Bedros Keuilian Podcast Show - 179. Before You Fix Your Sales Team, Fix THIS First

Episode Date: March 3, 2026

Most entrepreneurs focus on the wrong things.Sales.Leadership.Systems.None of it matters if you don’t have leads.In this episode of The Bedros Keuilian Show, I break down the single most important driver of making millions in business: marketing.High-intent leads — people who have the problem you solve and the money to pay for it.I explain why organic content alone won’t scale you.Why cold ads burn cash.And the smarter question that changes everything:Who already has my future customers?Marketing first.Everything else second.DOMINATION DOWNLOADSTRAIGHT FROM THE DESK OF BEDROS KEUILIANYour weekly no B.S. newsletter to help you dominate in business and in lifehttps://bedroskeuilian.com/MAN UP SCALE BUNDLE: $29 (100% Goes to Charity)Get your Digital Man Up book + Audiobook + 2 Exclusive MASTERCLASSES & Support Shriners Children’s Hospital. https://www.manuptribe.com/limited-offerREGISTER FOR THE LEGACY TRIBEGet the Life, Money, Meaning & Impact You Deservehttps://bedroskeuilian.com/legacytribeJOIN MY FREE 6-WEEK CHALLENGE:Transform into a Purpose-Driven Manhttps://bedroskeuilian.com/challengeTHE SQUIRE PROGRAM: A rite of Passage for Your Son as He Becomes a ManA Father and Son Experience That Will Be Remembered FOREVERhttps://squireprogram.com/registerTruLean Supplements | https://www.trulean.com/pages/bedrosGet 50% Off Trulean Subscribe & Save BundleUse Code: BEDROS Few Will Hunt Apparel | https://fewwillhunt.com/Get 20% Off Your Entire OrderUse Code: BEDROSOPEN A FIT BODY LOCATIONA High-Profit, Scalable Gym Franchise Opportunity Driven By Impacthttps://sales.fbbcfranchise.com/get-started?utm_source=bedrosPODCAST EPISODES:https://bedroskeuilian.com/podcast/STAY CONNECTED:Website | https://bedroskeuilian.com/Instagram | https://www.instagram.com/bedroskeuilian/LinkedIn | https://www.linkedin.com/in/bedroskeuilianTwitter | https://twitter.com/bedroskeuilian

If you're going to try and build your business on the back of your own personal social media through organic content creation, you're dead. You're dead, period. Welcome to the Bedroes-Cooleon show. Back when Q was rolling with Lorenzo and a Benzo, I was banging with a gang of instrumental. This is the number one thing you need to make millions of dollars in business. Guys, welcome to the Bedros-Cooleon show. My name is Bedros-Cooleon, and today's episode is focused on you entrepreneurs. Whether you're a seasoned entrepreneur or you're thinking about

starting a business. This is the episode you want to listen to. And in this very short episode, I'm going to give you the number one thing you need to make tens of hundreds of million dollars. I've done it myself across FitBody Boot Camp, Truling Supplements, People Hunt Apparel, FitPro Tracker Software, across four very different industries, not to mention my coaching clients across a variety of different industries have also made tens of millions of dollars using this thing that I'm going to teach you. And it is not sales. It is not leadership. It is not systems. And you're like, whoa, hold on, Bedros.

I've heard you talk about sales and leadership and systems. Yes, all of those things are important. But this thing is even more important. So much so that some of you might actually think that I've gone out of my mind, that you might be like, but I thought leadership was more important and sales were more important. No, this is the most important. I'm going to tell you why. Without this, you can have the best sales presentation ever.

