Shoulders Of Titans Interview with Alex Moscow:
Dan: Welcome to another episode of Shoulders of Titans, this is Dan Lok and today I have the privilege of bringing you another titan in our industry. A successful entrepreneur, not just a successful entrepreneur, a seminar leader, a professional speaker, a coach to many consultants and coaches, one of the leader in the thought leader ship space and I’m very excited and because we’re kind of in the same space and it’s the first time I’m connecting with him so very much looking forward to this conversation, Alex welcome to the show.
Alex: Thanks Dan, excited to be here.
Dan: So Alex maybe tell us, we know where you are today, but maybe tell us a little bit about how did you get into what you do today?
Alex: Oh, such a good question. So I was introduced to a person of element and really spirituality in the cooking space because I actually had a challenge with my speech with a stutter for my whole life. So clinical speech therapy didn’t really work for me and so I’ve been into like person of element for honestly pretty much for my whole life and that’s really what’s got me to have the confidence to really do what I do now and as I was 19 years old I was brought to my first seminar and what was really interesting and fascinating to me was that I was able to attract really amazing coaches and really amazing mentors into my life, and as somebody who had a challenge speaking and communicating I always thought that was fascinating because most others who I saw who maybe had a speech impediment or maybe stuttered, they really turn inside, they weren’t really social and so I was fascinated by like okay, why was I was able to attract all these amazing mentors into my life? And so I was brought into the coaching space when I was 19, started an online marketing company that was decently successful and then I was and introduced to my first real high end coach I guess you can call him. His name is Ted McGrath and he helped me land a 6 figure client when I was 21 years old but I was doing marketing services, it was more done-for-you based. I’ve known since I was little I always wanted to help people, I always had that inside me of wanting to give back and I actually, even though I stuttered I still was in my friend group I was that guy that all my friends went to for advice.
So just my story of growing up for a large part of my life was like why would people listen to me if I can’t even like say my own name, you know? Why would people listen to me when there’s so many other people out there who could do it better or who didn’t stutter or whatever the story was. So at 21 years old my mentor Ted so to say the universe aligned to where he fired his staff and I fired all my clients on the marketing company and I went to go partner up with him. And so I’ve built this business from when there was about 5 grand in the bank account all the way up to multiple 7 figures and the first 7 figures we hit was just he and I. I love the coaching and speaking space, the idea of you know really creating a life by design and really doing it with really helping people with what you’re passionate about actually doing. And so I’ve been in this space for about 9 years and I’m 28 years old now and I’m so, so grateful to have been brought into this space because right now I do two things I have one brand called Effortless Enrolment which is helping coaches and experts to effortlessly enrol high end dream clients into the programs and events and I have another brand called Small Events, Big Profits which is how to run highly impactful events and retreats with 6 to 16 people and walk away with 6 figures in 3 days. I’m super passionate about this industry because as you can tell in this interview I still stutter from time to time and I teach some of the most uncomfortable conversation in the world I believe which is high end sale and also how to speak from stage, how to make from an offer from stage for you know 25, 50, 100 grand and like I’m 28 years old I literally feel like I’m living my dream life right now, you know. Doing exactly what I’m meant to do, doing exactly what I love to do and I literally get to create life on my terms. That’s how I got started, man. Happy to be here.
Dan: That’s amazing because I could so relate to that, you and I because when I kind of before I got into the whole speaking industry same thing I came here couldn’t speak a word of English so I still speak with an accent and when I had the dream of I’ll be a speaker someday that inspires so many other people and everyone was you know kind of putting it down and oh, but you speak with the accent. Even my mom said who is going to listen to you? Right, who’s going to come to the event? So it’s the same thing for both of us we’ve turned that you can say obstacle adversity a challenge maybe a flaw but we turned it into actually our strength. Then let’s make that strong let’s use that as a gift and let’s use that to build a business around it. If you think about it that’s for most people I mean that’s a quite amazing story because most people like I said they would shy away from that, oh you know what I will just be an introvert, I don’t want to embarrass myself. But you did it differently, so you know what I’m going to be on stage I’m going to enrol people I’m going to do coaching it’s amazing I’m curious when you work with Ted what was maybe some of the things that you’ve learned from him or you’ve learned building the business together?
Alex: Yes, so one of the biggest things I’ve learned was in this industry it was really all focused around the value and pricing was an interesting concept. Because there is honestly some of the best coaches that I’ve ever met you know who are great at creating results for their clients who are amazing at helping their clients create breakthroughs you know with the end they were broke, their business wasn’t reflective of that. One of the biggest lessons that I learned while working with Ted because working with you know hundreds of different not just building his coaching empire but all of his clients were coaches too so helping all them as well and what I learned was that people’s relationship to money is freaking weird like everyone has their own relationship to money and I believe our relationship to money is one of the most spiritual and sacred relationships that we have and it also determines you know what we’re able to actually receive and also receive from the standpoint of our ability to actually receive abundance into our lives because there’s a lot of people who teach how to take it, I do, there’s a bunch of people out there and some people just say you know you just take your price and you just add an extra zero to it you know and like that may work for some people, you know, like it may. My experience though is if someone doesn’t believe it, if they don’t fully believe that the value of their services is worth what they’re charging then their sales will reflect that. So one of the biggest lessons that I found one would answer to question but it’s that value, like, if the person that’s the coach actually doesn’t believe it, their client is going to feel that.
