Stop Selling Coaching & Consulting, Sell This Instead (crazy opportunity)

if you're in a coaching or Consulting business and have yet to generate $100 million with your business I want you to do yourself a favor today and clear out your entire schedule for the next 90 minutes to finish watching this entire master class in one sitting I believe your livelihood depends on it the livelihood of everyone that you love depends on it and most importantly the survival of your business depends on you acquiring the insights that will be shared with you within this master class we had Tanner cheaters here join our community and do an

amazing amazing Master Class if you don't know who he is is essentially built a coaching business online and scaled past $100 million in the last 6 years alone now the reason why I believe this was an amazing Master Class by the way Tanner if you're seeing this our members of the Natural Born leader Community loved it our clients in the incubator loved it and our partners said that this was by far the best master class that we've ever hosted now the reason why I personally thought it was an amazing master class is because of the

following two reasons the first one is because Tanner actually validated this idea that I've been talking about on my channel for so long which is the fact that competition is through the roof and if you believe that you can make millions online without having a unique mechanism a unique protocol and preferably have a fulfillment model that gives you an edge over everyone else you're delusional it's impossible to make millions of dollars online unless you have a moe unless you have a unique mechanism and unless you have a fulfillment model that is unique that's one the

second reason why I love this master class is because Tanner for the first time which I keep seeing a lot of people not share this real reality which is the fact that coaching or Consulting business model or this High ticket business model is broken and he actually shared it I was like Wow for the first time someone who actually agrees with me and that's why for a lot of you guys you guys keep seeing a lot of people come in make millions of dollars and exit this industry either go to software or to start companies

where it's like private Equity where you get to acquire businesses and scale them is because the model is broken the model is broken why would someone who's made millions and millions of dollars every year or even every month leave a business that prints profit it's because long term the model is not sustainable and there are two reasons why it's not sustainable the first one is because when you sell something you're not able to guarantee success because coaching or Consulting is purely advice-based so that's why I keep recommending a lot of people to sell asset instead

of selling advice because when you sell an asset people are happy to pay for the asset and not necessarily for the outcome that's one the second reason why essentially the model is broken is because it lacks recurring Revenue in information is good when it comes to scalability but when it comes to recurring value it is the worst when you get a piece of knowledge as soon as you consume it it is useless so therefore that's why a lot of people who sell courses coaching or uh masterminds they have a hard time recurring their revenue and

have to go run after new clients month after month is because it's information based as soon as people get the knowledge they don't need you anymore so I think anyone who doesn't consume this master class and go till and watch the whole thing I don't understand what you're doing I generally don't understand I think it's careless I think it's IR responsible and you're putting a lot of people at risk whether that be yourself your team and uh I recommend you guys watch the whole thing now I have a pretty special surprise coming up in the

next uh week and a half with this build and relays AI Webby that we're doing I believe building AI assistance as a knowledge worker coach agency owner consultant will be the thing that changes everything for us you'll be able to turn your IP your knowledge into an AI assistant that delivers done for your work that you can not just sell for implementation but that you can also charge per usage every time someone runs a specific system every time runs a specific uh process a specific protocol you get paid imagine if you can get paid as

a software business but for your consulting or coaching business if you're curious about what we're building uh internally at Clan acquisition. please click the link below and register it's only $7 love you bye-bye so tener one of the things that I always like to do uh to give context because I think context is super important for it's not about what someone is doing it's kind of like how the sequence in through which things happen that is super important to understand so are you able to kind of like walk us through your journey before kind of

like or how you even ended up kind of like ending up with Elite CEOs as a as a brand as a company sure yeah so I grew up in pretty religious household I was one of seven kids had two brothers four sisters um didn't have a lot my dad was a teacher so I saw my parents struggle you know growing up my dad was you know he make more money from a jobs than his actual job as a teacher but he loved it and stuff was tight so as I grew up I I remember I

was you know as I got older I really got into fitness and I told my mom I wanted to be rich so I could get meal prep and I could go at a restaurant you know like that that just was a big thing for our family cuz a family of nine it's you know four or five $600 for dinner we didn't really do vacations um so as a kid I was the first boy I got bullied quite a bit I had two older sisters and they didn't mean anything but you know we did tea parties

and dress up so when I got to middle school that didn't do me any favors I got picked on a lot and around 12 years old I I really remember uh I remember someone look you know making fun of me in the class specifically and I went home to my parents and I didn't really know what to do uh you know my dad was really religious so he's like hey you should pray and all that and I'm not against religion but you know they kept messing with me and so finally I said you know I

had enough and I told my parents hey I want to start going to the gym uh so I could beat these kids up that was actually my so I started going to the gym before school I'm in sixth grade and they dropped me off around probably 6: am and then I work out for two hours and I'd go to school and after about three months of doing that I started seeing dramatic results right because I was still in puberty and no one at 12 years old is working out and I remember I started getting compliments

from girls and my teachers and some of the guys stopped messing with me and I was like oh [ __ ] like you know if you work hard and you dedicate yourself to something uh good things can happen um at that point I started going really deep into Athletics because I just was excelling there specifically American football or football for those of you who are in the states and uh I play basketball in high school but I just knew I could go farther with football so pretty much from 12 to 22 the way I attack

business was how I attack Sports I just wanted to play in the NFL by any means necessary and that ended when I was 22 um I think I wasn't good enough probably uh that's just being honest I like to think I was but I probably wasn't and then I just got a lot of injuries so at 22 I felt like I had to start from scratch so I went from kind of a loser like bullied to kind of captain of the football team All Conference stuff like that played division one football was Big Man on

Campus and then went back to kind of being a loser at least that's how it felt so from 22 to 25 I tried to build my business um very little success my girlfriend left me at the time that was pretty tough um you know she thought I was an idiot her mom thought I was an idiot uh my family didn't really think I I was going to make it happen but I had one Mentor who sat down with me after football and he said hey you know what's your goal I said I just want to

make a shitload of money that's what I said I just like I just want to make a shitload of money and um my motivation was because of my childhood and he said well you're not going to make any money as an engineer and that's what I was studying I was going to be a petroleum engineer uh you make a 100,000 out of school and I thought that was a lot and so he said drop out of school come work in my home office and I'll teach you everything I know so I drop out of school

against everyone's wishes and what they thought I should do I didn't even know if I should do it but I just had Big Dreams and aspirations so I was like f it you know I can always go back to school type deal so I go in his office and he starts teaching me all about clickfunnels and webinars and emails and all this stuff that I I had no idea what this stuff was or what this world was I remember asking him questions I would say well why do they call this an optin why don't they

just call it an email page you know and I I would get upset because he's like that's just what they do bro he's like you just got to learn the lingo so uh I I don't have any success I'm now like 23 and a half I'm still living at home with my parents I'm back in my hometown I'm like bro I got to get out of here like this is not a good look so I mov up to Utah where I had more family still the business is really struggling and the the business I was

trying to build I was learning a lot of skills and this will come back in just a second but I was trying to sell a low ticket fitness program called uh I called it the rapid muscle system but it was for 47 bucks and I didn't really have a following and I didn't know how to run ads and so all any sales I did make would just go to gas or Subway you know like I I just didn't I couldn't I couldn't get out of my situation so I get up to Utah and I met

uh a couple guys who were like oh dude you know your business would take off if you just had money I was like oh of course that's why I'm not succeeding which wasn't true and they're like you should do door to-door sales you're gonna make a ton of money doing door to door sales like yeah of course so I start doing door to door sales and that was to this day the hardest thing I've ever done mentally um so I went down to Alabama we were selling during the summer mostly um 9 months is a

long time but most of it was pretty hot and the way it would work it was six days a week about 12 hours a day so you'd be about four hours of driving there and back because these areas would be pretty far so you try to hit little pockets where they don't get as many visitors they're really welcoming they'll just like let you in their house and it's easier to sell and then I'd be on the doors for about eight hours uh what they do is they take you to an area you literally get out

of the car and they drive away and then they're like we'll see you at like 8 so that's uh that was my life for about nine months wow hardest thing I've ever done but I really learned how to sell just lights out because door too for anyone who hasn't done it they hate you um they want nothing to do with you your heart's pounding like it's quiet so imagine like it's really quiet and you knock on their door and you like they're kind of looking and then they like walk towards you and their FA is

like disgusted it just was really difficult but when I was done um or actually even before I was done I was thinking about going back to school because now I'm getting close to Turning 25 or I think I was 25 so for three years I kind of did what I thought I should do everyone's looking at me like you're an idiot it's not working you should go back to school and then I saw an ad on Facebook that said how to build an online fitness company and that's what I've been trying to do so I

