The Identity Shift that Makes Selling Offers Feel Like You

What if the reason sales feel hard has nothing to do with your sales skills?

On this guest episode of The Offer Mojo Show, Lori Young is joined by Jim Padilla, founder and CEO of Gain the Edge, to talk about what successful coaches are actually doing in the sales game today and what it takes to build a business that generates sales, not just a founder who generates sales.

Jim has helped coaches, consultants, and thought leaders produce over a quarter billion dollars in sales. His work is built on one core belief: it's not what you're saying in a sales conversation. It's who you're being while you're saying it. This conversation gets into the identity work, the systems work, and the offer work that actually moves the needle.

We talk about: 

• Why sales resistance is almost always an identity problem before it's a strategy problem (and the Three Rs framework that shifts it) 
• What it means to build a business that's "sales team ready" and why most founders aren't there yet 
• The 7-11-4 rule every coach needs to understand before they try to close faster 
• Why naming your frameworks and proprietary processes isn't just branding, it's the foundation for everything that scales 
• How Lori's last five leads came directly from AI search, and what that tells us about where visibility is heading

If you've been wondering why sales still feel like convincing, this episode will reframe the whole thing.

Guest Information: 

Jim Padilla is the founder and CEO of Gain the Edge, a done-for-you sales training and team building company he runs with his wife and business partner, Cindy. He helps coaches, consultants, and thought leaders build companies that generate sales, not just founders who generate sales. Jim believes the most enrolling thing you'll ever do is be yourself, but the best version of yourself, and his work is built on that truth. Together, Jim and Cindy have helped clients produce over a quarter billion dollars in sales across thousands of campaigns. Jim has shared the stage with Jay Abraham and Les Brown, and his clients include some of the most recognized names in coaching and personal development.

Facebook: https://www.facebook.com/jimpadilla02  

Instagram: https://instagram.com/gaintheedgenow/  

LinkedIn: https://www.linkedin.com/in/jimpadilla/  

YouTube: https://www.youtube.com/@jimpadilla4977  

Leads Made Easy (free ebook): https://leadsmadeeasybook.com/e-book 

Is your offer magnetic or muted by the noise? 

Find out with The Offer Pulse Check. In this free, 15-question quiz, we will measure your offer's foundation against the 5 vital signs of a strong offer. Get a pulse reading in each area, what it means for your offer, a picture of a strong offer pulse and a nudge toward which vital sign to strengthen first.

Link to free quiz:  https://www.onamissionbrands.com/offer-pulse-check 

Get a deep diagnostic of your offers using The Offer X-Ray - assess your offers across the 6 pillars of the entire offer lifecycle. Receive a personalized report that highlights your offer's strengths, weaknesses and action steps to optimize your offers for more sales. 

Link to The Offer X-Ray: https://www.onamissionbrands.com/offer-x-ray

To learn more about how I can support your growth, visit www.onamissionbrands.com.

Follow me on LinkedIn: https://www.linkedin.com/in/onamissionbrands
Follow me on Instagram: https://www.instagram.com/offer_magician/

Transcript

<b>Lori: 0:00

</b> Do you struggle to take everything you know, everything you've built, and turn it into an offer ecosystem that people actually understand and want to buy? You have the expertise, you have the ideas, but getting all of that out of your head and into offers that connect, speak to the right people, sell with ease, and actually grow your business, that's a whole different skill set. And that's exactly what this show is about. Welcome to the Offer Mojo Show.</b> I'm Lori Young, offer strategist and creator of the Offer Mojo framework. I help coaches and expert-led business owners package their expertise into offers you love and buyers actually crave. Because when your offers finally click, everything else gets easier. Let's get into it. I have a guest with us today that I met at a recent event called the Visibility Velocity.</b> And we are both podcast hosts that hosted that show. And it was just really fun to meet Jim. And I just knew I had to have him on the show for a couple of reasons. One is if you've heard me talk about this in past episodes, I'm a marketer, right? And sales has always been my Achilles heel in business, and so when I</b> found out that Jim was a sales expert for people who actually are running a little bigger businesses than probably my audience is. I was like, my God, like I have to have you on. One, because I know I can learn from you and the listeners can really learn from you. And two, I just think it's going to be a fun conversation. So</b> I want to set this episode up. Basically, what we're gonna be talking about is what successful coaches are doing today in the sales game. Jim works with clients that are probably in the multi-six, seven figure range. And he's helping them, and I'm gonna explain this more in a formal way, but he's helping them build their business to be sales team ready.</b> So they are ready to bring on a salesperson. I am not at that space in my life, and I know most of my listeners are probably in the 75k to 150k range. And so I think it's perfect for us to learn from you today, Jim, on what we need to do to set our business up for success in the sales game. So before we</b> Dive in. I want to do a formal introduction because I want you guys just to know a little bit about Jim's background. Jim Padilla is he didn't learn sales in a training room. He grew up in a chaotic home, landed in foster care at 15, was living on the streets at 16 and in jail by 19. That decade shaped him in ways that are real and human. He learned how to read a room.</b> Earn trust fast, and help people make clear decisions when everything felt uncertain. Those skills turned out to be exactly what sales leadership is made of. Today, Jim is the founder and CEO of Gain the Edge, a done-for-you sales training and team-building company he runs with his wife and business partner Cindy. Together, they've helped coaches, consultants, and thought leaders generate over a quarter billion dollars in sales. His work is built on.</b> One core belief, and I love this belief. It's not what you're saying in a sales conversation, it's who you're being while you're saying it. Jim has shared the stage with Jay Abraham and Les Brown, and his clients include some of the most recognized names in coaching and personal development. He's here today to talk about what successful coaches are actually doing in the sales game today and what it takes to prepare yourself for the next level. So</b> I have a little bit of a horse, a little bit of a scratchy throat. But anyway, what I want to start with, Jim, is how you how you went from one, like just having this really chaotic background and being in jail to running this super successful like company in sales. Like, why sales? Like, help me understand the transition between those two worlds.

