VIDEO
TITLE: Scaling a $20M Website Agency to $80M in 3 Years
URL: https://youtu.be/5rk7GElwf6M
PRIMARY_TOPIC: pricing
TOPICS: pricing, leads, scaling, retention-churn, case-study

[0:00] YouTube https://youtu.be/5rk7GElwf6M?t=0 || Scaling a $20M Website Agency to $80M in 3 Years
We do uh we're WAS so website as a service um based company. So we build websites, do digital marketing services, that kind of stuff. Uh we cater to small medium businesses, small businesses. Uh average revenue per customer is 450 bucks a month. Okay. Subscription based company. Yeah. And uh yeah, we're at 20 million uh

[0:20] YouTube https://youtu.be/5rk7GElwf6M?t=13 || Scaling a $20M Website Agency to $80M in 3 Years
bucks in revenue. And notice example, right price, really small, you price it super low and it works. Go ahead. and uh we want to get to 80 80 million bucks of revenue in about 3 years. Okay. So uh the question we're asking ourselves is we're in an industry where AI is very disruptive. Um every day that

[0:40] YouTube https://youtu.be/5rk7GElwf6M?t=33 || Scaling a $20M Website Agency to $80M in 3 Years
goes by, you know, it's constantly degrading and decaying our our product. Uh and at the same time, we have kind of this one channel uh risk that that we're living with. All of our sales, 100% of our growth has been done through outbound cold calling. Love it. Yeah, it's great. Um, but again, cold calling is becoming harder and harder

[0:59] YouTube https://youtu.be/5rk7GElwf6M?t=52 || Scaling a $20M Website Agency to $80M in 3 Years
and the industry is decaying. So, we're constantly we're trying to figure out the industry is decaying. Yeah. What do you mean by that? Churn is going up. Churn is slightly ticking up, but um, at the end of the day, you know, AI is making it easier and easier for our customers to be able to build their own

[1:15] YouTube https://youtu.be/5rk7GElwf6M?t=68 || Scaling a $20M Website Agency to $80M in 3 Years
websites. Oh, yeah. I know. With the type of customer we deal with, they're not usually super sophisticated. So, it we do have time. Just found out about Chat Jibida. So, Yeah, exactly. So, we have time, but some of you guys still facts. So, I think you got time. Yeah, but this is the question, right?

[1:32] YouTube https://youtu.be/5rk7GElwf6M?t=85 || Scaling a $20M Website Agency to $80M in 3 Years
So, do we double down on on on marketing and create like an inbound channel and really invest hard into that or do we do um do we try to innovate on the product and figure out what else they need and like build a revenue engine? Uh, right now we're kind of we're doing we're trying to do both, but it's obviously

[1:49] YouTube https://youtu.be/5rk7GElwf6M?t=102 || Scaling a $20M Website Agency to $80M in 3 Years
limiting. So, this is this is really really good. I love that you asked this. So um I went on this long rant the other day about this particular topic which is solving problems that don't exist. Okay. So un because like you have a narrative you have a story around AI is decaying the business but all I hear is that you

[2:09] YouTube https://youtu.be/5rk7GElwf6M?t=122 || Scaling a $20M Website Agency to $80M in 3 Years
have customers and your job just got way easier. Explain. So you know I mean like if you were like our churn is escalating by 10% per month. I'd be like we have a problem. We need to change something. But if it's not really showing up in any meaningful way in terms of the business itself, I think there's plenty of people who will

[2:30] YouTube https://youtu.be/5rk7GElwf6M?t=143 || Scaling a $20M Website Agency to $80M in 3 Years
just be super lagards on this and are not going to be replet vibe coding. They never bought your to begin with. Yeah. Like the person who is super into AI right now wasn't hiring WAS anyways. They built their own website. Before AI made it quite easy, like because I mean to be fair, website building software not that complicated.

[2:48] YouTube https://youtu.be/5rk7GElwf6M?t=161 || Scaling a $20M Website Agency to $80M in 3 Years
No. Right. Um, so you said there's two paths. So one is, you know, change the product around. My opinion, I wouldn't that's probably wouldn't be where I'm focused unless I had some business metric that was way off that that I'm not seeing. Um, I would be doubling down on the acquisition side. What's your LT?

[3:06] YouTube https://youtu.be/5rk7GElwf6M?t=179 || Scaling a $20M Website Agency to $80M in 3 Years
What's your number of months average? Uh, so it's a 29 months. Yeah. Yeah. No, that's the game. It's usually uh Yeah, it's 30 to 40. That's That's the the highest I've seen uh uh was 38 for this type of business. So, like you're right. You're right in the in the sweet spot there. You're a little higher

[3:24] YouTube https://youtu.be/5rk7GElwf6M?t=197 || Scaling a $20M Website Agency to $80M in 3 Years
priced. I think they were 299. Like, yeah, it all works out in the same, you know, um same thing. So, yeah, I think you just double down on inbound. So, paid ads. Paid ads. Yeah. Yeah. And I would just say if you get them to prepay for the quarter so you can offset CAC. Okay. Um on that subject, if you don't

[3:42] YouTube https://youtu.be/5rk7GElwf6M?t=215 || Scaling a $20M Website Agency to $80M in 3 Years
mind, uh in terms of prepaying for the quarter, Uh, you know, again, our customers are pretty price sensitive. There's people that are cheaper than us, obviously. Have you seen before? Um, my fear is the amount of churn that will generate some, you know, we we build 90% of our customers on credit cards

[3:57] YouTube https://youtu.be/5rk7GElwf6M?t=230 || Scaling a $20M Website Agency to $80M in 3 Years
and we hold on to 10% that pay us through like pad and through checks and that kind of It's it's awful. But, um, you know, we're going to experience churn. If we're like, hey, you need to, you know, prepay us up up front. You'd still We wouldn't turn just close fewer, right? Um, close fewer absolutely. And I think

[4:14] YouTube https://youtu.be/5rk7GElwf6M?t=247 || Scaling a $20M Website Agency to $80M in 3 Years
customers that are with us would leave us. Why would the people who are with you leave you for how you treat new customers? Sorry. People that are with us would leave us. I don't think you change your billing process for existing customers. I'm saying if you're doubling down on inbound, what will go up is CAC because

[4:30] YouTube https://youtu.be/5rk7GElwf6M?t=263 || Scaling a $20M Website Agency to $80M in 3 Years
you'll have media spend in addition to the sales commission. And so to offset that from a cash or how cash flow positive are you right now? Uh so we did 3.6 in IBIDA last year generated. Interesting. Yeah, that's lowish. It's lowish. Yeah. Yeah. I'm curious. We're heavy on people. We're heavy on people,

[4:48] YouTube https://youtu.be/5rk7GElwf6M?t=281 || Scaling a $20M Website Agency to $80M in 3 Years
dude. AI. I know. I know. Big thing. I know. It's like you're worried about them doing it. You're not even doing it. Correct. Yeah. So, like um Okay, so this is what I would actually do. I would probably spend the next 6 months reorganizing the workflow. probably reduce headcount by 50%. Using AI workflows in order to

[5:11] YouTube https://youtu.be/5rk7GElwf6M?t=304 || Scaling a $20M Website Agency to $80M in 3 Years
actually do the same thing, increase the margin from 3.6 to like seven um or more with the added cash flow. You wouldn't have to change the price on the front end. You'd be willing to go negative for a quarter in the acquisition knowing you're going to get 29 on the back. That's how I'd actually fix it.

[5:30] YouTube https://youtu.be/5rk7GElwf6M?t=323 || Scaling a $20M Website Agency to $80M in 3 Years
Okay, makes sense. Chill, right? Cool. Yeah. Easy. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had

[5:46] YouTube https://youtu.be/5rk7GElwf6M?t=339 || Scaling a $20M Website Agency to $80M in 3 Years
and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[6:00] YouTube https://youtu.be/5rk7GElwf6M?t=353 || Scaling a $20M Website Agency to $80M in 3 Years
what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You

[6:13] YouTube https://youtu.be/5rk7GElwf6M?t=366 || Scaling a $20M Website Agency to $80M in 3 Years
can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[6:28] YouTube https://youtu.be/5rk7GElwf6M?t=381 || Scaling a $20M Website Agency to $80M in 3 Years
out to Vegas and we'll do this in person live.


VIDEO
TITLE: “How Do I Increase LTV When My Product Works Too Well”
URL: https://youtu.be/98Vjqwe3rwk
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/98Vjqwe3rwk?t=0 || “How Do I Increase LTV When My Product Works Too Well”
I sell indoor air quality solution to people that are very sensitive in their indoor environment. And we do 1.3 in revenue. We'd like to be on the moon. I mean, I don't know. 5 million seems to be the the going number today. So, 5 million would be great. 10 would be better. Um, why not 100? YOLO. Oh, let's 100 million. I read the book.

[0:21] YouTube https://youtu.be/98Vjqwe3rwk?t=14 || “How Do I Increase LTV When My Product Works Too Well”
Um, this sounds like a like a nice one. Um yeah, so I want to know all of our customers are kind of single serving ketchup packets, right? So how do we increase LTV for uh this part? It's so niche, right? They don't we solve their problem. So they kind of inherently don't they shouldn't come back. Well, don't they need maintenance and

[0:46] YouTube https://youtu.be/98Vjqwe3rwk?t=39 || “How Do I Increase LTV When My Product Works Too Well”
filters and things like that? Well, maybe, but we're not in the HVAC sector um to replace filters. Oh, so we could sell some product. Mhm. Um should we do that? I mean, how the the million-dollar question is how can we increase our LTV to that single serving customer? If you think about what what any

[1:08] YouTube https://youtu.be/98Vjqwe3rwk?t=61 || “How Do I Increase LTV When My Product Works Too Well”
business can do, it's like you can raise prices, you can decrease cost, you can cross-ell additional services, you can upsell better quality, you can upsell more units, you can downell an inferior unit or worse quality unit. Um, and there's an eighth one, but there's seven um that you can do. Um, in terms of

[1:25] YouTube https://youtu.be/98Vjqwe3rwk?t=78 || “How Do I Increase LTV When My Product Works Too Well”
increasing, it's like which of those sounds more amendable? I'll bet you you probably have some room on pricing because you're niche down and most people are underpriced, but beyond that, I do think that the maintenance package makes a lot of sense. Okay. Because you're you're home services business functionally, right?

[1:37] YouTube https://youtu.be/98Vjqwe3rwk?t=90 || “How Do I Increase LTV When My Product Works Too Well”
Yeah. Yeah. So, we fired up what we call it's a plan. It's a pure air plan. So, we come back annually and kind of do a checkup hopefully that we see new or different problems, right? Mhm. So that's kind of a way to get back in the door, but it's not really ringing the cash register as much as I wish.

[1:51] YouTube https://youtu.be/98Vjqwe3rwk?t=104 || “How Do I Increase LTV When My Product Works Too Well”
So then you really just have a sales problem. Okay. So we have to So is that maintenance thing free? No, they pay for it. That thing that come they come back for. Yeah. What percentage of people on the front end are paying for that thing? A quarter. Yeah. So you want to be like a close like that should be in the like 70 to

[2:09] YouTube https://youtu.be/98Vjqwe3rwk?t=122 || “How Do I Increase LTV When My Product Works Too Well”
80% close rate range, which everyone's like, I know you're like, "Wait a second. I thought I was sales constrained at 35." So, I I see there's kind of like two big buckets of sales. You have sales that are upsells and then you have kind of like front-end sales. Front-end sales, if you at 35%, that's

[2:23] YouTube https://youtu.be/98Vjqwe3rwk?t=136 || “How Do I Increase LTV When My Product Works Too Well”
kind of KPI for like an appropriately priced product or service. Um, if I have a customer and I have something that's not basically if the price of whatever my upsell is is less than the core product and it's really a bolt-on, it should be more of an assumed close and that should be positioned not as a new

[2:38] YouTube https://youtu.be/98Vjqwe3rwk?t=151 || “How Do I Increase LTV When My Product Works Too Well”
sale, but as something that everybody always does and it would be weird for them not to buy it. And so in that preframe you can get um you should be able to get 70 to 80% take rates. Now uh the second sale they actually have two sales problems. One is getting the take rate on the maintenance and the second

[2:55] YouTube https://youtu.be/98Vjqwe3rwk?t=168 || “How Do I Increase LTV When My Product Works Too Well”
issue is once they come back for the maintenance what's the sales scripting so that we can upsell more Sure. Okay. So then kind of in that same vein is should our real primary customer be the affiliate army? Which the answer is yes. I already know that but um I'll save you the trouble. But should should we focus more on

[3:16] YouTube https://youtu.be/98Vjqwe3rwk?t=189 || “How Do I Increase LTV When My Product Works Too Well”
getting the holistic doctors and all as kind of our first foot in the door for the end user their customer? Does that make sense? How are you getting customers now? Uh just Google ads. Okay. So Google ads is the primary of getting customers. Are you maxed out on that? Um no. Well then I would for sure spend more

[3:35] YouTube https://youtu.be/98Vjqwe3rwk?t=208 || “How Do I Increase LTV When My Product Works Too Well”
first before putting a second acquisition channel in. Okay. um you'll probably be able to get to three million just on doing more. Um and then at three million costs will start to go up and that's where the maintenance plan will start to need to start paying dividends. Sure. Once you kick the maintenance plan in

[3:49] YouTube https://youtu.be/98Vjqwe3rwk?t=222 || “How Do I Increase LTV When My Product Works Too Well”
that'll free up cash flow that might be able to push you to a million dollars a month. If it doesn't then I would look at exploring the alternative channels. Okay. Awesome. That's it. Thanks, man. You bet. So, if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite

[4:03] YouTube https://youtu.be/98Vjqwe3rwk?t=236 || “How Do I Increase LTV When My Product Works Too Well”
you out to our headquarters here in Vegas to learn how we scale. And so my team spends two days with you to identify the thing that's holding your business back. And so if that sounds interesting, click book a call.


VIDEO
TITLE: How to Pick the Right Price for Your Paid Community
URL: https://youtu.be/9byGJaxVRDI
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, community, retention-churn

[0:00] YouTube https://youtu.be/9byGJaxVRDI?t=0 || How to Pick the Right Price for Your Paid Community
as a two times Olympic table tennis champ. What's up, man? Uh 99 is uh is charging $99 reasonable if I provide low touch, low ticket, one to many service. My focus um with time will be to build this and also focus on big cash flow, high ticket. Um I think honestly it's really just it's going to depend on the

[0:18] YouTube https://youtu.be/9byGJaxVRDI?t=11 || How to Pick the Right Price for Your Paid Community
affinity of the audience with you. Um, I would see a community like a community there could like for low ticket one to many like that. I think you could be between $9 and $99. And it's all going to come down to what churn is, right? And so you can the so it's easy for me to say this. So I'm not, you know, I'm not I'm not I'm

[0:42] YouTube https://youtu.be/9byGJaxVRDI?t=35 || How to Pick the Right Price for Your Paid Community
Yeah. Is this this very easy for me to say and I understand the difficulty of actually executing this, but like you're going to probably have a few price points that you're going to test. Typically, it's best to go up in price point. So, think about like this. It's like you let's say you roll it out at,

[0:55] YouTube https://youtu.be/9byGJaxVRDI?t=48 || How to Pick the Right Price for Your Paid Community
you know, $19. You look at what turn is you bump it to 29. You see if turn changes. If turn doesn't change at least by proportionally because there's two here's the thing is there's two factors with price. Um, right? Factor number one is conversion, right? Will will conversion rate go down? So, that's a

[1:11] YouTube https://youtu.be/9byGJaxVRDI?t=64 || How to Pick the Right Price for Your Paid Community
factor. The other piece is will churn go up. So if I increase price, conversion goes down, churn goes up traditionally. The question is just by how much. And what is my earning per click? All right. So everybody here should know what your earning per click is. And if you don't know how to do that, uh, Google it. But

[1:32] YouTube https://youtu.be/9byGJaxVRDI?t=85 || How to Pick the Right Price for Your Paid Community
beyond that, I can walk through it verbally, but I feel like you guys probably Well, I'll just walk through it verbally and hopefully you guys can just watch this part of the recording again. Okay. So, let's say you have 100 clicks that get to your page, okay? You're then going to have a conversion rate number.

[1:47] YouTube https://youtu.be/9byGJaxVRDI?t=100 || How to Pick the Right Price for Your Paid Community
So, let's say 5%, just to keep math simple. So, five people buy and we're going to make it 20 bucks. Okay? So, that means that we made $100 off a 100 clicks. Okay? Now, our initial EPC, right, is just going to be a dollar. So, within 24 hours, it'd be a dollar. Now, if we look further down the road, we're

[2:05] YouTube https://youtu.be/9byGJaxVRDI?t=118 || How to Pick the Right Price for Your Paid Community
going to say, let's say churn is 10%. All right? All right, we're keeping our math simple again. Okay. Well, if we have $20 per month and 10% churn, then it means every person's worth $200, which means that we actually made two uh $1,000 on that day off 100 clicks over a long period of time, which means we made

[2:23] YouTube https://youtu.be/9byGJaxVRDI?t=136 || How to Pick the Right Price for Your Paid Community
$10 per click. That's our effective EPC over the lifespan. Okay. So, if that's the case, then what we're trying to do is just we're going to solve for the highest EPC. And so if we lowered it to $10 for example and conversion rate stayed at 5% and churn stayed at 10% then we would have effectively lowered how much we

[2:45] YouTube https://youtu.be/9byGJaxVRDI?t=158 || How to Pick the Right Price for Your Paid Community
made overall and if we raise it to $30 and the conversion rate stayed the same and our turn rate stayed the same then our APC would go up by 50%. And so in thinking about it like this you don't have to ask the question like what price should I do at you're just going to test. And I'm going to be clear here

[3:01] YouTube https://youtu.be/9byGJaxVRDI?t=174 || How to Pick the Right Price for Your Paid Community
like guys I don't I don't know every industry is different. Like literally the conversion rate numbers on buttons differ between industries. So people like should I use blue buttons or yellow buttons? It depends on the industry. And so as much as like I know I get the allure of like I wish Alex would just

[3:16] YouTube https://youtu.be/9byGJaxVRDI?t=189 || How to Pick the Right Price for Your Paid Community
tell me the answer to life. Um if you actually had the answer, you'd be really bored. Part of the pleasure of this is finding it out, right? Because you work for it and it's fun. And so that's that's that's big perspective. You understand your audience or at least you should a little bit and start at a price

[3:31] YouTube https://youtu.be/9byGJaxVRDI?t=204 || How to Pick the Right Price for Your Paid Community
that you think is reasonable and then you can always work up. And if you're not sure, I'd say go down. Um because you can always work up. Now, what happens is you keep working up and the numbers keep improving. You keep going up. Just keep going up. It's also a nice urgency thing. Now, at some point, the

[3:44] YouTube https://youtu.be/9byGJaxVRDI?t=217 || How to Pick the Right Price for Your Paid Community
numbers may drop. When that happens, just drop the price to the point where it was the sweet spot and then let the customers know that when you who dropped the price that you're actually, hey, if you want, you can leave and come back and I'll give you the link so that you can get the newer price. So, you lose a little bit,

[3:59] YouTube https://youtu.be/9byGJaxVRDI?t=232 || How to Pick the Right Price for Your Paid Community
but you maximize the business. Okay. Hemming, hopefully it answered your question.


VIDEO
TITLE: How to Charge $250 an Hour as a Videographer
URL: https://youtu.be/A_Xz7rkV-HI
PRIMARY_TOPIC: pricing
TOPICS: pricing, offers, pricing, content

[0:00] YouTube https://youtu.be/A_Xz7rkV-HI?t=0 || How to Charge $250 an Hour as a Videographer
Hey, Alex. Uh, I'd love if you could roast my page. Um, all right. Let's look try to take what you said and model it after that. Okay, good. Let's let's see how well you followed the uh followed the instructions. All right, we got 200 people on here. We're rocking and rolling. All right, learn how to take your videography to

[0:19] YouTube https://youtu.be/A_Xz7rkV-HI?t=12 || How to Charge $250 an Hour as a Videographer
the next level with our five-step process. Price might increase. Uh, okay. So, let me instead of might, which I think is cute. Um, just say price will increase. You just don't need to say when. Can always just be in the future. Just as a side. Okay. So, let's just put that out there. $59 a month. Good. I'm glad you didn't foot

[0:38] YouTube https://youtu.be/A_Xz7rkV-HI?t=31 || How to Charge $250 an Hour as a Videographer
around the price. You got a little bit something more meaningful there. Great. Um, got the video first. Cool. Okay. Um, okay. No just video. It's incredibly lucrative. Um, no. Gave you proven strategies. Okay. Um, okay. Okay. So, the thing that I thought I would pull out of this that's the most important part is this last bullet.

[1:10] YouTube https://youtu.be/A_Xz7rkV-HI?t=63 || How to Charge $250 an Hour as a Videographer
Charging 250 a video. I would probably like make that my first thing. How to charge $250 a video within four weeks. Wow. Right. Charge $250 a video that takes you one hour to to to make. Like, would you like to make $250 an hour instead of $10 an hour or $20 an hour? Yeah. Well, here's how you do it.

[1:30] YouTube https://youtu.be/A_Xz7rkV-HI?t=83 || How to Charge $250 an Hour as a Videographer
There's five steps. Here's how you position yourself. Here's how you edit it. And that that's going to be the ex like the each of these slides is going to be the explanation of the of the mechanism, right? So, phase one is we have to reestablish your social brand so that you look like your videographer.

[1:44] YouTube https://youtu.be/A_Xz7rkV-HI?t=97 || How to Charge $250 an Hour as a Videographer
Step two is you have to understand the pricing and packages. This is the pricing that all of our guys use and I'll show you how to sell it. Number three is the sales process. Number four is how to get clients. Number five is how to deliver these things in under an hour. Da da. There's the there's the

[1:57] YouTube https://youtu.be/A_Xz7rkV-HI?t=110 || How to Charge $250 an Hour as a Videographer
system. Okay. So, that's what I would like all this gatekeeping secrets blah blah blah blah blah. A lot of effort. I don't think it's going to convert. I don't think it's going to be like I'm not be like, "Oh, now I'm going to buy because he is not gatekeeping secrets." Like that's that's not what I'm right.

[2:10] YouTube https://youtu.be/A_Xz7rkV-HI?t=123 || How to Charge $250 an Hour as a Videographer
Like I would I would buy this because I want to char I want to charge 250 for something that takes me an hour. That's what I want. And so you just need to show me that I can believe you when you say that you'll do that. And then the rest of these should be proof around people who are just showing snapshots of

[2:22] YouTube https://youtu.be/A_Xz7rkV-HI?t=135 || How to Charge $250 an Hour as a Videographer
their Stripe account being like 250 250 250 250 and people like holy this is real. That's what makes this compelling. Okay. So also price might increase and then price increasing soon. Just I would just you know pick one. Uh get in for that normally that. Okay. Or will be instead of normally uh money back guarantee blah

[2:41] YouTube https://youtu.be/A_Xz7rkV-HI?t=154 || How to Charge $250 an Hour as a Videographer
blah blah. Okay. Uh are you creating great videos but struggling to make money? Fine. That's not bad. Um, fivestep process. Yeah, show me the process. Um, and show that in here and put it around the promise. So, promise, proof, plan. Very simple. Here's my promise. We're going to get you to make 250, right? Uh, the the plan is my

[3:01] YouTube https://youtu.be/A_Xz7rkV-HI?t=174 || How to Charge $250 an Hour as a Videographer
five-step process. And then proof is that you're actually like, let me show you all these other people who've done it. Okay, great. What's inside? Exclusive access and resources. So, this doesn't actually mean anything. Um, so you want to like you want to define like what is exclusive access. So just take chunk it down. Be like you

[3:19] YouTube https://youtu.be/A_Xz7rkV-HI?t=192 || How to Charge $250 an Hour as a Videographer
can DM me whenever you want. You get my cell phone and we can hop on a call as long as between 9 to5 and I'm available, right? Like that's what exclusive access means. So just define the terms, break them down. Otherwise you use marketing jargon and no one understands what it means. All right. By the way, this is

[3:36] YouTube https://youtu.be/A_Xz7rkV-HI?t=209 || How to Charge $250 an Hour as a Videographer
just the secret to great copywriting is just just tell them what it is, okay? Like resources. Like don't say resources, tell them what the resources are. So it's like it'd be like talk to me and stuff. It's like yeah, but how? Like give me the give me the meat, right? Okay. Um become profitable freelancer. So this is this is an

[3:56] YouTube https://youtu.be/A_Xz7rkV-HI?t=229 || How to Charge $250 an Hour as a Videographer
outcome. Okay. Freelancing lifestyle, travel the world's freelancer. Okay. Collaborative sessions, group calls, blah blah blah blah. Okay. Um, so this is the closest part to the features. Um, and I would want to beef these out and make them more valuable, but I think that you could really murder if you do

[4:12] YouTube https://youtu.be/A_Xz7rkV-HI?t=245 || How to Charge $250 an Hour as a Videographer
what I just outlined on up here with each of these slides and then providing because like this is actually a pretty this is actually a pretty if if packaged properly, this could be very compelling. Uh, because one hour for $250, a lot of people are into that. And so if you said, "Hey, if you work 20 hours a week,

[4:33] YouTube https://youtu.be/A_Xz7rkV-HI?t=266 || How to Charge $250 an Hour as a Videographer
20 times 250 is 5,000 a week and you work half part-time, right? That's pretty chill. Travel the world, whatever. It's 200 grand a year. Awesome." Right? And so I would be selling around that promise. And then the rest of my page is dedicated to making them believe that it will happen for them. So fundamentally, all right,

[4:51] YouTube https://youtu.be/A_Xz7rkV-HI?t=284 || How to Charge $250 an Hour as a Videographer
so everybody listen to this. Persuasion, especially in B2B offers, right? In B TOC offers, you have to make them believe it's worth it and then that they have to believe that you can help them do it. So, it's two things most of the time. With B2B offers, if you say you make $20,000 a month and it cost you

[5:10] YouTube https://youtu.be/A_Xz7rkV-HI?t=303 || How to Charge $250 an Hour as a Videographer
$60, the is it worth it is very clear. The problem is making them believe that it will happen for them. So, all of the effort is decreasing the risk associated with the purchase and decreasing the perceived friction around success. And so you have to think what are all the questions that they are going to have

[5:28] YouTube https://youtu.be/A_Xz7rkV-HI?t=321 || How to Charge $250 an Hour as a Videographer
going into this that they don't know the answer to and say I already I've already thought of this and solved it. And so this is like opening emails, opening DMs, uh how to post 20, you know, 20 content postes and CTAs that work well. Like I already have invoice things and contracts laid in place. I'll show you

[5:46] YouTube https://youtu.be/A_Xz7rkV-HI?t=339 || How to Charge $250 an Hour as a Videographer
how to set up your Stripe account, blah blah blah blah. Literally everything inside you want to explain that stuff. They're like, "Fuck, if I just do this, I'll get it." And that's the point, right? And then you can and then you can you can sell against and say, "Hey, worst case scenario, you could come in

[5:57] YouTube https://youtu.be/A_Xz7rkV-HI?t=350 || How to Charge $250 an Hour as a Videographer
here and download all my for 60 bucks, which is going to save you more. And this contract, it cost me $300 to go to a lawyer. That alone is worth the price of the group for five months. This cost me this much time and money, and it's that alone is worth the cost of the price. This blah blah blah." You go over

[6:11] YouTube https://youtu.be/A_Xz7rkV-HI?t=364 || How to Charge $250 an Hour as a Videographer
and over and over again. So, if you guys haven't seen this, go to uh on my page, my uh on my YouTube, I have the pitch for the book, watch the bonus section. And so when you're trying to figure out how to describe your bonuses, like the features of your offer, go watch that and watch the structure of every bonus. It's like,

[6:32] YouTube https://youtu.be/A_Xz7rkV-HI?t=385 || How to Charge $250 an Hour as a Videographer
here's the bonus. Here's what it's going to do for you. Here's why it's important. This is what it's worth, but I'm not going to charge you that even though it costs me this much time and effort to do, you're just going to get all of this immediately rather than having to pay this kind of effort, which

[6:46] YouTube https://youtu.be/A_Xz7rkV-HI?t=399 || How to Charge $250 an Hour as a Videographer
is a massive discount on what it's really worth. Great. You just you just run that cycle over and over and over again.


VIDEO
TITLE: How to Increase Enterprise Value in Your Business
URL: https://youtu.be/Asy7IqieUho
PRIMARY_TOPIC: pricing
TOPICS: pricing, wealth, scaling, retention-churn

[0:00] YouTube https://youtu.be/Asy7IqieUho?t=0 || How to Increase Enterprise Value in Your Business
Is it possible to increase enterprise value by converting a standard business into SAS? All right, I'm going to answer this question for you, Luke. Software is not inherently valuable, just like a standard service business isn't inherently not valuable. The thing that makes software valuable are business characteristics that software

[0:20] YouTube https://youtu.be/Asy7IqieUho?t=13 || How to Increase Enterprise Value in Your Business
companies when done right typically have. And so they will typically have high gross margins. They'll typically have high revenue retention and ideally some sort of viral coefficient that allows them to grow quickly. But if you think about any business that had high gross margins, high revenue retention,

[0:37] YouTube https://youtu.be/Asy7IqieUho?t=30 || How to Increase Enterprise Value in Your Business
and lots of growth, you would want to invest in that business. And so software or SAS s software as a service, right? Typically has when done right all three of these things. If you take a service business and then have an identical software business that has the same characteristics, let's say you have

[0:53] YouTube https://youtu.be/Asy7IqieUho?t=46 || How to Increase Enterprise Value in Your Business
shitty retention, shitty gross margins and no growth, that is not inherently valuable and probably not even more valuable than the service business. If anything, might be less valuable because now you have this whole dev team that you have to maintain where a service business you can just keep going and

[1:05] YouTube https://youtu.be/Asy7IqieUho?t=58 || How to Increase Enterprise Value in Your Business
it's less operationally complex. So no, software does not inherently make anything valuable. It just has characteristics that when done right can be incredibly valuable. Real quick, I'm going to show you the exact 10 stage road map from zero to 100 million plus that less than 1% of companies finish I've now done multiple times. And so I

[1:23] YouTube https://youtu.be/Asy7IqieUho?t=76 || How to Increase Enterprise Value in Your Business
can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business, what the constraint feels like, like what are the symptoms of it when you're going through it and then what steps we

[1:36] YouTube https://youtu.be/Asy7IqieUho?t=89 || How to Increase Enterprise Value in Your Business
actually took to graduate. And we've done this across software, physical products, uh, service businesses, brick and mortar, all of this, and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. Just enter your info and it'll spit it

[1:51] YouTube https://youtu.be/Asy7IqieUho?t=104 || How to Increase Enterprise Value in Your Business
right back to you. offering.


VIDEO
TITLE: Helping a $1.3M Serivce Business Scale to $10M
URL: https://youtu.be/AyC3Depe2T8
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/AyC3Depe2T8?t=0 || Helping a $1.3M Serivce Business Scale to $10M
We write and we book TED talks for people, specifically entrepreneurs. We talked yesterday. Um, we did 1.3 last year and we actually think and want to do 10 next year just because of ads and the infrastructure we've built. Okay. And it seems actually quite feasible just based on it. Um, but I was talking

[0:17] YouTube https://youtu.be/AyC3Depe2T8?t=10 || Helping a $1.3M Serivce Business Scale to $10M
a lot to Jacob about closing and getting good closers that's stopping me. But beneath that, I started thinking about the contract and um, everybody wants to feel like we're guaranteeing them their TED talk. and we have 100% success, but because we existed during co and our average time to book went from 10 months to 20 months

[0:36] YouTube https://youtu.be/AyC3Depe2T8?t=29 || Helping a $1.3M Serivce Business Scale to $10M
to get somebody their talk, I feel scared to offer a guarantee when I'm not TED. Um, and so I just want to show my track record. Are they TED or TED X's? TEDx. Okay, got it. Yeah. So, any any insight on guarantees being This is a math problem. Yeah. So, um I'll tell you a story uh that applied to a home services business. um

[0:57] YouTube https://youtu.be/AyC3Depe2T8?t=50 || Helping a $1.3M Serivce Business Scale to $10M
not that long ago. So, uh he was really scared to raise prices and but he wasn't making any money and he was closing 80%. So, I was like, "Hey, man, please raise prices." And so, he decided to raise prices, but to get him to raise prices, I said, "So, here's the deal. How many time I said, "What are the biggest

[1:13] YouTube https://youtu.be/AyC3Depe2T8?t=66 || Helping a $1.3M Serivce Business Scale to $10M
concerns of a customer?" He said, "Well, it's, you know, on time and on budget." I was like, "All right, how many times are you on time and on budget?" He said, "Eight out of 10." I said, "What happens the other two times?" He said, "One time they'll change what the requirements are. They'll say they actually want

[1:23] YouTube https://youtu.be/AyC3Depe2T8?t=76 || Helping a $1.3M Serivce Business Scale to $10M
their kitchen to be twice as big or whatever." I said, "Okay." He said the other time I won't get materials in time and that I can't control that. I said, "All right, so what if we write the guarantee so it's um you're going to raise your price by 20%." Which is what we did. I said, "And if you don't

[1:38] YouTube https://youtu.be/AyC3Depe2T8?t=91 || Helping a $1.3M Serivce Business Scale to $10M
deliver on time, you're going to give the client the entirety of your profit, right?" Which right now is you make no money anyways. So like we can say that. So it's like if I don't deliver on time and on budget, I will give you all my profit, which is 20% of this deal off. So that's why So that's the guarantee.

[1:53] YouTube https://youtu.be/AyC3Depe2T8?t=106 || Helping a $1.3M Serivce Business Scale to $10M
And by switching to that, he closed way more people and made way more money. Um, and so the fear around guarantee, I think, is justified. But if you just look at the math and you're like, "Oh, I can close twice as many people and I have to give one out of 10 back." You made way more money. So I think just do the math on it.

[2:10] YouTube https://youtu.be/AyC3Depe2T8?t=123 || Helping a $1.3M Serivce Business Scale to $10M
Yeah. I think it's just fear. Like fear of being on the hook if there's like another pandemic and I have like 400 TED talks breathing. Yeah. Well, you already went through a pandemic, so you already know what you do. Yeah. And with your gym numbers, I have no excuse. Okay. Thank you so much. You're good.

[2:24] YouTube https://youtu.be/AyC3Depe2T8?t=137 || Helping a $1.3M Serivce Business Scale to $10M
If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[2:39] YouTube https://youtu.be/AyC3Depe2T8?t=152 || Helping a $1.3M Serivce Business Scale to $10M
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[2:51] YouTube https://youtu.be/AyC3Depe2T8?t=164 || Helping a $1.3M Serivce Business Scale to $10M
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap,

[3:05] YouTube https://youtu.be/AyC3Depe2T8?t=178 || Helping a $1.3M Serivce Business Scale to $10M
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help, and if we can, we'll invite you

[3:18] YouTube https://youtu.be/AyC3Depe2T8?t=191 || Helping a $1.3M Serivce Business Scale to $10M
out to Vegas and we'll do this in person live.


VIDEO
TITLE: Keep Raising Your Price Until You’re Closing 1 Out of 3
URL: https://youtu.be/CbiqQOYQwa4
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, offers, closing

[0:00] YouTube https://youtu.be/CbiqQOYQwa4?t=0 || Keep Raising Your Price Until You’re Closing 1 Out of 3
200 people on my calendar that I'm having conversations with. My offer is currently a JV at 20% LTB. Okay. I'm wondering if I can move it around a few ways. It's an offer for them to become a guest on my podcast. But these are my ideal clients. Okay. What I really want to do is help them create a VSSL from

[0:17] YouTube https://youtu.be/CbiqQOYQwa4?t=10 || Keep Raising Your Price Until You’re Closing 1 Out of 3
the interview. Really cool. Like this offer. Very neat. If you can pull it off, very neat. The VSSL is converting at 100%. Okay. But I want some cash up front. I also want to use these people to create a school community, but I'm not sure the exact angle. What would Alex advise? This is very interesting. Um, very, very

[0:37] YouTube https://youtu.be/CbiqQOYQwa4?t=30 || Keep Raising Your Price Until You’re Closing 1 Out of 3
interesting. I'm going to keep reading this because I think it is interesting. Okay. VSL converting 100% means they're actually saying yes to that offer. So, I know I can add some friction and bring some cash up front. Yes. Um, so the way that you do this is you just say like, "Hey, uh, the first 2,000, you know, you pay me five grand,

[0:55] YouTube https://youtu.be/CbiqQOYQwa4?t=48 || Keep Raising Your Price Until You’re Closing 1 Out of 3
the first five grand goes back to you, and then after that, we split it." Whatever. If you want to if you want to just, you just drag some of that back cash to the front, and then just give them a preference on uh, on getting paid first. Uh, in the process of building the sales asset, I have them supply the

[1:08] YouTube https://youtu.be/CbiqQOYQwa4?t=61 || Keep Raising Your Price Until You’re Closing 1 Out of 3
message, blah, blah, blah, blah. Okay. Uh, yeah, I think this is a cool offer. And if you're converting at 100%. Now, you said the VSSL is converting 100%, which I think means that your podcast is converting at 100%. Um, like the pitch that you give them. So, yeah, if you're converting, like I would keep raising

[1:22] YouTube https://youtu.be/CbiqQOYQwa4?t=75 || Keep Raising Your Price Until You’re Closing 1 Out of 3
the price until you're closing one out of three.


