Helping Real Business Owners Get More Customers Live | Ep 957

Summary

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Episode Overview

This episode of The Game with Alex Hormozi (Ep 957: "Helping Real Business Owners Get More Customers Live") features Alex Hormozi in a rapid-fire coaching format, directly helping real entrepreneurs overcome business challenges in real time. Alex dives into tactical strategies for customer acquisition, leveraging referrals, content creation, paid advertising, and team building—offering frameworks and actionable advice applicable across diverse industries. The episode’s main theme is accelerating growth by dialing in customer acquisition processes, optimizing offer delivery, and building scalable systems for talent and lead generation.

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Key Discussion Points & Insights

1. Niche Mortgage Business: Referrals, Organic Content, and Community Building

Guest: Mortgage business owner specializing in serving airline and military pilots with VA loans.

• Challenge: Deciding where to allocate marketing effort—organic content, realtor referral networks, or other avenues.

• Current Channel Analysis:

  • Organic (Content-driven): 18 deals, LTV ~$11.1k, low CAC, highly targeted leads.
  • Realtor Referrals: Lower quality, lower LTV ($7.8k), high CAC, mostly generic clients.
  • Repeat Clients: 14 deals, LTV ~$7.7k.

• Alex’s Diagnosis:

  • Ditch generic realtor outreach: Time-consuming and misaligned with target niche.
    • “Given the fact that you're in a niche, going after generic realtors is gonna be tough... the likelihood that they sell a pilot is gonna be super low statistically.” (04:57)
  • Focus on organic + direct-to-community strategies:
    • Target pilot group or community owners (e.g., pilot associations, merch sellers).
    • Build a "pilots-only" community to drive referrals and long-term nurturing.
    • Use the niche-specific course as a lead magnet and group entry offer.

• Tactical Implementation:

  • Drive traffic using Facebook ads to the pilot finance course and group.
  • Offer a no-friction onboarding call for qualification and rapport.
  • Leverage “interest media” over “social media”—algorithmic targeting works in your favor.
  • Use more niche content and experiment with memes/inside jokes for awareness.
  • Run best-performing content as ads, always CTA’ing to the course/community.

• Memorable Alex Quotes:

  • “AI gets it. AI knows who the pilots are and they just send that. It's interest media, not social media anymore.” (07:38)
  • “Make way more pilot content... experiment with like pilot related humor and memes. For stuff like this, like inside jokes for pilots, I think would be a great content type.” (08:13)

• Decision: Shift away from realtors and double down on pilot-focused organic/ads plus community-building.

• Timestamp highlights: Channels analysis (01:41–04:50), community strategy deep dive (05:00–08:51).

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2. Personal Training Gym: Supplement Sales System

Listener question: Struggling to get trainers to confidently sell supplements.

• Alex’s Proven Sales Process:

  • Give trainers a “30-day challenge” using the full supplement/meal stack—document with before/after photos (12:57–13:38).
  • Run a “28-day transformation” for members—free entry but upsell supplements at orientation.
  • Structure nutrition orientation:
    1. Seed demand for supplements: “Everyone always wants to know what supplements they're going to buy... but I want you to focus on food first.” (13:41)
    2. Unsell what they don’t need: Cross off unfit products, give away low-margin items.
    3. Prescribe what they do: Integrate supplements directly into daily routines (“Keep this next to your coffee, this with your retainer at night...”).
    4. Close on specifics: Lock in flavor, preferences, process payment.

• Big Takeaway:

  • Integrate supplements into meal plans, not as an add-on, and make every trainer a testimonial.

• Notable Quote:

  • “I've sold a lot of supplements in my life... Notice I didn’t ask them, I told them exactly how to take it.” (13:39)

• Timestamp highlights: Supplement sales playbook (12:57–14:28).

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3. HVAC/Duct Cleaning Business: Scaling Lead Generation & Technician Hiring

Guest: Corey—Owner, aiming to scale from $1.8M revenue and $450–500k profit.

• Challenge: Simultaneously generate more leads and hire more technicians to match growth.

• Status:

  • New top-tier marketing agency in place (expecting improved ad performance and lead flow).
  • Training new technicians “ground up” with no prior HVAC experience for higher margins.

• Alex’s Advice:

  • On Lead Gen:
    • Allow new marketing/ad campaigns a full 90 days to prove results before “solving the same problem twice.”
    • “Sometimes if we have a three month solution to a problem, if we're one month in and the problem isn't solved, it makes sense though, because we're still working on it." (17:00)
  • On Technician Hiring:
    • Projected pace needs to scale from 1 new hire/3–4 months to 1+ per week.
    • Focus recruiting on Facebook, Indeed, and trade groups (not just poaching from other firms/relocating).
    • Emphasize ad spend on local candidate acquisition rather than costly state-to-state recruitment.
    • Use group interviews to efficiently screen large volumes for attitude over skill.
    • Develop repeatable “talent acquisition machine” to match lead machine.

