Die Formel für ein profitables Fitness Business

0:01foreign absolutely love that's so small task there's a lot of stuff that goes into that today we're going to take a little bit of a lateral shift but I think it's very very relevant and I intentionally sought out a conversation with this guy because he's incredibly insightful so I had the incredible opportunity to fly out to Austin Texas last week and connect with a number of different amazing amazing humans hopefully most of which will get on the podcast uh one of which is already about our podcast talking Dan stickler has significant other micro handles and both been on the podcast the past today's guest is a world renowned expert for helping Fitness professionals scale their business so if you're someone who's in the fitness industry whether you're trying to be a coach whether you are a coach whether you're a gym owner or in any way in the sales industry this ultimately selling some service today's podcast is going to be very interesting to you and Alex hermosi joins me today to talk about his incredibly brilliant perspective on helping push people over the edge who are indecisive about your service ultimately if you're doing something good and you know you have the best intentions it's so gonna take great ability to persuade and also people have a negative connotation around persuasion but the reality is most people are decisive you know you walk into Starbucks and you can't decide what to drink you can't decide what to have for dinner and then when it comes to making investment in your body maybe you don't place that much value on it or maybe you don't understand the tremendous benefit it could have in your life so Alex I have this amazing dialogue about how we can use our skills to help people change their life and then he's going to teach you this amazing strategy and action plan ultimately on how to sell people on your service and Alex is an absolute Wizard and he's looked at this every way upside down inside out and um it's a pretty complete conversation Alex literally runs you through what I think will be something that will be a complete game changer for all exercise professions so whether you're a coach a trainer a gym owner you don't want to listen up again I want to take notes because it's it's a lot and he literally walks you through an entire system of how to do this you could also go and I highly suggest you do this anyways go get his book gym launch Secrets he's got another book that he's written that I'm reading that's mind-blood so Alex is an incredible author an incredible contributor to the fitness industry in this hard time I know a lot of us are struggling with getting clients through the door so I found something interested in this is going to be something you're going to want to pay attention to uh today's podcast is brought to you by our friends at organifi I continue to use their products I think it's been six years now something like that I like to use Greens on a daily basis I mix in my Reds if you're not already using high quality greens product head over to organifi.com right now and use their incredible greens product it's a blend of superfoods all organic tastes just delicious and when you add in a Reds formula gents you're getting what you need to support nitric oxide production ultimately help your heart work effectively your vascular system work effectively ultimately can help erectile function as well not already using the Reds and the greens ghosts do that now organifline.com and use the code muscle they hooked up with 20 off and while you're over there you can check out their incredible vegan protein as well herbal organified gold and so many other amazing products that you should absolutely check out for yourself and your family keep yourself healthy take care of yourself let's all work hard together and maintain the standard of Excellence across the world thanks for being here enjoy the podcast with Alexi listen all the way to the end because we have some really great stuff coming at ya I believe that coaching begins with sale right if you consider yourself a good coach in my opinion and getting someone bought in on the process is just as if not more important than the process itself and you can track how well or how long a client is how well they do based on the conversations and the expectations that are set before they say yes and so from first Contact they're already making a decision on whether or not you are good at what you do and so there are I've noticed there's a lot of really good coaches who are really out of business if you can nail both then you become Unstoppable but anyways with the with the persuasion piece I think in the fitness industry we mess up is that I use the analogy selling the plane flight instead of the vacation right and so what ends up happening especially when you've got a coach who's really knowledgeable they know so much that they just want to like talk about the things that they like and forget that the people who are listening a don't care and need can't even copper don't have context to understand the words they're saying right it's like some high level marketer talking about the rates and conversion rates and open rights and and optimizations and like you know decreasing page load times and pixels and like retargeting like all this like somebody's like I have no idea what you're saying just tell me how to get more clients and so to the same degree they're saying like I just can you just make me look like this like that's that's what I want right that's really what we're selling and so the selling is the the eyelid right it's Maui it's the vacation it's not the how we get there it's not the workouts the periodization counting your Macros the way the pictures the progress Pros the the check-ins like all of that stuff is stuff that sounds like right now that being said you do need to set expectations of what's part of the clients if they're not in shock once they get into your program but it should be more them understanding that these are the types of commitments I need to make rather than the first week we're going to do this and then and the second phase of our Harper Creek Metro mezzo cycle is going to be this and here's we're going to start doing daily undulating periodization and like the thing is it's like naturally gloss over and care and its own part I use the story um of the ham and the um is the ham and the garlic the more I'll I'll walk through the story in 60 seconds so little boy just gets a dog from his dad super excited wants to make his dad proud show him that he's responsible and can take care of the dog dad leaves for work kids playing with the dog sees that there's ticks on the dog kid freaks out he's like oh my God my dad's gonna think I'm not responsible like I'm gonna be a failure this is horrible so he goes to his grandmother who's taking care of him at home he says grandmother what do I do uh the dog's got ticks and she says go give him some garlic no he'll eat the garlic and the ticks will go it's like okay so he goes with garlico tries to give the the dogs garlic the dog you know moves his nose away he doesn't move his head away he doesn't want to eat the garlic right and so he goes back he goes back to his grandmother and he's like grandmother this isn't working and she says Milo you have to wrap it in the ham first and then give it to the dog he was like oh so you wraps in the ham and goes back the dog dog eats it you know a couple minutes later you know starts the the small the garlic then words the ticked off and the ticks start crawling up the wall the kid decided the dogs fine dad comes home everyone lives happily ever after the moral of the story is that you give people what they want in order to give them what they need and so we have this I think especially as coaches it's kind of moral superiority or this feeling that like we we know so much more than these these Muggles don't understand the truth the Pure Fitness that we're for knowledge from dropping on them when in reality it doesn't matter they don't care and what we do need to do is give them the ham so that over time once we earn their trust then we can give them the garlic and at that point they will have ears that will be ready to listen and then we can really change their life but it really takes that first step the thing is it's it's a widely different in terms of the school of persuasion compared to the skill of programming and being the practitioner right sure that really difficult right and I'm sure you when you're teaching your coaches there's the there's the programmatic side which is the the numbers and the Cycles right but then there's the getting people to do its side which is the total psychology side and I think that's usually the side that really good coaches aren't as good at and that's usually the side that if done properly can actually make an amazing Persuader because you're coming from a place of pure empathy and understanding uh and meeting a client where they're at yeah I always say the coaches like you have to care and when you actually care about getting similar results you're going to seek a solution and then it becomes so much more realistic for them to actually attain results because if I care about you putting on 30 pounds I'm also really inducing fat I'm gonna find a solution and that actually empathize as you say with like I actually want this person to get results and whatever it takes one of