clicked on it I got on a call it was $5,000 I had two grand to my name still like I I basically was going nowhere and I put three grand on a credit card and I jumped in and you know I started watching the videos and I'm a very uh straightforward guy so some people they like that some people don't but I'm I just was watching videos like dude what is this like raahr [ __ ] just tell me what I need to do like I don't have time for this because it was like you

know hey you got to do this and that and it was like I just was like tell me what I need to do so the coach said all right just raise your price from 47 to 1500 and sell it over the phone I was like are you serious and he's like yeah that's not going to work but whatever I don't have anything to lose so I started messaging my following and the first week I made 10 grand I was like oh [ __ ] yeah and and that was a pretty that was a pretty weird

moment for me because I was so ecstatic that it worked but I was so upset that I was so close the whole time like I I felt I had wasted two years going in circles um it also reinforced me the importance of coaching just you know to this day I I just invest like crazy because if I don't know what to do I have to find out so I I make 10K I called my parents I said hey um I'm going to come home let me pay you like a thousand bucks a rent and like

you'll never see me just like I figured it out let me work my dad's like all right as long as you don't sell drugs you're good so I go home and uh I did a million bucks that year in my parents' bedroom got a bunch of awards like uh this over here like these little clickfunnels Awards and that really started getting my name out there and I had a bunch of trainers who started asking asking me to help and originally I said no because I I had a real deep hate for business coaching which was

hilarious now but uh I just had a lot of bad experiences and it was really hard and I was like I don't know I don't I don't feel like those are good guys and I don't want to do it I kept getting asked and finally I had a couple that uh they were struggling and they said hey you're our last hope like uh Obi-Wan Kenobi or something you know they're like you're our last hope and I was like all right um I'll I'll do it but I don't really want to but I did and then

that's where I started a company called Fitness CEOs which basically I was just showing them what I did to grow my fitness company and that exploded and um that was a craziest year in my life like it just it went from like 10 I went from 1 million to 10 million in sales that year and I got this second award uh this one and then that's when stuff started going even crazier because people were like hey Tanner like I've heard about you but I'm not in Fitness but can you help me and then that's when

Elite Co started and then I've been doing that last four years and so that's uh my story but uh yeah it was uh pretty shitty and it took a while but you know it's all 2020 and then when you look back you realize why those things happened not to cut you off Ser I'm bring it back just for the hook so people on YouTube when they see this and how much total have you have you done now on sales uh we're about 11 million now and Counting yeah hopefully you guys pay attention for the next

45 minutes so for your first million you did you do it selling that, 1500 package was it still in the selling Fitness to Consumers yeah so my first million was all Fitness I I was once I once I got to my Peak I was doing close like 150ish a month and I was doing about 30 to 40 new clients a month uh most of it was paid ads or IG shout outs I've always been a big paid ads guy like I it's funny now I'm going the other way where I really want to grow my

brand and my organic audience um it's just harder though right like it's it's a lot harder to grow that than it is to run paid ads at least in my opinion for sure yeah that's what I sold wow interesting I guess I could see why you know with that kind of case C why when you do actually start coaching others on how to do it it picks off like crazy because the product is actually good yeah they I mean that was a thing I was getting asked so much and so if the cool thing is

if you are successful in any shape or form if that's something you want to do people will start to ask it just happens automatically it wasn't something I planned um but it also gives you a lot more credibility right because people look at you as like oh he's actually built the thing I'm trying to build instead of you know the first thing he did is try to coach people how to build something he hasn't built if that makes sense yeah yeah cool you just mentioned something which is really interesting to us because um you know

a big part of my audience is primarily people who grow companies like we're we're kind of like a a group of people who who go to companies whether that be you know coaches Consultants you know local businesses HVAC Mets but we just are in so many different niches and our thing is really we are trying to keep up with Trends and really seeing impact of how the market has become super sophisticated in the level of competition and one of the things that that we've been talking about is we've kind of like looked at the data

from all the companies that we're scaling and we realize like I mean and this is not necessarily abroad like across all nich but there's a few niches where it's when it's super competitive everyone who's really printing Millions right now profitably they're all through organic like like not necessarily organic like they still use ads but like they have a really good foundationally strong organic presence especially on YouTube like how how would you want to kind of like talk about how you're seeing things on your end yeah so I I got some pretty high level friends I

would say um you know I I bring him up too much but he's just a good example that everyone knows like I'm pretty good friends with Alex heroi and I I was friends with Alex before he blew up and the reason organic is so powerful is you just have to think of his free ads been that's the difference so ads work but let's say you get a 4X return on ads and 2x collected so meaning if you spend 25 Grand you do 100K in sales you collect 50 up front when you know like if you're

getting a 100 million impressions a month on your Instagram which I think is where Alex is at or more that would cost you I don't even know what that would cost you but probably millions of Facebook spend Millions um I think it's about $100,000 give or take for maybe I might be misquoting this but just so you guys know it's 20 $20 to $30 for a th000 Impressions which means for a thousand views so I can't do I'm not doing the math right now properly but I think if you're getting like two million impressions a

month that's like $100,000 of AD spend so imagine you're doing aund million impressions so the benefit is you can basically push anything and someone's going to buy and it doesn't it takes a lot of pressure off you and the team the downside is just harder right um so I think I wish in the past I put a bigger effort on it because I was printing cash so fast and I was so deep in the business and operating I didn't I don't think I really had the opportunity because I think building a great organic audience is

very difficult especially YouTube um but it's definitely the best people like Iman Gody or Alex or whoever um that's the difference because if you take a great business owner with massive amounts of traffic it's game over because that's the most expensive cost I have in my business is paid ads 100% And and we're trying to do for our all the business that we're helping whether that be agencies we're getting them on content because we believe like if you can acquire attention for free you're literally I mean you're you're you can make money just you can

just serve people you know yeah and it's also your team is smaller it's there's a lot of benefits and I've you know I've had a team as big as a 100 and I've spent you know half a million plus a month on ads so yeah I I I the the only thing I'll say with Organic is I think sometimes it'll be harder right like I think it's harder to get um the average client to succeed organically um paid ads is a little bit more predictable right like it's money in Money out uh still challenging right

but yeah I mean if if you have to pick like if if you guys had to pick hey you know would I rather succeed organically or paid ads yeah I mean if you had a big YouTube you can pretty much win no matter what you do cool uh and then um one one other question I'd love to ask is since you kind of like have blown up with this kind of like a with Elite CEO is like one of the problem within our space is especially in the Consulting coaching space is being able to retain

clients right for you how have you kind of like because a lot of people in the coaching space they just make a lot of money but then they're every month you got to go acquire new clients and for me that just has been something that I've been like yeah no which leads me to kind of wanting to stay a lot on service like even though our front end maybe a product like our back end is heavy you know big team big payroll but it's like we need to service people so recurring Revenue can happen um

like how have you structured things on your back end to be able to to solve that problem yeah well I wouldn't say I've solved it um I I think to your Point Consulting that's one of the downsides I think consulting's a great starter business I think it's great for beginners you can get in no skill no cash it's great cash flow it's a great cash flow business the issue though with information is once some acquires the information it's no longer valuable right so if I teach you something you're like wow Tanner's the man but now

you know it so the issue is that what people are usually looking for in business is they're looking for the next thing the next thing the next thing but ultimately once you've gone through a couple things you start to realize most of it's the same right like it's doing the same things better and consistently so in terms of like what we've tried to do obviously we have backend products so usually what we'll do is if we bring them in on the front end either it's going to be like a free or a low ticket product

and then obviously we're upselling stuff on the back end or we sell a high ticket product and the same thing the backend products will just be more of what they want so if I'm Consulting their business it'll be like do you want done for you ads do you want done for you Setters do you want done for you closers and that was hard to build being honest that's a lot of different services but it was giving them more of what they had but realistically I think your expectation should be lower um that's why some people

will pivot to other businesses that's why heroi did school it's why Sam ovens did school it's why Becker did hyos it's why um you know who else can I think of people usually will start taking their skills in this industry and they'll move to other Industries at a certain level because there's better business models that are easier to keep clients on recurring for that reason if that makes sense yeah yeah it compound businesses that compound right like ours are a little are a little trickier to to figure out which just KS you in the hamster

wheel but um cool Casey I don't know if you have you want to jump on yeah I do so one of the things that I always try to tell them in the community right is like go out and find the next failure because that's all businesses at the end of the day what I'd be super curious and I actually asked William this and it's super interesting to hear y'all's perspective because I can only imagine if all of us are trying to go out and find the next failure that you probably have found a ton of

them so I'd be curious to know what does decisions have you made or maybe one or two that just really stick out that just have not been worth it for you that you could help us hopefully mitigate in terms of doing that's a good question so if knowing what I know now I I think a big decision I look back on and there's no way I could have known it but uh Elite cosos at one point was like nearing 2 million a month pretty big number and this was couple things happened that made that happen