And without this, you won't close a single deal. You could have the best highest converting website. Without this, you will not make a single sale from a click. All right. And I don't care how great of a leader you are. You could be jocco-willink level leader, and you will not make a single red cent without this. And you will have the best systems on the planet

that are process-driven and replicatable. And I don't care how awesome your systems are. Without this one thing, you will not make a red cent. So pay attention. What is this thing? it is lead generation. It is marketing. It is the ability to get attention from high intent leads who have a desire for your product and the ability to pay for it, right? Period. Marketing is getting attention from high intent leads who have a desire for your product or

service and have the ability to pay for it. And if you can't market, if you can't drive leads, if you can't get people's attention who need your product or solution, you are going to starve no matter how great you are at sales. And if you don't believe me, test me. Get so good at sales, get so good at leadership, get so good at systems, but just disregard marketing and lead generation and watch how quickly you go or stay broke. All right. So if we know that marketing is everything we need, then why aren't we doing? Well, I'm going to tell you why. I think most of you are just afraid to get out there and get rejected. Because marketing involves a lot of testing.

Marketing involves a lot of potential for rejection. Marketing involves a lot of lost or wasted money. Although I wouldn't say it's wasted. I would say it's money that you test with to see what works and what doesn't. What works, we scale, what doesn't work, we turn off, right? Now, so if we know marketing is getting attention from high intent leads who have the pain or problem that our product solves and they have the money to pay for it, well, then how do we find these people, right? And so I told you this was going to be a short

episode and I mean it. It's a short episode, but it's an episode that I want you to take and immediately go and put into action in your business. And if you guys listen to me and you're like, you know, one day I'm going to start a business and and Pedro talks about leadership and sales and systems, don't forget that I said marketing and lead generation is the backbone of everything. I don't care if you're the worst leader. I don't care if you are shitty at sales. I don't care if you have any systems at all. If you can drive high intent leads, what is a high intent lead?

A lead who has the problem that your product solves and has the ability to pay. That's high intent. Low intent is they don't have the problem. They're just like, eh, you know. The problem is not bad enough for me to want to pay. And quite honestly, even if I had the problem, I don't have the money to pay for it, right? Like, you know, those college kids that gain 15 pounds. What do they call it?

The freshman 15, right? Think about it. They're college kids. I knew someone who was a personal trainer and nutrition coach for college kids who gained that freshman 15. Look, a 20-year-old, 18-year-old kid that gains 15 pounds. First of all, you think they give a shit? They don't give a shit. They're hiding under their baggy loose clothes anyway trying to get through school, right?

Number one. Number two, you think these kids have any money to pay for a nutrition coach or a fitness trainer? They don't. So, yeah, maybe they have a little bit of desire. Maybe they have a little bit of pain because of the problem they're experiencing of the weight gain. But they're not high intent. They're low intent, right? High intent is someone who has the pain, keeps them awake at night.

the problem that they're experiencing keeps them awake at night. They have these fears and frustrations and this massive desire to fix or solve this issue that they have. And if you are the source of that, you need to attract them into your funnel. And you better make sure that the type of people

who aren't broke, who have not only the pain and the frustration that they want solved, but also the ability to pay for it, right? Because think about this. The shittiest salesperson on the planet, if I put high intent leads in front of this guy, he will accidentally close one, even if it's one out of 10, a 10% closing rate, he will accidentally close one.

Now, a closer who has a 100% close rate, he can overcome every objection, he can build rapport like a motherfucker, he knows the benefits of everything about your service or product, and he knows exactly how to create urgency and make an offer that's a person, so irresistible in the sales process that you can't say no, but he has no leads to put in front of him, that guy's going broke. He's starving, and the company that he works for will soon be out of business. So trust me when I say, I don't care what level of leadership you have. You can become a better leader when you create a leadership problem through great marketing

and sales, right? Because here's what happens. First, you do the marketing and lead generation, and you get so good at it that you've got multiple lead sources coming in that are ideally high intent. And then you have a salesperson or a sales team that's converting many of those leads into paying clients and customers. Now you have first world problems because you had third world problems, which is you've got a product or a service, but ain't no one buying it. And if no one's buying it, you're a broke motherfucker. And if you're broken business, that is third world problems, right? You're living in poverty. You're spending

money but not making more back. Your payroll and overhead operations are eating you alive. That is third world living. And so you want to create first world problems so that you can get the leadership and the systems in place. First world problems are, dude, I got my lead funnel so dialed in that high intent leads are coming in. Now my sales guy or team, they need to be leveled up so now I can start leveling them up. If they're closing 10, 15, 20 percent of the deals that are coming in or opportunities that are coming in, how can I get them to close 50, 60, 70% of those high intent leads that are coming in.

