Just Because You've Watched Porn, Doesn't Mean You Can F&# Ep 197

In the Gym Secrets podcast, the host emphasizes the critical importance of mastering phone sales for gym owners and personal trainers, especially during recessionary times. Drawing parallels between watching and doing, he argues that exposure and practice are key to overcoming fear and developing sales skills. Citing data from GLX and insights from Dr. Kashi on behavioral science, he suggests that after approximately 25 sales calls, individuals typically become proficient. He encourages embracing initial failures as part of the learning process and stresses the value of real-world experience over theoretical training. By assuming the sale and focusing on service, one can improve closing rates and adapt to the changing economy.

• Selling over the phone is a critical skill, especially during recessionary times and in remote settings.
• Many gym owners, personal trainers, and brick-and-mortar business owners lack this skill.
• Sales skills must be elevated when there's more distance and less trust with the customer.
• Different mediums of communication create varying levels of distance from the customer, requiring different levels of sales skills.

"You've got to be able to sell over the phone. That is the skill."

This quote emphasizes the necessity of phone selling skills for business success, particularly in the context of gym ownership and personal training.

• The Gym Secrets podcast focuses on acquiring customers, increasing customer value, and retention.
• The podcast shares failures and lessons learned in the fitness industry.
• The host hopes listeners will enjoy and subscribe to the podcast.

"Welcome to the Gym Secrets podcast, where we talk about how to get more customers, how to make more per customer, and how to keep them longer, and the many failures and lessons that we have learned along the way. I hope you enjoy and subscribe."

This quote serves as an introduction to the podcast's themes and objectives, inviting the audience to engage with the content and subscribe for more insights.

• The use of an incendiary title is a tactic to engage listeners and provoke thought.
• The title is meant to be controversial to draw attention to the main content of the discussion.
• The title relates to the idea that watching something does not equate to having the skill to do it, which ties back to the skill of selling.

"Just because you've watched porn doesn't mean you can. F word."

The quote is an analogy used by the host to suggest that exposure to a concept does not imply mastery, relating to the main topic of sales skills.

• The level of sales skills required increases with the level of remoteness in communication.
• Zoom calls, phone calls, and webinars each add layers of distance between the seller and the customer.
• Overcoming this distance is crucial to closing sales effectively.

"One step removed from in person would be zoom one step remove from that would be a phone call. One step removed from that would be a webinar."

This quote outlines the hierarchy of communication mediums and their impact on the sales process, highlighting the need for advanced sales skills as the medium becomes less personal.

• Exposure therapy is a concept where repeated neutral exposure to a stimulus can help overcome fears.
• The same principle applies to sales; after a certain number of sales consults, proficiency is typically achieved.
• Data from GLX suggests that around 25 sales consults are needed for proficiency.

"Most fears get conquered through exposure, right? So if you're afraid of spiders, if you're afraid of foreigners, if you're afraid of whatever, right, you need to have 25 to 30 neutral exposures to the stimulus in order for you to no longer be afraid of it, right?"

This quote explains the psychological principle that repeated exposure can reduce fear, which is analogous to gaining proficiency in sales through repeated practice.

• The speaker emphasizes the value of real-world experience in sales training.
• Theoretical sales training is beneficial, but actual selling experience is crucial for learning.
• The speaker suggests that engaging in 25 sales interactions can significantly improve sales skills.
• The speaker compares learning sales to learning to fight; actual experience is the best teacher.
• The notion of "getting on the horse" is used to encourage taking action and gaining experience.

"But the reality is the best sales training in the world is getting in the arena, right, is getting in the octagon and getting punched in the face, because that is when you'll actually learn."

This quote illustrates the importance of hands-on experience in sales training, suggesting that encountering real challenges is more educational than theoretical learning.

• The speaker introduces the concept of a learning threshold at 25 exposures.
• After 25 sales interactions, individuals are expected to function normally and handle stress better.
• The speaker connects this idea to scientific data that supports the efficacy of repeated exposure.
• The goal is for individuals to reach a point where they can confidently execute sales without stress.

"And so the reason I started this with this headline, like, if you've watched a lot of porn, whatever, you might not know how to do x, right, is the same thing with sales, right?"

