be done soon.

But if you everyone starts
leaving it, then I get clammy

and like that's, my palms start
sweating and all that All right.

So last thing is just like how
to get more referrals.

I'm going to do this really
quickly.

Okay, if your client gets this
test message, their answer

controls the destiny of your
business.

Hey, my gym's doing this event
where I can bring a friend to

work out.

They've got me in the best
shape of my life.

Do you want to come with me?

Imagine your client gets that
text from a friend.

The answer determines the
destiny of your business.

This is what you want them to
say.

Thanks for the invite, but I'm
super happy at Gabriel Fitness

Enter your gym name.

Been awesome.

I've been there for a few years
.

Feel awesome.

It's like a second family for
me.

Keep up the great work, though.

If you ever want to come with
me to a workout at GFE, let me

know.

Totally turned it around and
tried to bring our friend.

That is the answer you want
your customers to give.

Is the answer you want your
customers to give.

You need to do work so good that
a customer is almost offended

to their friend that they have
another gym.

What?

Why would I ever even think
about going to another gym?

That is the level of service
that you need to provide for

your customers.

You need to provide for your
customers and that level of

service will drive a very steady
flow of referrals.

So you have to understand
referrals is all about one first

doing great work.

The reason why this business
perform better, gets so many

referrals is they just do damn
good work.

All right, referral insight one
people refer to elevate and

enhance their status.

It's also the biggest why
people don't refer.

People don't refer because of
risk, a risk to their status.

If people are not sending you
referrals, what they're telling

you is that me sending someone
to you and them having a bad

experience is a risk to me.

That is what they're saying,
and I had this happen the other

day where a friend asked me for
a chiropractor and he's like I

need a chiropractor, my back's
screwed.

I was like go see Slade's, my
chiropractor, and not and this

is a chiropractor, right, see
Slade's my chiropractor, and

this is a chiropractor, right.

Not for one hesitation did I
say.

Did I think twice about sending
them to Slade.

Go see Slade, he'll take care
of you.

Go see Slade, he'll take care
of you.

Zero hesitation, and that's
what you want from referrals.

Trust needs to be built for
that to happen.

That's the text messages that
follow after I send him to that.

But one of the reasons why
people are not referring because

the product is telling them
there's a possible risk and what

you want to do is take that
risk away.

Okay, referral insight two All
referrals happen from a

conversation.

So my wife started cooking with
HelloFresh.

It's terrible Garbage food, but
we're at our kitchen and we had

a couple over for dinner and
Vanessa's talking about

HelloFresh.

Oh, I'm making this HelloFresh
and they come with the little

spice packs and all of that and
the food's really good.

And she's like you think it's
good, vince?

I'm like, yeah, it's good, I
didn't like it, but it was like

low quality, the food wasn't hot
, it was like low quality meat

and stuff like that.

I didn't like it.

But text message when I signed
up and the text message is for a

free box of food, really.

And Vanessa's like, yeah, and
she sent it to me.

She sent her the text Right.

Then this is all happening in
front of my eyes.

I'm watching this.

I'm like stepping back.

I'm like, oh my God, referrals.

Oh my God.

This is incredible.

I can.

And what they did is they made
it easy for people to refer.

That is the secret to your
clients giving you more

referrals.

Some of you make it too hard.

Let me give you one really easy
strategy that you can give to

your customers to make it easy
to refer you ready, hey, if you

ever have anyone that you think
of that wants to train at the

gym, here's what I want you to
do.

This is my personal email, not
my work email, my personal email

.

Take this email and when you
think of that person that you

want to send to the gym, I want
you to introduce them to me on

the email and then CC the person
on the email with me.

So now it's the three of us on
the email and what I'll do is

I'll just respond to them and
then take it from there, and you

don't even have to do anything.

How easy was that for the
client?

All the client had to do was
send an email that was just like

hey, this is Vince.

He owns Gabriel Fitness.

I love it there.

You guys take it from here.

And I have transferred that
same philosophy to all of my

companies and that's how a lot
of the referrals that we get

come in through that very, one
simple thing of making it very

easy to refer.

Last one a very simple plan to
get more referrals is better

than a big, robust strategy to
get referrals.

You want a referral system that
you can put into your business.

That's easy.

I don't have the time because
I'm already over to go over it,

but if you want to take a
picture, that is my one page

referral system.

All on one page probably for a
gym.

Everything that you need to do
to be able to get referrals is

right.

Then and there, everyone got it
.

So the big takeaway is build a
system to get more referrals,

because referred clients pay
more, stay longer and refer more

.

This is one of my clients, tj
Lopez.

He is one of the best gym
owners in the country.

I was just at his gym the other
day in Long Island.

He was our SPF Gym Owner of the
Year Award.

His business is driven on
referrals.

He's in the Long Island area
and has done a phenomenal job of

implementing these
referral-based systems.

Okay, so we're at the end of our
time.

We're at the end of our
overtime.

You guys stayed seven extra
minutes.

I really appreciate you guys
staying that extra time and for

that I have a gift for you.

So I wrote two books.

I wrote 12 books, but two of
them I'm going to give to you

for free.

So all you need to do now is
take out your cell phone and

scan that QR code and that will
get you a copy of my marketing

book and a copy of my sales book
digital copies.

And yeah, it's not working, leo
.

Are you serious?

Dude?

You're in a shit of trouble.

You gotta be kidding me right
now, really.

Oh, my God, this is not, as I'm
about to throw a chair at this

man.

Okay, so we have a booth and
actually I saw that you can get

actually you can get four of my
books for.

So actually it's better.

If you go to the booth, you can
get four of my books, digital

copies, for free at the booth.

So it's actually better than
this.

But I apologize, but I have one
more thing for you guys.

One more thing On Saturday, was
any of this helpful?

On Saturday, if you own a
business and you want me to

personally help your business,
I'm buying you lunch and giving

you free money-making advice.

So my offer is and we have, I
believe, 24 spots for this

because we're just going to go
to lunch, I'm getting pizzas,

we're going to sit at the table
and I'm going to teach you how

to make more money and it's on
Saturday at 1215.

We're going to meet at my booth
.

Okay, we're going to meet at my
booth, and then we'll walk over

to the tables in the corner
there to that.

We have 24 spots.

I'm not buying pizza for 400
people.

Okay, we have 24 spots.

If you want a spot, it's first
come, first serve.

Scan.

Maybe this QR code works, maybe
, so scan.

If you want to come, I'm going
to buy you lunch and I'm going

to give you free money making
advice.

I can get a little deeper dive
in some of your individual

things, probably almost like a
hot seat type of deal or

whatever.

But if you want to come, just
scan that QR code.

And yeah, if you want to
connect with me, that's my email

.

Thank you, guys.