If You Hate Selling, Watch This | Ep 998

Download your free personalized $100M scaling roadmap in under 30 seconds: https://www.acquisition.com/roadmap?el=yt-alex-486r&htrafficsource=youtube Tina turned her son's recovery from autism, ADHD, and epilepsy into a $770K business with 72% margins. But she's still answering every DM. In this episode of Scale or Fail, Alex breaks down the belief holding most mission-driven founders back and the system that lets them help more people by doing less themselves. In this episode 00:00 Introducing Tina and her business model 04:55 The back-to-front scaling framework 09:02 Designing and timing upsells after the initial sale 11:03 Checkout vs one-on-one pricing 18:05 AI agent for Telegram support 21:24 Turning Q&As into daily content 23:50 Ads strategy and CTA timing 28:01 Scaling roadmap assessment More Value: Book Your Spot at the Live Scaling Workshop in Las Vegas: https://www.acquisition.com/o-vegas Get the $100M Book Bundle: https://shop.acquisition.com/pages/100m-book-bundle Watch My Latest Episodes on YouTube: https://www.youtube.com/@AlexHormozi/featured Learn How to Scale Your Business to Millions in Revenue: https://www.acquisition.com/ Discover The Easiest Business I Can Help You Start (Free Trial): https://www.skool.com/hormozi Additional Free Books and Video Courses: https://www.acquisition.com/training DISCLOSURE: Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies and identify any potential risks. The information shared here is not a guarantee of success. Your results may vary. Copyright © 2026.

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Alex Hormozi?

  My name is Alex Ramosi and this is Scale or Fail.

• 0:11Alex Hormozi?

  Hi, how's it going?

• 0:12Speaker 01

  Good, amazing.

• 0:13Alex Hormozi?

  Excited?

• 0:13Speaker 01

  Yeah.

• 0:14Alex Hormozi?

  Ready to rock?

• 0:15Speaker 01

  Yes.

• 0:15Alex Hormozi?

  All right. Tell me about the business.

• 0:17Speaker 01

  My name is Tina, Tina Su. In the last 12 months, I did $770,000 and $555,000 is profit.

• 0:25Alex Hormozi?

  Amazing.

• 0:26Speaker 01

  72% profit margin.

• 0:27Alex Hormozi?

  And you helped a bunch of families.

• 0:29Speaker 01

  Yep.

• 0:29Alex Hormozi?

  Okay, so what do you sell? How do you make the dollars work?

• 0:32Speaker 01

  Yeah, so my core product is called Hi Mama.

• 0:34Alex Hormozi?

  Okay.

• 0:35Speaker 01

  And it's a group program that helps children who have speech delay. So for example, nonverbal kids to speak their first words.

• 0:42Alex Hormozi?

  Okay.

• 0:43Speaker 01

  While also at the same time, healing, reducing of autism symptoms as well.

• 0:48Alex Hormozi?

  Okay, got it. And the offer you sell is 2,500 bucks a year?

• 0:52Speaker 01

  The offer, so the Hi Mama program is 2,500. And it's for the year with a three-month intensive in the beginning, nine months of aftercare.

• 1:01Alex Hormozi?

  Okay.

• 1:02Speaker 01

  So once a person is in the program, then I sell them onto the all-access pass, which gets them every cohort of Hi Mama, the three-month intensive.

• 1:10Alex Hormozi?

  Cool.

• 1:10Speaker 01

  So they can stay in the energy and they can continue

• 1:13Alex Hormozi?

  Cool.

• 1:13Speaker 01

  to move on to the next level of their children's healing.

• 1:16Alex Hormozi?

  What do you think's stopping you right now?

• 1:20Speaker 01

  Me?

• 1:22Alex Hormozi?

  Okay.

• 1:22Speaker 01

  So I am doing everything. I just like, I can't let go of,

• 1:28Alex Hormozi?

  Subliminal?

• 1:29Speaker 01

  So I have like every single Instagram conversation. This is how I currently, I don't do sales calls. And I'm in every piece of marketing, I'm in the delivery. My team handles customer service, but I'm often in that as well. So just I have my hands in everything. And at the end of the day, I just don't have time for anything. So low-hanging fruits just doesn't get done.

• 1:49Alex Hormozi?

  Yeah. Understood, okay. Why does solving this matter? Why is growing this business important versus just staying where you are? You're making 500 grand a year.

• 1:56Speaker 01

  Yeah, yeah. I mean, it's not about the money. Before starting this business, I had another business and I still have that business. And I had developed that other business, you know, from nothing. Like when my son was a baby, between the hours of 8:00 PM and 2:00 AM.

• 2:13Alex Hormozi?

  Savage.

• 2:14Speaker 01

  I grew that all the way to $20 million.

• 2:16Alex Hormozi?

  Amazing.

• 2:17Speaker 01

  And I had that business when this happened with my son. And so, so my son used to have autism, ADHD and epilepsy. And we had done everything conventional medicine told us to do. All the conventional therapies and medication. And my son got worse and at, he was, when he was nine.

• 2:36Alex Hormozi?

  Yeah.

• 2:36Speaker 01

  The last of his ADHD. I'm gonna cry.

• 2:40Alex Hormozi?

  You're good.

• 2:41Speaker 01

  When he was nine, the last of his ADHD medication stopped working. He had been on seven at that time. And they were ready to move him on to antipsychotics. And he stopped sleeping and it was just hell.

• 2:53Alex Hormozi?

  Yeah.

• 2:54Speaker 01

  Yeah.

• 2:55Alex Hormozi?

  So he wanted to fix it.

• 2:56Speaker 01

  And then somebody like just recommended, it's like, hey, look into holistic change, what you're eating and the environment. And so I went on this like holistic journey to helping him. And, and in two years.

• 3:11Alex Hormozi?

  It's okay.

