087 FIFM – Interview with Hector Cavazos: Your Face Can Be Your Fortune

What’s your main moneymaker? You may think it’s your skills, your advertising, or your business idea.  What you may not have considered is your face!

In this episode, you’ll hear from Hector Cavazos from Hector Cavazos Photography (www.hcphotos.com) on why your face can bring you more customers. You’ll love how with just a simple image you can convey a million ideas in your prospect’s mind before they even meet you.


Automated Transcript Below

Dean Soto 0:00
Hey, this is Dean Soto founder of freedom in five minutes calm and we’re here again with another freedom in five minutes. Episode. Today’s topic is this, your face can be your fortune. That and more coming up.

Oh cool. So we are in a we’re having we’re gonna have a good day to day. We’re gonna have a good day to day because I have someone on the podcast that I think is going to be extremely extremely interesting and extremely helpful for you especially if you are the type of business owner who

has kind of ignored the power of your face. That sounds good. It sounds totally weird. But this is this is a business owner and this is somebody who is going to absolutely impress you and going to show you why you can be the fortune and why your face can actually be the fortune of your business. So I’m here with Mr. Hector Cavazos from Hector, Cavazos photography, how are you doing my man?

Hector Cavazos 1:24
Oh, thanks Dean for the for the introduction. I’m doing well how are you? I’m doing well I’m doing well. So I actually found Hector on LinkedIn he had a really cool article on on basically on how your profile like you like basically how you can make or break your business how people see you how people look at you. And so I headed over to his website, and I was just like blown away because it is nothing but headshots because you know you do. I’ve photographers are

Dean Soto 2:00
everywhere, right? But typically, anyone who’s going to be in photography is going to be taking, you know, full body pictures, things like that, but just looking at what you’re doing. It’s pretty powerful. Like every single photo that I saw on your site, I’m like, oh, man, that guy that that person or that, that that man, that woman has credibility? Like they must be like super, they must be be super successful. Just, I literally it was every single headshot. So how in the heck did you start with photography in general? And then how did you pick this particular niche of just doing headshots?

Hector Cavazos 2:45
Well, I started I’ve always had an interest in photography ever since I was, I don’t know maybe eight or 10 years old. My mom bought me a Canon Kodak win 10 camera and I just fell in love with taking pictures.

And then,

about four years ago, I started, you know, just like any other photographer where you know you become more of a generalist where you could do portraits and headshots and even sports. Don’t get me wrong. There’s nothing wrong with doing that. But I really was passionate about heads up photography. So approximately two years ago, I decided that I wanted to make a switch, I wanted to be a more of a specialist in a certain area of photography, headshots. And from there, I started developing it, and it took about two years to really fine tune it, whether it’s website

and really finding that look, that is really going to project confidence and trust with each client that I focus on. Yeah, I this is Yeah, every time I look at literally looking at them right now. I’m like that

Dean Soto 4:00
exactly that you trust these people. And so so going from photography in general to this was a big move. So what what like why did you Why did you actually want to specialize in headshots like Why? Why? Because it could have been, it could have been anything with the headshots like what do you think the power is in this type of photography?

Hector Cavazos 4:26
Well, with with headshots, you’re dealing with professionals, such as doctors, lawyers, real estate agents. In Nowadays, people are becoming more visual. Many people are visual learners and over 90% of information that is processed by the brain is visual. Humans are process 60 times faster with visual photography, versus reading texts. You know, I know for me, when I look at a magazine, I’m looking at the images and if something catches my attention, then I start reading the article says that initial image that conveys a message, like to say a picture’s worth 1000 words, I think it’s even beyond that. Because it’s also it captures trust, it captures competence and captures approachability. And it’s all for me in the headshot. And that’s why I really wanted to just focus on one niche. And that is

Dean Soto 5:47
I Love it. Love it man, like to me that this like to specialize in that for a while would have been something that was a bit of a scary move. Because you’re, you’re the the common common mindset is that well, you’re leaving so many other opportunities on the table, did you find that? It was initially hard to go from, you know, that normal type of photography, this photography, you were doing before to? To focusing on this? was it? Was it kind of a hard decision to make? Or was it worth what were kind of some of the roadblocks that happened?

Hector Cavazos 6:29
I think any decision where you’re really fine tuning or becoming a specialist, if you kind of have to ponder on it and really wonder, am I making the right decision, but then I think you also have to go with your gut. And not that I don’t mind doing portrait photography or, or sports, I think that was, that was a great opportunity. But it really didn’t do anything for me. And when when I am behind the camera, and I can Can I have a client in front of me, who is really focusing on projecting that confidence that trust, and I can bring out that personality. That is where the pleasure is that because I know that I am going to try my hardest and and deliver a image that is going to make them look great. And for me that is self rewarding right there.

Dean Soto 7:31
I love that. That’s awesome, man. I love it. So like with with headshots in general, what are kind of the what are kind of the things that so say, say say a customer comes to you somebody who wants to get a headshot? Why? Why Does somebody want to get a headshot for their for their business for what they’re doing? Why do they want it? And what are some of the things that they should expect from from action from prior to the headshot? And then after the headshot? That makes sense?

Hector Cavazos 8:08
Well, prior to the head shot, it could be a person is now they’re a business owner they are they want to have a competitive advantage over their competition. Yeah. So. So what I would do is I would help them build that rapport with their clients, potential customers, so they can convey, you know, their personality, their confidence, also approachability, and a lot of people look at images, whether it’s on a business card or on TV, and is that person trustworthy. And when you have an image, for example, if there’s a, you’re using a selfie, for professional branding of your website, or LinkedIn, it’s really sending the message that you’re not really focused on projecting that confidence or you’re not willing to make that investment in hiring a professional photographer, to really have that. That brand, that business branding, that influences you know, clients, and also you become the, you want to be the loudest in your marketplace. Yeah. And by doing that, you’re you’re separating yourself from the average person. I love that.

Dean Soto 9:46
It’s true cuz cuz I know so many people who, especially as I used to be in the internet marketing type space, where there’s a lot of like online classes, how to make money online, things like that. And you see people just with literally like their t shirt. And, and they in a small little little photo looks like it’s in their in their bedroom or whatever. And you’re like, do I really

Hector Cavazos 10:11
like this? This is a do

Dean Soto 10:13
I really want to do business with this guy. I know, I know, his sales page says he’s done all this other stuff, all this stuff. But like when when you have someone who has this professional who’s literally took invest their money and invested in making themselves be able to project trust and authority and professionalism, you can definitely see how how, how almost immediately, you have this, this, you actually build a persona. Even if you’ve never met this person, you build a persona in your mind just based off of their headshots. Have you seen any of you you ever had anybody? And you don’t have to name names? But have you ever had it come into your come into your studio? Or are you went on location or anything like that? Were they? They were hesitant, they didn’t know they were they were super shy or super, just did not know, what they how to how best to project and then afterward, we’re just completely blown away?

Hector Cavazos 11:30
Yeah, most most people, I wouldn’t say are either they, they’re concerned about their way, but concerned about you know, they don’t take good pictures, or they tend to procrastinate. And then there’s also you know, the balance between children and family like that, you know, they don’t place the importance of having a professional headshots really represent them in a professional life, on their LinkedIn page, most most people tend to say, No, I don’t take your picture. Well, my response to that is great, because I don’t want to take pictures, I just need you to stand there. And I’m going to direct you. So you don’t have to worry about taking pictures. That’s my job. And, you know, it’s really it’s about breaking the ice and building rapport with him. And that starts with if I can give a story is I learned this from a Peter Hurley, Peter early is a well known headshot photographer based out of New York City. He was the one who I learned how to take headshots. And he basically gave you the foundation. And then from there, you just build it, Peter Hurley has this. This saying where when you first meet someone, it’s like a thread, anything can break this thread. And that could be whether it’s being trustworthy or, or maybe they’re, they’re not confident. But that thread, when I need that client, the initial contact, I want to make it into a string. And then from that string, now that trust starts to strengthen. And then from that string towards, during the session, I wanted to make it into a world where that rope is really tight between us. And that is a connection that we’re starting to build. Well, by the end of the session, I want that thread that turned into a string that ended up becoming a road to turn into a chain to wear now I am really I have their confidence, or, you know, it could take 20 3040 minutes for someone to warm up. But it is very important to to build that over a process. And he just don’t walk up to a person and say, will you marry me? No, you have to build that relationship, you know, you know, it may not work. So you have to use those the steps, at least for me using this analogy, to really build that a bad that rapport with the client potential.

Dean Soto 14:31
Yeah, I love this band is, that’s, that’s a great, great way of putting it, that that you’re just constantly you’re starting with that thread, you’re just constantly building and building and building and building and your your every, the, the that headshot that because even with you they are literally looking at your your headshot right now on your website view, I see all of these, all of these other headshots, and then when I look at look at yours, like you have this, this kind of aura of kind of more, I wouldn’t say laid back, but kind of like you’re a nice guy, you got it under control, don’t worry about it, I, you know, I’m gonna, I’m gonna guide you to this whole thing, I’m not this, you know, super, that you don’t have this, like three piece suit on or anything like that. It’s kind of like a just come on, come on in. And you know, we’re gonna, we’re gonna, we’re gonna make this fun, easy. I got this under control. It’s interesting how, how that is built literally just off of an image. And that’s what that that’s what kind of drew me to have you on this, this show in the first place? And so like, so I always ask this question of all my guests. So we always ask this five minute kind of hoc question is something that can be either done in five minutes, something that you made a decision in five minutes or less something that would just like, it could be a change in mindset, it could be whatever. It’s just something that was that massively transformed, either your business or massively transformed how you look at your business or something like that. what’s what’s kind of one thing that really just massively changed the trajectory of what you were doing in your business?

Hector Cavazos 16:36
I think one of the major factors in what changed my business was customer service, providing a level of customer service that each client that I see is going to give me a five star reviews because I earned it, it wasn’t because I asked, we’re it was because I earned it. And I provided a level of service, ultimately, to where I want to call them, you know, a friend of mine. That’s how, from the time that we started, the time that we finished a session, it could be a 20 minute session, it can be two hours. But everyone is different when it comes to what it takes to get it, you know, to, for them to relax a little bit in front of the camera, because having a camera pointing at them. Now the stranger is awkward. Yeah. So I try to minimize that awkwardness. And that is just through direction into conversation, building rapport. And, and for me, it’s really about customer service. Yeah, that’s why I knew when it when it from just a general photographer, to a headshot photographers, I wanted to interact with the people and get them excited mile without eating, feigning smile, and really bring out that personality. And I doing that my target audience is helping business professionals. And what I do is I try to get free portraits or headshots, that are very impactful and powerful. Yeah. And the result is really to position them as leaders in their market or in their industry.

Dean Soto 18:32
I love it, I love it. Yeah. And you can tell you can tell by the by the pictures, which is it you can tell so like with. So obviously with that, because customer service it from the very get go, like with you, everything has to be has to be about customer service, because you have you have the customer service of when they when they first schedule, they got like a booking or call or or anything like that to when they did when they come in or if you because you have them come into the studio, but you also couldn’t go to them to right.