• Notable Quotes:

  • “We have to build that machine, like, soon. Do you have the economics around how much an HVAC technician makes you?” (19:29)
  • “This is a low skilled role. You just, you need to be spending like a ton of money on... If you're willing to spend $10,000 a month, you're going to get way more than one technician on ads. Way more.” (22:11)

• Tangible next steps:

  • Run high-volume recruiting ads; switch to group interviews; filter for “vibe” and fit, not just experience.
  • Prepare a process to handle technician pipeline growth as leads scale up.

• Timestamp highlights: Lead/tech constraint discussion (14:28–24:29).

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4. The Power of Testimonials in Early-Stage Agency Growth

Listener question: Is helping one company 8x (as an agency) enough proof to attract more clients?

• Alex’s Advice:
  • Get 10 free or discounted clients, deliver results, and collect testimonials.
  • "It will take you less time to get 10 paying customers by getting 10 free customers first and then flipping some of them to paid and then using their testimonials to get 10 more..." (00:00, and returned to at 24:33–29:07)
  • There are diminishing returns after ~10 great testimonials, but those first 10 are invaluable for pricing, learning, and sales process effectiveness.

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5. Building A Team As a Creator: Delegation and Training

Listener question: Struggling to scale content output because no hires can match quality.

• Alex’s Insight:
  • If you can't replace yourself, you need to break down your tasks and train people on components, not everything at once.
  • "So guess what? You suck at training... Instead of you saying I want to replace myself, I would like you to layer down a chunk and say, I want to replace components of what I do..." (26:33–28:20)
  • Optimize for leverage; do only the highest-value work and train up others on everything else iteratively.

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Notable Quotes & Memorable Moments

• On niche marketing:
  • "If you want to get pilots, you have to make pilot stuff which you've already figured out, right?" (07:38)
• On waiting for results:
  • “You never want to solve the same problem twice... sometimes we want to solve the same thing multiple ways when really the first thing was the right thing. It's just going to take 90 days.” (17:00)
• On delegation for creators:
  • “Whatever is holding your business back, reframe it as my inability to do this thing is holding me back.” (26:50)
• On the importance of testimonials:
  • “Those first 10 matter. So like the amount that you can charge, the amount of experience that you're going to earn, the amount that you'll be able to convert from a sales process, [is dramatic].” (24:40)

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Timestamps for Key Segments

• Mortgage Niche Deep Dive: 00:00–08:51
• Supplement Sales Playbook: 12:57–14:28
• HVAC Business Scaling: 14:28–24:29
• Freemium-to-Testimonial Growth Strategy: 24:33–29:07
• Creator Bottleneck Advice: 26:33–28:20

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Summary Table: Actionable Steps From Alex

| Business Type | Main Constraint | Alex’s Playbook | Key Quote | |------------------|------------------|---------------------------------------------|----------------------------------------------| | Mortgage Niche | Channel focus | Community + Ads + Referrals + Lead Magnet | “I think referrals from the community... big”| | Training Gym | Supplement sales | 30-day trainer challenge + integrated upsell| “Integrate supplements... one and the same” | | HVAC Service | Leads + Techs | Quality ad agency + scalable recruiting | “You need to build the recruiting process...”| | Agency Start-up | Social proof | 10 free clients → testimonials → paid sales | “First 10 testimonials [are] all you need” | | Creator | Team leverage | Process breakdown + chunked delegation | “You suck at training... chunk and delegate” |

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Tone & Style

Alex’s tone throughout is upbeat, direct, jargon-free, and high-accountability. He employs humor and memorable analogies (e.g., “interest media, not social media”), tough love (“You suck at training”), and encourages decisive—sometimes aggressive—action.

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For Listeners Who Missed the Full Episode

This episode is a masterclass in solving real entrepreneur bottlenecks with Alex’s signature blend of strategy, psychology, and operational tactics. Whether you’re refining your client acquisition machine, need to ramp up recruiting or want to build social proof, this episode provides frameworks and “plays” you can swipe and deploy—immediately.

Transcript

[Alex Hormozi]

It will take you less time to get 10 paying customers by getting 10 free customers first and then and flipping some of them to paid and then using their Testimonials to get 10 more than to start from scratch and try to get 10. Let's go, Steve. Let's go. Let's go, Pistols. Pew pews. Steve. Rock and roll. You're on Herozy Hotline. What's cooking?

[Corey]

Hi.

[Client]

Thanks. Nice to meet you. I was actually at your workshop in February. Badass 2024.

[Alex Hormozi]

All right. Was it good?

[Client]

It was fantastic. Since then, we've almost made 900,000 in total revenue. So it worked out great.

