Fitness Business University Podcast

SPEAKER_04: What's up,
everybody?

You are about to listen to a
beefy two plus hour training

that I did for 100 plus gym
owners all over the world.

It was titled Fix the Sales at
Your Gym.

And we covered a lot.

We covered how to think about
sales, how to have a better

mindset around selling.

We talked about how to get your
leads to show up because that's

a big pain point.

We we talk about how to get more
of them to buy, right?

Because when they show up, we
got to get them to buy.

And we talked about charging the
right price.

And if you're not charging the
right price, what do you do?

And then finally, we talked
about how to get more referrals

because there's no better way to
make your customers more

valuable than to get them to
give you a referral.

We went deep dive, guys, at the
very end, right before we get to

QA, there's an opportunity to
get access to my Raise Your

Prices guide.

All you need to do is book a
call at the link in the show

notes to get access to that
guide.

I'll honor that for you guys
after the fact.

No worries.

Hope you enjoy this.

This might be one that you need
to watch or listen to a couple

times.

And I will say this this was a
video training that I did on

Zoom.

So we also put a link to the
YouTube in the show notes as

well.

So if you want to watch this on
YouTube, it's probably a better

opportunity to kind of see and
follow along with the notes that

I was providing.

So hope you enjoy the Fix the
Sales masterclass.

Peace.

What's up, everybody?

Leo, thank you for jumping in.

We're gonna get rolling.

I'd like to start on time.

It's 12:01 before I actually
share my training that I have

for you guys.

I'm really excited about this
one.

And I I'm actually shocked.

I'm guessing sales is an issue
because so a month ago I taught

fix the sales, or sorry, fix the
marketing masterclass.

And I always think like
marketing is going to be the

thing that gets people, you
know, in the door, right?

For you guys to show up to this.

But we have almost double the
amount of registrations for the

fix the sales master class as we
did for fix the marketing, which

is like shocking to me, but not
not so shocking because

honestly, like I just got done
with a run of two CEO mastermind

meetings.

And these are guys that are, you
know, they fly in to New Jersey

four times a year.

There's like 12 people in the
group.

These guys are there's two
groups.

One group is like, you know, a
group that's doing around, you

know, 50 to 100K a month.

The other group is, you know,
they're all over seven figures,

you know, scaling, open up
multiple gyms, right?

But but honestly, like show rate
is an issue, right?

Not for everybody, for a lot of
people.

Show rate's an issue, buy rate's
an issue, you know.

You got more people like price
objections and things like that.

You know, some of this is what's
going on in the world, right?

There's a lot of uncertainty in
the world right now, but but

some of it is can be can be
changed, some of it can be

helped and fixed.

And it's it's funny, I see a lot
of my guys, you know, on this

call that they're getting
enough.

I see Oliver, I see Johnny.

Johnny, guess what?

I'm going to be talking about
price today.

Yeah, believe it or not.

I see Steven.

Joe, I just spent four hours
with you yesterday.

You haven't you didn't get
enough.

Uh, we had a we do a monthly
what's called an SPF meetup

where you know people come to my
gym and we have a room in the

back of the gym and we just talk
shop for for a couple hours, and

Joe was there and did a great
job.

So guess you didn't get enough,
Joe.

Didn't get enough.

So good to have you.

SPEAKER_09: Back from Warp.

SPEAKER_04: Yeah, there you go.

Uh so if you could uh guys,
thanks so much for coming.

Again, this is a training, not a
webinar.

So I don't have PowerPoint
slides.

I have a big running Word
document.

It'll be somewhat clunky, and
I'm gonna be you know scrolling

through and highlighting things
and everything like that.

But I'm like, I'm a coach, I'm a
teacher, right?

I started just like you guys as
a trainer.

That's kind of the way I way I
roll.

So forgive the unpolished New
Jersey delivery of this of this

thing.

But I just I I love doing this
stuff.

I really enjoy it, and I and I
enjoy you know seeing that the

changes that you guys make to
your business.

So thanks for coming.

Uh, if you could just to get
warmed up, just type into the

chat.

I want to get used to the chat
for today.

Uh, just type the name of your
gym and the city and state.

City and state.

So name of your gym, city and
state.

This is to ensure that everyone
here is an English-speaking

person, so we are able to
communicate with each other back

and forth.

That's a joke.

You can laugh and smile at my
jokes, okay?

Yeah, so just put type that into
the chat.

Thank you very much.

See some good familiar faces, my
man Summit from Nomely, which

tends to help with some of this
follow-up stuff, whether you

believe it or not.

So, software is important.

I will not be talking about
software today.

I'm not even honestly, I don't I
have it, I have it nowhere in my

talk.

So if you want to talk software,
talk to Summit.

Uh, he can certainly help you
with that.

But it is important.

It is you know, it's funny how
I'm like now thinking to myself,

why the hell didn't I talk about
that a little bit more?

But it is actually a big piece
of your your follow-up system to

make sure it's organized enough.

Like the days of writing down
your leads on a post-it note are

need to go bye-bye.

As I did many times.

Okay, one more question, just to
make sure you guys are still

with me.

Go ahead and write down or type
into the chat your biggest

challenge with sales.

What is your biggest challenge
with sales?

Is it you're not charging enough
money?

Is it you know you can't get the
leads to show up?

Is it you Leo?

You may need to look at this
meeting capacity issue.

We looks like we have a meeting
capacity issue, Leo.

So you better fix that quick.

We haven't had that before.

So I guess that's a good
problem, right?

SPEAKER_09: Where are you seeing
that?

SPEAKER_04: A message just came
up.

It says meeting capacity is
almost full.

I guess Zoom wants more money
out of me.

SPEAKER_09: Probably, yes.

Let me go into your counterpart.

SPEAKER_04: I see I figured it
out.

Uh thank you, Leo.

Good to have minions here to do
your work for you.

Right.

And Leo the Minion, thank you.

He's actually not a minion, he's
actually a pretty good

salesperson himself.

I've learned a lot about sales
from Leo, and good that he's on

our squad.

All right, so quality leads.

Uh, we'll talk about that as
well.

Qual quality leads, yeah.

We price objections, okay,
consistent lead flow.

Well, if you want consistent
lead flow, the big one is to go

watch the Fix the Marketing
masterclass as well.

Okay, cool.

Before we start, a lot of I just
want a disclaimer of like where

I teach from.

There's there's a lot of
consultants out there that teach

this type of stuff.

And I basically get my
information from two things, two

places.

The the first place is is I have
run my own gym since 2008.

Okay.

So a lot of what I have seen and
teach and have learned comes

from on the other side of that
wall is a gym that trains real

people, that employs real
trainers, that is a real

business in a real community.

Okay.

And I think there's a lot of you
know, kids out there that are

hiding behind you know keyboards
and hanging out in their mama's

basement that never actually
owned a gym that are teaching a

lot of stuff to you guys about
how to, you know, win at your

gym.

Okay, and that's not where
that's not me, that's not where

I come from.

A lot of what I teach comes from
what's happening in my own

business.

Literally, this morning, I'm on
the phone with the guy that runs

my gym, and we're talking about
this stuff.

So I'm running a business just
as I am teaching this.

On the flip side, as I mentioned
earlier, I have the privilege of

we have 139 members in our
mastermind group.

Many of you are on this call.

Thank you for coming.

A lot of it, the learn the lot
of the stuff I learned comes

from what those guys are doing.

Right?

You know, some of the people in
the group have been in the

group.

I see Oliver down there in the
bottom.

Oliver has been in the group
since 2018.

So I've got to see Oliver grow
from uh, you know, a one-man

show doing one-on-one trading
in-home to now he's got this,

you know, unbelievable,
incredible company that's

supporting you know his family.

So I've been able to see people
grow along the way.

And that's why if you look at a
lot of my testimonials, a lot of

my testimonials are not I helped
him get you know 344 leads in

three days.

A lot of the testimonials is I
took my business from below

$10,000 a month to over$60,000 a
month.

Right.

So there's there's many of those
cases, and that's uh so that's

where I'm teaching from.

And along the way, that stuff
that I learned based on my own

gym and based on my customers
and the clients and the

mastermind, I tend to record a
lot of that stuff in books.

Okay.

And so this is my book, The
Ultimate Guide to Sales for Your

Gym.

There's a lot in here that I
won't cover on this masterclass

just due to time, but there's a
lot in here that is really

relative and you know helpful
for you guys.

For coming today, I'd like to
give you a free copy of this

book.

So, Leo, if you could just put
the link into the chat, you can

get a copy of this book that
will reinforce a lot of what

I'll be teaching today.

Okay, so while I this that's
also a distraction for me to be

clunky with my training that I'm
about to bring up.

So while you're getting the
book, I'll get my slides ready.

Or no slides, just my training.

Alright, so just give me one
sec.

SPEAKER_02: Okay.

SPEAKER_04: Actually, one
second.

I just want to do that real
quick.

If you guys could do me a huge
favor, could everyone put your

screen on?

Even if you don't have your
screen off, if you could just

put your screen on for a second.

We just want to get a good
picture with everybody.

Everyone wave high.

Everyone wave high.

Good, thank you.

Thank you.

Appreciate you guys.

Cool screenshot.

Send out some FOMO.

Send out some FOMO for you guys.

Actually, if you want a little
tip, I've been using one picture

in a lot of my emails, and it's
been helping a lot.

So I tend to, a lot of my emails
have been very copy-based for a

long time, but I've started to
add a picture in a lot of my

emails, which tends to help, and
I usually put a caption

underneath.

So one of the things I'll do is
I'll, you know, when I you know

send out you know emails about
this masterclass, I'll use that

picture uh of you guys as well.

All right, so let me reshare my
screen.

Okay.

All right, so last time when I
started the uh just real quick,

sorry, one more thing.

Joe, Kevin, Steve Holland, Leo,
can you guys see my screen?

Perfect.

Thank you.

Okay, cool.

So I I started this uh the
training with a with an apology,

right?

And yeah, and and the apology
from the master, the fix this

the marketing masterclass was
was essentially I don't have

like a quick fix for you, right?

There's work that actually needs
to be done in order to be

successful in marketing, and
there's work that needs to be

done, you know, in order to be
successful in sales.

So my my second apology is I
don't have this magic bullet or

this magic thing that to promise
you the world.

I'm going to essentially tell
you that getting good at sales

is somewhat of a skill set.

It's somewhat of a learned
skill, just like leadership,

just like marketing.

And essentially, most business
owners, like trainers like you

and me, that started this thing,
we didn't start as you know,

skilled salespeople.

We had to learn how to sell
along the way.

But it's something that we're
gonna have to learn because a

business is broken down into
four categories.

I said this last time.

There's the marketing category,
the sales category, the

operations, and finance.

Okay, marketing generates the
leads, sales converts the leads

into paying members, operations
hopefully does it deliver a

great experience that keeps
people for the long haul.

And then finance makes sure that
we're doing it profitably.

Okay.

Now, with the marketing, there's
a lot of times people are

getting lots of leads.

And when you get lots of leads,
what it can feel like is you

know, you get this dopamine
release that you're getting lots

of leads, but you really can't
cash leads.

You really need the sales job to
be able to collect money.

If we don't do this right, we
don't make money.

So even if you get the marketing
right and you're generating lots

of leads, that does not mean
that you're going to do a good

job in terms of growing your
company.

So this is a really, really
important piece of the whole

puzzle.

Okay.

So why is it broken, Rick?

Why is sales broken in in so
many gyms?

Why are there so many people
that registered for this

training and so many people that
have actually showed up?

It's mind-boggling to me.

Okay.

And it's kind of what I just
said.

There's a lot of stuff on lead
generation.

There's a lot of stuff on guys
like me telling you how to

market your gym.

But as I said, you can't deposit
leads into your bank account.

We have to learn this and do
this better.

The second one is this we're
genuinely really nice people and

we want to help people.

All right.

I got into this as you know, a
trainer that fell in love with

helping people.

I fell in love with changing
people's lives.

Okay.

And a lot of times we're nice.

Okay, we're good spirited, we're
good hearted.

And sometimes we do dumb things
like end up not charging enough

money or giving people discounts
or giving people stuff for free.

We're nice-hearted people, so we
tend to do things that don't

bode well in creating a good,
profitable company.

Okay.

Number three, there's a massive
amount of winging it going on

right now.

A massive amount of winging it.

There's a lot of people that are
showing up, they're showing up

to sales calls, they're showing
up to consultations, and they

are winging it.

There's a different question set
that they're asking each time.

There's no uniformity to what
they're doing, and it is the

most important job in the
business, and you cannot show up

unscripted.

And the good news today is I'm
going to give you some scripts

that you can follow to be able
to show up and not wing it.

I think back to when I was first
doing this, like I had no idea

of any type of systems or any
type of processes that I was

using in a sales perspective.

Okay.

And I imagine there's a lot of
people in here doing that as

well.

I think too many owners try to
delegate sales to their best

trainer, and they end up taking
their best coach off the floor

in exchange for a lousy
salesperson.

Don't do that.

That is a bad idea.

Some people are meant to be good
coaches and good trainers.

Okay.

One of the most valuable things
that your business could have is

a really, really good trainer
that shows up and grinds 35

hours a week and they don't do
anything else.

They don't post on social media.

They don't, you know, do any
sales consultations, they don't

do anything else.

That's all they do.

And I think sometimes we try to
force them to, we have a good

trainer and we force them into
these different positions.

And a lot of it is we don't want
to do the work, or we don't feel

confident that we can do the job
and we're trying to find someone

else to do it.

I'm going to tell you right now,
you need to learn how to sell,

and you need to learn how to
sell really, really well.

Okay.

And the last one is nobody's
tracking what's actually

working.

We're doing a very, very poor
job of tracking what's actually

working.

We had someone, I talked about
this meetup that I did

yesterday, and someone came to
me and says, I feel like we have

a sales problem.

And I just said, All right,
well, tell me about your sales

problem.

And they told me all about how
they feel and nothing about

reality.

There was no numbers and no data
that was telling them why they

should feel that way.

And so you can't feel like you
have low sales.

You have to know which data
points are off track, and we'll

talk about some of those today.

Uh, a few key points to
remember.

One, the number one sales, the
one number one job of the owner,

okay, of any business owner is
to be able to stimulate sales

when it's needed.

If your sales are down, that is
your job.

Okay, that's from the book Ready
Fire Aim.

Well, front and center, one of
the most famous marketing books

and sales books ever read, ever
written.

The number one job of the owner
is to be able to stimulate sales

when it's needed.

You need to step in and be able
to do this job.

Okay.

And glad you're learning the
skill sets for being here today.

Number two is a business owner
should spend two to three hours

per day growing their business,
doing sales and marketing work.

Okay.

So that's from the ultimate
sales machine.

Okay.

I can't remember the author of
that book.

Okay.

But hey, if you start spending
two to three hours a day growing

your company, sales activities
and marketing activities, and

you do that every day, you're
going to do really, really well.

I I'll tell you, I always tell
the story.

Okay.

Uh Leo, it's coming up again.

You can only host 99
participants.

It they gets locking people out.

SPEAKER_09: So I'm it'll I think
the only way to do it might be

to restart, so we can't do that.

So it might be if you were in a
webinar, it would have been

fine.

You're at 500 because it's a
regular meeting, it's locking

you at 100.

SPEAKER_04: All right.

Well, they're they're screwed
then.

Sorry, guys.

You come through in, they're
out.

Uh we'll we'll have to send them
the replay.

Okay, cool.

Uh, so business ownership that
this is like understand that

sometimes the solution is this.

You ready for this?

Sometimes the solution is spend
more time on sales and

marketing.

That is it.

There's many, many times where
literally there's not anything

tactically you're doing wrong.

It's just you're not spending
enough time on it.

And so if you're spending 30
minutes a day or 20 minutes a

day, it's likely that it's not
enough to do the job that you

need to do.

So if I were you and you were
owning this business and I

wanted to grow it, I would make
sure on my calendar there's two

to three hours per day of
growing your company.

Okay.

All right.

So here's what we're gonna get
into today.

Fixing the sales comes down to
five things.

One is understanding the mindset
about selling, two is getting

the leads, the dang leads to
show up.

Three, we're gonna sell
memberships.

