In the latest episode of The High Profit Event Show, host Rudy Rodriguez welcomes Alex Moscow, the mind behind Abundance Amplifier, to share his personal story of overcoming a stutter to become a seasoned event leader. This episode dives into the crucial role of authenticity and personal touch in crafting memorable live events. Alex's journey is a testament to the transformative nature of such events, where he chose the impact of his work over financial success, even in the face of adversity.

Rudy and Alex explore the essence of trust and leadership in making sales, emphasizing the importance of early engagement and active listening to fulfill attendees' needs, which is essential for high-ticket event success. They discuss the importance of clarity in communicating offers and maintaining a composed presence during events, which helps in building a connection that leads to effective enrollments.

Post-event engagement strategies such as follow-up calls and kickoff meetings are discussed as vital steps in ensuring long-term commitment and realizing the promised outcomes of a program. Alex and Rudy also consider the future of live events in an evolving technological landscape, agreeing on the constant need for human connection and the importance of adaptability.

In closing, Rudy acknowledges Alex's diverse expertise and the invaluable insights he provides, which are sure to benefit any event organizer looking to enhance their craft. You are encouraged to follow Alex Moscow on Facebook for more high-profit event strategies and to enjoy his DJ work on SoundCloud. To tap into these insightful discussions,  are invited to listen to the full episode, promising a wealth of knowledge for personal and professional growth in leading profitable and impactful live events.

For more episodes filled with expert advice and industry secrets, don't forget to subscribe to The High Profit Event Show.

*******************************************************

Want to connect with Alex Moscow?

Next Abundance Amplifier Event: https://www.abundanceamplifier.com/

LinkedIn: https://www.linkedin.com/in/alex-j-moscow-880a0420/

Facebook: ​​https://www.facebook.com/alexjmoscow/

Instagram: https://www.instagram.com/alex_j_moscow

SoundCloud: https://soundcloud.com/DJAlexJ

Think you'd be a great guest on the show? Apply HERE.

Want to learn more about Rudy's work at V.E.S.T. Your Virtual Event Sales Team? Check out his website at https://virtualeventsalesteam.com/.

I'm excited to be here and jam again. Our conversations around events and all the things are always some of my favorites.

Me too, man. One of the things I really appreciate about you is your personal journey that you've taken to be where you’re at today. You've used events as a vehicle for personal growth and transformation, and you've evolved so much. I'm just so excited to hear your wealth of wisdom around events. I know you've taught people, several people, hundreds of people, how to take small events, 10 to 30 people and do multiple six figures, and you've even evolved just recently to start leading your own higher class events, Abundance Amplifier events, and you have the biggest event of your life coming up- your wedding in about a week. My God. So cool, man.

There's few interviews that I would take a week before the wedding, and this is just one that's so aligned. It's so aligned to my soul. Events have made the biggest difference in my life, in my personal life, in my business, in my relationship with Jennifer. They're just so rich. Like as humans were designed to grow in person with other humans, in true peer groups and also communities, we learned so much from that. So I'm excited to be here and excited to dive in and to really just provide a context for what I truly believe the power is of events and what's available to extract from them personally for our clients, for the true impact that we make. I believe if you truly want to make a difference in the leading world-class events number one is strategy. That's such a win, win, win all the way around. So excited to dive into all the things and to go down whichever road that we're going to go down today.

Awesome. I'm excited to choose our own adventure here today. So we're doing this format. This is gonna be a little bit different from what we've done in maybe some other episodes. This is going to be more of a longer form interview, a little bit more back and forth. It's going to be a little more flow today because we really want to make sure that there's no constraint on what's going to come through you and your genius as we create this together. Alex, I always like to start off with a little bit of an origin story, a background story, just a way for people to know you, understand you, and connect with you. Can you just share a little bit about your background and what brought you into the event world? And feel free to highlight some of the results you've produced. I always love to hear that.

So as you so elegantly shared in the intro, I do have several brands all around events, small events big profits, which is helping people do really impactful and powerful events with 10 to 30 people and to walk away with multiple six figures in a weekend. Also, for those who really want to be true leaders of their industry is to create world-class events that are a staple that really bring together all the leaders of their industry and produce seven to multiple seven figures in profit in a weekend. I got into all of the event space because again, they've made the biggest difference in my life to where I went to my first event when I was 19 years old. I've had a challenge with a stutter for most of my life. So that event was the first experience that I've ever had to really understand that. Like I have limiting beliefs and it was a personal development event. So I was aware that I had limiting beliefs. There were stories that I was telling myself that were not necessarily true. The decisions that I made around my identity and my destiny, they were limited and they didn't even come from me. They came from a different culture. They came from unconscious patterns in my family. So to really have that insight at 19, which I'm so grateful for, that really launched me into a whole world of personal development exploration, specifically. For my speech, because it was such a challenging experience growing up, of wanting to connect with people and really just honestly wanting to be understood, whereas there were points where I couldn't even say my own name.

So as you can imagine growing up, it was incredibly hard to be able to really connect with people and to really just be able to have a sense of who just belongs and for people to really understand me. So the event world is where I was really open with such loving arms. I really got the power of mentorship there as well, where people saw something in me that I could not see for myself yet. So I was really taken under the wing of many, just incredible humans in the transformation space, in the business space. That's really what launched me into where I started a marketing company. When I was 20 years old, because I was going to the personal development events, they were saying, hey, if you really want to have control over your life, you have to become an entrepreneur. I got my first six figure client when I was 21 years old. I got that client because I hired a coach and a mentor. It just so happened that that coach and a mentor became a business partner where I was doing marketing, but I really wanted to be in the transformation space and the coaching space, but I didn't have the confidence to help people. Because again, there were times where I couldn't say my own name. So why would someone listen to me? There's people who've been doing it for three times as long as I've been alive. There's just so many different elements of my limiting stories to why I couldn't do it. So I got the opportunity to work for a mentor of mine who was one of my closest friends and to really help him grow a multiple seven figure coaching and training company online and offline.

That was when I was 21 to 25. So I got my 10,000 plus hours in the first couple of years, because I was definitely on the grind of the hundred hour work weeks and really just getting training and the development, the education that came from that was priceless and to really see what is possible in the world of just transformation as a whole, whether that's, if you're a coach or a trainer, an expert, and you're helping people, whether it's in their business or in their relationship or in their health or spirituality, whatever it is, the in-person component to it is so powerful to really witness and feel your client share their results based upon the wisdom and the experience, the programs that you're offering. So that just component to it made all of the challenges that we go through as online entrepreneurs with building funnels and figuring out the tech and all of that stuff, it made it so much more worth it to be able to spend time with clients in person. I really got to see and to learn from the biggest ways to help people rapidly transform is live in person experiences and to help them sustain that growth and transformation is with the container that we set with online programs, coaching calls, whether it's group or one-on-one and to use the foundation of the quantum leaps that happen and that are available live in person, where you're leveraging the physical energy that's in a room to help someone shift their belief systems, to also give the examples of the amazing people who are also in the program, to see examples of people who may be a little further along, and to invoke their leadership and their growth into really supporting the collective group of people to really grow and go after a similar goal when in the world of entrepreneurship, it can be lonely and it can be a game of comparison and judgment of other people online and to use the events to really connect them back to their mission, their purpose.

It's just been an incredible journey to look at that and to experience that and to foster that and to really look at if I really want to make the biggest difference in the world, I knew that I needed to master the world of live in person experiences because that is really what creates the highest and the fastest and the most sustainable amount of human change. That human change is also what results in millions of dollars. If you are selling coaching programs or in-person masterminds or events as well.

