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How Leo Olsen Went From $700K-$350K And Still Made More Money

How Leo Olsen Went From $700K-$350K And Still Made More Money

Summary


How Leo Olsen Went From $700K-$350K And Still Made More Money

Niche: Helping entrepreneurs sell their high-ticket offers.  

Here's what we cover:

1. Where Leo was before working with Sam & Consulting.com.

2. Why Leo was looking to focus on less products and more predictability. 

3. Second order consequences and why they can cost you long-term. 

4. Three questions Leo asked himself to narrow in his offer.

5. Why he moved away from Switzerland to London. 

6. How boiling down his business to one number simplified and helped growth. 

Leo’s #1 piece of advice for members:

Try different things and then focus in on one. 

Enjoy!

 

Transcript / MP3

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Sam Ovens: Hey everyone, Sam Ovens here and today I have Leo Olsen on with us and Leo's got an awesome story and it's a bit different. Then you know the, the, the average story that we have on these customer interviews and I typically someone will be making like a certain amount of money per month then start working with me and then there'll be making more money per month. But in Leo's case with if we're just strictly talking about revenue, then when he started working with me he was making about 700 grand some months but then 300 grand other months and he was kinda going back and forth between those. And now he's making around 350,000 per month. Which at first it sounds like he's making lists, but actually what's going on is he's actually making more profit. So once all the expenses are paid and everything, he's making more money and that $350, it's consistent. Sam Ovens: And not only that but it's consistently growing. So it's not like so much of a rollercoaster. And the reason for this is that, you know, when, when Leo was making in between 703 50 who was selling a whole bunch of different products, it was, it was always launching new things, then maintaining new things and he's going to explain it to us, but you know, his, his office was basically chaos trying to do all of this and now it's very simple. He has a much smaller team, he's way more focused on a specific niche with a specific product. And he explained it to me before on the pre interview, it was like taking a, it was like taking a step backwards to take two steps forwards. And so on today's interview we're going to discuss how that happened, like what life was like before, when he had a bunch of things going on and how we made the transition to being focused and what life's like now that he's doing this. So thanks for jumping on with me today. Leo Olsen: Thanks. You're welcome. Sam Ovens: Yeah. So let's, let's talk about doing lots of stuff at once. Explained to me what life was like for you back when all of this chaos was going on. Leo Olsen: Yeah. So I do. When I started I was like him. So at the very beginning I have like a counseling agency. We're basically selling like a marketing services to small businesses. I was alone at the time so you could say I was like a concert or something like this. And then I was doing ecommerce as well as so important. Um, I actually started to do youtube videos to grow my agency and the youtube channel, a youtube channel grew pretty fast. So we were able to scale the business like pretty, uh, pretty quickly to like 300 k per month or something like this. And at the time like I had like a one in four products and the done for you. So this is for the um, the, the marketing agency and I was doing, he was going great because we didn't have to run that much as because we, it was like only organic traffic mainly, I mean 80 percent organic traffic. Leo Olsen: So it was great. It was profitable. We had like margins, profit margins were like 50 or 60 percent because we in Europe we need to pay like Vat, which is like 20 percent of all sales that you make. The steel profit margins were actually pretty good, but at some point like the trend of organic traffic started to go down. So I was like I need to find a way to like have the same traffic and therefore make the same money. So it was like ads decision was at. So I started doing like facebook ads, but at some point like I started to think how I need to have like a product or products in my backhand. And then there's ecommerce but there's also people are interested in facebook ads. So we created like a facebook ad training and then there's also like Google ad words. Leo Olsen: So we started to create like a adwords program and then youtube ads and then there's email marketing and then their sales in this. So at the end of the day we had like five or six different products like online programs and we had like also five or six services that we offer with the agency. So they were like website creation, um, security audits, a software development ads, youtube ads, Youtube ads, facebook ads, um, ecommerce, website optimization. So we have like too many things and at some point, uh, so we're still making a lot of money because you know, the result that you get right now, you always say this and you're right, like the results that you get right now is not actually the consequence of the work that you are currently doing, but it's the consequence of the word that you were doing like a few months ago, like six months ago. Leo Olsen: So I was like making money. I was like, oh that's fine. We are making money. But the truth is that we were making money on like work that we did in the past. And then at some point like the revenue was like. So the revenue was like driven by like launches and discounts and all this. So yes, we were making like a lot of money in like a few days, but then the revenue was just crashing and we always add your great new products. It was a mess in the team because we had like, hey how'd you out as we have so many clients I had to like so many people, but those people were running very good so it was just a huge mess. Huge mess. And then at some point or I ran the other head was like journaling and 50 k per month. So like or fixed cost without ads were like $200 per month and add some points. Leo Olsen: You start to make money so you start to buy toys like a Gar and nice office and all that shit. So I was like doing so many things at the same time. I was, first of all our product was like not really good because when you have like six or seven different products you