The speaker uses an analogy to highlight that theoretical knowledge does not equate to practical ability, particularly in sales.

• The speaker discusses the concept of diminishing returns in skill acquisition.
• The first 20 hours or initial exposures to a new skill yield the most significant improvements.
• Subsequent practice continues to improve skills but at a slower rate.
• The speaker suggests that the first 25 sales calls are critical for mastering sales over the phone.

"Now, 20 hours, if you think of it, if you're like you want to learn a guitar, if you dedicate 20 hours to learning it, you get significantly better than you will off any other hours after that."

This quote explains that initial practice hours are the most productive in learning a new skill, such as playing the guitar, which parallels the skill of selling.

• The speaker insists on the necessity of phone sales for business growth during challenging economic times.
• The speaker acknowledges that businesses are facing losses and cancellations.
• Learning to sell over the phone is presented as a valuable skill that can help offset these challenges.

"You're going to have to sell over the phone in order for you to be able to grow during this period of time or at least replace what you may be losing in losses, cancellations and freezes."

The quote underscores the importance of adapting to phone sales as a means to sustain and grow a business amidst economic difficulties.

• The speaker views the forced shift to phone sales as an opportunity to gain proficiency in a valuable skill.
• Selling over the phone can lead to a higher percentage of leads showing up for sales appointments.
• The speaker suggests that this method can increase the efficiency of advertising spend.

"So if by the end of this, you've acquired a massively valuable skill of learning to sell over the phone because you were forced to go through and get punched in the face in the arena a bunch of times, by the end of it, you will be more proficient in this new way of selling..."

This quote highlights the potential long-term benefit of mastering phone sales under pressure, implying that the skill will be advantageous even after the current economic situation improves.

• The speakers offer to assist business owners in scaling their businesses.
• They invite interested parties to contact them through acquisition.com.

"Mosey Nation, real quick, if you are a business owner that has a big old business and wants to get to a much bigger business, going to 5100 million dollars plus, we would love to talk to you."

This quote is a call to action for business owners seeking growth opportunities, directing them to the speakers' platform for further information and potential partnership.

• Initial stages of any skill, such as sales, involve a period of poor performance.
• Acceptance of this 'sucking' at the beginning is crucial for growth.
• Improvement occurs gradually through persistent effort and experience.

"And so anyways, I bring all this up to say you're going to suck. In the beginning, you have to embrace the suck, right?"

This quote emphasizes the importance of acknowledging and accepting early failures as a natural part of the learning process.

• One cannot shortcut the learning process; it requires time and practice.
• Watching training videos is not a substitute for actual practice.
• Sales skills, like physical exercises, require repeated exposure to improve.

"There's nothing that you can do to shortcut that, right? It's like the person who's like I watched a bunch of squat videos. I'm going to be able to hit a barbell Max squat the first time you step up."

This quote draws an analogy between learning sales skills and physical training, highlighting that theoretical knowledge is not a replacement for practical application.

• The concept of 'neutral exposures' suggests 25 attempts without major setbacks can help adjust to a new skill.
• Negative experiences can prolong the adjustment period.
• Emotional regulation during this process is key to gaining mental clarity and potentially shortening the learning curve.

"It's going to take them 25 reps, 25 neutral exposures. Trevor, Dr. Heshi kind of, like, explained this to me."

The speaker references advice from Dr. Heshi, suggesting that a certain number of practice attempts without significant negative events can help in skill acquisition.

• It's important to reset expectations to understand that skill acquisition, particularly in sales, comes from doing rather than watching.
• Accepting the initial phase of poor performance is essential for progress.

"But just knowing that and resetting your expectations of, like, I'm going to acquire the skill of learning to sell over the phone."

The speaker highlights the need to adjust one's expectations to align with the realities of skill development, particularly in the context of selling over the phone.

• Repetition is crucial; more experience leads to better performance.
• Early struggles are normal, and persistence through them is necessary.
• The 'sales sweet spot' is identified as 25 to 30 repetitions, aligning with exposure training.

"And so just like that, you will look at someone who's new and says they've struggled on their first seven calls, and like, dude, I only closed one out of seven, right?"

This quote illustrates the common experience of initial struggles in sales and the encouragement to continue gaining experience through repetition.

