CI - S2 - 087 - Every Successful Coach Hires in This Exact Order (Here's the Sequence) - Part 1

Here's the truth, most coaches won't make it through the next year. Not because they're bad, but because the game has changed and they haven't. The coaches who are winning right now, they're charging more, working less and closing better clients without chasing, discounting their prices or guessing. October 27th through the 29th in Nashville, Tennessee, we're getting 100 of them in one room. No fluff, no theory, just real numbers, real strategies, and exactly what is working in today's market. Listen, if you're serious about growth, this is where you need to be. If you'd like an opportunity to be in this incredible room, head over to coachingink.com that is coachinginc.com right now, and fill out a short application for your chance to attend this life changing event. Now there are only 100 spots available. This is in a false scarcity play. This is just reality. And as of today, we have 78 people attending, which means there are only 22 seats left. And we're still a few months away. So if you are serious about growing and scaling your coaching business and you want to learn from the best of the best in the business, you need to take action right now and be in this room. We'll have Joe McCall, Allerick Heck, YouTube expert, Tiffany High, Brent Daniels, Francis Oblola, and so many more. These are people who are masters at what they do, and they will be sharing all of their best secrets at the coachinging event in Nashville. Again, those dates are October 27th, 28th, and 29th. Go to coachingink.com for your chance to attend, and we will see you there. One thing that my mentor taught me to do, which I'm going to share with you, is wind this position down to two or three people, and then have your spouse do the final interview. This is going to be key because your spouse knows you better than you know yourself. They know who you're going to work well with. Tom Crowell has worked with many of the most successful real estate coaches in the country, and one day he noticed something. They all hired people the same exact way, same order, same type of people, same timing. If you follow this pattern, you will be able to scale your business, and if you don't, you'll go broke working 80 hour work weeks. In this Masterclass, which is part one of two parts, Tom breaks down the exact hiring sequence every successful coach follows, who to hire first, when to hire them, and the one non-negotiable rule about your first hire that could save you from going bankrupt. This is in theory. This is the pattern behind every successful coach who's actually built something that lasts. Let's dive into part one. I want to get to some really exciting stuff about what we've been seeing with people who are really growing their businesses, and hey, welcome everybody. All the new ones who just got on. So we're going to talk about that, and when's the appropriate time to do it, and how to grow, and some easy, peasy, lemon, and squeezy things that you can do, which pretty much by the way, they all come from this, guys, all these complicated, like scaling up and, you know, Vern Harnish and Gina Wickman and Traction, and guys, these books are so, I mean, if you have a college degree, unlike me, those might be the right books for you, but guys, if you want like the simple, easy, peasy, lemon, squeezy, like, read this in a weekend, this is the book right here. It's the emith. This is my favorite book. If you're really a dork, you can scotch tape like sticky notes inside, and no cards, and then you can like just, if you don't have a life, you could do this, this is what happens when you get to be 46. Yeah, there you go. Yeah, I have the same ones. I've got the same ones, these are the ones I use, because these are flat, so they go inside of my books. But we're going to be talking about this on how to scale, and actually, yeah, pace more we is a great example of that because pace is a master of that. And so are, you know, other great Tiffany and Josh High and Sean Terry and Cody Spurber and Todd Toeback, and I'm trying to think of all the ones that Dan Merrill certainly run Legrand. So if you think of all the best coaches, it's because they have really phenomenal people. So we're going to be talking about that today. The other thing, too, I just want to kind of solidify here is the elevate group is up and running on WhatsApp. So it is the old Nashville had to find the conference room in that big, amazing, enormous hotel. So that group of for Nashville is now the elevate group, which what we're going to do is every Tuesday and Thursday. Stephanie and I are going to just pick out a random coach. We're going to look at one of your posts. And now if you guys want to be on that list, just reach out to Stephanie and say, hey, can you get me on sooner than later, because I'm doing a Black Friday, 12 day of Christmas, whatever. What we're going to do is we're all going to just jump in for 30 seconds. And just like we did for Alex Pardo, I don't think he's on right now. I don't see him, but we're going to just all jump in. And you know, John Nolan says, hey, I have something, you know, that I