"How Do I Sell a Complicated Service?" — Transcript

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1. 0:00Now, I know you're doing 2.4 million.
2. 0:01You sell outcomes to athletes, and the
3. 0:03biggest problem that you think is
4. 0:05stopping your growth. You'd like to get
5. 0:06to 3 million. Is that you feel like you
6. 0:08need to reposition your offer in some
7. 0:10way.
8. 0:11Shoot.
9. 0:11>> Yeah, nailed it, man. So, um
10. 0:14we have three revenue streams inside of
11. 0:16our health clubs, our fitness centers,
12. 0:17right? So, we run ads for group. That's
13. 0:20our highest margin. Um but then if a
14. 0:22deconditioned person walks in, we can
15. 0:24get them into one-on-one, then get them
16. 0:25back into the group setting. And then
17. 0:27when someone does 12 months, 13 months
18. 0:29>> What's your footage?
19. 0:30>> Uh 6,000 sq ft. We have four locations.
20. 0:34>> Okay.
21. 0:34>> Um so then when people inevitably want
22. 0:37to kind of take breaks
23. 0:38>> Large group or semis?
24. 0:39>> Uh so we do large. I've already no man's
25. 0:41land. So, we're like 16 to 20.
26. 0:44>> Okay.
27. 0:44>> Yeah, so um
28. 0:46Yeah, so
29. 0:48so that's a book reference. Um
30. 0:49>> Yeah.
31. 0:50>> So, basically what's happening though is
32. 0:53that because we have the 24/7 open gym,
33. 0:55which is supposed to be just a way to
34. 0:56keep people engaged. And once they get
35. 0:58one program again, they they re-engage
36. 1:00with our coaches. Our sales team is kind
37. 1:02of using that as a low-hanging fruit.
38. 1:04>> sell I mentioned yesterday.
39. 1:05>> Right, correct. And so the challenge is
40. 1:08twofold, right? So, the first one is
41. 1:09like
42. 1:10you know, how do we market in a way that
43. 1:13we get people to understand that's an
44. 1:14ecosystem. We're not in in F45 and all
45. 1:16those things.
46. 1:17>> going to understand that's an ecosystem.
47. 1:18>> Okay, so very good. Easy enough. And
48. 1:21then [snorts]
49. 1:22And and then the second
50. 1:23>> get them to know everything about me so
51. 1:24they can understand the nuance of how we
52. 1:26built this business model? They're not.
53. 1:27They're going to be like, "Oh, it's a
54. 1:28six-week weight loss thing. Sounds
55. 1:29good." And then you explain that when
56. 1:31they come in.
57. 1:32>> Did you ask me how I explained it?
58. 1:33>> No, I'm saying I'm saying it I'm saying
59. 1:36You market the thing they want.
60. 1:38>> Yep.
61. 1:38>> And then when they come in, you give
62. 1:39them the thing that they need. Don't try
63. 1:40and explain the thing that they need
64. 1:42before they you give them the thing they
65. 1:43want.
66. 1:44>> Got it. Okay, very good. Simple enough.
67. 1:47>> Okay.
68. 1:47>> And then I do have a follow-up real
69. 1:48quick, too, if I if I can push my luck
70. 1:50here a little bit. So, um when it comes
71. 1:53to leveraging my personal story, right?
72. 1:55So, when it comes to transformation
73. 1:56stuff, I was indicted at 22 years old,
74. 1:58did 63 months in federal prison. So,
75. 2:00when we talk about like transformation,
76. 2:02like I'm literally said the city that
77. 2:04saw me at my worst is going to see me at
78. 2:05my best. How much of that should I
79. 2:07leverage? Cuz I've never really led with
80. 2:08that. But, I know now that I'm in the
81. 2:11I'm I'm literally in the inspiration
82. 2:12game. I'm literally in the lead gen and
83. 2:14the sales game, and I feel like there
84. 2:16could be some stickiness to it.
85. 2:19>> Man, I just want to
86. 2:19>> want to sell the Do you want to sell the
87. 2:20business? Do you want to own it long
88. 2:21term? Like, what do you want to do?
89. 2:22>> Um
90. 2:23Man, that that varies day to day. I I
91. 2:25mean, I mean, I want to sell it, man.
92. 2:26Yeah, I mean, eventually I want to build
93. 2:27something that's got value and then I
94. 2:29exit.
95. 2:30>> Well, then I mean, you already have a
96. 2:31business that doesn't require a personal
97. 2:32brand. I wouldn't tack one on.
98. 2:34>> Very good. Fair enough. Easy enough.
99. 2:35Fantastic. Thank you, sir.
100. 2:37>> If you're not getting as many leads as
101. 2:38you want and your business is demand
102. 2:40constrained, [music] meaning you could
103. 2:41service more customers than you
104. 2:42currently have, then this is for you.
105. 2:44So, marketing is changing and I think
106. 2:46ACQ [music] tends to be on the bleeding
107. 2:47edge of this stuff. We certainly spend
108. 2:49the money uh to do it, but we also build
109. 2:51[music] custom software and we pay
110. 2:52amazing vendors and very expensive
111. 2:54people to figure out the system that we
112. 2:55have right now, and I want to share it
113. 2:56with you kind of open kimono style. If
114. 2:58you're not getting as many leads as you
115. 2:59want,
116. 3:00boy, do I have the thing for you. Click
117. 3:01below, book call, and uh
118. 3:03hopefully I'll see you in Vegas.