In this episode, Chris spent a day with Alex Hormozi and 100 top entrepreneurs. The biggest takeaway? Your sales problem isn’t a talent issue; it’s a volume and scripting issue. Here is the “Mozi 6” breakdown.
Key Takeaways:
- Creative Volume: You need to be testing 100 new ad creatives per week to find the winners; low volume ensures failure.
- Sales is Scripting: Sales is 100% trainable if you force the script and reps; stop looking for “unicorn” salespeople.
- Speed of Action: “Intelligence is the rate of learning” measure your team by how fast they implement feedback, not just raw IQ.
Listen to the full episode to understand why you should “sell shovels to make money fast, but mine for gold to make the most money.”
(Podcast transcript below)
Welcome to get serious, ready to jump in today. This’ll for sure be the final note review podcast from that Hormozi affiliate workshop that I went to. Again, never took more notes at a live event compared to this one. It was only one day. Imagine if it was far more than that.
Again, the setup was a hundred of us entrepreneurs in for 13 straight hours with Alex Hermosy, various fireside chats with his top 10 affiliates and then open mic audience Q and A here. So I’ll actually just make a full playlist of all the podcasts that I did across the Hermosy takeaways. Cause I think it’s been a little bit disjointed, you know, with other topics coming up here.
but excited to, to wrap this one up. So a, you know, obviously key point for any business is you have to have sales, right? well, it really breaks down. mean, Hormozi, you’ll point this out too. It’s like, it’s, marketing sales and, delivery slash ops. mean, you can kind of say they’re the same thing, depending on your exact,
definition and how that boils down to different KPIs that you would track within your business. Marketing can relate well to CAC, cost to acquire customer. Your sales capabilities will relate to your conversions. And then your ability to deliver will relate.
or at least correlate to your LTV, your lifetime value of your customer. So any business in the world needs elements of those three. Otherwise you won’t have a business. again, mean, try to even, know, steel man that argument or try to come up, you know, play devil’s advocate, try to come up with an example of a business that doesn’t need some form of
marketing sales and ability to deliver. I, I’m wrecking my brain. I’ve never thought of one prior. Maybe you have an example you can let me know. but focusing on that second piece, the sales piece, you know, obviously some folks will be more talented in, some areas or not. but you know, Hormozi is very adamant that sales is a trainable skill.
effectively every single human being, assuming you have some capacity with understanding and speaking a certain language, you’ll have the ability to sell and that it is just an eminently trainable skill just because it can be scripted so well. You think of certain industries or
jobs or careers that might be more talent oriented. mean, you can think of professional sports, for instance. Yeah, you can train people in various sports. Some people are just going to have like a natural genetic advantage or perhaps mentally just being able to deal with the pain and the rigor and boredom, frankly, more or musicians or maybe
theoretical physics or math equations though on the math side. think AI is coming in quickly to solve some very difficult equations here. So you can think of examples where inherent talent will kind of create a larger delta within, again, skill sets, but sales,
is largely just how much volume and how many reps you’re going to put in. Yeah, some folks are going to be more charismatic. They’re, you know, they might be more aesthetically pleasing. Like all of this comes into play. But when you can teach people a script and you can tell them to keep getting the reps in, you can just train a team of salesmen or saleswomen. Like that is just the
point to keep in mind, sales is trainable. Um, and that’s what Hermosie points it out to. It’s like, they, they just force their team to just nail the process and, you know, let the script breathe through them. Um, I mean, where, where he’s saying, you know, and they have one of the best sales teams in, in, the world. Um, yeah. When you think about the amount of transactions, uh, that they’re getting in, in the amount of cashflow, um, you know, I was just on, uh,
Uh, a weekly mastermind meeting with Kalan and her team and they were, uh, at a two day event with her Mosi and ended up spending over a hundred grand on kind of the various upsells to work directly with, with Alex. And, know, the highest upsell is you’re basically paying a hundred grand or really if you don’t get the second or the mid tier upsell, which they also paid for, which is like to work directly with his team of directors. Um, you know, it’s like 135 grand. Uh,
just to work with Alex for a day, but that split with nine other entrepreneurs, you only get 45 minutes of direct one-on-one feedback with Alex when he considers your business. I mean, the amount per hour, it’s over 100 grand per hour that’s getting charged there. Yeah, you can pick up other stuff from the other entrepreneurs that are there. might have similar items similar to how…
The fireside chats were structured at this affiliate event. Nevertheless, just, you know, tremendous, tremendous salesmanship and you know, Calum was remarking on just how much research the ACQ team did on everybody who was attending even the initial workshop. They were checking like social profiles, knew about your pets and so forth and where you’re coming from, like just warming you up a lot and just razor sharp understanding. Okay, yeah, we’re going to.
