Gary Coxe Reprograms People to Make Massive Shifts In Their Business

TRANSCRIPT

What’s going on everybody. We have Gary Coxe from garycoxe.com coming all the way from Tampa, Florida, Gary, welcome to the marketers mindset podcast. Good to be here today.

Thanks brother. Thank you. And Gary, tell the viewers, tell the audience, what is it

That you actually do and how do you generate revenue? Basically it’s, it’s two areas. If you will, maybe three one is, I’m a consultant and advisor for a number of billion dollar companies. And then I also do reprogramming. I’ve been a regular for years on dr. Field shows for about three years in the past on one of these shows, the doctors where I take people that have major blocks psychologically, and I show them how to breakthrough and very, very fast. And then as you know I have the jet program where it’s beyond first class, where people come with me and my jet, we fly down to The Bahamas. They have a full day to coat, you know, be coached by me, pick my brain, whatever. That’s pretty much it in a nutshell, but anything to show people how to get to that next level, but try to do it quicker. And without a bunch of bull crap fluff, you’re going to see that.

And you are so you’re a little bit different than most the business that we interview. You’re, you’re an actual official,

A lifestyle coach in a way. You essentially help people break their break out of their shells, allow them to go to the next level, whether it is also personal and business or your business coaching. I believe many times the problems that we have in our business and our finances is a reflection of things that we have stuck in our emotional hard drive. So when somebody brings me on my goal is to go in deep with them. So it’s not just the fix of business problem. Many times the business problem is linked to a personal problem. Maybe something that I happen to have, you know, happened 20, 30, 40 years ago. Wow.

Okay. I love that. So who would you say is your ideal avatar, your ideal niche of the people that you’d go after? Talk to me. I know you, I know you work with large companies. I know you said some of the billion dollar companies, but who, if you could take all of your clients,

Who’s like the average the average person that you work with. Let’s say the average person that comes to me with me on the jet for the one day coaching is your established entrepreneur or CEO or somebody that’s getting started that has the cashflow ready to just make things happen. They have experience. They’re not just, you know, brand new, never done this before.

Got you. And then how about for the actual for more of like that person

Or, you know, what’s the word that you use for, cause I like the word that you used at the beginning. It’s not coaching

Particularly. You said your, your main, my big thing is the transformation. I mean, it’s a trend change. Yeah. You know, I’m not, I’m not trying to judge or knock other people, but I mean, I literally reprogram people from scratch. You know, my, my wife and I, we have a baby when I’m a teenager, I was making a hundred thousand dollars a year. Then later on, she tells me the baby’s not mine. My grandfather and stepfather die of cancer. My uncle was killed in a plane crash. I get a phone call for my mom to let me know. My father had just been shot blank, drown in his chest and on his blood, sorry, he was shot in his chest and all this by the time I was 21 years of age. So when you have problems like that, and everybody has problems, right? Everybody has tragedy, divorce problems, loss of a loved one, emotional, physical, sexual abuse.

It can be any of these things. These things get stuck in our emotional hard drive. So when, when you’ve gone through stuff, the way that we react to fenders and problems today, STEM from the crap that we’ve had happened to us 10, 20 years ago. So what I’m trying to move forward after all this and, you know, maybe getting into another business and I feel that, you know what, I just tried in a strategy fail, or if I’m not careful, all the failures and the pain of failures of the past now just blow up like a volcano. And I feel that in that one pain that I’m just experiencing today. And if I can’t figure out how to get that junk out of my head, it makes it harder for me to be more proactive because I know more proactiveness means more failures because you know, you move forward, you’re going to fall sometimes.

And then you have this mindset that says, well, I want to do it, but I don’t. That’s why often we know what we want to do, but we can’t get ourselves to do it. Understood. And Gary, how many team members do you have right now on your team? And what’s the breakdown of those people? I’m the bread right now? We’re, you know, because all this stuff going now, I’m a very what do you call it? Slim, the four or five people running, running lean, just like many entrepreneurs on the show, you know? And I’ve learned that I’m doing that anyway even more so, because, you know, sometimes we get so busy being busy when we don’t have to do 90% of the crap that we’re doing, but yeah, we’re divided into somebody in sales and there’s marketing, then there’s the, I call it the it department, but anything that has to be done with marketing website going down, blah, blah, blah.

Awesome. And the people that you work with, the people that you re reprogram, all of these, you’re your customers, right? Are they, is this like a continuous service that you’re working with them on? Or is this like, kind of like, Hey, let’s meet a couple of times and then you never see them again. Yeah. I don’t, I don’t like to do the, you know, come see me forever type of thing. If I do a good enough job, you don’t have to die. If it’s a business, that’s a little different because I think, you know, I personally have, I’m blessed not to sound bragging record. And Eric and I have a billionaire mentor and I get the, you know, I’ve been with him for years. Right? So on stuff like that. Yeah, definitely. If you have a psychological problem and you got to see somebody from you for years, then you need to go find somebody else to help.

