He Wanted to Reach $20k/month (here's how he planned to do it)

You know, in the past this has happened to me all the time. I would just say, "Here's how much it is to commit to the program." And what they do is they they bring out their mental calculator and they're like, "Okay, well, that's $100 per session. Like this guy in CoachUp charges $15 per session." So, you know, if I want to save $85 per hour, I'm going to go with this cheap guy. And it was easy to lose out clients to those other competitors strictly based off of price. >> Mhm. >> But, you know, when I reworked what the actual value, you know, is for my program, that's when I started to realize, "All right, this has nothing to do, you know, with me. Has nothing to do with soccer. Has everything to do with the transformation that they're investing into." And when that started to happen, I started to raise my price cuz I became more confident and also, you know, a lesson that you've probably learned a lot this year is like it's okay if you talk to someone and they say no. >> Right. >> You know, if they're not the right fit. They're not the right fit. And that's >> I love when I love when people don't do it. I don't know I like it's just like feel like good. I don't I don't want you to >> Right. >> Cuz I care more I even though I obviously I want to make money, but like I don't want to deal with your ass. You know, I just I don't want to deal with somebody like you cuz you're going to show up late. Um we can't make it today. Can we have a Can we do a a makeup session? You know, all that. And it's like I don't want to I don't want to deal with you. You're very nonchalant, show up late, you know, I don't want to I I know I already know who who you are based on cuz I'm not going to I'm going to attract people I want to attract people how I am. Just like how when you told me like when I read a I always tell you this but like how you said, you know, if you missed your if you missed the call or something I think, like you don't get a you don't get another one. Um or you don't get Like when you said that I was like, "This is I like this guy." Cuz that's how that's how I look at things. If you miss it, you messed up. I was like, "All right." I let And that that that made me want to work with you even more. >> Right. >> That's something else that I that I learned. And yet does it scare people away? They're like, "Oh, you're you're an asshole." Good. You're right. I am an I'm just not going to work with you. >> Right. Yeah. Yeah, it what it does is it raises the accountability level of the clients that you work with. >> Right. >> And uh Yeah, it's funny, man. Like when I show up to the sessions I have with kids, 10 out of 10 times they're there early. They're stretching. They're warmed up. They have their journal. They they look like they're in the military. >> That's awesome. >> Yes, sir. No, sir. Like that type of language. It's a complete difference than how it was when I first started my business. I remember I don't think I've told you this, but I I I There was these three really annoying girls I used to train. This was like back in 2010. >> Mhm. >> Their mom had a had a It was I remember it was a white Range Rover. >> [laughter] >> I don't know how I remember everything about these kids. Uh And I remember uh I think it was at our second session. Uh of course they were late. Of course back then I was accepting cash and the mom came and she like slapped a uh two I think it was two $20 bills on my hand. And you know, like that was like half the amount that they owed me that day. >> Oh. >> And I remember I like I opened my hand and I looked at it and I was like I was like, "Mr. Jones, this is 40 uh uh this is $80." And she's like, "I'll give it to you next time." And >> You're getting mad at her. >> I remember that day very clearly because right after she left. >> [clears throat] >> Um The girls like didn't want to train. It was It was a hot day. >> Yeah. I remember you telling me this. Yeah. >> Yeah. And they were like they were like all we want to do is play duck, duck, goose. >> I don't remember [laughter] that part. >> And I was like I'm not freaking playing duck, duck, goose with you. And this shows you how soft I was. We ended up doing that bull crap. >> [laughter] >> And I remember it was funny cuz there was like no one at the park. It was just me. But I was like if anyone is watching this session they're going to think I'm a complete clown. >> It was you and the three girls? >> Yeah. And I remember uh the next session, course mom did not bring the money that she owed me. That happened for like 6 months. Constantly. And they you know, they would they would text me right before the session. Can't make it today. I would be out there getting like bit by mosquitoes. >> Oh god. >> And uh it's funny, man, cuz like that's how I used to be cuz I did not have a way of of commanding you know, clients who were committed. Now it's complete opposite. It's funny cuz at the same field that I go to now to to say I see coaches out there every single day who are out there, they're waiting for their clients, they're looking at their watch. Uh they're just sitting there. Some of them sitting there for hours. And their clients aren't showing up. And I look at that. I was like, dude, that was me 10 11 years ago. I freaking hated my business back then. And it's so funny cuz now it's like if I show up and all of my clients decide to not show up that day, I already got paid. >> Mhm. >> I'm chilling. I'll just go home. I'm there for 15 minutes and no one's there. I'm driving home. No nothing to worry about. Uh and I think this is really important for me to ask you, but >> [laughter] >> like when you think of clients that were annoying, how how annoying was that for you to deal with those types of people? Um I would say, you know, during this process cuz I'm sure there's still people that try to fight you on price or