Okay, four, we're gonna talk
about price, and five, we're

gonna talk about getting your
members to buy and refer more.

Those are the five pieces that
we're gonna tackle today to get

you some sales.

Okay.

All right, so do me a favor,
just type into the chat how you

feeling.

You ready to rock and roll?

You ready for me to get into
this sales mindset work?

Type into the chat.

Let me know you're out there.

Let me see here from you.

How are we feeling?

How are things going?

Ready, ready?

Okay, cool.

Ready to go.

Good job.

This is your test in the chat.

Okay, awesome.

Good job.

Thank you guys, and thank you
for uh everyone that typed into

the chat.

Appreciate you guys.

Ready to participate.

Got it.

Flex right there.

Okay.

So let's talk about the sales
mindset, why you need to get

good at sales.

The first reason is this it is
guaranteed that you will lose

clients.

It's a guarantee.

You could make your gym free.

Okay.

You could make your gym free and
you would still lose customers.

Okay.

There is no guarantee that
you'll get new customers.

So you gotta understand that.

That we're guaranteed to have a
little bit of a leak in our

bucket, but it is not a
guarantee that we're gonna get

new ones, and we got to do that
work.

And that's why we need to do
marketing and do sales on a

very, very regular basis because
it's guaranteed that we are

gonna lose people.

Okay.

Number two is people like legit
need your help.

Like, I think about what we do,
and I think about this job and

and owning a gym for a living.

And I I have a lot of gratitude
for what we do.

We we there are people whose
lives are are are 10 times

better than they would be
without us.

Ten times.

There are people who are alive
today because of you, and they

probably maybe wouldn't be alive
because of it.

And so I think that you gotta
understand is that you guys do

really important work.

It's really, really important
work that you're actually doing.

And sometimes we allow our own
limitations to get in the way of

this.

But understand this people need
your help.

And it is your duty to get
better at selling them a gym

membership.

It is your duty to do that.

Okay.

And the last one is this is if
we don't get good at sales,

we're not gonna make money.

Okay, and at the end of the day,
like I don't know if like you

started your business as a
nonprofit.

I didn't.

I started my gym to feed my
family, like I think many of you

are doing as well.

And here's the reality if you're
not secure financially, your

staff is not going to be secure
financially either.

And so we kind of owe it to our
ourselves, we owe it to our

staffs, we owe it to our
families to maybe get around

some of the uncomfortable issues
that people have with with

society.

Selling.

Okay.

So that's the first thing is
like this is why you really need

to get good at this stuff.

Okay.

So let's talk about then what
stands in the way.

Okay.

What stands in the way of a
sale?

So I in December of 2020, I
moved into my new house.

And my new house is kind of up
on a hill, and the driveway is

pretty steep.

And there was one, it was like a
it was a winter day and it was

pretty icy.

And I was walking down to take
the garbage out.

And legit, I walked down the
driveway and I slipped on the

driveway.

And I'm telling you, my feet
like went up in the air and I

fell on my back.

And now I played Division I
football, right?

I played for Temple University.

I've been hit in the head many
times.

I never felt anything like this
before.

Like I was concussed beyond
concussed.

And I will tell you this.

Every time I walk down my
driveway, even if it's bone dry,

I remember that moment.

I remember that time that I
slipped.

And I walk down my driveway a
little bit gingerly.

And so that's one of the most
important things about sales

that you need to understand is
that people are coming to your

gym, whether it's a call,
whether it's a consultation,

they are coming to your gym with
all of their past failures, all

of their mistakes that they've
made, all of the times that they

tried and failed, they're
bringing that with them.

They're bringing that to the
phone, they're bringing that to

the consultation room, they're
bringing that to the trial

membership.

And understand this if we do not
show up in a different way than

a lot of those other people that
have worked with them in the

past, we are going to start
looking just like the rest of

them.

And so this is one of the most
important things that you could

ever remember is people want to
buy, but people are afraid to

buy.

And they are afraid to buy
because of all the mistakes and

all the things that they've made
in the past.

And that comes with resistance.

So if you've ever wondered why
someone no shows on a console,

if you've ever wondered why
someone says, I'm not sure I can

do this yet, it is because of
all those past mistakes that

they're bringing with them to
your room.

And your job is to show up in a
very, very different way.

Okay.

And we can do that through these
three things the ABCs of

selling.

It's a great, great book that
written by Dan Pink.

It's called The New ABCs of
Selling.

And it's called Attunement,
Buoyancy and Clarity, right?

And so attunement is do you see
things through the eyes of your

prospect?

Are you trying to force feed
them a membership at your gym?

Or are you actually seeing a
person that needs help?

Okay.

The B is buoyancy, your ability
to stay afloat amongst an ocean

of rejection.

Well, this is all right.

If someone says no, can I pop
back up and ask the next person?

And if you're not willing to do
that in a sales situation,

you're gonna have a lot of
trouble.

Okay.

And the last one is clarity,
right?

The ability to help your
prospects see the situation in a

new way so they understand their
problem better than they did

when they walked in.

Right.

And this is can you explain what
you need to do clearly?

Can you explain their problem
back to them clearly?

And are they actually leaving
with a better understanding of

their situation and how it can
be approved, or are they leaving

more confused than they ever
have?

Okay.

So the way we overcome some of
the fear, right?

The people that are afraid to
buy is to have those three ABCs

of selling in mind.

And the last part of the sales
mindset is this.

Okay, the last part is the
selling of the sales mindset is

to sell with your lifetime value
of your customer in mind, not

your monthly rate.

Okay, because look at the
difference.

Let's say your monthly rate is
$200,$300, whatever it is,

right?

You are showing up trying to
sell a$300 membership.

Let me shift that for you.

Okay.

So I want to show you a formula
on how to get your lifetime

customer value.

Okay, and the formula is you
take your average membership,

okay?

And that's actually what people
are paying.

So let's say you have 100
customers and you're doing 10

grand a month.

Okay, so your average membership
is$100 a month.

Okay, and let's say you have an
average churn rate of 3%.

You would take 100 and you
divide that by 3%.

And that would be your lifetime
customer value.

Okay, so in exam, in this
example, it's four, I used mine

at Gabriel Fitness, right?

So we have a$427 lifetime at
monthly average, okay, and we

have a 3% churn rate.

Okay.

And that's so our lifetime
customer value is$14,233.

So when I sit in a meeting with
somebody, I'm not selling$427

membership.

I'm selling a$14,000,$233
membership.

We show up differently for that
sale.

We show up differently for that
sale.

That sale means more.

It means more to you, it means
more to the business, it means

more to the staff, it means more
to everybody.

When we start showing up with
lifetime customer value in mind,

so I talked about this a lot on
the marketing training.

All right, but it's also really,
really important to learn and

understand from the sales
perspective as well, is we are

selling with lifetime customer
value in mind.

And we treat each case very,
very differently.

All right, you're not going to
quit as early on a sale when

you're trying to chase a$14,000
bill versus a$427 bill.

Okay.

So all of that is to help kind
of get your mind right about

sales, right?

We're not going to this is this
is there's a lot of people out

there that that that kill
themselves in the sales process.

Okay.

And it has to do with their own
minds.

So hopefully some of these
things help.

Okay.

So that's that's part number
one.

Okay, part number two.

How do we get the dang leads to
show up?

Okay.

So let's get into it because I
know this is a usually a big

issue.

Understand this.

The big thing you're trying to
do.

Okay.

And I don't know, and I I I kind
of will use a consultation for

my business, right?

So we we the first step for
anyone is hey, we we bring them

through one-hour consultation.

That's kind of what we do.

Some of you might do a trial
membership.

It doesn't necessarily matter.

I think what you're trying to do
is just you're trying to say

what's the next step.

They go from lead, and your job
is to contact them to get them

to move to the next step.

Some of you use a free session,
some of you use a free trial,

some of you use a consultation.

Whatever you use, just
understand that this doesn't

change the process.

Okay.

So the big thing you're trying
to do is book an appointment for

your next step.

That's an important shift.

It's an important thing to know,
right?

Because we're not trying to sell
a membership on this call.

We're not trying to sell a
membership on this text.

All we're trying to do is get
them to move to the next step.

And so show up, the it's very,
it's it's very different.

It's very conversational.

It's very like, hey, matter of
fact, it's very like, hey, we're

just trying to get you moving to
the next step versus trying to

have the pressure of making a
sale.

You're not trying to make a sale
in this parse, you're trying to

just move them to the next step.

Okay, the two problems to kill
show rate.

One is your leads don't pick up
the phone after they opt in.

And two, your leads book a
consult and ghost you before it

even happens.

Right.

Some of you are probably seeing
that and you know having that

issue.

So let me share something that I
think is gonna be really helpful

for you to know.

There was some data pulled from
this company called the Data

Handling Inquirer Service,
right?

And essentially what they did is
they took all of these different

leads, all these different
companies, and it wasn't like

gyms or anything like that.

It was all these different you
know businesses.

And they essentially came to the
conclusion that when someone

opts in for something, roughly
about 50% of the people will

buy.

Okay.

Which means 50% of the people
will will not buy.

Okay.

Now, of the 15 50% that buy,
only 15% will buy in the first

100 days, leaving 85% to buy
over the next 100 weeks.

So I I want let that marinate
for a second.

And let that all of a sudden
just be like, hey, there could

be a reason why that when a lot
of people are opting in for

things that they are not buying
right away and not coming in

right away, the research tells
us that only 15% are gonna do

that.

And so this begs the question
two things.

One, it's managing your
expectations on how many you

know people you're gonna
convert, right?

In terms of you know how many
leads you're gonna get.

But the second thing is that
what is your process for

following up with these people
long term?

What are you doing over the next
100 weeks to get them to

actually show up?

And that is a big shift.

And so we need a process for the
first 15%.

But we also need a process for
the next 85% because that's a

much more different process than
the first 100 days.

Okay.

Now, I'm not gonna show you a
process for the next 100 weeks

because that's kind of a
different, that's could be a

whole different ball game in and
of itself.

Today, I'm really just focusing
on all right, how do we maximize

that 15%?

Right?

Because that 15% are the people
that are gonna give you money

right away.

The 85% are not gonna give you
money right away.

They they go into what's called
a future bank.

Okay, they're important, but I
know you guys showed up to this

training to to want to make
money, you know, right now.

Okay.

So there's really three more the
three very, very important

pieces to this follow-up system
that's going to get people on

the phone or even just get
people to answer, even a text

message or anything like that.

Okay, here's the first piece
that's really important.

The first piece that really is
important is speed.

We got to do it fast.

If we don't do it fast, there's
a really good chance that we're

gonna lose them.

Okay.

So I was on my front porch
looking at solar panels.

My neighbor had solar panels.

And I was like, man, my
neighbor's a pretty smart guy.

Maybe I'll check it out.

So I opt in to get information
about solar panels.

I didn't get any contact for
three days.

Nothing.

And in three days, it had kind
of gone in my ear and out.

I was just like, I'm done with
it.

I thought about it, and I bet
you if they followed up with me,

like literally that minute, I
would have solar panels on my

roof right now.

But they waited and they waited
too long, and I was kind of

moving on to the next thing.

I was done with it.

This is a real like, understand
a really important point.

People are interested today and
disinterested in the next hour.

That is a really, really
understood.

That's human behavior.

People are interested today and
disinterested in the next hour.

Okay.

And so when someone opts into
your website, understand that

they are the most interested
that they will ever be.

Okay.

So 85% of the next one.

So the second piece is sequence,
right?

And this is the order in which
you follow up with people, okay?

And that is text, that is call,
that is voicemail, and that's

email.

In that order.

Okay.

A text message is going to be
your best bet to get somebody on

the phone.

Okay.

A call is going to be next best,
a voicemail is going to be best

after that, an email.

So we're running through this
sequence.

But the key is that you're not
just trying one channel.

I know I have some people that
literally they don't answer any

messages from me via email, and
then I send them a message on

Instagram and they get back to
me right away.

So you got to understand that
people are using different

channels to be able to move
forward with this.

And the last one is the last one
is persistence.

Okay.

Persistence basically seven to
12 times before you move them

over.

Okay?

Understand this.

Seven to twelve times before you
you move them over.

We gotta have buoyancy, guys.

We gotta have buoyancy.

I think it's a really, really
important piece uh of all of it.

Okay, now here's what I'm gonna
do.

I'm gonna give you, because I
really want to make sure we

maximize two things.

One, I want to maximize the QA,
okay, of this, because we're

gonna do QA at the end.

And then the second thing is I
want you to be able to, you

know, take take notes on this
graph right here so you can get

a picture of it.

So what I want you to do is I'm
gonna give you guys two minutes,

okay?

Two minutes.

And based on what I've discussed
so far, based on what I've

discussed so far, I want you to
write down one question you have

about with the challenges you
have in sales.

And what this is gonna do is
this is gonna help us frame the

QA part.

Okay.

And I want us to show it to the
QA with really good questions

because sometimes the game
changer in this whole process is

the QA.

Okay?

So silence for two minutes.

Everyone's gonna write down one
question, and then I'll be back

in two minutes.

SPEAKER_02: Okay, so hopefully
you got your question.

SPEAKER_04: And what I really
want you to do is understand

that this this picture right
here, this is not necessarily,

you know, the exact most perfect
follow-up system.

Right?

It is a follow-up system, and so
just understand that I don't

know if anyone has a better one
than this, but at the end of the

day, what you good should do is
have something like this.

You can take this one and swipe
it and use it, but you want to

kind of have a script for the
first kind of ther roughly 30

days of what happens when a lead
comes in.

Okay.

I think this is a good one.

I think you could take a picture
of this and use it, but at the

end of the day, I don't know if
there's someone that has this

perfect foolproof thing that's
gonna work better than anything

else.

This one tends to work well for
us.

Hey, could I ask uh whoever uh
Leo, someone's unmuted, and I'm

just hearing a lot of background
noise.

If you could just have them mute
themselves, guys, if you could

just everyone mute, that that's
helpful.

Thank you.

Okay, so let's talk about the
pre-framing process that stops

the no-shows.

Okay, pre-framing process that
stops the no-shows.

This is this is how to book a
consultation that people

wouldn't dare not show up to,
right?

And I there's a lot of mistakes
being made when people are

booking a consultation.

A lot.

Okay.

And so the first mistake I see
is people not controlling the

conversation.

That's kind of the first mistake
I made.

And this is called setting the
agenda, right?

Setting the agenda.

When all of a sudden you get on
the phone with somebody and all

they're like, well, how much
does it cost?

Well, well, what time are your
classes?

Well, do you guys have
kettlebells there or are your

trainer certified?

And you all of a sudden get
bombarded by that, it means that

you have not controlled the
conversation.

And so what you want to do is
you want to start from the very,

very start.

You want to push that, all that
stuff uh uh aside and really

focus on making sure that you
control the conversation.

Okay.

And you do that through setting
the agenda.

Okay.

You do that through setting the
agenda.

And essentially what setting the
agenda is, is basically you

saying something along the lines
of awesome, so glad you're here.

Here's how these conversations
tend to go.

What I'm gonna do first is I'm
gonna ask you a couple of

different questions about what
you're looking to accomplish and

what you've done in the past and
things like that.

And then I'll tell you a little
bit about what we do, and then

at the end, I'll answer some
questions for you.

Is that cool?

Cool.

All right, so just that little
bit right there, all that does

is it sets the frame for I'm not
gonna ask them, well, how much

does it cost?

Right.

And if all of a sudden they
bombard you and they say

something along the go, well,
you know, I don't care about

your agenda, I just want to know
what the cost is.

You know what I would say?

Honestly, you know what I would
say?

You know what?

I I really don't think that
we're fit to work together.

And I would get off the phone.

I honestly would.

Right?

I honestly really would.

Like if someone literally can't
follow that that process,

they're not gonna be a good
customer for you.

Okay.

So you gotta set the control,
you gotta set the tone and

ensure that you are controlling
the conversation.

And it's not that, but I'm gonna
say this later.

I want you to write this down.

You ready for this?

People are begging to be led.

They want this, they want
control, they want certainty in

their lives.

Okay, and when you show up and
you're a little wishy-washy and

you're like kind of all over the
place, you're not giving that to

them.

