Clarity: The Greatest Gift You Can Give

Clarity: The Greatest Gift You Can Give

In this series, I’ve been telling you how to get clarity in your business.

Now let’s talk about how to give clarity: to your staff, to your clients and to your audience.

All the people around you want you to be reliable: to do things the same way every time. They want you to be predictable: to apply yourself fairly to everyone. And they want you to be clear: to help them gain direction in their lives through your expertise.

Here’s how to do it.


Clarity With Your Clients


You need to provide the same excellent value to everyone.

That means your operations must be excellent always—for everyone.

That means your prices should be the same for everyone at each service level. No discounts, no special deals, no trades, no “I’ll tickle you there if you kiss me here” deals.

That means clear and even application of your policies, rules and standards.

If your policy says “two weeks’ notice for cancellations,” you have to uphold that rule every time. Otherwise you have no rule.

If your policy says “class starts at 7 a.m.,” you have to start at 7 a.m. Not 7:02. Because if you don’t start at 7 a.m. every time, you don’t start at 7 a.m. ever.

If your standard is “squat below parallel,” you have to squat below parallel every time for the rep to count. Every time. If one rep is a maybe, then every rep is a maybe.

If a client is negatively affecting the experience of another client, he or she has to go. If you don’t have clear values, you don’t have values.


Clarity With Your Audience


Are you a coach or are you a “functional movement specialist”?

Everyone knows what the first thing is. No one knows what the last thing is.

Maybe you’re trying to say “I’m different from other fitness coaches!” And maybe other fitness coaches can tell the difference between a Core Vibration Expert and an Animal Utilitarian Movement Expert (Level III Certified). But other fitness coaches are not your audience.

Your audience needs to know “that girl can help me lose weight.”

Your audience doesn’t need to figure out what your logo means, what your name means, what your certification means, what your philosophy means, what your religion means.

When they look at you, do they see themselves?

What they see (or hear) is your brand.

Clearer brands are better.


Clarity With Your Staff


First and foremost, you have to get everything out of your head and onto paper.

No one can read your mind.

No one sees things the way you do.

There’s no such thing as “common sense.”

If you’ve been unclear with your staff, you have some detangling to do.

You’ll have to edit the things you’ve told them before—or maybe stuff they’ve tried to figure out on their own—and put them on the right path. That should come as a relief to everyone. But change is tough: If you need to radically edit what they’re doing, you’re going to have a tougher conversation. This is my weakness, but I’m training hard to make it my strength. Here’s what I’ve learned:

I hate confrontation.

I build things up to be too big in my mind. I’m a “people pleaser,” and I want everyone to like me. And I know that arguments usually distract me from doing the real work; I can’t resist them when they happen, so I try to avoid them.

But as I grew from Founder to Farmer to Tinker, hard conversations became more important. And they just got harder.

As a Founder in the gym business, firing a client was very hard. There were hundreds of dollars at stake, which was big money back then. But, more important, I worried about the client’s reaction: How would she feel? How would she react? What would she say in my gym? What would she tell people on Facebook?

In the Farmer Phase, I had to start managing staff. That meant evaluations and correcting their actions—and even firing a couple of people. Those conversations were harder by an order of magnitude: The decisions affected the staff people and their families, and sometimes my clients, too.

And in Tinker Phase, every conversation set the precedent for the company, hundreds of clients and dozens of staff. Most decisions were held with tens of thousands of dollars in the balance; some literally had hundreds of thousands of dollars sitting in the balance. And some were more important than any amount of money.

One of my mentors, Marcy, was chosen precisely to help me with leadership. And leadership means having hard conversations. On our first call, Marcy told me:

“Chris, sometimes you’re being tactful. But sometimes you’re just hiding.”

And it’s true. Sometimes I do avoid tough conversations and tell myself to “cool off for a bit” or “phrase this politely.” Both are wise—but not when they’re avoidance techniques.

Thanks to years of experience, dozens of hard conversations and Marcy, I’ve learned a lot about hard conversations. Here are some things to keep in mind for context before you start:

1. Anticipation is always worse than the event.

2. Every tough conversation you have is just practice for a tough conversation in the future, when the stakes will be higher.

3. People aren’t really paying much attention to you. You might be staying up all night worrying about The Big Talk, but they probably aren’t.

4. The greatest gift you can give the other person is clarity. Respect him or her enough to say what you mean.

Here are my action steps:

1. Hold the conversation at the highest possible level of the communication hierarchy. Face to face is best. If that’s not possible because of geography, use a video call. If that’s not possible, call on the phone. Email is poor for having hard conversations because it’s very hard to read intent into the written word. And text isn’t an option at all.

2. Be sure but act quickly. Get the facts. But be aware of procrastination strategies like “I need more information” or opinion gathering. This isn’t a democracy.

3. Avoid emotional language. “I feel like … ” and “I think you should … ” completely dampen your message. They say, “I’m unsure.”

4. If you’re talking to a staff member, client or friend you’d like to keep around, work through this next step. If you’re going to end your relationship, skip to No.5.

Let the person release emotion first. Picture the person’s anger, frustration or sadness as a big black balloon that’s floating between your faces. You can’t really see each other while that balloon is there, so let the air out of it—slowly. Get right to the heart of the concern by asking a pointed question: “So you’re worried about this rate increase?” Then let him or her vent all the emotions.

When the balloon is a little deflated, poke it again. You want it completely empty. “You’re concerned you won’t be able to afford the gym anymore?” You might have to poke it a third time. Only when the emotional content of the speech is gone can you begin working on a solution. This was outlined in Chris Voss’s excellent book “Never Split the Difference.”

5. Then lay out your case clearly. “More words don’t make people feel better,” Seth Godin wrote in “This Is Marketing.” If you’re breaking up with the person, start the conversation with, “We’re breaking up.”

If you’re removing the person as a client, say, “I’m so sorry this isn’t working out. We do our best to please every client, but we’re just not a good fit.”

If you’re firing the person from your staff, say so. Don’t do him or her the disservice of hiding behind stock language like “we’re going another direction.” Say: “I can’t have you coaching anymore because you haven’t corrected X and Y.”

6. Give the person a cool-down period. “I’d like you to take a day or two before you respond. Think about what we’ve said. Then, if you want to talk some more, we can set up a phone call. In the meantime, I promise to be discrete about this conversation and trust you’ll do the same.”

There’s a lot more to it, and nothing beats practice. You’ll get better as you go. Luckily, you can practice on your loved ones or your staff (we made a deck of cards called the Two-Brain Scenario Deck for this precise purpose).

You’ll feel funny asking others to role-play with you, but it’s worth practicing, and practicing on neutral parties will save you painful and expensive practice in real life.


Other Media in This Series

How to Get Clarity
Building Filters in Your Business
Filter, Don’t Find
Clarity: The Two-Brain Roadmap and Mentorship

Clarity: The Two-Brain Roadmap and Mentorship

Clarity: The Two-Brain Roadmap and Mentorship

Chris (00:02):

I’m Chris Cooper and this week I’ve been talking about getting clarity in your business. Because it doesn’t matter who reads the most books. That’s not the contest. The contest is who can build a sustainable gym that pays you really well, and the winner is the owner who can focus, who can take one step at a time toward the finish line and who can do that every single day. Now I know you can run really fast. I know you can carry a big load. I know you can travel a long distance. That’s not the problem. The problem is that maybe you’re not going in the right direction or in any direction. You’re going in every direction really fast, all in, full power, and you’re not moving forward. Today I’m going to tell you how to get focus, how to follow a path without distraction and move fast in the right direction. Welcome to Two-Brain Radio. I’m your host Chris Cooper here every week with the best of the fitness industry. Got a sec? We would love to hear from you. I write emails to my mailing list every day and it’s a highlight when somebody takes the time to respond. If you’ve got feedback on my show or a guest you’d like to hear on Two-Brain Radio, email and don’t forget to subscribe to Two-Brain Radio wherever you get your podcasts. You need two things: a compass and a map. Well, really a third thing, but I’ll get to that. Your compass is your personal mission and vision. It’s really important to write these down because you won’t be the only person on the journey. You need other people to know which direction you’re headed, because eventually they’re going to take the wheel. You might even be on a solo journey right now in your entrepreneurial journey, but if you own a business, you’ll eventually have some passengers and you can let them do the driving sometimes if you give them a compass. If they know where North is, your staff can head North with you, but if you want to go someplace specific, you need more.

Chris (02:03):

You need a map. And if you want to go fast, you need a guide. Until now, there’s never been a map for business. There have been descriptions about journeys. There have been lots of books about how to use a compass. Many explorers have described the monsters they’ve encountered. Some have even described parts of their route, but no one has ever built a map, until now. It took the eye of fitness coaches to map the entrepreneur’s journey to success. Here’s how we did it. So first we defined success using the freedom of income and time, more money than you need, and all the time in the world, total freedom. We call that wealth. Then we worked backwards from wealth to determine the steps the best gyms in the world have taken to get there. We used our massive dataset. No one else in the world has this, and the hands-on experience gained from thousands upon thousands of one-on-one calls with gym owners.


Chris (03:02):

So every gym owner in Two-Brain now gets the Two-Brain roadmap. You can see a picture of it above. Here’s the idea: Imagine in your mind a great big white wall. Divide that wall up into a big grid. The rows in that grid each represent one area of your business. There are 40 of them. The columns in that grid represent one milestone in each area. There are 13 milestones on each row. You can see an example of that grid if you click on the link to view the blog post that accompanies this podcast. But here’s an example. If you consider digital marketing as one area of your business or one row on that big grid that makes up the roadmap, then we’ve established 13 milestones along the path to digital marketing excellence. The first milestone: practice doing No-Sweat Intros 50 times because you have to get good at a No-Sweat Intro before you start inviting more people to a No-Sweat Intro.

Chris (04:01):

The second milestone: Test your ad funnel with our process, and we’ll teach you exactly how to build an ad funnel, what to look for to make sure that it’s working before you start dumping money into it. The third milestone is to complete our Facebook marketing incubator and calculate your target acquisition costs and target lead cost. So to finish this third milestone, you go through our Facebook marketing course that tells you how to build ads and how to build audiences and how to attract an audience and how to retarget and everything that you need. The fourth milestone is just to launch your first ad, because knowledge without action is useless. The fifth milestone is to maintain a close rate of 60% for two consecutive months. That means that 60% of the people coming into your doors from your digital marketing spend sign up for your program.

Chris (04:52):

Now, if you’re just used to organic marketing, friends of friends, strangers who you meet on the street coming in and doing a No-Sweat Intro, a 60% sign-up rate sounds pretty low. But in digital marketing, that’s actually a pretty high sign-up rate. And in the beginning when you’re mostly working off an audience of of warm clients, 60% is doable. Now in a different role on the roadmap where we’re talking about organic marketing and affinity marketing. 60% isn’t high enough, but in the digital marketing row it is. The sixth milestone in that row is to track your ROAS, which is return on ad spend for two months because we want you to always be aware of what you’re spending to get a client in comparison to what that client is spending in front-end revenue. The important thing to know here isn’t what the specifics are.

Chris (05:43):

Maybe you’re grabbing a pen and that’s OK. You can rewind. The important thing to know is that each step on the map builds on the step before. As you level up from milestone a milestone, you get closer to wealth. You also move through three or four big giant phases on the map. The founder phase, the farmer phase, the tinker phase and the thief phase. You need different mentorship at each stage, but I wrote a whole book about that so I won’t dig into it here. There are literally over 40 areas of your business that you have to master. It’s a lot, no surprise, but the key is to have a guide. Your mentor is your guide and your mentor helps you identify your greatest burning fires and your greatest opportunities. Then they make sure that you have step by step instructions to move forward and they hold you accountable for doing the work.

Chris (06:34):

Then you work on the next opportunities and steps when you’re done. It took me almost well over 10 years to take my gym from a level one to a level 10 in most of these cases. But we’re now seeing gyms travel through the entire roadmap and around 2.5 years. That means they’re getting from start-up to owner wealth in two and a half years. A lot of us never got there and a lot of us took well over a decade and a lot of us still aren’t there. But these new guys, it means their gyms are growing four times faster than mine ever did. And it’s not because of the new secrets of Facebook marketing. It’s because of clarity. They don’t have distraction. They’re moving forward in a straight line. So all this talk is about a tool that we use in Two-Brain, but if you’re not in Two-Brain, how do you know what to do next?

Chris (07:22):

Here’s my advice on filtering ideas and getting some sense of direction. If you’re out there in the wild all alone, we’re going to talk about ideas, tactics, seminars, mentorship books. You know, how to get focus no matter what you’re doing. So I said that a mentor helps you build a plan and stick to it. Entrepreneurship is cool now. Guys like Gary Vaynerchuk and Elon Musk make the dream accessible to the common person. That means there’s more information, more help, more ideas than ever before. Every single day an entrepreneur can choose between a thousand new podcast episodes, including this one. Thank you. 2000 blog posts or hundreds of new videos on YouTube. Access to information is no longer the problem. Everyone has enough good ideas. The new problem is overwhelm. We fail to take action because we’re paralyzed by having too many opportunities. We don’t see how each idea or tactic or habit fits into a larger plan.

Chris (08:22):

So we take a shotgun approach to improving our business and we don’t have filters for the sources of our information. So we trust that everything on the internet is true even when we know it’s not. Because we want to believe. A mentor’s role is to help you sort ideas—your own ideas or the great ones that you find elsewhere—and build them into your plan. Then a mentor’s role is to help you stick to your plan or shift it to match your strengths if it’s not working. if you’re trying to build a plan without a mentor, this might help. Below is a hierarchy of business knowledge. So if you imagine a big triangle, these things are at the bottom. These are the lowest value use of your time and attention.

A colourful diagram showing how a mentor filters ideas from a number of sources.

Chris (09:09):

This might surprise you. First is motivational memes on the internet. You know, like, I need to tie my hair in a ponytail and you know, just get at it, be the boss, need to put on my big-girl panties and just go. You know, there’s also rants, and sometimes there’s like vision posts, right? These have low value, they have very high potential of overwhelm. But a lot of entrepreneurs just eat them up like they’re not a waste of time. We all love motivational memes about business, but unless they clearly say, do this one thing right now, they’re useless. And even if they do say, take this specific action, you should invest your time in something more valuable if there isn’t a clear path to increased revenue from like a Facebook rant or a Facebook post or a meme, you know, and while I’m on this topic, like a lot of entrepreneurs post rants on Twitter or Facebook or wherever else, don’t read them, they’re just texturbation.

