Austin Netzley With 2X

Intro: [00:00:02] Broadcasting live from the Business RadioX Studios in Atlanta, Georgia, it’s time for Coach the Coach Radio brought to you by the Business RadioX ambassador program, the no cost business development strategy for coaches who want to spend more time serving local business clients and less time selling them. Go to Barak’s Ambassador Dotcom to learn more. Now here’s your host.

Lee Kantor: [00:00:33] Lee Kantor here, another episode of Coach the Coach Radio, and this is going to be a fun one. Today we have with us Austin Netzley with to welcome Austin.

Austin Netzley: [00:00:42] Hello, Lee. Thank you so much for having me. I’m excited to give some big value today, so let’s get started.

Lee Kantor: [00:00:47] All right. Well, before we get too far in the things, tell us about 2x how you serve in folks.

Austin Netzley: [00:00:52] Yeah, what we do is one on one business coaching for six and seven figure entrepreneurs. So it’s all one on one in the trenches coaching to help people get free from the weeds, turn their business into a machine and start growing faster than ever. So we focus a lot on systems, operations, team and mindset and some of the things not directly related to growth. But at the end of the day, that mean everything for growth. So if we can people help people, like I said, get free from the weeds and turn their business to be a machine with their team running the show, then growth starts to become easy so we don’t scale one on one.

Lee Kantor: [00:01:25] So what’s your back story? How’d you get into this line of work?

Austin Netzley: [00:01:27] This is technically my fifth business, so I’ve been through a couple of different iterations to figure out some things that work, some things that don’t work. And one thing led to the next. I was in the oil industry originally as an engineer and I was like, you know what? I’m not really jealous of any of my mentors at the time of any of the executives. So I was like, there’s got to be another way. And I learned about this thing called entrepreneurship started my first business, my second business, my third business. The one one led to the next that led to a marketing agency that led to doing some more Hands-On coaching that led to what we do now. So it’s been a whole evolution. But through these businesses that we’re all really I knew at the time I wasn’t going to do those things for the rest of my life, but they were beautiful stepping stones to the next opportunity that led me to this opportunity where I was in a partnership and it was kind of a toxic partnership. I wanted to go and change the world. He wanted to be an Instagram influencer. So we decided to part ways. So I had this clean slate to say, OK, I’ve been doing these businesses things every two to three years. What do I want to do for the next 20 to 30 years? What I want to do for the rest of my life and really sink my teeth into. And that’s where I designed to excel in the way that we have it now.

Lee Kantor: [00:02:40] So now what was the methodology based on just kind of your the scar tissue of all your previous endeavors

Austin Netzley: [00:02:47] At this point in time? So but by my fourth business, we were teaching millennial entrepreneurs how to start and build their online business. And I saw that after working with hundreds of people there in our group programs, I saw that there was there was a formula for things so that there is some major gaps that a lot of people had. There was a reason why some were getting ahead and some weren’t. And what we started to do or what I started to do is put together what that formula is. And something I’ve learned again is that there’s not only what elements that you focus on matter, but the order matters so much. For instance, so many people think that are starting out or six figure entrepreneurs think I just need more leaves. They come to us and say, hey, I just need more leaves and you help me grow. And we ask them about, hey, how is your sales conversion or how is your LTV or do you even have time to be focusing on growth? You do these other things. So we realized very quickly is, hey, yes, you probably do need more leads and we can help you get a lot more leads.

Austin Netzley: [00:03:45] But there’s other things that we’ve got to focus on first. For instance, if we really, really nail your strategy and model to be set up to scale, if we have a much more differentiated and focused, if we have it be targeted for the perfect ideal target audience, you’re going to triple your conversions and have much less moving pieces just by doing that. Let’s do that first and then let’s work on the next thing and next thing. So long story short, through working with so many businesses, we started to realize there were certain puzzle pieces and most importantly, the order of those pieces made such a big difference. So that’s what we started to put together. And then we’ve optimized it over the past few years. We’ve now been in business over three years and clients while in our programs, have generated over two hundred and eleven million dollars. So it’s it’s proven and it works over and over again with our clients all across the globe.

