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Speaker 1: I get a Bobby, how are you, bro?

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Speaker 2: Greg? Go what's going on?

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Speaker 1: I'm going good. I'm going good. You were just telling

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Speaker 1: me an interesting story. Hi everyone, by the way, welcome

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Speaker 1: to the You project. Bobby, say hi to everyone? Would

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Speaker 1: you do they get needy?

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Speaker 2: Hello?

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Speaker 1: Everyone? Hey, I want you to repeat that. I hate

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Speaker 1: it when people do this to me. You know, when

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Speaker 1: you tell someone a story, then someone comes up, can

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Speaker 1: you tell that story again? But that's exactly what I'm

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Speaker 1: going to do, because it's a really interesting insight into

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Speaker 1: perception and the way that we think and the way

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Speaker 1: that we believe, and the way that our mind is

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Speaker 1: influenced by situation, circumstance, environment, other people. But yeah, so

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Speaker 1: if you would share that story about I think it's

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Speaker 1: Bartholomew Coulson, that famous British bloke.

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Speaker 2: Ah, the hero of the common man. Yes, yes, both

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Speaker 2: Olimwew Colson. So when I was consulting for a measure

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Speaker 2: health club chain, I'm like to mention any names. Let's

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Speaker 2: just leave names out of this. But it was a

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Speaker 2: major health club chain in the United Kingdom in the EU,

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Speaker 2: I was up late one night before presentation with a

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Speaker 2: couple of my colleagues and we were at the pub,

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Speaker 2: so we were in good spirits and feeling highly creative

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Speaker 2: and I don't know how the conversation got there, but

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Speaker 2: we were talking about how unreliable eyewitness testimony is and

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Speaker 2: when you have gaps in your member, you can, through

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Speaker 2: the power of suggestion, creatively fill those gaps. So we

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Speaker 2: decided right there in the pub that we were going

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Speaker 2: to conduct an experiment. And one of the people that

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Speaker 2: we were with was this rough and tumble northern from Huddersfield,

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Speaker 2: and so we were kind of hanging shit on him

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Speaker 2: and we created a character with his namesake, but we

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Speaker 2: called him buff Olomel, so he was buff Olomew Coulson

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Speaker 2: and which we just came up the most outrageous stories,

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Speaker 2: how where he cut down trees to build houses for

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Speaker 2: the poor all by himself, and he raised money by

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Speaker 2: swimming the Liverpool Canals pulling a tug boat with his teeth.

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Speaker 2: It was just outrageous and we said, okay, So the

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Speaker 2: next few sessions that we go into because we always

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Speaker 2: had this game that we would play. Whatever we were

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Speaker 2: talking about the night before, you had to bring it

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Speaker 2: up in the session. But you couldn't just randomly throw

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Speaker 2: it out there. It had to make sense within the

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Speaker 2: context of the subject matter. So the next day we

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Speaker 2: would talk about heroics and taking a stand for your tribe,

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Speaker 2: for your company, your member, and we would start to

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Speaker 2: talk about like Bartholomew Coulson, for example, and we would

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Speaker 2: start to spew out the outrageous nonsense that we came

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Speaker 2: up with in the pub, and then at the end

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Speaker 2: of that we would ask the question, so, how many

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Speaker 2: of you actually remember your parents telling you stories because

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Speaker 2: you were probably too young, but your parents probably I'm

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Speaker 2: sure someone was told the stories about the exploits of

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Speaker 2: the heroic Botholomew Coulson, hero of the working man like clockwork.

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Speaker 2: Ten to fifteen percent of the room would look around

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Speaker 2: and sheepish start to raise their hand, and they weren't lying.

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Speaker 2: They truly believed after hearing this and connecting it to

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Speaker 2: their livelihood, their chosen career, something that had deep meaningful value,

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Speaker 2: that they had heard this story. Meanwhile, we made this

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Speaker 2: guy up. He was a character that we came up

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Speaker 2: with that I don't know, one o'clock in the morning

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Speaker 2: at the pub.

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Speaker 1: Over one hundred beeres it is. It's fascinating, it's fascinating.

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Speaker 1: How that set and setting and context and how other

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Speaker 1: people are responding or reacting. So I watched this thing

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Speaker 1: earlier today about these people who did this social experiment

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Speaker 1: I guess you'd call it a social experiment in the States.

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Speaker 1: And they set up they set up a fake high

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Speaker 1: end European shoe shop in the heart of all of

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Speaker 1: these fancy shops. So it was a shoe store and

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Speaker 1: they called it. It was called Plessi p l E.

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Speaker 1: S I Plessi, And they built this whole story around it,

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Speaker 1: and they set up their store and it was fucking beautiful.

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Speaker 1: They it looked like someone something from you know, Hollywood

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Speaker 1: Boulevard or what's that what's that expensive what's that expensive

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Speaker 1: strip where everyone goes.

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Speaker 2: To, you know, I jo about in Los Angeles wherever? Yeah, yeah,

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Speaker 2: what's it called that? It's Rideo Rideo Drive.

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Speaker 1: So they set up this pretend high end store, they

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Speaker 1: invite l these influential people. They everything about it is

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Speaker 1: real except the shoes. So so Palsi is a pie

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Speaker 1: on Payless. So they get all of these pay Less

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Speaker 1: shoes and they mark them up between five hundred and

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Speaker 1: eighteen hundred percent and they sell out. All of these

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Speaker 1: people come in all of these high end people, all

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Speaker 1: of these influences, these social media people, these people, these

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Speaker 1: all of these IT people come in and they get

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Speaker 1: these admittedly they look like nice shoes, but they put

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Speaker 1: them in this certain context, on these shells, with the

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Speaker 1: right lighting, with the right ambiance, with all the kind

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Speaker 1: of accoutrements around the joint. And they sold out and

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Speaker 1: they were selling, you know, fifty dollars shoes for nine

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Speaker 1: hundred dollars, and they were marching out the store. And

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Speaker 1: then once everybody had bought whatever. As people were going out,

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Speaker 1: they were, I guess the crew. They were taking them

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Speaker 1: to one side and explaining to them what had just happened,

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Speaker 1: and they were just bewildered. And also the amount of

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Speaker 1: people who were like they were speaking as though like

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Speaker 1: people coming out and going, you know, PLESSI is the

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Speaker 1: new whatever, you know, the new goalts here, the new whatever,

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Speaker 1: and they were just talking as though this this brand

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Speaker 1: was the next big thing, and they were they were

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Speaker 1: just ride on the bloody bandwagon and it was just

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Speaker 1: a complete fiction, but they bought into it straight away.

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Speaker 2: How suggestible we are. Robert Childeiniy and his book Influence

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Speaker 2: goes over stories like that and experiments they've done. Like,

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Speaker 2: what's interesting about that experiment. It's not just how easily

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Speaker 2: we're fooled, but how much that type of research is duplicated.

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Speaker 2: I mean, there was an advert on TV here in

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Speaker 2: the United States. It was like, yeah, people in this

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Speaker 2: five star restaurant are unaware that we've replaced their high

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Speaker 2: end gourmet coffee with Folgers. Now Folgers isn't the worst

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Speaker 2: coffee could drink, but it's not that great. Let's be fair,

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Speaker 2: It's instant coffee. And it's like, I'm sure these people

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Speaker 2: really appraised it and believe because of the priming and

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Speaker 2: the expectancy that they were drinking really great coffee, but

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Speaker 2: alas they were drinking just like like kind of bottom

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Speaker 2: and stuff. So how much of our impressions of the

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Speaker 2: world or our own, and how much of that is

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Speaker 2: influenced by things we won't even think about.

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Speaker 1: Yeah, yeah, exactly, And how much even even when it

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Speaker 1: comes to I don't know about in the States, I'm

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Speaker 1: sure it's similar. But in Australia, now there there are

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Speaker 1: we've never had more choice of cars, you know, So

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Speaker 1: there's all the you know, there's all the European cars

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Speaker 1: and we have a few American cars come in Jeeps

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Speaker 1: and the like, Jeep and the like, and you know,

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Speaker 1: Italian cars and a lot of Japanese car, lot is

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Speaker 1: Korean cars, and of course now an inundation of Chinese cars.