Dan: Yes and then would you also agree that sometimes it’s not so much the tactic, I’m sure you teach to people how to enrol at Effortless Enrollment, you can give them all the script, you can give them the right question, the right things to say but if they don’t believe the value they provide or they have a little bit of even negative association with charging a lot or a little bit of guilt, they’re not going to close those sales.
Alex: Oh a thousand percent, a thousand percent like I think it’s so funny because I’m sure that you also get this question a lot. People come to me like Alex give me the script. Like if I just knew what to say, if I just had the seven figure sale script I’d be able to close more deals and charge higher prices. The analogy that I give is well, not really because if you think about Hollywood and the entertainment industry so if there’s an audition in Hollywood for a new blockbuster film and there’s maybe a thousand actors or actresses that come out for the part, what do they all have in common? You know they’re all reading off of that same script.
So what separates you know the actor or actress who goes on and, you know, gets the part and wins that Oscar compared to the star being actor or actress who has been waiting tables in Hollywood for the past fifteen years? Is it the script that separates them? And I say no way, like it’s all the same script. It’s their ability to find truth in that script and to embody their truth because I believe, and a big thing that I teach is you know truth outsells tactics. Truth outsells tactics so it’s not in the script, it’s not in the words, it’s like what’s the energy behind it, you know? What’s the truth of this person’s situation? What’s the truth of how you can help them? I believe that when you speak truth into someone lives, people buy.
Dan: I like that. Very, very powerful. So going back to when you worked with Ted because I want to get into some specific strategies. So you worked with him, you know, at the time relatively small to multiple seven figures, what are some of the things like marketing-wise or what’s a business model, how did you do that?
Alex: Yeah so with Ted’s business we ran a joint venture model basically. So we ran a joint venture model where we got relationships and we got them to mail to a webinar and then we sold a thousand dollar product and then we had bonus in tickets to a live event. So with him we were really good at making high end offers from stage. So our goal was to get qualified people into our seminars, into our live events.
Dan: The Sending The Message to Millions event?
Alex: Yeah, that was the one. It was called coaching Leadership Academy before, it was called some other weird name even before that.
Dan: Message to Millions is much better by the way
Alex: Yeah, totally, totally. Message to Millions is awesome and Ted has his systems and processes are so much more doubted now. I stopped working with him in his business about two and a half, three years ago but he’s still one of my best friends and mentors as well.
Dan: Awesome and then from there you said at the event and then you make the make the offer from stage and of course if those would be like high ticket offers in terms of coaching in the mastermind group etc.
Alex: Yeah, we sold a 30 thousand dollar mastermind where we sold a 18 thousand, a 38 and then a 100 thousand dollar mastermind.
Dan: Yeah. So Alex, talk about business model a bit because a lot of service providers, if entrepreneurs, coaches, consultants are listening to this and they’re like oh my God, I’m just trying to get that 100K or if I’m at 100K I’m trying to get double that and we’re talking multiple seven figures. How does, in terms of you working with clients and over the years with different coaches, how does pricing affect the model? When they increase the price or the way they offer the program? How does that drastically affect their bottom line?
Alex: Oh my goodness it’s such a good question. It’s literally everything. What I call it is pricing is your first domino effect, it’s the domino effect and pricing is your first domino like it literally determines everything in your business whether you’re a coach, an expert or service based professional your pricing determines, you know, it determines what type of market in advertising you can do, your pricing determines what type of staff that you can hire if you need to hire staff, you can’t even hire a staff if your prices are too low. I think most importantly if your pricing determines what quality of client that you’re going to attract in because many people will associate lower end pricing with a lower level of service.
Alex: And it also determines how your brand is positioned in the market points. If you’re going out and if you’re selling Toyota’s, this is what I see a lot of coaches do is that they look around and the health coach okay I’m going to go, I’m going to Google him to research what are all the other health coaches are charging and then they’ll say okay, they’re charging 150 bucks an hour so I’m just starting, I’ll start 100 bucks an hour and I’ll work my way up. I believe someday that never happens because it’s like if you sell the Toyota’s you’re like okay I’m going to sell Toyota’s and even if you get really freaking good at selling Toyota’s and then like out of nowhere you’re like okay I have the confidence to charge more now, I’m Rolls Royce. No you’re not you’re freaking Toyota. So it’s like that first domino, pricing is everything. I believe if you have a service, if you provide something that can really change someone’s life that solves a major life or business challenge, charge a premium price for it because it will not only bring because I believe premium price, it brings the absolute best out of your client. I also believe it brings the best out of you as the service provider or the coach as well.
Dan: I couldn’t agree more. Now what about maybe they’re stuck with the per hour model or they’re stuck with oh I’m just trying to sell a thousand dollar program and Alex you’re talking about a 10 thousand, 20 thousand, 30 thousand dollar program. What am I going to give them? What am I going to deliver? How would that look like?
Alex: Yeah that’s a great question. So I believe with this like when you’re basing value on what your services are worth, you need to go after who is it who you can help most. Not just average Joe down the street but like who is your services worth to most? So I look at it as like if you’re a relationship coach, it’s the difference between if you’re going to coach for guys you know it’s like the difference between going after the 19 college guy versus the 50 year old seven figure entrepreneur whose wife is just him and took his kids away. The value of it is associated with services different to each of those different clients and so you look at value you know rather than charging for your time because I believe our clients don’t want more of our time, our clients would want more value.