the things when we're talking about monetization monetization and making offers to get people to say yes I think it's understanding what people truly and so obviously you want the vacation they want Maui but the next thing that we have to resolve is their biggest concern which is that they're going to fail right that's the biggest concern is that like I'm sure it works but I can't do it or it will not work for me right and so the the trump card especially in an online setting it worked it's actually the same for in-person assault line is that people pay for people to pay attention right that is what they are literally paying for attention pay for you to pay attention they're buying it from you and it's you know for lack of a better term it's they're they give a [ __ ] right they just watch they're paying you to give and so we have always used accountability as our number one selling point for any program that we have because if you sell on the fact that you are always going to be there to make adjustments and allow them to mess up and personalize it along the way it's typically far more effective because then their their perception of their likelihood of achievement remember the value equation uh which I can hit on ghost the roof and by extension they they become more persuaded and believe that they can actually achieve the first step to them actually achieving it anyways what is the value equation a big picture that I put together uh probably put it two years ago to to mentally think through how you can raise prices that was that was the the thought process that kind of started it it's just there's four variables to the value equation there's two on the top of the equation that increase what's been one thinks is valuable and the second part of the equation is the two numbers below if it was fraction right there's two on top two on the bottom and these are the things that are the costs right associated with any kind of intervention anything any purchase any service that someone's buying is going to have those full variables right and so the first variable is the dream outcome is how compelling how important uh is the solution or the dream outcome that the person's trying to achieve right if I say I can help you make hundred thousand dollars a year compared to I can help you lose the last 10 pounds most people will value 100 000 a year more than 10 pounds which is why some categories in general make more money than others Beggars and investment bankers and finance years in general make people make more money than than weight loss coaches because they provide me a skill that is is deemed as more valuable by the marketplace right so the the actual outcome itself is one of the four factors of value that being said there's there's women who spend 25 000 on uh on tummy tuck so like right from a from achieving the outcome I'm not seeing the vehicle we're going to use just the outcome itself there are definitely a huge Spectrum there and the spectrum between a five dollar ebook on stubborn fat and tummy tuck which both achieved the same outcome in the prospect's mind comes down to the other three variables so the second piece on the top side of the equation that increases how much someone's going to pay is their perceived likelihood of achievement it's what the prospect believes is likely that they're going to achieve many people buy things with a low perceived livelihood achievement like five dollar ebook on some level they probably don't really think it's going to help them there like they're like maybe I'll get something from it right whereas if you into a surgeon they're probably far more likely to believe uh that they're going to achieve the outcome to further dial this in to show the difference if I had a plastic surgeon and you're going to get let's say a facelift just for example sake would you go to the sturgeon that has never done this before done pen surgeries would you go to the surgeons on 10 000 surgeons well ten thousand surgeries right and what's funny about that is it probably takes the guy who has ten thousand surgeries less time than the first guy so it's not a question of how much time it takes right and on top of that that guy probably charges more than the guy who's on his head surgery so it takes him less time and he's charging more but people are way more willing to buy that why because they because they're they're perceived likelihood that they're going to get the result they want is is much higher and so that's the second Factor value which ultimately will dictate the price now the things that are on the bottom side of the equation are the are the costs that go to the Prospect and transparently when I started my you know like Marketing in this career a decade ago I focused most of my time on the top side of the equation I wanted to focus on crazy promises tons of testimonials I was that was basically almost all that I marketed it's just those two things right over time when I started looking at the biggest companies in the world the most valuable companies in the world I realized it focused almost all of their attention on the bottom side of the equation which was decreasing the cost and sampler finishing things seamless making things effortless and so the two variables on the bottom first variable is time delay and so that's the delay between when you make a purchase and where you're going to achieve the outcome right so in Fitness for example like someone might buy today but they're not getting a six-pack to date they're they're going to begin the process that might take two years to get that six-pack right so there's a huge time delay right the second component of time so this is like subset B of time is uh the kind of instant gratification things that happen sooner so there's only activation moments that's when someone loses the pay size they haven't achieved their goal uh but they're they're making progress or they just have more energy or they sleep better or they have a better sex drive or whatever it is right those are all things that happen but they're they're on the way to the ultimate goal they're not the the main thing so time to let uh is going to decrease the value takes two years versus taking three months a tummy tuck would if you had recover everything people are more willing to do that and the last of the four variables which kind of leads natural to it is the effort and sacrifice and so that's the actual effort that a prospect has to do on their side to create the outcome and so in the fitness example that would be you know picking up at 4am not eating the foods that you like not drinking not being special being sore feeling awkward feeling embarrassed that you don't know what you're doing throwing up being nauseous um you know having to play like oh buy new clothes all of these things are meal being cooking new food buying groceries differently than you're used to buying that you know having your your family not for you all of those things should be effort and sacrifices that someone has to do and so when you think about those four variables together it's no wonder that when you're selling Fitness no one buys two thousand dollar packages online or it's very very rare for them to do that the only time they do that is when the other three bears Jack to the root right people coming by you or also camps because of how ridiculous they're perceived like achievement is how how valuable you've established you who you are the fact that you can do in a short period of time right and so like now the pursuit value is definitely higher for those people but that's because you also have an enormous much bigger audience than a lot of the coaches too because you can see them in the top point one percent there's a lot of them don't even have that size audience but anyways back to the example the reason that don't buy is a three thousand dollar Fitness package online instead has to sit with someone on the phone and arm wrestle them for an hour you know to get sues me to to pull her card out is is because all of those variables except for the dream outcome are stacked against us so they do want the bikini that's for sure that's valuable but perceived likely of achievement there's a million reasons they think they're not going to succeed because they failed so many times in the past why is the time in terms of time it's going to take forever and even then it's going to take some more time and then in terms of effort and sacrifice they have to give up everything they know and laws their lifestyle the way like everything in order to do that and they have to do that for a very long time and so because of that we only have one of the four value variables on our side and that's why you have to learn how to sell really well in order to get people to give you that kind of money which is what they need to do that's why it's difficult right or more difficult than let's say buying something on Amazon which you buy with one click and no salesman because bottom of the equation it's immediate it's effortless there's no there's no you don't even have to put your your credit card in or your address and that's why the big companies Netflix Uber you know what I mean all of them have just made it literally like you push a button then something happens right if we could push a button and people got thin it would be amazing we'd be able to sell that for zillions of dollars so but when you think about value in that way for your own business and it I