Wow. So much in that little segment there, I think we can call it a wrap right now and this would be a phenomenal interview. Thank you for downloading all that with us, man. I was so impressed by how much experience you got in such a short period of time. This whole notion of like, there's a shortcut out there. It's experience. The reason you're so young and so successful is because you put in a hundred hours a week from 20 to 25 doing one thing, one skill. It's impressive, man. And how, despite the fact that you had this condition that maybe caused some hesitation you went, moved through it and in moving through it, you actually grew through it. Just remarkable, man. So thank you. Thank you for sharing all that with us.

One thing I'll share is that I had an incredible mentor who threw me onto the playing field when I shouldn't have been on the playing field. So I was doing business coaching with people when I was 21 to 25 who are twice my age and they were looking to me to help them grow a business around their message and to get it out there to the world. I was helping to lead people through their own internal blocks and what's coming up for them. Also to craft the marketing messages to attract the right people in the room, to really help them develop their sales processes to where it was high integrity and highly effective to get people to say yes to a bigger vision and to invest in themselves through their coaching programs and events and trainings. So that whole process is experiential. That's also why I love events because I believe as humans, we learn so much faster through experience versus even the, like we're on an interview right now, and this is content online that will live forever, which is so powerful and great. It will never replace the experience of actually doing your first live event. It's kind of like I give the example of sales. Like you can listen to all of the sales podcasts and read all the books. You can watch, you can even watch all the best sales calls and you will not master selling unless you are on the phone and you get in the reps, the consistency and the experience of doing it and being on the playing field, nothing will really replace that. As you're on the field, all the coaching, the mentorship, everything that we all invest in so much of becomes exponentially valuable as we're on the playing field doing it.

Absolutely, man. It just reveals itself as you're doing it. Taking the next step reveals itself. The experience comes through repetition. So repetition is the mother of skill. It's just doing it, doing it, doing it, doing it. Two things I'll share briefly on that. One, I had a, actually you and I are very connected in this way, we had a very similar origin story where I had a mentor. I had a 10 year career in the Navy, left the Navy, and went to work for a mentor. I was part of their mastermind group. I took the little money I had in the Navy and invested in a program. Then I went to work for this mentor. The mentor wanted someone to help him on the phone, doing calls into the coaching program. In very short order, I had, similar to you, 80, 100 hour plus weeks of calls myself. Then we had so many more calls that I had to build a team to do the calls. Then all that forced me to learn and grow, which eventually led me to build an agency that did this for many businesses over the last several years. But it was that in the fire, doing it every day for years that built the skill and built the business. Thanks for sharing that, man. You talked about the first events and part of me is a little bit kind of shy to share this, but I supported many event leaders over the last several years, helping them do extremely well with enrollment into their programs. I admit that I had not held my own events and actually just this earlier this year, I held my first event, which actually was more of a retreat in a mastermind.

I actually did my best to take everything I learned from all these events that I've attended as an attendee and as a support. I was like, hey, how do I get this all into five nights in Cabo, Mexico? And even though I had all this experience and all of this stuff, I still, after the fact, realized that there's so many things that could have been done differently to have improved the customer, the attendee experience, which reminds me of like, hey, you're never done. To your point in the beginning, it's important to have a coach, to talk to somebody who's done several events and can help avoid making some of those mistakes. So thank you.

I also love that you shared that because I feel there's a lot of people, and I've witnessed this over the past 14 years of being in the industry, of those who love events and they see the power of them. There's that voice in them that's like, I'll do an event someday or I'm going to be up there someday. There's the other people on the other side of it who are like, they shouldn't be up there. I should be up there, but they ain't doing anything about it. So I really want to acknowledge you for really taking that leap because I believe that's what true leadership is. There are industry leaders who usually have the biggest businesses, the biggest lists, the biggest reach. I want to make a distinction that there are also leaders of industries who bring people together in person. They are gathering their communities, but also the other leaders to come and to talk about what they're doing next. If we look at some of the biggest companies like Salesforce, for example, such a staple of their whole brand and why they are an industry leader and a leader of that industry is because of their huge event. If we look in the marketing space of ClickFunnels, ClickFunnels would not be the brand that it is without Funnel Hacking Live. They have created such a raving fan base, that's a staple event every year. So I really start to look at that like, okay, there's a lot of, especially in the online space, of people who have like great brands and followings and those who really are like the true leaders, who I believe are the ones who are bringing people together in person because it really takes leadership. You can't hide behind your screen and a camera and have a script, your notes off to the side.

You are there and you are there in front of your community and people are feeling you. It's not just the words that you say and the clever things that you've come up with, with your scripts and you're following all these formulas. They really get to feel the embodiment of that. That takes leadership. So I really want to reflect that to you and acknowledge you for that because it takes courage to be able to draw the line in the sand and to invite people into bigger possibilities for themselves by coming to your event. So I want to give you the acknowledgement and I'm curious, what did you learn from that? Like if you can just share what was the top highlight of what you'll continue to do that you did really well. Then maybe share with us one or two of the sacred mistakes that you may have made that you want to continue to not just get the lesson in that, but really extract the wisdom so you can take that with you moving forward.

Happy to share Alex. By the way, I'm going to ask the same question of you here about your Abundance Amplifier event. I know there are a lot of golden nuggets there. As simple as this is, I'm going to share a really simple thing. So obvious, so simple. So just under the nose, have the proper paperwork ready at the beginning of your event, the consent form, whatever medical forms are required, have them ready, have them signed. Thankfully we didn't have anybody that we had to have any concerns with when it comes to that, but it was just after the fact, like of all the big things we thought about, how did we just not think about the simplest basic media form, consent form, medical form. If something would have happened, that could have been bad. Thankfully we hand curated a very select group for this first experience. So no, nothing happened, but hey, we did some high stake things. We were ATV riding, we were snorkeling, we were bungee jumping or going to some deep emotional processes. We were fasting and we were doing a lot of stuff that took the body and the mind to some places that it's not comfortable with and something could have happened. Thankfully nothing did, but as simple as that is, that was a no brainer. Number two, gosh, I feel a little bit vulnerable saying this, but I was so excited, so eager, to want to just create the best experience possible, I actually made the promise to the attendees that I promise you that this will be the best event you've ever attended. I know it was a bold promise. I was committed to that. I wanted to take everything I've learned over the years and just create the best possible. So I went all in and I had an agenda.

I had almost every hour planned. 16 hours a day for five days, five and a half days, really five nights, five and a half days. We did a lot in that time. I had some people say that, yes, it was the best event I've ever attended. But I had some people say, you know what? I was just beat. I was tired. I was worn out. Then there's some things that they liked and didn't like, and some of the things that they didn't like was how I kind of overly structured the event. I kind of drove their experience maybe too much. Didn't allow for enough space for freedom for free time, for things to evolve over the meals and that sort of thing. I just had it that if there was any dead time, it would be a problem. So that was one of the big things, that sobering experience, that I got feedback was like some people thought it was the best event in their life. Some people didn't. It was primarily because they thought it was too much. I put too much into an event. Something else I'll share on real quick.

