Stop Being The Operator: The Step-By-Step Plan To Get Consistent New Clients

Download your FREE Start, Grow, Scale Roadmap in under 30 seconds: ROADMAP

Why are customers not choosing you? Adam Stott takes you inside his private mastermind to reveal the 5 checkpoints that turn any business into a consistent client-generating machine, how to price on value and the two statements that make price objections disappear!

Adam Stott is an award-winning entrepreneur, business coach and host of Business Growth Secrets. For over a decade he has helped business owners build and grow their businesses, generating a database of over a quarter of a million people by focusing on solving one problem.

He explains:

• Why getting the sequence right matters more than trying everything at once
• How to show your financial, time and emotional value so price stops being the issue
• Why your story and proof win clients even in the most competitive markets

Chapters
– 00:00:00 Intro
– 00:02:05 The 5 Checkpoints To Consistent Clients
– 00:04:05 Turning Your Idea Into A Business
– 00:06:00 Giving People Reasons To Choose You
– 00:07:52 Preparing For Compelling Conversations
– 00:08:55 From Execution To Consistent Conversions
– 00:10:43 The Frameworks Behind The Foundations
– 00:11:29 Timelines For Newbies, Implementers And Overachievers
– 00:12:14 Why A Clear Plan Beats Distraction
– 00:13:08 The 4 Elements Of Turning Your Business Into A Brand
– 00:15:40 How To Introduce Yourself To The Market
– 00:17:45 What’s In It For Me?
– 00:19:36 Why A Confused Mind Doesn’t Buy
– 00:20:32 Pain Vs Gain Messaging
– 00:22:35 Nailing The One Problem You Solve
– 00:25:15 How One Offer Built A Database Of 250,000
– 00:27:00 Are You Undercharging?
– 00:29:49 The 3 Types Of Value: Financial, Time And Emotional
– 00:33:19 Selling The Decade-Long Value
– 00:34:16 The Two Statements That Overcome Price Objections
– 00:38:24 How Carla Made £40,000 In One Day
– 00:39:51 Why Value Is Branding, Not Sales
– 00:41:26 People Buy From People
– 00:42:40 What The Profit Teaches About Business Stories
– 00:46:29 The Story Framework That Builds Connection
– 00:47:40 Becoming A Proof Machine
– 00:50:57 Using AI To Complete The Frameworks
– 00:51:43 Score Your Brand Out Of 40
– 00:54:22 How To Get Proof With No Clients
– 00:55:40 Why A Few Testimonials Can Be Worth Millions
– 00:59:13 Outro

Download your FREE Start, Grow, Scale Roadmap in under 30 seconds: ROADMAP

Learn how to build a 7 Figure SCALE plan that runs WITHOUT you: SCALE UP

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podcast

[00:00]
Hey, welcome to Business Grow Secrets, everybody.

[00:03]
And if you’re returning.

[00:03]
Welcome back. You’re with Adam Stott, your host. And I’m super excited for what I’m bringing you today, which is an episode that takes you inside business strategy. We’ve been educating and helping business owners build and grow their businesses for over a decade. And often where businesses struggle is they don’t know where to start.

[00:24]
Often the business owner just gets carried away with the business. They get into doing the work, they. They get into selling a little bit the work, and they end up in this trap and this loop where they don’t know how to break themselves free, restrategize, and actually get to the next level. What we’re going to talk about today is how do you actually break that loop? How do you go from being a daily operator, someone that’s doing the work, to actually becoming a business owner that’s got the ability to step back and drive the business?

[00:53]
This is a extract from, from a private mastermind that I do with our coaching clients. And I’m going to take you behind the curtain to get an exclusive look of what it’s like to become the owner rather than the operator so you can feel less stressed, make more money, and get your time back. Let’s go.

[01:10]
One of the things that we’re constantly looking at and constantly monitoring is the consumption of our clients. What it is you’re actually doing, what it is you’re implementing on, what it is you’re taking action on. And, and we’re always trying to react to that. So you might not have noticed, but sometimes a lot of you say to me at these events, that’s exactly what I needed today. How many of you said that before one of these events?

[01:38]
That’s because we’re always looking at what you need. And having really looked at it, we released the foundations training for everybody. And we did that last month because we felt that there were a lot of questions and a lot of questions kept coming up about, hey, what are the basic fundamentals? And a lot of you have used those foundational trainings to actually get a really solid plan in place. So what we want to look at now is how we build on that and how we go past the foundations to put in what we’re going to call the checkpoints.

[02:14]
So really what this is, is laying out a plan for you to follow. So no matter where you’re at as a business, you’re going to be able to establish, hey, this is where I’m at. And this is the sequence of What I do next, because I think that’s something that’s massively underestimated is the sequence of which you put things in place. So how many of you have completed those foundational trainings, you’ve watched those videos and you’ve done that? Okay.

[02:37]
Many of you have. There’s lots of hands going up. How many of you haven’t looked them yet? And it’s okay just to get, get a feel, okay? Some of you haven’t.

[02:45]
Now, even if your business is doing hundreds of thousands per year, even if your business is successful and you’re smashing it, I still would recommend that you go back and you look at those foundations. Well, we’re going to look at them a little bit today and then we’re going to start leveling it up and get you to understand what happens next. So these are the checkpoints that I really want to look at, getting you to follow, establish where you are and then work on putting them in place. So what, this will give you, just to give you some clarity, this will give every single one of you in the room an exact plan for how you go and attack your business in a step by step way that starts at the foundation to making sure you have the foundations in place. It then allows you to move on to building the branding elements of your business.