[Alex Hormozi]

And this is not a claim, everybody. His results are unique and yours will vary, but not bad for a $5,000 ticket or $6,000 ticket.

[Client]

Whatever it was then it was fantastic. Okay, I'll run you through these numbers real quick.

[Alex Hormozi]

Yeah, let's do it.

[Client]

For this year, 2025, our total revenue is right at 423,000. Profit is 275,000. Industry mortgage broker. What we sell is we are hyper niched into. I'm an airline pilot and military pilot. So we help airline pilots and military pilots.

[Alex Hormozi]

Cool.

[Client]

Buy homes with their VA loan.

[Alex Hormozi]

Okay.

[Client]

And the problem we're trying to solve is I think we have so many different kind of marketing strategies right now. It's tough to kind of pick which to put the more on. And I feel like we get started, then we stop. Then we start, then we stop.

[Alex Hormozi]

Word. Okay, well, what are the different ways you're getting customers right now? And what's LDVCAC on each channel?

[Client]

Okay, so this is fantastic. So organic. That's where we get LTV is 11,107. Our CAC is 3,200 and we have 18. We had 46 deals we closed this year. So 18 came from there from realtor referral networks. Our LTV is 7,800. Okay, like just real.

[Alex Hormozi]

Yeah.

[Client]

CAC still the same riot 32 across the board on the CAC. And then.

[Alex Hormozi]

Oh, really? Okay, really? By channel? It's that or you just took all your marketing spend and divided it.

[Client]

I just did a gross like a fully loaded CAC across the board. I didn't break it out per group.

[Alex Hormozi]

I'll actually be able to figure that in a second. How many people did you get from the realtor thing?

[Client]

We only got 14.

[Alex Hormozi]

Okay, so 18 then. 14. Okay, got it. And then what was the third channel?

[Client]

Just past clients. 14 coming back for more loans.

[Alex Hormozi]

Yeah, okay, got it. Just repeat business. Okay, and then how many did you have there.

[Client]

14 on repeat business?

[Alex Hormozi]

Oh, interesting. Okay. And then what was LTV on them?

[Client]

LTV on them was 7756.

[Alex Hormozi]

Okay. And so organic for you right now is content?

[Client]

Yeah, it's pushing out content. We were sending messages out about 25 a day to people. However, it wasn't converting. They're just reaching out to us. When they're ready, like, they're super warm. They ask us for an application. And no friction. Almost. It's almost one for one. It's kind of crazy because they're like, yes, we solve the problem of underwriting for airline pilots. It's super complicated, and we know exactly how to solve it. That's what we're going.

[Alex Hormozi]

I love that you're niched on this, by the way. I think it's really good. So I like the model. There's also a ton of pilots. So, like, love all. Like. Like all of it. All right. Okay. So you've been making content. Let's put a pin in that for a second. So the affiliates, so the realtor networks that you have access to, how do you recruit the Realtors?

[Client]

Well, that was thing last year. We recruited very heavily, but we realized the LTV was so, like, it was lower. Almost 30% lower. We kind of quit messing with them. So we really don't mess with realtors anymore. We're looking to get back into Realtors, kind of seeing. I really need the affiliate to keep the money model going. So we really haven't done much with realtors this year.

[Corey]

Just.

[Client]

These are some leftover ones from last year.

[Alex Hormozi]

So let me ask you a question. How much. How much did you do outbound? Is that what you did for the realtors?

[Client]

Yeah, it's just calling them up. Look them up in the local area, just calling them up and meeting with them, and then they refer business to us.

[Alex Hormozi]

Got it. So how much would you say of your time last year was allocated towards doing that?

[Client]

Almost 80% of our time was doing that last year.

[Alex Hormozi]

No way.

[Client]

And what we really. And what we kind of realized was, like, this year, we've had 42 qualified leads come from them, but only 14 of them, we close. And only one of them was our ideal client of an airline pilot using a VA loan.

[Alex Hormozi]

Kind of just generic. They just think you just like people.

[Client]

Yeah, they're just generic people. And we creates more turn in the system, more work, more credit pools, everything.

[Alex Hormozi]

Yeah, yeah. Hurt. Okay. So given the fact that you're in a niche, going after generic realtors is gonna be tough because the likelihood that they sell a pilot is gonna be super low statistically. Right. So I think that your best bet is probably gonna be an organic plus ads rather than organic plus affiliates. Unless there was. Unless like actually, you know, said differently, this actually makes way more sense. So instead of going after Realtors, I think your outbound strategy is the right idea. But I'd be going after group owners or community owners who have pilot related businesses or like pilot related merchandise. Because actually it's so funny because I want to say two years ago I had a call like this with a guy who did pilot merch. So all it was was just like merch for pilots. And he had a community owner of pilots and he ran. It was an E commerce business and so he was running ads. So I don't think it's one. I don't think it's very hard to find these pilots. I would also recommend starting a school community for all the customers because they're all the same. And I actually think that'd just be cool. It's just like a cool benefit that you have that other people don't, can't normally do in your space. And I think you'll be able to generate a shitload of referrals from that.