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Speaker 1: And it really bothers some people that some of these

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Speaker 1: Chinese cars are fucking amazing and and people don't even

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Speaker 1: like you saying that, but some of them. So you're

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Speaker 1: getting cars that are the equivalent of one hundred, one

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Speaker 1: hundred and twenty thousand dollars European car that's got everything

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Speaker 1: and more and well built and longer warranty and a

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Speaker 1: whole bunch of other things. But people are compelled, not everyone,

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Speaker 1: because they're really growing in terms of popularity. But there's

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Speaker 1: still are still a group of people. It doesn't matter.

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Speaker 1: You could put the same car in front of them

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Speaker 1: and say this is German. They would love it merely

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Speaker 1: the fact that they know that it's Chinese. They it's

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Speaker 1: not about the car, it's about where they think it

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Speaker 1: comes from, you know. And then conversely, you could have

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Speaker 1: a you know, you can get a pretty rude, aimentary

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Speaker 1: BMW here like not a particularly amazing car, like a

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Speaker 1: kind of a lower end, a lower end BMW is

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Speaker 1: going to cost eighty grand, like there are no you know,

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Speaker 1: and and you can get something in a Japanese or

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Speaker 1: Korean or Chinese car for probably about half that price,

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Speaker 1: which in terms of you know, function and operation and

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Speaker 1: features and build quality is the same for half the price.

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Speaker 1: But nonetheless, and we're not saying that there there are

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Speaker 1: no differences ever in build quality and that. But you know,

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Speaker 1: as someone who's interested in cars and bikes, and yeah,

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Speaker 1: I'm fascinated with the story that, like the car that

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Speaker 1: I bought not that long ago as a high unde

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Speaker 1: and people like, oh my god. Some people, like some

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Speaker 1: of my mates are like, what the fuck is wrong

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Speaker 1: with you? Why would you buy a high undae? And

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Speaker 1: I'm like, is.

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Speaker 2: Everything okay with work? Has the business?

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Speaker 1: Do you need a loan? You need a loan? And

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Speaker 1: I'm like, it's actually an incredible cars. It's fucking amazing,

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Speaker 1: you know. And I've had more expensive, fancier cars. That

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Speaker 1: particular car is the best car I've ever owned, hands

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Speaker 1: down by a million miles. And it's yeah, and it's

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Speaker 1: it is interesting that perception around what we think we're

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Speaker 1: buying and what we think also others think of what

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Speaker 1: we're buying because we care about what others think about

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Speaker 1: our shit.

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Speaker 2: See that's the thing. Some people really love cars, and

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Speaker 2: there's certain types of cars they really love other people.

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Speaker 2: It's like, I'm not buying the car for me, I'm

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Speaker 2: buying the car for putting it on display and how

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Speaker 2: everybody else appraises what I'm driving. Yeah, coming from New

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Speaker 2: York City, I can I can honestly say that if

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Speaker 2: I was going to buy a new car tomorrow, I

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Speaker 2: would not give a shit. I would just want to

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Speaker 2: buy something I liked. I don't really care what the

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Speaker 2: emblem is. It just so happens at the type of

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Speaker 2: cars I really like or not very practical. I mean

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Speaker 2: you know that from experience. You talked me out of

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Speaker 2: You and Amy, my wife got together and talked me

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Speaker 2: out of buying that nineteen seventy three Monty Caller. I

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Speaker 2: love that car, but it's like, oh man, that's that's

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Speaker 2: just buying probably a headache. If it's not late nineteen

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Speaker 2: sixties to early seventies American, Muscile, European even I'm not

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Speaker 2: into it, just not into it. Don't care, So I'll

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Speaker 2: buy a hard day or whatever.

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Speaker 1: Yeah, But do you think that this idea or this

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Speaker 1: perception thing spills into other areas. Like I've been at

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Speaker 1: conferences where there's somebody who in Australia has a big profile.

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Speaker 1: They're well known and they've done lots of television or whatever,

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Speaker 1: and now they're doing a presentation at a corporate conference

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Speaker 1: and getting paid some of them. I'm just going to

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Speaker 1: say this because I don't think people realize how much

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Speaker 1: some speakers get paid. But I've been at events where

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Speaker 1: speakers are being paid twenty and thirty thousand dollars for

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Speaker 1: forty five minutes to talk, right, And there are other

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Speaker 1: speeds is on the agenda or on the schedule who

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Speaker 1: are four thousand dollars, which I admit is still a

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Speaker 1: lot of money, but they're better than the person that

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Speaker 1: they wheeled in from Channel seven or Channel nine. And

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Speaker 1: it's like, oh my god, you're not paying for their

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Speaker 1: speaking skills or the quality of the content, or the

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Speaker 1: experience that the audience will have at this moment in

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Speaker 1: time with this person on stage. You're paying for this

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Speaker 1: high profile on the assumption that you will sell more tickets,

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Speaker 1: which I understand.

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Speaker 2: It's it's all perception. And Brandon Association. You take two products,

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Speaker 2: and Robert CHARLDI gone back to him. He was talking

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Speaker 2: about this and personal Let's look about personal training, right.

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Speaker 2: So if you have two trainers that both communicate really well,

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Speaker 2: they're both dynamic, they're great to be around, they know

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Speaker 2: their stuff. You know what a lot of trainers never

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Speaker 2: got is the fifty dollars an hour trainer would have

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Speaker 2: a harder time selling themselves than the eighty hundred dollars

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Speaker 2: an hour trainer. H And it's around perception. So one

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Speaker 2: of the things that just boggled my mind when I

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Speaker 2: first started doing personal training, I think I was like

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Speaker 2: thirty Don't ask me how I arrived at this number.

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Speaker 2: I was thirty two dollars an hour in the beginning,

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Speaker 2: and all I ever got was price objections, just, oh,

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Speaker 2: that's too high, that's too odd. Jay's thirty two dollars.

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Speaker 2: Thirty two dollars an hour on one of my most

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Speaker 2: loyal clients at that time, was like, yeah, you know, Capuccio,

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Speaker 2: I really love what you do and I could afford it.

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Speaker 2: But for most people, thirty two dollars an hour, that's like,

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Speaker 2: oh yeah, like one hundred dollars a week almost you're

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Speaker 2: gonna you're just pricing yourself out. And once I got

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Speaker 2: out of that environment and I stepped into another environment

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Speaker 2: where it was quite at the different end, and I

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Speaker 2: started raising my prices. The more I raised my prices,

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Speaker 2: the less price objections. I got to the point where

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Speaker 2: I didn't deal with them. I didn't deal with them

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Speaker 2: because one, they hardly ever came up. Number two, if

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Speaker 2: they came up, I wasn't bothered. Like, if you could

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Speaker 2: find a trainer that that's cheaper, go ahead, you know, yeah,

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Speaker 2: I mean, yes, I do. I do charge more than

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Speaker 2: a lot of the other trainers, and there's a reason why.

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Speaker 2: But it was hard for me to wrap my head

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Speaker 2: around that that perceived value. Like the nine hundred dollars

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Speaker 2: pair of pay less shoes. It's like, that's a different

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Speaker 2: story because a lot of times when you're paying more

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Speaker 2: for a service, there is something behind that. But I

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Speaker 2: know me, like I wouldn't identical service if the price

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Speaker 2: is too low. I start to get really nervous.