text the attendees in the morning here and they had wired mics in their ears so they can communicate real time to see where along the sales process each potential lead was. Really, really hardcore in terms of trying to land conversions here. But again, all of that is just trained. A lot of those folks working in those roles are much younger.
be like just coming out of college or similar. And again, they train every day. Their closers train every day. Their director teams, they train every single day. I mean, it’s similar to how in the land business, like you got to get the reps in. a day where I don’t review, you know, at least one land deal, like I can notice, I get a little bit of rust. You just, you got to get the volume in no matter the thousands, tens of thousands of
properties that I’ve looked at across the US over, you know, a half decade at this point. If you’re not continuing to train, like you’re just going to get rusty. again, name of the game, keep training your skills, practice every single day. And so again, if you’re not doing that or if you’re not having your team trying to role play or
you know, let the script breathe. Like they’re not just reading off a script, but they know they have it fully memorized out. so they can spend more time listening rather than speaking on calls. that’s absolutely critical. you know, that’s the only way you’re going to survive, or let alone thrive within an economy like this. and then somebody else was asking about, know, if, if you’re doing ads, you know, kind of how much
to consider how often do you need to change up copy or creative and so forth. And Alex, again, was really like, this is a volume game. Like they put out so much content. says, know, at a and then not people can say, yes, it add content or just organic content, content creation. Yeah. Talk about it from creative, like an ad perspective. And her most was just saying, you know, you’ve got to be doing at least a hundred
a hundred new ads per week. You know, it could be subtle variations here and there split between, you know, images, videos, carousels, what have you. but a hundred different, pieces of creative each and every week. Like that is just a tremendous amount of volume. Like folks might create like five and try to, you know, make those ads last for months. And some can really perform well for awhile, but it’s again, industry.
you know, across any type of business where if you’re not continuing to experiment and try new things and find what’s, what’s fresh and what’s working, like you’re inevitably going to be outcompeted here. So again, pure volume game, to, to keep in mind. And so, you know, at the end of this, affiliate workshop, I mean, they’re throwing up just a couple of slides here. Like a lot of us were just like shell shocked to me again. It was not like a feel good.
conference here, you hermosy more marked on that number of times. Like, yeah, I’m sure I could boost my NPS scores just by saying, oh yeah, you know, follow your, your passion. Just keep doing what you’re doing. You’re, you’re going to figure it out. Like that’s what we all want to hear that strokes the ego, but you know, hermosy was just going and it’s like, yeah, you might not be good. Like your, product might not be good enough. You might not know how to scale past the number of your, your businesses is currently out. Those are hard things to, to hear.
you maybe you can just kind of like passively listen to this here and like, yeah, whatever. It’s, you know, another entrepreneur, when like it’s directed towards you or especially in front of a hundred other people, you know, that, that, that, that’s a hard thing to, actually sit with. and. You know, so at the end of this, they’re like, okay.
what are you guys actually gonna do? You you just spend 13 straight hours here with one of the best entrepreneurs in the world. Are you just gonna like passively and consume this or are you actually going to do anything? And you know, if you can remember right from the start of this affiliate event when I talked about probably within the first review episode of this is like,
you her Moses pointing out though, the mozi six where it’s just about doing more and more and more. Um, you know, again, whether it’s, uh,
More from. OK, let me run my own models, money. OK, I’m probably missing these. Now I even forgot. So it’s like, OK, I got to review my own content here that I produced. Well, I mean, it’s it’s the Hermosis, right? But just repeating it back here. But, know, the fundamental piece was from the Mozi six is just like.
being able to do more within your business. Like that’s almost always the answer that will lead you to the next level. It’s just, got to figure out which lever to actually pull there. was the first one. Like you have to get your metrics right before, before anything and, you know, meaning data effectively.
And so, you know, what does team pointed out is like the more only works if you have a feedback process to get better. so this, you know, ties directly into the metrics, piece here. because yeah, if, you start trying to pull one of those lovers to, to just do more within your business, but you’re not actually tracking, what’s working. again, like you might be rolling your eyes at this, but.
proper data analysis and
you know, implementation and actually following what your dashboard is showing you like very few businesses do that. Well, especially in the age of AI. And I just wrote about this in the serious news newsletter, like the granularity of the data that we’re going to need and have access to in the age of AI is just beyond anything that we’ve previous imagined.
previously imagined as business owners. And so we just have to open our eyes up even more to, where, like how many signals can we possibly pick up, you know, for our potential buyers? And we can say buyers as in, you know, customers of our service, which, you know, in this initial case, yeah, from the acquisition side could just be sellers of their own property, like.