think it makes you think more creatively about the other part the other variables that you've changed to make the service more valuable and different well that meant so there's so much value in that I want to focus first on the you know the dream come true scenario the dream outcome right so getting Clarity on that in Fitness industry may not be he's so he said was there's these whole this whole slew of of pains we're going to overcome and then the ultimate dream come true just walk through your kind of your solution there are your thought process as far as like how we start to Define what how we could maybe stack it in their brain as far as how like how do we know what their what their dream vacation is of the dream country scenario is um how do we get clarity on that and then how do we build those out a perceived value of that thing can we build the perceive value of that thing in the brain or is it just kind of fixed based on what they believe to to exist so we use an acronym called closer and that's how I've taught Fitness professionals to self or I mean even my own sales teams and I had my James I mean I've just used the same framework because it's simple and everyone understands that it's it's going to answer the question in a more creative right so the first thing we do is we have to clarify why someone's there right because at the end of the you can't cure cancer so you can't you can't give someone a cure until they admit they have cancer you have to you have to get someone to admit that they have a problem and that's where you get into the situation where as a counter example when someone gets the phone they're like ah you know I was just poking around I kind of want to see what your thing was all about right there that's actually an obstacle that's coming up before you even got to trying to close them right that's where we ask more clarifying questions so like well I'm assuming that you'll just hop on calls all day there's probably something you're trying to achieve like what's the goal what do you want to have happen right so we'd ask more clarifying questions see closer it's an acronym uh until she's initially like where he's eventually like you know I need to list some money we're like got it so now we've isolated something and then L is the next one so we label the problems we asked these clarifying questions and then we repeat back to them so that we can really solidify this problem so like so I understand you're currently at X you'd like to get to why and you're not happy because you're not there am I understanding that right yes right now we've agreement that they have a problem now we can start like walking down the path of finding the solution for them but we're not going to start getting to the solution yet because they still don't trust us so the next part of this is where we overview their past experiences now this is important because when we're thinking about the perceived likelihood of achievement when we're thinking about the time effort and sacrifice we're going to need to know what they've done so we can know what their limiting beliefs are so that when we actually create our pitch let's give you the next step we're going to cater to what they're giving us is ammunition so we're going to overview their past experiences we use something called for a four question pain cycle which is what have you done in the past how'd that worked for you how long did it work for you and what else have you done right and so the reason that we always know this is that if the person's on the phone with you inherently you have the advantage because we already know they're satisfied so we already know that what they've been doing up to this point is not working otherwise they would just be in their happy marriage and not be here on the phone with us right I'm seeing marriages yeah yeah I mean I'll give you an example I had a girl who came in this is probably five years ago she walked into my office and she was like well I already have a personal trainer and I was like well then why aren't you with him right now she's like well she's like well I guess I haven't been achieving what I want I'm like okay so you're not achieving the results you want what do you want and then all of a sudden I could have the real conversation because I had to get her to admit that she wasn't happy with she had right viewing the past experiences I tried Weight Watchers I tried shakes I tried and the thing is is that whenever you're going through this stuff you cannot disagree with them because it's their subjective experience you're like I totally understand that was probably really frustrating and and while you're doing this you're not teaching anything you're just listening and so once you kind of soak up and extract every single painful experience they've had then you're like I really think I understand why this is so important to you they're like oh okay now we've increased the urgency level and why it's more important to them and we're like Okay cool so would you mind if I tell you a little about the program and they're like yes and so now they've actually invited us to tell them about program Rhythm saying well let me just start talking at you because up to this point we've literally only asked clarifying questions labeled them with a problem that we believe we can solve sucked out all the information of all their painful experiences so we understand track record and now when we begin our pitch we're gonna hit the same three things that we always hit which is going to be Fitness Nutrition and accountability right which virtually every coach in Fitness is selling those three things the difference is what we are selling within those buckets right that's a different like Fitness Nutrition accountability happened for a personal trainer it happens for a boot camp it happens for an online coach it's the same three things right it's just how we do it is different so Fitness wise if you're at a gym it'd be like well you're going to work out here with us you know four days a week like and this is where as we're explaining it we're going to say that then we're going to just decrease all of the costs right it's just like so all you got to do is show up all right if you just if you just get here we'll take care of the rest we'll set up your workouts we'll explain you're going to have a sheet that we're gonna print out for you and you just have to follow instructions as long as you can read you can do this because we're gonna be with you every step of the way does that make sense my voice goes up you say yes awesome so we've got one out of three now seconds can be nutrition right it's really like okay listen big picture and when we go through each of these points I find it useful to have stories uh when someone seems like they're kind of not getting it right uh because a lot of people don't understand anything and they're not very good listeners and they're thinking about their kids and they're dry cleaning everything they got to pick up so like sometimes you don't have to complete attention you have to drag them back um and so it's like okay so nutrition wise like obviously what you've been doing has been working for you now you did Weight Watchers you saw some results but then you gained back do you have any idea why you gained it back they're going to probably see the extent of well I couldn't stick with it or I fell off right it's just like everything like cool so do you think it'd be important to have something that you can stick with for good so that you don't have to like lose weight because listen anybody can lose weight just stop eating you lose weight but that's not the point right right okay cool so you want to have Sustainable Solutions right yeah right okay cool so um do you feel like you need to have motivational stuff would you have a favorite show and they'll say raising that whatever you're like do you feel like you like you've got like motivation to watch that you're like all right I'm gonna do this I'm gonna watch crazy Nick I mean right now I'm gonna do this and then you flake out do you ever have that issue and they're like well like right because you like for example so what we need to do is make this so easy that you actually enjoy it because if you enjoy it it's not something that takes any motivation or effort at all because you look forward to it does that make sense yes and that's exactly what we're gonna structure nutrition notice I need to put a protein it's about calories I didn't talk like all we're doing is giving them a story of what it's going to feel like they're going to say yes if I want great then we move on to the third point and so at the end of the day I could make you the perfect nutrition plan and perfect you know workout but if you don't do it nothing's going to happen right right okay so here's how we're going to try and guarantee that you don't follow up back you don't know how how it's like we're gonna be with you every single step of the way so how we're going to do this you're going to be in a group of peers so we're going to use three different types of accountability we use social accountability which just means you're going to be with people who are just like you who are going through this with you so you feel like you've got people walking to shoulder and shoulder you're also going to have our alumni people who've already threw it mentoring you helping you out and then on top of that you're gonna have expert accountability