[03:37]
So you have that covered. From there, it’s going to move us into the conversations, from the conversations, it’s going to move us into execution and from execution that’s going to lead us into consistent conversions. So what we want to get every single one of you doing, and I’m sure you’ll agree with this, we want to get every single one of you consistently attracting new clients on an ongoing basis, that you’ve got new people coming in to your business every single day. How many of you want that? Right, that’s where we want to get to.

[04:05]
That’s the aim. So let’s just break this down a little bit. So the foundations are designed to take the idea of the business and take the idea and turn it into an actual business. Simple yes or no. Very, very simple.

[04:25]
So if you are at the early stages and you are a newbie, you’re new to business, then this idea phase into business. This is where the foundational trainings are going to help you. Now, let’s say you’re not a newbie business and there’s some of you that are, but most of you are not. I would still recommend that you go and watch those foundational trainings because a lot of people miss the Foundational elements. So even if your business is really established, I would still go through that process.

[04:59]
Just so you know, every single time I launch a new product, every single time I launch a new offer, a new training, every single time I’m involved in any business, that’s what I do. I look at those foundations. That is what’s in my brain taken out. That is the logistical way I look at business. So that gives you the roadmap of if I were looking at your business.

[05:23]
That’s the first thing I look at is, in fact, I had a meeting with one of the members just a couple of days ago. First thing I did is go back to the foundations because that is where it starts. Who, where what? What we going to offer them if we don’t know what we’re going to offer them? We’re going to look at all that in a minute.

[05:40]
But that’s the basic plan. To turn your idea into a business model, you have to nail that. After you have done that and how many you’ve been through that and you feel like you’ve got it nailed, those foundations raise your hands if you do. Okay, quite a few of you, which is great, then we’ve got to look at what do we work on next. Now, in order to get people saying yes to you all the time, in order people be excited about doing business with you, we have to then take that business and we have to give people reasons as to why to do business with you.

[06:16]
So this is where the brand element comes in and we have to give people the reasons of why you. So this is the next phase which is really working on that brand element. So not only have we mapped this out for you, we’ve also given you timelines. How many of you like timelines and deadlines for getting things done? Okay, great.

[06:39]
So we’ve given you actual timelines. We’ve given you three timelines. One timeline is for people that are brand new, One timeline is for people that are a steady implementer. And then one timeline is for somebody that’s an overachiever. Somebody just like, bang, you know, really, really goes into it.

[06:57]
So you’ll be able to look at those timelines and see where you sit and implement based off of that. So the branding comes next. Now, if you look at this logically, this is the idea. Turn it into a business which has an offer, which knows who it wants to present the offer to, knows where to go and find the people to know how many conversations they’re going to have with the people they’re the Foundations. Now, we give the people that we’re going to have the conversations reasons to do business with us.

[07:27]
And I’m going to walk you through those in a moment. So this is about getting proof, getting evidence, collecting the proof and evidence as to why it is that you are awesome. Sound good? So very simple again, from there, we then move into starting out, to go and turn that brand into conversations. So how do we go and start speaking about our business?

[07:56]
Now, what we’ve chosen in this section, in the conversation section is to focus more on preparation. So this here, in fact, all three of these sections really come in what we call preparation. So this is about getting you really prepared to be able to have compelling conversations. And this is where you’ll be doing your prep work before you go to market. Does that make sense to everyone?

[08:24]
So here you need to know what to say, how to say it, who to say it to, what medium you’re going to use to deliver it, and then after that, we will move into execution. So execution is about taking your preparation of your conversations and actually doing it, which is going to market steadily, and having masses of conversations in your business. And we’re going to walk you through that, too. Once you execute and you’re having those masses of conversations, this is where it’s going to turn into consistent conversions. Consistent conversions.

[09:08]
Looks like this. You have a process for continually getting new clients, and new clients are coming to you constantly. And then when we’ve got that in our business, that means you then have a really, really good business, which is just rinse and repeat, rinse and repeat, rinse and repeat. Now, you might not have experienced that in the past, and most people haven’t experienced it, because most people in business, what they do is they rely on referrals, they rely on repeat business, they rely on people coming back to them. They have more of a steady growth.

[09:44]
What we’re looking to do is put an entire process in place. It just means you get new clients coming to you all the time. Does that make sense, everyone? Now, in order for us to pull this off, which every single one, by the way, can I just ask how many of you think, actually, that’s more simple than I thought it is. Raise your hands if you think that’s pretty simple to follow.

[10:02]
Very simple, very easy to do. Every one of you can do it. I have absolutely no doubt. And in fact, a large percentage of the room has already done it. So a large amount of you, especially those of you that have been with us for a long time, have already done that.

[10:19]
Okay, but if you have already done it, that’s great. Have you done it enough? Have you repeated it enough? Because it just becomes rinse and repeat, rinse and repeat, rinse and repeat. And then you move on to the operational side of the business.

[10:32]
So we want to push this so we get hundreds of thousands revenue then operational. Okay. Which is going to be awesome. So let’s start to have a look at this and walk you through it. So this was the business foundations that I’ve recorded for all of you.

[10:48]
This is the preparation. I encourage you to watch it and watch it deeply. And it starts off with and there is a framework. So on every point there’s a framework. Okay.

[10:59]
So the framework for the who and actually making sure that you get the right target audience is making sure that the people willing, able, they’ve got an identity, they’re targetable. So that is the framework that we use in there. The framework for the what that is your product range is having your demo power, your core offer, having your high ticket offer. The framework for the where is understanding where you’re going to find the people in the dream. 50 The framework for the sales process, where we go through the sales process, sales clinic framework for the messaging framework for the amount of conversations you need to have.