it was I was I was growing really fast Co was happening so there was like that was kind of an injection of capital that I think most people didn't realize till after covid ended right so then they weren't making quite as much um and when I got it there I was like stoked I was like holy [ __ ] you know like super pumped and then as Co started ending and started going down and I thought there must be an issue right I was like there's got to be a marketing issue and ads issue an

operation issue whatever and um I spin my wheels like trying to figure out like why it was going down and then a couple years later when I saw people transitioning so like I saw Becker do hyros and I brought those examples up uh most of these guys are moving into software you can also do private Equity hedge funds um acquisition. comom that heroi does similar premise um I realized I said if all these guys are smart and all these guys you know hit a million plus a month and they're all leaving why are they leaving

and then that's when it hit me and I said oh you idiot like you've been trying to fix something that like you can't fix it's just part of the business model so I know most people here are not at 2 million a month or not going to get there but the lesson was I I thought there was an issue with my company but really it's just the type of business it is at some point it just isn't very sustainable because like you said it's hard to keep clients on because no M how good your program

is there's an information issue and or a skill issue on the client so meaning um you know if I was a head coach for basketball and you have three players and you teach them how to shoot layups the worst player wouldn't look at the coach like oh what the I don't know how to shoot a layup but this happens in coaching and business all the time right they blame the person who gave the info even though the info is the same so that's one aspect and then the other aspect is just once they get it

it's not as valuable so I realized okay I can either stay in this industry and just be cool with where I'm at or I'd have to get into another industry where there's just um more like of a ceiling and the lesson from that was as I started looking I started interviewing a bunch of billionaires so I don't know if you guys have seen those documents but I put them on my Facebook a while back but I interviewed 30 I shouldn't say all billionaires they weren't all billionaires but the lowest person sold for 40 million some

of them sold for four four billion and I started looking for you know what was equal and pretty much everyone who'd sold for a ton of money it was just low to zero fulfillment that was the key thing it was low to zero fulfillment internet marketing background um and then sometimes like they'd have a lot of traffic but I started to think I was like why is that and it's because everyone gets the same results so therefore the word of mouth is all positive versus it's a mixed bag so sorry that was a mouthful but

that that's like one of the lessons I learned hopefully that made sense it does make sense let me let's let's riff a little bit more on that so when you because I think the the part where you say everybody gets the same result may have gone over a lot of people's head so let's break that down so so everyone should probably understand the low cost of fulfillment so therefore you our clients just zero marginal cost every single person comes in gets kind of it literally doesn't cost you anything for any person but what do you

mean about the outcome is the same yeah so anything that requires work from the client by default will have scaling issues at some point because not every client will get the same result it's like Athletics right not everyone's gonna be the best football player period because it takes effort but if I take an app like Uber Eats the dumbest person on earth can order a burger and get a burger right like of course Netflix you just turn on a movie um software that's why a lot of times you see guys pivot to software not because

software is the end all Beall but everyone gets the same result if I use a piece of software everyone gets it so what I realized I said I was you know I'd be like trying to do this in fulfillment and try to do this and do that and like make everything better and then I realized at some point no matter how good it was if I had John who's a 10 and Jack who's a five and Jill who's a one Jill will still get worse results than John or Jack no matter what and that's not

to say you shouldn't do a good job in your programs or you shouldn't make them as good as they can but again guys like also keep in mind I don't want to discourage people I'm just talking like huge numbers I'm talking like Rich of the rich so I'm not saying you know like abandoned ship and like All Is Lost and dis spare but it was a that was a big lesson I learned because I do want to get to those levels and I started to realize no matter what I did it was going to be

tough like it was G to be tough to stick like I would say it' be tough to do that with the elite cosos which is my main company yeah yeah so essentially U is this idea around building a a product that cuz I guess you could even let's say let's not even get into software because most people will probably not get to software but there is there is room to kind of like almost like instead of selling an outcome you're selling more so like an asset like you pay this to get this and everyone gets

this but you're not necessarily promising that oh you're going to make 50 million if you use this ad but it's like this is the ad that works so buy this and it's it's yours kind of kind of like that angle yeah or so I'll give you an example one of my portfolio companies is day trading so think of it this way so it's like how to make a little extra money on the side so it's a low promise okay then it's like you just have to click a couple buttons right essentially like it's like you

read the graph click these buttons and then he takes it a step further he's like oh by the way if you want us to do a done for you trading bot we can just do that so anything that makes it so it's takes very little time to get the result right so as fast as as old as possible right it's hard to get People Pumped like hey you'll make 10K in six months they're like H that's not that good or B will actually Ambi they don't have to do any effort so like a day trading

offer by default if it works let's say it's a trading bot it's great it's like instant results 10% a month or whatever they promise click a button yeah Consulting by nature is difficult so I'm like all right dude so they're like Tanner how'd you make 100 Mil I'm like all right I'll tell you 16 hours a day pretty much for six years you down the average person's like no you're crazy you're a psycho so that's the that's kind of the key premise I guess I'm trying to get across and I'm not saying it's bad I

I knowing what I know now I think the best thing you can do is go into internet marketing learn all the skills of the business organic ads content everything and then you can take those skills if you want to get to the next level you take those skills at some point and then you just put it in a better business model that is better suited to hit that that's it and some people you know I'd say the average person's happy to make one to two million a month so you guys don't have to Pivot right

but if you're trying to get crazy levels then that's why you see those individuals pivot because it it makes it very difficult to keep making that amount of money on a consistent basis I agree and uh for me one of the things that that I'm seeing kind of like opening up a little bit more is with kind of like with AI I believe there's a great opportunity for people like us who you know have maybe Consulting businesses service businesses to eventually build really like affordably tools and systems that create an outcome consistently for for your

people so almost like get away from selling selling like building a companies hard but let's say find one thing within the deliverables that you can essentially use a bunch of tools prompts GPT connect a bunch of thing and just build a a UI for it an app and deliver one of the deliverables with with AI like for me yeah I think it's it's you say I don't know for you if you're looking into AI a little bit or somewhat yeah I am so I I've bought um I have some portfolio companies I don't talk about

them much but uh most of them actually all of them are software right now they're all software um but that's kind of the premise right is like you find something that people will deem valuable and that you know they won't cancel that's the key thing it's like they won't cancel and the benefit is then you don't have to go out every month and get new clients but it just has to be good right and that's the key thing it has to be good um if it's if you build something and people are like uh that'd

be nice to have but I don't need it they'll usually cancel so uh I think like hyos is a great example it's ad tracking software and his promise is hey with our track software you will make more money and save money because it's more accurate than Facebook so they literally have to do nothing I've been paying them for four years they do nothing uh not not in a bad way I'm just saying like they literally I don't talk to them I don't even know who my support rep is yeah and they make 1,500 bucks a

month that's crazy right but they do absolutely nothing so um again it doesn't have to be software guys uh it can be other companies or there's I mean there's million examples I I really love this subject but that's the biggest lesson I've learned from doing what I did and I don't know if I would have learned that if I hadn't pushed the upper limits because I I just wouldn't have been forced to think that way right I wouldn't have been forced to like go interview people and like ask those questions I guess hey before so

a couple more guys and I promise I'll bring it back to you um one of them is contrary to that what decisions have been worth it even recently uh drop ass School very pivotal moment in my life I think the three biggest pivotal moments of my life was deciding to go to the gym at 12 years old that really has molded a lot of my work ethic dropping out of school at 22 um even though I was scared shitless and then you know 25 probably when I made my first sale those have been the most

pivotal um and if I hadn't made those decisions I don't think I'd be here those are definitely the most pivotal uh when someone says what's the best decision you ever made as dumb as it sounds I know it's so cliche but it was just hiring a coach uh it it kind of pissed me off because I spent two to three years going in a circle and part of it is because I didn't know this industry I didn't even know there was such thing as coaches to be honest like I didn't know that was a thing

in the business world but then number two as soon as I hired the coach I started making a ton of money and it was because I just had more Direction and a lot of people uh will basically push back and say yeah but like I had a really bad coach and it was a bad program and this and that but that's the point it doesn't matter though uh if you if you're dating if you date Seven Girls and the eight ones your wife you're not like oh I'm so upset I had seven other girl like

you're learning from each relationship you have which feeds into the marriage right the last relationship so when you have a coach even if it's the shittiest coach on Earth and you think he's like the like scum you're going to learn what not to do which is as valuable is learning what to do because a lot of times we see so many things on social media we can't discern what's reality and what's fake and who's bullshitting numbers and who's not it's tough so once you hire someone you just go in as hard as you can you'll

figure out if you do it 10x like if it's true or not and then you move to the next thing and that's how I view success is it's just opening x amount of doors some people it will take longer some will take less but as long as you keep opening new doers you should get there love it love it last three and these will you guys will find Value in these because a lot of them I I've actually used your story in our support calls one of the things I always bring up to them is

your story when you said when you came back from I always say Hiatus I don't know if that's what you demon as but there was a YouTube video you made where you said you came back you had six sales guys and you fired all of them except one and word for word you said the only guy I kept was the guy with the biggest bosss and I tell them right now every one right at most people stage if you're below like 50k a month 100K a month like you need to be willing to go all

in on sales so can you give people context why you did that so maybe you can just harp it into them yeah so I I uh once I got my company to a very big point I stepped out and you know I there's a lot of stuff going through my head I was trying to find I guess like deeper meaning and what was my next business and what I wanted to do and all those types of things um that you can do when money isn't as big of an issue and when I left you guys

know the game telephone you know it's like all right banana the next person's like Batman the next person's like banjo you know it just it just gets worse and worse when I came back I think that's what had happened um where my leadership and my leadership team had kind of Fallen a little too far and so some of the sales guys were just not doing what they're supposed to do so instead of trying to fix it I was just like you're gone and I just rebuilt the team from the ground up uh in terms of