Okay.

One of the things, like when I
show up on a mastermind call or

I show up on one of these calls,
like I am certain in what I'm

teaching.

I'm very, very certain that what
I'm teaching you, if you

implement a lot of this stuff,
it will help you grow your

business.

I am 100% certain.

Right?

But if I came in and I was just
like, eh, you could do a little

this and that, and I'm not
really sure if this works, if

that works, like you're not
gonna believe that.

You want a leader that is
certain and you need to be that

leader for them, and especially
in a sales situation.

People are begging to be led.

Okay, so that's how you set the
tone.

The second piece is you need to
ask the right questions.

Like, legit sales is all about
asking questions.

There's not there's not a lot of
skill to it.

It's honestly if you can just be
a good question asker, you're

probably gonna be pretty good at
sales.

Okay, so here are cute opener
questions.

I love this question.

Ready?

Who introduced you to us?

What is that saying?

Who introduced you to us is
telling that most of the people

that come to us are from
referral.

Now, even if they auth it into
your website or even if they

authentic something else, what
you're framing it as is who

introduced you to us because
most of our customers come via

way of referral.

Because people are talking about
our business and people are

there, right?

So that, and then they may say,
all right, well, I saw it on the

website.

Oh, I heard about your friend.

Okay.

But a rapport in the beginning
is going to be really good.

If you can get another person
that you're talking about,

that's a rapport builder right
away.

And they might say, Oh, well, I
heard it through the website,

but I think I have a friend that
works there.

Her name's Janet.

Like, oh, Janet?

Yeah.

Boom.

And then you have a common
ground that you guys can both

stand on.

So the question who introduced
you to us is a great way to kind

of start building the rapport
and get things on the right

foot.

Okay.

You could now I'm not saying,
and and don't I'm I want you to

pay attention more to the frame
of this than the actual

questions.

Don't go down the list and be
like, all right, who introduced

you to us?

What prompted you to reach out
to this day?

Tell me what you're looking to
accomplish.

I want you to understand the
frame.

Okay.

And the frame is there's going
to be some openers that we're

going to ask to kind of get the
conversation rolling.

Okay.

The next piece is we want to try
and understand where they're

coming from.

Remember, I talked about we want
to understand, we want to

attunement.

We want to see things through
through their eyes.

So tell me what you're, I love
this question.

Tell me what you're looking to
accomplish.

Okay.

And very, very open-ended
questions.

Can you walk me through what
you're currently doing about the

problem?

Right?

What are you currently doing?

They want to lose X pounds.

Like, tell me what you're
currently doing about it.

So the next piece is you start
asking questions to help

understand where they're at,
what they're going through.

Are they a qualified customer?

Right.

Because we're kind of pre
qualifying them at the same

time.

That's kind of what we're doing
in understand the situation.

Okay.

Number three is we want to find
the pain.

We do want to find the pain.

Now we're going to do this much
more in the next phase.

Okay.

But we still want to kind of,
you know.

Figure out what the struggle is.

Okay.

And what is it?

And so this is the best question
for this is like, what have you

tried to fix this before and
what happened?

Because now what you're going to
do is you're going to have them

bring up a lot of the stuff that
didn't work.

I tried this and I tried that
and I tried this and I tried

that.

And your job is to show up
differently than all those

things, right?

And you're not there to say
anything like, oh, well, you

know, that person sucks at what
they do and blah, blah, blah,

blah.

But you're just essentially
asking the right questions to

help prompt and bring out the
pain.

Okay.

Then this is really, really
important.

You got to tell them what
happens next.

Okay.

You don't need to go into a big
diatribe about your program.

Okay.

You don't need to talk about
your ratio of we trained people

in small groups from one to six
ratio and we use kettlebells and

we use this and that.

You are losing people.

Okay.

Well, the next step is, you
know, we have you come in and

I'll show you around the gym.

We'll sit down, you know, and
we'll have I'll ask you some

questions a little bit more, get
a little deeper into what you're

looking to accomplish.

I'll show you kind of the
different options that that

we've got, and then we can make
a decision from there.

Right?

So you're just basically telling
them the next step in the

process.

You're not hard selling them on
now.

There are some people that sell
on the phone.

That would be different, right?

That would be a different, but
assuming that a majority of you

are not selling on the phone,
the majority of you are booking

appointments to come in for a
free trial class or whatever

that is.

Okay.

So you got to tell them cleanly
and clearly what happens next.

Okay.

And then last thing is offer two
specific times.

Okay.

So it's like, hey, I got Monday
at eight, and I got, you know,

Monday at nine, whatever it is.

Give them two options which one
works better for you.

Simple stuff.

You guys do that.

Okay.

Last thing, and this is really
what is helps with the show

rate.

Two, we are going to send them
emails and text after they book.

Right?

So whether you book them through
text or whether you book them

through there, we do want to
send stuff, and I'll show you

what those are.

But the second thing is here's
the magic question.

If something comes up and you
need to reschedule, don't say

cancel, research reschedule,
will you please let us know?

And so what you're doing, that's
called commitment and

consistency.

Okay, and that's from Dr.

Robert Cialdini.

Okay, it's one of the most
powerful laws of pollution.

You are getting their commitment
that if they do need to

reschedule, that they will this
helps prevent a massive amount

of no show, no call.

Many of you are all of a sudden
people are ghosting you.

And they're ghosting you, most
of the time they're ghosting you

is because the conversation
didn't go well.

unknown: Right?

SPEAKER_04: They're ghosting you
because that, but here we can

get their commitment, right?

People do not want to commit to
something and then not fulfill

that commitment.

It's like everything against
their being.

So this question allows it to
frame it in a way that they're

committing to it and they're
gonna let us know if they do.

Because if it here that happens
a lot, right?

It's like it's not uncommon for
someone to reschedule, but

that's what we want.

We want them to reschedule and
come at a different time.

That's fine.

Okay, what we don't want to do
is ghost us.

Okay, and there's many other
forms of this, there's many

other ways we can do this.

There's ways in the show
sequence that we could do, but

that's just a really powerful
question that is uh helpful for

you.

Okay, so now what do we send
them after you book?

So you book the appointment with
them.

What do you send them after?

This is crucial, guys.

This is crucial.

Okay, the first thing is okay,
what did I say in the very

beginning?

The number one reason that
people don't buy is people are

afraid.

Okay, what makes people afraid
the most?

Uncertainty.

Okay, uncertainty is what makes
people the most afraid, not

knowing.

Okay, what do people want most
in this world?

They want certainty.

They want to know.

And so your first confirmation,
isn't this, and this is this

bothers me.

I think a lot of gyms do this,
and you send them like the stock

confirmation email from Mind
Body that says, You have an

appointment booked at this time
with this gym, with this

trainer.

And it's like it looks like
you're getting a message from

your doctor's office.

You do not want to show up like
your doctor's office.

You want to show up like a human
being and a real person.

Okay?

And so this email that they get
immediately should be the

purpose of it is to decrease
uncertainty and give them

certainty about exactly what's
going to happen.

Exactly what's going to happen.

Because here's the thing I will
tell you this.

So I my son is he's a he's 10
years old and he's been doing

Brazilian jujitsu for I think
six years now.

Okay.

And he's 10.

He's a yellow, he's a yellow
boat.

He's really he's pretty good.

Okay.

Now I tried Brazilian Jiu Jitsu
for one for like six months.

And the first time I went, I was
like, I didn't know what was

going to happen.

I don't know if I was going to
get my arm broken.

I don't know like if I was going
to get choked out.

And like it was very, very scary
walking into that environment.

And I'm again, I'm an athlete.

Like I know I've been around
this stuff before, but that was

a very, very uncertain thing for
me.

And ideally, what should have
happened is I should have gotten

some email that's going to tell
me what is going to happen.

Or a phone call that would tell
me what's going to happen.

And understand that a lot of the
people that have never worked

out before and have never been
in a gym before, you guys take

it for granted.

You live in the gym, you grew up
in the gym.

They haven't.

That's scary to them.

And so this email helps decrease
the amount of uncertainty that

they have.

The second piece is, and I
really suggest you do this.

Many of you won't, okay, is to
pull up your phone and talk to

your phone and send them a video
message.

Right.

And the video message could be
something along the lines of,

hey DeAndra, it was so great
meeting you today.

Super excited to meet with you
on Friday.

I loved our conversation, and
I'm really looking forward to

helping you, you know, in the
next in the next chapter, right?

Whatever, whatever.

You guys know what to say.

Okay.

But getting a video text message
that's just like that from a

real human being and a real
person, that's way better than

the doctor's office confirmation
text message that you have an

appointment at this day.

Okay.

So that's the second thing.

Uh the third thing you do is
what's called a represent

reciprocity email.

Okay.

And this is basically where
you're giving them something,

some type of a gift, right?

If you have a free report, if
you have a book that you've

written, whatever you want to
give them, some type of email

that basically gives them a gift
for showing up.

And then the last piece is the
social proof email.

And this is an email that shows
all of the social proof that you

have at your gym.

Okay.

So send them a link to your
website that's got your

testimonials and stuff like
that.

It's like, hey, we're looking
forward to meeting with you.

Here's a quick link of all the
different stories and success

stories of some of our members.

Right.

So what you're doing is you're
hitting all the boxes of

persuasion in between when they
book and in between when they

show up.

And we're lacing all this
together to increase the

likelihood that they actually
show.

Okay.

Now, what are we looking for?

Believe it or not, that's
winning.

I know, I know, I know.

Believe it or not, that's
winning.

If we can get 20 to 30 percent
of the leads that we get to show

up for a consultation or show up
for a trial, we're winning.

And so some of you might be
like, oh my God, I suck.

And you're like at 45, 40% show.

Like, you don't suck.

You may just need to get more
leads because you don't have

enough leads.

But in this situation, this is
winning around 20 to 30 percent.

Okay, can some people do more?

I'll yes, and I'll show you in a
second how you can do better

than 20 to 30 percent.

Okay, and here it is right here.

Diversifying where your leads
come from can fix show rate.

Let's say you do nothing I just
told you.

Okay, if you if all of your
leads are coming from meta and

you're following a lot of the
stuff, you can get a little bit

better.

Okay, but at the end of the day,
if all your leads are coming

from meta or all your leads are
coming from one source, a lot of

times the show rate will will
kind of be where it's at.

The way that you increase your
show rate is you get better

customers.

Okay, so I will tell you this.

So we've been marketing in the
newspaper for the last couple

months.

We have a 100% show rate from at
from leads from the newspaper.

100%.

Okay.

Now we don't have a 100% show
rate overall, right?

Our percentage is down, but our
percentage drastically came up

when we just changed the way
that we're marketing.

The other one was we had a we
had a guy in our last CEO

mastermind, and he says they got
a ton of customers that quarter

from referral, or sorry, from
reactivation.

If you're doing regular
reactivation and getting new

customers from reactivation, do
you have a show rate problem

from reactivations?

You probably don't.

Do you have a show rate problem
from referrals?

You probably don't.

Do many of you have a show rate
problem from your website?

Maybe, but I bet you it's less.

So understand this.

Sometimes diversifying where
your leads are coming from is

one of the best things you can
do to improve show rate.

Okay, the second thing is this
is what are you doing about the

85% that will buy over the next
100 weeks?

What are you doing about the 85%
that buy?

I just told you what to do with
the 15%, but what are you doing

with the 85% that will buy over
the next 100 weeks?

I will tell you this.

The best thing you can do is
send three email newsletters

every week.

Okay, send three emails to your
list.

Educate, entertain, inspire.

Those are the things that you
want to do with your emails.

Just do those three things and
have a regular pulse and have

calls to action to come into
your gym and just do that

forever.

And you'll tend to get some of
those 85% a lot sooner than you

than you might.

Okay.

So if you're not doing anything
about it, definitely start that.

Three emails a week.

That's a good sweet spot.

It's a good number.

Now, if you're doing zero, start
with one.

If you're doing only one, go to
two.

Just kind of just add one.

But uh three, three, three
emails a week is a good sweet

spot, and that really helps with
it getting those 85% to kick

them over the edge.

Okay.

So number three, let's talk
about selling memberships.

Okay, what are we trying to do?

Here's what we're trying to do:
we're trying to give them

clarity on where they are now,
which is their current

situation, and we're trying to
give them clarity on where they

want to go, is their desired
situation.

And we want them to buy,
obviously.

But that's sales in a nutshell.

Helping them get clear on where
they are now and where they want

to go.

And then using your business to
help bridge the gap of where

they want to be.

That is the entire game.

That is the entire game of what
we're trying to do.

Where are they now?

Where do they want to be?

Bridge the gap for them.

Help them bridge the gap.

Okay.

All right.

So here's a couple ways that we
do this.

One, so now we're talking about
someone that comes to the gym,

right?

Someone that shows up to the
actual business for the first

time.

Again, it could be a consult, it
could be a trial, whatever it

is.

They're showing up to the gym
for the first time.

We got to make a good first
impression.

Okay.

We've got to make a good
impression.

So what I would do is I would
have a gift ready for them.

Even if it's something simple.

Like, what about giving them a
bottle of water?

As soon as they come in, giving
them a bottle of water.

You know, give them, you know, I
don't know, like one of our

members, Devin Gage, he sent, he
actually, this is actually

really smart.

He sends them a text message,
and the text message has a

picture of a vanilla protein
shake and a chocolate protein

shake.

And he's like, hey, we're got a
protein shake waiting for you

when you come.

Do you prefer vanilla or
chocolate?

And then they respond with
vanilla or chocolate, and then

they're showing up and you give
them the shake.

And they respond, it's
brilliant, right?

But there's a gift waiting for
them.

Right.

Uh, number two, be ready and
waiting for them.

The worst thing that could
happen is they show up to the

gym and there's like no one
around.

They're already uncertain.

And now all of a sudden they're
looking around and there's no

one around.

Like, no, you should be standing
there ready and waiting for

them.

And if you're training in a
session and they walk into the

door, you run over to them.

You tell your people, hey, give
me one sec.

I'm just gonna tell this new
customer to sit down and fill

out some paperwork or whatever
you have them to do.

But do not allow them to walk
into your gym alone, wandering

around the place trying to
figure out what's next.

That we were just putting the
uncertainty on

performance-enhancing drugs by
doing that.

Okay.

Number three, you can do things
like have their name on a board

or notebook.

So if you have a notebook, you
can have their name already on

it, right?

So they're like, look, this guy
was expecting me.

This guy was like thinking about
me.

We have a chalkboard at our gym.

So when someone's coming in, we
write their name on the

chalkboard and they show up and
for the first time, their name's

on the chalkboard.

Okay, and then this is huge.

Tell your staff to introduce
themselves to the new member.

So they come in and they're
talking to you, but as they're

walking through the gym to
either go to the consult room,

you should instruct your staff
and to walk over and introduce

themselves.

Okay.

I'm telling you, little things
like that go a very, very long

way.

Okay.

Second thing, environment.

Now I'm going to take you guys
on a little field trip.

You ready for this?

Okay, hold on.

Let me see if I I gotta see
myself.

Hold on.

I'm taking you guys on a field
trip to my gym.

Where am I?

Oh, here we go.

SPEAKER_09: All right, so I'm in
the Do you want to stop share

bands real quick?

SPEAKER_04: Oh, they can't say
it.

SPEAKER_09: You're a very small
flop again, Jim.

There you go.

That's good.

SPEAKER_04: Okay.

So this is our consult room.

Okay, so you can see that you
come in, there's a round table

there, and there's there's only
two chairs for them.

There's testimonials on the
wall.

Sorry, I know you can't see it
too well.

Testimonials on the wall.

There's a whiteboard right here.

There's a window to the gym with
a quote that says it's the start

the start the start that stops
most people.

There's our books, right?

There's supplements that we sell
here.

And the wall is actually painted
blue specifically, because blue

is the color of trust.

Little little plant in the
corner right here.

This is really cool.

Check this out.

So these are our testimonials.

So we have a binder with all of
our customer testimonials.

So if we get someone to come in
and we look what turn to a

testimonial that looks just like
them.

So understand the whole point of
that this room is that it's set

up to sell a membership, right?