Hector Cavazos 19:09
Correct. I offer in the studio. I’m based out of Fresno in downtown Fresno. And I also do session is after office for workplace indoor or outdoor being independent. And I also started doing Expo and trade show conferences that were

Dean Soto 19:41
so they go so what’s the what what, what would be the benefit of that

Hector Cavazos 19:48
trade show? Yeah. For example, if there’s a company say, down, if y’all wanted to shoot, you use some sort of lead generator, they would book me. And then I would be in there. And I would be providing headshots to all the attendees that are attending that particular conference. That’s cool. So it’s like a lead generator? Yeah, well, the line is lady to get a free headshot. Sponsored by they are interacting with potential clients and potential leads. So that is that is pretty phenomenal. That’s cool. That’s a

Dean Soto 20:44
great. That’s a great idea. Yeah, that’s, that’s awesome. I love that. I love that. Well, cool. So how can people reach you what’s the best way several ways to reach you and actually do some some headshots with you.

Hector Cavazos 21:05
There’s several ways they can find my website online at see photos.com send a message through either email, or they could go to the contact or for book a call and enter their information. And I can have a conference call with them and speak with them in over the phone. Or also, they can just do a Google search for a head shot on target radio.

Dean Soto 21:42
Oh, it’s great. For him perfect. That’s cool. So um, so with with that all being said, the if they were to schedule right now, do you give like phone consultations? Thank you. Just like prior to it just in case people are hesitant or anything like that.

Hector Cavazos 22:08
It’s a free 20 minute

consultation to answer any questions that they may have any concerns and really to find out what is it that they are looking for, because I want to make sure that I if they have a vision I want to make sure I and that could be group headshots no pricing for for multiple employees, large parts companies. So if you can, it just one way to really understand in which letter nice. That’s awesome. I love it.

Dean Soto 22:47
I love it. Alright, so thank you so much for being on the podcast is this is Yeah, this is something that is going to be super beneficial to the audience. And, and, and just really to anybody because a lot of people don’t think that they will work on their blog, they’ll work on their website, they’ll work on SEO, they’ll work on all this other stuff. But then, but then they don’t work on they don’t they don’t even think about the first impression that they make with their photo with with how people see them. And so I just think that this is a great to have you on a super, super, super beneficial. And so just I appreciate you taking the time Come on, I know you’re super busy with your with all your photography. So thanks so much.

Hector Cavazos 23:34
You know, if I can say one more thing, another way that they can contact me or any other president area is they could visit headshots.com. And there, they can search for the nearest headshot headshot crew member. And its worldwide. It is an organization that is put on by Peter Hurley, he’s he’s the creator of the headshot crew. And, you know, give, give your local headshot crew members and business that really would appreciate it. But if you’re in the frozen area, please give me a call and I’ll be more than than happy to assist you. And also for freedom fine. Or freedom in five. Audience if they go to my website, and they do. There’s a coupon that they can repeat. And then this is freedom by and you get get a few dollars off your head. And like

Dean Soto 24:39
that, I like that. That’s perfect. That’s perfect. So yeah, if you’re if you’re looking to get a headshot, go and use that coupon, a freedom five coupon and that would be absolutely awesome. And I appreciate that very much.

Unknown Speaker 24:56
You’re welcome. Awesome. So

Dean Soto 24:57
Hector, thank you so much, again for being on the show. It is it has been an awesome, awesome pleasure. And if you want to check out, Hector, what you can do definitely go to HTC photos.com. Or if you’re if you’re way outside of the area, and you want to get a headshot done, go to headshot crew calm and go and get that done. get that done. But definitely check out HTC photos, com amazing photos, you’re going to absolutely love it. You’re going to see the power, literally the power of your face and what it can do to improve your business massively improve your business. So all that being said, thank you so much for being on And guys, if you want to have a systems, virtual systems architect, go to freedom in five minutes, calm, you show them five minutes how to do something, they document it, then you never have to do it again. They’ll take it for you take it over for you. And all that being said, hopefully you got a massive amount of value out of this podcast episode. And we will see you in the next freedom in five minutes podcast episode.

Check out this episode!

086 FIFM – Be Comfortable with Downtime

Back from vacation and ready to make things happen.  In this episode, you’ll hear how 5-minute strategic and powerful actions can make it so you can enjoy downtime and be totally present.



Automated Transcript Below

Dean Soto 0:00
Hey, this is Dean Soto, founder of freedom in five minutes.com. And we’re here again with another freedom in five minutes podcast episode. Today’s topic, is this learning to enjoy your downtime, that and more coming up. Okay, well, it has been a wonderful, wonderful, wonderful last few days, man. Oh, okay, so I don’t know if I mentioned this in the last podcast, but I was I basically, I went on vacation, we ended up going to visit grandma and grandpa and great grandma and grandpa and spend some time as Palm Springs Whoa, pumps Rick’s California, which it was triple digits as far as heat was concerned, but had a blast while down there. So part of the whole freedom in five minutes, philosophy or methodology

is that it allows

so when you spend those five minutes every day, you know creating doing really high value creating systems for yourself creating things that allow you to scale Well, it allows you to actually enjoy your downtime. So for a long time, personally, it was really really hard for me to actually enjoy being away from work and not doing doing the things that I was used to you know, and so as far as working every day and because I enjoy I enjoy what I do so it’s really it was really really difficult so so during this during this this this vacation well if can’t tell them getting back used to being on the podcast so getting in enjoying this vacation was very very different so it started off we we ended up getting this Airbnb over in Winchester California. If you don’t know where Winchester it’s kind of like, sneer isn’t it? I think it’s in Riverside County it’s near Edwards Air Oh, is that March Air Force Base, I think March Air Force Base. But it’s a super super super small town. It’s very very very country. God this Airbnb, was it a guest house that was behind this one person’s residence. And we and we pretty much had all nine of us in that small little guest house, it was pretty cool actually. Because it It always it when we do stuff like that, and we go and are crammed in it just makes me enjoy makes me really enjoy and, and, like appreciate the fact that we have a house that’s big enough to accommodate us that because at least our normal house, because, man it you know, I’ve seen that if you go to go to different countries, you see that a lot of the times in different countries, you know, people live in flats, they live in apartments, and this pretty much impossible for them to grow family. So anyway, I don’t know why I went off on that tangent. But we’re at this Winchester house. And Holy moly, this. The two littlest ones were not having it. They say they slept so poor. And so we were it was it was really, really hard on us the first night. But the cool thing was, they got sent to grandma’s they got sent to the next day, grandma and grandpa took them. And had they had a blast, we actually for the first time in a long time got to enjoy not having a three year old and a one year old around. Not because we don’t love them, but man, it was so nice. It was so nice to be able to just enjoy the other kids give them attention, we spent most of the time in the pool over here, over at the palm Canyon result resort that we stood stayed at. It had a water slide it was really cool. It was a really really neat resort. Really cool resort and spent a lot of time there went out to eat a lot as a family and just enjoyed the time together enjoyed it with them, I spent more time in the pool and outside in that those two days, with my family that I think in the last few years. It was it was interesting. It was it was it was a cool experience, but one that could have only been that could have only happened Wow. Because of the the five minutes a day of creating high value things creating systems creating processes, creating videos that turn into processes like we do with the freedom of five minute method over at freedom in five minutes calm. And which that allowed my guys to take over while I was gone. I they handled the majority of stuff while I was gone, they didn’t even realize that I was on vacation. Most of the time everything got handled ended up making making money while I was out there swimming. And it’s it’s a all testament to spending that hot those high value five minute sessions during your day, and not making an excuse not making excuses not to do those five minute, you know, just five minute high impact stuff. So

why is this important? Right? So so actually I, before I get into that, went to Palm Springs, and then we went to the in laws right after that. And got to meet some of my clients down over there. And the whole time I was just just enjoying it was so cool, just be able to be to be present 100% present. So why is this important? Why am I sharing all of this with with you? Well, it’s important because a lot of the times we put ourselves in these self imposed prisons, we, we think that we have to be Superman, that we had that the only way things can get done is in we are the ones doing it. And we don’t want to spend that sort of short amount of time. Those very short amount of time, the short, strategic time that time to be able to turn turn your business from a job into an actual scalable business, right through strategy. Trust me, I I don’t do it either. I don’t always practice what I preach. For example, I should I haven’t done my, my, what’s called the generals tent where I was strategic and trying to be much more strategic during the week. didn’t do that this week, which that was a that doesn’t take that long to do. And it’s super, super powerful. But I know, I know, I should, I know I should do that. And it just really making that decision every day to make it happen. Right? only takes five minutes, five minutes to sit down and go Okay, well, what are the four things that I need to do to really, to really impact my business this week, rather than just putting out fires, right. So it’s important, because all of this is important because you want to you don’t want to get stuck, you don’t want to get stuck into creating your own prison, your own job, the more that you’re able to take, make your take these five minute decisions five minute, high value time, Ty high value time, and turn them into turn them into something that allows your business to scale, the more that you do that, the more you’re going to be able to spend that quality time that present time with your family or with anybody else that you’re that you that you want do and be comfortable with that downtime. Okay, so, this this week, what I want you to do is just just make it a resolution, make it a mid year resolution that you spend five minutes, five minutes, creating something of value for your business that allows you to scale so that could be a video that that could be a video that that shows somebody how to do something, it could be just making the decision to create some process documentation, creating an outline creating something that allows you to free yourself from the drudgery Okay, something that allows you to free yourself from the drudgery head alright so wow I am I have to get back into the game this I I have said more us and I was actually in basically as an AWS other stuff then I have in a long time. Wow. That’s how much I enjoyed that downtime. So anyway, alright, so Dean Soto with freedom in five minutes.com go check out freedom in five minutes calm if you want to systemized your business five minutes at a time completely systemized your business and how a virtual systems architect run your entire business for you. And go check out freedom in five minutes calm but until then, I will see you in the next freedom in five minutes episode.

Check out this episode!

085 FIFM – Interview with Oliver Kelso: Systemizing and Liberating Business Owners

Oliver is a master at creating systems for business owners.  In this interview, you’ll hear how he uses “blank slates” to help businesses automate and systemize just about everything under the sun.  His strategies have been proven to massively grow small and medium-sized businesses.


Automated Transcript Below:

Unknown Speaker 0:01
It’s time for the freedom in five minutes podcast. Powerful and liberating business strategies, you can start in five minutes or less. Now, here’s your host, Dean Soto.

Dean Soto 0:18
Hey, what is up? It is Dean Soto with freedom in five minutes.com. And we’re here again with another freedom in five minutes episode. Today’s topic is this you can systemized virtually anything. If you have the right person doing it, that and more coming up. Okay, so I am a here yet again. And I get to have the distinct pleasure, the honor, the privilege of talking with one of my close friends, Mr. Oliver Kelso who has been on this podcast once before he was actually here. But I want this podcast to be specifically about some of the cool stuff that he’s been doing. Because last time we were talking about my beautiful nature at my house. So all of our Kelso with grow smart. And I’d love to have you introduce yourself my friend.

Oliver Kelso 1:27
Hey, everybody. Hey, man, nice to Nice to be here again.

Dean Soto 1:32
Oh, man, that was that it is

nice to have you yet again. Over here, you’re going to hear some of my kids screaming in the background, you know, every single one of them. Since you were there, you’re used to it. But But yeah, so. So last time we were here we were talking about you know, we were we were just chatting about the nature and chart and talking about a couple other things while you were here. But I really wanted to get you on this podcast again, predominantly, because you have a really, really cool business. And one where we’ve worked together quite a bit. We still do in some ways we have connections and so on. But you’ve been doing some really cool stuff in the financial services industry and other industries, like real estate and so on. So I wanted people just get to know what is grow smart, grow smart? And what are the results that you get for the people that you work with?