need to launch. We're going to be like, great. And we're all going to leave a positive comment or a review on his podcast or buy his book or, you know, whatever it is. And we're all going to just support each other guys. This makes a huge difference. Alex had at that time, almost overnight, 6000 views, because collectively we have millions of followers all together, right? So it's a huge boost if we all do it together. So it takes two to three minutes. It's a go-giver group. If you don't want to participate, that's totally fine. Just exit from that group and it's not a big deal. But it should, it's two days and Thursdays. It'll take like 30 seconds to support each other, however we, we see fit, right? So easy piece. Any questions on the elevator group? Does everybody have access to it? Or does anybody doesn't have access to it? It needs to get in. Thumbs up, thumbs up. Okay. So if you don't have access, just get with Stephanie and she'll get you into that WhatsApp group. I know WhatsApp is a pain, but it was really the only one. If you don't use it, I know it is a little bit of a pain. So I apologize ahead of time. So all right. Awesome. Let's dive in. So guys, this has been, this year has been a great adventure, right? So there's been a lot of things that have changed in the coaching industry. Really, it's kind of started in October of 2024 when all these rehabers started calling me and they were like, what just happened, like I can't sell any of my properties, right? So there's been a lot of changes that have happened. A lot of people moved midsy's here. She moved into mobile homes and guys, the mobile homes right now. And there's others of you who are in it too. I know Tom Nardone in mobile homes, section eight and subject to and foreclosures. That's how much I know about real estate, guys, which is almost zero. Everyone thinks I know a lot about real estate. I don't know anything about real estate, which is so I love it. So, but we've seen some major changes, right? So some of the hottest markets right now and that we're projecting at the PNLs that we're looking at, land development, land section eight and seller financing for short sales, foreclosures, mobile homes, land development and low cost housing. All of that stuff is like those coaches are having some really, really big home runs right now. So just be aware of that. But things started to change. And one of the things that was a big, big change from October 20th, it started around, it was around that Q3, Q4 of 2024 was the coaches, right? So there's two types of coaches in real estate, essentially. There's the ones who they do marketing and they get butts in seats and then they try to close people in a room and then they, the other type, they do a lot of marketing and then they get on a high ticket phone sales, right? What we found was that for a decade, the ones who were getting people into a room were just crushing it and that kind of just changed. It's very, very difficult for whatever reason. And we all have different ideas of why it could be credit cards and savings rates and inflation and all sorts of things. But we did see that there was a huge drop off. Some coaches were able to maintain high conversion rates like Isabel Grino who was in, I don't see her on, but she was the one who did our master class the other day. So she had a high conversion rate. But those things have definitely been changing in our industry. So some have been trying to make in-person work and others have been pivoting. So you guys will probably see if you watch the bigger guys. Some of them are my private clients. You'll notice that they're either going to people directly, right? Or they're doing a local or they are changing to content to a high ticket phone sales. So that's kind of what's been happening in the marketplace. So just kind of be aware of that. It is harder to get people to come to a meeting if they're flying in. As a caveat, just so everyone's aware, it is actually easier to do in-person locally, which is kind of like a weird anomaly. But if you notice, we've been noticing this too, right? So if you are a local coach, all your numbers are through the roof, right? So if you have a local, you know, in Scottsdale or wherever new work, right, Miami, and you run a local group, you'll notice that you have more members coming. So people still do want to get out of the house. And you're also, you can use those local groups. Guys, don't forget to do local deals or just for coaching or a mixture of both. So anyway, just interesting data points that we've been seeing on some of these PNLs and some of our conversations with all of you guys. Let's talk about team members. So everyone's in elevate. Everyone kind of gets a feeling for the market or any questions on any of that stuff, guys, any data points that anyone's interested, no, no, no, no, no, okay. So one of the things that we see with, and this is true of all entrepreneurship and not just in real estate coaches, but one of the things that's really going to help you guys, right? You're under 40K per month is I want to just share with you some of the insight that Darren and I have gained by working with a lot of the top coaches in the