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Speaker 1: That is so interesting. What about the opposite side of

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Speaker 1: that conversation is because this was my challenge, right I

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Speaker 1: I started, We almost started in terms of price. My

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Speaker 1: first client I had was a guy called Max, who

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Speaker 1: I still see. We're friends, and this was in the

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Speaker 1: mid eighties. He's a few years older than me, so

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Speaker 1: he's mid sixties now. But he wanted to train three

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Speaker 1: days a week, so he was like the Genesis. He

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Speaker 1: was like the Adam Right. And so I set one

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Speaker 1: hundred bucks for three sessions, which was a rare moment

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Speaker 1: of courage on my part because I didn't think I

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Speaker 1: was worth it, and straight away he went, Yep, no worries,

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Speaker 1: let's start tomorrow. And I felt imposter syndrome because I

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Speaker 1: was at that point in time, so nineteen eighty six,

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Speaker 1: maybe earning twelve dollars an hour as a gym instructor

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Speaker 1: and just stepping into managing the gym that I was

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Speaker 1: in for maybe fourteen dollars an hour. But I mean

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Speaker 1: the bottom line was, if I had have got twenty

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Speaker 1: dollars an hour, I would have thought I was winning.

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Speaker 1: And I ended up on thirty three dollars an hour,

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Speaker 1: and I thought a couple of I thought, one, I'm

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Speaker 1: not worth this. I'm not that good too. Who the

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Speaker 1: fuck gets thirty three dollars an hour? This is incomprehensible

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Speaker 1: and three. This won't last because you'll figure out I'm

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Speaker 1: shit any day now, you know. So for me, it

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Speaker 1: was that battle of and I think for our listeners

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Speaker 1: who have their own business or service, especially people who

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Speaker 1: do offer services, you know, and they are essentially selling

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Speaker 1: you know, their time and their skill and their knowledge

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Speaker 1: for an hourly rate. What advice do you have for

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Speaker 1: people who are there who maybe are better than they

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Speaker 1: think and they actually self sabotage their potential earning capacity

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Speaker 1: because they don't think they're worth it. Like, how do

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Speaker 1: you navigate that?

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Speaker 2: I think there's a few things to consider, Like number

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Speaker 2: one is what exactly do you charge for? And here's

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Speaker 2: the thing, whatever you think you sell, you probably don't. Right,

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Speaker 2: That's a great place to start. There's more to it.

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Speaker 2: So let's take Ray Kroc McDonald's for example. If you

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Speaker 2: ask most people what does McDonald's sell, you know, they

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Speaker 2: would fast food. Other people would argue, well, that stuff's

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Speaker 2: not actually food. But if you asked Ray Kroc what

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Speaker 2: it is that he sold, and like what business was

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Speaker 2: he in? Was he in? Yeah, he wouldn't say I'm

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Speaker 2: in the fast food business. He said, I'm in real

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Speaker 2: estate and distribution. And he understood the nature of the

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Speaker 2: business when something changed my childhood, not necessarily in a

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Speaker 2: good way, but I was like five years old and

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Speaker 2: I remembered that I must have been like five six

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Speaker 2: years old. It's one of those early memories. And I

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Speaker 2: was sitting in McDonald's and somebody came around and they

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Speaker 2: gave me a chicken McNugget. This is when they were

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Speaker 2: first coming out, so they were piloting this product. I

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Speaker 2: remember I put this sugary, fatty thing in my mouth.

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Speaker 2: It's probably a lot worse today, and my brain just

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Speaker 2: lit up. I was like, Oh, I want another one

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Speaker 2: of those. The day that Chicken McNuggets were released into

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Speaker 2: the marketplace, they outsold Tyson Chicken, Kentucky Fried Chicken Purdue

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Speaker 2: because they dropped it in a distribution machine and it

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Speaker 2: periferated like wildfire. Had it not been for that distribution

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Speaker 2: machine and understanding what his business actually was, McDonald's wouldn't

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Speaker 2: be able to have that one billion served, like two

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Speaker 2: million murdered, like all that stuff that they're like really

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Speaker 2: proud of. So what exactly do you sell? And it's

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Speaker 2: not personal training, Like what is it about your knowledge resources,

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Speaker 2: your personality, type, your engagement that really creates value for someone.

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Speaker 2: So maybe you sell removing the guesswork out of getting

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Speaker 2: the most amount of results in the least amount of time.

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Speaker 2: Maybe it's that you have a keen eye because you

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Speaker 2: do nothing but study joint motion. You study biomechanics every

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Speaker 2: single day, and you could take a look at things

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Speaker 2: that most people can't even notice and make a tweak

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Speaker 2: and either save someone an injury in six months to

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Speaker 2: a year, or you could tweak an exercise to move

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Speaker 2: them further and faster than anybody else. Maybe it's your

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Speaker 2: ability to build a level of confidence and self efficacy

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Speaker 2: by understanding microprogressions and communicating microwinds to somebody, and the

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Speaker 2: way you communicate with them, that level of self efficacy

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Speaker 2: allows them to take on more responsibility for themselves, whether

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Speaker 2: it's outside of the gym, Like what are they doing

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Speaker 2: the other twenty three hours of the day that you're

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Speaker 2: not with them? What about all the other domain stress management?

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Speaker 2: What about their sense of purpose, sleep, dietary habits. So

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Speaker 2: what is it that you do not better but differently

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Speaker 2: than anyone else that cannot readily be duplicated. I think

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Speaker 2: that's an important question to ask another question is like,

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Speaker 2: two years from now, what do you want to be

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Speaker 2: peerlessen Like, if you could somehow evaluate this stat what

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Speaker 2: would put you in the top twenty percent of everyone

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Speaker 2: working within your position today and make that decision, because

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Speaker 2: in the second you make that decision, it's a little

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Speaker 2: bit different than a car cards appreciates some value the

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Speaker 2: second you drive it off the lot. It's not an

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Speaker 2: investment in any way, shape or form. If you make

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Speaker 2: that concrete decision, what am I going to be among

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Speaker 2: the top twenty percent of all professionals working in my

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Speaker 2: same job role? And what's required to me daily? You're

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Speaker 2: an appreciation you are an appreciating purchase. You're gonna be

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Speaker 2: worth a lot more to that person three six months,

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Speaker 2: a year from now. But you have to establish what

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Speaker 2: it is that you do differently, because it's like, well,

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Speaker 2: I know functional anatomy. Every trainer should know functional anatomy.

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Speaker 2: You know, well, I understand cadesiology. I understand what happens

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Speaker 2: when you impose load, what happens on the systems biomechanics.

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Speaker 2: Every trainer should understand that what do you do differently?

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Speaker 2: And then you are not your client like your your

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Speaker 2: insecurities in your inner dialogue doesn't have to be put

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Speaker 2: on them like you would come into work and unload

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Speaker 2: all the problems and the arguments you had with your

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Speaker 2: partner on your client. I mean, most trainers shouldn't. Some

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Speaker 2: trainers would, but you wouldn't do that. So why are

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Speaker 2: you unloading all of your inner baggage by imposing it

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Speaker 2: on them that they're making The appraisal of quality is

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Speaker 2: onlyquality in value when the client says it's value. Your

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Speaker 2: job is to put in as much effort and conscientiousness

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Speaker 2: to constantly raise that potential for perceived value. But you're

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Speaker 2: not the one who appraises that. That's none of your

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Speaker 2: business and that's irresponsible. Start by asking, just confidently, ask

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Speaker 2: for the sale. After you practice communicating what it is

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Speaker 2: you do and why there is a distinct value in

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Speaker 2: what you do, and then ask.

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Speaker 1: Yeah, I guess there's a big I used to have

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Speaker 1: this semi regular experience at my gym on the highway,

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Speaker 1: the big one. Did you ever come to that one

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Speaker 1: on the plan Highway hoppers, the big One? Did you

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Speaker 1: come up there?

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Speaker 2: No? I don't think I was up there?

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Speaker 1: Yeah right, okay, so pled to me, Yeah, well, I

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Speaker 1: think you're in a different country at the time. But

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Speaker 1: that was I mean, that was a massive training space.