I guess did you want me to hit more on like just the because the thing that you hit on was you said you fired everyone except the one guy and the one guy you kept was the guy with the least experience and the guy and the reason you kept him was because he had the biggest balls because he was Will to Challen challenge people's beliefs when they said no yeah yeah I mean skill skill not everyone can have skill but everyone respects someone who works hard I mean everybody that's a current see that anyone across

any country religion language like everyone knows the person who's like he's that mother effort you know what I mean you see that guy in the gym or you see that guy in business you're like man that guy's crazy like everyone respects that so part half the battle of success is you can't really control too much where you're born obviously I don't know if you guys can I I don't believe I did you can't really control who your parents are you can't control like how smart you are right but you can always control your effort effort

and so that's just something I really respect and effort will take you a lot of times farther because most people just don't really work that hard and I've really thought about that word um like hard work because that's why I think a lot of successful people also have an a athletic background not always but you learn you basically are told what has to happen and you just have to get it done or you won't play and that that was especially what happened at the highest levels so you learn to push yourself and you're just just

uncomfortable all the time so when I got into business it wasn't that anything really changed it was just it went from physical to mental and because I pushed through so many hard things before I think that's why I didn't quit I think the average person if they had gone through what I went through 90 something percent of people would have quit I almost quit I almost did and that's a crazy thought to me now but that's why I think a lot of people fail is they underes how hard it will be and then they over

but they'll also overestimate how long it's going to take so if someone came to you and said hey for the next 3 years you're going to eat [ __ ] three years is in the short term kind of feels like a long time wouldn't you guys agree I mean people like oh three years I'm like bro when you're living the three years it's horrible 16 hours a day I I wasn't dating I had a shitty car I mean my bedroom was like 300 Square fet I was in you know I couldn't even go on a

date because I was making 100 bucks a day as a server so that was like I had to really like that girl you know what I mean to take her to Red Lobster it was very serious very serious um so but now looking back I'm like man three years for what I accomplished the difference in what I would have made I actually think about this if I'd been an engineer for the last six years let's say 600k after taxes what I take home 450 the last six years I've done 111 million at 30% profit okay

so my life would be completely different but I never would have known that and I think that's a massive mistake most people make and it makes me sad because a lot of times people will go well I don't have 10K to invest or that's too much money and I'm thinking you realize you're never going to know what you lost out on by not making that decision because we only think about what we're going to lose but we don't think about what could have been so sorry if I got a little off topic but yeah I

mean guys working hard is half the battle and I think a lot of times we once you get to a certain level and you think you can't go any harder and you push past it and you don't die you realize that you could go even harder and if you guys watch the documentary by Michael Jordan the Last Dance that's that's a killer trait and Instinct of very successful people is successful people do the most and they never think they're doing enough and unsuccessful people do the least and they always think they're doing too much love

that love that last one and I'll bring it to you guys there was one point so I think for all of us right uh it's funny I used to join all these programs back in the day Iman etc etc and the first mod was always mindset you get to point like I don't want this woo woo stuff get this out of the way get this out of the way right now I'm 30 and the more time goes on you're like at least this is my opinion like damn a lot of it is how like you

control your emotions and person you become there was one point I was like so stressed and they've heard this story my head felt like it was going to pop and I joined an Andrew Tate Liv stream and I asked and he answered it and I said dude I'm extremely stressed to run a business blah blah blah and he answered it he said young man what I want you to understand is that your success will never your your success will never exceed your stress tolerance right so you just need to manage your stress and I think

for a lot of us we beat oursel up before the like we quit on ourselves before the company quiz and I think aot there's a lot of conversations with a lot of people behind the scenes that not even the internal team knows about that I'm having with people and they're just in their head genuinely and I think they're beating themselves up more than like they're almost on the verge of quitting right from you from someone who has gone through all the adversity would you say mindset and the way you manage your emotions has a a

pretty big role is there anything that you can kind of give to them before I pass it on yeah it's a it's an interesting question um so I would I would say I'm not the you know the most common collected person especially from Sports I mean I was running around the football field like screaming and cussing at people and you know hitting them as hard as I could so when I when I first started business um I didn't it's interesting I think I ignored a lot of how I felt and that that to a degree

is very helpful because I didn't care if I woke up happy I didn't care if I woke up sad I didn't care if I was depressed I didn't give a [ __ ] if I was sick there were videos people laugh at me like my first portal videos I was super sick but I I was like growing so fast so I'm like in the video I'm like all right guys like click click here and they're like dude what is wrong with you and I just I was like I had to get these videos done that

helped me a lot in the beginning uh as I've made more money and I've gotten to highed s um I do think going to your point a lot of your success I don't think exceeds your level of personal development what I mean by that is in the beginning of a business you're the only person so you're basically doing everything at the highest levels of business you can't do everything right it's like it's impossible even if you see someone who's running what you deem a successful business as a oneman show there's limits to that business right

like we can all agree so if you think about the highest levels of business people want want to follow someone they want to be like typically right or they're at least the business can provide something of equal value and the smartest people in the world they want to be compensated accordingly right so I think something I think about now is when I throw a temper tantrum or you know I say something unkind to my team or whatever it's it's going to ultimately hurt me because that means those I'm going to attract lesser Talent cuz like

who wants to work for an a-hole right usually or it also could be the person doesn't want to work for the type of business I run because they're like H doesn't fit my dream inside that business um but I've spent this last year I spent about a quarter million dollars on mindset coaches um it's become biger yeah it's become a bigger part for me in the beginning sometimes I think people just need to rub a little mud in it it's like yeah I mean it's going to suck like I don't what you expect type deal

but I do think at the highest levels you do have to continue to grow personally because it will affect the type of talent you attract and ultimately the type of talent you attract is how good the business is um once once I I think I don't know what the number was 300K a month or whatever but I started to realiz like [ __ ] it's like I literally can't do everything I can't be everywhere so it really does come down to how good my team is and how good your team is usually is how good

you are right your team's a reflection of you I think a lot of Life guys it's a mirror it's not a window so when we're having issues in our lives we always think it's the other person's fault right you probably have said in your head like what an idiot right or something negative I I do it all the time I still catch myself I'm like oh that's so stupid um but a lot of times the way we feel it's a reflection of ourselves so I think the ultimate level of Mastery and Enlightenment is first you

notice negative things and you try to stop it I think the level above that is you don't even think it you don't even think certain things you you know and we do it all the time if you just catch yourself watching down the street you have lots of judgments of people uh because I got bullied as a kid my girlfriend catches me she says a lot of times she's like man you're really judgmental of people and I think part of is as a kid I got made fun of a lot so I see someone like

oh he's kind of like I don't say this out loud or to them right but you know head I'm like he's kind of chubby oh man are you judging us fool are you judging us no but you know I see a guy's like man he's kind of he's kind of short he probably has a hard time getting girls or like you you just have all these thoughts and opinions that have come from other people so anyways I I didn't mean to go on a tangent there but there's a lot of cool stuff we can discuss

with that but yeah those are my thoughts what a great what a great answer 250k just the mindset you are your own Worse Enemy it's you versus you let you guys I'm G let you guys go oh sorry just one answer go ahead sir sorry one thing about the mindset thing and the Judgment thing I remember going through a Consulting accelerator by Sam and in one of his two-hour long mindset trainings he always had that because because us humans we're actually the reason why we're afraid of failure is because we judge people who fail so