[Client]

That's what we were kind of thinking. We do have a finance course that we built out that we just haven't really been able to use because I kind of get stuck in this, hey, I need to go back doing more. But like we've built out courses just for pilots, just for the veteran. Exactly. How to fix your problem.

[Alex Hormozi]

Here's what I do. Here's what I do. So you're going to take your course, right? And you're going to make that as a lead magnet for your organic. And I would drive them into a group because to your point of like some of them aren't ready, that's fine. They can join a group in the meantime that will spin up the wheel that will then get you leads and then it'll also get you referrals because you can tell them, hey, send your friends to this group. They're all welcome as long as they're pilots. Pilots only. Okay, so they get this lead magnet when they join the group for free thing. One second thing is I would start experimenting with Facebook ads and I would use the lead magnet yet again. And then what I would do is I would include cause I would send them to the group and give them a onboarding call for free so they get the lead magnet plus an onboarding call and Then you can talk to them, you can gauge where they're at in the life cycle and that group can basically act as your long term nurturer in the meantime. But I think the referrals from the community are going to be big and I think paid ads in today's day and age can get super targeted for this type of avatar.

[Client]

And that's what we identified on social media. It's almost 75% are our exact client.

[Alex Hormozi]

When they come in back, dude, the algorithm's already done. The algorithm's finished. They know what's inside. AI gets it. AI knows who the pilots are and they just send that. It's interest media, not social media anymore. If you want to get pilots, you have to make pilot stuff which you've already figured out, right? So it's like number one, I think by and large for sure this strategy is a more strategy because what I want you to do is make way more pilot content number one. I would also experiment with like pilot related humor and memes. Cause I think those will probably do really well and they'll still bring people in because that's fine. I normally, I'm not like pro meme but I think for stuff like this, like inside jokes for pilots, I think would be a great content type. Not like, not every day but like you know, a few of those a week I think would do well just top of funnel awareness. But what's cool about that is that like I want you to pump way more content so that when you take the winners of that content, take the content and then slap on a CTA at the end, run that as the ad and then the offer is going to be the lead magnet you already made. They can facilitate the other the course or they get the onboarding call for free. We can score where they're at in the lifecycle and then you can follow up with them accordingly. Okay, that's what I would do.

[Client]

Well, cool. That was really the decision was go after Realtors, just keep going after our.

[Alex Hormozi]

No, dude, I don't think, no, I don't think Realtors is the play. I don't think Realtors is the play because it's. If you want to stay in this niche, I don't think that's the play.

[Client]

Okay, perfect. Thank you.

[Alex Hormozi]

Rock and roll, dude. Appreciate you.

[Client]

All right, thanks man.

[Alex Hormozi]

