Matt Lamborne

I've made a lot of online coaches' "F*ck you" money.

[Matt Lamborne @MattLamborne]

Every business guru tells you that you need systems to scale. The biggest problem with this is they never actually show you. So let me peel back the inner workings of my client, whose systems I built are now doing 7 figures a year.

Industry : Fitness
Niche : Gen-Pop/ Physique Coaching

There are 4 major systems I built for him. Each of which directly impacts whether they make money or save time.

Sales System

Platforms : Go High Level (Funnels)(Automation)(CRM), Client Website, Instagram.

Scope : Build a system that allows drives enquired to book call % up.

Previous system : Lead fills out form on website, VA
contacts via email when they see the email (usually 24-48h).

Build Planning : Map out current touch points between business and client. Implement proposed improvements. Test measure and maintain.

Implementation : As the client already was getting decent traffic to their website I opted to not redirect traffic from their organic content sending people to their website to apply.

Instead, we added an additional funnel with a high value content offering.

With this addition, we then have 2 flows of traffic.

The original website had a webhook to go high level set up via Zapier.

It classifies the lead as a website lead, it enrolls them into a sequence that has one goal. Book an appointment.

A 25-step sequence workflow runs. Which is not limited to the following touchpoints: SMS, email, automated voicemail, and to top it off, a webhook to slack to notify a lead has come in and one of his employees is to reach out via IG to touch base too. Client books in call themself with the link provided.

Result : 70% increase in booking rate.

Onboarding System

Platform : Go High Level (Workflows), Typeform, Coaching Platform

Scope : Build a Reliable process that will allow clients to be onboarded to the client service

Previous System : A deal closes, the coach then emails the client for them to fill out their payment details, VA checks to see if payment has been made, then sends a welcome email. Coach then reaches out to ask for preferences, waits for reply, then begins programming for client..

Build Planning : I knew this was crucial for the client experience, having been through this experience from a client and coach perspective I knew starting to get wins early is so important for client success and retention.

Implementation :
1. Switch billing provider from local provider to PaypaPlane. This integration sits in front of Square. It allows for fast payment collection allowing the client to move to processing payments on the phone. Payment processed triggers a zap, searches the client in Go high level, moves them to closed deal.
2. Go high level workflow triggers from closed deal and sends client contract.
3. Once Contract is signed, client is sent welcome email outlining all next steps that are to be completed ASAP.
4. Client completes typeform of preferences that is required for the coach to begin working. Results are sent to coach via email

Result : Time to delivery of service reduced from 10 days to 36 Hours.

Active Client Tracking System.

Platforms : Google sheets, Looker Studio, Go High Level
Scope : Build a system that tracks Active Clients, Client Retention, LTV of client, Coach Sales % and various other metrics
Previous System : Null
Build Planning : I knew that this was a brand new system for the client. They did not currently track any of the data that they were asking to be tracked. I knew that a lot of the inputs would be manual from the client as i was working with some platform limitations.

Implementation :
1. Map out all trackable data in Google Sheets
2. Mark items that could be automated into the sheet, automate inbound via zapier.
3. Creating an internal “check in” business owner is to complete weekly with sales metrics not able to be obtained via automation.
4. Build the dashboard in Looker studio, connect google sheet and display data.

Result : Ability to make data driven decisions in the business

Internal Communication System.

Platform : Slack, Zoom.
Scope : Create a remote working environment that fosters collaboration and communication.
Previous System : Facebook Messenger (lol)
Build Planning : Implement slack into the team. Training Documentation. Automated meetings.

Implementation :
1. Organize slack in an intuitive manner.
2. Onboard team, complete 2 workshops with the training team on new system.
3. Phase out FB messenger
4. Set up automated meeting reminders and creation for all weekly meetings for zoom.

Result : Kick back from the coaches, constantly reminding me they like facebook messenger.
18 Months in – they now cannot live without slack.

Systems are not just applications talking to each other.

It’s about building the business processes that will marry the tech with the human.

Understanding where there will be resistance and where there are technical limitations.

Fuck, that was long.

[Matt Lamborne @MattLamborne]

hearing 'no' did more for me than any yes.

[Matt Lamborne @MattLamborne]

never liked the idea of working for free,

but every mentor i respect hammered it into me early on.

(PS you dont stay free for long. )

i trained people for free for weeks until it got awkward.