So it’s about, like to that seven figure that entrepreneur, it’s like when you think about what’s his world like? His world is probably, you know, he was building his business for his family and his motto in the world was probably you know hey honey sweetheart like I’m doing this for you, yes, I’m working long hours that’s all for you, it’s all for the kids you know I’m doing this for you so I can provide a better life for you guys and then his wife leaves him and takes his kids and so he’s probably like at a loss and truth be told in my experience of even talking with somebody is someone whose avatar’s like they would probably burn their whole business to the ground just to feel loved again, just to feel connected to themselves again. So when you’re thinking about you know what are you charging and what’s it worth it’s like don’t go after, because if you’re not charging, if you don’t work with clients who excel, if you’re not targeting what you want right now don’t base the value off the current clients you’re working with, base it upon who is it that you can help most. Start with who are you most probable to make the biggest impact on.
Dan: And also at the same time I think it’s also one of the things I’m an advocate of is, you want to sell to players with money so not only they have the problem, the major life or business issue but also they are willing and capable of invest at that level because no matter how much they love your service, if they can’t afford it you’ve got a problem, right? So if you’re thinking of that market it’s also very, very critical. Alex don’t you also find sometimes as the coaches consultants that I say I have this concept where I say that they’re projecting their own struggles to their clients? Meaning well I’m not going to spend 10 thousand on a program so I cannot sell 10 thousand to other people right. It’s a lot of internal B.S really, it’s limiting belief. How big is that in terms of a factor? In terms of when they’re making like high ticket offers?
Alex: Dan man, you’re asking such pretty good questions I love it. It’s like I believe it’s the mentorship mirror, something that I call the mentorship mirror and I believe that like I’m such a strong advocate of becoming the client who you want to attract because it’s coming from a place of truth because like when you’re sitting with someone and you’re making a high end offer, it’s 10, 20 or even if it’s just 5 grand because that could be a high end offer too but whatever the number is, it’s like if you haven’t been in that person’s spot you know because I believe that there comes a point in sales where you just have to look level them saying hey look I’ve sat there before, I have mentors who have sat in your seat and I’ve been scared, I’ve had that feeling in my stomach when they tell me the price and all my stuff comes up of can I afford it? Where is this going to come from? Is this worth it? You know all that stuff for me too so I believe that when you’ve been in that place that you’re able to speak congruently to what your prospect is going through and it’s also if you want your clients to make powerful decisions on the spot and invest in themselves that you as a coach also got to do the same.
Dan: Very, very true and I think it’s also part of when you want to sell something, let’s say you want to sell a mastermind group for 25 thousand dollars or have you invest in a mastermind group for 25 thousand dollars. If you haven’t then you’re being a hypocrite you don’t know what that feels like, you don’t know the transformation that could provide, right? You’re not speaking from the truth of the core of I’ve experienced this, I know how you feel, I know it’s scary, I know that, I’ve done that before. It’s coming from a different place and I’m sure that’s why I think it’s so easy for you and I to have this conversation because we share the same values, we share the same principles and it’s very much what its people experiencing. So Alex, I’m curious. So let’s say assuming that they’ve got a good offer, assuming they’ve got the skill, assuming that also they don’t have a lot of these mental barriers, they don’t have a lot of hang-ups about these things. So now they want to go out there and they want to sell their high ticket offer, what’s the best way to do this? What do you teach your students?
Alex: So I am a huge advocate of doing a lot of events from a couple of standpoints. Number one, what it does for your brand and how it positions you in the marketplace when you do your event, I like it for that reason. Another reason is just in helping my clients just watching their transformation of how they take ownership of their leadership when they do a live event and because I’ve talked to thousands of different coaches, I hear all the time oh I’ll do an event some day you know they’re stuck in someday syndrome of you know I’ll do it when I have more clients, I’ll do it when I charge for higher prices, they always look for an excuse to why they’re not doing it.
Dan: It’s like chicken and egg, right?
Alex: Exactly, you know they need to make a decision and 2, to accept a date and then to actually do it and so I also believe that there is no other, lack of better word, conversion mechanism than a live event for your high end mastermind offers or your high end coaching offers like if somebody spends you know three days with you in person, that mastermind offer or that high end coaching offer is going to land better than if it’s just you know a webinar to a phone call which also works. And I would say the thing that converts clients most, the highest, there won’t be anything that will convert higher than at a live event whether that’s a workshop or a retreat whatever that is it’s doing a live event and making your mastermind offer at that event or your high end coaching offer and, just real quick on that, I always suggest making two offers at your event and that’s usually a mastermind and then it’s either a mastermind and a higher end one on one coaching offer or it’s two levels of mastermind, like a 25K and then a 45 or a 50K or something like that.
Dan: Okay, so let’s say someone doing it because you know I love this because I’ve been in the event business for like 15 years so I want to ask some in depth questions, extract some golden nuggets out of you.
Alex: Let’s do it.
Dan: So let’s talk about the offer first. So do you recommend like is there many different types of events? I want people to get this like there are like 2 day events, 3 day events, multispeaker events, like what’s the event that’s ideal to sell high ticket? First of all, the length and the form.
