Aus dem Job ein eigenes Business machen

0:00How do you turn that profession into a service, a side hustle, a real business? What does what does that look like? >> So, what's what's really nice if from the prof the profession of the three is by far the fastest angle for sure because you already have the thing that's valuable because you already do exchange it for money. And so, the only thing you actually have to add at that point is promotion and conversion. So, you have to say, how do I let people know about this thing that I'm doing? And secondarily, how do I get these people once they find out to give me money? Right? And so from a letting people know about it, I gave one of eight ways of letting people know. So there's warm outreach, so that's letting people know one-on-one about your stuff.

0:32There's cold outreach, which is oneonone to strangers. You've got uh paid ads, right, which you can run um on any platform. Um or you've got posting content. Those are the only four things that one person can do. Now, >> that's a great breakdown. There's only four things cuz you start thinking there's a million things I have to do. >> You've got strangers and people, you know, and you've got 101 and one to many. That's the four box. M now from those core four you then unlock four others which is that I can do oneonone uh outbound or I can do or I can post constant or I can run ads to get customers who then get me more customers to get affiliates or partners who get me more customers to get employees who will then do these things on my behalf to get me more customers or to get agencies who will then do it as v you know as a vendor on my behalf and so the first is the everyone must start with the core four even if you get you know a bunch of you know partners who then promote on your behalf You still started with a message that you sent to somebody, right? And so the core four is the first activity that you must do in order to promote. These other things are higher leverage. That makes sense. But this is the core four that you start with. Once you have someone who's responding to you and say, "Hey, I'm interested in your stuff." Uh, which takes someone from a contact to an engaged lead, right?

1:40They've shown interest. Then we basically have to take them from engaged to ideally somebody who's going to buy, right? And so that process, um, at the most basic level is going to be a conversation that leads to a conversion, right? And so I have um a very simple framework that I that I encourage people who are starting out to follow which I call closer. Um and so it's an acronym so it's easy to remember. So C stands for clarify which you begin the conversation like hey why'd you respond to my thing? Right? And the nice thing is that whenever you promote you only are really going to have a conversation with someone who engages back, right? So you always have the reason why right at the front. So what made you what made you comment on my post? What made you DM me after that? What made you uh respond to my ad? made you even respond to my my original message or call, right? So that you have that reason. So what made you do that? Clarify. Then you have L, which is you label them with a problem. So okay, so what I'm hearing is uh this is problem and this is what you're trying to solve. Does that sound about right?

2:31Okay, cool. Then we go to O, which is overview their past experiences. And so here we're simply asking them more or less the same four questions, which is okay, what have you done so far? How did that work for you? Uh what was good, what was bad? And then we try and tie that to our solution, the pieces that we can solve. It's like, oh, I think you might like this because we have this other element. I'll get to that later, but okay, this is great. What else have you done? What else have you done? And so that's kind of the pain cycle. And the reason the pain cycle is important is because in order to increase motivation in the short term, we have to basically expand the deprivation around the thing that they want. And so we have to we have to increase its priority in the short term to get them to take action. And that's why that that cycle is so important. The fourth is S, which is we sell the vacation. And so we want to talk about the outcomes of what the experience is going to be like once the problem's solved. uh rather than uh just having some long-winded pitch. And what's very interesting about the cell portion is that most people talk way too much. We try and get it to under 320 words. So it does like people if you can if you can very accurately describe someone's existing condition to them and say, "So it sounds like you're struggling with this and it sounds like you're struggling with this and it sounds like you're struggling with this and if we solve this one, this is what unlocks. We solve this one, this is what unlocks. And we solve this, this one unlocks. Is that about right?" They're like, "Yeah." It's like, "We can totally help you." A lot of times you actually don't need to sit if you nail the the pain part. The pitch is very easy. And so I am a big believer in having three points in whatever pitch you have. So you can always chunk it up, you know, like I have our attract, convert, deliver. You have, okay, how do we get people to find out? How do we convert them and how do we give them the stuff, right? Having three elements of whatever it is. I mean, I used to do sales scripts for, you know, different companies back in the day. So it's like I had a mortgage lead company and they're like, okay, well the the leads are, you know, timely. You want them to be qualified and you want them to be exclusive. Okay, great. If you're in fitness, it's like you need you need a you need a workout, you need to eat right, and you need to have accountability. If you have all three, then you can't fail, right? And so there's always three. And then with each of those three, I have kind of in the back pocket a little anecdote that to give an example of that. So that way it makes it more real for the person rather than explaining all the sets and reps and all that stuff. No one cares. That's why it's selling the vacation, not the plane flight. Uh we're not going to sell how we're going to get there. We're going to sell where we're going to go.

