I’m begging you to grow your business like this

Right team, welcome back to the channel. My name is Tom Youngs. This is the whiteboard of truth. And in today's video, I need you to forget everything that you think you know about how to close high ticket deals for a coaching or consulting business. In fact, throw it in the bin. Because what we're talking about today is how I have gone in the last two years from making around 100k per year to now making 1.1 plus million per year in my consulting business scale 20. But seriously, in a cool way by doing it with zero sales calls, zero appointment setters, zero sales closes, and doing it in less than 30 minutes per day. What the hell? Because look, honestly, back in 2024, the world was a very different place for me. My calendar was stacked to the tits with sales calls. I literally looked at it the other day back from July 2023. I had 17 sales calls in a single day. And I had 17 sales calls in a single day. My Lord, I had seven on a Friday afternoon. Unbelievable. And the cool thing is I haven't done one in two years. And I have built the most fun business. And I'm super stoked. And today we're talking about the 1, 2, 3, 4, 5 principles that I've used to help scale my business without sales calls in those two years. If you're new here, hey, welcome. My name is Tom Youngs, and I run Scale20. It is a consulting and advisory firm where we help six-figure online experts scale to seven figures per year, essentially doing what the hell I've done. So I help them implement the systems, the sales, marketing, and delivery systems into their business to help them scale with fun and ease. If you're new here, you will not be familiar with our sponsor, Southdown's Natural Mineral Sparkling Water. So let's crack a lovely fresh bottle of that. And I have a gift for you if you're new. If you're a six-figure online expert, like I was a couple of years ago, then I have a free school group where I've basically put my entire model into a free mini course. It's literally just six short videos that will take you through the entire model that I've done to build this business over the past couple of years. So it'll tell you everything. Just go click the link down below. There's over 7,000 people in there, which is nuts. It's like a mini stadium. So go join us in the school group and yeah, let's get going. Okay. Number one, SBC to MBC. This is the shift that you need to make. And it's the shift that I've made over the last couple of years from sales-based marketing to marketing-based sales. Now I want you to write down this quote. There's a few things that you will need to write down today. The first one is a quote from the Ravikant Naval. I don't know him. But I honestly assume one day we're going to be best mates. But until then, he's just a mate. Be good at marketing and you'll never need sales. By the way, Naval was the founder of AngelList. I remember using that software like 10 years ago when I was doing sales. I was working in a sales job. I used to be in sales. I was doing tech sales 10 years ago. And I used to go on AngelList to hunt for prospects. And here I am now. Quoting the Ravikant. How crazy is that? This is the transition that I've made from sales-based conversion to marketing-based conversion. And what this is about is going from having ice-cold leads who tell you the seven most expensive words in business, I just need to think about it, to telling you the seven most lucrative words in online business. Send me the payment. Please can you send me the payment link? Can you send me the payment link? There you go. And what this is, is turning your leads from being ice-cold to pre-sold. What this is about is building leverage. So like I said, I run an advisory firm called Scale20. And this is where we specifically help six-figure online experts scale to seven figures per year. And you know what I'm going to say? I'm going to give shout out, Jeff. Shout out, Jeff. He is our latest influencer. Shout out, Jeff. Shout out, Jeff. He is our latest member. Yesterday he hit his first 100K month. Jeff, I fucking love you, man. Been working with him for a year and big shout out to Jeff. So he's our latest member to reach that 100K per month milestone. Super sick. But what we've done over the past 18 months, we've collected over 6.5 million in verified member wins for our consulting clients. We've also collected 143,800 at least unique data submissions. So our member members every month, they submit all of their data KPIs that we collect for them. And as well as wins, as well as check-ins, all of this stuff, we've had nearly 150,000 data submissions. So we've got a huge pool of data. And what we've found is that to build leverage, which means when you put an input into your system, you get outsized returns when it comes to outputs. There are two metrics that are the king and queen of data submissions. There are two metrics that are the king and queen metrics of leverage. And really what that's about is metrics connected to cash actually hitting your bank account. So the first one is long form content view hours. This is all about building time on brand. Now, what this is, is the difference between what people have been building businesses using sales-based conversion, which is essentially using a funnel where they take people who don't have access to a funnel. So if you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time, you've been using a funnel for a long time. But