The Game with Alex Hormozi

Episode: Day 2 From My $105M Book Launch | Ep 953
Date: September 23, 2025

Overview

Day 2 of Alex Hormozi’s $105M Book Launch Marathon is dedicated mainly to the “Primozy Hotline”—a rapid-fire, live Q&A series with business owners from diverse industries. Alex and occasional guests (including Layla Hormozi and Sharran Srivatsaa) deliver direct, actionable solutions using frameworks from his books and content. The focus: identifying and undoing the biggest constraints to growth, profit, customer acquisition, and retention. The audience hears real bottlenecks and pragmatic, tactical solutions—likely to echo their own business challenges.

Key Discussion Points & Insights

1. Primozy Hotline: Real Business Problems, Real Solutions

A. Inconsistent Lead Flow & New Acquisition Channels (Heather, Medical Billing)

• Issue: $190k/mo medical billing business. Semi-passive. Lead flow 100% from a podcast—unpredictable, inconsistent, priced for “whale” clients (private practices collecting $150k+/mo).
• Advice:
  • Podcast Guesting—Rely more on outbound by targeting potential customers as podcast guests.
  • Scale Frequency: “If you’re doing one a week, can you do one a day? There’s a 5X right there.” (03:37)
  • Conferences: Invest in high-visibility booths, speaking slots, and strategic giveaways to collect leads. Use value sandwiching for prize positioning—“better than a gift card, less than a Tesla.”
  • Onstage Lead Collection: Trade email list sends or slide handouts for audience contact info.
• Quote:
  • “What feels like volatility is actually a symptom of insufficient volume.” —Alex (09:42)

B. Getting Enterprise Clients in Software (Dacian, LIMS Plus)

• Issue: $250k/yr platform, 80% margin, but very few enterprise customers (hard, long sales cycle, pipeline empty).
• Advice:
  • Cold Outreach: Success came from cold calls—keep doing more (100 calls = 1 customer; “Not luck, it’s numbers”).
  • Lead Generation: Buy lead lists, scrape with software, or pay for access to group communities (LinkedIn, Reddit, etc.).
  • Positioning: Use the “waived setup fee” model—waive the $50k integration fee for annual contract commitment.
  • Travel for Sales: If a prospect is in a city, suggest you’re in town and offer an in-person meeting.
• Quote:
  • “If every time you make 100 calls you get a deal, then how do I need to game this so you just make a hundred calls every day?” —Alex (10:10)

C. Scaling Real Estate via Wholesaler Partnerships (Shemaine, Easy Dwell)

• Issue: $3M in, $500K profit, creative home sales (via LLCs) in Florida. Want to scale from 40–280 houses/year. Bottleneck: Deal acquisition, now reliant on wholesaler supply, struggles to step up.
• Advice:
  • Double Down: “You’re not even close to tapping the wholesale market for Florida…not even a blip.”
  • Exclusive Relationships: Seek to be preferred/only buyer for wholesalers. Consider acquiring wholesaler businesses.
  • Vertical Integration: Own as much of the deal flow as possible.
  • Break Limiting Beliefs: Your returns mean you can out-compete or offer exclusivity for more deals.
• Quote:
  • “What would it take to be the exclusive person to get all the deals you’re doing?” —Alex (20:57)

D. Targeting Qualified Medicare Clients (Dang, Infinity Medical Consulting)

• Issue: $5M top line, $2M profit, chronic wound care—only profitable with Medicare Part B patients, but Facebook ads generate many unqualified leads.
• Advice:
  • Funnel Filters: Add more qualification in ad copy and application (“How big is the wound?”).
  • Targeting: If 65+ almost always have Part B, target age 65+ and focus nurture/call efforts accordingly.
  • Add Friction: Only let high-potential leads book consults to avoid overwhelming sales staff.
  • Track Numbers: Know “cost per lead, close percentage, average deal size.”
• Quote:
  • “If you’re sifting through too much crap, you gotta add friction.” —Alex (29:41)

E. Commanding Arcchitecture Fees in a Price-Sensitive Niche (Zach, R2 Studios)

• Issue: Local architecture firm, 80 small-facility conversions/year, all via referrals. Frustrated by price-driven market and low-churn, but low ticket.
• Advice:
  • Win on Speed, Risk, or Ease: “Time is money…Add stats and logical proof. Make it a logical (not emotional) sale.”
  • Frame Price as Avoiding Bigger Future Costs: Use case studies, “save a dollar today, costs $4 tomorrow.”
  • Target AVL Nodes: Make referral relationships the “real customers”—focus on building partnerships with consultants, agencies, or affiliates.
  • Recurring vs. Reoccurring Revenue: Don’t obsess over subscriptions—focus on reliable referral partners.