[11:34]
So we broke this down into three sections. So we said that somebody that’s brand new to business, brand new, should be able to get through those trainings and implement on those trainings in about 30 days. So 30 days would be somebody brand new. I mean you got to watch six videos, you’ve got to fill in the workbooks and you’ve got to make decisions. Would we agree 30 days is pretty fair on that.

[12:02]
Yes or no team? Absolutely right. We said somebody that’s a bit more steady, someone that implements in a steady way, should be able to do that entire process in 14 days. The reason this is so important is I don’t want you to get into a place where you get distracted. And this happens a lot.

[12:24]
People get massively distracted trying different things. I’m going to try this, I’m going to try this, I’m going to try that. And they go off in all different areas. When you have a clear plan, a clear strategy that gives you the fundamentals, now you can just step by step move towards your plan and you can ignore any distractions. Does that make sense?

[12:42]
That’s why you want to have the plan in place to direct your activities. If you are in the place now where you’ve got this nailed, then we move on and what we will be looking to is moving into the branding aspect. So we’ve made all of these really easy, all of these checkpoints really easy, really simple, and anybody can do it, anybody can follow it. Every single one of you will be able to drive home the result. And there’s four elements in turning the business into the brand.

[13:15]
Four elements. So the purpose of turning the business into the brand is to give you compelling reasons to be able to say, choose me. So before you even go and have the conversations with people, you are armed with your reasons in advance as to why someone should be wanting to do business with you and really keen to do business with you. Now, the first one is just introducing you as an individual to the market. The second one is understanding the problem that you solve in the market and staying focused on the problem you solve in the market.

[13:54]
The third one is building your story, actually having a compelling story as to why people should want to do business with you. And in the fourth one is having all the proof in advance as to why people should choose you. Is that pretty simple, everyone? Now, we’re going to dive a bit deeper into these. During this first session, I’m going to give you some really easy ways that you can get things done.

[14:23]
Now, what I want to make clear here on these checkpoints, this is designed to get you your first or next 150k. Okay? And really, it’s designed to take an idea or a business and turn it into a consistent client generating machine. That’s what is there to do. These five steps, okay?

[14:44]
Now, what it’s not designed to do is to take you to top of market industry titan. So when I talk about the branding aspects, these branding aspects are simple branding things that you can do to stand out, that your competitors won’t be doing, to allow you to have compelling reasons to why people do business with you. So we’re not going to be looking at branding to the hill, we’re going to be looking at branding the basics, putting the basic foundations in place. So when you go and have conversations, people know that you’re really good and, and they want to choose you make sense. So what I’m trying to say is we level these things up over time.

[15:23]
So this pillar in itself, the branding, we can really, really level it up over time and make it absolutely amazing where people just can’t resist you. However, in the first stage, these are the four things we’ve got to do. This is the sequence and this is what’s going to make it easier for you. So the first one is the introduction, and it’s just introducing you into the marketplace. So let’s just look at the introductions that Ross just did.

[15:51]
When somebody gave some of their background and really was able to tell you why they got into the business, what it is they did, who it is they helped, how many feel like when you just heard those introductions, some people came across clearer than others. So some were really clear. You knew instantaneously what they did, how you could do business with them, and some were not so clear. And it’s okay. How many of you would agree with that statement?

[16:17]
Raise your hands if you would. Absolutely. So the introduction of you to the marketplace is incredibly important. And we want to do this in a simplistic way. And the simplest way to do this is to just answer three questions and then publish these three questions.

[16:36]
And you need to publish it everywhere so people really understand what it is you do. And these are the three questions. First of all, who are you? And that sounds very, very simple, but who are you as an individual? Who do you help?

[16:53]
And that’s you addressing the target market. How do you help them? Now, what this allows you to do in today’s very, very, very busy world. I’ll just borrow this for a minute. Is if you’re introducing yourself on social media, your time span and your attention span is a second.

[17:11]
That’s how long you’ve got to stop somebody to get them to pay attention to you. You have no time now. So all the flashness that we could have relied upon in the past about the way we present ourselves, we don’t really need to be putting in place now. What we need is clarity and simplicity. When people land on you, they need to know, is this somebody?

[17:33]
Is this a person of value? Whenever somebody looks at you and what you do, the only thing that is in their mind, and we all need to be aware of this. What’s in it for me? Whenever anybody is looking at your products, your services, the things you do, the only thing in the beginning stages that person is considering is what’s in it for me. And if you can’t communicate that there’s something in it for them, then they’re gone.

[18:05]
So this is how you capture people’s attention very, very, very quickly. And then we want to publish this and put it everywhere that we are. So a lot of people asking me to review things on the website, on their websites, on the hot seats. Some people ask me to review social media. And this is actually one of the fundamentals.

[18:24]
And again, I call this a fundamental. This is missing. So when you were to look at your website or your social media or the way you present yourself out in the marketplace. Are you clearly communicating these three things fast or are you not? And if you’re not, this is a really small, quick win that you can just edit up your website, your social media to be able to communicate with people much, much, much quicker and it’s going to allow you to have more impact.

[18:58]
Right? So I’ll give you an example. If you look at mine, if you look at Instagram, for example, I just keep it simple. Who are you? Award winning entrepreneur?

[19:10]
Who do you help helping business owners create and grow their empire? How do you help via business training and coaching. People don’t get lost. They know that’s what I do. And he said, I don’t get people going.

[19:25]
I don’t get people anymore messaging me saying, hey, could we just meet for a coffee? No. Right. You know, I don’t get that because people know what I do, they know how I help them. Which if you want my help, you’re going to come to a training or you’re going to get coaching, that’s it.