country, right? And what is their origin story and how do they start and who do they hire and when and you know, even Darren and I, right, like how did we get started together? So I want to kind of take you through a framework because some of you might be waiting to hire and some of you might be not wanting to fire the wrong person, which is a whole different topic. Think about another time. Sometimes one of the biggest things that we see with coaches is they just know they have the wrong person. They just will not fire them, but that's a different topic for a different day. So I want to share with you guys some of the similarities that we see, what are the common threads that we see amongst the top coaches in the country when it comes to a team? And when is the appropriate time to do that and when should you start interviewing? And I know a man knows a lot about this and other people on this group because in Candace and other ones because I know I still have Amanda's book, the from Cameron, the second in command, which is a great book, by the way. So let's talk about it. So here's what we see guys. When we are doing a deep dive of team building, this is what we see the majority of the time. There are some exceptions to the rule, but this is what we see the majority of time. And I do want to first talk about the exception of the rule because I know a lot of you are going to bring up your, are you going to think about some cases where this is not the case? There is one exception here where what happens is occasionally a very big marketing company or a big marketing person will come in and they'll say, you know, I just really like Michael Pinter. I think you're awesome. I think he's got the right energy, the right product at the right time. We're going to come in and Michael, you are just going to do what we tell you to do and we're going to, we're going to pay for all the marketing and we're going to blow you up, right? Like, so think of like, you know, Tim or Tim Bratz or some other people where the marketing company comes in. They cover everything and then you guys just have some scenario with a split of revenue. So that is an exception to the rule because in that case, the coach is really, I don't want to say working for the marketing company, but the marketing company is doing all the heavy lifting. So there is that exception to the rule. Does that make sense? So that's kind of outside of what we're talking about. And I know one of you have that arrangement. So this wouldn't apply to you. But let's talk about the 99.8% that is more realistic of what is happening internally with these companies. So here's a basic framework that they pretty much all fall into and this is what it looks like. All of the great coaches, they start a lot of times from scratch and one of the things that we notice right out of the gate is that they do not go into debt. So I just want you to really consider this because I know a lot of people, they'll take on coaching and they start immediately going into debt, right? They start paying for like all of these expensive tools and CRMs or they hire people or start, you know, God forbid spending on paydads right out of the gate, which is never a good idea if you're a coach. But one of the things that we notice with the top coaches who have stayed in business, been in business is they usually start with one-on-one coaching. They usually start for the most part positive, meaning they make sales and then they figure out everything else later. And they usually start either by themselves or with a virtual assistant. This is like almost all of them with very, very few exceptions. So one thing that we should be looking at is when you're starting before anything, revenue, revenue, revenue in first position, revenue in first position and get your client's results is key. So whether you're just starting or you're starting restarting, go back to high ticket one-on-one. You or just you in a virtual assistant, which is, you know, $5, $6, $7 an hour and try to generate a mountain of cash with high ticket one-on-one because we see this works all the time. One thing that we also notice about it is they really do focus on the spirals and one of the spirals that they focus on most is either they do social media lives consistently and they go big, right? They're loud, right? Brent Daniels, right? Be loud, be loud. Gary V. Same thing, right? I'll go talk at the library to the quilting, you know, the six ladies at the quilting thing. They're always loud and they're consistent and the other thing is in-person meetings. Only 100% if you start with anybody from then-meral down almost 100% started with in-person meetings or if live was available at that time, they went live on social media. So them by themselves, what you're basically looking to get to when you first start is a consistent about 15K. All right. So now that's the easy part, right? Getting the 15K with just some hard work, great elbow grease rates, wet equity, whatever you want to call it. What tends to happen after that is you need a second in command, executive assistant, assistant. I don't know what the word is, but you need a person and what that person is, as soon as you hit 