Outbound Masterclass with Coach Cayden

The general—

Okay, so we're selling fitness, right?

No, like committed coaches.

Oh yeah, we're into coaches. Yep. Okay. People have a little weight to lose.

So a lot of times there's just not that urgency. So like at the end of the call, right, they will say, listen, like the support is good. Like I just, you know, I can do it in a month or whatever. Just want to see like the supplements or whatever. They kind of want to do it, but it's just like $100 or like whatever it is to await, I'm not going to do right now.

It's more about how we build the urgency, right? Because the urgency— I'm selling weight loss— does not come from how much weight they have to lose. The urgency is going to come from how we're creating, like, the environment that we're creating, um, and how they're feeling about losing the weight and how they feel about how it's— how easy it's going to be, right? Like, they, they basically— they have to believe in themselves, the product, and you, right? So if we break those 3 things down, we know that's what they have to believe in. If they're shaky on one of them, even a little shaky, then they're going to want to wait. Right. But haven't you guys ever done things that it's like, oh, I was planning to— I was going to wait a little bit longer to do this thing, but then something just comes up and you just decide to pull the trigger. And if my guess would be those three things happen to align in that moment when you pulled the trigger, and while those things, three things were there before you pulled the trigger, they weren't aligned. Right? In the same moment, they have to all align. And so if we know we need to do that, like, it's going to start from the beginning, right? It's going to start from the beginning. Um, and I'm just giving you some general things here, and then I'd love to hear you roleplay and we can go from there. Um, but generally, if they have very little weight to lose, or like if they reach out to me about something— you guys know that I sell insurance Right. So like with insurance, if they already have insurance, it's— you just push back on them. It's like, oh, what makes you feel like that's not enough? Same thing with weight, right? It's like, you know, I talk to a lot of people and for a lot of people, like, their goal weight is to get to where you're at. Right. So I guess I am just curious, like, what, what's making you want to lose the weight? Like, like what? Like, and now what have I done? I've created an environment where— what are they doing?

They're convincing themselves. They're like, oh, I need to lose because X, I need to do Y because I have to, because they're not just convincing themselves, but they're defending their decision to do it to you.

Yeah, right. And what kind of dynamic does that create between the two of us? Who's leading?

Yeah, I'm leading and they're just defending. They're just taking a step towards your direction because you're, you're saying like, why, why lose the weight? And they're defending on like why they have to lose weight.

Yes, that kind of like— once I create that environment where I'm leading and I have the authority, they're looking at me, right, to lead. Do you see how that gives us a lot more leeway throughout the rest of the call?

Yeah, a little more leverage.

A lot more. It's not even just leverage, right? I, I'm even hesitant to call it leverage, but I guess it is leverage, right? I think of it as leeway. Now for the rest of the call, I don't have to be quite as perfect, right? The better— the, the more I can create that environment, like doctor-patient relationship, think about it like that. The more I can create that, that environment the more leeway I have to be a little imperfect through the call. Because we're blind to things, right? Once, once we're in a pattern, we're blind to it, right? It's like the person in a relationship that is like getting cheated on and everybody else knows and they have no idea. And you're like, oh, how do they not know, right? Just as a dumb example, because you're blind to it.

Right?

Because you're like too close. You can't see the trees in the forest. So that's all it is. But let's role play, Mike. I want to hear— I want to hear it.

Okay, okay.

Is outbound inbound?

I mostly do outbound. I'm not yet on inbound, so let's do outbound.

All right, let's do outbound.

Hey, Caden.

Uh, yep, who's this?

Yeah, Caden, this is Coach Mike with the Burn Pick, Nordic Quarterline. How you doing?

The, the what?

The Burn Pick, the supplement you just ordered a couple days ago.

Oh yeah, yeah.

Yeah, let me just confirm here. I have got the 123 Victor Lane, is that correct?

Yep.

Okay, okay. And just so I can update the profile here for accuracy, How young are we?

Um, I'm 52.

52. Okay, okay. And, and just so we can best help you here, maximize the supplement, make sure you get the most out of it, what's the weight and height?

I'm 6 foot 280.

6 foot 280. Okay. And are you familiar with the BMI by any chance?

No, not really.

So I'll share like a 5-second insight, make it make sense. Imagine like a green, a yellow, and a red flag, okay? Right now, based on your numbers, we are in the red zone, the danger zone, which is, you know, considered high risk for a lot of nasty stuff— hypertension, diabetes, even cancer, believe it or not. So we want to get back in the safety zone. And, you know, according to the American Heart Association We're looking between 50 and 60 pounds. But tell me, what number did you have in your head?

Um, yeah, about the same, about 50 pounds, 40, 50 pounds.

Okay, so we're on the same page here. And, uh, overall health, any medications like blood pressure, cholesterol, diabetes, anything like that?

All right, let's pause. Um, so you're doing some things really well there, right? Okay, which is like You clearly have the structure that you're following and you're following it pretty close. Um, what you're lacking is bridging from question to question to build more of a connection or authority, right? Because like, if I have a ton of authority, I might not need as much connection, like rapport. You guys, right? Like, I'm sure all of you guys have sold people before that you felt like you had zero rapport with. And you pitch them and then they buy anyways. That happen to any of you guys?

I know the care analogy you were talking about with Matt Ryder.

Yeah. And so it's like, uh, you don't— it doesn't have to always be that way, right? But you need one or the other, and right now you're kind of hanging out in the middle is what I'm hearing.

Okay.

And so all— it's a really easy fix. And it's an easy fix because you're having the same conversation all the time, aren't you?

Yeah, the exact same.

And you can tell where they're getting uncomfortable, right?

Yeah, I can, I can see them, I can feel them, like they're just kind of like a little bit more closed up.

