Omnichannel - How to Get More Clients With Less Work? - Bryan Mills

Episode Date: October 6, 2021

Send us a text podcast RSS If your marketing sucks it’s okay, we all start somewhere. It's not how you start, it's the journey & where you finish. Marketing Mastery & The Step Back System are mentorship programs created by Bryan Mills for 2 reasons. 1) You need to systemise your marketing & get clients through the door on autopilot. 2) You need to build a business & not a self-created job like most gurus teach you. After selling over $300k online in the last 3 years through Digital marketing, coaching & events. Bryan has gone on to help many coaches build their business successfully & hassle free. Build your business around your lifestyle and do not build your lifestyle around your business. Bryan's number 1 goal is to help you free yourself from your business which means = More clients & less work. Bryan’s group Get a FREE Copy of the High Converting Online Events Book: https://book.dominikalegrand.com/

Welcome everybody. You are listening to the Omni Channel podcast. A podcast from digital marketers to digital marketers. I'm your host Dominique Caldegrant and my mission is to help fellow marketers and entrepreneurs to grow their businesses online. So buckle up and he's helping coaches to build 20k a month businesses only working 10 hours a week with very easy plug and play funnels and emails and if i have to say one thing about brian is that he is a master of automating, optimizing, and he really, really blew me away with how he likes to streamline processes instead of making everything and doing everything manually. I have learned so much from our conversation. I really hope that it's going to be just as useful as it was for me.

Thank you so much, Brian, for coming. We can talk about that exactly. Because first of all, I love how your offer is specific. There is clear goals. There is clear value. And there's a time as well. You know, you said it's like a 10-hour-a-week coaching business. So do you mind just walking me through um your offer and what like how did you come up with it and what's your thought process

behind it the the offer itself is is geared towards mainly a lot of coaches are getting like pushed towards organic marketing like you have to do organic you have to do organic and and the what they're doing is the trading time for money so you pick one don't you either spend money or you spend time now what people aren't doing is they aren't building businesses anymore so even though it's a coaching business a lot of people end up with a self-created job and what i mean by that is they actually get rid of the day job or it's still a side hustle and they end up working more hours on their coaching business rather than actually building a business so they become employed to their own job so I went through this myself and I ended up at burnout. Like it was ridiculous.

I remember by following the strategies my mentors had taught me, my head literally had no capacity for anything else. I mean, like even to the point of I'd go to the fridge to decide what I'd want to eat or drink. I couldn't make that decision because I was following a system that completely burnt me out. So I remember taking a step back and it just went to a point of like, if I don't work, I don't make money.

I was like, that's not business. I was like, I may as well go back to work. So I took a step back and it was all about leverage. And it was a case of there's so many systems in place that people don't actually teach you. And it was all about implementing those systems in place. Like you see all these coaches go, I've seen loads of coaches say,

like, hey, build a coaching business with no funnel no ads no no content no emails yeah I see them all the time I'm like oh my god it's just that's insane it's just like what are you actually doing um because basically what we're also doing is teaching people to slide into dms and try and sell something from there but what they're doing is teaching people to slide into DMs and try and sell something from there. But what they're doing is they've literally, the people who buy those type of products, they may as well buy the hamster wheel and set it up in their house, their big human hamster wheel, because they're never, ever getting off.

And the key to actually running a business successfully is all about systems. So I've managed to get down to between, so we take people through a three-step process so we go it's processes automations and then manual leverage and we can't i don't train on it the other day you can't jump straight to manual leverage without sorting out the the well sorting of the bottom two and that causes a real issue for people who try to just go straight

into outsourcing and because everything else isn't sorted they end up with a problem of like they're just giving people rubbish jobs to do and they're not doing it efficiently they're not doing it successfully which they're not doing it successfully,

which ends up causing more problems for them, so they don't successfully outsource. So it's all about mapping out the processes first, then looking at everything and finding the way you can automate, because it's surprising how much you can actually automate in your business, and then outsource the rest. And by doing that, you actually create a business rather than a job, and you're able to work a hell of a lot less and then focus just on the business elements the stuff that makes

three thousand dollars rather than three dollars how long would that process take working with you from beginning to finish so what it does is it takes um i work with my clients for six months and we should see good results from three but what i found in my or in my journey is all these three month programs you come across what a spike in your business so because you're working with someone you're accountable to someone you end up with a spike in your business of growth which is actually fantastic and that spike comes just around the time you're probably about to leave your mentor so between month two and month three you get your best spike in your business which is fantastic honestly I'm glad that happens but what then happens is a case of you end up leaving your mentor at that time, because that's what they paid for.