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Speaker 1: That was the biggest petaste studio probably in the world,

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Speaker 1: definitely in the Southern hemisphere. So ten thousand square feet

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Speaker 1: blah blah blah. But and so I had lots of

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Speaker 1: trainers at a given time, like it, I would have,

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Speaker 1: you know, thirty trainers working under my banner at any

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Speaker 1: given time, not necessarily all on the floor. But one

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Speaker 1: of the regular conversations I had with people was because

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Speaker 1: most of the trainers were charged out at pretty much

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Speaker 1: the same rate, which back in the day it was

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Speaker 1: about sixty bucks an hour, and then it would be

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Speaker 1: that's one on one and deer for two and three,

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Speaker 1: and there was a few variables. But every now and

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Speaker 1: then i'd have a trainer come up to me, which

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Speaker 1: was I kind of admired, but also we had to

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Speaker 1: open the door and have a conversation, and that'd say,

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Speaker 1: I know, I'm worth one hundred dollars an hour, so

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Speaker 1: I want to charge one hundred dollars an hour. And

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Speaker 1: I'm like, and I don't want to discourage them, but

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Speaker 1: like you were saying, really what you're worth per hour

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Speaker 1: is really determined in the short term by what people

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Speaker 1: are prepared to pay for you. Like if if I go,

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Speaker 1: I'm worth twenty six thousand dollars an hour as a

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Speaker 1: corporate speaker, but no one will ever pay me that. Well,

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Speaker 1: do you know what I'm saying. It's like I'm not

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Speaker 1: worth that or I can't get that. Maybe in some

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Speaker 1: other context or with more skills or in a different situation,

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Speaker 1: but for where I am right now, And so there

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Speaker 1: is that idea that I think I'm worth two x,

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Speaker 1: but people will only pay one x. So other than

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Speaker 1: other than improving knowledge and skills and competence and all

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Speaker 1: of those variables that are somewhat within our control, how

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Speaker 1: do we influence people or is this even a good question,

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Speaker 1: but how do we influence the potential market from the

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Speaker 1: outside looking in that we might be worth two x

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Speaker 1: per hour or three or ten x per hour?

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Speaker 2: Well, I think demonstration beats conversation. And you know, I've

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Speaker 2: been outside of the health club world for years, so

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Speaker 2: this probably isn't even relevant the way that they structure

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Speaker 2: training shifts. But here's an example from when I would

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Speaker 2: develop teams lead teams, and I would do this myself

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Speaker 2: all the way up until the last day I was

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Speaker 2: ever in the clubs because I felt like you have

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Speaker 2: to be connected to it to really explain it. If

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Speaker 2: a trainer's out on the floor, if you are studying

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Speaker 2: and applying and making mistakes and correcting those mistakes, hopefully

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Speaker 2: not with your clients, and you're getting better and better

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Speaker 2: and better at the application. If you're walking the floor

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Speaker 2: and somebody's doing an exercise, let's say a lot pull down,

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Speaker 2: and you could utilize your understanding of appraising movement, taking

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Speaker 2: that appraisal, making tweaks and communicating to the client on

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Speaker 2: a multi century level and verbal level how to execut

431
00:26:00,080 --> 00:26:04,680
Speaker 2: you based on what you're seeing, and you can get

432
00:26:04,720 --> 00:26:09,320
Speaker 2: that person to have a completely different experience with an

433
00:26:09,400 --> 00:26:12,040
Speaker 2: exercise that they've done I don't know, one hundred times,

434
00:26:12,119 --> 00:26:16,520
Speaker 2: maybe more. Maybe even they've felt their lats in a

435
00:26:16,560 --> 00:26:20,560
Speaker 2: way that they have never ever felt them engaged in

436
00:26:20,600 --> 00:26:22,160
Speaker 2: that same exact exercise.

437
00:26:23,560 --> 00:26:24,920
Speaker 1: Yeah, it's a.

438
00:26:24,920 --> 00:26:30,720
Speaker 2: Completely different level of influence you have because you're not

439
00:26:30,840 --> 00:26:36,240
Speaker 2: trying to persuade. You've demonstrated yes, and you know there

440
00:26:36,440 --> 00:26:40,359
Speaker 2: is It's almost like one of the things that I

441
00:26:40,400 --> 00:26:46,320
Speaker 2: have not trained trainers in sales, but in since twenty seventeen.

442
00:26:47,640 --> 00:26:52,440
Speaker 2: But let's go back to that. Here's where coaching comes in, right,

443
00:26:52,680 --> 00:26:56,919
Speaker 2: And one of the principles, there's always a principle from

444
00:26:57,000 --> 00:27:00,480
Speaker 2: which practices follow. And one of the principles that has

445
00:27:00,640 --> 00:27:05,399
Speaker 2: helped so many trainers and I think salespeople overall is

446
00:27:06,040 --> 00:27:13,000
Speaker 2: the paradox of being completely invested and completely unattached at

447
00:27:13,040 --> 00:27:16,800
Speaker 2: the same time. Here's what I mean. If you come

448
00:27:16,880 --> 00:27:20,040
Speaker 2: up to me and you have a question or I

449
00:27:20,040 --> 00:27:24,240
Speaker 2: don't know, we're in an orientation induction, it's a sale session,

450
00:27:24,320 --> 00:27:28,840
Speaker 2: let's call it what it is. I am absolutely invested

451
00:27:29,119 --> 00:27:33,600
Speaker 2: in hearing you. I am completely invested in your experience.

452
00:27:34,560 --> 00:27:38,080
Speaker 2: I'm invested in the outcomes that you produce for yourself,

453
00:27:38,119 --> 00:27:42,120
Speaker 2: whether it's with me or somebody else. But I am

454
00:27:42,200 --> 00:27:47,440
Speaker 2: completely unattached at the moment whether or not you buy

455
00:27:47,480 --> 00:27:50,720
Speaker 2: something from me, because I think that's where trainers and

456
00:27:51,000 --> 00:27:54,080
Speaker 2: salespeople in general start to choke, like I need this,

457
00:27:54,240 --> 00:27:56,959
Speaker 2: I need to make this sale. First of all, you're

458
00:27:57,040 --> 00:27:59,440
Speaker 2: not focused on the client. You're in your own head.

459
00:27:59,480 --> 00:28:01,880
Speaker 2: Once you're come from a place of need, You've got

460
00:28:01,880 --> 00:28:04,280
Speaker 2: two dialogues. The one that you're having with a potential

461
00:28:04,280 --> 00:28:06,720
Speaker 2: client and the one that's in your head and you

462
00:28:06,760 --> 00:28:10,119
Speaker 2: don't realize it, but your anxiety is leaking out of you.

463
00:28:11,080 --> 00:28:12,480
Speaker 2: I used to work with this guy. I used to

464
00:28:12,520 --> 00:28:15,520
Speaker 2: apprentice under him. He's one of these like motivational speakers

465
00:28:15,520 --> 00:28:17,679
Speaker 2: and sales trainers and a lot of the domains. This

466
00:28:17,720 --> 00:28:20,840
Speaker 2: guy was very good, and I thought he was I

467
00:28:20,840 --> 00:28:25,359
Speaker 2: thought he was a completely tosspot, like the first mentorship

468
00:28:25,359 --> 00:28:29,399
Speaker 2: that I went to, because he's sitting there and somebody

469
00:28:29,480 --> 00:28:32,359
Speaker 2: would raise their hand and go, well, what about the objection?

470
00:28:32,560 --> 00:28:35,080
Speaker 2: And these were people from free enterprise, from all different

471
00:28:35,080 --> 00:28:37,960
Speaker 2: types of industries, selling all different types of products and services.

472
00:28:38,280 --> 00:28:40,200
Speaker 2: Well what about when somebody says, well, I got to

473
00:28:40,200 --> 00:28:42,800
Speaker 2: think about it, what do you do? And this guy

474
00:28:42,840 --> 00:28:45,280
Speaker 2: would flippantly look at them and go, I don't know,

475
00:28:45,640 --> 00:28:48,680
Speaker 2: I don't get that objection. Next and somebody well, well

476
00:28:48,760 --> 00:28:51,960
Speaker 2: what about the money objection? And he would go, I

477
00:28:52,000 --> 00:28:54,920
Speaker 2: don't know, I don't get that objection. Next question, and

478
00:28:54,960 --> 00:28:56,880
Speaker 2: I'm like, what the hell are we paying for here?

