In today's episode we are joined by our guest, Chris Henry, who is a WealthBuilders member and business coach. Make sure to tune in to hear Chris highlight five key metrics to what every business owner should be scrutinising.
Today's episode is looking at how to get more leverage from your marketing. The purpose of marketing is to generate a lead, but are you then measuring how many of those leads convert to paying customers? WealthBuilders member and business coach, Chris Henry, highlights five key metrics which every business owner should be scrutinising in order to increase their profits and generate more recurring revenue.
Featured Guest: Chris Henry
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Unknown Speaker 0:01 The purpose of wealth talk is to educate, inform, and hopefully entertain you on the subject of building your wealth. Wealth builders recommends you should always take independent financial tax or legal advice before making any decisions around your finances.
Unknown Speaker 0:19
Welcome to Episode 40 of wealth talk. My name is Christian Rodwell, and I'm joined by Mr. Kevin Wayland founder. Hi, Kevin.
Unknown Speaker 0:27
Good morning, Christian, nice to talk to you today. On the day, we got the announcement course, that we're now set for five years of conservative government, which is going to be at least some clarity around what we're going to be doing in this country which hopefully, clarity will give more certainty for business people to think about how they're going to move forward in the next five years. And as we're still in the business pillar, it's interesting to see what we've got lined up.
Unknown Speaker 0:57
It is indeed So today, we're really looking at the Ever of sales and marketing, and five ways to increase your business profits?
Unknown Speaker 1:05
Well, that all sounds like a nice teaser, doesn't it? Because in the end, you know everything about a business, one of the things important that most people will know, they'll be able to measure it even if it's I think Chris will say, often business owners measure the profit at the end of the year when their accountant tells them the profit but either way that profit get measured gets measured. And as we discovered from the metrics last time, when we spoke with Richard, on the value builder score, you know, profit, the EBIT, da or profit is another word for that is one of the most important measures when you're coming to sell your business. So you know, anything that can drive more profit is a brilliant thing to do. And Chris is going to describe a different ways you can do that and each different
Unknown Speaker 1:55
metric each different method by which you can do that can compound effect itself. And that's the magic of this. So it's not just about learning some things that you do and somehow you get profit is the compounding effect of one upon another upon another upon another. And that's leveraging action. And I think that was brilliant. It is indeed. And back in Episode 33, we actually did I entire episode titled you can't be wealthy without leverage. So it's definitely Today's episode is looking at how to get more leverage from your marketing. And we understand Kevin, don't we, they're using your wealth dynamics profile as an example, some people will be more inclined to track and measure the data and the figures than others. And it's important to recognise isn't it if your strengths lie in certain areas more than others, that you may need to team up with others or certainly have others in your entrepreneurial network that can maybe help you analyse and get the best out of this data?
Unknown Speaker 2:52
Well, that's unquestionably true. And we heard from Penny power last week, you know, she was talking about business is personal and it's not just personal In, you need to really focus on personalising the relationship and the experience of the customer. And that's definitely one of the big trends that's upcoming, isn't it the way that most people get overwhelmed or the market gets modernised, so there's so much choice. There's now businesses really focusing on personalising things. But it's not just that it's, I think I said in the last podcast, Chris, that, you know, when many people go into business, they go into business really to do the work that they're already trained to know how to do. And often if they make the transition, as Chris did, he was a banker working for a big bank, and now he's in business himself. And now I think with the saasy is a bank and might just add that, you know, Chris has worked with us now for six years. He's now completely financially independent and doesn't need to do the coaching but I think you can tell when you listen to Chris, he's got a real Passion for the subject and a real passion to help business owners create wealth because he recognises, as he says, in fact, that so many people just don't measure these things. So whether you do it yourself, or you love to sell or you love to create, many entrepreneurs like to do that, then it's got to be the right thing to do to get that measurement being done by somebody. And it doesn't have to be somebody who's on your executive board, it could be a bookkeeper. It could be someone who just got a wealth dynamic, a little bit more steely, in other words more into the detail than you. So I would definitely encourage anybody who's in business to have somebody providing the numbers more quickly than just waiting for your accountant to tell you what they are at the end of the year. You either wish it were better, or you think well, how can I change things was too late because you're looking backwards instead of looking forward. That's right now,
Unknown Speaker 4:52
Chris is going to walk us through the five ways and it's a little bit technical. If you're listening right now and you're a visual person, then don't worry Because we've got a download for you. So if you head to the show notes, then you'll find the link and Krista supplied a document. So download that. And then you can listen back to the podcast and start filling out some of those numbers or at least be sure about which numbers you need to be monitoring in your business. So sure you have listened to the interview with Chris, looking forward to it. Chris, welcome back to wealth talk.