Chris (10:08):

The next layer is you’re moving up the hierarchy of knowledge and tactics and strategies, ideas, tips, tactics, and podcast episodes. This layer has value, but it also carries a huge potential for overwhelm. I mean at Two-Brain alone, we publish every single day. Every single blog post, podcast episode and video carries an actionable idea. Every idea has been tested and proven to work with mounds of data, but nobody can implement them all. A mentor’s job is to help you identify where you’re strong and keep you focused on those tactics. A mentor who simply throws ideas at you isn’t helping and they’re probably slowing you down. The next layer of value moving up the pyramid, this is the next layer of value for your time and attention is peer support. So online groups, masterminds, chambers of commerce and business mixers all have value. The best groups are curated for quality people and moderated for quality discussion, but it’s almost impossible to tell the difference between opinion and advice and it’s definitely impossible to spot outright lies.

Chris (11:14):

Nobody posts pictures of their burned dinner on Facebook and nobody shares business failings either. We actually tell our Incubator clients to take a short Facebook fast and only invite them to our private Facebook group and growth phase where peer support becomes more important. Any entrepreneurs group online or in person is only as good as its filters. If you want to have a laugh sometime, go in a gym owners Facebook group and look at the posts from some of the people who you know, put themselves out as experts, then go on LinkedIn and look at that person’s profile. I’m not saying this happens all the time, but often you’ll see somebody posing as an expert on the gym business on Facebook and seeking a job on LinkedIn or saying, I’m trying to sell my gym. It’s funny. But more valuable than pure support is actual education.

Chris (12:02):

So presumably lectures and books and seminars are created by people who have actually been successful and are willing to share their tactics. So this next layer up the pyramid is more valuable than pure support because of the higher-level filters. There are editors and publishers and stages like TED talks. So presumably someone who knows something is filtering out the bad ideas and the noise. It’s not just a catch-all anymore. But many good business books would make a great blog post because there’s not much good information past the first chapter and the filters to publish a book are lower than ever. Trust me on that. My advice is to read or watch until the expert becomes repetitive and then move on. Even in a one-way educational monologue like a book or a podcast episode, you still have the choice to close the book or leave the auditorium.

Chris (12:49):

You can even hit stop on this podcast right now. The next layer of the pyramid is a two-way education, a dialogue. These are courses, seminars and workshops in which the host help the attendees apply the content to their specific challenges. Now, I no longer run two-day seminars where I get up and lecture, because they don’t help. When Two-Brain started just over four years ago, I was traveling around a lot and doing these seminars. The problem was that people were replacing the value of the seminar in their brain with like a cheaper version of mentorship and they’re not even in the same ballpark. So now we run action-based summits where a speaker introduces a topic and then attendees apply it to their business on the spot. And we only do that once a year. If you’re attending a summit or a seminar, one of the best tactics I learned last year was to leave a seminar as soon as you learn one good thing and then spend the rest of the weekend in your hotel room working on that thing.

Chris (13:48):

So you know, book the hotel room for three nights and then go to the seminar. Take one piece of paper. When you hear one good actionable idea, write it on the piece of paper. Go to your hotel room and take action on it right away. That’s far more valuable than amassing ideas and taking action on none, but very few people do it. Now I’m sharing this process knowing that it might sound like I’m saying you need to get a mentor, and I am. Every successful person in business, in sport, in anything has a professional coach. You need someone to break down your journey, starting from your goal and working backward, who has an objective eye and they’re not looking at things through the lens of your history. Fitness coaches are really good at this process, but business owners sometimes forget how to do it and the overwhelming number of business books, ideas, podcasts, and videos makes the path to wealth unclear.

Chris (14:40):

If you’re a fitness coach, you’re good at filtering out pseudoscience and crazy workout ideas and giving your clients are really clear path. I’m a business mentor, and I’m good at filtering out bad and overwhelm to give my clients a clear path. It’s taken us years and tens of thousands of one-on-one phone calls with entrepreneurs to do it, but we’ve mapped the path to wealth now, real wealth, and that’s the Two-Brain roadmap. We provide mentorship through the entire roadmap. So you remember that I said there are four phases you’re going to have to journey through on your path to wealth. I named those four phases founder phase, farmer phase, tinker phase, and thief phase. Loosely speaking, founder phase is from $0, you know, you’re open but you haven’t made any money yet, to the point where you’re hitting break even. Your business pays for itself. Farmer phase is from break even to functional retirement.

Chris (15:34):

Functional retirement means you might still want to go to work every day, but you don’t have to. You make more than enough money and you are completely replaced in primary service delivery roles at your gym if you want to. It’s basically the point where you can go to the beach or you can go to work and you’re the one who can decide. More and more gyms are hitting this point and they’re getting there faster and faster than ever if they stay focused. The tinker phase, the third phase, is from functional retirement to financial independence. So basically this is where your money starts working for you and your money has babies and it’s creating more wealth without you doing more work, you stop trading money for time or time for money. The fourth phase is thief phase which is financial independence to legacy, and that just means that your wealth creates opportunities for other people after you’re gone, you’ve built a legacy. I wrote “Founder, Farmer, Tinker, Thief” to share those steps with everyone and break down a lot of the process, but the roadmap is a lot more granular. So now all these things together form a plan. To make an effective plan, you need some distance from your current situation. You need an objective, dispassionate eye. That’s where a mentor comes in. A mentor is there to identify what you really need and help you identify the best tactics to provide the best support and to supply the right amount of accountability. For example, many new Two-Brain clients say, I need more clients. Then they’ll cite an Instagram tactic they saw in a Facebook group somewhere, but then they’ll say, I don’t have time to do that. So the mentor guides them through the work that will get them more time first, and that’s part of the incubator.

Chris (17:13):

Then the mentor says, let’s determine how we’re going to spend your time. That’s part of building an annual plan which comes at the start of our growth phase of mentorship. If the Instagram tactic will actually generate more clients and we’ve tested it and there’s data saying that it will, then the mentor builds it into the plan. From there, the mentor’s role is to help the entrepreneur fill their time with the best plan for him or her at that moment. They use the roadmap to identify those opportunities and the gym owner moves ahead really fast. Do you see? You could try to do all the things or you could invest your time and budget wisely, doing the right things at the right time to the exclusion of all the noise and overwhelm and wrong ideas. You can spend 2020 the same way you spent 2019, making guesses, trying to do everything and feeling overwhelmed or you can get a mentor.

Chris (18:06):

This is what I realized in 2008 when I found my first mentor, and it’s why I have a mentor today. As you become more successful, the choices just get bigger. The ideas just get better and there’s more opportunities to get pulled off track. So now my tactic is always to ask myself, who has solved this problem before me? And then contact that person, pay them whatever it costs to learn from them and jump ahead instead of trying to ram my way through taking three years in $1 million to do it and risking my health. Good mentors are teachers, coaches, therapists, and trusted confidantes. Great mentors know how to fill all those roles, but the best mentors know which hat to wear and when to move you toward wealth. And the best mentors have a map to follow. Everyone on our mentoring team has been trained to be teachers, coaches, therapists, and trusted advisors.

Chris (18:59):

They all have different personalities because there’s no one size fits all when it comes to mentorship. We’re not a call center or a helpline or a group of consultants. We’re smart, caring and experienced professionals who have been where you are now and mapped the path to wealth for you. I hope it helps, because the biggest thing that stops entrepreneurs is not fear. It’s not that they lack great ideas, it’s that they don’t know where to turn for tested ideas that have been proven by data, and they don’t know which ones to do first. That’s been my mission for the last 18 months, to create a roadmap like this that spells out step by step what you have to do to become successful. And to do that, we had to start by defining what success is and then working backward. But we’ve finally done it and members of Two-Brain are raving about it. So thank you the Two-Brain family for being so excited about the roadmap. Congratulations to all of you who have earned badges and prizes and secret unlocks and all the cool stuff along the way to the gym owner out there who’s listening and they’re not sure if they want or can afford or need mentorship. I strongly encourage you to find somebody outside your business who will take an objective eye, who will charge you money so that you’ll be held accountable for it and who will actually guide you toward wealth because you deserve it.

Chris (20:23):

Thank you for listening to Two-Brain Radio. I’m Chris Cooper and I’m here every Thursday. Every Wednesday, Sean Woodland brings you the best stories from the fitness community. Every Monday, we’ll bring you marketing tips and success stories from our clients. Please subscribe to Two-Brain Radio and share this show with any friends we can help.


Chris Cooper delivers the best of the business world on Two-Brain Radio every Thursday.

On Monday, Two-Brain Radio presents marketing tips and success stories, and Sean Woodland has great stories from the community on Wednesdays.

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Filter, Don’t Find

Filter, Don’t Find

How My Mentors Help Me Focus


If you want to go far, travel in a straight line.

My mentors help me combat overwhelm. They don’t dump ideas on me. Instead, they help me trim my branches and grow higher.

Here are some of the lessons learned from my mentors over the last decade:


1. Denis Turcotte

My first paid mentor, Denis had me focus on the operations side of the business. I thought I needed more marketing; Denis taught me I’d built a system that couldn’t handle the weight of one more client.

Actually, I hadn’t built any systems at all, so I was just piling every new client onto my back and struggling under the load.

Denis had me focus on systems, and under his care I built a real business instead of just working the job I’d bought myself.


2. Mike Warkentin

While working for CrossFit Media, I learned how to “cut.” I learned that good writing requires fewer words, not more. I learned that editing is the hard part—but it’s the important part. I learned that simpler is better.

I took those lessons to business writing and then to business systems.

Mike also taught me that powerful leaders can stay in the background. Over his 10 years at CrossFit, Mike was the foundation of the Media department, propping up writers and videographers with standards and systems. We got the byline, most of the time; he got the real work of editing. But Mike has the incredible skill of correcting people tactfully.


3. Dan Martell

Dan taught me to stay in my lane.

This blog is popular with gym owners because I am one.

As Two-Brain grew from startup to—well, we’re still a really big startup—new ideas and opportunities started popping up everywhere. Every software company wanted us to be a partner, every person on staff had a great new idea, and money seemed to wait around every corner.

Dan’s greatest gift was keeping me focused on one thing at a time and cutting out the distractions to move forward. Dan taught me how to say “no” to good ideas, to say “not yet” to great ideas and to trust my own vision.


4. Marcy Swenson

Marcy taught me how to get the people around me focused.

Marcy had me tie everything—my ideas, my systems and my team—to my vision. That meant some powerful team upgrades. It also meant editing my team.

Marcy brought clarity to my conversations: Instead of saying “good job” all the time, she taught me that honesty was the best gift I could give my staff. It’s hard to give people critical feedback. But those conversations make a huge difference: The best staff will take your candor and use it to grow. The worst staff will feel attacked and leave. Clarity is a wedge between greatness and mediocrity.

At this level, a business needs radical clarity. Marcy mentored me to it.


5. Todd Herman

Todd Herman helped me build a leadership persona.

I have a clear picture of the leader I want to be now, and when I’m faced with a decision, I ask myself “What would Chris do?”

Herman calls this “The Alter Ego Effect,” and although it’s a powerful new idea, the exercise is really not a creation but an edit: You filter through every person in your life, find the aspirational characters and then put them together into one Alter Ego.


6. Brian Strump

Brian, a Certified Two-Brain Mentor, took my call yesterday. I pitched a new idea for the mentors on the Two-Brain team. I thought he’d love it. I thought it was a great idea. I’d already invested time and money researching the idea with our legal team.

Brian said, “Don’t do it.”

He said, “The system we have right now is way too powerful. No one else can build it. No one else wants to.”

So I stopped my plans, saved a few thousand dollars on legal fees, and stopped myself from wasting a year of focus in the wrong direction.


Dial in Your Focus


In every case, the mentor had me focus more.

None of them gave me a big, new idea.

All of them took me back to the basics: Turcotte had me write out the roles in my company; Warkentin made me ask “Is this process or person necessary?”; Martell had me define and hire a COO; Marcy had me edit my conversations with my team; Herman had me edit myself as a leader.

Strump gave me the greatest gift of all: “No.”

Want a really great example? Todd Herman has a program he calls “Start Up.” It’s for people who are thinking about starting a company. I don’t know the cost of the program, but fewer than half the enrollees actually go on to start a business at the end.

That doesn’t mean people complain; in fact, many people say, “Thanks for saving my life!”

Finding out that you don’t really want to do the work of entrepreneurship before it’s too late? That’s worth $500. Or $5 million.

Good writers have ideas. Great writers have editors. Good consultants pontificate. Great mentors cut.

Clarity creates focus. Focus creates results.


Other Media in This Series

How to Get Clarity
Building Filters in Your Business
Clarity: The Two-Brain Roadmap and Mentorship
Clarity: The Greatest Gift You Can Give

Josh Bridges: SEAL, Athlete, Dad and Payer of the Man

Josh Bridges: SEAL, Athlete, Dad and Payer of the Man

Sean (00:00):

Hi everybody. Welcome to another edition of Two-Brain Radio with Sean Woodland. On today’s episode I speak with six-time CrossFit Games athlete Josh Bridges. Over the years I’ve covered dozens of fitness events all around the world and I’ve seen the best of the best work with coaches to find success. Yet many business owners don’t think coaches can help them. If you want to hit a revenue PR, visit to book a free call and find out how a business coach can help you. Josh Bridges has been one of the most popular CrossFit athletes since making his debut at the Games back in 2011. He is also a former Navy SEAL and father of two young sons. We talk about his career in the military, how he found CrossFit, some of his more memorable moments competing on the tennis-stadium floor in Carson, California, and coffee. Thanks for listening everybody. Josh, how you doing man? Thanks so much for joining me.

Josh (01:01):

Thanks Sean. Thanks for having me on, brother. Appreciate it.

Sean (01:03):

Let’s go back in Josh Bridges’ life. What sports did you play growing up?

Josh (01:08):

Oh man. Everything as a kid. But like organized sports. I played baseball and then soccer, pre-high school. High school hit, I started wrestling and then baseball, did a little cross country just to stay in shape for wrestling, played rugby. Yeah, I mean, but then like, you know, like back on the streets as a kid, you know, roller hockey, basketball, football, everything.

Sean (01:41):

I know you have a pretty extensive wrestling background. What do you think it was about wrestling that hooked you?

Josh (01:47):

You know, I don’t know. I just loved it. It was a love-hate relationship. It’s a sport that is easy to not love. But it’s, you know, if you actually have a little bit of success in it and you realize like it’s just the hardest sport there is. And so, I dunno. I mean, I loved pushing myself and I loved like seeing what I was capable of doing and, you know, so wrestling is just a great sport and it builds a lot of character.

Sean (02:21):

What motivated you to join the Navy?

Josh (02:25):

In the Navy, you know what, at that point in my life, I was a loan officer and so I wasn’t really doing anything competitively. So that was, I think, a big motivation for me. I’d always had this little bit of interest as a kid wanting to like, see if I could push myself through, you know, what I thought at the time, like boot camp, oh, the toughest thing, boot camp, you know, any boot camp. And so, now after, you know, going through college sports and then getting out and not being really like, involved in anything competitively, losing that, you know, like thing that I loved the most was competing. So, you know, a buddy told me about being a Navy SEAL and what it was. I started doing some research and I was like, Oh, this sounds like cool. And it sounds like something pretty fun and something cool that I could, you know, go and try to push myself to do. And so I gave myself a year to train for it and then went in.

