Author: Mica Esteve

How to Build Your Business With Recurring Revenue

If you’re waking up without guaranteed revenue of recurring income, you run the risk of losing your business.

Recurring income sets you up for security and cushion. It sets up the foundation to invest some of that income into building your empire greater and greater.

Why Having Predictable Revenue Will Allow You to Sell Your Business Later On

When I first started as a personal trainer, I was selling 3, 5, 10 session blocks a month.

And I had, say, 15 clients each month.

When those sessions ran out, I would have to put the sales hat back on and sell them another block of sessions.

Sometimes they would say yes, other times they would say no. Or they would say “I need to think about it.”

And if someone tells you they need to think about it, they ain’t coming back.

My mentor and former personal training client, Jim Franco, asked me one day “I wonder if you could build a business similar to the gym. The gym takes money every month to give them access to the equipment.”

Jim didn’t know how to workout. To him, all this gym equipment meant nothing. That’s why he was coming to me to train him.

So Jim tells me “I wonder if you could sell me on a program on an ongoing basis. That would keep you from having that awkward conversation every time you have to sell more sessions.”

Later, I went on to open 5 personal training gyms throughout San Diego – all based on 12 month contracts.

The reason I was able to sell all of my gyms was because I had those clients on recurring, predictable revenue. Which showed the buyer income was coming in every month.

When you have recurring income and a membership base, a buyer looks at that as predictability.

If there’s no recurring income, and they buy your business from you, it’s not guaranteed that they’ll have customers tomorrow.

When a buyer comes in, and sees you have 5,000 clients paying $69 a month, they think, “great”! Because that buyer has another 100,000 people they can expose this to.

Because you already have a recurring model that works, the buyer doesn’t have to split test it. They can plug their audience into your business model and triple the membership base.

Use Recurring Income as Insurance

Recurring income allows you to follow daring ideas with income to back you up.

When Craig was in the fitness industry, he built a product that sold 100,000 copies.

Of those people who bought copies, they all joined the recurring revenue part of the business to get even more value.

When Craig retired from the fitness industry, he built a brand new business from scratch.

He didn’t have to go into debt because he had income to fuel this new business from the systems he built in the previous business.

How to Break Down Your Business to Incorporate Recurring Revenue

There is no limit to recurring revenue.

Whether it’s the wine of the month, a mastermind, or a software, when it’s time to sell your business the determining factor is the valuation.

Let’s say you have an online information program, and you sell your product for $99 as a one time fee (like my Close Clients program).

At any given time, you could take that product and turn it into a $29 a month program where you give all the information up front.

Then, for an additional $29 a month, you can put people into a private Facebook group where you do live videos and share even more value.

Take the product or service you have, and break it down into modules that you can serve on a weekly or monthly basis to justify recurring payment.

Recurring Revenue Options Exist in Every Industry

For anyone thinking they’re not sure if their product could be recurring, think of it this way: some things are almost a forced continuity.

If you’re a guy, and you shave, the razors you buy from these companies are designed to wear down so you can buy more.

Recurring revenue can either be forced on people based on consumption, or by way of giving them the option for convenience.

When you build your business with recurring income, you’re literally multiplying the valuation of your business if you ever plan on selling it, while also giving yourself insurance and reliability.

Which, by the way, you should be building your empire up to be sold one day.

To hear Craig and I cover all of this and more, check out our podcast here.

How to Make a Huge Profit from Live Events

Today, I’m going to tell you how you can build your empire faster and create deeper, meaningful connections with your ravings fans by doing live events.

Live events are a game changing opportunity in your business because they allow you to make a huge profit while delivering more value to your audience.

When I put on my first Fitness Business Summit, I only had about 100 people in a small conference room.

There was no stage, so the people in the back couldn’t even see me. Today, we have over 1,000 people fly out and we put on an entertaining, educational show.

If you’re willing to get off the internet and bring your audience to a live event, you’ll create a deeper and more meaningful connection with your clients and prospects.

Those prospects and clients quickly ascend the ladder of purchasing more at a higher price more frequently.

You get more money, and they get bigger, better outcomes in life.

Treat Your Event Like a Show

The best way to put on your event is to give great information that your audience can take action on and make more money while providing entertained.

One year we had Polynesian fire dancers on stage, another year we had a money tank where people would try to catch as many $100 bills as they could.

Those are the things that make a seminar more tolerable. You’re essentially holding these people hostage for two or three days, you may as well make it fun.

How to Get Your Seminar Off the Ground

People ask me, “If I’m doing a seminar, what should I expect to make financially?”

Odds are, the cost of tickets and sponsors will allow you to break even.

But you have to have something you can sell form the stage that will make you more money then and in the long run.

You have to have sponsors who will help offset the cost of the event. And when you’re selling tickets, don’t overlook upsells.

So many of us have information products that have upsell funnel in place, but no one has different tiers of offers for an event.

For example, this is how we upsell tickets for FBS. First we sell the ticket, then the second upsell is to come to a meet and greet with myself and the presenters the day before. The third upsell is a bonus day for private coaching in a group environment.

If they don’t want the upsells, that’s fine. They’ll just click “no” and buy their ticket.

But at least give your audience the opportunity to give you more money in exchange for more opportunity.

How to Use Sponsors to Cover Costs While Adding Value to Their Businesses

Sponsors allow you to add all the bells and whistles to your event and more.

At FBS, we have Platinum Sponsors, Gold Sponsors, and Silver Sponsors. And each tier has its own benefits.

Platinum sponsors pay $30,000 and set up their booth in the ballroom and expo hall. Gold sponsors get preferred vending areas in our sponsor hall. Silver sponsors are a little more on the outskirts.