• 3:14Speaker 01

  In two years, all of his symptoms of autism, ADHD and epilepsy went into remission.

• 3:21Alex Hormozi?

  Awesome. It's amazing.

• 3:23Speaker 01

  Yeah, and then when he got better, I was like, I have to do this.

• 3:28Alex Hormozi?

  Yeah, well, congratulations. You did it. Now you're helping people out. You're making money doing it.

• 3:32Speaker 01

  Yeah, so I had to like, I just paused from my other business and like, just went all in. And just, I just go in with the attitude that I'm on year four. I just go in with like, I didn't even look at the numbers. I'm like, I don't even care. I'm willing to work for free.

• 3:44Alex Hormozi?

  Yeah.

• 3:45Speaker 01

  Because that's how I started my first business is literally, you know.

• 3:50Alex Hormozi?

  So we're gonna, you can, big exhale. You're good. There you go. You're good.

• 3:55Speaker 01

  This is not what I planned on saying.

• 3:56Alex Hormozi?

  You're fine, don't worry about it. You're good. I'll probably challenge you on a couple of things around like the numbers and making money. Because I'm sensing that that will limit the amount of people that you can help. Because on some level, and you can correct me if I'm wrong, it feels like you may have equated like maybe charging more or having upsells or even having a more standardized sales process with bad. And I don't think that that's gonna be the case. And I think the more we can structure some of these things and know all of the numbers of the business, the more families you're ultimately gonna help.

• 4:29Speaker 01

  Yeah, yeah.

• 4:30Alex Hormozi?

  Okay, I'll ask this question, but I'm pretty sure I know the answer.

• 4:33Speaker 01

  Okay.

• 4:34Alex Hormozi?

  Do you think the business model as it currently stands will scale?

• 4:40Speaker 01

  How it is today, probably not to the scale I would want.

• 4:44Alex Hormozi?

  Okay.

• 4:44Speaker 01

  But, but it can scale to my goal.

• 4:47Alex Hormozi?

  Okay, so you're open to changing some things?

• 4:49Speaker 01

  I'm open, yes.

• 4:49Alex Hormozi?

  All right, cool. Let's do it. Let's rock.

• 4:55Alex Hormozi?

  So we're gonna fix this in standard fashion. And by standard fashion, I like doing things back to front. So we'll fix offer. And then we'll fix the conversion process. And you're like, how's this back to front? Well, this is the thing you deliver, right? And then we'll go to traffic. Okay? This is kind of our, our three-step approach. Okay, so right now, you currently don't have like a formal pitch or webinar that you go through. You do like a three to four hour like Mondo thing.

• 5:23Speaker 01

  Yeah, and it's only just because I have resistance to creating webinars.

• 5:27Alex Hormozi?

  Yeah, why?

• 5:29Speaker 01

  I just, I don't want this to be, sorry for saying this, but like bro marketing. Like I don't, I don't want people to feel sold to.

• 5:38Alex Hormozi?

  People only feel sold to if it's bad.

• 5:41Alex Hormozi?

  Like good selling.

• 5:42Speaker 01

  Yeah.

• 5:42Alex Hormozi?

  Feels good.

• 5:43Speaker 01

  I tried working on a webinar for like a few weeks and I just like couldn't.

• 5:45Alex Hormozi?

  Well, think about how many things you've bought over the last month. How many did you feel sold to?

• 5:50Speaker 01

  That's true.

• 5:51Alex Hormozi?

  Probably not many.

• 5:51Speaker 01

  Yeah.

• 5:52Alex Hormozi?

  And every one of those purchases, somebody for sure thought about how to get you to buy.

• 5:55Speaker 01

  Yeah.

• 5:56Alex Hormozi?

  It's just they did a good job.

• 5:57Speaker 01

  Yeah.

• 5:57Alex Hormozi?

  All right, so just from a belief-breaking perspective, I agree with you. You should not sell poorly. So you should sell well.

• 6:02Speaker 01

  Yeah.

• 6:02Alex Hormozi?

  Yeah? Okay. So fundamentally, what's happening is you're probably doing over three to four hours, covering the points that could be covered in 45 minutes. And you just don't want to be as structured about it. And if you're just structured about it, your value per second will go up for the, for the parent.

• 6:18Speaker 01

  Yeah.

• 6:18Alex Hormozi?

  And if your stated goal is that you want to help more parents, having the expectation that they're gonna wait two, three hours before hearing about how you can help them is doing a disservice because you're losing half of them anyways. So like, I think that does them a disservice because of whatever belief that you have about selling poorly.

• 6:33Speaker 01

  Yeah.

• 6:34Alex Hormozi?

  Right?

• 6:34Speaker 01

  Yeah.

• 6:34Alex Hormozi?

  So I think from, uh, this is me actually getting into conversion, but I'll up this here, which is structured webinar. And I think one of the things that holds a lot of people back with webinars is they think that like webinars have this very specific language pattern. It's no, it's just, it's really clear communication. It's, let me tell my quick story so that I have some reason why you should listen to me. There's gonna be a big promise right before that. That's what you start with, which is like, why the hell are you here? What it like, why is it worth staying on? Right? Who am I? And then you say, this is the main thing that we're gonna talk about, which is then the, call it your, your core. You showing what you shared here was your kind of core transformation that you went through. This is the old way, new way. It's a very classic pitch.

• 7:19Alex Hormozi?

  I used to do this, this didn't work. And then I discovered a friend of mine, guru comes in, shares the secret knowledge, which was that holistic was the way. I implemented the stuff. And then I got this great outcome, both internally and externally. It was amazing. But it didn't just work for me, it worked for X, Y and Z as well. Because they were gonna hit the different avatars that come up. And so the big three, biggest concerns that people have about this is problem number one, problem number two, problem number three. And then you just systematically break down each of the three problems. And with each one of them, you're gonna follow a, what they think?

