Holding True To Core Principles - CIFC Episode 158

What it is. Back again with a badass fresh out of Australia, Matthew Ryder. What's cracking?

Nothing much, man. Great to be here. Ex Special forces sniper turned entrepreneur, I've scaled numerous businesses to eight figures. My name is Matt Ryder. This is my podcast and I'm telling you to put that coffee down.

Thanks for coming, man. Hey, this guy is the chairman of Sales Sniper, which is a mer mercenary team of salespeople that he deploys for in for companies and individuals generally in the coaching space. But you'll go outside of that.

We will. We have a few sass and stuff like that as well. Fitness. Yeah.

So we're going to get into that. If you guys are listening to this, you own a company, you're going to like this conversation because it's going to be. I'm going to drive it all towards how do we increase our sales and revenue. Now Sales Sniper is one of his companies. The other company is Seventh Level Communications. And both of those companies are designed to get you either to show you how to do it yourself, train you, and then if you can't or don't want to do it yourself, you got Sales Sniper to come in and do the job for them.

It's almost like it was planned that way.

Planned that way. Vertical integration.

Exactly.

It's like, folks, we'll teach you how to do it, we'll teach your team how to do it. And if they can't get the job done, we'll come in and get the job done.

So it gives us a great recruiting pool. Right. We sign up hundreds of new salespeople every single month. We teach them a phenomenal skill using nepq. Neuro. Emotional persuasion Questioning. Right. And then from there we have a. We have our own recruiting pool of salespeople who we know are trained in the correct way. And then all we have to do is vet them for culture and make sure that they're hard workers and good fit and we can just stick them into a business and then run the whole operation for them.

Yeah, but your perfect avatar is a coach, speaker, you know, some sort of.

Yeah.

Expert.

Yeah. So, yeah, so sort of, you know, like SMEs and stuff like that. So people who.

Subject matter expert. For those of you that don't know what an SME is.

Exactly. Yeah. So you know, like who, you know, teach people things. Right. So like Jeremy, like I was a commission only sales guy, you know, I was doing pretty well before I met Jeremy and then I signed up for Jeremy's program. This is back in its infancy. Before it was kind of the thing that it is now. And then you know, ramped my income up by four times. So I ended up making about $100,000 a month. And that was commission only selling somebody else's product. And then from there I went more in depth with Jeremy.

Was it just the nepq?

Yeah, no, I'm like. I'm like. So I was a sniper in the, in the military, and so I kind of. I'm a big data fan, you know, because like, if you're shooting at. If you're shooting at elevation, the bullet reacts differently than if you're shooting at sea level. Right. And so you have to understand the data and the interplay within different compounding factors. And so for me, it was like, all right, well, like, I know that I'm going to do all the follow up. I know I'm going to get the referrals and I'm going to have a system in place to like, extract as much income as I can from. From what the business is providing me. And I'm gonna make sure that I'm not like pigeonholed on my income as to only what they can provide. So I'm gonna make sure that I'm like creating like spheres that I can tap into at different stages in case some guy, you know, shits the bed, goes hyper political on Facebook and all of a sudden he gets shadow banned and he's got no leads. Right. So I gotta mitigate my risk against that. So that's what a good sales rep does anyway, like in my opinion. And then from there, when you learn the skills to be able to convert at a really high rate, that's when your income starts to go up exponentially. As a sales rep, folks, if you.

Want to follow them, at Real Matt Ryder, R Y D E R At Real Matt Rider, you can dropping bombs on the reg on a social media. He's also got a podcast, Coffee is for closers.

Yeah.

Now your partner in crime, Jeremy, has one called Closers or Losers.

That's right.

Now why does he call Closers losers?

I think it's like, you know, like mine is a bit more satirical. You know, the coffee is for Closers and stuff like that because it's a bit of. It's fun and it, you know, goes back to the old roots of sort of selling and we just talk all things sales and business, really. But Jeremy's thing is like, Jeremy has a very distinct methodology that he wants to impasse and the whole mentality of being a closer, I think these days with like, all these people going out on the Internet and telling people that they can make a $30,000 a month income in two months after learning this one skill, it's not going to happen. And that's kind of what, like, you know, happen. I mean, it could. It could for sure. But being good at sales, as you know, is. Is a skill set that takes a while to develop. Yeah. And so it's like, get away from being a closer. Because for me, the connotation of closer, like, these days is like, dudes, you know, inbound. That's it. You know, Dan Locke did his whole inbound closure thing or whatever it was, and it was like, yeah, just take inbound leads and you'll be fine. And to me, that's terrifying one as a business owner, because, like, I don't want a sales guy that just does inbound stuff. Like that seems ridiculous. I want them to actually go out there and make some shit happen.

