This week on Marketing Monday, Angus Pryor the Practice Growth Specialist will be sharing with you ohow dentists can use unique growth strategies to dominate their local area and beyond – An Interview With Nicholas Bayerle, Marketing Expert & Coach.
Angus Pryor: Hi everyone. Angus Pryor here, practice growth specialist and number one Amazon best-selling author and have I got a treat for you today. Welcome Nicholas Bayerle. How are you?
Nicholas Bayerle : Doing good man. That’s good. I was all the way out here in America and so came all the way out here to do this for you guys, which is awesome.
Angus Pryor: That’s it. I travelled far and wide to find this young man here. Now Nicholas is the, I guess the founder and the CEO of the Billion Dollar Brotherhood. Is this correct?
Nicholas Bayerle : Yep.
Angus Pryor: And Nicholas and I have doing some stuff together for some time but the reason that I’ve got him on camera, apart from the fact that he’s got a particularly interesting business, is I have to say to you I’m 50 and I’ve never seen a transformation in any one that I can think of that I have in Nicholas.
I’ve known Nicholas for about five years now. If you are watching this and you are not where you want to be, then you need to listen closely to the stuff that we’re going to cover in the next little bit. Because the hunger from this guy to sort of learn from people and take action, I’ve never seen anything like it. So kudos to you right up front.
Nicholas Bayerle : I appreciate it.
Angus Pryor: So tell us a little bit about your successful business and how you got where you are today.
Nicholas Bayerle : Yeah, so over the last few years I’ve been able to build a company called the Billion Dollar Body and the Billion Dollar Brotherhood. And this year we’re projected to do just $2.5 million, which is awesome in our industry at a pretty high profit as well. We should profit around 40%, so I’m really excited about that.
Nicholas Bayerle : Yeah, so my wife and I started off in network marketing actually. For the first year, that provided for our entire life and we lost everything. I remember just like, I was riding the wave. There’s some industries that are going up and the market cap for the industry is going up, so everyone’s going to make money.
As soon as that was gone, I didn’t have the skill sets to actually build a business. So for two and a half years, I actually would clean carpets for my dad and I ran his business for two and a half years, making about $1,400 a month. Sounds cool to say that was running his business. USD$1,400.
Angus Pryor: So let’s call it $16,000 to $17,000 a year.
Nicholas Bayerle : Oh yeah. I made $19,000 one year and $21,000 the second year.
Angus Pryor: Even with exchange rates, we know that’s not much money.
Nicholas Bayerle : Yeah, not a lot at all.
Angus Pryor: And how long ago was this?
Nicholas Bayerle : This was, my last carpet I cleaned was just about three years and two months ago, which is pretty ridiculous. And it wasn’t until actually that I started coming to live events like we’re at right now.
And I actually invested, my wife swiped our credit card for $5,000. She wanted to do it without me and I remember it was six months until we actually got to go do that special live event, like a smaller, more intense workshop and the week leading up to it, I wanted to refund the money because I had a health company at this point.
This was when I went into transitioning from being a carpet cleaner, was that I had lost 60 pounds, and I kept it off and I thought that the only way that I could help people until I taught them something that I had done. Whereas now I know that I can bring in other teachers. At the time I didn’t know that, so I stuck to the thing that I had actually accomplished.
Nicholas Bayerle : But for three years I had tried doing this sense, the network marketing company never sold $3,000 in a month, never. $2,200 was the best we ever did and our expenses at that point was basically break even anyway, so I was literally making no money for the first three years inside that business.
And after I went to that event, though, I just had the people around me that I felt believed in me. And for some reason Cole Hatter that we’re at the event right now, he’s one of my first buyers. I don’t know if people know that.
First person who swiped his card and bought from me and it gave me so much belief. I left that event and we closed $30,000 in deals, which we only collected about $12,000 that month and we have never had a not profitable month since.
