The MindShift Podcast with Darrell Evans

An inspirational podcast for entrepreneurs. Real stories and real strategies on how entrepreneurs navigate the road from inspiration to realization and when life knocks them down, from breakdown to breakthrough. Host, Darrell Evans is a serial entrepreneur, investor, and business growth strategist. He is the founder of the MindShift Business Academy and co-founder of Yokel Local, a successful digital marketing agency. Follow Darrell @mrdarrellevans on Instagram or visit www.darrellevans.net

https://www.themindshiftpodcast.com

subscribe
share





74: How to Scale A Consulting Business with Alzay Calhoun [transcript]


Alzay Calhoun has been a business coach since 2008. He's got a mantra, imagine fewer proposals, easier sales calls, better-behaved clients, and more days off. It is all based on his idea that we transform intelligent, technically oriented consulting firm leaders into insightful, inspired business architects. And in his words, we help you translate your expertise into an experience your clients can consume.

He believes having a purpose for your business is mandatory. For experienced business people, terms like mission, vision, and strategic plan are met with an eye roll and heavy sigh. They are often disregarded because they feel fanciful...like a big waste of time. His commitment is to work alongside you to help create strategies that will give real and practical direction for your company, not just soft ideas that sound good on paper.

And if you don't believe this, tune into this episode.

Here are three reasons why you should listen to the full Episode:

  1. Alzay shares his menu and choosing one item philosophy
  2. The thought process to begin as a consultant 
  3. The one thing holding his clients back

Enjoying The MindShift Podcast?

Click here to follow on Apple Podcasts? While there, please leave a 5-star rating and review. Also, if you haven't done so already, join the free MindShift Community to connect with other like-minded people. Don't forget to tag me @mrdarrellevans on Instagram. 