And you're then on a constant decline or inconsistencies. And it's not creating the long-term stability for your business. So what I do is, obviously, we should get the results in three months. But I stay with you for six to make sure everything is working as it should be rather than so we're looking at long rather than short term um so what are the um obviously if you guys are doing plug and play funnels and emails we can talk more about that as well. And like the tools that you teach and provide to these coaches. But what is the initial investment when it comes to obviously automating the inconsistency is by, I believe it could be by building a funnel for them or helping them come up with

a funnel to generate those reoccurring clients. So how much the initial investment would be for a coach to to get to where they want to be which is a 20k what you are saying so in terms of what else would you have to pay for outside of the mentorship okay so what we do is you've got actually a funnel building software then so that's like 97 a month you've got an email automation software if you're starting out you're probably looking about 15 a month a scheduling tool you can use calendar which is free i use schedule once um which is about 15 a month and then outside of that oh zapier so to connect all the dots and i think i pay about 40 a month for that

and then also i said that everything else is free and i don't use pipedrive i use trello um for my crm and i use couple that with a google sheet and zapier and i've got all the data I need yeah um so I guess uh just circling back to my initial question so you guys are essentially um through this uh it's at six months to period you guys are taking through uh coaches of a learning curve when they are provided with a business plan essentially to what they they should do in order to become a business rather than individually trying to find people online why did you decide to work with coaches specifically and why did you pick this niche so I picked coaches mainly because I went through that journey and went through that pain and I have I do have a corporate background as well and so I could have picked different niches that I've

worked in in the past but um especially a lot of industries that I've seen who have like the exact same problem but I worked with the coaches because it's a case i've been there i've been through that path i've been through that pain and it's hard and as a coach as a an online entrepreneur it's a very very lonely place and especially when things aren't going well and i wanted to be there in the community to support people and let them know they're not alone but there is a better way of doing things the problem with most mentors is they teach you one of the four corners which is like so i've got a four corner model then so the four corners are marketing sales operations and delivery nine times out of ten you're only being taught the marketing

element and not being taught the rest so you're literally only being taught how to be a freelancer rather than a business owner but we all got into business for the exact same thing we want more money we want more freedom which money brings the freedom what we don't want if you don't want to be tied to our job or tied to our business and so I work with them specifically because obviously it's a it's a huge industry. Obviously, there's over, what, 6 million coaches in the whole world. A lot of them are being taught basically how to have another job. And I wanted to make that change for them because they didn't get attracted to this just to have the job. They got attracted to get out.

And I want to help as many people get out as possible. Do you see that, what are the requirements for you, first of all, to be able to work with a coach? Like, do you have some prerequisites? Are you taking beginners? Is it someone who already has an established coaching business? Like, do you have any pre-qualifications before they enter into working with you? So what we usually do is we usually take

coaches who have sort of gone through this this mentorship process before and so they've gone through the and so they've got some marketing elements to them and but what they don't have is clear systems so we try to take coaches who who are already on this journey we do have a program specifically just for the start-up coach, which doesn't go into as much of the system side of things. It goes into the foundation levels. So we do have that element there, if the beginners come through and want to build those systems from day one.

But we're looking for coaches who are sort of inconsistently hitting between 3 and 7K a month. So the hustle is like crazy. They're in the DMs eight hours a day probably, creating content in front of their camera, like just constantly in that grind. And it's getting...

And because they've bought a program in the past, which is build a business with no funnels, no website, no emails, no nothing. That is the reason they're stuck in those problems. And so we're here to get them out of the maze, show them the path, and then put them back in and let them run. Yeah, that's awesome.