VIDEO
TITLE: How I RAISE PRICES without losing sales…(using this psychological trick)
URL: https://youtu.be/GO6VCcLlnLs
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, closing, objections

[0:00] YouTube https://youtu.be/GO6VCcLlnLs?t=0 || How I RAISE PRICES without losing sales…(using this psychological trick)
in this video i'm going to show you how to raise your prices it's one of the best ways you can increase profitability your business and ultimately make more money and give you more spending power pay people better provide better experience all of the many benefits that go with raising your prices but one of

[0:12] YouTube https://youtu.be/GO6VCcLlnLs?t=5 || How I RAISE PRICES without losing sales…(using this psychological trick)
the fears of raising your prices is what if i don't sell anyone what if my sales team doesn't have conviction what if my market won't bear that price 99 times out of 100 it's purely in your head and in your sales team's head but having now raised my prices in a number of different businesses a number

[0:26] YouTube https://youtu.be/GO6VCcLlnLs?t=19 || How I RAISE PRICES without losing sales…(using this psychological trick)
of different industries across different sales teams i have a process that has worked very very well for me and i'd like to share with you okay so what i've written here uh on the board here different prices uh that i might be increasing going from one thousand two thousand two thousand three thousand

[0:39] YouTube https://youtu.be/GO6VCcLlnLs?t=32 || How I RAISE PRICES without losing sales…(using this psychological trick)
three thousand four thousand four to five six to eight ten to twelve these are common price increases that happen and what i want to do is kind of walk you through the strategy in a real way so that you can see what this equates to in a real business okay so if we're if we're going right i'm trying to uh

[0:55] YouTube https://youtu.be/GO6VCcLlnLs?t=48 || How I RAISE PRICES without losing sales…(using this psychological trick)
increase from let's say 2k to 3k the way that i do it is i actually bump my my top price up by an additional uh percent all right and so i actually make the new price four thousand dollars which is the price acre this is what the sales people are going to say on the phone right and here's what's cool is

[1:14] YouTube https://youtu.be/GO6VCcLlnLs?t=67 || How I RAISE PRICES without losing sales…(using this psychological trick)
that i say cool you can pay this four thousand dollars in in 2k you know and 2k right you can make that that payment that way and the reason we do that is because 2k is their their emotional anchor they're used to getting two thousand dollars and so i'm gonna say cool you still have that in your back

[1:28] YouTube https://youtu.be/GO6VCcLlnLs?t=81 || How I RAISE PRICES without losing sales…(using this psychological trick)
pocket you're totally fine it's safe it's gonna be okay right so we're gonna say it's four thousand dollars which they can either pay 2k a ticket or they can get some same day savings and pay 3k today all right and so by doing this it allows them emotionally to have home base where they feel comfortable and safe asking

[1:44] YouTube https://youtu.be/GO6VCcLlnLs?t=97 || How I RAISE PRICES without losing sales…(using this psychological trick)
for two thousand dollars right say cool and the extra payment you can make in 30 days or if you want you can just pre-pay it and pay 3k so it actually gives the sales people a discount to get the price that is now higher for us all right so let's walk through another one because i think this is uh this is something

[1:59] YouTube https://youtu.be/GO6VCcLlnLs?t=112 || How I RAISE PRICES without losing sales…(using this psychological trick)
that's good to to walk through together so let's do this 4k one so your 4000 you want to bump to 5000. all right well again we're going to bump over to do we're going to skip over that 5k and we're going to jump straight to 6k this is going to be our new price anchor and we're going to say cool what i want

[2:14] YouTube https://youtu.be/GO6VCcLlnLs?t=127 || How I RAISE PRICES without losing sales…(using this psychological trick)
to do is you can either pay 4k today and then 2k in 30 days now notice that this is a disproportion slip i prefer to do uneven splits personally because i want to still keep more cash up front right and the reason this also is cool now check this out right remember this person always said 2k well it's like

[2:30] YouTube https://youtu.be/GO6VCcLlnLs?t=143 || How I RAISE PRICES without losing sales…(using this psychological trick)
well shoot i can either pay 2k now 2k in a month or so or just an extra thousand to get to the 3000 see how much easier this is to sell same thing happens here right you're at six thousand dollars you say cool 4k remember this is home base this is what our sales team is used to selling so they have conviction

[2:45] YouTube https://youtu.be/GO6VCcLlnLs?t=158 || How I RAISE PRICES without losing sales…(using this psychological trick)
around this number they're comfortable saying something they don't get tongue tied around saying this number right it's like or so you can pay 4k today and then 2k in 30 days or you can just pay an extra thousand and get it all taken care of today right and so all of a sudden you're down selling this upsell you're down selling and

[3:01] YouTube https://youtu.be/GO6VCcLlnLs?t=174 || How I RAISE PRICES without losing sales…(using this psychological trick)
making a discount compared to a price anchor which we introduced on the call so it actually makes it easier for your sales team to sell now this process that i just outlined is exactly how i raise prices because i've done i've tried to you know i've tried to just say okay guys you just got to deal with it it's

[3:15] YouTube https://youtu.be/GO6VCcLlnLs?t=188 || How I RAISE PRICES without losing sales…(using this psychological trick)
just in your heads but you know as time has gone on and like i've become more weathered than this it's good to have a process and so a couple of the takeaways that i want you to see from this is one is that they're going to have an emotional comfort sailing around a certain price you have to accept that

[3:28] YouTube https://youtu.be/GO6VCcLlnLs?t=201 || How I RAISE PRICES without losing sales…(using this psychological trick)
right and there's a reason that you're the entrepreneur because you tend to be a little bit more adaptable a little bit more flexible a little bit more growth worries and that's okay right but you have to meet people where they're at and so if this is what they're comfortable then we still need to give that to them

[3:38] YouTube https://youtu.be/GO6VCcLlnLs?t=211 || How I RAISE PRICES without losing sales…(using this psychological trick)
so they still have that and that's what they can always ask for up front right and then the second thing that i want you to take from this so first is that you give them there so i'll write numbers on this right first is that you give them their home base number one all right number two is that the price that we are going to be

[3:54] YouTube https://youtu.be/GO6VCcLlnLs?t=227 || How I RAISE PRICES without losing sales…(using this psychological trick)
anchoring is not the price that we're actually trying to get to so if we want to get to 3 000 from 2000 we're actually going to talk about a 4 000 price point which anchors high and then when we introduced number three which is the prepayment discount that is actually the number that we're looking for all right

[4:09] YouTube https://youtu.be/GO6VCcLlnLs?t=242 || How I RAISE PRICES without losing sales…(using this psychological trick)
the fourth tidbit that i want you to take from this is noticing the discrepancy between what they can pay today versus what they're going to pay over time all right i prefer to have an uneven split because a i'm going to have more cost of onboarding i prefer to make more cash flow up front and the beautiful benefit of just the tiny

[4:26] YouTube https://youtu.be/GO6VCcLlnLs?t=259 || How I RAISE PRICES without losing sales…(using this psychological trick)
incremental increase from that one payment from for a 4k 2k split compared to just i just pay 5k today and be done with that creates a very compelling offer all right now if i were to jump from let's say 10k to 12k this is going to be a really really minor difference right i could do uh do this a couple of

[4:42] YouTube https://youtu.be/GO6VCcLlnLs?t=275 || How I RAISE PRICES without losing sales…(using this psychological trick)
different ways i could say you know 3 times 4k right or what i would probably prefer is something like 6 plus 3 plus 3 right so i get a little bit more up front for the payment and then more over time now notice if i do six super three then it's going to automatically encourage people far more to take this upfront

[5:02] YouTube https://youtu.be/GO6VCcLlnLs?t=295 || How I RAISE PRICES without losing sales…(using this psychological trick)
prepayment discount right it's like well for only an extra one more thousand than what i would make on my second payment i don't have to make any more payments right and so you're noticing the four points that are that are going to be consistently used here right is that one we're going to try and give them home base as much as we can

[5:18] YouTube https://youtu.be/GO6VCcLlnLs?t=311 || How I RAISE PRICES without losing sales…(using this psychological trick)
right number two we're going to jump over the number that we're planning on trying to price it at so we have a higher price anchor so that we can down saw the prepayment discount which is number three and noticing that the comfort price compared to the prepayment discount should only be marginal right and the

[5:33] YouTube https://youtu.be/GO6VCcLlnLs?t=326 || How I RAISE PRICES without losing sales…(using this psychological trick)
reason we do that is because they're like oh man it's just a little bit extra and i can pay that now but what we accomplished through doing this and like that 4k that uneven split is that now we've successfully raised the price we've gotten more people to prepay because of the way that we structured

[5:47] YouTube https://youtu.be/GO6VCcLlnLs?t=340 || How I RAISE PRICES without losing sales…(using this psychological trick)
the pricing and we've done it in such a way that the sales team can feel confident and convicted about it so they can sell consistently without any issues and i'll give you one more pro tip before we go so if you're ever going to raise your prices always always always clear the pipe all right so clear the pipeline

[6:04] YouTube https://youtu.be/GO6VCcLlnLs?t=357 || How I RAISE PRICES without losing sales…(using this psychological trick)
so announce it always own your price increases it's one of the easiest ways to create true scarcity and urgency all right so if your team knows that this is going to happen then it gives them urgency to close more deals faster and clear out the pipeline so give them a heads up say hey we're going to increase

[6:18] YouTube https://youtu.be/GO6VCcLlnLs?t=371 || How I RAISE PRICES without losing sales…(using this psychological trick)
the price next month hey we're gonna be increasing the price in the next two weeks so it gives people this this motivation to take action and not sit on the sidelines it allows your team to squeeze uh their pipeline to get some extra cash now here's another side benefit of when you clear the pipeline

[6:31] YouTube https://youtu.be/GO6VCcLlnLs?t=384 || How I RAISE PRICES without losing sales…(using this psychological trick)
when you do this it also gets around you know some of those future people are like i heard a different price etc well it's like well we already gave you a heads up about it we told you we're gonna click we're we're adding more more features more benefits blah blah to the thing we have more successes we're

[6:44] YouTube https://youtu.be/GO6VCcLlnLs?t=397 || How I RAISE PRICES without losing sales…(using this psychological trick)
making it easier and faster for you and so as a result the price is going to reflect that so get in now right and then you as the business owner get a nice boost of cash flow before you make the change so that you can weather maybe a dip in cash flow during the adjustment period which sometimes happens right

[6:57] YouTube https://youtu.be/GO6VCcLlnLs?t=410 || How I RAISE PRICES without losing sales…(using this psychological trick)
it's just natural as part of the business all right so this is how you raise prices in a tactical format this is how i have learned to do it has worked very well for me i hope it works well for you the point of this channel is there's a lot of people who are broke and i make these videos so that you are not one of

[7:11] YouTube https://youtu.be/GO6VCcLlnLs?t=424 || How I RAISE PRICES without losing sales…(using this psychological trick)
them keep being awesome hit the subscribe see the next video


VIDEO
TITLE: How To Raise Your Prices [plus the letter I actually sent to customers]
URL: https://youtu.be/Gy-RmpRif-I
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, retention-churn, case-study

[0:00] YouTube https://youtu.be/Gy-RmpRif-I?t=0 || How To Raise Your Prices [plus the letter I actually sent to customers]
what's going on everyone in this video i'm going to show you how to raise your prices in a tactical way on your existing customers so it's one thing to raise your prices on new customers which for many times you know that's something that you have to do uh because you need to you know you want to reinvest in

[0:13] YouTube https://youtu.be/Gy-RmpRif-I?t=6 || How To Raise Your Prices [plus the letter I actually sent to customers]
making the business better you want to cover some capital expenses or you just want to make more money which is fine and the number one lever on making money is what you're pricing at right we've done this in thousands of businesses now and there's a process that we go about this because if you raise it on existing

[0:28] YouTube https://youtu.be/Gy-RmpRif-I?t=21 || How To Raise Your Prices [plus the letter I actually sent to customers]
customers be ready to have people be upset but here's why this is so important so let's say that your business runs at a twenty percent net margin which is fine right and let's say that you just for number sake you charge a hundred dollars a month if you're running a twenty percent net margin and you're 100

[0:42] YouTube https://youtu.be/Gy-RmpRif-I?t=35 || How To Raise Your Prices [plus the letter I actually sent to customers]
a month a 20 increase in pricing would double your profit a 50 increase in pricing with three and a half extra profit that's pretty good if you doubled your price you would 6x how much money you make and so this is how big of a lever pricing is on how much profit you make and so knowing how to raise your prices

[0:59] YouTube https://youtu.be/Gy-RmpRif-I?t=52 || How To Raise Your Prices [plus the letter I actually sent to customers]
obviously would be something that would be very important so there is a right way and a wrong way to do it so what i want to do is show you the right way because the wrong way to do is send an email out saying hey we're raising our prices you know screw you um and you'll get a ton of customers who leave you and then you'll end up being

[1:12] YouTube https://youtu.be/Gy-RmpRif-I?t=65 || How To Raise Your Prices [plus the letter I actually sent to customers]
worse off than you were before but i did this in my facility this is one of my first businesses and i actually had a third of my customers cancel but i tripled my price and so i was able to keep two thirds of my customers at three times the price and lose one third of my biggest my employees called it the culling we

[1:28] YouTube https://youtu.be/Gy-RmpRif-I?t=81 || How To Raise Your Prices [plus the letter I actually sent to customers]
got rid of all the problem customers in one fell swoop so if you have a pain a bunch of customers were always complaining about stuff you might want to do this because you'll get rid of all the cancerous people and keep only the people who love you and when i did that i doubled my revenue and here's what's even cooler

[1:41] YouTube https://youtu.be/Gy-RmpRif-I?t=94 || How To Raise Your Prices [plus the letter I actually sent to customers]
my profit went through the roof because i even had to service a third fewer customers which was awesome all right Price Increase Letter and so the way that we do this is uh through a price increase letter and if you're curious um my gymloc secrets book is a book that is about gyms but is a business book

[1:54] YouTube https://youtu.be/Gy-RmpRif-I?t=107 || How To Raise Your Prices [plus the letter I actually sent to customers]
that is simply applied to gyms if you want it you can grab it it is not how i make money um but let's say let's let's walk through this so you have your letter to increase prices right now there's a format to doing this all right now it's not about you it's about the prospect it's about the consumer

[2:10] YouTube https://youtu.be/Gy-RmpRif-I?t=123 || How To Raise Your Prices [plus the letter I actually sent to customers]
all right so the first thing that we want to do right is you know we're gonna say hey you've probably known that we've been you know growing a lot you've probably noticed a lot of the the good things that are going on right now um and so that's why i'm writing this letter all right so it's like why am i doing this why am i writing

[2:23] YouTube https://youtu.be/Gy-RmpRif-I?t=136 || How To Raise Your Prices [plus the letter I actually sent to customers]
this letter to you what's the intention the letter all right the second is we're going to talk about what we currently are doing all right and so this is allowing you to re resell them a little bit on what you're currently doing the value you're currently providing them because sometimes they forget because they might

[2:37] YouTube https://youtu.be/Gy-RmpRif-I?t=150 || How To Raise Your Prices [plus the letter I actually sent to customers]
only use one aspect of your service and so if they're like oh wow there's a lot of extra stuff that i didn't even know about and believe me i can't even tell you the amount of times people read this letter and they're like i didn't even know you were doing all this stuff right and so you want to list

[2:48] YouTube https://youtu.be/Gy-RmpRif-I?t=161 || How To Raise Your Prices [plus the letter I actually sent to customers]
out you know the stuff that you're doing and say okay you know we hire and retain the best talent you know we have we offer continued education for our employees we you know we we're providing new uh softwares and equipment uh to our members that that we always try and keep up to date that's what we're currently doing they're like oh i

[3:03] YouTube https://youtu.be/Gy-RmpRif-I?t=176 || How To Raise Your Prices [plus the letter I actually sent to customers]
didn't even think about that so the goal here is to is to get them to think about your costs try and get them into the mind of you as an entrepreneur to the best of your you know ability right like these are the things that we incur in order to provide this value it's not like we're just taking all the money you

[3:18] YouTube https://youtu.be/Gy-RmpRif-I?t=191 || How To Raise Your Prices [plus the letter I actually sent to customers]
give us and putting it in our pockets because that's what everyone always thinks all right the next thing we do is we say wow despite all the stuff that we're doing we want to do even more because we're losing our minds because we just provide crazy value all right and so it's like we want to um like you know we're currently

[3:33] YouTube https://youtu.be/Gy-RmpRif-I?t=206 || How To Raise Your Prices [plus the letter I actually sent to customers]
a ragtag bunch of champions our our our facility if you have an actual facility and if you're online it's like you know we've got a lot of stuff that's duct taped together we want to really uh you know level up the brand and we want to do it for you right so you want to tell them what's coming so this is like we want to add

[3:47] YouTube https://youtu.be/Gy-RmpRif-I?t=220 || How To Raise Your Prices [plus the letter I actually sent to customers]
these x y and z things we want to add specialty programs we can add higher levels of service we want to add you know events to our to our business we want to add all these things right a massive improvement to our level of service these are all things that we want to be adding right and then what i like to do is i like to

[4:03] YouTube https://youtu.be/Gy-RmpRif-I?t=236 || How To Raise Your Prices [plus the letter I actually sent to customers]
tie this tie this increase Promise of Values to a promise of values okay now what i mean by that is i want to tie this to values that i ascribe to that no one can contest so i can say i have made this promise to you and with integrity i can no longer provide the level of service uh that i have promised unless we do

[4:24] YouTube https://youtu.be/Gy-RmpRif-I?t=257 || How To Raise Your Prices [plus the letter I actually sent to customers]
these things because i will not stand here in this marketplace and say that we are the best at xyz unless we do these things and the only way for me to do these things is for us to have a corresponding increase in price all right now mind you when you're communicating the price it's also important to communicate the price

[4:38] YouTube https://youtu.be/Gy-RmpRif-I?t=271 || How To Raise Your Prices [plus the letter I actually sent to customers]
in a way that's you know attractive so you want to say hey it's going to cost you five thousand dollars extra a year you would say it'd be better to say uh it's going to cost you an extra 100 bucks a week right sounds like a lot less right you could even break down even more and say it's 15 bucks a day it

[4:51] YouTube https://youtu.be/Gy-RmpRif-I?t=284 || How To Raise Your Prices [plus the letter I actually sent to customers]
depends on you know who we're talking to and what level of service you have but you can break it down to weekly or break it down to daily and that's why insurance quotes people in days it's only a dollar a day right um so that you can do this and it will minimize what the perceived cost is so ideally you want to maximize by saying

[5:06] YouTube https://youtu.be/Gy-RmpRif-I?t=299 || How To Raise Your Prices [plus the letter I actually sent to customers]
this is all the stuff we're doing that we you didn't even know about this is the stuff we want to do that's even more than that and this is how little it's going to cost you and the reason we must do this is so that i can maintain my integrity to you and the promise that i've made you i'm fervid that this is something i'm

[5:21] YouTube https://youtu.be/Gy-RmpRif-I?t=314 || How To Raise Your Prices [plus the letter I actually sent to customers]
planning my flag here is that i demand to be the best in the marketplace and for us to do this we must continually invest and for us to do that like this is what is required right and Perspective then and here's what's cool is that i like to add a little ps at the end and that little ps is to give perspective all right and

[5:37] YouTube https://youtu.be/Gy-RmpRif-I?t=330 || How To Raise Your Prices [plus the letter I actually sent to customers]
what i do here is i say if this is going to materially affect your life if you're not going to be able to pay your mortgage you're not going to be able to buy groceries for your kids please reach out to me um and we can figure something out and so by saying that you automatically perspective to everyone that listen no

[5:51] YouTube https://youtu.be/Gy-RmpRif-I?t=344 || How To Raise Your Prices [plus the letter I actually sent to customers]
one's gonna go homeless over this thing right no one's gonna lose their house because we're raising the price of our xyz right right but we open the door for discussion for the people who feel obligated or feel the need to do this now if you make an announcement like this which i recommend you doing via video and via direct mail

[6:06] YouTube https://youtu.be/Gy-RmpRif-I?t=359 || How To Raise Your Prices [plus the letter I actually sent to customers]
you want to make it and then also turn the comments off on whatever the post is because believe me you don't want to deal with that as you just say hey i don't want this to be you know a gossip form if you have anything just bring it through me directly out of respect for you i want to deal with these you know face to face and not

[6:20] YouTube https://youtu.be/Gy-RmpRif-I?t=373 || How To Raise Your Prices [plus the letter I actually sent to customers]
over the keyboard right and so it's an easier way to also manage and mitigate any kind of negativity that happens and believe me if you raise your prices you're going to have people who are going to be squeaky wheels and it's in their best interest to get you to not raise the prices so just don't chicken out

[6:33] YouTube https://youtu.be/Gy-RmpRif-I?t=386 || How To Raise Your Prices [plus the letter I actually sent to customers]
once you commit to it stick with it all right because i'm telling you if you raise your price like i just told you if you have a 25 margin and you raise your price by 25 you double your profit all right so i told you i lost a third of my customers but that's because i tripled my price and most businesses don't realize how

[6:49] YouTube https://youtu.be/Gy-RmpRif-I?t=402 || How To Raise Your Prices [plus the letter I actually sent to customers]
much of a pain it is to find another one of your business and so if you can capitalize on that and you can usually eke out an increase in in revenue and profit as a result you will be far out rewarded by making that change and the people who do leave are usually your worst customers and you've been wanting to get rid of them

[7:05] YouTube https://youtu.be/Gy-RmpRif-I?t=418 || How To Raise Your Prices [plus the letter I actually sent to customers]
anyways and this gives you a great time to do it so if you're going to raise your prices this is the way that i do it to existing customers i write a letter i tell them you know why i'm set i'm setting the stage for why we're doing this i tell them all the things that we're currently doing that they don't know that we're doing

[7:19] YouTube https://youtu.be/Gy-RmpRif-I?t=432 || How To Raise Your Prices [plus the letter I actually sent to customers]
and you probably do tons of stuff it's good to list the stuff out then you tell them about the future of what's going to happen what the benefits are going to be to them to what they're about to enjoy and how that's going to impact them in a real way in every single time they see you they experience your business they

[7:31] YouTube https://youtu.be/Gy-RmpRif-I?t=444 || How To Raise Your Prices [plus the letter I actually sent to customers]
interact with you and what benefit of the benefit is going to occur and then finally i like to end with values and perspective all right so probably values are right here so values is kind of the wrap up so just consider that 3.5 sorry 3.5 right and then you have your wrap up which is hey big picture this isn't going to make you

[7:50] YouTube https://youtu.be/Gy-RmpRif-I?t=463 || How To Raise Your Prices [plus the letter I actually sent to customers]
or break you you're not going to go homeless because of this but if you do have something that's going to materially affect you because you have that anchor it makes it very easy for you to have that discussion right and so if you have to raise your prices this is how i recommend doing it i actually have the exact letter

[8:02] YouTube https://youtu.be/Gy-RmpRif-I?t=475 || How To Raise Your Prices [plus the letter I actually sent to customers]
that we send out for for gyms in my book if you want to grab it you can i promise you it's not how i make my dollars but you can get that alex's book.com if you're curious otherwise keep being amazing um keep being awesome i made this channel so that uh a lot of people are broke and i don't want you to be one of them

[8:18] YouTube https://youtu.be/Gy-RmpRif-I?t=491 || How To Raise Your Prices [plus the letter I actually sent to customers]
that's why i made this so keep being awesome i'll see you guys on flipside bye


VIDEO
TITLE: How to get customers to pay forever
URL: https://youtu.be/K8MFC9t7snY
PRIMARY_TOPIC: pricing
TOPICS: pricing, offers,pricing,upsell,retention-churn

[0:00] YouTube https://youtu.be/K8MFC9t7snY?t=0 || How to get customers to pay forever
If you understand the steps that I'm about to share with you in this video, you will be able to step by step create a fortune. If you don't know who I am, I cross $100 million in net worth when I was 32. We have a portfolio at acquisition.com that is $200 million a year. Took me way too long to learn how

[0:14] YouTube https://youtu.be/K8MFC9t7snY?t=7 || How to get customers to pay forever
fortunes are built. If you imagine the amount of people that you have sold in your lifetime in whatever business you have, whatever it is, side hustles, gigs, anything, and you were to instead add up all of them together and then they continued to pay you month over month over month at whatever price you

[0:28] YouTube https://youtu.be/K8MFC9t7snY?t=21 || How to get customers to pay forever
sell stuff at, how much bigger would your business be? If it were mine, a lot bigger. My first big business was called Gym Launch. Gym Launch to date has 5,000 brickandmortar gyms that have purchased the licensing from it. If I had 5,000 of those gyms still paying right now, that company would be worth over a billion

[0:47] YouTube https://youtu.be/K8MFC9t7snY?t=40 || How to get customers to pay forever
dollars. That company is probably worth now close to about a hundred million. So, I've missed out on about $900 million during my career just from that one company alone because it took me so long to learn what I'm about to share with you. The big problem that most people have when they are starting their

[1:00] YouTube https://youtu.be/K8MFC9t7snY?t=53 || How to get customers to pay forever
business is that they are in the selling business, not in the reorder business. They don't have recurring revenue. They have one-time sales. When you see these merch drops and these things where people are just selling crap and they get the one-time purchase and no one buys again, the reason they can't make

[1:16] YouTube https://youtu.be/K8MFC9t7snY?t=69 || How to get customers to pay forever
money is because they have no compounding vehicle. What that means is that if I sell somebody today, I want to get credit for that person that I sold today in a year. Because what happens is if you don't have that, then you're always selling for tomorrow. You're always selling for the paycheck this month. You're always selling to pay rent

[1:31] YouTube https://youtu.be/K8MFC9t7snY?t=84 || How to get customers to pay forever
rather than benefiting from a sale you made 10 years ago and having that person still pay you today. Because the thing is that you need to harness time. The people who understand wealth understand time. If time is a liability against you, it means you are thinking like a poor person. For the wealthy, time

[1:46] YouTube https://youtu.be/K8MFC9t7snY?t=99 || How to get customers to pay forever
becomes an asset because the longer you wait, the more you win. And if you imagine a business as a wall of glue and you're blowing people at it, if you never even increase the amount of people you sell, let's just say you sell one person a week, in 10 years, you could have 500 customers every month who pay

[2:05] YouTube https://youtu.be/K8MFC9t7snY?t=118 || How to get customers to pay forever
you. And if you have any price point that is reasonable, that is a lot of money. That is a fortune. And the reason people don't have that happen is because they don't get it and they're only thinking about the short sale for tomorrow. The easiest question that I like to ask when we're analyzing one of

[2:19] YouTube https://youtu.be/K8MFC9t7snY?t=132 || How to get customers to pay forever
the businesses that we're thinking about purchasing and is there a way that we can get someone to buy this and never stop paying for it? Is there a way that we can make this so good the moment their card changes or they get a new credit card, they call us ahead of time because they don't want to stop

[2:32] YouTube https://youtu.be/K8MFC9t7snY?t=145 || How to get customers to pay forever
receiving value. If your phone gets changed to your phone carrier and your credit card goes out, what do you do? You call your phone carrier and you replace it because the value is there. If your credit card goes out, what do you call Netflix? You're going to make sure that your car goes through. If your

[2:44] YouTube https://youtu.be/K8MFC9t7snY?t=157 || How to get customers to pay forever
utilities go out because your car doesn't go through, you pay it. If your rent doesn't go through, you make sure that it's paid on time because these are things you cannot live without. The goal is to figure out a way to make our value so high that people don't want to stop paying. You want to be in the reorder, not the order

[3:01] YouTube https://youtu.be/K8MFC9t7snY?t=174 || How to get customers to pay forever
business. There are recurring revenue businesses and reoccurring revenue. So this applies whether you have a subscription business or you have a one-time purchase business. The point is that people come back. Facebook is a massive company. They do not have a recurring revenue model. They have a reoccurring revenue model. Meaning I go

[3:19] YouTube https://youtu.be/K8MFC9t7snY?t=192 || How to get customers to pay forever
to the Facebook store today, I buy some eyeballs and tomorrow I might go back again and buy more eyeballs. I don't have a subscription but I reorder over and over and over again. The question that I ask the portfolio companies that when we're trying to grow them early on and really get the product to be

[3:34] YouTube https://youtu.be/K8MFC9t7snY?t=207 || How to get customers to pay forever
exceptional is if tomorrow you could not market anything, you could not get any new customers whatsoever and the only thing you had were the customers you have today and any new customer that you get could only come from referral and word of mouth of the people you have right now. How differently would you

[3:49] YouTube https://youtu.be/K8MFC9t7snY?t=222 || How to get customers to pay forever
treat them? How different would their experience be? And how much better would your product be if the only way you could get new customers was them sending new business your way? When you start thinking like that, you start thinking like the wealthy, not like the poor who are always in a rush for the next sale,

[4:03] YouTube https://youtu.be/K8MFC9t7snY?t=236 || How to get customers to pay forever
the next paycheck. Because the reality is you don't get customers to make sales. You make sales to get customers. It's an important distinction. We only transact in order to create the relationship so that we can have revenue again and again and again. You want that customer to exist like a node of revenue

[4:18] YouTube https://youtu.be/K8MFC9t7snY?t=251 || How to get customers to pay forever
in your business that pumps money your way month after month after month. So the big issue is that the stuff that most people sell sucks. They're constantly focused on promotion. They're constantly trying to find the next customer because they haven't confronted the real issue is that you're just not

[4:32] YouTube https://youtu.be/K8MFC9t7snY?t=265 || How to get customers to pay forever
that good. And that's okay. But the problem is that you're not focusing on the hard work, which is getting better. There are three steps that you look at when you're actually trying to scale a business. You want to go to zero to a million, make a couple million bucks a year. You can just promote and sell

[4:44] YouTube https://youtu.be/K8MFC9t7snY?t=277 || How to get customers to pay forever
all day long and never build real wealth. For me, I want to build a fortune. And the only way to build a fortune is to get people to never stop paying you. If that is our goal, we only need to learn how to promote as much as we just need people to start trying our product. The point of making the first

[4:58] YouTube https://youtu.be/K8MFC9t7snY?t=291 || How to get customers to pay forever
sales is to get customers. The point of those first customers is to give you feedback. And you keep getting feedback and not even caring too much about how hard you're marketing because the goal is to get the product and service better and better and better. And this is why most people can't scale because they

[5:14] YouTube https://youtu.be/K8MFC9t7snY?t=307 || How to get customers to pay forever
start selling a little bit and say, "Oh, I should promote even more." But the problem is they never fix the product. They keep selling more and more And then what happens is if you sell 100 people this month, you have to sell 100 people next month just to maintain. And then the month after that, if you bump

[5:28] YouTube https://youtu.be/K8MFC9t7snY?t=321 || How to get customers to pay forever
to 200 new sales a month, then the next month you have to sell 200 just to maintain. But if you have 10 customers a month and they never leave you, in 5 years you have 600 customers a month that are paying you only with 10 new customers a month. When you get customers who do not leave you, you can afford any marketing. You can afford to

[5:46] YouTube https://youtu.be/K8MFC9t7snY?t=339 || How to get customers to pay forever
outspend everyone. There's a company that we're about to make a huge investment in and right now their lifetime value per customer compared to their competition is 10x and their cost to acquire customer is the same as their competition. Who's going to win in a bidding auction for who can buy the next

[6:04] YouTube https://youtu.be/K8MFC9t7snY?t=357 || How to get customers to pay forever
customer on Facebook or YouTube or pay for the eyeballs between them and their competitors? But win every time because when you get that right, everything else is easy. Step one is you promote just to get people to become customers. promote it so that you get the first C which is consumption. The second piece is that

[6:20] YouTube https://youtu.be/K8MFC9t7snY?t=373 || How to get customers to pay forever
actual improvement loop. What happens is when their business gets hard, when they hit a plateau, when people can't grow anymore, they do one of two things. They start marketing more, which is crazy cuz it means that more people find out about the stuff that you sell that sucks. Or they create another product. If people

[6:36] YouTube https://youtu.be/K8MFC9t7snY?t=389 || How to get customers to pay forever
don't consume your product, people don't consume your service. It's not that they're numbuts. It means that you suck. Means you have created such a difficult experience for someone to interact with. you made it so difficult for someone to onboard that they never even experienced the benefit. The amount of people that I

[6:49] YouTube https://youtu.be/K8MFC9t7snY?t=402 || How to get customers to pay forever
hear, especially in the in the internet space, who are like, "Oh, these people don't work hard. They never follow through." Does Amazon complain about all the service tickets they get? No. Because they fix the products. They spent the time to keep solving problem after problem after problem until there

[7:05] YouTube https://youtu.be/K8MFC9t7snY?t=418 || How to get customers to pay forever
were almost no problems left with the product. Taking full responsibility and saying, "You know what? We can make this better." And the way you do that is through surveying the customers to figure out what you can do better. Looking at their client experience, looking at the results, seeing if you can make it happen faster, seeing if you

[7:21] YouTube https://youtu.be/K8MFC9t7snY?t=434 || How to get customers to pay forever
can make it happen easier, making sure that you've added so much value that there's no one else that they can compare your product to. You keep doing the feedback loop on those customers until you get a product where people are referring business to you. To add the cherry and sprinkle on top, you make it

[7:36] YouTube https://youtu.be/K8MFC9t7snY?t=449 || How to get customers to pay forever
harder to leave. And if you're in a B2B situation, you want to add in collateral or controlling the money flow. If you work with Stripe, they probably process your money. They control the money flow. They don't worry about the client cards cuz they collect your money for you up front. The person who controls the money

[7:50] YouTube https://youtu.be/K8MFC9t7snY?t=463 || How to get customers to pay forever
has leverage. And then once you crack that, once you say, "I'm only going to sell so that I make sales to get customers. I'm going to continue to improve and iterate the same product over and over and over again until the point where I have so many people who are coming to me because of how good it is. Then I'll put gas on it and spend as

[8:06] YouTube https://youtu.be/K8MFC9t7snY?t=479 || How to get customers to pay forever
much money as I can on the marketing because now I can outspend everyone in the same marketplace. I'm making 10 times 100 times more than my competitors because when people buy from me, they don't want to stop. But most people do it in reverse. They sell as many as they possibly can, burn all the goodwill they have, and

[8:22] YouTube https://youtu.be/K8MFC9t7snY?t=495 || How to get customers to pay forever
then come out with another product, put a lots of hype around it, sell a bunch of them, and then do it again and again. But they cannot build a compounding vehicle of enterprise value. Because if every single launch, if every single customer that they had sold for the last 10 years were still paying them today,

[8:36] YouTube https://youtu.be/K8MFC9t7snY?t=509 || How to get customers to pay forever
they would have more money than know what to do with. It's not about the price in an absolute term. It's all relative to the value that someone receives. So if someone's price is here and the value deliverers here, you can make this price whatever you want. If this price is a million and they get 10

[8:48] YouTube https://youtu.be/K8MFC9t7snY?t=521 || How to get customers to pay forever
million of value, they will pay you for it. Price is what you pay, value is what you get. What we want is a customer surplus. We want an insane deal. We want a bargain that people do call ahead of time to make sure that they never stop getting build. The game is saying, "Hey, I've got a $500,000 house. I'll sell it

[9:03] YouTube https://youtu.be/K8MFC9t7snY?t=536 || How to get customers to pay forever
to you for 50 grand and I learn how to build it for 10." Even if you provide more value up front and it's less profitable, that's okay because then through the iterations that you have of getting better, you get more and more efficient and you can drive down your cost while also increasing the value and

[9:16] YouTube https://youtu.be/K8MFC9t7snY?t=549 || How to get customers to pay forever
maintaining your brand and reputation. This lesson took me 7 years to really internalize. Cuz when I looked back at my own customer list and I saw 5,000 locations on there, I was like, I would have a billion-dollar business if I had taken more time up front to figure out how to never lose


VIDEO
TITLE: Helping a Home Services Business Get to $3M/Year
URL: https://youtu.be/KG5QJ3FuwA8
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/KG5QJ3FuwA8?t=0 || Helping a Home Services Business Get to $3M/Year
I sell cleaning services to homeowners as well as vacation rental hosts. We do 1.2 million in sales. Uh I would like to be at 3 million in 18 months. And what's stopping me is similar to her. It's an Avatar issue, I think. Um like I said, we sell to uh home owners and then vacation rental hosts. So about 60% of our business is

[0:23] YouTube https://youtu.be/KG5QJ3FuwA8?t=16 || Helping a Home Services Business Get to $3M/Year
recurring for uh the homeowners and then about 15% is the vacation rental hosts. So I'm not sure which one to focus on or if I LTV to CAC LTV to CAC for the recurring services 9 to1 vacation rental host six to1. Okay. And are there more residential than than a lot more? A lot more. So why do you what's why is this a hard

[0:45] YouTube https://youtu.be/KG5QJ3FuwA8?t=38 || Helping a Home Services Business Get to $3M/Year
decision? I'm being gen like I'm not trying to like Yeah. Why is it a hard decision? It's not. I kind of knew the answer coming up here. So, I've got this thing where I've got a ton of these customers and it cost me less and they're super sticky and then have these other ones that are super price conscious and I have lower LTV to

[1:00] YouTube https://youtu.be/KG5QJ3FuwA8?t=53 || Helping a Home Services Business Get to $3M/Year
CAC and there's fewer of them. Which one should I do? Yeah, I guess I was attracted to the vacation rentals because they're higher frequency. Homeowners is like max you can do is weekly cleaning services. I still care about Livity to CAC though. Okay, that's as long I mean as long as logistically there's not a huge