It is really, really set up to
provide an experience that is

going to get someone excited and
get someone focused around

buying a membership and coming
to the gym.

So when I built this gym, that
consultation room was built with

all of those things in mind.

So wherever you sell, and maybe
you don't have a private office

or anything like that, but just
understand that when you're

doing this stuff, that the
environment actually matters a

lot.

And you want to strategically
make the environment a very,

very effective place that people
will buy a membership.

If all of a sudden you walk into
your office and you got a

half-eaten sandwich on the desk
and a protein shake that stinks,

and you got your Tupperwares
that smell like that's not a

great selling environment, you
know, to get customers in the

door.

So if you don't have like a room
like that and you have your own

office, well, clean it up and
you know, do it.

Like you got to take your sweaty
shirt off the desk and and and

make sure that it's primed to
sell.

Okay, we got to show up in a in
a way.

If we're gonna sell big
memberships, like we got to show

up in a way that's professional
and make that good first

impression.

Okay, so that's just a little
field trip I took you guys on.

Let me go back to my share.

Okay, cool.

All right, so here's here's the
framework.

I I don't have the time to go
over all these things, right?

But this is basically the
framework that you would do if

it's sit-down consultation.

One is building rapport, two is
the discovery, three is

assessment, four is
prescription, and then five is

the close, right?

So that's kind of like if we're
gonna lead someone through a

sale, and remember, what are we
selling?

Lifetime customer value.

We're selling a$14,000
membership, we're not selling a

$200 membership.

So this process and the thinking
around what happens during this

hour is very, very, very
important.

Okay, now I as promised in the
advertising of this program, I

wanted to talk to you about this
very, very important question

that I want you to ask.

Okay.

So we talked about the power of
getting them and giving them

clarity on where they are,
right?

The next question is going to
help give them clarity on what

they want.

Okay.

And here's the thing nobody
asked them about that.

There's very few companies and
very few businesses.

When was the last time someone
sat down and asked you, tell me

what you're looking to
accomplish?

What do you actually want?

Does your doctor ask you that?

Right?

Like, I'll be honest, like I
love my doctor.

And I go I fly out to him once a
year for Chicago, and I just

hired him this year.

Okay.

And I'm spending a boatload of
money per month to work with

him.

He never like really asked me
like what I want to accomplish.

I kind of know what I want
because I'm, you know, you know,

kind of like you guys.

I'm success driven and I kind of
know.

But at the end of the day, there
was never a process where he's

like, all right, well, tell me
like, what does success look

like for you?

You know, we're gonna work
together for the next year.

Like, what does success look
like for you?

He never asked me, not even
close.

And so understand that a lot of
people aren't asking these kinds

of questions.

And when you show up and you do,
you show up in a different

light.

You position yourself as write
this down, a trusted advisor.

More than a salesperson.

You the worst thing to be seen
in a sales situation is a

salesman.

Your goal is trusted advisor.

That's what we're trying to
accomplish.

We show up as a trusted advisor,
not a salesperson.

So here's the question.

You ready for it?

Game changer.

I spent an entire four-hour
block of a session of a seminar

learning this question from the
strategic coach.

Okay, and she I was in Philly
when I did it.

And here's the question: if we
were having this conversation

one year from today, and you
were looking back on that year,

what has to have happened with
your health and fitness for you

to feel happy with your
progress?

That's the question.

That's the magic question.

Here's the first thing someone's
gonna say.

You ready for this?

The first thing someone's gonna
say is they're gonna pause and

they're gonna be like, that's a
really good question.

And so when that happens, and
that's a really, really good

thing.

That's a really good thing to
question because imagine

yourself, like Jack, imagine
yourself sitting down with like

this 56-year-old suit that makes
four million bucks a year, and

he's like, you know, oh, this
what are these gym guys now?

What are these trainers now?

When all of a sudden you can ask
a good question, you show up in

a different light.

They will look at you
differently.

And so this question positions
you as an authority.

It positions you as a thinker,
as a thoughtful, intelligent

person that's asking really good
questions.

Okay.

So that's the first thing it
does.

It positions you to look smart,
okay?

But it gets them to focus on the
future.

That's kind of what it does.

It gets them to focus on not
right now, okay.

Not I need to lose five pounds
like in the in the first two

seconds, like right.

I'm focusing on where I want to
be in a year.

Because here's the thing do we
change lives in two months?

No.

We change lives.

I have customers that have been
with me for 18 years.

18 years.

Okay, we have an ad, we have a
new ad out.

Okay, and our new ad, I'm really
excited about this.

But our new ad took we took a
bunch of our customers and we

asked them how old they are and
how old they feel.

And essentially what we did was
we put their pictures in the

newspaper, and it's it's we, I
think we have like, I think

there's like 17 of them.

Okay, 17 pictures, almost think
like baseball cards, and on the

top there's a headline, and it
says, I feel better at 60 with

their with their real age than I
did at 46.

And so basically, we now have
this anti-aging proof from all

these customers.

But most of the people that are
doing that, they have been with

us for a long time.

And we're reversing age.

We're making them feel younger,
which is what a really powerful

thing for people to have.

Okay.

So, what we're doing is we're
getting them focused on the

future.

Now, it shifts you from having
to talk about all the stuff.

That you need to do.

The worst thing you can do is
like, well, we, you know, train

people in small groups and we do
this.

Like, no, shut up.

Just stop talking about that
stuff.

If you find yourself talking too
much, you're you have lost.

Your job should be listening and
asking really good questions.

That's your job in sales.

Okay.

And it positions you as someone
that asked, I said this before.

It positions you as someone that
asked good questions, not some

jabroni trainer.

So if there is any rock fans in
here, Jabroni.

Hopefully no one's offended by
my term jabroni.

Okay.

So now we so we asked the
question what has have happened

for you to feel happened with
your health and fitness for you

to feel happy with your
progress.

Now, when we're doing the
question and we're asking them,

what we want to do is I want you
to position it and think about

this.

We're trying to build a list of
things that they want.

Almost think it's like a
Christmas list.

Okay.

What do they want?

They want to be X weight.

They want to have more energy.

They want to play with their
grandkids or whatever they want,

right?

And your job is to keep pulling
things out of them.

Pulling things out of them.

Now, some people will go on and
on and on and talk forever.

Other people will say, I think
I'm going to lose 25 pounds and

they'll stop.

Okay.

If that happens, your job is,
well, tell me more.

Your job is pretend I'm, you
know, this is Christmas and you,

this is your wish list, and you
can whatever you want with the

relative to your health and
fitness, this is what you got.

And so there may need to be some
prompting that you do to get

them to build the list.

But your job is to get them to
answer this question and build a

list of at least five things
that define success for them in

12 months.

Okay.

And then once you get those five
things, what you do is you say

this question What's getting in
the way of you having that now?

And then all of a sudden they
start talking about all the

things and all the challenges
and all the problems that they

have, right?

And now all of a sudden your job
is to be the gym and to be the

business that's going to help
them overcome all of those

things.

unknown: Right.

SPEAKER_04: So there's a
follow-up question.

And this is like the the very
important.

I'm not going to get into this
question, which is this is a

powerful one too, for time's
sake.

But the big the big follow-up
question is what's getting in

the way of you having that now?

What are they not doing?

What's getting in the way of
having it now?

And now you're going to kind of
find the things that you're

going to have to solve for them.

Okay.

So that's a that's a that's a
game changer of a question.

I strongly suggest you use it
and you memorize it word for

word.

We worked on this question for a
year.

Sorry, for four hours.

Okay.

They were like, do not change a
word in the question.

Like what has to have happened?

That's an important piece of the
question.

Okay.

So how it's asked is really,
really important.

And my I strongly advise you
guys to ask it exactly how it

is.

Okay.

The next piece is assessment.

I'm not going to go over that,
but like many of you use like an

in-body scan or functional
movement screen.

I think that's an important
piece of the of the puzzle.

Okay, but what I want to cover
today is prescription.

Okay, remember I told you your
job is to be a trusted advisor.

Okay, what do trusted advisors
do?

They prescribe.

Okay, they prescribe things.

So I talked about people are
begging to be led.

The way we prescribe things is
through something called a

health roadmap.

Okay.

And so what I want to do is I'm
actually going to show you.

This is ours.

So this is what we use at GFP.

So this is how we do
prescription.

We essentially, you know, fill
we fill this out with them as

they're going through the
console.

But we essentially, their name,
what their goal is, the reason

why they're doing it, we give
them a mini food plan.

So we'll actually build a mini
food plan with them while

they're doing it.

And then the prescription comes
from like when they're going to

do training.

So if you can see smugger
personal training, that's like

when they would come in with us.

So we would write in, all right,
Monday, Wednesday, Friday,

you're going to do smugger
personal training.

Tuesday, Thursday, Saturday,
you're going to go for a walk.

You know, down here, we're going
to start, you know, taking

topical mag before bed, which is
like a creamy rub on your arms.

We're going to make sure we're
getting, you know, seven to

eight hours of sleep.

And so what essentially we're
doing is we're building out a

prescription for them for what
they need to do for their health

on one page.

And when we get this, like, and
again, this is before a close of

sale.

So I'm building all of this with
them as we're doing the

consultation.

And now they're getting clarity,
now they're getting certainty.

Now they're getting what do I
need to do to succeed relative

to how I want to be.

So this is of all the things
that I've created and all the

tools I've created for my
businesses, for companies, like

this is one of the most powerful
things I've ever done.

And it's such a simple thing
that you guys can take and swipe

and deploy.

But this is the prescription
right there.

Okay.

So let me go back to my there.

That was the health roadmap.

Now I'll say this too.

A lot of times a lot of times
you start to say things like,

all right, well, here's what's
gonna happen next.

Right?

And you kind of have the
transition in mind, right?

I don't want that to happen.

Okay, I don't want the
transition to happen.

I want them to ask you.

Okay, that that's the goal.

The the goal in a consultation
is that you do such a good job

of making it about them and not
talking about you, that they all

of a sudden go, all right, well,
and they're all excited about

it.

And it's like, well, what's
next?

What's the next step?

And I'm telling you, if they ask
you that, game game over.

Right?

If all of a sudden you're like,
well, what do you think?

Do you want to do it?

All right, well, let me tell you
about the program.

No, your job is to do such a
good job with these tips that I

just told you, is that they say
and get so excited, they're

like, all right, well, how do I
sign up?

Or how do I do this?

Well, what's the next step?

That's the goal.

Now, does it always happen?

No.

But that should be the goal, is
they come to you asking for

what's next, not you going to
them.

What's next?

Okay.

Now, consultation conversion
scoreboard, 70 to 80% of

consultations by membership.

Okay.

There's caveats to this, guys.

Okay, so don't take this as
gospel.

The majority of my customers are
doing month-to-month

memberships.

It's possible that this
percentage goes down if there's

like, you know, an annual
commitment or something like

that.

Uh, it's possible that if it
goes down, even if you're doing

trial memberships, okay, like
30-day trials and things like

that.

But if you're selling month to
month and you're selling from a

consult right to a new member,
we like to see 70, 80%.

So seven out of 10, you're
making the sale.

You're on the right track there.

Okay.

Okay, so let's get to price.

Okay.

Your value judgment does not
matter.

Sorry.

Your mom's value judgment does
not matter either.

Only the value judgment of your
clients matter.

So when we're talking price,
that's the only value judgment

that matters.

So if someone says, oh, you're
charging too much money if

they're not a customer, then
that doesn't actually matter.

Okay?

So you gotta understand this.

The second piece is the most
expensive is usually perceived

as the best.

And sometimes being too cheap
can be a major red flag to the

right people.

If you're selling to the right
people and you they come in and

you're too cheap, there that's a
red flag for them.

Like whenever I see something,
you know, and you know, I invest

in things like my health, I
invest, like, and I see

something that's almost like
weirdly inexpensive, that's a

red flag for me.

I'm what my the my radar goes up
and it's like, why is that so

cheap?

Why is that so inexpensive?

And I think something's wrong
with it.

So, and usually the most
expensive thing is perceived as

good.

Not always, but is.

Okay.

And the last piece is it is a
near certainty that the chain

linking your current product to
your current price is bigger,

thicker, stronger in your mind
than the one in your customer's

mind.

I'll read that again.

It's a certainty that the chain
linking your current product to

your current price is bigger,
thicker, and stronger in your

mind than the one in your
customer's mind.

Okay.

So here are some funny jokes
stuff, stuff people spend big

money on.

Okay, this is something called
cat poop coffee.

And legit, they take the jungle
cats, they go and they eat these

berries on these trees, and what
they do is they eat the berries

and then they poop the berries
out, and then they make coffee

beans from these berries.

And it's eighty dollars a pound
for this coffee, and people buy

it all day long.

Okay.

If you want a consulting day
with Dan Kennedy, it's gonna

cost you$23,400 for one day, for
one seven-hour day.

If you want to do a private
Disney tour, it's$900 an hour

and a minimum of seven hours.

If you, you know, my
mastermind's a lot cheaper than

this.

It's$100K a year for this to
join this mastermind.

Understand this, that people
spend dumb money on stuff all

the time.

Okay, there are people spending
gobs and gobs of money out there

and on things that are way, way
less important.

Okay, way, way less important
than than their than their

health.

Okay, so you guys are selling
something really, really

powerful and really, really
important.

So don't be afraid to charge.

Here are some basic general
market ranges to work from.

Again, some of these ranges come
from you know different areas of

the country.

Like if you're in New York City,
your prices are going to be

higher than if you're in, you
know, Oklahoma, right?

So that's where the range comes
in.

But I know everyone here
probably does different types of

training.

Some of you are one-on-one
people, some of you are small

group people, large group.

But this is just from what I've
seen that that the ranges are

good for prices.

Okay.

Now, talking about presenting
price.

So, like when you get to the
point where you're showing them

the prices, I believe uh gym
owners are notorious for

overcomplicating their options.

Okay.

And confused mind doesn't buy.

So I want you to think about
like when you go to the

Cheesecake Factory, how you have
so many different options and so

many different things, your mind
wants to explode.

Your head wants to explode.

And I think a lot of us tend to
do that, especially early on.

We want to try and offer lots of
things because we don't want to

miss a sale.

But sometimes that wide variety
tends to confuse buyers.

Okay.

And so I teach what's called the
good, better, best model.

Okay, good, better, best.

And it's basically three options
that have very, very layered

different price structures,
which I'll explain in a second.

But this is kind of what it
would look like.

You would show them three three
options:$299,$349, and$997.

Okay.

That's a basic, simple, really,
and then let me give you the

psychology behind this.

Okay.

So the good option is priced
higher per session at$37.

Okay, which makes the better
option, okay,$29 feel like the

obvious move.

Okay.

The best option is priced high
enough to make everything look

like a steal.

Right.

So that's what this is.

I don't really even care if you
sell that.

The purpose is to make$349 look
smaller by$9.97.

Okay, it's what's called an
anchor.

And honestly, like Dan Kennedy
says that five to 20% of people

will buy that option.

In my experience, it's much
closer to five.

But again, that that's okay.

And ideally, the goal is you you
know, three times a week, I

think for us and our businesses
is a sweet spot.

So if you can get people come to
the gym a minimum of three days

a week, retention's gonna
improve, results are gonna

improve, a lot's gonna get
better if we can start shifting

towards that.

Okay.

So that's basically how you
would present price.

I love it.

It's a simple, easy way that you
can present your prices.

You show them three boxes with
three different price points

using the psychology that I just
showed you.

I think if you have a one time a
week option, I would take it off

your menu.

I know, I know.

All right, if you have one type,
I would take it off your menu.

Because here's the thing if you
have one type of option, what is

it?

It's the cheapest.

A lot of times people are buying
it.

And you're not going to get
people as good of results.

We've we have made people so
much money by simply just

telling them to take their one
time a week off.

And now when they take it off,
people don't buy it because it's

not there.

unknown: Right?

SPEAKER_04: And so what do they
do?

They buy two.

All right, big question here.

Should you raise prices on
current members?

Should you raise prices on
current members?

Yes, you should.

Despite what some people will
tell you, yes, you should, but

only if you have an acceptable
churn rate.

If you have a poor churn rate,
it's probably not a good idea.

Right?