Lee Kantor: [00:04:34] Now, when you’re working with a client, the framing is six figures to seven figures. That’s kind of your tagline.

Austin Netzley: [00:04:43] That’s so we have two audiences. We have some half of our audience is between two hundred and fifty and about seven hundred fifty thousand dollars in revenue when they start with us. And their goal is to get to that magic million dollar mark. They want to be a seven figure business owner. So we take people from six to seven figures. I’ve got a book called From Six to Seven Figures that we can give away and definitely recommend checking that out. But half of our audience that comes to us is already at that seven figure mark and they’re looking to get free more from the weeds or grow to the next level. Some of them have goals of getting to eight figures. We’ve helped several clients get to eight figures. So we work with people that are six and seven figure business owners.

Lee Kantor: [00:05:22] But the important component there is they’ve already have a semiprivate model in that they are selling something to somebody already.

Austin Netzley: [00:05:29] Exactly. Exactly. We work with people that have. Already had traction because what we found is is in my previous business, we worked with people starting out and with that, and there was just a lot more people that weren’t going to succeed necessarily. Like they they just weren’t going to go through what it took to to become like a true business owner in. The second thing is, is we can just make a much faster impact. So sometimes the journey of getting to that first couple of hundred thousand can take a long time because you have to get product market fit and you have to validate who we’re serving and to like what we’re selling and stuff. So we like to come in with businesses that already have traction and optimize what they’re doing because we can make a really immediate impact.

Lee Kantor: [00:06:15] So that was probably one of the key learnings to get to this point in your evolution, right? By focusing on folks that already have something, then you’re eliminating a lot of those aspirational people, the people that are just not going to really do the work it takes to move the needle for themselves. You know, that anybody you’re dealing with nowadays is somebody who has a business that has some level of success. There just might be frustrated or plateaued or whatever other thing. But it isn’t that their thing is marketable.

Austin Netzley: [00:06:47] Yeah, yeah, exactly. Exactly. And and the thing is, whether they’re at two hundred and fifty thousand in revenue per year or five million in revenue per year, all the businesses are broken. Right. And so much like there’s so much opportunity and so much, so many areas of improvement, even with our own business internally at two X like there’s always so much opportunity. And I think that’s the beautiful thing about business is like we can know so much and do so much and get so much better, but there’s always so much more that we can do. So if you can validate yourself and validate that you have a market and get to at least again a couple of hundred thousand, that shows us that you probably very likely have the potential to get to whatever your goals are, whether that’s a million dollars revenue, five million, 10 million, 20, 20 million, whatever. There’s a big opportunity out there if you can do it right.

Lee Kantor: [00:07:36] So now the folks that have, you know, kind of they’re grinding and they’re battling every day and they’re, you know, scratching and clawing their way up. And they got this to six figures. You can come in and implement some systems and maybe some automation and leverage some of the tools that you’ve already kind of gotten good at leveraging to help them just accelerate the growth. For in your mind, they’ve reached some level of escape velocity. They just don’t know how to go to the next level.

Austin Netzley: [00:08:04] Yeah, exactly. And that’s what I start my book with, is what got you here. Won’t get you there. So what gets you to two hundred fifty thousand dollars in revenue, for example, is in fact a lot of those things will hold you back from getting to two million dollars in revenue. For instance, to get to two hundred fifty thousand dollars in revenue. You can drive a lot of things yourself. You can still be the center of the business. You can be pulled in a hundred different directions. But what we then do is we come in and we’re like, hey, that work to get you here to get to the next level, we need you free from the weeds. We need to make this business and model scalable without you in the day to day grind. So let’s get you free. Let’s put in the proper systems. Let’s put in the operations. Let’s put in a couple of the key team members so that they’re running the day to day. And you can focus on your zone of genius and the things that you want to do. And if we do that, A, we have A, healthier business. B, we’ve got a more sustainable business. See, you have much more time. And not only are you having more fun, you’re actually focused on growth. And that leads us very quickly to, for instance, that seven figure mark.