can build good product a because like right now we're building an amazing product and it takes so much time. So I don't know how I thought it was possible to be like six product at the same time. So all product was like, not, we're not very good. I mean the product, we're good, but like we didn't have the time to focus well on each kinds. Like the support was bad. Um, there was basically nobody to responding to groups. I didn't have time to utilize with my students and all this. Leo Olsen: So it was a huge mess. And also B, two b clients started to suffer because we didn't have enough time for them. So it was basically a huge mess. And then it's so important, like the revenue started to go down because I'd started to, to grew up and then we, I basically just lost my productivity. The team just like the whole thing crashed and I had like this 250 per month overhead and I was like, Oh shit, I introduced something. So then we just, we were like, okay, what is. Or real expertise in what are we really good at in what we used to do with like, or best clients when it comes to like B to b, two B is helping, like company's so small entrepreneurs and also bigger companies like edge funds in Switzerland to to basically attract and convert clients. So we are, we're helping them for like the, all the abstraction, so ads and then all the conversion. So how like once the lead is there, like how to turn it into a client and we're like okay, we're going to create a product for this. So then at this point I did like, I don't know if it was a mistake, I don't think it wasn't mistakes, but I just, I just fired everybody. Nearly everybody and I, I took my overhead to like 200 and Fifty Cape amongst be like 50 kettleman Leo Olsen: and like over revenue went from like, you know, like 5,500 k per month to like less than, less than 100 capable. So he was just like recurring revenue from like if you, um, if you btb client and like some payment plans from the courses that we sold in the past. So he was pretty much it because like I, I, I stopped selling any product so they were, it was impossible to buy a product from me and I was not trying to sell services and it was like, okay, I need to find solutions. So at that point what I did is that I booked a mastermind. I come because there was all sorts of thing, like I wanted to ask people to work for a company to work with a company and not only with me because like people when they worked, like sometimes it was like, for example, someone of my team answering the question and they were like, yes, yes. Leo Olsen: I mean, thanks for the answer but I want to talk to you Leo. There was like, yeah, that's cool. I'm, I'm, I like it. I mean, that's fine. Thank you. Thank you for uh, for that. But you know, my team is, is good as well. They are better than me in some areas. And all of this, so I'll also wanted to have like a brand that I can put in front of me and yeah, that and just grow these brands instead of bringing my personal brand. Um, so I booked mastermind or come to domain name and we grew and we actually created like I'm the consulting offer which is like a mix. So in, in your, the up level program you, you talk about the, the program, right? Which is like kind of coaching but at the same time. So all the content is on the program and then you have like the two goals per week and then you have like doing it took two calls per week and has the way we do it is like they have like a full month's access and I would like access to the tool, our whole team for like four months. Leo Olsen: But then it stops. So it's a bit different than you. And this is what we did. And the like. I will like to build a really, really good products. I know clients or students advanced stage, you have great results and we just stopped the done for you as well because all our done for you blinds, we turn them into clients of the program because I mean like you have way more time for each clients and yeah, the, we get better results, clients get the results. We, we was just like a way better. So that was what we did. But at the, at that time, what I did is I still, I still sold it directly through a sales page, so I had like an automatic Webinar, uh, from my youtube channel and then retargeting ads from youtube and then just gold says gets and it was like profitable, but we were making like a one point five x return investment, uh, on, on, on Gash. Um, and we've all our expenses and all this. It was like we were like just breaking even. And I was like finishing the main product so I didn't have time to like have a bag in. So it was like, okay, how Leo Olsen: Oh are we gonna manage this. So then what I did is that I actually increased the price to two gate because it was nine 97 and at the time we didn't have like the, the coaching that comes with it. It was just like the programs with two goals per week. So I took the program to twoK and it also created like a five k program and a 30 k mastermind. And then we now we only sell it through the phone. So we have a Webinar and then at the, at the end of the Webinar, at the end of the Webinar, we tell them if you want to know how we can work together, just book a goal. And then there's the goal. And then we have like a, we have like a specific strategy for the global. Basically we only closed on the phone and radio and you cannot buy or program online with it like this because first of all if we can like choose who you work with and only make sure that we work with Glenn. Leo Olsen: That's uh, we are sure we didn't get results for them. And also it is just way better for the relationship with the of this. So yeah, that's pretty much the process I've been through and we've been through now we have like a smaller team so we are seven. But like when the ED players and like everybody has its role like we are, I'm head of sales, head of marketing, I'm an to a whole business. We have someone for the immersion so it's way better than what it used to be. And like the, the most important thing is that our revenue is steady. So we went from basically like nothing. I mean nothing like 50 k per month and we grew progressively amounts as domestic now. Like we make like 10 k every single day and it's like consistency and we are growing in life. I'm pretty sure we'll be back to like how from you and put months in two months and your goal is to scale to like eight figure in the end of the year. But I don't think it will be. We'll reach it because like it's going like, like this, like