Well, can. Can we converse about this?

Yeah.

Because inbound would be nice if the marketing department could facilitate it. Like, I don't need myself people doing anything if all the inbounds are good and fills up their schedule.

Yeah. So that's like. But that's always going to be a cycle, right. So you're always gonna have times where the inbound lead flow is fantastic and.

You'Re busy, in which, in which case you wouldn't want your people not taking that traffic.

No, no, not at all. So you wanted to take that traffic. But then they need to have these like. And that's what I do at sales Snipers. I make sure that all of our guys do this. And this is one of the big parts of our culture is like. Is like, like, let's make hay while the sun shines. But it's gonna fucking rain pretty soon, right? And it's feast and famine with marketing. It's very rare that you get a business that just crushes marketing all the time. Because the way that Facebook, Instagram, YouTube, LinkedIn, whatever platforms you're using, they constantly change their algorithms, which make it harder and harder and harder. And so, like, I want to make sure like, like, so, like, when I onboard a, like a business for sales sniper, I come in and we do a complete audit of all their marketing because I need to figure out what outbound channels I've got to put in place, if I need setters, if I need to make sure that we have people monitoring emails, if I've got people doing text blasts in email blast, whatever. And then I've got The guys who are really good at handling the actual closing port part. But that's like, like in special operations, it's one ad, it's one shooter, seven admin. Right. And so I have a look at like, my actual, like top tier, like closers or top tier sales reps. They're like the SF dudes. And then I've got this whole supporting skeleton that has to be around them in order to make sure that the business is ultimately very successful.

Damn near want to, like, have you come in and do it for light speed.

Yeah. So like, you might have to make.

A deal before you leave.

Yeah, let's. Let's do it. So it, like, because it all comes down to risk mitigation, right? Because, like, come from military special operations background and like, I think worst case scenario, like everything I think is worst case scenario, right? I've been through enough shitty things in my life to know that the world is not rainbows and unicorns. And so when I have a look at businesses and they're like, I do Facebook ads, I'm like, that's it. It's like, do you hate your kids? You know, it's like, that is a terrifying prospect to someone who comes in and helps people grow their businesses predominantly in the sales realm for a living. Because, like, what if Mark Zuckerberg just decides to become a fucking charity, right? And then is like, oh, I'll just turn this tap off. It's like, you're fucked. You got nothing for your family, nothing for anything. Your sales guys are going to be in the shit. So you better have some, like, alternate methods and you better think about this in the long term and have all these different spheres of influence. And I teach my sales guys how to fish in every single pool and how to hunt. Exactly. So, like, my staff portal is called the hunter gatherer portal. That's what I called it. And so I make them go in there and I teach. I have a whole hunting section which is like, this is how you fucking hunt down leads. This is how you get sales. This is how you make shit happen. And this is how you gather. This is what the mechanisms need to have to make sure you. You gather as many as possible. So it's always a to and fro.

So that's seventh level, though, because that's sales Sniper. Like, if Lightspeed wanted you to come show us, train us, identify all these additional revenue streams. That's seventh level.

No, that's all. So seventh level is right now in the iteration that we have at the moment is like training Sales reps how to be better on a call.

So teaching them any pq.

Exactly right. And whatever they're teaching.

So any company listening to this that wants to have their salespeople forex their production.

Yeah, that's all seventh level. Right. So we're teaching sales how to be better. Sales Sniper is much more of like a consulting and done for you wing. Right. Which is predominantly run by me. That's sort of like my baby. That's why it's called Sales Sniper. I started it. And so that's where we go in and we do all the assessments on a more business level. And then we deploy our own sales reps that are interior to us, that are trained by us. A lot of them are. They're all trained using the NAPQ methodology. But it's much more of a done for you service. We come in and just do the thing and then if you don't want us to do the thing, then what we can do is we can manage your sales reps, train them, make sure they're good to go, put in all the structures for them to be successful.

That's the first part. The structures.

Yeah, the systems and structures. Like most businesses just aren't very systemized, especially in the coaching and consulting realm. Like it's kind of a cowboy industry, you know what I mean? You get these young dudes that come in, start killing the game, getting a little bit arrogant, thinking that they're pretty cool because they're making $5 million a year, but they're not really thinking long term. And they're setting up a business that's heavily leveraged against very, very small market segments. And, and so it's just, it's a, it's a scary business model for someone who thinks worst case scenario.

So if I'm listening to this because you don't want a million people calling you that don't fit your tee.

No.

So if I'm listening to this, who. Who's the ideal customer you can help?