Let me just highlight that. Those are two really impactful lessons that I've shared with clients many times over the years. Again, you may hear it a lot, but getting the embodied experience of like, wow, this thing could have happened and we could have mitigated it by just having the proper planning in place by having a checklist of, hey, here are all of the details that you as the visionary and as the leader should not worry about, but the team can, so that's consent forms. That's making sure registration is seamless. That's putting all the pieces in place to be set up, to allow you to be into the organic nature of events, which is to your second point of yes, we want to create structure. There's a journey that we're taking them down. One of the biggest mistakes that I see in the opportunity is to allow for the organic nature and magic of what happens in person to evolve into trust and to be able to guide where the energy is going or where the people are at. So allowing for that space is so important. Also having the space for people to also connect and to have like scheduled space and structure it for, hey, this is where organic stuff is going to happen. I don't know what's going to happen, but we have it scheduled in there so that we're allowing for those things to also arise. So that's really what I got from your share that I wanted to highlight.

Thanks brother. I appreciate you sharing that. A couple of things I'll say on the positive side. So things I've learned that worked really well. I'm going to go for the biggest things. Making sure that I'm meeting all of their needs. Tony Robbins talks about this idea of the six human needs as a big metaphor, big thing to think about. So there's the physical needs, but there's also the certainty, uncertainty, need for connection and love, need for significance to feel important. Those are the needs of the body in the mind, but then there's needs of the spirit. Tony talks about those being growth and contribution. So, yes, I wanted to make sure that they had a phenomenal personal experience, that they got a lot of personal value, and that their body was taken care of. Their minds were taken care of, but also to actually look for how do I meet the needs of the spirit of this event? So one of the things that we did is, this was event was in Cabo, we actually did a showing of a movie called Blue Miracle. It's a great Disney movie and it tells a short story of an orphanage in Cabo that basically was about to go bankrupt. His kids are going to be on the street. Then this person comes in and through a miracle and a fishing competition with the kids into raising the funds for the orphanage to not only stay, keep doors open, but to expand. So we watched this movie in this beautiful courtyard, great food, all this. At the end of the movie, I said, did you like the movie? Yeah, great. Tomorrow morning at 7am the buses will be here. We're going to the orphanage and you are going to play soccer with these kids.

Tell you what, man, that was one, it was a convenient cause, it was early in the morning, but people were so excited to get up and to get there and to meet these kids and to get to play with these kids. We played soccer for hours on end with them. I remember leaving there. Everybody was happy. But in talking to them afterwards, they're like, that was the best part of the whole thing. They felt so good that they could contribute and just be part of that experience. So it wasn't just about masterminding on how to make more money or how to lose more weight or whatever. It was like, how do I be partially bigger than myself? By and large, that experience on almost every feedback form is one of the highlights of their whole experience. Which I think could be a great point to talk about, something you and I talked about in the green room here, is the things that go beyond the sales and marketing of an event, like the energetics of an event and the the other things that marketers often times are clueless about, as we talked about. But I want to turn over to you, Alex. I would love for you to share about your experience at the Abundance Amplifier event that you brought together. You're, as you said, a leader of industry. You became a leader of industry. You created your own industry, your own niche between putting together a mastermind and a music festival. It's a couple of different things. It was like a little bit of Burning Man, a little bit of so many things. More importantly, the people that were there were world class. I think between your speakers and your attendees are all people that were there were six, seven, eight figure plus earners. We were all there in this incredible experience that you created. So if you want to share about that experience, I would love to hear about it.

Absolutely and thanks for asking the question, the timing of the question, where I'm at now and reflecting back on it. It'll be a different conversation than we've had previously about it. I've had a lot of new insights in being able to also look back at the experience. So The Abundance Amplifier is the world's first music festival mastermind. It's kind of like if a high level business mastermind, a flow state retreat or a biohacking retreat and a music festival all had a baby. It came from the experiences that I've had. I've looked back at my life and what has made the biggest difference for me and my evolution, not just as an entrepreneur and a leader, but just as a human. What are the things that have made me really proud of who I am? The three things that came up was the business masterminds of which we talked about a little bit, where even that mentor who I shared with you about when I first started in the industry at 21 years old, he brought me around to all of the seven figure mastermind rooms when I was 21, which I had no business in being in those rooms. Through the osmosis of being there and seeing the examples, it was so impactful and so powerful just to see the possibility of how people not just operate in business, but how they operate in their lives, what support that they put in place. How did they structure their lives to account for and nourish and prioritize family? I really got that experience from a young age of 21. I'm 34 now. So being in those rooms has been so impactful and really the relationships that are built there.

Just the magic of that, of just being in a room full of who's and Dr. Benjamin Hardy's book and Dan Sullivan, who we mentioned the green room as well. I was just on a call with Dr. Benjamin Hardy yesterday actually. He shared that really in looking at going 10X, that's a big part. If you haven't read his book To 10X is Easier Than 2X, a huge, phenomenal book. He shared that every business owner is literally one who away from 10X. So these rooms and being a part of the in-person communities and not just being on our social media and behind screens, which are impactful tools, but to be there in person and to have the investment of your time and energy to really build relationships is so impactful and so important. So that was the one aspect to it. Then having a big mission and wanting to make a big difference in the world and also going through all the challenges of growing a seven figure business is what's really helped me. Especially with having the challenges with my speech, was all the transformational technologies and the personal development that I've done in the embodiment work. Not just the mindset work, but the true embodiment work to really change on a cellular level. Everything from the spiritual realms to the neurofeedback mindset realms to also the physicality of fitness and who we are when we put ourselves through hard things like cold plunges and doing breath work and creating that intentional hermetic stress on the body. Really build our resilience so that we can show up in life and respond versus react.

So those elements were so impactful for me that I wanted to share. Then there was the component of my life of music festivals, which I love electronic music, house, Deep House, techno. I've been going to festivals for 15 years and I've had some of my biggest spiritual and personal breakthroughs, not when I'm at a Tony Robbins event, which nothing wrong with that. But as I'm there with my closest friends, listening to my favorite DJs and just feeling the energetic frequency of the experience of wow. Just having the realization that I look around, there's tens of thousands of people around me from all different races, religions, backgrounds, sexual orientation, like all. It doesn't matter. Like this frequency transcends all of the separation and we're all there together and experiencing the same thing. So I looked at how do I combine all of these into an experience that truly helps people who are playing life at the highest level come back to themselves and really get to, I would say their truth of what's most important to them. From the world of entrepreneurship, that usually looks like they've built an incredible career in business and they're making a big difference and a lot of their identity is tied up in that. So I wanted to provide a context for them to look at their lives and to treat the other areas of their lives just as important as they've treated their business. So at that event, it was designed for everyone to have their own experience to define what their abundance amplifier is. What I define as your abundance amplifier is what is the area of your life that you need to pump energy into that is going to create the next quantum leap.

It's usually the area that you haven't paid attention to. So that could be your family. It could be your romantic relationship. It could be your health. What I find is when we prioritize that one area of our life really quantum leaps everything else. So when a concrete example is our health, we know in growing the businesses that we want to make the difference that our physical energy is so important. If we've been ignoring it and if we don't have the physical energy to perform and to lead, then that's going to have an impact over time. When we do that and we pump energy into it, there's a quantum leap available. My own personal example of that I call it, I've been playing life on hard mode, where if I'm up late, I'm not sleeping. I'm using stimulants like coffee and caffeine and all these different supplements that I'm taking to offset the fact that I just haven't slept the proper amount. So I'm waking up in a deficit that is playing life on hard mode. I'm still working through that. Currently , one of my biggest priorities right now is to really get that part of my life dialed in because even though I've created what I've created, which I'm so grateful for and very proud of, that part has also been on hard mode. So it's looking at what are the areas of our life to where we can turn this one dial that will be the first domino to really unlock everything else. It could be the relationship. If your relationship or your marriage is in turmoil or not in turmoil, but it's just not where you want it to be.