Oliver Kelso 2:30
Absolutely. So growth spark is a

it’s designed to be a outsourced operations company, really, operations consulting company. So we we come in, and we help people solve operational problems. And the cornerstone of that, of course, is the the the driving force behind freedom in five minutes. It’s the you know, the VA service that you built from the ground up, that really is the cornerstone of the whole idea. And the reason that’s the cornerstone is because that is the probably the single most effective scaling tool I’ve ever seen at a company. Like hands down, you can have solid software is great. There’s a lot you can do with software. That’s true, that’s fine. But integrating, like a thinking human, that’s affordable. That’s often better and more detail oriented than the actual employees of the company is unbelievable. So that’s, that’s why I do what I do, because I love helping companies build and grow. And the only way I know how to do that now really effectively, is with a combination of good software integration, or good software combined and integrated with virtual assistants. Love it.

Dean Soto 3:51
Love it. Yeah. Yeah, you’re though you’re one of the the first people who really adopted the whole virtual systems aren’t tact type people, these these special VA is that that will help you to create the systems. And I still remember being in your house while you were creating those videos, and just seeing massive result right away. You’re like, Okay, I got this. I’m doing this. And then just seeing all the systems documentation and stuff being made. It was awesome. So like, how did so how did you? Because even when we met you had a varied systems, and technology driven, and systems in the sense of business systems like processes and so on driven mindset. How did you even how did you connect what you were doing at the time to what you’re doing now with grow smart? Like, how did you even

Oliver Kelso 4:43
grow at the time? Actually, world systems weren’t new. I like you said, I love systems. I like efficiency. I like things to work, right? You can ask my wife.


I didn’t even know about bird I know about virtual assistants, I tried to actually hire one. And it was a disaster. It’s actually exactly what you told me I could expect when I tried to do it on my own. And so I the shift in mindset really was the idea that I don’t have to be the sole firefighter, the sole, you know, producer, the one that holds it all together, right? Because anybody that’s done operations knows that you integrate the software, you build these things, you have ADD, you’re the administrator and everything. And then anything goes wrong, it’s up to you to fix it. Yeah, anything needs to be developed, it’s up to you to build it. And everything in the process is up to you. Yep. And then what ends up happening for one of that happening for me is I was wanting to run the process the whole time. And that’s where it failed. And so the shift for me was integrating that very first VA, when we sat in my living room, which you mentioned, opened my eyes to the freedom, literally freedom, and it actually felt like freedom. So that’s why your name is great. me freedom, I felt one of the first time I told my VA like, hey, go, here’s a list of tasks you’re going to do every day prior to, you know, client meetings, you’re going to do these 15 things, you’re going to set this up that up, you’re handling appointment bookings, all this other stuff, the free of myself, the moment that was implemented was unbelievable. So in the grow smart model, what we’re what I’m doing is, for example, the financial services company, right now we’re we’re actually scaling up a new financial services company, it’s a disruptor in the marketplace, super cool what they’re doing, I won’t get into it in detail now. But the foundation of how the company operates is the virtual assistant architect, virtual assistant model, I love your term virtual assistant architect, because that’s really what you become, as the, you know, operations manager, or CEO, or whatever you want to call it. And, you know, in that model, the VCs are now running increasingly complex tasks. So it started with simple things in take forums come in, they can process them, they can move people to the right place, setting up server folders, you know, adding them to software, etc. I mean, to the point that now they’re actually reading through client statements, figuring out where where money should be allocated, and why based off of, you know, rule sets that we’ve developed. So they live, it is like hiring a blank slate, you can teach them to do literally anything, because they are all super smart. They have their own strengths. Like you know, some are really good at data processing, some are really good at talking to people just like any other person, but they are way more of a blank slate than any current employee that I work with at any company. That’s cool.

Dean Soto 7:42
That’s see and that’s one thing. That’s one thing about you, is that you got that right away with with, with systems in general, is you having that blank slate, which is a lot of people want, well, I need someone with this skill set, I need someone with that skill set, I need that, you know, and you just right away to jumped into, I’m just good at show them how to do something, get it documented and go? And do you still have that kind of mentality? You just you figure out the system? Because you have to actually architect the system? Do you? Do you do you right now just think of the thing of architect in the system? Show them how it’s done. They documented and then you go in don’t even care about Yeah, capabilities? Like as far as

Oliver Kelso 8:26
Oh, yeah, absolutely. And actually, the the overriding decision in the process, when when building out a system now is okay. How do you have someone else do this whole thing. I mean, literally, because when I look at the employees and what they’re doing in the office, the most important thing for them to actually do is the hands on stuff, it’s the run down the hall and deal with a, you know, an issue or it’s the oversee things from a very, very high level perspective, because they can sit in the office with, you know, a strategist who’s who’s very, very experienced, right in the financial industry, and ask them questions in a way that, you know, somebody sitting thousands of miles away, can’t do. Yeah. And so that’s why that’s the role shift actually, is something that happens a lot in the businesses is they, the employees all have to shift their roles, they stopped being the processors, they stopped being the firefighter, they stopped being the one that that runs, you know, runs everything on a granular level, and they actually have to move into a managerial position, in a sense, because they have to, they have to work with other people. Now, they have to tell people like you go do this. Right, that’s, that’s not your job.

Very interesting.

Dean Soto 9:44
Very interesting. I love that. That’s, that’s great. So you essentially, your your, what you do, is you go in, you make it to where these people who, who are, who are doing just kind of the day to day stuff, you’re actually making it to where they can actually be become higher value. employees or have a higher event value, an actual higher value person in the company, kind of making them into a an executive or managerial position. Because right, no longer having to do that day to day type stuff. Like you figure that out.

Oliver Kelso 10:19
Yeah. Perfectly stated, people start doing the job role that fits their salary, which is what you always want, you know, you want them you want the employees that are paid the most producing the most. And if they can’t produce, because they’re filling out paperwork, and all these other roadblocks that are important in a company, but, you know, until now, there was no real way to get them done efficiently. So you know, you hire kids, interns out of college, right? That was the that was the previous model. So I’m going to go back to an earlier point and say, this is a good one, we probably the one of the largest mindset shifts, or mindset, issues I run into, when even talking about this subject with people is like you identified, it’s the idea that, number one, no one else can do what I’m doing. And the lack of blank, blank slate thinking. Nobody is trained on like, what do you do when employee comes in that is just pretty good at everything, and you don’t, but they don’t know anything. Right? They can do anything, but they don’t know anything. And I’m an example, as I was working with a with a mortgage broker, and this guy, I’m an associate, yeah, mortgage broker, but he really runs a mortgage processing company. He said, his number one hand hold up, was processing the loan, you know, mortgage process, and right hiring a good processor. And the problem he was running into is he had a couple, he wants to scale up. But in scaling up mortgage processes are very expensive. Yeah, put on payroll, especially out here in Hawaii. Right? We’re very, you know, it’s very a pro, whatever we call crew, employee friendly. employee. Yeah. So his problem is he didn’t have enough business to hire another full time person, you can’t hire a part time person because there aren’t any. So as I’m talking with him, I mentioned what the VA is can do. And he goes, Well, I’m not I don’t want to have to train a VA to do mortgage crossing it’s way to details. And I thought, okay, so after I asked him a few more questions, I said, Well, why can’t your mortgage processors have the VA and teach them to do whatever they needed to do? So that frees up your time? And he went? Oh, that’s a great idea. And it would show in that moment, I realized, Wow, it is a shift in thinking that that not everybody has or we don’t want to talk that right? Correct? Correct. It’s, it’s, that’s my other example.

Dean Soto 12:47
Like in school, you’re taught, you do your homework, you do everything you’re you, it’s always you, like, I whereas, whereas as an entrepreneur, it’s if if, if you you in the business world, you want other people to do your work. So imagine, imagine paying people to write your essays. That’s a big No, no. And in in college, I’m not saying that. I’ve never done that. But but in the business world, that’s exactly what you do. Right? And so it definitely is a change, like a big change in thinking, and it’s cool how you’re like, well, if you don’t want to do it, have your mortgage processors just show how to do it, and then they can they can actually create the system for it. You know, like, that’s, that’s great. Exactly. So So one thing I want to so I want to, I want to ask you this is that give me an example of something that you’re super proud of that you that you went into a company, you saw what they were doing, you architected a system, and you saw some pretty amazing results. What what were the results with what you actually brought to the company?

Oliver Kelso 14:06



Oh, I’m sorry. Give me one second.

Dean Soto 14:19
No worries. No worries. This is

Denise, you gotta tell him or was that a door to door salesman?

Oliver Kelso 14:31
No, that was actually my mom. She needed something. Awesome.

Yeah, Mama comes first. That’s right. Um,

Dean Soto 14:40
alright. So the questions just just in case. So basically, you were you went into a company, and you saw what they were doing? And you’re like, dude, there’s a way better way of doing this. And you even if it was just one, one thing that that you did for them that completely changed the game for them? What were the results?

Oliver Kelso 15:05
Boy, I mean,

there’s a couple that’s why I’m pausing here.

Dean Soto 15:13
Whatever is coming to mind, we have more than enough time.

Oliver Kelso 15:23
Sorry about that. My phone out. I think. Do you hear me? Yep. No, I apologize. So I would say the the number one that I’m extremely proud of, is probably the current company I’m working with. And the reason is, this is a company that previously I said it was a new financial industries company. It’s not actually they’ve been around for 20 years. Yeah. This is the first time they’re actually learning how to scale. Oh, yeah. So last year, they saw a total I believe, was 62 customers, new customers, that boutique firm, right? Every client talk to a person for many hours, you what they need very small business model. Yeah. They wanted to scale up. We actually, like I said before, but we actually take someone through 75% of the intake process. This is complicated. This is like collecting account statements verifying, you know, verifying self reported data against actual statement data, and then figuring out based on tax law and all these other things, tax rules, how to manipulate their situation to give them you know, immediate success. Yeah, right now. We actually have a system where a virtual assistant can literally take them through 75% of that process. I love that. So year to date, we’re, we’re we’re six months in, call it right June. And we now have taken in 200. And I believe it’s 215 clients this year, but you can’t

Dean Soto 16:54
do that. Oliver, how how do they you know, you can’t have someone who is you know, overseas. Think of all those complexities, right? They’re not going to be able to do what you do or do what the financial strategist do. How are they doing? 75% I always get this man with financial services companies.

Oliver Kelso 17:15
Exactly how and it’s a great question, because it seems too complex on the surface. But if you I approached it this way, when I was working with the strategist on this exact problem is look, you learn how to do it. You can theoretically teach someone else how to do it. So there’s some thinking process that happens when you evaluate a situation. What is that? So we started my only announcement aboard like, what’s the first thing you look at? Oh, I look at the tax return. Okay, great. What do you look at? Why look at line 13? Okay, rule number one, look at the pattern, look at line 13. And what’s cool is you start small, that was the other thing that you start small. So don’t start thinking I’m going to turn the VA to do 100% of my friends process overnight. Yeah, yeah, depending on the complexity of the process. In this case, it’s very complex. Instead, it was have the assistant pull out all the important information from the statements, verify it against the statement, and then give it to the strategist so that they don’t have to go looking for information. Yeah, that immediately frees up half an hour an hour of their time per client. Yep, yep. Right. You can build on that, right? That though that was your favorite thing done is better than perfect. Yeah, you can build on if you do something you can build on it. So just having a VA that does, you know, step one, step two have a process. Well, then as things smooth out and start running smoothly, then you can have a two step three, then you add step four.

