- All right, welcome back to the channel.
Max Tornow here.
In this video, I want to talk about how to win
against your competition by delivering better results
to your clients than anybody else.
This is especially important for you
if you're getting started out right now as an online coach,
as an online service provider.
Maybe you are worried about the competition.
There are so many other people offering
something similar already,
but this is also important for you
if you're meeting the scale and you want to basically start
dominating your niche a little bit more,
and you want to keep standing out,
especially if you're thinking like,
"Oh, if I want to grow and I want to sell more,
"then the client support, then the delivery has to suffer,"
you will actually realize that this is not the case.
that by the end of the video,
you'll have a very, very clear understanding
of what it means to deliver high quality standards
to your clients that then adds up at the end of the day,
obviously also helps you make more money for your business.
We're in Helsinki today.
It's freezing cold,
but very good Christmas vibes and yeah,
that sounds good to you.
Let's get you started.
Have you ever wondered whether there's more to life
than a meaningless dead-end nine-to-five job?
Have you ever dreamed about breaking free, you know,
traveling the world, making good money
while not having to worry that you could get fired?
My name is Max Tornow and I have attained that freedom
and I have attained that security.
No more office dress code, no morning commute, no boss.
This channel is for you.
So here's to your freedom.
Interestingly enough, a lot of people say, you know,
oh, I have this and that skill.
I'd love to start as an online coach,
but there's so many others in this niche already,
and there's so and so offering stuff for free,
and there's so much content out there that is cheaper
and so on and so forth.
How can I stand out?
Why should I even get started?
Well, especially in the beginning,
you have one big advantage compared
to all the other big names in your niche.
And that is the fact that you have more time
and therefore you can really, really start to delivering
even better results than anybody else.
Because look, imagine you are a fitness coach,
for example, right?
And you think like, oh, because there's so and so out there
already much bigger.
Well, so and so with thousands of clients might not be able
to give that much attention to each and every single client.
But when you're starting out,
especially when you're getting your first client
or your second client,
you can literally always trump the big ones in the industry
by saying, well, you're my first or my second client.
I will give you nothing but my full undivided,
100% daily attention.
And that gets you the foot in the door.
And the good thing about that too is, do we walk that way?
- Yeah.
- The good thing about that too is, like I said,
that gives you the foot in the door, but on the other hand,
it also helps you hone your craft and you can get better
because a lot of people think like,
"Oh, I need to be an expert already before I get started,"
and so on and so forth.
But how do you want to become an expert
if you haven't even done it yet?
That's literally how you get better.
If I think back to my very first business,
the dating and relationship advice business that I started
back in 2013, I wasn't an expert at it either,
but I got my very first clients.
I made sure that I would deliver really good results
to these clients, of course,
because it was only in my interest to start out
with something positive and to get my first clients
a lot of great results.
And then as I started doing it more and more,
I got better and better and better over the years.
There's no end goal where you say, okay,
now I'm 10 out of 10 of my coaching craft.
You always get better and that's totally fine
and that's totally normal.
And you can see here already, it's always a win for you,
and it's always a win for your clients.
In the beginning, maybe you're not super great
at coaching yet, but your client wins
because you can get him or them,
you can get them, your full undivided attention.
Later on, your client wins while maybe they don't get
the undivided attention anymore that they would have gotten
if they were your sole first client.
But at the same time, they wouldn't
because you are more experienced
and you have seen certain problems before
with multiple other clients.
So you can see here again, either way,
client always wins and you always wins
as long as you remain very, very client-centric.
Anyways, we're going to get some ramen now.
We spotted a very good restaurant
and get some nice ramen.
I've been craving ramen noodles,
and then we'll continue talking a little bit.
(upbeat music)
Right, we've got the ramen here.
We've got the kimchi over there.
Shout out to all my Korean friends and followers.
This always reminds me of the great time I had in Seoul
a couple of years back.
All right, so we've talked
about the beginner's perspective.
Let's talk about the advanced perspective,
because a lot of people think,
"Oh, if I ought to scale my online coaching
"or consulting business to really make six figures a month,
"$100,000 a month,
"that means I make more money and I sell to more people,
"and that inevitably must mean that the quality
"of my product, the quality of my client support
"has to suffer," but that is actually not true.
