The Game with Alex Hormozi - 4 Client Milestones 🎯🎯🎯🎯...And How To Hit Them All | Ep 118

Episode Date: April 2, 2019

The way you connect with your community matters. Today, Alex (@AlexHormozi) discusses the four client milestones that Gym Launch structures its communications around, outlines an ideal customer path for new clients, and emphasizes the importance of referrals, testimonials, and reselling for gym owners. He also touches on the benefits of connection and how it increases the likelihood of people staying in the business and having better outcomes.Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned on his path from $100M to $1B in net worth.Timestamps:(0:59) - Ideal customer path for new clients(2:09) - Creating a connection with customers: Referrals and testimonials(5:15) - Process for connecting, referring, and testimonial acquisition(7:07) - Collecting testimonials for improved feedback and results(8:03) - Reward system for customer service superstars and celebrating client wins(9:37) - The benefits of referrals, testimonials, and reselling for gym ownersFollow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

What is going on gym owners, fitness professionals, lovers of business around the world? Today is Tactical Tuesday at a gym launch, Turnedown Tuesday, which means we don't have meetings on Tuesday so that everyone can GSD and get things done. So what I want to talk to you today about was the four client milestones. So this is a little bit more tactical because it's tactical Tuesday and how you can hit all of them. And if you don't, well first you should know what they are and second your team should know what they are and then 30 your processes should support actually making them happen so the four client milestones are the four things that we structure all of our communications and gym launch to hit so this is what we want an ideal customer path to look

like from an action or end result standpoint not necessarily this is not like a touchpoint list I mean touchpoints are you know we have hundreds of touch points that are already pre-sched from the time someone starts in launch or really from the time they opt in to the time they started launch and then from there all the way to legacy and then the legacy onwards right but there's four main milestones that we want for someone who is a new client all right and so this is what uh this this is i got this from the gyms i took it directly from how i read the gyms to how we run gym launch so everything's identical so the first thing you want any new customer to do is going to be connect all right so it's going to be connecting within your environment within your community and the reason for that

is that in the beginning is when they're the most at risk right the first seven days or so in fitness, but it's even the same thing in our business. First, it's like first seven to 10 days is where they're most at risk of leaving because of overwhelm, because they don't understand what's going on, because of whatever, right? A million different things. And so within the gym, the first thing we want is basically have them have a friend. And so that they connect with other people at the gym and then also with the trainer. So that's why it'd be like, okay, like this is your accountability buddy. This is your accountability coach. Each one of these people is checking in. This is the person who's going to be expecting you on Tuesday. And then on Tuesday, before that,

day starts if it's the first day, the trainer's going to message them like, hey, just letting you know, I'm expecting you at 6 o'clock tonight, super excited to meet you. Rosie, I'll be the guy with the backwards hat and a beard, you know, and then Facebook, right? Things like that. That gets them connected in the community so they know that you care. All right, that's connection. The second thing that we want them to do, and second and third are kind of interchangeable because it depends on the type of customer that you're dealing with.

So two and three are refer and testimonial. The reason that they're interchangeable is that there's some people who walk into a gym love it and are like, I'm bringing 10 of my friends. They haven't even done a testimonial, but they're just like, they want people to come and do it with them. Same thing with gym loans. We have some gym owners who sign up, love the process up at that point, have already consumed a ton of content. And like just in their first couple of days, they're like, I'm going to tell all my friends, right? And so those types of people are hyperactive buyers.

They're awesome. When you get those people, they're awesome. They always ascend all the way up. They're phenomenal. And when you have someone like that, you want to give them the opportunity because those tend to be influencers. All right. So, like, for example, me, I bought this brand of shirt that I really liked. and I think within just the first week of me having this new brand of shirt that was like really flexible and it was like button down shirt I wore them at the summit I think I probably referred them 20 people who bought shirts from them right just in the first week because I was like this is awesome right but some people aren't like that most people who are saying are not like that they're like you know what I'm going to I'm going to wear these jeans out for a little bit and see how I feel about it or I'm going to try this gym out for a little bit because they're putting their reputation on the line before they use their capital the relational capital and say hey you know what this is good.

And just as a fun nugget for you guys, the reason that people refer, oh, this is a good one, the reason that people refer is because it increases their status, right? And so sometimes we wonder, like, why do people pay us and yet they're not referring? So the reason for that is because, like, we're good enough to solve their problem, but we're not good enough to be so good that when they refer friends, their friends would thank them for the referral. The only reason that people refer people to a business is to increase their own status. like, take that in. The number one reason that people refer people to a business is to increase their own status, as then they gain relational capital in that relationship,

which is why they're so free to refer people to a business if they're just mediocre. Because then it's like, dude, you told me to come, like, use these guys, and they're not even that good. You told me to use this dry cleaner and they were late and I still have a stain on my shirt, right? Or like the person that front desk was kind of a dick. Like, why'd you send me here? Right? And then they lose capital.

So there's a lot of risk in making a referral because it's their status that matters. And so most times you're in the range of just not good enough to refer, but not bad enough to like leave. And that's where the biggest range that most people sit in, right? And so you need to be above that in order to be so good that they're like, this is exceptional. I'm going to get bonus points by referring people to this business. That's how referring works. Okay.

