If fear is the only thing stopping us from achieving our dreams, and we only fear what we don't understand, then the antidote to fear is knowledge. All we have

to do is find out who has the knowledge that we need to conquer our fears and achieve our entrepreneurial dreams. My name is Callum Walker, and welcome to the podcast that will help you figure it out and conquer this lonely entrepreneurial journey. Hello, everyone. This is gonna be super quick, but it's actually if there is a lesson that sums up what I think business is really about and what I think, especially, even a coaching business is really about, is this. I wanna try and make this as short as I can.

And it's to do with my haircut. So I I've literally just driven past where I used to get my haircut. So it was a Turkish barber's. So I used to get my my haircut at Turkish. And and what's interesting is that where I now get my haircut is directly opposite where I used to get it.

Now the reason why I wanna talk to you about this is that for a long long time, I went to go get my haircut at the Turkish barbers. It was cheap. It was effective. And also the guy who owned it the guy who owned it always used to cut my hair. And he used to do a good enough job.

He used to do a decent job, and he was okay. But the problem was that he left. So when he runs the show, but he he got some new guys to come in to to start cutting hairs. He no longer does it. So what happened was that I I started still getting my haircut there, and then I started to realize our deal's not there anymore.

And what would happen was that the job that was being done on my hair was just getting worse and worse and worse and worse. And, like, I'd actually put off going to get my haircut. Whereas I'd always get my haircut every, like, ten to fourteen days. It's something that I care about, something that I have pride in. But the job was just crap.

Like, they just do a really, really rubbish job. And I got to a point where I was like, alright. Okay. I'm leaving. Now I'm not I'm not gonna get my haircut there anymore.

I'm not gonna get my haircut there anymore. And what's interesting was that, like, again, if you look at the lesson within that, if you do a good job for someone, they will come to you. They will come to you consistently. They will keep moving to you. So not only have they lost a customer, a client, but also what is the review that I'm going to give to people now?

I you know, I'm gonna go to that bar, but what do you think? Like, it used to be great, but don't go there anymore. Like, they're too busy. Like, you know, they've they've opened loads of shops, and off the back of that, what's happened is that they've lost all of their, like, really good barbers, and the barbers that have come in have been rubbish. So first lesson within that is that what we can be very good at maybe as coaches is pursuing growth pursuing growth without still asking the question and making sure these questions get answered, which is how can I hit more people without compromising the effectiveness of my service?

So, again, it's coming back to the two golden questions you wanna consistently ask myself. How can I do this more effectively, and how can I do this more efficiently? The problem was that they decided to grow, open more shops, but the quality went down and they've lost a customer. But then not only have they lost a customer, and now they've gotta go and find a new customer to replace me because that income they were getting every fourteen days, and and I always used to tip them, always to be barber, which is tip them fiver. That's gone.

So now they've gotta go out of their way to go and pick up a new client, a new customer just to fill the hole of me. But then secondly, what else have they got to deal with that my I will never go back there, but then also I will never recommend them. I always used to recommend them, so I probably got them lots of business. But now they've they've lost business and they've lost their reputation in my eyes, which means that if anyone said, should I get my haircut there? I would say no.

But what have I done? What's interesting is where I now have got my haircut, it's directly opposite. So it's like a hair salon. K? It's a hair salon and it's twice the price.

K? It's twice the price. So I still get my haircut every fourteen days, but it is twice the price of what I used to get. Now my point is, ever since I've had that haircut, since I've been doing it, I'm sure you can see, the job they've done is excellent. I'm so happy.

And do know what? Do you know how many people I've told them? I'm like, like, even my dad. I was like, dad, I know you've been looking for barbers. Go here.

He gets his haircut every two weeks. So my point is that, like, right. Okay. Not only have I left someone, but I've left someone and actually gone and paid more because the result that I'm looking for means something to me. And I am happy to pay that money.

So I'm I'm spending £8 a month on getting my haircut. I'm happy to spend that money because it is a result that I can get, and also they can guarantee that. So my point is, what's the lesson that we can get from coaches within this? One, the obvious lesson that I spoke to you about about the barbers that did a crap job. But then also, when that person leaves you, they're not always leaving, oh, you don't want it enough.

I want my haircut. I do. I haven't been turning I haven't not been turning up because I don't want my haircut. I've been not turning up because the service that I get from you is crap. So I haven't been turning up.

But then what I've done is I've decided to go and turn up for someone else and actually pay more. Can you can you see the lesson that's within this? I'm in the car park, by the way, so there's a reason why this is still. But can you see the lesson within this? That I still want that result.

So if you have clients who have left you, they still want the result. But most of the time, they've left because we probably did a crap job. So hopefully, you can take those two lessons from my haircut. And, like, it's the secret to it. Look at how much harder they've now gotta work to not only get a new customer, but they're losing all the referrals that they got from me.

Whereas now these guys, they're also charging a higher whack. So the other thing is that why do I go to them? Was like, right. Okay. They're charging more, £40.

They've gotta be good. So again, it comes down to I love this from Alex Formosie's book, $100,000,000 offers. That the higher you charge yourself, the question in their head goes, well, they must be very good. So I've just forked out $25 to join Russell Brunson's mentorship. That'd be good.

But but there's gotta be something more special about it. So there we go. That's the shortest episode I've done. I'm really happy with that. But hopefully, you can learn the lesson.

Guys, have a lovely day. I will see you soon.