[1:15] YouTube https://youtu.be/KG5QJ3FuwA8?t=68 || Helping a Home Services Business Get to $3M/Year
operational difference between the two besides the fact that each basically it's like should I sell homeowners or HOAs. So this represents you know many cleanings or many at once and I have to drive down my my my net profit per but my absolute is higher. So like my margins lower but my the absolute ticket

[1:31] YouTube https://youtu.be/KG5QJ3FuwA8?t=84 || Helping a Home Services Business Get to $3M/Year
size is higher. It's a classic decision but long term I would just rather have like unlimited demand where I'm making you know 9 to1. That makes sense. And then just continue to machine that thing because the thing is is like if you just focus on just that thing, your life will get a lot easier. So just completely eliminate vacation

[1:47] YouTube https://youtu.be/KG5QJ3FuwA8?t=100 || Helping a Home Services Business Get to $3M/Year
rentals. I would let it just die. Cool. I can do that as because I'm I'm assuming that the the customer journey and the process is different for that avatar. Correct. Right. Completely different. Why have two businesses? Y like if you're like, you know, we're doing 100 million a year and we see this

[2:00] YouTube https://youtu.be/KG5QJ3FuwA8?t=113 || Helping a Home Services Business Get to $3M/Year
as a segment that we want to attack. That's a different question than like I want to start it from the ground up. Uh where's my yoga chocolate factory? Thank you. All right. So last night we talked about uh her business which is uh a yoga studio. There's a point to this. There's a yoga studio uh that also does aerial

[2:17] YouTube https://youtu.be/KG5QJ3FuwA8?t=130 || Helping a Home Services Business Get to $3M/Year
silks and there's also like some therapy and wellness components. Wants to build an empire of wellness and bought a chocolate factory uh that's vertically integrated cow to bar. Wanted to use the one store as distribution for the for the chocolate. Right. Right. Okay. Um, and because she wants to build this kind of uh empire, right,

[2:41] YouTube https://youtu.be/KG5QJ3FuwA8?t=154 || Helping a Home Services Business Get to $3M/Year
with all these different don't want to leave money on the table. Um, can't can't let those Hershey bars take, you know, take it all. Um, I'm kidding. I know it's special chocolate. Um, but but the point is, um, a business like that doesn't you don't it doesn't grow like this. Businesses will grow like this and then all at once and

[3:00] YouTube https://youtu.be/KG5QJ3FuwA8?t=173 || Helping a Home Services Business Get to $3M/Year
then all at once. And so it's you you have to get so much bigger before you start really attacking verticals. And that's when like M\&A and things like that become more in the conversation. Do we buy it or do we build it? Because we've actually maxed out our addressable market. You probably haven't even gotten

[3:14] YouTube https://youtu.be/KG5QJ3FuwA8?t=187 || Helping a Home Services Business Get to $3M/Year
close to maxing out the market. So it's like it just begs the logical question like why do we have a second service for a second avatar? The answer is just like we need the money and we said yes because yolo. But like from a business discipline perspective, it's very like straightforward. Here's a ton of customers. We make $9

[3:31] YouTube https://youtu.be/KG5QJ3FuwA8?t=204 || Helping a Home Services Business Get to $3M/Year
for every dollar we put in. Let's do this as much as we can, as well as we can. And the thing is is that you might with operational efficiency, improvements in process, be able to get to like 12, 13, 14 to one, and it makes that side even sexier, but you won't get that if it's split in terms of your

[3:44] YouTube https://youtu.be/KG5QJ3FuwA8?t=217 || Helping a Home Services Business Get to $3M/Year
attention. And then what happens is both become kind of mediocre. Is there is there a point that I would look at adding the vacation rental service? Not even close. Not even close. Yeah. Like we'll keep working with you for another two years and then we'll be at, you know, 10 million and be like, "So, am I ready yet?" We'll be like,

[3:59] YouTube https://youtu.be/KG5QJ3FuwA8?t=232 || Helping a Home Services Business Get to $3M/Year
"Let's get to 30." And then we'll talk about it. And then at 30 we'll be like, "Hey, what if we talked about it at 100 and I'm just going to keep deferring this decision until eventually you're like, I don't think we should do anything besides this because we're absolutely killing everyone." And I'm like, "Yeah, but I would, but

[4:13] YouTube https://youtu.be/KG5QJ3FuwA8?t=246 || Helping a Home Services Business Get to $3M/Year
it's very hard to say no forever." And so just say no for now. Yeah. Thank you. You bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the

[4:30] YouTube https://youtu.be/KG5QJ3FuwA8?t=263 || Helping a Home Services Business Get to $3M/Year
portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[4:45] YouTube https://youtu.be/KG5QJ3FuwA8?t=278 || Helping a Home Services Business Get to $3M/Year
what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You

[4:58] YouTube https://youtu.be/KG5QJ3FuwA8?t=291 || Helping a Home Services Business Get to $3M/Year
can go to acquisition.com/roadmap, plug in your business information. And if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if

[5:13] YouTube https://youtu.be/KG5QJ3FuwA8?t=306 || Helping a Home Services Business Get to $3M/Year
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Applying $100M Offers to E-Commerce: I’m Pissed
URL: https://youtu.be/NA61omfYgvI
PRIMARY_TOPIC: pricing
TOPICS: pricing, case-study,offers

[0:01] YouTube https://youtu.be/NA61omfYgvI?t=0 || Applying $100M Offers to E-Commerce: I’m Pissed
i am pissed not really but i recently uh was on a podcast a few months ago via my first million podcast uh with sam and sean great guys and we were talking about my book 100 offers which you can get on amazon kindle for 99 cents if you don't have the dollars for a hardback and i heard on a later podcast that i

[0:17] YouTube https://youtu.be/NA61omfYgvI?t=10 || Applying $100M Offers to E-Commerce: I’m Pissed
wasn't on that sean was saying yeah i really love the book um but it's just a bummer it doesn't apply to e-commerce and i disagree and that is why i'm making this video to break down why the value equation and the things inside of the 100 million dollar offers book which pretty much this this visual right here inc you know

[0:35] YouTube https://youtu.be/NA61omfYgvI?t=28 || Applying $100M Offers to E-Commerce: I’m Pissed
encapsulates or or summarizes the the vast majority of the pieces in the book and obviously there's a lot more examples and stories and there's you know a lot of five star reviews on amazon so check it out for 99 cents if you want but the main point is that these are variables that create purchasing decisions that get people to

[0:51] YouTube https://youtu.be/NA61omfYgvI?t=44 || Applying $100M Offers to E-Commerce: I’m Pissed
value something in order to buy it because they value it in excess of price tag and the idea here is if we understand the things that drive value then we can understand the things that underpin price which then lead to profits all right and so in the book i do give a lot of uh service based examples uh both b2b and b2c but i

[1:06] YouTube https://youtu.be/NA61omfYgvI?t=59 || Applying $100M Offers to E-Commerce: I’m Pissed
wanted to take this video uh to do something a little bit different and talk about how it applies to e-commerce all right because at the end of the day people buy stuff because they value them right and so the application may be somewhat different but the fundamentals and the the variables are the same okay

[1:18] YouTube https://youtu.be/NA61omfYgvI?t=71 || Applying $100M Offers to E-Commerce: I’m Pissed
and so quick recap on this dream outcome is people actually have to want the thing that you're delivering to them number one number two is that when they buy they will buy based on the perceived likelihood that they're actually going to get that thing so it's like a lot of people may want to get rich but they

[1:29] YouTube https://youtu.be/NA61omfYgvI?t=82 || Applying $100M Offers to E-Commerce: I’m Pissed
will buy the one that they think that has the highest likelihood of actually them getting there right or a lot of people might want to look skinny but they'll work with the physician that has worked with 10 000 patients rather than their first patient because they're perceived likelihood of actually getting

[1:40] YouTube https://youtu.be/NA61omfYgvI?t=93 || Applying $100M Offers to E-Commerce: I’m Pissed
skinny or getting the surgery they want is higher and in a very real way value it more time delay is how quickly something can happen right as between when i buy and when i get if we can compress that time horizon or that timeline the more valuable it is if i can get you a six pack in 30 days for a six pack in 30 months which one you

[1:54] YouTube https://youtu.be/NA61omfYgvI?t=107 || Applying $100M Offers to E-Commerce: I’m Pissed
value more of course the 30 days one so we try and compress the time horizon along how we deliver our products and services and then finally effort and sacrifice are the things that we have to start doing that we don't want to do or we have to give up doing that we do want to do as a result of the purchase and so

[2:07] YouTube https://youtu.be/NA61omfYgvI?t=120 || Applying $100M Offers to E-Commerce: I’m Pissed
in a perfect world we want to deliver someone the dream outcome and when they buy it because they have extremely high likelihood or they're certain that they're going to achieve that and they're going to achieve it overnight with ease right so fast easy and exactly what they want the way they want it to be delivered all right so

[2:21] YouTube https://youtu.be/NA61omfYgvI?t=134 || Applying $100M Offers to E-Commerce: I’m Pissed
that's what we have to think about here now in the book i talk about scarcity urgency guarantees bonuses and naming right and so what i want to do is just apply these and the easiest way to look at this and and prove out the point that this 100 applies to ecommerce is to look at the e-commerce giants all right

[2:33] YouTube https://youtu.be/NA61omfYgvI?t=146 || Applying $100M Offers to E-Commerce: I’m Pissed
specifically let's just look at amazon and over time they've really nailed down hitting each and every single one of these variables that drive value now if you are an e-commerce person and you're like why i can't sell on amazon well one is you can the other is that you can start thinking about it through amazon

[2:48] YouTube https://youtu.be/NA61omfYgvI?t=161 || Applying $100M Offers to E-Commerce: I’m Pissed
lenses and of course it's taken him 30 years to build this thing right but we can still think if this is the theoretical that we need to try and shoot for this is the ideal scene then we can start taking steps towards it to improve the value of our offerings okay cool now if let's say i wanted to buy a

[3:02] YouTube https://youtu.be/NA61omfYgvI?t=175 || Applying $100M Offers to E-Commerce: I’m Pissed
jacket all right so this is a very different example than my normal ones and i have other examples and services in other videos but this one is just for physical products so let's say i wanted to buy a jacket my dream outcome might be that i look good in this jacket that could be an outcome it could be that

[3:13] YouTube https://youtu.be/NA61omfYgvI?t=186 || Applying $100M Offers to E-Commerce: I’m Pissed
it's very warm ideally maybe it's both of those things right and i might even want a jacket that looks good and that isn't warm because i just want to wear it because i think it looks good but i don't want to get hot right so it depends on what my dream outcome is right so you're gonna have different

[3:22] YouTube https://youtu.be/NA61omfYgvI?t=195 || Applying $100M Offers to E-Commerce: I’m Pissed
messaging for different avatars depending on the on on the product itself and what problem it solves all right so let's just use for example that i just want a fashionable jacket that looks cool okay that's point one around what our dream outcome is great now i may be a buyer who's like but i'm not that fashionable and i don't really know

[3:38] YouTube https://youtu.be/NA61omfYgvI?t=211 || Applying $100M Offers to E-Commerce: I’m Pissed
how to like pair stuff and make it look cool all right so what are the ways that we can increase the perceived likelihood of achievement of me achieving this cool look all right well first off is reviews if i have lots of five star reviews on my page and i can read them then i'm more likely to make the purchase because

[3:52] YouTube https://youtu.be/NA61omfYgvI?t=225 || Applying $100M Offers to E-Commerce: I’m Pissed
i see other people made the purchase and are happy about it right makes sense that's why reviews amazon pioneered this and then it became commonplace because it increased the perceived likelihood of achievement right what else can we do and i actually saw this levi's did this for selling a jean jack which is why i'm

[4:05] YouTube https://youtu.be/NA61omfYgvI?t=238 || Applying $100M Offers to E-Commerce: I’m Pissed
giving the example because it was so masterful and how they did it what they did is that i saw this video it was uh maybe 90 seconds and it had the jean jacket and it had three different ways you can wear it and they showed here's how you pair it with dark stuff here's how you pair it with light stuff here's

[4:17] YouTube https://youtu.be/NA61omfYgvI?t=250 || Applying $100M Offers to E-Commerce: I’m Pissed
how you pair it with the same looking jean and blah blah and i was like wow i did not know how jean jackets work but now i do and now i know how to wear it so my perceived likelihood of achieving the dream outcome of looking cool has just gone up simply by them making a video that demonstrated it right these

[4:32] YouTube https://youtu.be/NA61omfYgvI?t=265 || Applying $100M Offers to E-Commerce: I’m Pissed
variables apply to services and e-commerce just the same it's just the way that we show someone how to experience the dream outcome they desire differ alright in a let's say it's a i'm teaching a skill i'm going to show somebody who has the skill showing them demonstrating the skill and the results of of having that skill right

[4:52] YouTube https://youtu.be/NA61omfYgvI?t=285 || Applying $100M Offers to E-Commerce: I’m Pissed
that would be increasing the perceived likelihood but if it's a physical product then we have to think what's the outcome they want and then how do we increase the likelihood that they they see that and easy ways to demonstrate it right and to literally demonstrate this is probably what you're thinking and

[5:03] YouTube https://youtu.be/NA61omfYgvI?t=296 || Applying $100M Offers to E-Commerce: I’m Pissed
here's how it works that's why unboxing videos and things like that work because it decreases the risk associated with making the purchase because they're like oh that's what's going to happen it decreases the other side of me swiping my card what happens after that right and as much as we can demystify what

[5:17] YouTube https://youtu.be/NA61omfYgvI?t=310 || Applying $100M Offers to E-Commerce: I’m Pissed
happens after they say oh i now can create expectations and then these this product will meet the expectations and i will be happy great now the next one is time to like amazon has been the pioneer of prime of two day shipping one day shipping one hour shipping right and they continue to try and drive this down

[5:30] YouTube https://youtu.be/NA61omfYgvI?t=323 || Applying $100M Offers to E-Commerce: I’m Pissed
because they know that the faster they can get people the things they want the more that they will value and like it and repeat buying on the platform right and so this should be a no-brainer this absolutely applies to e-commerce all right now the next one and that can also apply at different levels right there's

[5:43] YouTube https://youtu.be/NA61omfYgvI?t=336 || Applying $100M Offers to E-Commerce: I’m Pissed
the actual purchasing experience but then there's also the experience of using the products it depends on types of products that you have like a jacket might not have a huge time delay in terms of using it if you sold custom tailored stuff then delivering it faster or finding a way to operationalize that

[5:56] YouTube https://youtu.be/NA61omfYgvI?t=349 || Applying $100M Offers to E-Commerce: I’m Pissed
more quickly would be very real value right right so there's the purchasing process and then there's also the like the wearing it process all right and like unboxing and actually having them experience again the dream outcome right now finally of these four variables we have effort and sacrifice and so the

[6:08] YouTube https://youtu.be/NA61omfYgvI?t=361 || Applying $100M Offers to E-Commerce: I’m Pissed
purchasing decision here amazon has one click purchases with everything on file save so you can make a purchasing decision in a split second right and so that's why the rise of products like bolt and shop pay are all things that have decreased the effort and sacrifice and a lot of ecommerce stores uh have

[6:23] YouTube https://youtu.be/NA61omfYgvI?t=376 || Applying $100M Offers to E-Commerce: I’m Pissed
been able to use this to their advantage and make more sales right and that's because in a real way things would become more valuable so it increased the likely that people are going to buy all right but let's look at the other ratchets that i said these are inside of the book are enhancers of value they do

[6:36] YouTube https://youtu.be/NA61omfYgvI?t=389 || Applying $100M Offers to E-Commerce: I’m Pissed
even more to increase the value equation in your favor so that you can buy sorry you can sell more stuffs okay so let's look at amazon for example what do they have under virtually every single item how many they have left in stock is their way of showing scarcity only two left only six left only 17 left and then

[6:53] YouTube https://youtu.be/NA61omfYgvI?t=406 || Applying $100M Offers to E-Commerce: I’m Pissed
they have it by size right so that they can show scarcity at every single level huh what does that do it drives conversions people want to buy all right are you guys are you guys tracking with me does this feel like it applies to e-commerce let's keep going urgency what else does amazon do they have lightning

[7:08] YouTube https://youtu.be/NA61omfYgvI?t=421 || Applying $100M Offers to E-Commerce: I’m Pissed
deals right when you do a limited drop a limited edition drop of a t-shirt there's only 100 printed and we drop them on friday and first come first serve what does that do it gives scarcity and because you were giving a ti there's a time component it adds urgency now to really add urgency we'd say we're only selling these for an hour

[7:24] YouTube https://youtu.be/NA61omfYgvI?t=437 || Applying $100M Offers to E-Commerce: I’m Pissed
um but hopefully the point drives home all right but a lightning deal for example where they said we're only giving this price for for 60 minutes that is absolutely urgency all right saying how many you have left is absolutely scarcity are you guys tracking with this all right cool now guarantees so what do we do here well

[7:39] YouTube https://youtu.be/NA61omfYgvI?t=452 || Applying $100M Offers to E-Commerce: I’m Pissed
amazon took this one step further not only did they already have a money back guarantee right because it's satisfaction you don't have to do anything you just send it back and they made it easy to return stuff what they did now is try before you buy right so they have seven day layaway so you can buy the thing and they charge you seven

[7:53] YouTube https://youtu.be/NA61omfYgvI?t=466 || Applying $100M Offers to E-Commerce: I’m Pissed
days later you can literally try the thing on and not even have to get billed on the card right why'd they do that it's a version of a guarantee why because what we're doing is we're decreasing the risk of someone purchasing right that's what we're doing here we're decreasing the like we're decreasing the likelihood that they have

[8:07] YouTube https://youtu.be/NA61omfYgvI?t=480 || Applying $100M Offers to E-Commerce: I’m Pissed
a poor experience which as an inverse increases the likelihood that they do have a positive experience if they choose to purchase so it's like if i'm trying it on before i buy it then i'll be very darn sure that if i like it i might perceive likely to achieve achieving the outcome after i'm wearing it is very very high that's why they did

[8:23] YouTube https://youtu.be/NA61omfYgvI?t=496 || Applying $100M Offers to E-Commerce: I’m Pissed
it right this is an implied guarantee it's a version of guaranteed so they technically have two guarantees they have one which is the money back guarantee which has now become almost table stakes for physical products but on top of that they added in a try before you buy all right now bonuses all right some of these ones will include

[8:37] YouTube https://youtu.be/NA61omfYgvI?t=510 || Applying $100M Offers to E-Commerce: I’m Pissed
bonuses like the training that i said for for levi's like little videos on how you can tips and tricks on how you can use this thing right if you have a widget that's like at home health kitchen stuff having videos on how they can actually use the thing in better ways is huge if you have a supplement

[8:50] YouTube https://youtu.be/NA61omfYgvI?t=523 || Applying $100M Offers to E-Commerce: I’m Pissed
business for example telling people how to take the products and the best things to combine it with and what time of day and how they can make sure they don't forget it and blah blah those are all things that can be bonuses that can be perceived benefits of doing the thing right and all of this stuff goes back to

[9:04] YouTube https://youtu.be/NA61omfYgvI?t=537 || Applying $100M Offers to E-Commerce: I’m Pissed
these variables okay in increasing value and increasing the likelihood somebody wants to buy all right and then finally naming it in a way that i think it will be cool if i said my dream outcome was that i wanted a warm jacket then probably having warm or hot or fire or flames or oven right in the name might

[9:18] YouTube https://youtu.be/NA61omfYgvI?t=551 || Applying $100M Offers to E-Commerce: I’m Pissed
be something that would increase my likelihood that i'm thinking this is going to be something that will help me experience my dream outcome right okay now on the flip side if i wanted just something that was fashionable and light then it might be a light fashion jacket right and so it's telling me the dream

[9:31] YouTube https://youtu.be/NA61omfYgvI?t=564 || Applying $100M Offers to E-Commerce: I’m Pissed
outcome so we have to be explicit in what we're doing and i'll also bet you right that you'll have different avatars that will be attracted to different things or maybe you same avatar but they're they're solving different needs so the question is what job is are we trying to do what's the job to be done

[9:43] YouTube https://youtu.be/NA61omfYgvI?t=576 || Applying $100M Offers to E-Commerce: I’m Pissed
and then everything else is going to fall down from there now amazon specifically people name it based on the things that people search for right which makes sense because why would they do that because it's exactly what i was looking for by naming it properly and so my hope here is that uh this video at

[9:57] YouTube https://youtu.be/NA61omfYgvI?t=590 || Applying $100M Offers to E-Commerce: I’m Pissed
least gives you a little bit of a cursory overview of the things that you can do within an e-commerce or physical products business to apply the 100 offer framework to make your stuff more buyable so that people increase in higher amounts at higher percentages and they do so willing to pay higher prices

[10:12] YouTube https://youtu.be/NA61omfYgvI?t=605 || Applying $100M Offers to E-Commerce: I’m Pissed
because you have checked all these boxes off and the competitors that you have might even have the same product as you but they haven't increased the perceived likative achievement they haven't shown how demonstrated how they can use the product they don't have guarantees they don't have tribe before you buy it takes

[10:24] YouTube https://youtu.be/NA61omfYgvI?t=617 || Applying $100M Offers to E-Commerce: I’m Pissed
two weeks to get there and the purchasing process is a pain in the ass they have to make an entire profile they have to do all the stuff right and they find out that there is no scarcity so as far as they're concerned they can buy this whenever so they can come back next week if they feel like it right and

[10:34] YouTube https://youtu.be/NA61omfYgvI?t=627 || Applying $100M Offers to E-Commerce: I’m Pissed
there's no urgency or time timeline where they do it because maybe maybe this is seasonal for for you but for them it's year-round so again they can take even more time to make the decision right and then in terms of bonuses yours comes with all these different trainings and things like that they can and how to

[10:46] YouTube https://youtu.be/NA61omfYgvI?t=639 || Applying $100M Offers to E-Commerce: I’m Pissed
use the product and how to use it in different ways and even how to use it for different avatars to solve different problems right because people are going to experience different problems that they're using they're hiring your product to solve right and then of course your competitors calls it jacket

[10:58] YouTube https://youtu.be/NA61omfYgvI?t=651 || Applying $100M Offers to E-Commerce: I’m Pissed
and you say like fashion jacket and all of a sudden the person says you know what i think this is exactly what i need and i'm going to buy right that is how you can apply the 100 offers framework including the value equation and the other things that i talk about enhancing value from the book to a physical

[11:11] YouTube https://youtu.be/NA61omfYgvI?t=664 || Applying $100M Offers to E-Commerce: I’m Pissed
product business all right so mostly nation i love you guys keep being awesome and i'll catch you guys in the next vid bye mozzie nation if you enjoyed that video smash the subscribe button and hit the little notification bell the reason for that is because i don't actually have a cadence when i make these videos so if you want to make

[11:24] YouTube https://youtu.be/NA61omfYgvI?t=677 || Applying $100M Offers to E-Commerce: I’m Pissed
sure you don't miss the next one that comes out go subscribe notify and i'll see you the next one bye


VIDEO
TITLE: “Why Can’t I Scale My PT Business?”
URL: https://youtu.be/O1yxi-QILII
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/O1yxi-QILII?t=0 || “Why Can’t I Scale My PT Business?”
I sell health and wellness. So basically physical therapy, personal training, 35 to 45 year old athletes, okay, are is the avatar and we do about a little over 3 million. The biggest thing that's stopping me, you have a huge shortage in practitioners. Um to give context, there's about 16,000 um open positions.

[0:20] YouTube https://youtu.be/O1yxi-QILII?t=13 || “Why Can’t I Scale My PT Business?”
You're supply constraint. Yes. So um I need more producers to produce. Um, so I decided to kind of pivot and say, well, if I can't find the people, I'm going to increase price. Well, I'm glad you did that as as the thing you decided to do. So that's fine. Like I started another business on e-commerce. Yeah.

[0:41] YouTube https://youtu.be/O1yxi-QILII?t=34 || “Why Can’t I Scale My PT Business?”
Yeah. So start teaching people to uh Yeah. Yeah. Uh so that went well to the tune of we didn't lose revenue. Okay. Um, but I'm at that point where now do I go all in on continuing to increase price and move more into almost like a concierge membership model or do I go all in and just try to crush and find the people and do what nobody

[1:05] YouTube https://youtu.be/O1yxi-QILII?t=58 || “Why Can’t I Scale My PT Business?”
else is possibly doing? Do you have any issues on getting customers? No, we have more demand that we could book people. So, um, have you heard my story about buddy of mine who's in the cleaning business? All right, I'll tell I'll tell you. So, um, former gym owner, uh, crushed it with gym launch and then

[1:25] YouTube https://youtu.be/O1yxi-QILII?t=78 || “Why Can’t I Scale My PT Business?”
decided he started making enough money that he started investing in real estate as all entrepreneurs do. And then after he was, you know, crushing in real estate, he was like, you know, I should probably start a cleaning company because he started doing Airbnbs out of his real estate. He's like, this is

[1:36] YouTube https://youtu.be/O1yxi-QILII?t=89 || “Why Can’t I Scale My PT Business?”
costing me a ton of money. I should vertically integrate. And so, he started the cleaning company, uh, to clean, you know, his Airbnbs. And he's like, well, now that I have the cleaning company, I might as well start selling other C. Don't want to leave money on the table, right? Uh, and so you can see how this

[1:49] YouTube https://youtu.be/O1yxi-QILII?t=102 || “Why Can’t I Scale My PT Business?”
spindles, right? The moral of the story though is that I called I called him up um and he was telling me he's like, "Dude, it's crazy." He's like selling cleaning customers. He's like, "Cac is like 25 bucks. It's insane. Every like it's so easy to get customers." And I was like, "Oh, you should scale this to

[2:02] YouTube https://youtu.be/O1yxi-QILII?t=115 || “Why Can’t I Scale My PT Business?”
the moon." He's like, "Yeah, you know, it's kind of hard to get English- speakaking maids who don't take stuff from people and do a good job and show up on time and are willing to work for $15 an hour." And I was like, "Okay, so the nice thing that you have is you have a supply constrained business." Now, he

[2:19] YouTube https://youtu.be/O1yxi-QILII?t=132 || “Why Can’t I Scale My PT Business?”
was used to fitness, which is typically demand constrained. So, it's just it's it's hard to get people to want to show up to the gym, right? Uh not hard to get people to say they want somebody else to clean their house. Um and so, basically, the reframe that I gave him is what I'll give you, which is you're not actually

[2:34] YouTube https://youtu.be/O1yxi-QILII?t=147 || “Why Can’t I Scale My PT Business?”
in the physical therapy business. You're in the recruiting physical therapists business. The whole paradigm that I would have around this is what does the career path look like for the physical therapist so that I can make this really enticing. On top of that, I have to still think through the same you still

[2:51] YouTube https://youtu.be/O1yxi-QILII?t=164 || “Why Can’t I Scale My PT Business?”
have the same core four, right? You've got you've got warm outreach, you've got cold outreach, you've got paid ads, and then you've got um I should know these. I wrote the book. Okay, organic content, right? So, these are the these are the four things that you can do, right? And then you've got head hunters, right?

[3:06] YouTube https://youtu.be/O1yxi-QILII?t=179 || “Why Can’t I Scale My PT Business?”
which is basically recruiters um and you have uh word of mouth from your existing oops word of mouth from your existing staff. And so these are the ways that you can get um physical therapists. And so we have to approach this the same way we approach getting customers. They are just now the customer. And so um maybe

[3:24] YouTube https://youtu.be/O1yxi-QILII?t=197 || “Why Can’t I Scale My PT Business?”
running Indeed ads is probably not the way that's that you're going to get them. But I'll bet you that outreach will work exceptionally well um to get therapists. And I would probably bet that if you had a really good referral incentive, um, over time that would compound. Now, small, not as much. You'll probably need to do this to

[3:42] YouTube https://youtu.be/O1yxi-QILII?t=215 || “Why Can’t I Scale My PT Business?”
start. As you get bigger though, there's going to be enough of a base where a few percentage every month of referrals is material. And so, let me just put this in math for you so that you can so this will motivate you to do it. How much do you make in gross profit off of a physical therapist per year on average?

[3:59] YouTube https://youtu.be/O1yxi-QILII?t=232 || “Why Can’t I Scale My PT Business?”
About 350. Okay. So, if I told you that I could add $350,000 in gross profit per year to your business, how much would you be willing to pay for that in the first year? Quite a lot, right? And so, giving someone $500 for a referral, not that motivating. If you said, "I'll give you 20 grand for a referral, I'll bet you'll get them to

[4:19] YouTube https://youtu.be/O1yxi-QILII?t=252 || “Why Can’t I Scale My PT Business?”
move." Most businesses are either comp supply constrained or demand constrained. Now, if you have a business that's both, then it's like you don't have customers, you don't have employees, like that's a tough place to be. Most of the time it's one or the other. And what's interesting is that entrepreneurs will often try and

[4:37] YouTube https://youtu.be/O1yxi-QILII?t=270 || “Why Can’t I Scale My PT Business?”
solve basically like not solve the real problem. And this was kind of exactly what she was presenting with. She was like, should I do this other thing or should I like should I should I change my model altogether? But the crazy thing is is like her model was doing great. She was making good margin. She had

[4:51] YouTube https://youtu.be/O1yxi-QILII?t=284 || “Why Can’t I Scale My PT Business?”
she's doing good revenue out of two locations. It's like why are we going to break the model? Like the constraint of the business is that you just don't know how to recruit. So, let's just solve that problem because her other path of like just raising prices, which to be fair, I'm all in favor of. At some

[5:07] YouTube https://youtu.be/O1yxi-QILII?t=300 || “Why Can’t I Scale My PT Business?”
point, it's like you can't raise the prices anymore, like you're becoming like a luxury business. And it's just like you're changing all the dynamics of the business. But her business worked already. And so, for me, the lowest risk thing to do is not change the business model, but just figure out the problem

[5:22] YouTube https://youtu.be/O1yxi-QILII?t=315 || “Why Can’t I Scale My PT Business?”
of the business and solve it. And for her, the biggest problem was I can't get people. But I don't think she had quantified how much she should be willing to invest in getting more talent. And I think this is wildly underrated. It's like, think about it from a return on on profit. I only did it on gross profit, right? It was

[5:37] YouTube https://youtu.be/O1yxi-QILII?t=330 || “Why Can’t I Scale My PT Business?”
$350,000 per employee. So I'm like, why would you not pay I mean like just being rope. Why would you not pay $50,000 or $100,000, right? If you know that if I people are happy to put, you know, $100,000 in the stock market and get 10% back and make $10,000, but in their businesses they're hesitant to give a

[5:51] YouTube https://youtu.be/O1yxi-QILII?t=344 || “Why Can’t I Scale My PT Business?”
commission of of $10,000 for a $300,000 thing, right? And so if you're like, well, what if that doesn't work out? Then push it out where there's a contingency that you're happy to do it. And if you want, keep raising the price until you get people to refer. Like with enough incentive, you can move the

[6:04] YouTube https://youtu.be/O1yxi-QILII?t=357 || “Why Can’t I Scale My PT Business?”
world. So if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here in Vegas to learn how we scale. And so my team spends two days with you to identify the thing that's holding your business back. And so if that sounds interesting, click book a call.


VIDEO
TITLE: If You Sell SaaS to B2B, Sell Like This
URL: https://youtu.be/Pal3Z97jZpM
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/Pal3Z97jZpM?t=0 || If You Sell SaaS to B2B, Sell Like This
Okay, PQ, what did you learn about selling to chiropractors? I'm currently selling SAS to chiropractors. Been struggling though. Um, big thing is you're not selling SAS to chiropractors. Uh, you're not really ever selling SAS. You're not selling products. You're not selling service in general. We're selling an outcome, right? And so, if you're struggling to sell SAS to chiropractors, it's because no one wants

[0:19] YouTube https://youtu.be/Pal3Z97jZpM?t=12 || If You Sell SaaS to B2B, Sell Like This
to buy software. But everyone wants the problems to go away. And so, we have to sell to the problem and then we ascribe our value relative to the problem as the chiropractor suffers from it. And so, as far as I'm concerned, chiropractors would love to have more time. They'd love to be more efficient with their

[0:34] YouTube https://youtu.be/Pal3Z97jZpM?t=27 || If You Sell SaaS to B2B, Sell Like This
patients. They'd love to charge more money. They'd ra they'd love to have better margins. They'd love to improve their team. They'd love to get more leads. Like, all of these things are things that um chiropractors would like to do. The problem is that their CRM doesn't allow them to do those things.

[0:47] YouTube https://youtu.be/Pal3Z97jZpM?t=40 || If You Sell SaaS to B2B, Sell Like This
Yours does. That's why they want to buy yours.


VIDEO
TITLE: How To Charge 10x More for the Same Product
URL: https://youtu.be/SLA-q8HdZTE
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/SLA-q8HdZTE?t=0 || How To Charge 10x More for the Same Product
What do you mean by making offers? So, uh, offers are the terms of exchange. So, I right before I started my first gym, I went to this weekend workshop to learn how to market. And get this, this is 2013\. It was on Facebook ads. And so, I got lucky. So, I learned how to run Facebook ads in 2013, two weeks before I started

[0:24] YouTube https://youtu.be/SLA-q8HdZTE?t=17 || How To Charge 10x More for the Same Product
my gym. This is when you're getting penny clicks and you could put a girl with a bikini and say, "Weight loss, click here." And it would run. And so at this thing, I hadn't opened my gym yet. And the guy was like a gym marketing dude. And he said, "Do you want to know the secret to sales?" Because he could

[0:40] YouTube https://youtu.be/SLA-q8HdZTE?t=33 || How To Charge 10x More for the Same Product
see I was way over my head. All the other guys there were gym owners except for me. And I was like, "Yeah." Because I'd never at that point had never sold anything. I didn't even know the word sales was a thing. That's how out of it I was. And so he pulled me over the side and he asked me that question. And I

[0:52] YouTube https://youtu.be/SLA-q8HdZTE?t=45 || How To Charge 10x More for the Same Product
like pulled my notebook out to like learn the secret to sales as though it was one line. And it kind of was. He said, "Make people an offer they'd be they'd feel stupid saying no to." And I like wrote it down and I highlighted it. And that actually became like a core concept that we do in every business in every business that we have,

[1:09] YouTube https://youtu.be/SLA-q8HdZTE?t=62 || How To Charge 10x More for the Same Product
which is like how can we make this offer better? How can we make it more valuable? And that was why defining value was such a key thing because people like provide more value, make valuable content. I'm like, what does this mean? And so we boil down value into four variables. Um and then there's things that enhance

[1:28] YouTube https://youtu.be/SLA-q8HdZTE?t=81 || How To Charge 10x More for the Same Product
value. But like core variables and then things that enhance it. So like one is like what is the overall dream outcome of the the customer. And so a difference in justosition is like for guys if I say I can help you make more money versus I can help you lose weight. Most guys would pay more for the thing that will

[1:42] YouTube https://youtu.be/SLA-q8HdZTE?t=95 || How To Charge 10x More for the Same Product
give them more relative status. And so in that way between two types two categories of outcomes this one will be more valuable. Okay cool. Now, within everything, and let's call it weight loss because that's an easy one everyone can understand. Within weight loss, every other thing between a $5 ebook and

[1:58] YouTube https://youtu.be/SLA-q8HdZTE?t=111 || How To Charge 10x More for the Same Product
a $50,000 liposuction surgery, the difference in those prices are the other value variables. And so, the second variable is perceived likelihood of achievement, which is if I buy this thing, how likely do I think I will get the outcome? And so if I have a surgeon that's going to do this lipo suction,

[2:13] YouTube https://youtu.be/SLA-q8HdZTE?t=126 || How To Charge 10x More for the Same Product
for example, and it's the first surgery they've done out of medical school, and there's another surgeon that has done 10,000 and has 10,000 five stars, which one would I be more likely to go to? The 10,000 fivestar surgery, even if it actually takes that guy less time to do it. How unfair. But my perceived

[2:30] YouTube https://youtu.be/SLA-q8HdZTE?t=143 || How To Charge 10x More for the Same Product
likelihood of getting what I want is significantly higher. So it's actually the equal opposite of risk. Those are the things that we try and enhance in the offers. We try and have a very compelling dream outcome. try and make it very likely that they're going to succeed and give there's lots of elements that make someone feel like

[2:43] YouTube https://youtu.be/SLA-q8HdZTE?t=156 || How To Charge 10x More for the Same Product
it's likely they'll succeed. On the bottom half of the equation, so it's a fraction. There's two on the top, two on the bottom, you have time delay between when they buy and when they get. So if someone were able to click a button on a website and immediately look at their stomach and have a six-pack, that would

[3:00] YouTube https://youtu.be/SLA-q8HdZTE?t=173 || How To Charge 10x More for the Same Product
be incredibly valuable, right? On the flip side, if it takes them two years in order to get that, it's significantly less valuable. And so for that same reason, you have to arm wrestle someone to get them to buy a personal training package. You have to spend an hour and a half to get them to buy a 20 pack of trading

[3:14] YouTube https://youtu.be/SLA-q8HdZTE?t=187 || How To Charge 10x More for the Same Product
trading sessions. Whereas women walk into the doctor's office to do liposuction and drop 20 times that amount of money because the time delay is nothing. You get on the table, you wake up and you're thin. Right? Then the last the last variable is uh effort and sacrifice, which is two sides of the same coin. So effort are the

[3:32] YouTube https://youtu.be/SLA-q8HdZTE?t=205 || How To Charge 10x More for the Same Product
things that you have to start doing that you don't want to do as a result of this purchase. Waking up early, getting sore, like in the workout example, eating foods you hate. On the flip side, the sacrifice are the things that you have to give up that you don't want to give up as a result of this purchase. And so that might be

[3:48] YouTube https://youtu.be/SLA-q8HdZTE?t=221 || How To Charge 10x More for the Same Product
sleeping in, eating the foods you enjoy, margarita Mondays, whatever. And so when you look at these variables, each of them has a has a has a evil twin, right? So you've got perceived life of achievement, which is the positive, and then you've got risk, which is the negative. You've got uh time delay,

[4:02] YouTube https://youtu.be/SLA-q8HdZTE?t=235 || How To Charge 10x More for the Same Product
which is the negative version. You've got speed, which is the positive version. You've got effort and sacrifice. You've got ease, right? And so when we're trying to make an offer, we try and think through each of these elements of value and think, how can we maximize the upside? Make it super super likely they're going to hit it. Paint

[4:16] YouTube https://youtu.be/SLA-q8HdZTE?t=249 || How To Charge 10x More for the Same Product
the vision that they have it. And then on the bottom side, minimize the time delay between when they buy and when they get and how much they have to do. Because in a perfect world, the the moment someone says, "I want that thing, that beautiful dream outcome," they'd be virtually guaranteed they would get it,

[4:29] YouTube https://youtu.be/SLA-q8HdZTE?t=262 || How To Charge 10x More for the Same Product
it would happen immediately. and it would be effortless. And I think that is the perfect ideal that we look at in terms of value. And as entrepreneurs, we innovate our way to just keep trying to chisel towards that perfect ideal outcome that we'll never actually get to. The other variables are like scarcity. If I have one Gatorade bottle

[4:42] YouTube https://youtu.be/SLA-q8HdZTE?t=275 || How To Charge 10x More for the Same Product
left on planet Earth, it's significantly more valuable. I didn't change anything about the bottle itself, but it's significantly more valuable than if there's unlimited Gatorades. Right? Urgency is if Gatorade, no matter how many Gatorades there were on planet Earth, I'll give a different example. If

[4:55] YouTube https://youtu.be/SLA-q8HdZTE?t=288 || How To Charge 10x More for the Same Product
JK Rowling uh decides that uh she's no longer going to sell Harry Potter digital copies ever again as of tomorrow, there will be a lot of sales of the digital copy even though there's unlimited units. Scarcity is a function of units. Urgency is a function of time. And so scarcity and urgency add to the

[5:13] YouTube https://youtu.be/SLA-q8HdZTE?t=306 || How To Charge 10x More for the Same Product
value by enhancing those other four variables. There's more, but like those are the core things that we look at in terms of when we're trying to make an offer uh for a business. And so that becomes very relevant when we're trying to increase price uh for a business that we take on. So I'll give you an example.