Imagine what's possible if that is solid. That is the foundation to allow you to truly grow. So Rudy, I know I didn't answer your question yet of the lessons from the event, but I just wanted to set the context for what the intention of the event was, because I wanted to just be an example of what it was like to create it as I didn't have a model. I couldn't look at anyone else who was doing it. I really had to stop outsourcing my power to everyone else and to look at what we've been taught in the industry of success, clues, and model success. Don't reinvent the wheel. All of that. I don't think we need to reinvent the wheel, but we do need to put our own rims on it so that it is a congruent expression of who we are. That is where the true power of creativity of human expression comes out. That's felt from your audience. When you know how to leverage that and you are living that, then the profitability of making millions of dollars at your events experience, that comes as a natural by-product of the congruence to the vision, to your integrity of how you're showing up, to how seriously you're taking your leadership and preparation for leading it. That is felt throughout and that's what makes sales effortless for those events. So I'm going to pause there and I'm going to have you ask me another question to go into. What do you want to know in the concrete details about Abundance Amplifier?

By the way, that's great. I think it's gonna be a great way to talk about sales at events here, which is so interesting. That's what you and I are most known for, what we do that brings these results. So much of our conversation is about everything else because sales is a by-product of all these things that we're talking about. People just focus on getting more sales. They don't realize all the other by-products, the energy, the intentions, the framings, the experience from the beginning, all these things that I know we'll talk about here in a moment. So, stay tuned. So Abundance Amplifier, specific question. Great question. Top three mistakes that are lessons learned for our audience that they can really walk away with. Like, okay, that was good. But I won't make that mistake.

Totally. So in what I just shared, I set myself up to do that event on hard mode. It was, for me, it was also just, it was soul. Like it was a soul based decision. It didn't matter what the event was. Of me doing the event in that timeframe, of me doing that event in the same year of Jennifer and I getting married. Really, I did the event in 60 days, which you saw the production of the Burning Man art installation, the music festival, like quality production of our sound and our lighting, and our lasers to the quality of just some of my heroes for years that said yes to come and speak and to share and to be a part of the event. Not just to come in and fly out and speak, but to really participate and to be there for what the ethos and what the vision is of the event. So I played life on hard mode for that event, not giving myself the proper planning for it, not just for myself, but for my team. So I would say that was a mistake. Not just the lesson, but the wisdom extracted to be able to set not just myself up, but my teams up for success and to really have the proper amount of time to look at all of the details necessary to create my vision. So again, my vision was something I'd never created before and the different components to it. That was what I learned was what was truly required for an experience like that.

That's never been done before. I want to caveat that though, because also there's oftentimes we have false beliefs around how long it will take, where I've had clients who want to run a retreat with 10 people. They put it a year out. That's totally not what I'm saying. I'm saying, and again, it goes back to what we shared earlier about getting guidance on this: have a mentor, have a coach, reach out to one of your peers who have the embodied experience of running events to get their perspective of what does it actually take? To be able to set a container for that, you can go after to really set yourself up, your clients up who are going to come to attend and your teams up to really be successful. So that's the first lesson is to have the proper planning in place and to set yourself and your teams up to be able to execute it with excellence and to really create your vision for it because events are the best portal for a quantum leap in your income, in your impact, and also in your development as a leader. The second mistake I would say I learned from that event is I got such a deeper cut. I had such a deeper cut in a lot of the teachings that I share with my clients of events. It's a training ground for our personal evolution. So a part of that, of setting the event is one thing and all the business sales and marketing stuff that we need to do to fill it and the planning and all that is the first step.

But also what are we doing as the leader to prepare, to be the versions of ourselves that lead that event, and execute the vision with excellence. So for me, I didn't take care of myself in the way that I knew I should have. So it's also a biohacking music festival mastermind. So I wasn't getting the proper amount of sleep. I wasn't working out in the way that I knew I needed to. I definitely wanted to be physically fit for the aesthetics of what I wanted to portray myself as and be confident in, which is an important piece to highlight. There's no ego in that. There's just that for me. That was for me, not based upon how it'd be perceived, but I wanted to feel good in my own body based upon where I was physically. I didn't take the proper steps to really prioritize my health. So in leading up to the event, I burnt out like a week before the event. I shared this with you privately and a few of my inner circle, I got pretty sick the week before, and I was on antibiotics. I was on steroids at the event because it was necessary. I only go to those tools because they are tools when absolutely necessary. It was a hundred percent necessary. There was no question. I was like, bring out the big guns. Western medicine is there and designed for moments like this. So a week before the event, I was down for the count and it was very scary for me. I was terrified because this was the event of my dreams. I also got the, not the lesson, but I'm extracting the wisdom to really set myself up from the planning perspective as well for my health to be prioritized so that I'm physically and energetically in the state to lead the event that is in my vision.

So that's the second mistake of really not physically training and not just from the physical aesthetics, but from the health and wellness perspective of getting the amount of sleep, really being vigilant with my supplements and what I'm eating and to really set myself up to be that version of myself physically and energetically, emotionally, spiritually, to be in the exact place I needed to be to lead the event. Third mistake, I would say, and this one was a very humbling experience for me as I've had a brand built around making the events super profitable. I haven't shared this publicly yet. I have the planning for it and I haven't shared it publicly yet because I believe what I see online a lot is the industry understands when you are very vulnerable, that creates connection. I believe that most people don't understand what vulnerability means when you share it online and they don't just transparently, I don't think they do it. I, and the way that I'll share that is, if there's something vulnerable that has happened, do not process your wounds out on your platforms. That's my suggestion. I suggest that you share about your lessons when it's a scar, not when it's an open wound that still needs stitches. It literally has been an open wound, Rudy, until about three, four weeks ago that I was still, not literally, I couldn't look at the amazing video footage and get feedback on it for six months after the event. I was still in my process around it. So what happened was up until Abundance Amplifier, every single event that I've run has been wildly profitable.

I had a hundred percent track record and on the event itself, I lost about $315 grand on the event. That was because of a deeper cut of the lesson of proper planning. With the offer for the event, I didn't give myself the amount of time to really, truly honor what I was going to lead people into next. So I'm proud though, that I really held the integrity of the promise of the event and the experience where I did make an offer, but I whipped it together at the last minute, which I've done many times in my past. I've done it for clients in the past and it's always worked. When the offer didn't land, and I have a level of absolute mastery, absolute mastery of recrafting it on the spot and creating what the repitch is to be able to drive sales and to do it in a way that's really high integrity and to still get the result. It's one of my greatest gifts and I've done it over and over again. I was faced with a decision at the event when the offer didn't land that I could recraft it. I could really create an experience to really drive sales. But I made promises to 25 speakers. I had eight sponsors. I was upholding all of the agreements that I had as the event host and I was faced with a decision: where do I cut someone's time? Do I say a speaker can't speak? Do I readjust the schedule to put myself first?