15Ks, you want to start looking is you're looking for local help for let's just for lack of a better term use executive assistant. And what we're looking for with an executive assistant is very, very simple. No exceptions, the executive assistant. So as soon as you hit 15K, pretty much on your own or with a VA, as soon as you hit 15K, you're looking for an EA and that EA must be local. This again goes back to all this is not just information like pulled out of the air. This is looking at the top coaches who have longevity and profit in our space over decades, right? And you could talk to any person and they'll say, oh, she's been with me for 40 years, you hear this every single time. What are you looking for an executive assistant? Here's what I would recommend based on feedback. And some of this is going to definitely rub you guys the wrong way, but whatever. I don't care. I'm 46 now. It doesn't matter if I make anybody angry. What you're looking for is number one, college degree is a must. If they don't have a college degree, hard pass, right? What does college do? College has one job. It's a factory. It makes employees. That's where you go. You go to the employee factory. If you want to employee, you go to where they make them. That shows a certain level of intelligence and follow-through, which you need to have in an EA role. Second thing that you're looking for in an EA, so they got to be local is number one, because all of the benefits of ownership come from having a local EA. Number two is they got to have a college degree. Number three is they really should have bookkeeping experience. So they should understand the basic parameters of bookkeeping. When I found Tony, she was the controller for Club Med. When I found other people for my other clients, but this is true. You'll see this all the time across the board, talked to the top coaches, and you'll see their executive assistant, 99% of the time has some kind of bookkeeping experience, because they help you interpret the reports that you're not really looking at. They could be like, "Hey, this one's important. You should check this out." The other thing that you really want is, you really want to make sure that they have a job. This is really, really important. One thing that you guys, we're not fortune 1,000 companies. None of us are doing 250 million a quarter, right? It's very, very important that the people for the most part that you hire already have a job and that you're taking them from someplace where they're not fulfilled. They don't feel like they're part of the team, right? They don't have fulfillment. How do we know this is true? We know this is true because if you talk to people where you are like, "Hey, what happened? I thought you were doing great." And you're like, "Oh, this guy or girl embezzled a ton of money." What you'll find is when you dig a little deeper, say, "Let me ask you a question. Were they working when you hired him?" No, they weren't working. They'll come up with some reason that's totally legitimate and why the person wasn't working. Guys, working people work. It's just in their DNA. Whatever the excuse is, let the bigger companies test them out first. If you want to work with me, go get a job and then I'll think about hiring you. You're not working with me. If you don't have a job. I know this sounds a little harsh, but my job is to protect you guys. I would take it very seriously. The other thing that I would do, and this is what, "Oh, man, I know half of you are going to hang up as soon as I say this, but it is what it is. I'm going to say it this way. If you look at every single one of my top clients without exception, there's not one exception. Every single one, the EA is female, not male. So I'm not going to make a recommendation. I'm just going to put that out there and you guys can do whatever you want with it. But I would argue that one type is more nurturing than the other, and just more likely to take care of you than another type. So I know I get grief for this, and I'm not going to say it on a public stage, but 100 percent out of 100. Can I just say that Jordan's reaction was the best reaction to that? Oh, Jordan. There you go, Jordan. I love it. There you go. Well, I'm sure in Poland, that's even more so because they must be even more stereotypes in Poland than that. But that would be, you know, that comes from experience, guys. So I would definitely recommend it. It's key. And then I'm going to go another step further to just to kind of put a shield in front of you. And this goes to the male clients, right, which is this like one thing that my mentor taught me to do, which I'm going to share with you is wind this position down to two or three people and then have your spouse do the final interview. They also usually 90 dying percent of the time your spouse is going to be a better judge of character than entrepreneurs who just fall in love with everybody, you know, in two seconds. And also, it's just appropriate because you're going to be spending some alone time with that person. So just have your spouse do the final interview. It's a game changer. And it works out well. I've always done it. My mentors have done it. And it