[19:42]
And if they don’t want that, then they don’t come. And that’s fine. But it saves any confusion. You have to look. Remember one of the principles of sales, which is a simple principle of sales, is that a confused mind doesn’t buy.

[19:58]
A confused mind doesn’t buy. So you have to simplify. In today’s world, everything you do, the more that you can simplify it, the more quickly and effectively you can get the message across. And those three elements. So some of you might have one element, you might have two elements, but there’s three elements that are important.

[20:23]
One, you’ve got, who are you? That is, you’ve got a chance there to establish your credibility in some way, shape or form there. You’ve got a chance to address the market and you can address the market with pain or gain. Doesn’t matter which one it is, what one is, that is that pain or gain? Gain.

[20:46]
Now if you wanted to, you could reverse that into pain. I could say helping business owners experience less stress and frustration in business. I could do it as pain or I could do it as gain. Depends on it, doesn’t really matter. But you just, they’re the two.

[21:01]
And why would you do pain or gain? They’re the two things that motivate people to make change. And actually pain is known to be more powerful. 68% Of people make changes when they’re in pain rather than when they’re after gain so they wait till the wrong moment. But I prefer on a public facing environment to be more based on the gain personally.

[21:27]
But you can choose a pain or gain type message and then how do you help? Just make it clear what the service is that you are offering and what the services that you’re going to do. Because that way it just eliminates any people, any confusion how many had that you’ve had people reach out to you and they seem to have it all wrong about what you do and how you can help them and stuff like that. How many of you experienced that? Anyone in the room?

[21:50]
Yeah, a few of you. Right. So this is a lack of clarity in that area. So that’s one a simple change and a quick win that you can make on the branding. Very, very simple, very quick win.

[22:02]
So just make sure you write that down right now and make sure that you address these three questions and publish these three questions. Now that’s an example on Instagram, but we can put that example on our websites as well. We can put that example into everything that we do. So it’s very, very clear on how you can help people and how you can make faster progress. Does that make sense to everyone?

[22:27]
Okay, so you can also give yourself a score out of 10 on where you’re at on that next problem solution. So this is about getting clear on what is the main problem that you solve. What is the main problem that you solve. Now this doesn’t matter if you’re a product based business. It doesn’t matter if you’re a service based business.

[22:51]
It does not matter what you do. People don’t buy products or services, they buy results, they buy the solving of problems. So if we know that we have to understand what is the problem we solve and what is the value of that problem that we are solving as well. So I’ve done full videos on this already for you. They’ll be published next week.

[23:18]
So I’m not going to go massively deep because you can go and you can feast on these. But I will give you a bit more of an example. First of all, you got to understand what that problem is and don’t try to solve too many problems. That in itself is a problem when you’re building your business early. The fastest way to build businesses early is to be more narrow.

[23:46]
So it’s to narrow your target market. And as your business builds, then you expand it, then you can solve more problems. Each problem that you solve should give you an income earning opportunity. So you would start with one problem that you solve. And let’s say this is the problem that you solve and you’re going to earn income in that vertical.

[24:12]
And as you start to earn income in that vertical and you saturate the market, that’s when you can introduce a new problem that you solve and then you can do the same thing there. And then when you start to earn income in that, then you can expand, you can do it there and again, you can do it like that. And that’s where you can start to involve these different verticals of revenue. But in the beginning, you want to segment and solve one problem and get really, really, really good at solving one problem problem. I mean, this is a mistake that many people make.

[24:45]
They go, oh, I’ll do this and I do this and I do that. And they’re doing everything for everyone. Their product range becomes chaotic and in disarray. The way they communicate is chaotic and in disarray. And when you look at all the businesses in this room that are succeeding in a massive way, and there is many, and I work with many of them very, very closely, is all of them nail one problem that they solve first.

[25:11]
They use it to generate revenue, build, build, build, build, build, build, build. And then when they either hit a cap point, they then might start another, another product or another service. And even if you look at what I do for from the time of 2016 to 2000, well to now, or say 2021, the only initial offer we went to the market with was social media. That’s the only initial offer we went to the market with. And we did.

[25:45]
And this is the thing, it’s a massive poll. And we did it again and again and again and again. We have quarter of a million people on our database and that’s the only thing. And those people have been generated onto our database. Quarter of a million people through people registering for events to solve the problem of social media.

[26:06]
Literally, is it okay, so now we do more. So we do AI as well and we do branding. So we have three initial problem solvings and then we have the other problem solving of then growing your business make sense. But we have the lead in. And certainly for the first five, six years, all we did was solve one problem.

[26:29]
So when you find a problem that people want solving and will pay you to solve and there’s a lot of people, so target market being business owners, problem being not knowing how to use social media and get leads, that’s one problem solved repetitively, continuously make sense. And if you did that for your business, you would get a much Bigger result because you become an expert in that area than trying to solve 6, 7, 8, 9, 10 problems make sense. So get clear on the problem you solve and then understand its immediate value. So what is the immediate value of the problem that you solve? So this then links back to pricing.

[27:16]
How many of you feel that sometimes you’re undercharging? Raise your hand if you do. You want to. How many of you want to earn a bit more money? Raise your hands if you do.

[27:24]
Okay, so if you want to earn more money, you need to understand the true value of the problem that you solve. And then you want to split it into two things. So the two different aspects are what are the value, what’s its immediate value. And then what is its long term value? Because this is what a lot of people forget.

[27:55]
A lot of people forget what the long term value is and they only focus on the immediate value. How many of you have helped someone with a product or service, You’ve done a lot of work with them, you’ve helped them, you got them an amazing result, they really grew or whatever it is, they did great with your product or service and then down the line they’ve not been appreciative of you. How many of you experienced that? Many of you have. Why is that?