Thanks for listening,

Darrell


share







 2021-09-14  53m
 
 
00:00  Alzay Calhoun
Thought I was
00:00
going to be a McKenzie kind of
00:02
guy, a Deloitte kind of guy, an
00:02
Accenture kind of guy. That's
00:06
what I thought I was going to be
00:06
when I grew up. And long story
00:09
short, that's not really what I
00:09
wanted to do. But I liked the
00:12
thought process. I like thinking
00:12
through the problem, I like
00:15
making clear recommendations. I
00:15
like the idea of making a
00:17
choice, and making the best
00:17
choice you can and with
00:20
ambiguity in the space, those
00:20
kind of ideas excite me. But the
00:24
tactical everyday of being a
00:24
consultant was less than my
00:27
interest. So life took me in a
00:27
different direction. So that's
00:30
how I was trained. And that's
00:30
why I've got started. That's
00:32
what I knew how to do since I
00:32
brought up coaching, because I
00:36
like the advisory part better. I
00:36
like being the ally of the
00:39
business owner better. I like
00:39
that better. I also began to
00:43
realize how lonely that person
00:43
was, I just told my own story. I
00:46
saw my loneliness, I look at
00:46
other people go, Oh, you're
00:48
sitting by yourself. Why are you
00:48
doing that all by yourself? You
00:52
need some help.
00:55  The MindShift Podcast
This is
00:55
The MindShift Podcast where we
00:57
share real stories, real
00:57
strategies that will help you
01:00
find real success. This is the
01:00
place to hear from people just
01:04
like you who have taken their
01:04
ideas, goals and dreams from a
01:07
point of inspiration to
01:07
realization or when life knock
01:11
them down from a point of
01:11
breakdown to breakthrough. I'm
01:14
your host Darrell Evans. Let's
01:14
get started with today's
01:17
episode.
01:22  Darrell Evans
Hey, my friend
01:22
How you doing? Welcome to The
01:23
MindShift Podcast where every
01:23
week on this show. Our goal is
01:28
to help you shift your mind so
01:28
you can shift your results in
01:32
your business and your life. If
01:32
you've not done so already, hit
01:36
the subscribe or follow button
01:36
wherever you're listening to the
01:39
show, so that you never miss an
01:39
episode. And after you enjoy
01:43
today's show, DM me on Instagram
01:43
@MrDarrellEvans, and let me know
01:48
your biggest mind shift from
01:48
today's show. Listen, if this is
01:52
your first time here, my name is
01:52
Darrell Evans. I'm a serial
01:55
entrepreneur who started his
01:55
first business at the age of 20.
01:58
I've now gone on to build
01:58
several successful businesses
02:00
across the seven figure mark.
02:00
And through my digital marketing
02:03
agency, we've now helped clients
02:03
generate over nine figures in
02:07
revenue over the last 11 years.
02:07
While the journey from
02:11
inspiration to realization is
02:11
fun to talk about. It's actually
02:14
when life knocked me down that I
02:14
learned some of my biggest
02:17
success lessons here at mind
02:17
shift we call those breakdowns.
02:21
Now it's those breakdowns that
02:21
led me to develop a framework
02:25
called the mind shift method.
02:25
It's a four step framework I use
02:29
anytime I get stuck. I need to
02:29
overcome a major life challenge
02:32
or a business challenge. Or if I
02:32
want to pursue a new career path
02:36
or desire of any kind. You know,
02:36
I use this when I was sleeping
02:39
on my grandmother's couch living
02:39
out of two duffel bags of
02:42
clothes. When I was starting one
02:42
of my first successful
02:44
businesses, I used it when I
02:44
faced the reality that I'd have
02:47
to figure out how to be a good
02:47
father to my two boys at the
02:50
time, who were living 1075 miles
02:50
away from me. I used it when my
02:55
business collapsed in 2008. And
02:55
I had to file bankruptcy and I
02:58
lost everything and I had to
02:58
start over again. It wasn't
03:01
until 2020 when something else
03:01
happened. And someone asked me,
03:07
How do you do it? How do you
03:07
remain so calm through
03:10
adversity? How do you keep a
03:10
positive outlook when facing
03:14
what would take most other
03:14
people out. And what I didn't
03:18
realize at that time was I've
03:18
been using this framework
03:21
unconsciously for like the last
03:21
two decades. That conversation
03:25
though, led me to break down
03:25
that four step framework, and I
03:28
share it with all of the members
03:28
of the mind shift community. The
03:31
mind shift community is my free
03:31
coaching community where you can
03:35
gather with us every single
03:35
month for free, live
03:39
masterclass. You also get access
03:39
to me for monthly q&a. And you
03:44
even get exclusive discounts on
03:44
merchant programs and events not
03:48
available to the general public.
03:48
The best part is, it's 100% free
03:52
to join in another tap really
03:52
quick. Go to
03:56
mindshiftcommunity.com to join
03:56
for free, and I'll see you
03:58
inside the community.
04:05
I'm on YouTube one day and up
04:05
pops this video about how to
04:08
create content that generates
04:08
consulting leads. Now I'm in the
04:12
lead generation business in my
04:12
marketing agency Yokel Local.
04:15
I've been owning businesses now
04:15
for about 30 years. So
04:18
obviously, I'm keen to the topic
04:18
of generating leads and
04:22
increasing sales. But there was
04:22
something about this video I
04:25
couldn't leave alone. Not only
04:25
did I watched that video, but I
04:29
ended up in the YouTube
04:29
University rabbit hole of Mr.
04:33
Alzay Calhoun. And for me,
04:33
that's a big deal, because I
04:38
very rarely find other experts
04:38
in the lead generation and
04:42
business sales coaching space
04:42
that have the acumen with
04:47
clarity and simplicity that I
04:47
think I bring to my clients.
04:53
Alzay has been a business coach
04:53
since 2008. He's been helping
04:56
boutique consulting firms scale
04:56
their business without stress
04:59
He's got a mantra He's like,
04:59
imagine fewer proposals, easier
05:03
sales calls, better behaved
05:03
clients and more days off. It
05:08
all is kind of based around an
05:08
idea that he says, we transform,
05:12
intelligent, technically
05:12
oriented, stalled leaders of
05:17
consulting firms into insightful
05:17
inspired business architects.
05:23
And in his words, we help you
05:23
translate your expertise into an
05:28
experience your clients can
05:28
consume. I reached out to
05:32
alzette I'm like, I gotta have
05:32
this gown to show. Not sure if
05:35
he'll be on the show. But I've
05:35
got to reach out of course, he
05:38
said, Yes. I don't have much
05:38
else to say because this
05:41
interview is going to blow your
05:41
mind. Get ready to shift your
05:45
mind and shift your results.
05:45
Whether you're an owner of a
05:49
consulting firm, small business
05:49
owner, professional service
05:53
provider, it doesn't matter. The
05:53
simplicity of his frameworks are
05:58
going to astonish you. Here's
05:58
Alzay. My man Alzay. What's
06:02
going on? Welcome to The
06:02
MindShift Podcast.
06:05  Alzay Calhoun
We're here. I'm
06:05
glad to be here. Thank you for
06:07
having me.
06:07  Darrell Evans
We are here and a
06:07
small aside, before we jump in,
06:11
we had some challenges last time
06:11
we got together, did we not?
06:15  Alzay Calhoun
Yes, we did.
06:15  Darrell Evans
Let me tell you,
06:15
as Internet entrepreneurs, you
06:18
are just facing all sorts of
06:18
challenges from time to time and
06:22
we hit three false starts the
06:22
last time a week or two ago. And
06:27
so it is absolutely a pleasure
06:27
to have you here. I'm looking
06:29
forward to it. Where are you
06:29
joining us from?
06:32  Alzay Calhoun
I am in Atlanta,
06:32
Georgia. The weather's behaving
06:35
today, actually. So it rained a
06:35
little bit so the pollen has
06:38
settled down so I can breathe
06:38
easy.It's a good day.
06:40  Darrell Evans
Amazing. Well,
06:40
listen, let's jump right in.
06:42
Alzay, I've invited you to the
06:42
show for a number of reasons, a
06:46
couple of which I'll highlight
06:46
now. And then as we go through
06:48
the conversation today, it's
06:48
going to be present to the
06:51
listening audience why I invited
06:51
you to the show, I came across
06:54
your YouTube channel, probably
06:54
three months ago, I watched a
06:57
couple of your videos. And I was
06:57
like the way this guy teaches
07:02
and the way this guy structures,
07:02
his content with crystal clarity
07:06
in your message. And then
07:06
there's this witty humor of
07:11
directness that I just
07:11
appreciate. And I hope the
07:14
listeners hear that through our
07:14
conversation today. We're going
07:17
to jump into that I'm going to
07:17
highlight we're gonna we're
07:18
gonna unpack the greatness that
07:18
is in Alzay Calhoun here today
07:22
for sure. Before we do all that,
07:22
once you jump in and give us a
07:25
little bit of your backstory,
07:25
and tell us about your business,
07:28
your practice what you do to
07:28
help people every single day.
07:31  Alzay Calhoun
Yeah, how I got
07:31
here, right. So when I started
07:33
my business 2008/2009, I started
07:33
out as a consultant. And when I
07:38
began that journey, I already
07:38
had a undergrad degree in
07:42
business, I had a grad degree in
07:42
business, I have an MBA degree.
07:45
And I already had a fortune 500
07:45
client I already had. So I
07:49
thought I was starting my
07:49
business with good bones, you
07:52
know, solid framework, I knew
07:52
what I was doing, quote,
07:54
unquote. And six months later, a
07:54
year later, 18 months later, I
07:59
got absolutely overwhelmed. And
07:59
I didn't see that coming. And I
08:02
hadn't never taken a course or
08:02
got any mentorship, etc, around
08:06
the number of details that a
08:06
business owner is responsible
08:10
for. I assumed that being a
08:10
technical expert was good
08:13
enough, and I was wrong. And it
08:13
wasn't until after the feast and
08:17
famine of revenue wasn't till
08:17
after the depression, worry and
08:20
anxiety. It wasn't till after