Lee Kantor: [00:09:05] Now, when you’re working with folks, what is the process look like? Like, say, I raise my hand and go, you know, what do you got me? This is this sounds fantastic, Austin. I mean, what is my first step? What’s what’s going to happen once I kind of buy into this first step?

Austin Netzley: [00:09:22] So, yes, there’s a formula for business, but every business is so different that we have to customize a blueprint for you. So what we have to do is go in and fill in a deep dove survey. We want to understand inside now what is your business? Because they give you the best guidance. We need to really, again, understand your business in the intricate way. So it starts with a Deep Dove survey. From that, we’re doing a full behind the scenes evaluation. We hop on a 90 minute call to ask all these different questions, to, again, really understand the pieces at hand. From there, we can get together behind the scenes and say, hey, these are the big levers, these are the big changes. This is what we really need to know. And we put that together in a presentation to share with you the roadmap. All this happens in about a five day period. So you fill in the survey, have a 90 minute call, and then we have a 60 minute call to lay out. Here’s the successful here’s the roadmap for the next 90 days. We also talk about some of the key levers for for more than 90 days, like it’s really a 12 month roadmap. But specifically, hey, here’s the 90 days. Here’s the order of things. Here’s the leverage that we’re going to pull. Here’s how we’re going to lead to some really, really, really big changes. And the thing is, for us to really get to where you want to go in business, sometimes you have to focus on growth not being first it.

Austin Netzley: [00:10:41] So, again, a lot of people are working really hard and they’re too stuck in the business that in the first 60 days they may not grow. And that’s OK as long as people have a long term perspective. Right. But so many people who just want to I want to grow like leads instantly. I want I want leads right now. And we’re like, no, there’s an important process. If we can put in the operations and team and get you free and free up twenty hours a week and 60 days, but not necessarily grow your revenue by very much like and me, in my case, that’s a win because like the next 60 days are going to be where we’re going to really start to see. That growth, so one by one from that initial roadmap, then we’re implementing and executing that every single week. Now a lot of the systems we have so people can plug and play them. But if we can solve one important problem with you every single week and do so with the proper system or strategy that you can use for years to come in the 30 day period, your business in time is in a whole new spot, let alone after 60, 90 days, that six months, 12 months, it’s one week at a time.

Lee Kantor: [00:11:41] Now, is the are you just giving me like a to do list like here do these 15 things or is is somebody on your team helping me do these things? Because, like, sometimes in life you need help, but sometimes you need a helper.

Austin Netzley: [00:11:56] Great question is we don’t do the work, but we guide you and support you to make it as easy as possible. So every single week it’s a one hour call where in that week we are problem solving and helping you come up with solutions. We are giving you custom answers and in feedback and guidance and we’re giving you a specific system. So, for instance, let’s say that after after we work through a couple of things, we inject some revenue, we get you free, we clean up your strategy and model a little bit. Let’s say it’s like, all right, I now have the cash flow that I want to hire an assistant. Boom. All right. We’ve got all of the systems and templates that we can say, hey, here’s how you hire an assistant. This is what you need to do. This is where you go. These are like use this like copy and paste this. Have them do these couple of test tasks. So we have you instead of trying to go and just say, hey, this is what you need to do, go do it. We give you the tools to make it easy to do right. So it’s like, again, if we can do that one at a time. Now you have the system in place that you can go and only hire an assistant. You can hire other similar roles in the future. And in the next week, it’s like, OK, we’re ready to really, really take this referral or these referrals to the next level. Here’s the referral system. Let’s work on this. This is what you’re going to do. Let’s talk through that together. So we have a lot of the things started through proper systems, training and templates. And then from there, it’s a matter of working with you to help customize that. But it’s only the one hour coaching in addition to the systems and templates that we have.