Because what it's gonna do is
your your your market is telling

you that your product is kind of
lukewarm, and it's really I

would focus on doing a better
job before I raise my prices.

Okay.

Three ways to get the courage to
raise your price.

One is you do math.

Okay.

Two is you talk to someone that
did it.

Okay, we have this guy named
Marty, he raises prices on

everybody, and I just have
everyone call him and he's like,

Yeah, I raised my prices, and it
was everything went great.

And they're like, they all feel
better about it.

All right, so sometimes you just
got to talk to someone that did

it.

And the three is read your
testimonials and reinforce that,

hey, you're changing people's
lives.

And because you're changing
people's lives, you deserve to

get paid more for doing it.

Okay.

All right, now if you are
fearful of raising your prices,

here is the math that you would
go through.

Okay, let me walk this through.

Let's say you have a current
situation of 100 members paying

you 200 bucks a month.

Okay, you're doing 20K a month.

And let's say we propose a price
raise on those people of 20%.

And so it brings the$200 to$240.

Okay.

This equates to$4 per session,
assuming the average is 10

sessions a month, so around$4 a
session.

Okay.

If everyone stays, 100 members
times$240 is$24,000.

So you go from$20,000 a month to
$24,000 a month,$4,000 in

recurring revenue overnight.

Okay.

Now, sometimes we have doom and
gloom situations, and I do like

to do this where we kind of pick
a worst-case scenario.

Let's say we lose 20 members,
which is a lot.

Okay, if I'm a price raise, we
go down to 80.

So we go from 100 to 80, and so
we're at 19,200.

It's almost the same.

The amount of money is almost
the same.

Like we're we were doing 20k
here, we're doing 90k here, and

we lost 20 people.

Okay.

And we have more capacity to add
new people at the higher prices.

Right?

And my my guess is that you're
not going to lose 20% of your

members.

That's a lot.

I've never even come close to
seeing that happen.

Right?

But even if you do, you're kind
of in the same boat.

And it adds$48,000 a year and
over a decade, that's$480,000 in

profit.

Not a bad idea.

I'm seeing some squirming going
on.

I'm seeing some squirming from
people right now.

It's okay.

I've had many people do this.

You'll be okay.

Now, maybe you don't want to do
this.

Maybe you just want to raise
prices on new members going

forward.

Okay, you ready for this?

Everyone get up, faith.

You know, take out your
notebook.

Everyone take out their
notebook.

All right, you ready for this?

The first thing you're gonna do
is you're gonna open Microsoft

Word.

Okay.

The next thing you're gonna do
is you're gonna go to the

document that has your price
sheet.

Third thing you're gonna do is
make your prices bigger.

Click save, click print, and
present this at your next sales

consultation.

That's all you need to do,
folks.

Oh, I don't know what's happened
there.

You don't need to do anything.

You don't need to send a letter,
you don't need to tell anybody,

you just need to go in and do
it.

And I did this yesterday with a
gym owner.

Literally, we just went in
yesterday.

All right, this guy, John.

This is yesterday, April 22nd,
2026.

John came in and he had he was
doing 13k.

Okay, and he wanted to get to
20k.

That's what he told me.

He had 50 clients.

Promise you, this is yesterday.

This is a real success story.

Joe, if you're on, you were
here.

Okay.

At current state, John needed 75
clients to hit 20K.

So he needed to go from 50 to 75
to hit 20K.

All right.

Based on his churn and
acquisition rates, this would

have taken him about 12 months
to get to 20k.

Okay.

So that's if we just get more of
what he was getting before.

Instead, we raised his prices on
all current members by$40 a

month.

Okay, we sent a letter to all of
his current members and sell

them when their membership is
going up by$40 a month.

And we raised his new prices by
$40 more a month because a lot

of his members were on old
grandfather rates.

Okay, so we raised the new
prices also by$40 a month.

So all the new people coming in
are paying an average of$435.

Keeping his churn rate and
acquisition rates the same,

getting to$20K will take him two
to three months, even if he

loses five clients during the
price range.

So under understand, like
sometimes we want to grow, and

the only way we grow is just to
get more customers.

And I will tell you, that's the
slowest way to grow.

The fastest way to grow is to
change your price.

Okay.

And this is pretty much the
letter that I gave them.

This is the actual letter that I
used that I sent to my members

back in October, and I raised my
memberships by$49 a month.

Okay, on all of my members.

Okay, and this is the exact
letter that that we sent to

them.

Okay.

All right, number five, getting
your members to buy more and

refer more.

We're not going to spend a ton
of time on this.

Okay.

Some of you know this stuff.

All right, how to make existing
members more valuable?

One, get them to buy more stuff.

The best thing you can do is get
them to buy more sessions.

How many people do you have
going twice a week?

Well, the first thing I would do
is try to get them to do three

days a week.

And really simply, just ask
them, hey, do you want to try

three days a week next month?

It's on me.

And just do that with as many
people as possible.

Okay?

Sell them supplements, sell them
stretching.

Sell them other stuff.

Okay, now if you have 20
members, don't focus on this

stuff.

Your focus should be getting to
100 members.

But if you're past 100 members,
now we got to start selling them

more stuff.

Okay?

And the next piece is getting
them to refer more.

Okay.

We want to try and get them to
refer more.

If all of a sudden they can
refer us more customers, they

are going to double in value.

Right?

And you want to do specific
things.

So getting them to buy more,
one, you need to have stuff to

sell them.

unknown: Okay.

SPEAKER_04: So you got to have
some stuff.

Okay, two, you need to know,
they need to know you sell it.

I guarantee you a lot of people
don't know you sell stuff.

So what you need to do is you
need to constantly be reminded

of what you've got and how to
buy it.

Okay.

And then getting more referrals
is really, this is a real simple

thing.

It's called the referral habit
loop.

And anytime someone comes up to
you and says, Hey, I really love

your gym.

Jack, you're an amazing trainer.

Okay, that's called the cue.

The routine is when someone says
that to you, it's like, oh,

awesome.

You know, I'm really glad you're
happy, really glad you're liking

it.

Who's the first person that pops
into your mind that you think

would benefit from coming in and
doing this with you?

Right.

And so what I would do is every
time something like that

happens, every time someone
tells you that they're having

success and they're doing really
good and feeling great, that

should be a cue for you to ask
for a referral.

SPEAKER_10: Okay.

SPEAKER_04: Point of sale
referral.

Every time you get a new
customer, give them some type of

a card to give uh for a
referral.

You could do events.

We have something called the
four bullet Friday email that we

send every Friday to our
members.

That's basically a you know kind
of a basic, you know, type of

email that's sent just to our
membership that that helps them

get send us more referrals.

Right.

I'll show you how to get that in
a second.

All right.

So I want you to think I want
you to like check this

calculator out.

Okay, so

SPEAKER_09: If you click
advanced, it should just open.

SPEAKER_04: All right, so check
this out.

So I created this calculator for
you guys.

It's called the gym revenue
calculator.

So let's just say that we have
50 members.

Okay.

We're getting 50 leads a month.

We have a 10% conversion rate
from lead to consult.

We have a 50% conversion rate,
close rate on consults.

Our average monthly membership
price is$300.

And we have a 4% attrition rate.

Okay, let's just pretend we have
all that situation, right?

Now, this is what's going to
happen when if we're doing that

every month.

We're going to net zero and
we'll net a little bit more

because we get some new people
in.

So by the end of the year, we'll
be plus five.

Okay, so this is where a lot of
people are.

A lot of people are stalemating
in their growth.

A lot of people are staying the
same size.

Okay, so this is not an
unrealistic thing.

So they'll go from 50 to 55 and
they'll go from 15 to 16k.

So a little bit of small growth.

We're just kind of creeping
along.

There are a lot of people who
are in this spot.

Okay, now let me show you what
happens if we have some small

moves.

We'll keep the membership the
same and we'll keep the leads

the same.

Okay.

Let's just take the lead to
console and bring it from 10% to

20%.

SPEAKER_02: Okay.

SPEAKER_04: Let's take our close
rate and let's bring it from 50

to 60%.

I think we can do both of those
things by what I showed you

today.

Okay.

Let's take your average monthly
membership price and we'll raise

it by 30 bucks a month.

Okay, we'll go from 300 to 330.

Okay, which is like 10%.

So we got 10%.

That's too much.

Oh.

That's good.

334.

And then let's take our
attrition rate and let's just

bring it down to half a percent
from 4% to 3.

3.3.5%.

Okay, so really small changes,
right?

10% increase here, 10% increase
here, 10% increase on price.

Okay, a half a percent decrease
in churn rate.

Okay.

Remember, we were net zero
before.

Okay, we didn't change the
leads.

We we still stuck with 50 leads
a month.

We didn't change the leads.

We went up 10% in lead to
consult, 10% in close rate, 10%

in price.

Half a percent in churn.

You ready for this?

We're plus four monthly.

We're plus one thousand one
hundred and seventy-six.

We're plus forty-two by the end
of the year, we're plus

ninety-seven thousand in extra
revenue correlated.

We go from fifty members to
ninety-two members.

SPEAKER_02: And we go from
sixteen K a month to 30k a

month.

From 10%, 10%, 10%.

SPEAKER_04: Those are very, very
small changes.

That's literally one more close
in a membership.

That's literally one letter that
you send to your members about a

price rate that's 10%.

That's literally a couple more
people coming in for a consult

that didn't come in before.

So like little hinges swing big
doors.

If we can stay consistent, we
can do this stuff every month

and just get a little bit
better, a 10% increase across

the board.

This is a different company.

Before we were at 15K and we
were going to 16K.

Now we're at 15K, we're going to
30K.

It's a double double the
business.

From all of these little things.

Okay.

So let me go back to my I don't
know why I keep sorry.

So let me go back to this.

I told you guys last time about
this new book I'm working on.

It's called The Four Stages of
Fitness Business Success.

Every one of you is in these one
of these stages.

Some of you are 0 to 20K, some
of you are 20 to 50k, some of

you are 50 to 100K, wherever
you're at, right?

At the end of the day, each one
of you that are in one of these

stages needs a different set of
skills to be able to get to the

next level.

Okay, there's certain things you
need to be doing and certain

things you need to be focusing
on to get to the next level.

A lot of times what we're doing
is we got stage one people

working on stage three problems.

Or we got stage two people still
stuck in stage one.

And your job is to get the right
advice and the right help to

help you where you're at in your
specific stage.

Okay.

And so we have this thing that
we do.

It's a free call.

And it, if you want help with
your business, if you want to

help us improve that 10% across
the board, okay, if you want to

help us help you, if you want us
to help you improve 10% from

your lead to consult, 10% from
your consult to member, and then

10% in your price.

We can probably help you and do
that.

I mean, I think I helped you do
it today.

But we'd like to help you like a
little bit more deep dive.

This is a free call.

I told you guys I wasn't
pitching anything.

This is totally free.

This is on the house.

All you got to do is click this
link, Leo.

You can put the link in the chat
there and you and you book a

call with us and we'll help you
do these things.

We'll identify what stage you're
at now.

We'll identify where do you want
to go, similar to what I talked

about before.

And then what are the three five
things that you need to focus

on?

What's most important right now?

That's what we're going to do on
the call.

Okay.

It's totally free, it's totally
on us.

And if you do decide to book on
the call, there's a bonus.

And the bonus is probably one of
the most valuable things that

we've ever created.

The bonus is a playbook that we
only give to our mastermind

clients.

And the playbook is how to raise
your prices.

Because I really do believe that
there is nothing faster that you

can do to increase the amount of
money than to change your price

strategy.

Okay.

Now it's not just raising prices
on new members, but it's also

could be raising prices on your
current members.

It could be just changing the
way you're presenting price, but

this document pretty much gives
you everything that you need to

amp up and level up the prices
at your business.

So you'll get that.

If you book the call, you can
book with Leo.

You book a call with him today,
you'll get access to that raise

the price guide.

I also have participation
trophies.

All right.

If you just showed up and just
want to get the value from the

call and all the stuff that we
talked about, we have a four

bullet Friday playbook.

I told you about that email that
we send to our members to get

more referrals.

We send it to our members every
Friday.

We created a playbook that helps
you write these types of emails

for that.

So everyone's going to get that.

Leo, we'll send that to you for
showing up today on the call.

But that is all I got for you
today.

I'm going to stop my share now.

And what I'd like you to do now
is just type into the chat.

What was your biggest takeaway?

What was your biggest takeaway
from all the?

I know it covered a lot of
ground there, guys.

A lot of ground.

There's a lot of things that
were covered, a lot of stuff

that we went over.

But just type into the chat.

What was your biggest takeaway?

And then we'll take some
questions.

I need to ask people who
compliment us for referrals.

Johnny said price increase.

Big fan of the ask the question,
small improvements.

Daisy said thanks so much.

Everything was helpful.

Consult room.

Don't worry too much about less
than 30%.

Biggest takeaway is that I'm
doing the right things.

Good job, Claudia.

SPEAKER_06: My silver grew.

SPEAKER_04: Uh realizing I can
improve my consult sequence, the

effect of raising prices.

We are at the top end of our
market.

Okay, awesome.

Very good.

Price increase, need to focus on
referrals, first impression

thing, the one question that
should be asked.

How to be confident in raising
prices, value, everything, but

the consultation process was
quite what questions to ask,

time spent on sales and
marketing.

Very cool.

SPEAKER_02: Very cool.

Awesome guys.

SPEAKER_04: Where is Tom?

Leo, are you there?

Very cool.

Now I want to introduce Tom
because Tom is not only a you

know, he is a sales expert.

He actually has created a whole
course on selling and sales.

And so we while we have him
here, I want to take advantage

of Tom's expertise in sales.

Okay, so I'm gonna give him the
opportunity, give you guys the

opportunity to ask Tom a
question.

So Leo, you ready to go?

SPEAKER_09: I'm ready for all my
okay.

SPEAKER_04: So what I want you
to do is I want you to, hey, you

just unmute yourself.

And if you have a question about
sales, I want you to ask Leo,

who's the guru in selling, and
then I'll take questions after

Leo.

I want to get Leo a couple
couple questions before we we

wrap.

Okay.

All right, so who would like to
go first?

SPEAKER_09: Derek.

Derek raised his hand.

SPEAKER_01: Oh hey, hi, hi guys.

Nice.

Very nice, Vince.

Thank you very much.

SPEAKER_04: You're welcome.

Yeah.

What's your question for Leo?

SPEAKER_01: We have a lot of uh
long-term agreements in place.

So people signing up for a year.

How do you I mean it's very
difficult to raise prices on

current members in those
situations?

New people, yes, but for current
members who are already in a

membership agreement, that would
be difficult.

SPEAKER_09: For anybody that
signs up within that year,

right?

Like so say they signed up in
January and you want to raise

your prices on June 1st, you're
not gonna raise theirs.

You're gonna wait till June 1st
of next year or January of next

year to actually raise their
price to what it should be,

because then it'll be the full
year.

But anybody that's been there,
it's like they signed on for

another year.

You can just use it at the end
of the 12-month commitment.

It's really gonna be for the
people that are month-to-month.

If they sign a 12-month
commitment, that's their rate.

I don't like to go back on what
I say.

I like to say, hey, you signed
up, that's good.

Honestly, it's a really great
play for anybody that's coming

due, even on a month-to-month
agreement, to say, hey, listen,

I want to let you know we're
raising our prices on June 1st.

But if you sign up for the year,
I'll keep you at the same rate

that you are now.

Or you only go up$5 instead of
$10.

But that's usually the best way
that I like to do it.

No one usually ever objects.

Especially when you're that low,
no one's really gonna care.

It's a it's less than a
Starbucks coffee now.

SPEAKER_01: So guy, thank you.

SPEAKER_09: No problem.

Who else do we got?

I see all my familiar faces in
here.

Who else wants to ask a
question?

It's funny, Vince didn't really
preference the fact that I've

been doing this for 20 years,
and I actually ran Vince's gym

all through COVID and was doing
sales in a handicapped parking

spot outside of a 30 by 30 foot
tent in a hundred degree heat.

But anything you guys want to
know about sales, the call that

you are gonna book is going to
be with me.

So we can take a deep dive into
your process from the

automations, even from whatever
software you are using, we can

take a look at that all the way
through the console.