Alex: Yeah, I believe a 3 day event is best because what I find is a lot of people say oh my goodness what am I going to talk about for three days? My experience that I’ve done over, at this point, I’ve done over 170 events and at every event there’s content there’s massive content left over. Very rarely does anybody get through everything that they want to at the event and so I like three days because it allows for the intimacy of the attendees there to grow so they get to connect with more people there. You also get to spend more time with them there as well and this is how I teach how to position these offers, is its pretty much like if you’re selling a mastermind its like hey like has these three days been back and free? Have you met amazing people? Cool so like I’ve given you everything that I can in these three days so imagine what your life would look like to be a part of a group like this for the next year, you know?
What would yourselves look like if you’re transitioning to make a high end offer and if you don’t have a pure prepurality that’s going to support you in that like the sustainability of your success will be small? Yet what would your success look like if you’re around a group of other medium coaches consults experts who are doing that same thing? We’re stretching the comfort zone around pricing; we’re stretching the comfort zone around sales. What would that community alone do for you? It’s like you know when you go back to where you came from, do you have a support group like this or when you told them that you’re coming to learn high ticket to sell a 10 thousand dollar program they all looked at you like you were crazy. It would be something like that where also with like I suggest a three day event like this it provides that amount of time for the audience to really bond, get to know each other it also spends for you as the facilitator of the event it also gives you enough time to spend with them to know if they’re going to be a good fit or not. Also just really quick on making the offer
Alex: I have some of my top clients, they’ll hire me to just do consulting on their high end offers or for their event and it’s a six figure investment for that and for that many people will just send me the last twenty minutes of when they make their offer and I say no it doesn’t work like that and they’ll say okay, no then I’ll send you the whole presentation. So they send me the full hour talking on the phone
Dan: No, it doesn’t work like that
Alex: And I say no, it doesn’t work like that either. You know offers start when you get on stage, you know? So the whole event needs to be constructed in a way that sets up the offer so it’s the next logical step, it inspires the right people to say yes and the right people to say no.
Dan: Give us some examples of how do you structure like the content like day 1, day 2, day 3. Where you make the pitch or what kind of content because sometimes you want to teach but at the same time you don’t want to overwhelm them then they’ll feel confused, they don’t take action or they feel like they have learned enough, I can do this on my own. There’s that fine line, right?
Dan: So strategically, the content, how do we structure that?
Alex: Totally, totally. So on the 3 day event; I believe each day has a theme. So the theme of the first day is about vision. It’s about vision and connection so it’s getting people, like I work with a lot of people who built businesses online so my intention is to get them out from behind their laptop, behind their computers and actually connect with real humans, you know? So I build a different exercise on the first day that are to most people uncomfortable. To get them out of their shell and to just get really real with what’s going on. So it’s a lot of stuff around vision of what do they want? What do they want to create for the next twelve months? The next five years? And then what are the challenges or roadblocks in the way that are stopping them? So I have that structure in day 1, there’s obviously different content and exercises in there but the main theme of that is vision and
Dan: So basically get them excited about the possibility, the future, what it looks like and how good it is to have a group like that and also the bond with each other and connect. Kind of that first day, get them kind of warm and fuzzy in other words, right?
Alex: Yeah, yeah and I also believe like when you open the first day, tell the story of how the event came to be. To tell the story of why did you create that event? How did it come? How was the event actually birthed? What was the inspiration behind it?
Dan: Love that.
Alex: Yeah, so that’s the first day. The second day is more around strategy. So it’s around strategy at my events, I’ll teach business model so then I’ll show the contrast in between what’s the difference between running a model that’s lower end, maybe if you’re running a funnel that’s a trip wire like a seven dollar product, a hundred dollar product like what that looks like to actually build a million dollar business versus if you have a high end coaching model. So it’s really to like break that down into what’s going on really behind.
Dan: The pros and cons of each, right?
Alex: Totally, totally. Exactly and it’s like in presentation and I know like I think when you’re when you’re ads was to target me like a month ago, Dan. So I know that this concept is probably really familiar for you. It’s showing the old way of doing things and this is the way of doing things, here’s what you may experience, this is what’s wrong with it and here is this new solution of my strategy of what I do. So if this sounds good then keep listening. So it’s basically that model
Alex: And so I run those different things on the second day and then making the offer, this is like I believe some of the most valuable content that I teach as far as the events go.
Alex: Most people, they rush through the offer and for me like my offer to lasts probably three to four hours. My offer is it goes, like to break down the high level structure, is it’s the most powerful content that I have which is future based results and advanced content. So I lay out a model for them if they just make one sale per week, how to make a half million dollars in six months. So I map out that model if you just make one sale per week so I break it down so it’s simple. It’s content so they can see themselves in it and so I break down that model and then I say like there’s been many of my clients who have asked me about what’s next? And this is obviously, if it’s true which at every event it never fails if people are asking me what’s next, what’s the next step to take? So then I share it’s like okay, well before I share about my inspired action mastermind or the essential accelerator program, I want you to hear about the experience for some of my clients who are actually in it right now.