this, like um, I don't know, you said English, but like rush rush in Montaigne's or A. Yeah. Is it, do you say it like this is not like spice, like very high revenue, very little revenue is growth still steadily? Yep. So that's basically the process that we've been through and yes, we like our revenue is like lower considered last year, what all profits is higher. So we make actually more money, Leo Olsen: uh, because also we optimize some things with taxes and I were more stressed. We had a better team and now we have like the infrastructure, the team and everything to scale trades figured because at this time, yes we were making like 500 k per month, but we, it was impossible to scale to more than that. And he was about to crush a few months later if I didn't do something different. Sam Ovens: And it seems like your clients are getting a much better Leo Olsen: and old clients are getting amazing results. Yep. Sam Ovens: Because that's the thing that bites you in the long term, you know, because it's the only thing that really matters in the longterm is client results because they talk and they come back and buy things or not and they say good things about you to other people who didn't come and buy from you or not, you know, they can either help you or harm you and if you're not, if they're not talking or if they're saying bad things, then you'll never grow that big. But if they're saying good things that, that acts as like a feedback mechanism to like to kick it into gear. So that's, that's the most important thing. And it sounds like that's definitely what's happening. And it's interesting because it seems like you had this philosophy we're before and I've seen a lot of people have have. It's, it's, it's like the typical Sam Ovens: Internet marketing philosophy. It's like you, you have to launching like you make, you do a launch and you create a product, you market it and you sell it. Then you close the launch. Now people don't care about that product anymore, so you've got to build a new one, launch it and you've got to build another one, launch it. But if you keep doing that, you have to do like a launch every month. There's like 12 launches a year, so you've got to build like 12 products, but then no one effect is in that you have to maintain those damn products. So next year you've got to like upkeep all of that. And so it's short term thinking. Really like, did you ever think when you were following that strategy, this doesn't seem right? Leo Olsen: Yeah, of course, of course. But it's like, it's like, you know, it's like um, Leo Olsen: you know, some guys did start to make money and then they started to buy like a lot of Nice stuff and then at some point they're like so many expenses that they just, Oh my God, I need to make money. Like at the beginning they were like making love when you. And they're like, oh, I make so much money. I'm so gullible. But then they buy so much, so much stuff there are like, I need to make money because I need you to sustain my lifestyle anymore. It's not like this one because I've never had like a crazy lifestyle today. This of course I bought a watch and stuff like this, but it was more like in the other head of the business and I was like, I mean we were making money but I knew they was not in the longterm and I preferred you make less money. Leo Olsen: But I think in Australia I can scale to the moon and they stapled in that. I know it will work. You've been in five years or 10 years that having something that is making a lot of money. But I know I'm not sure if it will work in one year. So yeah. The time. Like I was definitely thinking yes. I mean it's great. We make money, but you need to find somebody. Something else means you find something else. Because like when you make money but then suddenly you see your revenue drop, it's like kind of scary. You're like, oh, I need you to make money again and it's not like a, and this is actually why I, I, um, I just wanted to work with you because I saw that you were basically the only one I knew at the time that was able to like make money consistently every single day, like every single day consistently in gross did and this is what I wanted to have, like something one or two very good products with a good team that we can scale, uh, for several years in the longterm. So yeah, definitely I knew something was wrong and this is why I actually decided to just stop and just closed everything. Do you have the time to focus on one thing and we rebuild the whole thing? Sam Ovens: Yup. Sam Ovens: Got It. And how did you, how did you come across me? Leo Olsen: Uh, yeah, I came across you a two to three years ago. Uh, it was actually, um, from the time, from the time you had some supplements.com, I think, um, I saw the ad and it was like, oh, that's really interesting. But then one of my employee id your course, so I watched it pretty quickly and I was like, oh, that's interesting, but as so, but I was like, okay, who is the only guy out there that makes, that ran ads 24 slash seven instead of the day per week and all year it was only you and it's the, it means that your ads are profitable. Is He, like every guy is like, they make ads for like two weeks, but then you don't see them for like two weeks or one month. Then they make ads against. So it was like if you are making ads all the time, it means that um, that your ad are profitable and that you have, you have something that is reliable and steady. Leo Olsen: So it was like, that's cool. And this is what I also, um, another thing was like, I'm so I had a pretty big youtube show in France, but actually I went into Albert like, um, so we, we, we always, we always had pretty good results with ads. But I was like, I was kind of like to dependence on the youtube channel. So it was like, okay, who is making like a ton of sales without, I think make a big audience because they were like Tai Lopez, the eyes like this big audience and they were like Alex Baker who I learned with at the beginning but he had like a big retargeting or gems from his youtube channel. I mean I'm not seeing that he's make, he makes most of its money from you get. You don't think so. But at the time I thought so. And then they were like basically all those guys. I mean, I mean I think that they were good but like you were the only one that had like only like not even an instagram and like in a youtube channel but you were still making like 20 million years. So it was like okay I need to go there and this is how