All right. See it. Okay. The training gyms. I have personal training. Oh gosh, I don't know anything about gyms. Can someone else take this one? So UK based money model is pretty good, but can't get my salespeople to sell supplements. Cool. Might be that they aren't really confident in their general supplements knowledge. Yeah. So having sold a lot of supplements in my life, let me just give you the solution rather than ask going back and forth on it. So what you want to do is you want to give every single one of them kind of like the ultimate package and tell them to go through a 30 day challenge where they'll follow your meal plan and they'll take the supplements. And you want them to take before pictures and after pictures. So you say, hey guys. And you want to, you kind of like whisper t shout this. So, right, as all the trainers take their before pictures, have them all be like, something big is coming, kind of like dun, dun, dun. And so have them posting a ton during this 30 day period of their workouts and their food and all this stuff. It's like, hey, we've got something sick that's dropping. And then at the end of the 30 days, you'll post all the after pictures, right? And with the after pictures, you'll then announce a 28 day transformation or something like that. And you can email your entire list and you can even post to your socials, whatever, and run it for free. Hear me out. You run it for free. So any members can also bring somebody or as many friends as they want to do the 28 day transformation. Here's how it works. When they come in, it is free. But the first meeting you're going to do is going to be a nutrition orientation. At the nutrition orientation, you're going to say, hey, we got your food covered, we got your workouts covered. These are the supplements you're going to want to take for the 28 days. And you'll sell them all, you know, three to 500, $600 package of supplements. And when you give the sales, the trainers commissions, one, if they can't sell anything but the supplements and they just went through the experience, they will like it a lot. Now, lucky for you, Mr. Training Gems, let me tell you how to sell them. So menu upsells, which is page 77 inside the money models book literally outlines exactly how I sell supplements. Four steps unsell what they don't need, prescribe what they do need, which is basically tell them exactly how they're going to take each product. So let me explain that. Actually, I'm gonna go a little deeper on this one because I think. You guys cool with that? Everyone good with that? All right, we'll go a little deeper on this one. So the way to Sell supplements. I've sold a lot of supplements in my life. Person comes in as soon as they sit down, what you're gonna say is, hey, I'm gonna give you this meal plan. Everyone always wants to know what supplements they're gonna buy. I get to that, I promise. But I really want you to focus on the food because the food's the most important part. All right, what have I just said right with the beginning? One is, I made everybody know that everyone wants to know which supplements they're going to buy. So I've already seeded that number two. I've also told the truth, which is that I want them to focus on the food because the food is the most important part. So you already accomplished two things right up front, and you do so ethically. Now, after you go through it, you're gonna go, you know, go through the nutrition plan, go through the grocery plan. Whatever you say. Okay, finally, we're gonna get to everyone's favorite part. So you flip back to the plan. Now, I integrated supplements into my meal plan so that they were one and the same. So that it wasn't like, oh, I've got supplements here and meals here. Because then it makes it seem like this is an addition. I want it to be integrated. All right, now, the next thing you're going to do is on your meal plans, you should have little, little, little dashes next to each of the products that you have on site. And I prefer to step one unsell. So you say, hey, Dorothy, I'm guessing you're not trying to get any chest hair. And they're like, oh, God, no. And you're like, great, so let's just cross out this testosterone boost. You probably don't need that. The next thing is. You're not trying to gain weight, are you? No. Okay, cool. Let's just cross out this weight gainer. I don't need you on that. And so I go through first two things they don't need. I'd be like, now, this one. I then give away the supplements that are low margin. So I say, listen, we've got a fish oil or an omega complex. There's one down the road. I'll write down the brand name for you. You can grab it. It's probably half the price of what we sell it for. It's not as good. I was like, but it'll get you 80% of the way there. All right, so let's just like, I'll write it down. Boom. Next thing, this one. This is generic. You probably get another one probably for half the price down the road. I'll write that one down. Great. Boom. So the next thing is like, okay, now we've done our seating. We've told people that everyone's gonna buy. Then we've unsold the products that I don't want them to buy or aren't right for them. Then we go to prescription. Okay, step two, we say, all right, so I want you to write a one next to this, which is gonna be your protein. I want you to write a 2 next to this. I want you to 3 next to this. Whatever. You're gonna go down the list. And so with each one of them you say, all right, so you're pre workout. Do you want to drive the same car every day? They're going to say yes, and you say, awesome. So I want you to take your pre workout. I want you to put it in the car with you because it's always going to be with you. Next thing is your post workout. You're always going to be using this car. I want you to keep that in the car too. Next one is your pm. Okay, so this stuff I want you to take at night. What's the last thing you do before you go to bed? You know, I put my retainer in. Cool. I want you to put it right next to your retainer or right next to your toothbrush. That way you don't forget it. What's the first thing you do in the morning? I drink coffee.

[Corey]

Great.

[Alex Hormozi]

So why don't you put your AM stuff right next to the coffee? I'm going to take this tape, put it on top, write a 2 take tape, put it on top, write a 3 tape on top, write it 2 that way how many pills they're going to take in each of those specific sessions? Think about it. So I don't want this big stack of stuff that's going to sit in your closet. I want it already integrated into your life. That's prescriptive. Notice I didn't ask them, I told them. I told them exactly how to take it. Then I say, great. For the protein, do you want chocolate or vanilla? Great. You want chocolate? I like chocolate. Fantastic. For the pre workout, do you like strawberry or kiwi? Most people like strawberry. Strawberry. Great. All right, awesome. You're almost ready to go. Put it in front of them and say, great. Do you want to use the card you have on file? Awesome. Done. Close everyone. You'll close 90% how it works. That's how you do. Sell and sell. Next caller. Corey, what's up? Man, you're on hermozy hotline.

[Corey]

Hey, man, what's going on?

[Alex Hormozi]

I'm cruising and bruising.

[Corey]

Hell yeah. That's what I'm talking about.

[Alex Hormozi]

All right, talk to me. What's the. What's the business? What do you sell? How much you make? All that good stuff.

[Corey]

Yeah. So we're in H vac, cleaning business. So we're doing. Currently on track right now for this year for 1.8.

[Alex Hormozi]

All right, 1.8. Top line. Got it. What's. What's bottom line?

[Corey]

Bottom line right now is roughly 450 to 500.

[Alex Hormozi]

Nice. Solid. Good. Okay. What is. You must have been consuming my stuff for a while. Okay, good.

[Corey]

Marathon, good.

[Client]

Inspiration, good.

[Alex Hormozi]

No, I love it. Okay, so what's the thing that holding you back? Is it not enough technicians or was it not enough leads.