they they tried to say, "Oh, we're not going to make it on time." or whatever, but like I guess before you start to tighten things up with your business, how how difficult and annoying was that for you just as a business owner to deal with clients like that? >> Well, like I mean, I didn't have a bit when I was doing things like that. And I was I was very sporadic with with training at the time like cuz I couldn't get anybody. I didn't know I didn't know how I should. I didn't have any strategies. Um but I hated it. I I hated cuz like just like you said, I hate asking people for money. I hate it. Like if I if I owe somebody money, the first thing I'm going to do is I'm going to hand you the money. Like right away. >> Right. >> And then people would get there and I'm like, "Does the kid have the money? Do you have the money? Are you going to pay me after? Are you here?" One guy gypped me. He gypped me out of $70 one time. I never said anything. Uh cuz I'm doing you know, you're dealing with the cash thing. You have I have no system set up. And I just it's just so frustrating. It's just And now I get an email notification. So-and-so paid. They didn't show up. Like you said. Okay. Oh, we could Sorry, we couldn't make it. That's okay. I'll see you next session. >> Right. >> Didn't come again. That's okay. You're still You're still on You're still on reoccurring. >> Right. Right. Yeah. And it's It's funny just like knowing how it's set up right now. Like how uh you have it, it's very professional. Uh I've been through most of your payment pages. Everyone's signing the terms. Everyone knows what's up before they sign. And if they don't, you can send them back to reflect on what they registered for. >> Oh, I love doing that. On On I don't know if you've ever used Apple Clips before, but on Apple Clips you can make arrows. >> People ask >> to me, "Oh, yeah, we'll just So I'll tell you a story. So somebody Somebody said, "Oh, you know, uh Johnny can't come uh this month. We you know, we're going to start this at this time." So I was like, "Okay, no problem. I'll push the payment back. It's going to go through on this day." So I didn't hear from It went through. Two hours later, "Um yeah, we're not going to do it anymore. Um we're going to wait like another month." And And I know like things are weird right now because like you know, we went indoors and And I get it. I get it. So I was like, "Okay, no problem. You know, I'll push it back. When do you think you're coming back?" I'll push it back again. And then you'll still You'll still get the training for what you paid for. >> Right. >> So then she's like, "Um actually, we'll just like we'll just take the money back." And I'm like, "Oh, okay." And I got so excited because I could pull out my phone. I did start doing screenshots of the terms and conditions. Making arrows like this and arrows like this that says, "There are no refunds." Over here, "All sales are final." "If you do not let me know If you do not let me know before your payment goes through, the the sale will not be will not be refunded." Boom, over here, FAQs. "There are no refunds for any reason or circumstance." >> [laughter] >> I said this woman I said this woman like >> 5,000 arrows. >> of of different of different ways on the page that I said it. Cuz I said it I said it 20 times on between the terms and condition. And what can you say? You can't She couldn't say nothing. She can't say nothing. >> All right. >> I was like, "This is what you signed for. This is what you agreed to." You clicked the box. >> Right. >> I loved every second of it. >> And that protects you. Based on, you know, the progress that you've made uh this last year you talked about your your goal of wanting to reach uh 20k a month uh next year. Like, for someone that's watching this that has watched your first interview and they're they're watching this one now like, what would be one thing that you would tell them like that would encourage them you know, to keep going with their business if they already have one or like, a strategy, something that you've learned that they should start doing that they're probably not doing. Um like, what would be like one thing you would tell a coach who is, you know, they got through this year most coaches had a difficult time in 2020. Um what would be that one thing that you would tell them? >> I would say uh I'll you two things. Number one, get somebody to help you because it cuts down on so much time that that you could be wasting instead of learning it faster. And number two is what we just mentioned kind of what Sam Carr is get people on a a reoccurring reoccurring payment and not do session by session. Um do not agree to that. Um and if they do want to if you do have drop-ins, raise the you just raise the price on them because you're looking for committed people and if they're not going to commit then I'm going to I'm going to give a discount to people who are going to commit and if you're not and you want to drop in, cool, but you're going to pay a higher price and using checkout links and just being able to send it to people's phones, it's it helps it helps a lot. So yeah, get somebody to help you, number one, number two, have people on a reoccurring subscription. >> Right. Yep. Makes it a lot makes a lot easier. Uh Cool, man. So last thing is now kind of turn this around on you. If you had to ask me one question, something that either you need help with or something that um whatever it is, any any sort of question that you have for me that uh could possibly help someone else who's watching. >> And this is a real question I I do have for you is how how would you lock down one-on-one clients for a longer period of time without diminishing your time per session even though that's not what it's just about. >> Right. >> know if that make I don't know that makes sense. Do you know what I mean? Like you So, for example, if I'm charging