I decided to work with you. But I already knew you for like two years or something. One year at least. Yeah. Sam Ovens: Got It. And then, so you basically looked at your business and you add, you had a lot of different things, a lot of moving parts and you couldn't grow consistently or run ads consistently and then you looked at the market to see who was running ads consistently and who had more simple, like a more simple offering and then you found that I was one of the only ones that did that. So that's how you made your decision to. Leo Olsen: Yeah. So, so, so the thing is that all or ads were not profitable. So we were like making money with your ads especially because inferences like way cheaper than in the US. But the thing is like as we always cheat changed or product, we always had to change the phenols that come with them. And the ads, Sam Ovens: no, that's the secret to running ads all the time is to take one product and never change it. Leo Olsen: And I was like, it distressed me so much because I was like it cannot continue like this for the longterm. So who is the only one that has like one thing and that at the time it was like in 2017 or something like this, you were starting to like, so they were like older guys and you were staying to come like this and you were like basically coming like this and eating everyone in the long term because you had like only this product and your product was like, Leo Olsen: wow. Leo Olsen: I mean from, from my perspective it was like nobody really knew it at the beginning. But then you started to. But like all this, um, how do you say it like, Leo Olsen: um, Leo Olsen: a cumulative effect or something like this. You have more and most testimonial they will. Product becomes better and better because you're always reinvesting the same product. You always improve the product, you get more and more minimalist. Or your product basically became like the best product info product in the market. So it was like, now it makes sense because if you always improve the same funnel, if you're always improved the same product and you put all your focus and energy only on one thing in the long run you will, you will, you will to. Everybody will be better than everybody. So I was like, I need this, this is what I implemented, isn't this and who is better at this? Someone's so I need to find a way to join these mastermind. And then I reached out to you on instagram and said, hey man, yeah, I'll send you a link. Leo Olsen: I had never received the names and then I restarted again on the support and then I joined the mastermind. Yup. Awesome. And what was that like? Tell me about what happened after you joined. Yeah. So Judy, I joined, I didn't join the mastermind. I joined uplevel because I thought he was the funnel, you know, avoid. Oh, the reason why it makes so much money. And he was sober for the bullies because he hasn't made an amazing webinars. So I wanted to you do you have like your process of building a Webinar and all of that? So I joined up level first and then. So, uh, I think I had. Gees just on the phone. Yeah. Jessie on the phone and he told me, do you want to join the mastermind? I was like, Eh, I'm going to take the upper level first and then I'll send you a message because it was like one week before the New York mastermind. Leo Olsen: So it was like, okay, I'll send you a message like before, like in two to three days if I want to join the mastermind. And then I said I had access to like the playboy. And I was like, okay. I joined the mastermind because he was very good and then I realized that it was like, yes, the funeral was important but it was more about like focus and building one really good product that have, like they use basically you're amazing and that gives real results for our clients. And then have like one funnel, one strategy to attract and convert clients and then job. Yeah, just one thing. And just put all our energy on this one thing and then I, so I started at the time I also had like so many businesses then you cannot even imagine that was a big mess. So I like stopped all the other businesses that have had them except start your which was the software business. Add Nice stuff. Stars here as well now. Like not, but like I don't put any focus on it anymore and yeah, I just, I just went from like doing everything. Do you like doing only one thing, and this is when it started, you wrote, Sam Ovens: can you tell me you had a dry cleaning business toe? Leo Olsen: Yeah, I still have it, but there's a ceo there, so that's fine. Sam Ovens: Yeah. You were telling me how many things you had to go to software business. I got an ecommerce product, I got all this and then you will. And I got a dry cleaning business and I was like, yeah man, how the hell do you do this? Because I have, when I had one business and one product I was like still stressing out. You know what I mean? Yeah. Leo Olsen: But you know, the thing is like, you mean like starting a business is not really exciting. Yeah, it's exciting. And then you make it bought me the most exciting board is like when you start a business and you go from like zero to like Dan when you give them up and then you grow, you grow and then you have like the real hard work that you need to put it. So you know, building the team, building the really, really good product and building the infrastructure that will give you the possibility to scale like eight figures and more. And this is the bond when it started to become difficult. So then your mind's just tells you, oh, what don't you want to do? Like something else. I mean like building of closing ran a clothing brand. That sounds cool, don't you think? And me, I'm like, Oh yeah, yeah, let's do that. Because like our brains, I remember my brain was like, it was the moment when I needed to take decision in my business and build the real things in. My brain was like drained. You take me away from those decisions. So I started you like be able to many things at the same time yet? Sam Ovens: Yeah, it becomes like you also have to pay a lot of debt and I don't mean like financial debt. I mean know when you start a business you have, you don't have. You get to build and move fast because you don't have all of these customers and all of the staff and all of this, these systems and processes. But then once you have like a few years of acquiring customers, you've got a huge amount of people interacting with all of your stuff. You need a lot of. You've got to, they've