what happens is when you take an ice cold lead and you push them down through that funnel, if they do not take the next step by clicking the book a call button and actually taking the next step to get on a call with you, they end up in a big pile of dead leads. And so those leads are now useless to you. What we want instead is we want to build depth and we want to build a relationship with the people who come into our world. So instead of just having a funnel where we take people at the top and they're ice cold and we push them down, what we do is we take ice cold people who are cold and we put them through a system, what I call a one simple flywheel, which warms them up to become pre-sold. And the best way to do this is through time on brand and through long form content view hours. That's why when we analyzed all of the, you know, that we've got over nearly seven million data points from six and seven figure online experts, we found that time on brand is the number one metric. It's why I do these videos, because I know the more time you spend on me, the more you trust what I'm talking about. Okay. What this is really about is building what's called a parasocial relationship. Like if you ever, we're going to talk about Keira Knightley in a second. So she's obviously a famous person. And if you saw her on the street, because you have seen her in Pirates of the Caribbean, Love Actually, I guess those are the only two films she's ever been in. I can't remember any others. Actually, she was in Star Wars. She was actually like, she was the, she was the twin to, what's her face? Anyway, like she was, if you know, you know, those are the three films that I know Keira Knightley in. But if you saw her on the street for the first like couple of seconds, you would think that you've seen a friend. You literally would have the same emotional experience as if you saw a friend that you saw like five years ago, two years ago, or you spent so much time seeing that person, listening to them speak that you have developed a relationship with them, but it's a parasocial relationship instead of it just being a social relationship. And that is what we do with long form content. The next thing we need to do though, is we need to take the attention that we have built from short form content platforms and long form content platforms like YouTube, like Spotify, and we need to own that media. And the media that exists in the world today is a contact list. For me, my preference is email. And so this could be phone numbers, email, ideally both. I don't collect numbers in the UK. Like people are a little bit less responsive to like SMS, but in the US, in other countries, it's definitely more of a thing, but we just collect emails. And so this is about owned media. Right now, what's happening is that, as of right now, on Instagram, there are a lot of people getting banned. And in fact, last week when I hit 100,000 followers for the first time on Instagram, actually it was when I was on 99.9 thousand followers, I woke up because I was expecting to hit it that day. And I had, boom, got hit with a notification, your account has been restricted. So what's happening at the moment is Meta basically sacked a shitload of employees about four or five months ago, because they wanted to replace those employees with AI. What's happened is, is they have basically fucked it. And their algorithms, their AI algorithms, their filters, the AI filters that are there to catch people who are spammers, scammers, bad actors. have been triggered by stuff that is like usually pretty benign. And so what's happened is a lot of creators have had their accounts completely banned. They have had their accounts restricted. So they can't, like for me, my restriction was, you're not allowed to send messages for the next 30 days. Whoa. So all of a sudden I'm hit with that restriction, but I don't panic because for the last three years, I've been building an owned media list, an email list. And so I have built an email list of like nearly 30,000 people over, actually I think it's only 40,000 over the last few years. And so I have a way to contact people. And so I didn't freak out. I didn't panic because I knew that push comes to shove. I have people that I can sell to. And that is why you need owned media. And that is also the second most important metric the queen metric associated with leverage is email list size. The king metric associated with leverage is long form content view hours. Okay. Time on brand owned media. The final thing you need when it comes to sales-based conversion to marketing-based conversion is you need to make the shift from using inside language to outside language. This is all about micro cult messaging. If you stay to the end, I'm going to send you to a video that is going to go do a deep dive into micro cult messaging. And I'm going to send you to a video that is going to go deep dive into micro cult messaging. If you don't have this, then there's none of this is, none of this is going to work. So stay to the end and I'm going to push you towards this. Okay. Number two, be there when it's now. Now you can see the box here, and this is an example of looking at your audience as if it's a box filled with thousands of folks. So say for example, me, I've got my Instagram audience has got a hundred thousand followers on it. Now these are scientific numbers. These are ballpark just numbers to use as an analogy. Okay. Typically, the