if you stopped judging someone for something you actually stop fearing the thing yourself always it's all fear right like we don't care if we fail we care about other people's judgments yeah every some something um and then we'll go into Q&A guys sorry but you guys are hit on a lot of points I get really fired up and I start like sweating and I can't shut up uh yeah whenever I'm scared to make a big decision I always the way I do it if I'm scared to do is I go what like if no one

judged me would I care and usually it makes me more bold and more aggressive because the fear is coming from other people's judgments and there will come a point in all your lives where I think it's we all deal with it but you're just going to have to realize nobody gives a [ __ ] and it's all in your head like they just don't care about you as much as you think they do like you might have a blowout with someone and like they just don't care or other people see it they talk about for

two days and then they never think about it again you've been thinking about it for a year yeah my dad said that he was like when I was 20 to 30 I cared what everyone thought when I was 30 to 50 I didn't care what anyone thought when I got past 60 I realized no one cared to begin with yeah true right cool so everyone just be respectful of others one question we'll move on then be respectful his time I know we went over um we'll try to do we'll wrap up five minutes I can

go I can go a little longer if you guys need meet it too tan you let us know then yeah yeah wor is it Jan is that you say Jan almost it's Jan I know it's okay sorry thank you for coming on I think this is super cool um actually the person I used to work for um invested in your Elite CEO's um course you were the first person I was introduced to I was like people pay how much for what so I thought it was really cool and he's definitely one of those people who

didn't do anything like came to 90% of the meetings like had done anything and I'm like how can you pay this much money not doing anything but anyway um I so I've been following you for a long time three or four five years I can't remember but um in one of your videos a long time ago you talked about how you bought a Ferrari and like you just were like I'm giving I'm giving this back I hate it it's stressful um and I used to get really annoyed when I would see people be like oh

money is and everything you know um and actually I'm actually really curious now since you've had that recollection like what actually makes you happy now if money isn't everything like what how do you feel your days what makes you happy such a great question so yeah when I used to hear people say that in originally I just like oh you're poor that's why you said that I mean that's actually what I because I I was like you would say that like you're poor uh once I started making a bunch of money I think what I

realized by that is you're you feel that you're unhappy because you're poor and then you make a lot of money so you think you'll be happy and uh that was a big surprise to me um I remember when I hit a million bucks in a month I did it like 22 months like zero to a million dollars in a month and I remember I had this huge party um I can't show you guys right now but it's the window it's a massive building in Miami was one of the most expensive Etc and all these people

came and I remember I thought I was like man everyone's going to know who I am this is crazy right and I remember someone came and they're like yeah dude like why are you having this big party I was like bro I hit a million in a month he's like oh cool cool and they turned around and I'm like dude do you realize like what I had to do to hit that do you have any idea what I went through and that really um that really pained the picture for me um in terms of happiness

now I went down I had a little dark spiral for a while because when I got there and I wasn't happy it was pretty tough for me I I didn't really know how to handle it um so I started kind of figuring trying to figure out the meaning of life and stuff and I think everyone here that can take you a lot of different directions um I'm I'm kind of I'm more aggressive so like I'll do more crazier stuff so like I went and did like I think people thought I they were a little scared

for me for a while um I did iasa and I did bofu and iang and I remember my team's like Yo dude people think you're kind of losing it um probably was to a degree but uh I brought him up earlier but um Alex heroi right he's he's a good friend of mine and he he's more nihilistic so that doesn't resonate with everyone but I remember I was talking to like bro like I I just I'm just not happy and I don't know what to do and he just said dude like why do you have

to be happy I was like I don't know like isn't shouldn't he's like no he's like why why do you need to do anything I was like I like I don't know he's like why why don't you just do what you want to do and then stop worrying about if you're happy or not so to summarize an answer I think I think we all want things as humans but I think really when we're the happiest it's when we're in service right we're doing stuff for other people we're in Flow State we're working hard um I

was actually the most miserable I ever was when I took six months off from work I didn't work a single day for 6 months and I just you know did whatever Tanner thought he should do and I remember coming back and I started working I was like damn I feel so much better um I didn't even realize how bad I felt because I've been off of work so long I I was miserable I I remember coming back like holy [ __ ] I felt bad so I don't know if that's the right answer I don't

know if there is a right answer but I just like trying to be the best I can be and I try to do as much of that as I can um and that's usually where I feel the most fulfilled yeah thank you you bet uh Carl go ahead man yo what's up guys can you can you hear me yeah all right SE thanks for showing up today bro and sharing the sauce really appreciate that abely at the beginning of this call you mentioned that I think it was when you were younger you were saying that

you know you obviously put a lot of money into paid ads and to get leads you were doing paid ads and Instagram shoutouts I'm kind of been diving a little bit into the Instagram shuttle World um how we now that we're in like 24 forun 2025 how effective are you seeing Instagram shoutouts not as effective as they used to be absolutely um getting hard not as effective yeah like not as good yeah I'm not saying they can't work I think part of it does depend on your offer the reason I say that is I've had

so many clients and I have so many portfolio companies that I can run the same funnels similar ads Etc and one of the offers will outperform significantly because it's just a better offer that's why that book $100 million dollar offers that you know that's why that book is so popular right now um but you would test it right usually if you can get a follower for one to two bucks you can make some money if it starts getting beyond that it usually starts getting too expensive and then it also depends if you can Outreach all

the followers so for me we never spent more than 30,000 a month because we would get so many followers My Team literally couldn't Outreach and when you stop outreaching at least for us it wasn't quite as effective um second to that I would say that's the the cheapest and most cost effective is boosted post and then regular ads boosted post usually if you can get a profile view it'll tell you on the post so when I say boosted IG post down bottom right hand corner it says boost 10 to 20 cents of profile view and

then I'd say uh one to two bucks a follower and then you just Outreach all those people I have some clients doing 70 80 grand just doing boost and post like they don't even run a real ad so that's what I've seen being the most effective and the most cost efficient so if I had to low budget low skill low experience those are the two places I would start for sure so hopefully that's helpful okay cool yeah thanks bro okay all right Nico what's up man appreciate you jumping on here uh quick question what do

you feel like is the most valuable lesson that you've learned um you've obviously been in business for a long time um and had multiple business but what do you feel like is the most valuable lesson that you've learned um through the process of growing all of these businesses um might send cliche but don't quit um even now uh just so you guys are aware rich people still have problems so you guys might think someone makes a certain amount you're like oh he probably doesn't deal with that anymore like there's still days where like for example

I'm trying to grow my YouTube right now and my social media it's not going that good just being honest with you guys it kind of pisses me off but what's my what's my Choice like I can either cry and pout which I do to an extent but like I don't quit um I I was I was having a meltdown probably 30 minutes before this call honestly because I'm like bro we're putting all this time and effort and like we got the team we got 11 editors and all this [ __ ] d d d so

that that might sound cliche but every time you want to quit if you can just keep pushing it back keep pushing it back keep pushing it back you'll win man uh I I just think a lot of success is just being consistent not quitting and just coming coming to the party every day and not being tied to the outcome but being tied to the input so for example and then I'll wrap on this regret doesn't come from lack of results you guys get that right like let's say I hadn't made 100 million and let's say

I'd made five million if I had done my best you guys realize I would feel exactly the same I feel now about my accomplishment regret stems from lack of effort the reason there's regret is the thought is well what if I had done my best if you do your best you don't feel regret because you're like that's literally I gave it my all like that's the best I could have been so as long as you don't quit and every day you can genuinely say you did your best I think you'll be fine man that's that's

like the key that's the most important thing I've learned is even when things don't go my way just keep [ __ ] going and so for example as as successful as I've been in paid ads I've been unsuccessful in organic content like just think of it that way right so I wouldn't be like oh Tanner chis [ __ ] fire organic content holy [ __ ] he's got 23 Subs on YouTube and he's posted 1500 videos like you know what I mean for real so I anyways hopefully that is helpful but just dude don't quit

and then just be tied to your inputs the inputs is your effort and what you do the outputs is the result if you get tied to results you get real depressed real fast imagine this you make a 100 million and then you meet another guy who made more money imagine being friends with Alex Rosy that's who I text every day like like what am I going to do Alex will be worth probably 100 billion when he dies right probably he's he's a psycho bro so if I hit a billion I failed it's like dude I

only did one 100th of Alex it's like but I did a billion you know what I mean so anyways hopefully that's helpful sorry for the rant no it's so good bro I appreciate it all right Damian go ahead man how's it going man good man um my question is sort of like um it it it it probably has something something to do with uh your first business and how you kind of like first started and and and saw success where um to to give an example of sort of like what what we're dealing with is

