The Systems and Structures Behind a Multiple 6-Figure Business

You're listening to the PT Profit podcast, episode number 247. In today's episode, I'm breaking down the systems and structure behind a multiple six figure business. How I've set it up and grown inside my business and how you can do the same. Are you ready? Let's get started.

Hi, I'm Beverly Simpson, former fitness manager turned online personal training business owner. And this podcast is where smart fitness professionals, including trainers and clinicians, discover how to increase client performance in movement, package and position their products and services, and get out of their own way so that they can increase their revenue to live a life that they love without sleazy sales. Welcome to the PT Profit Podcast.

What's up coach? Thank you so much for pushing play on another episode of the PT Profit Podcast. I'm your host, Beverly Simpson. And in today's episode, I'm breaking down behind the scenes exactly of how I'm set up my business to grow it to a multiple six figure business without using a huge massive social media presence. How you can do it too. And exactly showing you behind the scenes of what it actually looks like, what it actually takes. So if this is the first time that you're hanging out with me today, welcome. I'm super pumped that you're here. If this episode gives you any value at all, at any point, help us help more people. So screenshot it, share it, share it on your socials and tag me, because I want to hear your biggest takeaways, your ahas, and I want to be there to support you because no multiple million dollar business was created in a vacuum and without support. So let's go ahead and dive into it. So last week I really kind of gave you a 30,000 foot view of what it takes to grow to a 500k or 1 million 10 million. The truth is, it doesn't really matter what that actual number is. How we get really clear and present on what it actually takes in order to get there. So in this episode I want to break down how specifically the systems and structures are in place and then why there becomes different phases of growth. And what I see inside of myself and also inside of my accelerators is that we tend to hit ceilings and bottlenecks in our resources, time, energy and eff. And it requires us to make decisions based on where we're going to allocate those resources so that we can maximize our return on investment in our resources. And what people don't realize when we're actually building this out is that it doesn't matter what the level is you're going to get bottlenecked at some point it is going to require you to make a decision and to trust that you can't make the wrong. But as you grow, there'll be more at stake and people get it twisted because they think, oh, it's going to be new level, new devil. The truth is it's the same dang devil with a different dress on. And it's still going to require you to make a decision and to trust that the decision you make, you can't get wrong. And as you grow, you will start to see that the level of growth is a direct reflection to the level of challenges your business can handle. So what we're actually looking at. So if you haven't tuned into last week's episode, definitely listen to that first because I give you a really specific process and how you can take a look and measure what what actually the math behind your six and seven figure business actually look. And so the first thing I'm going to tell you is make sure that you've maximized your leverage and your resources on the deliverables for your offerings and also in the profit margin that you want to be taking a look at. And in the business online space, your profit margins can are really healthy in the 40 to 60 range percent. So 40 to 60% of your revenue, you want that to be profit. That's a really healthy business. Now in the brick and mortar, if you're running a gym or a facility, the more profit margin the better. But really, if you're looking at a 20% profit margin or 20 to 40% profit margin in the brick and mortar space is also considered really healthy. So make sure that you're taking a look at this through the lens of what your business needs and looks like. Okay. So the first thing that we want to do is make sure that our math behind our offerings works. If you need help on that, tune into last week's episode because I did talk about how I help my clients break this down. And then next now, now that we know what the offerings are, we need to reverse engineer it from our goal. So my accelerator clients, when they come on board, the first thing that we're going to do is take an intake of what exactly is it that we're looking at? What are the profits margins of our business right now? What are the offerings? Does it the math actually makes sense and then we're going to strategically look at the plan of what makes sense for that particular business. And honestly, business growth happens in phases and so the first thing we need to do is get present to what phase are we in inside of the business you're building. So typically what I'll have my people do, if they're brand new and they're just starting, we need to craft and put together the product premium offer. When we put the premium offer in place and we do it so that we can get an influx of cash, then what we're doing is two things. Number one, we are testing the offer. We're like, this offer works, we're stress testing it, we are enhancing our skills in a sales conversation and we know that the offer works. And so now if this offer works, we've got our sales nailed down, then what's going to happen is we are going to get to capacity in terms of