479
00:28:57,120 --> 00:28:59,120
Speaker 2: You're not even answering any of the questions. You'd be

480
00:28:59,120 --> 00:29:02,280
Speaker 2: a kind of a knock. Well, later on in the summer,

481
00:29:02,360 --> 00:29:06,640
Speaker 2: he explained why he was doing that. He said, think

482
00:29:06,720 --> 00:29:13,280
Speaker 2: about the objection that you're most terrified of handling. Yeah,

483
00:29:13,400 --> 00:29:16,040
Speaker 2: I guarantee you that's where you get the most objections,

484
00:29:16,880 --> 00:29:19,280
Speaker 2: because as soon as you get to the point and

485
00:29:19,360 --> 00:29:23,680
Speaker 2: the presentation where that objection usually comes up, you get

486
00:29:23,720 --> 00:29:30,040
Speaker 2: fucking weird. Yes, And it's almost like your energy makes

487
00:29:30,080 --> 00:29:34,640
Speaker 2: that person very uncomfortable. Because how many of you sell

488
00:29:34,720 --> 00:29:38,640
Speaker 2: products and how many of you sell services, and the

489
00:29:38,680 --> 00:29:41,120
Speaker 2: difference between that is, if you're selling a product like

490
00:29:41,160 --> 00:29:44,320
Speaker 2: I'm selling this coffee cup, I don't need to tell

491
00:29:44,360 --> 00:29:46,360
Speaker 2: you much about it. If you pick it up. It's

492
00:29:46,440 --> 00:29:50,480
Speaker 2: designed well, knock on it pretty sturdy. Jeez, I love

493
00:29:50,560 --> 00:29:54,680
Speaker 2: this cup. It speaks for itself. If you're selling services,

494
00:29:54,720 --> 00:29:58,960
Speaker 2: which most people selling anything today are, you're selling something

495
00:29:59,000 --> 00:30:03,440
Speaker 2: that does not yet exis. You're selling a promise. So

496
00:30:03,800 --> 00:30:08,000
Speaker 2: there's no separating the feeling and the emotional connection and

497
00:30:08,040 --> 00:30:10,800
Speaker 2: the safety they have with you and what it is

498
00:30:10,840 --> 00:30:13,560
Speaker 2: that they're making a decision on buying. So if you

499
00:30:13,600 --> 00:30:17,320
Speaker 2: get weird every time that objection comes up, yeah, you're

500
00:30:17,360 --> 00:30:20,080
Speaker 2: going to have a problem. So if you are completely

501
00:30:20,400 --> 00:30:25,920
Speaker 2: unattached but completely invested, you're going to speak to somebody

502
00:30:25,960 --> 00:30:28,000
Speaker 2: the way you would speak to your best mate who

503
00:30:28,080 --> 00:30:31,400
Speaker 2: you really cared about, if they had the same exact problem,

504
00:30:31,600 --> 00:30:34,160
Speaker 2: but for whatever reason, they couldn't buy from you, so

505
00:30:34,240 --> 00:30:37,080
Speaker 2: a yes or no would be irrelevant, but you would

506
00:30:37,160 --> 00:30:43,480
Speaker 2: approach them with inquiry, curiosity, compassion, and care. So when

507
00:30:43,480 --> 00:30:49,320
Speaker 2: you apply coaching skills in a sales situation, I think

508
00:30:49,360 --> 00:30:52,880
Speaker 2: you're positioning yourself and your client in a much better

509
00:30:52,920 --> 00:30:56,640
Speaker 2: situation because you're going to have calm, You're going to

510
00:30:57,120 --> 00:31:00,960
Speaker 2: be more fluid, you're going to be more persuasive. You're

511
00:31:01,000 --> 00:31:04,120
Speaker 2: not going to nearly create the level of agitation that

512
00:31:04,200 --> 00:31:07,760
Speaker 2: a lot of salespeople create, and whether you get a

513
00:31:07,840 --> 00:31:10,800
Speaker 2: yes or no, you're not going to be deflated. So

514
00:31:10,880 --> 00:31:14,320
Speaker 2: the next person who comes in, you're actually more insecure,

515
00:31:14,640 --> 00:31:19,200
Speaker 2: you're more desperate. I mean, think about this. Two twins

516
00:31:19,240 --> 00:31:22,200
Speaker 2: are living in the same city. They don't really hang

517
00:31:22,280 --> 00:31:25,560
Speaker 2: out much together, so I'm saying twins. They're identical twins,

518
00:31:25,600 --> 00:31:28,680
Speaker 2: so we could rule out physical appearance, and they both

519
00:31:28,680 --> 00:31:30,400
Speaker 2: decide in the same night they're going to go out

520
00:31:30,440 --> 00:31:34,080
Speaker 2: on their own. One guy walks into a bar, looks

521
00:31:34,120 --> 00:31:38,480
Speaker 2: around and says, I wonder who's interested in me? The

522
00:31:38,560 --> 00:31:42,440
Speaker 2: other twin Crosstown walks into a bar, takes a look

523
00:31:42,480 --> 00:31:47,240
Speaker 2: around and says, I wonder who I'm really attracted to?

524
00:31:47,880 --> 00:31:52,360
Speaker 2: Who am I interested in? Which one of those twins

525
00:31:52,520 --> 00:31:56,160
Speaker 2: is going to go home deflated, crying themselves into a

526
00:31:56,200 --> 00:32:00,360
Speaker 2: pint of hogandas ice cream from the mass rejection to it.

527
00:32:00,440 --> 00:32:02,720
Speaker 2: No matter what the outcome is, he'll be fine.

528
00:32:03,520 --> 00:32:08,440
Speaker 1: Yeah, me, I'm the one who's yeah, yeah, the one

529
00:32:08,440 --> 00:32:10,000
Speaker 1: who's gone, who's interested in me?

530
00:32:10,200 --> 00:32:11,320
Speaker 2: Hey over here here.

531
00:32:11,200 --> 00:32:13,720
Speaker 1: I am no, yeah, I know what you're saying.

532
00:32:13,920 --> 00:32:17,320
Speaker 2: Yeah, that is I used to.

533
00:32:19,080 --> 00:32:25,840
Speaker 1: And this wasn't a particularly intentional strategy, Bobby. But when

534
00:32:26,080 --> 00:32:29,280
Speaker 1: people would come to my big gym on the Highway,

535
00:32:30,280 --> 00:32:34,320
Speaker 1: which was all people would probably fifty percent of people

536
00:32:34,360 --> 00:32:36,680
Speaker 1: didn't know exactly what they were walking into because it

537
00:32:36,720 --> 00:32:39,560
Speaker 1: was set up like a commercial gym. So most people,

538
00:32:39,680 --> 00:32:42,360
Speaker 1: or many people initially anyway, would think they're coming into

539
00:32:42,360 --> 00:32:46,280
Speaker 1: a place where you buy a membership in a place

540
00:32:46,280 --> 00:32:49,520
Speaker 1: where there are no memberships, and you get a group

541
00:32:49,560 --> 00:32:52,720
Speaker 1: exercise timetable in a place where there's no group exercise,

542
00:32:52,840 --> 00:32:57,680
Speaker 1: and you you know, this whole myriad of assumptions because

543
00:32:57,720 --> 00:33:00,360
Speaker 1: when you walk in it, there's you know, ten square

544
00:33:00,400 --> 00:33:04,080
Speaker 1: feet of gym equipment and treadmills and bikes and boxing

545
00:33:04,160 --> 00:33:10,120
Speaker 1: rings and like shit everywhere it's amazing. But then people would,

546
00:33:10,280 --> 00:33:13,959
Speaker 1: you know, I'd talk to people and I never and

547
00:33:14,000 --> 00:33:16,480
Speaker 1: I think it was because I lacked confidence, or I

548
00:33:16,520 --> 00:33:19,040
Speaker 1: was embarrassed or insecure, or a mix of all of that.