• After learning a core skill, the next step is to maintain performance amidst distractions.
• This concept is applicable across various disciplines, from training animals to sports.
• The goal is to execute known skills in increasingly stressful situations.

"If you train a dog and you teach it how to sit, right, after you've taught it how to sit, it's then teaching it how to sit when someone new comes in the door..."

This quote uses the example of dog training to explain the concept of distraction training, which is about performing a learned skill under various challenging conditions.

• Real-world settings provide the environment for basic distraction training.
• The aim is to perform well in stressful situations, similar to how one would in a controlled environment like practice.

"And so this functions in a lot of ways the same way as that is this is basic distraction training, is that we're putting you in the real world setting where you, over time, are able to execute the skill you already know you have, but in a stressful environment."

The speaker draws a parallel between the controlled practice environment and real-world situations, emphasizing the importance of being able to apply skills under stress.

• Focus on serving the client's needs rather than just making a sale.
• Helping clients make decisions is a crucial aspect of service.
• Using a proven script is the most effective way to serve and guide clients.

"I have to serve this person. This person really needs my help. And in order for me to help them, I have to help them make decisions."

This quote emphasizes the shift from a sales-centric approach to a service-oriented mindset, where the speaker suggests that sales should be about helping the client make decisions.

• Innovating or deviating from the sales script can lead to lost sales.
• The script has been tested and is a tool to guide the sales process effectively.
• The challenge is to master the script's delivery, including inflection and tonality.

"The biggest thing that can get people to lose sales is when they start getting cute... you're just going to put the reps in and you're going to read the words on the that have already been tested, and that is how you're going to win."

This quote underlines the importance of sticking to the script rather than trying to personalize it too much, which can be detrimental to the sales process.

• Sales skills are foundational for good coaching.
• Selling the possibility of achievement is a critical part of coaching.
• The process involves leading clients to the conclusion that they should work with you.

"The skill of sale, which, in my opinion, is the first step of being a good coach, is that you have to sell someone in the possibility that they can accomplish what they want."

The speaker links the ability to sell to the essential skills needed for coaching, suggesting that convincing clients of their potential is a key element of both.

• Assuming the sale can increase closing rates.
• Setting up further appointments without explicitly asking for commitment.
• Small changes in approach can lead to significant results.

"We are essentially assuming the sale. So we're really just like, cool. Let's get you started and let's start setting up the next appointments rather than asking if they're in."

This quote details a technique where the salesperson acts as if the sale is already confirmed, which can lead to a more seamless closing process.

• The goal is to target front end offers at a specific price point for immediate cash flow.
• Current market conditions are providing a cost-effective environment for generating leads.
• Market conditions have shifted from 'stupid cheap' to 'regular cheap', indicating a return to normalcy.

"Paid in full right now over the phone in a remote setting is 299. So that's what we're targeting. All of our gyms at is 299 for that front end offer."

The speaker is discussing a pricing strategy aimed at generating upfront cash flow for their gyms, highlighting the importance of immediate revenue.

• Watching others is not a substitute for actual practice.
• Repetition is the most effective way to learn sales skills.
• The cost of acquiring sales repetitions is an investment in learning.

"Just because you've watched the UFC doesn't mean you can fight... It takes practice, it takes reps."

This analogy is used to stress the importance of active practice over passive observation in developing sales expertise.

• Setting proper expectations is key to success.
• High close rates are achievable with practice.
• Sales skills help in maintaining and growing the customer base.

"I got 15 testimonials over the weekend from guys that were over 75% close rate on their phone calls."

The speaker shares success stories to motivate the audience, demonstrating that high close rates are possible with the right approach and skills.

• There is an opportunity to learn and develop skills in new settings.
• Adapting to change is part of the growth process.

"Hope you guys are loving life and excited about the opportunity that we all get to have which is to learn your skills in a new environment."

The speaker expresses optimism about the possibilities that come with adapting to new environments and learning opportunities.

• Encourages engagement with the content through social interactions.
• The speaker invites the audience to show appreciation if they found value in the message.

"Like and love and heart and comment and tag and all that good stuff if you found it valuable or don't if you did."

This quote is a direct request for the audience to engage with the content by liking, commenting, or sharing if they found it helpful.