Angus Pryor: All right, let’s dig a little deeper. If we were to summarise, you cleaned your last carpet three years ago. It’s not a long time ago. You were one year $19,000, another year $21,000 and the last year or projected?
Nicholas Bayerle : Last year we did $1.3 million.
Angus Pryor: And you’re predicting $2.5 million this year.
Nicholas Bayerle : Yeah.
Angus Pryor: What’s the space that you’re in, in simple terms for the viewers?
Nicholas Bayerle : Yeah, so the space that I’m in would be education and events. I’m teaching these businessmen how they can have success in their business without sacrifice in the home. And we do that through an educational platform, which would be a yearly subscription for $2,000.
And then we have live events which are average ticket price of USD$700. And then I have a USD$20,000 a year programme that’s our best seller and then a USD$10,000 one-on-one coaching for accountability. So very much education and keeping them accountable to doing it.
Angus Pryor: All right, what I really want to get to for this though is for a lot of the people that are watching this, most of my, well, all of my clients are dentists and by and large, if someone goes to the trouble of getting into dental school, finishing, they’re going to continue to be a dentist.
And yet I know for a number of them there’s so much competition in Australia. There’s a lot of competition in the US as well. Some dental businesses are able to transform and some don’t. Yes, sort of at a high level, what’s the stuff that you did that allowed you to go through this incredible transformation in just such a few years?
Nicholas Bayerle : So the first thing would be there’s a guy named Jay Abraham that also was a mentor to people like Tony Robbins, one of the biggest inspirational speakers. And he said one of his superpowers was simply that he worked with so many different industries. So now being a dentist is one industry.
The only problem with that is that if you just keep learning one, your craft, you can only get so much better at your craft. You’re already probably great at it. But also if you just keep learning about how to grow a dental practice only, you’re only going to grow by 1%, and you’ll always be getting secondhand information.
But what he did is he would take information from different environments that was proven, not new ideas but things that were absolutely proven and put it into a new industry. And then all of a sudden it’d be like a brand new idea.
Nicholas Bayerle : So I did that in the health business. This was one of the things that I thought, how was I going to stand out not being that fit? And think about as a dentist not being able to stand out, while everyone else had all the accolades in the world and they were selling $150 products.
And I knew I couldn’t do the price war. I wouldn’t be good enough to look good enough and so what I did is I copied a business consultant. I looked at what they did. It was proven, that model was proven that they got paid that way. And I just transplanted, I implanted it into my industry.
Angus Pryor: A little dental joke there.
Nicholas Bayerle : Yeah. And I did that and I was one of the highest paid health coaches. I was selling $7,500 and $12,500 one on one packages.
Angus Pryor: Let me grab that point for the people watching this. What Nicholas has done there is grabbed a modal that was working in an industry outside the industry that you are in and then brought that proven model into that.
So for the dentist watching this, therefore arguably have a look at some models that are not the standard dental model. I mean, what if you could package up a range of services like you’d see some other industry doing and bring that to dentistry?
Because one thing’s for sure. You do the same as everybody else and that’s a recipe for the race to the bottom, isn’t it? Because the only thing you can do is compete on price.
Nicholas Bayerle: That’s 100% true and that’s where I was able to diversify myself, as no one ever said – Why should I buy from you rather than these other people? Because we didn’t get looked at in the same range.
The second thing is as a dental owner, there’s only five core functions to your business that I talk about with Angus a lot, which is lead generation, right? How do people hear about you? Lead nurture, if they don’t buy from you, how are you constantly getting in contact? Conversion, how are they getting sold? Deliverable, what’s the service you’e providing or doing it well? Retention – resell and upsell.
This is if you get someone in for a free cleaning, you want to actually have them come back over and over again to keep paying. And in the beginning I see that not a lot of people are taking a new approach and this is what I want to do. I had to figure out how can I get in front of people and what is my skill set?