the hours that are required of us to deliver and then we're going to need to grow, we're going to need to scale. And so then in order to do that now we're going to need some cash, we're going to need capital. So for me specifically, okay, especially if you're new, so there's two things that people will do and you have to get present to what is going to work best for you. But for me and for what I'm teaching my people, if you've got a offer that you know works, that you know that you are comfortable in having sales conversations and you know that it works, then let's scale it up. And let's scale it up specifically and using paid advertising because it's the fast track. But here's the thing. I do not want any of my clients holding the bag when it comes to to paid advertising. So what that means is I want my clients to get paid to acquire a lead. And there's only two ways that you're going to be able to do that. Number one is you're going to do a book a call funnel without a lack of a better word, which means that you're going to send them to an indirect training that makes a case for getting on the phone. And so that when you get them on the phone that you have a 1x roas return on admin spend from the first day so that you can then operate the business from a 6 to 8 ROAS return on investment. Okay. Now on ad spend specifically inside of the business for the month. Now the truth of the matter is that that's typically not going to happen right off the bat. So you need to really recognize and understand that this is going to be a whole bunch of guessing, testing and Assessing. So, so then the second option, which is what we've put in place now is that we have created a self liquidating offer where it is a low ticket offer so that the ads literally pay for themselves. And then we put in the system and structure on the back end to then move them into the premium offer so that we have a 1x roas from day one. Now it sounds so beautiful when it comes to marketer mass is what I'm essentially saying is that for every doll I put in, I make back eight. For every dollar I put in, I instantly get back a dollar and then I make back eight on the back end. That's essentially what I built inside of my business. And now we're just scaling that up so it looks invisible because I'm using paid advertising. And what you really need to understand when it comes to growing an audience of customers, not an audience of people that know like and trust you because they love to watch you, you know, share about your tacos on Tuesdays and going to the pool and blah, blah, blah. No, what this sense of trust is that you are the person that's going to help them get to the outcome faster. And so what kills me is that you'll see all these people out there that are telling you you need to do organic and you do organic. You need to do organic. And yes, that can be really powerful. Building a brand and building and growing a sense of authority in the industry is amazing. But it's a slow burn that does take time and that's not in our control because we're not running the algorithms. And so people are like, oh, you can't use paid advertising because it's just like, it's just wasting money. It's wasting money. If you're throwing money at it to solve a problem because you're like, oh, I can't do it, I'll just put ads on it. No, no. So you need to get present. Are you not wanting to use ads because you are feeling too intimidated to like, get your get your hands dir and learn what it is that you need to look at? Because I'm all about delegating and I want you to find someone that's going to run your ads for you so that you're not doing it, but get present to whether or not you're doing that so that you don't have to do the problem or that you don't have to look at the problem. You need to be able to look at the data and know and guide and coach and support your ads. Manager or you're just throwing money at a problem problem and hiring really expensive freelancers, which is cutting into your profit margins, which is therefore why so many people and businesses work in the red. Because they're not present to how they're spending their time, money, energy and effort. And then also, you know, when you're in the organic space, people say, oh well, I built my business without using any paid advertising. Well, number one, if that's true, then the number of years that they have spent to create that audience is expensive. And you can do the same. Sure. But it's a slow burn. Okay, number one. Number two, if they tell you that they've done it all organically, great. And they've probably also used paid advertising, they're just not telling you or they're telling you once you're in their world. So don't get twisted up by marketing messaging. It's like that concept of don't Compare your day one to someone else's day 100. So if you even look at Hormozi's strategy, he got to a million dollars with paid advertising. So this is what we did first and then built the brand. So for me, what we're doing inside of Accelerator program is number one, we are stress testing a premium offer. Now people want to tell me that they want to stress test a low ticket offer. You can't. That's fine. I just want to offer to you and help you get present. If you're listening to this, expensive compared to what? Number one. Number two, get present to why you want to stress test the low ticket offer. Is it that you think no one's going to pay for a premium offer? Is it that you're already strapped and strapped for time and you already have this premium offer locked and loaded that you're just now in the phase three of the scaling it model? Because I create, design