<b>Jim: 4:45

</b> Yeah, thanks for having me on, Lori. It's it's been a a good journey. It's a fun journey to get here. Our our interactions. And you know it's I I find that the most successful stories and the ones worth telling always seem to be the ones that kind of created themselves. Like none of this was intentional by my design. Right. You know, it's it was a series of amazing happenings that</b> quite honestly, you know, can be attributed to God, just positioning in the right place at the right time for the right opportunity to happen. And you know, selling is something that is a lot of people have this weird opposition to and it's because they think it has to be a thing instead of recognizing that it's just really tapping into the very core of who you are because we are designed for it. We're wired for it. We are influential beings. Every single person listening to this, watching to this</b> Everybody you've ever met, everybody you're ever gonna meet is wired to respond to messaging. And that messaging is words, body language, pos it's everything about you. And you've been selling every day of your life for your whole life to everybody. It's just that when you get into a sales environment, you start thinking it has to be a thing instead of just more of you.

<b>Lori: 6:07

</b> My gosh, that is so true. And when you were talking about this, it reminded me of back like I I was like in a sales and marketing company. And at the time I was in operations. And I anytime I wanted to make a change in the company, like I would go to, you know, the owners of the company and present my case. And it's like looking back, it's like, my God, I was selling.</b> Constantly because they would call me Bulldog because it was like, you don't give up, like, do you? It's like, no, like this is a good idea. I mean, but I I myself like we do, we get in this conversation and think, my God, we're selling, you know, our offer, we're selling this transformation. And suddenly we it's like something happens like mentally.</b> That we lose sight of like what we're what the real purpose of sales is.

<b>Jim: 7:14

</b> Yeah. You know, and it's interesting and I love your, you know, it your focus and emphasis is around the offer. And it the offer is the first thing we start with when we're working with clients. You know, people typically come to us because they either need a sales team or they need sales leadership. And we, you know, we've learned over, you know, on the way to you know delivering over a half a billion dollars worth of results that literally no companies are actually ready for a sales team because their company wasn't designed to make money.</b> And the first thing to be able to have somebody else sell you and your services besides you is your company has to be designed for it because the founder is got all kinds of magic. And that's wonderful. And as long as you plan on going down with the ship at some day in the future when it goes, then you keep doing that. But at some point you have to have we we emphasize your company being able to generate sales, not you being able to generate sales, which requires system process structure, strategy.</b> Things that go outside of you.

<b>Lori: 8:15

</b> Yeah. So that's, you know, that's what I was gonna ask you is like if you so you currently work with, you know, companies are a little bit bigger, they're you know, multi-six figure, seven figure, but prior to that, they're where my listeners are. And they had to cross over that threshold to to get to where they are today and working with you. Tell me like what</b> Do you think is like the number one like sales belief that they had to let go of to actually cross over that threshold?

<b>Jim: 8:54

</b> Yeah, the first thing that I see, there's this weird perspective that a lot of people think they see somebody who's achieving success. And they go, Well, when I get to that place, I can do that thing. And or if I you see a s a seven figure, eight figure entrepreneur and you say, sure, easy for you. Like I I talk about being an unrelenting truth teller because the truth sells like nobody's business. And

<b>Lori: 9:23

</b> Is that place when I get to—

<b>Jim: 9:24

</b> Most people would say, you I say, look, you gotta tell people right away. And the truth isn't just telling them the bad stuff, it's telling the good stuff. It's telling them how amazing you are at what you do. And if you don't own it and don't claim it, you're not telling the truth. But you don't want to come off as pushy or some weird fill-in-the-blank word. Right. That the first piece is you have to be look in the mirror and know that no matter what anybody else says, the success you want is completely possible for you. It can't just be possible. You know it's possible because you've seen other people do it.

<b>Lori: 9:49

</b> Yes. Right.

<b>Jim: 9:53

</b> But you have to know it's possible for you.

<b>Lori: 9:56

</b> Yes. My gosh. That's my gosh, that's so true because yeah, there's it it's a part of like your inner, like you said before, of like your inner identity of like what you believe about yourself. Like I did a lot of identity work last year in twenty twenty five. which you know, I would say at the beginning of twenty twenty five, I didn't believe like</b> that kind of success was possible by the end of twenty twenty five. It's like, my God, like I am, I am brilliant at what I do. I know I'm good at what I do. It's just a matter of having the right strategies in place. There's nothing that could stop me from being successful, other than I just don't want to be or something like that. Right? Yes.