works. Also, Ron Phillips teaches us to hire single moms and don't hit on them, which is comes from Ron Phillips. And I love that advice, which is a good one. Anyway, take that with how you guys are going to take it. But the first position, once you get to 15k per month, pretty consistently, like two or three months, I would start interviewing for a full time executive assistant. This is going to change the game that you are playing. First of all, for those of you who know the 88 rules in business, you know that rule number six is no matter how good the project is, when everyone involved is part time, the project fails every time. If you want to be guaranteed that you're going to say, like, hey, let's pick people who are going to fail for sure, just ask them, say, who on your team is only compensated from your coaching business? And if the answer is like, well, I'm kind of borrowing help from this guy and from this guy on my team and this girl, the project fails nearly 100% of the time without exception. And I'm using this without exception a lot because it's true, right? So like this comes from us having these conversations and Darren and I are like, we're looking at each other going, well, nobody was part full time, right? So the first thing that the EA does is it takes an idea and a hobby and it turns it into the beginning stages of a business because somebody goes to bed and wakes up thinking about that business full time. The other thing that is really important on your EA, right, really like to launch this business is this, make sure that you do not find things to fill this person's calendar. It is not our jobs to invent new things because now we have a full time EA that we were not doing before. This is like the death below to just killing a really good relationship. So don't become a micromanager because if you invent new things, what is going to happen is you're actually going to end up working more time, which is not what you want, right? So what you want is a business, right? A business, right? What does the business do? It reduces our suffering by first reducing the suffering of other people. So you have an EA come in and you say, hey, here's what I was doing. Ryan Tracy recommends the book checklist manifesto, which I think is a fantastic book. If you just want to learn a simple way, instead of the e-meth, it's just an easier way to say, hey, I'm going to do this. This is what it's going to look like. So whatever you're doing, and if that EA only works an hour and a half a day, who cares? It doesn't matter. You're not trying to fill their day. So that is the EA role. So as soon as you're at 15k, you want to start interviewing and so you want to start looking right away. And guys, when you hire an EA, one thing that stands out above everything else is honesty. Absolute 100%. If they had Google their name, if there's anything crazy online with them, no exceptions. And I know it sounds easy. Everyone's like, of course, I'm going to Google the name. Nobody ever does this. So the one person who's going to do this, I'm going to save you such a headache. Google their name, honesty, honesty, honesty above everything else. If your EA is the closest person to you, they can absolutely wreck your whole life. And bankruptcy. Right? Yeah. There are no stories. Bankruptcy is the best thing that could happen. Skills can be taught. Skills can be learned. But at other piece, totally, that's a non-negotiable. So easy peasy lemma squeeze you. So 15k per month, pretty consistently. You want local college degree, bookkeeping experience, already has a job. No question on that. I think if most people have a female EA who are successful, so do with that what you want, and then have your spouse do the final interview because they know you better than they know who you're going to work with while. Questions on the EA. All right. No one's going to ask me how much to pay the EA perfect, because that's such a complicated answer. All right. Perfect. So let's move on to the next question. Yeah. I was going to ask that question. I've heard EA's before, but I'm just curious what other people are paying. We're paying about 55,000 here. Yeah. I did it to myself. It's all right. Another, it's literally all over the map. It goes from like minimum wage all the way to like a buck 80 is about the top high end. Now, I will also say once your EA becomes a lot of times, right, Alejandra, if you look at like different people and different coaches, a lot of times very often the EA ends up becoming the COO, which is awesome and totally appropriate. There you go. Oh, like Amanda, as a perfect example, right, for Ari. Once they become the COO, then something like 240 to over 300 is more appropriate because they're basically running the whole company. And the thing about it is what does the EA do? They have one job, which is this their primary job is to let you work on revenue production and fulfillment, because those are right now the only that stage, the only two things that matter and the only two things that she or he cannot do, right? So when you say, well, Tom, why am I getting an EA? The reason you're getting an EA is so that you can be more consistent with your lives, with