[28:20]
Because they only remember the immediate value, they don’t remember the long term value. So you have to get really clear on how you position both of these things. Okay, so I’ll give you some examples of that. And we look at his decade long value and then you want to wrap this. So I’m going to give you a way to wrap this into statements.

[28:43]
Powerful, powerful branding statements. And again, these things, putting these things together. And if you are at the foundations, you’ve done the foundations, the only thing you should be working on right now is what I’m talking about right now, nailing these four things. And then when you’ve done this, the only thing that you should be working on is the conversation prep. And then when you’ve done that, the only thing you should be working on is execution.

[29:08]
And when you’ve done that, the only thing you should be working on is consistent conversions. How many of you feel that that would give you clarity and make it a hell of a lot easier for you to follow? Raise your hands if you do. Okay, good, I’m pleased. Right, okay, so let’s take a look.

[29:20]
I’ll give you some example. It’s easy. I mean, one of the things, everything that I’m doing here, this is everything that we do. So this is not something I haven’t tested. It’s not something we don’t do in my businesses.

[29:33]
It is exactly what we do. So have a look. What’s the value of the problem you solve? Showing businesses how to start, grow and scale a business. Saving years of stress, frustration, ups and downs.

[29:45]
What’s the immediate value? So you look at the immediate value. Create your first or next 150,000 in revenue, depending on what product is. So then you look at three types of value. So one type of value, so write this down, is financial value.

[30:01]
That’s one type of value, is the financial value. And you need to get clear on your product or service. What financial value do you add to your clients? Now, financial value can be added in one of two ways. What are the two ways that you could add financial value?

[30:23]
Okay, there you go. Someone said over here, you either make them money or you save them money. That’s a financial value. If you make someone money, that then in turn provides financial value. If you save them money, that also provides financial value.

[30:40]
Make sense. Every single one of you in arming yourselves for the conversations should be able to present why your product or service saves people money or makes people money. And it doesn’t matter what that product. I think. Where’s Danny’s not in the room.

[31:01]
But Danny showed me a wooden toy the other day and he was talking about this wooden toy and he did this perfectly, said, this wooden toy is 59.99. And then he said to me, but you know what? It’s going to last you a decade. Not only will your son have this toy, but your grandchildren can have this toy as well. It’s going to save you buying flaky toys that are plastic or break.

[31:20]
This one is a lifetime toy. Make sense. But that just showed me financially how I could save money by having better quality make sense. So it doesn’t matter what you do. You should be able to demonstrate you adding value from a financial perspective.

[31:36]
That is making someone money with your product or service or saving them money with your product or service. And this is two really great things that then you can start to publish and you can start to put in your social media, you can put on your website. When you start having your conversations, this is the conversations that you can start to have with people. Everybody following me, okay? Yes or no?

[31:59]
Fabulous. Make sure you’re writing this down, taking detailed notes, and again, to give you clarity on how to do this, this is the question, how does your product make someone money? How does your product save someone money? They’re two questions I expect to be able to ask you and you to be able to tell me. So that’s two things you want to get clear on.

[32:20]
And we’ve done the recording for this on you as well. I’ve recorded this to the camera already. So you can go back and watch this if you need a little bit more help on it. Okay, so the next one is time value. So how does your product or service save people time?

[32:38]
This is incredibly important. So I’ve got here save years of trial and error. And then what is the emotional value? There’s three types of value there. What’s the emotional value?

[32:49]
Stop the stress, loneliness, fear and frustration. So what we’re really doing here is building value into your offering, which in turn is building your brand in the right way. So now when you go and start speaking to people, you’re going to have a much more clear and compelling reason as to why people should do business with you. Very simple stuff. Okay, so then the decade long value.

[33:19]
So this is short term. What’s long term or financial? And again, you’re all here today. And for those of you here today, if you’re still using the lessons you learned six months ago or the lessons that you learned today in a decade, which you probably will be right, because you’re not going to forget the principles, then that is going to create a financial value over a decade that could be worth millions of pounds to you. Make sense.

[33:48]
So you’ve got to understand what’s the increased amount of value over time. Because when you can communicate that, that can get people to see value in the long term of your products or services. And then you can say the time as well, time value and the emotional value, you can bring these back in. So the way that you can then. And these are two statements that you won’t have noticed me use, but if you were to come and watch me sell at the previews and stuff like that, you would have noticed these statements.

[34:22]
Okay, first of all, you’ve got two statements here. If all this did for you and you’ve got, what would it be worth to you? So if you were to take the lessons that you learned in Gold Circle over the course of the previous six months and the next six months, and all that did for you is generate you 100,000 pound in business, but you then continue to use those over the next 10 years and generated a million pounds in revenue, how many agree that that would be a great investment? Raise your hands. Okay, absolutely.

[34:55]
If all this did for you, so if you’re a coach in relationship coach and you said if all this did for you was find you the partner of your dreams, so every single day you wake up feeling happy and fulfilled and living your dream life, what would that be worth to you? And then the answer is going to be priceless. So you want to combine these two statements into your offering and you want to get clear on these two statements. So write them down. Make sure you write them down.

[35:29]
So first of all, and this can work with anything, Absolutely any product, any service. So what would it be worth to you if all this did for you? So you want to if all this did for your statement and you want a statement of what would it be worth to you? So we had Anna was talking about the teams. If she was sat in front of somebody that had a team of 50 people that had lots of staff problems and she said if all this did for you is completely eliminated the stress of you having to manage a staff on a day to day basis, what would that be worth to you?

[36:09]
Do you think they’re going to give a shit about our price anymore? They’re not. They’re going to see the value. Does that make sense? Everyone?