[Corey]

Now? It still leads a little bit. We're always looking for more because we are currently always hiring. We are now putting on a technician, probably one every three to four months.

[Alex Hormozi]

Okay, got it. So what's the constraint of the business right now? What's holding you back from doing twice as much?

[Corey]

Right, so right now is definitely leads. So for our cash cow event that we had with you, the one thing that we really dissected was our third party marketing.

[Alex Hormozi]

Corey. I didn't realize that this was. This was that Corey. All right. Rock and roll, Corey. Yeah, I remember everything. I didn't know. I just. I had Corey. It's all. I had Corey and H vac. No, no, no. But you're in duct cleaning, which is a little unique. All right, all right, all right, I remember. All right, so what's. Yeah, so what's holding back?

[Corey]

Yeah, so right now we just got rid of our old marketing company, so we went with a new third party. Now they're great. A lot of track record. It's kind of a higher echelon of what, you know is in our market. So we actually have our CMO that worked with them previously. And her past company, she took them from 2 million a month to. I'm sorry, 2 million a year to 2 million a month. So now we reunited them. So they are super excited to all work together again. But yeah, I mean, super right now is we're trying to just lock in on leads again. We are redoing the website, we're redoing a lot of their ads and kind of reconfiguring things. And we talked about in our cash cow is, you know, I mean, I'll spend unlimited ad spend as long as it makes Sense and makes money. Right?

[Alex Hormozi]

Yeah. So what's holding you back? Or this stuff just needs to pan out.

[Corey]

Yeah. So we're working on leads right now and then finding the real constraint is finding enough technicians that to fit our feet and what we do. So a big part of what we do is education. And all of our employees right now, there's none of them that have a H VAC background at all. So it's been really interesting to kind of train people up from the ground zero, which has also been great.

[Alex Hormozi]

Yeah. But you get way better margins than they learn it your way. So there's advantages.

[Corey]

Yeah, right, right, exactly.

[Alex Hormozi]

Okay, so do you need more leads or do you need more technicians?

[Corey]

Definitely more leads first. So technicians working right now. Definitely more leads.

[Alex Hormozi]

Well, if you're already redesigning all your funnels and your offers and you're about to turn on a bunch of ads, I don't know if the first thing I want to do is just say, let's stop all that. I think you need to do that. I think you need to let the dust settle from that change. One of the big things that Layla says a lot, which I really appreciate, is you never want to solve the same problem twice. And so it's like sometimes if we have a three month solution to a problem, if we're one month in and the problem isn't solved, it makes sense though, because we're still working on it. It's a three month solution, it's going to take us 90 days. And so sometimes we want to solve the same thing multiple ways when really the first thing was the right thing. It's just going to take 90 days.

[Corey]

Right, exactly.

[Alex Hormozi]

So if these guys were able to scale the other business from 2 million a year to 2 million a month, it sounds like they already have whatever their playbook is on the lead side. So I'm going to just assume, just for the sake of our conversation, because it's going to get too granular that I can do over the phone without seeing what I'd be looking at like super tactical headlines and moving all that kind of stuff, transitioning over to the supply side, because assuming that works, you're going to be quickly supply constrained.

[Corey]

Right, Right.

[Alex Hormozi]

Okay, so what is your lead gen funnel for the, for the technicians?

[Corey]

So right now we are currently going on Facebook groups and stuff of that nature. And we're also kind of, we're almost recruiting and like reaching out to other companies. So when we see posts or things from other technicians or when my technicians are out in the field, and they see other companies, those. Those guys are coming out to us like, hey, I've never heard, you know, I've never heard of you guys. What do you guys do? And they see what we're doing and they want to be involved. So they're just not happy where they are. And they're looking for us, but we have to be careful with that, too.

[Alex Hormozi]

Yeah, well, all right, so we. We have a couple. Like, you need to increase, like, you're going to need to Dr. You need to go from, you know, one. What do you say? One every three or four months is what you said. Right. So if you're gonna. If you're gonna 12x, you're gonna have to go one every three or four months to, like, almost. I mean, it's 12 times that. So if you did one a month, it would still be only, you know, three times that. So it's going to be closer to one a week to sustain the volume. So we need to build that machine, like, soon. And so we have to think about a more scalable way of acquiring them. And so I think part of it is, do you have the economics around how much an H VAC technician makes you?

[Corey]

Yes. So an average technician around us makes anywhere between 50 and 70.

[Alex Hormozi]

They make that much money. That's their pay, right? That what you're saying?

[Corey]

Yeah.

[Alex Hormozi]

Okay, so their salary is, I'm just say, 60K. Okay, got it. How much gross profit does the technician bring in for you? Take out cost of, like, you know, the materials. Right. So take out material costs. How much does it make? And then I'll subtract out their salary.