got to have support and then you've got to have all of these systems and you start to get to a point where you face all of those. Like if you cut any corners a year ago or two years ago, now you start facing all of them. You know what I mean? So it's not like it's Kinda like debt. Sam Ovens: If you get into a lot of debt then you've got to face it at some point in the future. But you can have dinner with. You can have taped it, right, like you build, you build a SAS application and you cut lots of corners in it or you don't document your code or whatever, and then you add some more employees and then they don't understand it and then Bam, you hit a wall. That's pretty much the same thing. It's like you build your business real quick and you, you, you cut all of these corners and then add that one to three year mark. You start to face all of those, all of those decisions that you made in the past and it's hard to face those things and go back and fix them all. Leo Olsen: Yeah. I got something like this happened to us. We were using digital at the time to sell programs and then at some point we were like always like it was a mess because like, you know, we had all those different products so we had like so many different members. She perrier and at some point we transferred that something you like click funnel and then we duplicated the funnel and then some with everything just broke and it was like 3000 people with no exit and we had to manually give access to a thousand people. It was like a huge mess, but he was like, as you say, the consequence from like the action that we did like three, four or five months ago. Yeah. Sam Ovens: Yeah. Was it something to do with a domain? Leo Olsen: Um, no. It was something to do with the membership area. I. Because we add like a drip and hundred membership around depending on payment plans. Sam Ovens: Yeah. All of those decisions you learn once you like to take those system decision seriously. You know, like when, when you're going to choose to build something a particular way, you're like, you start thinking well into the future, how is this thing a screw me? And then you think, all right, it's better to take the slow path now and build it out properly, which might take two months versus one week now because you know, in one year you're going to face it. And then if you faced that issue, it's going to be a six month repair job versus like you're going to be fine. So you just start thinking differently, you know what I mean? Do you think more long term instead of just always in the short term? Leo Olsen: Yeah. But at the time, I mean I made all those mistakes and now I mean I don't regret anything because I learned from them. But like when I was 16, my business was like I was buying and selling iphones. Like it was like nothing compared to that. So I didn't really have that experience and I made like, I didn't make any big, big mistakes, but I did like some mistakes. That definitely hurts the business. Yep. Out made old. Not Too old because then I will still make some mistakes. But like I made some, some mistakes and now I learned. I'm like, do you think was the second? Or it was the third consequence, consequence of it. And not like what's the immediate consequence of my action? Like if I do something like right now, yes it will produce this result, but what will be the result in treatment six months, one year, et Cetera, et cetera. Sam Ovens: Yeah. I learned that way. I think that's the only way people learn is by doing it the wrong way and then getting kicked in the face and then you're like, all right, I've learned my lesson now. Time to do it the other way. I don't think anyone starts out just doing everything. Thinking long term. And so how did you. So you joined the mastermind and then you realized you needed to to trim everything down. Tell me how you. You figured out what the one thing was that you were going to focus on because you had a lot of different things going on. How did you make the decision? Like, all right, everything's got to go except that this is the one thing. Leo Olsen: Yeah, so I was like juicing the first three things. The first thing is what? What I'm. I'm very good at this. The gun thing is what I like to do and the third thing is like Leo Olsen: on what's a point or glanced really get the best results because I, I remember that you must have made you said what is better for the glands is better, always better in the longterm. So it was like, okay for us is like each time that we are the clients selling it, I take it all for we were, can I get. So it was like we gonna do this, we're going to help people sell high ticket offers and this is what we did and now it's so because he was like the thing that I just preferred. I enjoyed it. And then uh, I was like very good at it because I, I needed myself for the agency and for the business and also our clients were getting very good visuals so I knew he was the thing I wanted to do. Yeah. Sam Ovens: Got It. Is that it's a good process for people listening if you're trying to figure out if you've got a lot of stuff going on. Those three questions are great questions to ask. So did, how did you start getting rid of everything? Because I know a lot of people, they, they don't want to let go of all of this stuff, you know, the, it's because they were attached to it. They like it. They're like, oh no, I can't do it without this. How did you go through that process of having to like, kill everything that you, your head? Leo Olsen: Uh, yeah. So actually I was not able to kill everything and like it was kind of hard because like, so the different things I had to stop. Whereas, so first of all there was like the office and I couldn't stop the office and I still bring the office every single month now in the office is empty because like I ever at exactly how long was the term for? Two years. Oh, that's all right. Yeah. But like in like five years normally. So I was able to find two years, but still I would have, I should have saw something. So there were the office but I couldn't, um, I couldn't find a way to just stop it. And then they were like all the employees and the thing is like, you know, when you, like all the employees were like 20, 21, 22 and then afterwards, you know, you started going out there of this. Leo Olsen: So you become friends with your in ways the dimes to say we don't need you anymore. It's kind of hard, you know. So it was like actually kind of hard this as well. I mean that idea. And