Dean Soto 18:41
See, this is that is friggin amazing, you know, in in less than six months, you’ve pushed 200 clients through this. And, and this is, this is something that you have the the low cost option VC of the virtual assistant architect, there, you have you had you had the change in mindset of the organization there. It was, um, did once once you started doing this, did they kind of did the organization there start to see Oh, holy crap, this is actually like, we trust all of her to just like, what was kind of the deciding factor for them? To see that, like, Oliver knows how to make these systems. We’re just gonna, we’re just going to let them go wild with with that, because that’s a pretty pretty dang amazing in the financial services industry to set something like

Oliver Kelso 19:36
oh, yeah, it’s huge. I mean, number one, it took someone was some vision at the top right, you have to have someone up there going, look, I understand we can’t scale the way we are. Right? If you don’t have that, if there’s not a commitment, then this is important. That’s why I say there’s not a commitment at the top to say, look, we know what we’re doing doesn’t work right now. We need change. Yeah. Right. It’s always an update, you’re gonna have an uphill battle the whole time. There’s no yeah. However, if, when there is that commitment, the next thing is achievable, measurable results. Yeah. Right. So to be able to turn around and say, Hey, we just the aha moment for them was when we on boarded six clients that never had to talk to a strategist, meaning the company actually collected fees on six people, which previously, they would have had to spend one to two hours on the phone with each one. Wow, wow. So we actually turned around and closed feet, the clients still get the same level of service, because they’re still going to talk to the strategist. However, they the fees were closed, right, which means the strategies now is actually being paid for their time, they’re no longer having to do sales and strategy. At the same time. See?

Dean Soto 20:45
That’s cool. Because now they can just focus strictly on strategy when it’s necessary. And, and these are four to four to five figure fees, right? Generally.

Oliver Kelso 20:59
Oh, yeah, exactly. Yeah, we’re talking thousands up to upwards of, you know, 30 k, see. And then, depending on, you know, anywhere from one to $30,000, depending on the situation, so it’s

Dean Soto 21:11
so Gosh, is I sorry, I, I talked to financial services, guys all the time. And, and one on one, like, Dad, I need to get you in contact with some folks that I that I have, because you’re so good at the numbers side of things to that’s where we’re, you’re just so good at at not just the systems, but having everything makes sense for them, especially in the financial services realm. And I know you I know, you touch outside of financial services, but it just, it’s just such an older, traditional, or whatever it is, if that’s a word, model. And so, right mindset shifts is so different. So all that’s been said, like, what, like, kind of walk me through? Can you just walk me through that process? Like, no, normally, I’d be like, starting to kind of walk in the podcast down. But this is super, super interesting. And I think it’s gonna be super valuable for a lot of people. What is can you walk me through that process of what you do? It doesn’t have to be super detailed, but but where a strategist went from one to two hours of having to sell and I’m I know for sure that it probably is even more than that having to go back and forth on the phone and stuff to zero and just being able to do strategy after they’ve been paid. What is the process? What was the process? And was the process now?

Oliver Kelso 22:32
It’s a great question. So the original process was, you know, you give it let’s say, it’s a speaking engagement, you go to a speaking engagement, you talk. People are interested, right, you haven’t fill out a form while they’re sitting there, you get back to the office, and then you got to call them all are you scheduled meetings, while you’re there, even better, that’s great. Problem is, you have no information on the client. At that point, there’s no intake process, there’s no nothing to sell it unless you’re just selling a flat fee. Right, like $500, to get started $2,000 To get started, whatever. And then you have to go collect your documents, right, which is means someone has to send out a document collection link, or they got to fax them in if this is you know, before 1990 or whatever.

Nowadays, away the financial services industry.

So you bring them in. And that’s how the process goes right? Until then you have to talk to them a couple of times to express you can disperse, you got to collect the documents, then you have to understand them, then you have to explain to them what you’re considering doing. And then you have to sometimes in a fourth or fifth meeting finally close the feet. Yeah, did actually implement it. The shift, the shift wasn’t complicated. This shift was was conceptually simple. It was automate every and by automate. I don’t mean literally, I mean, automate with virtual assistants. Yeah. Okay. Um, I don’t mean, build some, you know, complex automated pipeline, but automate the entire process up to the point that the strategist talks to a client and figures out what the real strategy is, which is the whole job, their whole job roles. So you want to eliminate everything up until that point? Yep. So that was question number one, how do we eliminate all that stuff? And the process is simple. They’ve got an intake form. So they self report their data? Yep. Right. Then from that point, the virtual assistant, and the automated system processes the information and determines what the client needs to upload to confirm their data. Yeah. Sometimes there’s we you know, they may be a welcome call, and they’re from like, an actual sales person, but still not a strategist. Yep. You’re not taking your highest paid person and putting them on the phone yet, before the company is collected any money? Yeah. I’m from that, then you move to the document verification center, they verify the documents, and they create what’s called an allocation. So they actually detail out where all the money is for the strategists. Again, it’s all the stuff that would have had to happen in house or the strategies would have to do themselves. Once everything’s documented, once the client files ready, everything set up, then we use a self booking link. That was another big addition. Yeah, so you don’t have 6 million back and forth emails, the client books, their own appointment based on the strategist calendar. And then the strategy has their first meeting. So on any given client, it shouldn’t, it shouldn’t be more than two meetings, well give your first meeting to go over the strategy or your second meeting to confirm it with the client, make adjustments and close the fee. Love it. And then from that point on, there’s more involvement, because you know, then you move to implementation. That’s a whole nother ball game, which is also would only work in any scale will be a Yeah. Yo, man. And just as a note here, this is all this isn’t, you know, revolutionary in the sense that this is always how the process works, right? Do you have an in house employees, they do certain tasks so that your high level person doesn’t have to do them? That’s not new. What’s new, is having someone you’re paying, whatever? 950 1050 an hour? Yep. Who’s way more capable than a minimum wage, you know, high school employees that you get here? That’s the difference. So I can hunger for vas for the same price as one decent employee.

Yeah. Decent. And that’s, that’s the that’s the key. That’s why,

you know, that’s the I have to train them not to take a two hour lunch.

Break, right. Let’s need to like,

Dean Soto 26:40
like, because you also you also

automate the actual strategist as well, because they have to follow the process. True, right. Like they, they they have to know when it’s their job, what they what what parts to work, kind of what their lane is to so you mapped out architect that as well. Right.

Oliver Kelso 27:03
Right, exactly. So a lot of role readjustment. You have to be very cognizant that it’s a shift, people are going to be switching roles. And like we already talked about, there’s training required, even for your employees to say, look, stop being the Savior. Yeah, you’re not the firefighter anymore. You don’t have to do all of these little things, you get the same freedom that, you know, I’m getting at the top of the company, you’re going to get to Yeah, cuz you’re at what has ends up happening. Is the employees actually on the front line? Yeah, it’s not you. Unless Unless we’re talking about like a one or two man shop, which is then everything’s you anyway. But if you already have employees, integrating VA is actually it’s the employees integrating the VA is unless you’re talking about like an admin assistant. Yeah. Yeah. So a lot of it’s actually working with your staff to improve them. They said, you know, it’s like, corporate, it’s a continuing education for your staff.

Dean Soto 27:55
So cool. I love that.

Oliver Kelso 27:57
It’s very cool. It’s really me, I can’t, I could go on forever. I know, we have limited time here. But yeah, it is like literally life changing.

Dean Soto 28:05
Yeah, it’s cool. Because you you have a great mix, especially in that niche of the systems of the outsourcing as well as the numbers that you understand, you understand the financial services realm, especially from the customer side of side of things, but also from the the the the advisor or securities, security advisor, whatever it might be, you know, the the strategist and so on, you understand their pains, their, their, their desires, and then also you understand how they can best help their customers. And so you have a really good mix of all of that. And I’ve just seen, just seeing tremendous results from companies that you’ve worked with. So that being said, How do people find out more about you? And how do people actually start working with you?

Oliver Kelso 29:01
Yeah, so thank you for the plug. So what a convenient go to you can just go to grow smart. Got Co. Co, that’s my website, I will tell you, I exclusively work with freedom in five minutes, I will not use another VA. That is on purpose. That’s not some you know, it’s because they work. So I don’t care if you can hire a VA for $2 an hour from Croatia. And it doesn’t speak English, that that’s not going to get you where you want to go. So I’m very clear about that. I’m a boutique firm in the sense that I’m very careful about who I choose to work with. They have to be have to have the right mindset. Right? You know that I mean, you know that better than anybody, I’m not going to sit in and work with a company who doesn’t understand the intense need for systems and for and that and that. And I’ll just be direct, who doesn’t have their ego wrapped up in them doing everything. That’s, that’s a real a real business owner, a real person that wants their business to thrive and is preferably doing good in the world.

Unknown Speaker 30:14
I love it.

Dean Soto 30:17
I love it. I love it. It’s great. Because, like I said, I’ve seen I’ve just seen so much such tremendous results from what you bring to these companies, the ones that are that are hungry for scaling, the ones that actually aren’t fighting you, which, where it’s where they have that the ones that have the Superman mentality where they’re, like you said, they’re trying to say that for me, yeah, you, you go in the ones that really truly want to scale, they know that there’s going to be some shifting some pain, and so on and so forth. You make it so easy for them to do by by doing those small little things that provide that positive feedback loop that, that I just I just recommend anybody who, especially in the financial services business, but it doesn’t have to be in that edge. You work with real estate, for property management, real estate investments, property management, property management, and so on.

Oliver Kelso 31:12
Yeah, doctors, lawyers, it really doesn’t matter. The industry. That’s the best thing about this is the VA architect, the VA mentality and architect in your business, that’s not a word I know. To do to perform the way you want to and like you, you know, when when she once said to me getting back to why you started your business in the first place. Right?

That’s universal.

Dean Soto 31:36
Yeah. I love it. And you you you are able to bring that back to them. And I’ve just seen it over and over and over and over again. It’s so cool. So well,

Oliver Kelso 31:44
thank you. I appreciate that.

Dean Soto 31:47
No problem. So yeah, if you want to go and check it out, work with Oliver. I’m sure do you would you give like like discovery calls like

Oliver Kelso 31:56
Oh, of course. Yeah. Yeah, well, we always talk first see what you’re interested in See? See where you’re you know where you’re struggling in your business etc. Do a free assessment wherever you want to call that love it and then go from there.

Dean Soto 32:11
Love it. So yeah, go check out grow smart.co grow smart co hit up all over us a genius and he will help you if your business if you’ve been dying to scale he’ll help you scale very quickly. Very, very quickly. He’s super super smart. And yeah, he’s one of the he really is the only other systems and operations guy that I ever recommend to people so so and that’s that’s so I’m very boutique when it comes to that as well. So

Oliver Kelso 32:46
I love it. Dean is amazing. If you’re already listening to this, you know, he’s amazing, but Dean is amazing. And it turned upon you right back because my life would be considerably less, less amazing. Without Dean, though. Kudos to you, man. Love freedom in five minutes works. It is one of the best shifts you’ll ever make. I love it.

Dean Soto 33:09
I love it. I love it. Alright, cool. So go check out all of our growth smarts.co go talk to him he will change your life. And if you are looking for a virtual systems architect, if you want to scale your business, the easy way you can go to freedom in five minutes calm if you need help go to grow smart co Oliver will help you and you’ll end up working with me anyway. Because he’s amazing. And he’s he knows where to get the goods. He knows where to get the good so but other than that, thank you so much for listening to the freedom in five minutes podcast. My name is Dean Soto and we will catch you on the next freedom in five minutes. episode.

Unknown Speaker 33:51
Thanks for listening to the freedom in five minutes podcast. Now head over to www dot freedom and finally minutes.com and register for our free masterclass and discover how to start systemized and automating your entire business five minutes at a time. We’ll see you next time on the freedom in five minutes podcast.