How do you really pick up the earliest possible signal that somebody is willing to sell their property? Right now, you think, yeah, even the best operations out there, a lot of them are still just relying on volume and just hitting people routinely. Yeah, sure, you can look at, does anybody owe any taxes or they had some airship issues, anything like that.
But it’s still mostly a spray and pray volume game type of approach here. So will there be ways to get a lot more sophisticated with seller targeting going forward, for instance, or potentially buyers here? So always you can just throw things up onto the MLS, kind of hope for the best. Again, be honest here. That’s how a lot of land, land buying or selling works.
Or can you really start to uncover a lot more pinpointed tactics and data that inform those tactics for how to actually sell properties in a more targeted manner? How do we uncover that type of data? And if we’re not collecting that and utilizing it to check our results, we’re not utilizing the feedback. again, point being here, if you’re going to do more in any direction, you need to be tracking what
what works here. Don’t feel bad if you haven’t been doing this or you’ve just been kind of winging it. Almost every business does, or they don’t even know how to track the key data in the areas that they need to. So it’s a constant work in progress. Like nobody has it perfect. And as soon as you get perfect, there’s going to be increased capabilities for you to get even more refined. So food for thought.
Another key piece here, what they ended on is that, what I loved Hormozi pointing out is that the fastest way to make money is to sell shovels. but the way to make the most money is to actually mine for gold. so mean, you, you can think about this in, you know, all types of industries here. mean, yeah, obviously gold mining was one of yours. Yeah.
sell the shovels when people are going to mine. Yeah, those operators did great, but the ones who did the best were the ones who maybe found a gold mine and found a way to commercialize it for routine mining over a period of decades. Those are the ones who created truly generational wealth. I think the name of the game too within the real estate side.
is, yeah, the more control you have of a certain asset and the earlier you get in on the process like that, that’s the true mining for gold. So if you acquire the raw land at a certain price, you do the value add, you do the development and then chop up, you know, maybe for like for a major subdivide or larger.
you potential development, you bring sewer into that. Like, I mean, you can kind of run through this from a real estate perspective, like the earlier on you are in process, the more you’re mining for gold, because just the more value you’re building up for the potential end use case. Whereas, you know, selling shovels, you know, you could be a surveyor for
a developments like that or, you know, soil test engineer, like you can get cashflow really, really quickly and make consistent money. But are you going to make the most money compared to the underlying landowner who’s, you know, doing the, the eventual full horizontal vertical development? No. So just always keep that in mind in regard to your model is, you know, whether you’re selling shovels or
Are you actually mining for gold? And it’s okay to do both. You know, the wealthiest people tend to have multiple streams of income here. So is there a way for you to take multiple bites at the Apple, some routes that are just, you know, not major influx, any inflections of cash into your bank account, but you know, very consistent to keep the business running and allow you to take those bets that can.
you know, do a generational wealth jump or at least trending toward that. And then the final piece here, what his team was mentioning, and I did remark this within the newsletter, you know, just reiterating that intelligence is the rate of learning. And, you know, what we can really define as learning is
actually taking action and making decisions on what you have learned and actually taking action on it. Otherwise, just, you know, any education may as well be entertainment if you’re not actually doing anything with it. So I just really like that definition and where, yeah, like from a mathematical perspective, intelligence can be, you know, kind of the slope of the line here. So
The more intelligent you are, the steeper the slope because you’re having a greater rate of change by utilizing what you’ve actually been learning here. So that was their end question is like, what will you do with what you’ve learned? mean, can say the same thing for these podcasts recaps here. Was it just like, yeah, kind of nodding your head along with everything Hermosy was feeding into us here? Or are you actually going to do something?
with it, you know, what behavior are you going to, to change, within your personal professional life or both, in order to hit the next level. So with that, I will, end that recap, for, for the Hormozi affiliate event. Hope you got as much out of it. hearing, you know, from, from secondhand from, from myself here, it was a true privilege. you know, what, one of the best events I’ve ever been to in my life and
Help and take us to the next level. So and helped me With my own rate of learning, you know, I had a ultimately decide whether it could run You know two businesses or you know have to make a tough cut and get back to the saddle on I’m just one here obviously took the ladder To push on Serious Land Capital. I wrote about that the over the past couple weeks, so you know having to follow my My my own advice
that I wrote down from that event here. So that is what we all have to do. With that in mind, SeriousLand.Capital for any of your land funding needs, subscribe and share everybody looking forward to next time. Take care now, bye.