4:31>> And so once we do S, then we go to E. So at that point, we ask for the sale. If they say no, then E and R come into come into uh come into play. E is explain away their concerns. There's only five, right? They're going to have a timing issue. I've got a lot going on right now. They have a money issue. I don't think it's worth it. Uh they have a decision maker problem, which is I don't have the authority to make the decision. I need someone else's permission. Uh they're going to have a uh a stall issue, which is let me think about it. And then there's fifth is preferences.

4:57So I don't like this particular thing about your product or solution. >> Um which is just saying that they want your results a different way. And so basically once you understand how to overcome each of those five issues, which they are all actually just uh fallacies in decision-m. So if it's timing issue, it's not really a time thing, it's a priorities thing. If it's a money thing, it's not really a money thing, it's a value thing. If it's a decision-maker thing, it's really that they need support, not permission. And then we rely on past agreements in order to say, "Hey, well, your husband knows that you're overweight, right? Do you think he wants you to stay overweight?"

5:26No. Then why would it be against you doing something to change that? Right? So just walking through those and I go through all of them, but that's [laughter] >> No, I love it. Yeah. Yeah. Yeah. This is a master class, man. [laughter] >> Um and then and then from a stalling perspective, it's actually helping someone make a decision because a lot of people don't know how to decide because you will have this conversation far more than every person you talk to. People maybe only have five 10 sales conversations a year. If you are selling for a business, you'll have four or five a day. And so, you should absolutely always be more equipped than they are to solve the problem. Um, the one that I skipped was preferences, which is, you know, I like, uh, hey, I I really want, you know, my my my friend Charlotte, she lost 30 lbs doing your thing, but can I just keep eating the food that I'm currently eating? And so, they want their results your way. And so, the easiest way to explain around that is if you change the variables, change the outcome. Do you like the outcome? Yeah.

6:12Well, then don't change the variables. >> And this is the only thing that I can give you confidence in. And the question is, is >> you eating the food you want more important than you looking the way you want to look? And that's a real question. And if the person says yes, it is and it's like okay well then nothing's going to change if you don't change. >> Yeah. >> And so then you get to have a real conversation. But each of those those are the fundamental kind of ways of getting over them. And so once you explain away the concerns you after each explanation you always ask again. So does like does that does that help that does that does that um does that solve that for you? Great. So you ready to move forward? You ready to do whatever the next thing is? And then finally is R. And R actually happens after the sale and it's something that I added years later in my career. It used to just be close. Um but the R um is reinforce the decision. So in the 24 hours post purchase is when the vast majority of people either have you know cold feet or they regret or you can reinforce it and it becomes a a super positive right. And so people believe it or not there's tons of research that supports this is that they will make a decision about your business based on the first 24 hours post purchase. So it's this huge moment where you can make a first impression that preframes the remainder of the of the relationship that you have with them. And so being incredibly dialed of like, hey, so you bought let me tell you what the next steps are going to be.

7:22We're going to take these steps and we're going to tie that to goal. Right? So you said you wanted these three things. The way that we're going to solve these three things is these three steps. These are the actions you take. We're going to meet tomorrow at this time. I'll see you there. Or if you have a, you know, onboarding rep, then you'd go from there. But that fundamentally is how you'd have the conversion conversation. And so to loop back to if I'm a professional, how do I do this? It's like, well, you're going to use the core four. You're going to reach out to people. Once they respond, you'll initiate the conversation. where you go through the closure framework and then you make them an offer to do your stuff which will be either moonlighting or you know in the morning. And what's really interesting is that people think that their 9 to5 is getting in the way of their dreams when it's really they're 5 to 9. And so 5:00 a.m. to 9:00 a.m. it's like you're it's four prime hours and then 5:00 p.m. to 9:00 p.m. is another four prime hours. So it's like you've got eight you've got a full workday that you can work which I strongly recommend.