Check out this episode!

084 FIFM – Interview with Rudy Carrillo: Martial Arts Can Be a Systematic Business

In the business of martial arts, you aren’t just teaching people how to defend themselves…  you are providing an experience that makes customers want to come back day after day.  However, it’s not as easy as just getting a facility, buying a mat, and offering free trials.  A great martial arts school requires great systems that allow for maximum students with maximum experience.

In this episode, you’ll hear how sensei Rudy Carrillo has created systems that give his students an amazing and fun experience while also allowing scalability.


Automated Transcript Below:



Dean Soto 0:00
Hey, this is Dean Soto with freedom in five minutes.com. And we’re here again, with another freedom in five minutes episode. Today’s topic is this. martial arts can be a pretty systematic business, that and more coming up. Alright, cool. So I’m here in beautiful San Diego at my jujitsu tournament, which you’ve heard about probably for the last few weeks. But we’re actually here, I’m not going to tell you the results until after this podcast because I actually already did one.


match already, and I did get the results. And you will have to hear that in a later podcast. But I’m here with my coach and mentor, the person who gave me the ability to even be here in the first place. Mr. Rudy Korea. Everybody say hi,

Rudy Carrillo 1:01
how you guys doing excited to be here. Nice San Diego, beautiful, beautiful sunny skies right now just finishing up the day with some strong matches.

Dean Soto 1:09
Awesome. Awesome. So I wanted to bring Rudy, how can I usually call him coach or sensei or whatever? If I’m gonna call you, Rudy. Now? Is that right? Yes. Oh, I wanted to bring him on the podcast, because one of the things that really struck me as completely just unique about his particular company, his particular martial arts studios, is that they are extremely systematic, like extremely systematic, to the point where I was just absolutely in awe. anyone listening to this knows how much I love systems, and the audience loves systems, and so on. And so when I saw what you were doing, and my kids actually are part of his system, just how smoothly things run and how many kids you’re able to just go back to back to back to back in your system, it just totally was something that that blew me away. And so I wanted to share that with you guys. And how how, even with a martial arts view, you can have a system that is just just super well oiled something that that brings in more revenue than if if there were no system, which I’ve seen a lot of other martial arts studios just kind of looks like almost like they’re winging it, and they’re not able to push that many students through with also quality instruction. So all that being said, Mr. Korea, what, like what got you into martial arts? So Well, first off, tell tell people a little bit about yourself your business and then get asked you how you got into this in the first place.

Rudy Carrillo 2:45
So myself, I’m a third degree black belt in jujitsu, I started teaching when I was 12 years old, I just love the art. I started martial arts when I was nine, maybe going on 10. And my mom put me in martial just because I was getting bullied in school, I low confidence. And then you know, I just really believe in myself. So we started martial arts program, hoping for just a, you know, more confident, better outcome, being able to defend myself. And there’s nothing like self defense confidence. So once I got in the man, I was able to just spar, roll to all these amazing things, and then, you know, really build myself up, she changed my life forever. So when I was 12, I decided to start helping teach. So red bells, I was helping out with my instructors classes, every Saturday, I would do for free, no matter what, I’ll just be there just eager to learn. And then by the time I was 15, I got my black when I was 14, when I was 15, I was able to teach my T bone classes, I was able to get my first job. And then I developed myself as an instructor from there. And now it was scary. I mean, you’re you’re young, you’re telling these people to listen to you to take you seriously. And then the presence, you have to have just the confidence in order to build people up and to make them become exactly what they want to be. It’s just fulfilling and I was so blessed and eager to help others. And then I just knew that with a right kind of system in place that I can have a life who have achieved more results. If you go inside of this martial art school, and there’s your randomly teaching things you people are not able to fill a lot of their goals, but with the right systems and you building them up step by step day by day, class by class, we saw different kinds of results and our students over the long run help me both company.

Dean Soto 4:33
I love it. I love it. And so you are so you own ultimate martial arts in Fresno. Correct.

Rudy Carrillo 4:38
Right. Oh, Fresno ultimate martial arts, we’ve been open since 2008. We started in a park, we had I literally opened up the school on a like three $400 credit card. It got too hot. Students were about to quit a month in because we were in the sun in Fresno, if you don’t know us to 100 degrees, if not more, in the summer, and you’re asking kid to put on a whole pajama outfit go out there, practicing the heat. And right away, we had a problem, we were blessed to have one of our clients at the time, work at a bowling alley. And she said, you know, you come by our, our facility, and maybe you can rent out a room and have any money, I had nothing, I literally had nothing. And they give us opportunity to pay just 50 bucks a month in order to rent on a room and, and start building our company. And at the time, you know, you you, you have no idea really where to start. But you just have to start. And then as you start, you want to simplify it just for the simplest person coming into have a positive experience. Because if you’re not clear on what you’re wanting, then imagine how the person is coming to your facility, their loss as well. And if you’re lost their loss, and then no one’s ever happy. That’s great.

Dean Soto 5:47
50 bucks a month. I wish I could play in that arena. That’s awesome. Thank you. So so. So like I had mentioned before one of the that actually struck me. So I I actually came to your to your martial arts studio because I was in warrior I needed to, to my target was to do a tournament for Brazilian Jiu Jitsu, which is what we’re doing right now. And I called you up one thing that actually struck me when I when I once I did call you the way that I ended up calling you was you you were using, I can see that you were using Click Funnels, you were using different types of funnels, I don’t think it was just Click Funnels, but you already had a system for generating leads. That was pretty different than most martial arts folks, I in fact, we were just looking at different martial arts studios to to do some open mat last night and I literally could not find a website force for at least two of them. And so like that, tell me about that system that you have and like, and then how you how you to kind of developed some of the things that you’re doing right now from a marketing perspective.

Rudy Carrillo 6:54
So So with the system we have in place, our website, you know, very few people go to a website now and decide to scroll through it. When they go to a website, they want immediate answer. And in few seconds, if there’s too many clicks, they’re just going to leave. So I knew that there were there has to be some kind of better system like a landing page. So if someone searches on Google, they type in kids martial arts, they need to be directed to a kid’s martial arts page. And although they have options on where they want to pursue, you can easily just read our, you know, whatever is on our page, and quickly say, you know, this is the direction I want to go into give you more information. And the information that they’re going to give us is simply a name and number. But the biggest thing I saw from having a website that stirs and directs me to the right direction is that follow up process? Because once we, once they see you know what I like what I see you answered, because there’s a lot of questions can be asked in their head mentally. And what it says on that lane pages has to be short in key for size, it’s going to let them know if they’re going to buy or not. And then when they go to that next step, the follow up process has to be on point because soon after that they can be contacting other facilities, they can change their mind things change in life. So you want to get them when it’s hot. You want them to ask a question, get more information. And then within a few hours, within 24 hours, we have a follow up email that automatically goes out to them it is asked them information, what makes you want to do martial arts? Have you had any experience? What made you decide on our facility? When are you available? Here’s the program you asked for here’s the tiles available. And it’s automatic, because most people, at least in our industry, they have common questions. And so we developed an email based system that automatically response to them to get those questions answered, that help us better help them by the time to get into our facility on the mat.

Dean Soto 8:44
Oh, I love that, that that is that is something is something that is very rare in this industry like completely, very hard to find that type of, of really specific marketing. And then utilizing, you know, a good landing page, utilizing email, utilizing pre framing, things like that, even answering questions ahead of time. So by the time they’re even in there, they’ve already you’re not having a hard sell them con like because they it’s really just kind of tipping them over to right right to be a an actual client, which is great. And then what struck me as amazing, was after I joined, I got to see what you’re doing with the kids. And just when it actually not just kids, kids to adults and so on, is you developed kind of a system where where almost on the hour, every hour, it you have one class go right into the next into the next and the next and the next the next where it’s a chain of things, it doesn’t feel like like you’re in a fast food restaurant where where you’re just being like, you know, cattle push through, there’s there’s a lot of personal attention that comes in through it. But how did you develop that system? What were some of the kind of the challenges that you’ve been led to that?

Rudy Carrillo 10:09
So So our classes are 4040 minutes, what I realized we had a longer time, at one point 60 minute classes, when I realized that with the parents, especially in today, they have so many things to do at nighttime, if you get off work at five, you got to take your child’s have a martial arts class six to seven, and then it shouldn’t choose to be in bed by eight, you literally have zero time now. So we cut our classes back as much as we could. But our goal is okay, if we have this much time, 40 minutes, what is our outcome we want? And then I’m in a structured class, how can I get to that outcome. And so every class, we have a detail to every 10 minutes, 10 minute warm up 10 minute drill for skill, 10 minute lesson. And that’s going to be for the curriculum based. And then the last 10 minutes will be probably game and then also a life lesson. And it has in that manner just because well first off every every class builds on itself a second, you’re systematically putting him through to make them better, without them ever knowing that they’re getting better. But there’s progression slow but steady progression that’s in anything you do. You might not see the result right away. But definitely it’s there, especially for the time and effort and over a long period of time. And that just took a little bit of me understanding that the right curriculum, and especially what we call it, we call it rotating curriculum, that you’re not winging it, you have a set skill you’re developing every six weeks for us is every six weeks. And then every year that same curriculum repeats itself to build upon foundation.

Dean Soto 11:43
Yeah, that is that is something that I could see with my son Soren in your class he went from he went from being completely awkward in the in within the first week to saying Hey, Dad, can we practice brawling? Can we do this, can we do that, and I you know, I would go for his leg and boom, he’d sprawled is like, boom, like, like that. And by the end of the few weeks, and and it was great, because you you can tell he was it wasn’t like this, this, you know, hard practice, you need to learn, you need to learn all this right now. It was fun, it was engaging, right? And it was little by little. And you do that even with the adults. Right? Right? We

Rudy Carrillo 12:26
do with the adults. We all need to have a game but you don’t go to college and someone doesn’t say okay, we’re gonna win you for four years. And then we’re gonna give you a degree, you know, you go to a class, there’s chapters, you have to read pages, you have the right or really essence you have to write and then there’s, of course, midterms and tests. And you systematically get through that class and have the end result whether you like the results based on your effort during the class, of course. But I mean, you don’t just dropped it what other sport or really what why should any sport ever just not have a precise outcome what they want when people want precise results? It doesn’t make sense.

Dean Soto 13:00
Yeah. I love it. I love it. Yeah, cuz. So from personal experience, seeing that particular system, every every time we start a new curriculum, I’m like, I can’t do this. This is so hard. I don’t know what I’m doing. And there and by the end of the month, or end of the six weeks, I’m like, Oh, I got this. This is easy. This is awesome. Like the last one that we did. We did several different arm bars. We did all these different passes and all this. And I was telling, I was telling Nick, when we were rolling, who’s another one another one of his students. I was telling Nick, that, man, this sequence we learned we learned so much. And it was it was amazing. And I didn’t even realize I was actually learning at the time. Right? So that’s that’s just fantastic system,

Rudy Carrillo 13:50
you know that that’s the aha moments when you able to have that aha moment, like, Oh, my gosh, I just, I just like multiplied my game. It’s just, you know, there’s nothing like that, that feeling that going to keep you coming back? because now you’re so engaged learning even more? Yeah. And that’s what we love about it. Yeah. I love it.

Dean Soto 14:06
So speaking of aha moments, one of the things we do on this podcast is find that five minute change of mindset, that five minute decision that you made, that really changed the way that you do business really changed the way that you played the game, you play the game. And so what’s one thing that it was just a quick mindset shift, and you said, You know what, I have to do this and figure out a way to do it, that that really changed the game for you when it came to your martial arts studio.