majority of your audience will never buy from you. Now for just for the ease of demonstration, it's like half of them, let's just say half of them are never going to buy from you. It's probably more like 90% are never going to buy from you. But the small percentage or the smaller percentage of people that will buy from you, you don't know, when they're going to buy from you. They could buy from you within the first 90 days, or it could, it could be up to two years. Now, if you've done this process, if you've moved from sales-based conversion to marketing-based conversion, then this system, this system will work for you so that it could be in a year's time, could be in two years time. I've had clients who've started working with me after two years of first, of us first connecting, which is sick. So your job isn't to sell people immediately as soon as they know who you are. Your job is to play the long game and to be there when it's now. So what does that mean? I want you to remember this formula, hand raisers plus offers equals cash. I will repeat hand raisers plus offers equals cash. What is a hand raiser? A hand raiser is a simple call to action, that tells your perfect future client who sat in your audience, Hey, if you're struggling with this problem, if you're experiencing this frustration, if you want to get to this dream, because you have this desire, then I have a solution that I've helped other people like you get to that dream. Would you like my help to do that? I will give you an example of a hand raiser right now. As I've mentioned, I run scale 20. We are a consulting and advisory firm where we help six figure online experts scaled seven figures per year. We do it by helping us, helping them install our one simple flywheel into their business so that they can do zero sales calls. They don't have to have appointment setters. They don't have to have a sales closer, and they can do this all in less than 30 minutes a day. If you would like that, if you would like my help to install that into your business, then go and DM me the number 77, go click the link down below in the description to hit me up on Instagram and DM me the number 77. And let's see if you might be a good fit to join us and scale 20. That is an example of a hand raiser. You watching this, who are in my audience, you might be somewhere in here. Some of you are never going to buy from me. Some of you watching this are just never going to buy from me, the majority. You're never going to work with me. But some of you might be like, "You know what? Yeah, I am sick of doing the things that I'm doing. I'm sick of being on calls all the time. I'm sick of turning up and being on calls and people saying I just need to think about it. I hate speaking to people in the DMs and they're always like, "Just tell me the price. What do you actually do?" I'm sick of all of those things. And if you are, this is my invitation as a hand raiser to come and work with me. The next thing is you need to make offers. Now, I told you about the two most common. The two metrics most associated with leverage are long form content view hours and email list size. But I lied. I lied to you. I'm a naughty boy. My bad. There is actually a metric that goes above the king and queen metrics of leverage. But I don't talk about it because it's pretty fucking obvious. The number one metric that is linked to you making more money is more offers. The number of offers you make. More offers equals more money. Make more offers. Now, why is this such a hard thing to actually do in practice and in reality? Comes back to a simple understanding of we don't like rejection. Humans are fundamentally averse to the potential of being rejected by their tribe. Now, in this modern world where we have digital audiences, we have a much bigger sphere of influence than we did like thousands of years ago when we're in tiny little tribes. Now, the potential for rejection is just much, much bigger. And humans fundamentally, our nervous system is designed to protect us against rejection. It's designed to protect us so that we don't get rejected from our tribe because we need to be socially connected to the people in our tribe. Otherwise, we're going to get killed and kicked out. We don't want that. So, the reason why people don't make more offers to qualified leads. We'll talk about what qualification looks like in a second. The reason why people don't make more offers is because they are scared to receive a no. Because if they receive a no, that is akin to them being rejected. Now, obviously, in this modern world, someone telling you no, it ain't going to get you booted out of your tribe, is it? That was a pretty good kick. It ain't going to get you booted out of your tribe, is it? It's just not. You're cool. You're good. You're going to be fine. So, I have a bit of a mindset tactic for you. The more offers you make, the more money you make. But if you risk facing rejection, you're going to make less offers. So, I need you to get comfortable with the idea of facing rejection. And I want you to gamify the shit out of this. So, what you are going to do to make more money is you are going to be a no collector. Your job is to go collect as many no's from people as possible. Because something magical happens if you do this. The more no's you collect from leads who are interested in working with you, the more yeses you are also going to collect. And the more times you are going to get sent