We’ve even created little passports that our audience uses to collect stamps from each sponsor’s booth. At the end of the event, our guests can turn them in for the chance to win a Macbook Air.

This ensures that our sponsors will be exposed to our guests, and gain some potential customers.

Once you’ve sold your sponsors, you want to keep them coming back every year so that you don’t have to keep finding new ones.

Start thinking “I sold my sponsors, so how do I get them back next year and add more value to their lives this year?”

There’s so many ways you can get creative and help sponsors out, therefore having them pay your more.

How to Work Up to Your Big Pitch Without Losing Your Audience

First things first, never pitch on day one.

It’s all about you and your speakers, coming with a giving hand and delivering value to your audience.

Right before lunch on day two is when you’re gonna make your offer for your big pitch.

You’re usually gonna have two pitches – one for your high end coaching program, and the other is a down sell like a half day coaching.

When You Should Start Selling Your Event

You want to start planning at least 7 months in advance, and start selling tickets 5 months before your event.

Use this time to build triggers within the selling process. For example, you can say “When you buy your tickets by X date, you get 50% off plus VIP upgrade.”

And when that date passes, you can say “Buy your ticket by X date and you’ll get 30% off and last year’s video footage for free.”

That way, you’re setting up milestones and creating buying frenzies. They’ll buy incrementally, and your seats will fill up well before the launch.

If you’re ready to take your fitness business to the next level, maximize your profit, make a bigger impact, and dominate the fitness industry, come to FBS March 16-18.

You’ll hear from the top pros in the industry, including Randall Pich, Lauri Harder, Lewis Howes, Andy Frisella, and more.

Seats are selling out fast, click here to secure your spot now!

Listen to the full podcast here.

How to Take Your Empire From 2X to 10X

The immigrant edge mentality isn’t only gifted to people who come from a third world country.

It’s about being resilient, getting resourceful, and having a “never quit” attitude.

I see it as my job to teach you the immigrant edge mentality, and help you reach 10x levels instead of 2x levels.

How I Realized I Needed to 10x My Thinking

Years ago, I was working as a one-on-one personal trainer in a big box gym.

I thought that if I could own just one gym, I’d be set. I’d make a quarter million of a year, and that’s fine and dandy.

Then I opened 5 gyms, and I thought “Okay, now I’m set. I’m making 7 figures a year.”

When you put things in perspective, making just over a million a year isn’t much once you factor in taxes and employee paychecks.

So I went into coaching and consulting, and I started making 3, 4 million.

Around 2008, when the economy went down the toilet, I realized I wasn’t prepared for an economic crash.

I saw friends and family around me losing their homes, and I couldn’t help them. I only had enough money to help myself.

That’s when I decided if I want to help people the way I say I do, I have to 10X, 50X, 100X. And Fit Body Boot Camp was born from this idea.

This idea to build an international franchise that serves tens of millions of people with their fitness goals. And, it allows me to make 20, 30, 100 million dollars a year to really do the service I want.

You Have to Think Bigger

If you’re happy making half a million, a million a year then guess what? You’re not thinking like an empire builder.

Stop thinking with today’s mindset, and start thinking about tomorrow’s mindset.

Tomorrow being 5, 10, 15, 20 years from now.

Is there another economic crash? Is there gonna be a shift in your industry? Are your parents getting older and need medical assistance? Are you sending your kids to college?

Start thinking about your future circumstances, even though most people don’t want to think about the shit that’s gonna happen.

But you have to think bigger than your lifestyle today so that you can provide during those hard times, while making a bigger impact.

Cut Out the Mundane and Focus on Your 5%

Get rid of those little things you can outsource and pay someone  $20 an hour or less to do.

You don’t have to pick up your dry cleaning. You don’t have to go grocery shopping. You can pay someone to do that shit for you.

A lot of young entrepreneurs out there reading this may be thinking “I can’t get a chauffeur yet, I can’t have someone do my shopping yet. I can’t afford it.”

What you can do right now is start taking inventory. Because your income will keep going up, and you’ll reach a new level.

Every time your income goes up, figure out how you can escape the trivial stuff so you can focus on the big things that move the needle.

Lead Larger

When we go and become entrepreneurs with the LLC or CEO title, we get really excited. We think that automatically makes us the leader.

Let me tell you right now, being the CEO doesn’t make you a leader yet.

You’re just a boss at this point.

What makes you a leader is how you empower your team members, and eliminate the employees.

Employees clock in a little late, clock out a little early, and do the bare minimum to keep their job.

Team members share your vision, they’re on board with your mission, and they have a common goal to win.

An effective leader has to be very clear on their vision, and the path to get there.

You have to be decisive, and communicate clearly, openly, and honestly.

As a leader, your job is to put people on the right path and in an environment where they will flourish.

If you don’t trust your team members it’s because you haven’t empowered them.

Rebound Higher and Have “Bounce Back-Ability”

10Xers rebound higher.

We all stumble and fall, but empire builders hit the ground and bounce back up like rubber.

You have to develop what I call “bounce back-ability”. You’re going to deal with challenges, set backs, and pit falls in your business.

Imagine yourself as rubber, and every time you hit the floor, you bounce back even higher.

If you can do that, you’ll thrive and flourish faster than your competition.

Inspire Greater, Give Back, and Pay it Forward

When you do good things for others, call it law of attraction or Karma or whatever, you get good things back.

The more you give, and the more gratitude you show, the more love you get back. And people will want to help you when you need it.

If you think you want to be coached by myself and Craig and be part of a group of amazing entrepreneurs like Steve Weatherford and Jason Philips, click here and apply.