<b>Jim: 10:48

</b> Yes, for sure. And you know, I I I think well there's a lot of people who say things like, I just don't want the headache of being big or I don't I don't want what comes with that or I don't want to be seen a certain way. And I don't wanna call any you know, I I what I my experience has been that most of that is just it's giving yourself out in case you don't make it. Right. So own the fact if you want to, you know, it's not about you want big big. I'll be honest with you, you know, we've generated a lot of money here and</b> millions of dollars come through our company. And the money is not the issue. It's it's the impact. I love being able to have great significance in in big places and around the world and be able reach lots of people. And that comes when you have a bigger business, a bigger reach, et cetera. And that has to be funded by growth. And unless you have somebody who's writing you checks to fund your growth, then you have to self fund it, which means you have to be able to generate revenue</b> through your business by making great offers and having powerful positioning.

<b>Lori: 11:48

</b> Yes, absolutely. Absolutely. So your podcast tagline, it says it's not what you're saying, it's who you're being, right? So for a coach who's generating or you know, or an expert. I I work with a lot of service-based subject matter experts as well, they're making like 75 to 100k a year and they still feel like they're</b> convincing people to work with them, what is like the identity shift that needs to take place internally for them to like propel their success?

<b>Jim: 12:30

</b> Well, we we have an identity framework that we call the three R's and it's about reckon, rewire, and rise. Reckon is about facing the truth. That's acknowledging reality. You have to own where you are without excuses or defense, right? Bring what's hidden into the light. And this is about clarity and not judgment. This is you saying, I am better. If like we're pretty good. We've built a lot of things. So we we've got a</b> vast array of skills, expertise, tools, and strategies. But what we really, really focus on is designing a company to generate revenue. We've got a myriad of solutions along the way. Right now, the piece of the pie that we can solve inside of your business is pretty decently wide. When we first started this, it was very narrow because I only had a little bit of expertise. But what I did was I had to own that my little sliver, I was</b> greatest at my little sliver than you are in you you have 99% of the whole pie and you're world class at all those other things but you're deficient in this one thing which is why you're coming to me and I am world class at solving this problem so let me stay in my lane and solve this problem. Yes. So you have to own it and just shrink it down to as thinly sliced of a piece of expertise as you can that makes you say this is my domain.

<b>Lori: 13:53

</b> Yes, yes. And that is what I say all the time with the clients that I'm working with on this episode. It's all about finding your lane. It's like where are you going to put the stake in the ground? and a lot of you know, it's I'm getting ready to record a a new episode about niching down and why people are so afraid of that and why it's important to find that core.</b> specialty that core expertise that you can be known for. And like you said, that doesn't mean that all that other experience that you might have or all of those other passions that you might have can't be layered in to what your core specialty is. Like I know, like you said, your core lane is is sales, right? But you have a lot of other</b> like strategies and a lot of other things that you help business owners with, but you lead with that one thing of becoming like sales team ready, of becoming like generating revenue in the business, which of course is the most important part of the business, right?

<b>Jim: 15:09

</b> Right. Correct. And it it's just you just have to you have to have enough swings at the bat. You have to have enough trips to the plate. I'm but played baseball college. So they a lot of sports metaphors. But when you when you come to the plate and you've been there a hundred times, you're gonna be way more effective than the first couple of times.</b> And then after you've been there a thousand times or ten thousand times, then you're not even thinking anymore about some of the smaller things. But when you're trying to get that first six figures or you're trying to make those first ten thousand dollar sales, et cetera, you're thinking about a lot of things. And what we need to do is just be laser focused on the outcomes you deliver and the experiences you provide and be unapologetic about them. Say, listen, you know, you know, I I want you to be practicing.</b> Having some bold statements. And I say it because an audience like yours, I believe, is very heart centered and lead with their heart. So you're never gonna steamroll and bulldozer somebody. Right. I used to own an alarm company. We used to take people door to door selling. And we didn't take compassionate, heart centered, transformational salespeople door to door. We took former military, former athletes, because they had to get doors slammed on their face, people telling them to</b> Get off the F off my doorstep. I mean, you gotta have a certain kind of personality that can endure that and do it in in storming rains or 120 degrees heat. but what happens is you just start building up this this awareness and be you start being able to identify and when somebody is is opening up to wanting assistance, right? Because you're not you're not focused on all the things that are going wrong, you're just focusing on who's behind the next door.</b> That's gonna want this opportunity. And we have to start doing that same thing as we roll. So the more, the more reps we get at what we do, the better we're gonna be at it. and so I want to just jump jump on this our framework real quick. So like I said, it's a three hours for the identity shift. Reckon, rewire, and rise. So face the truth about what is there, good and bad. Where's your limitations? Leave those alone, and really own with with extreme prejudice your</b> Your strengths. You've got to own 'cause nobody else will if you don't. Okay.

<b>Lori: 17:28

</b> I have to tell the truth, like you said, like tell the truth about not only just what your strengths are, but what you're doing really well in your business and what you're kind of like ignoring. Like I I earlier today was listening to one of your podcast episodes and you were talking about how you know a lot of people focus so much like on on marketing, and they</b> ignore the whole like sales pipeline you know strategy and I'm like, my God, that's me. Like that is so me. Like I'm such a marketer. Like I will do content all day long. I it will do get into conversations, but it's like for me, I get stuck. I'm like, how do I build a sales pipeline? Like how do I even recognize if a person is interested in or needs support around building their offers.</b> So yeah, anyway, so I think.