"man, can i pay you? we've been training for 5 days a week for the past 3 weeks"

"uh, i guess so"

do good shit
be annoyingly communicative
solve a real problem
people start fighting to pay you.

[Matt Lamborne @MattLamborne]

my rule for free work at the start:

- underpromise every single thing
- finish earlier than promised
- update the client so much they’re sick of you
- fix what isnt working, fast

if you do that, getting paid gets easy.
everybody loves reliability.

literally just do what you say you're going to do

[Matt Lamborne @MattLamborne]

before you send 1000 cold emails,

try just calling a biz owner niche you actually like.

ask them what annoys them most.
listen.

you’ll get a way better roadmap for what to build than any guru will sell you.

don’t guess their pain...

just ask.

[Matt Lamborne @MattLamborne]

my favourite feature of coffee is that .2 seconds after the third sip i violently eject into the toilet.

[Matt Lamborne @MattLamborne]

LEAD WITH FREE

Has costco taught you nothing

I give you the snack

You purchase the TV

Simple.

[Matt Lamborne @MattLamborne]

most people wildly overthink how to get started.

pick the closest business owner in your circle.

offer to solve a boring problem for them FOR free

get your hands dirty.

nobody cares about your pitch deck.

real trust is built by showing up and delivering results...

not with what you say you can do.

[Matt Lamborne @MattLamborne]

my whole entry into automation started by complete accident.

was working in the fitness industry, noticed a ton of boring work, asked a friend if i could automate things for him (just cover tool costs).

that one free project taught me more than any course ever did.

[Matt Lamborne @MattLamborne]

@robin_faraj Also I meant zapier connections

[Matt Lamborne @MattLamborne]

most people need a few fkn zaps,
a really good active client database
a crm to report on sales and marketing
and way to deliver coaching that is easy for the client.
that's all.

[Matt Lamborne @MattLamborne]

@robin_faraj Contextual (I love ur app)

[Matt Lamborne @MattLamborne]

you don't need to be available 24/7
you don't need to be available 24/7
you don't need to be available 24/7
you don't need to be available 24/7
you don't need to be available 24/7
you don't need to be available 24/7

[Matt Lamborne @MattLamborne]

obsessed with ‘adding value’?

i've focused on subtracting bullshit instead.

clients remember easy onboarding
clear action items
easy programming
zero confusion.

if you they have to jump through hoops, they'll get shit results.

keep it simple, stupid

[Matt Lamborne @MattLamborne]

my biggest unlock has been play with the fkn bumpers up.

if your scope is wide open, you're gonna slam gutter balls

but if you put the bumpers up, you can focus on hammering strikes lmao

[Matt Lamborne @MattLamborne]

client i have has 350+ online fitness coaching clients

works his ass off, 60-70 hours per week

will crack 1.5-2 mil this year

but never gets to take any down time

severe anxiety whenever he steps away from the computer

got to where he is by just working more and more and more

constantly on the brink of burn out

similar story always

built some simple systems around him.

has been able to bring on a closer so he's not the only one doing calls

messages me the other day "it's 11am in dubai and im out shopping, i only feel a little anxious, but this is great"

scaling what works needs scaling, but do it in a way that generates $$$$$ without the founder.

the goal isn’t more work

it’s less chaos.

[Matt Lamborne @MattLamborne]

I’ve been growing an consulting biz / agency for the better part of three years

As a one man biz, I’ve turned over multi six figgies

I work specifically with online fitness coaches

I build their systems and helping them scale to remove themselves from doing everything in the business.

I’ve found that trying to do everything as an outsourced CTO for them rarely works because scope creep is a mother fucker.

You essentially get yourself a low paying job

But if you productize and deliver a very similar deliverable every time it works well.

Have to do the first to end up at the later imo

[Matt Lamborne @MattLamborne]

you're damn right i'll like my own tweet.

and i'll do it again!

[Matt Lamborne @MattLamborne]

I've been posting short form content on Insta

No one from my high school has killed me yet ?

Why even anxiety about it?

[Matt Lamborne @MattLamborne]

I don’t think you get it…

You can leap.
You can dive.
You can rip the bandaid.

You can follow what you want to do.

YOU JUST HAVE TO SUCK FOR 3-5 YEARS

It’s the price of admission

[Matt Lamborne @MattLamborne]

What if you simply left your frown at home, my friend.