for someone who's done this with a thousand other clients all right you're gonna have my cell phone 24 hours a day except for weekends my wife does like me on Saturdays besides that if you have any issues you text me all right so if you have issues with the grocery store you're not sure to eat at your your daughter's birthday party or your you know you know what you just you're just staring at Ben and Jerry's in the fridge even until your husband throw it out and you just want to do it okay any of those situations that's we're here for and that's why we have such a high success rate right and the reason and then at that point we'd probably transition into whatever the offer was going to be because it's like so Fitness wives you can work out here or I said that as a workout I was doing coaching they'd be like then we need to make this training sustainable I could use that same Netflix story for that as well you need to make it so that you should look forward to doing it rather than you know dread doing do you ever like and with the food when you could do a different story like hey it's really hard for you to not uh to eat cake so all we have to do is make you something that you actually joy and look forward to then you won't need any willpower right because you only have someone's willpower so what all we have to do is just eliminate the willpower from the things that you're doing so you can be successful and so once people kind of like understand that then like oh this this can actually work for me so I'm like as I'm doing this I'm increasing the perceived liket of achievement I'm decreasing their time for their their sacrifice at least time I'm going to set realistic expectations but with the other two I'm slowly increasing these other three variables so that now when I make the offer and I'm gonna make a compelling offer it's going to be more likely that they're going to say yes and so from that we're gonna be like well do you want to hear uh like you know where do you want to go from here usually they'll ask well how does this work you know what's the payment they'll ask you to tell them ah well it's pretty simple you know it's 99 bucks a week and given what you told me so you need to lose 40 pounds we like to lose a pound a week because you said you don't want to gain it back because we could do it in 10 weeks but you're gonna definitely gain it back and guarantee you want to do that yeah okay so it'll take us probably 40 weeks uh to get there but I'll guarantee that you get there and so that means it's 99 times four so it's four thousand right minus whatever forty dollars so 39 39.60 right but when you pay this today you know that you're going to be there because if you're not there by the end of that time I'll continue to work with you for free fair enough create offer and then at that point we start stepping down um and usually either either the ball and this is something for anybody who's in Fitness I have a podcast about this but you want the asp you want them to ask at the price too much yes you taught them to gasp because there's going to be 20 they're going to say yes I hand you their card and you'll be like holy [ __ ] that was awesome but the 80 who don't which everybody needs to prepare for because is that you need to inspect the gas and shoot for the gasp and if I can rewire everyone who's listening to this if you can do that then you take your fear away you're going for the gas right you're going for the gas right the gas does is it means that you've now ripped off their price anchor of what they thought it was going to be even in that realm and they start rationalizing their head without even saying well I guess it could be X I didn't want to do this but like most people do it just to save some money so it's like yes yes I do that I do want to know it's like well if you want a lot of people just pre and they save 20 so it saved me 600 bucks do you want to do that and either say yes or phone you're like you know what how about this why don't you put half down and then it's only going to be 34 or whatever you know whatever half that you know is going to be per week so it's only 50 bucks a week fair enough and so each time as we go down we just make we make a concession and we say fair enough make a concession fair enough and the thing is it's really hard for people in any kind of negotiation because people are very reciprocal in nature if you give them someone give someone something to someone they want to reciprocate right and so he says you know what what if we do this instead fair enough and you're not saying does it sound amazing to sound like the best program of your life you just say does that sound fair and when you say and you're like oh yeah that's fair and so by getting the yes from fair you're like let's knock out the paper when you start it and so as soon as you do that then it makes the transition to the close a lot easier because a lot of people don't know how to close they get super awkward and choked up and so you just stop they ask you how the details work you explain listen what I think is gonna be best fit for you is this XYZ it's gonna be the fitness instruction capability like I told you you're gonna be working with me specifically as your coach if you're selling if you have somebody else and it's you know you're gonna be working with Johnny and he's amazing which is actually better sometimes because you can identify them and they're like well I can't talk to Johnny It's like because Johnny wouldn't you want Johnny to not be talking to new customers all day but actually spending all the time and attention on you as a client that's exactly why I'm here to talk like I'm kind of his gatekeeper does that make sense so like you can always get around there right and it sounds like everyone's gonna be everyone's gonna be taking vigorous notes on this because you know that that process right there is like it's almost impossible it sounds like it's almost impossible to say no but before we I know we've gone through most of the closer uh acronym before we do that any comment in your experience any common objections and um does not usually come into obviously get into the pricing are you going to go through some of those yeah so one of the things that in my opinion if you sell very very well a lot of times you will not experience a lot in the offers very good not experience a tremendous amount of obstacles so um over something like a better and better and better at selling I got fewer fewer obstacles I think it was a reverse like I got better and better at overcoming obstacles but in fact most of us most of it happened for the sale and so I like to think of it a lot like Warriors lawyers don't ask questions and trials that they don't already know the answers to if I don't feel like someone who's sold I will continue to try and find what the thing that they're hung up on is before I bring up friends and so that takes and that takes pattern recognition and that takes that just takes volume just like you know a client's two weeks into uh you know learning how to squat and their forms a little shaky and they're like why don't I Squad like you for every Fitness professional like I've been doing this for 10 years like obviously I'm I've got a lot more time under the block but for some reason Fitness professionals make this belief or don't connect that skills is a skill just as much as squatting is it's the same thing just reps right and so if you're a little bit shaky that's okay you're going to recognize the pattern you're going to grease the groove the same exact way just like you know how to recover from a squat that's a little bit crappy and you could almost do it so much through that thinking the same thing happens in the sale you'll start noticing patterns and tonality you'll start noticing people will give you a quick guess when you know that they're that you need to confront whatever that question was and dig deeper right and that should take some time and you'll start recognizing those things which is why recording all your Styles is really important if you're virtual or online it's super easy you should just report every single call and I like to actually start by saying hey I just want to let you know this is recorded and this is just because we take notes your coaches can be taking notes off our conversation and we also use it for training so we have new interns in one month they can understand have a client intake uh is that okay sure and if they're like well no it's like well then honestly I would run the other way from any company that doesn't record these conversations because it's a not compliant uh but B it means they don't even care what your answers [Music] they're like oh okay you know and then all of a sudden you can you can get into it right um in terms of explaining so if we're in the closer seek clarify L label oh over either past ask sell their vacation which is the three things we just went over e is going to be explained away their concerns right which could be obstacles right there are only three there's a lot of Threes right there's only three there's price there's decision maker and there's stall right uh prices oh my God I can't afford that that's on my budget I have to check my finances all of that kind of stuff install is I need to think about it I don't make decisions on the first um I'm not sure blah blah that stuff anything that's like I'm not gonna make decision right now and then