Unknown Speaker 5:24
Series. Christian. Yes, let's revert to
Unknown Speaker 5:28
our listeners who will remember I'm sure back in Episode 18, when you were a guest, and we were talking about suspensions in that episode, and actually it ties in with what we're talking about today because the suspension actually allowed you to get into business that you're in today. Didn't that Chris?
Unknown Speaker 5:45
So it does have a massive fan of us pensions. It's been a game changer for us. I think the link with today's that the suspension allowed us to invest in a franchise. Interestingly, you can use your pension money to invest in a friend Show is an intangible asset, but it can be done with a low back. So we bought the franchise for action coach, which I'm heavily involved in using this as
Unknown Speaker 6:09
a very tax efficient way to do it and a very cash efficient way of doing it. Indeed. Now, a couple of weeks ago, we had Richard Perry, who's a fellow wealth builders member, also an action coach and rich was walking us through the eight drivers and the value builder system there. Today, we're looking at another way for business owners really to get a grip on the figures and important things that matter in their business. Would you like to explain a little bit more about that, Chris?
Unknown Speaker 6:36
Yeah, I want to get some concepts, some concepts first, personally, around marketing. It's interesting because as an accountant having come from a bank account is generally have a different view of marketing. And this the tool I'm going to share with you is very much a tool for making the best of your marketing. So I think just a few observation before I step into it as an accountant, we were always taught that marketing was an expense, not an investment. I think about my time at the bank, the marketing budget was the first one to go, that was the first one to go. And there was a cost cutting exercise. Very short to interview. But, but my view now, and I think, if it's handled well is that marketing has to be an investment and is an investment that is handled properly. So I think that's the first concept to get across. If it's measured, if it's handled well, marketing is an investment, not an expense. The other thing that's important is, and I'll talk a lot about this is measuring. Again, I'm an accountant. So I do like numbers. But my experience is that a lot of clients don't measure enough in their business, not even their profit, you know, often will talk to a prospect or a client and ask them what their turnover is what the profit is. And it's a number they find out at the end of the year. So you've got it, it really is important to start measuring things in the business. And what I'm going to get talking about today is a tool that's going to lift the bonnet on some of the metrics in the business, and then you can start to play tunes on them. So measuring is is another key, important part of the message of this of this session. things for me is that marketing, what we're in business of is actually acquiring customers, we're actually buying customers. And Brad sugars, who's as our mentor, our coach, and action coach has written a book on that buying customers, what we're doing is we're actually spending money to acquire customers. Again, to do that, you've got to know your numbers, you've got to know how much it costs you to acquire a customer. So you spend 1000 pounds on a marketing campaign, you get 10 customers, your acquisition cost is 100 pounds. That's an important number. Because you need to benchmark that against the return you're getting back from the customer. And again, the metric there is lifetime value, how much does a customer generate for you in their lifetime in terms of revenue or profit, and then you can benchmark the cost against their lifetime value. So there's a few concepts that underpin marketing. I think it's just worth kind of reinforcing before we step into five ways. Okay. So if I just go into five words, this is probably the most valuable I've been with action films for 666 and a half years now. It still is the one tool that we share with our clients, that just completely blows my mind. And as I say, what it's doing is lifting the bonnet on sort of the numbers. Now, my experience is that most clients will generally know or have a view on three key numbers in the business, they'll have a view on how many customers have built, not always, but they can pick up a reasonable guess how many customers have gone, they'll generally know the revenue, and they will generally know the profit. They're the three numbers that they knew they know. And if we ask them the question, they can at least have a guess what those numbers might be. So often the case that they don't know the numbers, but generally they'll ever guessed it. So they're their key numbers. And I think Kristin, we're