• 7:50Alex Hormozi?

  They think this, right? And then you're gonna say, why wrong? Why that's not true? Like I used to believe this, it's not true. What's right? And then proof. And proof can be anything. Proof can be stats, it can be stories, anything that just proves the point. And ideally, as many forms of proof as you can. Okay? So if we can just take our four-hour marathon and turn it into a 45-minute more structured presentation with slides that has visuals to support, because some of them are listening within the background, these other things, if you can have it more visually stimulating, you'll get a higher conversion rate. Because right now, I think you actually have an avatar that's in a ton of pain and wants to buy. Because you're converting like 9% right now, which I think you could probably convert double that. Because you're also selling to a warm audience.

• 8:34Alex Hormozi?

  And if you want to scale it, which you're saying you do, you have to sell to a cold audience. And so the ads that you're running right now are pretty much just targeting your existing people. Since most people are coming and already know who you are.

• 8:44Speaker 01

  Yeah.

• 8:44Alex Hormozi?

  So we can't sell to people who already know who you are. You have to sell like they don't know. And then you will sell people who don't know you. But if you sell only like you're selling to people who do know you, then no one who doesn't know you will buy.

• 8:55Speaker 01

  Got it.

• 8:55Alex Hormozi?

  Does that make sense?

• 8:56Speaker 01

  Got it.

• 8:56Alex Hormozi?

  You gotta sell like it's cold to warm and it converts everything. You sell like it's warm to everyone, you only convert warm.

• 9:01Speaker 01

  Got it, got it.

• 9:02Alex Hormozi?

  From an offer perspective.

• 9:05Alex Hormozi?

  Do you know what your upsell percentage is from the back end to the front end?

• 9:08Speaker 01

  10.

• 9:09Alex Hormozi?

  So 10% of people are taking the second offer?

• 9:11Speaker 01

  Yeah.

• 9:12Alex Hormozi?

  Any reason you don't just do six month and have it recurring?

• 9:16Speaker 01

  That's a good, I've thought about not doing-

• 9:18Alex Hormozi?

  Like three and three, like three months of intensive, three months of-

• 9:21Speaker 01

  Aftercare.

• 9:22Alex Hormozi?

  Aftercare, whatever. And so we want to make the actual conversion to aftercare before aftercare comes up. So this is also a conversion thing, but sell, upsell during intensive three months. And ideally, ideally, you want to sell at the halfway point. And then at like the two thirds, and then you do a last chance at the end. So right now you're only selling here. You want to sell here and here as well. The more times you ask, the more likely they're going to take the purchase offer. If you sell only at the end typically, and you're not even selling, you're like kind of mentioning it.

• 9:55Speaker 01

  I just mentioned it, yeah.

• 9:56Alex Hormozi?

  If you actually, if you were actually just only sell, you usually get about a third. So you're getting less than that, which is if you just wait to the end.

• 10:02Speaker 01

  Got it.

• 10:02Alex Hormozi?

  If you wait, if you go to the halfway point and the two thirds point, you'll be able to get like half or more.

• 10:07Speaker 01

  Got it, got it. I actually sell most to the people in the aftercare. So when they're done closer to the 12 month.

• 10:13Alex Hormozi?

  You want to sell them when they're hot?

• 10:15Speaker 01

  Yeah.

• 10:15Alex Hormozi?

  Cause everyone cools off over time. So you want to sell when the pain is, pain is still elevated and they're- And ideally from a buying perspective, you want to sell when they're mid decision, not making a new decision. So they're still in flight and you're like, hey, let's just keep the party going. Not, okay, we finished that thing. Now do you want to start, it's a, it's a different, it's a heavier sale. And about a third of people will take that offer, but you can get two thirds or more if you sell during the process.

• 10:36Speaker 01

  Got it.

• 10:37Alex Hormozi?

  People are always scared of that because like, I'm not done yet. It's like, it's okay, they've already gotten done.

• 10:40Speaker 01

  They just paid, I don't want to-

• 10:42Alex Hormozi?

  It's not like that, it doesn't work that way. If you go run a marathon and you buy shoes and the guy's like, hey, do you want, you know, one of those tank tops to come with it? An iPhone band, you're probably like, well, well, I just bought, I'm not buying anything. It's like, no, you're still, you're still in flight, right? Now, if you finish the marathon race and they say, do you want an iPhone thing for your wrist? You're like, no, I'm, I'm actually pretty good. You know what I'm saying?

• 11:00Speaker 01

  Yeah.

• 11:01Alex Hormozi?

  Okay.

• 11:03Alex Hormozi?

  Okay. So from the offer itself, I think, I think we go $2,500.

• 11:10Alex Hormozi?

  Basically biennially, hopefully you're telling this right. I think it's biennially. If it's not, I'm sure someone in the comments will correct me. Okay. So during the launch, does everyone buy through checkout?

• 11:18Speaker 01

  They can buy through checkout, but a lot of them-

• 11:20Alex Hormozi?

  Do they?

• 11:22Speaker 01

  About 30%.

• 11:23Alex Hormozi?

  Okay. Yeah. So a third of them do. So what I want to do, and this may sound like a little wild-

• 11:27Speaker 01

  Yeah.

• 11:27Alex Hormozi?

  Is I want you to have $2,500 checkout price.

• 11:32Alex Hormozi?

  And I want to have a $3,000 one-on-one price.

• 11:38Alex Hormozi?

  So if I have to talk to you one-on-one, it's, it's $500 extra. And it's just because if I were to charge hourly for me consulting with you, it would be $500 an hour.

• 11:46Speaker 01

  Yeah.

• 11:46Alex Hormozi?