So I transition to testimonial panel. Client’s testimonial panel if you have your clients live person that works great. Whatever I make offers whether it’s one on one, whether it’s on stage, whether it’s mastermind offer on stage, I like to get multidimensional and what I mean by that is like I’ll give them live people there, I’ll also show a video and then I’ll also have just a regular slide with someone’s picture on it. So they get the different perspectives on it. I’d also see super ninja hack for testimonials is you always want to frame these testimonials because with whatever you’re clients going to share or even whatever’s on the video, you still want to frame what you want the audience to really hear. So there’s testimonials where I’ll frame it if I want them to hear like this is a person who is making the transition to coaching. This is someone who had a successful business who wasn’t passionate about it and wanted to you know, like my client Sebastian, he wanted to do men’s coaching. And so he had a successful marketing company, he wasn’t passionate about it and in his first 9 days he did 21,500 dollars in sales.
Dan: Very nice.
Alex: So I can position that or if I want someone to hear making the transition, or if I want them to hear 21,500 dollars in 9 days. Those are two different aspects that I can highlight if I’m speaking to a group of more entrepreneurs who maybe aren’t coaches yet but want to be, I’ll highlight more of he had a full-time business that was doing the multiple six figures already and he thought that he didn’t have time for it but then when he just learned my simple framework, he was able to 21,100 in 5 days.
Dan: Got it, got it. So in some ways also it’s climbed up the top but also anticipating the objections that they might have and then kind of preframe that with the testimonials right?
Alex: Yes, it definitely, on client panels you want to train your clients what you want them to say and not like word for word, I don’t like that because it doesn’t come out authentic. I believe the more authentic the testimony is for them, the more authentic it fully comes across. You just want to give them the one or two bullet points to highlight. So like with my other client Theora, I’ll just say hey like you know just share authentically what your experience has been and just make sure that you touch on you got your first 50,000 dollar client in your first 30 days and I want you to share like what was that physical experience just like for you? You know like what was that like for you and my client, Theora, she’s a really expressive woman so I know when she gets into it she just comes off really, really well and she just lights up. So I’m looking for one of those points that is going to light her up and so she can share authentically and then I also let my clients know hey, your story could inspire someone listening to this which is 100 percent true. Your story could inspire some listeners whose like on the fence about if they want to do this or not. So just share what was your real experience with it
Dan: I see, and Alex this might be a technical question but let’s say during the day, day 2, you make the offer. Is it after lunch or before the day ends and also some speakers they do different things I’m just curious what you do. Do you do where let’s say people who, like application only of course, for the high end. So the application only, did it come back in the morning of day 3 like a special morning session or they go to even in dinner VIP thing, people who have invested. What do you do?
Alex: Yeah, it’s a great question. So I make my offer after lunch on the second day and my style, it’s a more confronting type of style for my offer and so like its application only but like I make the offer and I make whoever wants it to stand up. So they stand up in front of the whole room.
Dan: Oh, okay.
Alex: So it’s like I make the offer and
Dan: Did you bid your price already or no price?
Alex: Yes, so I mention price. It’s, you know, it’s 40,000 or 60,000 and I tell the story of like me in my first event and I believe if you want to be successful in life you have to be able to confront life. So I share that like I’m standing before you confronting my age, confronting how I stutter, confronting all this stuff so if you want to build this type of business I’m either calling you for it or calling you out. So that’s just my style of doing it. Yeah, so there’s that style. There’s also more like a Lisa Sasevich type of like, you know, sales without being sales each time but just very nonchalant inspiring type as well. I believe in setting up a client relationship so it’s on a solid mission to win. So in my programs there’s no guarantee, there’s no refund, it’s either you want this or you don’t because I need my clients to be fully in and there is no guarantee in life so the only thing you can guarantee on is that you’re going work. So that’s how my whole coaching is set up and so all of my offers whether it’s one on one or whether it’s on stage to reflect that.
Dan: And then afterwards let’s say they stand up and then sort of people stand up and then the they can invest right there? But still application, right?
Alex: Yeah, so it’s still like it’s for a conversation so the way that I structure it is because my events are smaller too. They’re like anywhere from 15 to 25 people.
Dan: Oh wow.
Alex: Yeah, so usually I mean I’ve done much larger events, just for my style like I would rather have an intimate group. So what I do there is like I’ll get them to stand up and then there’s like a special invitation that I have for them and I give that to them and then they fill out the application. I’m also not a big fan of, at events, to have huge applications. I think that someone is there for three days and so just like if you question whether it’s three questions or five questions I think that’s enough in there to get like really technical for this (inaudible)37:06. One of the questions I like to ask on the application is the reason why I’m committed to succeeding in life and if I’m admitted to this program is this. So I like I like that question a lot. I also like questions of why is the time right now? I like that question a lot too to get them really to journal around what’s at stake. To actually answer your question Dan is what I do at my events is I’ll meet with them one on one there so whether it’s me, like if it’s me then it’s a smaller event then I’ll go myself. If it’s a larger event my team will do it too. So if it’s a larger event like for those who signed up for my hundred or for those who want to have a conversation about my 160,000 dollar coaching program then all of those I’ll take them for dinner on the second night or I’ll meet with them for breakfast on day 2 or lunch at day 3 and then I’ll have my team meet with everybody for my 40,000 dollar mastermind.
Dan: Okay, got it and so after day 2 then, because I want to circle back to some logistics. So day 3, so now we finished day 2, you make the offer, day 3 the people maybe still on the fence or what do you cover on day 3?