All right, I did that, great. Now we have more business. That means we hired more people and now we have more departments. And now we have a communication issue. We have decisiveness issues. We have a vision issue. The left hand does know what the right hand is doing.

Uh oh, I better create more systems. All right, I'm creating systems. I need leaders. Oh shit, I better become a better leader. You see how that works, right? Marketing, sales, systems, then leadership. That's how that works. works. And you can argue with me in the comments all you want. I'm not going to buy it because

this is exactly how I've grown multiple eight and nine figure companies. So with that said, now that you know that marketing and lead generation is the number one thing you can do, how do you do it? Most of you are going to go out there and you're going to go either put free content out and try and build your own customer base or at least, I should say suspect base, Right. Because think about it. The people to follow you on social media, they're not prospects. They're suspects.

They're not even high intent suspects. Maybe you said one thing motivational or inspirational that got them to follow you. But most likely they don't have the problem that your product or service solves. They don't have the need and they may not even have the money to pay for your product or service. Right. So people that follow you on social media are not all. They're certainly not leads. What they are is suspects.

We suspect that they have some interest in what you do, right? And if you started looking at it that way, think about this. If you're the only one creating content, I'm going to create organic content, I'm going to put organic content out there and it's going to help me make more money. No, it's not. One out of maybe every 500 is going to show interest, right? When you put a link in your stories to your sales page or to your application page or to your product page.

And then what? And then what? You make one sale every, every third week. Okay, that's pathetic, right? So if you're going to try and build your business on the back of your own personal social media through organic content creation, you're dead. You're dead, period. So the next thing I see people do who go broke in business is they go, well, you know what? I'm not only going to try and create organic content myself on my own platform, but I'm also going to go buy traffic.

Oh, cool, man. That's pretty brave of you. You're willing to go buy paid traffic. So you're going to advertise on Google, YouTube, meta, Facebook, Instagram, maybe even LinkedIn and TikTok, right? You're going to figure out who the right demographic are. Oh, I think, you know, my product is for women and this age group and it solves this problem and I'm going to make a video explaining the problem, agitating the problem and saying if this

problem speaks to you and you want the solution, click here to go to my website and either buy the solution or to buy the product or to fill out an application for coaching or whatever it is, right? Cool. So you start running ads, targeting that demographic and hoping that the words you said in that short little ad video speaks to them enough to get them to want to click that ad. But guess what? They don't know you. They don't like you. They don't trust you. You're running cold ads to leads who don't know like or trust you, which means they're going to come with high resistance. Sure, they might be high intent, as in they might have the problem that you can solve, and they might have the ability to pay for it, but they don't have the desire to pay for it

because they don't know like and trust you. Now, if they don't know like and trust you, you're going to have a very high lack of conversion rate. Does that make sense? What we want is a high ROAS return on ad spend. Instead, you're going to have a high click-through rate. This costs too much money and it cost me $4 to get the lead, but I make $3 after everything's set and done so I lose a dollar out of every sale, right? Like for FitBody Boot Camp, when we do our discovery master classes once every other month, we pay about $44 per lead to be on that discovery zoom, right, with me. There might be a few hundred people on there, $44 per lead. Well, all we need is one person to convert and we've made our money back because our franchise is, you know, $55,000 buy-in fee, right?

And so it makes sense for a high ticket offer to pay a lot of money for a lead. It doesn't make sense if you've got a low ticket offer. If you've got a product that cost under $100 or a couple hundred bucks, even a couple thousand bucks, you're getting a bunch of leads for $30, $40, $50, $200 per qualified lead. But they might be costing you way too much because they're cold leads. So what if I said there was a way? What if I said there was a better way that you could get leads who are high intent, who are qualified, that come to you warm and not cold?