[36:15]
And you want to apply these two statements to what it is you do when you’re talking to people and it will have a powerful branding effect. What are we really doing here? What we’re really doing is getting people to see your value and getting them to to actually understand your value in a deeper way. And I feel most people don’t have that in place. How many of you have been worried about your pricing or worried about a high ticket offer and you’ve been worried about that in some way, shape or form, raise your hands.

[36:46]
Well, then I hope you’re writing this down right now and taking action on it because these two statements overcome those issues on pricing very, very quickly and that will allow you to charge more, make more money and put different things in place. So I’ve given a few action points there so you can write these down. Now. What’s your short term value? Decide what the short term value, decide the long term value, decide what would this be worth if statement and if all this did for you statement.

[37:21]
They’re the four things that you want to get in place on here. And this will arm you up in addition to the one previously. Okay, so any questions on that? Does anyone want to any questions from anybody on that or is it all very clear? I’ve got one question here, Tracy.

[37:35]
Yeah, go for it. You can have that statement on a video. You can have that statement on a landing page, you can have that statement on a website, you can have that statement in front of a booking form. Okay, what would it be worth to you to lose another 20 pounds and feel great this summer? Like, fucking hell, I will book that call.

[38:01]
Make sense? All right, so you want to litter this in all of your branding statements to get people to see your true value. Got a question, Carla?

[38:24]
Sorry, I shouldn’t have eaten a biscuit, then. So my name’s Carla. For those of you that don’t know me, I own a medical aesthetics clinic and I’ve been working with Adam since September. And so I put that into place. And my courses are a lot more expensive than most people’s courses to train other medical professionals, probably at five or six times, possibly a lot more expensive.

[38:47]
So people initially were saying, oh, this is really expensive. So then I did what you said, if this is all it did for you, and a doctor had spent 160,000 pounds in his medical degree to be able to be a doctor. So I asked him that and then I said to him, well, our courses only start from £5,000 and they can generate. Generate you half a million a year, whereas as a doctor, you can only earn up to 200,000. And he was like, that’s so cheap.

[39:18]
So he signed himself up and his partner up to the course, and that was from that statement. So it works. It really, really works.

[39:25]
Perfect.

[39:26]
That seems expensive now. Cheap to them.

[39:28]
And you’ve been doing really well with it, right? Yeah, yeah, absolutely.

[39:31]
So I’ve been doing events that you told me to do and I’ve been generating the last event. Once it’s all closed, it’ll be £40,000 in one day, which used to be my whole yearly income. So it’s mad, it’s amazing. So just do what he says.

[39:45]
How many of you want results like that? Absolutely. And again, what you’re doing here, just so you know, why I’ve not put this in the sales aspect, this is in the branding aspect, because what you’re doing is you’re transferring your. This is influence. So what you’re doing is you’re transferring them to decide the value rather than you make sense.

[40:10]
If you were selling them on the value, you’re going to do this and you’re going to get that and this is going to happen. That’s you selling it. But when you’re transferring the value to them, they’re deciding the value back to you, which is more powerful. And this can be built into your different branding aspects. Okay, next one.

[40:27]
We want to. And again, this is what I’m trying to, trying to do. And this is what I want to see. I want to see everyone in Gold Circle following this blueprint, first of all, getting the foundations right, so I know you understand the foundations of the business. I want to get these aspects nailed.

[40:50]
So before this here, these two sections here, this is what we call. It’s funny, David calls it going to war. Right? So you’re going to be going to war, you’re going out into the market, doing business in a massive way. But instead of you going to war with nothing, we want you to go to war fully armed.

[41:11]
Make sense? So what this does is this allows you to go into those conversations fully armed, ready, with the right branding, be able to influence, be able to persuade so you can get more conversions in a steady way. Make sense. So that’s really what it’s about. And I want to get you to really focus on this.

[41:31]
And again, this is another fundamental I want to see from every Gold Circle member. And it came up earlier in Ross saying about the story aspect. There were some people that sort of said a story, some people didn’t say a story. And don’t worry, the way you introduce yourself doesn’t matter. You introduce yourself the way you want to introduce yourself.

[41:53]
You know, like Ross said, we’re a safe and secure environment. But one principle that we want to remember, and these all come from the same principle. So remember, everything’s linked together. And this is the principle of people buy from people, people buy from people. And if you remember the three day event, more than likely I walked you through red ocean, blue ocean strategy.

[42:17]
So I talked to you about, we’ve got a red ocean, lots of competition, we’ve got a blue ocean, less competition. How many? Remember that section in the. Raise your hands. Yeah.

[42:26]
So one of the other ways that you can create, even if you are in a red ocean, is in order for you to be able to get more business, is to be able to develop and flesh out your story and in a way that influences and persuading people. So say you’re in a really competitive market, but you position your story in the right way that is going to get people drawn towards you, even if it is a competitive market, because people will buy from people. So one of the things that I clearly remember, I’ve recommended this show like many, many times. Steven Pitcher must have heard me say this 400 times over six years.

[43:02]
I think.

[43:02]
I don’t know where he is. Right. But he definitely would have heard Me say this multiple times. There’s a really great business show called the Profit, okay? And the Profit is on CNBC and it’s got a guy that runs it called Marcus Lemonis.

[43:18]
And he goes in and he does turnarounds on businesses. And no matter what business he goes to, one of the first things he does, whether it is a sweet shop, a clothes shop, whether it is a caravan trailer park, he’s done everything, right, all different types of businesses, whether it’s a service, a mobile phone shop, whatever. He’s done like every business that you can imagine, and he goes to the business, he buys a percentage of the business. The first thing he does every single time is develops a story of the business. It’s the first thing he does.