Now, now, Gary, you built a brand. I know a lot of people know who you are. I see all over Facebook and all over social media. How big would you say your audience is? I know you’ve been doing this for a while, right? So if you can tag on all of your email list, your social media followers, all of the people who know you from conferences, how many people do you actually think? No, the brain Gary Cox. Well, I’d hope to say it’s in the millions. I mean, I got started in this years ago with TV. So I learned very early in my life that if I’m going to do one presentation, it makes sense to do it in front of TV. One time when I had a million people. So, you know, it’s just different now, TV is not as popular, but one good thing about still getting on TV, everything that’s on TV goes on the internet, not everything on the internet goes on TV.

So I see the importance of doing both. Still love it. What’s your pricing model look like? So let’s say I come to you and say, Gary child from dad’s books, I’m coming to you one on one. I need to be reprogrammed. And I got a lot of personal issues that I’m dealing with. That’s affecting my work life. I need somebody that can help me resolve these issues. What do you charge? What is your pricing model look like? Well, it depends on the jet experience where I don’t typically do a lot of of the transformational work because it’s more information content and there’s not a lot of time to do that. That’s anywhere from six grand for the day 10, eight, usually around six average is usually around six brands, but those are small groups, right? Those are small groups. We limit that to only like eight or nine people on the chair. That’s it? It was more one-on-one if it’s like me, I have nobody else. I just personally need help. I don’t want to, it depends on the need on the low end, maybe 3,500. And then on the high end, maybe 10, usually it’s about one to five sessions sometimes depending on what it is, I try to knock it out in one session with some followups over the next couple of months, just to make sure everything is sitting real well.

Do you have like a value ladder? And I know not, not to cause it

Different style business and everybody else, but do you have a value ladder where people come in and maybe they buy like a small little course or something for like 15 bucks and then go up your value ladder to more of the more personalized programs. It’s not as sequenced as it, you know, it, most people have, you know, the normal is a trip wire and then you’ve got this wire. I put enough content that when people see what I do, I think they see that, wow, this guy’s definitely different. He’s just not a bunch of chitchat and not repeating something he learned from somebody else, which just a bunch of bull crap that your standard old marketing guru, I’m really against that. You know, I hear people say stuff like, you know, you know, successful people don’t watch TV. That’s the biggest bunch of bull crap I’ve ever heard.

My billionaire mentor all while he watches all day long, he’s got the do’s on because he’s looking to see what’s going on in the world. You see behind me, I have the news. I have news on all day, every day. So, you know, things, things are different. So when they see that I’m a little different, not just fluff stuff. I get right to the point. I know, I know how to read what’s going on in people’s psychology, what’s going on in their head. And I’m blessed that I know how to fix it very fast. Love it, man. Love it. And if you could take one thing in your business and have all of these years that you’ve been doing it, what was that one needle mover that really took your business to the next level? That the shift and it could, it could be things like, you know what I got into TV or you know what I did this, or I did that.

What was that one thing for you while the TV was huge? I mean, when, when TV was the big media, Oh my gosh. I’ve never seen anything like it everywhere I go, I’d be recognized. The phones would ring off the freaking hook like crazy. I think the next shift for us has been this beyond first class with the jet. It’s very unique. I mean, I fly the jet personally, so super cool by the way, for those guys listening, I see you every day, every day and I’m watching them like this guy. I remember it. And I want it. You know what? Let’s take a quick 32nd break. I want to talk about a quick story. I remember the first time I met you. I literally come to this private airport. This is a new thing for me, right? I’m not, I’m not probably life.

I know nothing about that. So I covered this private airport in Fort Lauderdale. You reach out to me, you’re like, Hey, I’m with Nixon to the staff and a couple of buddies of his, and we’re flying down into Fort Lauderdale. I said, you know what, why don’t I bring you guys into the studio? Let’s do a live video for the marketers mindset group. I think it’d be really cool. We’ll do a quick webinar for everybody. I go Nick Santa this time. So it was jumping out of a jet. You’re jumping out of a jet. There’s two guys in the back. I’m there with the Lamborghini. I feel like I am in another world. That was like a first class experience for me. And it was so cool to not only have you guys here in our office doing a live video, but I’m really glad that we were able to connect on that personal type of level.