They may not know you, but they come trusting in your product. or service. And I'm going to explain that in a minute. And what if I said that you only pay for these leads once they convert into a paying client or customer? Wouldn't you want to know what that is? Of course you would. Hey guys, quick interruption to the Bedroskooling show. It is cold and flu season. And I want to make sure that you have a strong immune system and that your body is fighting off inflammation because right now lots of people around you have the cold or flu. And you want to make sure that one, you don't get it. And if you do get it, you want to get over it as quickly as possible so you can go back to dominating your day and stacking wins, right?

So most of you out there are probably taking a whole bunch of supplements like vitamin C, vitamin D, echinacea, ginger, turmeric, astragulus, B12, zinc. And while all these things are great for building your immune system, one, they cost a lot of money. And two, the quality of the ingredients in here are not great. So I want you to throw all these away. And instead, what you're going to do is you're going to get the trulean everyday wellness shot. Taste delicious.

You can feel it working. You're going to boost your immune system, fight off inflammation, have more energy and keep your body hydrated because we recently added pink hemelan sea salt for sodium and potassium and magnesium to keep you hydrated so here's an offer that you can't refuse go to trulein dot com use my name bedroost to get 50% off the truene subscribe and save offer plus you're going to get free shipping and a 30 day unconditional money back guarantee this product is so good such high quality strong efficacy and third party tested that i want you to try it out at no risk so use my name Bedrose to get 50% off plus free shipping and 30 day unconditional money back guarantee.

Now back to the show. And so here's one of the 11 pillars that I teach my domination year coaching clients. And this pillar is all about who has my future customers. Right. And yes, I get what you're saying. Social media has them. So I'm going to put out organic content and hope that the algorithms pick it up and pops off and it attracts the ideal prospect to me. Cool. Cool. That's going to take time. That's going to take a lot of effort and you're only marketing to an ecosystem of a few hundred people or maybe a few thousand people who are following you. And then the other method of paid ads across the social media platforms, again, you don't know if the offer you're making is correct. You don't know if you're targeting the right demographic. You don't know if someone else

is competing for that same audience and so they're outbidding you and so your cost per click goes up, right? Remember, we're looking for a high ROAS, not a high cost per click. And so if you're marketing the cold traffic that doesn't know like or trust you, your cost per click is going to go up and they're going to have high desire but low intent, as in I want a product that solves this problem, but my intent is low because I don't know you, I don't like you, I don't trust you, they're skeptical of you. But what if I said, hey, yo, I've got, let's say my Instagram, I've got 1.1 million followers on Instagram, right? And I've got just over 300,000 people on my email list. So what if I said, hey, me, I have your ideal clients and customers.

And I'm willing to talk about your product or service on my social media. And I'm willing to send out an email or two talking about the value of your product or service. And all I ask for is 30% commission, 50% commission. Would you pay me that commission if I'm willing to promote your product or service on my social media and to my email list? Well, you probably would because you're only paying me when there's a conversion. When you make guaranteed money, then you pay me. Unlike Facebook, Instagram, LinkedIn, TikTok, YouTube, Google, all of which you should run and all of which we run and we do.

But they are not the primary source in the beginning. In the beginning, if you want to make an obscene amount of money with mitigating your risk and getting high intent leads in front of you, all you have to do is ask this one question to yourself, and this is what I have my coaching clients ask, and then we start writing out a list. Who has my future clients or customers? And then we write out a list of the influencers or local businesses. Like if you're a local brick and mortar, right, let's say you're opening up a medical spa and, you know, you're going to do the Botox injections and you're going to do fillers for women and laser

