everyone on my way to work right now but I wanted to jump on here make a quick
video while I'm on my way because I had a conversation with somebody yesterday
was a pretty frustrating conversation it was actually with a client of ours and I
haven't been that frustrate in a while I don't let myself get too frustrated too
often and he got me got me so basically the the summary of his mindset is if
you're good at marketing you don't have to be good at sales it's ridiculous
you're good at marketing you don't have to be good at sales
look that's like saying if you're good at if you're a good quarterback you
don't need a good receiver you don't need to be good at catching a ball if
you have a good quarterback you think Tom Brady's thrown to eighth graders Tom
Brady's throw into professional receivers that's just one part all thats
doing is getting the ball in the air into the right person but that person's
got to close the deal he's got to catch that ball if you can't sell the lead and
it doesn't matter there's a couple of things I want to break down here okay
number one is what his mentality is and what my mentality is number two the
people that you think you should be selling to you're actually not selling
to and what you're actually selling to people because it's not what you think
we're gonna cover those things on this on this phone call right now or on this
video so number one absolutely not true you need to be good at sales said his
time is valuable he can't spend that following up with leads so he's
following up with people like once or twice and that's it right
by the way I have no problem saying this I know he's I know he has access to this
video because he's in the Facebook group I also know there's almost a zero
percent chance of him watching this video because he has not film in the
Facebook group once yet nor has he watched more than one video once in our
learning center so basically what he's not looking for to be better in sales
he's not looking to be better at being a fitness studio owner or a business owner
he's looking to find a marketing company that can make all of his weaknesses look
stronger not gonna happen to be a well-rounded business owner you've got
to be a well-rounded business owner you're not gonna be a great marketer and
everything else just falls in place doesn't happen doesn't happen I mean I
got that but we have sales people right so here's the thing quick ups to follow
up nobody not even you has ever said this phrase you know what I sign up with
those guys a because they called me once I maybe twice and then he just left me
alone and I was like man I really respect that they gave me that time to
think about it I went about a month later and I called him up I said you
know what I'm signing up with you guys cuz you only called me like once or
twice and then you let me go and that was really nice you I really respect
that I've been thinking about signing up the whole time but this is the deal this
is what made the deal for me thanks for thanks for giving me go that long leash
no one's ever said enough no one's ever said hey you know what I'm signing up
with you because you let me off the hook think of it this way most of the people
that you be your calling they might say I don't have the time I can't right now
at all at the time they all have the time that's what he told me he said a
lot of times I call people they don't have the time they all have the time
they would have answered the phone if they didn't have the time you answer the
phone when you're you don't have the time to talk why would you answer if you
didn't have the time to talk why would you answer the phone
right think about that so he's got the time to at least have a 20-second
conversation cuz he knows every call is gonna be at least that at least that
right so your goal is to get at least ten seconds out of them hey Chris yes
Chris this is Mike over at louder more fitness how are you doing good hey Chris
I saw that you felt the form for a free week past I want to get you all set up
and taken care of I know you're super busy so it'd only take ten seconds are
you more of a night guy a date guy what's a better time for you to come in
and work out let's say get right to it don't ask him if he's got the time
everyone's programmed to say they don't have the time they've got the time
everyone's program just like when your probe when you go through a department
store and you know everyone's everyone that works in the department stores
program and say hi can I help you find anything and everyone that that they're
talking to is program to say no thanks just looking how's everyone say the same
thing everyone wants more information that's why you're looking at stuff the
more logical thing would be to say you know what actually yes I'm looking for
three blue shirts that's it that's what I'm looking for anybody blue shirts
great let me show you where all the blue shirts are she cuts all your time in
half it's actually more time efficient to just talk with the person the problem
is where program to not be sold we bought your parents do it we watched
your friends do it and now we just do it learn even know why does it make sense
it's like saying god bless you why don't we say god bless you after someone
sneezes the plagues gone that's where it originated why are we saying god bless
you somebody will fall down and crack their
head on the curb and we don't say god bless you hey are you alright man we
should be blessing that guy that guy that guy has a better chance of dying
than the guy that sneeze right but we're programmed so the people you're talking
so you've got to know that it's programming but if you can avoid the
programming when you call you know the same thing like what I told you guys how
to answer the phone some of you guys do it which is really grad love when I call
fitness studio owners we work with and they answer the phone the way I teach
them it bugs me when they don't but you know when you answer the phone hey
thanks for calling loud rumor Fitness how can I help you thanks for calling
loud rumor Fitness is Mike how can I help you Lattimore Fitness is Mike how
can I help you there probe they were expecting that because they're
programmed to expect that so they're they're gonna say hey I just want to
know how much you guys try that's their programs that's all the
information they want but when you change up their programming and you say
something like face card Lattimer Fitness is mic master name please if
they're involved that they don't have a program for that so your goal you have
to know the ethel had the mindset these people have programming everything's
programmed right hey how are you doing good how are you that's a program why
chaste if you just keep walking what if he had a long answer were you prepared