  And so I'll only charge you for one hour to do that. But this is, if you're like on the fence, let me just already cover all these issues. Now, I think part of the reason that you're getting all these questions is you don't have a structured webinar. So you're not having a structured FAQ part, right? Which then, this is going to go to conversion. What I want you to do is if you look at all, you already have all the DMs categorized, right? Or you have like a big data set of all the, all the DM conversations you've had, right?

• 12:12Speaker 01

  Yeah, yeah.

• 12:12Alex Hormozi?

  I want you to take, call it every single bucket of FAQ. And I want you to review it at the end of the webinar. And I want you to do it is just pull the question behind you or pull it up on the screen and then answer it.

• 12:25Speaker 01

  Answer alive?

• 12:25Alex Hormozi?

  Yeah.

• 12:26Speaker 01

  Okay.

• 12:26Alex Hormozi?

  Because, because they have the same questions.

• 12:28Speaker 01

  Yeah.

• 12:28Alex Hormozi?

  There's, there's no new questions. There's no new questions.

• 12:31Speaker 01

  Yeah.

• 12:31Alex Hormozi?

  So the only reason that like you have to do this one-on-one is, and it's wasting a ton of your time, is we're just not handling it. Just handle it upfront. So when we have our think what they think, we have our point, you know, intro, but promise.

• 12:46Alex Hormozi?

  Your intro, which is your story, origin. And we have point one, two, and three of the webinar. Then you have your offer.

• 12:56Alex Hormozi?

  And then you have your FAQ.

• 12:58Speaker 01

  And then how many questions?

• 13:00Alex Hormozi?

  As many as there are.

• 13:00Speaker 01

  Okay.

• 13:01Alex Hormozi?

  Just think about buckets, like, I mean, there's, there's probably six flavors or eight flavors or nine, whatever, however many questions there are, like you answer all.

• 13:07Speaker 01

  Yeah.

• 13:07Alex Hormozi?

  As long as they're on, keep answering.

• 13:09Speaker 01

  Okay.

• 13:10Alex Hormozi?

  Okay?

• 13:11Speaker 01

  But-

• 13:11Alex Hormozi?

  Cause you're used to doing three or four hours. So like you just keep answering questions. I'm dead serious.

• 13:15Speaker 01

  Yeah.

• 13:15Alex Hormozi?

  Just keep answering questions. If they're still on, keep answering questions.

• 13:17Speaker 01

  Yeah.

• 13:18Alex Hormozi?

  But answer the ones that you already know that represent the big, like, answer it in, in order of greatest percentage of questions.

• 13:23Speaker 01

  Okay.

• 13:24Alex Hormozi?

  So it's like the majority, if I only pick one question answer, it'd be this one, and that's going to be 40% of people. And my number two most asked questions to me, this was 25% of people. And then my number three, and then it goes in the long tail.

• 13:32Speaker 01

  Got it, got it. The, the problem with like having the live parents come here versus my three, four hour thing is because they take a long time. And it could be like, I'll invite up to eight parents. That might be my own problem, but, cause that could, that could drag this on like-

• 13:49Alex Hormozi?

  Oh, that's because you're doing like Zoom calls, not like, and you're getting 10% of those people to buy?

• 13:54Speaker 01

  10, 10% that come live buy, but every time-

• 13:57Alex Hormozi?

  That's insane.

• 13:57Speaker 01

  Even outside the replay for the three, four hour thing, if someone watches it and they can truly afford it.

• 14:03Alex Hormozi?

  Yeah.

• 14:03Speaker 01

  They'll, they'll reach out to my, in my DMs and be like, can I buy, can I get it now?

• 14:06Alex Hormozi?

  Yeah.

• 14:07Speaker 01

  So this is how I'm converting them.

• 14:08Alex Hormozi?

  Yeah. We just need to, basically your delivery needs to become your content and your pitches need to be your pitches. You're kind of like muddling the two. Right?

• 14:16Speaker 01

  Yeah.

• 14:17Alex Hormozi?

  Just sell when you need to sell, deliver when you need to deliver. And all that delivery stuff, that becomes content, which I'll get to in a second when we get to traffic.

• 14:23Speaker 01

  Okay.

• 14:23Alex Hormozi?

  Okay?

• 14:24Speaker 01

  Okay.

• 14:24Alex Hormozi?

  How does this feel?

• 14:25Speaker 01

  Does 3,000 one-

• 14:26Alex Hormozi?

  I want to have a reason for them to check out rather than having to DM you.

• 14:31Alex Hormozi?

  If you want to have a call with me, it'll be $3,000. I just add 500 bucks because it costs my time.

• 14:35Speaker 01

  So, so, okay. So when they're checking out, they have these two options they can either do-

• 14:39Alex Hormozi?

  So you can just check out now, and if you want to talk to me, then it's $3,000, it's extra 500 bucks. And that's just because it's going to take my-

• 14:46Speaker 01

  Oh, extra $500.

• 14:46Alex Hormozi?

  Yeah. Now, I, I know this because everyone's, and I would just state the fact and tell the truth. Like I can't physically talk to everyone, and this is why you need more people on those calls. That's why it's like you're doing eight people at a time, it's just a waste. Like let's get 50 people or a hundred people on the call.

• 14:58Speaker 01

  Yeah.

• 14:58Alex Hormozi?

  Have a structured webinar, answer all the questions, make this offer, more people will be willing to buy. And then it's like, if you were not sure-

• 15:04Speaker 01

  If you're not sure and you want to talk to me, then-

• 15:05Alex Hormozi?

  Yeah, go ahead.

• 15:06Speaker 01

  Okay. But what if it's like too many people or is that offer there? Cause less people, people won't-

• 15:12Alex Hormozi?

  The, the goal is that more people don't want to pay the extra $500.

• 15:14Speaker 01

  Got it.

• 15:15Alex Hormozi?

  Now, if everyone is, wants to pay this, then great, we raise our prices.