[Corey]

I'll just call it, I mean, 180 to 200.

[Alex Hormozi]

All right. The 200K. All right. Well, it's already 30, which is already kind of high because I was like, is there a way that we can. Well, what. What commission are you giving to. To bring them in?

[Corey]

Well, right now we've actually had to outsource for. From different states, so we're offering, like, relocation, you know, packages in order to get them here. Because we live in a lot of retirement communities and stuff like that. So the people that we're looking for is kind of hard sometimes. So, yeah, I mean, we offer, you know, up to $10,000 of relocation.

[Alex Hormozi]

Okay.

[Corey]

And then, like I said, we try to get them rocking and rolling.

[Alex Hormozi]

Yeah. So I think we just have to be a little bit more violent. I think you have the right strategy. I think it's just a volume thing. Like, you know, you're reaching out like it's like how many recruiters do we have? How many we asked them for? Can we get them to get us more thing. One thing too. Like you're going in communities, but how many, how often like do, are they on? Are they on? Like where's the, where's the best pool? Because they all hang out somewhere, right? So where do they hang out?

[Corey]

That's a good question. I gotta, I gotta deep dive into that.

[Alex Hormozi]

We solve that, you make like $50 million.

[Corey]

They're all typically working. That's, that's where it's like especially with us and.

[Alex Hormozi]

No, but they hang out online. Dude, everybody hangs out online. Entrepreneurs are always working. Okay, but they hang out online so that like don't like there's a, there's somewhere they hang out. Groups, forums, associations, discords, school communities. Like they're somewhere. So I'd be looking at the trades. Like trades groups in general. Like look broader because you train these guys from scratch anyways, right? And do you like, I mean you train them from scratch because like do you need them to be existing techs? Can you just get anyone to do it?

[Corey]

I hire for personality more than anything.

[Alex Hormozi]

Well dude, I mean then why, I mean like you don't need to be looking cross state. I mean like this, this to me sounds like an ad thing. So I would be running like Indeed and like Facebook Marketplace or whatever ads and then I'd be running them to a group interview because that'll make it efficient for you. Just group interviews. Just do, you know, one group interview, two group interviews a week, 10 people on, assume only 30% are going to show. So it's like get 30 people booked for each of the times. So it's like 60, you know, 60ish leads confirming, which will probably take you five times that or more. So 300 leads a week coming in off of Indeed ads. Do a much, you know, do a 50 mile radius around your location and I would be group, group interviewing and then off the group interview. We're talking like one or two minute, just them. Just you catch a vibe pretty quick, right? And then you do a one on one with them after that. And that allow you to triage through a shitload of applications. This is a low skilled role. This is a low skilled role. I wouldn't be recruited from out of state for this just low skill role. You just, you need to be spending like a ton of money on. I mean a ton is relative, right? Like if you're willing to spend 10,000, which I think is the right, right way to think about this, dude, if you spend 10,000amonth, you're going to get way more than one technician on ads. Way more. Right. So I don't even think you need to do much. Like, I mean, it's good that you're doing that, but I think I would just. You have to build the recruiting process for this business because if the girl and the reuniting with the agency or whatever, they worked together before, they already know how the sales motion and the acquisition works. So you're going to have to 12x your acquisition of talent. So this is another machine.

[Corey]

Yeah.

[Alex Hormozi]

Cool.

[Corey]

Yeah, Absolutely. Yeah, that's.

[Client]

That's very helpful.

[Corey]

I mean, like I said, it's. It's the biggest thing that we're trying to do is just kind of grow our team and like I said, just making sure that the right people on our team, because especially with our industry as a whole, it's very important that we do, you know, the right kind of work.

[Alex Hormozi]

No, you're good. And like, you want to. Like, you want to. If you're catching for attitude, right, which is what you're looking for, like, just. Just cast the net broad. Talk to as many people as you can. That's all we're doing here. Talk to as many people as you can. You catch a vibe real quick movement.

[Corey]

Yeah, absolutely. It's very helpful.

[Alex Hormozi]

All right. Rock and roll, Cory, appreciate you.

[Corey]

All right, brother.

[Client]

Yeah.