Sean (03:24):

What was that experience like going through BUD/S?

Josh (03:29):

Amazing. Awesome. Really fun. You know, BUD/S was, you know, it was a kick in the nuts and it was tough and it was hard, but loved every second of it. You know, enjoyed the process of it and then enjoyed once I, you know, getting through it, you know, and then realizing that Hey, OK, like the confidence you get from it, you know, being like, this is the hardest military training there is out there. And I just went through it. So, it was a lot of fun, though. I mean, you get to shoot guns, you get to run and we get to exercise. It’s tough. It’s hard, but it’s also really cool.

Sean (04:07):

How did going through wrestling prepare you at all for that experience?

Josh (04:14):

Yeah, a lot of people actually ask me, you know, about like that, like, Oh, did you get, you know, your toughness from the military or whatever. And you know, for me, I always go back to wrestling. Wrestling is where I felt like, built my mental toughness from. Wrestling is the most demanding physically and mentally sport there is out there. You can’t have a bad day; if you do have a bad day, you get your ass kicked. So it’s not like a team sport where you can hide in the, you know, in the outfield or you can hide in, you know, and just not be involved in the play where you’re always involved in wrestling. You’re always the person. It’s only you. You have no one to rely on but yourself. And you know, like wrestling is the sport where I feel the most like you can outwork your opponent, right? You might not be the most talented, but if you outwork them, there’s a possibility you can beat these guys. So, yeah, I felt like that really helped lead into to the Navy where, you know, I wanted to be the best for my teammates and you know, never wanted to let them down.

Sean (05:18):

How did that lead you to CrossFit?

Josh (05:22):

So I started CrossFit in 2005, really early January, 2005, and it was from the same guy who actually told me about the Navy and Navy SEALs. You know, interesting story. I told the story a few times, but his name was Mike and he was like, Hey, I’m going to go be a Navy SEAL. And this is how some of those guys train. It’s called CrossFit. And at the time, you know, I was really not doing anything physically. After college wrestling, I kinda like let myself go. I was like, I’m gonna take some time off and get fat and drink beer, you know, eat pizza rolls every night. So, at that point it was like, OK, let me check this out. And like immediately fell in love with it. I was like, wow, this is really fun.

Josh (06:10):

Like, it’s intense, hard workouts, just like wrestling, you can push yourself, it can actually be competitive. Which was weird, like how quickly you realize how it was competitive before it was even a sport. And so, yeah, like that was—so January, 2005, Mike was like, Hey, let’s give it a shot if you want to work out with me. Great. And I was like, OK. And I did. And fell in love with it and used it to train to put myself, you know, get prepare myself for BUD/S.

Sean (06:42):

When did you realize that you wanted to be a competitor in CrossFit?

Josh (06:47):

Pretty early. You know, actually, so I enlisted in January—in March, I’m sorry, March of 2007. And so they had already sent out like the flyer or whatever for the 2007 Games. And I was like, Oh man, they’re actually turning this into a sport that’s really cool.

Josh (07:08):

Or they’re doing a competition. And I used to post my times and scores on the main website and you know, there was like a few people that you would look and see their times to see like how comparable you were with them. And one was like James Fitzgerald, the guy who, you know, won the first CrossFit Games. And so we used to email back and forth and stuff actually, after like, you know, looking at each other’s scores and knowing we were looking at each other’s scores, it was like, oh, we started emailing and talking and you know, and he’s like, yeah, you see that they put out the flyer that they’re going to do the CrossFit Games or a competition out in California. And I was like, Oh, that’d be really fun. Needless to say, I couldn’t go to that one.

Josh (07:53):

And I enlisted in the Navy. My first few years, obviously there was no chance of me being able to compete, you know, going through BUD/S and getting into my first platoon. And, you know, as a new guy in a platoon, you’re doing all the extra work so you’re working even longer than everyone else. And so in 2011 I remember looking at the dates of everything, of the Open, the Regional and the Games. And I realized that my schedule really wasn’t—it wasn’t that bad cause I was actually at home at that point. I wasn’t on a deployment and it was a workup, but our workup schedule just allowed me to compete in 2011. And so I always wanted to compete throughout the years. I just couldn’t. And I had a different goal in mind. And so I was, you know, doing that and then asked my chief and I was like, Hey, I think I want to go try and do this CrossFit Games, you know, they put up this huge prize purse now and it’d be kind of cool if I could do it.

Josh (08:52):

He’s like, well, what’s your Fran time? He knew very little about CrossFit, but he, you know, he knew enough to ask that question and then I was like, Oh, 2:02, and he’s like, OK, you can give it a shot. So that was how I began competing.

Sean (09:11):

what were your expectations when you showed up to the Games in 2011?

Josh (09:15):

I wanted to win. I wanted to win everything. I remember my goal was to win every workout and win the CrossFit Games and, you know. I remember people always ask me like, what’s your goal? I’m like, to win everything, you know, like I set my standards really high. I thought I could do it. You know, I should have won the Open, Dan robbed me. Got 13 times and I put my score on a little too early, you know, won the Regional and I was like feeling really confident and happy and excited for the Games and when the Games showed up, I mean for me, like I don’t even remember having nerves that year. Like I was just like excited to be there, excited to do the competition and excited to be on the floor with a lot of these people that I’d watched their videos and seeing how well they’d done in the previous years past. And for me, I was just like, I know I can beat these guys. I knew I could. And so, obviously Rich, you know, had something else to say about that, but yeah, so it was fun. But my goal was to win it.

Sean (10:15):

You finished second, which was impressive. How did that result motivate you moving forward?

Josh (10:23):

It was a big motivator for me. I remember being like angry, you know, when I got second. I was sitting in the back with I think Rich and Ben and you know, being like, your medal looks so much better than mine does. And I remember like feeling really good and I continued to train and I knew I wasn’t going to be able to be at the 2012 CrossFit Games due to I was going on deployment later that year, in 11, I think I left actually in 11 before and so it was supposed to be like a longer deployment. I think it was supposed to be a nine-month deployment that time. So I knew I was not going to be able to compete in the 2012 Games, but I was still continuing to train and like everything was doing great. Numbers were going up and I felt better and you know, then I dislocated my knee in April, so that put a hold on everything.

Sean (11:19):

What was it like having to watch that competition from the sidelines knowing that you were probably the best version of yourself at that point?

Josh (11:27):

Yeah. You know, that was interesting. Well at that point when the Games had come around, I had already injured myself. So it wasn’t really that big of a deal. For me it was just like I actually got to go, I got to come down. Cause I was home obviously at that point. So I injured myself on deployment, came home, flew home, got my surgery and actually when the Games was happening, my second son was being born. And so, I want to say the day that they did the Camp Pendleton triathlon, I was in the hospital watching it online while my kid was, you know, like being born. So that was really cool. And then we had a bunch of family in town and so I got to come, I drove up to LA for a day, just for one day, but you know, got to actually see a little bit of the 2012 Games and then came home.

Josh (12:20):

So, yeah, you know, it was tough. Obviously I wanted to be out there and knowing that you know, if this injury hadn’t happened, you know, who knows what would’ve happened. But, you know, either way it is what it is. And the fact that I came back in less than a year after that, or a little over a year and took seventh in the 13 Games was super—for me, it’s one of the things that I look back on, like damn, I can’t believe I actually did that. Like, it’s a tough thing to do. And that was probably one of the things I’m more proud of.

Sean (12:52):

You had to compete in that Southern California Regional and the California Regional at one of the—it was one of the marquee Regionals in Southern California. What stands out to you about the years that you spent competing in Del Mar against that field?

Josh (13:07):

It was just really fun, you know, and I felt like every year, new guys were coming or it was getting tougher because they kept expanding our region. It was like, Oh, this region isn’t like, I dunno. It’s not tough enough. So we gotta keep making it bigger and bigger and bring more guys in. I want to say the final season, the final Regional season when it was the West, you had all of California, all of the Northwest and then half of Canada and you’re like, this is half a continent. This is insane. And so there were, I want to say it was 16 individual CrossFit Games competitors at that Regional and knowing that only five were getting to go to the CrossFit Games. It’s like, wow, 11 prior CrossFit Games individuals will not be going to the Games this year.

Josh (14:04):

So it was crazy. It was cool. Yeah. I always loved it. I loved the competition. I loved, like Del Mar is just like hands down, you know, besides the actual home Depot Center or whatever—SubHub, you know, besides that is like by far my favorite venue. I mean, it’s an amazing venue. It’s, you know, open, it’s kind of outside, kind of inside. The crowds are so big and so loud and so it was, yeah, it’s a great place to compete.

Sean (14:41):

Dan Bailey once told me that he thought that Regionals were more pressure-packed than the Games. Would you agree with that?

Josh (14:50):

I would agree with it in the sense that it was a qualifier. And so you had—and you knew there was only six events and the fact that if you made one big mistake there was probably a good shot you weren’t going to the Games. So yeah, in that aspect, yes. Personally for me, you know, like whenever I went to the CrossFit Games, I wanted to win it. And so the pressure was there anyways. You know, going through Regionals was always tough and exactly like, you know, I had the year, you know, a year where I stumbled and I didn’t qualify, 15, where you know, I didn’t deserve to be, I wasn’t fit as I should have been. So, but yeah, you know, in a way, definitely more pressure. But for me, I put so much pressure on myself anyways at the CrossFit Games it was pretty similar, you know. And so for me, the Regionals was just a stepping stone to get there, to my ultimate goal.

Sean (15:41):

We’ll let Josh Bridges take a quick break while I tell you about 500-pound deadlifts. To get a big deadlift, you need to follow all the steps in order. It’s a journey. You can’t just step up to a heavy bar every day and pull. Same deal with business. So Chris Cooper has mapped out the exact steps a gym owner must take to level up and eventually reach wealth. All these steps are based on research and data. There’s no guesswork anymore. A Two-Brain mentor can help you analyze your business, figure out where you’re at, then tell you the exact things you need to do to grow. It’s all in the new Two-Brain roadmap available to clients. To find out if working with a mentor is right for you, book a free call at Now, more with Josh Bridges.

Sean (16:30):

You mentioned you make it back to the Games in 2013 after missing in 2012, finish seventh, you win three events including two in the tennis stadium. What was it about that setting that brought the best out in you?

Josh (16:44):

Yeah. I don’t know. I just loved it. I mean, it was amazing. It was at night, the under the lights. You know, hopefully I was in the final heat. You know, there was a couple of times where I wasn’t, but it didn’t even matter. You know, and I think that those, I don’t know if it was so much like where it was at or if it was the workouts that Dave program for those evenings that just really suited me or I just really enjoyed it, it was typically more organic CrossFit and more like grassroots CrossFit. And so I love those, you know, style of workouts and it was just so loud and so packed and you’re like, it was a bowl, right? And you’re like, all the eyes are on you. And it felt a lot like a wrestling match where like, it’s you against these, you know, other athletes, these Goliaths, and you know, I just wanted to prove everyone wrong that, you know, you don’t have to be this big huge guy to be fit. So, it was fun. It was like, I wish, you know, I hope one year it goes back and some these other athletes, these younger athletes get to get to feel that, you know, because it’s nothing—like Madison’s awesome in its own way, but it’s nothing like, you know, that setting.

Sean (17:58):

Yeah. That tennis stadium is something special. After your performance in 2013, how are you feeling about your chances of getting to the podium in the coming years?

Josh (18:09):

Yeah, I felt good, you know, 13, I was happy with where—you know, I wasn’t—obviously at the end of the day I was, I wasn’t happy with seventh, but looking back on it, I was. I knew that if I trained the right way, if I put in the work, I could get back to the podium. And then 14, you know, I mean going into Sunday I was only, I want to say 17 points behind first place, behind Rich. And so, and Mat was like nine points ahead—nine points back. So sitting in third, going into Sunday, I felt really good. I was like, I could win this, you know, like this is, you know, I’m in the podium position. That’s great. But obviously the ultimate goal was to win. So yeah, I felt good about it.

Josh (18:50):

Ended up losing it on the last day, didn’t have a great Sunday. Some events came up that I should have done well at that I struggled at because I didn’t put the right work in like, GHDs. Oh yeah. I didn’t really do a lot of those. And then Sunday morning it’s like, we’re going to do a lot of GHDs and then lunge, and then, yeah, the overhead squat event at the end. And the double Grace just didn’t go the way I wanted them to go. And so, you know, fell back to fourth, in 2014, but, you know, it is what it is. And that was a learning lesson for me. And, I felt like my fitness was there. I knew that I was, you know, I could taste it. I knew that it was reachable again. So that was a good feeling,

Sean (19:34):

You had, I think to me what was one of your most memorable performances in push pull that year. It’s still one of my favorite events of all time. What do you remember about what transpired on the tennis stadium or that night in that event?

Josh (19:48):

Yeah, that event was awesome. It was, I mean, people always ask me, what was one of your favorite events? And obviously that’s one of the first ones that always comes up because it was such a battle and was such a fight. You know, I remember going into that workout being like, man, that was like a lot of weight on those sleds. Like I have no idea how that’s going to go. And we didn’t get to touch it. We didn’t get to feel what it was gonna feel like. So I just remember like being down there and being like, OK, let’s just go. You know, I knew I was going to do well at the handstand push-ups. And I didn’t know how the other guys would hold up with it. So, I loved that the fact that it was strict handstand push-ups, there was no kipping yet, which was amazing.

Josh (20:28):

And so, yeah, it was great. I mean, and then I just remember on that last pull just kind of like, I didn’t come out hot. I just kinda, I wasn’t in the lead for a while. I want to say Ben was in the lead for a little bit and then maybe even Rich. And so I just remember coming off that final handstand push-up quite a bit ahead of everyone and I’m just watching and pulling and I see Rich come down. I’m like, OK, here we go. I know he’s gonna pull the sled a little bit quicker than I am. So I’m literally, I wasn’t even looking at where my sled was at I was looking and watching Rich’s the whole time and just being like, why is his moving? I just kept pulling and pulling, and I wasn’t going to let it go because of some heavy weight. So it was that—the feeling that went through my body after that, like nothing about that celebration was orchestrated. It was just like this pure rush of like adrenaline that like hit me cause I was so fired up. So, yeah, that was such a great moment.

Sean (21:35):

Yeah. It’s still one of my all-time favorite moments in the tennis stadium. You go from taking fourth and then you mentioned failing to qualify in 2015. What was going through your head at the California Regional when you realized, all right, I just took sixth and I’m not going?