Nicholas Bayerle: And it’s not the same for everyone. My writing and my speaking and my camera ability were all about the same when I first started but as I kept dabbling in it and kept putting out information, education, entertainment for people to learn about us, I found out I was better on camera and I had the potential to grow.
And so like I doubled down on those things and I built a team around me just as you guys have to be able to do the things that I’m not good at. I call it looking for the who, not the how. Who are the people that know how to do that thing really well?
If you’re not good at emails but you can write them up but you don’t know how to send them out, well then you should look for who knows how to send out an email rather than how do I learn how to do this whole other thing, which is why you probably work with people like Angus. You don’t want to sit there and become an expert and become a doctor again in SEO or continuance.
Angus Pryor: It’s interesting, though. I think I can say this and look, I’m not here to offend you, but to be honest with you, the practices that are not growing as well, it tends to be that the owner thinks – Oh, I can save some time, and I’ll do the video editing myself. And I’m like…Are you mad? You could pay somebody $20, $30, $40 an hour, when as a dentist, you could be earning $500 or $1,000 an hour.
Angus Pryor: The other thing I wanted to reinforce that you said there, Nicholas talked about sort of boosting his authority in that space and therefore when people are dealing with you, it’s not as that going – Do I work with you or do I work with someone else?
I’ve found the same thing for my business. I’ve now reached the point because I spend so much time on building my authority and giving value that I would not have one in 20 conversations where a prospective client talked to us going – Well, Angus, I’m thinking about dealing with you or I’m thinking about dealing with someone else, you know?
Because if that happens to be brutally honest, I don’t know if you do this. I go – Well, you probably should work with the other guy.
Nicholas Bayerle: It’s like at that point you become a commodity, whereas the best way to build a business in my opinion and that all big businesses do is they build the know, like and then trust. And if you have know, like, and trust, even if you’re more of an investment or something of that nature, whatever the objection would be, too far away.
They’ll drive further. They’ll pay more. They’ll do whatever because they actually trust you. Think about a house cleaner, carpet cleaning like I was in. It’s so painful to meet a new person, if they know you and trust you, even if you’re more money or even if you don’t do as good of a job. Even if someone’s better, they’d still rather pay you if you can build a relationship with people.
And going back to what you said about dentists that are out there that want to go figure out to do it on their own, my biggest benefit actually that maybe didn’t get seen is that I sucked. I was so bad at things that I had to figure out other people to do it.
Nicholas Bayerle: I run a flooring company in America as well that does carpet and hard floors and I’ve never once touched anything because I don’t even know how to rip it up. I don’t know how to install it. I just know what good carpet is and I just hire the people that do the rest because I’m not the person that’s like – I think I could figure out how to lay carpet.
So the same thing as like Henry Ford, he didn’t ever think about how he could go out there and build a car. He was like – I don’t know how to build a car. I’m way too dumb for that. I hardly graduated high school but if I push this button I can find the person. And if you can find the person then you can get it done. So I think sometimes being smart can actually hold you back in business if you try to do it all on your own.
Angus Pryor: If there was one more thing that you would say was a key to your transition from $20,000 a year carpet cleaner to a projection of $2.5 million three years later, four years later, what would that be?
Nicholas Bayerle: Yeah, so the biggest thing for me is I thought, how am I supposed to have a name for myself and portray myself as successful if I’m not? Now it’s like, okay, now I’m getting, I’m having success, so now it’s reinforcing what I already believe.
But at first I was a carpet cleaner that was trying to show up with confidence and maybe those people have better reviews than you, people that had been around longer. Maybe you haven’t been at that just that long. Whatever the lies that you’re telling yourself.
Nicholas Bayerle: What I found is that the biggest thing for me was I laid on the carpet, sounds ridiculous. I put on some music and I finally tried to visualise if things went exactly according to plan over the next 10 years, what would my life look like? 20 years.