Lee Kantor: [00:13:30] So a lot of it is kind of an accountability partner.

Austin Netzley: [00:13:33] A lot of it is that. But the big thing that we can do first is if we can help with the strategy, that is something that is going to make a monumental impact across the board. For instance, if we can help, just get your business set up to be much more specific and targeted and differentiated. We’re going to see just by working through that, that your conversions of your marketing and your sales are going to double. So what we’re trying to do is to pull these different levers and work you through these different methodologies and systems and strategies that we’ve proven over and over again that are going to lead to exponential impact. That, again, after three, six months, they start to stack on top of each other. So, yes, you do a lot of the work, but again, we’re going to guide you and help problem solve together. And then from there, there’s going to be some actions and then there’s going to be some accountability. And so we all need that accountability. And that’s one of the challenges as being out of business owners. Like oftentimes we don’t have others hold us accountable. It’s easy for us to hold people accountable, but not necessarily ourselves. So that value in and of itself is huge for us all that.

Lee Kantor: [00:14:40] So see, if I got this at this point, you have a portfolio of systems and operations that you kind of customize to the needs and desires of your clients. You have regular meetings or cadence of meetings and and calls to help them implement the appropriate one at the appropriate time. And then you have during those calls, you’re holding them accountable. Ultimately, it’s up to them to do the work, to implement them and to roll them out and deploy them. But you’re there to make sure that all of that goes well, because you’re there to help counsel them throughout the whole process.

Austin Netzley: [00:15:15] That’s exactly right. That’s exactly right. And one of the first things that we do leave before we start to give people, because we don’t give somebody fifteen tasks, like they don’t have time for 15 tasks. Right. So one of the first things that we do is we look at, hey, how can we free up ten to twenty hours per week? So before we give much of any tasks after the initial survey, it’s like, all right, how can we create capacity and then give you a couple of things that are working on the business, like all these things that would be task would be to drive the business forward. So it’s not like it’s homework. It’s not like this this outside thing. It’s literally working on your business in a much more strategic way. But we’ve got to create that time for. So that’s such an important differentiator because I’ve worked with coaches before in the past and they’re just like, oh, go do all these things. You have to figure it out yourself. B, they’re not creating any more capacity in time. And see, usually they’re telling me to spend a lot of money, like we don’t tell anybody to run ads or even hire people until we are producing. Ash, from the improvements that we make first, so it’s really about creating capacity, not only from a time standpoint, but from a financial standpoint before we start to add.

Lee Kantor: [00:16:24] And then that’s what you mean when you say the order of things, you’re aiming at the things that are going to generate revenue as fast as possible. So they get some quick wins and then they can use that revenue to fund these future things.

Austin Netzley: [00:16:37] Exactly. Exactly. So if we can get ahead from a time standpoint and get back control of our calendar in time, if we can get ahead financially and take the concerns of money out of the way, then we can work on the right things and be patient with the process of like, OK, we need to work on our strategy stuff. OK, we need to work on fullfillment, OK? We need to work on the sales and whatever. And then when we really start to focus on the growth levers in a bigger way, that we have capacity and we’re ready to handle those. But so many people are working out of order, so they’re just spinning them wheels and spinning their wheels and we call it staying on the hamster wheel.

Lee Kantor: [00:17:14] Now, can you share a story? Don’t name any names, but somebody that maybe was struggling or explain what their plateau or their challenge was and they connected with you and your team and then how you helped them get to a new level?