549
00:33:19,760 --> 00:33:23,520
Speaker 1: But I never tried to sell anyone overtly. I would talk

550
00:33:23,560 --> 00:33:24,960
Speaker 1: to them about what we do and why we do

551
00:33:25,000 --> 00:33:26,920
Speaker 1: it and how we do it, and I would talk

552
00:33:26,920 --> 00:33:30,640
Speaker 1: about I would even say, look, we're probably not for

553
00:33:31,200 --> 00:33:33,160
Speaker 1: sixty or seventy percent of the people who want to,

554
00:33:33,760 --> 00:33:36,000
Speaker 1: you know, go to a gym in inverted commas, We're

555
00:33:36,080 --> 00:33:40,480
Speaker 1: probably not for them. But I would always mention, I'd say, look,

556
00:33:40,600 --> 00:33:44,320
Speaker 1: people who come here generally not elite athletes. That's everyone

557
00:33:44,320 --> 00:33:46,320
Speaker 1: who walks into the gym right by the way, that

558
00:33:46,440 --> 00:33:49,680
Speaker 1: they're not an elite athlete. Typically people who struggle, people

559
00:33:49,680 --> 00:33:52,480
Speaker 1: who want to do it, but struggle to stay consistent

560
00:33:52,640 --> 00:33:56,160
Speaker 1: and perhaps inspired and motivated. And so we work with

561
00:33:56,200 --> 00:33:58,160
Speaker 1: the general public, and it's you know, it's not just

562
00:33:58,240 --> 00:34:01,040
Speaker 1: about dumbells and bar bells. It's about but let's talk

563
00:34:01,080 --> 00:34:03,880
Speaker 1: about sleep, let's talk about exercise, let's talk about nutrition,

564
00:34:04,000 --> 00:34:05,840
Speaker 1: Let's talk about what's going on in your head. Let's

565
00:34:05,840 --> 00:34:07,440
Speaker 1: talk about what you did and didn't do for the

566
00:34:07,520 --> 00:34:09,960
Speaker 1: last ten years. And by the time I would just

567
00:34:10,080 --> 00:34:13,080
Speaker 1: talk to them like I didn't talk about prices. I

568
00:34:13,080 --> 00:34:15,680
Speaker 1: didn't talk about how often they should come. I didn't

569
00:34:15,719 --> 00:34:19,840
Speaker 1: talk about contracts. I didn't talk about cancelation policy. I

570
00:34:19,880 --> 00:34:25,080
Speaker 1: didn't do any business stuff. I just told a story

571
00:34:25,200 --> 00:34:28,520
Speaker 1: about the people that trained there, and I knew most

572
00:34:28,520 --> 00:34:33,000
Speaker 1: people would see themselves in that story. And also i'd say,

573
00:34:33,520 --> 00:34:37,080
Speaker 1: by the way, if you come and do a session

574
00:34:37,320 --> 00:34:40,600
Speaker 1: and you think it sucks, that's your first and last session,

575
00:34:40,719 --> 00:34:44,440
Speaker 1: and we'll give your money back, so you literally here,

576
00:34:44,440 --> 00:34:47,239
Speaker 1: you can't lose. So if you think no, it's not

577
00:34:47,360 --> 00:34:49,440
Speaker 1: for me, great, I'll give you money back and then

578
00:34:49,440 --> 00:34:53,560
Speaker 1: you keep moving on. But even if you think it's great,

579
00:34:53,600 --> 00:34:56,359
Speaker 1: there's no contract. We don't do contracts. So you might

580
00:34:56,440 --> 00:34:59,560
Speaker 1: do a session ten sessions, or you might do ten years.

581
00:35:00,120 --> 00:35:02,480
Speaker 1: But and people love the fact that there was no

582
00:35:03,400 --> 00:35:08,880
Speaker 1: overt emotional or psychological leverage. You know, it was not

583
00:35:09,200 --> 00:35:12,959
Speaker 1: like yeah, but you know, like but just this week,

584
00:35:13,000 --> 00:35:15,520
Speaker 1: we've got a deal and so that but that runs

585
00:35:15,520 --> 00:35:18,000
Speaker 1: out Wednesday night. Right now, it's Monday, so you got

586
00:35:18,040 --> 00:35:21,400
Speaker 1: forty eight hours, but it's normally three x, but until

587
00:35:21,440 --> 00:35:24,799
Speaker 1: Wednesday it's one x. And also no joining feasts. So

588
00:35:25,120 --> 00:35:28,000
Speaker 1: and by the way, and by the Ossie's a very

589
00:35:28,080 --> 00:35:30,759
Speaker 1: fucking averse to that, you know.

590
00:35:31,560 --> 00:35:35,200
Speaker 2: So I think everyone's refers to that. I know very

591
00:35:35,200 --> 00:35:38,640
Speaker 2: few people like I love that experience. God, you know,

592
00:35:39,239 --> 00:35:40,319
Speaker 2: but how is it?

593
00:35:40,800 --> 00:35:41,719
Speaker 1: How common is it?

594
00:35:41,760 --> 00:35:41,960
Speaker 2: Though?

595
00:35:42,600 --> 00:35:44,200
Speaker 1: But what I think many people.

596
00:35:44,000 --> 00:35:47,080
Speaker 2: It might have worked for somebody in like nineteen forty eight,

597
00:35:47,200 --> 00:35:50,440
Speaker 2: and they just like double down on it. Sales a

598
00:35:50,480 --> 00:35:54,839
Speaker 2: lot of times, does not you, I mean sales training

599
00:35:54,960 --> 00:35:58,320
Speaker 2: and tactics. A lot of times it's not data driven,

600
00:35:58,360 --> 00:36:01,239
Speaker 2: it's not based on empirical evidence, and it's based on well,

601
00:36:01,719 --> 00:36:04,880
Speaker 2: you know, Rob's a great sales guy. Let's just do

602
00:36:04,960 --> 00:36:08,799
Speaker 2: what Rob does. I follow Rob's script, and it's like, well,

603
00:36:08,840 --> 00:36:11,759
Speaker 2: there are certain practices like how I go out and

604
00:36:11,800 --> 00:36:14,680
Speaker 2: how I prospect, you know, how I set up an

605
00:36:14,680 --> 00:36:18,120
Speaker 2: info call, how I structure a presentation. So there's a

606
00:36:18,160 --> 00:36:22,160
Speaker 2: lot that's not wrong with that at all. However, on

607
00:36:22,200 --> 00:36:27,439
Speaker 2: the other hand, there's tactics that don't duplicate. And let's

608
00:36:27,480 --> 00:36:30,960
Speaker 2: be honest, we might not know why Rob is so good.

609
00:36:31,080 --> 00:36:34,120
Speaker 2: It could be the level of empathy or the tone

610
00:36:34,200 --> 00:36:36,160
Speaker 2: that he speaks at. It could be something about him

611
00:36:36,160 --> 00:36:39,279
Speaker 2: that's comforting. And then I go and I apply all

612
00:36:39,320 --> 00:36:42,239
Speaker 2: those same shitty tactics and I really haven't had the

613
00:36:42,320 --> 00:36:46,680
Speaker 2: elements to the time to deconstruct exactly why does rob

614
00:36:46,760 --> 00:36:50,080
Speaker 2: have such a high closing ratio? And I turn people off.

615
00:36:50,320 --> 00:36:52,440
Speaker 2: I've never heard anybody say, well, I was going to

616
00:36:52,480 --> 00:36:57,680
Speaker 2: buy this product, but the salesperson didn't use didn't use

617
00:36:57,760 --> 00:37:00,560
Speaker 2: cheesy sales tactics, and didn't pressure me and make me

618
00:37:00,560 --> 00:37:02,520
Speaker 2: feel uncomfortable enough, And I was like, I don't want

619
00:37:02,520 --> 00:37:05,040
Speaker 2: to do business with a guy like that. It's just

620
00:37:05,280 --> 00:37:10,000
Speaker 2: asking for the sale. I think is a responsibility if

621
00:37:10,040 --> 00:37:12,680
Speaker 2: you truly believe in what it is that you're selling.