And this was a big mind shift for me because if I were to tell you to act like you have a lemon and act like you have that wedge of lemon, you put in your mouth and you squeeze it and you really actually thought about it and pictured it, your mouth would water, which means that you can have a physical reaction today on something that doesn’t exist in reality.
Angus Pryor: So Pavlov’s dog works on humans too.
Nicholas Bayerle: 100%.
Angus Pryor: There we go.
Nicholas Bayerle: So when I saw that, I knew that I could gain confidence in the future. So I dreamed this up. I didn’t think about the cars or anything like that. I don’t know if we’re going to have floating cars but I knew how I felt.
I knew how confident I was in what I believe. I knew that, that guy wouldn’t be afraid of being on camera. He wouldn’t be afraid of getting on stage. He wouldn’t be afraid that the things he believes might change. He wouldn’t be afraid of what people thought of him because he already knows he’s achieved it.
So why would he be afraid of what people think of him if he’s already successful? And so I started asking myself, what if I had that person switch places with me and I became that person now and experienced it?
Nicholas Bayerle: And that’s when I started getting on interviews and more confidence on stage with more confidence. And then I almost am creating the reality from seeing it already and becoming that person. And every time I get on video, I give it my best shot. And then afterwards of course I go, How could I have done better?
But that guy in the future would not be afraid on this video. He wouldn’t be afraid of what he says. He wouldn’t be afraid of what you think of him. And he sure as heck wouldn’t be afraid of not knowing the right answers or admitting that he doesn’t know something.
Nicholas Bayerle: So those are the characteristics and if you can experience it, you could start actually feeling what it will feel like in that moment and walk in that every single day. Every time before I get on stage, still to this day, every time before I get on camera video, I go – Am I at the 20 year from now version of myself?
Because that has nothing to do with like where you’re at but bridging the gap is tough. I thought, why would successful people want to hang out with me if I’m unsuccessful? But how am I supposed to get successful without hanging out with successful people? There’s a big gap for me. So first was becoming the person. There’s the be do, have. Become the person, do the things that they should do, and you’ll have what they have.
Angus Pryor: The way that I think it’s the same principle I’ve heard it described as “act as if”. In other words, it’s like you’re acting as if you already are that person. You’ve vividly visualised who that person is and as you say, it’s like switching places.
So for the people watching this, if you’ve got aspirations of maybe you’re wanting to own a practice and you don’t now, maybe you’ve got a practice that’s this big and you’d like to make it this big, it’s like act as if you’re already in that price that you want to get to.
Nicholas Bayerle: I wouldn’t do it from now though, I wouldn’t be like – Okay, I’m going to act as if I’m going to be the best, so I’m going to tell everyone I’m the best dentist. That from here, projecting into the future rather than being in the future.
I mean, I know this is what we’re going to do and what I’m going to do. And so from that place, I’m going to believe today and I think there’s a big difference because if I just showed up with nice clothes on and I was like, I’ m successful but I don’t actually do anything, that’s really weird.
But if I’ve seen the future and that’s what I always tell the guys. I know that we’re going to consult major world leaders. That’s a goal of mine but I’ve already seen it. So when I talk to people, I’m like, Whether you’re a part of this or not, I don’t care because I’ve already seen it. It’s going to happen. I can’t wait to see it unfold.
Angus Pryor: Absolutely.
Nicholas Bayerle: Seeing the future before it happens.
Angus Pryor: Well, there you have it, everyone. So there’s some key principles. Now, as I say, I suspect for most of you, you are going to stay in dentistry which is totally fine and probably what your mission is and probably what Australia needs.
But the question is – in this increasingly competitive world, how can you accelerate faster? How can you get faster from where you are now to where you want to get to? Nicholas, thank you so much for your time.
Nicholas Bayerle: Thank you. And stick with this guy because the path to success is shorter when you can get people that have already been down that road in the areas that you need to help. One of the best ways to stand out is by doing the new school way of marketing which I know this guy knows really well.