It's probably pretty early on.

Yeah, it's usually pretty early on, after like a couple of, uh, questions.

And so all we have to do, brother, is start thinking about that and how do I get to the next question on the script without making them feel that way, right? And if you're doing it yourself, it's going to take some time to think about, but it's a good exercise to go through, right? Put yourself in their shoes. If I was that person, right, the prospect I just gave you, I'm 52 years old, I'm significantly overweight. Right. And like, you probably have more information in the CRM. And so then I start thinking about, okay, if I was that person at that point in the call, what would somebody have to say to me that that next question wouldn't be weird as hell?

Okay.

Right. And so like, if we flip here, we'll just go ring, ring.

Yeah. Who is this?

Hey, is this Mike?

Yeah, this is, this is Mike. Uh, who's calling?

Yeah, I apologize, Mike. Uh, didn't mean to offend you or anything. I know I'm calling you out of the blue. This is just Caden over here with the Burn Peak, the supplement you'd recently ordered. Hopefully that rings a bell.

Yeah, yeah, it rings a bell, rings a bell.

Okay, just needed to get a couple of things confirmed on our system here, um, if that's all right with you. Uh, first thing here, it looks like I've got your shipping address, uh, 123 Main Street. Is that correct?

Yeah, that's right. That's right.

Okay, perfect. Uh, and, and then we always just want to make sure that you get the most out of the supplement. That's why we have such good reviews. Um, so I was curious, like, were you— I'm guessing you were mainly looking to lose, lose some weight with the, the supplement, or what were you hoping the Burn Peak would help with specifically?

Yeah, mostly just, you know, burning that gut, you know what I mean? Like, just the beer belly they call, right?

Yeah, yeah, easy enough. The good news is, is that's typically is the easiest weight to lose if you do the right things. When it's stored there in the gut, that typically just points to a slowed-down metabolism, which is pretty correct, pretty easy to correct if you know what you're doing. Now, just to make sure I update the chart here and it's all correct, how old are you again?

Yeah, I'm, I'm, uh, 73.

Okay, you're 73. And are you familiar with like the BMI index? I'm sure your doctor's gone over that with you.

I, I might have heard of it. I'm not really sure.

Okay, it's just a really easy way to— and here you have a little bit from, I'm guessing, the script, right? And you throw that in there. Um, this is how the BMI works, right? And so what, what's your height and weight?

They tell you. Yeah, 5'6", 200.

But do you see how I adjusted the top piece and now all of these questions make way more sense?

Yeah, but doesn't it take like more time to do it?

Did it feel like more time?

It didn't feel like more time.

Okay, there you go.

I don't know, I just, I think I might just, just start rambling and, uh, you know, it just might take the call longer.

Could, could be. It's up to you whether you implement it, brother. Uh, that's just what I would do.

It's just like more conversational, like you were just—

it's not just more conversational. I'm driving it in a very specific direction because I know what I need, right? I know the outcome that I'm looking for. Like I— we were just talking about, I know what my next question is going to be. So I know where I'm trying to go. So I'm very strategically bridging from what you just said to get to that question.

Hmm.

You're giving like way more context here. Like you're explaining, you know, very much like precisely what, what you're trying to do, kind of, if that makes sense.

Yeah, exactly. And then now my question makes a little bit of sense.

Yeah, so like you're explaining as you're doing it.

So like, uh, sometimes, yeah, but not the whole time. If you ever— like, it's— yeah, there was just that one part, right? The only thing I did different from you is I just said, um, okay, now, now, just to make sure that you get the most out of the supplement, now this is part of the reason we have such good reviews, right? Couple of things just happened there, right? I gave context as to why I was going to ask the question. What else did I just do?

You put in the good reviews part that, you know, it's kind of like the in the best interest because, you know, it's like a very essential part of why other people are leaving.

Exactly. Exactly. And so I'm assuming you got it just to lose weight or what were you hoping the Burn Peak would help with? Boom. You said yes, lose weight, and you said beer belly. So I just tailored that what you said to get me to the next question, which was, how old are you?

Okay, so tell me a bit more.

Exploring.

Hopefully that helps, brother. Go ahead, Adrian.

Hey, how's it going, Kaden?

Going pretty good, my wide-shouldered friend.

Appreciate it. Gotta put in the work, right?

Exactly. How can I help?

Um, so I'm having some trouble with identity selling, and I know how you mentioned just now, like, you want them to really— you want to get out of them. Like, what makes you think that, that, that, that's not enough? So I sell like niche real estate, uh, specifically insurance midterm rentals. Right, so oftentimes I'm talking to investors who already have, say, like a long-term strategy or Airbnb or whatever the case is, but they're, they're doing all right. And I guess like my challenge is like having them speak more to desire and getting that from them, like what makes you feel like that isn't enough, what you're doing right now, because oftentimes it is.