Josh (21:49):

Yeah, it was, you know, it was a humbling experience. It was something I needed at the time. Looking back, I kind of I started to rely on like, oh my past accomplishments and not realizing like, Oh, I still need to put the work in. And that was the first year, 15 was the first year where they put the super Regional and, hey, go, go, go lay down, go lay down. Ah, sorry. My dog just wants to be petted. Yeah, I just need pets, man. Go, go, lay down. Go. And so I started to rely on my past accomplishments and really wasn’t putting in the work that I knew I needed to put in. And, I just remember reading an article about someone saying, you know, it was a professional, I think, I want to say it was Jeremy Shockey and I’ve read this quote where he said, you know, “I remember after losing a football game, I went home and ate dirt because I wanted to remember that taste in my mouth.”

Josh (22:49):

And, you know, I kind of had that same feeling. I was like, yeah, all right. I never want to feel like this, like I’m feeling again right now. And someone had a video, I want to say it might’ve been Sevan, of like the moment I actually like looked up at the screen and realized I was in sixth place, and I snapshotted it and I kept it in my phone and I like looked at that picture a lot so I could see like, Hey, remember that feeling right there. And so I don’t think I’ve ever trained as hard as I have—the volume, the work that I put in from 15 to 16. And so yeah, it was, you know, 16 was a fun year. Getting back to the CrossFit Games and going through that season, the Open and the Regional and you know, getting to the Games, I kind of fell short of what I really thought I was capable of doing. I don’t know what happened. But yeah,15 was a good eye-opening experience and it was a great, you know, like for me it was a great motivator.

Sean (23:44):

Yeah. You answered my next question, which was how did that affect, you know, going forward the next two years cause you smashed the Regionals of the next two years in California.

Josh (23:51):

Yeah. It felt good, you know, I mean 16, there was nothing stopping me. I was going to go through any brick wall that was there. 17 felt good, too. 17 was the year of all the dumbbells too, right? Was that the year where the region was all bells I think. Yeah. So yeah, that was fun. It was interesting year and so no, it was great. Yeah. And again, like nothing will teach you more in life than failure. Right. It was a great motivator for me.

Sean (24:23):

Are you done competing?

Josh (24:23):

Never done. Not until the wheels fall off, Sean.

Sean (24:29):

What are your plans moving forward now for competition?

Josh (24:31):

So, yeah. I had two surgeries this year. Knee surgery and elbow surgery and you know, starting to come back, starting to feel good. And so, I’m gonna, you know, make a run at trying to go to the Games again. If I could sneak in this year and get in a late Sanctional, then that’d be awesome. But if not, you know, I’ll move on to 2021.

Sean (24:57):

Let’s say you make it this year. Realistically, what would be your expectations in Madison?

Josh (25:02):

You know, right now, like I think I’m in the stage of my career where like my expectations are—I’m trying to be realistic with myself and so I’m not going to say I don’t want to win cause I do, but, you know, I’m trying to be realistic, especially coming off two surgeries and things like that. So, you know, just getting there would be a big accomplishment for me right now. But I wouldn’t want to go there just to participate. I’d go there and you know, I’d put the effort in and you know, see what happens, but I don’t think I’d have any expectations on myself to be honest.

Sean (25:34):

Your sons are getting old enough now to start to understand what you did during your CrossFit career. What do they think about you as an athlete?

Josh (25:44):

My boys are awesome. They’re great. They’re both athletes themselves. And so, you know, we have to have a lot of discussions when things don’t go the way that they want it to and things like that. And so, but they’re awesome, you know, and I don’t push them out in the gym. They don’t like train with me or anything like that. But sometimes I’ll come out there and there’ll be like their barbell out and stuff like that. I’m like, who let the barbell out? And it was like, Oh, you know, I did. And I’m like, ah, there we go. I like it. I like that, you know, like, it’s cool and it’s been a fun experience. And, they’re starting to realize, yeah, like Dad was a professional athlete.

Josh (26:21):

Oh, Dad was on TV. And my younger one will come out and actually he’ll like, you know, I’ll see him out there and I’ll kinda like come out and kind of watch him without me knowing and he’ll be doing like CrossFit-style workouts where going from like different things to different things and so it’s really cool, but they’re hard. They’re not easy on me, you know, we were at Mayhem, they were like, they were like, like I want to say we came back to Rich’s and we’re watching the video just to see how it looked of the first night, I didn’t do it. It was the dumbbell snatch one. And my oldest looks up and he goes, oh Dad, if your knee wasn’t hurting, you would be out there and you would have kicked their butts. And he goes, but in real life you’re a loser.

Sean (27:04):

Thanks son.

Josh (27:06):

I like it. Keep me on my toes. Good. I appreciate it. No, they’re awesome.

Sean (27:11):

You offer some mental prep courses on your website, What are the main things that people need to know in order to have a strong mental game?

Josh (27:23):

Yeah, that’s tough. I like to give people just like things that I use in certain instances in life where it gets like things get tough and like where it would be easy to be like, Oh, this isn’t worth it. I’m going to give up. Right? And so, I don’t know if you can actually, like—I can’t make you be mentally tough, right? I can give you the things that I have used in my past to help people be mentally tough. And so, you know, that’s kind of what that is. It kind of gives you my story. And then the things that I’ve been taught from other people, right? Like, I mean, one of my favorite things was when an instructor looked at me and he’s like, he brought us into a classroom and we had this great mentor and who was just like lesser men than you. And you know what? The fact that he said lesser men, it didn’t even really matter. He didn’t have to say lesser men, but I think it was more of an impact on us, was lesser men than you’ve come through this programming and gotten through it. Either way you, other men have gotten gone through this program and done it.

Josh (28:26):

Why can’t you? And so for me in my life, that’s something that I’ve always used is like, if someone else could do this, why can’t I do it? And so I think that that’s helped a lot and you know, mentally being like, why do I need to give up? That guy’s not giving up. Why do I gotta quit? That guy’s not quitting. So, you know, for me that’s always been huge. And just and knowing that, and then another thing is knowing that no one can stop time. So whatever it is that you’re doing, whatever moment you’re in, no matter how bad it sucks, how bad you hurt, like it’s going to come to an end. That pain will go away. And whether you’re there or not, if you’d quit or didn’t quit, then you have to deal with those consequences right. With your decision. So, I kind of take that in stride is where it’s like no one can stop time and no one can make me quit. And so if I can use that in life, then that’s great. And so I, you know, that’s like, that’s the kind of stuff that you get on that, you know, mental prep course that I put out there.

Sean (29:32):

What does it mean for someone to be mentally tough?

Josh (29:37):

You know, that’s a great question. It can mean lot of different things. It doesn’t have to be in the physical aspect. It can be in, you know, your everyday life, right? Life’s tough. Life’s hard. It’s not easy. You know, just getting through day to day, it can be a grind sometimes. I mean, there’s a lot of things happen in life. Life’s not challenging. It’s going to knock you down no matter what it is that you’re doing. So, just being able to push when you don’t want to push or getting up and doing the things that you know you have to do, even though you maybe you don’t want to do them, I mean that’s mentally tough. So, there’s a lot of different meanings to it and each person has their own.

Sean (30:18):

How did Good Dudes Coffee come about?

Josh (30:20):

Good Dudes Coffee. Here we go. Very serious talk to let’s talk coffee. So coffee became something of a passion of mine ever since I was in the military. I needed it in the military. I didn’t drink coffee prior to, so when I had to start using it on, you know, using the caffeine to keep myself awake at night and things like that, I was like, OK. And whenever I get into something, it’s like we’re going full throttle, we’re going pro in this, I don’t care what it is, whether coffee or CrossFit or whatever, we’re going to go pro, we’re going to go all the way. And so when I got into coffee, I started looking up, you know, like, Oh, what’s the best coffee? And started ordering that. And then one time, so I’m over in Iraq and I’m in my room and I’m in my trailer. We lived really rough over there, let me tell you. I had a full trailer to myself with wifi. So, I’m ordering coffee offline and like to get shipped over there. And I hit this drop down box and I was like, OK, I can get five, 10, 15 pounds of coffee and then there was this had little print that said green next to one of them. And it was like on the cheap, it was the one of the cheaper sides of it. And I was like, OK, I’ll get that one. And it shows up and it’s unroasted coffee beans. And I was like, what the hell? I’m like, OK, what am I going to do with $150 worth of unroasted coffee beans. Obviously I’m going to buy a roaster, Sean, and I’m going to sit it over—roasting my own coffee in Iraq.

Josh (31:56):

And so that’s exactly what happened. Bought an air roaster, which is like, basically it’s like a popcorn popper that you put your coffee beans in and, you know, fell in love with the passion of coffee at that point and like, thought it was really cool and I enjoyed it. And, later on down the road, you know, like Rich, Dan and myself are in the barn at you know, at Rich Senior’s and we are just coming up with an idea to like, you know, us go do these seminars, or not seminars, but athlete camps where, you know, people get to train with us. And then we’re like, well, what else could we do with Good Dudes? And I was like, well, I’ve always wanted to open up a coffee shop or some sort of coffee, you know, whatever brand or whatever like that. And so that’s really how it started. And then it just kind of, I kind of figured out logistics of it over the past couple of years and finally launched it this year. It’s going great. And yeah, It’s amazing.

Sean (32:52):

Are there plans to possibly open an actual physical brick and mortar location?

Josh (32:58):

So we’re going to launch—so Mayhem is going to be the first actual like Good Dudes Coffee shop and so it’s going to be only Good Dudes Coffee there and it’s going to called Good Dudes Coffee. So yeah, that’s the first location. But yeah, we actually, you know, we want to get in and like, you know, get a location and have like a roaster and everything like that. So yeah, that’s all coming.

Sean (33:24):

Oh, I can’t wait. You will always be remembered not only for your ability on the floor, but also the fire and the passion that you always showed during competition. Where do you think that came from?

Josh (33:38):

I just, I don’t know, to be honest. You know, like, I mean I’ve always been a pretty outwardly emotional guy. Like, I don’t hide my emotions in anything, in any aspect of my life. When it came to wrestling, when it came to other sports, when it came to, you know, just anything. So, it’s just who I was. It was just who I am. Like I’m not, you know, I put myself out there. I don’t pretend to be anything I’m not. And so competing was just something I loved and it, you know, it gets me more fired up than competing in anything. So like, I, you know, my kids beat me in sports and so, cause I know there’s gonna be years down the road where they’re going to beat the crap out of me at a lot of stuff. And so I’m getting my W’s in right now. And it’s just, you know, that emotion just came from years of, you know, hard work and just enjoying it, you know, just enjoying it so much. Like, you know, I love sports. I love all of them. And that fire just comes from within, I don’t know.

Sean (34:45):

Final question. What are you the most proud of when you look back on your career?

Josh (34:52):

That’s a great question. There’s a lot of things I’m proud of, you know, just, the work that I’ve put in, you know, the hard work and the sac— don’t even like to comp sacrifices. I don’t feel like I was sacrificing cause I wasn’t doing anything that I didn’t want to do. Like I loved doing all of it and but yeah, you know, just going out and competing and putting in the work in and enjoying the process and trying to do it right, so I would say that’s the thing I’m most proud of, not at any single like event or anything like that. It’s just the years of sacrifice, or not sacrifice, but the hard work and you know, and so, yeah, probably that.

Sean (35:41):

Josh, I appreciate your time. Best of luck with everything with the kids, with Good Dudes Coffee. Hopefully I’ll be walking into one of those establishments soon.

Josh (35:48):

For sure. Thanks for having me on, Sean, I appreciate it.

Sean (35:49):

I want to thank Josh Bridges once more for taking the time to speak with me. If you want to follow him on Instagram, he is @bridgesj3, and his website is This has been another episode of Two-Brain Radio. If you’re a gym owner and would like to add $5,000 a month in revenue, visit to book a free call. We’ll tell you how a mentor can help you level up fast. Thanks for listening, everybody. I’m Sean Woodland and we’ll see you next time.


On Wednesdays, Sean Woodland tells the best stories in the CrossFit community on Two-Brain Radio With Sean Woodland.

Two-Brain Radio presents marketing tips and success stories every Monday, and Chris Cooper delivers the best of the business world every Thursday.

Thanks for listening!

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Building Filters in Your Business

Building Filters in Your Business

Has a client ever given you business advice?

Like this: “If you dropped your prices a bit, you could get a lot more people in here.”

If you’ve been around awhile, you probably just smile and thank the client for the advice. You probably know that his or her only business experience is as a consumer. You’re probably comfortable in the wisdom you’ve gained through your experience and focus.

But if you haven’t been around for long, that advice might be tempting to take. You think about it, right? Because, deep down, you think, “Everyone knows more about business than I do.” Or maybe you doubt your own value. Or maybe you just need filters for this stuff.

Even longtime box owners are susceptible to “advice” given online or by other business owners. Some of it is good; some of it isn’t. In Part 1 of this series, I told you how to filter the ideas you get outside your business. Here, I’m going to tell you how to build these filters for the people you care about most: your staff and your clients.

Because everyone wants to help.

Everyone has ideas.

Opinions are everywhere.

Facts are few.


First Filter: The Priority People Filter


“You don’t find an audience for your products. You find products for your audience.” —Seth Godin

You have to know who your best clients are and listen to them.

Do the “Apples exercise”: Figure out who your five top clients are. When they talk, you give them your full attention. When others talk, you smile and say, “Thanks.”


Second Filter: The Precision Filter


“Everyone is complaining about our programming!”

Exactly who is complaining and exactly what was said?

Most of your staff members have been taught to report problems instead of fix them. And because they care about you, they want to make sure you take their reports seriously. So they amplify their reports with words such as “everyone.”

But not everyone hates your programming. A few people might hate it—or they might just have questions.

Read “Killing the Canary” (it’s one of my best).


Third Filter: The Proposal Filter


I’m lucky enough to win the lottery every day.

I have enormous “who luck”—amazing people align with my vision and jump on board the Two-Brain bus.

Because they’re entrepreneurial, they have huge ideas.

But success in the Tinker Phase means saying “no” to good ideas and “not yet” to a lot of great ideas.

I love hearing ideas. My team knows it. They love to “brainstorm” stuff with me (and I with them). To make sure their ideas are fully formed, we have a Process Proposal Sheet to help all of us think through our ideas before sharing them with the team.

Many of my ideas die before I fill out the form completely. And that’s good: Putting them on paper means I won’t forget them. On the other hand, if they’re not ready to fill the page, they’re not ready to share with others yet.

If your business is small, you might not need written proposals for every idea. But you should limit brainstorming and ideation to specific forums: Have a brainstorming session at the end of a monthly team meeting or during your staff’s Career Roadmap meetings. When a staff person says, “I have a great idea!” respond with, “Awesome! Please bring it to our meeting on Saturday so everyone can hear it!”