That's awesome. What do you see besides that? I think this whole marketing world of coaches, they really focus on content marketing a lot and naturally attracting clients. What is your client acquisition process for your own business? Because I see you have podcasts, I see you post all the time. Can you just walk me through about the client acquisition process for you for yourself so our facebook is one of one of our biggest assets in terms of generating clients and so we do paid and organic strategies for that we have the talk show to

leverage other people's other people's and lists etc and get traffic to that group and that is our biggest the biggest asset in that respect and so organic and paid strategies and we are going to and email marketing and we are going to look to extend out and to LinkedIn and give obviously adapt the strategies we've got and put them on LinkedIn with a lot of automation as well. Content marketing, which is a hot, hot topic, and organic marketing is a huge thing because everybody's too scared to pay for ads when they start because they don't want to burn through a hell of a lot of budget,

but it's actually the fastest way to test. So ironically, when people say, like, use ads to scale, you should probably use ads as a very small budget to see what people actually click on and you can do your testing phase instead of a period of six to twelve months probably doing about two to three weeks and look how much time you've saved but people are too scared to do it which is totally fine so the other avenue is systemizing your content marketing which is crucial you need to get your content marketing, which is crucial. You need to get your content marketing system down to an hour a week.

And there's a way of doing that in order to extract, obviously, your main content and put it into different pieces, et cetera, and leveraging the likes of the talk show. The talk show equates for a third of my content. And it's a case of i don't have to do anything because the guests obviously all i have to do is book the guests and everything else is sort of done because of it so that equates to a third then my lives that i do i do weekly live trainer for free inside my group and that again equates to another third i'm two-thirds done i don't have to create new stories new value posts new engagement posts every day probably have to do about two a week

wow that's so cool uh you mentioned about leveraging others people list and others people audience how do you go into approach those people in the first place to be able to leverage their list and their audience so usually it comes from just obviously consuming other people's content so when i find when i see people a post about interviews that dawn or an interview pops up on my feed or a podcast etc i'll go and reach out to them because clearly they're open to the idea. So we scope them out. If they're a good fit for the show, I'll go speak to them.

Go, hey, loved X, Y, or Z on certain podcasts. If you're up for it, if you're still in podcast mode or talk show mode, I'd love to have you on the show. And then from there, we ask them to promote the fact that they're coming on this show, our show, the Marketing Mastery Talk Show. And then we get to leverage their list in that way. And we made a recent change that they can only access the talk show inside our group, which means they've got to come into our group now. So therefore, it's a case of like, that's how we get people in.

I freaking love it. My second question would have been is just to ask you about i just joined your group by the way but um how do you how do you grow your group in general uh but i guess you you answered part of that question but maybe you have other other ways of growing a facebook group so as i said like the three training or the three lives that we do a week and constantly promoting those through our personal profiles so the personal profiles are huge assets obviously you've got the ability to to add up to 5,000 friends etc and you can remove the ones who don't really engage and add new ones you've got loads of softwares to do

all that and then using that platform and external groups to attract attention then use so you attract attention in external groups which people which is daft because people are paying up five to six grand thousand dollars just to get this exact strategy obviously make some noise in external groups drag them to your personal profile push them from your personal profile into your group. That's it. Yeah, wow. I've just saved all your listeners $5,000.

Have you ever run ads for your group to be able to grow it or you just completely organically do it through the strategy? No, we originally ran some ads to grow it and to fuel the fire when we first launched it. And then we're literally, we've gone back into ads as well to get more people through the door. Just obviously in this case, instead of your manual outreach,

like, oh, you have to manual outreach 50 people a day and you have to connect with X amount of people. It's just a case of between that running the ads to get people directly into the group with the freebie and then nurture them from there so again inbound people who are interested rather than pushing your people pushing your stuff in front of 100 people and hoping one person likes it that's so true um have you done organic outreach in your business and what is your um kind of a go-to strategy into reaching out cold audiences through dms i hate it

absolutely hate it but there's there is a need for it to a degree obviously the more lead generation strategies you can have, as long as you don't burn out, obviously, is crucial. I actually use the software to do the outreach for me with the initial messages. What is the software? You have to tell me. So I've actually moved softwares recently. I've been playing around with loads for years.