So it's not just gonna be like
how do I get people on the

phone?

It's gonna be more so like what
has to happen.

Mr.

Beatles.

SPEAKER_03: Hey Leo, in regards
to making like a great first

impression, Vince was talking
about like telling staff to

introduce themselves, like me
just being, and for anybody else

that's on the call, that's like
just like a one-man band right

now.

Is it a good idea to be like,
you know, you have like a group

going, having the members, or
like just pick out one or two

members to introduce themselves
to people, or is that like a

little too much?

SPEAKER_09: It depends.

I mean, I like to, when I was
when I was doing all the

consults at GFP, if I had
someone coming in during a

session and I'd be ref and I'd
know a background of the person.

So say someone like Bob has a
bad back, right?

And has been coming to us for
the last five years, whatever it

is.

And then that person now on the
phone says, Yeah, I'm always

been a freak because my back
always likes to go out.

I'm always nervous.

I can always walk in back, hey,
you see that guy over there?

That's Bob.

Bob has been with us for five
years, has the same issues.

And if Bob's in the middle of a
set, I don't mind saying, Hey,

Bob, can you do me a fine do me
a favor?

How was your experience so far
with your back versus what it

was like before you even started
coming here?

Like that's cool to do.

I don't usually just prep
someone before the console comes

in and be like, hey, if you're
working out, say hi to this

person.

I don't do that.

It's more so going to be a
relationship of what pain they

have and then how someone
actually got past that pain.

So I want to kind of create that
connection with them.

SPEAKER_04: Yeah, it's it's
funny.

I I even to you know use that
strategy when we have a

potential hire.

Well, I'll like if I'm walking
through the gym and we have like

a trainer we're hiring, we'll
introduce the trainer to a

client and then I'll ask the
client, hey, what did you think

of that person?

You know, if it's someone that
you trust.

So, yeah, John, I think it's a
good question, and I would

definitely you know involve some
of your members.

So good answer, Leo.

Cool.

All right, what else are what
are the questions do you guys

got?

I think we're gonna revive.

Yeah, I want to I wanna I want
to do the questions live first

before we do the ones in the
chat.

I like I like to reward people
that had the courage to ask on

that.

So if you want to ask a
question, you just gotta put

that yellow hand up.

I don't know how to do the
yellow hand thing.

SPEAKER_00: All right, so Jesse,
we'll let you go.

SPEAKER_09: Yeah, so let's go.

Jesse, what do you got for me?

SPEAKER_00: Okay, cool.

Also, my video is broken, so hey
guys.

I was asking, I was wondering
about kind of piggybacking his

question.

Is there is there a clean way to
kind of navigate the walking

with a new person through the
gym floor to the office in the

back, right?

Do you try to like do you rush
them through the end to try to

get them to the console?

Do you kind of create small talk
with them?

Is there like a clean way it's
not for like you're playing

Frogger through the gym floor?

SPEAKER_09: You mean walking
from like they walk in the door,

there's a session going on, and
you're kind of hopping over

dumbbells to get to the consult
room?

SPEAKER_00: Yeah, and then vice
versa.

Like, and then you're dragging
them kind of I feel like they're

kind of dragging behind me, and
it's kind of a weird handoff,

right?

From front door to back of the
consult.

SPEAKER_09: Yeah.

I mean, for me, it's more so
just explaining what's happening

in the session and kind of
making them feel like they're

already part of it.

So just having small talk along
the way and be like saying this

is my Debbie, Bob, whatever it
is.

Like I was saying before, you
should know from the phone call

a little bit about the person.

So it's not just coming in cold.

If you don't know and they are
cold just walking into your

consult, and you're doing that
sale that way, it's a little

different.

But all the small talk going
into it usually is what I do,

and just introducing them to
people along the way are just

saying, Hey Bob, hey, Debbie,
what I'm saying, everybody's

name as you're walking past them
so they know that it's not just

like a regular gym, that
everybody there has a purpose

and you are making sure that
they're having the best

experience possible.

SPEAKER_04: I I would say too,
Jesse, that I would tell if if

it is like a little bit of a
mazey situation, like we kind of

have that too.

Like we have to walk through the
gym to walk them in the back.

What it kind of like what I was
saying earlier about like

decreasing uncertainty is like
just tell them ahead of time

like where you're gonna go,
right?

And so, like before you start
walking through the gym, it's

like, all right, see that door
over there, we're walking

straight, you know, through that
door over there.

I'm gonna let you lead and you
kind of stay close behind them.

But I think the big thing,
Jesse, would be actually telling

them that I I it's funny.

I did this on purpose.

We never ended up using it, but
actually, if you look at our gym

and you come to our gym, there's
actually a strip of yellow

flooring.

Uh, you know how like the the
black flooring has the like the

the specks on it?

So most of our gym has like gray
specks, but there's a strip of

flooring that has yellow specks
almost like caution tape yellow,

right?

And my plan was that we were
gonna walk along the yellow

road, like the yellow brick
road, to and just we never ended

up really using it just because
you couldn't see it too well.

But it was it's funny that you
asked that question because

that's exactly why we created
that to help people show where

to walk in that.

So good question, Jesse.

All right, who's next?

Look like Al.

Allie?

Allie, right?

Yeah, go ahead, Allie.

SPEAKER_07: Um, okay, so thank
you for doing this.

This is incredibly helpful.

So a little backstory so that
you guys understand.

And unfortunately, it hasn't
been the first time.

I hope it's the very last one.

Just recently, and I actually
signed up for the SP of

Mastermind and I had to step out
because it was just going down.

So I was able to, you know, work
with the leasing company anyway.

So I had four trainers leave
because of the you know,

existential financial crises
that I was going through.

And I said, I'm gonna have to
reduce pay temporarily, and it

I'm gonna, you know, we're gonna
recover from this, blah, blah,

blah.

And they're like, peace, I'm
out.

So with them, I had a turn of
like 30 people.

So I'm like, oh, this is really
hard.

So, you know, once everything
got stable, of course, you know,

some of those classes were full,
they're no longer full, took

them off the schedule, but I'm
wearing myself out because I'm

literally all hours of the day
in there.

So, how do I recover from such a
big turn?

I'm trying to come up with a
plan that makes sense, that

looks appealing without looking
desperate, even though I am a

little bit.

SPEAKER_04: All right, let me
take a stab at this.

So it's a little bit of a
complex issue, but we'll we'll

do the best we can.

Okay, so here's the first thing.

I will never ever lower
someone's pay.

Because when you lower someone's
pay, you completely demoralize

them.

I'll fire somebody before I
lower their pay.

unknown: Okay.

SPEAKER_04: Because what happens
is so that's the first lesson,

right?

You're you were you're better
off keeping one person, right?

Or two people and keeping their
pay the same and firing the

other two people than you were
lowering all four people's pay.

Okay, because now you just got
four disgruntled people that

said peace out because yeah,
they're mad because you lowered

their pay.

Like even during COVID, like
when COVID happened, I didn't

lower anyone's pay.

I just I think I ended up firing
just one person.

But but that's that's the first
thing.

The second thing is understand
that anytime that you have staff

attrition, client attrition will
follow.

That's guaranteed.

That is the number one cause of
churn is staph attrition because

and I that this happened to us,
I think, in 2021, where we had

this post-COVID 21, 21, 2, where
we had an exodus of like three

or four trainers over a course
of three months for like random

reasons.

And we saw more attrition in
that time than we did ever,

right?

So the real message for you guys
is like, hey, there's some

people that are gonna leave.

You're not gonna keep people
forever.

But when if you really want to
protect your attrition, the best

thing you can do is have good
longevity with your staff.

Now, the first thing you need to
do, Allie, it is it Allie?

SPEAKER_10: Yeah.

SPEAKER_04: Okay, cool.

The first thing you need to do
is you need to stop any

bleeding.

Okay.

So if you've had churn in the
past, your job is to stabilize

what you have, right?

And that's kind of like what I
taught during COVID is like the

number one job is that we
preserve what we have.

So before you go off on the
sales tangent and trying to get

a bunch of new customers, I
would be really leaning into the

people that you've got and
really focusing on delivering

the best possible experience
that you can to get things on on

track.

So if we haven't done that yet.

SPEAKER_07: That's what, yeah,
and that's that's what I've been

doing.

Once I, you know, kind of saw
all the people, it's almost like

in my mind, I was thinking the
people that are going to leave,

I'm just kind of waiting for all
that to just leave so that I can

kind of, you know, like my boat
was sinking.

I'm waiting for all that to just
stop sinking, and now I'm just

kind of floating, hoping to not
keep sinking.

So everything's stabilized
already.

So I'm not losing any more
members.

I, you know, I've been doing a
lot of referrals.

I've been here in San Antonio
right now in the week of fiesta.

So we're doing like 50% times
two.

So when you You sign up, you
know, you as a member, you get

50% off, and then your friend
gets 50% off the first month.

So it's kind of like, you know,
a little bit of a bonus for the

new member and for the for the
referral.

And you know, that's gotten a
little bit of attention, but

it's like I'm I'm doing little
things.

So to answer your question, yes,
I'm not bleeding anymore.

But now I'm like, I'm I'm in the
growth, like I need a growth

spur.

SPEAKER_04: Got a growth spur.

Now, when you say you're doing
all the work, are you able to

take on more sessions?

Or do you feel like you need to
grow through hiring someone?

SPEAKER_07: Well, see, that's
the thing.

It's kind of like I think I can
take on more sessions just

because once I I I I coach the
morning classes and then the

evening classes are covered, all
that's good.

But if I come in and coach
another class, I don't, I also

don't want people to be like,
you know, Ale is everywhere.

I mean, we look at the schedule
and it's like, alle, alle, alle,

she's she's she's everywhere,
you know.

So I do think about the
possibility of hiring somebody

else just because that is also
going to bring people in.

It's a new face, a new style, a
new everything.

But I'm kind of trying to like
budget in, you know what I mean?

Okay.

SPEAKER_04: Yeah.

And so is is the situation that
you have right now, like, are

all of the, like, do you know
what your usage is, like out of

how many sessions that you have,
like how many of them are full?

Like, if you have an average of
six people that you can put in a

session, like on average, how
many of those, like my question

is do you have capacity to add
in your existing structure?

Meaning, can you add clients
without adding more hours?

SPEAKER_07: Yeah.

Like my classes are have pretty
good attendance, but I'm not to

the point where I'm like, it's
three people, I'm gonna cancel.

And so I do have capacity.

So on average, my classes are
ranging between 15 to 18 on a

really good day, on a not so
good day, call it eight to 10, 8

to 12.

So it's still a good attendance,
you know.

In the classes, when all that
syncing was going on, some

classes went down to two
members, and I'm like, sorry

guys, I gotta chop it.

SPEAKER_10: Okay, good.

SPEAKER_07: You know, but there
is room, there is room for

people to come in without
necessarily having to add more.

SPEAKER_04: So the big concern I
have was because you said on the

first thing is that you're
feeling burnt out, right?

And what we don't want to do is
add more customers and add more

work to your plate, right?

Because that just furthers the
case.

But now that you're telling me
that, hey, I have an existing

structure that is not gonna take
me any more hours to fulfill,

and I can just get more people
in.

So, really, it comes back to
really marketing and sales, it

comes back to you generating
leads and you spending more time

on selling.

Now, the question is this how
much time are you spending on

doing those things in a given
week?

SPEAKER_07: I have another coach
that's been helping me, she's

been great.

I we're probably doing maybe
four to five hours each.

SPEAKER_04: Oh, yeah.

SPEAKER_07: So maybe like, you
know, each of us are spending

one hour a day, maybe two hours
a day, but between the both of

us, you know, we're we're
putting about 10 hours, we're

reaching out to leads, you know,
and she touches the subject of

personal training, I touch the
subject of memberships.

So we're trying to like kind of
cover both ends.

And and so my biggest question
here is a lot of, if not the

vast majority of my community
are not a personal trainer kind

of like mindset.

So everything is group based.

So when I try to pitch in, hey,
you know, personal training,

personal training, they're like,
nah, I'm not interested.

I'll just I'll just do this.

SPEAKER_04: Okay.

Have did you uh go to the sales
master class?

Or sorry, the the marketing
masterclass last week?

SPEAKER_07: No, I missed it.

SPEAKER_04: Okay.

Do you do you have a specific
avatar that you're looking for

that you're trying to get to
your gym?

Like, do you have a perfect
customer that you're trying to

get to your business?

SPEAKER_07: Well, I mean, just
the average on on our the the

average age of our customer,
they're mostly women and they're

between 25 to 55.

SPEAKER_04: So that that's what
that's what I think you need

clarity on.

I think you need clarity on who
your customer is.

And I think what I would do is I
would go watch the marketing

masterclass that I did two weeks
ago.

You can find the replay, and it
gives you a deep dive on who

your customer is.

Because if you're all of a
sudden getting responses from

all these people that want large
group, it's possible that your

marketing is targeting the wrong
people.

And what you need to do is you
need to regroup on your

marketing strategy to be able to
start attracting the right

people.

And the first thing you need to
know is really have clarity on

who that person is, what their
pains are, what their fears are,

what their frustrations are.

And I think we need to do a
little bit more work on the

front end of that.

It's a I like the fact that
you're working hard and you're

getting an hour to two a day.

That's good.

But now we probably just need to
direct that strategically

towards a specific person and
find the pockets of and places

of where those people are.

In that masterclass, I go over a
a uh a target Leo.

Can you just send it to her
directly so she doesn't go into

wild schools?

Send her the target market
analysis that we did.

And basically what it is, it's a
prompt on Chat GPT that you can

put into ChatGPT and it'll give
you a deep dive report on who

your customer is.

And now what you can do is you
can start focusing the messaging

around to that person
specifically.

I think it's a strategic
marketing thing.

You're doing the work, you're
doing a good job with hustling

and getting after it and asking
for referrals and doing that.

I think we just need a little
bit of a tweak of the strategy

of who you're targeting, and I
think that changes everything

for you.

SPEAKER_09: Ollie, I put it in
the chat for you too, so it's

quick and easy.

You just click it.

SPEAKER_07: Awesome.

Thank you guys.

I really appreciate your time.

I know we probably I probably
went rogue on the question, but

no, you're good.

SPEAKER_04: You're good.

It's all good.

It's all good.

No, and hey, and hey, hey, I've
made I've made a thousand

mistakes in my career.

You know, so don't don't sweat
it.

You're you're get things back on
track, you're good.

We got you.

Good job.

All right, cool.

You got it.

What's up, Morris?

You're you're muted though.

SPEAKER_05: Hey, how's it going
there?

Thank you for doing this.

I appreciate it.

SPEAKER_04: Oh, my pleasure.

SPEAKER_05: Thank you.

I had a couple questions for
you.

I'm sorry, I cut you off.

SPEAKER_04: No, you're good.

SPEAKER_05: Okay.

You were talking about the
weekly emails.

I wanted the as far as the
educate, entertain, inspire.

Oh, as they say.

Where are you getting the
information for the educate and

for the entertainment where you
educate just the benefits of how

it's going to help your body and
everything?

Is that what you're talking
about?

Can you deep dive into that a
little bit?

SPEAKER_04: Yeah.

No, that's a great one.

And actually, it's funny.

I have this, I promise not to
sell anything.

That's why I didn't talk about
it.

But this is a book I wrote that
has all the emails I've written

over the past 20 years.

So that's a good, that's a good
resource for what to write.

But honestly, I'll tell you what
is the biggest source of

inspiration is what is going on
in your gym and the

conversations that you have with
your customers.

Because anytime that you have a
conversation with a customer,

they are telling you what the
market wants to hear.

They are telling you what the
market struggles with, they are

telling you what they want to
win with.

And so the first thing you need
to do, Morris, is have more

conversations with your
customers and ask them questions

like, what are you struggling
with?

What are your challenges?

What do you love about us?

What do you hate about us?

And I and I think that's one of
the biggest sources.

The the the thing that you gotta
have for content.

So Morris, I've written an email
a day for like over a decade,

right?

So like I don't like that comes
from an insatiable curiosity and

always finding ideas and little
things and that that can be

turned into an entire piece of
content.

So I'll give you an example.