08:20
couldn't go on trips, can't
08:23
afford to eat meals with your
08:23
friends. I mean, just these
08:26
embarrassing moments that we
08:26
don't talk about that I realized
08:28
that I'm out of control. And
08:28
even though I've made money here
08:31
made money there, I got some
08:31
clients good for me, I'm out of
08:33
control. And long story short,
08:33
my life did not get better,
08:37
until my plans got simpler. I
08:37
had to do fewer things, too many
08:43
things are happening. And this
08:43
is a step by step process.
08:47
There's not some magic wave the
08:47
wand, but incrementally, I
08:50
simplify things. And now I'm
08:50
able to work a lot less than I
08:54
ever have before. And that is
08:54
the specific leverage I offer my
08:58
clients. So we we simplify
08:58
things down to a set, of course,
09:01
color systems. And those systems
09:01
provide us time leveraging money
09:05
leverage. And from there, you
09:05
can do all kinds of fancy
09:08
things. But I'm trying to get
09:08
you down to some pillar ideas
09:11
that will allow you time
09:11
leveraging money.
09:14  Darrell Evans
I love it, man
09:14
after my own heart. So a couple
09:16
things you said there, I want to
09:16
unpack a little bit before we
09:18
dive in deeper. And that is this
09:18
idea of the worry, the fear the
09:23
doubt that's happening behind
09:23
the scenes, when you think
09:25
you're going in, you said you're
09:25
out of control. And you say we
09:28
don't talk about these things.
09:28
And that's interesting, because
09:30
what we do on this show is we
09:30
talk about two journeys in this
09:33
world of entrepreneurship. And
09:33
that is that journey from
09:35
inspiration to realization
09:35
right, you take the goal, the
09:38
dream, the idea, let's get to
09:38
work, let's get after it. You
09:41
know, but there's this
09:41
irrational exuberance that
09:43
sometimes happens out of the
09:43
gate.
09:45  Alzay Calhoun
Yes.
09:45  Darrell Evans
And then all of a
09:45
sudden life does that little
09:47
thing that it seems to do and it
09:47
seems to knock us down. I call
09:50
it that season a break down to
09:50
breakthrough and it's an
09:53
evolutionary process as well. So
09:53
we actually do talk about it
09:56
here and I will probably have
09:56
you dig into some of that
09:58
because it is the real story.
09:58
Entrepreneurship, everyone looks
10:01
at magazine covers and Instagram
10:01
feeds and YouTube, you know,
10:05
subscriber numbers and someone's
10:05
got 80,000 comments on, you
10:09
know, that's just not the real
10:09
story.
10:12  Alzay Calhoun
Right.
10:12  Darrell Evans
Hopefully we'll
10:12
unpack some of that. Let me ask
10:14
you this question, how did you
10:14
get involved in the world of
10:17
consulting,
10:18  Alzay Calhoun
Consulting, so we
10:18
got to draw a bright line here
10:21
between consulting and coaching,
10:21
they are often used
10:23
interchangeably, they're not
10:23
quite the same thing. I got
10:26
started as a consultant, because
10:26
in my background, as
10:30
academically, I was trained as a
10:30
management consultant. That's
10:34
what I thought I was going to be
10:34
a McKinsey kind of guy, a
10:37
Deloitte kind of guy, an
10:37
Accenture kind of guy. That's
10:40
what I thought I was going to be
10:40
when I grew up. And long story
10:43
short, that's not really what I
10:43
wanted to do. But I liked the
10:46
thought process. I like thinking
10:46
through the problem, I like
10:49
making clear recommendations. I
10:49
like the idea of making a
10:52
choice, and making the best
10:52
choice you can and with
10:54
ambiguity in the space, those
10:54
kind of ideas excite me. But the
10:58
tactical everyday of being a
10:58
consultant was less of my
11:01
interest. So life took me in a
11:01
different direction. So that's
11:04
how I was trained. And that's
11:04
why I've got started. That's
11:06
what I knew how to do, since I
11:06
brought up coaching. Because I
11:10
like the advisory part better. I
11:10
like being the ally of the
11:13
business owner better, I like
11:13
that better. I also began to
11:17
realize how lonely that person
11:17
was, I just told my own story. I
11:20
saw my loneliness, I look at
11:20
other people, though, oh, you're
11:22
sitting by yourself? Why are you
11:22
doing that all by yourself, you
11:26
need some help. And so when you
11:26
begin to interact with that
11:30
person from that perspective,
11:30
now, your partners, and I like
11:34
that role better now you've got
11:34
to level up to serve in that
11:37
way. You can't just throw ideas
11:37
at people and be a quote
11:39
unquote, coach, that's for other
11:39
people. So if you're gonna be
11:42
helpful, you got to really be
11:42
helpful. But I have moved away
11:45
from the Send me the 40 page
11:45
PowerPoint deck of
11:50
recommendations to what exactly
11:50
is going on, sir, what do we do
11:54
tomorrow to fix it? And I just
11:54
prefer that conversation. And so
11:58
that's how I got here. And
11:58
that's where the line is drawn
12:01
between those two.
12:02  Darrell Evans
I love it. And I
12:02
love the distinction, right?
12:04
It's not just a bunch of ideas,
12:04
but it's get there be partners,
12:07
and the word partner can be
12:07
interesting, because we think
12:09
about the legalities of a
12:09
partnership. But that's not what
12:12
we're talking about. We're
12:12
talking about a vested interest.
12:14  Alzay Calhoun
Right.
12:14  Darrell Evans
In the outcomes
12:14
in the success, right?
12:16  Alzay Calhoun
Absolutely.
12:17  Darrell Evans
It's interesting,
12:17
tell us a little bit about who
12:19
you coach, and who is really the
12:19
company, the target audience of
12:23
who you serve.
12:24  Alzay Calhoun
So I have chosen
12:24
to work with consultants. And
12:27
that's a decision that I made
12:27
some years ago, somewhere around
12:29
2013. I kind of you know,
12:29
because there's all kinds of
12:32
business owners, where do I
12:32
belong? etc? Well, listen, for
12:35
most of us, it's easiest to
12:35
serve people like us. For most
12:40
of us, that's just easier to do.
12:40
Can you do other things? Yes,
12:43
you can. But it's easier,
12:43
because you have empathy. That's
12:46
the point you made Darrell
12:46
before we went live here, the
12:48
importance of empathy. So I
12:48
understand the life of a
12:50
consultant, I understand let me
12:50
kind of get that some layers, I
12:53
understand the life of living in
12:53
your head. Because as a
12:57
consultant, that is your life.
12:57
It is all about your thoughts.
13:01
Now, that's fine, you're a
13:01
brilliant person, but it's your
13:04
thoughts, plus the client's
13:04
thoughts, plus your family's
13:08
thoughts, plus your children's
13:08
thoughts, etc, etc. All those
13:12
thoughts are all in your head,
13:12
they're written down nowhere.
13:15  Darrell Evans
Right
13:16  Alzay Calhoun
They live all in
13:16
your head. And on any given day,
13:18
at any given time, you can miss
13:18
calibrate all those wonderful
13:21
things, and you make somebody
13:21
unhappy. And then that creates
13:24
this thing called stress, which
13:24
I forgot why am I so stressed
13:27
when I feel so much pressure?
13:27
Because there are too many
13:29
doggone thoughts, and they're
13:29
all in there at the same time.
13:31
So I understand I know that's
13:31
real. Now there's someone
13:34
listening right now going, No, I
13:34
have a command of mindset,
13:36
you're great, you're amazing.
13:36
But there's a lot of us
13:39
therefore honest, there's a
13:39
challenge associated with trying
13:42
to be amazing, top notch
13:42
thinking at every single
13:47
opportunity. So I understand I
13:47
know what that's like. I also
13:50
understand how you begin to
13:50
relieve that and while I'm on
13:53
the path here, but one of the
13:53
first places you can relieve all
13:57
of those thoughts, is taking
13:57
your expertise, and productize
14:01
it. So before we go too far, if
14:01
nothing else lands today,
14:05
there's this word called
14:05
productizing. This idea called
14:08
productizing is one of the first
14:08
things you can do to simplify
14:13
some of the complexity that's
14:13
happening in your brain. I'll
14:17
stop there. please direct me
14:17
Yes, sir.
14:20  Darrell Evans
No, let's
14:20
actually it's a great stopping
14:22
point. But let's define it from
14:22
your perspective to the person
14:26
who is this consultant on the
14:26
other side, who is this expert
14:29
in their field? I see it every
14:29
single day. Let's define
14:33
productizing your business from
14:33
your perspective.
14:37  Alzay Calhoun
Okay, so let's
14:37
begin with again, we call
14:40
ourselves experts. And so what
14:40
does that mean? So let's fast
14:43
forward that you have a PhD in
14:43
your thing. Now, it might not be
14:47
a formal PhD, you didn't you
14:47
didn't write a full
14:50
dissertation. But you've been
14:50
doing it for a long time. You
14:53
know, you've been doing it for a
14:53
long time and you haven't on
14:55
command. If someone brings it
14:55
up, you just start talking.
14:58
That's what I mean by having a
14:58
PhD. By framing PhD, we can
15:02
admit how many things we have in
15:02
our heads. Okay? So part of what
15:05
happens as really smart people
15:05
is we sit down with our
15:08
clientele, and we unload the PhD
15:08
on them, man, I mean, he just
15:13
they say one trigger word. And
15:13
that's all it takes. And we are
15:17
just, we're a movie all by
15:17
ourselves.
15:19  Darrell Evans
Two hours later.
15:20  Alzay Calhoun
hour and a half
15:20
just going all by ourselves.
15:23  Darrell Evans
Right.
15:24  Alzay Calhoun
We have to find a
15:24
way to make that brilliance more
15:27
palatable to someone else.
15:29  Darrell Evans
I love that
15:29  Alzay Calhoun
We have to do
15:29
that. Otherwise, we're flying
15:32
over people's heads, they'll
15:32
never Connect, I'll never
15:34
understand they'll never buy
15:34
they'll never value what we do
15:37
you ever had somebody buy what
15:37
you do, they pay the good money
15:39
and still don't value it. They
15:39
still ask you 100 more