8:09I think a lot of people are big on the burn the boats thing and I think there's a time and a place for that. But if you have a family and you've got a mortgage, I would recommend you keep your job. >> I agree. >> And then supplement your income. And then at the point where your supplemental income in your off time surpasses your your full-time income, that is when I say make the jump. And for me, cuz I actually, believe it or not, I tend to be a relatively riskaverse person. I would say if you do that for 6 months because there's going to be volatility

8:35>> um in the business. And I'll also just play out the next problem that they're going to have if that's all right. >> Ah, go for it. >> So, >> so much value, man. so much value. >> So volatility is a symptom of insufficient volume. And so if you feel like you're like, man, how, you know, I got a couple customers and then, you know, the the leads stop coming in. It's like, well, you're doing insufficient volume. You're not doing enough of the core four. We have to post more content. We have to post more ads. We have to do more reachouts, right? That's what we have to do. And so if you think, okay, well, I've been doing these reachouts and, you know, no one's responding or things like that. One, we need to make sure that the offer that we have is good, which I think we started with the 5 hour thing. I think it's a great first offer. But, you know, under that assumption, if we do this, I have a rule of 100, which is that you do 100 uh per day. So, that means you're doing either a hundred minutes that you're putting into posting content and you post and you post, to be very clear, [laughter] and you post uh you you spend $100 a day on ads, uh or you do 100 reachouts. And if you want to be crazy, you can do all three. And so, in those in those in those scenarios, uh the key is that you have to keep going. And so if you get, let's say you do the rule of 100 and you get one sale a week, okay? Then if you want to, that would give you four sales a month roughly. If you're like, man, I want to go from four sales a month to to 16 sales a month. The nice thing is that you actually have a clear input output equation, which is that, okay, it costs me 700 primary, you know, efforts to get one sale. And so that volatility feels like it's only one, but it's because you're not doing enough. If I take that 700 and do 700 per day, then all of a sudden I'll be making one sale a day.

10:06And fundamentally, that little compression process is the only thing that separates very small businesses from very large businesses. Most small business owners have no idea how much more volume the guys who were ahead of them put out. I remember I had a conversation at the very beginning of me deciding to make content after I sold the company where I said, "Hey, you know, I I really want to learn this Instagram game um and content game." And so I talked to somebody who big big influencer and I said, you know, can you can you analyze my stuff and tell me what I'm doing wrong? And he said, "Dude, you're not doing anything wrong.

10:37You're just doing too little." [laughter] And so he said, he said, "Pull up your Instagram." And I pulled it up. Uh, and I think I was doing like a post every other day or something like that. And he's like, "Dude, I got four posts a day." And I was like, "Whoa." And then he said, "Pull up your LinkedIn." And I I don't think I posted on LinkedIn. He's like, "I got 10 posts a day." And he's like, "Pull up your pull up your Twitter." At the time, now X, it's like nothing. Right. So he he went side by side. He's like, "I'm putting out 70 80 a day and you're putting out one every other and you're complaining." And I was like, "Got it."

11:02>> And so the most people dramatically underestimate the amount of volume that is required and that volume has a great feedback loop for skill because you do these iterations and you will suck >> and that is okay. And as long as you like the process that I have for improving any part of any system is just do a tremendous amount of volume. Let's say we do a 100red whatevers. We look at the top 10% of of the ones that got the highest response rate or the ones that got the most views or the ads that got the most clicks. We say, "Okay, what was different about these top 10% compared to the other 90?" And so the next hundred we do, we say, "Let's just try and just do the thing we did in the top 10%. We do it again." And that continual refinement process has been the key to all the stuff that we've done is just look at what worked, do more of that.

11:42And so if you were in the professional bucket, that is more or less kind of the approach that I would take to get that first dollar. >> Everyone needs to listen to that 15 minutes every day. [laughter] I'm not kidding. That was the most amount of value I think has ever been packed in a 15 minutes that I've ever heard in my entire life. And I'm not kidding. That is such brilliant, brilliant advice. Totally broken down step by step. I mean, you could I mean, you can make like 70 posts off of just the last 15 minutes. It was so No. And and I mean that. I'm not just saying that because right now as you're speaking, I've got so many friends that I've got in my head that are exactly at that point. And it's either the volume that's messing them up. It's either not having the plan to how do you pitch and convert.

12:23>> 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 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 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 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.

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