That way, you avoid repetition, you avoid distraction, and you get to celebrate your bright ideas together.


Fourth Filter: The Perspective Filter


No one but you sees the entire landscape.

An idea might be great, but it doesn’t fit into your annual plan.

Or a complaint might be important to the complainer but shouldn’t distract you from the bigger vision.

This is a very tough filter to build because we’re hard wired to seek out threats and avoid them. It’s always tempting to shut down the entire school because the pencils aren’t sharp enough. We actually look for drama and then dwell on it instead of staying focused on the work we should be doing.

This one requires an objective third party, like a mentor.

One gym owner said this last week:

For perspective, that gym owner is changing the lives of dozens of people in our city—and she was focused on the work she wasn’t doing.

We all do it, and that’s why successful entrepreneurs have mentors. Every one of them!


Other Media in This Series

How to Get Clarity
Filter, Don’t Find
Clarity: The Two-Brain Roadmap and Mentorship
Clarity: The Greatest Gift You Can Give

Sales Tips: Closing Cold Leads Who Clicked Facebook Ads

Sales Tips: Closing Cold Leads Who Clicked Facebook Ads

Mike (00:00:02):

Ooh, this is a sweet mic. Jeff, you’re saying this new microphone you’re selling, it’s going to improve sound quality, attract new listeners, make me more attractive, increase my hourly rate, slice my bread and doubles as a hammer? Is all that correct?

Jeff (00:00:14):

Yeah, I know it sounds unbelievable, but that’s correct.

Mike (00:00:17):

Well, I’m getting emotional here. Like I feel a deep visceral need to make this purchase. Not because I want to, because I need to. And I’m short on hammers, to be honest. So I’ll take a dozen. Have you got two dozen of these things?

Jeff (00:00:30):

I mean, believe it or not, but I got three.

Mike (00:00:32):

Ooh. Ah, OK. So I’m going to give you my credit card number, but I just realized that I do have to walk my Komodo dragons right now, plural. I have two. And I also have unicycle juggling lessons. And that’s not juggling on a unicycle. That’s actually juggling unicycles, which is way harder. So I’m going to get back to this after, if that’s cool. Well, we’ll finish it off.

Jeff (00:00:54):

Yeah, absolutely. I’ll be ready.

Mike (00:00:58):

Have you ever noticed that the people who respond to your Facebook ads are different than the people who come to your gym through other channels? If you’re running digital ads or if you’re thinking about starting, this is the show for you. We’re going to talk to you about how to deal with cold traffic. Today we’ll talk about what you can expect in a consultation with a cold lead and how you can increase your close rate. If you want to add $5,000 in monthly revenue to your gym, it can be done. If you want to know how, you can talk to a certified Two-Brain business mentor for free. Book a call at Jeff Burlingame is a certified Two-Brain Business mentor. Jeff, how are you today?

Jeff (00:01:30):

I’m doing great, man. It’s good to talk to you. Loving your lumberjack robe.

Mike (00:01:35):

It’s like minus 30 with the wind chill here. I was just outside with my dogs, not my Komodo dragon. So I’m a normal guy. But yeah, I’m bundled up right now, big time. If you’re a gym owner, you’re out there, you might’ve noticed that sales are a lot harder to make as leads get colder. At first, warm leads come in, they’ve got their credit cards in hand and they’re chanting, I want to do the CrossFit over and over again. They’re just going to—that sale’s gonna make itself, they want what you’ve got. You’ve got to try pretty hard to lose the sale. The glory days don’t last. You guys have probably figured that out. As you get into Facebook advertising, you start attracting people who know less about you. They booked an appointment, but they might’ve done so while drunk and they don’t really want to show up for it.

Mike (00:02:13):

If they do, they don’t know anything about your business. They have no idea you’re a great coach. They don’t know about your programming skills and they couldn’t care less about your community and all its amazing members. They just know they saw some fitness thing on Facebook and they clicked on it and now they’re kind of confused and they’re standing in front of you. You’ve got to work for the sale. Today we’ll talk about that sales process with colder leads and we’ll give you tips on how to present services tied to ads. Now, Jeff, you are a certifed Two-Brain mentor, but I know you’re a sales expert. What qualifies you to be a sales expert? Tell me about that.

Jeff (00:02:43):

Yeah, so my experience with sales goes way back to my old college days. But yeah, basically like my first sales job was personal training because personal training you have to sell yourself. I mean, there’s no way to get any sessions to get paid for unless you get out there and you sell. And probably the hardest condition I can put myself in as a personal trainer would be selling on a college campus, which is where I started.

Mike (00:03:10):

There’s no money there.

Jeff (00:03:12):

There’s no money there. It’s funny, you end up selling more to like the professors than you do to the students. I did plenty of what we now call No-Sweat Intros with college students, which was quite a learning experience when somebody literally doesn’t have the money, it’s not just that they’re saying they don’t have the money. They literally don’t have the money.

Jeff (00:03:34):

They’re wrapped up in so much debt. It’s up to their eyeballs. It’s insane. But it was still a great experience. I got my first PT certification when I was 19, went back to campus that following semester and I started working at what we call our IM sports center at Michigan state university. So the main one, IM West, there’s like this really big one in the middle of campus. And you know, I pretty much would like. I walked in, I said, Hey, I want to do personal training. I met a lady there, she was really nice. I think her name was Patty and she like helped me get started and basically people would submit on little scrap sheets of paper that they were interested in personal training, like literally like Post-it notes, half sheet of paper.

Jeff (00:04:17):

You’re like, what the heck is this? And it would go into a file and then the trainers would fight over them and I would grab one. I was like, all right, I’m going to call this guy. And I would call them and say, Hey, when can you meet up? And it’s like a student. So then we book a time for the morning. Then they don’t show up because they’re hung over from partying the night before. And this was my grind for like a year and then I kind of gave up on it. But I had like four, I think I had four clients at some point in there. So it was like I was happy with that. I had no idea what I was doing with sales. I was just guessing the whole time.

Mike (00:04:46):

That’s a dirty start, like you got thrown into the toughest end.

Jeff (00:04:48):

Oh yeah, for sure. It was, again, it was great learning experience, but like we were doing as a part of the intro, we were doing a skinfold calipers on people, and I mean I had a view more overweight to obese clients and I thought this was what I was supposed to do. You know, I was getting a degree in bachelor—a bachelor’s in exercise science, and I was like, skinfold calipers, you know this, this is what you’re supposed to do. And I know how to do this, but like, people don’t want you to do that.

Mike (00:05:15):

They hate it. They absolutely hate it.

Jeff (00:05:17):

Yeah. So from there, like I bounced out of PT for a little bit and I worked at a sporting goods store, which will remain unnamed. And I sold the extended warranties on treadmills. That was like my next, you know, foot to the fire.

Mike (00:05:29):

That’s kinda like Cooper. Cooper’s got that back in his history, treadmill sales.

Jeff (00:05:34):

You know, and I didn’t know that until I read like his second book and then it popped out to me and I was like, Oh wow, we have the same experience. This is great. So that’s why I get along so well with the Two-Brain fam. But yeah, that was, you know, I became the top salesperson in the company for extended warranties a few times. That was nice. And then finally got back into PT, which is where I kind of stayed in the fitness realm there forward, you know, and started working at a sub-contracting personal training company. So again, not easy sales, like we were working inside of gyms that were pre-existing, had a preexisting membership base that people came there, they bought a membership and they thought, cool, I did the thing, I got this key card on my key ring and now I’m like, I work out at gyms. Like I’m cool. And then I would walk up to them while they’re on the treadmill and I had this little move where, you know, everybody has their headphones in.

Jeff (00:06:25):

I’d walk over and I’d do this. I’d grab my earbud that I didn’t have in my ear and then pull it out and they would mimic me and pull their ear bud out. And it was amazing. I had mind control dialed in.

Mike (00:06:35):

The Jedi mind trick.

Jeff (00:06:37):

So they would pull the ear bud out and then I had to like do my spiel, my little elevator pitch for why they should do an intro with me. So I mean like thinking about cold traffic that we’re talking about today, this came to mind when you mentioned the podcast. I was like, I’ve done that. I’ve dealt with that more so than we do in our gyms with an ad, you know, it’s like that’s cold traffic, but to me it’s almost like lukewarm.

Mike (00:06:58):

You’ve had a long hard road out of hell, I think.

Jeff (00:07:01):

Oh yeah. Like again, all good stuff. Like that training led me to, you know, overseeing four or five gyms when I was in Michigan under the sub contracting company. And then I moved with my wife out to Virginia for four years and I managed some really big box gyms. Not quite a franchise, but a big company based out of Chicago, that went East coast and New York. So I oversaw at some point 7 gyms, over two states, had seven managers, like four assistant managers and over 300 personal trainers. So had my experience with managing and selling with a, you know, at some months of the year, our monthly goal is like $3 million in personal training.

Mike (00:07:45):

That’s a lot of $50 sessions.

Jeff (00:07:47):

That’s quite a few. I’ve sold my fair share of 180 packs and 300 packs of sessions. And it’s, yeah, it was a grind, but I guess that qualifies me.

Mike (00:07:59):

It certainly does. And then you’ve also, you recently sold Friction CrossFit, correct?

Jeff (00:08:07):

Yes, I did, to two really great guys that started with me from the beginning.

Mike (00:08:11):

So you’ve dealt with some warmer traffic, like when you went through the CrossFit thing where people were coming in, they’re like, I saw the Games, I want to do the Games and you know, they give you their money, right?

Jeff (00:08:21):

Yeah. You know, right when we opened, I made the mistake of doing a Groupon, which was you know, a great idea. So I sold a lot of like $20 memberships. But then once we started charging what we were worth, we got some, you know, word of mouth, people coming in saying like, Hey, these guys are great. Coaching’s great. You’re going to love it. Their friend would come in and say like, yeah, my friends said I need to do this thing, so let’s do it. You know, card on the table. We call those lay down sales. You know, you can’t screw them up basically. And that’s like 20% of the volume of sales you get, unfortunately.

Mike (00:08:56):

Things have changed now like big time, you know, things—you know, CrossFit’s still cool, affiliate, functional fitness, all that stuff is still cool. But things, I mean, we’ve got all the Navy SEALs, we’ve got all the military people, we’ve got all the hardcore athletes now we’re working on their friends and family and you know, mothers, sisters, daughters, brothers, the whole deal. And then we’re working on people who don’t know anything about us. And we’re finding some ways to connect with these people. So a lot of us are running Facebook ads. We’re starting, you know, starting those campaigns or we’re working on them and we’re dealing with people who have literally never heard of a functional fitness gym. They’ve never heard of CrossFit, never heard anything. They just see whatever ad we’ve put up and whatever the picture is, battle ropes, whatever. And they click on it. They want to make an appointment to see you. Battle ropes actually works really well, if anyone out there is listening, that is a home run every time. So I’ll ask you this question right away. What’s the difference between someone who booked a No-Sweat Intro or an intro consultation after researching you and someone who’s just clicked a Facebook ad? Like what are these two different types of people all about?

Jeff (00:09:52):

Yeah, to me it’s a difference of motivation. So I think of like motivated buyers and unmotivated buyers. So you know, a motivated buyet is somebody who has that awareness level, they have an idea of what CrossFit is, or at least what the type of training is that you guys do. Maybe they know some people most likely that are doing it or that are doing it at your facility. So again, usually it leads to a lay down sale or at least like a very warm lead walking into your door. So pretty much you’re just like, OK, I have an idea of what the price is, you know, then you lay it out for me. And based on our conversation I’ll decide if it’s valuable enough to make that purchase. But most of the time they do. And then you have your unmotivated buyer, which is somebody like you mentioned the beginning, they’re drunk, it’s 2:00 AM they’re scrolling through Facebook.

Jeff (00:10:38):

They see your ad. They’re like, Oh, that looks cool. You know, I feel kind of insecure about myself at this moment in time. Maybe I should do this thing. And then they fill out the form. I mean, anybody running ads right now knows, they love it when they see the midnight to 3 AM lead that comes through, they’re like, yep, this is going to be legit, and they’re probably going to be excited. But then you call them and what happens? They’re like, I never filled that out.

Mike (00:11:01):

So they literally don’t remember filling it out or they’ll just deny that they did.

Jeff (00:11:05):

They’ll argue with you. Or they’ll be like, please don’t ever call me again. And you’re like, wait a second, like you invited me out for lunch. Why are you calling me the bad guy? I don’t get it. It happens more often than not. It’s hilarious.

Mike (00:11:19):

In previous shows, we’ve talked with Mateo Lopez of Two-Brain Marketing and he’s given us tips on how to get these people into the gym. And we’ve talked about like, you know, calling them and lead nurture sequences and things like that. So if you guys are interested, if that’s your problem, check back in our archives, you’ll find that stuff with Mateo Lopez. But now let’s say you’ve got these people, you know, so you’ve got these unmotivated buyers, they’ve clicked on something, they’ve, you know, probably tried to get out of it, but they’ve decided, OK, I’m going to come in now. They’re less likely—they walk in and they come into your building, what are you going to do? Like, how are you going to try set the tone with these guys? How are we going to try and motivate them? Moving them from unmotivated to motivated?

Jeff (00:11:56):

Yeah. So I think a very key aspect of that is the phase of discovery within our sales process. So, you know, the Two-Brain mentoring process, going through Incubator, we teach everybody how to do the No-Sweat Intro. And the key big piece of that No-Sweat Intro is discovery. And it’s really just finding out who this person is, what it is that they want to accomplish and why that matters to them. And by uncovering that, you’re uncovering their motivation. So, you know, just because I call them an unmotivated buyer just means that they start out that way. It doesn’t mean that they’ll finish that way, right? We can turn them into a motivated buyer by going through the appropriate process within the No-Sweat Intro. And once we discover that very necessary information, sometimes it’s enlightening to them.

Jeff (00:12:44):

Like they don’t even think about it that way, especially if you start asking the question of why, you know, like Ms. Jones, you mentioned that you wanted to lose 20 pounds. I guess that’s a great number and everything, but how’d you come up with that number? Like, why 20 pounds? You know, and then they’ll say something back like, I don’t know, it sounded like the right number. OK, well, let’s ask you this then. Why do you want to lose weight in the first place? What is that going to do for you? How is that gonna make you feel? And you start to peel these layers back. And you know, I always joke when I do sales calls that people are like ogres from the movie Shrek, peel these layers back if you have any hope of making a sale, especially with cold traffic.

Mike (00:13:20):

OK, we’re working the onion here to get to the motivation, figure why these people, you know, why the guy booked at No-Sweat Intro at 12:15 on January 1st, 2020 something like that, right? We’re trying to figure out what they really want.

