How To Fix A Broken Business Model – Communication Is Key

How To Fix A Broken Business Model – Communication Is Key

Posted on 16. Apr, 2012 by in Marketing Fitness


[spoiler]Hey, everybody. Rocco Castellano here and I’m doing this series on how to fix a broken business model and in our last three videos, I talked about admitting the problem, understanding that problem, listening. And when you listen, spend time. Give people peace of mind.

And the third video, I talked about lying, of manipulation and not lying, telling the truth, being transparent. With this video, what I want to address is something that’s actually more serious than people give it credit for, establishing the fact that you are not infallible, knowing that there are certain things that you cannot do and then knowing how to fix that.

If you can’t do something, communicate. Communicate the fact that you can’t do something. Not everybody can do everything. So if you can’t make phone calls, if you can’t help, if you can’t do something, find people that will. Create databases. Create knowledge base. Create the ability for people to get their questions answered.

One of the easiest things to do in the world is if you don’t have time, if you’re too busy to get on the phone to talk to somebody, the easiest thing to do in the world is create a membership website. Create videos. Go on YouTube all day fucking long and make videos. Take a Saturday. Make some videos. Put them on YouTube. Put them on Vimeo. Make a membership website where people have access to a knowledge base that you can really give them the answers and if you’re listening like I talked to you about in video one, then you will have all the questions because if you take the phone calls or you read emails, you can easily make the videos just like I’m doing now.

It’s not a hard concept to grasp. The internet is the most beautiful thing in the world. Technology has made it so much easier for us to get our message out, to get people to give us money, to learn from us. If we’re the gurus, if we’re the coaches, if we’re the people that other people look to for answers, we have that responsibility to help people find the answers to their questions. If you don’t believe that, you’re a fucking asshole.

We have – this industry has given us the opportunity to have peace of mind. If you don’t have peace of mind, look for it. Find it. If you need another Maserati, get the motherfucker. But get to your peace of mind so people don’t have to suffer.

One of the most important things I ever did was understand what my peace of mind was and then I knew how to get there. We as coaches, we as kind of elders, you know, the older I get, the more elder I get. I’ve been in this business now over 32 years. I know a lot of shit. It’s my responsibility to help the masses, to help the people just coming up.

When I first started in the personal training business, there was nobody and the first person that actually wanted to help trainers was Phil Kaplan. He was the only one out there and there was some idiot named Thomas Palmer. He taught health clubs how to sell and he was good at it. I mean I say idiot in the most loving way or maybe not but he was teaching people how to sell, sell, sell, sell, sell and fucking sell.

The problem that we have in the fitness industry is we know how to sell. We know how to sell. Everybody teaches how to sell. If you listen to Dan Kennedy, the motherfucker teaches you how to sell. Joe Polish, marketing, marketing, marketing. We know how to sell. What we don’t know how to do is manage relationships. We don’t know how to manage relationships. We’re too busy trying to make the next sale, trying to get the next dime, trying to keep moving and we don’t know how to manage relationships.

Every single thing that we do in life has to be dealing with a relationship. When you go to the dry cleaners, you have a relationship with that dry cleaner. They provide a service for you so that you have nice, fucking, pressed shirts. You give them money, they press your shirts. You say hi. They say bye, whatever. But there’s still a relationship that you have established with your dry cleaners.

It’s the same thing here. You have to understand the people. You listen to the people that you’re going to be of service to. In our industry, one of my really good friends, Dax Moy, talks about being of service to people. We have a responsibility to be of service. We have to learn how to manage the relationships. Because you know what? We can’t keep selling. At some point, that well is going to fucking dry up. It dries up. You can’t sell anymore.

And then you got to start lying to sell. Make a great product and then manage that relationship because everybody tells you and people just listen to all this happy horseshit. It’s a lot easier to make money from people that have already been spending money on you but you got to manage that relationship. You got to make those phone calls. You got to be spend that time.