like there's a whole bunch of kpis that that need to hit in order to kind of get to the next level or to get where you want to be where for us it's like it struggling to get that one month where just every kpi hits to where like we get where we need to go like rather it's um the cost for appointment closing rate showing rate um that sort of thing like what I guess like my question is like what did you do or was it a way of looking at it that you looked at

like those metrics differently that got you to the point where all the kpis just started hitting every month so for us it's a little inconsistent oh so okay do you know what the number should be do you even know what the number should be are you guessing no we know what they should be it's just like you know like one month we'll have a 70% short rate and then the next month it it drops to like a 50 which really kind of skews things okay so that's a that's a good question so I'll give you

two points of view the first thing that's been the most helpful for my success is my followup like you know all these Awards behind me these funnel Awards my funnel sucks bro they were ugly ugly they're just not that great but my follow-up game was crazy so the first thing that I that I've seen help the kpis the most is like text call dial voicemails retargeting ads DM like you're just smashing people why because the part of success is what are you doing that other people don't do that's all success really is right the most

successful people are doing actually even take it back it's the things they're not doing as well right because that's where people get in personal development like not drinking not smoking whatever whatever but that's the first thing the second thing is then I've ran a lot of ads so I'm going to tell you something that like you may not want to hear but not every month is going to be the best month okay like I didn't just do this all the way to 100 Mil it was like this bro it was like like it's a it's

a [ __ ] roller coaster yeah because there's some stuff you can't control Politics the elections going on right now raises ad cost Q4 raises ad costs uh covid oh Tanner you're the best marketer on the earth Co ends oh [ __ ] we're not as good as we thought there's some things economically that you can't control so but what I would focus on the most is focus on all your follow-ups like check all the stuff you can control so for follow-ups it's like are we manually texting them do we send an automated email do

we send an automated text can we have the Setters call them to confirm the call as well uh can we screen harder on our application so that we're cancelling more calls so we have a lower no-show rate right like control the stuff you can control but then the other part is dude I've been in business six years if you think every month's going to go perfect and you're never going to have a bad month even if you're doing all the proper stuff like you shouldn't be in business yeah it's just not that case does that

help yeah yeah yeah helps okay and then I guess just like another small question on on on that with um with looking at a cost per appointment what are metrics that you look into to like have an effect on that number uh cost like just cost per call what helps the most yeah like I yeah yeah yeah so for just just my journey most of the ads I've ran over the years we did add to DM and then once they come in the DM so like a IG message they get a link they click that

link and it takes them to the funnel the reason I like that is my messaging team goes in and they message everybody so you you can book a call that way or B we get their email and text and we can dial text and email them we can book them that way plus you have the vssl right I'm not saying that's the best way to run ads now it I would have to know a little bit more about your business and see your numbers but again it goes back to followup bro like if you follow

up more than other people you're going to make more money um that's usually the thing most people aren't going to do and they're not or they're not good at it right so it's a skill issue so they're following up but their skills really low yeah okay okay uh Chris yeah thank you for showing up today thank you so my question was like um you know on scaling because I'm going to give you a quick context is like um for example you have a a client you know you charge ref share with them you know the

first the the second the third type of client it's it's kind of easy to get them result because your focus is just on them but like on scaling how how can you like still keep the product the service delivery really high like with with scaling like how do you do that what's your service let's say I run ads I build funnels and just type of marketing and sales and inment yeah got it okay so uh two sides one one we can look at hiring the other we'll talk about the Rev share so let's do the

rev share part first so when you do a REV share number one thing you have to do if you're going to do rev share longterm you can only have good clients why because if you bring someone on for rev share and they're a shitty client they don't work hard they suck at sales they suck at messaging they suck at running a business and you're like you're running the ads and what do they oh dude these ads are terrible the leads are Terri they're gonna blame you okay so any portfolio company I have number one rules

they have to be a good CEO they're a shitty CEO it's an absolute noo because you're basically having to run the business for them which at that point it's like you should just run your own business and take 100% instead of take 20% of a shitty business you understand what I'm saying so first thing is just if you can keep good clients way easier it's harder to find them right so I understand like when you run ads not everyone's the best client Etc but you got to find that balance because good clients with rev share

dream come true shitty clients absolute nightmare okay the second thing then is to scale you talked about how do I keep a good service you just have to hire really well okay so what I'll do I actually have a sheet I'll drop in the zoom chat since uh he brought this up for hiring because I won't have time to go through the whole thing uh freebies man oh my go see we knew we l you bro we knew we loved you yeah this thing this thing will save a lot of time but I'll just go

over the key I'll go over the key components so this sheet in the chat guys is for hiring um I'm going to share my screen super quick I'm just going to hit on this quick so when you hire this this is kind of my framework okay um and there's more stuff you guys can read but the big framework is get on the call and because that's what you're really talking about if you're going to scale you need a team so first thing you need to do when you get on the call is you want to

you almost want to scare people off okay a lot of people they are interviewing and hiring and they want to make it sound like the best business in the world I'm the opposite I want to scare people so I get them on and go cool so our values here we work really hard no days off um you know we're very competitive here if you're not into that you're not going to like it okay cool here's your role and here's what you're going to solve I go literally step by step how it's going to look the

hours what they're going to do in the day Etc okay so I I'm really setting expectations and I want them to think it's hard now if it's easier than you say great but you never want it to be harder than you say because that's where people quit after that you want to ask for experience never ever ever ever ever in an interview ask a yes or no question hey are you good at ads hey are you good at sales what do you think they're going to say yeah so I say hey hey tell me what

jobs you've had in the past and what you did in a typical day so just you were a sales guy tell me what you did in a day by them telling you what they did in a day you'll see what they're good at that that's the easiest way to know uh hiring for experience is always the best thing hiring for potential is not a way to win because when you hire for potential yeah they work hard but the problem is you're doing the job for them for a lot of the time you can't always afford

experience in the beginning of a business but as you grow that's what you want to look for okay um give them a stress test so if I'm hiring you as a media buyer I'll say cool uh here's the offer write me three ads and tell me what type of funnel you'd use stress test them man because the best thing to do before you hire someone is work with them right like see what they can uh give you uh then you just want to see what their goals are and I'll just be like look dude uh

you don't have to say you're going to work with me till you die but like what are your goals right and I I'll I'll joke and stuff and I'm pretty direct to let them know like you don't need to tell me you're going to work for me forever that's okay just like tell me what you want um then I'll say how much would you like to make benefit here is if they say lower than you want that's obviously a win okay because like they want a lower number if they say a higher number then you

reset expectations and that's pretty much it you can ask them like what working from home means I like to make sure it's like hey working from home means you're working at your house it doesn't mean you work whenever the [ __ ] you want okay and then if you're not the CEO have the CEO do the final interview okay okay but really to scalan uh with you only take on good clients if you're doing rev share otherwise you'll drive yourself insane and then you got to hire good people you just got to hire competent people

that you can trust and that's the hardest thing in business by the way that's the hardest thing is BU high quality people it's hard so just step in it okay okay thank you that buddy Yuri thank thanks thanks so thanks so much for dropping so many insights pleasure to meet you espec it was warming my heart when you said about coaching and how much you appreciate that and I happen to be in the coaching coaching space and uh I work with a lot of successful coaches and somebody uh someone who are uh just studying out

U so my question to you is what would you say um is the one thing that uh coaches can do to transition from low ticket to high ticket offers and uh charge $250 million for mindset yeah so I I'll be straight with you when I was selling the rapid muscle system was 47 bucks and then I sold it for, 1500 the only thing that really changed is it was just more customized right so if you're so if I'm selling a fitness program and it's like they buy it and it's like here's a generic workout program

and this and that all that they really got was more access to me which just by the way like if you sell more access you can charge more right so I can charge more for uh a group call I can't charge as much as a one to one as like a private client right like it it changes so one of it one of the aspects is just access the other aspect is then you just customize more so if I'm doing group coaching I can't charge as much because it's generalized information like so this is a

group call right it's generalized info I can't get too specific but if I go one to one with you I can jack up the price because now super specific so I would really just say like be more specific and then the second thing is they just get a little more access and the more specific and the more access they get the more you can jack up the price was that what you were looking for is that off topic yeah no that no that that helps that helps thank you by the way T whenever whenever you

got a cut off brother you just let us know we yeah we're good we're good for now I got you thanks Nolan go ahead buddy yeah what's going on man um so you've been a massive part of like the rapid growth in the coaching space right like huge Cornerstone of that um and we've watched it kind of become more commoditized with coaching businesses shifting more towards done with you and done for you Solutions and vice versa from the service side back to the coaching side um so I'm curious where you see the evolution of the

space going dude such a great question uh so I've been doing this six years it's harder now than I've ever seen it more competitive ad costs are up everyone's you know because like the the hard thing with coaching is this at the end of the day there's only so many things you can say you can do right so like let's say I'm a business coach you're probably going to help with content okay cool you're probably going to help with ads you're probably going to help with funnels you're proba like you're going to help pretty similarly

right so the hard part is it's like well why should I work with Tanner versus this other guy and the differentiation is getting more difficult because six years ago I mean d many chat that thing was hot when it came out I mean I was crushing it with that you guys you guys will just see my kpis they were crazy I was like oh everyone's doing webinars but DM ads are way better now everyone's like DM ad who cares they just don't care so the issue you have two ways to compete in business either you're

the Goliath Netflix Uber you're just so different that it's it's ridiculous or your mechanism based so in the coaching space a lot of it's mechanism based meaning webinar versus BSL DM ads versus straight to page YouTube versus Facebook the problem is is what I've seen is over time the market has caught up people have done coaching programs they've been burned or they've done multiple and they're like it's kind of the same and so it's making harder because there's only so much you can do to differentiate um in coaching and then people are kind of like