your meetings, with your podcasts, with your whatever you're doing to generate leads and to fulfill those leads, right? So when people pay their hard-earned money, you're working hard to make them that money back and get in the result they paid you for. That's the number one thing. So sometimes people will say, well, Tom, can you give me like the sheet of what your EA, what my EA's do have nothing to do with your organization? This is what Joe McCall taught me 15 years ago. Get a little notebook. You could use your phone now. There were phones 15 years ago, by the way, not that old, but get a notebook, set it alarm every 15 minutes, write down whatever you're doing and where you're physically located, right? What am I doing? I'm thinking about my business at Starbucks. What are you doing right now? I'm making a list of my hundred-top potential clients and prospects. What are you doing? Keep writing that down after about a week or so. Just write down next to everything that they could do, EA, EA, EA. If it's not direct revenue generation or fulfillment, you should not be doing it. Them doing it 40% as well as you can do it, them doing it consistently, like 40% is good, 100% of the time is so much better than you doing it 100% awesome, 40% of the time. One other quick caveat. The first 90 days, you're not going to really see a bump in revenue for the most part. But after 90 days on days 91 to 120, you should see at least a bare minimum of 15K per month. So if your gross meaning top line, your income, your total company revenue has not gone up at least 15K per month, either you stink as an owner or they're not the right either way you got to fire. It's just not going to work. Just remember rule 11 in business, guys, fast the hire, fast the fire, fast the promote. That's it. Fast the fire, fast the hire, fast the promote. Not having the ability if you're a people pleaser, have your wife do it. Julie will do it. She's German, she doesn't care. She's like, whatever. Yeah. I will do it. Yeah. Amanda will do it. Yeah. But that's, but you really do have to be, if you, once you know it's the wrong person, one of the things that we know for sure is the number one predictor of entrepreneurial success is your ability to handle pressure. I know a guy used to call Darren Bentley all the time is like, can you please fire this person for me? I don't do it anymore though. But you really got to do it right away because if the fire. Comparing people does suck, I mean, nobody wants to fire anyone, anybody, but it just has to be done, you know, it's the worst. So that's an EA and questions, comments, concerns, wins on that one. That's easy, right? Okay. Amanda, go ahead. Good to hear from you. What do you got? If you set up your processes correctly and you clearly explain yourself, usually those people know why they're getting let go. So if that helps anybody in the firing part of it, because firing is hard, but they usually know what's happening. I totally agree. Yeah. I've never had anybody like jump down my throat when I've had no, no, for sure. Yeah. Easy. Okay. Next is more exciting marketing, right? So right out of the gate, let me help you on marketing, because this is your next stage of growth. 100% go with a marketing, a full-time marketing person, not with a marketing agency. This is the game changer, guys, if this is the only thing that you ever learned from me, I'm telling you the whole entire course is worth it because what you will find is that first of all, nearly 100% of all of the top coaches had a, if you name the coach, I'll name the marketing person, right? Name a coach. I'll be like, Joe McCall, Sam Hodgham, you know, there is not exceptions to these rules. These are like the golden, now people will say, well, what about this one guy who works with this agency? If it worked out, what you will find is that that person has a full-time marketing person. So is there anything wrong with marketing agencies? Absolutely not. They're brilliant. They're awesome, right? They're like surgeons. They could come in and they could solve a specific problem at the right time. Yes, some are expensive, some are affordable. It doesn't really matter, but they're super talented. But they are to be used in a different way. You don't want to use them in a way where they are taking over the whole business for you for multiple reasons. First of all, we can see, you know, if you use name Cam Dunlap, I'll say Josh Brown, right? You say Tom Crowe. I'll say Darren Bentley. You name the coach. I'll name the person who's in the background all day long waking up thinking about the business, going to bed thinking about the business, calling at 11 o'clock at night and go, oh, man, I know it's so late, but I just had this great idea to do this webinar and blah, blah, blah, so what I would suggest that you do is once you get now to 30K per month and you want to really explode the business, you want to stick with a full time marketing person. And the secret here is have your EA set up some job postings. Your marketing person does not need to be local. They can be anywhere in the country, but I would have your EA set up some ads for a marketing person and people are