F. Working Capital Issues in B2B Painting (Trent, Huskies Paint and Design)

• Issue: $5M top line, $500k profit, growing with GCs, but stuck due to slow A/R (collecting in 60–120+ days).
• Advice:
  • A/R Financing: “Just find a 90-day rotating credit line, show bank the deals, AR financing will fix your cash conversion.”
  • Don’t Break the Machine: 20:1 LTV:CAC machine; only cash cycle is the bottleneck.
• Quote:
  • “When I see a 20:1 machine, I don’t want to mess with anything about it, dude.” —Alex (45:13)

2. Pricing, Expansion, & Operational Questions

G. Pricing Power and Expansion (Daniel, Germany, HVAC/Heat Pumps)

• Issue: New business, grew too fast previously. Now $150k/mo, but slim margins (~13%), nervous to raise prices in competitive (subsidized) market.
• Advice:
  • Raise Prices: Eliminate discounts first; use “speed, risk reversal, or ease” as differentiators over price.
  • Pace Growth with Talent: Only expand headcount when new hires are fully productive.
  • Frame as Non-Commodity: “You’re afraid of raising prices because you believe you sell a commodity. Change the frame.”
  • Shared Decision-Making Path: Hire only once constraint is clear and solved.
• Quote:
  • “Only you are afraid to raise prices because you believe you sell a commodity.” —Alex (52:15)

H. Dominating Luxury Wedding Market (Daniel, DLE Event Group)

• Issue: $10–$30k “luxury hybrid wedding” business, wants to scale, worried price is too low for the brand.
• Advice:
  • Add a $100k+ Ultra-Luxury Option: “If you’re luxury, you don’t win on volume—you win on volume of dollars.”
  • Reframe “Luxury” to Mean Higher Price: Anchor sale on the most expensive option, “You win the whales, then everyone feels good buying #2.”
  • Filtering Leads with High-Buy Flow: Use quiz & self-qualifying VSLs; only show calendar to qualified leads.
  • Veblen Goods Principle: Being more expensive may increase demand for the right buyers.
  • Memorability as Core Value: Anchor sale around “memory contribution” to the wedding.

I. Sticking & Scaling a Dental Group (Hamza, Dentalist UK)

• Issue: Grown from $1.5M to $9.4M in one year based on Alex’s earlier advice; wants to dominate UK, open more locations.
• Advice:
  • Next Constraint is Retention: “Big businesses get big because something compounds: stick, referrals, or virality.”
  • Ready for Location #2: If $9M from one practice, open another if team can backfill talent.
  • Simplify Sales Scripts: Reduce complexity for easier rep onboarding.
  • Build a Recruiting Machine: Treat hiring salespeople like customer acquisition—with offers, ads, and funnels.
• Quote:
  • “You have to keep the people you’re selling. That’s now your mission.” —Alex (68:43)

3. Operational, Funnel, & Offer Engineering Live Q&A (Selected Highlights)

Show-Up Rate & Funnel Frictions (Brandon, Closer for Plumbing Scaling Offer)

• Issue: Only 20% of scheduled calls show; close rate is high due to over-filtering (“If close rate is too high, show rate is the problem”).
• Advice:
  • Add Funnel Friction: It should be hard enough to book that only the serious do so. Double app—half show? 2x cost per call for 3X show, simple win.
  • Proof Checklist & VSL: Use longer form video proof so only best prospects schedule; embed “secret word” or action to prove they watched.

Directing Content Creators to Scale Efficiently (Joseph, Fit for Life Academy)

• Issue: $600k/yr weight loss coaching, strong brand/organic, wants to double leads but already devotes 15 hrs/wk to content and handles all sales.
• Advice:
  • Free Up Scripting & Research: Hire/AI for hooks research, trial reels, scripting.
  • Systemize Sales: Hire closers before turning up ad spend—create excess capacity, then scale.
  • Republish Hits: Use best-performing reels from last year for trial reels (Instagram feature that shows only to new followers).
  • Organic > Paid Until Sales Team Ready: Only layer on DM/retargeting ads after closers are set.

Scaling B2B Medical (Andy, Ocumed)

• Issue: $18M/yr, strong retention (>95%), all growth via RFPs and referrals. Needs improved marketing and money model, feels commoditized.
• Advice:
  • Win on Risk or Speed: “You win RFPs on total value—case studies beat lowest price.”
  • Insert Case Study Closers into Bids: “At the end of your RFP, throw in 1–3 case studies most similar to the potential client. Let the client do your selling.”
  • Layer Consulting as Add-On: “Offer consulting provisions in RFP for future up/cross-sell.”

Finding Product Lightening in a Bottle (Cody, StocksToTrade, $84M SaaS)

• Issue: CEO searching for “products users love before they know it exists,” already growing 50%/yr.
• Advice:
  • Don’t Break What Works: At scale, product innovation comes from stripping friction—not dreaming up “new.”
  • Loan Out All the Suck: Look at user journey—remove every point of pain, not just add whizbang features.
  • Reinvest in CAC for Growth: 10x-20x the return by reinvesting profit into growth, especially when enterprise value is based on top line.