going to attack some documentation to this session, which will help you calculate your own numbers, but the customers the revenue and the profit, their outcomes, they're not numbers that you can easily influence. And the idea of what we call the five ways is there are five levers you can pull, or you can play tunes on that can influence those numbers. So let's just start with with customers. Where do we start? How do we get customers, we get customers by marketing and by generating leads. So at the top of the hopper in a business, if you like, lead generation, we're acquiring leads. And for me a lead is somebody who's expressed an interest in your product or your service, or somebody who's made contact with you, as opposed to a prospect who's somebody that you may want to do business with. But they haven't at this particular point made contact. So let's get the definition of a lead. There are various definitions, but that's one worth hanging our hat on somebody who's made contact. So these who's registered in your website, some of you will be Tony seminars, somebody who's kind of interrupted with you, again, got to start measuring that number either on a weekly basis or on a monthly basis. Often clients don't don't measure then the clue how many leads they're getting, they don't know where the leads are coming from. So again, the more granularity we've got around the leads number, the better but suffice it to say, let's start measuring that at a high level. And again, I would encourage anybody Listen to this. Let's start measuring the leads. Okay. So leads at the top On the process, okay. And there are various The important thing here is there are various ways of attracting leads. And I'm not going to go into all the strategies but for example, as coaches we use seminars as a way of generating leads will give value in a seminar, attract people into the seminar, that's an opportunity for us to take a capture information on the on the people in the room, and they are leads for us as business coaches. So, various ways of doing that under the way you can do it are using alliances. So look for an organisation that has got a similar customer base to you. I mean, again, as as coaches accountants are quite good for us to have to have an alliance with an alliance is where we're working together. We're not competing in terms of the products that we offer. What we're doing is we're providing a service to a group of customers, we can we can kind of collaborate with accountants, and work with on seminars or generating business, this mutual benefit to our clients and towards us as collaborative partners. So Let's the leads let's get them measured let's understand where they're coming from. Great question for a customer when they bring up when you speak to them, it's important to know how to how did you find out about us, then you start to get an indication about what you know which parts of your marketing is working. Alright, so we've got the leads and the next part of the calculation the next part of the five words is is conversion. Okay, so how many of these leads are we converting into customers? Again quite interested when you ask a prospect or a client what's your conversion rate? Often I don't really know my conversion rates or have a guess that's it then I guess that's it. And invariably, their guess is massively out you know also soccer tested, they over the over exaggerate their conversion rate. So the conversion rate is how many customers we converted from leads, so how many prospect leads and we converted into customers, so we got hundred leads 25 converted customers conversion rate 25% a really important number and anything is lowest going to 20 25% depending on the industry gives us the opportunity as coaches to started using the client to move that number up. Okay, so there's no point generating leads and losing them plus get them to convert into customers various ways of improving conversion. Again, I think, Christine, we've got a roadmap that's going to give some some more strategies. But one of the most uncomfortable ways of improving a conversion rate is by listening to the sales calls very, very uncomfortable as a coach, to have somebody listen to your sales calls. And it's it but it's a discipline worth having, I think, so any business that's in sales, let's start listening to the to the goals, let's start recording them. And let's start benchmarking those that are good at conversions. Those that have got a high conversion rate, those that are not so good, and then we can get best practice into play in the business. Again, sales reps, that's another great way of improving conversion rate, rather than just having a free for conversation. So conversion rates an important number so haven't got leads and haven't got conversion rates. We've got to we've got to a base level number of customers. Okay.