<b>Jim: 18:24

</b> Well the funny thing is everybody needs to refine their offers. But typically the sign of of somebody who has is you have the typically the person who is gonna need some uniformity in their offer is the person who's making a lot of different offers because they're literally just trying to match the offer to whoever shows up. So you got too much customization, which is the first roadblock to any kind of exponential growth because growth requires</b> Streamlining and uniformity. So if I can solve ninety percent of my clients' problems with these narrow things, then I only customize ten or twenty percent, now I can be much more effective, profitable, and expertise. Right. Right? Because you're not trying to solve for everything. but you know, from a simplicity perspective.</b> You I I really encourage like don't get all fancy with marketing, don't try to come out what's my opt-ins and my lead magnets. Start here's one of the best things we do. If if I was starting a business today and I knew I could solve a problem and I have what I think is a good offer, all you want to do don't focus on what the offer is, like like the deliverable. Focus on the outcome and go out to the marketplace and just talk about the outcome. Outcome, outcome, outcome. Talk about the problems.</b> that require your outcome, talk about the second and third order consequences of not solving the problem of your of your ideal identified outcome and let people let them validate it. Because when people say yes to that, what they're doing is they're validating your offer. They're telling you what you have is something that I want to buy. And let somebody write you a check for a thousand, ten thousand, twenty thousand, whatever it might be, and then you use that to go build the offer. But don't</b> Build an offer and then hope somebody will find it. We call that being a product in search of a prospect. And that can be a lonely desert. And we don't want that for you. So make sure you're really, really clear. Then we when you start designing offers, you design offers with the outcomes that they want and the experience that they need in mind. Right. Don't sell widgets and tools and stuff.

<b>Lori: 20:31

</b> Right, right. Makes sense. Okay. I know we're we we're getting we're both kind of a go with the flow kind of person and we've gotten a little bit off track. We were talking about the framework of it and I think we are on the rewire part, right? So we've already reckoned we've reckoned with ourselves like what we're good at, what we're not good at, what we're you know, what we need to be changing in our business, and getting really honest about that. Now we need to rewire.

<b>Jim: 20:58

</b> Yes. So rewire is simply is changing the p your thinking, right? It's you understanding that you have to own it or nobody else will, right? No one's gonna come along and say you're the most amazing thing ever if you're not believing that. Okay, so rewire how you think. Then the next one is rise. Because as you start changing your thinking, what you have to start thinking about is who is the person your ideal buyer is gonna wanna follow? Who's the person they're gonna respect?</b> Who's the person they're gonna look up to? Leave. And then you start creating that identity. And one thing that I hear a lot in in the coaching world, especially, is authenticity. Authenticity. Be your authentic self. You gotta be your authentic self. I have come to discover that my authentic self is like 20 different people. Right? I'm Nana. I'm I'm Papa. I got grandkids. Right? I'm husband. I'm father. I'm I'm industry leader. I'm world-class sales expert. I'm the sales godfather.</b> I'm a chaplain at my church, right? I'm I'm a lot of different people. And so it's not about it's it's it's about getting really clear with who you need to be for them. And then you just you rise and step into that new form. You know, I I take on the persona of the sales godfather a lot. I've had you know branding partners and people come to me with it. It's not something I created for myself. I very humbly and reluctantly</b> stepped into this identity. But what it is I'm a Bronx Puerto Rican. My street mentality comes out a little bit. And I'm just like, hey man, this is where my truth teller is. This is where my leader is. And the Godfather is the one who knows the most and takes care of everybody. You know, if I watch the Godfather movies, yeah, they're a little violent and crazy and gory, but the Godfather is the one that makes sure that the widows and orphans don't get taken advantage of. They make sure everybody gets a a Thanksgiving a meal on Thanksgiving, right? All of those things.</b> So it's it's making sure that everything works right. It's understanding your identity. From there, I can build anything.

<b>Lori: 23:01

</b> Right. I I wanna s I wanna say I I have to play slight devil's advocate, or just share a story. just to make sure that I haven't misunderstood you. Okay. I when we talk about authenti authenticity, I and stepping into the person or that identity, you know, that we need to be for our next level of success, right? I just read a story about a woman.</b> Who was running a seven-figure business and wanted more, wanted to build beyond that. And she joined a mastermind. And the mastermind was, you know, telling her, you need to be this, you need to be that, you need to be this person, you need to be this. In order for you to get the to the next level, you need to be this. And she started changing her personality and her identity, like based on what this mastermind was telling her to do.</b> Six months, one year into the process, she was completely disconnected from herself. Miserable in her in her business. And just did not like just was not connected to the way she was running her business or to the identity that she had created, even though she had success.

<b>Jim: 24:19

</b> Yeah. So let me th that's I'm I'm glad you share that. So here's here's a little clarity on that. This all of these roles, identities, none of them are false or fictitious or made up. They're all just pieces of me. Right? So it that's a number one difference is these are all have to be real identities to you. You don't just get to be Superman if you're a catwoman.</b> You know what I mean? Or it's like or supergirl, whatever the the equivalent is. and so because like for me, I have these are things are all very natural to me. And and they were called out of me by other people. So it wasn't like I'm gonna be this or some marketer said I have to be that. Right. I people put these on us. We had people tell us for years that you know, everybody I talk to says we love Jim and Cindy. We love Jim and Cindy. So we started wearing again reluctantly at first.</b> the most loved and respected sales experts in the game because everybody was telling us that they were giving so we started let's let's just be that I don't need to be the iron fisted anything. I need to be a guy who shows up and loves people so much that I want to help them win. Right. So it but it but they're all different parts of me. Right. So that's really what I what I want to so be clear about. It's not finding some crazy identity that the marketplace wants. It's finding the part of you that they need.