[5:30] YouTube https://youtu.be/SLA-q8HdZTE?t=323 || How To Charge 10x More for the Same Product
We had a PR company that we invested in that was a generic PR company for like small business owners and they had really high churn but they had a really good sales engine. I was like okay like there's something here but like I think we need a tweet. I just really like the founder. 85% of their customers were small

[5:47] YouTube https://youtu.be/SLA-q8HdZTE?t=340 || How To Charge 10x More for the Same Product
business owners and turned out in like three or four months. 15% of their customers bought the most expensive package and stayed like forever. And I was like, "Hey, crazy idea. What if we only served these customers and they were people who wanted to get fundraising?" Very different than the traditional like dry cleaning store,

[6:04] YouTube https://youtu.be/SLA-q8HdZTE?t=357 || How To Charge 10x More for the Same Product
plumber, or whatever. And so we redid the entire business model around finding only that niche. We only cold called, cold emailed people who were in that very narrow window. we're able to 10x our prices because we and we got higher response rates to the emails than we did before because now we were targeting and

[6:23] YouTube https://youtu.be/SLA-q8HdZTE?t=376 || How To Charge 10x More for the Same Product
speaking very specifically to an avatar and now we could provide so much more value to that specific person. And so that's the maybe if Ca Caleb were to answer the from a business perspective like solving that equation is probably the thing that I enjoy the most because it is how I feel like I've unlocked the

[6:41] YouTube https://youtu.be/SLA-q8HdZTE?t=394 || How To Charge 10x More for the Same Product
most value in a business which is like what are all the what are all the good things this business has what are all the things it can do okay is there a way that we can rearrange it for a specific customer that will make significantly that will make what we do significantly more valuable to them and then that's

[6:58] YouTube https://youtu.be/SLA-q8HdZTE?t=411 || How To Charge 10x More for the Same Product
what we try and repack package and when we do that that's often times when we can like with gym launch for me I had the knowledge of how to help people lose weight have the the nutrition plans I knew how to sell I knew how to market but it was only when I like rearranged the variables that I went from making a

[7:15] YouTube https://youtu.be/SLA-q8HdZTE?t=428 || How To Charge 10x More for the Same Product
few million dollars a year in topline revenue and basically no profit to millions and millions and millions of dollars a year in topline and bottom line profit simply by rearranging the variables. That was just so ingrained in me that from that point going forward, I was like, I just have to make things

[7:28] YouTube https://youtu.be/SLA-q8HdZTE?t=441 || How To Charge 10x More for the Same Product
that are so good that people will feel stupid saying no. And if we can't get enough people to say yes, we need to make the offer better. And to me, that's been like the single thing that it affects all aspects of the business. It's the highest leverage thing I think you can do in the business, which is why

[7:41] YouTube https://youtu.be/SLA-q8HdZTE?t=454 || How To Charge 10x More for the Same Product
it was the first book because answering the question, what do I sell is the first book. The second book, leads, is to whom do I sell it? I got to get leads, right? And that's the second book. But that affects pricing. It affects profit, affects marketing, it affects sales, affects delivery. Like getting the offer affects everything and

[7:59] YouTube https://youtu.be/SLA-q8HdZTE?t=472 || How To Charge 10x More for the Same Product
it's one of the hardest things to change because it affects everything. But it also has the most ability to unlock incredible wealth or value in a business. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling

[8:14] YouTube https://youtu.be/SLA-q8HdZTE?t=487 || How To Charge 10x More for the Same Product
roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in

[8:28] YouTube https://youtu.be/SLA-q8HdZTE?t=501 || How To Charge 10x More for the Same Product
your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and

[8:43] YouTube https://youtu.be/SLA-q8HdZTE?t=516 || How To Charge 10x More for the Same Product
solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will

[8:58] YouTube https://youtu.be/SLA-q8HdZTE?t=531 || How To Charge 10x More for the Same Product
look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Stop Letting Influencers Price Your Product Too Cheap
URL: https://youtu.be/U5ZJbrEOvS0
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, offers, community

[0:00] YouTube https://youtu.be/U5ZJbrEOvS0?t=0 || Stop Letting Influencers Price Your Product Too Cheap
Uh, the influencer I partnered with wants a price at $1 a month to make community more affordable knowing that the price is one of the four levers. I want to start a price of $14 a month. How do you go about convincing the influencer we should pay price higher? It's just dumb. That's all I got. Like

[0:11] YouTube https://youtu.be/U5ZJbrEOvS0?t=4 || Stop Letting Influencers Price Your Product Too Cheap
it's just dumb. You're not going to make enough money. There's like there's just you're just not going to do it. Like the conversion is not going to offset. So think about this way. This is this is the simple math. Like you can prove it to them. So if they are so stuck up like they can't live with this and you can

[0:24] YouTube https://youtu.be/U5ZJbrEOvS0?t=17 || Stop Letting Influencers Price Your Product Too Cheap
play this clip. Don't be an idiot. All right? So if you're watching this, hello. So all you have to do, so if you don't believe me on just saying this, please believe me the first time, but we can just waste time and do a test just to prove the point. You would have to have 10 times higher conversion at $1 as

[0:40] YouTube https://youtu.be/U5ZJbrEOvS0?t=33 || Stop Letting Influencers Price Your Product Too Cheap
you do at $10. And there's no way on planet Earth that you're going to have 10 times the conversion. You might have like 20% less conversion at $10, but 10 times the price. And whoever you are, you need to stop selling out of your wallet. I want to go on this rant for the next VidSummit about how like

[0:57] YouTube https://youtu.be/U5ZJbrEOvS0?t=50 || Stop Letting Influencers Price Your Product Too Cheap
creators need to stop being afraid of their audiences. Like you built an audience probably either because you want to get famous and that's a thing for you or you want to make money. It's one of the two. Maybe it's both. But you got to get really real with why you want why you did this to begin with. If it

[1:13] YouTube https://youtu.be/U5ZJbrEOvS0?t=66 || Stop Letting Influencers Price Your Product Too Cheap
was to make an income, then there is a price associated with that which is that if you make an offer of any kind because the world is full of victims and they believe that anything that anyone does should be free and all billionaires should give their money away and that is their view on the world and you will not

[1:29] YouTube https://youtu.be/U5ZJbrEOvS0?t=82 || Stop Letting Influencers Price Your Product Too Cheap
change that. But the thing is is that the people that you will piss off will never be the buyers and so you will lose people who were never going to buy at $1. like you're and to be fair, you don't even want those people in your community, but if somebody was a victim, chooses to buy at $1, you don't want

[1:43] YouTube https://youtu.be/U5ZJbrEOvS0?t=96 || Stop Letting Influencers Price Your Product Too Cheap
them in there anyways. So, and I also think that $14 is still really really cheap. Now, unless you have a kid audience or, you know, like many of you, many of you can go for 99, $1.99, $2.99. I think a lot of people are missing the boat on how much room there is uh in terms of pricing around their communities. So, I'm just I'm just gonna

[2:06] YouTube https://youtu.be/U5ZJbrEOvS0?t=119 || Stop Letting Influencers Price Your Product Too Cheap
throw that out there. But that is my rant there. So, Jeff, hopefully you can play this for your influencer buddy. I would I mean, I think 14's still low. I don't know the community, but I'd still say that's on the low end. Um I think the average group is somewhere in the 20s. Um somewhere in there. I can't

[2:22] YouTube https://youtu.be/U5ZJbrEOvS0?t=135 || Stop Letting Influencers Price Your Product Too Cheap
remember the last time I checked, but TLDDR, there's no way on planet Earth that $1 is going to be 10 time or 14 times higher conversion than $14. And then it's just math. 100 clicks. What's the conversion rate times price? That's it. Okay.


VIDEO
TITLE: Why Nobody Wants Your Free Service
URL: https://youtu.be/VIQVVeD63GA
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/VIQVVeD63GA?t=0 || Why Nobody Wants Your Free Service
currently uh just for context I run an agency and um watching all of your content um you said you know in the beginning so I'm transitioning from freelance to owning my own business and I've been in business for around seven months now so I am giving away you know diagnostics a proposal and then a solution

[0:19] YouTube https://youtu.be/VIQVVeD63GA?t=12 || Why Nobody Wants Your Free Service
fulfillment for free cool like uh like you said and um uh for three reasons I'm trying to get a proof of concept for my for what I do. Sorry, I'm a little bit nervous. Uh, for what I do, um, collect customer testimonials and then obtain metrics for future pricing when I do have, um, paid customers. Yeah.

[0:42] YouTube https://youtu.be/VIQVVeD63GA?t=35 || Why Nobody Wants Your Free Service
Um, the problem I've been having is that people don't don't want the services for free. And I feel like maybe I've been targeting wrong, but whenever I do get on the phone, they don't they would rather pay. No, they just they just don't want the services. They end up ghosting me or whatever happens. It's been very

[0:59] YouTube https://youtu.be/VIQVVeD63GA?t=52 || Why Nobody Wants Your Free Service
difficult to just do work for free for someone and I came here with someone. Yeah, it's it's the hidden costs. So, it's asking why not and it's the answer to that question, by the way, is like the the big pile of gold because you'll often find that the price that you charge is not the most expensive

[1:16] YouTube https://youtu.be/VIQVVeD63GA?t=69 || Why Nobody Wants Your Free Service
thing about making a purchase with you. And so, I'll tell you how a content agency was the one that got me to start making shorts. So, that wasn't me. uh guy reached out in the DMs and said, "Hey, I want to make shorts for you. I will do everything. I will take content you already have on the internet to make

[1:34] YouTube https://youtu.be/VIQVVeD63GA?t=87 || Why Nobody Wants Your Free Service
the shorts. I will send them to you every week. You just need to say yes." And I was like, "Okay." And so then he did that for a month and made good shorts. And then he said, "Would you be okay paying me to do this now?" And I said, "Sure." And that's how he did it. And then in the beginning he flew out on his own

[1:52] YouTube https://youtu.be/VIQVVeD63GA?t=105 || Why Nobody Wants Your Free Service
dime and I would do a hundred shorts in a day and then that was what I did once a quarter and then now we do like a one-hour session every other week and that's kind of how we make our shorts now. Obviously we get a lot from things like this which is where a lot of the other shorts come from. Gotcha.

[2:07] YouTube https://youtu.be/VIQVVeD63GA?t=120 || Why Nobody Wants Your Free Service
But right now you have to ask why not. It's like hey I know you don't want to buy. Totally cool. Why not? What are the things that are like if it's a proof thing then it's like then you can work on that. If it's a I just don't want to do this work, then it's like cool specifically what things do you because

[2:22] YouTube https://youtu.be/VIQVVeD63GA?t=135 || Why Nobody Wants Your Free Service
sometimes it might be misunderstanding. They expect that they're gonna have to do all the stuff that they might not have to do. But if you can then solve the next three, four, five problems, then you have a very valuable service. And so it's just figuring out what the the friction points are. And I'll also

[2:35] YouTube https://youtu.be/VIQVVeD63GA?t=148 || Why Nobody Wants Your Free Service
ask the same question asked here, which is how many people have you had this issue with? Um, so I've had about five leads come in in the past month and been denied by all of them. I I've had them on the hook, but yeah, they just Well, the thing is is right now your issue is actually lead flow. Yeah.

[2:51] YouTube https://youtu.be/VIQVVeD63GA?t=164 || Why Nobody Wants Your Free Service
Because if you have five leads and you were like, I'm converting 20%. That'd be a really good conversion process. And so you probably just need to get another 20 at bats because I'll bet you if those are the first five leads that you really walked through the process, you probably stumbled. You didn't know how to frame

[3:05] YouTube https://youtu.be/VIQVVeD63GA?t=178 || Why Nobody Wants Your Free Service
the benefits well, but to it was sloppy. I'm not saying it's a debt. I'm just saying like you will be better in a year than you are now. And so I don't think you have the wrong strategy. I think the execution is probably not as good as it should be. And then the sample size is so small. So I would still ask why not,

[3:19] YouTube https://youtu.be/VIQVVeD63GA?t=192 || Why Nobody Wants Your Free Service
but I also wouldn't really change much right now because you probably just need to take another 25 or 50 of those appointments, which then means first objective when you're a small business owner is let people know you exist because no one does. And so it's all about the first four hours of every day

[3:32] YouTube https://youtu.be/VIQVVeD63GA?t=205 || Why Nobody Wants Your Free Service
when you're starting out is all advertising. So like you wake up, you have to be like, who's my leads? Like you know, like who's got my customers? That's like that's what you have to do until noon. and then you can deal with everything else. So 6:00 to noon, 8 to noon, whatever your schedule is, like you only

[3:49] YouTube https://youtu.be/VIQVVeD63GA?t=222 || Why Nobody Wants Your Free Service
your big what's the big domino for me? If you had a hundred leads a month coming in, you wouldn't have a problem. So just solve that. Okay. Thank you. I just like to finish this off by saying um I'm 22 and you were one of the biggest inspirations for me just being like I need to get this started, you know? So thank you.

[4:06] YouTube https://youtu.be/VIQVVeD63GA?t=239 || Why Nobody Wants Your Free Service
You look like you're 40. That was a little harsh. I appreciate it. No thanks, man. I appreciate it. All you, dude. It's all you. There's millions of other people who do nothing, so it's all you, dude. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and

[4:25] YouTube https://youtu.be/VIQVVeD63GA?t=258 || Why Nobody Wants Your Free Service
I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly, where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this

[4:40] YouTube https://youtu.be/VIQVVeD63GA?t=273 || Why Nobody Wants Your Free Service
little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter

[4:52] YouTube https://youtu.be/VIQVVeD63GA?t=285 || Why Nobody Wants Your Free Service
what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[5:06] YouTube https://youtu.be/VIQVVeD63GA?t=299 || Why Nobody Wants Your Free Service
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Why Most Pricing Ladders Don’t Actually Work
URL: https://youtu.be/XJ_-7_9x9XE
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, offers, niche

[0:00] YouTube https://youtu.be/XJ_-7_9x9XE?t=0 || Why Most Pricing Ladders Don’t Actually Work
Yes, sir. I sell interior design and wellness advisory services to ultra high net worth families and family offices. Okay. Love this. I am I am that. Yes, I'm the avatar. Exactly. You are my avatar. Yeah. Okay. What's Robins? Actually, what's what's revenue? It's currently at 1.6. Okay. And I'm looking to be at 10 million by

[0:28] YouTube https://youtu.be/XJ_-7_9x9XE?t=21 || Why Most Pricing Ladders Don’t Actually Work
end of next year. and then scale this to 250 million in the next 10 years. All right, let's rock. What's the problem? So, it's a little bit of a Van Western Dorp um issue where I'm building out this ladder and I have a question about the pricing structure. Basically, would you or Tony Robbins buy this ladder? Um,

[0:48] YouTube https://youtu.be/XJ_-7_9x9XE?t=41 || Why Most Pricing Ladders Don’t Actually Work
okay. Kind of the constraint I have right now. I want to know it before we scale it. Okay. So, I have three tiers. The first one is the lowest and it's $80 a square foot for renovating or building a new home and that includes all of the construction selections, the drawings, the furniture layout and selections. We incorporate um

[1:13] YouTube https://youtu.be/XJ_-7_9x9XE?t=66 || Why Most Pricing Ladders Don’t Actually Work
about a dozen different layers of wellness and we collaborate with the builder and architect. So that's tier one, $80 a square foot. And the whole vacation is that we convert their home into a wellness sanctuary so they don't have to leave to go to a wellness retreat. Okay. And tier tier two is a 7 to 10 year

[1:33] YouTube https://youtu.be/XJ_-7_9x9XE?t=86 || Why Most Pricing Ladders Don’t Actually Work
commitment across their whole real estate portfolio. Okay. And it's a $100 a square foot because we do everything that's included in the first tier. We also add um strategy across the residences. uh a plan for sequencing. The rates are locked in across that time period and we do like a property review to make sure

[1:54] YouTube https://youtu.be/XJ_-7_9x9XE?t=107 || Why Most Pricing Ladders Don’t Actually Work
every function of each property is in alignment. And then the final tier, tier three is the other two tiers plus more of their whole ecosystem. So we advise on their yacht, their plane, their offices. Um, and they get curated annual experiences like we'll go to Italy and pick out their slab um for their

[2:16] YouTube https://youtu.be/XJ_-7_9x9XE?t=129 || Why Most Pricing Ladders Don’t Actually Work
countertop. We'll meet the artist in Vienna, whatever it is. They get priority placement. They get a 15-year road map and they get annual council reviews where they've had a life event, um, a baby, an injury, and we're presenting to the board about um, you know, what we'd recommend. So, they get priority.

[2:38] YouTube https://youtu.be/XJ_-7_9x9XE?t=151 || Why Most Pricing Ladders Don’t Actually Work
And what's the price on that? That one is $100 a square foot as well, but there's a 200k uh stewardship retainer annually. Okay. Have you sold many of these? No. Well, short answer, the top two, tier two and three are what we're adding. The tier one we've been doing for 20 years. M so that's what I'm I'm like I don't know

[3:08] YouTube https://youtu.be/XJ_-7_9x9XE?t=181 || Why Most Pricing Ladders Don’t Actually Work
I've run this through the AI like different ways and I just don't know how to build this ladder. Yeah h well I'm not actually sure if a ladder is the approach I would use with this with the business you have. Okay. Cuz when you talked to me through all all three of those, the first one made a lot of sense and the other two I was

[3:33] YouTube https://youtu.be/XJ_-7_9x9XE?t=206 || Why Most Pricing Ladders Don’t Actually Work
like kind of squinting a little bit. Um Okay. Because fundamentally, let's say you did tier one and then I said, "Hey, can you do my yachts, too?" You'd probably be like, "Yeah, sure." Right? And it would just be like at tier one. And so for fractal pricing to really work, it needs to be like five times the

[3:47] YouTube https://youtu.be/XJ_-7_9x9XE?t=220 || Why Most Pricing Ladders Don’t Actually Work
price. And so like going up by like 20% that's like it's too it's too undifferiated. Does that make sense? Yeah. And also for me 10 year, 15 year commitment sounds very heavy. Okay? Like I think the richest people in the world want flexibility. We want options and we want speed and we want to make sure that it's very easy and that when I

[4:08] YouTube https://youtu.be/XJ_-7_9x9XE?t=241 || Why Most Pricing Ladders Don’t Actually Work
pay you I don't have to redo it because then I would hate you. Right. Right. So and the goal is like I want to be working with families through all their generations. I want to be doing all their properties. So rather than them hiring a designer in Spain and Dubai and New York, I'm doing all their properties.

[4:28] YouTube https://youtu.be/XJ_-7_9x9XE?t=261 || Why Most Pricing Ladders Don’t Actually Work
So here's what I think you should do. I actually think your annual retainer should be dimminimous. It should be like a rounding error in this project. And the reason for that is, and I I'll explain why. So we do this in home services a lot. And the way that it works is like if I sell you a $100,000 thing, right? I would say, "Hey, you

[4:46] YouTube https://youtu.be/XJ_-7_9x9XE?t=279 || Why Most Pricing Ladders Don’t Actually Work
know, we do a maintenance plan for $500 a year." Um, and it's a again it's a tiny percentage of the thing and it's because you don't care about the money and it should be positioned as insurance. Like I'll come by once a year just to make sure everything's working the way it should, all that kind of

[5:03] YouTube https://youtu.be/XJ_-7_9x9XE?t=296 || Why Most Pricing Ladders Don’t Actually Work
jazz, right? And it's like that's what most people do anyways. And so what it does is it gives you an excuse to always meet with them every year. And as soon as you walk into a rich person's house and you're an established vendor, they're going to have for you to do. Okay. So to me that's you probably need

[5:17] YouTube https://youtu.be/XJ_-7_9x9XE?t=310 || Why Most Pricing Ladders Don’t Actually Work
more continuity or want more continuity I'm guessing in the business. Yes. But I want to help people at a deeper more integrated level almost like a fractional board advisor for their properties. So like we don't replace their estate manager, we partner with them. Yeah, I get it. I guess my concern that

[5:38] YouTube https://youtu.be/XJ_-7_9x9XE?t=331 || Why Most Pricing Ladders Don’t Actually Work
makes me nervous is that I don't want to be like just doing, oh, we're gonna, you know, will you help us refresh our bathroom or redo the kitchen and like small renovation projects. I want to do the whole home. I think that that's all going to come down to like the the how rich the people that you were talking to are.

[5:59] YouTube https://youtu.be/XJ_-7_9x9XE?t=352 || Why Most Pricing Ladders Don’t Actually Work
You know what I mean? Um, and as as much as I may you may hate to hear this, like the big the small jobs get the big jobs. Yeah. You know what I mean? So I do hate to hear that. Yeah. But the thing is is it doesn't mean they're less profitable, right? And if if you think about it is like this is me maintaining the business so that in

[6:18] YouTube https://youtu.be/XJ_-7_9x9XE?t=371 || Why Most Pricing Ladders Don’t Actually Work
three years or one because the thing is is rich people buy houses and yachts and planes all the time, right? And so like every year they're going to buy something or every other year they're going to buy something. So, if it's an off year, you still make money, you still keep the relationship, you're

[6:29] YouTube https://youtu.be/XJ_-7_9x9XE?t=382 || Why Most Pricing Ladders Don’t Actually Work
still top of mind. And then I would like when I go there, I'm like, "Hey, what else do you have in the in the pipeline of acquisition that we need to be looking at?" And then that you can price that way because like fundamentally your pricing already scales with the size of the thing, right? So, you could have

[6:42] YouTube https://youtu.be/XJ_-7_9x9XE?t=395 || Why Most Pricing Ladders Don’t Actually Work
like a yacht pricing, a jet pricing, and a house pricing. That would make more sense to me um than having these tiers. And then, okay. And then the maintenance plan I would weave into it. You don't call it maintenance. Call it strate whatever. Whatever you want. It's I'm coming by once a year. I'm g make sure your shit's

[6:57] YouTube https://youtu.be/XJ_-7_9x9XE?t=410 || Why Most Pricing Ladders Don’t Actually Work
not up. Um, but then when I'm there, I'm gonna ask you what other you got going on. I'm g sell you more Okay. So, it's more of here's my core offer and then I have a continuity plan that is just included and it's like an annual retainer and Okay. And then I can figure out some really great inclusions to include with

[7:20] YouTube https://youtu.be/XJ_-7_9x9XE?t=433 || Why Most Pricing Ladders Don’t Actually Work
that. Do you think that the $80 a square foot for the core offer figure we typically do 10,000 foot home? I literally did the math in my head. I was like, "Yeah, I was like, "Okay, so 800 grand." Um, it's funny because when you said the $80 a foot, I I wrote it down and I was like, the first thing I'm

[7:36] YouTube https://youtu.be/XJ_-7_9x9XE?t=449 || Why Most Pricing Ladders Don’t Actually Work
going to tell her is that this number means nothing to me. Okay. And what I mean by that is like I don't know what $80 a foot is. I' I've the the likelihood is most especially new customers. This will be the they're they're either going to only buy from you because you're a referral, right? Uh or they're pricing out three different

[7:54] YouTube https://youtu.be/XJ_-7_9x9XE?t=467 || Why Most Pricing Ladders Don’t Actually Work
people. And at the end of the day, if you come up more buttoned up, more professional, better finishes, better looking aesthetic, you'll win the business, right? Because they're they're coming to you not because they're trying to save save money. They're coming to because they want they want the best

[8:11] YouTube https://youtu.be/XJ_-7_9x9XE?t=484 || Why Most Pricing Ladders Don’t Actually Work
right? And we've decommoditized ourselves by saying we're a wellness advisory, which positions us really as a only one in the world at this point, right, that deals at the level of wellness that we do and interior design. So, we're not a commodity and they can't really price this out apples to apples.

[8:28] YouTube https://youtu.be/XJ_-7_9x9XE?t=501 || Why Most Pricing Ladders Don’t Actually Work
Sure. So, it's opened a lot of doors, including with like the Rockefeller family office, but I I just want to get, you know, the pricing dialed in. So, you're saying that if I were to pound a family off as like their CEO, if you said a hundred a foot or $80 a foot, I have no clue. They're just going

[8:45] YouTube https://youtu.be/XJ_-7_9x9XE?t=518 || Why Most Pricing Ladders Don’t Actually Work
to do the math and just figure out how much it costs. You know what I mean? Like it it means it's whatever. But giving them that formula is okay, don't you think? Like it's they're just going to do the math. It doesn't like you could have that be internal and just price the job and send it to them. Well, yeah. Yeah. I want to like

[9:05] YouTube https://youtu.be/XJ_-7_9x9XE?t=538 || Why Most Pricing Ladders Don’t Actually Work
give them something so that when they get on the call with me, they're not completely blindsided. Like I'm trying to set the expectation of, yeah, we do $20 million minimum for the value of your home and you know, like I think if you set that up, again, I don't think the $80 really does much. Um, but if you set that

[9:25] YouTube https://youtu.be/XJ_-7_9x9XE?t=558 || Why Most Pricing Ladders Don’t Actually Work
expectation up front that like we only deal with ultra ultra high net worth and family offices and it's $20 million plus, you know, estates minimum, they're already going to guess that you're more than 100 grand, right? Yeah. Right. Okay. So, I would I would I would not do this ladder. I would have maybe I I don't

[9:42] YouTube https://youtu.be/XJ_-7_9x9XE?t=575 || Why Most Pricing Ladders Don’t Actually Work
even really care about the ladder in general. You're going to price your job because you're so bespoke anyways. You're bespoke. And so, I think the key point is like sell whatever you can get away with. A lot of people like if you're a soul at the table, as long as you give them exactly what they want,

[9:55] YouTube https://youtu.be/XJ_-7_9x9XE?t=588 || Why Most Pricing Ladders Don’t Actually Work
they'll love you. Add in the continuity so you can keep getting business from them and it'll stack year over year. Okay. Okay. Well, I'll just go $100 a square foot and the continuity and figure out some awesome features for that. And 100's a nice simple number, right? Very easy to do the math. Yeah,

[10:11] YouTube https://youtu.be/XJ_-7_9x9XE?t=604 || Why Most Pricing Ladders Don’t Actually Work
super easy. Do it in your head. I love that. Okay, amazing. Thank you so much, Alex. And I'm coming to L1 in March, so I will see you soon. Rock and roll. Appreciate you. appreciate you. Take care. You bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift.

[10:28] YouTube https://youtu.be/XJ_-7_9x9XE?t=621 || Why Most Pricing Ladders Don’t Actually Work
So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and

[10:43] YouTube https://youtu.be/XJ_-7_9x9XE?t=636 || Why Most Pricing Ladders Don’t Actually Work
we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at. And the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no

[10:56] YouTube https://youtu.be/XJ_-7_9x9XE?t=649 || Why Most Pricing Ladders Don’t Actually Work
matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're

[11:09] YouTube https://youtu.be/XJ_-7_9x9XE?t=662 || Why Most Pricing Ladders Don’t Actually Work
trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: If You Don’t Understand Margin, You Don’t Understand Business
URL: https://youtu.be/XpqeenUIMHI
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/XpqeenUIMHI?t=0 || If You Don’t Understand Margin, You Don’t Understand Business
gross margins. So, gross margins are wildly misunderstood, which is interesting. Um, if you are if you are a business owner, you you have to learn the language of business. All right? It is it is for sure. There there are different languages, but there's there's not a huge amount of words that you have to

[0:18] YouTube https://youtu.be/XpqeenUIMHI?t=11 || If You Don’t Understand Margin, You Don’t Understand Business
know. You might need to know like a hundred terms. And think about this as like you were studying for a test, right? Like learning a 100 terms, not that hard to understand. And almost all of them are relationships between two things. That's what almost all of these terms are. So what is gross margin? It's

[0:33] YouTube https://youtu.be/XpqeenUIMHI?t=26 || If You Don’t Understand Margin, You Don’t Understand Business
one word that's a relationship between two things. How much you charge and how much it costs you to deliver the thing. And the difference between those things is your gross margin. To be clear, that's not your net profit margin, which is a different ratio, right? Between two, not necessarily ratio, but the

[0:48] YouTube https://youtu.be/XpqeenUIMHI?t=41 || If You Don’t Understand Margin, You Don’t Understand Business
difference between two different numbers, right? But your gross margins are very important because it is what dictates everything else in the business. So what do I mean by that? If you like your net margins cannot exceed your gross margins. Think about that for a moment. If you have if you're like, "Man, I'd love to run a 50% net

[1:06] YouTube https://youtu.be/XpqeenUIMHI?t=59 || If You Don’t Understand Margin, You Don’t Understand Business
margin business." That's an amazing goal and I love that goal for you. If your gross margins are 50%, that means that you can have literally no other cost besides the thing you sell in the entire business. You can't have any cost of acquiring customers. You can't have any fixed overhead. You can't have any

[1:21] YouTube https://youtu.be/XpqeenUIMHI?t=74 || If You Don’t Understand Margin, You Don’t Understand Business
employees that are not specifically in delivery. You can't have any admin, any help, of course. Now, the likelihood of of you getting to a 50% margin when you have 50% gross margins is basically zero. And so this is why and and traditionally small business owners will undercharge because they sell out of

[1:37] YouTube https://youtu.be/XpqeenUIMHI?t=90 || If You Don’t Understand Margin, You Don’t Understand Business
their own wallet, right? And they sell out of their own wallet in two different ways. They sell out of their own wallet because they don't have that much money and so they feel bad charging other people when they don't have much money because they're like, "Man, I get what it's like to struggle." And I think

[1:50] YouTube https://youtu.be/XpqeenUIMHI?t=103 || If You Don’t Understand Margin, You Don’t Understand Business
there's nothing wrong with that. It's just understand the business is not going to grow and you're not going to help more people. The other reason they sell to their own wallet is that they believe that the service they deliver is not that valuable because they know how to do it. So to quote the joker, right,

[2:05] YouTube https://youtu.be/XpqeenUIMHI?t=118 || If You Don’t Understand Margin, You Don’t Understand Business
my father always told me when you're good at something, never do it for free, right? And so the idea is that like you I like if you're good at fixing cars, right, you're like, well, it comes naturally. It's not that hard. You got to know where the you know, it's like it's what we do is really straightforward to you. to you, but to a

[2:24] YouTube https://youtu.be/XpqeenUIMHI?t=137 || If You Don’t Understand Margin, You Don’t Understand Business
customer, we have to sell off the value of what their life would be like if they didn't have this problem solved. That is what we have to charge off of. And when we charge off of those prices, then we create more opportunity for gross margin. Now, here's why this is so important. Let me give you a math

[2:39] YouTube https://youtu.be/XpqeenUIMHI?t=152 || If You Don’t Understand Margin, You Don’t Understand Business
example that will blow your minds. And I always, you know, everyone everyone gets harpations when I say math. So, let's just say a money example. Okay? So, let's give you a money example that'll get you really happy. All right? So, let's say that I've got some service that I that I deliver, okay? And it

[2:56] YouTube https://youtu.be/XpqeenUIMHI?t=169 || If You Don’t Understand Margin, You Don’t Understand Business
costs me a h 100red bucks a month, okay? That's what it costs me in services and whatever. All right? So, if I want to have 80% gross margins, which I said these are rules of thumb. My rule of thumb for services is at least 80. Okay? So, I want to show you two different scenarios here. So at 80% at 80% this $100 I have to have $500 has

[3:22] YouTube https://youtu.be/XpqeenUIMHI?t=195 || If You Don’t Understand Margin, You Don’t Understand Business
to be my price. Okay. At 70% and I have a $100 cost. Oh god. Can someone do the math on this one? Hold on. Um God, I got to do this backwards. Let's see. There's a there's a C. Who can do this math for me? 350ish. Thanks, Leo. Yes, this is live. Obviously, I think it's a little higher than that. Is it

[3:57] YouTube https://youtu.be/XpqeenUIMHI?t=230 || If You Don’t Understand Margin, You Don’t Understand Business
400 350? Is it now? Now, now it's all up. Hold. Who's Who can do this math for me? All right, I got to do this. All right. 100 equals.7. Julian, you were premed. Do it for me. or I'll tell you what I'll tell you what 90% looks like equals $1,000. All right, where is it? Where where we at? Why you jackasses keep asking? Thank

[4:32] YouTube https://youtu.be/XpqeenUIMHI?t=265 || If You Don’t Understand Margin, You Don’t Understand Business
you, G Salons. Is it 350? Is that it? We should We should know this. I feel like as a collective community we should be able to figure out when uh 30% okay so it should be 100 divided by.3 is what it should be so 100 divided by.3 right is 333 thank you so that would mean that 233 should be 70%. Um, so 233 divided by 333,

[5:01] YouTube https://youtu.be/XpqeenUIMHI?t=294 || If You Don’t Understand Margin, You Don’t Understand Business
correct? Thank you. Okay, so 333. Okay, so look at how big of a difference this is, right, between these between these numbers. Um, really significant, right? Like very materially different. And so the reason and I'm sure somebody will correct this in post, but fundamentally look at how like when people are like, "Oh, well my my margins

[5:22] YouTube https://youtu.be/XpqeenUIMHI?t=315 || If You Don’t Understand Margin, You Don’t Understand Business
are at 60%, so I'm close to 80." It's like, bro, we're not even like, you're in a different stratosphere. Okay, so let's take this to the natural end. If you have a business, let's say that runs 20% margins at net margins at the end of the year, what you can pay yourself, right? If we say, hey, is there a way you think we could go from

[5:42] YouTube https://youtu.be/XpqeenUIMHI?t=335 || If You Don’t Understand Margin, You Don’t Understand Business
70% to 90%. Well, that that sounds like it's not that big of a deal. But when you go from 70 to 90, what happens to the actual margin? You double. You make way more money. And sometimes it means a lot more than that because sometimes the incremental margin is all margin whereas every dollar revenue up to that point covered

[6:00] YouTube https://youtu.be/XpqeenUIMHI?t=353 || If You Don’t Understand Margin, You Don’t Understand Business
cost, right? And so what is our we make $233 here, right? We make $400 here and we make $900 here per customer. Big difference, right? And so when people hear these numbers, because these numbers look similar, they think that these are going to be very similar and they are not. And so this is why I'm so adamant that

[6:25] YouTube https://youtu.be/XpqeenUIMHI?t=378 || If You Don’t Understand Margin, You Don’t Understand Business
80% is my minimum. I target like that's my baseline. And then from like I will not get into a business with less than 80% gross margins. I won't do it because I know that I then have to run everything else off of this 80. Right? So if I want to have a 50% net margin business, I only have 30% left. I got

[6:44] YouTube https://youtu.be/XpqeenUIMHI?t=397 || If You Don’t Understand Margin, You Don’t Understand Business
30% to cover everything else. I got to cover rent. I got to cover admin. I got to cover insurance. I got to cover um I got to cover uh marketing. I cover sales. I got to cover everything else with just this 30% so I can have 50% left over. Is this is this ringing? Is this ringing with you guys? Is this making sense?