you say we do 9 hours of training and I'm charging you like $950. And maybe it's like a 6-week thing. We do an hour and a half session. Um how do you discount them enough but not discount them to to the point where it's like is it worth your time to do a one-on-one? You know what I mean? If you lock them in out for like a year, 6 months. Does that make sense? I don't I'm not sure if I'm the >> Makes perfect [clears throat] sense. So, there's two things that I would look at. And I would do this with a calculator, but >> [clears throat] >> if you know this off the top of your head, I'll I'll help you work through this. So, when you do a group session based off of your model that you have right now, how many kids are in in one group? >> Uh about so say 20. >> Cool. So, 20 and how much is each client paying? >> It differs to be honest with you because some people got in at a discounted rate at the time. >> So, what is the current rate? >> The current rate is is 149 per month. >> All right. So, this is this is how I look at it. For one group, if they're all paying 149, all right, I don't know if you can see this. >> Yes. >> 2980 that's the amount of revenue that would come in per month and that group is training one session per week and that session for you is 1 hour, right? >> Yeah. >> Cool. So, what I'm going to do is I'm going to take 2980 divided by four sessions, you're making $745 per hour. So, now if if you think about that number uh most people on the planet can't make $745 per hour. If you're like a lawyer or doctor, I I I don't even know if they make $745 per hour. So, this is one of the rare industries where you can maximize your time with group training and make more than $500 per hour, in this case $745. Now, if if I look at that number though, I'm thinking, all right, well, if you're going to do anything one-on-one, it has to it has to feel like it's really really worth your time. And I wouldn't use the word discount. I would replace discount with a word premium. And and this way those who sign up for your one-on-one program, it's a very exclusive type of opportunity that not everyone qualifies for. And only those who will qualify like financially, they have to have the means to be able to qualify and the commitment, they have to be able to qualify for either an annual commitment or or even if it's you're doing a 12 sessions or eight sessions or four sessions. Like that comes down to you. What I recommend is when you introduce this is I would do a three-month minimum. I would offer it if I was you, I would offer it starting in March. And I would take on between three and five clients. And I would do the numbers to where if you have five clients, that's going to add at minimum I would say between $2,500 to $5,000 of monthly income. So, I'm looking at how much you're making per hour right now, $745 based off of that model that we talked about. I mean, I would think in order for it to be worth your time, I I think you needed to be charging somewhere north of $200 per hour, but we don't base it off per hour. We base it off of >> That's what That was my next question though. You're So, if we say that we're not basing our program off hour, we can't really base that number off. >> Yeah. >> You know what I mean? Cuz it's not like cuz I'm doing I'm working all day for the program like >> Yeah. >> that of all everything else that I put into it. So, like >> Right. >> I mean, in terms of in person, yes, but it's it's really not. >> Yeah. Yeah. >> what I mean? Like I mean, so that's that's what I struggle with like is that like I don't want to be hypocritical to my side versus you know, their side when a parent says, "Oh, that's This is so much money per hour." >> Totally Totally get it. Yeah, we we have to frame it to where what they get and I I I don't exaggerate when I say this, but what they get with you, they can't get anywhere else in the US. So, like for example, if if I'm going to train someone one-on-one in soccer, like my rate for that is $25,000. >> For the year? >> For one-on-one training for a year. Now, with that, uh they have to be in high school. They have to want They have to be good enough to be recruited to play in college. So, I'm going to have to verify that. I'm going to talk to their coach. I'm going to go watch them play. Um they their end goal is making is getting a college scholarship. So, 25 grand is nothing for someone who gets a $100,000 scholarship. >> So, you won't work with somebody who's not >> Well, in that that specific type of program, I wouldn't want to work with someone who's 8 years old. >> What about like middle school, high school? >> I mean, the only way I can for me, the only way I can justify that price is if they want to play in college cuz they're looking at as an investment. Like, I pay 25k, we get a big scholarship. Like, we don't have to go and and get student loans. Uh we don't have to go >> Right, I get that one cuz you're cuz you're you're investing in yourself and you're potentially saving that that that number could actually potentially be saving them a lot more money. So, but what if you don't train kids that are in high school at the moment? >> Come into my group. >> Come into the group. So, you wouldn't So, you you personally, you you just wouldn't do it? >> Yeah. Everyone everyone's going to train in my group training program. And if someone really wanted to, you know, fork over the 25k, I'll be there every every Thursday at 4:00 p.m. for that session, and that kid will get recruited to play in college, and they'll get a big scholarship. So, I I'll I'll live up to my word on that. But, they have to be the right fit. >> How can you say that, though? You can't I mean, >> So, for me, like I wouldn't accept them into my program unless I I know that they're at a certain level. So, the ideal type of kid for that, for example, it would be someone who plays club soccer that's probably a sophomore or a