One of my customers came up to
me and he said, Today's my 60th

birthday.

And I want to tell you
something, Vince.

I feel better today than I did
at 50.

And I was like, boom, there it
is, right there.

And that became a whole
campaign.

I feel better at 60 than I did
at 50.

SPEAKER_02: Right?

SPEAKER_04: And so there's the
headline, there's the there's

the email subject line.

And then what you do is you your
email can be tell the story.

Hey, I was walking in my gym the
other day, and my client Dave

came up to me, and it was his
60th birthday.

And Dave's been a client of ours
for blah, blah, blah, blah,

blah.

He trains us three times a week.

He does blah, blah, blah, blah,
blah.

And guess what he told me?

He told me he feels better at 60
as they did at 50.

There's your email.

Right?

And so a lot of the stuff that's
happening uh that you can create

and the content you can create
is like literally right in front

of you, happening all the time.

So that that is that that is one
piece.

The other piece is too.

I if you if you Morris, and I'm
I I know I'm referring back to

this the marketing masterclass,
but the last marketing

masterclass that I did a couple
weeks ago, I gave a tool that

was called the Testimonial Email
Builder, which was a prompt

where you could build a
testimonial by answering five

questions about some of your
customers.

Right.

And basically, what it does is
it you answer five questions

about one of your customers and
it spits out an email for you.

It's pretty cool.

So go watch the marketing email
replay.

That's right, the marketing
masterclass replay, and it'll

tell you how to get the
testimonial email builder.

But like it's something simple.

Look through your Google
reviews.

Like, do you have Google
reviews, Morris?

Yes.

Yeah.

So like all the Google reviews,
you can like take that and you

can turn those into emails.

Right?

Here's another here's the here's
one more for you.

Ready, Morris?

Do your customers ever ask you
questions?

SPEAKER_05: Yes.

SPEAKER_04: Every question they
ask you is an email.

Thank you.

Morris, what supplement should I
be taking?

Morris, should I eat oatmeal for
breakfast?

Morris, how many hours of sleep
should I be getting?

Morris, right?

Morris, is massage good for me?

Morris, should I be taking GLP
one?

Right?

Every question that's asked to
you is an email.

SPEAKER_05: Gotcha.

Nice, nice, nice.

Nice.

Just two more.

The the ans the entertainment,
and then can I get a link for

the marketing master replay?

Can it master marketing replay?

Can I get a link for that?

SPEAKER_04: Yes, sir.

Leo will put that in the chat
for you.

SPEAKER_05: Thank you.

Appreciate it.

SPEAKER_04: You got it, brother.

SPEAKER_09: It's in the chat.

SPEAKER_04: Coop.

Alright guys, what else?

Someone uh raise your yellow
hand or just show me your

There's still a lot of people on
this call.

I I I assume you just didn't
want to sit here and stare at

me.

So what are the other call
questions you got?

This is QA.

Remember, I gave you time to
write down your question.

Let's go.

Well, I'll tell you what, Leo,
the marketing masterclass had

better questions in this group.

I don't know what's going on.

Donna, you got one?

SPEAKER_08: Yeah, sorry.

I don't know how to do the raise
your hand.

SPEAKER_04: No, that's like
you're good, you're good.

Uh what's your question, Donna?

SPEAKER_08: I have a situation
where I have my I'm a boot camp

studio, small group from, you
know, meeting to just a group

for kind of in a group fitness
boot camp.

But my consultations come in and
I don't have anywhere for them

to really do it.

So I set up a couple of chairs,
we have a computer, it's very

awkward, and I don't have any
room to like make somewhere

specific for those
consultations.

And I definitely feel like that
hurts me.

SPEAKER_04: So I don't really
close rate, like how many

consultations are you doing and
how many are you closing?

SPEAKER_08: I mean, I have a
pretty good, I have a fairly

good close rate, but there's I I
don't off the top of my head, I

probably at least 50%.

But I feel like I could close
more.

I would be more, you know, I
feel like that if I had a better

layout, so I'm trying to figure
out how I I just don't have the

space.

We'd have to like build, build
something.

And the space that we have is
limited.

Like I don't we don't want to
take up space that we could use

for our classes for that.

So I just pull out some chairs.

It's kind of it's kind of funny.

SPEAKER_04: When you say you
pull, like what's going on when

you say you pull out chairs?

Is there like other people
around?

And is it noisy and loud?

Like, what is the situation?

SPEAKER_08: Consultations are
always just me.

There's nobody in in the studio,
and it's just me and the person

coming in.

So it's very, you know, it's
very, it's kind of cash.

Like, oh come have a seat and
come into my office, kidding

around.

And but yeah, they're kind of
just sitting near the front desk

area.

Like it's just it's just
awkward.

But I don't really know.

I guess it that's been working,
but I was already.

SPEAKER_04: Yeah, I I don't
think you have much of an issue

here.

I I I think that one, you're
telling me you're uh what I what

I would like you to do, Donna,
is tell me what exactly your

close rate is, right?

That's the first thing that I
would really get clarity on.

Is like, do we have a problem
here or are we like looking for

something?

Right.

It sounds like you know, the
first thing you said to me was

we I close a good amount of the
people.

So it sounds like that you're
doing a pretty good job.

And like, would all of a sudden
the game change if you went into

a private room?

unknown: Probably.

SPEAKER_08: I just saw your room
and I was like, wow, I need

something like that.

SPEAKER_04: Yeah, but but but
but I mean, one you're one,

you're doing well.

Two, you don't have a room, so
you can't you you don't you

can't like when I I don't I
don't know if I would say

building building a room for
that specific person.

The real thing, the reason why I
like the room is privacy, right?

Because when we ask questions,
sometimes people are talking

about challenging stuff, right?

And so if you're doing it in a
situation where no one's around,

I don't see really that as I
would probably look for

something else.

I think there's something
probably else that we could work

on.

I think you're good.

SPEAKER_08: I think that's just
something that bothers me, but

there's really not maybe fancier
chairs.

I don't know.

Other than that, like because we
we start at one spot and then

because I don't want to be
having them sitting in the

corner by my computer, which is
kind of low.

So it'll be like, come on, let's
take chairs into my other

office.

Try to make light of it and
casual, because that's kind of

how we are.

SPEAKER_04: We're not like I I I
I wouldn't sweat it.

I wouldn't sweat it.

I think you just yeah, I think
you're good.

But what that's what I don't
want you to do.

I want you to get tell me what
your close rate is.

Like, and not looking at one
month, but looking at 90 days.

Like, what was the actual night?

If I take January all the way
till now, how many consultations

did you have?

And how many closed into
memberships that gives you a

true sense of how you're
actually closing, right?

And if you're between 50, 60, 70
percent, like don't sweat it,

you're good, keep going what
you're doing.

SPEAKER_08: Yeah, okay.

Thank you.

You got it go.

SPEAKER_04: All right, any other
John, did you have your hand

again?

SPEAKER_03: Yeah, I got another
question.

SPEAKER_04: If you what's up,
yeah, you got it.

SPEAKER_03: How do you how do
you categorize?

So if you get a lead to come in
for either a trial or somebody

that signs up and they get cold
feet and they you know they want

to, you know, cut it like right
in the beginning.

How do you handle that?

Do you like put them into more
of a reactivation or is that

back into like a lead category?

So when you say they get cold
feet, so they bought the

membership or they didn't buy
it?

So in in my most recent event,
like this person was starting

the two-week trial.

So they were going into a trial
and they're like, hey, like,

this is not working, like I
gotta like stop right now.

And you know, it was just it was
very sudden.

Yeah, um, I was just I was like
cool with it.

I was like, hey, you know, no
worries.

You know, I wasn't trying to be
like the nice guy about it, but

I was also kind of like making
sure to like have access to

reach out to them in the future.

SPEAKER_04: Yeah, I would just
what I would do is I would just

open it with kind of like what
we do if someone puts their

membership on hold.

Like if anyone puts their
membership on hold, what we do

is we get a defined date for
them to come back.

Okay.

And so if they want to put their
membership on hold and be like,

okay, you want to go on hold?

Perfect.

You know, you want to come back
in a month, two months, like

when are you coming back?

And we get a defined date on the
calendar.

In that situation, what I would
do is just say, Hey, you know,

all right, cool.

No, I totally get it.

And I would ask them, I was
like, would you be open to

coming back and trying at a
different try trying the gym at

a different time?

And I would ask them that
question, right?

And a lot of times they'll say,
Nope, I just hate you, John.

You, you know, it the place
smells like baloney and I never

want to go in there again.

Or, yeah, I just have stuff
going on right now, and it's

just not the right time.

And you're like, all right,
cool.

Like, is it do you want me to
reach out to you in about a

month?

Or do you want me to reach out
to you in about six weeks?

And they're like, Yeah, let's do
six weeks.

I was like, all right, perfect.

What I'm gonna do is I'm gonna
put in my calendar, I'm gonna

reach you back out to you in six
weeks, and we'll try this again.

Does that sound good?

And just do it like that, you
know.

Just leave it kind of
open-ended, but get them to

commit to that's what I'm
saying.

Like a lot of the the a lot of
the sales that I've kind of

mentioned today is is using the
term commitment inconsistencies,

getting these micro commitments
from people, getting these micro

commitments from people that
are, you know, kind of being

wishy-washy, and then they'll be
wishy-washy until they actually

make a commitment.

All right, so that's what I
would do, John, in that

situation.

unknown: Cool.

SPEAKER_04: Thank you.

Cool.

All right, guys.

Any other oh, what's up, my man
Kev?

How are you doing, good?

How are you?

So one week trial, two week
trial, one month trial.

What's been working lately?

We're doing a 14-day right now.

That's working pretty good.

I think you just gotta test it
though.

But yeah, right now for us,
we're doing a believe it or not,

we're doing a 14-day trial from
a newspaper ad that's killing

it.

Newspapers.

Yeah, dude.

It's so we've converted here's
here's here's the stats on the

newspaper.

We've had we've run it two
times.

So we've run the newspaper two
times.

The total spend on the newspaper
was it was$1,800 the first time,

and like four, let's call it
three, I think it was$3,000 the

second time.

So let's call it you know five
grand all in.

So as we spent five grand over
two months, so$2,500 a month.

We got 20 people to fill out the
we sent them to a sales page,

right?

A landing page.

We got 20 people to fill out the
landing page.

Okay, so we got 20 leads.

10 booked consultations, okay?

10 booked consultations, 10
showed up.

I guess somebody bought.

Six out of ten.

So let's do the math.

We spent five grand.

I got six customers.

The lifetime value of a customer
GFP, if I there's two formulas

you can use.

One formula it's about 7,500,
the other formula it's about 12

grand.

All right, so there's sometimes
ranges and it depends on which

formula.

So we'll use 10 in the middle.

So lifetime value of a customer
GFP is 10 grand.

Okay, six times 10 grand is
60,000.

I spent five grand to make sixty
thousand.

But newspapers are dead.

So that's the and that's what
I'm saying.

It's like one of the things I
said, the point was this is an

important point.

A lot of times show rates can be
fixed by the different media

that you use, right?

If you're banging our head
against the wall with Meta,

right?

I'm gonna tell you if you only
market on meta and you only do

Facebook ads, your show rate's
gonna be dog shit.

I don't care how good of a
salesperson you are, it's going

to be dog shit.

And so that's what the what and
I talked about this at the last

mastermind, right?

Pocket find pockets of people
that you don't even know exist.

I the the quick story is this I
went fishing with Joey, my son.

Okay, we went to this one pond,
okay, and we didn't catch any

fish.

And he's all sad, he's all
pissed.

We're driving home, there's a
construction in the road, and

there's a detour.

And all of a sudden the detour
takes us on a road.

I was like, I didn't even know
this road existed.

And there was a pond on the
road.

And I was like, oh shit, it's a
true story.

I was like, there's a pond,
Joey.

He's like, let's go try and
catch some fish.

We pulled a hundred fish out of
that lake.

Same town, didn't even know it
existed.

Okay.

Totally same bait, same pole,
same everything, right?

Same skilled fisherman,
different pond.

And I believe that there's those
ponds existing in your area.

Here's where they could exist.

I just gave you one of them.

The readers of that newspaper
are a different pond.

I'm promising you there are
people that are reading that

newspaper that aren't even on
Facebook.

Okay.

A pond is you walking down the
street and finding a company

that has 10 to 25 employees that
make, you know, maybe they're

lawyers, maybe they're
accountants.

It's like we can walk into that
business and we could get three

clients from those people.

And when you start to look at
lifetime value and you start to

understand and really talk about
and think about how important

lifetime customer value is.

I just told you every client we
sign up at GFP is a$10,000 bill.

That's worth searching for.

That's worth finding different
pockets.

That's worth walking the street.

That's worth getting the 5K
booth, right?

That's worth taking the ad out
in the newspaper.

It's like this is worth it when
you start marketing with the

lifetime customer value in mind.

Right.

And so I think a lot of us have
gotten lazy.

We've gotten lazy.

We want to put a bunch of money
on Facebook and we think that

that's going to just solve all
our problems, and it doesn't.

So we got to kind of do some
work.

You got to find the ponds.

You got to go to the, and I
guarantee you, if you start, you

know, we we improved our show
rate by like 20% just by

marketing in the newspaper.

Because the show rate on
newspaper is 100%, and our show

rate on MENA is dog shit at 10%.

And we mold it together, and
it's like, all right, we're like

we increased our show rate by
10%.

Same skill sets on the
salesperson, no, no changes.

None of the stuff I taught today
we're doing.

Sorry, we're doing all of that
already, right?

But in reality, there was no
changes we made to the process.

We only changed the source.

And so we gotta kind of like
just like open our eyes a little

bit more.

They are there, guys.

They are there.

And here's the thing we have
this tool called artificial

intelligence that can help us
find these pockets way easier

than we ever have before.

So that that's what I'm saying.

Sorry, what was your question?

Oh no, I was I had you in a
trance there, Kevin.

I had you in a trance.

I was talking about the offers.

So what was working best?

Yeah, sorry, sorry.

Long way away from that.

Yeah, but I was so but the the
big point is you got to test.

You got to test different
offers.

We're we're we're working well
with a 14 day, a free 14-day

trial membership.

Again, six out of 10 from the
newspaper signed up for the 14

day.

Now, was it the 14-day trial?

No, there's no magic around the
14-day trial.

There's no magic around a one
week.

You just have to test and find
what works for you.

Right.

And, you know, test it's just
it's just a test.

It's just a test of you know
different options.

All right.

I would I would say this too.

You know, we got some good stuff
coming up in in terms of

holidays that we can use to
leverage certain offers, right?

And so maybe it's not a trial,
maybe it's a Mother's Day sale.

SPEAKER_03: Would you and the
Mother's Day sale, would you

actually give a whole month
away?

SPEAKER_04: Yeah.

So I love the the mom's train
free offer.

Okay.

Yeah.

So you do a ma uh an offer
called mom's train free, and you

offer free training for moms for
the month of May.

Right?

As a as some kind of an offer,
right?

We do dad's trains free in June.

Right?

So you did, yeah, just like I
you know, it's funny.

There's a guy that had a
company, he did like he helped

bowling alleys.

He did kind of what I do for
bowling alleys, and he created

this program called Kids Bowl
Free.

And it's a the the bowl, all
bowling alleys are dead in the

summertime.

And so what he did to combat
that is he created a whole

campaign called Kids Bowl Free.

And all the bowling alleys
started offering free bowling

for kids in the summertime and
it exploded.

unknown: Right?

SPEAKER_04: It's just like have
you have you heard my lonely

kettlebell theory?

I have, but you could go over
it.

Yeah, so the lonely kettlebell
theory is more expensive for you

to have an empty spot in one of
your sessions than it is for you

to give away for free.

So get people in the door.

And so sometimes you just gotta
make more offers.

And so it you could just need to
test different things like that

to theme it out more, maybe.

Alec, do you have another
question?

SPEAKER_07: Yes.

So that kind of I was gonna ask
it, but it was like too much

going on.

So one of the things that came
to my head via one of uh

marketing books that I got,
TikTok made me do it, but it

does have some pretty cool stuff
in there.

So I came up with, and and I
have the math right here so I

can show you, and you tell me if
it makes sense, right?