• 15:19Speaker 01

  Cause I'm like, I don't want to do one-on-one.

• 15:20Alex Hormozi?

  No, great.

• 15:21Speaker 01

  But-

• 15:21Alex Hormozi?

  Yeah. Well, but like that, they're doing it now for, you're doing it for free right now.

• 15:24Speaker 01

  Yeah.

• 15:24Alex Hormozi?

  Right. So like, let's at least get paid for it if you're going to do it, but the goal is to incentivize people to do this.

• 15:28Speaker 01

  Got it.

• 15:29Alex Hormozi?

  And again, we're selling biennially, so automatically this whole thing is going to switch because they're going to have to opt out rather than opting in.

• 15:36Speaker 01

  Got it.

• 15:36Alex Hormozi?

  Track?

• 15:37Speaker 01

  Yes.

• 15:37Alex Hormozi?

  Okay.

• 15:37Speaker 01

  Yes.

• 15:38Alex Hormozi?

  So on the conversion process, I think one of the big, uh, one of the big ones is husbands slash, it's mostly female buyers, husband's not there. So I would just say give a three day, no sweat guarantee.

• 15:50Speaker 01

  Okay.

• 15:50Alex Hormozi?

  Which you legally have to anyways. So people get back out of a purchase, which is that if someone changes their mind, they change their mind. Right? And so just say, hey, no worries, buy it. And if for some reason over the next three days, you talk to your husband and he's like, I don't want our kid to get better. I want him to stay the same and get worse and like this be a problem forever. If he says that, no worries, just let me know, I'll refund you.

• 16:08Speaker 01

  Okay.

• 16:09Alex Hormozi?

  Right? So that way it's like get in and then that way, um, what we want to do to counteract like potential refunds, which is not going to be high anyways, is you want to do your onboarding ASAP. So as soon as someone buys, do the onboarding like the next day. Cause then the likelihood that they get cold feet goes down.

• 16:25Speaker 01

  Got it.

• 16:25Alex Hormozi?

  Just give them value as fast as you can.

• 16:27Speaker 01

  Okay. Give value as fast as-

• 16:28Alex Hormozi?

  Cause if they, if they buy and they get on board, the likelihood they refunds really low.

• 16:31Speaker 01

  Yeah, yeah, yeah.

• 16:31Alex Hormozi?

  Right? So it's like, let's just pull it forward.

• 16:33Speaker 01

  Got it, got it.

• 16:34Alex Hormozi?

  Like they have three days to do it, but you can deliver ASAP.

• 16:36Speaker 01

  Yeah, yeah, yeah.

• 16:37Alex Hormozi?

  Right?

• 16:37Speaker 01

  So on my live events currently, I'll have something like if you buy while you're on this call, there's a bonus. So should I take that out or?

• 16:45Alex Hormozi?

  No, I mean, you can do, have a price goes up and there's a bonus. So this is cheaper and you get more.

• 16:50Speaker 01

  Okay.

• 16:51Alex Hormozi?

  Cool?

• 16:51Speaker 01

  Yeah.

• 16:51Alex Hormozi?

  Now, uh, you have this $150 a month thing for like one-on-one with your-

• 16:57Speaker 01

  It's not with me, yeah. It's my membership.

• 16:59Alex Hormozi?

  Your team.

• 16:59Speaker 01

  Yeah, with my coaching team.

• 17:00Alex Hormozi?

  So if you're going to do that, you need to make it like five times as expensive or get rid of it. It's not priced right.

• 17:07Speaker 01

  Okay.

• 17:08Alex Hormozi?

  Yeah. Cause you have one to many, and then it's like for twice the price, you get one-on-one basically. Right? So it should be like five times the price. So it's like, I think like 8,000, 8,000, 10,000 is what it would be if I wanted to have. People have the money. I promise they do. And that money will allow you to scale it.

• 17:26Alex Hormozi?

  It just, it like one, it just, it, it, the math doesn't matter.

• 17:29Speaker 01

  Yeah. But it's not with me.

• 17:31Alex Hormozi?

  No, I know.

• 17:31Speaker 01

  It's with my team.

• 17:32Alex Hormozi?

  I know. It's, it's, it's, it's not about-

• 17:34Speaker 01

  But it's like, it's like support.

• 17:35Alex Hormozi?

  It's buying behavior. It's buying behavior. So either include that, like include your base level support, which is what you have without one-on-one.

• 17:41Speaker 01

  Yeah.

• 17:42Alex Hormozi?

  And then if they want one-on-one, they have to pay for the one-on-one price. Many people, everybody needs one-on-one, everything. But it just doesn't mean that everyone can afford it and it's not worth, it's, you have a responsibility to the business. And the business has a responsibility to the customers, but your responsibility is to make sure the business survives and grows. And in order for the business to survive and grow, it has to take care of the customer. So it's a, it's a, it's a circle. Does that make sense?

• 18:04Speaker 01

  Yeah.

• 18:04Alex Hormozi?

  Yeah. On the delivery part, so this is on delivery a little bit. You have this telegram, right? That you use cohorts in telegram. You can, are you familiar with AI? Okay. So what I would do is I'd vibe code an agent that searches the whole telegram.

• 18:23Alex Hormozi?

  And looks for past responses that are similar to the question. And then suggests it to you or your team. And then you can check or exit, and then it sends it. And that way you're going to dramatically increase the leverage that you have for each of your delivery people.

• 18:37Speaker 01

  So have the agent send it automatically?

• 18:40Alex Hormozi?

  No. So basically you'll vibe code a dashboard.

• 18:42Speaker 01

  Yeah.

• 18:42Alex Hormozi?

  They don't even have to be in telegram.

• 18:43Speaker 01

  Yeah.

• 18:44Alex Hormozi?

  Like your team.