it, deliver it, scale it and then automate it. Work yourself out of the business so that you're not in the nitty gritty day to day every single moment. And the reason I'm saying this is because the amount of energy effort it takes to sell something for $27 is the same to sell something for $2,700. It's the same to sell something that's free. So it's just going to be getting in alignment and present and honest with yourself in terms of where's your skill level in communication? Where is your skill level right now in selling? Where is your skill level right now in terms of building an audience? And none of it is wrong. And wherever you are right now is the best place to be. You're never behind. It's just we need to get present to the truth behind where you are right now and then give yourself the reps required to get to the next step. So what we do is we build out the premium offer, we stress test it, then we build out the offer. Front end offer. The front end offer. That's going to make a case for the sales mechanism. Now the sales mechanism I teach you, I teach you three things. I teach you one to one. So the call, I teach you one to many. So the group call or the masterclass or the webinar and then I teach you many to many. So three parts to many people. Now people get twisted up because they're like, I don't want to do sales calls. Now this is going to be a training for the next. I'm going to do a training on the on sales calls specifically because the truth is if you cannot do a one to one transformation facilitation, what's causing you to think that you're going to be able to do it to one to many. I want to maximize my leverage and time and I'm going to get bottlenecked with sales calls. Yes, you are. And then we'll handle that when that comes. But if you're new, we need to get our hands dirty. We need to get our hands in the trenches. We need to start connecting and having conversations. More conversations will lead to conversions. The more distance you put between you and your potential client, the easier it is for them to not show up for themselves. And the sell has absolutely nothing to do with you. And the truth is we're selling every single day of our lives. Whether we are selling our perspective, whether we are selling, come, let's hang out together. Give me your email address. Buy this. We are selling every moment of our life. So then once we have all of that sorted, then we're going to put the front end offer. So I typically teach my people to either to do a free front end offer as well as a silver slo. Now people will tell you all the time, ah, dude, you only need to do one. Sure. It depends on you, right? I'm always going to meet you where you're at, but for me, I'm going to do two. Where we've optimized two systems inside of our business that all move people towards the sales mechanism, the call that drive them to come into our premium offer. And then the good news is that I have accessible options so when they don't, if they're not going to come into my premium offer, great, you can come into my accessible option. Guess what my accessible option does. It makes a case for my premium offer. And so then we start to auto. Now we're automating that. Then you're going to get bottlenecks, which is happening to one of my accelerator clients right now, where he is packed to the brim in fulfillment and he's doing calls. So then we're going to start to layer in team, and now we're going to start getting some support to move, to move away from being bottlenecked in the resource of time. Now, that's for him specifically. Some of you might need to raise your prices before we even get to team. It really depends on where you're at. So now that we have that built, now we can grow and scale and then automate it so that we sit to work. Now we start layering in people to take over fulfillment, and then you start to work yourself out of the business, and then maybe you build it to sell it and then start a new business. Whatever. The sky is the limit. When you operate knowing that every decision you make is the right one, that you put the systems and structures in place and then you know exactly how to manage and look at the data, increase performance, you win. Now, here's where a lot of people mess up, and I see this a lot in my, myself and in my clients, and I'm going to offer this to you, is that sometimes we build something and then we tear it down. We're like, oh, no. And then we end up throwing the baby out with the bathwater. Oh, no, it doesn't work. We don't let it spend the time that it needs to grow. And when I say time, I mean reps. And if you're like, nova, Beverly, I did 100 reps. Okay? But I want you to remember, and I have to, to say this to myself too, is that the flower is the last bloom. The fruit on the tree is the last bloom. But you're going to spend the reps, the time watering it, growing it, testing it, tweaking it. Sure, you could turn on a funnel on day one and then, and then do all these calls, but it's going to take time for people to go through the process. You cannot not rush a relationship. And I don't mean a relationship in terms of like. No, like. And trust in that way. I mean, you cannot rush a connection, a relationship to you as the business owner, that sense of trust that they need to believe in themselves that you are going to facilitate that transformation. You cannot rush that. You can encourage it, but you cannot rush that. So you need to build a system inside of your business that can sustain any sales cycle so that it takes what it takes until it takes. Because any amount of pressure, urgency, stress, that's done. And what my accelerator clients