But the one that I'm currently at the moment is elm messenger yeah i think that's about 40 47 to 57 dollars a month um that literally i can add i do so i add the 50 people a day i message 50 people a day and see what comes back. But I don't focus too much on, even if they accept me and don't answer, I don't follow them up with a message. Because if they've accepted me, that's enough. The fact that they chose not to reply proves either two things, they're either busy or they're not interested towards me just yet. And then I'll let my content do the talking rather than, hey, hey, hey, hey, hey. Spamming them. Yeah. Yeah. hey hey hey hey hey spamming them um yeah yeah so um yeah so you were saying you use this uh automated messenger outreacher uh tool um when it comes to crafting your initial messaging

like how do you start is it like a tinder dating app style like hey how are you because honestly i'm not answering those questions anymore and so what we've been doing lately and you know what it's actually been it's working and so we followed up to the hey how are you introduction style then in the exact same message it's common common connection like what why why am i talking to you like especially in the groups it's hey i've seen you in this group you've seen you active in this group etc so that's a nice easy way um and then i'll do a lead question relating to that group and this is where alm is great because if you cycle them off into different tags into different groups all that type of good stuff and it'll be a case of, so for instance, with the ClickFunnels outreach,

one of my questions is, have you read the Traffic Store? Have you read the Secrets Trilogy? Or what do you find the most useful about this group? Here's another one. And because it's not a case of, hey, how are you? How's your business going?

And are you looking to increase your business sales in the next year? Because it's not a case of hey how are you how's your business going and are you looking to increase your business sales and like next because it's not like that like it makes it a massive difference and the response rate's actually not too bad and for cold outreach and because that that equates and starts the first phase of my three-phase messenger sequence that allows, not script, sequence, that allows people to actually come through to me and book a call. So the purpose of the cold messaging is to get them to book a call.

What are you actually optimizing for at this point? Is it to check out your profile? Is it to join a group? Or is it to book a call? So the ideal is you go top to bottom. So ideal scenario would be cold outreach or warm outreach, whichever, into conversation, problem identification, book a call.

So that would be having one. But obviously that would be a very small percentage of people who'd want to book a call so that'd be avenue one but obviously that would be a very small percentage of people who'd want to book a call so then you move to avenue two which be hey obviously i've got some great training in my free in my free group that would be your second phase third would just be to continually grow and grow the relationship and the the value in your profile. And just eventually they'll come back if they are a good fit. So you try and go for book a call without being a sleazebag. Then move into pushing them into the free group with a value training that you've already done.

So, hey, obviously looking at this, I think looking at your profile, I think I've done a free training on this. I think it would be worth it for you, et cetera. move them into the group because then you're going to capture the email anyway nine times out of ten and then failing that just become a valued a valued person in their network and once you've given them value once you've took them on enough dates they'll get they'll get married oh that's true um so i was wondering you said you know the first step would be to identify a problem and let you know um get them to book a call with you um i watched a separate training on i think then uh then's facebook group he has a high ticket i'm not sure if you're in it i think he's your

friend uh but in one of his facebook group he was talking about the fact that if you are trying to go for the kill which is you try to get them to book a call is essentially like you are trying to um fuck them without using revocation this is what he said i'm sorry it's his exact words um but um so he was talking about the fact that the first time you interact with them, the first call should really be like a no sales call. And he was saying how you should say that you should leave your credit card at home. And this is essentially is to detect whether or not you can help solve them problems. What is your take on that?

