The Game with Alex Hormozi - The Missing Link In Your Gym's Growth (and one of my biggest regrets) | Ep 125

Episode Date: April 30, 2019

It’s all about consistency. Today, Alex (@AlexHormozi) talks about the importance of recording and documenting business processes for improved performance, using video to standardize methods for sales training, creating a positive customer experience, and how to create an air-tight system for your business.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:(0:25) - Recording your business processes for improved performance(1:51) - Using video to standardize processes for sales training(5:29) - Creating a positive customer experience(6:58) - How to create an air-tight system for your businessFollow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

What's going on everyone? And so I wanted to make this for you because this came up in a conversation that came up earlier today. And I was going to be, I was going to make this about two things. But as I'm thinking about, I think I'm just going to make it about one, which is one of the biggest regrets that I have from the years of owning the gym. So a lot of people have popularized the lower, you know what I mean, of sales around some of the stuff that we had done, done over 4,000 closes fitness sales.

And so one of the biggest regrets that I have is that I have done. that and I did nothing to record it. I did nothing. I have nothing to show for it. And so my biggest ask for you right now today that you should start doing at your gym is record everything. And the reason for that is because if you think about like an NFL team, right, like what do they do? They look at game footage, right? They look at how they did last week and try and get better this week. And so we're trying to improve our businesses except we have no baseline. We have nothing that we're working off of. And so as you as you grow in your business, like you should have recordings of how you greet customers, right? How you train sessions, how you conduct sales, right? And you should

have recordings for each of these things so that you can always look at that and point to it and point to your staff and your team and be like this, this is what ideal scene looks like. This is what it should look like and this is what you're missing. And if they mess up, you're like, go back to the game film, go back to the footage and rewatch it, right? Until you can do it. You can do it in your sleep. And so what happens is it allows you to standardize your processes in a real way that a lot of people, like people learn differently, right? And so for selling, the best selling training that I have seen is when you actually, and that works best with phone sales, is when you can actually take a recording of you, yourself, you can put your phone on speaker, and then you

have the script in front of you. And you highlight what portions of the script you're saying as you're closing someone over the phone. And the same thing would work if you're setting appointments, or if you're setting for a high ticket sale where you're going to ask for money over the phone, all of those things that works really well for. If you want to be a little bit more techy than what you can do is do a split screen where you pull up the checklist of what's happening. And then you have the live actual footage of an orientation of a someone walking in and getting greeted and sat down before the consultation that they're going to have for sales. And then you have the checklist right next to it.

And you can highlight those things as you're going through it so that somebody who's new into your company, right, on your team, can know exactly what's happening. And so they can see it in real time. And so it basically makes the words on the page, the words on the checklist real for them. And so it's like one of the biggest hacks for scaling a company and making things consistent is actually documenting what it looks like, right?

And so I was going to have a second part of this which is just about documenting and tracking numbers, which I'll probably do for another time. But just from a soft skill standpoint, the biggest regret that I have, I've done so many freaking fitness sales that I don't have any of them recorded, which is why I'm such a zealot and a Nazi about it

with this company. And why we have so many recordings for everything is that I feel like all of this effort that I had that I put into training my team to do all this. It's gone. I have nothing to show for it. 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. 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 has to 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 world to me. And more importantly, it may change the world for someone else. And so do not make a mistake. Record everything.

Record all, like, and the best ones are recording live things. Like, it's cool to record. yourself when you're telling someone in theory, but it's so much more valuable to see it in action with the checklist, with the ideal scene next to them, so it becomes real for them. So that is my little tidbit for Sunday. So this is an easy one that you can start doing. Set up a camera somewhere in your facility so you can see onboarding stuff and so that you can see, I mean, some of you guys already have security footage. But you can also mic up the area.

And then all you have to do is if you want to be compliant about it, you just have to make sure that you fog out the person's face, you protect your identity and whatnot. Or you can just ask them, hey, do you mind if we use this for training? Because you had such an amazing experience, you know, we'd love to share it, something like that. And then that way, and when you can cut these things together, because it is really, really, really not difficult. Like you can Google, like, iTunes video, you know what I mean? And watch a 10-minute trailer on how to just, like, cut out pieces so you can condense them together. And in an hour, you can show someone 15, you know, clients walking in the door and what it looks like.

If you think about NFL game footage, they don't have the time between while everyone's regathering. It's just like, boom, the play starts. It's just whistle to whistle, right? Whistle to whistle, whistle to whistle. And so you do the same thing with your sales. You do the same thing with your orientations. You do the same thing with how you greet people every day for the session of what an

ideal start to a session should look like. And you'll be amazed at how much more quickly you can get things consistent at your facility. So one story to bring this home. one of our neighbors here, they're both doctors and really nice people. And she's super into fitness. And so she goes to like three different gyms, right? And they're all like our style,

you know what I mean, $200 a month type facilities. And one of the ones she goes to is Orange Theory. And so we were over there just for like a snack or something. I don't even know why we were there. But anyways, we walked over and said, hey, and she was like, yeah, I'm about to cancel my Orange Theory. And I was like, huh, what?

Like, what made you do that? and she's like I love the workouts I love the trainers I love the vibe everything's great and I was like then why are you canceling and she's like you know the front desk girl's just a little me you know every time I walk in she's just not super nice just a little little standoffish and I thought to myself immediately man there's some business owner right now who's like turning over in his well he's not he's not dead yet but if he were dead he'd be turning over in his grave but like it's just begging he's heading into the keyboard because he's like god because people value consistency and you would be a amazed at the things that a normal consumer will stop going to, we'll stop frequenting a business for, right? And it's like, the devil's in the details. It's just that the best businesses always do the basics. And that's what makes them advanced. It's that they always do the basics, right? You teach them how to squat, and then you go back to zero. And then they get better and better, better, and then you go back to zero. And you teach the more and more refinement on the same idea. It's not like you're, you teach them 20 different versions of something. A lot of times mastery comes from

doing the fundamentals the best way. And as Bruce Lee said, I fear the man who's done one kick a thousand times, not a thousand kicks once. So with that, have an amazing day, record all your stuff, make sure you document it, put it against what ideal scene looks like in a checkmark. And then you can always update these trainings if you get better and you improve processes. But these are the things that actually build a business that becomes a valuable asset, that if you did want to sell it one day, you're like, listen, we've already documented every one of these systems. It's already airtight. And then when you bring people on, it takes you waitless time to get them onboarded, which allows you to scale faster. And when someone does

not do something, you can hold them to it and say, see, you missed this and this, see what you messed up here? Like, it's okay. Like, let's improve. Go watch the videos again. You know what I mean? And it just gives you an easy way rather than you having to sit down for another 30 minutes and say it again. So I wasted so much time. And I wish, I wish I had recorded all these things from our facilities that I do not have. So please don't make the mistake.