<b>Lori: 25:25

</b> I love that. Yes, right. Yeah, and I think a lot of us haven't always found that identity, right? Or we haven't owned our full identity, right? We we own parts of it, but not the full. And like when people give us like a compliment like people do do to you guys, at first we're like, mm, okay, well, thanks, but we don't necessarily own it or embody that identity, right?</b> and I I like that because when you are being told something, you do. You have to embody that identity and really own, yeah, okay. Yes, thank you. That's a really nice compliment. And yes, that's really true. Right? That really is true, and I am going to embody that identity. So I I I'm glad that I clarified that because there's a lot of stories online. About that kind of thing.

<b>Jim: 26:40

</b> Well, I'll tell you this. There's nothing that is more enrolling than you. Meaning no trick, no script, no template, no fake identity, no nothing. The most enrolling thing you will ever do is be yourself, but the best version of yourself. Right. Right? And because that's what people are buying. You can't be me, I'm already taken. You can't be Lori, she's already taken. Right? You can't be pick your favorite, Alex, her movie, whomever. Right. You're you just</b> Do you and know that there's a portion of the world that absolutely craves it because they will connect with you on such a level. But what I don't want to see you do is lose an opportunity because you were busy trying to be something that you thought the market wanted when you just needed to be the very best version of you.

<b>Lori: 27:28

</b> Yes, yes. I so relate to that. When you said Alex Hermose, I've literally had someone say to me, I made like some kind of a post about like an offer ecosystem. He's like, Why have, you know, why have more than one one offer? He said, Alex Hermozy says you only need one great offer. And I'm like, Okay, number one, I'm not Alex Hermose. I don't have the audience that Alex Hermosy has, and I don't believe that you only need one offer. So there's that.</b> but anyway, yeah, that's we you know we put I've even had like a coach tell me, you need to take Alex Hermozzi's book and just break it, break it down for people in your content. And I'm like, why? Let let Alex be Alex. I'm gonna be me, right?

<b>Jim: 28:16

</b> Totally. I you know, I like that a lot. one thing that well is very helpful is that people need to you you have to have a point of view and your point of view is one of those things that comes from the deep recesses of you. And a point of view is often just like a pet peeve. You know, we our we have a lot of point plant a lot of POVs and one of them is that you will never</b> Be your best self while trying to protect your weakest self. Right. Cause too many times people are over here trying to, well, I don't want to make a mistake and I'm over here protecting. And that's not the person who's going to rise and shine. The person who's going to allow hurt help that part of you the most is the person who's going to sp you know seize the mountaintop. Right. Because you're going to elevate everything else around you. Right. And we just believe that the most the people who want it the most are the ones who are going to get it. And so this tend to be the people we work with. We're not.</b> If somebody just w is really comfortable with a laptop lifestyle and I just want to make enough money to pay my bills, awesome. I'm just not your guy. I can't help you. Right. But if totally. And which is what it's what got the conversation going between us because when we first, you know, we f when I first reached out to Lori, we were on this panel of of amazing experts, podcast hosts, and I said, Hey, let's have a conversation. And

<b>Lori: 29:19

</b> No, is is okay.

<b>Jim: 29:36

</b> when she found out what I did, she's like, I don't think we're really a good fit 'cause my audience does isn't what your audience is. I said, I know, but that's because we people come to us and if they're in a really startup phase, we just don't have a lot for them because we're moving working with more advanced people. And I like a good place that I can send those people who I can trust to be taken care of so that when they're ready they can come back to us. Exactly.</b> So once I once we had that conversation, then it was great. It's like we can help her advanced people as they're going to the next places and she can help the people who come to us get ready for the kind of work that we can work with them on.

<b>Lori: 30:12

</b> Absolutely, absolutely. And I I love what you said about and I say this oftentimes too to my clients when we're building offers, it's like not everyone is ready for your work. You are not building an offer for someone someday that might want your offer. You're building your offer for someone who's ready today for your work. and I I just I think that</b> We are often trying to sell to people who aren't ready for our transformation. They're just not ready. They may not be ready financially. They may not be ready emotionally. They may not be ready mentally. They who knows? Identity-wise, they might not be might not be ready. They might have different goals. a business coach in one of my communities wanted to do a book club club, and she's like,</b> I just really want to read this book on a company of one. And I want to get a bunch of people to read it. And I'm like, I don't want to read that book. Like, I don't want a company of one. Like, I want a bigger company than that. So it and it's okay. It's okay for me to want that kind of business and for her to want a company of one is totally fine. Yeah. Right? It's knowing who our ideal target audience is and who we're actually.</b> Talking to. One of the things I want to also ask, we talked a lot about identity, and I think honestly, I feel like identity is probably the number one thing that caps our growth. But I do think that there are practical things that need to be in place also for us to scale into multi-fit six and seven figures.</b> If you were to like identify like the two to three things that really need to be in place and solid for you to scale it to that level, like what would what would you say they are?