Rudy Carrillo 14:38
You know, the biggest change that I had to do, and I’m sure it’s our most business owners is just trusting in your people, and letting go, if you did the proper job of training them, and getting them in the right mindset of being in doing their job to its full capacity. Someone told me once time that if they can do 80%, of what you do, you need to let it go, because then you can invest that 80% or even your hundred percent of your time and another area in your company, which really needs to be monitored. So letting go of the things that I knew that it was hard that I could let go of, and trusting my team has really helped me develop not only as a business owner as a person, because my gosh, as I get older, and as my staff improves, it’s important that we build each other and create a really dynamic company that wouldn’t be able to be done without them. I love

Dean Soto 15:38
that is so awesome. That’s awesome. So how many so with your staff, and so on? What do they what do they do right now? What do you How does that work with your with your staffing and with what you’ve delegated, and so on.

Rudy Carrillo 15:52
So establishing we’re a team. I don’t like anyone being below each other. So as a team, we clean we, we clean the mats were there we go over curriculum structures, they provide feedback on what we should be teaching how we can adjust. And then we also have them assistant teaching classes. So we have multiple instructors that are school, and some are incredibly talented at teaching the inner children. Some are incredibly talented teaching the adults and we delegate them to where they’re best at. And then they’re able to with our curriculum and what we teach, they’re able to follow our system and go with the system and be able to do what I’ve been doing for so many years. That’s also I love this, I love this.

Dean Soto 16:34
Well, I’m in I’m in all of your systems and what you’ve built. It’s it’s something that that like I said, is very, very, very rare to see. And it honestly is like for anyone who loves system loves systems and processes like you have to check out and see how he does what he does. It’s it’s absolutely amazing. So with that being said, How can people see you reach you? How can people join your classes, things like that.

Rudy Carrillo 17:01
Oh, of course, we’re Fresno ultimate martial arts and Fresno, California. You can always contact your school 559 to 612805 you have any questions, but also feel free to email us at Udacity martial arts at gmail. com. We’re an open book, we love to help anyone we understand that this is a game we’re all playing together, whether it be martial arts industry, produce industry, whatever industry might be, and there’s a lot of similarities where everyone can help.

Dean Soto 17:28
I love it. Well, thank you so much for coming on. Coach Rudy, I appreciate you and we’re actually good in a wet like one or two hours. We’re gonna head back in and actually I have my ghee match.

Rudy Carrillo 17:39
This last few matches here. We were ready. We’re super excited. We had a great morning and we have a better afternoon right now.

Dean Soto 17:47
So yeah, it’s gonna be great. And so we’re gonna after that we’re gonna head back home. But until then, this has been another episode of the freedom in five minutes podcast and we will check you out in the next episode.


Check out this episode!

083 FIFM – Interview with Paul Tran: Consulting Franchises Into Great Systems

In this podcast, you’ll get to hear from one of the best sales and franchise consultants in the world, Paul Tran.  Paul has been instrumental in building a tremendous number of fast-casual restaurant brands from 1 or 2 mom and pop stores into multi-national names.

Paul shares some of his thoughts and secrets to creating scalable businesses and how you can change your mindset to prepare from growth and scalability.

This is an episode you won’t want to miss.

If you want to grow a truly scalable and massive business by using a Virtual Systems Architect, head on over to www.freedominfiveminutes.com and sign up for your Free Business Process Scorecard and Masterclass.



Automated Transcript Below:


Dean Soto 0:00
Hey, this is Dean Soto with www.freedominfiveminutes.com and we’re here again with another freedom in five minutes podcast episode. Today’s topic is this you can consult franchises into creating great systems that and more coming up. Alright, so welcome to the freedom in five minutes podcast. My name is Dean Soto which I’ve already introduced, but I am super excited today to have on the show. A longtime friend and one of my business mentors someone who helped me in my in two journeys one becoming an entrepreneur and to getting some pretty amazing systems experience under my belt and I probably would not be

be where I am today. I are in fact I know I wouldn’t be where I am today right now if it wasn’t for this particular person. So this person is named Paul Tran. He is one of the I’m not gonna say one of the he is the best salesman I have ever met by far my mentor and is extremely extremely good. In the in the in the restaurant fast casual restaurant.

Kind of systemized and franchising area with with, he does a lot of consulting and all this other stuff, which I’ll let him talk about in just a little bit. But Paul, thank you so much for coming on the show. It’s so nice to have you my friend.

Paul Tran 1:44
It’s a it’s my absolute pleasure. And again, I feel horrible because you’ve you’ve been telling me to get on a podcast for years, even before like if anybody knew what a podcast was. So you’re definitely a pioneer and I I’m sorry, I was a little bit

insecure about, you know, having my live voice being publicized. But I realized later that,

you know, after you’ve been pushing me and pushing me, I realized, you know, I want to be able to add impact and value to the world and what better way than to do it with a friend and to do it with your audience. Thanks, man. I love it. I’m not giving up on me. I never give up on you. You never give up on me man.

Dean Soto 2:24
Cool. So, so I kind of gave a little bit of a little bit of Hors d’oeuvres a little bit of an introduction of of, of who you are, but kind of give from from the very get go of Gosh, even when we met before we met and so on and to where you are now kind of give an introduction of who you are and what you’ve what you’ve done over. I would just the past few years.

Paul Tran 2:48
Sure. Um, I have a I’ve been in the restaurant and franchise industry for about 12 years. It all started with

a crazy idea to start a restaurant with no cooking experience, you know, no money, I guess nothing that you would normally come in prepared fully prepared for. And I guess there’s something cool about being naive about the business. Because when you don’t know it can’t be done, then you just push through conventional, like, Oh, you can’t do that. But I mean, we can definitely get into more detail if you’d like. But pretty much fast forward. A couple of years later, I sold my business, I sold my restaurant that I ran for three years, I got an offer to be bought out for multiple times what we what we put into it, which is great. And I also worked for the largest franchise development company in the world. And that’s Fran smart, they’re based in DC and Irvine, which is kind of during the time where you and I met, while I was helping a portfolio of restaurant chains grow from, you know, mirror one unit to unit or mom and pop, you know, a couple units, couple corporate stores, and, you know, consulting and connecting these brands with systems and manuals and the right franchisees and a lot of other things that help, you know, change the mindset and the composition of a mom and pop shop to a global, globally recognized brand. And during that time, you know, of course, I was heavily in the networking circles. I also, you know, cared a lot about, you know, doing nonprofit work. And that was during the time where, you know, Twitter was just, you know, super on fire, and everybody’s using it to have a conversation connect with people that they otherwise wouldn’t have, and initiatives get, you know, initiatives are able to be carried out with the group of people without barriers. And you and I, we we just, I don’t know how we found each other to be on. I just just think through mutual, mutual Twitter, friends, but I think we all just share this idea about hey, you know, there’s a lot of people who are networking going to these networking events, trying to build their own businesses, why not add an element of, you know, giving back to people, there are a lot of like nonprofit initiatives that don’t get enough of a voice, you know, the American Heart Association and all these other massively budgeted nonprofits get a lot of love, and they get a lot of TV time. What about these small organizations that make just as much impact if not more, like direct impact? And how come they don’t get any voice? So we just partnered up with a lot of nonprofit organizations and locally, for example, I think we did one for a share ourselves where we, we had we had, you know, people find help homeless people get into a temporary, you know, hotel room situation until they figure out what they can do to, to sustainably get them back on their feet. You know, you and I, we we planned along with all of our other friends, you know, Neil and Debbie and, and all that with a we we just held networking events where people would donate money and also be able to promote their business at the same time, like do do good by by doing well, by doing good, I guess. So that’s pretty much how we met.

Dean Soto 6:22
It was so cool. It was it was awesome. But that’s to remember connect to see when we did when we had night show from from American gladiators there.

Paul Tran 6:31
Oh, yeah.

Unknown Speaker 6:34
I was like, yeah.

Paul Tran 6:37
That’s crazy.

Dean Soto 6:38
Yeah. That was that was powerful. Man, that was powerful. But yeah, like, so yeah, we, we definitely you one of the things that you you were so open with with social media, and we ended up connecting and everything like that, through that. And then ultimately, I, at the time, started actually working with you. Were you were mentoring me on the the franchise side of franchise development and how how franchises worked anyway, and all this other stuff, when it came to, to building out all of these these exclusive territory type franchises. And so with like, with that experience, what has what have you seen, I’m just going to kind of jump right into kind of success with because you’ve seen with all the development, you’ve seen what’s worked and what’s not, with, with restaurant businesses, which has, they have extremely tight margins, extremely tight margins. And so when it translates to other businesses, it is actually easier for a lot of other businesses because they don’t have as tight margins. So what has been the, like some of the big success factors in growing a franchise and actually having someone be successful in a business like that?

Paul Tran 7:58
Sure, sure. Now make this joke where every time I hear a friend, they have a different business, and they share what they do. And they’re also really generous and sharing what their margins are, oh, man, I’m in the wrong business for 12 years. But I’m just kidding. I think that I think I’m in the business because, of course, I love food. And another thing is like, oh, razor thin margins, Challenge accepted.

But I think as far as keys to success with restaurants is

I think the first thing is you you

you need to know that. You know,

whereas a lot of companies can can be wasteful or can give a lot of slack to costs here and there. You do need to know that, like, it’s a penny, it’s a pennies business. And you need to be able to be meticulous and vigilant about cutting costs in everywhere. That’s, that’s appropriate. And because there’s 1000 things that you can cut costs on in order to make the margins and you also need to rely on not just cutting costs, but more importantly, generating the revenue. Because McDonald’s, you know, sometimes you wonder why, how could they sell $1 cheeseburgers in a market, that’s, you know, the, the inflation and all the other costs of doing business are growing, they’re not going down. And it’s all about, it’s all about volume, you need to get a lot of people through the door. And so it’s a balance of making sure you cut costs, but also making sure that you know, you’re constantly reaching out to the community, finding ways to get customers in the doors. And I mean, that’s pretty much it in a nutshell. And also, you know, it’s not just that, but also cutting costs where it matters and being a little bit more not reckless, but being a little more

loose on certain cost. For example.

If you really think if you really think that customers, think about this customers who come through your door, even though you think they’re paying just $10 for For example, one of my restaurants to Hello guys, they they’re paying just $10 for a platter. Think about this, like there’s, we have customers that come to three times a week. And that’s, you know, that’s over 10 times a month. Yeah. And I did the math and over time, like these customers are worth like $25,000. So, so if you know, you don’t want to be cheap with your loyal repeat customers, like if their order isn’t right. Or if you use our loyalty program where you find out that you have VIP customers like you can like treat them, you can take very good care of them. You can throw a little bit caution to the wind because they’re the ones that are going to sustain your business like what what is a $10 totter if you’re getting $25,000 in return? And so it’s the long game on that one. Yeah, Mark. They’re small,

Dean Soto 11:00
but it’s the long game. That’s cool. That’s that’s awesome to hear. Because, because yeah, that’s that. That’s interesting. I remember telling you, it was it was not too long ago, I was I was with Oliver he was he was consulting with somebody in Tustin, I went down. I was actually down in that area. I think I think I even saw you when I was when I was down there. But anyway, the I went to one of your competitors a different ice cream place

that that

had this franchisee who we literally were there for like 20 minutes, man just waiting for ice cream and there was like there was probably three people in there who had ordered and this franchisee was literally having the having the staff member that you know 18 year old kid measure out and way how many sprinkles they were putting in to the ice cream. And, and and no joke. It was it was where it was even a hair off of what it should be. They were taking it out putting it back in and taking it out. Put it back in. And I’m sitting there going You gotta be kidding me. Really, you’re literally going to lose a customer like I will never go back there ever over three sprinkles, because it’s it’s you know, one one milligram over what it should be.