Or do I really be the leader who I want to be in the industry and really honor everything that I had to put in place already. So that was a really tough decision. I knew in my heart and soul that if I would have just done something to drive sales, which I have a level of mastery over, which I could have done that, I would look back at that experience and I would always look back at that and be like, man, I didn't show up in integrity and congruence with myself with that. So I made the decision to just let it go and to trust. I supported everyone else who was speaking and they were incredible. I did all that. I had to really take responsibility for my decision of doing the event in 60 days, of not allowing myself the proper space to craft an offer that I knew would convert, and the experience creation of the offer and to be willing to face what I was going to face on the other side of that. It's literally taken me five or six months to be with that. It has been some of the most challenging times. When I shared it with my inner circle and they asked, man, are you going to do it again? Absolutely. It was worth all the financial loss. It was worth the blood, sweat, and tears, all the nights in my office here, freaking crying, can I do this? Is this worth it? What am I doing? It was worth all of that times 10. I would do it tenfold over again, exactly how it went down. It was one of the most incredible experiences I've ever had in my life. I was so proud of the experience of what was created there.

Just the feedback from the attendees of the attention to detail of the entire experience. They felt just so cared for. The stories after of a gentleman who's lost like 60 pounds since the event and hasn't had a girlfriend or hasn't dated in 10 years and is now back in the game or people who have found a business partner who resulted in hundreds of thousands of dollars in revenue and the impact of that. The stories go on and on about it. The challenging part of sitting with it, like, wow, all this other stuff happened for everyone else, of raising $70 plus grand for genius recovery and all of this, all these things. Me and my old identity of being the guy who runs super powerful and very profitable events. But that event was such a loss from the financial perspective and such a win for my new identity of who I'm becoming and to really be able to look at the lessons and to really extract the wisdom from that of really learning and getting my stripes. And okay, if this is what I want to do, this is what I'm committed to is really leading the most transformative world-class experiences for the top performers in the world. These are the lessons. This is the curriculum that life is presenting me to evolve into that version of myself who really creates this platform. So those are the three lessons that I got from Abundance Amplifier. This is the first time that I've shared it.

Wow. Thank you, Alex, for sharing that and sharing that here with us for the first time. Thank you, brother. I got to be there front row seat for Stan witnessing your event. Some of the stuff that happened before, during and after. I don't know if you recall this acknowledgement I gave you at the event, I stood up and said, Alex, I acknowledge you for the leader that you're being right now, in the midst of so many things, which I knew some things were front facing. I also knew some things that were back facing, in the midst of all this, the way you were showing up was calm, cool, composed, clear. Your intention was there. Your heart was there. From the outside, I could not tell that there was anything that was unperturbed or that was bothering you whatsoever. You're cool as a cucumber, man.

I was on antibiotics. I was not, but it also, that's the thing I love about events too. You really get to see who you are under pressure. I think that's such a character building experience. So I really appreciate that. I had so much support from my inner circle. Support, like you and so many of the others who are there and I was able to show up for everyone and hold it. I also got to see that as well as really honoring my body as well, which was like operating at like 50%. So I really appreciate that because I don't know, like I didn't know the experience. I didn't know how I was coming off. That was also my own internal dialogue to work through and to also just be in service of the event. That was my big outcome of the integrity and the promise of why people were there and really honoring people's time, my heroes who were there. That was such an honor for Dave Asprey and Yannik Silver and Amber Spears and just all these people who I've looked up to for years and to have them there. I was so committed to making sure that they had such an extraordinary experience. So I really appreciate you sharing that.

Absolutely brother. You're welcome. I think there was a couple of months where I think I was a little more stressed than you were. I'm like, Alex, what about your offer? I was like, I want to make sure that you're coming out of this thing alive so you can do the next one. So thank you brother for going through that and for just sharing with us so openly, the scar that just so recently healed just a few weeks ago. I just so look forward to the next version of not just the event, but you, as you get married in the next week or so, and you share your vows to the world and your witness, it's the next version of you as a human being, as a man. We talked about that quite a bit. I would love to talk a little bit about sales at events because that's what leads people forward. By the way, one quick note. When you said I didn't take the time to think through what I wanted to lead them to, I love how you thought through that. You weren't saying I didn't take the time to think of what I wanted to pitch, what I wanted to sell. Like, where would I want to lead people? I'll share as well. I held my retreat. I had time on the schedule set aside for me to discuss the future. I had a mixed company, so I had some paying clients. I had some team members that had quite a few people there and I was thinking, okay, what is the future that I want to lead them through? Quite honestly, I wasn't quite clear. I wasn't a hundred percent clear. I think because of that clarity, I hesitated and I ended up filling the time with other things and I didn't take the time to really take that stand.

Now in reflecting, that's probably the greatest mistake. That was such a precious opportunity to really lead, not to sell, to lead, to create that compelling vision, to move people forward into some actions that'll ultimately better their lives. So thank you for the way you think through that. I really respect and appreciate your approach to sales, enrollment, and leadership. I'm just so grateful that you're willing to share this with me. That being said, I'd love to talk about old school versus new school or new methods when it comes to sales at events.

Let's get into some tactics and strategy because it's so important. The financials, the profitability of the event is wildly important. I got that lesson a hundred percent. I'm excited for this because I've been selling live at events, in the back of the room for, I mean, when I started I was 21. I'm so grateful for the opportunity to see the evolution of sales at events and what used to work back in the day. Yes or yes? Who wants to make more money? Who wants to have more time freedom? That stuff used to work and it was wild that it worked, but it worked. To really see the evolution of also just even where the world's at right now of the level of uncertainty, of the level of skepticism, and what that all points back to for me is trust. How do we build trust? For me, it’s leadership. Leadership means I go first. So are we leading in embodying and being congruent with what we're teaching? Are we living it? Not just saying it, but are we living it? So again, I wanted to create a quick mental frame and I promise we'll get into the tactics, but that's so important because your highest level clients that will pay $50-$100 plus grand to work with you, they will feel that, and that's what they're looking for. So I wanted to lay that frame to make sure that the energetics are laid down. They're incredibly important. If you don't believe in energy, we have these things called cell phones that create electromagnetic waves, which is energy that connects to invisible things that we can't see that literally give us the answer to any question that we'd have on our phones.

So to think that we as humans don't pick up on energy is crazy. We actually do. There's times when you have walked into a room and you could feel someone's like sad or depressed? Or you've also been there in rooms where people have made offers and you get the emotional charge of yes, I need to do this or like, no, this feels like it's clear yes or a clear no. So the energetics are so important to the event and to the sales process. It also just needs to be congruent to who you are. Even though I train on business, my frame is very strong in the transformation of the person, in the personal development frame to not just create the seven figure event, but to become the version of yourself. Who leads that and who creates that and who embodies that? So just to set that frame first, when it comes to sales at the event. I want to talk about the pre-event, during the event and after, because most people think that the sales process starts during the pitch. Like when someone wants to work with me, they usually say, hey, can I hire you for consulting, to just take a look at what the offer is? They'll send me just the last half an hour of their pitch. And I'll say, no, it doesn't work like that. I'll say, okay, I got it. Then they'll send me the full 90 minute presentation with the testimonial panel and all that. I was like, no, that's not how it works. The event is doing the enrollment process for you. If it's designed in the proper way of what I would suggest and that also starts with what is the first experience that they're having once they register. So it starts with the messaging of what gets people in that sales ticket, that goes into the thank you page in the video, that goes on that page that really indoctrinates them into your values, into your methodology, into the expectations for the event, that looks like your nurture sequence, in the confirmation campaign that leads people up to the event.