Jeff (00:13:36):

Yeah. Sometimes they do that subconsciously. So a really good movie I saw recently a little little throw this in here. I watched some movie “Brittany Runs a Marathon” with my wife the other day. It’s a really good movie. Like the acting’s not maybe top notch or anything, but it’s pretty funny. It’s got its moments. But what it shows me is sort of that self sabotage that some people go through when it comes to fitness and health and your body and they turn to humor and they kind of joke about it or you know, they bury their feelings in alcohol or food or whatever. And you know, it’s very much like this mental anguish that they go through. But you know, the people around them don’t necessarily help either. So in the movie, like, the main character Brittany hangs out with her friend who is like skinny and, you know, quote unquote pretty, as far as like as an Instagram influencer and all this.

Jeff (00:14:32):

And you know, Brittany is overweight and doesn’t feel good about herself, but she just like goes out and parties with these guys and deals with it, you know. And I find that probably subconsciously, some of those 12 to 3:00 AM people that filling out that form, they’re just scrolling through and they’re like, you know what, like, I need to do this. Like, sure. The alcohol or whatever that they might be having at the time, you know, they may or may not be, you know, they might just be frustrated, you know? That might be influencing them to do it too, but subconsciously, like they feel like they need it. So to me, I always try to have a little inner monologue before they come in to build myself up to this. So I’ll just say like, I’m going to like this person no matter what.

Jeff (00:15:15):

Like I don’t care what they look like, I don’t care what they sound like, I don’t care, you know, if they’re grumpy or whatever. Like I’m going to find a way to like this person and we’re going to connect. And then I also try to tell myself that we can find a way to help this person no matter what. So whether they buy with me or not before they leave, I want them feeling like they’ve learned something or discovered something about themselves. And maybe they’ll take better strides forward after this and maybe join another gym, but at least they’re doing something, you know? And that’s what I want.

Mike (00:15:43):

And that’s cool. That’s like, you know, for me, I’m really poor at sales and like for me, I feel like I’m pressing people, I’m asking people for stuff and it’s just like, it’s not something I’m real comfortable with. The thing that helped me most, I’m still bad at it, but I’m working on it is Chris Cooper’s book “Help First,” and you kind of mentioned that where you’re helping these people, like obviously whoever these people are, we making the joke that like, they’re, you know, clicking when they’re drunk in the morning, that happens. But there are other people that are, like you said, very definitely they need something. They know that they’re unfit, they know they’re unhealthy or they know that they have a goal and they want to do something, want to make some kind of a change, and you hold the keys, like you as the gym owner, the salesperson actually hold the keys to that change and you can help them. So that idea for me really changes things where it’s not like I’m trying to push something on someone that he or she doesn’t want. It’s the idea that they want something that I can actually offer and provide. Right? And that of course there’s a monetary value attached to that, but that’s how transactions work.

Jeff (00:16:35):

Yeah. I mean, I inherently, sales is simply the exchange of some something of value for something of value, right? So I just, you have to understand that what you’re offering is extremely valuable. That your time is valuable, that the training methodology that you’re about to teach this person is valuable and that it therefore demands some sort of return of value. And we usually do that in the form of monetary cash. Right? That’s all there is to it. Sales is not this crazy thing of persuasion and trickery that it’s been built up to be through, you know, the classic, death of a salesman or car salesman type analogy. That’s not what we’re doing, right? We are here to help, but in order to do so, like somebody gots to get paid, you know.

Mike (00:17:22):

And ultimately I wanted the slap shop, you know, I didn’t want to chop onions the traditional way. So I bought the thing cause I wanted it, right.

Jeff (00:17:29):

Or the sham wow.

Mike (00:17:32):

This is great stuff. Like all those infomercials are great. I’m going to step back quickly and we’re going to take, I’m going to ask you this one: five steps, five ideas. Cold leads are less likely to show. How do you increase the chances? We have an entire show this, but I want your opinion and five things that our listeners can do right now to increase the chances when someone clicks, books, and you know it’s a cold lead that might not show, how do you do it?

Jeff (00:17:59):

So the one we talk about a lot in Two-Brain Marketing is speed to contact. The faster you can contact them, the more likely they are to show, right off the bat. So if you’re already waiting 24 hours, you’re basically dead in the water. If you can do it in 10 to 60 minutes, that’s amazing. Under 10 minutes is phenomenal. But as fast as humanly possible, and then don’t rely on maybe how you treat conversations or communication processes with your family, cause this is not your family. So you’re not going to leave a message and say, Hey mom, call me back when you get a chance. When it’s, you know, speed to contact with the consumer, we talk about double dials. So you know, you call them, they don’t answer. Do not leave a voicemail. Hang up and call right back.

Mike (00:18:46):

We tested this. Did you hear us? We tested this a couple episodes ago. It was with Mateo and I booked a No-Sweat Intro at Julie Johnston’s gym in Las Vegas. And just to see what would happen. I did the beginning of the show and within 10 minutes I got a call, and I didn’t expect it. So I just, I didn’t want to waste your time. So I turned it off. I got called back right away and Mateo’s like answer it, answer it. So we actually had the conversation, I told her like what we were doing and so forth, but that’s how fast they called me. We did another one with, Jack Wheeler and 360 Fitness in Red Deer, and he emailed me immediately personally cause he recognized my name and number but also his automated sequences hit me and they’re still running right now. So that’s how fast the speed to contact was in these great gyms from Jack Wheeler and Julie Johnston.

Jeff (00:19:27):

Yeah, I mean if anybody is going to crush it, it’s those two. So that doesn’t surprise me at all. So yeah, I mean, you know, double dial works. And then having like a sort of a fallback option usually on text, text is usually the next go-to as far as if people are actually going to read or listen or pay attention to you at all, email tends to get buried or spammed or something like that. You know, I don’t know how many people you know that really function on email super heavily anymore in this day and age. But yeah. So double dial, speed to contact, text them right after that. If they don’t answer that second dial, and then maybe send a video text.

Mike (00:20:03):

I like this, tell me about it. What do you do there?

Jeff (00:20:06):

Yeah, so it’s almost a joke at this point in Two-Brain Marketing, cause we want people to do this, but they refuse to. So usually what I tell people is like, Hey, you know, if you’re comfortable getting on camera, which you should be because you are in the area of business ownership, you’re in the area of building an audience and building an audience in 2020 requires you to be on camera. Deal with it. You know, I’m sorry to like just rip the rug out from under your feet there guys, but you got to get on camera. It’s life. So you know, if they’re totally uncomfortable, the problem is it will come off inauthentic, super cheesy and not work. It will work against you. So it is something where I say like, you got to practice getting on camera and try to make more videos and content for your business. And once you’re a little more comfortable, let’s you know, shoot me a video text and show me that and we’ll decide if you’re ready to do it.

Jeff (00:21:03):

But if you’re comfortable, video text that’s personalized to this individual that just filled out a form can have some amazing results. So Ms. Jones fills out a form, you double dial, you send her a text, say, Hey, I just want to get in touch to try and book this appointment for you. You know, because they’re interested right now obviously. And then you shoot the video if they don’t respond in the next hour or so, or you just hit the video text first. Again, if you’re comfortable doing that and just introduce yourself, you should have like your gym in the background. Basically what we’re doing there is we’re taking away some of the social anxieties of meeting someone new, going a place that you’ve never been before, new type of fitness facility you’ve never like seen or you don’t even have an image of your mind to relate this to. So it’s very uncomfortable for them. So we want to take away that social anxiety there and that sort of sets them at ease and then they’re more likely now to respond back. Now they know you. It’s like, Oh, it’s Jeff from Friction CrossFit. Like I’ve met this guy before, I’ve seen Friction CrossFit before in the background. Like, I’m not uncomfortable, I’ll respond, versus this, you know, no-name individual shooting you a text or calling you like, stop bothering me, guy.

Jeff (00:22:17):

So yeah, video text at work, if you guys can muster up the courage, trust me, it’s an awesome option.

Mike (00:22:23):

And Jeff, you mentioned that you’ll have your clients film the stuff and send them to you and then you can give them feedback. What Jeff’s talking about here is, you know, Two-Brain mentors, the staff works with clients all over the world and what they’ll do is they help them target their different aspects of their business for improvements. So, we’ve got the Incubator, it’s our 12-week sprint to get the foundations of your business in place. After that, we’re into the growth stage and that’s where we’re looking at the Two-Brain road map. It is this amazing, amazing tool where we’ll actually tell you step-by-step in a bunch of categories how to move the needle on your business. And it’s based on data. This is not made up stuff. We’ve targeted the best gyms in the world, found out what they do and we teach other gyms how to do it.

Mike (00:23:02):

If you want to work with someone like Jeff and add about $5,000 in monthly recurring revenue to your business, you can book a call to find out how that happens, it is at Now I’m going to move on to the next thing here. Let’s just assume that you’ve had success and you’ve got this person, the person who’s going to come in, you’ve got a cold lead coming in the door. Talk to me about how you’re going to prepare your space. Like do you have a sales binder? I mean, what’s on your mind? You mentioned a few things that you tell yourself ahead of time, but what do you do with your physical space and how do you set the table for this?

Jeff (00:23:34):

Yeah, this is huge. So huge that we added it to the Two-Brain Incubator recently.

Mike (00:23:39):

Always in revisions, that thing.

Jeff (00:23:42):

Yeah. We don’t even let people do Two-Brain Marketing until they complete this checkbox here and it’s having a clean, organized space in order to perform that No-Sweat Intro, as well as, you know, have a sales binder or a visual presentation that’s extremely key. And a clipboard where you’re going to be able to like take notes on that No-Sweat Intro. So one thing I like to like really get people’s mindset straight on is that your potential client here, your prospect is not going to be upset if you’re like writing things on a clipboard unless you’re holding the clipboard in front of your face and not letting them see it. Then they’re like, you know, it’s kind of like the adage of a psychiatrist, you’re laying on their couch and they’re writing things in their notebook and you’re getting all antsy about like what are they doing? What are they saying? You know, we don’t want to let them build up that negative narrative. So show them that. Like, I like to sit at for this space, a pub table, which is fully, you know, it’s a circle, right? It’s rounded. I sit right next to them. I have the clipboard on the table with the paper on the clipboard and I’m writing notes so that they can read it, so I’m right handed. I sit to their left side and then I’m writing so that they can see everything as I go.

Mike (00:24:56):

Just not secretive.

Jeff (00:24:56):

Yeah, exactly. It’s not secretive. You’re not hiding anything. So there’s no anxiety being built up. Like it’s all about keeping anxiety low, right? If you guys have ever dropped in at a new facility, I mean I owned a CrossFit gym for five years and like if I drop in at a CrossFit gym right now, I get nervous.

Jeff (00:25:15):

So imagine somebody who never owned a CrossFit gym, never did CrossFit, maybe never worked out in their life, walking into a CrossFit gym and they’re probably a little anxious. So you need to like really bring that anxiety down and get them comfortable, get them trusting you. Because we are in the industry of high trust sales. You have to build trust. If you’re going to sell this high value program, you can’t expect to, you know, get away with just a little bit of rapport or high five and a handshake and then all of a sudden they’re paying you 250 bucks a month. It’s not gonna work, like that works for globo gyms because they’re charging 10 to 20 bucks. So in a globo gym, I can have a dirty space, dusty equipment, throw a high schooler in charge of sales and then that high schooler walks around the gym says, here’s the pec deck, here’s the leg press machine, here’s the treadmills, there’s the TVs, we get six channels, don’t worry, we get Grey’s Anatomy, you’re going to love it. And then sign this two year contracts.

Mike (00:26:09):

And I’m not coming after two months.

Jeff (00:26:12):

Yeah, exactly. You’ll stop coming in, but you can’t get out of your contract. If you want to we’ll charge you double the rate of the two years and you go, you’re welcome. So yeah, ultimately, you know, you’ve got to have that clean space organized. I like the pub table style with two bar stools or you have an extra person and then a clipboard sales binder and like you’re ready to run.

Mike (00:26:33):

And again, in the Incubator, we do teach you how to make these sales binders. We got a template in there that you can take a look at and it’s actually from Jeff’s gym, Friction CrossFit, Jeff’s old gym.

Mike (00:26:44):

And it’s a simple way that we just give you this thing that you can download. You take a look at it, you customize it for yourself. You can do whatever you want. If you want to add some design and pictures and so forth, you can do that. But we give you all this stuff so that you can figure it out. Essentially what we realized is that we need to teach gyms how to make sales because it’s not enough to just squat. We can now also teach people how to squat. But we’ve got to teach people how to get someone convinced that they need to squat. And that’s a huge, a huge problem. I mean, the quick aside that I’ve said before is like my gym, we survived a lot of times just on being good coaches. And we realized about three or four years ago that that wasn’t enough. And so we called Two-Brain for exactly that reason, to help us out. So now let’s go the other side of it. The person arrives, what is the wrong thing that you can do? Like, how can you blow this sale? We’ve got a cold lead. This’ll be funny. But how can you blow a sale right away? Just what’s the worst way to sink the ship?

Jeff (00:27:31):

So many ways.

Mike (00:27:32):

Give me the good ones.

Jeff (00:27:35):

so good ones that I’ve experienced from my team, and I won’t say any names cause they’re in Two-Brain now and they’re awesome. But my favorite things that I’ve ever seen would be like meeting the person with your shirt off while you’re sweaty. You’re mid-WOD, you know, you got this No-Sweat Intro. They’re supposed to be here like right at noon. It’s 11:55 and you’re like, I can finish this 20 minute AMRAP, it’s fine. And then you wrap it up, it’s 1159 and you’re like, OK, cool. You’re, you’re gasping for breath on the floor. They walk in the door. Now what? I mean, even if you throw a shirt on, at this point, you’re still sweaty and out of breath, so it doesn’t look great.

Mike (00:28:16):

Well, Jeff, I’m going to break in here and just tell you Ron Burgundy would disagree. Like Ron Burgundy thinks the best way to make the sale is to actually do this, right? You invite someone to the gym while you are working out and they walk up while you’re crushing curls or whatever and then you just show them the guns.

Jeff (00:28:30):

We can agree that that didn’t work out for Ron Burgundy.

Mike (00:28:34):

Not so well. It’s not going to work out in your gym either. You’ve got to wear a shirt. Don’t be sweaty. What else?

Jeff (00:28:41):

Yeah, so we want to establish trust, right? So this is high-trust sales. Some of the best ways we can do that is, you know, an exchange of, you know, a handshake, a warm welcome, you know, give them a bottle of water, offer them some coffee. I didn’t mention this on your last question there, but I think that’s a great way to do it. The opposite of that is also true. Don’t have a warm welcome that’s not going to do very well. So like, Oh Hey. Yeah. You got your intro at noon. OK, cool. Come over here. Sit down and yeah, I’ll be right back. I’m just going to go throw my shirt on cause I just finished my workout. You know, or another one with like, instead of having your shirt off, like you walk over with a bloody hand because you were doing like bar muscle-ups or something and you just tore your hand open.