[43:55]
We need to tell the story of this business. We need to communicate and we need to get people buying into the culture of the business. And that straight away is the first thing he does every single time. So I’m going to explain this a little bit deeper to you so you get an understanding of why the story matters. Now, this can seem, for many of you, it might seem fluffy, right, and it might seem like, do I really need a story of my business?

[44:21]
Etc, etc, but I absolutely promise you that you will increase sales, increase conversions, have people buying off you specifically for your story and only your story. So you want to really focus on what is the story you’re telling about your business. Why does this matter? Like 3 day event the other day, a new member comes on and the first thing they say to me afterwards, and I said to him, okay, really looking forward to joining you. He said, yeah, and so am I. I’m exactly like you, Adam.

[44:57]
I was rubbish at school. Now, earlier on that day, I talked about being rubbish at school, leaving school at 15 with no GCSEs. And he went, that’s me too. So he connected with the story 100% and that’s why he took the action. Make sense, everyone.

[45:15]
And that happens time and time and time again. And it doesn’t even matter what story I tell. I could tell a story about love going on holiday and people will come and say, I love going on holiday too. Now this is the principle of like me, like you, and people want to buy from people they like and that they associate to make sense. So you need to get that across about your business.

[45:43]
So your business is just not a transactional business, but your business has a human element to the business. So I’ve developed and recorded the frameworks for this and put these in. These are going in school for you, where I do the story framework of how you build a compelling story, it’s very simple, it’s very easy to do. And you want to start to tell this story on your social media, you want to start to tell this story on your websites, you want to start to tell this story in every different element of your business so you can really start to draw more people towards you. So the story function is very simple.

[46:29]
I’ve given you a framework for telling stories. It’s really easy. It starts off with just looking at starting with success and establishing where you’re currently at, moving into struggle, what it took you to get there, moving into skills and value add. So the skills that you developed along the way, moving into the results that you get yourself and others into the belief and the culture message. Okay?

[47:04]
So what you’ll be doing as you go through these trainings is you will be developing and building out your version of this. So you will have to come up with a success statement, a list of struggles, a list of skills, a list of results, a list of beliefs. And I won’t go too deep into that. Some of you have heard me train it before. Some of you have seen me training that.

[47:29]
Some of you that have worked with us in the speaker stuff have seen me doing that as well. And that’s a story framework that we continually use. You can build any story into it and that training is available. Okay. But for me, what I wanted to do is just get across the importance of the story so you can influence more people, get more people buying into what you do.

[47:50]
Okay. Then we move forward. And as we move forward, this is where we start to collect the proof. So the proof and evidence that you are, awesome. So we’ve done a lot of training on this before.

[48:15]
There is a lot of training in the school group because I’ve done a few days where all I’ve done is branding. I’ve done a full day on how to get proper testimonials, giving you scripts. That’s all there. But at this stage in going through these checkpoints, we just want you to get your evidence, collect your evidence, publish your evidence so that everywhere somebody sees you and everywhere you are, you are demonstrating and showing the results that you get people and your clients. So you need to become a proof machine, which is just constantly demonstrating the results that you get in the marketplace.

[48:59]
I have a folder that I have. You can do this on your iPhone or whatever phone you’ve got, where every single time something good is said, I will screenshot that and Put it in my proof folder. And I just constantly collect proof, evidence, everything. And I would encourage you to do the same for your business because one, it provides you with social media content. It provides you with content to go on your websites, it provides you with content to go on your funnels, it provides you with content to go everywhere.

[49:36]
Right? So you want to collect this evidence constantly. And again, this is just a simple branding principle that it doesn’t really matter how good you say you are. It matters much more how good other people say you are. So that will be much more influential than you going out telling everyone you’re awesome will be other people saying that you’re awesome.

[49:59]
So you want to collect the proof. So these aspects, these four different aspects, we’ve given you a timeline of seven days, overachiever, 14 days steady, 30 days, newbie. Now, if you haven’t done the foundations, don’t do this yet. Do the foundations. Get your business model nailed.

[50:25]
So you have an outline business model strategy, then you move to this aspect and this is going to give us the evidence as to why to do business with you. Does that make sense to everybody? Yes or no, team? Absolutely. So we’ve got that evidence now.

[50:40]
I know a couple have said, I did it in five days, I did it in one day. Also with these, if you, if you can give it the time and really nail it, you know, even if you do it in seven days, for those of you doing it one day, maybe do it in seven, right? Because then what that will do is that will give you deeper aspects and you, you can build that out. I love the fact that some of you said you were using AI to do this as well. One of the things that AI is really good, good at is taking frameworks like what these are, because these are frameworks and inputting those frameworks in to help you complete them.

[51:19]
So you definitely should be using, you know, ChatGPT or any of the other AI that we’ve kind of talked about or recommended to get these different things in place. And this is phase two of the checkpoints. You get this nailed, then we’re ready for phase three. So before we do, where are you at on this? This gives you a score.

[51:42]
How many of you feel that? Everywhere I go, if I searched you online now and I looked at any asset, it is clear who you are as an individual, who it is you help and how it is you help them with no confusion. Give yourself a score out of 10 on that. Okay. How many feel that that could need some work a little bit?

[52:07]
Raise Your hands. It’s funny, isn’t it? Because that’s quite a simple one to fix. Just so you know, that is a quick fix. That’s a quick win, right?

[52:15]
So just by switching that, you can get a quick win. So give yourself a score on that out of ten, first of all. Secondly, give yourself a score on the problem that you solve. How deep have you gone into this? Do you know the short term value of the problem from a financial time and emotional aspect?