That looks, like I suggest, leading a training online before the event to again, re-enroll them into the possibilities of why they're coming. Because sometimes they forget. They just buy the ticket and they forget. Those who didn't forget, it's still important to really help them get clear to set them up for the highest probability for transformation. That's where I come from. If you want to do hundreds of thousands or millions of dollars in sales at your events, then you need to optimize for the highest probability of transformation. Take that context of the pre-event training, of really getting them connected to the vision and really getting connected to the problems that need to be solved, to then be able to show up for the event. To have that frame to look for it when they're there live in-person. So these are things that are incredibly important. Most people will also do a survey at the event or an intake form at the event that their sales team then goes to look at on the spot to see who are the best leads and to sell them, which is old school. I believe the new school way and the more modern evolved way is to send that to them beforehand so that you as the leader in your team can look at where people are actually at and how do we best serve them. How do we create the highest probability of value for everyone in the room based upon what they've shared with us? So that's just the front end of it, of what we can do to optimize sales. So I know that you have a high level expertise in this as well, Rudy. So I would love for you to share the pre-events and when it comes to sales and to properly position and frame them, what are some of the things that you see that are most effective for that?

Thank you, Alex, for sharing that. What you share here was golden, man. Just this one five minute segment right here can make people hundreds of thousands, if not millions, or so. Go back, watch this, listen to this segment again, what Alex has shared. It is pure gold. A couple of mental frames I want to share as well before I get into the tactics. Some of the things highlighting what you shared. I agree that sales don't happen in a vacuum. You can't just look at one sentence or one line or whether he's doing a pitch or not, it's the entire experience. It's the entire experience that causes sales. Sales is a by-product of experience. Oftentimes people just confuse the call to action with being the sales, but there's so much that goes into influencing that decision. I also want to go to the frame, the mental frame of what is sales. I actually like to look at sales as a form of leadership, a form of service, and actually prefer to use the word enrollment. That's more of a term that's used amongst transformational businesses and the source, because when people are enrolled versus sold, they're doing it for their reasons. There are lots of tactics that use persuasion that work, that use NLP, all sorts that will move people forward. But if they're not moving people forward for their reasons, that's where regret and refunds happen. So there's a clear distinction between sales and enrollment. I've worked with so many clients who've had “X” number of sales coming out of their event, $500,000, $1 million plus or whatever. But then when the dust settles, half of that is collected, if not less.

Why? Because they were sold and not enrolled. So it’s just so important to have that framework. Sales is enrollment. It's leadership. It's influence. It's service. It's not just somebody to pull up their credit card and get them to pay because that's a short game and short game in today's world doesn't work so well with the internet and social media. Now with AI, information gets out so fast. People have so much access to information, so much transparency out there that you can not just gimmick your way into business. So where was I going with that? I agree. So I can answer your question. I was at before an event. I 100% agree with you. Getting information from your attendees, from the market, instead of from the mind, like where are they at. One of the most common mistakes that I see made is people buy a ticket or they get a bonus ticket as part of a program, 90 days out, six months out or what have you, and they just forget the events on the calendar. That the events even happening. Actually having a proper pre-event campaign set up. Not just with emails and text messages and all that, but actually human beings. They get on the phone and talk to people, real people, and actually ask them, hey, what do you hope to get out of this event? It's actually a great question. Dan Sullivan, who I think is a mutual mentor to you and I, there's the ultimate question. Hey, imagine you attend this event and it's three years out from now, you're looking back, what had to happen at the event over the course of those three years that you're totally satisfied with the progress you've made personally, professionally, painting that vision of like how that event's going to impact their lives and holding that vision and documenting it, referencing it as a leader, being able to study it, to know how to adjust your messaging and maybe your offerings, but also as a sales professional who's maybe working with them individually to be able to remind them, hey, you said you want to get this at this event, how is that going to work for you? It blows people away when you say you're going to listen to them and you actually do.

Like, he took the time to look at that and reference it. In fact, one of the events we did a couple of years ago was the first time event for one of our clients, successful in business, but hadn't done an event before. I got a little bit of pushback on this. I was like, no, trust me, you got to do this pre-event survey. You have to do this process. And we did it. We came to them and said, hey, these are the top five things that your people are telling you. From the stage, he pulls out the list and he says, hey, we surveyed you guys, these are the things you told us. You could just see the audience leaning in. They were right there. They could tell that they were being heard. Then in the enrollment process, we referenced those things in our scripts and our offerings and everything.

It was a multimillion dollar event, not just in theory, no, like a million dollars cash collected on a weekend, or within a week to be transparent. So within a week, a million dollars in the bank and another million in deliverables under contract because we took the time to listen. Of course, there's other things we did right. But go ahead.

I was going to say, let's just highlight that for a moment. I want to make sure that whoever's listening to this goes back and really takes this in to really listen to your audience and to, if you have an application or a survey, the market is sophisticated. They understand that this is probably used for your sales process at your event. That's because that's the old way of doing it. So if you want to evolve that, and if you want to really show your audience that you care, what Rudy just shared is gold, is to acknowledge it. Yes, to take time out of your event that is taking time away from your content that you prepared so much for, to really share and to demonstrate that you listen in that, hey, this is what I thought you needed. But based upon what you shared in your intake forums, I just want to clarify, working on XYZ, would that be valuable for everyone? Yes. Then to build that into the whole process, that's where trust is built. That's where enrollment happens at the highest levels. Especially when, if you're selling a $25,000, a $50,000, a $100,000 dollar offer, those are the things that matter. So I just wanted to highlight that.

Thank you, brother. I appreciate the highlight on that. I would say step number one, same sales is to get attention. Step number two, build trust. There's no better way to build trust, I think, but to have people feel like they're heard and understood. There's a saying that goes, if you can describe somebody's problem better than they can, they trust you. That's simple. Taking the time, understand their problems. In fact, there's so many great books out there and I won't reference them right now, but basically say step number one is to understand their problem. If you don't understand the problem, you have no business selling to them. You have no business talking to them, leading them. If you don't understand their problem, there's nothing you can do really from there. So, I think we align on that before the event, whether between preparation and getting the information and listening to your audience, that's a step that so often gets missed. We just focus on promotion and ticket sales and what I'm gonna sell them when they get there and they forget to actually check in with their audience.

Mm-hmm, love that. So let's go to at the event. There are an infinite amount of things that we can share here. The thing that I wanna highlight is for those who are leading the event when making the offer. So I wanna just really dive into that because that will set up the sales for the event, whether people buy straight from the offer or it's setting up your sales team to be able to have a much smoother conversation to get someone enrolled in their vision by investing in your programs. So a few quick things that I wanna share around the offer is making sure that it's clear. One of the biggest mistakes is that a lot of my clients who come to me who may be doing a quarter million, a half million, some even seven figures at their events already, is that the offer itself isn't clear. It's not clear what the outcomes are. It's not clear what the problems are. I love how you highlighted understanding the problem. I would add to that, it's being able to communicate what their problem is to them so they feel understood. Then also showing what they think the problem is actually, not what the problem is. To go a layer deeper into crafting that into what your solution is. So the ability to do that and to walk them through it during the pitch is incredibly important. Also, as you're walking through the offer is to slow down. So many people get nervous, which I get it. It's a high energy experience.

There's tension in the room and that tension is your best friend. So your ability to be with the tension and to embody your leadership with it is incredibly important. A part of just doing that tactically is to slow down, is to make each step of the offer clear of, hey, the first step in solving XYZ thing is, hey, we're going to do this. You're going to start off where in two months we have an in-person retreat where we go exactly through a blueprint. I'll just share mine if I'm helping someone with an event, it is to really get clear of what is your whole roadmap of what you want the next year to look like in your revenue goals, in your time freedom goals, and to really build your first event around that being the vehicle to get you there. Because if you are not clear on what is actually for you and your emotional charge isn't there for it, then your subconscious patterning will come up and you will sabotage. So getting the roadmap clear and then getting clear of what the outcomes are for you is the first step, then it's about filling the room. So getting clear on the messaging, to be able to craft your messaging to attract the right type of person in the room. So you really want to go for quality over quantity. That looks like really having a true upgrade in your messaging to speak to the exact person who you want in the room. Again, when you communicate their challenges better than they can, they automatically credit you with having the solution. So just an example of walking through it and walking through the benefits and the problem is so important in what so many event leaders miss when they're going through the pitch.