• 18:44Speaker 01

  Yeah.

• 18:45Alex Hormozi?

  They have a dashboard. And then people ask their questions, sell them because it's convenient for them. But you make it convenient for your team to have them all in one place where it already has suggested answers and they just reply or edit. So they can go way faster.

• 18:56Speaker 01

  Got it. Okay. I can do that. Yeah.

• 18:58Alex Hormozi?

  Okay. How frequently are you running webinars?

• 19:00Speaker 01

  Once every, every time there's a launch. So, so that is-

• 19:04Alex Hormozi?

  So this is what I would consider doing.

• 19:05Speaker 01

  Yeah.

• 19:06Alex Hormozi?

  Once a week, hold a webinar for all the people who DM you and say, hey, I'm doing a live thing with other parents that way you won't feel alone. Come attend. And then you can just do the structured webinar once a week and then mop up everyone that's been in your DMs. And just send reminders to them to show up. That way you don't have to go into all these long conversations, because you're having same conversation a hundred times in a row.

• 19:24Speaker 01

  Yeah.

• 19:25Alex Hormozi?

  Okay?

• 19:25Speaker 01

  Yeah.

• 19:26Alex Hormozi?

  And then you still do your launches, that's going to be to pay. But your, your weekly webinar can be organic.

• 19:30Speaker 01

  Okay.

• 19:31Alex Hormozi?

  That, that feel okay?

• 19:32Speaker 01

  Only, only for the people that are DMing me, or should I-

• 19:35Alex Hormozi?

  No, I would just-

• 19:35Speaker 01

  Message the waitlist too?

• 19:38Alex Hormozi?

  I would just do, for me, I'd rather just have all the people who are DMing you. I'd use my waitlist for the launches.

• 19:42Speaker 01

  Okay.

• 19:43Alex Hormozi?

  Cause it'll be like more razzle-dazzle. But you're, we're trying to account for like what happens in between. So big picture, we're changing from our three hour, three to four hour marathon to a structured webinar.

• 19:51Speaker 01

  Okay.

• 19:52Alex Hormozi?

  We're going to follow this structure. We can bring up the people live to do the proof for each of the points if you want to, and that's only for your launches. We'll still use the same webinar. You don't have to have the live people. The upsell timing, we're going to shift, right? Because we won't even need to, because we're going to, we're going to be biennially here anyways. So this might not even be an issue.

• 20:09Speaker 01

  You don't think it matters whether it's six month or 12 months?

• 20:12Alex Hormozi?

  Conversely, that I know.

• 20:13Speaker 01

  Okay.

• 20:14Alex Hormozi?

  It converses.

• 20:14Speaker 01

  Cause I thought it was like, oh, you get a year, it might be-

• 20:17Alex Hormozi?

  Let me say differently. Do you want to have your tooth pulled out in five minutes or five hours? If you can fix my kid in half the time.

• 20:24Speaker 01

  Yeah.

• 20:24Alex Hormozi?

  Fix my kid in half the time.

• 20:25Speaker 01

  Yeah.

• 20:26Alex Hormozi?

  The biennial is still happening on a six month basis anyway. So that's automatic. I still want to have a conversion like push and reminder. Cause I don't want to be with people without them knowing. That's not the goal.

• 20:35Speaker 01

  Yeah.

• 20:35Alex Hormozi?

  But we want to have like, it's like, we want to get the legal right to do it here. But we want to have the psychological right from here.

• 20:41Speaker 01

  Got it.

• 20:41Alex Hormozi?

  Does that track?

• 20:41Speaker 01

  Got it.

• 20:42Alex Hormozi?

  Okay. We're doing this pricing so that we get more people to not DM you and buy immediately. So it'll be a cheaper price and a bonus if they buy on. And if they buy from you one on one, you're like, you don't get the bonus and it costs more. Now, if you're on the call, you can be like, hey, I'm not supposed to do this, but I'll give you the bonus if they, if they ask for it. Okay. We're going to vibe code delivery. So you get way more leverage from your team. That's all good. Okay. And we're going to include this little no sweat onto the pitch and we're going to add our FAQ soon. That's all conversion stuff. Okay. Once we have all this, now we have an offer that's already renewing. We're renewing at the right point. We have a structured conversion process, delivery got more leverage. We have our FAQs covered and we have guarantees so we can deal with the spouse issue. Now we just need more traffic. Okay. So this is what I want to do. So how many?

• 21:26Alex Hormozi?

  So you have like 200 plus testimonials that you've already captured, which is great.

• 21:30Speaker 01

  There's like 200 I haven't even posted.

• 21:32Alex Hormozi?

  Yeah. Yeah. So you have, post those. How much Q and A is there in your delivery?

• 21:39Speaker 01

  A lot.

• 21:39Alex Hormozi?

  Okay.

• 21:40Speaker 01

  And they're the same questions every cohort.

• 21:42Alex Hormozi?

  That's great. So you're familiar with Dave Ramsey?

• 21:45Speaker 01

  Yes. Yes.

• 21:46Alex Hormozi?

  He, people get on and they say, I should probably spend less than I'm, than I'm spending.

• 21:51Speaker 01

  Yeah.

• 21:51Alex Hormozi?

  And I should save more money. And he says, that's a great idea. He's been doing it for 45 years. And so even though it's the same question for you, the audience will not perceive it as the same question. And so I want you to take those Q and As and you can probably have an AI editor just cut it down. Worst case, you can have an offer editor do it. Cause it's a very repeatable cutting process. And I love you. How many, how many, how many Q and As would you say you do per week? And when I say, I don't mean sessions, I mean actual questions that you're answering.

• 22:19Speaker 01

  Actual questions like on the live calls?

• 22:21Alex Hormozi?

  Yeah.

• 22:22Speaker 01

  Probably between 30 to 50.

• 22:23Alex Hormozi?