like, well, what are you looking for? How do I find the right person guys? This is where you got it. I know you've been working hard, but you want to put in a little bit extra effort and you want to have them set up 20 minute interviews, two to three times a week. And if you do that, I guarantee you you will find the right person because the more you interview, the more you're like, oh, no, this guy's totally full of poop. And then you're like, oh, this guy's really, really good, right? And then we could, you could go on to the next stage. But the only way that that works is if you're interviewing people all the time. So two to three times a week, having your EA set that up and then just getting on the phone with every single person who applies, you'll know how to do that. I see Keith, you're asking, or is that Mike or someone's asking a question I can't see. Yeah, he was just asking, yes, and yeah, what is it as a man? I don't know. What is that? And the thing to touch on social media marketing agencies a little bit more, you know, the thing about them is typically you'll see a great agency with a great, like figurehead, right? And this dude is awesome, has great results for some people, they'll promise you the world. And then you'll spend five to $10,000 a month with them, and you'll be passed to like a low level employee within the company. And then they'll tell you, it's the market, it's Facebook, it's the algorithms, it's this, it's that, you know, you name it. And then the next thing you know, you're 60 to $80,000 out of pocket. And you have no results whatsoever. Yeah, the thing about marketing agencies, there's nothing wrong with them, but they just have to be used the right way. They have to be leveraged in the right way, which is the marketing agencies are really good at coming in and working with the marketing higher. So the, we're not like against marketing agencies, I've used them, all my top clients use them. They're fantastic. The good ones are expensive, right? The challenge is what they do if you're at that level where you're small, what you're going to notice happens is they come in and they will become very chummy with the owner. And they'd be like, report with the owner, right? And now it's like no one's really paying attention to, you know, oh, it's 25,000 to get started. It's $10,000 a month in leads. And you know, Darren and I've had literally countless conversations with people who marketing person, it's you and that person together forging forward. Marketing agencies can give you a big push and they can pull you out of a mess for sure, but not if the owner is working with them. So typically you want to have the support of a marketing person to help you navigate through with the agencies. So what you're looking for with a marketing person is they do not have to be local. And everyone says, like, well, what should they be a specialty? And guys, I'm going to tell you this. It doesn't really matter. All of the best marketing people, they usually are on fire about one channel. That's what we normally see. So when they come in, they're like, I love webinars. Let me tell you all about webinars. They're great, but they're always on fire about one channel, paid ads, podcasting, newsletters, email lists, LinkedIn, social media, whatever. So to me, what you're looking for is you're looking for a guy who is when he talks to you, he starts to lean in and when he's describing his particular, like, oh, I used to work for this company or I work with this company. We're doing this, but I'm not really fulfilled and I would love to be able to explode and I really love, I don't know, backlinks on websites or whatever, right? I don't know. They all have their own little thing. They're kind of like a unique group of people. I would say the more you talk to those people, that's who you're looking for. If they say, I run an agency right now at that stage, I would suggest not hiring them. I would suggest waiting until you have a marketing person and then let the marketing person hire agencies, which is super appropriate. I just, I mean, Francis Ablola was, he has an agent who was just working with one of my top clients and they crushed it, right? But he was working with the marketing person and the owner was kind of like a fly on the wall, not directly managing it. Okay. Tom, just walk you through who to hire and when, the executive assistant, the marketing person, the sequence that actually works, but here's the part that so many people get wrong, compensation. And part two, Tom gives multiple examples of how not to compensate people and he shares some of the biggest coaches compensation mistakes that you can avoid. Should you be paying them a salary, a revenue share, an equity position, all three? Well apart from Tom reveals when is the right time to give equity, when to give a revenue share, when to give neither of those things and why getting this wrong is how many coaches end up bankrupt after years of success. We'll see you on the next episode. There comes a time to say that's good enough. I'm finally learning how that's my door stays shut. It gets so hard that I'm not giving up. Come the time to say that's good enough. [BLANK_AUDIO]