Paul Tran 12:33
That’s Yeah, that’s like what’s what’s the cost to the customer experience when you do that? Right? Yeah. Well, I’m going to back up and say that that’s a You and I are going to talk offline about you going to my competitor. That’s a sore subject still, but I’m just getting better.

Dean Soto 12:50
But you so like that being said, with with you. So you have Hello guys is one of your brand brands that you that you’re a franchisee Have you what other brands do you also have?

Paul Tran 13:04
Yeah, so my partners and I, we we have 12 Hello guys stores, restaurants across Southern California, our I’ll continue to build more. We have most of our stores concentrated in LA County and or Orange County, and we’re going to be venturing into San Diego County this year. So that’s pretty exciting. I also own two college and ice cream stores. Which it’s funny because both these clients it’s a it’s a story of insider trading and double dipping. Because both these these brands that I’m a franchisee of I initially was their consultant, I helped turn them into a franchise first as a as a client consultant type basis. And then I turned back around and said, Hey, I actually want to actually want to be a part of this more than just a from a consulting standpoint. And so I built the team paid the franchise fees and open stores for them as well. So what money they paid me in terms of consulting, I turned it back to them royalties. And it’s been a good relationship. That was like you said, you basically go in there, you make sure that they’re successful. And then when they’re successful, you’re like,

Dean Soto 14:13
yeah, okay, now I’ll be a franchisee.

Paul Tran 14:17
Yeah, I knew all the Yeah, I I joke around and say that’s the legal insider trading.

Oh, that’s cool. So yeah,

Dean Soto 14:26
let’s talk. So about your consulting, then like, so what? Like, what are some of the things like so for example, like with that, I don’t want it to be about specific, because there’s probably like proprietary stuff, but what are some of the things you see as a consultant, that with with your brands right now that either lead to success, or that don’t lead to success that they You see?

Paul Tran 14:52
It question? A lot of so when I worked at France smart, when I worked there, and also now that I’m on my own, I noticed that in 100% of the time, my clients are, you know, brands who are small, who do like a mom and pop, and they’re not entirely sure how to get to the next level. You know, you and I probably have a really deep conversation about this on, you know, how is it that, you know, McDonald’s franchisees can open 20 stores, and I can’t even like, think about opening a second one. Yeah. And so I think a lot of it’s a mindset shift. And they need to, they need to learn to let go on a lot of core things, that a lot of things of the business that are, you don’t need to be doing them. And you also need to systematized a lot of things, you know, you can’t, you can’t possibly be doing payroll can’t do scheduling, you can’t do the hiring, you can’t do 1000 different things that a restaurant requires to do, because your head’s gonna spit. And yeah, of course, you can’t do opening a second store because you think you’re going to be doubling the workload. And so it’s all about a mindset shift where I’m the owner, I need to be the CEO of the business. What that means is that I need to build the corporate structure, I need to hire people that build a team, you can’t do this on your own. It’s like that concept of being, you know, penny wise and pound foolish, like spend a little bit of extra money to to build the team to put the systems in place. I had to be honest with you, like for my whole guys, chain of stores, like we built 1312 stores within a five year period. And there’s no way I could have done that if I had not raised capital with friends and family and people who believe in what we’re doing. Yeah, I, we couldn’t do that without hiring district managers, we hired people who are already ready to be district managers. So we hired them how to time we knew that we’re going to scale so we built the bandwidth to scale. And we already trained them to develop them to do a lot of the things that are critical to the business where it allows us to focus being on being more strategic. And all that costs quite a bit of money. But, you know, guess what, it’s it’s either one store, and either you can make 100% of one story, you can make a pretty nice, you can share the the equity and that the profits in order, you know, over 10 stores or 20. Stores? Yeah. So I think it’s just mainly the mindset show, I think a lot of the tools, I think there’s no, there’s no shortage of tools, systems, this stuff, but it’s all it’s all up to the business owner to change anything course.

Dean Soto 17:41
That’s that’s a, that’s a great, great, great point, is because

Paul Tran 17:47
there’s a matrix kind of thing, dude. Yeah,

Dean Soto 17:49
for sure. It’s funny, do you find that? Because it’s actually hard for me to even think the way that I used to think where is I was definitely on the, on the I want 100% of one business? Or one thing? You know, the, do you find that once you’ve taken the red pill of, of, Okay, well, I’m going I know there’s gonna be a dip in profit, or I know there’s going to be a dip in, in what I would see, but I’m building this the scale do you do? Do you see that as? Is it hard for you to even think the original way now where it’s just have one do you do you find yourself thinking more in scaling, since this is what you’ve been doing for a while now.

Paul Tran 18:34
Um, you know, it’s always easier to give advice versus take your own advice. So, um, you know, our business, you know, has its ups and downs. And, you know, it’s easy to get sucked back into, like, Oh, we should cut costs, like, in a big way, we need to cut this department, we need cut labor tremendously, you know, just because there’s business cycles in our restaurant business, for example, genuine to time, during wintertime, you know, after sorry, after the New Year’s people have new year’s resolutions, they want to eat healthier. They also, you know, blew all their money on Christmas. And our business is slow for the first couple months. And, you know, I’m human, and I have these knee jerk reactions. And it’s like, oh, man, we got to cut costs. And again, I might end up being guilty of that same dude that was measuring one millimeter, on and off during those times. So it’s, I get that way sometimes. But as each year goes by, and we continue to grow, it becomes less and less Oh, wow. Because it’s, you know, long term thinking is manifested in like, wow, this year, we have 13 stores this this year, we have that nice. And it’s because I didn’t I didn’t focus on the, on the, on those insignificant, unnecessary things. So yeah, I fall victim to it to it. So. But yeah,

Dean Soto 20:01
but yeah, that’s, that’s a very human human human response to that question. So with your consulting now, what what do you find yourself doing the most with your consulting? I think it’s so cool actually seeing you, you help brands to become really big? And what, what’s kind of been the focus with your consulting lately?

Paul Tran 20:28
Yeah, um, yeah, a lot of the consulting is still a lot of, you know, small restaurant chains who, who are interested in franchising, they’ve received some inquiries from customers saying that they want to franchise they just don’t know how to do it. You know, most of them are so buried in their work that they, you know, just for example, like stock trading or, or government compliance work, I mean, that’s a full time job, they just don’t have the capacity to do it. So there, they there, they’re making money, they are seeing a lot of success. They’re getting interest in inquiries for franchising. They don’t have any systems in place, and they’re just curious to know, you know, where they should start. And that’s, there’s no one size fits all strategy. And I think that’s why that’s where the value of my consulting comes in. And there’s also so much decentralized, like so much conflicting information on the internet. And there’s a different strategy for retail, there’s a different strategy for service franchises, and there’s a digitized for restaurants. And so all that stuff. I guess all that confusion makes me look a lot better as a consultant. But yeah, that’s the reason why they come to me. I mean, a lot of times, maybe they have done an amazing job with building a sexy brand. And they build a viral following, but now they don’t know how to turn this into growth. Yeah. Or they don’t they’ve they’ve gone through the

you know, they,

they they’re doing really well, they’re there. They have a lot of customers through the door, but they’re not making any money whatsoever. Yeah, yeah. Or, yeah, a lot of it is, you know, they’ve, they’ve been a franchise for a while, and they’ve kind of just been floating. not growing up, not not not failing, and they just need to get out of this. Maybe this invisible barrier that they’ve been in. So, so many different, so many different reasons why I’ve been consulting that’s it’s fun.

But yeah, that’s it’s all over the map.

Dean Soto 22:34
That is awesome.

It seems like it’s a different, it’s a different a different challenge, depending on who it is. And and each one has its own kind of solution to a lot of that, like what’s a? So with all of with all of that. What has what is kind of going to ask you that aha question. I always try and ask this, just to every person who’s on the freedom in five minutes podcast, what is what has been the single most whether it be for you, or for one of the people that you consult for the single biggest kind of five minute mindset shift or five minute thing, strategy tactic, whatever has brought the most results for you or for people who you’ve actually consulted for?

Paul Tran 23:34
That’s a loaded question. That’s a thought provoking question. For me, I think there’s a lot of aha moments, but you’re asking about like for clients

Dean Soto 23:44
can be for you or for clients, something that were where there was just something that that is really a paradigm shift for you or for your clients, that once it happens, it puts them them or it has put you on a trajectory to massive success.

Paul Tran 24:01
Sure. This is going to be a little bit self serving. But

I think the biggest thing has been

the introduction of virtual systems as architects. And I know, you know,

this is what you do, and this is what you specialize in. And I want this, I want the audience to know, this is completely as objective as unbiased as possible. But I think the game changer for me, and also the game changer for clients of mine, I think the biggest value is not my gift of gab or, or my ability to sell or anything, but it’s mainly like the advice that, you know, there is a better way to systematized your business. And there’s a much better way to get work done without the

the assume high costs of hiring good people to do. You know,

one of the biggest things that you’ve done in my life team was to introduce virtual, you know, back then virtual assistants, where I’ve had virtual assistants for probably five, six years now. And they’ve been able to make my company look a lot larger than it is, it’s been able to get a lot more done with numb and not let me be the bottleneck. It’s allowed me to enjoy my work a lot better to, like I can enjoy with actually helping clients and actually giving advice. And as far as paperwork and administrative work is concerned, the stuff I really hate, they kind of go away because I do have a virtual assistant that takes care of it. They take a lot of the stuff away so that I can just do the thing that I think is the most strategic valuable, valuable thing for myself and for for clients. And it’s funny, you and I, I felt like I’ve been keeping that a secret for five, six years. Okay, I was kind of like, I don’t want other people to know, like, how I get people, like, you know, how do you own so many restaurants and you do consulting and you travel, like, I kind of love it kind of stroke my ego that like, they think it’s all me. But that’s definitely the selfish, short sighted way of thinking, I think over the years, you and I just realized that, you know, we can’t be the only ones that, that that are that need this. And so you and I, we’ve done some some consulting gigs together, you’ve actually, you know, you’ve been generous and coming down to help with clients client work as well. And, you know, my aha moment was also another clients aha moment, right? Yeah. And we we consulted for some, some good friends and also a large chain that was growing very rapidly. But the pace of their growth, which you know, the name, we can’t disclose it, but at the pace that they were growing like they were, you know, multiply they’re their labor, you know, big time. And our time there our time, like just an hour, they’re not five minutes sorry.

Are, well, if they find me, the five minute decision

that we spent there, made them realize that there is a better way and you introduced helping them find virtual systems architects Yeah. And they love them so much, I believe they’re going to be increasing their virtual assistant,

Dean Soto 27:27
they actually just got another one. This week, they start. So so they were they’re extremely happy. And, man, they’re like, they’re, they’re using them for like the for hiring, they’re using them for a whole bunch of different things. They’re, they’re, they’re crazy when it when it comes to it, and they’ve, they’ve expanded a lot since since since we first even talked with them. And that expansion is just going to continue to grow. Because, you know, they’re not. The cool thing about them is they, they can rely on these these guys who who are a fraction of the cost, right? And, and they get everything documented. And so now they have this new guy come in, and guess who’s going to train the new guy, it’s going to be the virtual systems architect that was there before. So they don’t even have to do anything. You know, it’s it’s, it’s, that’s, that’s, yeah, it’s cool that you brought that up? Because obviously, it’s a little self serving over here, too.