We’ll get on the phone and see if it’s a right fit for you. We’ll coach you on how to 10x your empire from 1 million a year to 20 million over the next 3-5 years.

If you want to hear Craig and I cover all of this and more, watch our podcast here.

The Greatest Lessons From Our Fathers

We learn a lot from our fathers, both things we should do and things we shouldn’t do.

In the end, every lesson serves a purpose.

Craig’s father was a farmer on a beef cattle ranch, so Craig learned a lot about hard work and the importance of planning.

My father brought us here from a third world country, and he instilled the immigrant edge mindset in me from an early age.

My Father Taught Me “Work is Holy”

My dad had to work multiple jobs because we were so broke. After four years, he was able to scrounge up enough money to open a small tailor shop.

I would see him fall asleep at his desk after working 13, 14 hours a day.

There was one time I asked him if we could close the shop early one Saturday to go to Sizzler.

(Where else could you get a four dollar steak? Even if it was like eating a hockey puck).

He looked at me and said “Son, work is holy. We’re never going to cut it short.”

A lot of us complain about work, but at the end of the day, if we didn’t have a job, we wouldn’t have a purpose.

It’s a privilege to do what I do. To serve thousands of people every day, and I’m so grateful I have the opportunity to do what I love.

How Life on the Farm Bleeds into Craig’s Business

Craig realized early on that work has to get done, no matter how cold or hot it was.

His dad would come home with cracked hands from the cold in the winter, and his farmer’s tan was so dark he practically looked Jamaican.

He even fed the cattle before he fed himself. He went out and did the work and planning everyday, no excuses.

That’s one of the biggest, most beneficial things Craig learned from his dad – you have to plan ahead.

He had to think about planting season and harvesting season and making sure the crops are planted on a certain date or they won’t grow.

Craig learned that not only does he need to plan tomorrow morning tonight in order to be successful, but he needs to be looking ahead to have a great harvest in his business.

You Have to Be a Little Crazy to Become Successful

My dad has a fourth grade education level, but his best lessons were learned trying to talk his way out of a problem or trouble.

Otherwise, we could have potentially been shipped to Siberia when word got out we were planning to escape to the US.

He had to lie and convince people that it was just rumors.  Of course, the rumors were true, a week later we were in Italy escaping to America.

My dad was a little bit crazy.

When we first came here, we were staying with a friend of a friend in his spare bedroom in a two bedroom apartment. All five of us in one room.

My dad and brother began work on a paper route, two days later they were pumping gas at a gas station, then a week later one is washing dishes at a pizzeria and the other is mowing lawns.

Despite the multiple jobs and still barely having enough to put food on the table, my dad would always say he was going to buy a house and multiple properties one day.

I thought he was nuts.

Sure enough, he did exactly what he said. And now, he doesn’t need any financial help.

Of course I still help him because that’s my purpose, but he has thousands of dollars stored away in Folger’s Coffee cans and buried in his backyard.

Now I look back and I think, I own this massive franchise and so much property in Chino Hills. I invested in rental homes and commercial buildings.

The very thing I thought he was crazy for doing, I did myself.

His crazy got passed down to me. I’m crazy enough to not have gone to college to learn how to run a franchise.

I barely made it out of high school.

But now, I own an international franchise and multiple properties.

All because I was a little crazy.

Behaviors are Caught, Not Taught

These lessons we’ve learned from our fathers weren’t taught in a sit down class.

We learned by watching them  in action.

If you want your kids to be entrepreneurs or do well in school or become big thinkers, you have to lead from the front.

I’m not saying my father was picture perfect and there for every moment of my life. But when you look back at the lessons you’ve learned and the character you’ve built, it was because of their hard work.

They taught us what to do, but they also taught us what not to do.

Now, I spend more time with my kids because I have the opportunity to.

When we came to this country, we were broke, didn’t speak the language, or understand the culture.

I never threw  a ball around with my dad. I never created memories like fishing or hiking with my dad.

The things you may look at as pain or loses in your life, consider reliving them in your second life as a mother or father with your own children.

I can either be resentful of what I didn’t have, or I can be grateful for what he did give me.

And the things I didn’t get, I’ll use as lessons to apply to my relationship with my kids.

To hear Craig and I cover all of this and more, watch our Empire Podcast here.

How Steve Weatherford Turned His Weakness into His Strength and Built an Empire

Today, Craig and I are doing a case study on our good friend and fellow Mastermind Empire member Steve Weatherford.

If you don’t know him, he’s a Super Bowl Champion who played for the Jets and Giants.

Steve is a great guy. He’s this huge giant of a man with such a commanding personality, but one of the most humble and kindest people I’ve ever met.

I could go on and on about how down to earth and giving he is, but one of his best qualities is his amazing focus.

How Steve Went From Athlete to Online Fitness Entrepreneur

I was introduced to Steve through Jay Ferruggia or Lewis Howes. He had just moved to San Diego, so I said “hey man, welcome to California, wanna go surfing?”

So we were out surfing one day, and I asked him “Dude, how did you make the transition from playing football to selling a fitness program on how to make your arms bigger?”

He told me he had no idea what he was doing. He was acting on sheer force of will.

See, Steve was stuck in hustle and grind mode, and as you know, you need to advance to scale and structure in order to build an empire.

Which is why he was reaching out to me for coaching.

When we got back to the car, Steve pulled out his phone and showed me pictures of him during games wearing long sleeves.

Even in the Summer on the hottest days, he was wearing these long sleeves.

Turns out, he wore them because he was self conscious of his skinny arms.

You look at him now, and this guy’s ripped! You would never think he struggled with insecurity about his arms.

So he took his weakness and made into his strength in a completely different industry.