for a long answer no we're programmed we got to know that
now that you know that you can predict it now that you can predict it you can
adjust you got to know the plays right I fought for 12 years and when I fought it
was important I knew this guy was a lefty so if he's a lefty I got to know
how to fight him he's he runs out of breath quickly okay I know that so I
know I'm gonna play the long game with him you got to you got to play that card
right so you got to know what people are programmed and what's a program what
people do often and how do you get there how do you beat them to it before they
get there themselves you overcome an objection before it becomes one that's
number one number two he wants me to target people that have money sounds
logical doesn't it Mike I want you to target people that got money and that
won a fitness program the people that have money and want anything have it
they're not looking for it anymore they've got it right how many I asked
them I go how many fitness studios are in your 5-mile radius more than five he
goes oh yeah geez I can't even count how many would you guess he goes 100 I go
100 so is it hard to find a fitness studio if they want to get in cheap is
there hard to find a place get in shape know so if a person has money and they
decide they want to get in shape do you think they're just scrolling on Facebook
stuck waiting for a dad like yours or do you think the moment they decided they
wanted to get shaded so when I got a membership somewhere he's like yeah yeah
of course you want to sell you want to find a way
to sell to the people that don't have money is more of them there's more of
those people now a lot of you guys are say yeah but they don't have money no no
no they do they do my my cousin goes to a school lower income bracket School in
Fair Lawn New Jersey and it was like 64 percent of the kids have a Smart Watch
that cost over a hundred and ninety nine dollars a smart walk who why does that
high school kid need that by the way they have a $1,200 phone they also have
computers and laptops I've got a lot of stuff here's the deal you've got to know
how to sell to the lower income bracket if you guys really want to expand for
two reasons number one because there's more of them right Apple Apple sells the
most expensive everything the most expensive SmartWatch the most expensive
laptops the most expensive phones the most expensive tablets the most
expensive tech pencils for the tablets you name it they've got the most
expensive version of that they are the largest company of their kind why
because they only sell to the top 10% no they're the largest company of their
kind because they sell to everyone everyone broke people have an iPhone how
because they were sold an iPhone the point I'm making is
you don't want to sell to the / everyone in your five-mile radius every fitness
studio is wanting to sell to the people that have money that want to fitness
program right now every one of them real great entrepreneurs great marketers have
a common phrase when everyone sings they zag it's also known as the blue ocean
strategy versus the red ocean right red ocean is bloody waters everybody wants
to play there therefore there's really no meat just a lot of blood in the water
blue ocean is man I have my choice of fish no one's going after the low income
bracket except for my top before my top performers that I work with they want
they want everyone they so the thing is when I hear I want I want to target
people that have money that are looking for a fitness program what I'm hearing
is I want to target people that make it so I can sell them without having to be
good at sales that's what I hear that's what I hear do you hear it that's right
here cuz do you only want to change the lives of those that have money is that
it is your mission in life I want to change people live people's lies if they
have money is that your mission wasn't my mission
most of my customers couldn't afford me when I met me right most of my customers
are making less than the customers you guys are probably selling a lot of a lot
of money first come to us they've got a business maybe doing 18 twenty-five
thousand dollars a month with employees and their take home is maybe two three
top some are making money how do they afford $1,500 a month because I've had
to learn how to sell to those people too I couldn't just learn how to sell yeah
it's easy oh this guy's doing seven figures and you know he's got a he's got
a $300,000 a month take-home that's the guy I want that guy's already got his
problems figured out that guy pays for his problems to go away he's a hard
herself you think he's an easier sell he's a harder sell you guys aren't
getting it right now and when I say you guys I don't mean all of you guys right
like some of you guys get a lot of you guys get it but um those of you that
don't like you like think about it have you said that have you been have you
been guilty of saying like I want to sell to people that have got money
those are view hard to people to sell to I've got money I have it's gonna be hard
for you to sway me to work out a different place I'm already I got two
memberships already and I'm good hey I'm so good it's not even on my
radar the deal of a lifetime can come up on my newsfeed I wouldn't notice it cuz
it's not it's not a pain point for me but if I'm out of shape and I haven't
had the money to join us a fitness that or get a trainer and you know I'm and
I'm out of shape that's a pain point for me so now when I see a free week at a
fitness studio free I don't have money at a fitness studio I'm not in shape
that calls to me and then if the pain is strong enough and you guys are good at
controlling that conversation you can get that same person it's been said ten
times as much on a phone three times as much on a watch to buy a membership of
you so I promise you the pain of not being in shape is greater than the pain
um now I have an Apple watch you guys agree with that let me know
what you guys think here's another thing - I was in the debt settlement entry for
three years I was in debt settlement for three years I watched people that were
making 3040 thousand dollars a year somehow I don't even know how they got
the credit somehow I have $80,000 BMWs 80,000 why
how because the pain they they were so broke that they needed to prove
something people that are broke for everyone finds the money if something if
you want something bad enough you'll put on a credit card
you'll borrow it you'll justify it you'll do what you have to do if you
want something bad enough are you getting them to want it bad enough it's
another thing - you're not selling Fitness so get that out of your heads -
if you think you're selling Fitness you're not selling Fitness none of you
no one buys Fitness there's three things I'll tell you right now people don't buy