And now, you know, we’ve been in communication ever since. So that’s how me and Gary met it for all of you guys watching this. It was a crazy experience. And I think that was a shift for me because I believe in giving people incredible experiences, it’s not about the jets. As you know, I’m not a very fancy guy. One thing I teach people is when you come with me on that program, there’s a shift that goes on that people realize that they’re not playing big enough, the most expensive thing that you’ll pay for. If you know what you’re doing is time. So flying privately in a jet or a helicopter. And I fly that to his time. So, I mean stop and think it takes you two hours. You gotta be at the airport two hours before then you gotta go through stuff for another hour.

And then coming back, that’s six hours. If I can go there and back in an hour or an hour and a half in a jet, I just shaved six hours off of my life. So the goal then is to figure out in your life, it doesn’t, you don’t have to go with jet. You can start with Uber. Why not pay Uber to drive you around sometimes when you’re normally driving or put your kids in the backseat of an Uber. So you can spend more quality time with them, but learn how to spend money to buy time. Time is your most valuable asset, learn to buy time. And it’s expensive if you do it right. But on the other end, you’re going to make more hours. I love that. Gary, what is your sales process look like? So let’s say I come to you once again and I’m ready to pull the trigger.

Am I jumping on like a discovery call with you, for you to kind of go through kind of my issues and things like that, and then say, Hey, you know what? You are a good fit for me to work with. What does that process look like? Okay. For most of the programs, like on the jet programs, we do JV partners. Like, you know, you may want to do, but later on where you going break your clients. But typically no, no one. I don’t meet with people personally because it’s just not enough time in the day. And I value my time. I have so many other things going on. So the process is you go through somebody on my team, they have enough experience to spend time with you and figure it out. And there’s a fee for that. It’s like 50 bucks. Cause we just want people who are serious, right?

So they will chit chat with you, find out what you want, what your goals are. And then we’ll determine if you like us. And we like you. And I do turn people down. You know, I had one lady that she wasn’t willing to pay the $50. If you’re not willing to pay $50, something in return for the $50, if you don’t want to do anything with me, it’s not going to work. So that’s the best process I find. I have trained people that will do the prequalifying to find out if we’re a great fit. If we’re a great fit, I think we are, then they’ll bring me on with that person. Then I’ll take it to the next level to determine if that fit is good for both parties.

And what do you do? Cause obviously I’m sure, you know, you got,

You probably get a bunch of leads that are coming in, right? What do you do with all of the leads that don’t close

Maybe, or that, you know, a lot of people are like, you know what, let me think

About it. Let me speak to my wife. Let me speak to my husband. Yeah. There’s some cash. Let me see. Let me think about it. See if it’s a good fit. What do you do with all those guys? Is there like a sales guy in your office that does follow ups? Like how does the whole thing work? How does the follow up process I’m big into follow up? I mean, in fact, one of my books is you can’t filet a nibble. It’s the cash that counts. You know, having a nibble is not enough. It’s the catch that counts. So you, you need five 12 touches throughout the process. So it depends. If we truly feel that they’re a candidate, meaning financially they can afford the services. We’ll do some followup with them. Anybody who’s not, we don’t want to just drop them. So if we get their blessing to put them on our email list, or if they’re already on that, well, then we said, I sent out a ton of free content. So hopefully they’ll get something in the free content that can benefit their life, whether it be for value, value, you know,

Given valuable content and you know what, and that happens a lot in the market.

And just in, in business in general, I think people expect consumers to just go in and buy into them. You know, you know, research study shows that about I think it’s like seven touch points sometimes in order for a consumer to actually make a buying decision. Right. So

Think about it. You got to speak to somebody, then you got to send them an email and then

That is different for every business. Right. Right. Right. People misunderstand the word

Follow up. They think that they’re going to jump on a call and if they buy, they buy it, they don’t have

I’m onto the next one. I have no nurturing process or no nurture sequence. That sounds like you do you dropping them on an email sequence. And the thing is, is, you know, trust like, no, right. They’ve got to trust you to know you like you. And there’s ways to see that up. When I do TV, there’s an automatic credibility factor. You know, I have people calling from all over the world. They see me on YouTube from a TV show that instantly builds credibility factor. So in most cases I shaved off a lot of the trust factor right away. I’ve shaved off the know factor. Now we’ve got to figure out if they that we like each other and then can you solve my problem? So that’s where a lot of people miss, they’ve got to realize that I’m here to solve your problem.

But if I can figure out, like if I, you know, I’ve got a bottle of water here, and if I said you checked out a thousand dollars in your pocket, give me a thousand dollars for this bottle of water. I’d probably look at me and think I’m a little crazy, right? But if I can change your value very quickly to make that water more important than a thousand dollars, you’ll give me the thousand dollars. So here’s the bottle of water, same thousand dollars in your pocket. But this time I tell you that your head is on fire. You’ll probably give me the thousand dollars. So if you could figure out how to make that switch, when you communicate to a person, cost is a concern in the absence of value. So you create the value and people think values, give them more. It’s not that it is not telling them how great your product is.