He created the Armageddon program to help others who are struggling with skinny arms and want to bulk. From pro football player to fitness entrepreneur, that’s a huge leap.

Steve is the kind of guy who is always willing to learn and ask for help. Most people are afraid to put their ego aside, but he isn’t.

And that’s why he’s able to kaizen and continuously improve.

Steve’s Biggest Key to Success That You Can Implement Right Now

As I mentioned before, Steve has incredible focus.

He’s created this vision of sharing his program with the world and helping thousands of people build muscle and gain confidence.

One of his biggest keys to success (that YOU can do right now) is speed of implementation.

During one of our Empire Masterminds, Steve was in the hot seat and we told him “Look man, you can’t do it all yourself. You need to build a high performance team who shows responsibility and meets your expectations.

A few weeks later, he shows up and he brings his whole team of high performers with him.

He took the advice we gave him, and implemented it quickly into his business. From there, he had a plan of action and a team to back him up.

When you put the ego aside and ask for help, you’re able to scale much faster than if you try to do it all yourself.

Your Reason Why Trumps Your Excuses

Some of you may be thinking “I’m not a retired pro athlete. I don’t have that kind of money to scale. Give me someone who I can relate to.”

Craig Ballantyne grew up on a farm, wore tattered clothes, had a not so great relationship with his father, and struggled with alcohol and sugar addiction.

I was the fat foreign kid who came to America, didn’t speak English or understand the culture, ate out of dumpsters, called names…

Craig and I didn’t come from the best of circumstances.

But we had one thing that all successful people have in common: resiliency.

Everyone has a million excuses. “I don’t have time, I have kids, I don’t have the money, I don’t know how to do x, y, and z”. That’s bullshit!

If you’ve got a compelling reason why, your excuses don’t matter. You’ll take that adversity and turn it into your advantage.

You Know Your Business Better than Anyone

There’s plenty of room for vision and planning, but there’s times when you’re on a hot streak and you have to keep deploying the next thing.

After we helped Steve set up a continuity program for his 30 Day Metabolic Reset, he wanted to start including supplements.

I told him “dude, don’t roll out supplements yet cause they’re a pain on a continuity basis since things can go wrong.”

And Steve said “But I’m on fire, man! I’m bringing so much value to community already, I’m gonna do the supplements anyway.”

And sure as shit, he knocked it out of the park.

Sometimes you have to say “to hell with planning, my gut says this.” You have a better pulse on your business than anyone.

Steve saw enough people were curious about his supplements through social media because he created a demand. He launched it, sold it, and it became successful.

However, 90% of the time, if you don’t plan and you don’t have  a clear vision, you’re headed for disaster.

The First Step You Can Do to Move Ahead

The first thing you can do to move the needle in your business is to find a mentor.

Take their lessons that they’ve learned in the trenches, doing the work, and avoid the mistakes they made so that you can time collapse and grow your business even faster.

That way, you’re not losing money, and you’re not stressing out as much. You’re getting win after win because you have a mentor guiding you.

The most important thing to look for in a mentor is if they can walk the walk.

You don’t want someone who just professes, but doesn’t practice.

I advise you to use the Ronald Reagan method, which is trust but verify.

Make sure they can actually coach. There’s a lot of mentors out there who are great and successful at what they do, but they don’t know how to teach.

Commit yourself financially, ethically, and whole heartedly so you can focus on your outcome and dominate your path.

To listen to Craig and I cover all of this and more, watch our podcast here

The Top 10 Empire Building Books to Maximize Your Growth

As an entrepreneur, you have an obligation to yourself and your business to strive for continuous personal growth in order to scale your empire.

One of the best ways you can build up your self image and improve your mindset is to invest your time into self-help books.

“Oh Bedros, I don’t have time to read. I’m too busy.”

Dude, get the audio version so that you can listen to it while you’re driving or working out.

Your personal growth and self development is the most important thing that’s going to push you to success.

So here’s the top 10 empire building books that Craig and myself have read to scale our businesses and achieve massive wealth.

#1: “Man’s Search for Meaning” By Viktor Frankl

Viktor Frankl was a Jewish psychologist who spent years in a concentration camp in World War II by choice to be with his family.

He survived the holocaust, and wrote this book where he describes his experience and the power positive thinking has to overcome any circumstance.

Dude, this guy was starved, did manual labor all day, and wore boots with holes in them in the snow. And he still saw a bright future ahead of him.

You can’t control external things like traffic or rain, but you can control how you respond.

#2: “Outwitting the Devil” By Napoleon Hill

Most of us have heard of “Think and Grow Rich” by Napoleon Hill, but what most people don’t know is he wrote a book that his estate didn’t want published.

Napoleon sets up “Outwitting the Devil” in a court like setting, where he corners the Devil and tells him to answer every question honestly.

And for the first time, we hear the Devil say how he meddles into our lives, thoughts, actions, and creates fears within us.

When we blame society and our circumstances for the troubles we’re going through, it’s really this is the life you’ve built.

Hell or Heaven could very well be here on this planet. This book may mess with your paradigms. Read with caution, but read with enthusiasm that you will take control of your mental, emotional, and financial state.

For the first time ever, the things like fear and doubt we normally blame on the Devil, we realize we have a direct hand in producing.

If we’re creating fears and frustrations in our life, we can certainly create the happiness and abundance in our life as well.

#3: Mastering the Rockefeller Habits By Vern Harnish

This book really helps set the foundation for building an empire by telling you how to effectively lead your team and create company priorities that foster growth.   

Craig and his team went to Vern’s follow up one day workshop, and the following year Craig had his best year yet because of the quarterly planning they put into effect.