So part of the me trying to
reactivate a reactivation

campaign, bring in new members
and referrals and whatnot, I

said, okay, so we're gonna give
away$5,000.

And my my trainers were like,
Aren't we short on cash?

I'm like, okay, here my my this
is my psychology behind it.

Okay, we get people to come in
for$150 a month and we lock them

in for six months.

We're making$900 out of every
person in that six month period,

right?

So if we get 50 people in the
door, so 900 times 50 in

six-month period, we'd be making
$45,000.

If I'm not making my math right,
if I'm making my math right.

So out of those$45,000, we're
giving away only$5,000.

Right?

So what I did, they're like,
okay, so what about the members

that are already in?

Because I had some people that
were grandfathered into this and

to that, and blah, blah, blah.

And that's another thing that I
needed to restructure so that I

get everybody kind of on the
same level.

So I told them, okay, you want
to be part of this, you know,

$5,000 giveaway.

You just got to bump up your
membership so that it's even

across the board and everybody's
paying the same.

And they're like, Well, how does
it work?

Every time you have to do, you
don't have to do anything else

than what you're already doing
right now.

You're already working, yes.

You're already going to the gym,
yes.

You're already paying your
membership, yes.

Okay, every time you pay your
membership, you get an entry

ticket.

So by the end of this period,
when your agreement of six

months ends, you will have six
chances to win five thousand

dollars.

And they're okay, sign me up.

SPEAKER_04: What's what's the
question?

SPEAKER_07: Is it a good deal?

Is it too cheap?

Is it like because I don't want
it to make it like you said

earlier.

SPEAKER_04: Well, hold on.

Have you already done it?

SPEAKER_07: No, it's it's set
like so the giveaway it's set

for September.

So that's why I tell people you
need to sign up by April.

SPEAKER_04: So so here's here's
here's the thing, and I think

this comes exactly back to the
issue that I talked to you about

before.

SPEAKER_06: Okay.

SPEAKER_04: If we're going after
buyers that are buying personal

training, none of them next
necessarily need an extra$5,000.

My customers are rich.

They're they have more money
than they know what to do with.

And what we're doing is we're
taking a hey, win five thousand

dollars.

And what we're doing is we're
targeting the same customers

that are probably telling you
they didn't want large groups by

this specific offer.

SPEAKER_07: Well, let's so here
comes the the part two of that.

Let me finish.

Go ahead.

SPEAKER_04: So I think that a
giveaway is a fine thing to do,

right?

But I would shift the giveaway
towards free training at your

business.

Because now, when you give away
training, you're getting people

that are opting in for training
versus opting in for money.

Because here's what you're gonna
get.

You're gonna get a lot of shitty
people that just want to win

money, versus if you give away
training, you get people that

want training.

Plus, it doesn't cost you any
money to give away a spot in

your business.

And what you can say is you can
value it at double the price.

If you gave away a year of
training, you could value it at

$700,000 versus$5,000.

unknown: Yeah.

SPEAKER_04: Which also fixes the
target market issue.

You're not giving away money,
you're giving away training at

your gym and your business.

And now you can leave.

And here's the other thing that
I think this does.

I think if you're giving away a
free year of training or free

six months of training, I think
you possibly have joint ventures

that would promote that for you.

I don't think you would get
people to promote if you're

giving away$5,000.

And so now you have this.

So I think with the$5,000,
you're targeting the wrong

people.

I think you're not going to get
joint venture help.

I think you're not going to get
people that are in it for the

right reasons.

So my answer to all of that is I
don't think that's a good idea.

SPEAKER_07: Okay.

And so, no, but I mean, the this
is the reason why I ask

questions.

Um, and so the part two of that
is that in my facility, I do

mostly group training.

Like I said, you know, I have,
you know, power cycle,

trampoline.

We have some some classes that
are very exclusive to alpha, and

people come to us because they
don't find those formats

anywhere else, you know.

So I'm trying to, you know,
think of like, you know, I'm

trying to cater to the heavy
lifters and I'm trying to cater

to the cardio queens.

It works great because I have
two completely different

demographics under one roof.

But when I tried, when I've
tried to push the personal

training, it's almost like nah,
I'm good.

So how so my the my mentality
behind this is get them in.

They're like, okay, so what does
my membership include?

Okay, you get unlimited classes
and you get two times a week

personal training.

That's my hook to get them to
buy more personal training.

So that's how I'm trying to make
it attractive, so that I kind of

start throwing in there the
personal training to where

eventually they're like, you
know what, I really like how

this is going, but I want to
train more than two times a

week.

Like, how do I buy more
sessions?

That's my my train of thought.

But I don't know if if it's
something that could crush and

burn.

SPEAKER_04: Yeah, I think it
crushes and burns.

I think I would just do what I
told you and do a giveaway of X

months of training and revisit
the target market because I

think with the money, you're
targeting the wrong people.

And I think with the training,
you're gonna find the right

people.

And I think that the thing is,
you know, it's not that you

can't have different people like
lifters and stuff like that

under one roof, but what you
really want to do is focus your

marketing around one group of
people.

Doesn't mean you can't take on
different customers, it really

just means you're marketing.

I can't go to your website and
want to buy pizza and Chinese

food.

SPEAKER_06: Yeah.

SPEAKER_04: Right?

You know what I'm saying?

Like I it can't be like that.

I can't be that confused.

And there's never been a
restaurant that survived that

served pizza and Chinese food.

You know, they they they all go
out of business, right?

So that's what that's what I
think you really need.

You need clarity on market, you
need to market towards a

specific group of people.

And again, if you have other
people in there, that's fine.

But I would start shifting your
marketing towards the right

person.

And the right person, honestly,
you know, the right person is

who you want, but also the right
person is who's gonna spend

spend money with you.

And you want to target people
that are going to be buyers and

people that are gonna spend
money, you know, on personal on

personal training.

So that's what I said.

I think so.

I think the giveaway is a great
idea.

I think it's really smart, and I
think you're thinking, you I

think you're a creative thinker,
which is awesome.

I would just shift around the
prize of it to be what you you

actually do.

And I've done many of these
giveaways.

I created the whole giveaway in
the fitness industry.

The first time I did it was in
2016.

Okay, I did a giveaway.

So I started this whole thing,
right?

I was the first person in the
fitness industry to do a

giveaway.

I don't I don't know anyone.

I'm sure there may be someone
that did it before me.

I don't know.

So I've done tons of these,
okay?

And then free free training is
really what the driver is,

right?

SPEAKER_10: Okay.

SPEAKER_04: Um, because because
here's the thing, what do you

want to do when you do the
giveaway?

There's gonna be a bunch of
people that apply to win.

Okay.

And you're gonna have a winner,
but then you're also gonna have

a bunch of people that apply
that didn't win.

Your job is to follow up.

Right?

So instead of saying, sorry, you
didn't win the$5,000, do you

want to train with me?

And they're like, no, I just
wanted$5,000.

Then you say, I'm sorry you
didn't win the free year of

training.

Are you still interested in
training?

Yes, because they apply to be
win something in training, not

five thousand dollars.

SPEAKER_02: Got it.

SPEAKER_04: Cool.

SPEAKER_02: Yeah.

SPEAKER_04: Now, the one place
that money can be used is a

prize for your current
membership.

So let's say you're gonna do
something internal and you're

gonna do like a fat loss
challenge.

I have done that in the past
where the prize was money for

our internal membership.

But I'll be honest with you, the
the train, the free training,

they want that more than money.

And that's why I couldn't keep
going back to the sophisticated

buyer.

The sophisticated buyer doesn't
like they're like, I yeah, I

want money.

Like I free trading, they're
like, okay, yeah, I'll take

that.

So that's what I would say.

Okay, so go forward, yes, but
just tweak the tweak the actual

offer.

SPEAKER_06: Okay, thank you.

Appreciate it.

SPEAKER_04: Mark, did you have a
question?

It looked like you had a
question.

Morse, did you have another one?

Yeah, go ahead.

SPEAKER_05: Sure.

Wow.

Okay, hey, I I appreciate your
time.

You got it, brother.

I I I uh before I ask my
question, I need to say two

things.

I love your synergy, I love the
way your brain thinks.

You you remind me of a plumber
cosgrove mix.

I mean, I'm I'm blown away.

And as they say, I appreciate
that.

I'm taking advantage of this,
but nobody else is.

I'll go for it.

That's it.

This is what I do.

I do uh youth summer camps.

So can you give me some ideas,
some marketing ideas for

different cons to advertise in?

When you were talking about
Facebook, I'm like, whoa, he's

talking about me.

That's all I'm doing, and I need
to open up and do some more

stuff.

So I got some good features.

SPEAKER_04: All right, here it
is.

So you youth is like it's so
easy.

There are programs all around
your community that are working

with kids, right?

Do you have the PAL by you?

Like Police Athletic League, or
check into it.

Right, you know, PAL or rec, the
any of the rec that it's almost

like just think more, just think
town sports, right?

Like I yesterday I was at my
son's baseball thing, right?

He's 10, right?

Town sports.

Okay, and so all of these
different leagues are run by

parents, right?

They're not run by red tape like
high schools and stuff like

this.

And so they're nonprofits,
right?

Okay, what what does a nonprofit
want?

Money.

What are they looking for?

Sponsors.

You see the uh they ask you know
a business like yours in mind

uh, hey, do you want to put your
banner in the outfield?

Hey, do you want to put your
logo in the program?

Okay, have you gotten those
opportunities before?

Yes.

Okay, so here's how you're gonna
do it differently.

Okay, you're gonna do it
differently because none of that

shit works.

Okay, putting your name and your
logo on a banner, like none of

that is gonna produce customers.

Okay, but here's here's where I
would change it.

I would go to them and I would
offer to make a donation to

their program.

Maybe it could be a donation
that's you know in line with

what it costs to put your name
and on a banner, shirt, you

know, sometimes it's$500,$200,
whatever it is, right?

I would look for their options,
right?

And so go find what those are.

And you'd be like, hey, find the
person that's in charge that

makes the decisions, right?

And usually it's like the head
of the program.

And you basically say, Hey, you
know, I would love to be a

sponsor of yours and I'd like to
make a donation, but instead of

making a donation and putting my
name on in the banner on the

outfield, what I'd like to do is
just send a couple emails to

your list to promote my summer
program.

Okay, so now what we're doing is
we're getting direct response

marketing.

So we're sending an email to the
list, okay, and then they're

sending that email to their
entire list.

The the in the the other OPC
Mars, other people's customers,

right?

And so you want to find pockets,
pawns, right, of these leagues

and you know programs that have,
to the touch of a button, access

to 2,000, 3,000, 4,000, 5,000
parents, right?

And then you're showing up as a
good person because you're a

sponsor in exchange for
promotion for your program.

Okay.

Hey, Leo, I'm gonna do Morris a
solid here.

Can you send him our sponsorship
proposal form?

SPEAKER_09: Or the grid.

SPEAKER_04: Yeah.

I'm trying to find it.

We'll send that to you, Morris.

Uh basically what it is, it's
like a proposal that we send to

a youth league that outlines
what the sponsorship entails.

And so it'll give you basically,
you know, a framework of how to

do it.

SPEAKER_02: You're welcome.

Mark, did you have a question?

Looks like you're trying to
unmute.

Alright guys, anything else?

SPEAKER_04: Appreciate you guys.

What time is it?

Oh, we went long.

It's 2 30.

SPEAKER_09: You were cooking.

I didn't I didn't want to bother
you.

SPEAKER_04: Oh man, I didn't
realize we went that long.

Sorry, everybody.

I apologize for all the extra uh
keeping you on all afternoon.

SPEAKER_09: Coach, what's your
email address while I'll have

you?

SPEAKER_02: Or a phone number.

Either one.

SPEAKER_05: Uh coach Morris at
BarringtonSummercamp.com.

I'll put it in the uh message
here.

Is that or you want me to just
give it to you?

Spell it out.

I got it already.

Coach Morris at Barringham Camp.

Thank you.

SPEAKER_09: I just sent you a
text with the link for the uh

document too.

Thank you.

Appreciate it.

SPEAKER_04: All right, guys.

I think that's good.

Hopefully that was helpful.

I think we'll probably do
another one of these in about a

month or so.

We'll see.

Hopefully, we got something out
of it.

Hopefully there's one nugget in
there, one little thing.

But always remember that hey,
you could you know get a lot of

dopamine hit from hanging out
with me for two and a half hours

in the afternoon.

But if you don't go do anything,
nothing's gonna happen.

So you got to go take action,
you got to go do it, you got to

get it done.

Don't try to do everything,
right?

Remember what I told you.

I showed you those little needle
moves, right?

The 10% to 20%, right?

And now I did all three, right?

And all three were was it was a
big splash, right?

But hey, maybe you don't have
the ability to do all three

right now.

Maybe you just want, maybe one
needle mover, maybe it's price,

maybe it's show rate, maybe it's
the whatever.

But a lot of times small you
know changes can really make a

big impact.

So find the thing that resonated
with you the most today.

Go take action, go do it.

Appreciate you guys taking out
your afternoon, hanging with me

and Leo.

Leo, thanks, job.

Thank you.

And remember, too, if you want
to get access to the price raise

guide, book a call with Leo, and
it'll be a really valuable call.

I mean, it's really a it's a
pretty what it's a pretty

one-sided exchange for you guys.

Like, we're giving you the price
raised guide, and you're gonna

get value on the call.

So hopefully you guys take
advantage of that.

SPEAKER_07: And thank you.

I appreciate all the answering
the questions and your patience

through all of it.

It really shines a lot of light.

I've I've had moments where I'm
like seriously in the point of

like I'm about to have a heart
attack and aneurysm and God

knows what else.

You know, so it shines a lot of
light and gives me a lot of

hope.

I'm a one-man band, you know.

Some people have partners, some
people have, I don't know, sugar

daddy or a line of credit.

I know it's just me.

So this really helps a lot.

So thank you.

SPEAKER_04: I was I was hoping
Vanessa was gonna be a sugar

mama for me, but she she she has
her like one Pilates client, and

it doesn't, doesn't, doesn't,
doesn't do it.

But but it I will say something
along the lines of that, Allie,

because it the what we're doing
is not easy.

Like you you're deciding all of
you are in business for

yourself.

Like majority of the people you
know, they show up, they get a

paycheck, they have a certainty,
you know, they have all this

stuff, and and and you guys took
a different we took we took a

different road.

And that road is not the
easiest, paved, nice, clean

road.

And I I will say this, and I
said this yesterday on the

mastermind call.

Problems are part of the living
experience.

We don't Get out of this life
without it.

We don't get out of business
without it.

We don't get life without it.

At the end of the day, I think a
lot changes when we come to the

grips of problems are coming,
and problems being solved is our

job.

Just like our job is to show up
and train people, our job is to

solve problems.

And we get paid more for the
more problems that we solve and

the better that we solve them
and the faster that we solve

them.

But at the end of the day, it is
our job.

And every business owner's got
it.

I have caught problems.

Don't think that me teaching at
you today that I don't have

challenges and issues in my
companies.

I'm running two different
seven-figure companies.

Okay.

There's problems in both.

There's challenges in both.

There's times where both,
there's times where some are

slow.

There's times where we're
bumping.

Okay.

But there's problems all the
time.

And don't let any business
owner, don't let someone like me

that has this platform think
that everything is perfect and

everything is rosy and
everything is always going good.

It's not because that's how life
as an entrepreneur is.

But I will tell you this.

The road that you all have
chosen is a personal development

journey like you will get
nowhere else.

You will learn more about
yourself.

You will learn more about what
you're made of more than doing

this than anything else.

And so look at this as this is
an opportunity to become a

version of ourself that we never
would have become if we went and

got a job somewhere else.

And so it's an opportunity, it's
a gift.

And while it's challenging, I
promise you, Allie, you're

becoming a stronger, better
person because of the journey

you're on and the challenges
that you're facing and the

things that you're overcoming
than if you were working a nine

to five somewhere else.

So I'll leave you guys with
that.

But keep rocking and rolling,
everybody.

You're doing great.

Keep rolling, keep moving, and
I'll see you on the next one.

Appreciate you guys.

Thank you.