A lot of times what they are doing is enough. It's just like, if you put yourself in their shoes, it's not about it not being enough. It's a different, it's a different thing, right? That the identity that they are in that situation, like they already probably have enough money at that point. It's about scaling, which means it's about being efficient, which means it's about being smart, staying true to the process. So I'm staying unemotional, right? Like, It's about those things versus it not being enough. And so easy way to do identity there is like you ask them what got them looking out, right? That start, that kind of kicks off the conversation. And you start, you ask a couple questions about that, that kind of, I'm sure you do that well, right? And so that gets the conversation going. Once they explain to you why they're looking and what they're looking for, then you just do a little Okay, yeah, sounds— it sounds like things are going pretty well with what you're doing. Like, the strategy is working, um, and so it's like, at this point, like, you just, you just have to cop— like, that's how successful people get where they want to go, is like, I'm just going to keep doing what's working. I'm not going to try and reinvent the wheel. I'm smart enough to recognize, like, just keep doing it. Yes. You know, it's refreshing to talk to somebody like you. Yeah, I've got to say it's refreshing to talk to— to when I get to have conversations with, uh, people like yourself, um, that actually recognize that. And it's like, you're already doing it, um, you know, you already did the hard part, you already got started, you're strong enough to make it through that initial part because that's usually pretty tough, um, you know. And it's like just copy and paste, uh, and I just say that because like then we can just get down to business, we can talk about numbers and stuff because like a lot of times I mean, you get it. I talk to some people and it's like they just are like, they can't see the vision. They get all in the weeds, right? And it's just like, you know what I mean? They're just like full of themselves and they're totally closed off. So it's like hard to— they don't listen and they end up just like making bad choices later on. I mean, you know what I mean? We all know somebody like that. Does that make more— like, does that structure make more sense to you?

Well, it does, um, 100%. That, that makes sense. So I guess, like, what would you say to someone who, like, when they come in, they're— they may not be, like, sold on the mechanism, right? Never mind the brand, right? Just the mechanism itself.

On whether or not this is the right strategy for them in terms of short-term rental, right?

Right. So they come in with a lot of questions. And also, their current strategy, like, so it would be long-term or it would be Airbnb short-term. Our, our strategy is insurance midterms.

Oh yeah, okay. Um, so yeah, it's just something that they're unfamiliar with.

Yep.

Um, so it all just depends on how you start the call. Right. Like if you start the call, um, I'm getting— sounds like they're inbound.

They are. Yep.

Okay. Um, you know, start the call however you normally do. Where do they— do they start asking questions right from the beginning?

Uh, a lot of D types, they do. And I try to like— and I hate framing, but that's the only way that I could see like me, like I kind of get past it. Like, hey, like I understand that you have a lot of questions and that isn't a problem. We're going to talk about exactly how we help and what that looks like. But I just want to understand a little bit more about what you're doing and and like what you're looking for to see if we're even the right fit for you.

Um, I want to hear how you're doing it. Give me— let's hear your intro. I just like— we just got— we both just got on the— got a— are you calling me or are we on Zoom?

Uh, we're on Zoom. Okay, so I would say 90% of the times.

Okay, so we just got on. I just joined your Zoom room. Yep.

So I would say like, hey, Caden, looks like you, uh, booked a call to potentially getting help with insurance midterm rentals. Is that right?

They usually say, yeah, yeah, I just wanted to look into it, learn more about it.

Okay, well, I guess I shouldn't ask, like, what did you see, or, you know, maybe hear about us that made you want to look into this more?

Um, well, I'm not too sure about it yet. And then I start asking you questions right now, huh?

Uh, usually, but if not there, I would say, like, what do you want to achieve? And then they won't ask— they won't answer the what do you want to achieve.

Well, they don't know, brother, because they, they don't know how it works.

Yeah.

You know, uh, it's like, you know, it's that— it's, it's similar to like if I took somebody from like the 1800s and brought them forward to now. It's like, what do you want to achieve? And they're just like, what the fuck is happening? Yeah, you know, like, how is it— takes them literally an entire day to go 10 miles and it takes us 2 minutes now?

Yeah, yeah.

And so I just want to— I just want to change— I would just change that a little bit. Right, so you know that you're going to get a lot of people that know nothing about it. I just want to address that in the call, right? And so that if I address it in the call and they know that their answer to their question is coming, now I'm in control because they'll just chill and they'll let me lead, right? But if they're not too sure where I'm gonna go, then they're gonna try and tell you where they want to go, right? And so if we both jump on What's going on, Adrian? Can you hear me? Can you see me? All right. Yep. Okay, perfect. Looks like you'd booked in this call to talk more about short-term rental or medium-term, whatever it is. Fuck it. It looks like you booked in this call to talk more about, more about these strategies. Are you currently doing them or is this like the first time you're looking into them? Just learning more about it?

Yeah, first time I'm looking into it, trying to learn more about it.

Well, you're in the right place. Um, this call is pretty— I don't know, we'll keep it pretty, pretty light, pretty simple. Make sure we get through all the details. Um, I'll go over a little bit of like— it'll really help if I can get some context about what you're currently doing, um, and then I can kind of show you how these strategies might fit into what you're currently doing, and we can see if it might even make sense in the first place. Would that help?

Yeah, no, that sounds great.

Cool. Um, I guess fill me in. What even got you looking into this kind of like this sort of investment strategy in the first place?

Um, well, I've been doing like long-term for a while now, uh, and it's not as lucrative as it once was.

So how long is a while?

Uh, it's been 4 years now.

Did you say 4?

4.

4 years.

Okay.

How big is your portfolio?

Uh, 16 properties.

Okay, nice. Okay, so it's not like you're the new guy on the block. You, you got— you know what you're doing?

Yep, I've had it for a while now. Just looking at different things to optimize.

Yeah, good for you, man. Well, that's the thing is like when you first get started, you're kind of just trying to figure out your head from your ass. Uh, but if you're a good investor and you're actually going to keep growing, you have to do exactly I'm guessing that's what we're doing here is like you get to a certain point and it's like, okay, how— now that I have a good foundation, how can I maximize it?

Exactly.

Yeah, that makes sense. There's my first piece of identity. I'm already starting it.

Oh, that was nice. I didn't even catch on to that. That was good. All right.

And then I'm going to go into, you know, more of those questions. Right. Okay. So, and when you say it's not as profitable as what it used to be, What I guess, what do you mean by that? Because I've heard that before, but everybody has a different definition.