This business book is unlike others because you can follow the instructions and habits of an empire builder and implement them into your own empire.

#4: Ruthless Management of People and Profits by Dan Kennedy

I highly recommend this book to those of you who are solopreneurs or working with a small team of under 5 employees.

The sexy thing today is to be an entrepreneur and have your own brand, but unless you know how to manage people and profits, your empire is going to fail.

Everyone turns lame at some point, we either grow old and we die or we become lame by way of making a bad life decision.

Dan Kennedy shares his no nonsense leadership methods to keep your business from going lame that says “if they’re doing this, then you do this action, and you won’t have that outcome again.”

#5: Ready, Fire, Aim by Michael Masterson

The great thing about this book is it walks you through the four stages of empire building.

It shows you how to go from 0 to 1 million dollars, and then turn that 1 million into 10 million, and so on. There’s different levels of leadership and decision making that bring you to the final level of 100 million and above.

Dan Kennedy talks from experience, not theory. You’re getting real life exposure to what you need to do to scale your empire and profit.

#6: Psycho-Cybernetics by Maxwell Maltz

In his book, Maxwell Maltz takes you through an in-depth look at how self-image impacts how we succeed in our goals.

As a surgeon, Maxwell discovered that people were asking to change their ears or breasts because they had low self esteem, and thought if they change their appearance they’ll gain confidence.

In reality, what matters is how positively you see yourself the way you are right now. The higher your self-esteem, the better you perform.

#7: Elon Musk Biography by Ashlee Vance

If you ever wanted a close look at how Elon Musk became Elon Musk, this is a book you need to read.

Not only does this book show you the sides of him that makes him a driving force in innovation, but it shows you the more human, relatable side of him too.

#8: The Perfect Day Formula by Craig Ballantyne

This is the book that helped me get my shit together and become more disciplined and structured in my life.

I had the good fortune of learning Craig’s strategies well before he wrote the book through environmental exposure.

I was the guy who would meet up for dinner at 8 p.m., and rush through it so I could catch up on more work. Then I would make it to breakfast a little late because I was scrambling to get more work done that morning.

By being exposed to Craig’s discipline and structure in his life, I was able to plan what I want for my life and eliminate the distractions.

This book is going to be your blueprint to living a more productive life both personally and professionally.

#9 The Art of Living by Sharon Lebell

This is a very little book that teaches you how to focus on the things you can control in life, and learn how to deal with the things that you can’t.

You can’t control the externals – the traffic jams, the rain, problems with a supplier, whatever.

But what we can control is our thoughts, words, and actions.

“Control what you can, cope with what you can’t, and concentrate on what counts.”

#10 The Operator by Robert O’Neill

Robert O’Neill is the U.S Navy SEAL who killed Osama bin Laden during the raid in 2011. In his book, Robert goes through the struggles that come with the training that turns ordinary people into Navy SEALS.

“The Operator” shares so many wonderful lessons and examples about leadership, facing your fears, mental toughness, and life or death decision making.

You can find plenty of nuggets throughout the book to apply to your own life as you grow your empire.

If you want to hear Craig and I cover all of this and more, click here to watch our podcast!

How To Scale Your Empire to Multiple Locations

Do you have what it takes to scale your empire from a single location into multiple across the world?

A lot of entrepreneurs will start a business, and they’ll see that one location do really well. So they think, “well if I’m doing so well here, then I can open more locations and create even more success and wealth.”

So they open up another 2, 3 locations and they come to find that those locations aren’t doing as well as the first one.

They want to go bigger, but they’re forgetting the first crucial step to opening multiple locations, and that’s proof of concept.

Prove the Concept Before You Scale

Just because you have one successful location, that doesn’t automatically mean your idea has legs to stretch globally.

Your first location is dependent on you. You’re in the trenches, doing the work, creating the brand, making sure everything is running the way you want it to.

What often happens is these entrepreneurs step away from the first location to focus on opening more locations, and they come back to the first one and find it’s gone to shit.

Why? Because their heart, soul, and vision left, and the clients left with it.

This begs the question, is it the owner making this business successful, or is it really a scalable idea?

Can this idea survive in various cities and demographics?

You need to figure out what’s unique about you, and market the hell out of it.

Let’s look at Afters Ice Cream. They created a simplified model of taking a warm, glazed donut and stuffing your favorite ice cream flavor into it.

They turned this simple idea into their unique selling point, and now they’re growing quickly and already have a strong brand image.

Why Fit Body Boot Camp Is Scalable

I saw all the glaring problems with boot camps, and I knew this boot camp concept had the potential to help more people.

With traditional outdoor boot camps, there’s a lot of limitations – for one thing, the weather could stop your business in its tracks.

Because of this, boot camps became a seasonal thing. Unless you live somewhere warm in climate like California or Florida, you’re going to be dealing with rain and snow during the winter months.

Which puts you out of business until spring and summer.

You can’t use a lot of fitness equipment outdoors. You have to worry about Mrs. Jones tripping on a sprinkler head. You can’t charge what you’d charge in a nice studio.

Everyone told me boot camps were a fad, and I shouldn’t waste my time. But I knew I could break the rules and create a whole new model.

I saw my first location become successful, so I opened a second, and then a third, and fourth, and so on.

If your first 4 locations do well, then you can move to scale.

What You Need to Do to Scale Multiple Locations

The first thing you need to do is replace yourself.

With Fit Body Boot Camp, we have location managers who run our marketing campaigns and convert leads into clients.

Our trainers deliver results to our clients, and our assistants make sure the clients are paying on time and not missing sessions.