[7:02] YouTube https://youtu.be/XpqeenUIMHI?t=415 || If You Don’t Understand Margin, You Don’t Understand Business
Even if it's a service based business, bro, this is for service- based businesses, not D in Australia. This is for service- based businesses. And this may this is why like so ideally I like to have I mean again this is minimum and I know this is going to blow your minds here like I like one of the first things we did when we fixed

[7:27] YouTube https://youtu.be/XpqeenUIMHI?t=440 || If You Don’t Understand Margin, You Don’t Understand Business
gyms is we made sure the pricing was at least 80% gross margins that's a service business now some of you are like well there that's not possible of course it's possible it's not possible when you sell a commodity if A customer can look at your thing and somebody down the street's thing and say, "These are about the same. I'll buy

[7:49] YouTube https://youtu.be/XpqeenUIMHI?t=462 || If You Don’t Understand Margin, You Don’t Understand Business
the cheaper one." You sell a commoditized service just like you can sell a commoditized product. And so you might have salt and salt and you got FSG salt and whatever, you know, pink Himalayan. It's salt, right? And so how do we make these two things different? We have to brand it's pink Himalayan versus just normal salt, right? And they

[8:07] YouTube https://youtu.be/XpqeenUIMHI?t=480 || If You Don’t Understand Margin, You Don’t Understand Business
charge a premium for that. And so you have to figure out how to reconfigure. If only there were a book written about how to make an offer that's decommoditized so that you could achieve 80% or higher gross margins, that would be amazing, wouldn't it? And for those of you who don't know, I wrote a book on

[8:21] YouTube https://youtu.be/XpqeenUIMHI?t=494 || If You Don’t Understand Margin, You Don’t Understand Business
this. It's called $100 million offers. 27,000 five star reviews. You should read it. But I I want to draw this because this like if you're trying to figure out what's wrong with your business, it's usually because your margins are off. You're mispriced. But again, sometimes this is this is the this is the fundamental mathematical

[8:38] YouTube https://youtu.be/XpqeenUIMHI?t=511 || If You Don’t Understand Margin, You Don’t Understand Business
problem with the business. But this might really be the symptom of the fact that you have a commoditized offer. A B you have a sales process that doesn't function properly, right? Um, and so that's the that's the big idea. So if you want to run a high margin business, then you have to run exceptionally high

[8:54] YouTube https://youtu.be/XpqeenUIMHI?t=527 || If You Don’t Understand Margin, You Don’t Understand Business
gross margins for whatever it is that you sell. Okay, cool. That math was tough, wasn't it? All right, so let's do rule number eight. Rule of thumb, number eight, if you will. Uh, 30-day cash collected. So, this is a this is an add-on to the the the 30-day payback period. So, what is the exact amount of money that I

[9:15] YouTube https://youtu.be/XpqeenUIMHI?t=548 || If You Don’t Understand Margin, You Don’t Understand Business
want to have collected within that 30 days? It's going to be COG. So, the cost of delivering cost of goods sold. I'll just write out cost of goods sold. Now, the goods sold can be services too to be clear. So it's cost of goods sold, how much it costs you for the stuff plus cost of getting customer.

[9:39] YouTube https://youtu.be/XpqeenUIMHI?t=572 || If You Don’t Understand Margin, You Don’t Understand Business
Okay, so if we have the cost of getting the customer and the cost of whatever we got them back, we want both those things together. We want whatever we collect to be greater We want the gross profit or the cash we collect in that first 30 days to be greater than this plus this. The reason this is so magical is that

[10:08] YouTube https://youtu.be/XpqeenUIMHI?t=601 || If You Don’t Understand Margin, You Don’t Understand Business
once this occurs, customer comes in, you acquire that customer and then you have to deliver on that customer. And then that customer pays you back all of that cost and then what can you do? Go get you another customer. That is why it's so magical. And so that is what the whole point of this 30-day cash collected thing is. We want to pull

[10:28] YouTube https://youtu.be/XpqeenUIMHI?t=621 || If You Don’t Understand Margin, You Don’t Understand Business
it forward. Cool. Great. Now, manufacturing study with Zoro, no manufacturing, you're going to have different margins because you have cost of good sold and that's going to be a little different. Um I would to be fair, I would still prefer to have a business that has 80% gross margins. But with services, for human services, um I

[10:47] YouTube https://youtu.be/XpqeenUIMHI?t=640 || If You Don’t Understand Margin, You Don’t Understand Business
I have that as my rule of thumb is that I always want 80% or higher gross margins. Okay, real quick. I'm going to show you the exact 10 stage road map from zero to 100 million plus that less than 1% of companies finish I've now done multiple times. And so I can say with a lot of confidence that these are

[11:02] YouTube https://youtu.be/XpqeenUIMHI?t=655 || If You Don’t Understand Margin, You Don’t Understand Business
the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business, what the constraint feels like, like what are the symptoms of it when you're going through it. And then what steps we actually took to graduate. And we've done this across

[11:16] YouTube https://youtu.be/XpqeenUIMHI?t=669 || If You Don’t Understand Margin, You Don’t Understand Business
software, physical products, uh, service businesses, brickandmortar, all of this. And it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. Just enter your info and it'll spit it right back to you. Offer it.


VIDEO
TITLE: Fixing Pricing in a Service Business
URL: https://youtu.be/ZnO69WZ-pZk
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/ZnO69WZ-pZk?t=0 || Fixing Pricing in a Service Business
own a exhaust hood cleaning business in San Diego. So we sell like exhaustive exhaust hood cleaning. Exhaust hood cleaning. Got it. So we do like grease removal from ducks fans hoods um in restaurants in San Diego. Cool. Where we're at right now just hit month sixth. Um is that like 18 wheelers like semis that

[0:16] YouTube https://youtu.be/ZnO69WZ-pZk?t=9 || Fixing Pricing in a Service Business
that you do that on? Mm. What is that? Is that we just have like a van with a hot water pressure washer and cool rolling to restaurants. Guy with water and truck. Okay. Oh, so restaurants. Okay, got it. Understand. So like in all the restaurants there's a hood system above where they cook in there. It's like a fire hazard. So

[0:33] YouTube https://youtu.be/ZnO69WZ-pZk?t=26 || Fixing Pricing in a Service Business
everyone has to legally do it. Um it's a great business. I it was described to me differently in a different setting. So yeah, it's a cool business. Very that's why I kind of explained or else people are like what the hell are you talking about? So uh we just hit month six. We're doing like 6K a month right now. Okay.

[0:48] YouTube https://youtu.be/ZnO69WZ-pZk?t=41 || Fixing Pricing in a Service Business
But we have people on it's a subscription based business. So um our book right now for like yearly recurring revenue is like right around 100k. Cool. Um, I think what's stopping us right now is just like not a clear offer, right? Because I deal with restaurant owners who only care about their bottom line.

[1:05] YouTube https://youtu.be/ZnO69WZ-pZk?t=58 || Fixing Pricing in a Service Business
It's like a money thing. They're like, most business owners. Yeah, true. And they're like, "Well, if you can give me a better price, I'll give you a shot." And right now, I'm just like the hungry kid that's like, "Yeah, I'll beat your price easier." Right. So I think what's stopping us is figuring out pricing and offer with a

[1:21] YouTube https://youtu.be/ZnO69WZ-pZk?t=74 || Fixing Pricing in a Service Business
service that more or less is the same no matter who you go with. But we have added value adders with like customer portal streamlining backend support things like that if that makes sense. So you say that to the business owner. say that to the business owner. How so? Keep me there's good, fast, and cheap. Pick two.

[1:50] YouTube https://youtu.be/ZnO69WZ-pZk?t=103 || Fixing Pricing in a Service Business
And so the problem is you can have somebody else who can do this. Like to your point like you started with the premise that this is a commoditized service. I would just break I would just erase that from your memory because at the end of the day like you have to believe you have to believe before anybody else that it's not a

[2:05] YouTube https://youtu.be/ZnO69WZ-pZk?t=118 || Fixing Pricing in a Service Business
commoditized service. And so I would say what are all the reasons that somebody who sucks at this sucks and let's fix all of those things. And so what's really interesting about good, like what does good even mean, right? So good is basically the absence of hard, right? And so I think about this when

[2:23] YouTube https://youtu.be/ZnO69WZ-pZk?t=136 || Fixing Pricing in a Service Business
I'm creating a product or service and this has actually been really helpful for me in terms of like how you operationalize value in terms of quality is you think what are all the things that suck about the existing services? What are what what makes it hard? And so a lot of people use the term friction,

[2:37] YouTube https://youtu.be/ZnO69WZ-pZk?t=150 || Fixing Pricing in a Service Business
right? And so something that is easy, you can't make something easy, you can only make it not hard. Mhm. Right. Like if I said make it easy, it's like when something's easy, all the hard vanishes and all that's left is the outcome, right? And so if we want to make our products or services easier, which then means more valuable, we have

[2:53] YouTube https://youtu.be/ZnO69WZ-pZk?t=166 || Fixing Pricing in a Service Business
to remove all of the elements that make it sucky. And so if we're thinking about the competition that you're competing against, like maybe a lot of them are, you know, not that personable, they maybe have terrible service, maybe they don't do a complete job, maybe they're not willing to come back if something

[3:06] YouTube https://youtu.be/ZnO69WZ-pZk?t=179 || Fixing Pricing in a Service Business
happens. Um like is there um like what risks does the restaurant incur if it's a shoddy job? Is there a cadence that they have to like maybe we can treat it in a way that allows us to come half as frequently? So, we're more per uh more per cleaning, but uh they they don't have to pay it as often, right? So, we

[3:25] YouTube https://youtu.be/ZnO69WZ-pZk?t=198 || Fixing Pricing in a Service Business
have higher gross margins and that actually works fine for us and it's less for them. Like, you going with this? Yeah. Yeah. And then and then from a from an economies of scale perspective, it's like how can we incre Now now you're super early on this, but like over time it'll be how can we increase

[3:36] YouTube https://youtu.be/ZnO69WZ-pZk?t=209 || Fixing Pricing in a Service Business
route density um so that like we don't waste as much time and so we get more efficient with the routes um and we can ultimately make more than our competitors or at least increase our gross margins even we keep our price fixed. Right. No, that makes sense. One more question. So everybody has to get it

[3:51] YouTube https://youtu.be/ZnO69WZ-pZk?t=224 || Fixing Pricing in a Service Business
done at least twice a year. So we're signing people a year agreement anywhere from twice a year. Some people do quarterly, some people do like three times a year. So based on what you just said, would you recommend potentially going more towards just pushing semianually but keeping price higher so that they feel like they're paying less

[4:07] YouTube https://youtu.be/ZnO69WZ-pZk?t=240 || Fixing Pricing in a Service Business
over the years? Yeah, I would look at my gross march. I mean, real real, I'd rather sell someone more. Yeah. Start at four, downell to two, u if you can, and then probably play with payment terms, which is like, can I stack more of that cash up front, right? Versus getting paid quarterly, you know, pay in full up front.

[4:24] YouTube https://youtu.be/ZnO69WZ-pZk?t=257 || Fixing Pricing in a Service Business
Yeah. Okay. Cool. But big picture, I mean, we I like if I'm you, I'm putting all my effort into trying to figure out how to decommoditize my service. Um because it is probably the most important thing. Otherwise, you're right. You will just consistently be dealing with if you are the same to the customer, it's the first

[4:42] YouTube https://youtu.be/ZnO69WZ-pZk?t=275 || Fixing Pricing in a Service Business
chapter of offers, right? Like if you're the same thing to the customer, these two things are about the same. I'll buy the cheaper one. It's the worst comparison. It's not the fight you want to fight. So, it's like I put all my effort whenever I start any business or any product line into like why is this

[4:54] YouTube https://youtu.be/ZnO69WZ-pZk?t=287 || Fixing Pricing in a Service Business
different? Like that's my full like I don't even think about pricing. I don't think about anything until I answer that question. And I have to at least be able to articulate it to them really simply which is like here's the five things that happen that suck. Here's how we don't have any of those five.

[5:08] YouTube https://youtu.be/ZnO69WZ-pZk?t=301 || Fixing Pricing in a Service Business
Mhm. And for that in exchange instead of paying this you pay this but this is why it's worth it. Right. And then in that our only form of outbound right now is just like door knocking restaurants and then cold email. So then building that offer out with the de decommoditized if that's even freaking word

[5:26] YouTube https://youtu.be/ZnO69WZ-pZk?t=319 || Fixing Pricing in a Service Business
and then put that into the offers, the emails, the text, the cold outreach basically and just sell the out of that. Sell the out of it. Heck yeah. Thanks, dude. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million

[5:47] YouTube https://youtu.be/ZnO69WZ-pZk?t=340 || Fixing Pricing in a Service Business
scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[6:02] YouTube https://youtu.be/ZnO69WZ-pZk?t=355 || Fixing Pricing in a Service Business
information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[6:15] YouTube https://youtu.be/ZnO69WZ-pZk?t=368 || Fixing Pricing in a Service Business
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a

[6:29] YouTube https://youtu.be/ZnO69WZ-pZk?t=382 || Fixing Pricing in a Service Business
call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Software Business Break Into Enterprise Sales
URL: https://youtu.be/b7jhejS05QU
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/b7jhejS05QU?t=0 || Helping a Software Business Break Into Enterprise Sales
We have flying logic which is a software that is designed to help with the theory of constraints thinking process. Flying logic. Flying logic. Okay. Got it. Okay. I heard. Okay. Keep going. And we sell to uh anywhere from consultants all the way up to huge enterprises including big DoD contractors like Rathon, Boeing, things

[0:18] YouTube https://youtu.be/b7jhejS05QU?t=11 || Helping a Software Business Break Into Enterprise Sales
like that. Um we were on a when the software started and didn't have any marketing experts, it was on a perpetual licensing for many years. Um we switched it to SAS about 15 months ago. We've gone from zero MR to 10,000 in that period of time. Okay. But we're still at, you know, 200k revenue looking to break through.

[0:36] YouTube https://youtu.be/b7jhejS05QU?t=29 || Helping a Software Business Break Into Enterprise Sales
Um, we have a real pricing problem. We know we're really underpriced. Okay. Um, Sammy suggested that we start breaking into doing enterprise sales at like 250K for a site license, things like that. That's kind of given that it's the three of us, we don't have a ton of cash. Yeah. And I was wondering what's the best

[0:51] YouTube https://youtu.be/b7jhejS05QU?t=44 || Helping a Software Business Break Into Enterprise Sales
leverage way that I can use myself, my comfort with high ticket sales and things like that to break into that type of B2B sales B2B sales with those type of enterprises. So you said you have comfort selling high ticket. Correct. So where are you selling high ticket now? I've done in the past with my

[1:08] YouTube https://youtu.be/b7jhejS05QU?t=61 || Helping a Software Business Break Into Enterprise Sales
in the past. Okay. Got it. Got it. Got it. Got it. Okay. And so the software helps people do what? Just use the theory of constraints. It helps people visualize the diagrams, the theory of constraints, thinking processes, current reality trees, future reality trees. You can use it for all kinds of things. My maps too. But it's

[1:22] YouTube https://youtu.be/b7jhejS05QU?t=75 || Helping a Software Business Break Into Enterprise Sales
basically very unlike Visio in that you connect A to B and then it magically rearranges itself. So it removes all the friction of creating these kinds of diagrams especially when you have a whole group of people shouting out stuff and you're making changes. You don't have to go away and come back the next day with all

[1:36] YouTube https://youtu.be/b7jhejS05QU?t=89 || Helping a Software Business Break Into Enterprise Sales
it sounds like it's a consultant product. Um yeah very it's used by that's what it sounds like right is like and one of the things probably worth looking at is like who is I mean this is every software company well actually really every company has to do this at some point which is like who do we serve

[1:48] YouTube https://youtu.be/b7jhejS05QU?t=101 || Helping a Software Business Break Into Enterprise Sales
right and so if you have like I mean if you already have contacts at Rathon and all that stuff like I don't even think that their budgets round down to $10,000 right and so yeah I mean I think they wouldn't even believe you if you charge them less than a million um we get a contact from city bank who

[2:04] YouTube https://youtu.be/b7jhejS05QU?t=117 || Helping a Software Business Break Into Enterprise Sales
sends us a PO for 25 copies seat We actually PO them. They uh we send them the license key for them to manage and then they send us a 10-page contract of all the additional things they want us to agree to. And of course, we you know that we don't have a corporate lawyer to review that and redline it.

[2:20] YouTube https://youtu.be/b7jhejS05QU?t=133 || Helping a Software Business Break Into Enterprise Sales
Yeah. That doesn't really happen that often a lot of times, but we we do get onesies and twzies in these companies. And a lot of times it's through a reseller and an asset manager is the only email address that I have. So I want to be able to talk to the actual How did you get the $10,000 a month? Um

[2:33] YouTube https://youtu.be/b7jhejS05QU?t=146 || Helping a Software Business Break Into Enterprise Sales
well basically the people who have started using flying logic back in 2010 with version one they're very sticky and so they stay and then so when we when we moved to Perpetual there was from Perpetual to MR there was some whining but you know a lot of people really converted over we offered them an upgrade deal. We're building out Flying

[2:50] YouTube https://youtu.be/b7jhejS05QU?t=163 || Helping a Software Business Break Into Enterprise Sales
Logic Academy. How did you get those people 14 years ago? How 14 years ago the original software was developed I developed it for Northwork Grumman. Okay using their internal research development money I licensed it back from North Grumman to become the perpetual publisher. Yeah. Um, so I still pay them a small royalty,

[3:05] YouTube https://youtu.be/b7jhejS05QU?t=178 || Helping a Software Business Break Into Enterprise Sales
but um, essentially North Roman started using it. They have a site license for everybody in their company. I don't know how many people use it in the company, but people from North Roman then go to Rathon, they go to Boeing, they go Are you say that? Um, I'm not allowed to use them, but we say fact, but it's not it's not

[3:19] YouTube https://youtu.be/b7jhejS05QU?t=192 || Helping a Software Business Break Into Enterprise Sales
something we can I would give them royalty just to be able to say that. Yeah. We we have, if you look at our website, we we have a nice we have a nice gallery of logos on on our website. You know, Sandal Labs, you know, we have two things. All right. So actually three and they're probably the three most

[3:33] YouTube https://youtu.be/b7jhejS05QU?t=206 || Helping a Software Business Break Into Enterprise Sales
important things that you need to figure out which is you need to figure out who you sell to. You need to figure out how much you're going to charge them. You figure out how you're going to get them. And so right now if you have if you have a product that already has a clear use case for enterprise then I would

[3:45] YouTube https://youtu.be/b7jhejS05QU?t=218 || Helping a Software Business Break Into Enterprise Sales
probably go whale hunting rather than go minute hunting, right? And so if that's the who, the price is going to going to be relatively self-explanatory, which is you're going to get into the conversation with them and just say the biggest number you can possibly think of and just see how how they react. You can

[4:02] YouTube https://youtu.be/b7jhejS05QU?t=235 || Helping a Software Business Break Into Enterprise Sales
always go down, can't go up. Right. Right. And so, uh, seriously, big no for everybody. Just say the biggest number you can think of because what the worst worst feeling in the world is when you're like 250 grand. They're like, "Okay." and you're like, "Fuck." You're like, like, "I could have got 500 on that." You know what I mean?

[4:20] YouTube https://youtu.be/b7jhejS05QU?t=253 || Helping a Software Business Break Into Enterprise Sales
Um, and so that's the who, that's the price, and then in terms of the advertising method, you guys have background, you know, people that have been in those in those um in those businesses, and they do have typically long sales cycles that you're probably accustomed to. I think the issue that you've had with like these one-off

[4:36] YouTube https://youtu.be/b7jhejS05QU?t=269 || Helping a Software Business Break Into Enterprise Sales
contracts and all the contingencies and terms is simply because you don't care for what you're charging, right? So, at what price would you be like, "Oh, I don't care." Yeah, I'll agree to all that stuff. And so I think yeah, fundamentally from a strategic perspective, it's a pricing issue which then kind of ladders down to okay,

[4:51] YouTube https://youtu.be/b7jhejS05QU?t=284 || Helping a Software Business Break Into Enterprise Sales
who can afford the price that I want to do it? And then what's the friction that's associated with b selling to those types of customers? Well, it's not worth it for 10 grand a month, right? It's worth it for a million a year, right? So then I think that's and I think you're honestly like one deal away from

[5:03] YouTube https://youtu.be/b7jhejS05QU?t=296 || Helping a Software Business Break Into Enterprise Sales
fixing all your cash flow. I think so too. Cool. No, you bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had

[5:18] YouTube https://youtu.be/b7jhejS05QU?t=311 || Helping a Software Business Break Into Enterprise Sales
and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[5:32] YouTube https://youtu.be/b7jhejS05QU?t=325 || Helping a Software Business Break Into Enterprise Sales
what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go

[5:46] YouTube https://youtu.be/b7jhejS05QU?t=339 || Helping a Software Business Break Into Enterprise Sales
to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into business, see if we can help. And if we can, we'll invite you out to

[6:01] YouTube https://youtu.be/b7jhejS05QU?t=354 || Helping a Software Business Break Into Enterprise Sales
Vegas and we'll do this in person live.


VIDEO
TITLE: The Biggest Mistake AI Agencies Are Making
URL: https://youtu.be/cov0I0fXUO8
PRIMARY_TOPIC: pricing
TOPICS: pricing, offers, pricing, ads, niche

[0:00] YouTube https://youtu.be/cov0I0fXUO8?t=0 || The Biggest Mistake AI Agencies Are Making
Any tips on AI agency? What automations is better to sell? All right, guys. Dear God, the nice thing with an AI automation agency for the the big thing here is that you do not want to sell the fact that you do AI. No one cares. They just want the outcome. I'm telling you right now, this is the big mistake everyone

[0:22] YouTube https://youtu.be/cov0I0fXUO8?t=15 || The Biggest Mistake AI Agencies Are Making
who's getting into businesses who are like AIdriven are doing is they're including AI in their advertising. No one cares if you can do my legal work. Do the legal work. If you have one AI that's doing 500 customers, good for you. I just want it done right. And also saying that it's AI assume literally

[0:40] YouTube https://youtu.be/cov0I0fXUO8?t=33 || The Biggest Mistake AI Agencies Are Making
anchors your pricing lower. Why would you do that? Like if you have an SEO agency, it's an SEO agency. The fact that you use AI, good for you. I don't tell people that I use a CRM, right? I don't tell people I use the internet. I don't tell people I like, you know what I mean? Like what are we talking about?

[0:55] YouTube https://youtu.be/cov0I0fXUO8?t=48 || The Biggest Mistake AI Agencies Are Making
So just do the job. And so this is what people are messing up in their marketing too, right? So if you want to do accounting, you want to like I want to do, you know, AI automation for small businesses, just say you do automation for small businesses or rather just say you save businesses money, which is what

[1:09] YouTube https://youtu.be/cov0I0fXUO8?t=62 || The Biggest Mistake AI Agencies Are Making
they really want. I save businesses money and headcount. That's what they want. AI is just a vehicle for getting there. Okay. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is

[1:25] YouTube https://youtu.be/cov0I0fXUO8?t=78 || The Biggest Mistake AI Agencies Are Making
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[1:39] YouTube https://youtu.be/cov0I0fXUO8?t=92 || The Biggest Mistake AI Agencies Are Making
information, it'll tell you where you're at and the most important part for you, what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and

[1:53] YouTube https://youtu.be/cov0I0fXUO8?t=106 || The Biggest Mistake AI Agencies Are Making
solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a

[2:06] YouTube https://youtu.be/cov0I0fXUO8?t=119 || The Biggest Mistake AI Agencies Are Making
call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Don’t Wish for Strong Character and an Easy Life
URL: https://youtu.be/cxoaZd0FS-Q
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/cxoaZd0FS-Q?t=0 || Don’t Wish for Strong Character and an Easy Life
You cannot wish for a strong character and an easy life. Each is the price of the other. What if what you're going through isn't hard. What if you're just sensitive? I think that most of us can look back on our lives to 10 years ago and think about the problems that we were dealing with then and think about how much of a

[0:22] YouTube https://youtu.be/cxoaZd0FS-Q?t=15 || Don’t Wish for Strong Character and an Easy Life
pittance and how small those problems were compared to the problems that we deal with today. At least that's how I probably feel. Maybe you feel the same way. And so I then think, okay, well, if I feel that way about the problems that I had 10 years ago, then 10 years from now, Alex will look back at the problems that I'm dealing with today and feel the same way. And so if he feels that way then about the problems that I have now,

[0:46] YouTube https://youtu.be/cxoaZd0FS-Q?t=39 || Don’t Wish for Strong Character and an Easy Life
then the only difference is the perspective that he has that I don't have. And so I might just be a sensitive little pansy and maybe these aren't problems at all. Maybe these are just facts of life and I need to habituate to them. because I remember um my first lawsuit, right? Because it's like when

[1:02] YouTube https://youtu.be/cxoaZd0FS-Q?t=55 || Don’t Wish for Strong Character and an Easy Life
you're in business long enough, you make enough money, you're just going to get sued. It is what it is. And I was listening to um Elon Musk talk about this. And at any given time, Tesla has hundreds of lawsuits at any like just they they have they have massive departments of legal just for all the different things that are going on. And

[1:18] YouTube https://youtu.be/cxoaZd0FS-Q?t=71 || Don’t Wish for Strong Character and an Easy Life
it was thinking that a requisite for success is a problem. Like you cannot become the wealthiest man in the world and not get sued. Like getting sued is a is an indicator that you're actually is a is a requisite for being there. There's no no person has been there without this. And so reframing what I used to consider a problem as a as a

[1:43] YouTube https://youtu.be/cxoaZd0FS-Q?t=96 || Don’t Wish for Strong Character and an Easy Life
point of evidence that I am on the path that I originally chose. Real quick,


VIDEO
TITLE: Helping a Home Service Business 3x Profit Without Getting More Clients
URL: https://youtu.be/eJV27iH3jB4
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:02] YouTube https://youtu.be/eJV27iH3jB4?t=0 || Helping a Home Service Business 3x Profit Without Getting More Clients
and maintenance services in Aspen, Colorado. Um, we do 7 million currently and I'd like to be at 30 million. And I believe what is stopping us is our current pricing model as well as talent to scale. Okay. So, what's the issue? I guess so, uh, selling kind of like a luxury service to people who are used to

[0:22] YouTube https://youtu.be/eJV27iH3jB4?t=15 || Helping a Home Service Business 3x Profit Without Getting More Clients
extremely like, you know, high-end lifestyle. Um, I thought that our pricing was expensive coming into this and I've talked to a couple people in the room and they were like, "That's not expensive at all." And I was like, "Cool. You're selling out of your pocket, not theirs." Yes. Exactly. So, I guess

[0:39] YouTube https://youtu.be/eJV27iH3jB4?t=32 || Helping a Home Service Business 3x Profit Without Getting More Clients
how how should I approach this in terms of like you have the best problem. You can just say a higher number and just that's you change the So, at what point should I kind of like push that limit on pricing now? And then when when we start to get like more churn, that's when I go, "Okay, that's our top limit."

[0:54] YouTube https://youtu.be/eJV27iH3jB4?t=47 || Helping a Home Service Business 3x Profit Without Getting More Clients
Okay. So, is the is the pricing basically okay what are what are net margins right now we did 11% last year okay got it and I mean we talked about some pricing stuff so like a 20% bump would triple your profit so that would be pretty material right um you could probably sustain a 20% increase without really changing much

[1:13] YouTube https://youtu.be/eJV27iH3jB4?t=66 || Helping a Home Service Business 3x Profit Without Getting More Clients
about the business uh but this is is the majority of revenue front end landscaping or the backend maintenance uh maintenance mainly Oh really okay what's the split uh we do 70% maintenance Yeah. So, one time up front, then they roll right into the Okay, got it. Um, yes. I mean, I think you identified the

[1:33] YouTube https://youtu.be/eJV27iH3jB4?t=86 || Helping a Home Service Business 3x Profit Without Getting More Clients
issue. So, you just need to raise your prices and then, uh, when you make less money, then you can swap. But the nice thing about that business, what I like about the landscaping of business is that you have this big involved upfront thing that you have to do. And there's this like kind of weird like I don't

[1:48] YouTube https://youtu.be/eJV27iH3jB4?t=101 || Helping a Home Service Business 3x Profit Without Getting More Clients
want to just have this other person come in like I just spent 80 grand or 180 grand on you know redoing all my landscaping. You're anchored against that price and so the $500 a month or $1,000 whatever it is that you charge just means nothing. Yeah. Comparatively. And so I think you have a ton of room there

[2:04] YouTube https://youtu.be/eJV27iH3jB4?t=117 || Helping a Home Service Business 3x Profit Without Getting More Clients
because it's almost like insurance on the thing they just paid for. Yeah, definitely. So do you want to increase it more on the front end or the back end? Back end. Okay. Yeah. Reoccurring revenue. Yeah, I think you're you're perfectly situated to do it. So that's that one. What was the second part?

[2:16] YouTube https://youtu.be/eJV27iH3jB4?t=129 || Helping a Home Service Business 3x Profit Without Getting More Clients
Talent in our area. Our market's kind of small, isolated. Uh so we just don't have a huge talent pool to pull from. Yeah. So you can start advertising nationally and then paying for people to relocate. Okay. We do that. Oh, okay. Yeah. So it's just like you give people a moving package. It's almost like a

[2:33] YouTube https://youtu.be/eJV27iH3jB4?t=146 || Helping a Home Service Business 3x Profit Without Getting More Clients
signing bonus. Okay. Yeah. And that's negotiable and you go back and forth and fundamentally it's like, hey, you're going to be outside in the best place ever. It's great. Yeah. Except when it's freezing. Yes. Yes. That's true. Awesome. Well, thank you very much. No, you're not. If you're a business owner and you are

[2:47] YouTube https://youtu.be/eJV27iH3jB4?t=160 || Helping a Home Service Business 3x Profit Without Getting More Clients
not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck

[3:01] YouTube https://youtu.be/eJV27iH3jB4?t=174 || Helping a Home Service Business 3x Profit Without Getting More Clients
and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[3:15] YouTube https://youtu.be/eJV27iH3jB4?t=188 || Helping a Home Service Business 3x Profit Without Getting More Clients
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[3:29] YouTube https://youtu.be/eJV27iH3jB4?t=202 || Helping a Home Service Business 3x Profit Without Getting More Clients
deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: One of My Favorite Negotiation Tactics and How to Use It
URL: https://youtu.be/feIy09UZ3YY
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/feIy09UZ3YY?t=0 || One of My Favorite Negotiation Tactics and How to Use It
So number three, I learned this from a different mentor. They call it misos, but basically multiple equivalent simultaneous offers. So what does that mean? That means that I present, offer A, offer B, and offer C. Or just offer A and B. Doesn't really matter. You can have two offers, you can have three offers. And

[0:18] YouTube https://youtu.be/feIy09UZ3YY?t=11 || One of My Favorite Negotiation Tactics and How to Use It
each of these have different prices and terms associated with them. And so what happens is when you make multiple equivalent offers, it's like embedding reciprocity. It's like, hey, I'm trying to be reasonable. I just want to figure out what works best for you because all three of these work for me, but which

[0:30] YouTube https://youtu.be/feIy09UZ3YY?t=23 || One of My Favorite Negotiation Tactics and How to Use It
one's better? This is a way of actually teasing out what someone else's priorities are if they're not willing to tell you because a lot of times you want to hold your card close and not say what are the things that are most valuable to you. Now over time you build some trust, you build some rapport and you will be

[0:41] YouTube https://youtu.be/feIy09UZ3YY?t=34 || One of My Favorite Negotiation Tactics and How to Use It
able to share because ideally something that's important to you is not important to them and they give you this one and something that's important to them that's not important to you, you give to them and that's fundamentally a good negotiation. One of the big things that I misunderstood in the beginning is that

[0:51] YouTube https://youtu.be/feIy09UZ3YY?t=44 || One of My Favorite Negotiation Tactics and How to Use It
I assumed negotiation was a zero- sum game and it's never a zero- sum game because you're a different person. You have different needs. You're always going to have some things that will be more important to you than other people. And in that situation, it's like you want to just interlock the things that

[1:02] YouTube https://youtu.be/feIy09UZ3YY?t=55 || One of My Favorite Negotiation Tactics and How to Use It
matter most to each person. That's where it becomes a positive some game. Both parties are better off from basically giving and taking in places that are less meaningful to them and more meaningful to the other person. Journal of personality and social psychology showed that presenting multiple equivalent offers simultaneously

[1:17] YouTube https://youtu.be/feIy09UZ3YY?t=70 || One of My Favorite Negotiation Tactics and How to Use It
increases the likelihood of finding mutually beneficial solutions. This approach demonstrates flexibility while also maintaining your core interest because you're the one who's presenting all the offers. It's almost like a reverse assumed close. Hey, I'll do any of these three things and you just pick

[1:31] YouTube https://youtu.be/feIy09UZ3YY?t=84 || One of My Favorite Negotiation Tactics and How to Use It
the one that works for you. And then the thing is they're picking all any of these I said already worked for me. Let me give you like a real world example. So let's say option A is lower monthly fee with a longer commitment. Option B is a higher monthly fee but has premium support. And then option C is kind of

[1:47] YouTube https://youtu.be/feIy09UZ3YY?t=100 || One of My Favorite Negotiation Tactics and How to Use It
like a pay as you go with slightly higher rates but maximum flexibility. Right? So all three options will give you similar overall value but you might look at them and be like I just want to know which one meets your needs better. From their answers you'll be able to understand their motivations. Now let me

[2:02] YouTube https://youtu.be/feIy09UZ3YY?t=115 || One of My Favorite Negotiation Tactics and How to Use It
tell you some knowledge from the street. If someone gives you multiple offers, if you're on the other side of the table, what I like to do is say, "I like the best part of this one, and I like the best part of this one, and I like the best part of this one. And why don't we make an offer that is the best of all

[2:17] YouTube https://youtu.be/feIy09UZ3YY?t=130 || One of My Favorite Negotiation Tactics and How to Use It
three?" And I learned this from my friend Shiron. Guy's done more deals than anyone I know. I was like, "Oo, that's good." So, the flip side is you could ask someone, "Hey, can you give me two or three versions of what this deal might look like?" And then they come up with their versions of the deals. And

[2:32] YouTube https://youtu.be/feIy09UZ3YY?t=145 || One of My Favorite Negotiation Tactics and How to Use It
then you say, "Great, I like this piece. How about we do option D?" And what's nice about this is it also shows some active listing for you. You countering with something like this or even taking two of the three components. Two of those components might be meaningful for you and not for them again because they

[2:45] YouTube https://youtu.be/feIy09UZ3YY?t=158 || One of My Favorite Negotiation Tactics and How to Use It
put them in the different deals. You might find out that you can get more of the things that you want just by asking. Real quick, if you're a business owner and you're not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is

[2:58] YouTube https://youtu.be/feIy09UZ3YY?t=171 || One of My Favorite Negotiation Tactics and How to Use It
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business

[3:12] YouTube https://youtu.be/feIy09UZ3YY?t=185 || One of My Favorite Negotiation Tactics and How to Use It
information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[3:26] YouTube https://youtu.be/feIy09UZ3YY?t=199 || One of My Favorite Negotiation Tactics and How to Use It
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just

[3:39] YouTube https://youtu.be/feIy09UZ3YY?t=212 || One of My Favorite Negotiation Tactics and How to Use It
book a call with my team and we will look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Sell a $30K Offer With a 50% Close Rate
URL: https://youtu.be/h6uG_5LMmfw
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, offers, guarantees, closing

[0:00] YouTube https://youtu.be/h6uG_5LMmfw?t=0 || How to Sell a $30K Offer With a 50% Close Rate
Hello. Hey, Hannah. What's up? Hey, Alex. Oh my gosh, thank you so much. Thank you. Okay. Um, my name is Hannah. I own a company that sells custom career planning services for 18 to 20 year olds and their parents. So, we made a little over 800K in 2024, 300K in 2025, and we'd like to do 2 million this year.

[0:22] YouTube https://youtu.be/h6uG_5LMmfw?t=15 || How to Sell a $30K Offer With a 50% Close Rate
Let's go. So, my question for you is about pricing. Okay. Our current flagship offer is called the launch program. Okay? It's a four-week one-on-one planning service that is priced at $4,000. Okay? So, from the launch program, people get a personalized career plan. Okay? Now, we want to start a second program.

[0:43] YouTube https://youtu.be/h6uG_5LMmfw?t=36 || How to Sell a $30K Offer With a 50% Close Rate
It's called the career year. Okay? So, this would be a one-year hands-on one-on-one white glove implementation. Yeah. Where job placement's guaranteed, entry level job placement because they're young. Okay. Um, we've sold this offer one time for 30K. Okay. But we don't know if it will consistently sell at that price.

[1:03] YouTube https://youtu.be/h6uG_5LMmfw?t=56 || How to Sell a $30K Offer With a 50% Close Rate
It'll parents Sorry, I got a little feedback. It'll totally sell at that price. Okay. Can I prove it to you? We don't know. So you feel better about it? What's that? Can I prove it to you so you feel better about it? Squeeze. I know the average cost of a year is 38K. So, I know that's I want people to look at college for a year and

[1:21] YouTube https://youtu.be/h6uG_5LMmfw?t=74 || How to Sell a $30K Offer With a 50% Close Rate
look at us and and make the make the make the decision. Why do parents pay for college? Because they think it's going to get their kids a job, right? And then it doesn't it does not, right? And so we can leverage% of them will, right? And make sure and I mean the good news is that the stats in that industry

[1:37] YouTube https://youtu.be/h6uG_5LMmfw?t=90 || How to Sell a $30K Offer With a 50% Close Rate
only get worse, which means it's only better for you, right? Right time, right? Right market. Yeah, for sure. And um is there any kind of financing that that that you can offer? Okay. So I kind of have like two semi follow-ups. Okay. So right now we're struggling with sales motion. Okay. So I'm kind of I'm a chicken. So I've

[1:58] YouTube https://youtu.be/h6uG_5LMmfw?t=111 || How to Sell a $30K Offer With a 50% Close Rate
only pitched this twice. So I have a 50% close rate on this. Oh no. Um which I should have pitched it more. Okay. Um but our you know our our flagship we've sold hundreds of times. So we got a lot of you know we got a lot of um Yeah. What's the close rate on the forecast? it. What's that? What's your close rate on the 4K?