So that's a component to it. The last one that I'll share on that is with the call to action of making that clear. Are they filling out the application? With the application, do they have time for that? Or is there a break? Or what is that process so that you can create certainty for them of what their next step is? So having those details clear is really important and to be able to rehearse them and to practice them. So that looks like you taking the time to rehearse what the call to action is and to look in the mirror and to make sure that it's clear. It's also something that you're not doing for the first time on stage. I would highly recommend it. Can you do it without that? Of course, I've done it many times. Really having clarity for your audience to have the certainty to make a decision to invest in your program to change their life, it's so important to have the clarity and the detail of what the next steps are. So that could sound like, hey, so for the next 20 minutes, we're going to put on some writing music and we're gonna give you the opportunity to fill out the application. Even for those of you who aren't considering joining us right now, we highly encourage you that you actually just fill out the application because it's a process for you to get clear on what's next for you. So even if we're not the one for you, no worries at all. If you wanna work with someone else to help you with this, all good, but go through the process of filling out the application because it'll help you really get clear of what you need support with and what your next steps are. So we'll have 20 minutes.

Then after that, for those of you who are ready, then we'll break and you can turn your application in and meet with someone on our team. If not, then... Okay. All right, so that may happen during your offer too, and you gotta roll with it. And for those of you who may need to think about it, who may need to talk to a partner, who may need to make a phone call, no worries. You have until, create a deadline. You have until tomorrow at lunch to make your decision because at that point, this program actually starts. We'll be having a welcome lunch tomorrow. So the deadline for you to make your decision is tomorrow before lunch, because we wanna really set you up for success to really get clear and to also set up your calendar and to give you a specialized training to make sure that you get the most out of the program and you get your ROI as quickly as possible. So something like that, just so you're creating certainty for them and clarity of what their next steps could be. So I'll pause there and the steps after that for the sales process and some of the mechanics and the tactics for that as far as the team goes. Rudy, I'd love to hear from you on what you would suggest and what you've seen is effective from that perspective.

Absolutely, man. Happy to share. Before I do, I wanna highlight a couple of my takeaways and areas of emphasis on what you shared. The idea of when you make your offer, you have to slow down. One of my mentors, Scott DeMoulin, who's been a speaker trainer for many decades, also says you gotta calm down as well, because it's not just slow down, but it's calm down internally. It's center, ground, take the stage, own the room, be methodical, just have inner peace, inner calmness, people pick up on that. The other thing that you mentioned is being super clear about those next steps. No guesswork. People want to be led, you have to show them what the next steps are. I love that you make sure that there's a break, you said 20 minute break to go take action and make sure that the actions are clear. So oftentimes I see event leaders making a call to action and then immediately rolling into the next thing or breaking the tension by starting to answer questions even. So that's a very counterintuitive thing, by the way, that's a critical counterintuitive thing that will save you or make you so much money is once you have that tension and once you create the call to action, it's time to drop the mic and allow for that tension in the room to be there because people need to break that tension with their action or inaction. We just go into Q&A and then all of a sudden it's like, wait, do I listen or do I go make a decision? Unsure. So that tension is your friend as you were mentioning before, can be your friend.

What you shared there was gold, man. Another thing you talked about was an application. So hey, fill out the application and go to the back of the room. That's actually where I wanna pick up on the team, the logistics and the process that goes into that. Couple of things. One, talk about the application and talk about the team. So there's so many application processes that I see that are just not honored. What I mean by that is, say, hey, fill this out, we're gonna review it, we're gonna let you know if you're approved in the program. Quite honestly, people don't really look at it. Either they don't look at them, they're not listening to them or not acknowledging them or they don't care what's on them, they just want to take them the money. They're just like, give me the money, I'll look at it later. It just screams gimmick. If you give an application and you don't even look at it and you're just asking them for their money, it's clear that you didn't actually care or it didn't matter. Which makes them think, hey, do I matter? Do you care about me? If you don't care about my application, do you care about me? So here's the problem solution when it comes to the application and the benefit of it. So the problem is when you bring people into your community, into your program without any sort of proper selection process, all it takes is one person to come in with expectations. I don't wanna say good apple, bad apple. I don't like to use those good and bad. All it takes is one person that has expectations that are not in alignment with what you're delivering and to come in and get upset. All it takes is that one person to get upset to cause what I'll call a cancer track.

That one cell that then goes off to another cell and like you were talking, all of a sudden there's a private WhatsApp group and all of a sudden they're like, okay, how do we get our money back or how do we take over this group or this kind of thing? I think fundamentally, I don't believe that there's good people and bad people, it's expectations that weren't properly managed. By the way, that doesn't mean it's your fault as an event leader. You could have had everything spelled out so clearly in writing, but if they weren't fully present, fully aware or they were listening to whatever filter they were listening through, it can still be misunderstood. In fact, most miscommunications are miscommunications. But having that application process in place where they write out what they're expecting, what they wanna get, what they wanna avoid, what they want most, all these questions and then we can talk about application questions for quite a while. But the point is they're documenting their expectations, including their problems and their desires. Then it's actually getting reviewed by a member of the staff, ideally the sales professional who has that relationship with them. We'll talk about that in a moment. Then actually referenced in conversation with them. One, yes, it's gonna help you figure out, okay, whose expectations are totally off base and how do you reframe those expectations or dig deeper? Maybe Alex, you point out, if somebody got burned in the past. That's a yellow flag like you were talking about, digging there to see, is that person willing to take personal responsibility? Or are they gonna just carry that forward into your program? These things can only be uncovered when there's an actual application, an actual human being has taken time to look at and have a conversation with them about it. So I can't stress enough the power of an application that is honored, not gimmicked.

Now, let's talk about the salesperson who is managing the application. So why have a salesperson at your event? Here's what normally happens. Here's the problem solution. So here's the problem. You do a great job. You did everything Alex just described. You're calm, cool, collected. You planned your event so well for months. You had a great experience. You move the audience. Then all of a sudden you did such a great job that you have 50, 100, hundreds of people moving to the back of the room and they're met with one, a line, and two, probably have questions. They're probably speaking to either a volunteer or a customer service rep who, God bless their intention, they're not the skilled salesperson. There's a difference. If somebody has a question, oftentimes there's an actual question below the question and a skilled salesperson is actually able to tune into that and handle that concern. Whereas a volunteer is just gonna be excited or a customer service rep is just gonna wanna please them. But to be able to actually listen for what people are actually communicating and get to the underlying concerns and actually move them into action makes a world of difference. So there's multiple things here, but the underlying principle is this concept called the law of diminishing intent. So once people have shown intent, every minute that goes by, every hour that goes by, every day that goes by without them taking action, the probability of them actually following through goes down exponentially. There's all sorts of studies done on this concept. Even Harvard did a study similar to this years ago.