If I think back to how I got started
with my very first clients, made my first four figures
it was my very first business,
and then I started systemizing processes,
and then it allowed me to make multiple seven figures
a year, we basically managed to scale the unscalable,
meaning we sold to a lot of people each and every month,
but at the same time,
the client support remained very, very high.
The way you can do that.
I don't want to talk too much details about that
because it's a little bit more of advanced structure here
and this is primarily a beginner channel,
but what you do is you basically systemize things.
You set up proper structures,
proper systemization and proper delegation.
Of course, you make certain key hires.
And the interesting thing about that
is with these key hires,
if you really systemize the hiring process
and the training process with internal training videos,
with proper KPIs and so on, so forth,
it is really not too difficult to hire someone new
and train that person up to par,
to really be able to then help you deliver your expertise
to your clients on a very, very high level.
Now, let's take that thought a little further,
because this is where it gets really interesting.
If you still and always adhere to the idea of client support
is the most important part,
if you really have a client-centric business,
what happens is it's turning into a huge win-win.
A win for you because you're making more money
as you're closing more people.
And also you can remove yourself from the business
more and more as you systemize the process
of client support, but at the same time,
your clients win because you maintain
a very client-centric picture.
And I'm not saying this,
"Oh, Max, you're just saying this
"because you want to make yourself look really good,"
or anything like that.
No, it's not even that.
It's in our best interest to maintain client support
extremely high.
If I look at our current business,
when our clients win, when our clients succeed, we succeed.
When our clients get results, we get results.
And that is because of the following reasons.
Number one, word of mouth.
Happy clients spread the word of mouth.
We actually make a significant amount of our monthly revenue
from referrals, meaning from happy clients that say,
hey, I have a friend, I have an acquaintance.
I love the program so much.
I'll tell them about that.
Another part is testimonials, right?
That goes into the marketing.
That means, the reason why we have such strong marketing
revolving around client results,
revolving around client testimonials is because it works.
If you look at our Trustpilot, for example,
we literally have hundreds of reviews over there
from real people.
These are people that leave their reviews
with their first and with their last name,
meaning they're real people.
They're proud of that.
You can feel free to reach out to these people.
Feel free to ask them and feel free to ask them
about their honest opinion about the program.
We have an extra client reviews channel.
We have several client review interviews,
and these are only the people
that are happily talking about that.
Some people are more in sensitive niches and they say,
"I'd rather not be featured on your channel."
We have, I don't know, four or 500 clients testimonials,
screenshots and videos over on our Instagram.
These are, again, all real people.
You can sometimes always reach out to these people.
Oftentimes we're tagging them.
Again, it's only in our best interest to get these people
great results, because then again,
we can feature them in our marketing.
And the third big reason is also recurring clients, right,
this whole idea of lifetime customer value.
You've heard me maybe talked about this before.
It's a very interesting part.
Actually, before I talk about that,
do not forget to check out our podcast.
My business partner, Nikita Gunkewitsch, and myself,
we have a very interesting and informative podcast,
where we kind of go a little bit deeper
on the mindset aspects and the structural aspects
of building a business, maintaining a business,
and scaling a business.
If you feel like the YouTube stuff is a little bit too flat,
you want to dive deeper,
feel free to check out the podcast.
We're gonna put a link down the description.
We're gonna show the link here as well.
You probably have your phone in your hands right now,
so you can open that podcast right now, tune in.
We have over 100 episodes on there.
It's very small chunks of that podcast.
There's around 10 to 20 minutes episodes,
so you can listen to them on the go
and dive a little bit deeper on specific topics.
Let me turn around here and kind of go back
because it's getting really, really cold.
So let's talk about that idea of lifetime customer value.
I think in 2020, a lot of our competition has suffered
very, very strongly, because they weren't able to get,
to attract that many new clients,
because you know, 2020, crisis, pandemic, people are scared.
They're not necessarily willing to spend a lot of money.
And we were able to do it actually extremely well
during these times,
simply because we had so many clients that were happy
with our programs, that were happy with our level
of client support that they actually bought from us again.
There's clients who've been working with us for months
and they said, "Hey, can I work more months with you?"
There's clients who've been working with us for over a year,
almost two years now.
And they still prolong their work with us, because for them
it's a no-brainer.
They basically say, you know,
"You guys are helping me making so much money.