I did it and it went fine and I'm still friend with the excellent bleed. But I mean it was kind of hard. So the employees were like a big thing. And then it was also I realized that had like so many softwares that were just use this. And then the car, I sold a car. What cognitive. So sorry, what car did you have? An Aston Martin db 11. Why did. And why did you get rid of the cup? This is an interesting one because it was not costing that much bigger money because denise was like 1000 per month because I have like, I put it down, good amount of money but it was just a distraction, you know, because like when you have gold card audition, did you drive it nearly need to go drive it to the mundanes with your friends. And it was like just driving it just to drive it. So I was like it's just stupid. And then I was like, Leo Olsen: like when I was like going in the street and all this, I had like too much intention from it. Like people were like it's not a Lamborghini or something like this. This is different, but it's still like, like when you have like someone that looks like as well killed in the car like this, it's like it gets attention and didn't treat it like it's. Leo Olsen: And I was like sometimes you know, when like I remember when I used to go to my first meeting with clients I had like a shitty car. It 10 years old and it was bad, was bad. So I knew like, no, when you started to get a better car, it's better, it's better, it's better, but it's so important when you get like a guard is too expensive or like to show off, it's like diminishing returns. Nope. Like you get like shitty cards, bad for guidelines and then you get better and better and maybe you had like a nice Mercedes or something like this, but then you get like a Ferrari or Lamborghini or somebody this goes down because you just like, I remember one day I was like, I was uh, talking with a friend and he had like a nice guy as well. Any talk, like a billionaire that owns an airline company. Leo Olsen: And it was like the video said something that I will always remember. You had like a smart, smart, the smart cars it, he's like, yeah, you may have like a faster car and bigger car, but you take one hour to park yourself in the city and I take five minutes. And I was like, that's what you were saying. It was just like a distraction. So I just removed it and yeah, basically he like stopped. I fired so many people, we were like 20 at the time, so any strings I liked the minimum salary is like four k per month, so it's allowed me and we all the, everything that was useless because I had like contractors, I was being like, good thing. I think everybody is thankful that, think if with this yet. So I just, I just felt like okay, our goal is job, this one very good product and a strategy to get people to this product and then you have all the resources needed. Do you make sure that people get results and if people get resolved the business, the business will grow. So I was like, I just removed everything that was not making this easier or that was driving us closer to that goal. Sam Ovens: Got It. And then what about getting rid of like stopping selling different products or if you had, you had like a software product, like how did you. It can be hard to let go of those things sometimes. Leo Olsen: Um, so the older products, it was really hard, like you mean hard, like emotionally or like emotionally for the older products? Honestly it was, it was fine because I was not really attached to it. But like for the software, yes, because do just like the software actually I didn't stop at the time. So software we don't really stop it but it's like a main, main, smart, smart. So it's like just being himself and like there's just one level up and I stopped it like January first because I was like if I want to scale for two, 19 I need, you just dump it and focus just on the constant business. But yes, for the software he was like kind of hard because not for me because I just understand that you don't want to reach the level I'm going to reach, I need to do this, but for all the developers and the team that worked on it because they worked on it for like two years and now we have a really good software like crazy good. Like we have really good products but just to tell them, okay guys, I mean we, we are not going to continue more than this format. So he was like kind of hard for them, but I mean is like so, but honestly, no, I didn't have that much problem to like stop the old products. Sam Ovens: Yeah. Sam Ovens: It's, that's why now whenever I think about starting a new project, I'm like, I started thinking out in my head because it's, it's hard. It's a lot harder to, to stop things and to people than it is to just not start it in the first place. You know what I mean? Sam Ovens: Yup. Sam Ovens: It's just like, it's a lot easier to not hire someone then to fire them later. Sam Ovens: Exactly. Yup. Okay. Okay. Leo Olsen: At some point, like at some point you add one thing which is like, for example, you know, people that are in a bad relationship, but they, they are like, oh, I invested so much time in this relationship. We've built so much fun together. So like we cannot stop it. And it just continued this in this bad relationship. Sometimes it's like I realized it's the same in business I've been, there's so much time in this project or so much money or so much effort. Sunk costs. Sorry. Sam Ovens: It's called sunk costs. Okay, it's like a, it's a, it's a, it's a fallacy that like human's ears all the time. They're like, I've spent a lot of time on this and I've invested a lot of money on this. Then I have to keep going. Otherwise it's a waste. But you can't factor in what's happened in the past. You have to only think about from this moment forward. Leo Olsen: Yeah, exactly. And I was like, I had this problem and as everybody does. Yeah. And then Sam Ovens: you started focusing on this one thing and what did you notice? Because it's quite a big change from having all of this stuff to focusing on this one thing. What was, how was life different? Leo Olsen: Uh, so first of all, clarity because like I know exactly like at the time I knew like kind of what I wanted to do and what I was supposed to do to achieve my goals, but nice clear now I need, I know exactly what I needed to do to get where, where, where I want to be. So first of all, clarity and then also like glory for the team because like when you, when you do imaging with your gym and you're like, gosh