Now I don’t recommend you spend energy on people that don’t spend energy on you. If they’re constantly taking, constantly taking, constantly taking, kick them to the fucking curb. You bang right in the fucking head. But manage the relationship to the best of your ability. If you don’t know how to manage that relationship, find someone that can help you. Find someone that can do it for you.

One of the most important things that you can know about me is that I am the worst administrator in the fucking world, the worst. I can’t even pay my fucking bills. I can make all the money in the world and guess what. I just don’t fucking do it. It’s something that – and I try and I try and I want to be diligent. But you know what? Just can’t do it. My brain doesn’t work in that way.

So, I would rather be doing this. Be teaching people, be teaching my fans, be listening, understanding, answering questions, managing those relationships. But I’m not a good administrator. I’m a horrible manager. I hate most people. Well, hate is a strong word. I just really don’t like most people because I don’t like dealing with stupidity and on the average, people tend to do stupid things, have stupid behavior, ask stupid questions.

And then – and what I don’t like is that they ask all these questions. They want all these answers and then they don’t do anything about it. They don’t take the action. So I don’t want to deal with them and I don’t have to. But I communicate. I tell you I don’t want to deal with you. You’ve got way too much shit going on.

When you’re ready to commit and you’re not too busy, I will be more than happy to help you. You’re allowed to not help people as long as you communicate with them because that is part of managing that relationship. We don’t have to know how to do everything. If you can’t do something, I have a phrase I always tell people to use. Write it down. It’s, “Do what you can and what you can’t, don’t worry about it.” Live by that, on that. Do what you can and what you can’t, don’t worry about it.

As long as you can communicate with people, that you can or you can’t do something, they have no expectations but if you don’t deliver, if you don’t communicate, if you don’t have an answer for them, they’re going to speculate. They’re going to be pissed off. They’re going to have an emotional charge within their body to want to hurt you. That’s just human nature. Now, is it good human nature? No. But most people live in a blue collar mindset. Most people live in an immigrant mindset.

Everybody goes and has this laundry list of shit that they have to do all day and they worry about not getting shit done instead of worrying or like be concerned with and celebrating all this shit that they got done. Do what you can and what you can’t, don’t worry about it. If you can’t do something, don’t worry about it. But just communicate that. Tell people. Get on the phone. Spend that time.

The more time you spend, the better the relationship will be and don’t spend time because people are going to give you – are going to help you make money. Like I said, in an early video, at the end of your life – and you will die. Understand that. At some point in time, you will die and if you die tomorrow, nobody gives a fuck because you had all this money except the people who are still living and they go, “Oh my god. I want some money. I want some money. I want some money.” All that money that you made doesn’t fucking matter. Where’s your peace of mind? How many people did you really help or how many people suffered at your hand?

Those are very easy questions to answer. So I want you to really think about communication and telling people. Not telling people what they want to hear but telling people what needs to be said. Some of these videos are very harsh. People don’t want to hear what I have to say sometimes because it strikes a chord, because it hurts. It’s fucking painful sometimes. When I have to talk, sometimes I’m punching you in the face and you don’t know what to do.

Sometimes you’re just more confused. Well, when you’re more confused, take a step back. Survey. Communicate that you don’t know because somebody will be out there that could help you and that wants to help you. I want to help. It’s my mission. It’s everything in my fucking belly. All my brain knows how to do is fix things, figure shit out.

So if you don’t know how to fix it, if you don’t know the answers, I’m a phone call the fuck away. But do what you can and what you can’t, don’t worry about it.

This is Rocco Castellano reminding you the least you can do is live up to your potential.[/spoiler]

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One Comment

Kaiser

17. Apr, 2012

such an good lesson, and so often overlooked – just owning up and saying I fucked up is the answer to a lot of problems – if it’s said sincerely and with good intentions at heart, most people will accept it, and it’s way better than spinning things and still pretending you’re the man – good points here Rocco – but if you’re talking about the BROKEN BUSINESS MODEL I think you’re talking about, it’s probably falling on deaf ears.

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