Unknown Speaker 14:00
Obviously, customers generate revenue. So the next part of the of the five ways is to get to revenue. So the two elements that we're looking at here, what's the average sale? What's the average amount that a customer pays you on each transaction? Again, often a number not measured or not, no, by clients, once we know what we can start to improve it in various ways of doing that. One of the first questions we ask our clients is, when was the last time you put your prices up? And often they haven't for quite a number of years because they don't like doing it because they're worried about losing customers. But it's you know, their costs are going up. So let's really challenge whether whether we should be putting our prices up Okay, another interesting with of looking at the average transaction value and McDonald's doing really well it's a welcome to the example is cross sell or upsell. Do you want fries with it is the classic example and you know, what's, what's the equivalent in your business of the McDonald's? Do you want fries with it? Really great with people want to just map this out in the mind. Joy sound as you're listening to this is dry out a matrix with the top your products, you know, product 12345. And then down the left hand side of the matrix. The customers are your key customers and then cross off where each customers go. Got their own products. Okay? That makes sense. But you're starting to get a roadmap of which of your customers have got have not got products that you could potentially sell to them. Okay. So again, by being aware that when you having a conversation with them, you can start to move them through and increase the average sales volume just by saying, Do you realise we've got this and he's not you're not engaged with that particular product. So really useful to it's a roadmap that we can assume you will any business, okay, so every sales value, there's loads of ways of increasing it. But as a key part of getting to revenue, and then we're into, so how many times do you customers do business with you? numbers of transactions and again, best example here is one example is restaurants Sunday. comes to restaurant for me, you want them to come back. Okay, so we should be measuring how many times to customers come back repeat business is an important metric and say it's one that needs to be measured. not always easy to capture, but it's one that we do need to capture and encourage them to come back. If they're not coming back. There's a problem with the food or the service. So it's telling you a story about the business. I love the example of the of the florist who sends an invite to the husband sends a reminder to the husband, oh, this is another thing that weeks time. How amazing is that? You know, I could really use that myself, I must admit, but, but that's clever. They've got a database of customers, they're interacting with the customers. And again, a key part of this is have you got a database of your information on your customers, that you can start to interact with them the simple examples that will will so having got numbers of customers having got the average sales value, having got the numbers of transactions that we're seeing from our customers, we can start to kind of get us the math to get to revenue. So we're on the first line of the product. The Prophet Moses again,
Unknown Speaker 17:02
just merely by knowing that he can start to play to us on the metrics, and then the final pieces having got revenue, what's our margin, and that can be either gross margin or net margin. It depends what you want to monitor. But whatever the margin is, it needs to be measured and captured. And they're going to incredible how many businesses don't necessarily know their margins, really useful to know which products generate which the proportion of the profit, they all 8020 rule often features. Often it's 80% of the profit comes from 20% of the customers, you should know most customers you should know those 20% that are giving you the best, the best profit then you can start to kind of drive the growth of any business. Okay, so, margins, again, many, many strategies to to impact on margin, certainly measuring it is a star. And what I find is it's interesting how just by measuring it, the numbers improve. It's incredible. By all that is not just by measuring because it's a senior line of sight, but just measuring some of this stuff will will make a big impact. Certainly looking at costs, I mean, one of the first things we would do with a client is giving them the 10% cost challenge last week to cancel a bookkeeper and get them to tell you how they can shave 10% of the customers, then you still have to look at opportunities to reduce costs, and therefore improve the margin. Just while we're on margins. Again, it's interesting how people don't appreciate the impact of increasing prices or reducing prices and discounting. So referrals discounting is a dirty word. If you've got a 10% profit