third is going to be decision maker which is I need to talk to my spouse I don't make decisions over a hundred dollars we have an agreement right all of uh all of those types of things and so instead of giving you like 100 drills on each of these right now the first thing is from a pure theoretical perspective if there's ever something that you should memorize anything else it's it's explaining away these concerns so when you're having these those conversations my opinion just having a question based framework to Think Through is especially if you if you have experience and you're doing this face to face you're not gonna be reading a script right and so just understanding what your kind of your benchmarks or your your come home points that you need to hit your Milestones on the way to getting the clothes it's just understanding those questions I have to clarify whether they're there label them with a problem overview their past experiences get them in pain and then ask them for permission then sell the vacation and then now we're in the explaining concerns fundamentally we just have to for Price get them to acknowledge that there is a value discrepancy right and at least they don't value what we're talking about and so to break anyone's belief who's lifting if you were given a Ferrari that was brand new for five thousand dollars that was what you were selling them do you think that they would be able to find the money you guys didn't do it fine yeah right of course and still go every person you talk if you may be value sufficient not only even if you didn't have money they would be able to find the money which is why I think that you should approach every sale like it is closable right I know that uh you know Jordan Balfour wolf uh wolf washer one of his things is like it'll help you close 100 of people who are closable the thing is you don't know who he is and who is it and so it's useful in theory but not in practice in my opinion it's in practice you can't go into it because you don't know who's closable and who is it and so in my opinion you should treat every sale like a perfect map is they always going to meet with full tonality you're going to always show your best always have your energy uh and always follow this process because if you do it you'll get better if you do not follow this process consistently you'll never get better at selling because you don't practice the same people or it's the same thing as exercise right and so with price all we're doing is talking about value and so it's really painting more of the picture of the vacation decreasing the time effort and sacrifice and increasing the urgency that they need to use to make the decision right just been struggling this forever for like oh I mean do you think that it's not worth because then you can start painting a fixture uh there's there's positive future pacing there's always a negative future Pace well if you keep on the way that you have Earth you've been gaining five pounds a year for the last six years so five years from now you said you're 220 no what happens if you're 250.

35:32and you and if you are used to having a no because you don't freak out because you're an experienced salesperson you can keep your tonality of empathy and genuine concern because you're really having to meet this person so that you can get to see by their beliefs that is wrong you can't tell them the wrong you have to ask questions so they can come to that conclusion because ultimately they have to make the decision otherwise they're not going to change and as a coach you need them to be convicted that they're going to change right so you have to point out the clear uh poor beliefs that they have you have to do that in the form of questions right of how like do you think that for your kids it's good that like would you want them to have a good example is that do you like well of course it's important it's like well do you do you think your kids are worth it because you know if you're in an airplane you put your first you put your your Slice on before you perk it right and so right now you did even and this is where you go back to the overview in the past pains and you can use that as ammunition you keep increasing value and reminding them why it's so important that's that's price Chris um with uh stalls it's going to be you know I need to think about it Etc the biggest thing with stalls is simply getting someone to confront the decision and the reason people like making decisions because they don't like making mistakes people are fine making decisions they just like making mistakes and so it's fear that gets people to not make the decision and so our goal is to Simply give them the decision making variables to make the decision because they just don't have and so my always first response to this what's your main concern so they're like well I need a city about it we're like totally what's the main concerned it's like I'm not even I'm not even acknowledging that you're saying you need to think about it what's your main concern sometimes you'd be surprised it's like you know four days a week seems like a lot well it's like we start with three days and then we can go out from there earn off they're like oh okay well then yeah sure sometimes it's minor sometimes it's well I don't make decisions and then they start to escalate that's where you need to de-escalate you're like totally understand so in terms of making the decision what do you think the main variables are going to be right and we already know they have to believe the price can work they want to they want to work with us and they've been leaving the company right those are three right so it's like do you believe that if you work with me you'd be closer to your goal than if you did yes or no yes right questions do you want to work fair question right and might be like yes or no right and then finally do you think that we're a legit company that's going to be here in in 12 months you're not just handing a stranger right yes okay then let's do it right and then if you want that's where I would just tack on some sort of guarantee to push them over the edge because they're afraid that's it that's where you push on it's like you know what I'll tell you what if you are in any way to satisfied in the first six weeks I'll give you the money back all right I'm only doing this because I just know that you're not going to be I I always include a money back guarantee purely on satisfaction you don't know how many times I've given that uh that guarantee back no two and that actually was my actual set I had two people ask me for a money back guarantee um and I closed zillion people who are on the edge just by giving it so if you don't have a guarantee you should the third is going to be the um uh it's about spouse so thank you spouse this is one of the hardest ones to overcome because fundamentally there's they don't have the decision making power and so what you have to do is rely on past agreements to to infer that they did have decision making power all along they just didn't know it all right so the first thing we ask is is the easy one because one out of three will just say yes and you can knock it out like hey well I mean and if this is if you have like a more Alpha person that you're talking to like well I mean what if your wife says no if she doesn't give you permission permission and they're like well I mean I'd do it anyways it's like right let's just knock it out and then you just boom overcome it now if they say well then I wouldn't be able to do it it's like Well then well let me ask you a question does your husband know that you're dissatisfied with how you currently look into yes do you think he approves of that how you look and feel do you think he approves how you're feeling about this is he happy that you feel this way no well then why would he disapprove of something that you're doing to fix that that he'd already doesn't approval and so it's it's relying on past agreements to extrapolate into the current situation right and then finally we'll hit him with a uh um hey sometimes it's better to ask for forgiveness than permission right and so that's like if they're like kind of on the edge will just knock them over and stuff you know the third and that's a three-step process that we use for almost every spouse overcome and it works very um is this all in the gym launch Secrets book it's in the book it's in all of our trainings yep man this is I mean if you just just script that out put it on your desk I mean right like you've just come up you just overcome everyone's uh objections to every sales pitch in the world especially for Mr Elm and I think a lot of Fitness people are gonna leverage this ultimately help a lot of people because I think sometimes sales comes across as like I don't want to do that I don't want to be pushy but the end of the day we're so indecisive people just don't know what they want they don't know what they don't want they need somebody to take them by the horns and go hey man you need this and when they're done they're gonna think sometimes it's like I'm just gonna push you off the fence because you're not going to get off on your own most people are just lazy indecisive and honestly as you say don't believe in themselves whereas me if I'm a coach and I'm saying hey I'm telling you if you follow this you'll get that um I mean why not you know my belief I'm 100 confident I'm going to get your results so let's