[52:43]
Do you know that? Do you know the long term from a financial time emotional aspect? If you don’t, arming yourselves and doing the preparation on this will allow you to be able to communicate your value much better to clients because people buying your products or services, really a huge part of that is clear communication. Clear communication. So getting those things now.

[53:14]
So give yourself a score out of 10 on that. Let’s see where you’re at. Then let’s move over to the story. How many of you have a clearly displayed story on your website, a clearly displayed story on social media? You clearly display your story for people to be able to connect with you and get to know you.

[53:40]
Give yourself a score out of 10 on that, see where you’re at. And then finally, how many of you have a huge collection of evidence that you’re continually adding to and continually putting people into from people you’re serving, people you’re looking after, people you’re doing business with, people you’re helping and you’re continually collecting that evidence and those testimonials. Now give yourself a score out of 10 on that. Now if you are in the place where you’ve done the foundations and you’re now working on building the brand out and you breeze through 1, 2 and 3 and you’re like, I haven’t got any clients, how can I do four? I can’t get the proof because I haven’t worked with anyone yet.

[54:40]
Makes sense. This is where you need to go and find other people that you can work with. Get other people. I mean, this is a fantastic room. Would we all agree to support someone if they came and asked you?

[54:52]
Raise your hands if you would. Absolutely. Right. So this is where you can find some support to work with someone. You might say, look, I’d love to coach you, or I’d love to help you.

[55:02]
I’d love to do this in exchange for your testimonial. That means you putting some time and effort into working with somebody, which is fine because guess what, you’re learning that process. And then you’ll collect evidence. Now Again, some people don’t do that, but I would say that’s a fundamental mistake. Because if you get good testimonials, video testimonials, case studies, if you get really, really good ones, how much do you think one really good case study could be worth to your business?

[55:34]
How much do you think it could be worth? Yeah, absolutely. That’s good that you see it that way. It could be worth hundreds of thousands to millions of pounds. And if you want clarity on that, you go out, you get the testimonials.

[55:50]
It depends on how many people you present it to. In fact, I think for the first six years of my social media presentation, they were the same testimonials. And that generated millions upon millions and millions of revenue. Right? So when you look at that, it’s the same thing done over and over and over again.

[56:08]
You probably only need 3 really powerful, 4 really powerful case studies, testimonials that you can just go back and continually communicate. So you want to get more of those and you want to go deeper and build out that proof. So give yourself a score of 10. Proof. Now not enough people are buying your product or service and you’re scoring your proof at a 2.

[56:33]
It doesn’t take a genius to work out, what do we need more? We need more proof. We need more evidence. And the more evidence that you get, the more evidence you collect. Now, if that means you have to go and work with some people and you have to do a few jobs for people and you have to go and add some value for freedom, just do it.

[56:52]
Because you can use that for years to come. Years and years and years to come. So put that effort in to collect the proof and evidence, because a lot of people don’t. So give yourself a score. So you should now have a score on all four of those elements out of 10.

[57:05]
So calculate that score up. Let’s see where you’re at. What does that score come to? Get that number down. Okay.

[57:13]
And then we’re going to get some shares. Okay, so let’s get some shares. What is the score? Okay, Sue, 25. Over here.

[57:26]
29. 14. Okay, yeah. 13. 36.

[57:36]
38.

[57:38]
5. 20.

[57:42]
26.

[57:44]
7, 4. 19. 27. Okay, great. Well, look, that shows you only at two checkpoints so far.

[57:57]
And on those two checkpoints, would we agree we might have a little bit of work to do in some areas? Raise your hands if you’d agree. Okay, absolutely. So, look, this is the thing I wanted. We spent a lot of time, actually, I really pulled the whole team together.

[58:15]
We sat down for four or five hours and fleshed this out in consecutive order. If you do this in consecutive order in a step by step, move by move way, you can’t go wrong. You just got to do it in that step by step way and go and attack these different things. That is how you will produce the result. If you go out to market and you don’t have the proof or you don’t have the story, you’re missing some deals and opportunities.

[58:45]
Yes or no, team? Yeah. If you go out to market and you don’t really know what you’re offering, are you going to get good results? No. If you go out to market and you don’t know who you’re targeting, are you going to get good results?

[58:57]
No. So that’s why the foundations in a step by step, then the brand building in a step by step is really going to empower you to be able to make better, better results very, very quickly. And that’s the first two checkpoints. Hey, I hope you’ve enjoyed the episode.

[59:15]
Today and it’s had a massive impact on you.

[59:18]
If it has, I’d like to ask.

[59:20]
You for a tiny favor that will take 15 seconds of your time.

[59:24]
The way that podcast podcast grow is through word of mouth and the way that that word of mouth grows is through actually giving a review. When you give a review, it signals to the platform that you are listening.

[59:37]
On that this is a valuable podcast for other people.

[59:40]
Our whole mission for this podcast is.

[59:42]
To inspire entrepreneurs, help business owners and help them grow. There isn’t frankly enough help out there for business owners that are navigating, building a business.

[59:52]
And this asset, being a free asset,.

[59:55]
Can really help someone.

[59:56]
So if you want to help us.

[59:58]
And help an entrepreneur that you’ve never.

[01:00:00]
Met or seen before, just take 10,.

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15 Seconds now to go on over.

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To the platform of your choice, be it Spotify, be it Apple or wherever you are listening and give this podcast.

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A five star review that will help the podcast grow. It will help another entrepreneur that you haven’t met yet.

[01:00:17]
And I will be truly grateful as well for helping me to spread the message. Thanks again for listening and I look forward to seeing you on the next episode.