15:42
questions, they still question
15:42
everything you done, you get to
15:44
the end of the project, they're
15:44
still asking you more questions,
15:46
how come you didn't, okay, they
15:46
never bought into it, because it
15:49
was just too doggone complex. So
15:49
then. So here's a quick kind of
15:54
sound bite here. scope, time
15:54
price. So this wonderful this
15:59
PhD level stuff you've got in
15:59
your head, it starts with the
16:02
beginning of time and ends with
16:02
the future, right? All that
16:05
stuff, we got to simplify that
16:05
down to a understandable scope,
16:10
time and price. Now, there's
16:10
some details and how that gets
16:13
done. But there's some part of
16:13
what you do that can be made
16:16
that palatable. And if you're
16:16
just willing to start there,
16:20
just begin there, then you can
16:20
get to the other fantastic
16:23
complex things. And again, you
16:23
can always add more layers of
16:26
complexity. But some of us are
16:26
smart people, we push against
16:28
the idea of productizing.
16:28
Because I want to play in my
16:31
world of knowledge, I want to
16:31
play into my highest thoughts, I
16:34
understand. But for the other
16:34
person you're talking to your
16:38
your highest minded thoughts do
16:38
not land either. Even if they're
16:42
nodding, I love to be where I
16:42
stopped. Just because someone is
16:45
nodding, does not mean they
16:45
understand. So you sit in front
16:50
of people, and you talk your
16:50
face off, and they nod at you
16:53
and they smile, and they do the
16:53
whole professional thing. They
16:55
are being nice. They're being
16:55
nice, they do not understand. So
17:00
the show the only way. So if you
17:00
really want understanding and
17:04
therefore commitment, because I
17:04
can't commit to a thing I don't
17:07
understand.
17:08  Darrell Evans
That's right.
17:08  Alzay Calhoun
I cannot commit
17:08
to an idea I don't understand.
17:12
So if you want me to commit to
17:12
it with time, energy and money,
17:15
you want money from me, I have
17:15
to understand and productize it
17:19
becomes a vehicle by which you
17:19
can earn the understanding, and
17:22
therefore earn the commitment.
17:24  Darrell Evans
I love that man.
17:24
Just because they're nodding
17:26
doesn't mean they understand.
17:26
And you know what, and
17:27
oftentimes when they're nodding,
17:27
that's actually means they don't
17:30
understand. I know in your
17:30
experience, I know I can speak
17:33
for mine. The more dialogue I
17:33
get back, the more they actually
17:38
understand. The less dialogue I
17:38
get back.
17:41  Alzay Calhoun
Right.
17:42  Darrell Evans
Questions,
17:42
objections, whatever it may be,
17:44
the less they understand.
17:46  Alzay Calhoun
Yes, sir. That's
17:46
right.
17:47  Darrell Evans
If I get off the
17:47
call, and I've done all the
17:49
talking, I lost.
17:50  Alzay Calhoun
That's right. Oh,
17:50
you broke it. Yes, indeed. And
17:54
I've done this. So I recognize
17:54
the issue. I've done this. Yeah.
17:57  Darrell Evans
Yeah, great
17:57
points. You know, so many ideas
18:00
that come to mind from that.
18:00
Let's talk for example. So when
18:03
we say the word productize. And
18:03
I love the scope, say it again,
18:06
scope, scope, time, price, time
18:06
and price. Got it.
18:10  Alzay Calhoun
So what's being
18:10
done? How long does it take? How
18:13
much does it cost? Get there as
18:13
fast as you can, please?
18:15  Darrell Evans
So you're talking
18:15
to someone or someone's
18:17
listening to us right now. And
18:17
they're still in the world of
18:20
their expertise, service,
18:20
whether it's service, whether
18:22
it's product, whether it's
18:22
leadership, management, and
18:25
they're not yet a consultant.
18:26  Alzay Calhoun
Okay.
18:27  Darrell Evans
Can you elaborate
18:27
a little further as to how they
18:30
make the leap to this idea of
18:30
productizing? Because so often,
18:35
as you mentioned, and said
18:35
extremely well, that they live
18:39
at their PhD level in what they
18:39
do every day. And is this
18:43
unconscious competence level
18:43
that they talk about in
18:46
psychology?
18:47  Alzay Calhoun
Yes.
18:47  Darrell Evans
That just like
18:47
you said, it just happens. It
18:49
rattles the trigger word goes
18:49
off, and that could be there for
18:52
two hours, and they'll run you
18:52
over like a Mack truck. It's
18:55
with good intention, but you get
18:55
hammered. Right, right.
19:00  Alzay Calhoun
Right.
19:01  Darrell Evans
So how does one
19:01
begin the thought process to go
19:06
from that world of expertise? A
19:06
lot of times we say what you're
19:11
about to do for this client, or
19:11
this customer or in the world of
19:14
productizing is actually
19:14
teaching and or working to
19:17
yourself? 10 years ago? Yeah,
19:17
more five years ago. Is that is
19:21
that a assessment that you
19:21
believe in?
19:23  Alzay Calhoun
Yes, I do. Yes, I
19:23
do.
19:25  Darrell Evans
So let's talk a
19:25
little bit about how does one
19:27
begin the thought process if
19:27
they're not a consultant yet.
19:30  Alzay Calhoun
Right.
19:30  Darrell Evans
Without getting
19:30
crazy to think about
19:32
productizing talk them through
19:32
that for just a hot minute.
19:35  Alzay Calhoun
Okay, so slowly,
19:35
is the first words you need to
19:38
hear slowly. So again, we are
19:38
used to functioning at that high
19:43
minded clip. That's fast. Our
19:43
thoughts are fast. And so I say
19:48
productizing and look in your
19:48
brain,scope, time, Price, got
19:51
it. And so then you want to just
19:51
run to this beautiful, elegant
19:54
thing that you've now
19:54
"productized" when you have
19:57
understand the concept, and I
19:57
understand the desire For speed,
20:00
but I gotta warn us against
20:00
ourselves that we can get in our
20:04
own way here. Okay, so slowly,
20:04
slowly. Okay. So what are we
20:09
doing with this idea of
20:09
productizing? Again, we're
20:11
trying to make this complex idea
20:11
palatable for someone else that
20:16
has the intention. The intention
20:16
is not to write the dissertation
20:20
you never wrote, we're not
20:20
trying to put everything into
20:22
the book. That's not what we're
20:22
doing. We're trying to make this
20:25
idea palatable for someone else.
20:25
Okay. So then, and he defines
20:31
what's palatable for him, she
20:31
defines what's palatable for
20:35
her. So the way I kind of help
20:35
folks visualize this is look at
20:39
his desk, go to his office, and
20:39
look at his desk and look at all
20:43
of what's on his desk, and see
20:43
what on his desk you can take
20:47
off of it. Give me that thing,
20:47
that problem, that stack of
20:52
papers, that person that keeps
20:52
coming in this office, those
20:55
emails that keep coming through
20:55
that vendor that walks in here
20:58
and talk to you to death,
20:58
because they got a PhD in their
21:00
thing, whatever it is that
21:00
troubles them on their desk,
21:05
look on their desk and see if
21:05
you can take something off.
21:08  Darrell Evans
Yeah.
21:08  Alzay Calhoun
Now, here's a
21:08
hard admission that we can do it
21:11
now because we're not present
21:11
and no one gets embarrassed. You
21:14
don't know what his desk looks
21:14
like. He never went to his
21:16
office, he came to the office
21:16
and yelled at you. What's on my
21:19
person who hasn't been
21:19
consultant yet? Right? So they
21:21
came into your office and they
21:21
yelled at you, they invited you
21:23
to a conference room, right? And
21:23
hijacked you right scares you
21:27
with a new idea, right? That's
21:27
the way we're used to
21:29
functioning in these corporate
21:29
spaces. So you've never actually
21:32
gone into his desk, gone into
21:32
his office and looked at his
21:35
desk before? Or if you did you
21:35
set so far away, you couldn't
21:38
see you get the point that I'm
21:38
making here. So so we have to be
21:42
there's an extra effort extra
21:42
step, we have to take to really
21:46
envision what that guy or what
21:46
that lady is going through in
21:51
their world. And it's actually
21:51
very different is what I'm
21:54
saying, fellow smart person. I'm
21:54
saying it's very different than
21:57
what's going on in your world.
21:57
It's not the same thing. So I'm
22:00
trying to break that assumption
22:00
with a picture here. I know that
22:03
what you're going through is not
22:03
what I'm going through. So I'm
22:06
stopping myself. What are you
22:06
going through? What on your
22:09
desk? Do you want? Remove? Give
22:09
it to me? And please hear those
22:13
words. Give it to me, I want it.
22:13
You want this big, nasty thing?
22:17
Yes, I do. And to take that
22:17
firms will cost you $25,000. Do
22:21
you still want to give it to me?
22:21
Yeah. Here's 25 grand and the
22:24
ugly thing. Right? So there's so
22:24
step one is a matter of empathy.
22:28
It's a step of empathy. I mean,
22:28
that literally go to that
22:31
person's office.
22:32  Darrell Evans
Yes.
22:32  Alzay Calhoun
Go to their desk
22:32
and stare at it. and see which
22:35
stack is the highest, see which
22:35
corner of their desk is the most
22:39
unorganized.
22:40  Darrell Evans
True.
22:41  Alzay Calhoun
And that begins
22:41
to highlight for you the things
22:43
that they don't like what's
22:43
bothering them the most, etc,
22:45
etc.
22:46  Darrell Evans
True.
22:47  Alzay Calhoun
All right, I'll
22:47
stop there. Please. Take me to
22:49
the next place.
22:51  Darrell Evans
No, you know
22:51
what, you man job fire man. So
22:54
well, I don't want to stop a guy
22:54
that's on fire like that. But
22:56
I'll just echo one thing that
22:56
you said that I'll see if I can
22:59
summarize. And that is, if you
22:59
don't go meet them where they
23:03
are, you won't understand how to
23:03
solve that problem. I've said
23:06
for I don't know, in the
23:06
neighborhood of 30 years of in
23:08
the world of sales. And at the
23:08
end of the day, that's what
23:10
you're going to be doing as a
23:10
consultant.
23:12  Alzay Calhoun
That's right.
23:12  Darrell Evans