treatments and things like that. All right, cool. Well, who locally in that community, if you're going to open up a medical spa in, let's say, Tallahassee, Florida? What local businesses have your future customers? Well, wouldn't you agree that the hair salon might have your future customers? The nail salon might have your future customers. The tanning salon would have your future customers. The plastic surgeon would have your future customers, right? You could see now how maybe even the local chiropractor who treats women, the physical therapist who treats women, the gym or the boutique plotties and yoga facilities in town who cater mostly to women would have your future customers. And wouldn't you want to create an alliance with them and say, look, I'll give you the marketing

stuff to post on your social media. I'll give you the two or three emails to send out to your email list. And when a customer comes in for this Botox injection or this laser, treatment, I'll give you 33% commission. Wouldn't that make sense? Because now you've got these local businesses who are going to promote you to people who trust them and therefore you're going to ride on the coattails of that trust and that lead is going to be high intent, low resistance in terms of objections. The only time you pay commission out is when you make a sale. And it's only off that first sale, that laser treatment, that Botox injection, because after that, if you do your job right and you use the follow up well and you delivered value and you exceeded expectations for that customer, you've got them as a customer for life.

And now future money you make from them is all yours. You don't have to share or give commissions away. And if you do your job right and you can get people to pay and stay because you exceeded expectations and delivered value, they will also refer. And that's what we want. We want people to pay, stay, and refer. So you see how using affiliates, either local businesses,

if you have a local business, or if you have an online business, online coaching, supplements, like trueling supplements, fee will hunt apparel, right? Whatever the business is, online or offline, it doesn't matter. There are affiliates out there

that have an audience of the right demographic who already knows likes and trusts them. And if these people talked about you, if these people wore your product, used your product, endorsed your product, you would get commission. Now imagine creating an army of affiliates, right? This is why we say in domination year, there's 11 pillars that we use to scale a business

by like a factor of 10, 20, 30x. And one of these pillars is, who has my future customers? And we create a list of 50 people, platforms, podcasts, stages, social media accounts. And then, in fact, there's a social media account that I follow just because they put up really funny stuff on Instagram. It's a humor account.

It's like a men's humor account. And they'll put just funny shit up, right, two or three times a day that's entertaining, a nice little mental break. and every now and again, they'll put up a post promoting someone's product or service. And they'll say, hey, you know, if you follow us and you're a dude because it's a men's humor platform. In fact, I think it might be called men's humor. Then if you like our platform, we endorse this guy and his product or his service.

And it could be whatever, Amazon shipping. It could be drop shipping. It could be some kind of like, you know, whatever, Bitcoin investments, whatever the thing is. And they promote it. Obviously, it's a paid promotion or a revenue share affiliate opportunity. So you see how they monetize, right? And so I want you to do that, man, before you go running cold ads to people who don't know you like you trust you, before you go and try and just make organic content on one

social media platform and hope that this business slowly scales over 100 years, because that's what it's going to fucking take you, I'm here to tell you to do this one thing. ask yourself who has my future customers make a list of 50 podcasts YouTube channels influencers platforms stages publications for example there's publications in every industry what you may not realize is you don't just have to advertise in that publication you can say hey look do you have an email list they're going to say yeah we do can you write an email I'll write the email for you. You guys send it out to your email list.

We'll put a tiny URL affiliate link. So we know that the people from your email who bought, we can track them. And I'll pay you X amount of dollars for every customer from your email list that buys my product or service. Guess what? They're going to say yes. Because it costs them nothing to send out an email.

Yet if they make 10 sales and they make, whatever, $100 per sale, they just made $1,000 off of you, right? for hitting send on a content email that promotes your product. And so if you're willing to do this, now you're going to have guaranteed sales. This is going to be your best marketing campaign. Why? Well, because you only pay out when you make money, number one.