  Okay.

• 22:24Speaker 01

  Yeah.

• 22:24Alex Hormozi?

  So to me, that means you get 30 to 50 posts a week.

• 22:32Alex Hormozi?

  Just by capturing and editing.

• 22:34Speaker 01

  So it doesn't matter like what we do in the program is like being shown out. Doesn't matter.

• 22:39Alex Hormozi?

  No, because it's going to be, it's going to be bite sized. You also have questions that are coming in from Telegram, right? And all those questions. So the ones that get like upvoted or have a lot of like engagement around it. I would do green screen answers.

• 22:52Speaker 01

  What does that mean?

• 22:53Alex Hormozi?

  So you pull the question behind you.

• 22:55Speaker 01

  Okay.

• 22:55Alex Hormozi?

  And you just talk about the question.

• 22:57Speaker 01

  Okay.

• 22:57Alex Hormozi?

  You've probably seen reaction videos. You just react to the question.

• 23:00Speaker 01

  Okay.

• 23:01Alex Hormozi?

  This is a question, you know, like, so, and you can have an AI voice read it and then you respond. Or you can read it and respond. Either way is fine.

• 23:07Speaker 01

  Okay.

• 23:07Alex Hormozi?

  Does that track?

• 23:08Speaker 01

  Yeah.

• 23:08Alex Hormozi?

  Just don't start with, a lot of people have been asking me this question. That's a terrible.

• 23:11Speaker 01

  Okay, don't start.

• 23:12Alex Hormozi?

  Yeah. Just read the question. Okay. When you go on these other platforms, if Instagram is where you're used to converting everyone, push people from those platforms to Instagram. So if you do YouTube shorts, your descriptions to say, DM me on Instagram.

• 23:26Speaker 01

  Okay.

• 23:26Alex Hormozi?

  If people are on Tik Tok, have your bio say DM in Instagram. That way we can just funnel everything to one conversion point. And then that pushes people to webinar.

• 23:34Speaker 01

  Got it.

• 23:34Alex Hormozi?

  Okay. Now we should probably post the 200 testimonials.

• 23:41Speaker 01

  But I really want to edit all of them.

• 23:43Alex Hormozi?

  Well, you, for all of this, you need to get editing.

• 23:46Speaker 01

  Yeah.

• 23:46Alex Hormozi?

  You have the profit.

• 23:47Speaker 01

  Yeah.

• 23:48Alex Hormozi?

  You have the profit to do it and that's not going to cost a lot of money. Now, on

• 23:53Alex Hormozi?

  the ad side, these content become ads. Because if we're, if you're, if you're capturing 30 to 40 posts, plus your green screens. We're talking three, four, or five posts a day. That's per platform. So all of a sudden you're at like 20, 30 posts a day per platform. You're going to be all over the place. Then take the winners from there and run them as ads to your thing.

• 24:18Speaker 01

  To the webinar.

• 24:19Alex Hormozi?

  To your launch. Yeah.

• 24:20Speaker 01

  To the waitlist or the webinar?

• 24:22Alex Hormozi?

  Well, you, you're used to, the launches, I think we do with the ads because you're used to doing that and that's fine. This, I just want to do fourth organic for now.

• 24:29Speaker 01

  Okay.

• 24:30Alex Hormozi?

  Just so, now if all of a sudden we, we find out like, maybe this just turns into a better cycle where you just run ads every week to a webinar that you do once a week. I'm fine with it.

• 24:38Speaker 01

  Okay.

• 24:39Alex Hormozi?

  But this is your ad strategy.

• 24:41Speaker 01

  Okay. So then this goes into the waitlist.

• 24:44Alex Hormozi?

  Mm hmm.

• 24:44Speaker 01

  Okay. Okay.

• 24:46Alex Hormozi?

  What we found work is having like a three second delay on the banner. So if you have like a CTA, that's like, hey, register for my next whatever, my launch. You wouldn't say, but my, my thing.

• 25:01Alex Hormozi?

  Just delay the, the button by like three seconds. Like the banner on the, on the video.

• 25:05Speaker 01

  At the end.

• 25:06Alex Hormozi?

  So if the hook starts three seconds, then put your CTA in, and then it can stay there.

• 25:10Speaker 01

  Okay.

• 25:11Alex Hormozi?

  We just found that it gets, it's a higher quality traffic.

• 25:13Speaker 01

  Okay.

• 25:13Alex Hormozi?

  Just a little tactic.

• 25:14Speaker 01

  Okay.

• 25:15Alex Hormozi?

  How's this feel?

• 25:15Speaker 01

  It feels good. But it's funny is not what I expected. I was expecting like higher setters.

• 25:21Alex Hormozi?

  No. I don't even want you in the DMs. Ideally.

• 25:25Speaker 01

  Me neither.

• 25:25Alex Hormozi?

  I think you can get one, one person to really just point people over to.

• 25:29Speaker 01

  Yeah. You're like, Tina's doing this thing.

• 25:31Alex Hormozi?

  Yeah, you can also hook up AI now to just respond. So it's already been linked up on Instagram. So it can just respond directly.

• 25:38Speaker 01

  See, that's one of the things when people DM me, they're like, holy shit, you're a real person addressing actual prop. You know, like, I don't want that, them to feel, I'm managing people's feelings again.

• 25:49Alex Hormozi?

  Yeah. I don't respond to everybody who DMs me.

• 25:52Speaker 01

  That's true.

• 25:53Alex Hormozi?

  I don't think. And if I did, I wouldn't be able to help a lot of business owners. I'd be DMing all day. So.

• 26:00Speaker 01

  That's true.

• 26:00Alex Hormozi?

  It's your call.

• 26:01Speaker 01

  Yeah. I could have a human do it.

• 26:03Alex Hormozi?