622
00:37:13,480 --> 00:37:17,840
Speaker 2: On the other hand, like what you're doing is guiding

623
00:37:17,920 --> 00:37:21,840
Speaker 2: someone to a decision, and the more you try to

624
00:37:21,920 --> 00:37:25,600
Speaker 2: force that decision, the more you're going to do things

625
00:37:25,600 --> 00:37:28,840
Speaker 2: to bring it about. Harvard Business Review conducted a study

626
00:37:28,880 --> 00:37:31,480
Speaker 2: on what gets in the way of closing sales, and

627
00:37:31,520 --> 00:37:35,160
Speaker 2: they found that sixty three percent of salespeople bring about

628
00:37:35,200 --> 00:37:39,280
Speaker 2: the outcome that they want the least by their own

629
00:37:39,320 --> 00:37:44,040
Speaker 2: attitudes and behaviors, wow, because they double down on shit

630
00:37:44,080 --> 00:37:46,080
Speaker 2: and they never stop to go, hey, maybe it's me.

631
00:37:46,280 --> 00:37:50,799
Speaker 2: Maybe there's something in my approach that's not exactly working. So,

632
00:37:50,840 --> 00:37:53,440
Speaker 2: again not mentioning any names, I worked with a major

633
00:37:53,480 --> 00:37:56,759
Speaker 2: health club chain and they were looking to drive first

634
00:37:56,880 --> 00:37:59,600
Speaker 2: visit enrollment. And what they meant by that was, when

635
00:37:59,600 --> 00:38:02,120
Speaker 2: you come into the facility on day one, it's your

636
00:38:02,200 --> 00:38:05,840
Speaker 2: first visit, what percentage of people in their very first

637
00:38:05,960 --> 00:38:09,440
Speaker 2: visit to the gym are going to buy a membership?

638
00:38:09,920 --> 00:38:14,239
Speaker 2: And they wanted to get that number just above forty percent, right,

639
00:38:14,920 --> 00:38:18,759
Speaker 2: So that was that was a hard endeavor. So after

640
00:38:18,840 --> 00:38:22,120
Speaker 2: many months, they went out and they hired a consulting firm.

641
00:38:22,640 --> 00:38:27,160
Speaker 2: The consulting firm did a brilliant job at analyzing every

642
00:38:27,280 --> 00:38:33,000
Speaker 2: aspect of their systems and their client experience and engagement.

643
00:38:33,520 --> 00:38:35,239
Speaker 2: And they came back and said, look, the reason why

644
00:38:35,280 --> 00:38:37,719
Speaker 2: you're having trouble closing the sale is because you're so

645
00:38:37,880 --> 00:38:42,080
Speaker 2: absolutely single mindedly focused on closing the sale. When people

646
00:38:42,120 --> 00:38:46,840
Speaker 2: come into your gym's, your clubs, they had a shit

647
00:38:46,920 --> 00:38:52,040
Speaker 2: experience and it makes them hate you. So we would

648
00:38:52,080 --> 00:38:56,799
Speaker 2: focus more on service and the experience and a little

649
00:38:56,800 --> 00:38:59,920
Speaker 2: bit less on closing the sale. So like they fired

650
00:39:00,120 --> 00:39:03,319
Speaker 2: that company because that was not what they wanted to hear.

651
00:39:04,239 --> 00:39:07,120
Speaker 2: I don't know if you're if you're paying someone seven figures,

652
00:39:07,840 --> 00:39:10,440
Speaker 2: I would imagine you're not paying that much money to

653
00:39:10,560 --> 00:39:13,239
Speaker 2: hear exactly what you want to hear. Paradi back to you.

654
00:39:13,400 --> 00:39:16,719
Speaker 2: That's a waste of money. But that's kind of the attitude.

655
00:39:17,160 --> 00:39:21,160
Speaker 1: And also when clearly, when clearly what you're doing isn't working,

656
00:39:21,920 --> 00:39:27,560
Speaker 1: ergo bringing in the external consultants to figure out what well,

657
00:39:27,840 --> 00:39:30,879
Speaker 1: like self admitted you're what you're doing doesn't work, and

658
00:39:31,120 --> 00:39:34,880
Speaker 1: here's based on all our research and observation and interaction,

659
00:39:35,040 --> 00:39:39,160
Speaker 1: here's what's going on. And then that's that's that old

660
00:39:39,320 --> 00:39:41,600
Speaker 1: You know, people want feedback till they get feedback that

661
00:39:41,719 --> 00:39:42,520
Speaker 1: I want.

662
00:39:42,920 --> 00:39:46,600
Speaker 2: Well, here's a question you'll love for every salesperson. What

663
00:39:47,120 --> 00:39:51,600
Speaker 2: is the experience of you from the perspective of your

664
00:39:51,640 --> 00:39:58,520
Speaker 2: potential client. Yeah, not not from your sales manager, not

665
00:39:58,719 --> 00:40:03,160
Speaker 2: from your person option, what is it? What is the

666
00:40:03,360 --> 00:40:11,000
Speaker 2: client journey like step by step operationally and experientially. That's

667
00:40:11,040 --> 00:40:13,520
Speaker 2: a really good question. Ask. What I love about your

668
00:40:13,560 --> 00:40:17,759
Speaker 2: presentation is you put the person at ease to have

669
00:40:17,800 --> 00:40:21,319
Speaker 2: an open conversation that's going to lead to either a

670
00:40:21,440 --> 00:40:25,280
Speaker 2: yes or a no, But by the time they leave there,

671
00:40:25,360 --> 00:40:29,200
Speaker 2: it's going to facilitate a decision. And you factored in

672
00:40:29,400 --> 00:40:33,960
Speaker 2: all the things that people are so anxious about when

673
00:40:34,000 --> 00:40:37,719
Speaker 2: they take what for a lot of people is the

674
00:40:37,760 --> 00:40:41,120
Speaker 2: most terrifying walk from the car to the front door

675
00:40:41,440 --> 00:40:44,080
Speaker 2: that they have ever taken, and all the things that

676
00:40:44,120 --> 00:40:49,760
Speaker 2: they're scared shitless about. You completely nullify that within thirty

677
00:40:49,840 --> 00:40:53,600
Speaker 2: seconds of walking into your gym, which is why one

678
00:40:53,600 --> 00:40:57,560
Speaker 2: of the reasons why you were probably so successful speaking

679
00:40:57,600 --> 00:40:58,720
Speaker 2: to humans like humans.

680
00:40:59,400 --> 00:41:02,759
Speaker 1: Another thing that we did, and I not all of

681
00:41:02,800 --> 00:41:05,160
Speaker 1: my trainers sold, but we had a bunch of people that,

682
00:41:05,280 --> 00:41:07,280
Speaker 1: you know, whoever happened to be on the gym floor,

683
00:41:07,320 --> 00:41:10,080
Speaker 1: Like we had a gym manager and all of that.

684
00:41:10,200 --> 00:41:13,360
Speaker 1: But sometimes people would be busy, so Bobby's on the

685
00:41:13,360 --> 00:41:16,560
Speaker 1: floor and Bobby has to chat to somebody who's walked in,

686
00:41:16,640 --> 00:41:20,279
Speaker 1: and so Bobby I would tell them whether or not

687
00:41:20,360 --> 00:41:23,200
Speaker 1: they decide to train with us or not have the

688
00:41:23,280 --> 00:41:28,120
Speaker 1: same positivity and energy. And I don't know how many times,

689
00:41:28,120 --> 00:41:30,640
Speaker 1: but I would think more than a hundred times I

690
00:41:30,719 --> 00:41:34,120
Speaker 1: said to somebody who didn't who figured out this is

691
00:41:34,160 --> 00:41:37,120
Speaker 1: not really for me. I probably want to join a

692
00:41:37,160 --> 00:41:40,640
Speaker 1: gym and do my own thing. I would say, great,

693
00:41:41,239 --> 00:41:44,080
Speaker 1: tell me what area you live in and they'd say, oh,

694
00:41:44,120 --> 00:41:47,440
Speaker 1: I live in Bentley, or I live in Sandringham or wherever,

695
00:41:48,160 --> 00:41:50,839
Speaker 1: and then I would direct them to a gym and

696
00:41:50,880 --> 00:41:55,040
Speaker 1: to a person at that gym that I knew. I'd go, Okay,

697
00:41:55,320 --> 00:41:58,360
Speaker 1: go see this dude right, say that you spoke to me.