Jeff (00:29:23):

Hey, don’t do that. That’s gross. No bodily fluids including sweat blood and other things. And then put a shirt on. Gosh, dang it. And then, yeah, need to have a warm welcome. So if you’re not doing that, that’s a problem. And leaving them hanging. So like nobody approaching them. There’s people in the gym, like you’re there, there’s coaches there. Maybe you’re busy wrapping something up. Your coaches are there, but they don’t even say hi. So all of my coaches would have to know that they have to go to introduce themselves right away. If somebody walks in the door, like, you don’t recognize that person, do something about it. Go talk to them and again, do that warm welcome for me if I’m like wrapping up with another No-Sweat Intro or I’m busy or whatever and I’ll be right with them. Right. And then I guess—there’s probably a thousand other things.

Mike (00:30:12):

I’ll ask you this one because this is one that we used to do right off the bat and I’ll ask you what the best practices are now. Gym tours, showing people your stuff.

Jeff (00:30:22):

Here are my things. So in Thor Ragnarok when he says behold my stuff, that’s basically what you’re doing and it’s not impressive at all. So the main way I talk about this to gym owners is that that person likely doesn’t have context. So you show them your fancy new Rogue Echo bikes or your fancy Concept 2 skiergs your, your wall of Skiergs and they have no context as to why that is valuable, important or noteworthy.

Mike (00:30:54):

It looks confusing and scary.

Jeff (00:30:56):

Yeah, it looks terrifying or worse yet, you’ve got a class going on, they’re doing Isabel 30 snatches for time and they’re just clanging and banging away. And this like nice little lady comes in and she’s never worked out a day in her life and she looks over and she’s like, Nope. And I’ve actually had that. I had a lady come in, she was in the gym for no more than 30 seconds. She did a 360, she looked at me and she said, this isn’t for me. I don’t even know her name. She didn’t even introduce herself. I didn’t get a chance to introduce myself and she walked right out the door.

Mike (00:31:26):

But the irony is like that woman literally could do Isabel with, you know, whatever the scaled thing that would apply to her. Right. So like if she came in looking for strength and conditioning or weight loss or you know, increased health or whatever her thing was, you could have used Isabel to do that. You just don’t want to let her see it. You don’t want to let your, you know, your beastly guys doing 225 or whatever, you know, scaling up. You don’t want to let, let her see that. What you really want is to just tell her that like, Oh, you know, you want to improve your strength. I have a program that can do that and improve your conditioning at the same time. We actually have a workout called Isabel, we’re going to lift something, you know, from ground overhead 30 times. But I’m going to give you something that works. We can even do it with a coffee cup if you want, you know, and she’s like, huh, tell me more.

Jeff (00:32:07):

Yeah, yeah, exactly. I mean, if we can tell people and provide that context that we can meet you where you are and take you where you want to go, like that’s the big key concept that we need to get across. And unfortunately you don’t really get a chance to do that if you make all of these mistakes because you basically boned the sale before it even started.

Mike (00:32:23):

And you’re talking like, again, we’re talking like these are cold leads. So like I always, you know, they’re trembling, you know, like they’re looking for an excuse to bolt, right? It’s like approaching a dog that’s, you know, very hesitant to let you pet it, it’s one of those situations you go too fast or you give them any excuse, they’re probably going to bolt because they’ve always got that price objection in the back of the head right off the top anyways.

Jeff (00:32:47):

Yeah, exactly. So, you know, our goal is tried to provide a positive narrative. So before they come in, they’ve already set these negative expectations. And it’s your job basically to break all of those expectations. So you want to make sure, like you can’t provide that warm welcome, somebody else in your facility does, whether it’s your members or your staff, ideally, that you know, your welcome area is clean, that the lighting is good, that everybody has their shirts on and isn’t sweaty or bleeding. That you have a clean area that’s maybe private. You know where you can get away from the clanging and banging og the barbells and actually hear each other speak.

Jeff (00:33:25):

You know, we want to break all those expectations down. And you know, as Mike mentioned, yeah, like don’t waste your time on a gym tour. It’s not going to do anything for you. And in most CrossFit gyms we can do what? They walk in the front door and you say, well here’s a place now let’s go sit down and talk. That’s my gym tour, it was always one second. It’s like, here’s the gym. Let’s sit down and chat. Right? Cause none of this makes sense to you right now. I’m going to hopefully provide some context and help it make sense to you over the course of the next 20, 30 minutes.

Mike (00:33:51):

All right, so those are your don’ts. Don’t blow the sale like that. We’re going to get back to do’s. And this is an interesting one because we run Facebook ads and you know, in a Facebook ad you can’t present 17 different things. You can’t tell people about all these different things that you’re going to do for them. You’re giving them one thing, and for a lot of us it’s a six week challenge or something similar, 90-day transformation, whatever it is. We’re using some sort of something, like some compelling offer to get them to click and come in. But we also know that in the No-Sweat Intro, our goal is not always to sell the thing that they clicked on. It’s to sell the thing that will help them most, the thing that they really want, the thing that they really need, the thing that will change their lives. So there is a way that you can blow this and make a horrible, horrible presentation that makes this person angry and think it’s a bait and switch, false advertising. There’s also ways to help people realize that, yes, I clicked on the six-week challenge, but man, I need personal training over four months or six months because I have a marathon coming or whatever it is. So talk about this. How do we deal with people who have seen X in a Facebook ad but come in and maybe don’t actually need X?

Jeff (00:34:53):

Yeah, I think that’s a great point to bring up. The way I look at it is at Friction CrossFit, for example, like my guys Mike and Bobby shout out boys, they have never sold a six-week challenge and we advertise a six-week challenge. So the main thing is again, context, and it’s that discovery phase is so crucial. Once that person comes in and we start talking about like what they want, why they want it, honestly consumer amnesia kicks in and nine times out of 10, they don’t even ask about the six-week challenge once we get to the end. We literally like, it’s not even in our sales binder. It used to be we tore it out because we were like, Oh, we don’t even sell this thing.

Jeff (00:35:36):

So you know, it’s there because on an advertising platform like Facebook, you live and die by like quick decisions, decisiveness, right? So they’re scrolling through and they see six-week challenge. That’s something that has like the short timestamp stands out to them. As I said before, maybe subconsciously they’ve been thinking about changing their body, their lifestyle, their health. And it just pops in their head like, Oh, I should fill this out. It seems like a win-win situation. Great. So they do that. That’s how we win on Facebook. But once they come through, that’s no longer relevant. What’s relevant is what matters to them, what’s going to get them results. So we have to provide that context during the No-Sweat Intro. So once they come in, we would just do a really good job with discovery, enough so to say like, Hey Mrs. Jones, you mentioned you wanted to lose 20 pounds, but you know, what’s really important here is that you mentioned losing that 20 pounds will provide you with a higher level of self confidence, which you think is going to help you with your relationships.

Jeff (00:36:33):

It’s going to help you with, you know, being able to walk up the stairs with your groceries without running out of breath like you do every day. Overall you’d be more productive at work, you’d probably get better sleep. It sounds like this is going to be great for your life. Am I right? She says, yes. I say great. You know, in order to help you accomplish this, the best thing that we have to offer you is personal training, right? Or, you know, in the case of Two-Brain Marketing, we usually recommend starting with like a hybrid package and a hybrid package might be far above and beyond that little six-week challenge, which you use to entice somebody. So it might be more like a 90-day journey—

Mike (00:37:07):

And that’s personal training and nutrition packaged together. Correct?

Jeff (00:37:10):

It’s all together, right? The six-week challenge in their head is like, everybody’s running a six-week challenge, let’s be honest, right?

Jeff (00:37:16):

Everybody’s doing this thing. It doesn’t mean it’s right. It just means it’s the best thing as far as like quick decisiveness on the internet, that’s all we want it for. So we get them in the door with that, but then we can introduce something amazing like a 90-day journey, which, you know, people in the Two-Brain family absolutely crushed with, and that 90-day journey, yeah, it’s personal training at least at the start, maybe the entire time at higher-value packages, plus nutrition. Right? So we get that well rounded approach to health and wellness and then maybe some group kind of like peppered in there, a little Salt Bay the end and they get great results because of it. But it’s obviously going to come out more expensive or higher value than a simple six-week challenge where you know, their expectation there is like six weeks of working out two to three days a week and like I’ll be fit.

Jeff (00:38:03):

That’s it. Right? So we kind of shatter that expectation. We show them the 90-day journey and we say like, this is the best thing for you. And like worst case, they don’t go with that, my guys would always pitch a personal training package next, right? So it’s just like drop to the next highest value.

Mike (00:38:17):

And so, you know, to be clear, this is not a bait and switch, because that stuff is out there where the people are, you know, quote unquote selling things that don’t exist or they are creating these horrible things where you know, you get your money back if you do all this stuff that no one can possibly do, that stuff is out there. And that’s not what we’re recommending, what we’re talking about here is you’ve got a compelling offer that you can supply to these people. But you’re finding out what they really need and what most people really need is not a six-week challenge, right? If they want a goal of I want to lose 20 pounds and I want to, you know, or I want to PR my marathon time or I want to become healthier long term, what you’re selling there is a lifestyle. You’re not selling a six-week challenge. And the second part of that that’s really important to remember is that, as business owners, you’re really not looking for a six-week member. You know, like, that’s not really a good thing. What you really want is you want a 10-year member, and we talk about a Two-Brain key metric is length of engagement. Some of our gyms have insane length of engagement numbers like in many, many years because you have that client long term that is great for your business because this person’s paying a high ticket service for a period of months and years.

Mike (00:39:20):

But this person is also getting something out of it. He or she is changing his or her life becoming fitter, becoming happier, stronger, healthier, a better parent. All the other stuff that comes with that. So again, not bait and switch. This is just research discovery, right? In the sales process and then figuring out what this person really needs to find success. And I’ll throw this at you and you can tell me if you agree. I think it would be dishonest of you to listen to a client’s goals and then not tell that person the exact best way to get there. What do you think?

Jeff (00:39:48):

Yeah, yeah, 100% and I mean us being consumers ourselves, like you guys have had this happen to you already. Like take anytime you bought a car, a TV, an appliance, whatever, you know, any higher value product that you’ve bought, maybe some services that you’ve bought, you’ve probably gone in with one expectation. I bought a refrigerator last year. So it’s a higher cost, you know, appliance I walked in with one expectation, I walked out with a different fridge than I came in expecting to buy, but it was because it was better for my space. So there’s different measurements, there’s different amenities that would come with it. So I had to get something that specifically fit my space as well as my needs, with my family with like two girls so they could like, you know, reach the freezer. I can’t have like a freezer on top.

Jeff (00:40:33):

For example, though that’s like a cheaper setup for a fridge, I needed it on bottom, easy rollout drawer. They can get in and get their little frozen popsicles, you know, things like that. So, you know, you got to go with what actually works. Again, expectation that I had wasn’t right, but that’s because I’m not the expert. And in this situation, these people coming in to talk to you about the six-week challenge, they’re not the experts. They’re the consumer. You’re the expert. If you’re in the sales seat and you have to do your job, it’s your responsibility to show them the right prescription. We call it prescriptive selling. We don’t, you know, some people actually, I have seen this, a few people have a prescription pad that they use. I will say a key thing legally is not to say that it’s a prescription cause you’re not a doctor. But if you want to use a cute little prescription pad, I mean, sure. Why not? Like, it’s kind of cool. We usually just recommend at least at the very least a sales binder. The little pad is kind of cool to like have a little more customization added to it. But again, like I told you, nine times out of 10, right, they forget. Consumer amnesia. They forget they came in for a six-week challenge and they don’t care anymore because of how much care and interest you’ve provided and the high trust that you’ve built up with them. They’re just like, I’ll do whatever this person says at this point, right. Because they’re the professional in the seat. One time out of 10 they might say yes, so what about that six-week challenge though? And that’s totally fine.

Mike (00:41:54):

So then how do we do that?

Jeff (00:41:57):

Yeah. So we’ll just back up and say like, absolutely you can do the six-week challenge. I’m never going to prevent somebody from doing that. That is what would be bait and switch if I said like, yeah, we don’t offer that. Sorry. You know, I know it says that, but we don’t do that. I just did it to get you in here, right?

Mike (00:42:11):

That’s a one-star Facebook review right there.

Jeff (00:42:14):

That is getting wrecked on Facebook. Yeah. So what we do instead is we just say like, Hey, you could absolutely do the six-week challenge. However, based on your goals as I recommended here, I think the 90-day journey is going to give you the best, fastest, safest route to accomplish those goals. And I think you’ll be really, really happy with it. Would you still like to look at the six-week challenge though?

Jeff (00:42:38):

They say yes, you’ve got to go with it. Just go with it. I mean that’s fine. I always tell people with sales like all that matters really is what they do today. You know, as long as they do something today, I’m happy. If it’s not what I ultimately want for them, that’s fine cause it’s not me that’s buying it, you know, it’s not my life. But I will say when they buy that six-week challenge, I’m just going to put more effort into that, into, you know, getting them to continue with those services afterwards. I think you need to work a little bit harder maybe just to paint the long-term narrative for them at that point and just say like, look, this six weeks is just a jumpstart, right. From here, here’s what we could do. And just start providing context for like the next nine 90 days to 180 days to a full year at that point. So they have this long vision rather than this simple little six-week journey that they might go on if.

Mike (00:43:32):

I love what you said because if you make that sale, you then have six weeks to build a relationship with that client, educate that client, nurture that client, and then eventually you earn the right to have an exit conversation with a warm lead at that point who knows about your business, knows what you’re all about, and then it becomes very easy, especially that’s where you know your great programming, you great coaching, your great relationship building, all that stuff comes in where this person now says, oh, this is valuable. This is helping me. Six weeks is not enough for me to lose 50 pounds, but I lost seven. I can now continue with the service. I want to do your hybrid package and I really care about you and I know I trust you. Right? So that whole process is a slippery slope.

Jeff (00:44:06):

Yeah, I mean it’s definitely not a loss. I would never take that as a loss. Like, oh, they didn’t buy my highest value package, oh no. Like, again, all that matters is what they do today. And then it’s basically you get the next, you know, whatever number of weeks, if they buy the six week or the 90 day or whatever, to really invest in them and build up that high trust and they’ll do anything. I mean, that’s why we talk about athlete check-ins as like a great opportunity with current clients. You know, doing like goal-review sessions, you know, for example, and sitting down with them, you have such high trust with them at this point that they’re like, Oh, you think I should do a couple of personal training sessions? You think I should add nutrition? Great. I mean, I’ll do what you say because you know what you’re doing.