  Yeah. But they probably won't, like, I'd rather them just, like, I'd rather them push to you and get a fractionalized version of you than a whole percentage of somebody who's not.

• 26:14Speaker 01

  Got it.

• 26:15Alex Hormozi?

  Cool.

• 26:15Speaker 01

  Yeah.

• 26:16Alex Hormozi?

  I mean, this feels pretty straightforward.

• 26:17Speaker 01

  It's really.

• 26:18Alex Hormozi?

  We got our recurring here.

• 26:19Speaker 01

  Yeah.

• 26:19Alex Hormozi?

  We need to structure the webinar. We add these elements to the conversion process. We expand delivery here and then we blow the fucking door off the, the front end.

• 26:27Speaker 01

  Okay.

• 26:27Alex Hormozi?

  Now, one thing I do want to address is that, I think you said you're self sabotaging or something like that. You making more money means that you are helping more families. And you can help all the families who can't afford it with this.

• 26:43Alex Hormozi?

  I have helped a zillion more people, business owners who have not paid me than the ones who have.

• 26:48Speaker 01

  Yeah.

• 26:48Alex Hormozi?

  And that's fine. I want that. Like I can never, I could never possibly.

• 26:52Speaker 01

  Yeah.

• 26:52Alex Hormozi?

  Right? So I think if you can just, you have to just separate out the, if I charge, it's bad. Because I know that you also had some resistance to raising the price.

• 27:01Speaker 01

  Yeah. I'm, I mean, like, one of my biggest fears, and I feel silly even saying it, is like, I don't want people to think I'm in it for the money. And that's like.

• 27:11Alex Hormozi?

  The business is in it to make money. The business is. You own the business. You can be in it for whatever reason you want. The business needs to make a profit in order to grow. And if you want to help more people, it will, like, you can help more people and make more money. Rather than or. Because my friend Taki says this great thing. He says, either you can be a starving artist or you can be a soulless corporation. And I think that the beauty's in the middle.

• 27:34Speaker 01

  Yeah.

• 27:35Alex Hormozi?

  And so if we make all this stuff, we're helping lots of people for free. But for the percentage of people that want more help, there's a, there's a for purchase option.

• 27:46Speaker 01

  Okay.

• 27:47Alex Hormozi?

  Joel?

• 27:47Speaker 01

  Yeah. Okay.

• 27:48Alex Hormozi?

  All right.

• 27:49Speaker 01

  Yeah. Easy.

• 27:51Alex Hormozi?

  Easy.

• 27:51Speaker 01

  Easy. Okay. All right. Doable.

• 27:55Alex Hormozi?

  All right, doable. We did it.

• 28:01Alex Hormozi?

  All right, let's see where you're at on the scaling roadmap. All right, let's see where are you at? So you're at, how many employees you have?

• 28:08Speaker 01

  Not including the coaches, seven. Including the coaches, 12.

• 28:14Alex Hormozi?

  Okay, so you're probably between these two steps. So between five to nine and 10 to 19 in terms of prioritizing and productizing.

• 28:20Speaker 01

  Okay.

• 28:21Alex Hormozi?

  All right. So we'll probably have a little bit of a mix here. So if we're looking at product, you said yes to anyone who would pay.

• 28:27Speaker 01

  Yes.

• 28:29Alex Hormozi?

  And you're getting feedback from lots of different people?

• 28:31Speaker 01

  Yes.

• 28:31Alex Hormozi?

  And so we need to be a little bit more specific about our products. And you already did cut one of them, right? You had the picky eaters and the, and the, and the high mama.

• 28:38Speaker 01

  Yep.

• 28:39Alex Hormozi?

  We already, we already made that selection, right? So you, you partially graduated from here.

• 28:43Speaker 01

  Yeah.

• 28:43Alex Hormozi?

  From an unqualified leads perspective, you're like, well, I want to help everyone. That's what we make the content for.

• 28:47Speaker 01

  And I got rid of all my lower payment plans. I had a 12 month and an 18 month.

• 28:51Alex Hormozi?

  For us. I love this for us. All right. And then same thing, we got rid of the one on one.

• 28:54Speaker 01

  Yeah.

• 28:54Alex Hormozi?

  Or we're pricing it way higher. Those are our options.

• 28:56Speaker 01

  Okay.

• 28:57Alex Hormozi?

  Okay. Now, from a sales perspective, this, you have decent tracking. But I think we might be looking over here because now you're at this level. We need to create sales aids and materials. Webinar. Right? Install weekly game tape between CS, sales and marketing. Basically making sure that, well, your process, this happens more when you have a sales team. So you don't have to worry about that as much.

• 29:16Speaker 01

  Okay.

• 29:17Alex Hormozi?

  And the refund rate stuff, we're going to make sure, we're going to onboard a little sooner. That way we don't have to worry about that. All right. So it feels like this is about the, the right thing.

• 29:24Speaker 01

  Yes.

• 29:24Alex Hormozi?

  Spend more on niche down messaging. That's all these little videos that we're talking about, which then turns into ads. So that's what we're doing on the, on the marketing side. And we don't need to worry about this one for now. And then build a proper CS playbook to onboard and train team answers.

• 29:40Alex Hormozi?

  It's going to review all the past ones, make suggestions and they can just approve.

• 29:43Speaker 01

  Got it.

• 29:45Alex Hormozi?

  Does these feel like your problems?

• 29:46Speaker 01

  Yeah. Yes.

• 29:47Alex Hormozi?

  Yes. If you're, if you're watching from home, you can fill out the form and it'll tell you where you're at. And it gives tons of videos for every one of these things in a lot more detail. And it's free, so go grab it. Pressure's on.

• 29:57Speaker 01

  Oh my gosh.

• 30:02Alex Hormozi?

  All right. And so that was this episode of Scale or Fail. Stay tuned for the next one.