Austin Netzley: [00:17:26] Oh, yeah, we’ve got hundreds of them. So one is a guy named John. And John started with us at one hundred and ten hours per week, one hundred and ten hours per week. So he was stuck in the business as much as you could say. And he was red like he was obviously stressed out as can be. He didn’t know how burnt out he really was at the time, but his growth was limited and he had done really well from the outside. But it just flatlined and he was at sixty seven thousand dollars per month in revenue. So he was high six figures. And he came to us and he said, all right, I’m ready for a change. And within three months, he went from one hundred, ten hours a week down to 30 hours per week. So not only did he get his life back, he was able to start to shift some of that time towards working on the business. And then within a couple of months after that, he was at five hundred and three thousand dollars per month. So over a seven x increase while cutting his time and basically a third, actually less than a third. So that’s that’s the power of working on the right things in the right order. That’s the power of getting free. That’s the power of turning your business into a machine and building up your team so that you’re out of the day today and then starting to focus on growth. Like if you follow that exact process, you’re going to be in a beautiful spot to grow exponentially.

Lee Kantor: [00:18:46] So now, at this stage of your career, what brings you more joy? Is it seeing somebody like that kind of blow up their business and make it exceed their expectations? Or is it for you to sell one more client on the program?

Austin Netzley: [00:19:00] Oh, man. It’s so I mean, everybody on our team is very mission driven. Everybody. We have so many people from around the world that are super successful business owners themselves as coaches or could be doing 50 other things on our own, our team that everybody has to be mission focused. And what we’re trying to do is be the best in the world. At Skilling, six and seven figure businesses like we want to double the number of businesses that get to that magic seven figure mark. So seeing people not only do that, but seeing people like the impact that that makes. We talk about the ripple effect internally that to every single day. So if we can help people get their life back and grow their revenue, that’s amazing. Like the revenue piece, that’s always exciting, but like seeing the ripple effect of what that means for them to get their time back and to start making more money, how it impacts their family, how it impacts their team, how impacts their their mindset, their audience, like that ripple effect. That’s what fires us up all day.

Lee Kantor: [00:20:02] Now, is there any part of your roadmap and growth plan that includes helping maybe some entrepreneurs in these underserved markets help them get the escape velocity they need?

Austin Netzley: [00:20:15] Absolutely, right now we have one program and we we we we like to keep things really simple, we will be adding a second program that will actually probably be on the higher end. And then after that, we will go to the to to the lower end as well, because there’s a formula for that. Just like there is a formula for people to scale from six to seven figures that again, I think is super important for us to to get to and tap into and again, to make the impact that we want. It’s a huge market that we want to serve in a big way. So that is on the radar, just not in the next six months.

Lee Kantor: [00:20:52] Now, if somebody wants to learn more and get a hold of that book that you mentioned or get a hold of you or somebody on your team, they have more substantive conversation. What’s the website?

Austin Netzley: [00:21:03] Yeah, go to two X Dutko. That’s two X. So very simple. Again, we like to keep things nice and clear and simple so we help people double their business, double their freedom. So check out. We’ve got a ton of great resources. We’ve got the book that you mentioned from six to seven figures that right now we’re giving that away for free at six to seven Bookham. It’s also available on Audible and Amazon and everywhere. So definitely check those out. We’ve got a lot of great resources out there to talk about the important order to things, because it’s my belief that if you can start to approach business in the right order, then you just really get way more traction. And it all begins with the mindset. And then we get into some of the strategy stuff and then we get into some of the other elements. So many people want to go straight to marketing and keep doing more and more and more and more and more. Now, let’s take a step back. Let’s really get clear. Let’s really get strategic, be a true business owner. And I think with a couple tweaks, you can make a big impact so we can guide people on that. That makes me pretty happy.

Lee Kantor: [00:22:05] And that’s the number two ex that CEO for more information. Yep. Well, Austin, thank you so much for sharing your story today. You’re doing such important work and we appreciate you.

Austin Netzley: [00:22:16] Thank you. Love what you’re doing as well. Keep it going, man.

Lee Kantor: [00:22:19] All right. This is Lee Kantor. We’ll see you next time on Coach the Coach Radio.