Notable Quotes & Memorable Moments

• “What feels like volatility is actually a symptom of insufficient volume.”
  (09:42)

• “If every time you make 100 calls you get a deal, then how do I need to game this so you just make a hundred calls every day?”
  (10:10)

• “Only you are afraid to raise prices because you believe you sell a commodity.”
  (52:15)

• “If you’re luxury, you don’t win on volume—you win on volume of dollars.”
  (57:18)

• “Case studies close RFPs. No one puts them in, and you’ll win by default.”
  (167:15)

• “You have to keep the people you’re selling. That’s now your mission.”
  (68:43)

• “You need a 30% discount to get a 50-50 split between one-time and recurring; raise it by 10% for more to choose continuity.”
  (99:24)

• “You want a product hack? Take your business, break down the 10 steps a user takes, and build product that removes 7 of them for the customer. That’s classic product innovation.”
  —Sharran (180:40)

Timestamps for Key Segments

• [03:37] Frequency in customer acquisition (podcasts, outbound)
• [09:42] Volume vs. Luck; Cold outreach numbers game
• [20:47] Limiting beliefs & exclusive partnerships in real estate
• [29:41] Filtering leads & adding friction to save time
• [34:44] Pricing architecture services logically with proof/stats
• [45:13] A/R Financing to fix growth bottleneck in painting business
• [52:15] Courage to raise prices and avoid commodity trap
• [57:18] Luxury pricing & the “Veblen good” in event services
• [68:43] Retention as the true lever for gigantic businesses
• [167:15] Win B2B RFPs by embedding case study closes
• [180:40] Product innovation: relentless removal of user friction

Extra Highlights

• Live Birthday: Alex helps as many businesses as possible as his "birthday present to himself."
• Rapid Fire Q&A: Calls jump from high-level strategy to tactical offer, funnel, and hiring advice—“You have five minutes, let’s go.”
• Book Launch Milestones: Celebrates volume with live calls and signed book giveaways.
• Layla Hormozi’s Operator Advice: When hiring an operator to “take over the business,” prioritize people-leadership and sales skills over technical/process strengths—“Hire someone kind but tough, organized but with sales skills.” (224:09)

Summary Table: Business Type, Challenge, Primary Advice

| Caller | Business Type | Challenge | Alex’s Prescription | |--------|--------------|-----------|---------------------| | Heather | Medical Billing | Inconsistent leads | Podcast outbound, 5X frequency, strategic conferences | | Dacian | B2B Software | Empty pipeline | Massive cold calls, buy/scrape leads, group owner promos | | Shemaine | Real Estate Investing | Not enough deal flow | Double down wholesaler networks, vertical integration | | Dang | Wound Care | Unqualified leads | Funnel filters, friction, target 65+, application scoring | | Zach | Architecture | Price sensitivity | Frame w/ risk/speed/ease, leverage stats, referral focus | | Trent | Painting | High A/R, capital tied up | Use AR financing, don’t break your 20:1 cash machine | | Daniel (DE) | HVAC | Grew too fast, low margins | Only expand after hiring/activating, raise prices, remove discounts | | Daniel (US) | Events | Not fully owning “luxury” | Add $100K+ offer, VSL qualification, anchor high-ticket | | Hamza | Dental | Outgrown 1 location | Stickiness/retention focus, open 2nd location, sales team | | Brandon | Closing | Low call show rate | Funnel friction, proof-heavy VSLs, qualify more tightly | | Joseph | Fitness | Wants to double | Automate content tasks, hire closers ahead, best-of reels |

Tone & Approach

Alex’s style is direct, fast-talking, friendly, and highly pragmatic. He skips theory and immediately diagnoses “the real issue” behind business slowdowns. He uses metaphors (“blip in the ocean”), pattern recognition ("I’ve heard this at every level"), and concrete action steps, always urging listeners to measure, systemize, and focus on volume and pricing power.

For Listeners Who Haven’t Heard the Episode

If you manage or own a business—especially in B2B, services, or agency models—this episode is a gold mine of instantly applicable wisdom. You’ll hear real entrepreneurs confront the same problems you have—lead droughts, pricing fears, tight margins, slow payers, or burnt-out hires—and get concise, repeatable advice. The hotlines are also entertaining, revealing “aha” moments as Alex reframes people’s thinking—whether it’s making the first sale by numbers not luck, breaking limiting beliefs, or translating amorphous “spirituality” offers into observable outcomes.

Best Way to Listen: Jump to timestamps above for your business type, or let it play for a firehose of “pattern recognition” on business bottlenecks.

Memorable Moment:
Layla, on hiring ‘the right’ operator:
“I want somebody kind but tough, and I want somebody organized with sales skills. That’s it. Those are the two things.” —Layla (224:09)

End of Summary