the seven most lucrative words in business. Boom. Mo offers equals mo money. Go make more offers. By the way, if you want to learn our entire sales system, I'm running a private workshop for my members in scale 20. It's called The Zero Call Close. We're running it next week. It's just for six-figure online experts. If you want to go join us, I'm literally going to be giving you my entire sales system around this. My Zero Call Close sales system. You'll get everything. So, go click the link. It's probably going to be the best cash you spend in your life. Okay. Number three, the five-star power hour. If you've ever been in sales like I was back in the day working in tech sales, we used to have this thing called the power hour. And the power hour used to be an hour in the morning where everyone in the sales team would be on the phones or locked in sending our messages. No talking, no communication. It's just like, lock the fuck in, make as many calls, send as many messages as you can in an hour. Now, funnily enough, we always did power hours when things weren't going well. So, when the team weren't making sales, it would be like, okay, guys, we need to do power hours. It was like, the sales manager would be like, it's power hours, we've got to get power hours done. And then as soon as like, you know, the company made a few big sales, you know, pressure was off, it would be like, people would forget about the power hour. It's funny how that works. So I want to tell you a little story about Keira Knightley. Now, this has actually got fuck all to do with Keira Knightley, because this is just a pseudonym for someone who is an online coach that I saw do an interview with one of my mentors a couple of years ago. And this broke my brain. So Keira Knightley is a coach where she is, she's actually a doctor, so Dr. Keira Knightley. And she, this is a true story, by the way, I'm not making this up. I'm just using a different name for anonymous purposes. But there's a Dr. Keira Knightley, she's about 65 years old. She's been a coach to I think doctors for a long time helping them grow their practices. And she makes 100 grand a month. And she has been doing for years. So she is an OG online expert. She's one of the ghosts. And I saw her do this interview with my mentor a couple of years ago. And this thing just broke my brain. I remember at the time, when I saw this video, I was spent, I felt like I was spending like three, four hours in the DMs every single day, trying to convince people to get on a call with me, trying to convince people to work with me, you know, speaking to people who are unqualified, it was so frustrating, you know, I'd end up like making them an offer, and they'd be like, I can't afford it. Or that let me just I need to go think about it. I need to go speak to my partner. I'm just not sure this is the right time. Just hit with these objections, objections, objections, objections. Now, what I was doing is I was speaking to ice cold leads. I didn't know that now I speak to pre sold leads. But this broke my brain back then because this woman was making 100 grand a month. And she was spending 15 minutes per day in her DMs, setting appointments to her sales closer, and her closing team. So she was making 100 grand a year, 100 grand a month. And she was only spending 15 minutes in her DMs instead of hours, it was only 15 minutes insane. And this broke my brain because I was there spending three to four hours every single day. And it was so frustrating. And so what I learned from that is that she wasn't spending time with three star leads. So what is a three star lead? We're going to find out what a three star lead is by first defining what a four and a five star lead is. Because if you want to do less than one hour per day, so one hour power hour is all you need with five star leads, then you need to know what a four star and a five star lead is. So here's how we define it. A four and five star lead actually a five star lead is someone who is responsive. So they actually respond to you. So if you if you send them a message, and they don't follow, they don't message you back, you send them a follow up message, and they don't message you back. That is not a responsive lead that immediately disqualifies them and turns them into a three star lead. Okay. A three star lead. If they don't respond, okay, they have to pass the vibe check, they actually have to be friendly. Okay. If they're sending you short, sharp answers, or, you know, they're you're just getting a weird vibe. Don't run with it. If they're a weird vibe in the DMS, when you're speaking to them, they're going to be a fucking shit vibe when you start working with them. We do not want energy vampire clients want dream clients only. So again, if then if there's they don't pass the vibe check, and sometimes that's a gut feeling. They are a three star lead. And a three star lead is no lead to me. They need to know what they want. Okay, they actually need to have a clear idea of what it what they want. What is their vision? Where do they want to get to? They need to know when they want it. This is important to understand. I've underlined it for a reason. And they need to want to have help. They actually want help. The difference between a four and a five star lead is these are all five star. So if you've got all of these ticked off, they're a five star lead. The difference between a four star and a five star is a four star is they know