I don't want to say wising up but once they've done a few programs Etc it just gets more difficult so in terms of where it's going I think I I don't know I think it's getting more commoditized right now um I think I think that's why and you'll see every couple years like people go to High ticket and then it kind of filters back to low ticket I feel like that's the communities are hot right now with school right like everyone 's like doing communities then a few years from now they might go back to

high ticket um I think the key thing though is just it goes back to having as good of an offer as you can but let me try to wrap up my thought it's hard for me for example it'd be hard for me to like completely revamp Elite cosos right like completely change the service so I think when you get to that point you have two options either you lean more on organic and you build a more organic audience like I look at Iman Gody and I I feel like he could just put his toenails in

a paper bag and people would buy it like for real like I I really do or Kim Kardashian you know what I mean yeah so it's either you get more free traffic to help the commodation because ad cost or Rising Etc or B you just have to move into a new vertical so for me I think over the next few years you guys can't see right now but you'll see me start moving into these new verticals and you'll see and that's going to be the big reason why because for me I've been doing this six

years and I'm like man it's getting harder and harder and harder and trust is lower and lower and lower and um I also have bigger aspirations like in terms of what I want to do but you really just have to focus on a really good USP so like what makes you different and it has to really be different right A lot of times it's just not that different or B you're gonna have to go into a new vertical hopefully I answered your question yeah and if you don't want me asking another kind of followup to

that how have your risk tolerances and your view on margin changed at each level of the game oh yeah dude I'm aggressive man um I think ultimately if you're less than 30% it stop especially at scale it stops to make sense so for example if you're doing let's say you're doing a million a month at 30% so you take home 300 Grand right for you to take home another hundred grand you have to make an extra three to $400,000 which is a lot right so you have to deci at a certain point I think you

have to decide is that extra work worth a little bit more of a biscuit right so if you're doing 70% margins it's like yeah hey if I get another 100 Grand I take home 70 um at scale that was where I was at is 30% so if I was doing 2 mil a month I could take home around 600 right but bro it was like it was like a mil to two mil in terms of client load and fulfillment and everything is a lot so I think you just have to make that judgment call um

because it can be a lot more stress yeah but 30% is where I'd say like you're below 30% it's like it's not even worth it like you just need to wait you need to get your margins up before you keep pushing and do you take more risks now that you have more wiggle room or did you did you take more risks early on definitely now man I mean because like what I don't have yeah I mean I don't have as much to lose you know now it's all relative on the size of the risk but

you know for me now it's like oh okay let's test with 10K or 20K like when I was in the beginning it was like [ __ ] $100 holy [ __ ] like please work you know yeah hopefully that was helpful all right Chase that's great thanks man yeah bro Chase I can't hear you man I think you're on mute how about now yeah you're good hit me so thanks for pulling up dude no quick question your bit about finding good clients and saying [ __ ] you to bad ones really hit um it's really

I think it's really easy to find bad ones um they're everywhere man yeah I wanted to I wanted to know if you have like a checklist for like the anatomy of a big client how do you find big clients sure uh easy way well so it depends on what you're selling but like what what is your offer um I do fulfillment model for day Traders basically say so you do so you help with you help day Traders basically I help day trading coaches grow their business go it okay so yeah I'll make it super simple

if they already make money easiest way but the hardest thing is there's not a lot of clients who do that the other hard thing is when you run ads you can't usually be that choosy meaning if you start turning away too much money guess what happens your business isn't profitable that's that's the hard part of coaching and you know so so like uh coffeezilla right my main guy he hasn't made a video about me maybe he has I haven't seen if he has but you know he's always like really hard on people but the thing

is is like like dude you can't just turn you can't only take the best clients if you're running ads because it won't be profitable but at the same time you don't want to take out a bunch of clients who aren't going to win because it hurts your reputation and they get mad and it you know you don't want to ruin their life Etc but if I could only take the best clients I would set a benchmark of like let's say it's like you have to be doing at least 10K a month or 20K a month

why because the skills needed to get to that level mean that they can usually Implement what you tell them the less Revenue it usually means they have lower level skills which means it's harder for them to implement what you tell them that's that's honestly just the truthful answer so the more Revenue they have they're usually a better client because to get to that level they have to have more skills to get there as simple as it can be but you have to you have to balance it if you're running ads that's again why organic traffic's

amazing because you're get organic traffic you're just like nope yes nope you know I mean you can choose man so I basically head up their DMS and I do like a DSL of my own inside the DM like hey I can help you but that's really helpful I'll uh keep that in mind yeah like I'll just that's one of the hard parts of Consulting and that's part like you guys are hearing me like as I'm moving into other businesses why because that's the part I'm kind of tired of a bit I'm kind of tired of

that [ __ ] because it's like I'll make I give them the best program on Earth in my opinion and they don't get results and then these clients do get results and then they get mad at me and I'm going well what did I do I I gave them the same blueprint yeah it's just again you can't you can't control that outcome like imagine in sports if all these athletes were like oh my Coach Sucks like I'd be starting but he showed me the wrong drill it's like no one says yeah it's just it's just

part of this space I don't know why that's part of the culture but that's just part of this space and that's just how it's viewed so you just got to have to take it with a grain of salt if you're going to stay here because it's going to app it all right France hit me buddy hey th am I audible yeah you're good so I appreciate everything you've shared so my question is if everything you've achieved were taken away what what would your first two three steps to be to rebuild or would you want to

pursue the same path or would you consider a different model no dude I would do the same thing yeah so if I lost everything and I had no money and I just knew what I knew now I'd I get High ticket offer I'd start reaching out on my warm followers after I did that I'd reach out to cold I get cash once I get that cash I'd move into paid ads and then I'd start making money and then I just rinse and repeat that process I do the same thing I mean may you know it's

easy to say I do something different but this is what I know right so that's why billionaires who lose all their Fortune they just do the same thing again because if it worked once it'll work again yeah so I do the same thing thanks man bro all right Pierre thanks for taking the questions by the way there's a lot of value love it so for a lot of us on this call I guess sales is the main buzzl neck in our business and I will when I listen to your story I think like okay perhaps

I got to do I got to go back do more do to-door sales if I want to learn but you know there's there's a lot of Sales Systems like Sandler and epq and they give you different advice so what do you think for example about asking for people's budget during the discovery phase like or do you have a range of marketing budgets you can invest on a monthly basis some say it's a good thing to do some say don't do that yeah dude I'm such a logical seller and the reason is I feel emotional selling

it just drains me because emotional selling to me that's Jeremy miners thing right any any PQ great guy sales I don't like it for me because I feel it's like so how do you feel about that you know how like what are your thoughts about that I'm just like listen bro I don't give a [ __ ] what your thoughts are like if you don't do this you won't be successful like I'm just that's just my personality so when I get in a price objection the way I handle it is I'll do it in the

chat real quick so it's like close hey so the price of program is 10K before I go into this you guys need to know what the lowest number you'll take okay so people go well I won't take anything lower it's like yes you will if someone said I'll pay you but I want to do it Tanner but like this is all I have everyone has a number everyone okay so I just to answer your question this is how I do I go so price of the program is 10K you're like hey Tanner that's too much

you object I say hey no problem I totally understand agree then I isolate so I isolate by saying hey I just want to make sure Pierre is there anything else besides the price that would stop you moving forward today or is it just the price you're like no it's just the price like I love it it's just the price we need to do that so it's a tie down then I double tie down so I say got it so if we're able to figure the price out can you move forward you're like yeah then I

do what I call cash on hand so I this is where I ask and I say look so Pierre for me to best know how to help you I got to know what you have available I'm not saying you have to spend all of it but I do need to know what you have and I need to know what you can spend today don't don't tell me what's in your Forex account and you know Bitcoin like what what do you have now you're going to give me a number if you don't give me a number

