200 Cold Calls a Day Isn't Leverage — Transcript

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1. 0:00I end this podcast with a challenge. Ask
2. 0:02the guest for a challenge of the
3. 0:03audience to do something and take the
4. 0:05action from the hour and a half we've
5. 0:07spoke. Does a challenge come to mind?
6. 0:10>> Mhm?
7. 0:13Define the input-output equation that
8. 0:15gets you closer to where you want to go.
9. 0:19And then 10x the input.
10. 0:21So, whatever your thing is, like if
11. 0:23you're like I want to be an editor, I
12. 0:25want to be an agency owner, I want to be
13. 0:26a whatever whatever the thing is.
14. 0:29The first thing you have to do is figure
15. 0:31out the input-output equation, which is
16. 0:33what do I have to do that will get me
17. 0:34closer to where I want to go.
18. 0:36Step one. If you can't define your
19. 0:37input-output equation, then you need to
20. 0:39define your input-output equation
21. 0:40because otherwise you're working for no
22. 0:41goal.
23. 0:42Once you define that,
24. 0:44then do 10 times more. This is the flyer
25. 0:46story.
26. 0:48Like you probably you might be doing the
27. 0:50right stuff. You might be working out,
28. 0:52but you're working out 5 minutes a week
29. 0:53and being like, I don't know why I'm not
30. 0:54losing weight.
31. 0:55It's like you're not even close. You're
32. 0:56like, "No, I think I need to double it
33. 0:58to 10 minutes a week." It's like, "No,
34. 0:59you're not even close." The thing is
35. 1:01this, in fitness we have some context,
36. 1:03right? But in business you have no idea.
37. 1:05And that's the big disconnect. Is that
38. 1:07people might be doing the wrong the
39. 1:09right stuff, but doing the wrong amount.
40. 1:11They're doing way too little of it, and
41. 1:12they think you they think in doubles,
42. 1:14not in orders of magnitude, as in 10x,
43. 1:17100x. But like the out like you want to
44. 1:20make 100 times more money than you are,
45. 1:21you need 100 times more input.
46. 1:24Like hold on, I'm I'm going to hit this
47. 1:26home real quick cuz this is this is this
48. 1:27is important.
49. 1:30I have right now
50. 1:3210,000 times the input that I used to
51. 1:35used to have when I was running my gyms.
52. 1:39I just have leverage on my input.
53. 1:43And so, for example,
54. 1:46I could do 200 cold calls a day.
55. 1:49I could double that to get to 400 400
56. 1:51cold calls a day.
57. 1:52I could also do 200 cold calls a day to
58. 1:55get someone to recruit for me.
59. 1:57And then that person
60. 1:59starts Sorry, I
61. 2:02I'm going to rewind real quick. So, I
62. 2:03could do 200 cold calls a day and get a
63. 2:05certain amount of sales.
64. 2:07The next level is I could go get
65. 2:09somebody to do those 200 phone calls for
66. 2:11me and then I make the same amount of
67. 2:13sales, but I don't do anything.
68. 2:15More leverage.
69. 2:17Another leverage above that is I go call
70. 2:19do 200 phone calls a day until I get a
71. 2:21recruiter and then that recruiter brings
72. 2:22me a new person every week. And then
73. 2:24every week I get another added 200 phone
74. 2:26calls per day that keeps stacking and
75. 2:28the number of customers that comes from
76. 2:29that. But what did I do there? I made
77. 2:31calls for a week to get one recruiter.
78. 2:33And then from that point going forward,
79. 2:34every single month I get more and more
80. 2:36sales.
81. 2:39And so that's three levels of leverage.
82. 2:41There are more than that.
83. 2:42And so what you unlock in the
84. 2:45game of entrepreneurship
85. 2:47is leverage. And the way that you unlock
86. 2:50leverage is through relinquishing
87. 2:52control.
88. 2:54And so the tough part about the
89. 2:55entrepreneurial journey is that the
90. 2:57thing that got you to quit your job is
91. 3:00the very thing that you have to stop
92. 3:01doing.
93. 3:02And so what happened is you felt out of
94. 3:04control and so you quit your job so you
95. 3:06could take complete control of your
96. 3:07life. And when you're self-employed, you
97. 3:09take complete control. You are you hunt,
98. 3:11you kill, you produce, you do
99. 3:12everything, right?
100. 3:14And then the thing that you got the big
101. 3:16massive reward for because you quit your
102. 3:18job, you started making money, living
103. 3:19life on terms, you now have to unlearn
104. 3:21that.
105. 3:22And you have to say, "Now I'm going to
106. 3:23give up control again."
107. 3:25>> [snorts]
108. 3:25>> And then the rest of the journey is
109. 3:26unlearning the control that you so
110. 3:28hardcore rewarded for in that first
111. 3:30action.
112. 3:33Because in the beginning you have to
113. 3:33give up
114. 3:35doing production or doing delivery,
115. 3:37right, on the back end. And then you
116. 3:38have to give up doing admin work. And
117. 3:40then you have to give up doing sales.
118. 3:42And then you have to give up doing
119. 3:43marketing. Then you have to give up
120. 3:44doing management. Then you have to give
121. 3:45up doing leadership. Then you have to
122. 3:46give up doing financing. Then you have
123. 3:48to do Like you have to give up all these
124. 3:49things until eventually you're like,
125. 3:50"But I'm not needed." And then, you have
126. 3:52to give up the
127. 3:54desire to be needed by your business.
128. 3:58Because many people make their business
129. 3:59to to fulfill personal desires.
130. 4:02But, the business doesn't need to do
131. 4:03that. It doesn't exist for you. It
132. 4:05exists for the customer.
133. 4:07You're not required.
134. 4:09You think you are because it makes you
135. 4:10feel more important.
136. 4:12And so, that's the unlearning
137. 4:14experience, and that's where leverage
138. 4:15comes from. And so, right now, to answer
139. 4:18the question, the challenge for the
140. 4:19people is figure out what the
141. 4:20input-output equation is.
142. 4:22And do 10 times more.
143. 4:23And if you can figure out how to do 10
144. 4:25times more,
145. 4:26figure out how to do 100 times more. And
146. 4:28the secret is that if you're trying to
147. 4:29do 100 times more, it's probably not
148. 4:31just you.
149. 4:33Real quick, I'm going to show you the
150. 4:34exact 10-stage roadmap from zero to 100
151. 4:37million plus
152. 4:38that less than 1% of companies finish,
153. 4:40I've now done multiple times, and so I
154. 4:42can say with a lot of confidence that
155. 4:43these are the stages as head count
156. 4:45increases that you need to get through,
157. 4:47and I broke each of these down by eight
158. 4:49different functions of the business,
159. 4:50what the constraint feels like, like
160. 4:52what are the symptoms of it when you're
161. 4:53going through it, and then what steps we
162. 4:55actually took to graduate. We've done
163. 4:56this across software, physical products,
164. 4:59uh service businesses, brick-and-mortar,
165. 5:01all of this, and it works. And it's my
166. 5:04gift to you, it's absolutely free. And
167. 5:05so, the link's in the description, but
168. 5:06you just go acquisition.com/roadmap,
169. 5:09just enter your info, and it'll spit it
170. 5:10right back to you, all free.