And by doing this, you start testing out what campaigns and offers work best. Once you figure out the right campaign and offer that works best, you can now roll this out on paid platforms as well. Yes, it'll be to cold traffic, but that's okay because you're rolling out your best content, or at least your best offer, to paid platforms, right? We did this first on my platform. I've got a big platform, so I was the first person to start promoting the truly wellness shot. We made a lot of different offers until we landed on to use the code bedroast, use my name to get 50% off, right? You've seen the ad, you've probably seen the ad in this actual podcast episode for Trulene. Use code Bezos to get 50% off. That's a pretty damn good discount.

Your first order of subscribe and save, right? Your first 30-day supply. And you get free shipping. And we donate a dollar to Shrinas Children's Hospital to help children whose families can't afford medical procedures for those kids. And a risk reversal. If you don't like the product for any reason whatsoever, just let us know and we'll give you full refund. No questions asked. Like if that is not an irresistible offer. And, you don't. And then you stay on board with Trulene Wellness Shots because you join the subscription. We'll continue to give you 20% off every month and free shipping and a dollar from every order still continues to go to Shrine's Children's Hospital.

You see how it took us literally months of testing different offers on this very platform to find the one that works the best. And then we started finding others who have platforms like mine to make the same online. offer, right? And one of those people, by the way, is my dear friend Matt Arroyo. He owns a Gracie Baha. Actually, he owns the number one Gracie Baja Jiu-Jitsu gym in the nation in terms of number of students that he serves. He's a UFC Hall of Famer. Matt is an amazing black belt jiu-jitsu instructor. And he's got all these, you know, training videos online that if you're into jiu-suitzoo We were thinking of starting jiu-jitsu, like go buy his and also Henry Aiken's videos.

They're both amazing instructors. But Matt has a big following online. He uses the truly and wellness shot. And I said, hey, Matt, how about we use, give you a code where you can offer the same thing, 50% off, free shipping, dollar goes to Shriners, right? And then we'll give you the other 50% of the revenue that comes in from that initial order. He's like, sure. So he makes money when he promotes a product.

that he uses, the Truling Wellness shot. We make money on the second month because the first month we lose money because, remember, we're giving his customers 50% off and then the other 50% we give to Mataroya, right? But we're willing to lose that first month. And in your business, if you can create a subscription-based business or you can produce repeat buyers, then you might be willing to break even or even lose money on the front end on that first sale to make money on the back end on a real. occurring basis. And with the average, you know, truly wellness shot customer staying on board

almost 12 months, like you could see how it makes sense for us to lose money on the front end so that we can make money on the back end and be able to help and reach more people. So now imagine if we have hundreds and thousands of affiliates like this who have an audience of the right people who would use the product and they promote it. And because of these people who trust them, they now have trust in us in our product, right? So once we figured out an offer that works, we scaled that offer through other affiliates and influencers. And then we started running that offer as cold ads as well, which also produces results. Like, what do I care if I give them money 50% off to the customer and then the rest of the money to Facebook or meta?

I don't care. Now I know what offer converts. I know how long we keep a customer. I know whether or not we can upgrade customers to future products. So I've got all my metrics. I've tested them. And now I scale, and this is how we start making tens of millions. And this is exactly how you can do it as well.

So you figure out who has your future customers. You craft an irresistible offer. You make sure that those affiliates or influencers, platforms and podcasts and stages and email lists, once you find the right offer that converts and you can get people to stick and buy more on the back end, you now have a scalable marketing campaign that you can now run. cold ads to and you'll still have really solid conversions. So I hope you got a ton of value out of this. I hope you understand the most important aspect of any business is to promote and get attention from leads, prospects who have the pain or problem that your product solves and who have

the money to pay for it and afford it. If they don't, you got to go back to the drawing board because they all spent too much time trying to refine your sales skills, build systems, and develop leadership without ever getting the attention and the eyeballs of the people who are going to buy. Guys, thank you so much for watching and listening to this episode of the Bedros-Coolian show

and always remember this, that averages the enemy. Success is your responsibility and change can take place in an instant if you are willing to flip the switch. I'll see you next time. What's the difference between me and you? Back when Q was rolling with Lorenzo and a

Benzo I was banging with a gang of instrument