Alex: Yes, so the theme of day three is going to be action and commitment. So I just walk through like hey whether you work with us or with someone else like you need to have these support structures in place for you. So I’ll tell stories around like information it is not transformation and then I’ll give content around seminar syndrome which I believe a lot of that this industry suffers from of just going from event to event but not investing in a deeper level of support that’s actually going to get them results and I have all these different syndromes because they’re all my story. I’ve invested in so many freaking online coaching products or online product launch formula type of products that I went to the first module and never finished. I’ve been to so many events where I think that I’m making breakthroughs but then I go back to the regular life and nothing happened. So I tell those types of stories and I just share them really openly like hey, if we’re the people to help you then cool then let’s do it, if not find someone. Please invest in mentoring, it’s what’s required. So I tell stories like that and then before lunch on day 3, I will repitch. So it’s not like a huge repitch, it’s going back through and then I’ll close the repitch with a regrets story so I’ll share just like a story of my own life where there is a really challenging decision that I knew I needed to make and as I sat there thinking this over, I knew if I didn’t bet on myself, I knew if I didn’t give it a chance that I would look back on this and regret it. So if you’re looking at this offer and if you want to do this but there’s something holding you back, just have a conversation with us. The repitch will be something like that.
Dan: Interesting, and then you talk about the mastermind with the 2 layers, like maybe they said 20,000 or 45,000. For someone listening to this if they were to structure this, what would be the difference or do you offer the 45,000 first and then you do a downsale for 20,000 or do you kind of do both at the same time?
Alex: So what I like to do is I like to make the lower offer first so for myself I’ll say hey this is my inspired action mastermind, it’s grand and it comes with all these things and then I’ll say cool so I have one more idea that I want to share with you, is that cool everyone? They’re like yes, so it’s okay so my essential accelerator mastermind. I’ll give the story of how that program was inspired and it’s like I was on a Europe tour last year where I was in Paris, I was in Amsterdam, I was in Ibiza and I was in a beautiful villa and I was running my mastermind call from Ibiza and I’m a huge house music fan so I got to serve my clients, show up in my mission and crushed all my client calls then I got to go watch my favourite deejays in the world play the best clubs. The moment for me was just freaking surreal and so I tell that story and I tell the story of doubt like so many coaches who come to me they want to make more money, they want to make a bigger impact but they say they want a better lifestyle too but they don’t actually my experience is even when they make more money a very few actually go out and do it. So my whole essential accelerator program is around how to build a lifestyle for business so I have coached retreats in like exotic locations just like Fiji and so I tell that story and then I go into that offer.
Dan: Oh nice. So the first one is 40,000?
Alex: Yes so it’s 40,000 and then the next level was 60 but I just raised to 75. So now it’d be 40 then 75. That goes either way, whether if you’re just starting out or even if you just want to do like a 10,000 and then a 20,000 you know and also because I think it’s important to share it too and just to break it down because I remember when I first started listening to these numbers I was like this is freaking crazy, these numbers.
Dan: I’m sure someone listening to this is like oh my god how much do you guys charge? Pay attention to this, this is important.
Alex: But to also like the 10,000 dollar mastermind like you can do 10,000 in full or a thousand dollars a month. It’s only a thousand dollars a month. So if you break it down to a payment plan, you know, like the 25K mastermind is literally 2000 a month roughly so it depends on if you accept payment plans. There’s a lot of different variables that go into it but I want to just share like even if you’re just starting out, to think that your clients won’t spend a thousand dollars a month like if that’s your story I believe you’re not working with the right type of client.
Dan: To grow the business, to have the lifestyle they want, even looking at 40,000 dollars broken down to 12 months is not a lot of money, right?
Dan: So they could they could work and I think in some way, one type of marketing strategy, when you have A and B, you also have to contrast. Say hey, you know what maybe Alex, I cannot afford 35,000 dollars but I could do the 40K in my plan, right? There’s that contrast so versus one thing it’s yes and no now it’s do I want A or do I want B, right?
Dan: Yeah. Very, very, very powerful. Now so what about in terms of like extracting so many golden nuggets for you guys listening to this I mean Alex charges big bucks for this, just so you know and I’m kind of picturing him in a corner kind of grilling at this point, getting some good stuff but I’m sure that Alex you cover this very much in depth in your programs and small events, big profits where you kind of walk them through the whole thing all the details how do you structure the day? How to make the pitch a script and all of that stuff right, yeah?
Alex: Absolutely yea.
Dan: So, this let’s say now the two offers it’s good the mastermind, what about in terms of…I want to touch a bit about delivery because I think for someone listening to this that 40,000 that 75,000 it’s so out of the comfort zone is like “What do I give them? Like we get the value part, but I give them like 10 masterminds a year? Is it like 500 hours of videos? Like what do I give them I don’t know for that kind of money? Like what should I do?”
Alex: There’s so many different ways that people structure you know and I believe one of the biggest mistakes that coaches make when they’re switching to high-end model is they actually become a prisoner of the system that they create and what I mean by that is the structure of their delivery for their masterminds it’s too much you know, even if they make a bunch money like they’re stuck with one attached to their ear with so much delivery, so in masterminds like I said the clients don’t need more time they need more value, so for a basic model what I like to do is 3 in person live masterminds for the year I like to do 2 or 3 mastermind calls every month to keep them on track in between and then I teach a model where I teach a six week course with the 3 day event it’s what a lot of people teach for their high-end group programs so I give them access to it all that it’s well, yeah and so each one of those masterminds can be structured for a specific outcome so if one’s on like how to get sales then another one is on like how to do events then another one could be on you know Facebook marketing, and so like I share that but I also say that the mastermind is designed to be customized to what they need, so if someone starting or someone like so on my group calls I say to them like “Hey, if you’re doing your event like we can focus on that” Then if another person wants to do their Facebook ads don’t then we can work on that too on the same week you know so it’s not like….