So it's, it's basically businesses that are. That have hit a point where like sales is essentially sales or the structures around sales like is. Is. Is preventing them from growth. But like they, they've sort of figured out some of the other sides of things in terms of like, okay, their internal communication is good. They're like, they have a decent culture and like they're, they're on a good trajectory, but they just don't know how to sort of, you know, they have a very leaky bucket. And so what we come in is we come in and fix all the bucket with structures, and. And then we just put really, really good salespeople in who can be very predictable. Like, I know that my sales guys are predictable, and so when they come in, I can go, okay. It'll take us this much time to figure this out, because every. Every program and product is different. So we have to create custom scripts and all that kind of stuff and figure it out. But once we figure it out, it's going to be very predictable. And then because I have a constant pool of new sales reps that are being trained through seventh level, I can then scale that account internationally very quickly. So if you're like, hey, I need three guys in the US And I'm like, yep, sweet. And then it starts going well, and they go, hey, let's expand to the uk Yep, sweet. Here's three in the uk, here's four in Dubai, here's two in Australia.

Do you know, do you need more sales reps? If someone's listening to this saying, I'm a badass, I want to learn. I want to be one of your snipers.

Yeah. I mean, you can go to SalesSniper.net, and there's a whole application form there. If you're a business owner, go to crushsales.net and that just takes you straight to the application form for that. We usually have about 50 to 60 in the wings at all time, and we run a boot camp. And my goal in the boot camp is to break everybody so they all quit.

Is a. Is it broken down like the military? Yeah, yeah, because you were in the military.

Yeah. So I like to fuck people up in the beginning because if they stay, then they're here for the right reasons. Right. And so the same way with, like, SF selection. Right. My selection was six weeks or whatever it was, and the whole thing is just, let's break you and figure out how you react under pressure. So I'll give you, like, somewhat ridiculous targets, and you have to meet them, and there's no excuse for not meeting them. So if I give you, hey, you have to do $400 a day. Go do $400 a day. You hit 399, you're fired.

But I'm. So someone says, I don't want to.

Do this, and it's fine.

You get a lot of people quitting.

We have a pretty good culture. So, like in. In. In the sphere that we work in, in coaching and consulting, like, we have a good name, so people come to us. But yeah, in that Boot camp, you know, maybe 10, 15% get through.

So if a company wants you to come do their sales for them, will you just take over the sales for the company and the marketing?

So we can, depending on the sphere and what they have in terms of marketing asset, then we can take over elements of the marketing. It really depend. That'd be much more case by case. The sales systems, the sales structures, the sales management, we just take that over. Holus bolus. So like someone's like, you know, a lot of people are really good at what they do, but they just don't know sales. And so like they can get all this data and they're just looking at a bunch of fucking numbers on a piece of paper just going like what? What's happening? Like, I don't know what any of these mean. And so like you can break down a sales process and you can add friction points, you can take away friction points. There's all these things that you can do to get yourself like a much better idea as to like what client journey you have to take them through to maximize revenue.

Where'd you learn all this shit?

I had to do it because like, like three years ago I was broke as a fucking joke. Like broke broke. Like not like people pretending to be broke, I mean like fucking broke. So I had all these gyms and I was working with some business partners and it just didn't go well. I've been in that like just flogging the guts out of it for years. And I was like the guy who ran all the sales and I just got sick of it and walked away. So I completely walked away. And because I was like business owner mode, I was throwing all the money back into the business. I was only taking like an 80k a year salary, which is Australian and in Sydney. That's not enough to live. It's like living in Manhattan, right? So when I left, I had nothing. Like nothing like me and my wife, she was pregnant with our daughter who's now three and we were. I had to borrow the money for like the down syndrome test, right? It's 400 bucks. I had to borrow it from my father in law and so I was like, fuck. So what I knew I could do is I could sell fitness. So I started cold calling gyms and I was like, hey, I'll be your sales guy. Like that took him through a sales. I was like, I'll do commission only. Let's do it, let's do it, let's do it, let's do it. So I started selling, like, $97 programs, $197, $500 fitness programs for, like, just gyms all over Australia. And then I realized, like, man, I can only sell for like three gyms in Australia at once because the time zone. And I was like, fuck it, I'll work 20 hours a day. So I started cold calling us gyms. And I was like, sweet, man. Now I've got like a good chunk of time, you know, because the time zone is different. Then I called like, and then I called UK gym. So at one point, I was selling for like two UK Gyms, two US Gyms, and two Australian gyms. And it was just me. So I was working from like 4am to like 11pm every day on the phones, like, selling for these gyms. And then that sort of started to expand, right? All the marketing companies were like, what the fuck are you doing? And I was like, oh, I'm just doing sales. So then they started throwing gyms at me, like, throwing. And I had like 50 inquiries. And mind you, I'm only getting paid like $20 a site.