There was a time when I was the guy running the show and doing everything. If you’ve been following me long enough, you know that this led to anxiety attacks and ulcers.

You don’t need to be the guy or gal doing everything in your business. You hire people who have the skill and the personality, teach them your systems, and step away.

When you’re opening up location two, you’re going into an unpredictable environment where things can and will go wrong.

In case something does go wrong, you better make sure you have systems in place so no one is running around like chickens with their heads cut off.

That’s why I have myself and my team members write quarterly “alien abduction manuals”. These manuals are a step by step guide on how each individual does their job.

In case anyone is ever abducted by an alien, someone new will be able to come in and know exactly what to do based on this manual.

Where Curves Failed, FBBC Succeeded

I like to do studies on two franchises – one that’s successful, and one that’s failed.

One of those that have failed is Curves.

Curves had 13,000 locations in 2006, and now they’re under 2,000.

So I thought, what the hell happened? How did this once successful business take such a huge nose dive?

The reason is they had a program that didn’t deliver results, and they weren’t charging enough to hire trainers.

At FBBC, our coaches deliver results. We even run a Facebook group to keep members motivated outside of the studio, and we’ve built a close community environment.

Obstacles to Scaling

Cultures, systems, and leadership are your biggest obstacles to scaling.

When FBBC was suffering, I was faced with the decision of either closing shop or fighting for my mission.

So I manned up to become an effective leader, I got clarity of my vision, and I built a high performance team.

Back when I was doing all the selling and marketing, I knew I needed to outsource, but I didn’t have the vision to guide my sales reps on how to turn prospects into clients.

In order to achieve your goals, you have to get your team and clients behind your vision. And to do that, you have to have culture.

When you’re leaving to open more locations, your clients from location one may feel like you’re abandoning them.

This is where you have to fill them in on your vision. Tell them you must open more locations to help 100,000,000 people live healthier lives by 2025. Get them excited to be part of something bigger.

Now comes the part that no one wants to do, creating the systems.

You don’t run the business. Your run the systems, and the systems run your business.

When a pull up bar breaks or you’ve got a leaky pipe, what do you do? Do you have a system to handle problems as they arise?

Many of these great businesses that could scale bigger get stuck because they take a step forward, then have to take another step back to fix what went wrong.

Think of it this way, if you can go away on a one month vacation and the place isn’t on fire, then you’ve created successful systems.

If you come back and things are the same or less, then you need to say “I’m an ineffective leader and I need to tend to my garden.”

To listen to Craig and I cover all of this and more, watch our podcast here!

How to Set Empire Goals and Execute

Empire builders don’t sit around and wait for opportunities to fall into their lap.

They set empire sized goals and take massive action.

Today’s blog is all about setting goals and turning them into an actionable plan so that you can achieve them.

No more wishing and dreaming, it’s all about doing.

My First Monumental Goal

One of the most pivotal  goals I set for myself that became the foundation of my success today started back in high school.

Being a foreigner coming to this country, I ate crappy food let myself get out of shape.

I practically lived off of Arby’s, man.

But once junior year arrived,  I knew prom was right around the corner.

I wanted to ask out this girl I liked, so I thought, “I should get in good shape if I want to increase my chances of her saying yes.”

During the summer before senior year,  I started working out with my friend on the football team, followed the diet plans in workout magazines, got in shape, and guess what?

I never worked up the confidence to ask her to prom. My body changed, but my confidence hadn’t caught up yet.

The point of this story is when you set a goal, and a deadline to achieve it by, you’re going to reach that goal.

I think a lot of people these days are setting dreams rather than goals.

“One day I want to be a millionaire.”

“One day I want to travel first class.”

“One day I want to own  a mansion.”

“One day” doesn’t come because today turns into tomorrow and tomorrow turns into the next day, and the next day, and the next day.

Stop Setting Too Many Goals

You may think setting too many goals is a good thing because it makes you seem ambitious, right?

Well, what happens is you actually end up sitting there with a long list of goals for “one day”.

We see way too many entrepreneurs write down too many goals with no deadlines for the year.

And when the year is up, they’ll go back to that list and realize they didn’t even complete one goal.

Around the end of 2008, I was sitting down with Di and we were talking about all the things we want to accomplish next year.

For us to do that, we first had to look at this year.

We started breaking down our goals into every product I have – PT Business Course, Close Clients, System 9…

The reality is, I had so many things I wanted to achieve an outcome on, I wasn’t able to focus.

I found that if I can hyper focus on one or two big, empire goals for the year, then I can  actually accomplish those goals.

Today, my big goals are in Fit Body Boot Camp, Fit Pro Newsletter, and my seminars.

Craig and I have a friend, Joe Polish, who taught us “What is the one solution that solves 100 problems?”

The more “ands” you add to your goals, the more you dilute your efforts.

Zero in on the goals that are going to build your empire, make you more money, and build a bigger impact. Those are the goals that matter.

Go All In On One Thing

There’s a great Warren Buffett story that fits into this lesson perfectly:

On one of his NetJet flights, Buffett was talking to the pilot, and the pilot was talking about all the things he wanted to do.

Warren Buffett asked the pilot to list the 25 things he wanted to do, and then he asked him to give him the top 5.

Buffett scratched out everything after the top 5 and said “Never think of these things again.”

Let’s say you’re trying out all these different vehicles like Facebook, YouTube, Instagram, Twitter, etc.

Imagine what you could accomplish if you went all in on one of them. To be a master at one, and dominate it better than anyone in your competition.

At the end of the day, as you’re trying to build your empire and create massive wealth, you have to go all in on one thing.

Craig’s 90 Day Empire Building Process

In the next 90 days, think about your quarterly plans for your business and what you want to accomplish.