when they want it, but they don't want it right now. And so we have to do is just ask them the question, what do you want? What do you want? What do you want? What do you want? Is this a now thing? Or a later thing? Is this a now thing? Or a later thing? And if it is a now thing, and now thing, they are a five star lead. If it is a later thing, then it is a they are a four star lead. And they go on to your hot list. This is where you're just going to go, you've got a pipeline, a CRM, and you track all of your five star and four star leads. But if they don't get all of these, or one of them, they are a three star lead. And here's what I want you to remember. I need you to write this down. This is why Dr. Keira Knightley was able to have only 15 minutes spent with her prospects in the DMs because she wasn't spending time with three star leads. Because three star leads are no lead to me. Three star leads are no lead to me. If they're not passive, if they don't pass the vibe check, if they don't know what they want, if they don't know when they want it, and if they don't want help, just fuck them off. Because there's plenty more sardines in the ocean. Okay. Okay, right. Number four, always be closing. If you remember the classic film, Glen Gary, Glen Ross, where Alec Baldwin does one of the greatest monologues in movie history. A, always. B, B, C, closing. Always be closing. Always be closing. Now, what does that mean in our world? Your sails, there's a reason it's called a pipe line. Your sails is a pipe. The idea is that there needs to be energy flow. Who is calling me at this time of day? There needs to be energy flowing through the system. And this is typically what a pipeline looks like. For me, this is what the stages of our pipeline. First is we need to open. The next stage is discovery. And the next stage is pain. The next stage is vision. The next stage is invite. And your job in the sales process is to sell the next step only. And so I want you to be thinking at every step of the sales process, always be closing to the next step. It's not going in for the kill and asking them, making an offer straight out the gate. It's closing the next step only. If you can think like that with every single four and five star lead that you have in your pipeline, you are going to maintain a consistent flow along it and money will constantly be pooling into your business. Now, the final thing is we are the prize. Now, this is actually something that I picked up very recently, but I fucking loved it. This is from Dr. David Dugan. He's one of the members in one of my mentorship groups that I'm a member of. And I saw him post this in the group the other day. And people were talking about this idea of having a love it or leave it period when people are working, when people start working with you. So this is essentially being like, okay, you've got 30 or 60 days. And if you don't love it, no hard feelings, we part. The same way around. If we don't think it's a good fit after 60 days, 30 to 60 days, we're all good. Now, I have stayed away from that because every time I've done this, I have attracted toe dipper and energy vampire clients. And I fucking hated it. Now, the cool thing is Dr. David Dugan shares my feeling about this. And he's got a coaching business that he's been doing for, I think, a couple of decades, one of the goats. And the mentality that he has with his team and he sets for his team is that our clients need us more than we need them. Our clients need us. More than we need them. We are the prize. Now, if you go into every sales opportunity with that mindset of this person would be fucking lucky to get my help to get them to their dreams and desires, then you are completely shifting the dynamic and you move from the state of needing them to not. And when you are in a position where you do not need them, you become more attractive. It's a quirk of human psychology that people are more attracted to things that they either can't have or are not interested in them. And so we can use that to our advantage. So just to wrap things up, okay, five principles that you need to go so that you can do the zero call close. Sales-based marketing to marketing-based conversion, okay, or sales-based conversion to marketing-based conversion. Be good at marketing and you'll never need sales again from the Ravikant. That's from going ice-cold leads to pre-sold leads. Be there when it's now, okay? Your job is to put hand raisers, make hand raiser posts to get people to take action. Go be a no collector, okay? The five-star powerhouse. You're only going to spend time with four- and five-star leads and you're going to ask them, "Is this a now thang or a later thang?" And if it's a now thang, you're going to you're going to close them. You're going to close them and you're going to start working with them. And remember, three star leads and no lead to me. Always be closing. Just focus on selling the next step. And remember that we are the prize. Our clients need us more than we need them. Now, like I said at the beginning of this, for this to work, for you to make the switch to sales-based conversion, to marketing-based conversion, you need micro cult messaging, which is moving from using inside language to outside language. If you want to know exactly what that is, I've done a deep dive video into micro cult messaging. You can go and watch that video next right here. Right. That was sick. I'll see you in the next one.