have seen in our work together is this feeling of like, I'm doing all the right things and then it's not working. And then we take a closer look at the assets and we're like, well, okay, so here's where we can improve, here's where we can test, tweak, get better. Because people fall into this trap of like, webinars don't work, this doesn't work, blah, doesn't work. Everything works. When you understand the principles, everything works. What we're really talking about, when things stop working, one of two things are happening. Either the audience is just moving away from it, right? So you're either running the risk, risk of being the blockbuster because we end up getting lazy and complacent. Complacent. Complacency is where dreams go to die. So you need to be present and adaptable in that regard. But the principles of building a business doesn't disappear. That doesn't go away. Then we just transfer the principles to something else. But now when people say, oh, this doesn't work, what's happening is that the market's getting more saturated. And now we're going to talk about this on a different episode. But I'll talk about what starts to happen when the results start to dissipate or when things don't work. I'll talk about that separately. But what is actually happening in terms of the systems and structures behind what isn't working might come down to, are you giving up too soon? Because if you're anything like me, chances are you are. And how do you know if you're giving up too soon? Go back to the data. Are you making data driven decisions? And then ask your coach, reach out for support, because your coach is there to help you identify blind spots. We all have them. I have blind spots, you have blind spots. And if you don't have a coach, well, send me a DM and we'll talk about the ways that we can potentially help you. But this is what I teach my accelerator clients to do. To build this system and build this structure so that it can sustain any and all sales cycles. But the principles of building a business do not leave you. And then when you do this it doesn't matter how big your social media following is, because now you're using, you're getting paid to acquire leads, which is essentially what we're teaching our clients to do. And you could do this whether you're launching, whether you're doing evergreen, whether you're doing a hybrid, it doesn't matter. But if you do not have a way to make sales in your business every single day, there might be an area of opportunity for you to look at inside of your business so that you can make the impact that you want to make. So if I were to really look at the actual systems and structures, this is what it's going to look like. Step one, create a premium offer and then step two, stress test it, which I call the rapid lean launch, which is we're going to invite people into a call sales mechanism and then we're going to get a cash influx within seven days so that we can start working with clients. Then we're going to set up a front end offer, free and slo, starting with free first. And then we're going to do a downsell paid lead acquisition. So what ends up happening is we'll do the free first and then we will move people to the call sales mechanism. And then once we've got that set up, we'll layer in the downsell, then the downsell can serve as the SLO so that people can then also call come directly into the SLO to come back to the sales mechanism. And then from there what we'll do is we'll layer on the brand building where we're start to grow our presence in the online space so that we can start to actually layer in the organic strategy on top of optimizing the paid strategy so that you can keep your profit margin healthy. Then we're going to, once we nail that, then we're going to grow our quality assurance, making sure that our clients are also getting the best possible care that they possibly can. And then what is also part of the actual brand growing is when we're going to start to layer in if we want the many to many options, but you don't have to. This is where, why having an invisible evergreen system where you can make sales every single day and build a system and structure so that you can generate revenue every single day is going to be the most profitable and impactful for you. Then what we're going to do after that is let grow the brand authority. And part of growing the brand authority might be when we start to layer in the one to many. When we start to layer in the many to many trainings where we can start to use our sales skills that we have acquired after designing it and delivering it and then we start to you do it one to many. It's the same thing with training. When we go into group training after we've gotten so many experiences of doing one to one and then we'll start to layer in the team on the sales, the marketing side and then layer so that we can continue to really refine the process of getting and delivering our clients the best results so that once we then do that, we can start layering in the team to help on fulfillment and then start to automate some things and get you outside of the business. So with that said, if this episode helps you, you please be sure to screenshot it, share on your socials, leave us a five star review that helps us help more people and then let us know in the DMs where do you need support? Where? How can we help you? Because the truth is when really good, amazing people like you have the resources to raise the industry standard, we can help more people. Thanks so much for hanging out with me today. I'll catch you on the next episode.

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