junior in high school that is is good, but they crumble in big games. They are They play timid. But, they have the talent to go play in college, but they just don't appear. They don't have like the the tools to perform in big moments. Cuz like getting a scholarship is all about just performing when you're under pressure, when coaches are watching you. >> Right. >> So, it would be I would be solving that problem, and then I would be solving the problem of getting recruited. Most kids don't know how to get recruited. They're paying these jabronis on on the internet $3,000 to make a highlight tape. Um my method of recruiting has worked for over 250 kids now uh that have gotten scholarships. So, I can point back at results. So, if someone's going to tell me about you know why is it so expensive? Well, I can say, "Well, what's the school they want to go to?" And then I'll pull it up. I'll say, "Great. It's going to be a hundred grand to go there? Work with me, you're going to be end up paying a lot less." Um so, I would calculate things though. >> team that you do that that does your one-on-one training or not? >> Uh right now, no. But, the thing is if someone really really wanted that I know they would do it. Now, that that doesn't work for someone who can't afford it. Right? They're not They're >> What would you suggest for somebody who's not uh training um prospective college athletes at the moment to train the younger kids? How would you How would you price it? >> Yeah. So, if I So, for example, if you're training a kid in middle school that wants one-on-one Nick. Right? Now, your time is very valuable. Right? It's not like you're You're not just going out there uh doing crossovers for an hour. Like you're talking, you're teaching, you're helping them with the the very smallest details with their game, and there's no other kids there. >> Mhm. >> So, they get all of your attention. So, I look at that. I feel like based off especially where you are right now with your business, um I think if you're charging anywhere between six like I'd say 500 and $800 per month or 500 and $1,000 per month, people will do it. Again, if if they have the finances down, if they have the commitment level down, they will do it. And if they don't want to do it, they should jump into your group program, and they they will save a lot of money and still get great training, but I wouldn't devalue what you do one-on-one. I would increase the value of it and make that a premium program. Very similar to like trying to give you like a concrete example. Uh very similar to uh you know, if if I flew up to the Hamptons, right? I've never been there, but have you been there? >> No. >> Got you. I'm sure if I went there, every dude is going to be wearing their little sweater vest, right? And like it's going to feel like I don't belong there if I'm wearing my Nike basketball shorts and my flip-flops. >> Mhm. >> And if I wanted to live there, I would need to adjust to their culture and be making probably the same amount of money that all of them are making and feel like I'm included, right? With private training, it's the same thing. You want to create a country club for your one-on-one training. It's the most exclusive thing. Not everybody gets in, and it becomes this thing that's very sought after. And there's a lot of people out there, especially parents, and I see this happen every day when I get on the highway, even out here in the country. I'm driving, I see a Tesla drive by, right? $75,000 car, boom. Why are they paying 75 grand? Well, their friend that has a Tesla that showed it off to them last Christmas, like bragging about it, now they want one. Right? So, it's the same mindset. Some parents want the best possible thing, and they want to feel elite. They want They want to have that feeling when they pick up their kid from the one-on-one session, they want to see all the other kids in your group session that are about to train and and feel proud of like, "I can afford this. We get Nick all by himself, and all these other kids have to train together." I know that sounds arrogant. That's how it is, though. Like some parents think that way. So, we have to offer them something that is like it goes hand in hand with their mindset that they have. And the more expensive it is, dude, the more serious that they're going to take it, and the more committed they're going to be. And I've looked at, you know, I I can see this across the board. It's It's like this with coaches that I've helped. Uh like there was a coach I helped this year, he In 2020, he invested over $18,000 in my program. >> Wow. >> Doing $300,000 a year. Pretty good investment. Right? Pretty dang good investment for him. >> He's a coach making $300,000 a year. >> Yeah. And he took a lot of action cuz he put a lot of skin in the game. Like no dude in their right mind would would pay me that much and just not take it serious. If I told him to go jump off a cliff and that would help him get clients, he would have already jumped. >> Right. >> Right? So So again, with parents though, same concept. You You make it a country club atmosphere. Only caters to those types of clients, and you give them You give them an experience that they can't get anywhere else. So that could be possibly once a month you get on Zoom individually with kids one-on-one. You talk about their goals that they have. Maybe once every 2 months you go watch them play in their game. You have them fill out the game report, the thing we talked about in the past. Once a month you You have a 20-minute call with their parents, and you you update them on what the progress that their kid is making. Uh You have them do things at school that stretch them outside their comfort zone, so they become a, you know, more well-rounded type of kid. I remember you and I talked about how I have kids sit in the front, they raise their hand. I don't know if you remember that. Uh Yeah.