And if you're an
23:12
entrepreneur, it doesn't matter
23:14
what your first job and priority
23:14
is to sell your product and
23:17
service. But you've got to have
23:17
something worth selling.
23:19  Alzay Calhoun
That's right.
23:19  Darrell Evans
But it has to be
23:19
something that'll solve a
23:21
problem. And I've often said if
23:21
you meet people empathetically,
23:24
first, you'll never sell a thing
23:24
in the world because you will
23:26
understand where they are.
23:29  Alzay Calhoun
That's right.
23:29  Darrell Evans
And whether or
23:29
not your solution will solve the
23:33
problem, which is basically Will
23:33
you be able to take that thing
23:36
off their desks that's bugging
23:36
them. And they will want to give
23:40
you whatever the fee is, or
23:40
whatever the trade is.
23:43  Alzay Calhoun
Yes.
23:43  Darrell Evans
And it's not even
23:43
a fee. If you think about it,
23:45
it's an opportunity for them to
23:45
stop losing money and whatever
23:48
that...
23:48  Alzay Calhoun
That's right.
23:49  Darrell Evans
...weight is that
23:49
sitting on their desk?
23:50  Alzay Calhoun
That's right.
23:51  Darrell Evans
It was just
23:51
beautifully said, I love couple
23:54
things you've said, slow. I know
23:54
from listening to some of your
23:57
videos, you're really focused,
23:57
you have a dedicated pattern of
24:02
talking about simplicity. You
24:02
just said the word slow. And I
24:06
know that you're all about
24:06
focus. I watched the video some
24:11
time ago, and I don't remember
24:11
the title of the video. I just
24:13
remember something that just
24:13
made me laugh to no end. I'm
24:16
going to share it right now and
24:16
then get your feedback on. And
24:19
it's about this area of focus.
24:19
Somewhere in the video. And I
24:22
don't even know what year it was
24:22
because you've been online for a
24:24
minute. And you may not even
24:24
know cuz you probably got
24:26
hundreds or if not 1000s of
24:26
videos by now. You said
24:29
something like choose one. And
24:29
you said if you go to a
24:34
restaurant, and you look at the
24:34
menu, you can only choose one,
24:39
you have to eat that meal first.
24:39
Or you can eat the next meal and
24:44
you can only choose one. Can you
24:44
remember the video that you were
24:49
talking about and how it relates
24:49
to this again, this idea of
24:53
simplicity focus. Do you recall
24:53
what video I'm talking about?
24:56  Alzay Calhoun
I don't recall
24:56
the exact video but I do use
24:58
that statement more than once.
24:58
So I'd definitely know what
25:00
you're talking about.
25:01  Darrell Evans
Okay.
25:02  Alzay Calhoun
Again, in that
25:02
PhD thinking, we love to offer
25:05
clients a list, and we assume
25:05
that choice is good. I want to
25:09
give my clients the option of
25:09
selecting any of these things
25:13
that might be good to them. And
25:13
we say it in that voice. I want
25:15
to give my clients the option of
25:15
choosing right, get well
25:18
intended. how overwhelming is it
25:18
to walk into a Walmart? how
25:23
overwhelming is it to walk into
25:23
a target? You know, for the men
25:28
in the room for just a minute,
25:28
you know that if you walk into
25:31
that target with your wife,
25:31
you're going to be there for a
25:34
while, because she's going to
25:34
walk the store. That's how
25:38
shoppers shop. I'm not arguing
25:38
with that. That's just how
25:40
people operate. That's fine. You
25:40
don't want your six figures or
25:44
seven figures determined by
25:44
someone wandering through a
25:48
store. It's an overwhelming
25:48
experience. So on the other
25:51
side, when you walk into that
25:51
target knew exactly what do you
25:54
want, you walk in you go get it
25:54
and you walk out.
25:57  Darrell Evans
That's what we
25:57
do.
25:59  Alzay Calhoun
It's typically
25:59
how men shop, right? Okay, if we
26:02
can play the stereotypes for a
26:02
minute, right? Okay. So the idea
26:05
here, I'm trying to draw a
26:05
picture here. So we can see that
26:08
by offering your client Oh, and
26:08
by the way, everything in
26:12
Walmart is a product you already
26:12
understand toothpaste, soda,
26:16
even the tires and the
26:16
windshield wipers, and whatever
26:19
else you bought at Walmart, you
26:19
will understand those products.
26:21
But when you're a consultant
26:21
talking to a client, you are
26:24
talking about something they
26:24
don't understand. They have they
26:28
have such little recognition,
26:28
they don't recognize the words
26:33
the framings, etc, that you're
26:33
offering. So not only are you
26:36
offering them 19 choices, they
26:36
don't recognize any of them.
26:40  Darrell Evans
Great point.
26:41  Alzay Calhoun
How overwhelming
26:41
is that?
26:43  Darrell Evans
Great point. Oh,
26:43
my goodness,
26:45  Alzay Calhoun
that's so
26:45
overwhelming.
26:46  Darrell Evans
Wow.
26:47  Alzay Calhoun
So empathy, a
26:47
projection of their situation.
26:50
So I know you got to meet in 15
26:50
minutes from now you're talking
26:53
to me right now at nine o'clock,
26:53
and you have a meeting at 915.
26:56
And I am in the way between you
26:56
and your 915. What I'm trying to
26:59
help you do is make an efficient
26:59
decision right now in 15
27:02
minutes, let's do it together.
27:02
Let me look at your desk. The
27:05
highest axis seems to be the
27:05
stack on the right hand side.
27:07
Can I have the right hand side,
27:07
please? How much is that
27:11
$17,000? I will remove that
27:11
whole right hand side for you.
27:13  Darrell Evans
Right? Right.
27:15  Alzay Calhoun
Okay, we'll talk
27:15
about it tomorrow then now. So
27:17
maybe he doesn't buy in that in
27:17
that exchange. But now you have
27:19
a second meeting where you can
27:19
discuss that in more detail, you
27:22
have his attention, and you're
27:22
focused on making his life a
27:24
little bit better. The idea of
27:24
choosing one, because will
27:27
default to a long list of things
27:27
that our client cannot
27:31
comprehend not because they're
27:31
unintelligent, but because they
27:34
don't have a PhD and what we
27:34
have a PhD in. So I've said all
27:38
of that, let me just offer one
27:38
more support to that idea. One
27:43
is simpler to manage than two
27:43
now I don't have children. But
27:47
what I've heard is that having
27:47
one child is easier to manage
27:50
than having two children. So
27:50
inside our own business, because
27:54
our products or our children,
27:54
our services or our children. So
27:57
if we just have one service
27:57
that's easier for us to manage,
28:00
easier for us to understand
28:00
easier for us to deploy and
28:03
deliver, easier for us to manage
28:03
and maintain, easier for us to
28:07
build a clientele around from
28:07
the management of our own
28:10
business. One is simpler than
28:10
two and definitely simpler than
28:14
19.
28:15  Darrell Evans
Man, I love it.
28:15
Have you ever read the book 8020
28:18
principle? Richard cots
28:20  Alzay Calhoun
I have not read
28:20
the book. I definitely know the
28:22
concept. I definitely know
28:22
concept.
28:23  Darrell Evans
You know, you
28:23
know the concept. Like you know
28:26
the concept. But there's no
28:26
question about you know, the
28:29
concept because a lot of what we
28:29
are talking about today, and
28:33
what I appreciate about what
28:33
you're describing, just it's
28:36
gonna there are some listening
28:36
to this that are afraid to miss
28:41
out on all
28:43  Alzay Calhoun
Yes, sir.
28:43  Darrell Evans
They're afraid to
28:43
miss out on all.
28:45  Alzay Calhoun
Thank you. Thank
28:45
you for saying that.
28:46  Darrell Evans
And the issue is,
28:46
is that whenever we start
28:49
something we have to be good at
28:49
the first thing first, I think
28:52
about sports when I played
28:52
sports growing up, and I think
28:54
about the way we coached the
28:54
kids as I grew out of playing
28:57
sports, when in the world of
28:57
coaching, I think about what we
29:00
do in the world of marketing.
29:00
And Vince Lombardi is I think
29:03
credited as saying this is that
29:03
every year he would show up to
29:05
training camp with the Green Bay
29:05
Packers back in the day. I'm not
29:08
a Green Bay Packer fan shout out
29:08
to those who are. I'm a Rams fan
29:11
shout out to the Rams fan. A
29:11
shout out to the Falcons down
29:15
where you're at Vince Lombardi
29:15
would show up with a football.
29:18
This is what I heard. I wasn't
29:18
there that even with grown
29:22
professionals, whether they're
29:22
rookie or veterans, he would
29:26
start every season with training
29:26
camp by standing up in front of
29:29
them with the football and say,
29:29
gentlemen, this is a football.
29:32
Now why would a legendary coach
29:32
stand up with seasoned
29:36
professionals, veterans PhD
29:36
players and say, gentlemen, this
29:40
is a football and I think that's
29:40
what I'm hearing you say I think
29:43
about you know, this idea that
29:43
you've got to be good at the
29:46
little things I remember in
29:46
football used to kind of
29:49
remember this is just one of
29:49
those other Simplicity's, we had
29:53
to start with how to get into a
29:53
proper three point stance.
29:57  Alzay Calhoun
Yes, sir.
29:58  Darrell Evans
It started with
29:58
how to position Your feet before
30:01
you get to the ground. So is
30:01
this all the same stuff? Right,
30:04
but we feel like, well, we're
30:04
gonna run the place.
30:07  Alzay Calhoun
Yes, right?
30:09  Darrell Evans
Well, we got to
30:09
run the place.
30:10  Alzay Calhoun
Right?
30:10  Darrell Evans
So I love what
30:10
you're talking about that let's
30:12
go a little deeper into your
30:12
business model. I know that from
30:16
following you online a little
30:16
bit that you work with your
30:18
clients in the area of blind
30:18
acquisition. And tell a little
30:23
bit about the process you teach?
30:23
And the channel you prefer? And
30:30
why?
30:31  Alzay Calhoun
Okay, so there's
30:31
actually three parts to that
30:34
question. So this idea of
30:34
simplicity, I want you to see
30:37
your entire business all up
30:37