698
00:41:59,000 --> 00:42:01,360
Speaker 1: Tell them what you told me, Tell them what you want.

699
00:42:01,640 --> 00:42:04,600
Speaker 1: He's a ripper. Tell him I said, he's great. So

700
00:42:04,760 --> 00:42:09,799
Speaker 1: I would send them to a competitor happily right, And

701
00:42:09,840 --> 00:42:12,720
Speaker 1: they're like, what the fuck is this this guy is.

702
00:42:12,800 --> 00:42:15,000
Speaker 1: He's not getting my money, He's not getting a sale.

703
00:42:15,360 --> 00:42:18,840
Speaker 1: I'm not joining the gym. I'm not wise. And you

704
00:42:18,880 --> 00:42:22,759
Speaker 1: would just and I know that sounds strategic and it

705
00:42:22,800 --> 00:42:24,920
Speaker 1: is a little bit, but it's also genuine. I'm like, well,

706
00:42:25,000 --> 00:42:29,160
Speaker 1: let's just help them anyway, right, And I would say

707
00:42:30,160 --> 00:42:32,760
Speaker 1: somewhere between twenty and thirty percent of the time. I'd

708
00:42:32,800 --> 00:42:35,040
Speaker 1: like to lie and say it was more, but twenty

709
00:42:35,120 --> 00:42:37,160
Speaker 1: thirty percent of the time, those people would come back

710
00:42:37,239 --> 00:42:41,239
Speaker 1: and go, yeah, I did that, but it I just

711
00:42:41,400 --> 00:42:44,040
Speaker 1: I don't know. I really enjoyed coming up here, and

712
00:42:44,239 --> 00:42:46,799
Speaker 1: I think I'll give this a go because they had

713
00:42:46,880 --> 00:42:51,960
Speaker 1: such a good experience not buying our product.

714
00:42:52,560 --> 00:42:58,000
Speaker 2: Transparency, genuine, meaningful connection and trust. Like when I was

715
00:42:58,040 --> 00:43:01,560
Speaker 2: coming up in the fitness industry, you know, my sales

716
00:43:01,600 --> 00:43:05,560
Speaker 2: training was it was hilarious. And you know, we had

717
00:43:05,560 --> 00:43:07,600
Speaker 2: a saying, and I'm sure you heard it, be backs

718
00:43:07,680 --> 00:43:11,719
Speaker 2: or bullshit. If you think someone's going to leave the gym,

719
00:43:12,040 --> 00:43:13,680
Speaker 2: you got it to a t O. And you know

720
00:43:13,719 --> 00:43:17,279
Speaker 2: what a t is. It's a takeover. It's where you

721
00:43:17,400 --> 00:43:19,840
Speaker 2: know this person's not going to make a buying decision

722
00:43:19,880 --> 00:43:23,319
Speaker 2: with you. So what you do is you bring in

723
00:43:23,480 --> 00:43:27,440
Speaker 2: another season salesperson or you bring in your sales manager

724
00:43:27,960 --> 00:43:31,400
Speaker 2: and then the two of you double team this person

725
00:43:31,920 --> 00:43:34,759
Speaker 2: and pressure them to the point of either purchase or

726
00:43:34,840 --> 00:43:40,520
Speaker 2: tears without letting them leave the gym. Yeah, that is

727
00:43:40,600 --> 00:43:45,919
Speaker 2: what creates the reputation that drives people to being so

728
00:43:46,000 --> 00:43:48,759
Speaker 2: defensive in the first place. So we used to hear

729
00:43:48,800 --> 00:43:51,560
Speaker 2: all the time, but well, like, how do you even

730
00:43:51,719 --> 00:43:54,520
Speaker 2: greet somebody at the front door, because they would walk

731
00:43:54,600 --> 00:43:57,279
Speaker 2: up with well, welcome, you know, welcome to x y

732
00:43:57,400 --> 00:43:59,480
Speaker 2: Z Jim. How'd you hear about us, what brings you

733
00:43:59,480 --> 00:44:01,359
Speaker 2: in today? And it's like, listen, I don't have time.

734
00:44:01,440 --> 00:44:03,280
Speaker 2: I have like three minutes. I just want the prices

735
00:44:03,280 --> 00:44:05,560
Speaker 2: I want to get. It's like why, like you can't

736
00:44:05,560 --> 00:44:09,040
Speaker 2: even say anything to someone. Well, it's not because the

737
00:44:09,080 --> 00:44:11,480
Speaker 2: person walking into the gym knows I'm going to go

738
00:44:11,480 --> 00:44:13,480
Speaker 2: in the gym. I want to look around. I only

739
00:44:13,800 --> 00:44:16,719
Speaker 2: legitimately have thirty seconds. That's not the time they're going

740
00:44:16,760 --> 00:44:20,320
Speaker 2: to choose to go shop gyms. You're creating that because

741
00:44:20,320 --> 00:44:24,200
Speaker 2: of the reputation the industry has built from those bullshit practices.

742
00:44:24,239 --> 00:44:26,719
Speaker 2: And what's really insidious about that is there's so many

743
00:44:26,760 --> 00:44:29,200
Speaker 2: gyms that you walk into and you're going to get

744
00:44:29,200 --> 00:44:32,680
Speaker 2: something like the experience you created for your people, Craig,

745
00:44:33,120 --> 00:44:37,719
Speaker 2: but the reputation casts a shadow on clubs that you

746
00:44:37,800 --> 00:44:41,680
Speaker 2: probably should join. I mean what turned me around was

747
00:44:42,080 --> 00:44:46,360
Speaker 2: working at David Barton. I started working with David Barton

748
00:44:46,480 --> 00:44:49,799
Speaker 2: as his head of training in nineteen ninety eight, just

749
00:44:49,920 --> 00:44:55,480
Speaker 2: dating myself a little bit, and that was a university

750
00:44:56,160 --> 00:45:00,000
Speaker 2: degree in gym one oh one. Learned so many things

751
00:45:00,320 --> 00:45:05,040
Speaker 2: about attention to detail and experience that served me the

752
00:45:05,040 --> 00:45:05,799
Speaker 2: rest of my career.

753
00:45:06,520 --> 00:45:09,000
Speaker 1: Yeah, it's amazing. Hey mate, we've got to go. I

754
00:45:09,040 --> 00:45:13,440
Speaker 1: love chatting with you. Where can people connect with you?

755
00:45:15,560 --> 00:45:19,680
Speaker 2: Robert Capuccio dot com or the self up antidote dot

756
00:45:19,680 --> 00:45:25,120
Speaker 2: com or link or here? Oh here here? Yeah, pop in?

757
00:45:25,239 --> 00:45:27,000
Speaker 2: We should we should do calls?

758
00:45:27,440 --> 00:45:29,920
Speaker 1: Yeah, yeah, we should try and do that. No, we

759
00:45:29,920 --> 00:45:34,759
Speaker 1: should actually do I wonder how that would Yeah, let

760
00:45:34,800 --> 00:45:36,200
Speaker 1: me talk about that. I wouldn't mind.

761
00:45:36,239 --> 00:45:38,960
Speaker 2: Tiffany, is that you pranking us again? Please get off

762
00:45:39,000 --> 00:45:43,719
Speaker 2: the line.

763
00:45:40,520 --> 00:45:44,840
Speaker 1: For Melissa, one of the two women that are smarter

764
00:45:44,920 --> 00:45:47,520
Speaker 1: than us. Too befits to figure that out. We'll say

765
00:45:47,520 --> 00:45:50,279
Speaker 1: goodbye a fair but thanks again, buddy.

766
00:45:50,960 --> 00:45:51,640
Speaker 2: Bye, everyone,