<b>Jim: 32:24

</b> You want to have really strong qualification up front before they come to an offer. And then you want really strong validation after they come to an offer. Because most people don't buy on the first point of contact. And they don't often buy, no matter how great your offer is, the first time that they meet you. They need to, well, they come to you and they come in and they go, okay, this is interesting. I really like what Lori's doing. Not quite ready, but let me just watch her now.</b> And you learn from her. It's maybe they're gonna go to your podcast, they're gonna come to a workshop, they're gonna do some things. The whole 7-Eleven Four number that Google came up with years ago, and it's far more than that now, but it's seven hours of content over 11 11 touch points over four platforms, right? That's what the average buyer does before they buy from you. So you need to design your world so that they're getting those seven hours, those 11 touch points, those four platforms.</b> So when you're in our world, you're coming to a workshop, you're coming to an event, you're coming watching our podcast, you're you're getting experiences of what we do. And over time you're going, man, these guys are really good at what they do. And so now then they can start taking action. So you need to start designing your world with that in mind. If it's gonna take longer and more touch points for people to come to your world, design it that way to begin with. Don't keep trying to optimize to be the one person who's closing one call closes on the first go-round with with all these people because</b> That's just not a thing, guys. It really isn't.

<b>Lori: 33:51

</b> Yeah. I and and and I know that to be to be true. My my older son is a sales executive, enterprise sales executive. and so he is working on deals that it's like, my god, Kai, like how long is it gonna take to close this deal? Like, I mean, like a year. Like he may be working with someone for like a year before he can actually get a signature on, you know.</b> I don't know what they call it, the whatever they call in in enterprise sales. It's like a s you know, the signature on work order or I or the statement. I don't know. Yeah, exactly. And then there's a billion other things that they have to go through. But and I I often talk about what you talk about as like having an omni channel approach to to marketing. But I think it it is helpful to have that.

<b>Jim: 34:30

</b> PO's and everything else.

<b>Lori: 34:49

</b> Mentality of I I I mean, I'm I don't know, I say this with with love and and kind of laughter, but like I'm I'm a Capricorn. So I have the gift of consistency and discipline. So it's like I have been a consistent marketer for like years. but I often get into that mindset of like, God dang, man, like I've been marketing for</b> you know, for so long and I I feel like I'm talking to a wall and nobody's responding. And then someone out of the blue will just like contact me. It's like, where did this person come from? And they've probably been in my world for a while or or whatever. So so omnichannel approach to marketing knowing that there has to be multiple touch points over a period of time and just</b> Going in with that mindset. What else in the business like needs to be solid?

<b>Jim: 35:48

</b> You have to understand the journey that people are on. And so what I would recommend everybody do, and this is where we start with everyone initially, is you have to break down every single step that everybody takes in your world before they buy and after they buy, or af after they come to an offer. Because and you have to break it down to the ridiculous nuance. Here's as an example. You might say, I they see me on stage, they opt in for something and then they book a call and then we have an offer. Well</b> In my world, that's like 32 steps. Because I have to go, what's the mechanism of the offer that the pitch that you made, the invitation? How do they receive it? When do they get to it? What's coming on behind it? Did you call them? Did somebody call them? Was there any AI? Was there automation? Right. Then when they say book a call, book a you book a call for most people is one step. Book a call for us is like 13 steps. It's like I need to understand what's my invitation.

<b>Lori: 36:21

</b> Okay.

<b>Jim: 36:43

</b> What's the how what's the mech mechanism that's gonna get them to book a call? How will they confirm it? What will they do to make sure that it's on their calendar? How will they be ready for the call? Is there a video? Is there an assessment? What is our team gonna do to be able to be ready? It's like there's a lot of steps. And so you have to think about that every single step because that's where opportunities fail. Is because you didn't think about something that you know, sometimes people don't show up for an opportunity and you're like, they must not have been interested.</b> Maybe it just wasn't crystal clear what they were supposed to do next. And you missed that because you didn't design that with conversion in mind. Mm-hmm. Right? So you have to break it down to the most ridiculous, nuanced little step. Once you have all those documented, now everything can start being optimized. Which things can you do better? Which things can you maybe eliminate because they're just a barrier to success? Sure. Which things then can we do kit predictable outcomes for?</b> Then we start going, okay, now which things can we automate and put AI to? But you don't put AI to solve the problem until you understand every step in this process so that you understand where's the where's the opportunity that AI can win with. Yes. So everything starts with that step. And then when you do, you're gonna learn so much about your own sales process. Cause you can say, wow, I didn't realize all of these things happened. And it's interesting, only 20% of the people actually complete this step. There's part of my problem. So just by identifying your process, you're gonna start seeing.</b> what were what works and what doesn't. So make sure you document that for sure. That's gonna be a big one for you. And and then that's something you should be revisiting, if not annually. We do it like almost monthly around here. Okay with our clients core, especially if you're moving high pace at all.

<b>Lori: 38:17

</b> those systems are dialed in and not like falling apart in in any particular way.

<b>Jim: 38:25

</b> Yep. And understand the system does not equal technology. I know thats a bad word in todays AI driven marketplace, but the human touch is craved by so much of the marketplace more and more. I think ten years from now, everybody will be automated. Right now theres still a segment of the world that just fights it and is afraid of it. And you have to be able to overcome the doubt and the fear that they have because they dont know what to trust. And they can always trust you when they can hear from you.