front. So some of us are guilty
30:39
of over focusing on client
30:39
acquisition, we swear that the
30:42
the issue in our business is
30:42
because we don't have enough
30:45
clients. Maybe, maybe, but I'll
30:45
say I don't have any clients. So
30:49
I need 100 clients, don't I?
30:49
Maybe, okay, so the three pillar
30:53
systems, client acquisition,
30:53
client service and client
30:56
retention, I'd argue that your
30:56
service based business is based
30:59
around those three pillars, that
30:59
is your 8020. If you get those
31:03
three pillars, right, the other
31:03
things are much easier to manage
31:06
whatever those big ideas are.
31:06
But boy, please get something in
31:10
those three pillars. So I do I
31:10
do focus on client acquisition,
31:14
because it is important. You
31:14
have a rhythm there. But let's
31:16
start here, though, about client
31:16
acquisition. There's no rhythm.
31:20
So many of us have no process.
31:20
We're not working a process.
31:23
There's no base discipline.
31:26  Darrell Evans
Yes.
31:26  Alzay Calhoun
So before we go
31:26
create fancy funnels and do 100
31:29
content pieces, and I'd love to
31:29
play that game. We can go all
31:31
day long about that. I got a PhD
31:31
in
31:33  Darrell Evans
Hey, you do it
31:33
all day.
31:34  Alzay Calhoun
We do it all set,
31:34
right, my gosh. But if I asked
31:37
you what happened over the last
31:37
week, and you told me Well, I
31:39
talked to one guy about one
31:39
thing, that's not we haven't
31:42
done enough, we're not giving
31:42
ourselves a rhythm. So we think
31:45
about client acquisition, not as
31:45
a magic marketing hack, but
31:48
instead a process to put in
31:48
place. What I believe for
31:52
experts to sell it really
31:52
expensive things. The easiest
31:56
place to begin a process is with
31:56
LinkedIn, LinkedIn as a first
32:01
place to go other platforms.
32:01
Absolutely. Can we talk about
32:04
those? Absolutely. But boy,
32:04
LinkedIn is just easier why. And
32:08
a simple idea is that LinkedIn
32:08
will give you a dashboard to
32:13
have these conversations from to
32:13
begin this rhythm. LinkedIn
32:16
presents you with a dashboard.
32:16
Now, here's a bit of the rub,
32:20
though. LinkedIn is a clunky
32:20
tool, amen. I complain about
32:23
LinkedIn, how clunky it is
32:23
recommend LinkedIn as a tool to
32:27
use I do. But I also acknowledge
32:27
that LinkedIn by itself is not
32:30
elegant, it's clunky. So this
32:30
dashboard that I'm describing
32:34
needs to be you need to
32:34
understand how to create it,
32:36
there's some steps you got to
32:36
take to build it for yourself.
32:39
But once you have that
32:39
dashboard, it becomes like when
32:42
you sit in your car and turn the
32:42
key, there's a dashboard sitting
32:45
right in front that tells you
32:45
the status of your car. Now you
32:48
can guide yourself, now you're
32:48
oriented because you have that
32:50
dashboard, it is the simplest
32:50
thing to do. And no other things
32:54
are possible with you no way to
32:54
attract clients. LinkedIn, its
32:59
dashboard and the fact that
32:59
darner every professional, you
33:02
know, is on the platform. So you
33:02
can get access to people you
33:06
need part one, part two, you can
33:06
do with my dashboard level
33:09
thinking. And that's so I want
33:09
folks to have the dashboard.
33:12  Darrell Evans
I love it. And
33:12
you nailed it. LinkedIn. I've
33:14
been on LinkedIn since 2006.
33:14
first started using it to grow
33:18
my personal brand and was an
33:18
early adopter. And it is
33:21
frustratingly clunky.
33:23  Alzay Calhoun
Oh my gosh, yeah.
33:24  Darrell Evans
And even a
33:24
Microsoft bought it. What is it
33:27
two and a half, three years ago
33:27
now?
33:28  Alzay Calhoun
Maybe a little
33:28
longer. But in that timeframe.
33:30  Darrell Evans
For some up to 20
33:30
$20 billion, or some nonsense?
33:34  Alzay Calhoun
Yeah.
33:34  Darrell Evans
And it's
33:34
improved. I will say that in the
33:36
last 12 months or so it has
33:36
really started to improve. It's
33:39
becoming a more social platform,
33:39
not just a resume platform. Mm
33:42
hmm. So it is coming along. So I
33:42
enjoy LinkedIn. I love what you
33:46
said about the three pillars,
33:46
right client acquisition, client
33:49
service, client retention. When
33:49
you are working with your
33:54
clients, what is the number one
33:54
thing holding them back?
34:00
Typically, of those three?
34:02  Alzay Calhoun
Oh, of those
34:02
three, oh, man, I thought you're
34:04
gonna go somewhere else of those
34:04
three of those three?
34:08  Darrell Evans
What category?
34:08
Are you finding that you have to
34:11
dive in and help them with?
34:11
ASAP?
34:14  Alzay Calhoun
Right.
34:15  Darrell Evans
I would imagine
34:15
there's a common theme. I know
34:17
in my world, there's a common
34:17
theme. They'll think it's this
34:19
but you know, it's that right?
34:21  Alzay Calhoun
Right? No,
34:21
absolutely. Because you're
34:23
asking the right question.
34:24  Darrell Evans
Take your time.
34:24
Take your time.
34:25  Alzay Calhoun
And I want to
34:25
give you a direct answer. But
34:26
you're feeling the context
34:26
already. Most new work
34:30
consultants, if they're in the
34:30
first, let's say, one, two or
34:32
three years, are concerned about
34:32
client acquisition, that's
34:35
generally true, most newer
34:35
consultants, those consultants
34:39
that have been around for a
34:39
little while, so years 3, 4, 5
34:42
and beyond are looking at client
34:42
service. So that's a
34:45
straightforward answer.
34:47  Darrell Evans
Well, what I was
34:47
thinking about is...
34:50  Alzay Calhoun
go ahead, ask
34:50
your next question. Take me to
34:52
the next place there.
34:53  Darrell Evans
I know as a
34:53
consultant, you are solving
34:55
problems for consultants, and
34:55
I'm trying to unpack a theme
35:00
That I'm imagining is very
35:00
similar to the world that I work
35:03
in, which is experts, service
35:03
providers, right. So they're
35:07
generally those PhDs, they just
35:07
happen to still be doing the
35:11
work in their field. They
35:11
haven't transitioned into the
35:14
world of consulting or coaching.
35:14
And I was just curious if there
35:17
was a common theme, what I see
35:17
in my world is, they come to me
35:21
saying, hey, Darryl, I need x.
35:23  Alzay Calhoun
Yeah, yeah.
35:23  Darrell Evans
And I'm like, in
35:23
the background, no, and no, you
35:26
need Y. And so, and that was all
35:26
it was wasn't really a, an area.
35:30
But it does make sense. When you
35:30
think about the earlier years,
35:33
it's client acquisition, how do
35:33
I get people to actually buy my
35:36
stuff? And then it's servicing
35:36
work? Do you find that people
35:39
get stuck in service? Oh, you
35:39
already said it. Right. They get
35:41
stuck in service. And then they
35:41
forget the other process of
35:44
client acquisition? Because they
35:44
do it once in a while.
35:47  Alzay Calhoun
Right, right.
35:47
Okay. So I wanted to thank you.
35:49
Let me put a point here that I
35:49
wanted to point which was, what
35:53
brings people to the cross of I
35:53
need help now. So regardless of
35:58
what advice I may offer, the
35:58
what's the roadblock people hit.
36:01
And so typically, the story is,
36:01
you've earned your PhD, quote,
36:04
unquote, you've done your work
36:04
for a very long time you get the
36:07
clients you get because of the
36:07
career you've built so far. So
36:11
in other words, you've been
36:11
doing what you've been doing
36:14
naturally, you did it as an
36:14
employee, you said, Hey, I'm
36:17
gonna be a consultant now. And
36:17
some of your former colleagues
36:20
are now clients. And there's
36:20
your business. And for some
36:23
folks, that's half a million
36:23
dollars a year. For some folks,
36:25
that's $100,000 a year, but some
36:25
people just want $25,000 a year,
36:29
I'm not critiquing the number,
36:29
but the dynamic is the same or
36:31
very, very similar. You used to
36:31
do it as an employee, now you're
36:35
doing as a consultant, folks
36:35
just kind of pay you. Right?
36:38
Okay. So then that next wall is
36:38
you realize that I don't have
36:42
any predictability or control
36:42
over this business that I have.
36:47
I have clients, I have some
36:47
money, I've got some stuff. I've
36:50
got a website, a LinkedIn
36:50
profile, I got a, you know, some
36:52
tweets, I got a Facebook page,
36:52
whatever, you got some stuff,
36:55
right. But I speak at a
36:55
conference every now and again,
36:57
I got some stuff. But I can't
36:57
predict when the next x is going
37:01
to happen. And that's scary.
37:04  Darrell Evans
Yes.
37:05  Alzay Calhoun
And so because I
37:05
can't predict the next x, I have
37:08
to work to fill in that blank.
37:08
So now I'm always at work,
37:11
because I don't know when the
37:11
next thing is going to happen.
37:13
So I must serve this next client
37:13
or it makes you over invest.
37:17  Darrell Evans
Yes.
37:17  Alzay Calhoun
So now I've got
37:17
to serve these clients.
37:19  Darrell Evans
Yes.
37:20
Yeah.
37:20  Alzay Calhoun
Do everything
37:20
they possibly asked me to do
37:21
That's what Alzay
37:21
Calhoun, the business coach is
37:21
there go scope creep, you just
37:21
volunteered for it. I've got to
37:24
do all this prospecting and hit
37:24
everybody up that I've ever
37:27
known, because I don't know what
37:27
my next client is coming. See,
37:30
now you're not gonna sales guy,
37:30
he just volunteered for it. So
37:32
you get forced into these poor
37:32
behaviors, because you don't
37:36
know how to make your business
37:36
predictable. There's a switch
37:39
there, Darrell, folks come
37:39
saying I want client
37:42
acquisition, or I want some
37:42
version of client service. But
37:45
underneath that is a fundamental
37:45
lack of predictability or
37:48
consistency in the business. We
37:48
have to solve for that first.
37:55
saying, we have to get a picture
37:55
of predictability first, before
38:00
we deploy or throw ourselves
38:00
into client acquisition of any
38:04