margin, and you just you taking 5% off your prices, what's happening to your profit is Harvin again, just just just hang on to the concept of them. Because Because what that means is you got it, you've got to do another kind of slice of work to actually record this kind of profit margin, you've got to at least an important metric to understand that by the same token increasing by 5% has a massive impact on the bottom line profit. So knowing the numbers and the five ways is all about knowing the numbers Okay, so having having got the kind of base level that is What are you going to do to move the numbers forward. And one of the things that is it is worth doing is just have a look at what the impact of a 10% increase might be on each of the five drivers I've just described to you. So 10%, increasing Lee's conversion, average free transaction volume margin, just and I get the kind of the effect of that on the mass of that because of the compounding is that if you're increasing each by 10%, the bottom line impact is it's not 10%, which most people think it's not because there's a compounding impact of the 10% 64%. So just by seeing those numbers, you start to see the power of this. This is leverage. This burst divider multiplying breaking things down, working on the Kabbalah books, and last last fall it was,
Unknown Speaker 19:43
that is fantastic. Thank you so much for sharing that Chris. And as you mentioned earlier on there we will you have created a document which we're going to link to in the show notes for anyone listening to download, and they can go through and list where your current number of leads, conversion rates, number customers, all of the current figures. And then as you say, work out what that 10% increases. So I'll link to that in the show notes. And you know, if anyone would like to get in touch with you, you know, to ask any more questions, what would be the best way for them to do that, Chris?
Unknown Speaker 20:16
I mean, I've got a website, which is Chris Henry. It's actually good stuff. Good at UK. So that's, that's my website, or, I mean, my mobile number is absolutely fine. I don't mind giving that out to Michelle to help Christiania
Unknown Speaker 20:29
will I can I can share that but yeah,
Unknown Speaker 20:31
okay. Either way. I mean, obviously, there are other coaches in the group as well. So we're all we all work as a team. So I felt the last important to be mindful of all of it. Excellent. Well, Chris, thank you so much for sharing that with us today.
Unknown Speaker 20:45
It's so interesting to see.
Unknown Speaker 20:47
Okay, so Chris took us through the five ways there, Kevin. And just to recap, we had lead generation conversion rate, number of transactions, average sale, and then margins.
Unknown Speaker 20:58
Yeah, I mean, fantastic. Isn't it really to see that the principles, the same ways we've got wealth building principles, the Seven Pillars, the wheel of wealth and all the other ingredients in the whole wealth building processes the, I suppose? What made me think when I saw this thing explained this process explained by Chris, that it's a beautiful, beautiful, elegant way to frame the science of the numbers and the artistry of how you improve things. So, you know, when he talked about those things, you know, what it what was really a big piece of realisation for me. I think he said it in the story, Chris, is what gets what our trumpet my teeth, Angela, what gets more improved, right? So if it gets measured, it improves. So it's critical for somebody to do the measure of And it doesn't have to be you. Does that's important. Now, you know, in my business, Chris, I've got, you know, a full time person who runs all the money. I've got a part time MD, and a part time bookkeeper. So three people who keeps me informed of the money that's going on the business. And it's not because it's a money grubbing business, of course, it isn't. We're measuring the value, but the byproduct of the value we bring to our customers is the fact that we generate profits. And, and you and I talk about these metrics all the time. And it's, it's obvious to me that when you work with people, and you talk about improving, the leverage comes into play in a magical way. So for example, Chris, you know, he talked about, I think you picked it up as well, you know, that if you improve all of those metrics, you know, by 10% So, let's have a chat. Do you think and this would be a rhetorical question for a business owner? You think if you sat down with somebody qualified an action coach, for example, like Chris, or yourself and your team, if you really looked at it and you took a day? Could you find a way to improve your link flow by Timpson?
Unknown Speaker 23:20
Yeah, without question,
Unknown Speaker 23:22
no doubt about it. And probably more than that, and we were talking about doubling our lead flow for 2020. Right. So, you know, if we can get 100% increase, and we know we can, then I mean, we're now what in 79 countries, Chris.