this is our new product, we're going to do this, this, this and this. And then the next week you're like, well finally we don't do this product, this one. They were like, what, what, what's the, you know, they, they, because we do the whole process in your head, but we don't talk in ways we don't police or they're like I don't understand so more cloudy for me and for the employees and the whole team and also more confidence in the business. Leo Olsen: Like I'm more confident in the business and myself as well. And like just you feel way more satisfied because you know, you have like, I mean your clients get more clients get amazing results now and like it's also easier to sell because when you sell the product, you know it works, it works really, really well. Like it doesn't work like 20 percent of the time it works 90 percent of the time give the person takes action. And so when you, out of it, especially on the phone, is just way easier to sell it and also way less stress because you kind of have like your routine and you know exactly when do you need to do and yeah, it's just way better and most importantly that consistency because the business is growing like this and I know we are growing and now I know that we have everything you need to scale to eight figures and at the time I was just like, we were just making money on what we did in the past, but I knew at some point it was about to crash. And I know you made the decision also to move from Switzerland to London. Leo Olsen: Yeah. So this is like, so the companies. Yes, yes. Tell me about that decision. Yeah. So it was um, it was more like a personal decision because um, the thing is like, um, we did like, we run so many. So first of all, it was like a personal decision because at the beginning I wanted to move the company to, to the UK because like there's, it's kind of hard to find that zone and it's kind of hard to like find talents. I mean it's not hard to find dollens outside of Sisera and it's hard to make. They make them come in through zoom. So that was the first reason. The other reason is that we wanted to do it in English. We wanted, now we don't want to do it anymore. We were focused on the, on the French markets and also I just wanted to change my environment because I was like, I was like, I went from like going out all the time when I was 17, 18 to like working 12 hours a day and like not doing anything else from work. Leo Olsen: And I went from and I went, like, at the time I lost like 50 engagio were like old wide. It was horrible. So I was like I need to change my routine. And also like when I was going out on the streets, um, I don't, I don't know if you have this problem, but like in Switzerland or the way we run or ads is the way we run our ads and like at the time I also like a band, a rock band and music band in and so we were like reading known and I was known as the guy, you know, that's if you make it and I, it was impossible to go out in the street. We bought I think like people talking to me all the time so I couldn't go out with my friends. We bought like 10 people coming, coming in into jargon or this. Leo Olsen: So it was like just, I was just like, I can do that anymore. So I just moved to London and I'm here like half of the time because I want to keep my, my Swiss, uh, residence. And then now the company is still in Switzerland, but we have like half of the team in Switzerland and half of the team in the, in the UK. So it was more like a personal reason that a dental business reason and what's it like? What's the difference now that you're in London? Like A, I work on the eight hours per day but I, I do so much stuff because I was actually, I do correction, I was not working 12 hours a day. I was like in front of the computer 12 hours a day because like I was only working so my productivity went down, down, down, down, down and at the end that was like 12 hours with more in the office but I was only getting like two, three hours of work and now I'm working like eight hours per day. But I get a lot of things done and also my, my life is just way better. Like when it comes to that friends, social life, health, everything, everything is just better way more balanced and I'm just way more API and I'm a I just way happier. Yeah, that's good. She made some good changes and therefore the business is doing better as well. Sam Ovens: And you also said that you started when you started focusing on one thing, you want the product, you're selling it through like ads to a Webinar to a sales page where people could buy it without talking to a human on the phone, but then now you've moved to selling it with a human on the phone. Like why did you make that shift? Leo Olsen: Because, Sam Ovens: um, Leo Olsen: why we made that shift because first of all, we took the product to like twoK Sam Ovens: and Leo Olsen: I knew you are selling your product to be on the Webinar, the Webinar and the sales space. But like Leo Olsen: I just did math, I knew that like the government wait will be like way higher if we do it on the phone. I knew it was just way higher and the price was higher as well. And I knew we also had the control to do choose who we work with. And I knew we could also like self care product or being on the phone. And then the mastermind. And I was like, but the only challenge is actually to, uh, to have the closers that it's actually the people. The problem now, so I actually did some tests myself so I did like, I did like it, I, I made like a Webinar in one day and then shoot it like very complete, like put it on ads and do some calls with the script, like mainly like one hour or something. And it works, it worked. Leo Olsen: Great. So then what I, what I did is like I hired a glass now or head of sales to basically build a whole strategy and build a whole team. So he was like closing for guys. Like they don't have a strategy for guys in Germany. There are making like a, I think a triggers or something or something like this causing through the phone. So he came into the company and like really like, like the deal and Ebo like the whole team and the whole strategy. So the actually the strategy we have is that we, um, we send one traffic directly to the book, a strategy session page and like called and Lukey warm traffic. We send them to the Webinar to make them warm and then to the, to the, to the cool. And when they do the goal, it's like a juice step code. Leo Olsen: We have a center first, uh, so essentially like a goal that