First, take out a piece of paper and write in the top left corner your outcome goal.

Your outcome goal is your numbers based goal – for example, let’s say I want to bring on 150 new clients to FBBC in 90 days.

Next are your process goals, the 3 actionable steps you can take to achieve your outcome.

When you’re trying to get more people on board as clients in your business, one process goal you can control is to follow our “set, show close” method we use for FBBC.

How many leads did we get (set), how many did we set up an appointment with (show), and how many did we close (close).

So if you break up your 150 clients in that 90 days, you know for every 5 appointments you set, 3 will show, and 1.7 will close. That will get you to your 150 clients at the end of 90 days.

Just praying for clients ain’t gonna get you anywhere. You have to put in the work.

Ask For Referrals

Whether you own a gym or a restaurant or any kind of business, you can go back to your happy customers and ask them for their feedback.

I have a script I created when asking for referrals for FBBC, and I’m going to share it with you so that you can use it in your own business and get more referrals on the spot.

When I sign up a new client, I say:

“Hey Craig, welcome aboard. It’s nice to have you here at Fit Body Boot Camp. As we help you achieve your fitness and fat loss results, can we count on you to help us achieve our goal of impacting 5,000 lives over the next 5 years here in our town?”

Of course, they’re going to say yes.

In a few weeks I can go back and ask them for three people they can refer me to for a free week of personal training.

Use Social Media to Connect With Leads

For all you empire builders out there, here’s a nugget of advice.

If you put on a workshop or seminar, at the end of it,  just take a picture with your happy clients and post it on social media.

Those people who comment on your post are leads who you can reach out to through direct message.

Remember, “likes” and comments are leads. Once they engage with your post, they’re giving you the green light to message them and get them into your next workshop.

Once you’ve created the outcome, post a picture and tag them. Or if they post a picture too, you can interact with the people commenting on their post as well.

What Can You Do Right Now?

90 days still seems way ahead for a lot of people, which is why you need to scale it down even more to just the first 24 hours.

Ask yourself “what can I do right now to move ahead on this big goal?”

It could be getting in contact with someone, filming videos, getting referrals…you can do a lot in 24 hours, man.

If you don’t give yourself a small victory to get the ball rolling, you’re going to lose momentum.

Map out the first 24 hours, 72 hours, 7 days, 14 days, 21 days, and 30 days.

If you want to achieve your empire goals, start a plan and take action!

To listen to Craig and I cover all of this and more, click here to watch our podcast

How to Be a Master Salesman and Influence Decisions

Whether you realize it or not, you’re selling something every day.

You’re selling in your business, relationships, family. You’re even selling people when you talk about a movie you really enjoyed.

Everything is sales and persuasion.

People think selling is slimy. When you think of a salesman, you probably imagine a guy in a suit with a big toothy grin ready to lie his way into your wallet.

But really, it’s the most genuine thing you can do. So today we’re going to break the myth and show you why selling isn’t as bad as people think.

Let’s talk about the last time I was really sold on something.

The Last Time I Was Sold

I was recently introduced to Pete Vargas, the creator of the Advance Your Reach workshop, by Craig.

Pete’s whole thing is teaching people how to sell themselves and get booked on more stages to expand their reach and sell more of their products.

And the way Pete sold it to me, made me want to buy.

I believe most people are buyers. We love to buy things and have experiences, the difference is the person’s ability to buy vs their desire to buy.

And Pete got me to desire the two-day workshop and got me to pay for two people to fly out there for the weekend because I saw the value in it.

As I was speaking with Pete, right off the bat I felt he was being genuine. So I was already ready to listen to his pitch. Second, Craig and Shawna Kaminski, two trusted friends, referred him to me.

For something that’s high-end and requires more money and effort to attend, you don’t want come as a cold call. You want to come referred.

My guard was already down because Pete was well referred by people I know, like, and trust.

From there, he forced me to identify the problem, he told me the solution, and showed me how his event created the bridge for me to get to my goal.

I told him I’m writing this book called “Man Up”, and I want to make it a NY Times Best-seller. One of the ways I want to do that is by bulk orders of sales.

When the book comes out in July 2018, I want the people a these events to buy my books in bulk.

He explained the process behind getting booked, from the approach to the introduction to getting the reviews.

He showed me the “what” I’m missing, but he didn’t tell me how to get it. I would have to attend the workshop.

I told him I don’t have the time or desire to come out, and he overcame that objection by telling me to send a trusted member from my team.

Boom, sale closed.

How a Contractor Lost a $200,000 Sale

I’m building a gym for my team just down the street from the HQ.

So one day I was talking to the contractor to figure out the flooring, ceiling adjustments, etc. This guy came referred, but ironically, he talked me out of the sale because he kept making suggestions I didn’t want.

He didn’t listen to who I am or what I want. He was treating me like I was just some regular opening a gym, unaware that I’m actually in the fitness industry.

This guy was talking about adding a bunch of treadmills, and I’m thinking “I could give two shits about treadmills.”

I told him what I wanted, and he kept pushing me towards these big hotel gyms that I didn’t want.

A $200,000 sale down the drain.

The Biggest Mistake People Make in Selling

The biggest mistake people make when making a sale is transference of feelings.

If you feel like what you’re selling is too expensive and you don’t think they’ll be able to afford it, then you start subconsciously talking yourself out of the sale.

Or, you can be like that contractor and think that you know what your prospect wants better than what they tell you they want.

These transference of feelings/misinterpreting what the person wants is the worst thing you can do because you’re making assumptions without validations.

Remember this phrase: when you assume, you make an ass out of you and me.