do this one of the stories that I tell about accountability um so I have a story for each of these right one is the Netflix story the other is you know eat cake story and the third is um because nutrition Netflix is a cop is uh is uh for the workouts like if you look forward to like it you'll do it right the third is for accountability I say you know when you were a kid right did you ever um do you ever complain about brushing your teeth you're like I don't want to brush my teeth right when you're really young right of course right you just did but what happened your parents were like Johnny go here go to go to the bathroom brush your feet and go to bed right and you did that you did it over and over and over again and do you brush your teeth now and they're like well yeah like right and so what that was is in the beginning you needed external motivation and accountability and eventually it became internal all right that's the goal of this whole program is that in the beginning you're gonna need to rely on me that's okay that's what I'm here for right I I'll I'll pull you in the beginning and then eventually there'll be a slit and then at that point I'll be behind you and just be blowing and your sales will start setting and you'll be uh off and running right but it's just their transition it's just getting you off the graph right and that's the point right so like each of those when we tell those stories people understand it right because you know alumni and groups and one-on-one technique those are features not benefits right but the story illustrates the outcome and that's why it's important to tell the story with those little things in this 30 seconds just like it's 30 seconds to tell the story but then it resonates but um the one thing that I have to just say overall is that the number one factor that will that will influence your closing rate is your tonality it's how you say the words it's not words you say and so to the same degree I could give you Chris Rock's stand-up comedian script and you get on stage and you bomb because it's all about the delivery and so there's two ways to get your delivery to be perfect one is to train yourself the others to trick yourself so it takes time it takes reps to train tonality where where are we going to lower our voice so that they know that what we're saying right now is really important or where are we gonna raise our voice at the end so that you're saying I'm asking you a question but by doing that there's these subtle internalities that is tonality that communicate just as much if not more than the words you're saying the words are [ __ ] The Logical brain the tone is talking to the emotional brand just making the decisions and so one you can train yourself to understand the tonality that you need to go through at different points right like when you're when you're making the clothes I'm like fair enough raise my voice seem unthreatening I feel like I just made a concession and so I could say apples and potatoes and they know that I'm asking the question that they're supposed to say yes to by how I said it right and so it's not just the words it's learning how to say the words and so when you can train them which you should you practice an hour a day for our teams right but on the flip side you can trick yourself and the way that you trick yourself I just use prick and train because it's easier to remember but it's not really true right because what you do is you read the testimonials that you have from the clients that you've worked with you read them out loud you don't read them to yourself I'm telling you you read the mail out before you get on the phone call with the New Prospect if you read 10 or 15 testimonials and you realize the impact that you made in people's lives you will get on the phone with full conviction when you have full conviction your tonality will always be perfect where you get in troubles when you you just get off the phone with somebody who's upset they didn't have a good experience for whatever reason and then all of a sudden you bring that into the sale right and of course you're not going to close because you have no conviction and then your tonality is off because on some level you're saying I'm going to tell people your toenailities so I'm not and so that's where people get lost in the sale like I said everything the way you said it's like you didn't say the way I said you said the words and that's what's different that's where that's what separates people who are you know really good and professionals from people who are just starting out but the fastest way it gets from starting out to closing a really high percentages to convict it I'm sure some of you guys have seen poachers who are selling MLM you know products that have no idea what they're talking about they sell like crazy why because they believe it and most people believe it or not do not are not do not have malicious intentions they are good-natured and they are selling what they believe because that probably has worked for them they don't believe in the logical fallacy that just because it work for you doesn't means for everyone but that's okay that's where they're at right now we don't need to you know throw throw rocks at them instead let's look at what they're doing better than us and see if we can hack that into using it as a weapon for us to help it's just to close the closer Loop but other use do you um finish the r yeah yeah so the r is and the reason I always I feel like I always almost forget it is R actually ended up adding after the facts close was the acronym the r is reinforced the decision and so this is kind of right after the sale happens people make a decision on whether or not they like you the company they're going to continue to buy from you and they're making their first impression The First 48 hours after the sale and so you can lament that or you can take advantage of that for your I mean to your advantage right and so uh by reinforcing the decision that's by doing them soft touches so that's send them a personalized video saying Hey I'm super excited to work with you and if it's a coach and you have a sip when you're separate and Coach send the video uh you could take a picture of the zoom call we have them you know doing thumbs up and then put a handwritten card like screenshot it put it on a card and send it there are apps that do that for two bucks called felt uh salt card app uh anyway so you can do that it's these are easy little things you can send them a T-shirt and swag and and the reason that's important is because you need to make an identity ship you need them to start thinking I'm no longer overweight person I'm now somebody who's who is a person who's beginning to prioritize their innocent health and if you can get them shift their identity hats come as a result and I think you and I basically talk when you're at my house about how it's so much harder to create habits than it is someone's identity once someone changes their identity then the natural habits that would go in alignment with that identity they do not need to do on their own so it's more important for us as coaches this is my you know my belief is that if we need someone to make an identity shift then the rest of it's downhill compared to trying to get somebody to identify system just overweight and always fails to then try and get them to force themselves or willpower themselves through which they'll never succeed because we only have a phone incredible man so you have started in this industry uh just owning your own gym is that where it started and you've built this you know your story is pretty awesome I'd love to have you share it because I think you know not that you need to establish credibility at this point but I think it'd be super interesting for people to hear your journey how it went from get a guess as a personal trainer you know Jameson then being a very successful entrepreneur I had a an atypical path so I started as a Management Consultant uh so I worked space cyber and intelligence for the military for two years I hated it saved enough money to start my first gym when I uh which was sixty thousand dollars I should say that one more time space cyber intelligence space cyber and intelligence sorry that was the three areas that we focused on in the management consulting firm that I worked for when I was coming out of college I was like this sounds interesting but it was a lot less interesting when I got into it um just I just knew it was going to be something my life anyways but I was I was I was fortunate enough to it will save about 60 dollars in two years just working a job and then I drove across the country in the middle of the night and packed all my stuff and told my parents when I was halfway across the country so they could stop me and uh from there I uh pulled up at a gym Motors that I had emailed 40 guys on the internet who seemed like they had gyms and he was the only guy who asked me and I just showed up at his front doorstep and I said I worked for free and he said sure but I worked for free for three months and then I opened my first location um I didn't have enough money for rent so I slept on the floor for the first nine months at the gym but you know fortunately I had gone to a marketing seminar two weeks before I opened my gym and I learned about something called Facebook ads this was 2013. and so very fortunate that I ended up going to that conference I spent three