[2:16] YouTube https://youtu.be/h6uG_5LMmfw?t=129 || How to Sell a $30K Offer With a 50% Close Rate
Um, of calls that show, it's between 40 and 50. That's great. Okay. So, and how are you getting leads right now? Uh, it's all organic social. Okay, that's great. Okay, so there So, you post stuff, right? So, you post a lot a lot of content. Okay. And then that we don't know where to Yeah. We don't know where to sell them

[2:37] YouTube https://youtu.be/h6uG_5LMmfw?t=150 || How to Sell a $30K Offer With a 50% Close Rate
the career year because we don't want to, you know, should I pitch this first thing like they book a call for the launch program and I book them and I and I pitch them then because we've kind of set it up like the workshop, you know, they have to go through the workshop to get into the career year because sometimes they don't need us.

[2:55] YouTube https://youtu.be/h6uG_5LMmfw?t=168 || How to Sell a $30K Offer With a 50% Close Rate
Okay. And that's good, you know. Yeah. I mean, I think you just sell it before the end. So, I would probably sell it at between week two and week three. Oh, perfect. That's kind of where we had bookmark to do it now. Yeah. You want to sell it before it's over because then it's another buying decision. You kind of want to have them

[3:11] YouTube https://youtu.be/h6uG_5LMmfw?t=184 || How to Sell a $30K Offer With a 50% Close Rate
have that quick win. They are a little bit in it, but they're not done yet. And you say, "Hey, you know what? I know you just did this for, you know, this one thing. We're going to keep doing that. We're going to wrap that up, but let's take all this work and plug it into the career year so we can actually

[3:23] YouTube https://youtu.be/h6uG_5LMmfw?t=196 || How to Sell a $30K Offer With a 50% Close Rate
get you what you really want." Okay. Um, would you How do I qualify them? Yeah, you might just have to meet with all of them. I mean, that's a that's a a possibility, but I think rather than me telling you what's going to qualify them, I think if you meet with a bunch of them, you'll quickly see who buys and

[3:41] YouTube https://youtu.be/h6uG_5LMmfw?t=214 || How to Sell a $30K Offer With a 50% Close Rate
then you'll be able to basically reverse engineer the qualifications. In the beginning on any sales motion, we kiss all the toads. We kiss them all and we figure out who turns into into princesses and we say, "Okay, the toads with red spots, these are the good ones. The ones with blue and black spots suck. So, let's let's

[3:55] YouTube https://youtu.be/h6uG_5LMmfw?t=228 || How to Sell a $30K Offer With a 50% Close Rate
just sort for those." And then what happens is your front-end funnel, you start marketing more to the red red dotted toads. And then those are the ones who are buying the 4K, but now you have three or four times as many who buy the ascension. Okay. And so what I want you to do though is in the one-on-one thing that you're

[4:10] YouTube https://youtu.be/h6uG_5LMmfw?t=243 || How to Sell a $30K Offer With a 50% Close Rate
selling, is the is the parent there at all? Yeah. So we actually built our whole program to do that. So they have to be there on the fourth call because we collect a testimonial on that as well. Great. So why don't we do this? But we thought about doing a sale a service call after the after the third session

[4:28] YouTube https://youtu.be/h6uG_5LMmfw?t=261 || How to Sell a $30K Offer With a 50% Close Rate
before the fourth one so it doesn't take the wind out of their sales if they don't buy. No, for sure. I would do it as like the um call it a halfway call uh or like a check-in call. It's like, hey, you like parent, you got to show up to two calls. One is halfway, one is at the end. Uh the halfway point is just to make sure

[4:43] YouTube https://youtu.be/h6uG_5LMmfw?t=276 || How to Sell a $30K Offer With a 50% Close Rate
we show you the progress and what we're working on. And at the end, we'll show you kind of like what next steps look like and you can pitch on both. Okay. Okay. Awesome. And then do you think we should do third party financing or should we just do that in house? Um I mean if you can get it it would be

[4:59] YouTube https://youtu.be/h6uG_5LMmfw?t=292 || How to Sell a $30K Offer With a 50% Close Rate
great. Um but yeah, you can make payment plans over the year. It's not the end of the world. My whole goal would be to drag the cash up front as much as you can. Like go for 30 and then downell for 15k down and then uh 15k over a year and then downell again to like okay we'll do 10k now and then and then 20k over the

[5:18] YouTube https://youtu.be/h6uG_5LMmfw?t=311 || How to Sell a $30K Offer With a 50% Close Rate
year. You know what I mean? Just keep trying to have as much upfront so there's more like skin in the game. And then I would say I have one Yeah, go ahead. One problem there. We're kind of too good at this sometimes. So sometimes we get kids jobs in like 6 weeks and sometimes unlike good jobs, you know, like 60k, 70k,

[5:35] YouTube https://youtu.be/h6uG_5LMmfw?t=328 || How to Sell a $30K Offer With a 50% Close Rate
that's easy. All you got talking 19year-olds, you're good. All you got to say is Yeah, that's fine. Is you want us to be incentivized the same way you are and so this is paid per placement. And so like you pay it off. Like I mean we'll find out, right? Um the alternative like I'll give you I'll give

[5:54] YouTube https://youtu.be/h6uG_5LMmfw?t=347 || How to Sell a $30K Offer With a 50% Close Rate
you a couple skins. You figure out which one you like better. All right. What you want is you do exactly what you're doing and then you just set the expectation up front which is hey we're really good at this stuff. Um and so you want us to be incentivized and so uh instead of saying hey pay us and we'll keep working with

[6:08] YouTube https://youtu.be/h6uG_5LMmfw?t=361 || How to Sell a $30K Offer With a 50% Close Rate
you. It's like it's 30 grand. Um, and you have to pay at least a third or half to start and then the rest you pay and as soon as you get a job you you basically continue to pay it until until it's done and now your kid can pay it out of their side. So you kind of future pace a little bit. That's V1. That'll

[6:23] YouTube https://youtu.be/h6uG_5LMmfw?t=376 || How to Sell a $30K Offer With a 50% Close Rate
probably be the easiest to sell because it's got basically what you're currently doing and you're hoping they pay. Right. Right. Wow. Okay. Option two, you think 30? Yeah. Option two, you're good. Option two is uh you got to pay. you can break it into as many chunks as you want. Um, but until you pay, we don't start working.

[6:47] YouTube https://youtu.be/h6uG_5LMmfw?t=400 || How to Sell a $30K Offer With a 50% Close Rate
And so, however fast you want your kid to get a job, that's how fast you should pay us. And we have third party partners who will do financing. Or if you don't qualify, we'll do it. We'll finance you in house. Okay. Right. That's option two. So, there's neither. Um, option three, let me see what other

[7:04] YouTube https://youtu.be/h6uG_5LMmfw?t=417 || How to Sell a $30K Offer With a 50% Close Rate
option is there. Um, also I just I I was gonna say it earlier, make sure that before you have your halfway call with the parents, the first pitch, make sure they watch a VSSL before they talk to you. That's just like a bunch of proof. Okay. Um, the other way we could do it is you could say it's half now, half when you

[7:22] YouTube https://youtu.be/h6uG_5LMmfw?t=435 || How to Sell a $30K Offer With a 50% Close Rate
get. So, it's 15 now and 15 when you get the job offer or you accept the job offer. That's good because that way it's like listen parent, you're going to you're going to split split it with your kid. That way they're going to understand the price of this stuff. So you're going to pay 15 and then as soon as little Josie gets

[7:39] YouTube https://youtu.be/h6uG_5LMmfw?t=452 || How to Sell a $30K Offer With a 50% Close Rate
her her 70k job. Uh when when she gets that offer, we'll do the other 15k, we'll basically plan it out off of that 70 that she's making. She'll pay 15 the first year and then she's done. Okay. Wow. All right. Whoa. Awesome. Feel good? Yeah. Yeah. So, thank you. I can't thank you enough. We were really stuck. Do you

[8:06] YouTube https://youtu.be/h6uG_5LMmfw?t=479 || How to Sell a $30K Offer With a 50% Close Rate
think um 30 or 35 like should I try to keep pace with a year of college? Yeah, totally. Okay, cool. I think 35 will go the same as 30. Okay, awesome. So, basically 12 12 months and and 35 probably half now. Half. Yeah. I like that. I like option three the best. And then it has a nice like uh nice ring to it. You know what I mean?

[8:33] YouTube https://youtu.be/h6uG_5LMmfw?t=506 || How to Sell a $30K Offer With a 50% Close Rate
Yeah. Half you like we believe in long-term accountability. And part of this is like you're becoming an adult now and you're going to start having to pay for Not mom and dad. I'm sure mom and dad will love you saying that. It's like they just pay for you to go to this great college. So they're going to

[8:44] YouTube https://youtu.be/h6uG_5LMmfw?t=517 || How to Sell a $30K Offer With a 50% Close Rate
front this half to get you started, but the second half you got to pay, but don't worry. We're going to set it up as long as parents are cool with it. And then I would just say, "Hey parents, if for some reason your kid doesn't pay, your card's the backup card." Oh, okay. Nice. Right. And we're willing to do 12-month,

[9:00] YouTube https://youtu.be/h6uG_5LMmfw?t=533 || How to Sell a $30K Offer With a 50% Close Rate
you know, payment plans per, you know, when they when they get the job. Either way for you though, you're doing a 15K sale on the back. I would do this, too. Take the 4K, make it uh make it make it 19K up front and tell them if they do it, you credit the 4K that they just paid towards it to make that 20 turn into to 15.

[9:22] YouTube https://youtu.be/h6uG_5LMmfw?t=555 || How to Sell a $30K Offer With a 50% Close Rate
Oh, okay. Right. Right? So they have a little they makes them feel a little better. It's like, "Hey, I'll credit the first week towards it cuz I pretty much just use that to get you ready for this step." And the whole idea in this is that like you did phase one, this is phase two. We want to make it feel like it's

[9:35] YouTube https://youtu.be/h6uG_5LMmfw?t=568 || How to Sell a $30K Offer With a 50% Close Rate
incomplete on a multi-step process, not a new sale. Make sense? Okay. Sure. Like you're just completing what you've already started. Exactly. It's like, well, you don't want to stop now. It's like we're halfway there. Awesome. Awesome. Oh my gosh. Thank you so much. So Ben, it's been worth it so far.

[9:52] YouTube https://youtu.be/h6uG_5LMmfw?t=585 || How to Sell a $30K Offer With a 50% Close Rate
Um, yeah. I got a lot of work to do. Well, rock and roll. I appreciate you, Hannah. Thank you so much, Alex. All right, rock and roll. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road

[10:09] YouTube https://youtu.be/h6uG_5LMmfw?t=602 || How to Sell a $30K Offer With a 50% Close Rate
map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly, where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[10:23] YouTube https://youtu.be/h6uG_5LMmfw?t=616 || How to Sell a $30K Offer With a 50% Close Rate
information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no matter what you're struggling with, someone else has already struggled with

[10:36] YouTube https://youtu.be/h6uG_5LMmfw?t=629 || How to Sell a $30K Offer With a 50% Close Rate
it and solved it. And so, I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just

[10:49] YouTube https://youtu.be/h6uG_5LMmfw?t=642 || How to Sell a $30K Offer With a 50% Close Rate
book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to 4X Your Sales Without Spending More on Leads
URL: https://youtu.be/iT4lqNIckcE
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/iT4lqNIckcE?t=0 || How to 4X Your Sales Without Spending More on Leads
For the love of God, please call your leads within 60 seconds. I don't know how how many times I have to say this across how many videos. And it's just like, do you hate helping people? Do you hate having more revenue and more profit in the business? Would you prefer to pay four times more per customer than you

[0:19] YouTube https://youtu.be/iT4lqNIckcE?t=12 || How to 4X Your Sales Without Spending More on Leads
currently are because you are like, you know what we're going to do? So, this person just opted in. They're like, you know what? I really want to solve this problem. This company looks interesting. And then you're on the other side saying, "Let's let them cool off a little bit. They're a little they're a

[0:33] YouTube https://youtu.be/iT4lqNIckcE?t=26 || How to 4X Your Sales Without Spending More on Leads
little too he hot and heavy." You know what I mean? Like, let's make sure they don't make a decision that they would regret. You know, I don't want them to take that wallet out too fast because that might be unreasonable. And so, let's let them simmer. Let's let them marinate for a couple days. And you know

[0:46] YouTube https://youtu.be/iT4lqNIckcE?t=39 || How to 4X Your Sales Without Spending More on Leads
what? Let's let them date around. Let's let them call some other businesses so that by the time we finally get to them, if we ever do get to them, they have a lot more information from different competitors so they can compare the pros and cons of our business and our offering to everyone else so that we can

[1:00] YouTube https://youtu.be/iT4lqNIckcE?t=53 || How to 4X Your Sales Without Spending More on Leads
get in a pricing war all the way to the bottom. And so when we do that, not only are we spending four times as much as we should to acquire a customer, we're also not able to make as much per customer because your close rates will go down on top of that and so will your gross margins. And so it's one of those like I

[1:17] YouTube https://youtu.be/iT4lqNIckcE?t=70 || How to 4X Your Sales Without Spending More on Leads
think Brian Johnson from Blueprint was talking about this. You're like where is he going with this? I'll bring it back home. He said he has boiled down like however many years of doing all this research and stuff into one number which is your resting heart rate before bed. He said if you show me that number I can

[1:30] YouTube https://youtu.be/iT4lqNIckcE?t=83 || How to 4X Your Sales Without Spending More on Leads
see your soul. To me I would say LTV to CAC would be that number but underneath of that number would be would be your lead response time. And the reason for that is like it's how you do one thing is how you do everything. And I have some elements that I take take uh offense to that particular term. But I

[1:45] YouTube https://youtu.be/iT4lqNIckcE?t=98 || How to 4X Your Sales Without Spending More on Leads
do think that it is a way of doing business. How dedicated to excellence are you? Right? And if you know if you know this has been proven over and over again in business studies and in the real world, right? That if you call leads faster because saying, "Hey, you're going to 4x your sales." People think, "Yeah, but I can't

[2:08] YouTube https://youtu.be/iT4lqNIckcE?t=121 || How to 4X Your Sales Without Spending More on Leads
I can't afford to hire somebody to call my leads in that speed." Well, do you think if you had four times the revenue you currently do that you'd be able to afford it with the revenue that you would now make from that person? This is how business works. You invest and then you get something back. That's how it

[2:24] YouTube https://youtu.be/iT4lqNIckcE?t=137 || How to 4X Your Sales Without Spending More on Leads
works. But this is the first time I think I framed it the other way around. Look at how much it cost you to get a customer. If you divided that by four, would that improve your LTV to CAC ratio? Would that be the thing that you need in order to scale? Do you think that it your leads cost too much? Might

[2:41] YouTube https://youtu.be/iT4lqNIckcE?t=154 || How to 4X Your Sales Without Spending More on Leads
be a factor of the fact that you don't know how to sell. So, when I look at rules of thumb, it's like, well, I'm going to attack these areas first because there's huge returns for minimal effort. Talk about, you know, maximizing, optimizing. For the love of God, please call your leads quickly. Sorry, a little passionate about that

[2:59] YouTube https://youtu.be/iT4lqNIckcE?t=172 || How to 4X Your Sales Without Spending More on Leads
one. All right. Think spirit moved. I'm sorry. I don't take it back. We can just move on. Real quick, I'm going to show you the exact 10-stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple times. And so I can say with a lot of confidence that these are the stages as

[3:17] YouTube https://youtu.be/iT4lqNIckcE?t=190 || How to 4X Your Sales Without Spending More on Leads
headcount increases that you need to get through. And I broke each of these down by eight different functions of the business. What the constraint feels like, like what are the symptoms of it when you're going through it. And then what steps we actually took to graduate. And we've done this across software,

[3:31] YouTube https://youtu.be/iT4lqNIckcE?t=204 || How to 4X Your Sales Without Spending More on Leads
physical products, uh, service businesses, brick and mortar, all of this, and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. Just enter your info and it'll spit it right back to you. Offering.


VIDEO
TITLE: Niche Down and 5x Your Price
URL: https://youtu.be/kVoFflryxDI
PRIMARY_TOPIC: pricing
TOPICS: pricing, niche, pricing, offers

[0:00] YouTube https://youtu.be/kVoFflryxDI?t=0 || Niche Down and 5x Your Price
Currently, Kai and I are helping entrepreneurs to grow their school community coaching businesses through YouTube organic. Great. Kai's got it. Awesome. Um, if you were us, would you niche down the avatars even more to YouTubers that have 10 to 100K subs already? Um, that's where the biggest and fastest value being created. Yes.

[0:16] YouTube https://youtu.be/kVoFflryxDI?t=9 || Niche Down and 5x Your Price
Yeah. I mean, I I already know. Like, yes. If you already have the cred, those are going to be the people that are going to make the most money for. You'll get more word of mouth. You'll have higher success rates. And here's the thing that you might be missing is that when you narrow down the avatar

[0:30] YouTube https://youtu.be/kVoFflryxDI?t=23 || Niche Down and 5x Your Price
with nichebased pricing, you can 5x your price. And so that's the thing that people miss. And so when you go wide, the advantage is that you have a lot more volume of sales. When you go narrow, the advantage that you have is premium pricing because it's far more specific in terms of the deliverable that you have for that specific avatar.

[0:47] YouTube https://youtu.be/kVoFflryxDI?t=40 || Niche Down and 5x Your Price
So you have a high much or they have a perceived higher likelihood of achieving the result and they probably do in a very real way have a higher likelihood of achieving the result because you already know that this type of person if they do these things gets this result right when you spread that across a 100

[0:59] YouTube https://youtu.be/kVoFflryxDI?t=52 || Niche Down and 5x Your Price
people and 10 are really the ideal customer then your reputation takes a bashing. You can't really price it appropriately for the value that you're getting these people but you have to price it where these people aren't that upset even though they don't really get a result. And so it's much better to

[1:11] YouTube https://youtu.be/kVoFflryxDI?t=64 || Niche Down and 5x Your Price
say, "Hey, why don't you take all my free use that once you're this person, then we can work together and you'll have a way nicer brand. You'll have way more goodwill. You'll ascend people at a higher percentage. You'll sell from your back foot, which is my preferred way to sell." Um, and that's that's what I would do if I had your

[1:27] YouTube https://youtu.be/kVoFflryxDI?t=80 || Niche Down and 5x Your Price
business. And I think there's like a gazillion 10K plus creators on YouTube. Like I think that's the exact number. So you're not like limiting your audience. Like there are more 10k plus uh YouTube channels than there are gym owners. So like you can make an absolute crazy money printing business from just that

[1:47] YouTube https://youtu.be/kVoFflryxDI?t=100 || Niche Down and 5x Your Price
audience.


VIDEO
TITLE: How Do I Handle We’re Already Working With Someone?
URL: https://youtu.be/kwAg8D95ktE
PRIMARY_TOPIC: pricing
TOPICS: pricing, objections, closing, wealth

[0:00] YouTube https://youtu.be/kwAg8D95ktE?t=0 || How Do I Handle We’re Already Working With Someone?
uh we are already working with someone. How would you handle this objection? Very simply, then why are you here? I'm guessing if you were really satisfied with whatever the thing that you have is, you wouldn't be on this call right now, right? So, they're probably not delivering something that you're hoping

[0:12] YouTube https://youtu.be/kwAg8D95ktE?t=5 || How Do I Handle We’re Already Working With Someone?
for. So, what's the issue? We're back in the sale. I remember I'll tell you a story about this. I had a lady walked in uh to the gym and I got, you know, I I presented the price and then all of a sudden she was like, "Well, I already have a personal trainer." I was like, and I was like, well, you're

[0:29] YouTube https://youtu.be/kwAg8D95ktE?t=22 || How Do I Handle We’re Already Working With Someone?
obviously not happy with him because you're here. And she was like, well, that's fair. And I was like, right. So, you said you wanted to lose weight. You haven't lost weight. You've been working with this other person. As far as I'm concerned, it just means that you're spending money that you're going to save. Sounds like a

[0:42] YouTube https://youtu.be/kwAg8D95ktE?t=35 || How Do I Handle We’re Already Working With Someone?
great deal to me. You're going to spend less with me than you are over there because I was doing semi-private, right? So, don't like that doesn't mean anything. Also, you can always just say like great. I mean, I won't even give you more. That's enough. You can just use that one. Um, okay. What do you think about buying

[0:59] YouTube https://youtu.be/kwAg8D95ktE?t=52 || How Do I Handle We’re Already Working With Someone?
versus starting a business via search fund or seller financing? Um, I'm not against it. Uh, I would say make sure that whatever business you want to start, find one that has high revenue retention. That is my if you've never owned a business, then you definitely don't want one that has a good marketer

[1:17] YouTube https://youtu.be/kwAg8D95ktE?t=70 || How Do I Handle We’re Already Working With Someone?
who runs it. You want somebody who knows nothing about marketing, who's only grown on word of mouth because the likelihood that you're buying, you actually are buying goodwill. Whereas, if you're buying a marketer's business or somebody who's good at marketing, you have to figure out how to do marketing

[1:29] YouTube https://youtu.be/kwAg8D95ktE?t=82 || How Do I Handle We’re Already Working With Someone?
and selling and you don't know how to do it. You're in a bunch of hot water. So, definitely find one like, you know, fire inspection, uh, you know, those ones, like those contracts last forever. You know, pool cleaning, most people don't cancel that. Lawn care, people don't usually cancel that. Like there are there are

[1:45] YouTube https://youtu.be/kwAg8D95ktE?t=98 || How Do I Handle We’re Already Working With Someone?
businesses that do not have a lot of churn in them. You want to start there because if you take it over and everything goes to in six months, you're Uh but those businesses tend to be very stable. And so you want stable so you can like get your bearings and figure out what actually works. Okay. What do you advise to reach 100K from

[2:02] YouTube https://youtu.be/kwAg8D95ktE?t=115 || How Do I Handle We’re Already Working With Someone?
10K? Ignore the fact that you have 10 grand because the only thing that you're going to use that for is to learn how to increase your active income. You're not going to use that 10 grand to turn it into anything. You're not the best day trader. You're not the best investor in the world. No one's getting a a th000%

[2:18] YouTube https://youtu.be/kwAg8D95ktE?t=131 || How Do I Handle We’re Already Working With Someone?
return on their money. No one who's doing anything intelligent. All right. So, the only thing that'll give you a th000% return on your money is taking $10,000 using it to learn a skill that can make you h 100,000 or $200,000. What apprenticeship would you recommend for somebody looking to get an entrepreneurial skills? Work at a small

[2:35] YouTube https://youtu.be/kwAg8D95ktE?t=148 || How Do I Handle We’re Already Working With Someone?
business or family-owned business. Um, that's honestly probably one of the best ones you can do cuz it's small enough that you're going to be able to get a taste of everything. Um, the only alternative I'd say is that if you work at a company that has a phenomenal training program, uh, for people who are

[2:51] YouTube https://youtu.be/kwAg8D95ktE?t=164 || How Do I Handle We’re Already Working With Someone?
new and coming in. So, those are kind of my polar extremes of what I think is a good idea. Okay. Uh, Charlie, uh, I speak to clients and they seem initially interested and then ghost me. What do I do to get them back on the hook? Uh, I think you just need to close, man. So, what I mean is like you're you're I

[3:09] YouTube https://youtu.be/kwAg8D95ktE?t=182 || How Do I Handle We’re Already Working With Someone?
think you're getting on sales calls and trying to not close. I think you're trying to like book more calls, have more conversations. Usually means that you're missing something prior to the sale because the sale begins at the moment of interest. All right? So, they reach out to you, they respond, they

[3:21] YouTube https://youtu.be/kwAg8D95ktE?t=194 || How Do I Handle We’re Already Working With Someone?
they respond to an email, they they comment on a post, they do whatever. And before they get on the phone, you need to show them a video that frames you, frames the conversation. That's a VSSL, video sales letter. when that person watches that video and then they talk to you on that call and you should

[3:37] YouTube https://youtu.be/kwAg8D95ktE?t=210 || How Do I Handle We’re Already Working With Someone?
set the expectation on the VSSL that you're going to make that they're going to make a purchasing decision on that call if it's a one call close. If it's a two call close, it's same concept. You just basically double the process. You go VSSL call, VSSL call, and then you close on the second. Now, if you're

[3:50] YouTube https://youtu.be/kwAg8D95ktE?t=223 || How Do I Handle We’re Already Working With Someone?
like, wait, well, if I close on the second call, what do I then say? It's even it's even cleaner. You say, hey, we're going to have two calls. The first call is to make sure it's a fit both ways. We're not going to do any transaction there, so you can leave your credit card at home. This is just to make sure it's a good fit. And from that

[4:02] YouTube https://youtu.be/kwAg8D95ktE?t=235 || How Do I Handle We’re Already Working With Someone?
whole perspective, you're interviewing them on why you should be or why they should be a customer of yours and why it's worth your time to take them on. Then you can say, "Okay, I think you'd be a good fit. Let's talk to you next time." And so then the second call, the video that goes in between is just tons

[4:15] YouTube https://youtu.be/kwAg8D95ktE?t=248 || How Do I Handle We’re Already Working With Someone?
and tons of proof and tons of credibility. And then you sell. Okay. Uh, how do I outbound without getting banned on social media platforms? Uh, there's just a lot of other ways to do outbound. You can cold call. You can cold email. Most people who do high volume outbound do email and call, just FYI.

[4:32] YouTube https://youtu.be/kwAg8D95ktE?t=265 || How Do I Handle We’re Already Working With Someone?
Uh, is AI going to eat away at language course market? Um, I'll say this differently. Why aren't you using AI in your language teaching thing? So, like whatever you're afraid of that's going to beat you in your business, you have the absolute option of just making that your business. and taking everyone else's lunch.

[5:04] YouTube https://youtu.be/kwAg8D95ktE?t=297 || How Do I Handle We’re Already Working With Someone?
So, do that. By the way, anyone who repeats their question over and over again in the chat, I do not answer. Uh, let's see. How would I start a gym in 2026? Um, honestly, not much has changed. Uh, I would probably run a a small semi-private model. Um, I think that model is the one that is the most profitable right now. You can look at

[5:25] YouTube https://youtu.be/kwAg8D95ktE?t=318 || How Do I Handle We’re Already Working With Someone?
Alloy, um, which is Rick Mayo's company. Uh I think they have one of the best models in the space right now. Uh which is small group semi-private one on six. You have two trainers uh in the morning and afternoon which is one manager and then two trainers. So manager trainer manager trainer. The manager gets a

[5:43] YouTube https://youtu.be/kwAg8D95ktE?t=336 || How Do I Handle We’re Already Working With Someone?
profit share on the facility. Um all you got to do is get a hundred people paying basically 400 bucks a month. So, 100 bucks a weekish um to do, you know, three sessions a week semi-private. The target market is uh older people who are not trying to be fitness heroes but stay in shape and longevity because they got

[6:07] YouTube https://youtu.be/kwAg8D95ktE?t=360 || How Do I Handle We’re Already Working With Someone?
the dollars and $400 a month to the right market is irrelevant. And so, I would probably run a threemonth grand opening. running a two-week free trial into $100 a week um for two weeks of personal training would be the offer and it would be grand opening special. I would pre-ell call it 150 knowing I'm

[6:29] YouTube https://youtu.be/kwAg8D95ktE?t=382 || How Do I Handle We’re Already Working With Someone?
going to keep a hundred. Um, I would assume you're going to close somewhere in the neighborhood. If you're doing speed to lead and you're calling and closing card over the phone, probably if you're doing a good job, 15 20% lead quality is going down on meta, so probably 15-ish% of the leads. Expect to pay 50 bucks a lead. And then

[6:49] YouTube https://youtu.be/kwAg8D95ktE?t=402 || How Do I Handle We’re Already Working With Someone?
you reverse engineer the math and that's your grand opening. So you can open a full profitably with a threeperson staff. That's how I'd open it. Um, that's if I had capital. That's what I would do. If I didn't, I'd have to run a more aggressive campaign. Um, last 60 seconds. So, who is my favorite visit to

[7:11] YouTube https://youtu.be/kwAg8D95ktE?t=424 || How Do I Handle We’re Already Working With Someone?
the gym? That was Coupe. Coupe Garage Gym Reviews. Shout out to Coupe. He's a He's a G. Tanny. Am I happy with life? Couldn't be happier, man. Um, hope you guys have an amazing day. Peace and blessings be upon you. Rock and roll out. If you're a business owner and you are not growing as fast as you'd like, I'd

[7:31] YouTube https://youtu.be/kwAg8D95ktE?t=444 || How Do I Handle We’re Already Working With Someone?
like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we

[7:46] YouTube https://youtu.be/kwAg8D95ktE?t=459 || How Do I Handle We’re Already Working With Someone?
broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT,

[7:58] YouTube https://youtu.be/kwAg8D95ktE?t=471 || How Do I Handle We’re Already Working With Someone?
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[8:12] YouTube https://youtu.be/kwAg8D95ktE?t=485 || How Do I Handle We’re Already Working With Someone?
deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: If you want to win in life, please watch this.
URL: https://youtu.be/m7UfIXtoAY4
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/m7UfIXtoAY4?t=0 || If you want to win in life, please watch this.
You're not getting what you want out of your business or your life because you want too many things at the same time. You're not willing to make tradeoffs. And I will prove it to you. And so, in this video, I will break down the core problem and the way to frame the trades that you make at different seasons in

[0:20] YouTube https://youtu.be/m7UfIXtoAY4?t=13 || If you want to win in life, please watch this.
your life. And so, if you don't know who I am, my name is Oxosi. I own Equity.com. It's a portfolio companies that did $250 million in aggregate revenue last year. uh just a few weeks ago broke the Guinness Book World Record of fastest selling non-fiction book of all time and doing $106 million in sales. You sold 3.6 million books in

[0:37] YouTube https://youtu.be/m7UfIXtoAY4?t=30 || If you want to win in life, please watch this.
just under three days. And I've only gotten there by making tradeoffs. Now, some people would not agree with the trades that I've made, and that's okay because their life is theirs and my life is mine, and each can live according to their preferences. And so everything in life has trade-offs. And people just

[0:56] YouTube https://youtu.be/m7UfIXtoAY4?t=49 || If you want to win in life, please watch this.
need to determine the price versus the value. Like anything, there's going to be both of these things. And so when people say, "I can't believe he did this." It's because they're only looking at the cost and not the payout. Now, if you say, "Hey, that guy made this trade. I wouldn't have made that trade." Awesome. And that's

[1:15] YouTube https://youtu.be/m7UfIXtoAY4?t=68 || If you want to win in life, please watch this.
why you don't have to make that trade, right? And so, let me give you kind of like a a frame of mind for this. I was thinking about this because we were Leila and I were looking at uh home stuff lately and we're thinking about uh you know buying homes and all that kind of jazz and one of the things that was

[1:29] YouTube https://youtu.be/m7UfIXtoAY4?t=82 || If you want to win in life, please watch this.
such a striking example is that you cannot have it all. There are many examples in life where it is this is not a I'm sure you've seen it like you can have it all. You can't. Let me give you the example. If I say I want to have a house that's in a ski town, but I also want it to be near the beach, and I also

[1:50] YouTube https://youtu.be/m7UfIXtoAY4?t=103 || If you want to win in life, please watch this.
want it to be secluded, but I also want to have uh town and shopping and walking distance, and I also want it to be cozy and not too busy, but I also want it to have lots of space for activities and a yard. I can't have all those things. They are literally structurally impossible for them to all be in the

[2:08] YouTube https://youtu.be/m7UfIXtoAY4?t=121 || If you want to win in life, please watch this.
same thing. one, the beach and the and the snow mountain, probably not going to exist in the same house. If I want to have something cozy versus lots of uh land and space, probably not going to happen. If I want somebody to be in walking distance, but also have a great aerial view, might not happen, right?

[2:22] YouTube https://youtu.be/m7UfIXtoAY4?t=135 || If you want to win in life, please watch this.
And so each of these things, that one could happen in a high-rise downtown. Okay, that one maybe. All right, but but there's going to be some of these that you have to make trades. And I think basically like confronting that is like the core element of what you have to do in life to move forward. And so many

[2:39] YouTube https://youtu.be/m7UfIXtoAY4?t=152 || If you want to win in life, please watch this.
people stay in decision limbo. They stay in purgatory. And purgatory translated into realities that they don't achieve what they want. They don't get what they want out of life because they never make a trade to begin with. Right? And so I'll give you a couple more common ones like should I get married versus should

[2:57] YouTube https://youtu.be/m7UfIXtoAY4?t=170 || If you want to win in life, please watch this.
I not get married. This not should I, it's just am I willing to make the trade, right? Should I have kids versus not having kids? Should I sacrifice my 20s versus sacrificing your 30s? There are always tradeoffs. Like, if you sacrifice your 20s, you will miss out on some of the kind of youthful fun experiences that some people have. Like,

[3:18] YouTube https://youtu.be/m7UfIXtoAY4?t=191 || If you want to win in life, please watch this.
that's a trade. That's real. You will give up on some of that stuff. The question is, what are you trading it for? Now, the worst trades of all are the trades that we don't consciously make but still trade anyways, right? Like, you didn't get the fun experience of your 20s, but you also didn't build

[3:33] YouTube https://youtu.be/m7UfIXtoAY4?t=206 || If you want to win in life, please watch this.
the nest egg. You didn't build the reps. you didn't build the experience so that you could set yourself up in your 30s, right? And so a lot of like your 30s is a is a reflection of how you lived your 20s just kind of taken forward. Now some people I meet love their 20s. They backpacked across Europe. They had all

[3:53] YouTube https://youtu.be/m7UfIXtoAY4?t=226 || If you want to win in life, please watch this.
these different experiences. They got culturally enriched and I love that for them. That wasn't the trade that I wanted to make. And so it would be ridiculous for me to say like I I want that and I want to develop this very deep well of skill set that I can use for the rest of my life. Now those people for sure build skills. Are those

[4:11] YouTube https://youtu.be/m7UfIXtoAY4?t=244 || If you want to win in life, please watch this.
skills as marketable? Maybe, maybe not. I don't know. Some people were like, "Well, I could travel and learn." Maybe. I don't know. I mean, I haven't like Zuck didn't do that. Bill Gates didn't do that. Elon didn't do that. So again, it's there's also to what degree, right? How big do you want to go? And so I think like you can't expect

[4:30] YouTube https://youtu.be/m7UfIXtoAY4?t=263 || If you want to win in life, please watch this.
a 1% outcome without having a 1% tradeoff, right? And I'll give you a different kind of like I give you a house example. Let me go really really small. You walk into a store, there's a pair of shoes you like. Okay? A pair of shoes you like. You look at the price tag. It says $500. At that point, you

[4:48] YouTube https://youtu.be/m7UfIXtoAY4?t=281 || If you want to win in life, please watch this.
make the decision. Is it worth the trade? That's all it is, right? And then if you see somebody else make the trade, this is how dumb the internet is. They will then say like, "That guy's an idiot. That guy's a But the thing is is that if that guy's a billionaire, who cares what he traded? Like for him,

[5:03] YouTube https://youtu.be/m7UfIXtoAY4?t=296 || If you want to win in life, please watch this.
it made sense. And if you're on food stamps and minimum wage, $500 shoes probably doesn't make sense for you. Probably not worth the trade. And so, is the trade inherently good or bad? No. It's it's dependent on the person and their context. All right? All of these are examples of trade-offs, right? And

[5:21] YouTube https://youtu.be/m7UfIXtoAY4?t=314 || If you want to win in life, please watch this.
so, the question is, what are the trades and are they worth it? And so there's also a big component of knowing what you have to lose. But also, let me say this differently. The reason people struggle so much with making trades is because they know what they stand to lose, but not what they stand to gain. So the cost is guaranteed

[5:43] YouTube https://youtu.be/m7UfIXtoAY4?t=336 || If you want to win in life, please watch this.
and fixed, but the upside is not, which is why it's so hard for so many people to make bets, especially on themselves. And so if you had a single belief that I could transfer to you is that you will figure it out if hits the fan. And when hits the fan, if it does, and it will, the reality is it's not going

[6:02] YouTube https://youtu.be/m7UfIXtoAY4?t=355 || If you want to win in life, please watch this.
to be as bad as you think it is. And so you have this fixed cost that you believe that will happen, but isn't actually real because it's a fear inside of your mind. You think if this bet doesn't work, I will go homeless, lose all my friends, and die. But that's not reality. The worst case scenario for

[6:19] YouTube https://youtu.be/m7UfIXtoAY4?t=372 || If you want to win in life, please watch this.
most people who are social as in like just are functioning members of society is that you crash on someone's couch for a while. That's the actual worstc case scenario. And I only say this because um if you look at homelessness, right, the vast majority of homelessness, not all, the vast majority of homelessness um is

[6:38] YouTube https://youtu.be/m7UfIXtoAY4?t=391 || If you want to win in life, please watch this.
due to addiction and mental health issues. As in like they they struggle to live in reality. I'll just say that. Okay. And coming from a family of people who struggle with that. All right. So I guess I have my card there. Do I have my card there for mental illness? I have a I have a card there. All right. I can

[6:52] YouTube https://youtu.be/m7UfIXtoAY4?t=405 || If you want to win in life, please watch this.
say that. So my point is most people have this fear. Now even the people who are I'll say I'll be politically the unhoused, right? The unhoused. Even the unhoused uh it's hard to say. It's so funny. Anyways, um even those folks still have food, still keep living, still have access to medical attention.