Don’t Be Afraid to Ask for the Sale

Craig does this great thing where he starts the sale on social media or through a personal introduction.

If Craig is starting on social media, those people that follow him are already holding him at a high esteem.

They started the conversation by “liking” or commenting on his posts, which gives him permission to message those people and ask them to come to his next workshop.

Your followers see the proof in the pudding when you post your successful events or testimonials.

Once you’re talking to them, never let the conversation die.

Go In Hot!

One of the best ways to go into a sale is to come in warm or hot. People are automatically more interested in what you’re offering when they’re referred by someone they trust.

Two, you have to come off as likeable and authentic.

Ever noticed how you can meet someone and feel like they’re your new best friend, and then you meet someone else and they make the hair on your neck stand up?

You have to be self aware. The more talking you do, the more you talk people out of a sale.

Most people think if they do enough talking, they’ll say something that resonates with you and you’ll buy. That’s not the case.

Our job as the closer is to ask enough open ended questions to talk them into the sale, and there’s three specific things you need to ask:

  1. Where are you right now in your life?
  2. Where do you want to go between now and a given period of time?
  3. What are your pains and frustrations stopping you from getting there?

Because this is a touchy area for a lot of people, you have to make them feel understood. Say “I understand, I’ve felt the same way before.”

Don’t come off as perfect. Perfect equals cold, and vulnerable equals warm.

That’s the great thing about social media – you can share your story and struggles and build a connection with thousands of people.

They’ll see how they can identify with you, and find these golden threads to hold onto.

So that’s what you gotta do. Stir the pot with questions, and then give them those golden threads to build that relationship.  

To listen to Craig and I cover all of this and more, click here to watch our podcast.

How to Sell High-End Coaching Programs Through Social Media Connection

If you want to learn a faster, more efficient way of selling high-end coaching services and masterminds without old school marketing strategies and without wasting time, money, and energy, this blog is for you.

But first, let’s talk about the old way of getting people into your high-end coaching.

The old way was to first create some kind of info product or course, have people purchase it, and then slowly ascend them up to your coaching service.

Now, there’s nothing particularly wrong with the info method. It certainly works and is effective, however, it’s a longer and more drawn out way of doing things.

You don’t have to hold their hand and slowly warm them up to your high-end programs.

You can now get straight to the point through our good friend – social media.

Social Media Marketing

Social media marketing allows us to share our emotions, thoughts, and personality with people so that they can know, like, and trust you faster.

And once you’ve gotten them to fall in love with you and the value you provide, they’ll skip the info products and go straight to the top.

The only reason we sell info products is because it’s a low cost, low barrier product. Think about it, it’s way easier for people to buy a $99 course and get value from you without having to know, like, and trust you.

And then maybe, after a series of emails and webinars and autoresponders, you can ascend them into your mastermind or high-end coaching programs.

But this whole process could take two years or more. Two years! Just to get them into a live event.

Through social media, you can create such a deep and meaningful relationship with your audience that you don’t need to sell them a low barrier offer because the bond is already there.

You can position yourself as the best coach. You can share your philosophies, thoughts, testimonials with people and convert them to high-end coaching clients right off the bat.

Craig and I have a website called bedrosandcraiglive.com where we have a video of me inviting people to come to our two-day mastermind.

Before I even drive people to that website, it’s easy for me to start the dialogue on a, say, Instagram story where I talk about the value of creating an info product, the value of creating an online business, etc.

I’ll create these educational videos, and at the end I set up a call to action saying “Hey if you liked the information I shared, and you’d like to get on a call with me to see if working with Craig and I would be a good fit, swipe up!”

The more videos and content on the same topic that you can deliver over and over, you can ultimately give a call to action to move them to your page.

The way I look at social media is this: it’s a cocktail party at your house with all these guests who don’t know you yet. By the end of the night, they know who you are, what your superpower is, and how you can help them.

We no longer have to ascend them up through info products. Once I get them on the phone, we bridge the gap to where they are in life and where they want to be. The I invite them to sit in on the mastermind, and make payment at that point.

Element of Social Proof

One of Craig’s most popular posts on social media when he’s building his coaching program is when he posts a picture with the people at his most recent workshop.

At the end of the day, you have to remember one factor: the purpose of every Instagram post is to get people to know, like, and trust you. And also to get them curious about how you can help them.

Craig has an interesting philosophy about social media interaction. The way he sees it, anyone who likes and comments on his pictures is asking for more information.

So as soon as he gets that notification, he sends them a direct message inviting them to come to his next workshop.

He gets the conversation going, answering their questions, and getting them on board to attend his workshop.

This strategy is part of what he calls the Honey Trap Method. You’re drawing people in with value, and delivering the goods to solve their problem.

That social proof is so powerful, and Instagram let’s you share how great your programs are and much people love them.                               

Start the Conversation

Starting the conversation is the new way of marketing.

When you message someone inviting them to join your workshop or mastermind, you’re creating a personal connection with that person, and letting them know that you’re there to help them.

It’s like when you’re at that party and people are leaning in, eager to listen. People who are “liking” and loving your posts are those people at the party leaning in saying “tell me more! Tell me more!”

At that point, it’s not marketing anymore. It’s having a conversation.

If you have any kind of high-end coaching, you can make a video teaching on one specific topic in your zone of genius.

You can then give your call to action, and invite your audience to send you a message so that you can provide that immediate value and move them to the application process for your coaching program.

People get excited when you give them that personal attention, don’t underestimate the power of reaching out.

There’s no need anymore to sell an info product in steps, you can go directly to your top coaching programs and masterminds just by connecting with people on a personal level and providing value. 

To watch Craig and I cover all of this and more, check out our podcast here!