<b>Lori: 38:53

</b> Yes, absolutely. Absolutely. okay, let's see, what else was I gonna ask you? So,</b> The the idea of kind of what you what you guys teach. And that is the idea of someone else stepping in to your, you know, previous role or current role as the founder of the company and the and that did all of the sales. You're the one, you know, like doing the webinar, doing the, you know, speaking at the summit, doing this, doing that. Like you're writing the emails all at</b> That's what a founder does. And they get in. And I know just from my own experience and my own brain that it's like, okay, people want to work with me. Right? They want to talk to me. They want to be able to trust me. So how could I put someone else in charge of closing a sale for me? Because people buy because of me, right? And I know a lot of founders.</b> Think like that. We're very protective of our personal brands. Like I'm protective of my content. Like I could have people write my content, but it's like, you can't, you can't be me. Like it's just like, but I know that's a that's a barrier to like scaling. So talk to us about.</b> How do we make that transition from like being taking real personal ownership for our brand and being very proud of and loving our brand and not wanting our brand and reputation to be tarnished to turning a very critical piece of the business over to someone else?

<b>Jim: 40:55

</b> Yeah. it it's interesting because almost without exception, that's the kind of statement we've heard from every every client we've ever worked with on some level. so do you dr have you ever driven a Ford vehicle or or been in one or seen one?

<b>Lori: 41:13

</b> A Ford vehicle? Yes.

<b>Jim: 41:15

</b> And do you know Henry Ford?

<b>Lori: 41:16

</b> No.

<b>Jim: 41:17

</b> And the chances are this person that draws that vehicle doesn't know Henry Ford either, right? Because they're buying from vehicles that he designed. His brand, his his IP, his knowledge, everything inside of that car is a Ford product. Ford design, Ford patents, Ford everything. But it's not Henry Ford. Henry Ford didn't make it for you. Right. Right? And I know it's kind of a ridiculous example, but that's exactly what our businesses are like.</b> What you have to embrace is the reality that your wisdom and knowledge and insight and expertise has created this ecosystem that we call your business. And inside of your business, everything in your company is Laurie Young's solution, Lori Young's touch, Laurie Young's values, Lori Young's you know, experience, expertise, et cetera. And guess what? Your rule, your circus, your monkeys, you get to decide every part of.</b> What happens inside of that ecosystem. And then you have to trust that everything inside that ecosystem is going to be carried out for your customers and clients. They get to experience Lori Young at every touch point without ever talking to Lori Young. Because it's your knowledge, your wisdom, your insight. We've got vaults of systems, processes, structures, SOPs, IP, and it's all from our experience, from all of our.</b> From the thousands of campaigns, thousands of salespeople, everything that we have done and delivered. And so that w when you know we're running multiple campaigns for people, and I'm not running any of them. Our team leaders are using our systems, our structure, our IP. Write this down. This is a word that everybody can benefit from from this day forward. Even if you are a solopreneur with one VA or no VAs. Write down this word W E. We.</b> You eat From this day forward, everything you say in the marketplace is we. This is how we do it. This is how we've done it. This is what we'll do for you. This is what's gonna this is how we will impact you going forward. And we and we and this now you start conditioning them, number one, that there's not just you. And believe it or not, you even though they love your brilliance, it's also a little scary to know that I'm just working with you. Because what if you get sick or go to Thailand or I don't know what

<b>Lori: 43:44

</b> What I just did. I just went to Japan entirely that time. I had to put my clients on hold. I want to weave in something that's really important now because this is where I think our work like really intersects with each other. And that is this is why I tell people when we are building offers, you need to build a proprietary framework for your expertise.

<b>Jim: 43:51

</b> Well there you go, right?

<b>Lori: 43:51

</b> and it's you're not just you know a systems strategist or or whatever. Like it's like you have a very specific method and a speci very specific way that you work with clients to achieve the results that you do. And that is your framework. For me, yes, it's Lori Young, but it is the offer mojo framework. Yes. and all of my systems are.</b> built on that framework. So could I train someone? Could I train another marketing strategist slash brand strategist, whatever, to come in, learn the offer mojo framework, deliver for my clients? 100%. 100%. it's all built in, you know, a lot of it's supported by AI, like it's very specific framework. so that's why I I want</b> I want to mention that because it's like, yes, it's me, but it's really kind of like a product. It's like, like you said, you've got all these like systems and processes and frameworks and IP that's all like built on your knowledge. And you can train people on your knowledge so that you can expand. and eventually.</b> Like what you get known for is that framework that—

<b>Jim: 45:39

</b> so. And and everybody you should be naming everything. so you know it's worth taking some time to start designing like your naming convention. How are you gonna name tools? How are you gonna name systems, processes? Because you want people to start really understanding they're in your world when they're working with you, they're not just</b> buying your stuff. You want them to feel like, there's different here. It's like the the more you do it, you start having like company language, tribal language. Everybody knows that they're working on the revenue maps together. Everybody knows they're designing their mountaintop experience together. Right. Everybody knows they're delivering their offer stack and their offer pyramid. Those are all things that happen inside of our ecosystem. And so that every we and we work with every client on those things so that they all understand it. And those are things that get talked about on our group advisory sessions as well as</b> in our world. And so you just want to be thinking about it because you're already putting the effort into creating the solution. Just put a little bit more refinement into that so that you can really name these things and name them in a manner that is remember memorable first and foremost and then descriptive secondary. Memorable first, descriptive second. They need to understand why they want it.

<b>Lori: 47:02

</b> Yes, right. And I kind of think that circles back to what you were saying at the very, very beginning about that specificity and like making sure that your work is very like specific and it's not like broad and that there's an actual like ecosystem of offers built</b> On a framework. Like all of my offers are built on the offer mojo framework. Whether you're buying the offer mojo squad, engaging in the offer mojo studio, doing an offer mojo sprint, whatever it is, it's all based and built off of that framework. And it's very specific. that's why I think it's hard for people who are generalists.</b> and that don't name like a very specific process to to get that traction into multiple six seven figures.