It’s getting in their head to figure out what it is in their head. That causes a shift that they go, wait a minute, this is more important right now than not giving you the money. So this is more important. I gotta give it to them. Hey look. So we have, we have entrepreneurs from all over the world that listening in come really try to find out how businesses were during the last 12 months. How much revenue has your brain generated? You it’s it’s changed. It’s dramatically changed. We’ve made a shift do to do the codes. We have decided instead of trying to create more stuff or new things. I mean, I’ve got some other investments that I’m doing very well with outside of this business. So what we’ve decided to do is this is not going to be forever. We know that. So we’ve got our team and all they’re doing is filling up our pipeline because no one’s traveling right now to The Bahamas at sandals resorts, our sponsor, where we do our mastermind, right?

So we decided, okay, why don’t we find the top coaches? Those are the people, our clients who are going to get through this. And the others are just going to fall between the cracks because there is no substance to them. And then, you know, end of the year, first quarter Q1, whatever, we’ll have our pipeline fill in. We already have people ready to go. So we’ve decided to take that course. I love it. I love it. And where do you see yourself in, let’s say 12 months from today, let’s say this, you know, we’re hoping that this COVID thing, right? This is literally destroyed lives is destroyed businesses. It’s affected many small to medium sized businesses throughout all over the world. It’s at affected people’s personal lives. We went to this COVID thing is done. Where do you see yourself in the next 12 months?

Do you see yourself continuing to grow the brand, grow the business, fly the jets, more, grow the team. Where do you see yourself in the next 12 months? Yeah. You know, I don’t, as it sounds crazy, I don’t care to grow my team that much more. I make double it. But I will do more of the beyond first class trips with the jet. And I’m okay with that. I mean, I do high end speaking for large companies. Like I said, my billion dollar clients and so on, but I’m, I’m fine with that. And what COVID has done for me and I, I started this a year before, just the nearly exactly a year before Kobe. I said to myself, you know, I’m, I’m just being busy, being busy, even though a lot of my busy is revenue generating, but I just don’t want to live that way anymore.

And I want to enjoy life more. So I’ve just massively shifted and what’s great is COVID is forced me to do it even more. And because of that, my goal is to kind of stay on this course. It’s, it’s hard for me because I’m very driven, very entrepreneur, you know, you know me. Right. But but yeah, I’m, I’m trying to throttle back just a little bit, but stick with what I love the most. So I can enjoy more of what I’m doing. Yes. I want to help people. And so I’m going to be a little selfish too. I have to enjoy it. So we’ve got a couple last couple of questions for you. If you can give one tip to any new business owner

That will save years of their time, what would it be? What’s the number one tip that you can give to brand new entrepreneurs.

You get somebody that you can work with in those aircraft, whether you have to pay them, whether it’s a friend, whether it’s a consultant, but make sure you get somebody that knows their craft. So you can bounce off of if you don’t have a team, whether it be a mentor and then a team of people you’re going to screw up. And I think where most people screw up in business is especially when they’re getting started or they’re small, they end up hiring family and that’s not necessarily a bad thing, but the problem is my, my take is, is I’ll hire family, but they understand that I will fire them just because their family doesn’t cause this is a business, you know? And so I would never usually hire anybody and family for sales, because if they don’t make their numbers, they got to go.

You know? And so those are just, those are things that you have to think about. And I think most people in general are overly concerned about what other people think what’d you? Do? You fired your brother or you fired your third cousin or yeah. Well, I can’t do that because now they’re going to talk bad about you. There’s so much you can accomplish when you are truly not concerned about what other people think. And if most people would shut up for a little bit and ask themselves on a scale of one to 10, how much am I really concerned about? What other people think? If you’re being honest, it’s probably higher than you’d want to admit. And if you can learn to master that better, you could really go way, way for the next one thing. I had the opportunity of meeting properly, seven billionaires, Ted Turner, Sam Walton, who started Walmart, a number of billionaires. And one thing they can do is they make decisions very quickly. And one of the reasons they can do that is because they’re not over the concern about what’s going to happen after to make the decision. Yep.

One last final question. Before we wrap it up, what is your favorite software tool that you use right now in your business?

Well I was going to give you an answer. Then you said business right now. I’ve got an app called Notability, which is phenomenal. I’m using it for my I’m adding on another helicopter, instructing a rating. So I’m able to put notes in there and it’s it’s it’s

I love it. So it’s like a new ad for your iPad. It’s incredible. It’s absolutely why you guys heard it when you guys heard it here on the market is mindset podcast. Gary Cox, from Gary cox.com all the way from Tampa, Florida. I Gary, thank you so much for joining us on this podcast and we will talk to you.

Thanks, buddy. Keep it up. Have a good one. Bye bye.