Well, before I would be able to make like, say, $1,000 for a cash flow. But now, like, I've been dealing with more and more like headaches lately. Like, tenants have been in and out. They've destroyed my property. It's just a lot, especially now towards the tail end of my career. I don't want to have to go through this. So when I heard about like your company and what you do and how it's a lot more hands-off, I thought I want to hear more.

Yeah, like the money's good in long term. It's just the bullshit that comes with it. And it's like, okay, if I can find something that ideally produces more, but even if it produces relatively the same, if I don't ever have to touch it, I could scale it easier.

Exactly.

Yep.

Yeah.

Easy enough, man. Yeah, I love working with people like you. It's actually kind of refreshing to be talking to somebody that is in your shoes because you've already got the hard part out of the way of learning the basics of money. As you know, there are some people, man, that it's like they want to get into this because they just want to get rich, but then they start learning the basics of money and it's like you actually have to take risk. You're going to have to move forward when you're uncertain sometimes. You're going to have to do things that you're uncomfortable with. And just take that risk. And some people, they, they don't— I mean, you know what I mean? It's not they're bad people, it's just like not everybody can stomach that, right? You know what I mean?

Yeah, that makes sense.

I, I'm curious, have you always been that way? Like, like, did, did your dad just raise you to be Superman? Like, I, I mean, me personally, I had to learn that when I grew up.

Like, no, no, it took, it took a lot for me to get here. I can tell you a lot of days, a lot of grinding, a lot of perseverance for me to get this far.

Yeah, I can imagine, man. Right. And so you see how I'm like, we're moving. Yeah.

So you don't really care about what they want to achieve. You already— you're just assuming it's more.

I already know what you want to achieve.

Yeah.

Okay.

But no, I don't care about like the car that you're going to buy and all of that. I don't care about that yet. Also, the avatar that you're being, I'm never going to go there because you don't want to talk about it.

You don't?

Well, the avatar that you're being, they're probably just going to be like, I already have everything I want. Like, I'm looking— dude, what you're looking for is freedom away from the bullshit, mental clarity, right?

So, so what I do— and please, like, I'm open to being coached here. So I focus on the desire. I focus on like, okay, like since you already have things, right? Like what else are you looking for? That freedom that you speak about, like what does that look like for you? Or they talk about like life.

But do you see how that's different than what I just did where I'm like, oh yeah, I get what you're looking for. Like easy. And then I'm also identity framing you at the same time. So what's happening is you feel like I understand really, really well what's about to happen, right? And like you also probably are starting to feel like I understand exactly what you're wanting to accomplish. If you're that prospect, correct me if I'm wrong from that role play. No, you're fine. And so what's happening is I'm creating a dynamic where it's naturally, I'm starting to build it where it's like, I know more, not just about what you want, but I know more about your problem and how to solve it than you do. And until you're feeling that, I haven't earned the opportunity to know shit about you, because a lot of the people you talk to are going to be strong men, and talking in fantasy land to some guy they just met about what they want in the future— well, dude, that's what pussies do, okay? You know what I mean, right? Like, I'm a logistic— like, that's how they got to where they're at. They're like, I got here because I'm strong. I get through the bullshit. I take action. I'm not just dreaming like those other guys. Do I want the nice stuff in the future? Sure. But let's, let's just make some money today.

Okay. So are you saying that you don't have the desire conversation at all?

Or I think you have to, you have to read the scenario. You probably have it, right? You probably have it, but you also have to recognize that there's going to be prospects that you talk to. That don't have a strong— like, it's not going to be super strong.

And yeah, I recognize that.

Like, because like, like, for me, like, if I'm, if I'm that prospect, like, dude, I have every— like, we— I live in a nice house, we have nice cars, like, you know, um, there— and there's a lot of people here that are the same boat. Like, we're making good money, and it's like, oh, what do you want in the future? It's like, well, like Like, I'm— what, what, what they don't— here's the thing is, what they're looking for, they're not going to be able to put words to it. And so if you try to hammer on it, it's going to get weird. What they're looking for is they're looking for security, right? I already have a lot of the things I want, but it's a lot of work right now. I'm looking for something more hands-off. Right. And so I'm looking— it's more about that. So it might— I guess what I'm saying is, is not that you don't go to the desired place, it's that the desired place doesn't have to be material.

Oh, right. And fair enough. So like what I've been cutting out, let me, let me know whether or not you think this is like the right direction, but because of like this type of prospect and this type of offer, I don't touch on like the pain, like, and when I say I look with the caveat, so maybe I should change the wording. I don't do like a reality check, like, oh, what if this doesn't happen? Because usually that lands flat. I can't really draw that out of them.

Yeah, that probably is going to land flat if you do it that way, because that avatar is just in their head. They're like, that's why they're looking into you is like, I'm doing research to figure out how to solve this problem. Yeah, right. Um, and what— that, that's exactly— they're like, I have this problem, you could be a potential solution for my problem, right? So if this doesn't— if this doesn't work, I'm just going to go to the next solution, then I'm going to go to the next solution. They're going to solve that problem. That's how they got where they're at. Yeah, right. And so if you can— I, I know I'm talking very high level, and I, I apologize to not give you something tactical, but I have a feeling that if I go high level that you were going to figure out the tactical stuff. Um, I got you. And so what I want to change is I want to create an environment where they start to feel like they're not the problem solver, I'm the problem solver for them, right? And how I do that is, you know, kind of like what you're saying. It's like they need to— I, I need to have authority, right? So I know that they need to look at me as the authority if I'm going to become the problem solver. How do I get the authority? Number one is going to be empathy for their situation. But the type of empathy that I show people is going to be different per person because some people want like, oh, I'm so sorry, that sucks that happened to you, right? Probably not a lot of your prospects, right? For your prospects, it's going to be just like recognizing that they're like, the empathy portion of it is going to be recognizing that they're smart, right? That they're hard work. Like, like, that's the empathy there. And the other piece to get the authority, um, is trust, right? And how do I get trust? They have to feel like I've solved this problem before and I'm an expert at solving this problem. And so what builds that trust is my dynamic and how I present myself as well as the questions that I ask.