[7:11] YouTube https://youtu.be/m7UfIXtoAY4?t=424 || If you want to win in life, please watch this.
Okay? At least in the US in the developed world. Okay? And so I say this because the worstc case scenario is that you have no boss, you have food, right? You have medical attention if you need it, and you walk on the streets doing whatever the hell you want. That's the worst case scenario. Real quick, I'm going to show you the

[7:28] YouTube https://youtu.be/m7UfIXtoAY4?t=441 || If you want to win in life, please watch this.
exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the

[7:43] YouTube https://youtu.be/m7UfIXtoAY4?t=456 || If you want to win in life, please watch this.
business. What the constraint feels like, like what are the symptoms of it when you're going through it, and then what steps we actually took to graduate. And we've done this across software, physical products, uh, service businesses, brickandmortar, all of this. And it works. And it's my gift to you.

[7:58] YouTube https://youtu.be/m7UfIXtoAY4?t=471 || If you want to win in life, please watch this.
It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. Just enter your info and it'll spit it right back to you. Offer.


VIDEO
TITLE: How to Fill Your Sales Calendar With Qualified Leads
URL: https://youtu.be/p2ChI4mlotw
PRIMARY_TOPIC: pricing
TOPICS: pricing, leads, ads, pricing, scaling

[0:00] YouTube https://youtu.be/p2ChI4mlotw?t=0 || How to Fill Your Sales Calendar With Qualified Leads
Alex Heroszi, I love you. I love you, too, man. Let's rock. Uh, so I'm I'm Abram. I uh I have an easy natural weight loss program for women online. Uh we do $4.1 million a year right now, and we'd like to be at $12 million a year. Okay. Uh what is stopping me is consistently filling the sales calendars with

[0:26] YouTube https://youtu.be/p2ChI4mlotw?t=19 || How to Fill Your Sales Calendar With Qualified Leads
qualified leads. And if I don't solve this problem, then you know my team can't support their families and not hitting my goals bothers me to no end. Um, so how could I get more qualified leads on my sales reps calendars consistently? Yeah. So they can feed their kids and not be homeless. What are we doing here?

[0:44] YouTube https://youtu.be/p2ChI4mlotw?t=37 || How to Fill Your Sales Calendar With Qualified Leads
Right. All right. So, uh, primary way of getting customers right now. Uh, it's, uh, basically 5050 between meta ads and organic. Okay. And is it IG? is your your organic uh mostly uh it's Facebook and Instagram for the organic. Got it. So it's meta. All right. So meta organic and then meta ads for uh correct.

[1:08] YouTube https://youtu.be/p2ChI4mlotw?t=61 || How to Fill Your Sales Calendar With Qualified Leads
Yeah. On paid. Okay. Got it. Um what's uh what's price point and what's ke? My price point is $10,000 for a year. Okay. Or $5,000 for a downell for a year. Got it. I'll pull up our cost to acquire a customer right now it is $1,193. Okay. Cost to acquire a customer. And is that paid or blended? Blended. I don't I don't know how to

[1:39] YouTube https://youtu.be/p2ChI4mlotw?t=92 || How to Fill Your Sales Calendar With Qualified Leads
separate them anymore ever since I've been doing paid and organic. It's like it's really hard because like they'll they'll go through one path and then they end up out the other end, you know. I got you. So, 1100 is blended. 1100 is blended. Correct. Okay, that's not bad. Okay. Um All right. And then you said five and 10K.

[1:59] YouTube https://youtu.be/p2ChI4mlotw?t=112 || How to Fill Your Sales Calendar With Qualified Leads
What's the average ticket? The average ticket is is 5,087. Oh, so most people go for the five. So you anchor at 10 and then most people drop down to the five. Correct. Yeah. Okay. Got it. All right. 57. Okay. Got it. So you need to scale your your your demand gen side. All right. So, dude, weight loss is tough, man. Um,

[2:28] YouTube https://youtu.be/p2ChI4mlotw?t=141 || How to Fill Your Sales Calendar With Qualified Leads
h, it's tough, man. The reason it's tough is there's no revenue retention in the business, right? Like, after you sell this thing, I'm guessing they don't buy something else, do they? Uh, yeah. We sell them into our back end, the community for it. They typically stay on for two to three more years. Okay. What's the price point of that?

[2:48] YouTube https://youtu.be/p2ChI4mlotw?t=161 || How to Fill Your Sales Calendar With Qualified Leads
Uh, that one is like a fourth the price. We we basically we took the money models um approach where we Yeah, exactly. So, uh after the first one, we sell them for basically half the price. So, like 2500 upfront and then they do a monthly recurring and then they get to keep that monthly recurring for as long as they stay in the program.

[3:05] YouTube https://youtu.be/p2ChI4mlotw?t=178 || How to Fill Your Sales Calendar With Qualified Leads
And what's the price point of the monthly recurring? Uh it's anywhere from $50 to $150 a month. Got it. Yeah. Yeah. And so that's where the churn is super low because they pay So what percentage of people go into the 2500? Uh 70% going to the 2500. Yeah. But that's astonishing, dude. Yeah. And they're they're actually

[3:25] YouTube https://youtu.be/p2ChI4mlotw?t=198 || How to Fill Your Sales Calendar With Qualified Leads
thanking us on the sales calls now because they're like, "Oh my gosh, I cannot believe you're letting me do it." Cuz we increased the price of our program by $1,000 every six months. We're very public with it. So everyone that's in the program already, they're like, you know, we have people that join for $3,000 before and

[3:40] YouTube https://youtu.be/p2ChI4mlotw?t=213 || How to Fill Your Sales Calendar With Qualified Leads
now they're like, I get to pay, you know, yeah, 100 bucks a month. $1,500 plus, you know, $100 a month. And they're like, oh my gosh, this is the best thing ever, dude. I love it. I almost wrote a whole chapter on it. I love it. Uh, okay, cool. So, we have to increase demand. I mean, if that if these numbers

[3:55] YouTube https://youtu.be/p2ChI4mlotw?t=228 || How to Fill Your Sales Calendar With Qualified Leads
are true, which I'm assuming they are, right? Um, if you had a three month a threeear stick on a 100 bucks a month, uh, you've got 10k on the back, right? Plus the 2500, you got 125 plus the 57, right? So, you're you're at almost, you know, 18,000 in LTV, right? And a lot of that's margin. Yep. Yeah. a a huge part of his margin.

[4:18] YouTube https://youtu.be/p2ChI4mlotw?t=251 || How to Fill Your Sales Calendar With Qualified Leads
Yeah. What's margin right now on four on Oh, like what do what do we take home? Yeah. What's your net? Uh my net for a crap. I'd have to pull up the other ones, but um it anywhere about 120,000 a month I take home for my what I take home. Oh, a month. Okay. God, I was like, what the hell? Okay, got it. So, you're doing

[4:42] YouTube https://youtu.be/p2ChI4mlotw?t=275 || How to Fill Your Sales Calendar With Qualified Leads
uh 1.4 on four. Yeah. So that's like the net net like if we're just talking about the uh net operating costs or things like that or you just mean like net that I take home as business owner. So you got so yeah so you're at you're at like 30ish% net margins somewhere in there. Yeah. Okay. Got it. Okay.

[5:03] YouTube https://youtu.be/p2ChI4mlotw?t=296 || How to Fill Your Sales Calendar With Qualified Leads
So what happens when you scale your paid? So ever since the drama hit, it's been way easier to have profitable ads. Like it's so crazy because as soon as you put something up, you spend like $30 and we get a 5k pain in full like the next day. Yeah. And then a week later it is just hammering money like and or or the lead

[5:25] YouTube https://youtu.be/p2ChI4mlotw?t=318 || How to Fill Your Sales Calendar With Qualified Leads
quality just goes to like right away and we have to shut it off. So um I'm basically just cranking through a ton of like things for to feed the Andromeda engine. Yeah. And that works to a point, but I can never seem to scale it up to wherever I want to get. I've never found a I've not found a true winner in like I

[5:46] YouTube https://youtu.be/p2ChI4mlotw?t=339 || How to Fill Your Sales Calendar With Qualified Leads
feel like a year now. They've all just been really short cycles. It's because the game has changed. And so what you need to build So this will be really this will be really good for a lot of people, not just you. So you obviously have like when you have weight loss in the business like yours, it's all demand, right? And so

[6:02] YouTube https://youtu.be/p2ChI4mlotw?t=355 || How to Fill Your Sales Calendar With Qualified Leads
um rather than me say, "Hey, let's make more better content." I think that that one seems obvious. Um, I think what you need to build is kind of what I was talking about from the tax side, but you need to build this you need to build a self-licking ice cream cone within the business that can basically make you an

[6:16] YouTube https://youtu.be/p2ChI4mlotw?t=369 || How to Fill Your Sales Calendar With Qualified Leads
affiliate army. So, for example, like we put out gosh, I would say collectively probably 500 pieces of creative a day. And so you just aren't putting nearly enough creative out. Which means like if that is the if that is the true limitation of the business, which it is right now, like right now the thing

[6:32] YouTube https://youtu.be/p2ChI4mlotw?t=385 || How to Fill Your Sales Calendar With Qualified Leads
that's limiting your business is your creative. You need more creative. And so that means we need to have a process or a system that creates creative. And so my my curiosity would be, is there a way that we can create a cycle for your customers to make reels and shorts about your stuff? and basically keep their instead of paying

[6:58] YouTube https://youtu.be/p2ChI4mlotw?t=411 || How to Fill Your Sales Calendar With Qualified Leads
$100 a month, it's like you can pay $100 a month or you can make me two pieces of content a week or five pieces of content a week. What does that content look like them? You would look at all the strongest hooks in weight loss, tell them what those hooks are, let them use those hooks, and also make their own because

[7:19] YouTube https://youtu.be/p2ChI4mlotw?t=432 || How to Fill Your Sales Calendar With Qualified Leads
that's how you discover new ones. So what you need to do, so are you familiar with Tik Tok shop? Yeah. Okay. You want to create your own Tik Tok shop affiliate system fundamentally for people to create creative to promote your thing. Like this is what will take you from four to not 12. Like this will

[7:39] YouTube https://youtu.be/p2ChI4mlotw?t=452 || How to Fill Your Sales Calendar With Qualified Leads
take you to 50. Like this is the highest point of leverage in the business for you. And so answering the question like how can I get a 100red people to make me five pieces of content a week. So you get 500 pieces of creative and with Andromeda the algorithm will read number one what they're saying number two what

[8:00] YouTube https://youtu.be/p2ChI4mlotw?t=473 || How to Fill Your Sales Calendar With Qualified Leads
they look like in the room and so it will match because all Andromeda did which is why the ROI is so high is they just took the the idea of national ad campaigns is like gone. It's all sub-segments because they want the they want the process rather they want the experience for a consumer to be feel like the algorithm

[8:20] YouTube https://youtu.be/p2ChI4mlotw?t=493 || How to Fill Your Sales Calendar With Qualified Leads
is so catered to them which means that advertisers can no longer just be like hey buy my right it's like you have to be like oh you're just like me who look like you talk like me and you're making those recommendation now more likely so marketers love it and hate it because it's your experience is 100%

[8:36] YouTube https://youtu.be/p2ChI4mlotw?t=509 || How to Fill Your Sales Calendar With Qualified Leads
what Andromeda does you get better rorowaz and it burns out in two And so I just happened to come like the biggest gift I ever got was I started as a local business owner. And so I had the same 100,000 people I could advertise to. So I had to make fuckloads of creative before it was cool. So that's why I I I flexed this muscle a lot. And

[8:55] YouTube https://youtu.be/p2ChI4mlotw?t=528 || How to Fill Your Sales Calendar With Qualified Leads
so it but your needs at your spend is beyond like you're you're going to need I make your target 500 pieces a week. 500 piece a week from the my clients just talking about whatever these hooks are. So if andromeda the static and um uh static and video. Yeah, that was going to be my question because the uh when I have uh Andromeda,

[9:24] YouTube https://youtu.be/p2ChI4mlotw?t=557 || How to Fill Your Sales Calendar With Qualified Leads
I have that's exactly what my split is right now. It's like 50/50 uh text and images and video, but uh the messaging has to be 100% unique between every single creative for it to crank like that. And I I mean like literally nothing is the same. Like the like the entire thing is com all of them are like 100% different. That's why they

[9:43] YouTube https://youtu.be/p2ChI4mlotw?t=576 || How to Fill Your Sales Calendar With Qualified Leads
crank so much. But so if I have my clients doing this and they're putting out this five piece of content, am I telling them, hey, these are all the best hooks. Everyone record these best five hooks. They can make the same brand messaging. They'll be fine. Yeah. They did like they could for sure. Like if you have

[9:57] YouTube https://youtu.be/p2ChI4mlotw?t=590 || How to Fill Your Sales Calendar With Qualified Leads
different people saying the same thing, that's totally fine. Okay, that would still that would still be okay. What about do I need to worry about like brand messaging inside of like what they're saying? Prove it. I mean, you can watch them. Oh, no. I mean like uh like I want to sell easy weight loss for women. Do I

[10:12] YouTube https://youtu.be/p2ChI4mlotw?t=605 || How to Fill Your Sales Calendar With Qualified Leads
have to make sure they say that specific thing, you know, like or do I have to say like lowered my cortisol? Dude, if you can get that past the ad scraper, if you get easy weight loss for women working, amazing. A lot of I mean, dude, you're skating on thin ice on that one. Yeah. Easy, fast weight loss.

[10:30] YouTube https://youtu.be/p2ChI4mlotw?t=623 || How to Fill Your Sales Calendar With Qualified Leads
Yeah. Yeah. The only thing else you need is free and you be And you'll hit the trifecta, dude. Yeah. Free guaranteed. Yeah. Fast, easy, free weight loss. Uh, no, that's what you need to do. You need to build out the machine. Um, and do you already have um AI automation set up so that you can get 100 or 200 uh

[10:49] YouTube https://youtu.be/p2ChI4mlotw?t=642 || How to Fill Your Sales Calendar With Qualified Leads
statics a week just cranking to you uh without you doing anything? Uh, no. I write out all the copy. Um, No. Every day. No, dude. No, dude. Yeah, that's because I' i've tried. Yeah, because I've done the uh the AI ones I've done or I guess it's all testing cuz I I don't know. Like some of the ads I think suck ass and all a

[11:09] YouTube https://youtu.be/p2ChI4mlotw?t=662 || How to Fill Your Sales Calendar With Qualified Leads
sudden I put them out and they rock. So, like I don't know what's going to be good. So, if I'm putting out the different uh like text and imaging things, do you have like best practices that you guys have seen work right now where if you guys are are you doing like five different um image or one image and like five

[11:25] YouTube https://youtu.be/p2ChI4mlotw?t=678 || How to Fill Your Sales Calendar With Qualified Leads
different copies and then you're doing advantage creative or anything specific that you guys are seeing? Dude, we're just cranking so much variety and then whenever we do have winners, we add it to the winner the winner sheet and then that feeds the AI. Gotcha. Oh my gosh, why am I not doing that? All right, I've been I took my

[11:43] YouTube https://youtu.be/p2ChI4mlotw?t=696 || How to Fill Your Sales Calendar With Qualified Leads
winning emails, you know, I should Why am I not taking my winning ads? Like, all right, so makes a lot of sense. Good talk. Awesome. All right, appreciate you, man. I will definitely do this. Yeah, thank you so much. Yeah, you bet, dude. Rock and roll. If you're a business owner and you are not growing as fast as you'd like, I'd

[12:02] YouTube https://youtu.be/p2ChI4mlotw?t=715 || How to Fill Your Sales Calendar With Qualified Leads
like to give you a free gift. So my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we

[12:16] YouTube https://youtu.be/p2ChI4mlotw?t=729 || How to Fill Your Sales Calendar With Qualified Leads
broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[12:29] YouTube https://youtu.be/p2ChI4mlotw?t=742 || How to Fill Your Sales Calendar With Qualified Leads
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[12:43] YouTube https://youtu.be/p2ChI4mlotw?t=756 || How to Fill Your Sales Calendar With Qualified Leads
deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Get U S Clients From Anywhere by Doing This
URL: https://youtu.be/qp5dnH3FC3E
PRIMARY_TOPIC: pricing
TOPICS: pricing, cold-outreach, pricing, niche, closing

[0:00] YouTube https://youtu.be/qp5dnH3FC3E?t=0 || Get U S Clients From Anywhere by Doing This
uh most of the crowd was in India. They want to land US clients. What should they focus on first? What's the uh first leverage point to build credibility and momentum to help them get US clients being in India? Speaking English without an accent. Anything else other than that? By far the number one real if you speak if you look Indian and

[0:22] YouTube https://youtu.be/qp5dnH3FC3E?t=15 || Get U S Clients From Anywhere by Doing This
speak American English, no one will even think you're Indian and you'll be able to charge US prices. The only reason that someone would even charge Indian prices is because I mean no one in America would think to to pay Indian prices to somebody who lives in America. Do they have to leave India too?

[0:43] YouTube https://youtu.be/qp5dnH3FC3E?t=36 || Get U S Clients From Anywhere by Doing This
No. Do you need to leave like do I need to leave Vegas? Who here is from Vegas, right? Like thanks Frank. Um he's like right down the road actually. Um, no, but like just about everyone else here found me on the internet same way they would find them. So like just like it would be like I let me say it differently. If you spoke uh um Russian and you're like, "How do I get access to

[1:11] YouTube https://youtu.be/qp5dnH3FC3E?t=64 || Get U S Clients From Anywhere by Doing This
the US market?" Well, I would make sure that my profile was all in English and I'd make sure my videos sounded like I was an American. And if those things were true, how would anyone have any idea that I lived in Russia versus here? I had some clients who had this issue. That's why this question came in. They were like, "Oh, you are in India. Why do you need to, you know, get paid $5,000 for this particular project like your expenses are less or you are?" Yeah.

[1:35] YouTube https://youtu.be/qp5dnH3FC3E?t=88 || Get U S Clients From Anywhere by Doing This
Yeah. You can manage with that and all. So even if they have a good English, they still have Well, that's a sales issue. So like you're 20 years old, why should I pay you $100,000? You live at your mom's house. I would just say like, "Do you want the AI or not?" And if you're good, they'll want it. So, I mean, we always still sell to value.

[1:55] YouTube https://youtu.be/qp5dnH3FC3E?t=108 || Get U S Clients From Anywhere by Doing This
That's never going to change. And if they lose the frame, that's on them and they lost something earlier in the sale. They lost trust and it's just a reason they're using to get out of the sale. Like if someone believes that you can help them and they can ascribe some value to the amount that you're going to help them with whatever your proposed solution or product is, then the delta

[2:10] YouTube https://youtu.be/qp5dnH3FC3E?t=123 || Get U S Clients From Anywhere by Doing This
between how much they think you can help with some relative risk associated with how likely it is to occur and then what percentage of that gain they're willing to give you, that's the value that you can charge. I think that being able to say this, do all of that, you could have somebody who has an Indian accent absolutely do that.

[2:29] YouTube https://youtu.be/qp5dnH3FC3E?t=142 || Get U S Clients From Anywhere by Doing This
I think it'll be harder. And so if I had to pick of all the skills to gain access to the US market, that would be number one. That's amazing.


VIDEO
TITLE: Cut the Bottom 10%
URL: https://youtu.be/sWYs2EQsQUg
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/sWYs2EQsQUg?t=0 || Cut the Bottom 10%
I run a cyber security company. Uh we sell cyber security analytics specifically we catch hackers in large organizations. Primarily sell to the fortune 1000 global 2000 specific focus on financial services nation states and uh and retail. We do uh last year we did $34 million of topline. Awesome. And uh our gross margins are about gee

[0:24] YouTube https://youtu.be/sWYs2EQsQUg?t=17 || Cut the Bottom 10%
about 88%. uh net operating margins are lower uh primarily because we have significant uh costs in terms of sales and marketing and and what have you. There's a lot of infrastructure on the back end there. Even though the delivery costs are low, the sales and marketing efficiency is not there. We'd like to get to about $500 million

[0:40] YouTube https://youtu.be/sWYs2EQsQUg?t=33 || Cut the Bottom 10%
of revenue in about a year and a half from where we are and that's recurring. What's stopping us is that we're sort of addicted to those large deals. If you take a look at our average deal size, we're talking about about 536K for average deal size today. Um, and what that really causes is it causes a

[0:57] YouTube https://youtu.be/sWYs2EQsQUg?t=50 || Cut the Bottom 10%
significant amount of lumpiness in the business. Moreover, there's a lot of platformization in terms of what we have in terms of the technology. And what I mean by that is we've we tried to do a land and expand sales model where we sold we sold smaller amounts, if you will. We we tried to transact those and try to upsell. But ultimately,

[1:13] YouTube https://youtu.be/sWYs2EQsQUg?t=66 || Cut the Bottom 10%
we have elephant hunters on our enterprise sales team who just go and sell the entire fleet of products in one shot. Nine months and it's nine months or bust. Um really what's happened over here though is that this is a fundamental risk to the business. It's very very lumpy and sometimes uh a quarter will be um we'll we'll either

[1:31] YouTube https://youtu.be/sWYs2EQsQUg?t=84 || Cut the Bottom 10%
make the quarter or lose the quarter based on a particular on one deal. And this is particularly um frustrating right now because we are PE we've sold the company we've sold the company twice. We sold it from VC to PE and then from another P to another PE and now we're looking at the third exit here in

[1:46] YouTube https://youtu.be/sWYs2EQsQUg?t=99 || Cut the Bottom 10%
the next year and a half which is why we have the $500 million AR target. Any suggestions on as to how to take an established model where we have various covenants and add a uh a minnow or basically a land expand motion without disrupting the existing enterprise sales motion. Did you found the business?

[2:07] YouTube https://youtu.be/sWYs2EQsQUg?t=120 || Cut the Bottom 10%
Yes. Congratulations. Thank you. How long's it been? 18 years. Feels like 18. Yeah, that might be my quote of the day. Um, okay. So, I think that, um, so I mean margins have to be razor thin if a $500,000 deal is going to make or break the quarter. So, what part of my misunderstanding there? Uh, it's not so it's not so much. Um, so

[2:33] YouTube https://youtu.be/sWYs2EQsQUg?t=146 || Cut the Bottom 10%
basically, we reinvest a significant amount in growth. So, for example, we have 204 salespeople in in in the company today and what we generally have been trying to do is rather than optimize on the operating margin, we've been reinvesting into the business so we have sales capacity for the next year.

[2:46] YouTube https://youtu.be/sWYs2EQsQUg?t=159 || Cut the Bottom 10%
Do you trade on IBIDA? Uh we have now we've recently moved from covenants basically our leverage covenant moved from uh moved from ARR to AIDA uh as it's actually it's moving next end of this year. So we're preparing for that right now. Yeah. Because you'd have to dramatically increase if you're That's right. So we've move we've

[3:04] YouTube https://youtu.be/sWYs2EQsQUg?t=177 || Cut the Bottom 10%
actually moved from negative IBIDA to 37.6 million of this year. Got it. Okay. Um All right. So I'll I'll tell you what I might start by what I wouldn't do. um which is I probably wouldn't allocate existing resources or people um and try and t take people from one to the other because it's it's such a different sales

[3:25] YouTube https://youtu.be/sWYs2EQsQUg?t=198 || Cut the Bottom 10%
motion uh kind of going after minnows and so I think you'll probably need somebody who's kind of entrepreneurial. It might be a really because given the size that you have, it might make sense to acquire somebody who already has like that's pro like if I'm in your shoes because you need to have such a

[3:41] YouTube https://youtu.be/sWYs2EQsQUg?t=214 || Cut the Bottom 10%
significant amount of scale in order to make a you know make a dent in this. Yeah. It's like I'd be looking at somebody who has inferior product to yours but has a really good marketing and sales function for minnows and just say like listen your backend's trash. uh like we'll plug it into ours. Uh but we just want like

[3:57] YouTube https://youtu.be/sWYs2EQsQUg?t=230 || Cut the Bottom 10%
this there was a deal that I was looking at um for gym launch obviously smaller but um where there was a marketing agency that was selling like 50 gyms a month and they would keep them for three months and they turn out and I was like man I could just buy this company and just say like keep everything the same

[4:11] YouTube https://youtu.be/sWYs2EQsQUg?t=244 || Cut the Bottom 10%
just sell our thing. Um we ended up not doing a deal for a different reason but like I think that would probably be like the fastest way of getting into the minnow market. start building that from scratch given the fact that no one in the business sells to minnows now given the timeline right uh I don't think I would I don't think

[4:30] YouTube https://youtu.be/sWYs2EQsQUg?t=263 || Cut the Bottom 10%
I'd try an organic growth strategy for minnows to get from you know 340 or right around where you said to to 500 in 18 months I don't think I don't think I just I think it'd be really really tough I think that that's that's our sense as well uh we were looking at doing an inorganic rather an inorganic

[4:48] YouTube https://youtu.be/sWYs2EQsQUg?t=281 || Cut the Bottom 10%
acquisition The catch is also one of maintaining the culture of that acquisition. That's going to be such a distraction. I mean, I think either way it's going to be a distraction. I wonder if like I know you said that the lumpiness is an existential threat to the business. What is sales velocity? So sales like as I mentioned the sales

[5:09] YouTube https://youtu.be/sWYs2EQsQUg?t=302 || Cut the Bottom 10%
uh I'm not happy with that sales cycle either. It's about nine months. But how many deals a year do you do? So in general, so right now we have about 40 customers with with ARRs of over a million. Our total customer count is approximately a thousand today. Got it. And uh so we'll we'll add a net new this

[5:25] YouTube https://youtu.be/sWYs2EQsQUg?t=318 || Cut the Bottom 10%
this year of about 150 customers. So there's a thousand customers, 340 million roughly. So annual revenue is like 340ish per customer and then top 40 are disproportionately higher. That's right. So So we have a long tail. So we raised prices in recently. Now we're looking for larger deals. The the average deal size has increased as as

[5:47] YouTube https://youtu.be/sWYs2EQsQUg?t=340 || Cut the Bottom 10%
we've grown the company. Yeah. Yeah. So if we were looking at the more better new I know as as rudimentary it is. I still think that way. Um if I had to make a bet I would probably bet on the better button for the existing sales function with like do you have 204 or 40? 204 I just 204 people. Yeah. 204 salespeople.

[6:11] YouTube https://youtu.be/sWYs2EQsQUg?t=364 || Cut the Bottom 10%
I would probably be thinking like, okay, I I'm dissatisfied with this. I'm probably not going to introduce a new variable into the business when I know that if I if we just I guess thinking like 12 months in the future, if we just nailed one thing, what would have the highest likelihood impact on us getting

[6:26] YouTube https://youtu.be/sWYs2EQsQUg?t=379 || Cut the Bottom 10%
to 500? We'll probably taking the existing infrastructure, existing deal model and just say like how can we tune this thing up would probably be and that's just going to be a lot of like rolling sleeves up, but I think realistically that that's probably and there's probably a lot of bloat right now. Um, and I'll bet you

[6:42] YouTube https://youtu.be/sWYs2EQsQUg?t=395 || Cut the Bottom 10%
that from a cultural perspective, I know you want to maintain the culture, but I'll bet you the culture of that team is probably not as good as you want it to be. It's probably a lot I mean, especially in like tech sales, it's like literally the butt end of jokes for lack of work ethic, right? That's right.

[6:54] YouTube https://youtu.be/sWYs2EQsQUg?t=407 || Cut the Bottom 10%
So, um, probably putting in like almost like a Welchian like Jack Welch um, perspective of like every quarter bottom 10% gets cut, right? I think would probably dramatically signal to them that like we need to produce. Um, and usually laying off the top bottom 10 percent in a business of that size won't like it you will make more money.

[7:16] YouTube https://youtu.be/sWYs2EQsQUg?t=429 || Cut the Bottom 10%
Um, and so actually I know I know we we had to like drive that be have a bigger business. That's probably what my next move would be and then I would be looking at so if we're it's kind of funny because it's really what we're doing. Um, one more. So this is like a perfect case study here which is like we need to get more

[7:37] YouTube https://youtu.be/sWYs2EQsQUg?t=450 || Cut the Bottom 10%
customers, right? Are we doing more? Are we doing better or are we doing new? So new would have been we're going to go after minnows or we're going to do an acquisition that's new. So we talked through that. It was like h I don't know especially on the timeline. Is he going to create 150 million in sales? Probably

[7:50] YouTube https://youtu.be/sWYs2EQsQUg?t=463 || Cut the Bottom 10%
not. It'd be really tough unless you just did you acquired one that was already doing that. That's right. Um so then it's like okay do we hire more sales guys or better? Well we have a lot of bloat on the team right now. I'll bet you we could do it better. Cool. Okay. So who's in charge of that team right now and why are they not

[8:06] YouTube https://youtu.be/sWYs2EQsQUg?t=479 || Cut the Bottom 10%
winning? Um does that Yeah. Yeah. So yeah, we have we have a CRO on that team again he's the in the incentive on on again is is completely revenue based. Yeah. So um really my concern more than anything else is and I keep on hearing this and this is a a topic that we have fairly frequently but it ain't broke so don't so don't try

[8:29] YouTube https://youtu.be/sWYs2EQsQUg?t=502 || Cut the Bottom 10%
to fix it. Yeah. At the same time, I'm Is it broke though? I look at it, I'm not happy with the way I mean, look, when we started this company, the goal was it was less it was less about revenue and more about ubiquity. We said, "Okay, we have the solution that can get everywhere." Yeah. And as we sort of learn got wedded to

[8:45] YouTube https://youtu.be/sWYs2EQsQUg?t=518 || Cut the Bottom 10%
the teat of the big deal. It's been hard to to break that habit. Yeah. Heard. Um, so I'll say this. Um, and you may not need to hear this from me, but I think that spound founders uh have a special privilege, which is that you know how the company was founded. You know how it was made. You know how to break it. You know how to bend the

[9:07] YouTube https://youtu.be/sWYs2EQsQUg?t=540 || Cut the Bottom 10%
rules. And so if you started this, the first few sentences you said was this is an existential threat to the business. And so if the private equity firm is not recognizing it as an existential threat, it's because they don't have the same information that you do because they couldn't. They haven't been around the

[9:22] YouTube https://youtu.be/sWYs2EQsQUg?t=555 || Cut the Bottom 10%
business for 18 years, but you do. And so whatever pulse you have, I would probably trust your gut and say, "No, this is a threat." So like when you say it ain't broke, don't fix it. I say it is broken and we do need to fix it because we will not hit the $500 million goal if we continue with status quo. And

[9:36] YouTube https://youtu.be/sWYs2EQsQUg?t=569 || Cut the Bottom 10%
if we if we don't hit that goal, then all of a sudden, you know, uh one of the private equity guys I know, he says, uh all businesses increase in value over time unless they don't, in which case they are worth nothing. Uh and so you were you from that perspective, that's kind of where you're at right now. Um,

[9:52] YouTube https://youtu.be/sWYs2EQsQUg?t=585 || Cut the Bottom 10%
and so I think it would make sense for either you to parachute in and you might need somebody who's a little bit more entrepreneurial, a little bit more renegadey, uh, to go in and kind of rattle some cages and say like we need to we need to do better. And I think that's probably going to be um what will

[10:10] YouTube https://youtu.be/sWYs2EQsQUg?t=603 || Cut the Bottom 10%
be required and it'll and I focus obviously we think I talk a lot about behavior but what are the behaviors that we're going to change and how can we I mean we solve sales problems in every organization by more role playing that like role playing till your eyes bleed like that's how we do it and that's

[10:28] YouTube https://youtu.be/sWYs2EQsQUg?t=621 || Cut the Bottom 10%
fundamentally how we fix sales functions because we can just give rapid feedback um and so it's like I think you need people who it's not like getting all the sales team to attend a rahrh event and having some sales speaker speak for eight hours is not going to do anything right. I think it's you need to have um

[10:44] YouTube https://youtu.be/sWYs2EQsQUg?t=637 || Cut the Bottom 10%
probably almost like a SWAT team of people going in and then retraining and quickly red yellow greening um the team as is and be like this guy sucks he's out this guy has potential but like still needs to learn this guy's great let him do his thing and um I mean that might take 12 months but at least at the

[11:01] YouTube https://youtu.be/sWYs2EQsQUg?t=654 || Cut the Bottom 10%
end of that 12 months like your sales velocity will increase the deal cycle will probably shorten the deal average deal value will go up and those are the things that I think would have the highest likelihood of of getting to the 500 It's from my vantage. I appreciate it. Thank you very much. Thank you. No, 100%. Thank you.

[11:20] YouTube https://youtu.be/sWYs2EQsQUg?t=673 || Cut the Bottom 10%
If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[11:35] YouTube https://youtu.be/sWYs2EQsQUg?t=688 || Cut the Bottom 10%
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[11:48] YouTube https://youtu.be/sWYs2EQsQUg?t=701 || Cut the Bottom 10%
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[12:01] YouTube https://youtu.be/sWYs2EQsQUg?t=714 || Cut the Bottom 10%
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[12:15] YouTube https://youtu.be/sWYs2EQsQUg?t=728 || Cut the Bottom 10%
out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping an $88M Watch Business Double Revenue
URL: https://youtu.be/viM1QcKAK3w
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:04] YouTube https://youtu.be/viM1QcKAK3w?t=0 || Helping an $88M Watch Business Double Revenue
dealers. Our revenue B2B. Yes. Got it. Our revenue last year was 88 million and our margin is 3%. So I would like to it's it's a it's the jewelry. I get it. It's the type of the business. So I would like to double our revenue. Um and obviously you just need to sell double the inventories uh double of the

[0:24] YouTube https://youtu.be/viM1QcKAK3w?t=17 || Helping an $88M Watch Business Double Revenue
watches. And right now we are capped because I'm am actually um I'm actually the person who get the leads because in order to make money you need to buy cheap and sell either high or reg um at okay right so I'm not able to give up my proprietary deal flow um because somebody can just take it and do themselves because in this industry

[0:52] YouTube https://youtu.be/viM1QcKAK3w?t=45 || Helping an $88M Watch Business Double Revenue
pricing is price is most of the um comp competitive advantage uh branding is not that much. So um well the watches are the ones that are carrying the price but your specific price. Right. Right. So I'm able to get good price and sell reasonably but right now my time is pretty kept and we are trying to double it. I'm trying to

[1:13] YouTube https://youtu.be/viM1QcKAK3w?t=66 || Helping an $88M Watch Business Double Revenue
figure out what's the best way to do it. So I think is there a way that we can chop it into pieces? Yeah. Meaning you have your proprietary lead flow. Right. Right. You cannot share where the leads are coming from and then share the leads with someone and have someone else work the leads. That's what I that's what being trying

[1:31] YouTube https://youtu.be/viM1QcKAK3w?t=84 || Helping an $88M Watch Business Double Revenue
to do. Um but I my time will be kept of these proprietary leads because I want I want to double my proprietary leads. But you want to double your lead flow, right? Right. Right. And I'm guessing this has to do some sort of outbound method that you're doing. Yeah. Okay. So I would probably look at like VAS in

[1:50] YouTube https://youtu.be/viM1QcKAK3w?t=103 || Helping an $88M Watch Business Double Revenue
like offshore that don't know anything about the space. So I think it's like so if you look at the keys to the kingdom it's like what you don't want to have is somebody who understands how to get the deals gets the cash to buy it and then find sellers right you have all three of those which is why you have a money

[2:02] YouTube https://youtu.be/viM1QcKAK3w?t=115 || Helping an $88M Watch Business Double Revenue
fluff right and so if we got let's say somebody who is a VA who could work some of the outbound stuff right uh and do more of that work for you they don't know any of the buyers and they probably don't have the cash to buy something like that and so I think you could pretty easily get someone to duplicate the effort that

[2:16] YouTube https://youtu.be/viM1QcKAK3w?t=129 || Helping an $88M Watch Business Double Revenue
you're doing on the outbound lead generation side doing that and just keep it controlled there does that make sense? Yeah. Um, another business model we've been doing, we've been trying for the last year is we partner with other people who get leads but they don't have money and we just partner on deals.

[2:31] YouTube https://youtu.be/viM1QcKAK3w?t=144 || Helping an $88M Watch Business Double Revenue
Okay, these are doing pretty well but the caveat is that they will overdeclare their cost or if they will underdeclare their price when they will they will undercut you. They will give you a fe cut but they won't give you everything. Uhuh. Is is this just the the a feature or it's a bug? It's a feature. It's a feature.

[2:51] YouTube https://youtu.be/viM1QcKAK3w?t=164 || Helping an $88M Watch Business Double Revenue
So, I'll say something that uh it taught me this one in the early on in our relationship. Yeah. She said, "Never count the other guy's money. If the deal works for you, the deal works for you." Okay. If the deal doesn't work for you, it doesn't work for you. If the other guy makes more money, he'll do more deals

[3:07] YouTube https://youtu.be/viM1QcKAK3w?t=180 || Helping an $88M Watch Business Double Revenue
with you. Got it. So, right now, I have two options, right? One is partnership, one is VA. There's If I have to prioritize one, what should I do is which one do you like better? Which one scales faster given your skill set? uh partnership then do partners. I don't think there's any issue with that. Got it.