day is like 15 minutes and then we have to close a goal. And so we actually split tested both like doing daldry to close a goal and you even said to and then close it was like just better like this. The second option for us. So yeah, this is the process we do anything. It just makes the whole thing more consistently. Right now we, we are like, okay, if you want to make, like if we want to make 20 kid per day only sending that you get programmed without even considering the sales were making back in all of this like 20 again the front end with two k program, we need to make 10 sales a day. We know our conversion rate is like 50 percent on closer calls. So it means that we need you. Dad's a 20 calls per day and we know that around like one third of people that book a goal, get these qualified on the set of goals. So it means we need 30 cope with it. So now the only thing I focused on is how can I get like goals for today and this is, you know, it just simplifies the whole thing. Sam Ovens: Yeah. You boiled it down to one number. Leo Olsen: Yeah. With it. Sam Ovens: Yeah. Making boiling it down to one number that makes life so much more peaceful because you just, it's so simple to measure whether you did something productive each day and whether you actually achieved something each day because you can just use that number. But if you don't have that, you're always unhappy because you're like, you don't know if you did enough work. Well you don't know if you were working on the wrong things. You know what I mean? So what is, what's your plan for like the next, for the future, like one year from now, three years from now, where do you want to take this thing? Leo Olsen: Um, so first of all we, I don't like being like second or third or something like this. So at some point we were like thinking about either doing it like in English or French and German. Leo Olsen: We were like, like if we, if we do it in English, I mean everything is possible, but it's going to be very, very hard to be the best and if we do it in Germany, like it's kind of like we need you build the whole thing. So what is, what is the market in which we're going to be the best friends, I mean France, Switzerland, Belgium, and then like a big Canada and, or like basically the people that speak French. So now first what are we going to focus on the, in the, in the French speaking market. That's the first thing. And um, so that's the, yeah, does the fishing then what we want to do is we want to scale to like um, so we have like three different products. We have the two products which is product we sell directly in the front end, then we have the five k product, which is the, like the product in the back end where sometimes we sell it directly from the phone if the, if it is better for the person. Leo Olsen: And then we have the mastermind. So our goal is to take it to like 2 million per month. I think we can make like 1 million per month. We'd like to two k products, I mean only in France and then another 1 million per month. We've like the mastermind and the mastermind in the back, the back end. So 2 million per month. I think it's maybe it's like unlimited belief or something, but I think it's like the maximum we can reach a when it comes to like entrepreneurs, like, like consumers slash entrepreneurs, clients. You see what I mean? Like basically people that have a small business or that want to start a business. I'm between one to 2 million. Then once you reach will reach this. We're going to focus more on like bigger clients. Um, we already have some big clients but we don't really focus on it is just people that. Companies that reach out and say, Hey, we need your help. And then we do like it Guston Guston Sam Ovens: no, not the customer stuff again, sorry. No, we're going to get into the done for you. Custom stuff again, are you. Leo Olsen: So we build owning the strategy. We don't, we don't do it for them. Jj, did we do you do this, you do this. I will let you apply this in your business. Yeah. We don't want to be able to do this anymore. You don't want to do this. But once we switched you like why don't you one or 2 million per month, which I think we can reach in like one year. If we are good then we'll just, we'll just try to find bigger and bigger deals in glance to then at this point we'll do something like more cooperate. Sam Ovens: Yep. Sam Ovens: Nice. And how can people learn more about you? Like how can people learn more about what you do in your business? Leo Olsen: Yeah. And so you can go to alison.com. So now the website is not up yet, but he will have, it will be up until.com. Sam Ovens: Awesome. O l s e, yeah. Also not come because you sold mastermind.com, right? Exactly. Yeah. So cause I know you said that earlier, if people go there and there's nothing there, that's because you sold that domain. Leo Olsen: Yeah, exactly. Exactly. Sam Ovens: So you bought that domain just for the people listening to you bought that domain for this business, but then you got an offer for more than what you paid for and you just decided to sell it. Leo Olsen: Yeah, that's basically it. Sam Ovens: Cool. Well thanks for jumping all will. Actually one last question. What would your advice be for, for other people, for other entrepreneurs who were going through this journey right now? Leo Olsen: Yeah, I think it's like the biggest mistake. I didn't do it. I think it's fine at the beginning to like try different things because when you just started you want to just try different things. But once you think you have something that you like just focus on this one thing and when it started to become kind of hard, just stick to it because that's how you basically become big. So I think this is the biggest mistake I made, which is to try to do many things at the same time. And then once I had something that was great and that was valuable and that was worth something, not stick to it. So my biggest advice would be to just choose one thing and stick to it because as you said in one of your videos, like the richest guy on earth did the. They don't have like 10 different companies. They have like one company is ended. They just put all their energy on this, on this big thing. Sam Ovens: Awesome. That's good advice. Well thanks for jumping on this call with me and I'm sure it's going to inspire a lot of people and a lot of people and look forward to speaking with you again soon. Leo Olsen: Thanks. See Ya.

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