So first stage is connection. You've got to get them into the community meeting people. That's what we have many events is one of our first things we want every new customer to do at the gym. For us, in gym lords, we try and do the summits and try and get as many people to the summits as we possibly can because we know that when they connect with other people, the life that they stay is much higher. But also because when you connect with the people, those people help you solve problems and then like actually help, like they create better support. Like people who go have better outcomes. Like it's better for them. For real.

It's not just like a business trip. Like they're better. So connect is number one. Two is refer. three is testimonial. And so right now, if you don't have a process with... Real quick, guys, you guys already know that I don't run any ads on this and I don't sell anything. And so the only ask that I can ever have of you guys is that you help me spread the words so we can out more entrepreneurs, make more money, feed their families, make

better products, and have better experiences for their employees and customers. And the only way we do that is if you can rate and review and share this podcast. So the single thing that I ask you do is you can just leave a review. It'll take you 10 seconds or one type of the thumb. it would mean the absolute will to me. And more importantly, it may change the world for someone else. In your customer lifecycle of asking for the testimonial, and you don't need to ask for a testimonial within the context of fitness, it's like, hey, so for us to give you the best feedback,

I need to know what your stats are, right? So give us your progress. And then show them what you think that post should be like. So within Jim watch, I'm sure a lot of you guys who are in this group, see the post that are like, here are my stats, right? Here's the amount like this is how much we've spent over this many days. This has how many leads. This is how many schedules.

This is how many shows. At this price point, this is total revenue. And then experiencing comments, right? Have you noticed they're all the same? Why? Because we show everyone, this is how you get feedback, right? This is how we can help you because then we know all the stats. We'd be like, hey, your show rate's low.

Hey, your close rate's low. If we don't have the stats, we can't get feedback. The same thing is true at your gym. But right now, I'll bet you a lot of the time. testimonials that you get aren't structured because you haven't given them the structure, you haven't given them the template of what they're supposed to do. And the reason a lot of people don't post is because they're afraid of messing something up. They're like, what if it's not right? Well, that's not right. Even though there is no right. But you just need to give them the templates that they feel okay and that they have a structure so that they can report things the way they know that you want to receive them and then ultimately so they can communicate their progress in a way that's actually useful for you to give them feedback. All right. So why does Jim Lunch have more testimonies than everyone else? Multiple reasons. One, because we deliver better. than everyone else does. But also because we have a process around collecting them, right? And so for that, I have one person on my team that full time, all they do is collect testimonials for all types of things. Why? Because different parts of the business, every single day when we have our huddles for

each department, we go over testimonials, client wins for that department. So inside of launch, those of you aren't there, when someone says, hey, Casey's a rock star, he totally helped me fix my pixel or, you know, Dave Ree's amazing, she helped me get these campaigns running here. You know, Mel is fantastic. She helped me set this funnel up. We screenshot those. And then we put those into the daily huddle for the next days that we beat that person kudos and shoutouts, right?

And so same thing for them. They get status within our group about doing a great job. And so right now, if your trainers don't do that, it's probably because you don't have a reward system in place for them to get kudos. And so one of the objectives, like on their four R documents, for a customer service superstar for us, is how many kudos are you getting it? And so they know, and they can't ask for them. So it's like they have to do such a good job that someone would willingly write a post about it.

Like that's the goal is that every interaction is so good that someone would feel obligated to say, this was so amazing, I have to let everyone know about it. That's the goal. That's the goal of every interaction that we have on our customer service team, right? And that gets funneled into their presentation so that they get status within that group. Same thing goes for the client, like our company wide stuff. Every single weekly meeting, we begin with client ones. And if the marketing team is going to have the client ones around how great the new campaigns are and how everyone's getting all these new lead costs that are just amazing, right?

And like overarching company stuff is just all the stories about how Jim's turned around and how like these are the stats of what they were doing before. And then one year later, those are the ones that drive the entire company forward, right? And so milestones. You're connecting them within the community, giving them people that they can know from both the performance. professional side, so accountability coaches, but also from the personal side of other clients and getting them to those events ASAP. Second, you're trying to get them to refer, right? Some people do it early.

Some people do it after the testimony. That just depends on the client, right? But you need to give them a structure and a process to do so. Every single application that we have in gym launch has, who referred you? Fun fact, and I think I said it before, but I said it again because it was so powerful for me. When we were at our summit, I asked everyone like, hey, because I was trying to prove a point about like it's not about the marketing, it's not about the sales. Everyone always thinks that we're

marketing and sales experts. I think we're far more delivery and fulfillment experts than we are marketing in sales. I mean, we haven't even changed our funnel in two years, right? And like, I think there's still a video that doesn't even work on it. Right. Point is, when I asked who here was referred by another gym owner at our legacy summit, three quarters of the hands were raised. Three quarters. You get a lot more from your marketing and sales when people see your stuff and then they reach out to two people, and those two people are like, yeah, it's for real. And then they take action, right? And so, anyways, connect, refer, testimonial.

And then the last one is resell or ascension. And so within the context of your business, this looks different, right? And so within the context of Jim, there's two different ways. Actually, there's really three different ways. So resale can first, at the very basic level, is transitioning from a front-end program.