thousand dollars of money that I didn't have to choose the conference it was I mean it was a really moral Workshop it was like 10 people for uh for three thousand a pop and it was like in a Vegas Penthouse and here I am sitting in a beast mode t-shirt was it any any marketer that you still uh fought yeah so Travis Jones she was a I'm not sure if he's still doing gym coaching but he was at that time I think he's got 10 or 15 gyms in Australia yeah the US Holdings workshop and so um he basically taught how to make an ad and click a jewel integration that was the that was the whole Workshop um and I didn't I didn't have a business at all and all these other guys were like real business owners I was like way over my head um but he did say something to me that has always stuck with me since and it's actually in the you read beforehand um is that he's like you want to know the secret to snails yeah he said make people an offer so good that they feel stupid saying no and for some reason when he said that to me and I'd never sold anything I was actually literally understanding the term sales I didn't even know that that was a I truly I can't like it's like I didn't know that that was a thing like I didn't know sales was an industry like just to show you how like out of the world I was um and so I was just like writing this down I circled it and I was like okay that's what I have to do but what was interesting is that once that happened it totally anchored my world view with sales is that I just need to keep making my offer a better and better and better so much so that if people aren't saying yes I need to keep making the offer better yes of course you need to learn persuasion yes of course you learn tonality and all and storytelling all those types of things so those are things that will enhance your ability to get people say yes but fundamentally if your offer is terrible it's much more difficult to get let's say yes unless you have a crack record which if you're starting you don't and so you have to compensate for a little lack of track record a lack of persuasion skills with a better offer and so that was kind of what started my spray into understanding offer structures and monetization which I obviously wrote a book about so there's forever but stay on track with the original question from there I was able to uh you know I slept for a long time the gym grew by 5000 a month every month first nine months um by the ninth coincide the whole thing out first even though I was sleeping there um so it was very profitable at that point and then from there I opened a new location every six months off the cash flow and so um I ended up with six six gyms in three years I ran the same model which is a little bit of a backwards model instead of running low barrier offers dollar trials and things like that which was come I flipped the offers and sold really expensive stuff up front because I knew that that would get people more invested um they would be they would pay attention to what we were doing be more likely to see results and they were actually twice as likely to convert into ongoing members and with that because they're they're paying me more up front I was able to spend way more than my competition on Mark so these guys are trying to break even on a 20 trial and I was making a thousand dollars or six hundred dollars the first 14 days from a new client so I was able to massively outspend uh my competition at that point acquisition was no longer the bottom of my business it was just operations which I think everybody's dream is all you're focused on is scaling your back end rather than how do I get your customers was that the offer you still go in the book of the 600 for six weeks that was the that was the that was the Home Run Grand Slam law that was the first Grand Slam offer that I had probably made for my life that was the first one that was when I understood the power of offers I'll explain it to be on here if you want so uh I didn't I didn't I adapted part of this so when I was with that gym owner that I told you it was in that I drove over to when it was there one of the guys The Mastermind said I've got this offer that's working pretty well for me right now I'm doing this e-week challenge where if someone uh hits their goal I give them their money back but they leave me a testimonial right that was what he said right and so then I went to um Sam who was the owner and I said hey we should do something like that you know here and so um he then adapted that to be a six-week challenge for semi-privator and I was like I'll bet you that we could sell this to mass Market in groups for for 600 and he's like there's no way someone's paying 600 for boot camp he's like there's like they were paying they were at 99 bucks a month he's like there's no way they're paying 600 six weeks I was like they don't know the difference in terms of the vehicle they just know the outcome if someone knows that they can lose 20 pounds six weeks then they're gonna do it um and so that ended up it's like there's like three more first there's eight week thing where there's a testimonial was then it became a six week semi-private thing and then it morphed into uh the large group thing just one uh I kind of put my little spin on it how many's in a large group I mean a lot of it as many people as you could fit in this body so it'd be everything that probably the majority of your audience doesn't like but uh it's it's longer training time time circuits just going around the thing is is that the vast majority of general population they just need to move right and if they're not join music and they actually wouldn't keep going then with that offer then it was like okay well well I don't want to give everyone their money back because that would suck because we got tons of people to hit the goal because they're putting money down that they're going to lose x amount of weight next piece of compliance with the roof they got crazy before and after pictures crazy testimonials they had to leave review there's all these things that we put into it uh so we actually got tons of social all this great stuff came from it was like gosh I gotta fix this packet and then I went to the different gym order Justin Raw Fitness is a franchisor now offhandedly I spent the whole day with him and I was just trying to get the last like something's missing and he was like yeah he's like and if they had it he's like we just credit it for the rest of the year and just roll it into a membership that's what it is and so that's when I the goal I would take the 600 and I'd spread it over 12 months they'd get 50 bucks off a month uh from that point going forward and so if you map if you follow the money we'd make 600 and then immediately they would roll right into continuity and hey so there was actually never a break in payment get a crazy free offer that got crazy results and tons of cash up front and inverted people on the back end at twice the regularity of a trial that became the strongest acquisition system in the gym history and gym launch because you have to because you have to clarify that because that sounds like it's a little bit like way up you're getting your money back but you have to clarify that it's going to be in in credit yeah so we I mean this was this was a series of adaptations you know what I mean in the beginning it was cash back and then you can credit back and then we'd be credit over the term the thing is is that when we explain it in the on sale uh we say are you here for short term are you just here for a quick picture almost everyone's I won't launchers it's like cool because that's who we're looking for so here's the deal we're gonna we're gonna do this and we'll be believing our process so much we're going to give you this entire 63 if you're just here right the reality said was at the halfway point we'd actually give them the whole credit even if they weren't on track and so that way people still feel because no we wouldn't know if anyone actually hit the goal at least right and see listen are you in this with a long term or you're just for the short we just repeat the same thing they're like I'm in this long term we're like great and that means you won the challenge because that's the point the weight loss is just it's just part of part of getting there but the point is understanding that it's not about six weeks right if you get that then be like great so let's just let me just give you your big discount on staying here uh I just credit this forward fair enough right and then just like that we can for everyone from the front end of the back and how much was your your back end continuity at that point monthly definitely for large group we we do it at uh 250 a month if we knock down to 199 with the 50 bucks with the fifty dollars foreign so the offer structure yeah some of our guys use it still it depends on the market but the overarching structure we have used with every offer we've ever made um which there are four steps to a massive monetization structure would you like me to walk through them you read my mind man you knew where I was going so so when you're structuring the offers this is what I this is after me reviewing every offer we've ever made across all the markets across all the business sectors we could be b2c everything the ones that were the grand slams we're talking lightning Stratton twice hit the lottery jackpot type wins offers say follow the same four-step process the