"It's a no brainer for me to pay you money,
"so I make even more."
So again, if you adhere to the idea of lifetime value
and you understand, hey, if I go above and beyond
for my clients, they will always want to be with me.
They will always want to be working together with us.
They always want to prolong their programs.
If you do that, you'll always be able to have
a very, very stable amount of income from lifetime clients,
from recurring clients that sign up over and over again.
Let me, again, make sure I'm in focus here.
There you go.
So that's a beautiful thing, because it creates a lot
of sense of safety and security for your own business,
'cause no matter what happens to the YouTube algorithm,
to Facebook ads restrictions, to a global pandemic,
to whatever it is that's happening,
you can always get back to your loyal clients
who just continuously want to buy from you again,
because they love the level of client support.
And that's again, the dynamic of win-win
that I've mentioned before.
We win when our clients win,
and you can also win with your business
whenever you're focusing strongly on lifetime client value.
And it kind of strikes me as so weird
that so many businesses, business coaches especially,
are not thinking about that.
What most of them are doing in fact is,
going a little side tangent here
what the market is doing.
If you look at what most business coaches out there
are doing, they create an info product.
They promote the hell out of it.
They sell it to a couple of 10,000 people.
They don't care about client support or anything about that,
because they think it's not scalable,
because they'd rather just sell a random info product
without having to hire coaches,
without having to hire a team that helps the clients
with our support.
They rather just sell that,
and then they change their product.
They change the niche, and then they sell the next product.
This is what literally most of the business coaches
out there are doing.
They're like, "Oh, here, buy my real estate course."
10,000 people buy the real estate course.
Not many people get results.
I mean, a fraction of them get results,
but they just go for mass.
And then they're like, "Okay, here's my dropshipping course.
"Go buy that.
"Here's my investing course."
And so on and so forth, and they just rotate
through these products without ever having to care
about recurring clients, without ever having to care
about these clients actually getting proper results.
Of course, either way,
even if you really care about clients,
even if you really make sure
they have the support structures,
there's always gonna be people who don't execute,
who don't get results,
but that's a very, very small minority.
And you want to focus on the people that actually execute
and anybody that does need help,
that does need questions answered gets them answered.
And that is true for your own online coaching business.
That is true for your own online consulting business,
but it's also even true for online service
providing businesses.
So anyways, I went a little bit on a side tangent here.
The bottom line is, again,
let me make sure I'm in focus here.
The bottom line is again,
focus on being very client-centric.
Focus on over-delivering to your clients,
whether that is in the beginning or at the end.
You can scale it up at infinitum.
You can absolutely scale the unscalable.
Make sure your clients are happy,
because ultimately, when they win, you also win.
So when this sounds great for you and you say,
"Hey, I want to be part of this.
"Max, can you and your team help me get started
"with my own online coaching or consulting business?"
or "Max, can you and your team help me scale the unscalable
"with my online coaching or consulting
"or service providing business,"
then I'm gonna put a link down the description below.
You can use that link to book a free consultation call
either with me directly or with an expert from our team.
And then we can see where you are, where you want to go,
and then we'll help you execute these steps.
I can tell you right off the bat,
before I head back inside, number one,
this is gonna be a call with a real person,
not some automated bot funnel.
Number two, we're gonna be only sharing with you
only really implementable steps.
We're not gonna give you some mainstream BS,
watered-down, generalized advice.
And number three, we cannot take, since we're human beings,
we cannot just take anybody on these calls,
which is why when you click that link down
in the description below,
it brings you to an application form.
You have to fill that out.
And then yeah, you can book the exact date and time
where you want us to call you.
Call is entirely for free,
no hidden international costs whatsoever.
So yeah, let's talk very, very soon.
I'm gonna head back inside.
Very, very cold here in Finland.
And yeah, thank you very much for watching.
Talk to you soon, bye bye.
- So I made my first sale with FBM this week,
which felt absolutely amazing.
The great thing is I've only made one sale
and pretty much paid off the course.
So everything I'll make from here is, you know,
obviously for me, and it also feels amazing,
because I've already had those first few interactions
with my client, and I've already helped them out a load.
So I'm looking forward to helping them out so much more.
And I'm looking forward to obviously learning more in FBM.
I'm only like a few modules in still,
and also just making more sales.
So yeah, thanks a lot so far.