Unknown Speaker 23:37
Well, actually, now, you mentioned that this Yes. This is the last episode that will be doing this year. So yeah, we are now downloading over 25,000 episodes downloaded across 79 countries. So yeah, the time to reflect as well and say thank you.
Unknown Speaker 23:53
Yeah, so that's brilliant. But we didn't have the podcast in 2018. You know, so the podcast came out. 2019. And we now growing that, so that's just one measure that just one thing we've done, that will massively improve the flow, if you sat down, and as well, we will do in January, and we go through which we know our conversion rates. But if we sat down or you sat down as a business owner, and you looked at three, four or five ways that you could use to improve your conversion rate. And Chris mentioned a few of them, but there's dozens and dozens, dozens, would it be possible with a bit of effort to get it right? So you know, where I'm going with this course. Right? So I won't go through each one, but a small, you know, almost a marginal thing, of 10% on each of the different metrics, and say, for me, having somebody in the business doing the numbers, you know, one of the things they've done is massively reduced our phone costs, they've massively reduced our computer and tech costs. They've massively reduce the number of things business rates I wouldn't have the time and attention to be able to do I'd be bored Richard doing them and probably would that for just waste money. So having somebody doing that in a business, and then a small business, it you could be a bookkeeper doing one day a week, you know, or one day a month even. Anyway, the point being a marginal improvement of 10% focused one day, you could do that for the end of 2019, or the beginning of 2020 will lead by the mechanism of leverage and compounding would lead to an increase in profit of not 10%, as Chris says, but 60% and there's a calculator, we've got access to the calculator, that would show that to be true, but you know, you can do that calculation, if you wanted to for yourself, and see that if you're making 100,000 pounds in profit, one day's worth of work to change those makes you 160. If you're making a million pound in profit, one day Thinking changing and measuring those would make 1,600,000 profit. Now, if you think then we're talking about businesses being valued, Chris, if your business is worth a million quid in profit, and you sell that for, you know, x times, and if suddenly, by doing a few things, your business's almost worth one point is getting 1.6. And you apply the same multiple to that you're getting a multiple on the multiple. It's that compound effect. You're getting a, somebody else's seeing that you're improving that. So they might even go well hang on a minute. If if an acquirer might come in and say, well, with our skill, we could improve these metrics by 20%. And then they're putting a value on the business themselves, way, way more than EBIT, da you know, so so that's why I say, you know, the business valuation process is critical to all of this. So what Chris is saying, makes absolute sense, and I would encourage anybody to reach out to action coach they have a lot of group coaching sessions, you know, you can go along for a few hundred pounds and you can work with other people. So you don't have to, to worry about one to one if you're at the beginning of your business life, but having somebody to help you, whether it's a coach, a professional, or working with us at wealth builders, get somebody or even a buddy, you know, to talk things through who's got a different wealth dynamic to you. And I think we talked on another episode, Kristin, we about the 123 model of working out how to have all the wealth dynamics represented in your business.
Unknown Speaker 27:40
Yeah, that's right to get the balance across all of the sides of the wealth dynamics square,
Unknown Speaker 27:45
indeed, done an episode. You can reform. Yeah, I'll
Unknown Speaker 27:49
put a link to that in the show notes. And also, I'd like to point people back to Episode 38, which was where we had Richard Perry talking about the eight drivers of business value. So if you combine those drivers with the five ways that we've talked about today. I mean, wow, you almost cannot fail to improve your business.