Dan: Not set in stone, right? It’s like go with the flow.
Alex: Yea because I believe you know our clients are paying for the level of access you know if they’re investing you know 40,000 or if they’re inventing like a high dollar amount like I want to give them access to give them what they need.
Alex: And that’s the thing with the value is the only person that deserves your value is yourself; you’re literally the only person who can determine like what the pricing structure is…
Dan: And get them the outcome that they want, so basically, they say for the program you’re talking about like 3 masterminds meetings like 2 day, right? 2 day each?
Alex: 3 days for mine, so actually this is a good point so a big difference between my 40 and my 75-thousand-dollar mastermind is that is that my 35,000-dollar mastermind they get an additional day, so their masterminds are 4 days…
Dan: 4 days OK.
Alex: Where…yeah where my 40,000 will….
Dan: And do they mastermind together, or do you keep it separate?
Alex: They mastermind together and then on that last day everyone who’s in the 75,000-dollar mastermind we get together like in a small group…
Dan: Oh, got it.
Alex: Like yeah so like I just hosted the mastermind a few weeks ago and so I took the ascension as I would with the clients like I do cool shit with them so what we want to my favourite restaurant and they all came over to my house, so we had an awesome strategy to make sure that they were super clear on what their action plan was from the event, I had like one of the best the movement specialist in the whole world like I don’t know if you’re familiar with the book ‘Stealing Fire’ but he’s like huge on flow states and he came in and talked like a special course for them..
Alex: Then I took them out to go do like a cry out there and stuff like that…
Dan: That’s awesome, so did you make it just phenomenal experience for them and 3 times a year and so in between you’re saying that they also get 2 or 3 calls a month, right? To keep them kind of on track and accountable and then maybe as a bonus or something like you set up a 7 week or 8-week kind of program where you walk through to get specific results, right?
Dan: Yeah so, I think like listening to Alex you know who are listening to this, fans and my listeners that you’ve got to get this, it’s not so much about “Oh they get how many hours of stuff?” Or “How many days?” It’s not about that, that’s just the vehicle that’s just the delivery but it’s really about how do we serve the clients the best, right? So, like you think of it like it’s not only teaching them stuff but he’s taking them out there do some new things out of the box things that they may not usually do on their own, right? It’s all part of the experience, so it’s not just information that’s part of it but there’s so much more, there’s community there’s motivation there’s strategies there are cool experiences that’s what they’re paying for not very one dimensional.
Alex: Yeah absolutely Dan and something that I think it’s important to share like the way that I do things and I’ve built a really successful business is I believe I do you think a lot differently and like really everything that I do especially my events it’s like such an expression of myself of who I am…
Alex: Like for my masterminds like a couple of years ago I was in a mode that was a work hard play hard you know, so I did my mastermind in Vegas I did in a presidential suite in Vegas and then we like literally worked and you know I was born and raised in Vegas so it was cool like to bring my clients to my home town and we like jammed on strategy the whole day and then at night like I took him them out to my favourite restaurants and my favourite clubs, and then like for my last mastermind like the season of life of like health, wellness and like peak performance and so I did it beautiful place in San Diego overlooking the ocean and I had like massage therapist there the whole time, acupuncturist, tonic herbalists who are making like tonic…
Dan: Yea that’s a big difference from Acupuncture to Vegas that’s a bug change, right?
Alex: Surely and it’s like it’s one of the things I like it’s most I believe is most important for me to share is that like for me I believe I’ve had the success that I have because I’ve built a business that’s really congruent to who I am…
Alex: you know it’s just like I share like all the crazy cool shit that like I’ve done for myself of all the body work, of all of the….And also in the season of life of like just really going after what I wanted because I know as a high achiever often times we get caught up in like doing things a certain way to like just go after goals, but if we’re not enjoying it if we’re not spend time with people we want if we’re not spending time with people we love, if we’re not doing the things that we actually want to do then like what’s it all for anyway.
Dan: I couldn’t agree more and it’s about the integration is about like not just making money but if I always say if you do the right thing with the right people and the money shows up it’s not that complicated.
Alex: Yeah totally.
Dan: Very quickly what’s the best way to…. Number 1 strategy to fill an event?
Alex: Number 1 strategy to fill an event I’ll give 2 it’s important.
Alex: Because the number 1 is like if it’s your first event just freaking invite people like reach out like I think reach out is very powerful I think it’s the key place to start because it’s also confronting like it’s a confront strategy because people can say no, but I believe that people have a really interesting relationship to rejection, because like my experience is and I’ve lived this story for a long time was that if people said no to coming to my event they said no to my program they’ll say no to me something’s wrong with me, you know that was the story I made up when people are like “Well that’s rejection” I was like “No it’s not, like I believe rejection is like if you come home and if your spouse is sleeping with your best friend you find them in bed together like that’s rejection.” Because someone saying no to your program or to your event that’s not rejection, maybe the actual dates don’t work.