kind or client service of any
38:04
kind.
38:06  Darrell Evans
Great point, you
38:06
know, it reminded me back to is
38:09
roughly 20 ish years ago. And I
38:09
remember a business coach at
38:13
that time, who I was working
38:13
with said, Darryl, what's your
38:16
McDonald's formula?
38:17  Alzay Calhoun
That's right.
38:18  Darrell Evans
And, you know, we
38:18
oftentimes get out here in the
38:21
world of solopreneur. ship, call
38:21
us a coach, a consultant,
38:24
trainer, speaker, author,
38:24
dadadada da. And all of a
38:29
sudden, we left the corporate
38:29
environment where there was
38:31
structure, process, routine,
38:31
rules, policies, regulations,
38:37
there were boundaries. Yes,
38:37
right. And we come out here as
38:41
experts, and we think our
38:41
smartness is gonna carry us to
38:45
the land of success in business.
38:45
And it is, I think, that's the
38:48
point you're making. And it was
38:48
so you know, when I heard that
38:52
back 20 years ago, and now it,
38:52
of course, is a function, and
38:55
some people will call it
38:55
standard operating procedure as
38:58
well. Okay. We don't have to get
38:58
as fancy as McDonald's. But
39:01
there is a blueprint for making
39:01
french fries and McDonald's. And
39:04
everybody is taught the
39:04
blueprint. And it's visual, and
39:07
it's crystal clear, and is
39:07
repeatable.
39:10  Alzay Calhoun
Yes, sir.
39:10  Darrell Evans
Is not up for
39:10
discussion. There is no
39:12
discretion. It's not up for
39:12
discussion how they want you to
39:14
do it, right. And as simple as
39:14
that concept is, I think
39:17
everybody who whether you like
39:17
McDonald's don't like
39:19
McDonald's, it's it there is
39:19
something to the fact that that
39:22
organization is successful with
39:22
the average age of an 18 year
39:25
old.
39:25  Alzay Calhoun
Right, right,
39:25
right.
39:26  Darrell Evans
Because there are
39:26
rules and processes and what
39:28
you're talking about Alzay is
39:28
this idea that you need the
39:32
clients, yes, you need the
39:32
service, yes. But you've got
39:35
what are the processes that land
39:35
under those three big pillars?
39:38
And so I love that because I
39:38
also see the same thing in my
39:42
world working in the world of
39:42
marketing and things of that
39:44
nature. What we do, they come in
39:44
saying they want x and I'm like,
39:47
if I gave you x, your whole
39:47
world would break.
39:50  Alzay Calhoun
Absolutely.
39:51  Darrell Evans
It would just
39:51
break so you know, let me ask
39:53
you, you've been in the world
39:53
now coaching consulting for a
39:55
long time. What would you change
39:55
one thing that really rubs you
39:58
sideways About the world of
39:58
coaching and consulting, and I
40:01
know we're kind of intermixing
40:01
those phrases, but they get a
40:04
little gray out there in the
40:04
market. What's one thing that
40:06
rubs you just bad about what's
40:06
happening out here?
40:08  Alzay Calhoun
We don't have
40:08
enough time. I pitch one of
40:11
these fits every day. Oh, my
40:11
gosh, my wife is tired of
40:14
hearing it. Where do we begin?
40:14
Okay, if I knew this was coming,
40:17
I'd be better prepared and less
40:17
emotional. Okay. So one of them
40:23
is this assumption that what you
40:23
have a PhD in is inherently
40:30
valuable, the way that you know
40:30
what the way you have it, just
40:36
because you want to offer it
40:36
does not mean that he wants to
40:38
receive it? Or that she wants to
40:38
receive it, let alone buy it.
40:41
How about that. But there's an
40:41
assumption that you can create a
40:44
business around whatever you
40:44
want, because you want to. And
40:47
that's not fair. The real truth
40:47
here is that, yes, there is
40:51
expertise in it available in
40:51
every possible field. Yes. But
40:56
that expertise is valued
40:56
differently to different people
40:59
at different times in different
40:59
industries. So you might be
41:03
really, really good at something
41:03
that folks just don't want to
41:05
pay a lot of money for. Now, you
41:05
may still get clientele, but
41:08
maybe your business is only half
41:08
million dollars a year, that's
41:10
as big as your business is going
41:10
to be. Because you're an expert
41:12
in pencil sharpening, I'm making
41:12
that up. Right, right. But if
41:15
you are an expert in crisis
41:15
communication, well, you can
41:18
make eight figures a year.
41:19  Darrell Evans
Exactly.
41:19  Alzay Calhoun
Right. That's
41:19
just simply valued at more. But
41:22
we get, you know, well, my
41:22
expertise is worth his
41:24
expertise. Don't do that. We
41:24
don't appreciate that devalue
41:28
what we offer, as defined by our
41:28
clients, Oh, okay. There's one.
41:33
Okay, here's a second while I'm
41:33
trying to get him out of my head
41:35
while they're here. Because
41:35
these are classic mistakes that
41:37
folks make as they're trying to
41:37
grow their business. Okay.
41:40
Number two is some version of I
41:40
can just throw my expertise into
41:44
a course and they will buy it.
41:44
There's all kinds of iterations
41:48
on this particular statement,
41:48
we've been sold the idea that
41:51
folks buy courses, and I can
41:51
just sell a course. And what's
41:55
underneath that is our laziness
41:55
and our greed. what's underneath
41:59
that is, I don't want to work
41:59
with these clients one on one,
42:02
that's too hard. So what I'd
42:02
rather do is make this course
42:05
for $1,000, or 500 bucks or 200
42:05
bucks. And I'll just sell my
42:09
course. And that'll be quote,
42:09
unquote, on autopilot. What we
42:12
don't appreciate about that, and
42:12
I'll stop here is I don't go too
42:14
far off this plane here. But
42:14
what I want people to appreciate
42:16
about creating content around
42:16
your expertise is that number
42:22
one, that content must be
42:22
valuable to the person we're
42:24
talking to, it can't just be,
42:24
again, the book, you want to
42:27
write the thing you want to
42:27
make, it's gotta be useful to
42:29
him, you sort of her one, two,
42:29
is the skill of creating content
42:34
is a skill, which you're
42:34
probably not very good at.
42:39
You're good at going to
42:39
meetings, you're good at making
42:41
PowerPoints, you're going to
42:41
talk about it. I don't challenge
42:44
that. But creating usable
42:44
content is actually a different
42:49
skill. There are people who go
42:49
to school just for that to learn
42:51
how to shape other people's
42:51
content, okay, it's called
42:53
instructional design, you can
42:53
look it up. Okay, so it's a
42:56
whole skill. So you're probably
42:56
not that good at. So again,
42:58
throwing content into a course
42:58
and selling it, it's not going
43:00  Darrell Evans
It's interesting.
43:00
No, I echo your points on this
43:00
to go the way you think that's
43:00
number two. Number three last
43:03
thing, the person you sell your
43:03
course to, is still making a
43:08
buying decision. So you have to
43:08
learn to communicate about your
43:13
content in such a way that your
43:13
client can make a buying
43:18
decision. And do you want to
43:18
learn this? Don't you want to
43:23
learn this, you should really
43:23
know this are not appropriate.
43:27
They don't put someone in a
43:27
buying decision. That's you
43:29
trying to hard sell someone. So
43:29
introducing content in a way
43:32
where someone can make a buying
43:32
decision is another skill.
43:35
That's why you go to a guy like
43:35
Darrell so you can accelerate
43:37
your experience and not get this
43:37
PhD.
43:43
idea of creating content and
43:43
having the ability to not just
43:46
to spout your expertise, you
43:46
have to be able to spout it in a
43:49
way that's useful for the
43:49
receiver. And you make great
43:52
points, which actually is very
43:52
interesting to this day. Because
43:55
when you combine the work that
43:55
we do, in terms of search
43:58
ability and brand awareness and
43:58
visibility online, because
44:01
that's what our company does.
44:01
You know, we have a lot of
44:03
experts both in all worlds book
44:03
authors, coaches, speakers,
44:07
experts, service providers,
44:07
mechanics, you name it. The
44:11
question is, is they are
44:11
invisible. They're smart.
44:14
They're successful. But today,
44:14
they're invisible.
44:17  Alzay Calhoun
Yeah, right.
44:18  Darrell Evans
Right. And then
44:18
what you just said, is this
44:20
idea. Okay, I've heard about
44:20
blogging. I've heard about
44:23
starting a YouTube channel. I've
44:23
heard about posting on LinkedIn,
44:25
I've heard about I've heard
44:25
about, I've heard about, yeah,
44:27
and what I hear is this friction
44:27
point of, but I bought the
44:31
course.
44:33  Alzay Calhoun
Right?
44:34  Darrell Evans
I bought the
44:34
tools.
44:35  Alzay Calhoun
And the course
44:35
told me four steps. Yeah,
44:37  Darrell Evans
it told you four
44:37
steps. I bought the tools. I got
44:39
all this stuff, because they got
44:39
a few dollars, so it's easy to
44:41
buy the stuff.
44:42  Alzay Calhoun
That's right,
44:42
right.
44:43  Darrell Evans
The problem is
44:43
they lacked the process. Yeah,
44:46
the problem is they're
44:46
overwhelmed now because they
44:48
didn't do what you were
44:48
suggesting, which is start with
44:50
one, right? What's the one thing
44:50
you should be doing in the area
44:54
of client acquisition? What is
44:54
the one thing you should be
44:57
doing in your productized
44:57
service? Yeah, not for Courses
45:00
one. Yeah, right? Or services
45:00
one, what's that way you're
45:04
going to retain that client just
45:04
right. I mean, so I love what
45:07
you're saying, it's a great way
45:07
for us to kind of wrap this up
45:10
and start to bring this thing
45:10
home. Alzay you have, and there
45:13
are some people listening to
45:13
this right now who are on the
45:15
other side who've already done
45:15
all of that they bought all the
45:19
courses. If they see another
45:19
automated webinar, they're gonna
45:22
probably want to, you know, put
45:22
themselves to sleep. Yeah, to
45:25
that person who has already
45:25