I quite like the analogy in fairness um so the ideal goal is to book the call which is sort of fine there's nothing wrong with that um i don't tell my clients to leave the credit card at home but it's not a hard sell it's a soft sell it's a soft call to action to book call only if we can potentially help them and then on that call nine times out of ten i'll be honest i do not close my first call not through a case of hey it's a case of right i do as much helping as possible i do as much serving as possible um and then a case of once i've given actionable tips once i've given them x y or z if they are interested in the offer they will always ask me it's a case of so what is your offer and i always get that question what is your offer like how can you help me further and that's

when i'll present it and then it'll be a case of then from there we'll book a follow-up call and we'll probably close the deal on the follow-up call. But in between that, and this is where the systems are crucial. Like when people book a call with me, they get training, they get taken to a free training page where they can watch free trainings. And then from there, the email sequences are starting. So a lot of people get the standard notifications, don't they, from Calendly or ScheduleOnce. Ours is actually effectively a Seinfeld email sequence that comes through so we've replaced the notifications with actual content so we're giving value straight away so and they get those emails scheduled 24 hours before five hours before one hour before those

three content-based emails and then from from then, when they don't, obviously if we don't close this for sale first call, which is totally fine, I'm quite happy with that, they move into automatically, they move into the follow-up sequence and they start getting emails again with more value, more training, more tips that are all automatic. It's 10 of them to actually push them back,

ready for the call. So when it comes, they've taken up and they've read or watched a lot of content ready for the second call. So the value has been given. And then it's just a case of, can we help? Do you want us to help? Do you want to stay in the problem? Let's move forward.

That's awesome, by the way. I was just talking to someone else about email marketing. And a lot of people have been saying that email marketing is dead. No one reads their emails anymore. Obviously, it's not true. And it's cheap. It's free. And you can provide value through email.

That's so awesome that you guys do that. Yeah, it's not dead dead don't get me wrong the open rates aren't as great as what we wear which is totally fine but you still on a poor man's average still should be able to make a dollar per month per lead on your email list so the bigger it grows the more money you're going to make and as you say that is traffic you own people can't take that away from you yeah that's so true um what do you use for follow-up email sequences uh are you using high level or what kind of active campaign active campaign okay yeah because i used that you move them to your follow-up sequence so that i was thinking maybe that could be high level um no it's based off the trigger point so once the schedule one is completed

and so it marks is completed in schedule once after 45 minutes or an hour however long the call is and so that is the trigger point then i make the software wait 15 minutes to see if we have closed the deal and then a different tag would be added in active campaign if that tag isn't added in active campaign follow-up sequence starts until the sale has been done i see um how big is your team by the way do you have vas to help you out with all of that one two three four four man team are they all based on in the uk or do you have them overseas various so i've got people in the uk and then i've got people overseas okay cool yeah i was just thinking because you are your systems are i guess once they built it's it's all about

automation and i love how your approach is to essentially offer that automation. And from then on, it's easier to, to grow the business without really having to put all of that work on. And once you start, once you get those trainings out that you said, you have all these trainings through the sequence of emails. I think that is just really is a plug and play what you're saying on your, on your Facebook page as well. So what is your biggest fuck up so far because there's a section in the podcast that talks about the biggest fuck up so i just i just wonder what's

yours right okay where do i start that is a really tough question because like some of the diet ticket mentors i've invested in i've been like probably shouldn't have done that probably shouldn't have got into debt paying that one off and my biggest fuck up in business was probably um in a different business not my coaching business and it was in a different business i'd ran and I was launching I was running events I was running networking events specifically black tie and I went straight to manual leverage phase and outsourced everything straight away and without processes without systems without documents without everything I literally just gave it straight to the team. I remember three months before

the event, I was effectively in the event 10k in debts, £10,000 in debts, about $17,000 in debts because I was paying for obviously the hotel, the venue, the food, all of that. I'd been paying for a team for

three months, or three to six months and that was literally I remember looking at new year's day going my events in three months what the fuck am I gonna do I was like I've got nobody coming I've got nothing happening I was like there's no money coming in I was like and I've now got to do this all on my own because I can't afford my team and that was the biggest footfall being 10k in debt and committing to delivering um a huge huge launch event and and I had to get rid of everyone minus one person I kept one person and he is still with me today and all these years later he's still my top guy who works with me and he was the only person I kept because he was the only person I could afford

um because I can't do graphics I'm not a graphic designer I can't do tech I wasn't a tech person And I hustled like crazy and turned it from 10K debt into a £34,000, probably about $42,000 event. Wow. That's okay. So if you had to give one advice when it comes to business, what would that be? I guess two coaches. Let's two coaches one advice one single advice one piece of advice