Whatever it is so I believe because even now still to this day where like I’m watching a huge campaigns online I speak on stages I still like to get people to events, like I’ll still just ask them you know “Hey, you could be great fit this” I believe you’re actually doing a disservice to the people you can help if you don’t actually make an offer to them so that’s number 1. Number 2 is I believe that with the programs we sell that a ticket to your event should be included so like if you sell like for me I have or I teach him a model that’s called a premium offer it’s selling an impactful group course over 6 weeks and is priced anywhere from 3 to 10 grand and I believe that when someone buys that they get tickets to your event, I believe if somebody buys… Or if someone is investing in your mastermind that should come with a ticket to your event, or if they work with you one on one that they should still have a ticket to your event so with whatever you sell at whatever level because it’s valuable for your one on one clients like if one on one clients get value from being in a room full the other one on one clients.
Alex: If your answer is No I don’t think you work with the right clients…
Alex: Yea so there’s so much value in group like I’m huge on creating a really powerful group because the that’s how you scale…
Dan: And even Alex would just recommend let’s say we price the event at let’s say 1000 bucks hypothetically and so even though when we’re giving away “Giving away the tickets” to certain people or the bundle to one on one offers there’s still that value attached, right? Usually these events are a 1000 dollar, but because you spend 2000 or 3000 with me you get that for free something like that, right?
Alex: Yeah and like my main course it’s called ‘Effortless Enrollment’ And I feel like but to me Enrolment is not just sales.
Alex: Like enrolment is in every aspect of life in every aspect of business, because if even if your client’s spending 10 or 20 grand with you and if they get a ticket to your event they still need to be enrolled as to why, you know why is this beneficial for them? So, whether some is at a 1000 level or 20 or even a 50 like they still need to be told like why it’s a valuable for them like they still need to be good to be enrolled.
Dan: Yes, very true we get we can talk for hours Alex this is so good, it is so easy I feel like we’re playing ping pong back and forth back and forth so you make it so easy, so any final thoughts? And also share with our listeners if they want to learn more about your programs and the various programs that you have what’s the best way to do that?
Alex: Yeah, so the last thing I’ll share is that you know Tony Robbins teaches ‘Success leaves clues’ and to model success and I agree with that and I believe to really be successful if you’re a coach or consultant or an expert is you really have to know how to make the model work for you, so the biggest thing that I’ll share is to hire someone like hire a mentor work with Dan, work with me just find someone, find someone who has the results that you want, find somebody who is producing the results for their clients that they want and find someone whose morals and values are in alignment with your own, like do not do this alone you’re going to be investing either way, you’re either going to invest money to learn from somebody or you’re going to invest time and heartache and blood, sweat and tears to figure it out on your own and you are going to invest the money that way too and probably lose a lot of it, or you’re going to invest the financially to learn from someone who can save you all those. So that’s the main thing that I’ll leave with.
If you want more information about me, if you want to get in contact with me go to my website AlexjMoscow.com that’s A L E X J M O S C O W dot com and on there on my site you’ll get access to my 6 essentials for enrolling high-end dream clients at 5000 to 75,000 dollars and beyond with confidence and ease, so it’s my 60 minute training on just high-end sales how to sell with feeling authentic and with the client’s best interest at heart, so if you want more information on there you can contact me there and then if you want access to that training that’s also on my site as well.
Dan: Awesome and then if they want to learn more because we talked so much about events, first of all events are big profit and that’s a live event of course, I assume.
Alex: Yes, that is a live event too. On my site there’s a section for that as well on there.
Dan: Awesome, awesome and would you say so they get your free training of course, right? And they get some value and then if they want to do any of those programs obviously also the mastermind group that you have and especially I want to offer a very important piece of advice. If you are thinking of starting your own kind of high end mastermind group and things like that, the best way not to just learn from someone like Alex where you are learning the strategies but I think you’ll get tremendous value just being a member, learning how he runs things. If you’re smart, you’ll probably learn even more from that because you can see okay that’s what it’s like and what’s behind the scenes. You can see it just from learning but if you’re a member that’s what’s behind it, between 40,000 and 75,000 dollars mastermind group. So, when you want to do something on your own now you can see and experience it. I think that’s it’s almost a double value, right? You go, you learn but at the same top oh here’s how he does it. Same thing with even small events, big profits. You go there, you wear the head of a student, you get to learn but you also wear a different head, oh how exactly is Alex running it? How is he closing me, right? How is he doing this? If you’re smart I think you’ll find a lot of value if you used that approach
Alex: Totally, I love that. It’s listening to the content but also and this is a way like what you just shared is exactly how I train too is you need to look for the context, you know? When you look for the context of how we’re doing things. So even you listen to the podcast like I’m dropping in to get different results of the clients that I have. One, because it’s valuable to your listening, it’s also valuable so that maybe if you’re just starting out that like you can see yourself in the shoes of the people who I’m sharing with you about so listening to the context if you’re in the space is also one of the most powerful and most valuable skill sets for myself that I’ve learned to develop as well
Dan: Awesome, Alex J. Moscow dot com. Alex, thank you so much for inspiring us today. It’s so awesome and such a phenomenal answers. I mean the hour just flew by so I appreciate it. Thank you for your thoughts and sharing ideas, appreciate it. Thank you so much.
Alex: Thanks so much, Dan. I had a freaking blast. It’s been awesome man.
Dan: Awesome man.