<b>Jim: 48:06

</b> Yeah. you know, and I I was listening to your your last episode and you were diving into the AI solutions that you have in there. And we're all about AI. the two things for us is that number one, we will we are totally all for the humanity side of this, so that AI is there to enhance human never to replace. the other side is when everything we've been talking about, naming conventions, frameworks, processes, steps and documentation, all of that.</b> allows you to feed AI on those things so that you now have unique, relevant, and searchable content so that the future is going to be AI search. And we've had people come to us because they because they've been recommended our tools or frameworks based on the problem that they were trying to solve on the internet or inside of AI. And that's powerful. Here's the advantage. As a solo printer, if you only work with a handful of clients, it's gonna you're gonna you could still do that. It's gonna take you longer.</b> But start that process now so that when you've got two or five or ten teammates and you're growing and you're serving, you're running a seven or eight figure business, you've got a vault of searchable content everywhere that is searchable by AI funk standards, not by Google standards. Yes. Because that means it's problem specific and clearly identified and can be found.

<b>Lori: 49:24

</b> Yeah. Yeah, my last five leads came from AI. so and people are like, Wow, like that's crazy. And it's like, no, that's what's happening right now. People are searching in AI and coming up and and every single the the crazy thing about it is every single one except for one, I closed. It it</b> I came so highly recommended by AI, and it was the exact solution that they were looking for and searching for.

<b>Jim: 49:55

</b> That's awesome. Yeah, that's what well done. Yeah, that's what that's all we we have been doing now. But we we don't have like an AI expert that just pounds out AI. We have tools, IP, and a vault of information. Right and now we're training all we're on we're turning all of those into AI solutions. Yes. Because we've already got proven outcomes and proven processes.

<b>Lori: 50:17

</b> Right, exactly. It's exactly what I'm doing. So we're definitely on the same page there. Perfect. So I cannot believe it's been fifty minutes already. I wanna talk about I downloaded this because it's made easy. I will get to reading that. Maybe you can tell listeners a little bit about that ebook, Leads Made Easy. and how else they can get in touch with you.

<b>Jim: 50:45

</b> Absolutely. so Leads Made Easy is I'm very proud of it. It's our first book. I've got about 50 books inside of me that my that people are always banging on me saying, When are you gonna write your books? but this one what we've decided as a concept is we're gonna start turning all of our trainings into in a book suite and a book and then it a the digital training and then we all do events on all of them so that now they can take the event and then implement. But the Leeds Made Easy concept is centered around</b> The w the focus on everything that we do in our company is instead of making you a better salesperson, we focus on helping you design your company so that sales happen. And one of those such things is our leads made easy concept. And that is a purely focused around you getting laser just master of focus on who your ideal person is that you solve the problems for. What problem it is you solve for them and what are you going to do about them? How what is the pain relief?</b> that comes and then who are the ideal people who have those people in their sphere. Now, this is not just JV collaboration stuff. Right. It's just at an advanced level. We have generated a hundred million dollars of revenue doing this. This is what we do. and Lease Made the book is literally walking you step by step through identifying your core collaboration network so that you start bringing people to you that are predisposed to wanting to buy.</b> Sales isn't about you finding somebody who needs to buy your thing. It's about you being uniquely positioned so that they're predisposed supposed to wanting to buy from you when the time comes. That's when sales gets happened. I I get credit for being some big sales guru, et cetera. I'm really not. I'm better than most people. I've been doing this forever. I'm just really good at structuring our world in such a way that sales happen every day.

<b>Lori: 52:37

</b> I love that. Like, wow, I love that. It's like because so many of us are taught we have to go out and find leads. We have to go find, but I just like the concept of just structuring your b business and positioning yourself in the right room so that leads just come to you. That feels heavenly to me.

<b>Jim: 52:59

</b> Yeah. And then the key on that is that you're always positioned as the expert. I I never get in sales environments where I have to prove myself to somebody. They always come as with me being positioned as the expert, and that's what Landsmade Easy Concept does. Im so excited that you downloaded that because we literally just turned it loose. Weve been in test phase. Weve been doing it as a launch and delivering it for like six years. We finally turned it into a book in Q four last year and we didnt we</b> We kept playing with it and playing with it. We were gonna launch it at Christmas time and then we didn't. So we literally just did like a couple of weeks ago. So you're like one of the first people to download it.

<b>Lori: 53:59

</b> So I will put that link in the show notes. So hopefully you will get a lot of people to download that link or download that ebook. I just wanna say thank you so much for being a guest. Thank you for sharing your your wisdom, your expertise, you're inspiring. and I</b> I just look up to what you're what you're doing and I know, especially now that I'm on your email list, I will learn from you. and hopefully our paths will cross in the future.

<b>Jim: 54:26

</b> Absolutely. Thanks for having me here. I appreciate you. you know, we always take the opportunity with with with with as much gratitude as possible. I don't want to take it for granted, you know, having as part of your success team. We're here as now you've trusted us in your community with your people and wanna wanna make sure that we deserve we serve well.

<b>Lori: 54:29

</b> Awesome. Thanks again.

<b>Jim: 54:29

</b> Yeah.