Yep.

Right. And so if that's— if my goal is to show them that I've been here and I know how to solve this problem, then I'm going to have some bits and pieces where it's not a question and I'm doing a little bit— it's— I'm telling within a question like I just did with you. Like, oh yeah, I get it. Like, uh, you, you've done this, this is what we're looking to accomplish, and now we're doing this. You're like, yep, exactly. What— and I'm getting that off of very little information. So what does that show you?

That you have knowledge, that you're the expert here, that you're talking about.

Yeah, like, I already get it. You've barely told me anything, and like, I'm already starting to understand. Boom, I've solved this problem a thousand times. Yep, yep. Right. And then that dynamic slowly shifts where now they're, they're explaining, you know, they just start explaining themselves a little bit more to you. And so maybe after I go through a sequence like that, even with the question I just asked you where we're at in that role play, you know, like I asked you, like, where did that come from? You started, oh yeah, I've always been that way. It's like, yeah, no, it makes sense. And I guess one thing that always does make me curious, because like I do this all the time, I've talked to a ton of people who have long-term rentals. What, like, why not just hire somebody to do that BS for you and like just put more money into and get more properties there?

That's a good question. I never considered it. I just wanted to keep more money in my pocket. Maybe, who knows?

Yeah. So the ultimate goal is just like keep more money in my pocket the easiest way possible.

Yeah.

Well, there's more than one way to skin that cat, brother. Okay. Um, you know, so like you— I mean, you could theoretically, uh, buy more, right? Like, there's— you're telling me that you have 16 properties and you've never thought about buying more?

Uh, well, I considered it at one point, but, um, based off of like what I plan on doing with these properties, uh, I think 16 is enough for right now. And if that happens—

oh, okay, hold on, I, I feel like there's something I'm missing here. What are you planning to do with those properties?

Oh, well, pay for my children's, uh, and probably like my retirement, obviously, but mostly my children's college. Like, I want to pay for their, their tuition.

Like, are you— you're planning to liquidate the properties, or you want to be able to build up the, the cash flow that's coming from it so that you can put the money there?

Well, ideally, if I can get the cash flow, um, that would be best, right? So I can hold on to these properties and pass it on to my kids to, to really build up that generational wealth. But I'm prepared to do either.

You, you what? I'm sorry.

I'm prepared to sell if I, if I need to.

Okay. No, yeah, no, that makes perfect sense. I'm picking up what you're putting down now. I was a little confused there for a second, but it's like all of this is for your kids. You know, you sound— yeah, yeah. It's like, that's probably your motivation. That's probably what's keeping you going when it gets hard. And it's like, yeah, yeah, easy. And so I guess the part that I am still just slightly lost on is what— why don't you feel like long-term is going to be able to give you that cash flow?

Because it, it, it hasn't. So over the past years, I've been losing money, right? Slowly and slowly and slowly.

Oh, like you're losing money? It, it hasn't just gotten tighter, you're losing?

Well, so when I say losing, I mean I'm not making as much as I used to. I'm still profitable, it's just I'm not making as much as I used to. Right? Because in the past it was a different game. So now there's a lot more things that come into play. Properties are getting older, they need more maintenance. I've been having, um, issues with the tenants. So there's just a lot of factors that are— yeah, money that I, I typically have.

And it's like you could hire somebody to deal with that stuff, but it probably wouldn't just be one person. And at that point, now you're making even less money because that just comes out of your cut. And You know, sure, you could fix it with long-term, but like, we probably have to 5x the amount of properties you have. And it's like, okay, I could do that, but, um, at the same time, I don't want to be dumb and just like, if there's an easier way to do it, let's do that.

Yeah, well, not necessarily just easy, right? Because this strategy is a lot more lucrative. You're telling me that you could 2 to 3 times like what I'm making now with the long-term. So if I can make that type of money, it's like, who cares at that point?

Yeah, it's just like, maybe not easy. Maybe I shouldn't have used easy. It's like, why, why would I do it the smart way? Like, why work? Why work hard when I can work smart? Or if I can do both, that's ideal.

Yeah.

Yeah.

Gap's getting bigger, brother.

It is. No, you're, man, you're good. You're good. I could see it. So I'm going to run this call back just to implement a few of these strategies that you shared.

Um, And it'll get posted wherever it gets posted, uh, YouTube and Patreon, or Patreon.

Yep, Patreon.

Cool. Yep, easy. Uh, I'm happy that helps, man. That's a fun one. Let me know, come, come back to some of these sessions. I'd love to see how it pans out.

Oh, listen, I plan to.

Let's do it. Uh, Gonzalo, go ahead.

I mean, um, I want to give you a bit of context in my situation and my question.

Appreciate it.

And after that, I'm going to leave and apply immediately. So next week I can come up with another question and another problem.

Okay, let's go.

So right now I'm working in the committed coaches offer. I'm fairly new in all of this.

Yep.

And I'm putting a lot of time, like more than 8 hours, just hitting up the dials because I know I like the skill. So I'm trying to—

Have you done outbound before? Is this your first sales, Rick? A sales gig?

I used to be a closer in Spanish, but I prefer to, to just work in this offer. All right. And I know I have a lack of skills, so I'm trying to bridge that with a lot of volume so I know where I can improve to have a lot of success and all of that. So my question is, what is the lowest hanging fruit that you can recommend me to apply this week? Right now.