but they think they say they want it right here's here's three things that
everyone says they want but they don't want it oh I really want to get a job to
get a job I need to get a job you don't need a job you don't want a job what you
want you don't even want the money that the job gives you what you want is you
want to be able to take a vacation every once in a while you want to be able to
go out with your friends you want to be able to get your kids a birthday gift
and Christmas gifts around the holidays you want to be able to be able to afford
your car payments you keep driving your car that's what you want
nobody wants a job if the job didn't give you that result would you want the
job no you just want to go do those things next thing I really want to get
pregnant we're looking to get pregnant as you know you don't want to get
pregnant no one to get pregnant no one want to stay pregnant Wow why I have
four kids you know how many times I heard my wife say I just want this baby
out of here already told me once that I love to be have four
kids she didn't want to be pregnant because while she was pregnant she was
you know decorating the baby's room and we were picking out baby names she
wanted the baby she wanted the result no one wants to do Fitness you're not
selling fitness so if you're selling how good your workout programs are and how
you mix it up and no class is the same and we're gonna be doing this and it's
fun because no one cares you care because you're a fitness junkie you're
weird I'm weird we're fitness junkies that's not we're not normal
the people you're selling to our Netflix and food junkies right they just want to
be able to relax and and eat good food you know eat out without without losing
their uh their fitness right they want to stay in shape
that's your sell into what you're not selling is Fitness what you are selling
is you're selling hope that's it they started and stopped fitness routines way
too many times they just need to be certain that this is the last stop this
is it this is the plate we are the place that gets people like you in the shape
that you're asking for and we do that every day that's what we do here so
that's what you're looking for Mary you're at the right spot and this is
your last stop the only question is are you gonna make that stop we're here
that's it but you've got to be certain you've got it a lot of people are afraid
to be certain because they like that under-promise over-deliver BS
under-promise why would you under promise promise exactly what you can do
for them at the maximum capacity show them exactly what the most successful
people in your in your studio have done it is possible don't under promise
oh you can still over deliver by going the extra mile people in earshot but but
just promise everything you can do and deliver the problems we're afraid of
committing well what if we don't do it look here's the deal when you guys were
standing at the altar to propose to get married to your spouse did you make all
those commitments til death do us part sickness and in health rich or poor or
whatever it is you guys did you guys make that commitment anyway already
arted you guys like stay away from because you knew you know the stats
you're not ignorant to the stats more marriages failed and succeed you know
that how do you know those numbers and make that commitment when you know you
can fail when you know you're more likely to fail you do because in your
head I don't care what those stats say I'm gonna get this I'm gonna get this to
become what it needs to be that's it I bet you I bet you this the likelihood of
you staying married statistically is is worse than the likelihood of you being
able to get that person in their desired shape so make the commitment be certain
marry I know exactly what you're looking to do here we help people just like you
get in that shape every day this is not hard for us this is a walk in the park
it's gonna be a fun ride it's gonna be easy and you're gonna get there this
will be your last stop you won't have to go anywhere else after this the only
question is will you stop is this gonna be the place we're going to
what do you think right so you've got to talk with certainty the more certain you
are the more certain they'll be the less certain you are the less certain there
they'll be that's why I don't use the word try in my office right they can
think of it this way if you were the look help the words right how crazy
words are you taught you talk you're a basketball coach and you've got one
second left two seconds left to make one shot to win the championship that's it
you got two guys that you can pick they've been they've been consistent for
you all season long either one of these two guys are capable of making this
game-winning shot and you call a timeout and you say guys what do you think and
the first guy goes coach give me the ball I'm gonna try to make this and the
other guy goes coach give me the ball I will make it which one you given the
ball to they're both just as good why are you giving the ball to the second
guy because the second guy sounds so certain it increased your level of
certainty people need to be certain they'll spend the money they don't have
to have the money just cause people have money doesn't mean they're idiots with
it they just go throw it around because they got nothing else to do they still
value money in fact people that have money value it more people that don't
have money a lot of times don't have money because they don't value it they
don't work hard for it and they don't work hard to save it and do what they
have to do to manage it well we've got our programming all backwards a little
bit so anyway I hope you guys get what I'm saying here I wanted to just kind of
sprinkle some things in get your team to watch this get your staff to watch this
it's important everyone watches this stuff this stuff I've learned not just
personally in my experience building the company we built but also through the
many entrepreneurs I've gotten to meet with get coach from get mentored by like
this is a consistent mentality of the top guys right the delete' and you know
the people I like to study our Warren Buffett our you know Charlie Munger our
Richard Branson the shark tank guys cubed you know Marcus lemonis all these
guys these guys think they get it right the stuff I'm talking you about right
now this is what they talk about this is what I learned I learned this stuff from
them I implement in my life and damage true as hell
so I hope you guys find this valuable I hope you guys go back and even rewatch
it the work taking notes along the way I kind of went off tangent a few different
times so go back take some notes and I even want my team to watch this here so
I'll talk to you guys soon have a great day GSD