Paul Tran 28:30
No, no, but but but you and I like I like the reason why I love you, man is because, you know, we’re selling, you know, we’re selling to help. Like we don’t, we wouldn’t, we wouldn’t promote anything that we wouldn’t believe in that we do ourselves. You know, for example, like, I was working with all guys and collagen ice cream, and I love this so much I sold myself on it. And these virtual systems architects have been so helpful to so many of our clients, that I mean, it’s it should be kept the secret, especially with minimum wages now in LA, like 13 $15. And that’s

Dean Soto 29:05
the base salary as base.

Paul Tran 29:08
And I did research like, if you do you all the costs of like lyst, the job interview, the time it takes training, developing, what if you lose that person, you had to do it again, all that stuff, you end up adding almost doubled the costs like for for someone who’s $15, like the cost of, of create a hiring training, developing is like making space for in your store and pay for HR, you have to pay paid? Like there’s so many things like as I say that, like, it’s, I’m sure business owners that are listening to your podcast, like I don’t want to hire any more people. Like, even if I’m growing. I don’t want to deal with the hassle. Yeah, but but hiring these people at a fraction, like you said, you don’t pay any, you know, you don’t you don’t pay any of that training, development stuff. In fact, they take over so much more than people think virtual assistants take care of like, for example, you said, Now you’ve been able to help my client, like hire people, interviews, manage all the stores,

Dean Soto 30:06
actual virtual systems architect is doing the interview, which is which is crazy to think of. But you know, they had that they had the system, they had the guy document how they wanted the scripts to be in, and how they wanted the systems to be and everything like that. And then boom, the guys doing it.

Paul Tran 30:24
It’s It’s crazy. Crazy. And also like my vert, my, my PSA, she she does my bookkeeping as well. And I just did it out of curiosity to quick search on bookkeepers, they’re like 15 to 20 bucks. And I don’t I don’t pay nearly that much. And she doesn’t just do that. But she does. She helps me with sending client contracts, she now she helps with my restaurants as well. She helps them with scheduling, hiring all the HR paperwork. And now she’s going to start helping me with reaching out to the community for marketing purposes. So like, it’s, it’s, it’s the work of like maybe five good people here in the US. You know, like, it’s, it’s incredible. I could talk about it for hours.

Dean Soto 31:13
And we’ll maybe we’ll have you back on and we’ll talk about doing with it. That’s awesome. Man. I love hearing. I love it here in it. So so how can people find out more about Paul and what you’re doing and and have you as a consultant? Because I would I would imagine that you would even consult outside of outside of restaurant franchises and stuff because you you have the systems experience, you have the growth and stuff like that experience. And so how can people find out more about you and what you’re doing and how to reach you?

Paul Tran 31:44
Oh, sure.

If you I think the platform that I use most is LinkedIn for business purposes. So if you look it up, it’s linkedin.com slash forward slash i n forward slash Paul teacher. And that probably the best way to connect with me on a on a business level. If you want to know just what’s going on in my life personally, and just for fun, I’m pretty active on Instagram as well. So if you look up at potty train on Instagram, that’s definitely the way to go to. And

Dean Soto 32:20
he’s always traveling, like if you want to see like some crazy stuff, that he’s always somewhere I’m like, I’ll go on Instagram, and I’ll see Oh, Paul’s in Alaska right now with the polar bear.

And I just saw him yesterday What the heck.

You definitely gotta go check them out. And, and yeah, he one of the best consultants that I that I know. And still is one of my mentors. So you are one of my mentors, man.

Paul Tran 32:49
Oh, thanks for it actually works both ways. I learned so much from you as well. And again, my aha moments actually because of us. So I appreciate you so much.

Dean Soto 33:00
Likewise, likewise. Cool. So thank you so much for being on the podcast. Guys. If you want to find out more about Paul, go and hit him up on LinkedIn. Go and hit him up at Instagram. So that is Paul T. Tran. So that’s that is his username on both of those Paul T. Tran. Not Paul Tran because that’s somebody else. Paul T. Tran. Go check him out. If you want your business to start growing and just getting just massively massively, just massively expand. Definitely hit him up. talk with him. He is absolutely amazing when it comes to growing a business especially with the branding and marketing and everything like that side of things as well. So go check that out. And as for now, we have reached the end of the podcast but does not mean that this is the last podcast. Oh, what’s up?

Paul Tran 33:55
Is it all?

Dean Soto 33:58
Yep, sorry. Sorry. disappoint. Yeah, you have to come back again. So that’ll be that’ll be a fun fun thing. We’ll talk more about the virtual systems architects and stuff. But until then, everybody thank you so much for listening to the freedom in five minutes podcast. My name is Dean Soto and we will check you out on the next freedom in five minutes podcast.

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082 FIFM – It’s Not About Winning… It’s About Learning

In this episode, you’ll learn why winning is not always important.  the more you win the less you learn.  That seems counter-intuitive but when you are constantly winning it means that you are in your comfort zone.

Often, what we need in order to grow are opportunities where we don’t win so that we can see where some of our week spots are.  Difficulties open your eyes to the facts of where you are at right now and what you need to work on in order to open the door to the next level.


Automated Transcript Below:

Dean Soto 0:00
Hey, this is Dean Soto founder of freedominfiveminutes.com. And we’re here with another freedom in five minutes episode. Today’s topic is this. It’s not about winning. It’s about learning that and more coming up.

Alright, so

while you’re listening to this, I might have already completed it. I don’t

know, I don’t know if I’m going to post it. But after before, whatever. But anyway, for those who’ve been listening for a while, I have a Brazilian jujitsu tournament. That’s right, less than,

what about two months ago, two months ago,

I had set a 90 day goal a 90 day target, to compete in a Brazilian Jiu Jitsu tournament, this is something that I have never done, at least from the I’ve never done any type of Bry Brazilian jujitsu, I take that back, I did a little bit while I was in the military, very, very little. But one of the targets was to actually compete in a tournament, well, guess what? It is right around the corner, literally right around the corner, I will be heading out tomorrow. And then the next day is the tournament. And so by the time you hear this, I might be at the tournament or might just be after I’m not sure exactly when I’m going to post this one. But either way, it is very, very close. So So the thing about this, and it relates to business, big time is that we’re put in positions where we are we have a lot of pressure. So this tournament is a lot of pressure. So it’s down in San Diego, I got a I’m actually driving down with my Brazilian Jiu Jitsu coach from from Fresno ultimate martial arts over here. And he is so kind to actually come down and do this with me. He

made himself available.

We’re driving down together, we’re staying in Airbnb, then doing the tournament and driving back that same night. So it’s going to be a very interesting, interesting how my fingers are hurting from Brazilian jujitsu, jujitsu.

It’s going to be a very interesting next couple days.

So one of the things that a lot of people keep on asking me is, Are you nervous? Are you nervous? Are you nervous? Are you? Are you nervous? And yeah, I’m a little bit nervous, for sure. But ultimately, this whole thing is I, I really do not expect to be the white belt, white belt, jujitsu tournament champion of the world.

We’ve been doing this two months,

yeah, I’ve gotten pretty good at it. But ultimately, it is to see what I have to learn to mainly to learn how, how to how to be how to work under pressure, how to how to act with acting in, in a way where, where you’re, it’s something completely new. Because this literally is something completely new, I’ve never really done tournament like this. I think I did it once when I was in karate back when I was really, really, really little. But I have not really done something like this before. And then on top of that, when you’re when you are going against people in the same gym that you’re in, you get used to how everybody works, right, and how everybody does,

has their technique and everything like that. So

you start getting used to those things. So this is somebody who is completely different. I don’t know how that they, how they roll, literally, I don’t know how they roll. And so it’s going to be something completely new. And the cool thing is, they don’t know how I roll either. So we’re kind of coming in this completely blind. And so yeah, I’m nervous. But ultimately, this is going to be a really cool fun learning experience. And I actually get to spend time with my coach and, and talk and, and find out more about him and it will just be it’ll be really good. But to get to this, I had to do a lot of different things. Namely, to cut weight, I actually ended up cutting between 12 and 15 pounds to get to a lower weight bracket. And that was one of the ultimate goals of this was to lose weight as well. So it’s there, I’m actually under 200 pounds, which has I have not been under 200 pounds in a while. And so it’s there, we’re we’re rocking, we’re rocking and rolling everything like that. So why is this important? Dean? Why? Why are you even talking about all of this stuff? This is there, there really is not a This doesn’t seem like it’s a business application? Well, here is the reason why it’s important. All right, is that when you set targets, specifically 3060 or 90 day targets, and you put them in a way that where they’re going to hold you accountable. And they’re very specific and very measured, you will end up either hitting the target exceeding the target or coming dang close to the target. I I’m about halfway to my financial target for the next 90 days, for 90 days, I still have about a month left to hit hit this, but but my financial target, I’m doing way better way better than I would have if I didn’t set that 90 day target. Right? For for my spiritual target. I’m already set with that. That one, I just need to set my mic, I’m developing a ministry type thing. And then for my for my family, that one has been going and I just need to set I don’t want to say what it is because if my wife listens to the show know what it is. But all that being said, this type of stuff, like when you put pressure on yourself. So say if say you tell a customer that you’re going to do something by a certain time, or you you are set a target for yourself that you’re going to have x amount of ads running by this this time or that time, you put yourself in a situation where you are forced to perform. Okay, you put yourself in a situation where you are forced to perform. And more often than not, you’re going to needed that stress is good stress. It sucks, because it’s nice to just hang back and do nothing. But this stress is good stress. Right? And so I challenge you right now, do you have 30 6090 day targets? Do you have measurable targets for those things, 90 day targets, something that’s measurable. So for example, rather than something that where it’s I want to go from 200 pounds to 180. Rather than doing that it’s I want to compete in a Jiu Jitsu tournament, or I want to run a marathon within the next 90 days or doing Iron Man or do something like that. That type of measured target will get you to that desired outcome. Okay, if you don’t have one of those right now, I challenge you to make one to make one, make the little five minute decision that hey, even if it’s just one thing, know what I want to lose weight, I’m going to run a marathon in 90 days, I’m going to find a marathon and I’m going to register for it and go. For me it was I’m going to do a tournament, register for it and go, right. closest one was San Diego. And that was a long, it’s a long drive but no excuses, right. And so, so this is where it becomes so important because it forces you to grow in a rate that you would that will blow your mind. Right? The simple decision, the simple target will force you to grow in ways that you never thought you could before. And will keep you from being static, and stagnant.

Which is what is exactly what happens when you don’t have a target when you don’t have outcomes. You don’t have goals and things like that that you want to set. Right. So I challenge you to do that right now to set set a target even if it’s just one that might be a business target it might be it might be a body target, it might be a spiritual or a family target. Just set one made a decision right now to set one. Take the five minutes to write it down what it’s going to be when you’re going to do it and move forward with it. Alright, alright, so this is Dean Soto with freedom and five minutes. Man we got some awesome things that are going to be happening over the next few weeks. next few months as well going to have a lot more interviews from people already have interviews lined up. So there’s going to be a lot more people who are joining us on this podcast. And of course we’ll have a lot more stories and things to help you make some amazing business decisions strategic business decisions that you can implement that you can start going forward and moving in five minutes or less get it started let’s go that’s the biggest thing is to get it started. So is Dean Soto with the freedom in five minutes podcast. I will catch you in the next episode.

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