And the lowest hanging fruit that you can apply is learning how to find your lowest hanging fruit, uh, because if I told you what your lowest hanging fruit was, I'm just guessing, uh, and it's a total shot in the dark. And so the, the, the skill in it is learning how to identify your own lowest hanging fruit. The easiest way to think about it for somebody in your shoes, probably, uh, that is pretty new is just where are the moments in the call where I lose confidence, right? And confidence, not in terms of like a fake confidence that, you know, most sales reps put on where it's like they're not actually confident, but they, they fake it when they're saying the words of the script. You know what I mean? All right. I'm talking about when I talk about confidence, I'm talking about comfort. So pay attention into your calls. And if you're comfortable in a second, and it has, and it's usually best to go top down. So it starts right at the beginning. Right. Where are the moments in the call where I lose comfort? Because at every part in the call, I should be able to remain comfortable regardless of what they say. And if I can't, I want to go early, right? So I'm watching top down. Any place where I lose comfort, I'm just going to backtrack that. I'm going to say, why? Why did I get uncomfortable there? What caused that? Right. And it's probably just that you don't know what to say. But now guess what you can do? You can learn what to say right there. Right. And a lot of times you can figure out what to say on your own. You don't even need somebody. You just need a little, you know, like, just think about it and think about if I was the prospect. Put yourself in their shoes, right? Not just in the conversation, but their whole life. Put yourself in their shoes. What would somebody have to say to me? Just like I did earlier with Mike. Right. And then from there, what I'm going to do is I'm going to take that and I'm going to drill it. And by drill it, I mean practice it, right? No different than a sport. And so I'm just going to do 2 sessions a day, 10, 15 minutes, doesn't, you know, either way. And I'm going to say that section. It should be a very, very small section over and over and over and over and over for that 10 to 15 minutes. And within that 10-minute period, you should be able to say it at least 40 times. If you can't say it at least 40 times, you're either going too slow and you're bitching out, um, or the— you're practicing too long of a section, right? It's no different than like if I want to get really good at basketball, right? And it's like I need to get good at left-handed layups. Well, if I shoot one left-handed layup and then I do a bunch of other stuff, and then I shoot one left-handed layup and I do a bunch of other stuff, and I shoot one more and then I leave, It's going to take forever for me to get good at left-handed layups. If I just go for one session and I do 3 hours of left-handed layups nonstop, I'm probably going to be pretty good at them by the end of that 3 hours. At least I'm at least going to be to an acceptable place where then I can go to a coach and say, hey, how can you help me with this? Right.

Yeah, because, for example, I gathered one week of data of just pure calling. I have a spreadsheet in Excel or whatever, and I realized I had a lot of troubles getting past the first few seconds. And I did a small change, like one line of change in my opener, and that improved like a lot of the—

yeah, the data can help point it out too. I just don't say data because I can say data all I want, 90% of sales reps are never going to track their data.

A lot of times it's really useful.

A lot of times your data is going to correlate with that comfort level because you, you said something really important, which was it was right at the beginning where you were losing most people. Are you comfortable going into the calls right now? Yes, right now, yes. But a couple weeks ago I wasn't.

I was like stumbling in my own words.

You see how both processes got us to the exact same place? Yes, easy enough. There you go. Uh, go ahead, Bradley.

Hey, uh, Caden, um, so I sell a doctoral program in clinical psychology and, um, I'd like to role play if you don't mind. Um, just sort of like my opening and sort of see how far I go. You are a, um, are we on Zoom? What?

Are we on, are we on a call or Zoom?

Oh yeah, this is a call, not a Zoom. So it's usually it's a two-call close. So like this is the preliminary an outbound call, and then we subsequently book a Zoom conversation.

Did I schedule it or is it a random time?

It's a random— so like, uh, it's non-scheduled, um, but I— you submitted like your phone and email and location and stuff like that.

Did I fill out like a whole application where like I'm trying to get in already, or am I trying to learn more information about you?

You're learning more, so the application comes later. Um, this is just kind of like for them, it's, you know, information gathering, discernment, whatever. All right, so you're a college student, you're a college student, like you're a college senior thinking about graduate school.

Cool, let's go.

All right, ring ring.

Hello?

Caden, it's Bradley. Bradley here with XYZ University. I just had time to get back to you here about possibly getting a doctorate in clinical psychology, you know, becoming a clinical psychologist. Is that, is that right?

I was thinking about it.

Okay. And Caden, where did you actually find us?

Just online. I don't remember exactly where, but just online. I'm in my senior year about to finish and just trying to plan out what's next.

Sure. Yeah, I know that's one of the commonest ways that people find us, just usually on Facebook and so on. So you said you're in school. What are you studying right now?

Um, XYZ major.

Okay, yeah, yeah. And so, you know, in terms of once you, once you finish college here, what's making you feel like just having like a bachelor's degree might, might not be enough for you?

Um, that's the part I can't decide, you know. I thought about just getting a job and going straight into, straight into work. Um, But I, I also, you know, like, if I'm, if I'm eventually going to have to get a doctorate, which I think it depends on which route I go, but it seems like, you know, at some point I might need that to progress. And so I'm just thinking about maybe I just get it done now and get it out of the way. Yeah.

Well, you know, kudos to you, man, because I mean, you'd be surprised, a lot of people, they don't even think that far ahead. I remember when I was, when I was your age, like, I just kind of graduated and it was kind of saw what happened. And, but you're, you're smart. I mean, I can tell that, you know, you're, you're thinking ahead. So, so, you know, kudos to you. Um, what, what is it that might be drawing you toward psychology in particular though?

Um, you know, I just like to learn more, learn more about people. I grew up in, in foster care for 13 years. Um, and then, uh, So it's always been a passion of mine.