Unknown Speaker 28:06
Exactly. I mean, the, which is why I love business. I keep saying this, you know, while a business is this compounding is huge in business in a way that you just can't do in any other asset. But anyway, enough of that. But I think one of the key things then, just to reflect on Christian strangely, you know, even though it's what, early December, I hadn't actually realised this was the last podcast of the year. So I think probably if I think on the hoof here, I'd like to do two things Chris here if you don't mind, sorry to announce them to you. Okay, you don't know where I'm going with this. Right. So I'm gonna, I'm gonna I'm gonna do a carrot and a stick. Okay, so I'd like is the stick for you to have a think about? We're coming to the end of the decade. The end of 29 I want you to think about where your wealth was 10 years ago. So as we reached 2010, in just when you know, bullies was closing, you know, when Facebook was still at Harvard University, you know, when these things hadn't even really been given birth yet. What was your wealth position? The world has massively accelerated in 10 years. Has your wealth done so? And if it hasn't, please think about what you're going to do in the next 10 years. Because the speed of growth in the world the speed of how things are going to pick up Look, you know, the biggest room provider in the world now is Airbnb, they don't own anything. You know, so the the whole industry and the whole world of providing wealth is got to shift and it is shifting. And it's really important that you start thinking about different ways that you can add value in the world. How you can respond to these things. So anyway, have a look at what you did 10 years ago, see where your wealth was? See where it is now? Are you thrilled? Are you disappointed? Okay, whatever you're feeling is do something different, and committed to doing something in any of the pillars to build your wealth moving forward. And Chris says, you know, what gets measured gets improved. And Chris, we've created a brilliant new wall chart, haven't we to allow bill to record? What's their current level of asset income? And then what activities are they putting into the plan every month because never let 30 day days go by without doing something to build your wealth. So you can record those things. So you've got a visual that you can put in your study in your bedroom, wherever you like to do these things. And you can, you know, keep a record for yourself of the activities you're doing. So we've done that now for our foundation members, and we've issued those now. Think. So it'd be great to put a link to that. So if people are interested in maybe using that, Chris, somebody we can make available to people, right?
Unknown Speaker 31:08
Yeah, we can indeed, it's actually called the wealth chart. And it's a 12 month, a one white wall planner. So something you physically put on your wall, and it's got our seven steps to wealth process on there. And if you're a foundation member, don't worry, you will have a copy of this on its way to you if it hasn't yet arrived. But it's we do have some extra copies. So yeah, why don't we put these up? And for anyone listening to the podcast, Kevin, who would like to purchase a copy? And if you had to wealth builders.co.uk forward slash wealth chart, I can upload them there.
Unknown Speaker 31:42
But let me let me give something free. worth more than a watch or
Unknown Speaker 31:50
you know, Chris, that one of my biggest bugbears is the vast majority of people that they look over the last 10 years, where their wealth is Been for the most part will have been somewhere in their pension. And we know that Chris, who contributed so brilliantly today, did a SAS, he's completely changed his life. He's changed his world 180 degrees. He's now wealthier than he could have been with his old pension and years and years and years before the age of what you would have been entitled to get it. However, for anybody listening on the podcast in January and in January only, not a black friday deal, just something I want to offer is anybody who would like to ruthlessly analyse what's happened inside their pension over the last 10 years, what your charges have been, what your performance has been, what your risks have been the CPR, Chris, we want to have everybody breathe new life into that and we will do that. I've got a probably limited to maybe 500 people, Chris, I don't think we could do any more than that my team ago Absolutely. April, me and my, my, my financial controller be going what you're giving 500 cprs for free, which we normally charge 125 quid for? Well look, I will do that it might take a few months. So over the years the offer will be in January we'll put do the work over the first 90 days to do that work for anybody who's got some kind of a personal type pension, you know, with an insurance company in the UK, so that we can show you how you can dramatically reduce your costs, improve your performance, minimise your risks, so that if your last 10 years has been about how your pensions done or not done, now, it's only 10 years since the recession. So everybody should have been doing better, but another recession will come at some point. So putting your pension in a place where you You can remove the handbrake of high fees, and the world is going that way now, and I'll be willing to show people how to do that. So the first 500 people who replied don't put it off, if you've got a pension, do not put this off. Make it your January challenge, even if it's a resolution that you do for January. Get
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