first is that they added free or discounted from it and that means that there's something that's free that's being advertised because when you do that you get the most amount of people who are interested the most amount of inbound inquiries comments clicks opt-ins Etc right so you get the cheapest amount in the highest volume of leads the step one step two is we'd have some sort of upfront cash offer so there's eight different ways that I that I wrote about structuring these offers the one that we just whatever is one of those it's a deposit method where you get the person to put money down and then they get the money back at the end they do excellent it's one of another one for example would be that they come in for a free thing and you say listen there's a free version and there's a pink version here's 20 reasons why the paid version Center and then people are like you know what I really want the page to guarantee and all that other stuff it's the upsell right another way of doing it would be uh something I call invisible phrase which is they come in and you say hey we're going to do this program um and you can either pay now and pay 500 or you can pay after the whole program's over and if you don't think it was worth a thousand dollars you don't have to pay but a lot of people take the discount and pay today right and so that's another offer structure and so there's eight different offer structures that you can use with Frey to get people to pay money front and be compliant and advertising right and so first concept is the Opera cash we do that so we can liquidate the acquisition cost meaning the cost of cost it how much it costs the advertising platforms Facebook Etc and our sales guys commissions so we can actually make money getting customers that's number one number uh two the second part of this so just technically the third sorry there's the free component there's the upper cache the third is the upsell down so so to maximize the value of every customer we always upsell and don't sell different options top of their packages so we can get a higher average ticket right and so the easiest thing to do for just about every coach is just is to add in supplements because people are going to buy them anyways I could spend 90 minutes selling you on why they're going to buy them anyways but I can just promise you 78 of Americans already buy supplements uh they're already going to buy a fish oil they're already going to buy multi-item they are going to buy a protein um you know if you want them to take BCAAs and creatine some other things that you think are going to help them what we often know is that people who take the upsells are more likely to stay with you and be compliant and they lose the most weight and get the best results and it'll be the first to admit and I'm wearing a Prestige or something company it's not because of the supplements it's because of conviction in the bias they are more invested they paid now they're paying more attention and they get a daily reminder of like oh I'm committed that's my daily tangible environment exactly it's way more process it's way more process beneficial than it is the chemicals on their body but as coaches in my opinion you should use every tool in our Arsenal if you know Dr cash you must he's still very convicted about making Placebo Placebo brand supplements that just all of them are Placebo dollars post workout everything uh because he's like it is the most studied of all supplements of all time and it's proven to be more effective than prescription drugs you know what I mean and it's true and if you can use an effect that is more powerful than prescription drugs why would you not do that as a coach I could just picture him um but we as business owners need to also understand that there's there's a monetary component of the business we have to pay people right and so if we have we used to incur other costs like do nutritional orientations and then we should find a way to be able to cover that cost and profit off that payroll and one of the ways is to make recommendations on something so I'm not saying hard selling people I'm saying hey hey these are the things that are going to get you the best results of the program which is true because we already know that because of all the things that you said right what flavor do you want I want to ask them if they want it ask them what flavor all of a sudden they'll send they have to do it they say hey can we shoot the card you have a file they'll say yes they close the sale and you have to do it it makes it much more it's just FYI everybody's selling something I wrote a book on selling supplements I won't even answer it um the third piece after you've done the upsells and down sales that could be adding in your video for apparel other things that were you know Fitness accessories things like that that they're gonna they might want third thing is going to be getting them into continuity right and so we sold them to sell from program because people want to buy an outcome out of membership so we sell them the outcome it's the dream right we sell it for more than they would normally pay on a recurring basis people pay 1200 for 12 weeks all day long but then they bulk at a 99 membership because one feels like forever and the other feels like a defined outcome so capitalize on that Cuban nature sell the most effort when it costs you the most to get them in right and then upsell or downsell and the other things are going to help them on their Journey then halfway through before they finish that first thing then sell them the second thing don't wait till it concludes because at that point you have to resell them if they're in the middle of kind of this open loop that all you do is you open another loop and you start them from there and then of course you want to make an irresistible offer to get them to uh to get them to convert over and that's where you can say hey I'll get half of your credit towards staying with me um if you want I'll actually give you more stuff and there's lots of different ways you can combine that which I use a lot of discount offers on the back end and so with that three-step process I've used this for business coaching I've used this for supplement sales I've used this for uh acquire customers and gyms chiropractors dentists because now I work with that's really different businesses but um that four-step offer structure is what gets the most people in the door maximizes lifetime value and keeps them uh paying and staying you you're making me want to go and and like Implement these or actually do these strategies that like GM which I learned notice I'm not going to do but not at least in my next question is how do I train someone to go through this process is it just like hey go read Alex's book yeah that would uh that's the that's the simplest and fastest way of doing it uh the itself right now there's a hundred books a month that get sold in zero paid advertising so and it's been doing that for a year so you and I talked it's like how can we make something so good that people just always telling their friends about it um yeah and every Fitness professional should have that in their hands like it is the I just don't feel like it's my book it's the distilled learnings from serving 4 000 gym owners and by extension 15 000 Traders and serving millions of end users so this book is the way to do it it's not really my opinion it's just like this is the data and this is what worked so so the book is a gym launch Secrets oh so you got another one coming out magic offers looking forward to that obviously I'm reading it I have behind the scenes access but I highly suggest everyone as soon as that comes out head out and get it and I will have you back on to talk about it anything else that you want to do I'm sure there's gym owners listed you can go how the hell do I hire this guy and see you can um you can probably go to gymwatchsecrets.com forward slash quiz I think that's uh one of our links otherwise you can go to alexisbook.com or Alex's group.com you just type my name in you'll find this so yeah and uh man like I said uh incredibly impressed with you who you are as a human being uh with your business mind and your mission to help so many people so thank you for your time I know you're a busy man I'm grateful as our listeners I'd super appreciate it I always love my beat pack time thank you to the audience for your marriage I appreciate it [Music] try everybody that's a wrap I know you love this conversation if you're someone who's in the fitness industry reach out to Alex go get his book do not wait to go get it now have a great day guys thank you so much for being here as always I appreciate your support as we continue to grow this podcast and one of the top focuses is going to be getting the best guesses we've been doing quite a bit of research on how we can really solidify this message for you and always make sure you're learning at least one thing if you did learn at least one thing even the seventh person likes to help other people share this podcast at least one person you know that will benefit love the muscle intelligence Mission and the message have a great day guys [Music] share it with at least one person you know make sure you're subscribed so you never miss an episode this podcast is for information purposes only statements and views on this podcast are not medical advice this 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