Sure, sure, and also, as you maybe discovered this when you saw our advertisement, we're a Christian and a Catholic graduate school. What might be the rationale for going with a program like that instead of doing what a lot of people do? They do more of a secular program. What might be the rationale for doing something that's more Christian?

Yeah, like I said, growing up in foster care, um, you know, having a relationship with God to lean on and, um, and those sort of things, it always really helped me. So it's just, um, you know, I thought it would be in more alignment for sure.

Sure, yeah, that makes, that makes sense. And once you— let's just say that, you know, you got your doctorate, you know, Dr. Caden Sanchez, and, you know, you're a clinical psychologist, what might that vision look like? You know, I, I, in terms of, because psychologists, they do all kinds of interesting things. Some people, they work with the elderly, some people work with the children and adolescents, some people work with really serious mental illnesses, some people not so much more like moderate, some people are in a hospital setting, other people are in private practice. I mean, in your, if you could really have what you wanted, what would that look like, like in your, in your wildest, you know, dreams?

Oh, I don't even know.

Um, what have you thought about it for just, just a minute there?

Probably just working with kids.

Okay. Yeah. Well, I mean, that's a really important field because like what we do in our youth usually is very determinative for, you know, what comes later. So, so that's fantastic. Um, but just, just so I'm clear, like in, in terms of, you know, going forward into your professional life, um, what, what would happen if you didn't take action on this? Like suppose that, you know, you graduated from college there and despite your interest in doctoral studies, you just didn't apply. You just got a job and you kind of saw where that took you for the next, I don't know, 5, 10 or more years. And you didn't actually get to take care of those kids in the way that you had hoped. What happens? What happens then?

I don't, I don't really know. I just don't want to finish. And then end up having to go back to school and be out of the habit, you know. I don't want to have to go back 20 years from now.

Do you mean you want to settle for that if you didn't have to?

Um, yeah, no, I just— that's why I'm trying to figure it out.

Sure, sure. And you know, you know, why take action now though? Because see, a lot of people I talk to, Caden, like, they are—

you're gonna do another call, right? This is the first call, right?

Yeah, this is the first call.

I wouldn't go this deep um, just because it's like we want them to feel like there's no pressure. Like the next call is just like you're just going to give them what they want, right? Which, what do they want? No pressure. They just want to learn more. They just want info. They want to ask you about— they think they want to ask 1,000 questions, right? And so I wanted to kind of feel that way going into the next call. I don't want them to feel before it, like, we're— I want to leave myself room for error, I guess, is what it is. And so I would keep that first call actually pretty short, right? It's like, what has you interested, you know, kind of learning a little bit more about that, what they're looking to do. And then I would just book it because a lot of this stuff I can go into on the next call, and it's going to benefit me way more 'Cause the next call is where you're presenting, right?

Yeah, yeah.

Yeah, so I want a lot of this stuff to happen on my presentation call.

Oh, okay.

'Cause if I take them through an emotional rollercoaster on the pitch or on the outbound to book the call, then there's no emotional rollercoaster really left for the presentation call.

Mm-hmm, okay.

Right. And, and the, the roller coaster is where we start thinking through our thoughts and like decide to actually move forward.

Yeah. Hmm. Okay. Where, where would you suggest maybe cutting it off? Like at a situ— like, um, probably like situation.

You might do maybe one problem awareness, but like a light one, like a, you know, a surface level problem. But a lot of times surface level problems are gonna come through situation questions.

Okay, yeah. So maybe start the, um, the presentation with, uh, solution awareness. Like, okay, we talked about, you know, where you're at and you're probably start with problem. Oh, okay.

That's what I would like. You recap situation. It's like, okay, so I just want to recap, make sure we're on the same page. That way I'm not like explaining things in a way that doesn't make sense or something. Um, and so you're a senior, you're about to finish school and Really, we're just trying to figure out what happens next. You're thinking about, you know, getting your doctorates because you don't want to have to go back to school later. And at least I think that was what you had mentioned. Tell me a little bit more about that. Have you seen, like, do you know somebody that has had to do that and they hated it or what's going on? And that's where I start.

Hmm. Okay. Oh, yeah. No, because I think, I think you're— Yeah, because I think one of the problems I was facing was I would get— yeah, like they would— I would get their emotions up and then I would say, okay, like time for the next call. And then a day would go by and then all that emotional stuff is gone mostly. Yeah. And then we're kind of starting over. But if we cut it, cut it short and then build up more in the actual, like, demo, then there's a heightened emotional state once they're ready to buy.

Exactly.

Yeah.

Yep. And a lot of times you can integrate like solution, like you can integrate the back half of the conversation into your demo. It doesn't have to be do this now, do this. You can do them at the same time. Like you're sharing your screen, you're doing a little bit of education. It's like, have you talked to anybody about this before? Like, are we the first graduate program you're looking at?

Mm-hmm.

Yep. Okay, then I'm going to go through this. Like, you just stop me if you have any questions. I am curious, like you said you're a senior. What's held you back from looking at this, you know, like before now? Or you just have been enjoying it?

Hmm.

All right. And then I start going through the demo a little bit and it's like, maybe I show them a couple of important points and it's like, does that make sense? Like, like, do you— what, what do you think? Like, let's say you were in, in our program and we were doing what we just went over with you. How, how do you see that helping future pacing?

Yeah, fair enough. I mean, but leading up to the demo though, um, I— it sounds like what I should do is like finish the stages, like go through, uh, problem, solution, awareness, maybe, uh, talk about—

no, I'm saying the opposite. I'm saying I would start the demo at Solution. If you're screen sharing the demo, like if it's a screen share, it's a slideshow.