I will not move forward till you give me a number if someone's like oh I have to check I'm like Pierre like what do you make in a month what do you spend you probably make about the same right so let's say you you say five grand and the lowest number I'll go is 2,000 I just know this in my head I haven't told you this the reason that's important guys is you want to maximize cash on a sales call you never ever ever ever want to start just dropping the price because like what if

Pierre would have paid five grand but I was like well what about two I just lost $3,000 okay you have to do what's best for the business why because business is tough guys like you always have to make as much as you can and Pad um against like storms so once once I get that number the reason I do that is then I go okay so it's five grand so I go well so Pierre check this out how I say this guys this you'll make tons of money if you do this so I go so

Pierre look typically the price of the program is 10,000 right but that's not going to work for you because you said you had five so look I'm down to work something out for you but before I do I just want to make sure you can move forward today Okay the reason I say that is I do not want him to say he's gonna think about it after [ __ ] drives me crazy you don't give discounts and then they get to think about it that's not a fair deal fair deal is exchange of value it's

fair equal so if I give a discount what's fair he [ __ ] moves forward now so then they might go but what is it it's like hey Pierre don't worry about it I'll take care of you I just want to make sure if it makes sense financially you can move forward right because I don't want to give you a discount and then you say you can't do it because that's not fair to me right that like I'm telling you guys this Frame Works so they're like yeah that that seems fair it's like Yeah because

it is fair that's logical selling you see how I'm keeping it logical like I'm not I'm not emotional I'm just like 2 plus two is four so then they'll say um yeah it sounds good I'm like cool so I don't think you should spend all of it but I do think you should do something so I'll tell you what you said you had five grand if you can put that 5K down you come in you work hard you don't don't tell the other clients you got a discount because you know some pay 10K right if

you can do that um I'll call it a day at 5K and we'll wrap up sound fair enough and if you guys think about that is ethical all the way around because it usually is 10K you are doing him a favor he does have to move forward now if he's going to get it other people have paid more but like if you think about it it's all relative to the situation okay if a millionaire pays 10 I'm not saying you just scouch People based on like what you think they can pay but like you have

to be able to work with people in business and the reason that's helpful is if you have 10 clients a month who can't afford the 10K but they do five that's 50 Grand and it does make a massive difference at scale maybe in the where if you're a smaller company it doesn't but if you have a 100 staff like I did massive difference so that's my answer but sell sell how you want to sell man there's no wrong way to sell it's just emotional selling it honestly I get fatigued because I'm just a very like

I don't give a [ __ ] like I'll do whatever it takes so when I'm talking to someone I'm just like bro like this is how it is like what do you want to do this is reality like I'm in the real world you got to like come here you can stay where you're at that's so it just fits my style better okay uhome go ahead man yeah man um I wasn't actually gonna ask a question but you've been dropping some source so I thought I'd jump in here from one of the other questions when

you mentioned your your profit margin um I know you said you know when you're doing like 2 a month uh you were nearing around 30% profit margins and um I think this question would be suited to you as well because you're managing you said you have a portfolio of companies that also are software companies and so I wanted to get kind of your Insight on how do you decide when to profit or prioritize profit maximization versus revenue maximizations and then what factor drives that decision and how you're applying that to maybe a coaching style business

versus like a software business yeah that's a great question um so I think I think as long as you're still making good profit margins you keep pushing okay when you start seeing profit dip so for example if you're doing a million a month let's say 50% and then you go to a million and five and you're doing 25% that doesn't make any sense right so then you'd want to go back down and have higher profit at a lesser Revenue but I think as long as the profits there the goal of the business is to is

to win is to get as big as you can so you keep pushing until like for me in my business there came a point where I was making more money like more Revenue but I took home less money I was like that makes no sense like I'm paying I'm you know serviceing more clients there's more [ __ ] more staff but I'm not making any more money and I think that's um where you make that decision if you're coming into software if the software is built properly more clients doesn't create more fulfillment typically not a

lot it's very negligible compared to Consulting so again I I would kind of give you that same thing like as long as you're make as long as like you're not having massive issues in attrition and stuff like that you're good um usually in software depending on the software you're looking you know and how big the company is like less than 10% Max right some software companies are going to say less than five or less than three um but that was how I did it I just would push until my profit started being less but I

was making more and then I would go back and fix it and then I wouldn't go back up until that problem was fixed does that answer the question yeah 100% man I think it's it's quite a logical based answer I think just sometimes you get a bit confused and um you know you feel like there's a probably a different answer but yeah that makes sense for sure 100% cool all right uh last one kakoa is that how you say it kakoa yes sir yeah thank you for being here man um dude just wanted to ask

so I know you push low ticket pretty hard and obviously you guys are pushing more you know with YouTube stuff now how are you going about forcing consumption U of like trainings videos just for calls to decrease sales Cycles yeah dude um that's such a great question I I think the the most impactful thing is manual follow-ups like text so my all my sales guys will send a manual text before and then in that text it's like hey just want to confirm our time tomorrow 800 PM you can just text me back um also can

you let me know if you watch this video like usually the manual stuff because everyone's very used to automations I'm not saying you shouldn't have it but it's really just like the manual stuff um outside of that it's just I think like if you can get people in your YouTube and they watch the long form content that builds the most trust so some something you could do as well in conjunction is you just have um this isn't really preall but you could take your best YouTube videos that perform the best or that are more like

bsls and you boost that and you retarget it like anyone who like hits your pages Etc and they like they just get more inundated with your content uh but besides that it's just the manual texting is what I've seem to do the absolute best all my sales teams do it cool thank you love that man let's go ahead and wrap up dude we wrap up with the power five I got this from Nathan lack on who does podcasts uh rapid fire you ready yeah hit me favorite Business book or book doesn't have to be business

Mastery of Love Oh I like that okay do you have a favorite quote or statement you live by Mantra just do it by Nike man that's just just do it I like that uh is there any CEOs or Founders you're studying personally or following Etc I have a list I I can't think of them off the top of my head but I I'd say the ones like I follow the closest like Becker mosy ovens because like they came from a similar Place love that and the last one you said earlier uh you uh interviewed a

lot of billionaires what questions are they asking or what question if if if one yeah I think it goes back to the Fulfillment like all the guys I saw scale rapidly fast and crazy businesses is it just the models were easy to know fulfillment so two examples is weed maps by Justin Hartfield so he built Yelp for weed and the Fulfillment was yel so there was none and then he made a ton of money from ad placements the other guy's name was Scott Cohen and he built a competitor to Invisalign called bite byte sold it

for I think it was close to two billion or 1 five or whatever and you know once they slap the braces on that's it but he just beat them in marketing which is a little less common I would say but again I just every business model I saw I was like it as it scales there's not more fulfillment that was the key thing so if it scales and there's not a lot of extra fulfillment that's the key thing I saw across the board love that just actually just buff and bite that's funny uh if you

can go back to your 20-year-old self what would you tell them knowing what you know now hire a coach sooner just drop your ego hire a coach last one specifically for you because I'm into the whole biohacking stuff uh sauna or red light red light I have a red light son okay red light or cunch oh red light I love it because I love mine dude I love it dude you've been freaking awesome before I hand it back over to Serge to close out do you want to plug any of your stuff for when this

goes up on YouTube uh no just like you can just drop my free community link I I don't know where that is but yeah just uh this is our free community guys um we just started like yesterday like restarted I guess you could say and there's like 30 modules in there and uh honestly I feel like if you can just go through that you'll probably make a ton of progress so but yeah that's it you've been awesome dude thank you so much man s do you want to close out yeah uh just you know want

to thank you th tenner for spending the last 90 minutes with us but I want to just emphasize the importance of the insights that were covered in today's in the last 90 minutes I feel like most people don't understand how one single pivot can change your life a lot of people think you need to figure out ads you need to figure out sales but it's like no you just have to have one single edge and in the last 90 minutes he shared a bunch of different insights and a bunch of different pivots and a bunch

of different uh perspectives that if you apply to your business you don't need to apply everything we covered today but just find one thing that he shared that you think can apply to your situation and make your wallpaper on your phone and do not forget to execute it until it is done a lot of people forget [ __ ] we tend to keep forgetting [ __ ] over and over you get a bunch of insights you learn how to make a billion dollars but you still can't even make a mail you know because you forgot

to execute on the first on the little thing it's not all the ideas it's execute on one thing at a time so rewatch this whole thing uh if you're watching this on YouTube whatever but execute on one thing just that's it let's go thank you bro so much dude yeah room for all you guys good luck see you don't work too hard man all right guys let's cook it's the weekend C guys let's cook let's C let's go take care