"done it all," bought all the
45:29
products, brought all the tools
45:29
bought all the courses, and
45:31
they're tired, and they still
45:31
haven't got it working. And they
45:35
still haven't figured it out.
45:35
What do you say to that person?
45:38
Because I know that I would
45:38
believe that they should be
45:41
connecting with you if they're
45:41
listening on the other side of
45:44
this right now. But what do you
45:44
say to that person who's tired?
45:46  Alzay Calhoun
That's really
45:46
awesome. That's an awesome
45:48
question. Because that's real.
45:48
The fatigue of all these things
45:51
is very, very real.
45:53
And by the way,
45:53
when you get tired, you make
45:53  Darrell Evans
It's real.
45:55
poor choices. So you get tired,
45:55
your brains not functioning,
45:58
right. And I have made really
45:58
poor choices from my fatigue,
46:03
which is a story for another
46:03
day, but I know what that's like
46:05
to be tired and go give me the
46:05
blue one. And I didn't know I
46:09
should never bought anything,
46:09
let alone the blue one. So okay,
46:12
so the question becomes, what do
46:12
I do now? Okay, so I'm offering
46:15
you a framework of three pillar
46:15
systems, client acquisition,
46:17
client service, and client
46:17
retention. And normally, for
46:20
most of my clients, just seeing
46:20
that picture is a revelation all
46:24
to itself. Because right now
46:24
your business is a blob, it's
46:27
just one big category of things.
46:27
And those things now have at
46:31
least some basic category, so it
46:31
feels more palatable. So I'd
46:35
like you to take a deep breath
46:35
into that idea. First, the
46:39
actions that I'm doing the
46:39
things that are going on, the
46:41
emails that are coming into my
46:41
inbox, are generally categorized
46:45
in client acquisition client
46:45
service, the client retention,
46:48
okay, if that picture is making
46:48
just some basic sense to you,
46:52
one of those three pillars is
46:52
the most underdeveloped. One of
46:57
those three pillars is the one
46:57
that every time you know, you
47:00
walk into that room, you stubbed
47:00
your toe, every time you bring
47:03
up that conversation, you don't
47:03
know what to say, every time,
47:05
right, it's a one of those three
47:05
things is causing you the most
47:08
concern, and it's causing the
47:08
most concern because it is
47:10
underdeveloped. It's not
47:10
predictable, it's not a process
47:13
in any way. So then get in a
47:13
hurry about working with the
47:18
person or the agency or buying
47:18
the course, if it needs to be a
47:21
course that will help you solve
47:21
that particular problem. So if
47:26
fatigue is present, because
47:26
you've seen the 100 things,
47:28
you've got nine tools, and they
47:28
do the exact same thing, right?
47:31
If that's where you are, let's
47:31
find the problem. First is
47:35
probably one of those three
47:35
things. And then just be honest
47:38
with yourself about the best way
47:38
you can articulate it. And now,
47:41
if you need to go to a couple of
47:41
different vendors, Hey, man,
47:44
here's my business. Here's why
47:44
I'm stuck. And you helped me fix
47:47
this and look for an honest,
47:47
direct response. And if you
47:51
don't like the answer you hear
47:51
but then you go to option number
47:53
two, you may have to keep going
47:53
through a few things. If you'd
47:56
like to talk to me about that
47:56
scenario. I'm happy to be
47:59
available for that. But I
47:59
appreciate that what Alzay
48:01
Calhoun offers may not be what
48:01
solves your problem. That may
48:04
also be real. But what is most
48:04
appropriate is that you have
48:07
some level of clarity around
48:07
what you're currently facing.
48:11
Simply buying more things does
48:11
not get you home.
48:14
Amen. You know,
48:14
you have an opportunity for
48:17
those listening to the show
48:17
today, so that they can
48:21
determine if what Alzay Calhoun
48:21
offers is suitable for their
48:25
needs today in this world. And
48:25
if you're listening to this
48:27
right now, and you're maybe
48:27
you're a consultant in your
48:29
early one to three year window,
48:29
maybe you're a little longer
48:31
than that five to 10, or longer
48:31
window. And maybe things just
48:35
aren't quite where you'd like
48:35
them to be. Right now we are
48:37
coming off of the heels of
48:37
lockdown and pandemic and the
48:42
world has been turned upside
48:42
down in the last 14 months. And
48:45
now we're coming back to normal,
48:45
but your normal could be new.
48:49
And it could be an adapted
48:49
normal, it could be a new normal
48:52
for you. It could be that you
48:52
used to travel all over the
48:54
globe. And maybe that isn't real
48:54
for you today. Maybe it used to
48:58
be that you spoke at
48:58
conferences, right. And maybe
49:00
you're in a moment of pivot.
49:01  Alzay Calhoun
That's right.
49:02  Darrell Evans
Alzay, share with
49:02
them what you have for them as a
49:05
free gift opportunity to explore
49:05
a little deeper, if that so
49:08
suits them today.
49:10  Alzay Calhoun
Thank you for
49:10
asking about that
49:11
covetedconsultant.com/free is
49:11
the link. What's there, there is
49:16
a webinar that's there that
49:16
right now delivering the webinar
49:19
weekly, the webinars about a
49:19
weekly plan to help you
49:24
accomplish the scalability that
49:24
you're after. I would like to
49:28
see you transition from expert
49:28
consultants into a CEO from
49:32
service provider into CEO. It
49:32
doesn't matter to me if you're
49:36
CEO of one business again, or a
49:36
one person business or five or
49:39
50, the number doesn't matter to
49:39
me, what we find is that CEO
49:43
thinking is the same no matter
49:43
what level of company. So
49:47
there's a new way that you need
49:47
to be operating. The three
49:50
pillar systems are one part of
49:50
the evidence of this new way of
49:53
thinking every day that webinars
49:53
an opportunity for you to kind
49:57
of see what that looks like you
49:57
know from an academic
49:59
perspective. And then kind of
49:59
get yourself sorted and see if
50:01
that's the way you want to think
50:01
that that's the way you want to
50:03
operate. So that's
50:03
covetedconsultant.com/free, it's
50:07
a webinar, I deliver it live.
50:07
And so then you know, we can
50:10
dialogue in that format, you can
50:10
just see if the if the approach
50:13
we take is an approach that
50:13
speaks to you.
50:14  Darrell Evans
And that is a
50:14
great point from going from this
50:17
expert knowledge, you know,
50:17
consultant to thinking like a
50:21
CEO, I find it is the number one
50:21
challenge I'm solving in some of
50:25
the world of thinking that I
50:25
worked in, and it is getting
50:28
outside of that. And it is it's
50:28
okay, if you're a business of
50:31
one, or a business of 100, or
50:31
1000. But a different shift in
50:36
how you see the business, when
50:36
you're at CEO level thinking
50:39
doesn't mean you get to not do
50:39
the work. Because if you're a
50:41
business of one, you're still
50:41
doing the work, right. But
50:43
you're thinking changes. And so
50:43
I really love that. So
50:46
appreciate you making that
50:46
available. I appreciate your
50:49
style, your approach your
50:49
thinking, I always like to honor
50:52
my guests by just really looking
50:52
at the body of work they've put
50:55
forth. We didn't talk a lot
50:55
today about some of the
50:58
roadblocks and hurdles and
50:58
stumbling blocks you've had. But
51:01
you and I sat through three
51:01
opportunities to try to put this
51:04
show together you were extremely
51:04
empathetic and and just generous
51:08
with your understanding. So I
51:08
want to commend you for that.
51:10
I'm glad we got this together,
51:10
you and I kind of joked and said
51:14
there must be a phenomenal
51:14
message coming out of That's
51:16
right, the trouble that we ran
51:16
into you share with me online
51:19
another challenge you were
51:19
having. But this is the stuff
51:22
that doesn't come to the scene
51:22
when you see the YouTube video
51:25
with 50,000 views or the
51:25
LinkedIn profile with, you know,
51:29
125,000 comments, the real story
51:29
of entrepreneurship and progress
51:34
is pushing through those points
51:34
of pain just right. And Alzay,
51:39
you are helping individuals do
51:39
this. There is a body of
51:44
testimonials on your YouTube
51:44
channel. And I really will link
51:47
that up in the show notes. You
51:47
listen to a guy today who isn't
51:50
just talk, he's not theory. I've
51:50
listened to some of his clients
51:53
testimony. He is getting the
51:53
work done. He's making real
51:56
changes.
51:57  Alzay Calhoun
Thank you.
51:57  Darrell Evans
And expert
51:57
consultants live. So brother, I
51:59
really appreciate you stopping
51:59
by the show today. I would like
52:02
to ask the final question that I
52:02
typically asked which is, if for
52:06
whatever reason, you are not
52:06
able to be on this beautiful
52:08
planet that we love and enjoy
52:08
tomorrow. What would you want
52:12
everyone to remember you for?
52:13  Alzay Calhoun
that I tried to
52:13
leave it better than I found it.
52:18
And that's not always what
52:18
happens because sometimes you
52:20
try things and you don't work
52:20
out how you thought. But my
52:22
intention my spirit was that I
52:22
that person I worked with that
52:26
thing. I was working on the
52:26
people that I love that I tried
52:29
to leave them and leave it
52:29
better than I found it.
52:31  Darrell Evans
Beautiful Alzay,
52:31
thanks for being on The
52:33
MindShift Podcast. Really
52:33
appreciate you.
52:35  Alzay Calhoun
Thank you I
52:35
enjoyed it. Thanks.
52:38  The MindShift Podcast
Hey, my
52:38
friend. Thanks again for
52:39
listening to today's episode of
52:39
the mind shift podcast. Listen,
52:42
let's not have the conversation
52:42
in here connect with me on
52:45
social @MrDarrellEvans on almost
52:45
all the platforms. Until next
52:54
week, remember you're just one
52:54
shift away from the breakthrough
52:58
You're looking for.