Yeah.

Because they're college students, they tune out for that kind of shit a lot of times, right? Like everybody does. It's hard not to. But if I do it at the same time, now there's like no resistance to those questions because there's a very logistical feel. And I'm going through those questions. And then ideally, then I get like, it all lines up right when I get to the end, end of the demo. Now the, the emotion is at a heightened state and I'm ready to drop the price rather than—

So concurrently with the demo, you're asking these questions?

Yeah. Versus if I do all of them and then, and then I do the demo, The demo just brings them back to like logic.

Yep.

And then I drop price and I'm— Right.

Yeah, that's exactly right. That makes complete sense. Well, I'm gonna have to think through like when exactly in the sequence of the demo slides I ask these questions. Yeah. Yeah, but good idea. Okay, so then the only question then you would ask before I start the demo in the second call would be, Problem awareness, solution awareness.

Yeah. Like that's where I would start on the second call. Like recap situation. You would've, you would've briefly touched on problem awareness and you see how I brought the problem up. Right. And I'm just like, I think you mentioned last time, it's like really just like trying to figure out what's next, but you, you want to avoid having to go back to, to school from 20, 20 years from now, or even 10 years from now, you just want to get it all done in one shot of, um, right. That, that's what you said, right? Yep. I am. I was thinking about it like, have you seen somebody have to do that and they didn't enjoy it? Or like, what, what, what, what's coming up that makes you like hate that idea so much? Because a lot of people, they just like, that's their plan.

Hmm.

And now I'm right into this problem.

Okay. Wow. Okay. I got a lot to think about. Thank you, Kaden.

Yeah. Happy, happy to help. Uh, is it quick, Adrian? I can't stay as long this time.

Trust me, it's quick. It is off topic though, uh, but based off of your experience, uh, I would really like to hear your perspective on how I should communicate, like, with my setter. Like, do you go as far as, like, telling them exactly, like, how the call went, the outcome, things like that? Like, anything?

I think it just depends on your relationship with your setter, you know. Depends on your relationship with them, how long they've been with you, how long they're going to be with you. Are they part of the bigger vision? Are they an employee? You know what I mean? But ultimately, I want to give them as much context as I can to help them. But I'm going to try and make my process simple so that my setter can't fuck it up.

Okay, so you don't necessarily tell them like the outcomes or anything like that? You're, you're just trying to dial it in so we can book, have like, have the booking and have that process dialed in?

Depends, because like, if it's a high-level setter, they're going to demand the outcomes. Like a really good, like a really, really good setter that has experience is going to want to know the outcomes so that they can adjust the front end of the call. With that said, that's like 1 in 100. Okay, the other 99 are just trying to get their base.

Yeah, well, I'm working with a new setter now, um, and he's fairly— like, he's catching on really quick as far as like the bookings, and he's asking me like questions as far as like outcomes and things like that and like details and whatnot. And I don't think that's necessarily gonna like help him, but I'm not sure. But I want to make sure like our relationship is good so it goes on the right track.

Yeah, if nothing else, it helps your relationship. Okay, you know what I mean? Which, which helps your outcomes.

Yeah.

So thanks.

Yeah. Stevant, it's gotta be a quick one.

Yeah, just a quick one, man. How do you really master identity selling long term? Like, well, what if you could do it again? Like, what would be your step-by-step process? Is my audio gone?

No, no, uh, but it's a loaded question. That's not a quick one. You lied. You're a liar. Yeah, I guess I lied.

I guess I lied today.

Um, no, man, I think, uh, for what— the way I view it is it's like— I'm just gonna go really high level with this— it's like if I'm brand new to sales, I'm learning step one. I've gotta just—

I—

step 1 is probably a little bit of personal development for most people, right? Uh, step 2 is like, if I'm looking at scripts and like sales training, step 1 is imitate. So imitate is going to be memorizing and getting scripts down and just being able to spit things out when people say things. Um, because that's gonna take a lot of mental pressure off of my brain.

Yes.

Step 2 is learning how to read people better.

Okay.

How to, like, reading the situation better, reading, you know, the way I think about it is, it's all the same brain, but we conscious, subconscious, that seems to be a pretty commonly agreed upon theme within sales. Right? And so just kind of thinking about anything that person says to me, why did their subconscious want them to tell them, tell me that? Like, what is their subconscious trying to get me to realize based off of how, what they just told me and how they described that? Uh, which is usually going to come down to mainly like the adjectives that they use. But if there's gonna— there's other, you know, how they say it, there's all— there's a lot that can— you can kind of say into that. But the wording that they use is going to be very, very important, particularly the adjectives or like the, the, the, the overall theme of how they describe something, right? Um, once I get good at those two things that's probably going to take me to a pretty high level. And then that's where I start to learn more advanced things, more, more advanced framing technique, like identity, a lot of— that's where all of that stuff starts to come in. But if you do it in that order, the, the more advanced stuff starts to feel really simple.

Okay.

So it's like always this reiteration, uh, focus on the basics, focus on the basics, focus on the basics. The crazy part about that is, is if you continue to focus on the basics forever, eventually the the basics are actually becoming pretty fucking complex. You know what I mean? Yeah. And so it's like you just start growing continually focusing on the basics. The issue is, is a lot of people try to skip ahead. They're like, okay, I got— they look at the basics, they have the basics moderately down at best, and then they're like, let me learn identity. I think that's the piece I'm missing. And it's like, no, you just, you literally just talk like you have no idea what's even happening. You sound like a lost puppy on the phone. Identity is not going to help you. Yeah, I get it. And, and so yeah, that's how I'd answer that question. All right, everybody, I gotta jump. Hopefully you guys got something out of the session. All right, see you guys next time.