[Alex Hormozi]

All right, talk soon. All right, See ya. All right, Renato. I've ran ads for my biz for 2 years and 8x to their business. Oh, for a biz, not your biz. 8x their business. I learned everything about the business, but I'm not sure if it's enough proof to talk about and get new clients on the niche. I mean, some proof is better than no proof for sure. But I would say, like, can you, like, can you work for more customers for free or at a discount? Like, I'm telling you, everybody, like, you will shortcut your path to success by getting 10 testimonials more than just about anything else. Because that's like, if you look at a conversion page, you look at a VSL, you look at a sales process. If you show 10 testimonials, it's about all you really need. Because once you have 500 or 5,000, like, like I do, there's actually not a lot of incremental benefit. There's not a ton, right? Like, if the, you know, the offers book is 27,005 stars. At a thousand five stars, people are like, this book is probably good, right? And there's very diminishing returns when it comes to getting Testimonials. But those first 10 matter. So like the amount that you can charge, the amount of experience that you're going to earn, the amount that you'll be able to convert from a sales process, the amount of people who will respond to your advertising, your outreach, huge difference. So it's like it will take you less time to get 10 paying customers by getting 10 free customers first and then and flipping some of them to paid and then using their Testimonials to get 10 more than to start from scratch and try to get 10. So that is my TLDR. I do think you can lead with your very compelling example, but I'd still want like you just need to do more volume in my team. Let's highlight somebody. X Rahul I'm a content creator with a million, I'm guessing followers, but I'm not able to expand because I do everything on my own. And I do it too good. I do it too good. I'm so good that they have banned me for being so good if I try to hire people. They just don't seem to learn no matter how hard they try. So guess what? You suck at training. So instead of framing this is a really good, this is a really good side point, whatever is holding your business back, instead of saying this is holding my business back, reframe it as my inability to do this thing is holding me back. So it's not that like all salespeople suck. It's that I don't know how to train good salespeople. Right? It's not that like, oh, Facebook doesn't work. It's I don't know how to use Facebook to get leads. Right. And so you, ex Rahul, what you need to do is you need to get better at breaking down what you do into its constituent parts and then training in each of those parts one at a time. Because let me say it differently. If you expect like you're, like, you're, I mean from a percentage perspective, if you have a million, you know, a million person account, it's a point something percent creator like you're, you're. It's a, it's a rare feat, right? And so to assume that you're going to be able to teach someone a skill that allows them to get a million people in a weekend is kind of ridiculous. Now what you can do is teach them a component of that skill, teach them how to do the research, right? So I want you to look at all the work you do and say, like, how many of these pieces that create the end result can I outsource or delegate so I can get more leverage on my time? And so maybe you can do five times the output if you have someone who's taking two of the, the 80% of your time type projects. Right. And so like I know how to make ads, but when I do record ads, I'm just going to like, my team's going to come. They're going to already have looked at the top performing hooks from past campaigns and top performing creative from our organic. They say, here are the hooks they're going to be. This is the offer we already know that we're going to push. I say, great. And so then I'm going to read the hook. I'll fill it in with whatever, you know, two to three points I want to add in. But then instead of me having to do all that work, I can do the whole thing in 45 minutes rather than that being a day. Right. And so instead of you saying I want to replace myself, I would like you to layer down a chunk and say, I want to replace components of what I do until eventually you, you're just doing the highest value, rarest skill. And then maybe eventually you could upgrade one of those people to learn that too. That's pretty good. I feel pretty good about that. What do you think about that, Duke? Feel good about that one. All right. Sammy Melbar, I asked Hermozi AI what to ask you. If you owned a done for you high ticket sales company, what daily input and target and weekly tasks would you set to add 10 Fit Pro clients per month without breaking delivery? Well, without breaking delivery. Well, I mean you have a high ticket sales company, so high ticket sales company could be anything. But then you said you want to add 10 fit pro clients per month. So it's just like you teach them to do high ticket sales, you do high ticket sales for them. I'm going to guess that's what it is. I'm going to guess you do high ticket sales, you staff setters and closers. Okay, got it. Yeah. So you help them generate high ticket sales.

[Client]

Got it.

[Alex Hormozi]

So the thing is, without breaking delivery, so we have to figure out whether you're demand constrained or supply constrained. So if you're demand constrained, then we need to get to 10 Fit Pro clients per month. If you're like, well I can't take 10, I can only take 5 and I'm currently doing 2, then it's like we'll get to 5 by increasing the inputs on the system that you're already doing, which is going to be either more ad spend or more outreach likely for your existing business and then without breaking delivery. So if every business is demand constrained, you're either demand constrained in terms of customers or you're demand constrained the same way. I was just talking to Corey about his H Vac tech, which is like you need to have a separate marketing funnel for the people who are doing delivery. So it's going to be both marketing in terms of acquiring the talent, but also the training and onboarding. So let me walk you through this. So you've got lead leads that come in, you've got nurture, you've got sales, you've got, you know, activation, and then you've got retention and ascension, right? This is what you have. This is a customer journey, right? Now if you have a team, because if we're talking about delivery, you've got applications very different. You've got application nurture. We use a different word here called interviewing. It's a sale. Activation is going to be the onboarding, right? You could also technically call this onboarding for a customer. You onboard your employee and then what are you going to do with an employee? You're going to retain them and then if they're good, you're going to ascend them into higher levels of business. And so the point here is that you obviously have a process here. You just need to build a parallel process here. That's it. All right?