[3:26] YouTube https://youtu.be/viM1QcKAK3w?t=199 || Helping an $88M Watch Business Double Revenue
Build a big I mean if you think about from a value of a business perspective I I personally do like the partnership thing. Um if you have a reliable way of getting of getting them kind of in I would say the only you know problem with that particular angle is that if they make enough money doing the deals

[3:39] YouTube https://youtu.be/viM1QcKAK3w?t=212 || Helping an $88M Watch Business Double Revenue
with you, they eventually just stop doing Yeah. It's a it's a short-term relationship, right? So keep them poor. Yeah. Keep sell them a watch. So, um, yeah, or tell them to move to the US, get text. Anyways, um, boy big, uh, I think long term the VA thing is nice because of the issue that we were just talking about. Uh, because if you

[4:03] YouTube https://youtu.be/viM1QcKAK3w?t=236 || Helping an $88M Watch Business Double Revenue
only get like eight eight deals done with somebody before they make enough money to buy their own, you know, I was trying to think of an auto AP. There you go. That's I can show you my luxury watch collection. Um, then I just don't think the VA thing is gonna be that hard for you to do. Um, can you elaborate more or can you

[4:23] YouTube https://youtu.be/viM1QcKAK3w?t=256 || Helping an $88M Watch Business Double Revenue
can you So you you document, demonstrate, duplicate. So what do you do? What's your process? You find somebody like a VA is going to have a very hard time making the amount of money to do one deal, right? You're going to pay them $5 to $10 an hour. Okay. It's not going to be a lot. And so it's going to take a lot of hours for them to

[4:36] YouTube https://youtu.be/viM1QcKAK3w?t=269 || Helping an $88M Watch Business Double Revenue
buy an $80,000 or $240,000 watch. Mhm. Right. So they are basically just talking to other wholesalers and bring me deals. Yeah. they're just going to do what you do. Okay, but then I'm still the person who is evaluating the deals, right? At the end of the day, my time will realistically you just have a rubric.

[4:53] YouTube https://youtu.be/viM1QcKAK3w?t=286 || Helping an $88M Watch Business Double Revenue
Like you know all the brands of all the watches. I know that you probably in your head have an idea of what's hot right now and what prices you're willing to buy at. So you just have a decision tree that's in your head that you run every time. You just need to document it so that you can say, "Hey, if you find

[5:05] YouTube https://youtu.be/viM1QcKAK3w?t=298 || Helping an $88M Watch Business Double Revenue
anything that's like this or they have any of these products, like let me know." Okay. The tricky part is that the price fluctuate day by day. Mhm. And somebody has to be in the business to understand what's the what's a reasonable price to buy. Yeah. So feature feature you're I mean you're you're in the

[5:25] YouTube https://youtu.be/viM1QcKAK3w?t=318 || Helping an $88M Watch Business Double Revenue
commodities business. Price is the game. So you having real-time metrics on pricing is what allows you to scale and go from being a one-man shop to somebody who can get more to build to building a business. But fundamentally you build a business around buying and selling. So price is the is the exchange. And so

[5:42] YouTube https://youtu.be/viM1QcKAK3w?t=335 || Helping an $88M Watch Business Double Revenue
that's probably just gonna like every morning you update the pricing sheet and then they can go out and hunt. I see. Does that make sense though? Yeah, that makes sense. Yeah. Thank you. Yeah, 100%. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift.

[5:56] YouTube https://youtu.be/viM1QcKAK3w?t=349 || Helping an $88M Watch Business Double Revenue
So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we

[6:11] YouTube https://youtu.be/viM1QcKAK3w?t=364 || Helping an $88M Watch Business Double Revenue
made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter

[6:24] YouTube https://youtu.be/viM1QcKAK3w?t=377 || Helping an $88M Watch Business Double Revenue
what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[6:37] YouTube https://youtu.be/viM1QcKAK3w?t=390 || Helping an $88M Watch Business Double Revenue
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: 300 People at $300/Month = $100K Working 2 Days a Week
URL: https://youtu.be/w9rzkvlMTj4
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, community, offers

[0:00] YouTube https://youtu.be/w9rzkvlMTj4?t=0 || 300 People at $300/Month = $100K Working 2 Days a Week
Which option would Alex choose? A one-on-one support $99 a month community that reduces the price in support after reaching 10 plus members reduces the price. Well, that penalizes early members. So, I wouldn't want that. You want to incentivize early movers. Um, or a $25 phone community without one-on-one

[0:17] YouTube https://youtu.be/w9rzkvlMTj4?t=10 || 300 People at $300/Month = $100K Working 2 Days a Week
support, only courses and group calls. Um, 500 people in my free community. My niche is coding. So, I think that so I I put a video out that's recently done really well and it was actually targeted at school. So, this is I made that community as a rant as response to some of these calls. Uh, which is do the

[0:35] YouTube https://youtu.be/w9rzkvlMTj4?t=28 || 300 People at $300/Month = $100K Working 2 Days a Week
unscale. Let's see if I can pull this up. I think all of you guys should watch it because it will it will help you out. Um, but in the in the spirit of what I'm talking about, uh, let me see here. Alexi, I just want to show it to you guys so you can see where it is. Okay, do the unscalable. So, I'm going to

[0:49] YouTube https://youtu.be/w9rzkvlMTj4?t=42 || 300 People at $300/Month = $100K Working 2 Days a Week
share my screen real quick. This video right here, do the unscalable. This was for you guys. So the TLDDR answer is I would do the one-on-one and I would probably do it as one to one to small group. That's what I see as the best model for most people. So do $99 a month, maybe do $2.99 a month. You probably get away with it if it's

[1:11] YouTube https://youtu.be/w9rzkvlMTj4?t=64 || 300 People at $300/Month = $100K Working 2 Days a Week
coders. Um and do that as like one on six and have it in little cohorts. And so if you do one on six and you do that 45 minutes every other week, something like that, um that can get you if you worked call, let's say you did two days of calls a week and you work for 10 hours on each of those days. Actually,

[1:30] YouTube https://youtu.be/w9rzkvlMTj4?t=83 || 300 People at $300/Month = $100K Working 2 Days a Week
let's do let's do eight hours for simp simple math sake. Uh then that means that you're going to get three hours brings you four s no nine. Yeah, three. So nine hours. We'll do nine hours for simple math. So that's going to be 12 sessions time 2 is 24 * 2 is 48 because it's every other week. So 48 sessions times six people. Uh so 48 *

[1:52] YouTube https://youtu.be/w9rzkvlMTj4?t=105 || 300 People at $300/Month = $100K Working 2 Days a Week
6 call it 50* 6. So 300 people at 300 bucks a month. That's $100,000 a month group. And so that's still working two days a week. And so that means you can work the other five days a week just promoting the community and maybe having one day that you dedicate to like putting stuff inside that's valuable. Like that's a

[2:11] YouTube https://youtu.be/w9rzkvlMTj4?t=124 || 300 People at $300/Month = $100K Working 2 Days a Week
simple model. I think a lot of you guys, like real talk, some of you guys are trying to think about scale and you've got like 10 members in your group. Like deliver like crazy and then think about scale later when you have the resources to scale. Like ah that's not scalable. Like what are you afraid? Are you upset

[2:27] YouTube https://youtu.be/w9rzkvlMTj4?t=140 || 300 People at $300/Month = $100K Working 2 Days a Week
about making a million dollars a year doing that like with no employees? Like boohoo. Okay.


VIDEO
TITLE: Work 12 hours a day…
URL: https://youtu.be/wOdbkJpUnO0
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/wOdbkJpUnO0?t=0 || Work 12 hours a day…
I encourage people to do something called the 12x30. All right, so it's it's very simple and it's actually not as unsustainable as people would think. You work 12 hours a day for 30 days straight, no weekends. By the last day, you realize one, you aren't made of glass. Two, how much more you could be

[0:15] YouTube https://youtu.be/wOdbkJpUnO0?t=8 || Work 12 hours a day…
working. Three, how much faster you could be achieving your goals. Four, how much you could be getting better every single day. Five, you don't need to work like this forever. But if you need to do it for a season or for a reason sometime in the future, you've got that gear in you. And six, there are people who are working more

[0:33] YouTube https://youtu.be/wOdbkJpUnO0?t=26 || Work 12 hours a day…
than you who are beating you. And you get all of those lessons for the low price of getting more done in a month than you probably did last quarter. And so everyone and like of course you've got one, you know, one side of people who are like, I work more than this now. And of course they don't. They obviously

[0:46] YouTube https://youtu.be/wOdbkJpUnO0?t=39 || Work 12 hours a day…
don't. And the thing is is that people are like, well, I work like that but I take a couple days off, right? That's the point is that you have to push through it. Now, can you work 16 by 30? Sure. If you want to, you're welcome to work more than that because I found that working six to six is kind of like what

[0:58] YouTube https://youtu.be/wOdbkJpUnO0?t=51 || Work 12 hours a day…
I do every day. Anyways, I'm on 12 by 100, you know, in terms of how I think about working. There's plenty of days that I work 15, 16 hour days cuz I get here at 5 or 6 and then sometimes we have an event, there's sometimes we have dinner, things like that afterwards and ends at 9. And that's where you have to

[1:10] YouTube https://youtu.be/wOdbkJpUnO0?t=63 || Work 12 hours a day…
be on, not just at the office, not just in front of your computer, but people actually demanding things of you on a regular basis all the time, being on camera. And I'll tell you that there are levels to this. Like working alone for a full day is not as exhausting as being on stage for a full day, being on camera

[1:25] YouTube https://youtu.be/wOdbkJpUnO0?t=78 || Work 12 hours a day…
for a full day because every second that you are not peak, you are losing. You can take a break while you're working alone. You can't take a break when you're on stage, when you're meeting customers, when you're making content like right like every m minute that is not recorded is basically a minute

[1:40] YouTube https://youtu.be/wOdbkJpUnO0?t=93 || Work 12 hours a day…
wasted. There's a whole team here behind this camera, right? That is making this stuff for you and I'm costing them every second I'm not showing up. I remember there was a period, a season of my life where I think I had like nine straight uh months of this and it was not 12, it was 15, 16 because I had to wake up at 4

[1:56] YouTube https://youtu.be/wOdbkJpUnO0?t=109 || Work 12 hours a day…
to get to the gym where I was at the gym, but I wake up at 4:00 and then I would get the the class ready. I'd open the gym doors at 4:30, would start the classes at 5:00, and the last class at night would end. It would be a 7:00 class. It would end at 8:00 and then at 8 I would then do billing. I'd reach out

[2:11] YouTube https://youtu.be/wOdbkJpUnO0?t=124 || Work 12 hours a day…
to old customers. I would confirm lead appointments for the next day. All that sometimes until 10, 11 at night. and then I'd wake up again at 4:00. And so I don't know what the hours are there, but it's more than 12. And I did that for 9 months straight. And I used to describe it as the kind of tired a good night's

[2:25] YouTube https://youtu.be/wOdbkJpUnO0?t=138 || Work 12 hours a day…
sleep couldn't fix. It was like it was tired. It was deeper than like a one sleep. I needed like weeks to like basically come back to normal. And the thing is is that I think it is valuable because you have to learn that you have that gear. I think that that gives you supreme confidence when you're entering

[2:41] YouTube https://youtu.be/wOdbkJpUnO0?t=154 || Work 12 hours a day…
any new endeavor because you know that you have acquired the trade of being relentless that you do not relent. You do not let up. You do not stop until you get what you want. And you know that you can push through being tired or being underslept or being overwhelmed because you realize that you didn't die and that

[2:56] YouTube https://youtu.be/wOdbkJpUnO0?t=169 || Work 12 hours a day…
you've done this before. And so the difference between the newbie and the veteran is that the veteran looks on something and looks back on what they have done to get to that point and says, "I've seen this before. This is another one of those." And that's why they don't have the anxiety. That's why they don't

[3:10] YouTube https://youtu.be/wOdbkJpUnO0?t=183 || Work 12 hours a day…
have the stress. That's so when they get on stage, they crush it. That's when they the high pressure situation, they still breathe normally. Their heartbeat doesn't go up because they've done it before. And the only way that you can get to the point where you can say you've done it before is to do it now.

[3:20] YouTube https://youtu.be/wOdbkJpUnO0?t=193 || Work 12 hours a day…
Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[3:35] YouTube https://youtu.be/wOdbkJpUnO0?t=208 || Work 12 hours a day…
through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[3:48] YouTube https://youtu.be/wOdbkJpUnO0?t=221 || Work 12 hours a day…
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[4:01] YouTube https://youtu.be/wOdbkJpUnO0?t=234 || Work 12 hours a day…
plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas

[4:15] YouTube https://youtu.be/wOdbkJpUnO0?t=248 || Work 12 hours a day…
and we'll do this in person live.


VIDEO
TITLE: How to Sell Without Competing on Price
URL: https://youtu.be/wQA6vpgMtlw
PRIMARY_TOPIC: pricing
TOPICS: pricing

[0:00] YouTube https://youtu.be/wQA6vpgMtlw?t=0 || How to Sell Without Competing on Price
Up until now I have been selling uh products to dispensaries right SKS and after the round table I basically realized that I might need to reframe it in a lot better light okay and the reframe that I got from the exercises were instead of saying you're selling SKUs and products to a dispensary say that you are getting more

[0:23] YouTube https://youtu.be/wQA6vpgMtlw?t=16 || How to Sell Without Competing on Price
dollars in their door today with this product and framing it that way. Yeah. Um, I just wanted to I guess verify and kind of brainstorm the reframing of the core offer and see if I'm on the right to the retailers. Yes. Yeah. And so, uh, what I've been told is um, having a initial contact with a VSSL

[0:47] YouTube https://youtu.be/wQA6vpgMtlw?t=40 || How to Sell Without Competing on Price
funnel that clarifies and kills all the zombies. One of the biggest zombies is pricing. Zombies are obstacles. Um, reg Yeah. uh regionalized price compressions to radio is like what zombies are we've been waiting for this uh yeah their her business would go through the roof um so in uh in order to address the

[1:11] YouTube https://youtu.be/wQA6vpgMtlw?t=64 || How to Sell Without Competing on Price
regionalized price compressions that are happening having a solid VSSL funnel and then sending quote unquote the menu and the next you know action to them um and then the contact it's not hey I want to sell you, you know, uh, products. I would like to talk to you about your business in reference to essentially a conversation or podcast,

[1:33] YouTube https://youtu.be/wQA6vpgMtlw?t=86 || How to Sell Without Competing on Price
which is one of your gym launch original, you know, place. Let me give you a hack. Yeah. So, um, highest converting outbound message. Ready for it? Uh, either a text or leave a voicemail. And so, let's say I'm calling one, two, three, Potad, right? So, that's whatever that that's that retail center is. And next door to

[1:52] YouTube https://youtu.be/wQA6vpgMtlw?t=105 || How to Sell Without Competing on Price
it is, you know, three 456 uh pod. I call 456 pod and I say, "Hey, this is John uh call in regards to 123 pod. Um give me a call back when you get a chance. You just name their competitor." People are like, "Wait, what?" Like you call McDonald's and you're like, "Hey, this is a call in regards to Burger

[2:13] YouTube https://youtu.be/wQA6vpgMtlw?t=126 || How to Sell Without Competing on Price
King. Just give me a call back." They're like, "What?" Like the curiosity is crazy. And so they'll call you back and like, "Yeah, Burger King's killing you." Anyways, so uh like yeah, they're selling my product and they're getting 10 times more people in the door than you are. And so I figured you didn't

[2:26] YouTube https://youtu.be/wQA6vpgMtlw?t=139 || How to Sell Without Competing on Price
want to miss out on that, at least even the playing field. And so if I were you, I the the the I think the most important metric that you need to have for your sales pitch is the demonstration of how many people walk in every day for your product and then also buy other or just come in for your product.

[2:45] YouTube https://youtu.be/wQA6vpgMtlw?t=158 || How to Sell Without Competing on Price
Because the idea is like you want to be lead genen for them, not them being lead genen for you. And that's the pitch. Like every single store, if every product at every store brought more people in, every retail store would be filled to the gills. But most of the time, they pay the rent to have the the

[3:02] YouTube https://youtu.be/wQA6vpgMtlw?t=175 || How to Sell Without Competing on Price
people who are driving by and they're the ones who are actually incurring the cost of acquisition. You want to say, I'm basically like the premium that I charge is your marketing budget of people coming in the door. That's the flip because then it doesn't matter what the price is because it's like what other things are they buying

[3:18] YouTube https://youtu.be/wQA6vpgMtlw?t=191 || How to Sell Without Competing on Price
and if you can demonstrate also like our buyers for example on average buy two other things it's like we have very high LTV customers who are coming in so not only sell more people they'll also buy more stuff that make sense rock and roll if you're a business owner and you are not growing as fast as you'd

[3:36] YouTube https://youtu.be/wQA6vpgMtlw?t=209 || How to Sell Without Competing on Price
like I'd like to give you a free gift so my team and I put together the $100 million scaling roadmap which is basically 200 00 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[3:51] YouTube https://youtu.be/wQA6vpgMtlw?t=224 || How to Sell Without Competing on Price
so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[4:04] YouTube https://youtu.be/wQA6vpgMtlw?t=237 || How to Sell Without Competing on Price
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[4:18] YouTube https://youtu.be/wQA6vpgMtlw?t=251 || How to Sell Without Competing on Price
deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Stop Selling From Your Own Wallet
URL: https://youtu.be/yEmM9JygeEo
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, upsell, offers, closing

[0:00] YouTube https://youtu.be/yEmM9JygeEo?t=0 || Stop Selling From Your Own Wallet
Stop selling from your own wallet. Especially if you're one of the people who, you know, you're in that in that $2 category, right? You're that bottom 50% right now. I get it. I've been there. You have to forever imagine. This is a gift. Forever imagine that everyone is rich. So, here's the reality that will

[0:15] YouTube https://youtu.be/yEmM9JygeEo?t=8 || Stop Selling From Your Own Wallet
shock you. That top 10% top 10% of Americans have a million dollar plus net worth. One in 10 people, one in 10 people million dollar net worth. They've got the money. You just aren't selling them something that they want. And you might even be, and this happens a lot, especially for newer business owners.

[0:32] YouTube https://youtu.be/yEmM9JygeEo?t=25 || Stop Selling From Your Own Wallet
You might even be too cheap for them to even believe that you're good. Like we had a company that uh that was in the health space a while back, and looking at all the research, it was a doctor and all this stuff. And I just fundamentally believed that they were mispriced. And so what I did was I raised I wanted to

[0:51] YouTube https://youtu.be/yEmM9JygeEo?t=44 || Stop Selling From Your Own Wallet
raise the price by double. You fought me back and forth forever. And I I was able to finally get a 50% price raise through. But guess what happened? We raised the price by 50%. That's a lot. What do you think it did to the close rates? They went up. They were so cheap compared to the promise and what they

[1:08] YouTube https://youtu.be/yEmM9JygeEo?t=61 || Stop Selling From Your Own Wallet
were delivering that people didn't even believe that it worked. And so, some of you guys are so cheap because you're selling out of your own wallet. You're selling based on what your friends and family who might also be in that $2 bottom 50% uh are telling you. But the why would you listen to the people who

[1:24] YouTube https://youtu.be/yEmM9JygeEo?t=77 || Stop Selling From Your Own Wallet
don't have money on how to get money? They don't know where it is. they don't know how to get it. And more specifically, they don't know how to serve the people who've got it. So, that's the first thing. The second thing is that if you're going to do this, listen to me on this. Whatever your upsell is, 5 to 10x the price. And then

[1:42] YouTube https://youtu.be/yEmM9JygeEo?t=95 || Stop Selling From Your Own Wallet
just make sure it's something that you'd be happy to deliver for 5 to 10 times the price. Sometimes I'll get push back from people who are like, "Ah, that would that would be so much work." And I'm like, "Cool, we have value and we have price. move one of them. Either do less or charge more. I would encourage

[1:58] YouTube https://youtu.be/yEmM9JygeEo?t=111 || Stop Selling From Your Own Wallet
you to just charge more, right? And so if I were to say, "Hey, I want you to 10 times the current price of your upsell." What would you do that would absolutely blow people away? How much does that actually cost you? When you look at the cost compared to that 10 times bigger price with a zero on the end of whatever

[2:13] YouTube https://youtu.be/yEmM9JygeEo?t=126 || Stop Selling From Your Own Wallet
your core offer is, you might find it's like actually it's only like, you know, 5% of that price. It's like, right, really high margin. So, as long as you're happy making more money, serving fewer people, go do that. The third one is that you should expect only one in five or one in 10 people to say yes. Expect more nos. And this is

[2:34] YouTube https://youtu.be/yEmM9JygeEo?t=147 || Stop Selling From Your Own Wallet
the sweet spot of making money, right? The sweet spot isn't the most yeses, it's the most money. And that is never with the most yeses. So, if you pitch your 10 times bigger price to this bottom 50%, none of them are going to say yes. and you're going to mistakenly believe that this is a bad idea. But the

[2:52] YouTube https://youtu.be/yEmM9JygeEo?t=165 || Stop Selling From Your Own Wallet
reality is that you're just not talking to the people who have the money. And so you should expect that if you have a representative amount of people that you speak with, one in 10, maybe even one in a 100red is the is the person who is the correct avatar. And for that person, you might also find they'll just say like,

[3:06] YouTube https://youtu.be/yEmM9JygeEo?t=179 || Stop Selling From Your Own Wallet
"Yeah, that sounds good." You'll be like, "Oh my god." And I only say this to somebody who's had it happen for the first time. You're like, "I can't even believe this is possible. I can't believe this person would give me this much money." It's because to them, it's not that much money. It's only that much

[3:16] YouTube https://youtu.be/yEmM9JygeEo?t=189 || Stop Selling From Your Own Wallet
money to you because you still live here. If you sell to rich people long enough, they will make you one of them. And so with your upsell, make it crazy. And this is called an anchor for a reason, right? If no one buys it, no big deal. Or most don't, no big deal. But the good news is that it'll still help

[3:36] YouTube https://youtu.be/yEmM9JygeEo?t=209 || Stop Selling From Your Own Wallet
you sell the rest of everyone else at a higher percentage and even at a higher rate because it'll look like a good deal in comparison. And I said this before, but I'll say this again. The next reason is the only thing worse than selling a $1,000 thing to a $100 buyer is selling a $100 thing to $1,000

[3:54] YouTube https://youtu.be/yEmM9JygeEo?t=227 || Stop Selling From Your Own Wallet
buyer. In the first, you lose a hundred bucks. In the second, you lose 900. And not only that, that 900 is probably disproportionately profit. And this is what no one understands. This is why most businesses don't make money. They just try and sell to these people who are the biggest pain in the butt. And

[4:08] YouTube https://youtu.be/yEmM9JygeEo?t=241 || Stop Selling From Your Own Wallet
the thing is is you see so many of them that you're like, "Oh, this must be how it works." No, it's not how it works. It's just how you're working. This is how the average business works, which why the average business doesn't make money. They don't go to where the money's at. The next reason is you have

[4:22] YouTube https://youtu.be/yEmM9JygeEo?t=255 || Stop Selling From Your Own Wallet
to think about absolute profit rather than relative profit. And you'll be blown away. So, a single person paying $10,000 for something that costs $2,000, a single person, right? one, right? Buying a $10,000 thing that cost $2,000 is the same as 400 people buying a $50 thing that costs $25. These are the same.

[4:58] YouTube https://youtu.be/yEmM9JygeEo?t=291 || Stop Selling From Your Own Wallet
So, do not underestimate the power of large prices in small quantities. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio

[5:14] YouTube https://youtu.be/yEmM9JygeEo?t=307 || Stop Selling From Your Own Wallet
companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most

[5:27] YouTube https://youtu.be/yEmM9JygeEo?t=320 || Stop Selling From Your Own Wallet
important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you

[5:40] YouTube https://youtu.be/yEmM9JygeEo?t=333 || Stop Selling From Your Own Wallet
this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if

[5:56] YouTube https://youtu.be/yEmM9JygeEo?t=349 || Stop Selling From Your Own Wallet
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Free Car Wash That Made $99 Per Customer
URL: https://youtu.be/zJc777yAE-w
PRIMARY_TOPIC: pricing
TOPICS: pricing, pricing, offers, closing

[0:00] YouTube https://youtu.be/zJc777yAE-w?t=0 || The Free Car Wash That Made $99 Per Customer
Pick Your Price. So, this is the visual for it, by the way, which looks nice and cool. I don't know if they can zoom in at all, but that's the visual for the chapter for Pick Your Price. This is in the Lost Chapters book, by the way. Uh, which is free cuz um I like you guys. Sorry. It's free for the people showed up live. Sorry. Um it's $29, which we'll make available for other people. But everybody who showed up live uh will get one of these bad boys. All right. So, let's read it. June 20th, Austin, Texas.

[0:27] YouTube https://youtu.be/zJc777yAE-w?t=20 || The Free Car Wash That Made $99 Per Customer
I could see the Texas heat bouncing off the hood of the car as we drove. The roads were empty, not a car in sight. It was like driving through a ghost town, except the town was our home. It was right in the thick of CO. As Leila and I were driving back from the pharmacy for some goods, we saw a young girl on the

[0:43] YouTube https://youtu.be/zJc777yAE-w?t=36 || The Free Car Wash That Made $99 Per Customer
side of the road frantically waving a sign. Free car wash is what it had on it. Intrigued, I said, "I wonder what the deal is. There's got to be something to it. Want to go check it out?" So Ila obliged my whim as uh as she'd done many times in the past. She just knew how much I love going through sales processes because I'm a weirdo. So I turned the wheel of the car around toward the girl um and headed up the

[1:04] YouTube https://youtu.be/zJc777yAE-w?t=57 || The Free Car Wash That Made $99 Per Customer
ramp uh next to her. So around the bend, we rolled our car into the main car wash. As we pulled up, a man stood out uh from his seat in the shade and we came up to a stop and rolled down the window. He pointed to a pricing chart and exhaled his spiel, which it became clear he'd already done hundreds of times already that day.

[1:23] YouTube https://youtu.be/zJc777yAE-w?t=76 || The Free Car Wash That Made $99 Per Customer
The standard, this is what he said, the standard car wash is 100% free, but we're accepting donations on behalf of the staff to help the guys feed their families and get through this. We would all be super appreciative. We accept cash, credit, and Venmo. And then he shut up and said nothing. I got the hint and took out a $20 bill.

[1:41] YouTube https://youtu.be/zJc777yAE-w?t=94 || The Free Car Wash That Made $99 Per Customer
Looking at the pricing board, it was more expensive than mo than the most expensive automated watch they charge for, even during normal conditions. He grabbed the 20, gave me a ticket, and waved me on. So, I'm always pro business and I always will be. I felt great about helping a group of working men. And that being said, it had a very different feel

[1:58] YouTube https://youtu.be/zJc777yAE-w?t=111 || The Free Car Wash That Made $99 Per Customer
than any normal process. Normally, we buy things and don't think much past the transaction. In this instance, my purchase was funding something great, the American dream. As we went through the car wash line, I couldn't shut up about it. I was like, "How great was that? Goodwill, lots of new business, cash flow on a high margin service.

[2:14] YouTube https://youtu.be/zJc777yAE-w?t=127 || The Free Car Wash That Made $99 Per Customer
Brilliant. I'm definitely figuring out a version of this for gyms." And in the middle of COVID, our gyms began using this scripting in their sales process. And it worked wonderfully. People who couldn't normally close were able to get an average ticket of about $99, which is more than the average low barrier offer

[2:29] YouTube https://youtu.be/zJc777yAE-w?t=142 || The Free Car Wash That Made $99 Per Customer
for like a boot camp or something like that. It was splendid. I'll give you the details about how to do it and how you can apply this offer like uh like this to attract new customers. All right, so that's the that was the story behind this. So here's the description. You market the promotional offer as free.

[2:44] YouTube https://youtu.be/zJc777yAE-w?t=157 || The Free Car Wash That Made $99 Per Customer
When the person gets to the checkout, you give them an offer to pick their own price. You'll explain the benefits of investing more equating to higher investment in their own results. If if they're after results, the more they pay, the more they'll pay attention. So, here's some examples. So, if you had a lemonade stand, you would offer a free lemonade cup. The upsell is, but you can choose to pay something to help the

[3:08] YouTube https://youtu.be/zJc777yAE-w?t=181 || The Free Car Wash That Made $99 Per Customer
families of the employees. As an additional bonus, the crew offered to make a cup of hands squeeze lemonade for anyone who pays or donates over $5. And we'll give you a picture to take home with you for any donation above $25 and give you three months of shipments for anything over 99 plus. Maybe this starts to sound familiar. Car wash example. So, it was a free machine, car wash, and soap. That's the free one.

[3:32] YouTube https://youtu.be/zJc777yAE-w?t=205 || The Free Car Wash That Made $99 Per Customer
The upsell is, but you can choose to pay something to help the families of the employees. As an additional bonus, the crew offered to wax anyone's cars who who donates over $30 and handbuff anyone who goes over 67 and do the entire interior of the car for anything over 99. You guys catching on how this works

[3:48] YouTube https://youtu.be/zJc777yAE-w?t=221 || The Free Car Wash That Made $99 Per Customer
for whatever business you have. Here's weight loss. You'd offer a free 21-day weight loss program. The upsell would be pick your price, but most people pay $99. We give this just to the coaches and their families. If you pick $99, we'll also give you an extra one-on-one call. If you pay over $1.99, we'll also provide our entire supplement handbook.

[4:06] YouTube https://youtu.be/zJc777yAE-w?t=239 || The Free Car Wash That Made $99 Per Customer
If you pay $499, we'll guarantee you'll lose 10 pounds. And if you don't, we'll let you use that credit towards any service we have. That's an example of another one. So, here's another another uh example of a pick your price. So, this is for a dentist. The offer would be a free dental cleaning. The upsell,

[4:22] YouTube https://youtu.be/zJc777yAE-w?t=255 || The Free Car Wash That Made $99 Per Customer
pick whatever you want to pay. Most people pay 99. Notice the way the phrasing works. Most people pay 99, which also gets them an extra XYZ or $2.99 for an extra VW. Uh, if you had a coaching offer, it'd be like, uh, the offer is free coaching and or men mentorship. The upsell, pick your price. If you pay $2.99, you will get the course that goes with it. At 997, you get six group calls on top of this. The zero price comes only with access to the

[4:46] YouTube https://youtu.be/zJc777yAE-w?t=279 || The Free Car Wash That Made $99 Per Customer
group. All right. So, that's that's the that's the concept. Now, I'll give you some of the details that make this work. Okay. To further incentivize them paying, you offer bonuses for three levels of payment. So, think small, medium, large. to encourage them to pay something more than zero. Ultimately, if

[5:02] YouTube https://youtu.be/zJc777yAE-w?t=295 || The Free Car Wash That Made $99 Per Customer
someone doesn't want to pay for the first thing, you've got to give them the basic level for free. That being said, you can and should still upsell them on other products and services during their time with you. This is similar to a limited free, which is a different thing. Um, except instead of either or, you have, and limited free is what I

[5:19] YouTube https://youtu.be/zJc777yAE-w?t=312 || The Free Car Wash That Made $99 Per Customer
called it in an earlier version, it became the decoy offer, but I I digress. Uh, you have a sliding scale with no predetermined amounts, only rungs. All right, so this also has no max. People can pay whatever they want. They can donate as much as they want. Now, you want to make sure that at the beginning of the sale, you explain that you do have a pick your price setup and that the staff is offering some different bonuses. The staff is offering some different bonuses at different levels.

[5:42] YouTube https://youtu.be/zJc777yAE-w?t=335 || The Free Car Wash That Made $99 Per Customer
Uh, but they're not obligated to pay anything. So, it'll seem like they're paying the employees, not the business, which for some reason people feel way better about, even though most businesses pay their employees. Um, and so explaining that you're accepting donations and/or allowing people to pick their own price will avoid any

[5:57] YouTube https://youtu.be/zJc777yAE-w?t=350 || The Free Car Wash That Made $99 Per Customer
awkwardness at the end. You also get the goodwill of the prospect being upfront. Now, when selling with that preframe though, you can and should hit the prospect hard with confrontational questions to ensure they'll be a good long-term candidate. This is especially if you sell like service like heavier services. So, if you feel as though they have no intention of staying, just weed them out. All right? So, be genuine

[6:18] YouTube https://youtu.be/zJc777yAE-w?t=371 || The Free Car Wash That Made $99 Per Customer
about this. This should feel a little bit more like an interview. So, the types of clients, again, this is shifting more from, you know, transactional like the car wash story to a more transa uh more relational type sale that you're going to be doing on ongoing client work. Okay. Uh, where were we? Okay. Um, this should feel like an interview. So, the types of clients

[6:34] YouTube https://youtu.be/zJc777yAE-w?t=387 || The Free Car Wash That Made $99 Per Customer
you want are the ones who willingly pay and are appreciative. You want people who who think with reciprocity. So, this is the sort of mini test. This is like a little mini test for that. So, ask real questions to gauge commitment level for their own good and yours. So, examples. So, are you willing to change the way you do X? Are you willing to stop doing why? What if life gets busy? Will you stop showing up? Will you attend to all

[6:54] YouTube https://youtu.be/zJc777yAE-w?t=407 || The Free Car Wash That Made $99 Per Customer
of these appointments? So, make sure the thing that you're giving away for free has low operational cost so you can still give it to people without burning out your staff. All right? So, save the higher operational cost stuff uh for the people who choose to pay. After you get to the end of the pitch, you'll outline what they get each level and then say,

[7:10] YouTube https://youtu.be/zJc777yAE-w?t=423 || The Free Car Wash That Made $99 Per Customer
and this is key, we accept Visa, Mastercard, or XYZ payment. Which would you prefer to use? Then shut up. They will then take out their card and tell you the level they want. It's hard for people to say no because we obviously attract with free and we deliver free if they so choose that. But we say, hey, many people do these other things instead. And as a result, if you want, you can just get all these other benefits as well. And when someone's

[7:35] YouTube https://youtu.be/zJc777yAE-w?t=448 || The Free Car Wash That Made $99 Per Customer
when it's framed that way, where it's like, hey, the employees are chipping in and doing this extra work, which is how businesses work in general, but for whatever reason, consumers feel way better about paying employees than a business, even though the business pays the employees, whatever. uh that framing allows many people then feel like oh I will I'll I'll do the most expensive thing we're benefiting the employees

[7:52] YouTube https://youtu.be/zJc777yAE-w?t=465 || The Free Car Wash That Made $99 Per Customer
which is exactly what business does to begin with now summary points these offers can generate a lot of goodwill when done properly people feel good when they buy them because this is it's not a demand it's a choice all right so it pulls on people's generosity or reciprocity people feel 100% in control

[8:07] YouTube https://youtu.be/zJc777yAE-w?t=480 || The Free Car Wash That Made $99 Per Customer
of their own destiny and you can play up the fact that you're helping folks for free it sets up a relation based on goodwill and sets the stage for future upsells this is really key. It sets the stage for future upsells. Again, a money model is not just one of these, it's a series of offers. All right. And on top of that, the conversion rate is super

[8:23] YouTube https://youtu.be/zJc777yAE-w?t=496 || The Free Car Wash That Made $99 Per Customer
high. Um, so although the average ticket is typically lower with this type of play, um, it works well in low trust environments because it has so much goodwill loaded into it. So, this is one of the easier kind of free upsells or free attraction offers that exist. All right, so pro tip. What did I refer my

[8:38] YouTube https://youtu.be/zJc777yAE-w?t=511 || The Free Car Wash That Made $99 Per Customer
pro tip here? Paid version, pick your price. Okay. Oh, actually, I remember this. Yeah, so I saw an art gallery use this as well. Um, and this is how they did it. So, every every piece of art had a price range. And so, they said people could choose how much they wanted to support the artist. So, for example, they said this painting is between$149 and $2.99. So, I asked the owner how it worked and she told me that most people

[9:01] YouTube https://youtu.be/zJc777yAE-w?t=534 || The Free Car Wash That Made $99 Per Customer
pay more than the halfway point because they don't want to seem cheap or unsupportive. So, this this version is kind of like half Goodwill, half capitalism. Um, so I like I kind of like it. It's just kind of a permutation of it. But give it a try if that type of thing fits your business. And if you're like, why did you not include that in the money models bug? So the some of the

[9:18] YouTube https://youtu.be/zJc777yAE-w?t=551 || The Free Car Wash That Made $99 Per Customer
plays that are in here are like there's just it they they're more niche, I think, in some instances. So it didn't match 100% of businesses. I had a ve I have a very high standard for I would say the $100 million cannon. Um, and so it has to be able to apply to like every single business. Has to be easy to understand. It has to be the most powerful one. This one has a little bit

[9:35] YouTube https://youtu.be/zJc777yAE-w?t=568 || The Free Car Wash That Made $99 Per Customer
less cash up front than the other attraction offers that I put in here. Um, but the id say the main benefit of this particular offer mechanism is that it's really easy to sell. It's like very easy to sell. So if you're somebody who really struggles with sales, especially in a low trust environment, sometimes even in an online environment where you like don't have as big of a brand, it's a great like what I would consider like

[9:54] YouTube https://youtu.be/zJc777yAE-w?t=587 || The Free Car Wash That Made $99 Per Customer
intro offer. Um, and so that's uh that's just one of 24 chapters inside of uh inside of the Lost Chapter. So hopefully you guys dug that and that was uh kind of dope.