Jeff (00:44:47):

You’re the expert. Hold the seat of the expert. That’s who you are in this situation. And be the expert and write that prescription and tell them what they need to do and push them towards that and they’ll do it.

Mike (00:44:59):

So you’re in the expert seat right now, upsells and downsells in these appointments. What’s more likely, what are people going to see when cold traffic comes in?

Jeff (00:45:06):

Yeah, so it’s much easier to downsell than upsell. I’ll just say that. So what I mean by that is in the Two-Brain model that we follow for sales is top-down selling. So you need to start with that highest value. So I mentioned nine times out of 10 they forget about the six-week challenge. And that’s a good thing because a six-week challenge is probably like somewhere in the middle as far as our value goes.

Jeff (00:45:30):

So if I start at six week, I can only go down. You can’t go six weeks. All right. So the six week challenge, it comes out to about a, you know, two payments of $250. You know, how does that sound? Blah blah, blah. They say that doesn’t sound great. You say, cool. How about this 90-day journey? That’s $500 every month for three months. How’s that sound?

Mike (00:45:49):

Not as good.

Jeff (00:45:49):

Can’t do that. And you know, the other example I always use is like if you go buy a car, like I went and bought a truck, right? And the person at the dealership is not going to show me the cheapest truck to buy first. They’re going to show me something like, they usually ask your price range or whatever. So they get an idea of where you’re at. So they don’t just completely out of left field you, but they’ll say, OK, cool.

Jeff (00:46:14):

You can spend, you know, $50,000 on a truck. I’m going to show you this $65,000 truck, but you’re going to want it so bad that you might just go for that. And worst case, you can’t do that. So I dropped to a $55,000 truck and you buy that truck, right? Still above what you thought you were going to do coming in. Right. And that’s sorta a key aspect and we use that in our process with that top down. Yeah. Let’s just look at like what upsells are. So upsells are basically you have somebody who bought something and then you upgrade them to another higher value service or you add on to that service. This happens most often with current members. I mentioned a athlete check-ins a minute ago. So with athlete check-ins, you’re meeting with a current member paying you for that service, but you recommend another service like nutrition or PT, and because you’re the expert in that situation, you’ve built a lot of trust with them over the years and they want to see better results.

Jeff (00:47:09):

They go with that, right? That’s an upsell. At the point of sale during the No-Sweat Intro, it’s very difficult to do that. Right. I mentioned the truck example, right? And you know you’re not going to start with the rust bucket on the lot and say like, yeah, it was $5,000 but how about this one that’s $15,000 right? It’s very hard to the other direction. So typically at the No-Sweat Intro, you see what we call a down sell or I like to think of it as like a drop down sale. Right? So we’re going to drop down from whatever high value service we start at like your 90 day journey to maybe that six week challenge or personal training if that’s the next highest value. And then maybe to like your on-ramp program or something just to kind of get them into doors. And again, all that matters is what they do today.

Jeff (00:47:54):

So as long as we get them started with something today, I’m happy with that. And there’ll be happy too, I know it. But yeah, we dropped down or down sell as you mentioned, but we have to also reframe it so it doesn’t sound like a consolation prize. Like, man, it’s unfortunate you can’t do that 90-day journey. You’re definitely not going to get the best program that we offer, but that’s OK. Like I have this six-week challenge. It’s all right.

Mike (00:48:20):

Thanks for the purple ribbon, Jeff.

Jeff (00:48:21):

Thanks for participating. Here’s your participation ribbon. Yeah, like we don’t want to do that. So we say, Hey, that’s totally fine. Like that’s an option. It’s always available to you. It’s something you can go back to. We actually offer ongoing nutrition, personal training. You can add it any time. So why don’t we do this, Mrs. Jones, let’s check out this six-week challenge. I think it’s going to be amazing for you. And then we just drop down to that. That’s how you have to transition. It has to be better than the 90-day journey at this point. Because again, all that matters is what they do today.

Mike (00:48:52):

Well, and I’ve seen some gyms really cleverly frame this stuff like where you’ve got, you know, we’re not going to throw 700 prices at them, but they’ve got like three prices where it’s like you got the premium package which is $1,000 and you’ve got the bronze package, which is $400 and you’ve got in the middle, you’ve got the shiny gold package that’s like 650 and it looks, it’s not the big one, which I can’t afford, but it’s not the crappy one, quote unquote that looks like at the bottom end. It’s that popular one in the middle. And in reality that’s what these gyms are trying to sell most of. Is that middle package. So they’re actually using those things, those other programs exist and they are premium options and basic options, but they are framing that middle price, which is often what they really want to sell.

Jeff (00:49:28):

Yeah, absolutely. We call that price anchoring and option closing, it’s like a combo effort there. But you know, if you have three options available, people usually go with the middle option. That’s what price anchoring is for, the high anchor and a low anchor. And that’ll up your average revenue per sale, which is fantastic. A good benefit to have. And then, you know, option closing rather than saying like, Hey, how does this sound? Would you like to get started today? What do you think about that? And these other like very weak closing questions, we can actually ask which of these options fits you best, which is my favorite closing question that I’ve used for 15 years. And it is the most effective one in my opinion because it’s something that can be asked very confidently and something that is very assumptive. You’re assuming that they’re going to do one of them. Now you just have to figure out which one, and if you assume they start assuming too. So it’s where I actually extract the old adage of assuming makes an ass out of you and me. I don’t believe that’s true in sales. It actually helps sales a lot if you’re assumptive.

Mike (00:50:29):

The one that I really liked from Chris Cooper is a variation of, you know, OK, do you want to do this style of training with me personally or do you want to do this in a group? And it’s like, it’s one of those two things. Which one do you want? But we’re doing it.

Jeff (00:50:41):

Yeah, exactly. We’re going to do something. Yeah. That’s an example of option closing for sure.

Mike (00:50:48):

  1. Moving on to a couple of last questions here. Objections. When you get objections from cold leads and ad clickers, are their objections different than warm leads?

Jeff (00:50:59):

Yeah, kind of, but only—I guess we’ll say this, right? So just like in CrossFit, you know, basically those objections, vary by degree, not kind.

Mike (00:51:12):

Nice analogy.

Jeff (00:51:12):

Yeah. Essentially it’s all the same. All objections are essentially the same. It’s always price. Right. And the thing with price is that there’s this sort of social anxiety attached to it in that I don’t want to tell you that I can’t afford your service or I don’t want to tell you that I don’t want to part with that amount of money for your service. It’s still the same thing. But I don’t want to say that. Because we’re in high trust sales, we experience a lot of what we call excuses or smoke screens because they don’t want to make you feel bad cause you’ve worked all this time developing this great rapport or trust with them, they don’t want to come out and say like, listen Mike, I gotta be honest with you. I don’t want to do this thing. I don’t think it sounds great. I don’t see any value in it. I’ll see you never. Bye, and slam the door behind your back. Right. It’s not going to happen. They’re going to say something like, yeah, it sounds great. You know, I just got to confirm that with my spouse. Hey, you know, can I sign up next Friday when I get paid? Blah, blah, blah, blah. It’s all the same thing. It’s still inherently price or you know, not wanting to or not seeing enough value in it to part with that amount of money. So yeah, it differs by you know, degree just in that they are going to have a harder time seeing the value mostly. Right? So it’s still going to be price, but they’re going to say things associated with value, which are excuses, which are things like, let me talk to my spouse, let me come back next week, whatever. And they board that be-back bus, which is a one way ticket to nowheresville. You never see them ever again. And it’s unfortunate.

Mike (00:52:41):

You need to do a really good job to try and deal with this stuff,I’m going to guess, because you said if they leave, they’re gone, for the most part. So you need to do a really good job with discovery. You need to do a really job of building value and building a relationship with this person. So that this person who maybe has a price concern can throw that thing out the window because he or she sees the value in what you’re presenting, right? Meaning like, OK, I don’t want to spend more than $500 but for 550 I can accomplish all my goals and be healthier. And you start doing some math there you start thinking maybe this is actually a good deal, not a bad deal.

Jeff (00:53:14):

Yeah, absolutely. So, you know, in the new road map we disclosed a new way to handle objections, which is a step by step process. And people should check out Two-Brain mentoring if they want to learn more about that. But essentially it’s very easy to handle objections. I handle every objection the exact same way every single time and I’ll repeat it four or five times within one sales process. And nobody notices because consumer amnesia.

Mike (00:53:38):

What is it? I gotta know.

Jeff (00:53:38):

Well, you know, basically four quick steps. First thing I do is I agree with them. And that takes away the argument factor. If you ever argue in sales, you lose.

Mike (00:53:50):

You’re absolutely right about that.

Jeff (00:53:52):

Very important not to argue. So I just say, Hey Mrs. Jones, I totally get it. You know, I would check with my spouse too. Right? Or, you know, I understand budget’s very important, right? So we just agree with them. Second thing is a confirm the true objection. So I’ll say what you’re telling me Mrs. Jones is that you want to do one of these programs, you just don’t think you can afford it. And if you don’t mind me asking, which one of these three are you saying you can’t afford? Another benefit of having more than one option on a page. So we can kind of narrow that down and then what you just mentioned in building as much value as possible, the third step is to revisit the value stuff, that’s back in discovery. That’s at the beginning of the No-Sweat Intro. You ask them what they want, why they want it. So I like to say, Mrs. Jones, remember why we came here today, right? You booked an appointment with me because you interested in trying to lose some weight. We determined that amount of weight was 20 pounds. And furthermore, more importantly, you wanted to lose 20 pounds because of how much better you would feel. How it would boost your confidence, get you better sleep, you would have more energy, you’d be more productive at work, you’d be able to play with your kids much longer than you are now. And that’s all very important to you. Am I right?

Mike (00:55:04):

And that’s in your notes, right? Like you’ve got that in your notes.

Jeff (00:55:06):

You have it in your notes, we take notes for a reason or you go, people neglect their notes all the time. And I’m like, what the heck are you doing? Write it down. Go back, talk about it more than once. That’s what we call the hot button in sales. And it’s kind of like the Staples easy button. You’ve got to push that button like a thousand times if you want to make a sale, especially with cold traffic. And then finally step four, we come back and we do the reclose, which is the exact same close as the first close. You just say, all right, you might drop down, right? We talked about downselling or drop down sales, so drop down to a better option for them today and you say, Hey Mrs. Jones, therefore, you know which one of these options works better for you.

Mike (00:55:43):

So a simple four-step process. Again, we teach people how to do this and we actually teach people how to practice this and go through it, review it with them and so forth. Because you know this for me, you’re talking about this easy process for you. 15 years of of hell and sales in colleges and so forth. It makes me squidgy inside. You know, I get nervous about this. I’m not great at this whole thing and I know there’s people out there that are definitely, you know, would rather be teaching a squat than making a sale. But it can be learned. Am I right? Like can people get better at this stuff?

Jeff (00:56:10):

Oh absolutely. Sales is easy. I’m not going to pretend that I’m an expert because I did something crazy and went to a thousand clinics or courses or done anything like that. I never did a Dale Carnegie or any of that stuff. I read some books. I listened to the same audio books like 17 times in a row back at one of my jobs where I had to travel, you know, a couple hours a day in my car. So I did a lot of learning there, but most of it was just practice. That’s all it is. Sales is reps. It’s just practice, practice, practice. I talked to myself in the mirror a lot. It’s kind weird. I recorded myself on my phone. I role played with my wife, you know, do all sorts of different things like that just to get the practice. And sales is a system.

Jeff (00:56:53):

It’s not about being a smooth talker, right? It’s not at all because we’re not practicing persuasive selling. We’re practicing high-trust sales, so you can’t have trust and be persuading somebody to do something they’re not cause there’s no trust there, that’s breaking that trust. So it’s simply a system, right. I just gave you a system for handling objections, do step one, two, three and four, and you’ve handled the objections the same every time. So there’s like a little bit of a script, a little bit of a system to it and you just do the same thing repetitively.

Mike (00:57:22):

Have you seen your clients who have, who’ve implemented this stuff? Have you seen them improve? Go from like, my God, I can’t sell anything to having some successful sales?

Jeff (00:57:30):

Yeah, absolutely. Somebody posted in the Two-Brain group yesterday, which I’ll leave the name out for now, but she’s in the Two-Brain family. She’s in growth with us and I did a sales call with her in December and her whole team was against selling personal training. They thought they couldn’t do it and they started doing it. I was like, you gotta do this thing. So they got into it. They set it up. It took about a month to get everything together and they sold, I think four personal-training packages in a week. I was like OK, you can do it. Like sales isn’t hard. I know it’s scary at first and it feels like, Oh, am I going to be perceived as slimy? Like, no, you’re not. Just be yourself. Build trust, build rapport, be honest, don’t lie about stuff, and you won’t be slimy. Like you have to try to be a slimy salesperson, you have to cut all your moral values and just say like, I’m going to do whatever I want to do now.

Jeff (00:58:21):

And like, you can do that. But like you gotta try. I don’t think anybody who owns a CrossFit gym, at least that I know of or is in the Two-Brain family could be perceived as a slimy salesperson. There’s too high of a moral echelon that they’re following. You know, it’s just not going to happen.

Mike (00:58:39):

And we are in the relationship business as personal trainers. So, for most of us, I would almost say all of us, it’s, we’re building relationships with clients to help them with their health and fitness. We’re certainly not interested in bait and switch and slimy stuff and nonsense. That’s not going to help them because we actually do want to help them. I don’t know a gym owner out there in the microgym family that doesn’t genuinely want to help people. So that aspect of sales, the helping aspect of sales should come very naturally. And again, if you haven’t read it, I encourage you to pick up “Help First” by Chris Cooper. He’s written a bunch of books. This one is going to change the way you think about sales. It’s not selling, it’s helping. And really when someone comes to you and says, I have this problem with my health and you have a solution, you know, Jeff, does that sound like selling or does that sound like solving?

Jeff (00:59:26):

Yeah, that’s definitely problem solving. And that’s how I try to explain sales to everybody. It’s helping, it’s problem solving. That’s all you’re doing is you provide that solution. And yes, as I mentioned, you have to exchange something of value for something of value. So that’s dollars for services. It is what it is, but that’s the way the world works. And consumers get it. They’re not confused about that. They know that you have to exchange money for these services.

Mike (00:59:49):

It’s just simple economics. Everyone gets the deal and everybody gets paid and everyone’s happy. Thank you for listening guys. This has been sales with expert certified Two-Brain business mentor, Jeff Burlingame, and we are Two-Brain Radio. Please remember to subscribe for more. If you’ve got an opinion on the show, we would love to hear it. Please leave us a review. That would be spectacular. And if you’re a gym owner and you need some help growing your business, Two-Brain mentors can show you the exact steps to add $5,000 in recurring monthly revenue. You want to know more about that? Book a free call on today. Thanks for listening. We’ll be back with more on Two-Brain Radio.


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