three isn't always best now what i mean by that is as we were talking about earlier like all kind of marketing is so attractive to coaches because it's free and that's why so many coaches do it because it's free they don't have to give up their time then a lot of coaches get attracted to build your coaching business without a funnel without ads software email software all that so they're getting attracted to it because they think they're saving money which they're not when you obviously the only thing you've got is your time it's the only thing you can't buy back so it's the one thing you have to protect with your life. And by giving up on softwares, emails, lead generation, all that type of thing, by handing it over and saying,

no, I don't need any of that. Let me just hustle. You lose your time, you lose your sanity, you lose your emotional health because you're going for the free options and it doesn't save your business long term now that's a really really good one that's a really good one um yeah just just like you mentioned the hamster wheel when you're just running in circles and you are just burned out and you try to grow your business and it's just not happening um do you think that the reason why people go for free is because of um of a commitment issue or why do you think a lot of people are are trying to organically

grow something when uh is it like a shiny object syndrome is it like because they have magical thinking when they believe that's possible like what do you think is the reasoning behind that because this sad thing is people value their money more than they value their time that's so true that's so true um i remember listening to um brian tracy about this. And he was saying that the top 1% is actually working on hourly basis and they calculate their income on an hourly basis and everything else that's not making them X amount per hour, they are not doing it. They are delegating, they are outsourcing. And I think even adopting that mentality

when you value your time more, and if you are going to spend one hour that's going to be either making you money, or if it's not making you money, you're not going to do it. I think this is when a shift starts in your brain when you are like, okay, I'm not going to waste five hours on messaging people on Facebook waiting for you know an answer so um I think that's definitely true that you have to value your time what is next for you what is next um what's next um what is next do you know what I'd love to do? I'd love to get and launch some retreats. So have a weekend mastermind with like-minded people and hosting them because I love hosting events. I love speaking on stage and I love getting the right people together.

I think because of my background in events, I think retreats will be next in terms of obviously you find them a gorgeous location because we've got to enjoy what we do so let's let's do what we do in a nice location with a beach and a sea view yeah that sounds awesome it's it's a bit like fire festival or or the Tony Robbins type of Fiji retreat. Either or, I would love to come. Oh, 100%. I'll let you know when we get it set up.

I've got connections in the Canary Islands. And those islands are beautiful. And so that may be one of the locations that we go to. That's awesome so um how can someone reach you if they want to work with you so best place to actually find me is in my facebook group so coaches and consultants cool kids club so in the group is probably one of the best ways to find me the second would be to reach out to me on my facebook profile so it's brian mills brian with a y so if you type in the exact same name as the guy from taken and then you will find you will find me i can't believe that out of everything

it's like that name that's telling everything i was like fuck it's like what a way to lose your seo okay best two places to find me facebook group facebook profile well i want to make sure to make to put both of the links in the the podcast episode so people can actually click right through it and don't have to look at the imdb uh taken actors list to find out how to spell your name correctly yeah no that'd be awesome and obviously we've just released in the group in the training how to how to create a hundred percent profit coaching business so i've just done a about a 45 minute training in there so actually people get in there when they get welcome to this group i'll tag them in that training for them yeah just don't forget to

approve my um you know i just applied to your group so that's i'll definitely let you know as soon as we finish i need to see what you have going on right okay well thank you so much brian for being here and talking to me um again make sure to put all your links in the podcast episode. And yeah, it was really, really awesome to have you. And I learned so much already. I've taken mental notes and I'm going to start with the automated messaging software for Facebook.

Definitely, yeah. Just even if it's just growing your friends, it's for people to get eyeballs on your content. Golden, golden. Amazing. Thank you. Golden, golden. Amazing. Thank you so much, Brian. Have an amazing week and an amazing day. It was lovely to have you.

Yeah, you too, love. I'll speak to you soon. Bye, Brian. Take care. Bye. All right, you guys. Thank you so much for listening to this episode again if you want to reach out to brian and have him and his team help you systemize and streamline certain operations and processes in

your business definitely reach out to him i'm going to make sure to tag him thank you so much brian for coming it was a pleasure to have you and for you guys i'll see you next week