Think about it. You've done all this work. You've created this compelling vision. You asked them to go to the back of the room, but because there's a long line or because they don't get their questions answered or because they have objections, they walk away and they say, I'm gonna think about this. I like it, I'm inspired by it, but I'm gonna think about it. And guess what? People who think about it often don't come back. God forbid, they leave the event and they're thinking about it. The probability that they're actually going to follow through is almost zero. I'd probably say for sure less than 10%, but closer to zero. So that's the problem. All that effort, people leave and boom, you lose the opportunity to lead them moving forward. So the solution. So what's the solution? Solution is having a trained, not just a professional, but a team. Because it's not just one person, especially if you're moving 50 people to the back of the room. It's having a person and a team that is managing the process, ready to receive them. Probably you've already built a preexisting relationship with them. Probably has already set up some time, scheduled time with them, not just, hey, let's connect later, but actually set proper time with them so that once they're moved to action, they can actually speak with the human being that actually has a relationship with them and actually handle their concerns and actually move them into action there while they're in state, while they're in the buying state, the action state, the container of the event. Small yeses lead to big yeses. It doesn't have to be that you collect a hundred grand on the spot, but it could be, hey, all right, you've got some questions, let's schedule that time here tomorrow or let's secure that $500 deposit so that there's intent or let's make sure we finish that application so that they're taking the next action.

If you're doing that with a master's and if you don't have a professional team, I promise you, I guarantee you, you are leaving tens of thousands, if not potentially millions of dollars on the table. So Alex, I'm going to pause there and turn it back over to you.

Just taking that one in and just all of the file folders of mistakes that I've made when I was doing back of the room sales or if I was managing the sales team or I'm making the offer and my sales team are doing the things. I would just want to highlight with that one that I agree with everything that you're sharing and a perspective that I would invite people to be open to is when you're making the invitation and people are feeling it in their body of like, I need to do this. There's a window of transformation that opens. As time goes on, that window gets smaller and smaller. So being able to stick a wedge in there to have them stay open to their possibility versus their subconscious to stay at baseline, that's what we're fighting against here. That's what it takes to lead people through their own patterning and stuff to get a different result in their life. That's why they're there. That's what they want. That's what your program's about. So I just want to just add that one little component to it that to think of it from that way, because there were a lot of tactics in there. Again, the energetics of it is really important. I believe that the frame for my team has definitely allowed my teams to really stand for people. Leadership for me, it means standing for someone in their vision to help them make a decision that they believe is best for them versus them going back into their patterning of staying where they're at. So that's the only thing that I wanted to just provide a little additional frame for that of how I would invite some, especially if you were having a transformational event, to really think about it.

I think, let's go on to after the event. There's two components that I want to talk about: making sure that that wedge of transformation sticks in for those who did say yes. So you've talked about people having different regrets and refunds after that, the process of investing at the event. And then also the other element of follow-up, because I do find that there is an extra 10, sometimes even 20, 25% of sales that is available after the event. So I would love to just chat briefly around some different strategies of what you've seen that works best for what the best aftercare of the event is from a sales perspective.

Great question. They say the fortune is in the follow-up. I agree with that, but I also believe there are fortunes in the response time, which we just discussed a lot of diminishing intent. So it's not just about following up, but it's about having a set time for follow-up and a timely time to follow up while that window is decreasing, as you said. There's an acronym that I learned years ago from someone I followed online, a mentor in my industry. He said it and it stuck with me to this day, he said, BAMFAM, B -A -M, F -A -M, book a meeting from a meeting. Because if it's not on the calendar, it's not real. Then you're putting out energy to try to chase and guess and all these things, book a meeting from a meeting. So leaving the event, regardless of what state, whether they pay their balance in full, they're on a payment plan, they signed a contract, maybe they've expressed interest, but they haven't yet moved forward, whatever the status is, that it's actually on a calendar, that it's scheduled. That it happens ideally within 72 hours of the event, I would say, no more than the week after the event. Beyond that, people are moving on to potentially another event, or just life is getting in the way. Like you said, they get back to their subconscious baseline. So it's our moral responsibility to lead them beyond the event to continue the journey through follow-up. That can be pretty tough as an event leader. Alex, just the way you were describing, like you were beat man, like you said, at your event by antibiotics and steroids and everything. Could you imagine doing 50 follow-up calls three days after your event?

I can imagine it. I don't like what I'm imagining, but I can imagine it.

As an event leader, your gift is leading the event. The way you can serve yourself and others, in my opinion, is by having a professional or professionals who can do that for you, can report to you, can make sure they have recordings, proper contracts that are signed, proper future pacing. What I mean by future pacing is, once they bought the program, that the next steps are properly described to them and what they can expect, and that they're actually scheduled to show up for their kickoff call later that week or the next week. By the way, that kickoff call is so critical. Oftentimes people will leave an event and in state they drop $10,000, $20,000, $30,000, $40,000, $50,000 into a new possibility, a new future, but then they leave and all of a sudden they're friends and family are like, you did what? Why'd you do that? If they're not left with a clear next step like, okay, this program starts on Friday, I have my next call with my mentor and it's on the calendar. If they're not left with that, then they start to second guess themselves. They start to wonder, start to maybe regret. Again, it's not one thing that is the sale. It's the whole experience, the whole process that we described prior, but that's a critical part. It's what happens after the event, a clear next step. Again, having a professional enrollment team or sales team can assist you in making sure every single person is accounted for. No one is left behind. Everyone who expressed an interest is accounted for. They're either on the calendar for follow-up or they're scheduled for the kickoff call and all their contracts are signed and their payment arrangements are taken care of.

Then you as the leader, your job is to lead. You get a file, whether it's a digital file or a physical file if you're in-person from your sales team that says, hey, this is where everybody's at. This is the status of all these appointments. This is all the sales. These are all the contracts. These are all the concerns. These are all the applications. It's all on a silver platter. All you gotta do is show up to that kickoff call and lead your tribe. That's what we strive for to help event leaders do what they do best. Then we take care of the rest when it comes to their enrollment process. So there you go.

Love that. I'll just add two quick strategies for post-event to be able to drive more sales. So the first one is having the post-event follow-up campaign already written before the event. Very important. So after the event, there are some people who just don't pop at the event. They pop after. So to make sure that there's a, I would say a seven-day sequence after to ensure that for those who are still thinking about it or who pop or who have the insight of like, wow, like I wish I would have done that, to just have a campaign that is highly valuable, that highlights the best learnings and teaching from the event. It also gives them the opportunity of, hey, for those of you who are still considering support, here's a link or whatever that process looks like. That can then be in turn, if the team is in place to also call every person who possibly should have, or let me rephrase, to call every person who the leader or team thought may be a good fit, but didn't. To do a post-event integration call to say, and it really is an integration call to check in of, hey, what was most valuable for you? What are your next steps? Do you have support with those next steps? It can be that simple. That could create an opportunity to allow someone to really make the decision to get the support necessary to provide whatever outcome or to achieve whatever outcome that you're promising. So that's the first piece. I would say the second piece is on that next step, that of what you highlighted so beautifully, Rudy, is that's also what I'm talking about at the day three lunch training of the event.

So that's the next step of like, hey, the program starts at lunch. How that is run is also incredibly important to really solidify their commitment and to let them out if they're out. That's what I highly suggest, where the old school way is to make sure we keep them in high vibes, we pump them with energy so that they don't want a refund and they don't regret their decision, which will then in turn, for those who aren't in, they will regret their decision when they leave the event. So I really suggest that that training and that experience is used to handle all of the details and to solidify their commitments and to allow for if anyone does have concerns to meet with a salesperson there to solidify it. It's just so there's nothing that's left unsaid and the commitment is solid. So that's a piece I wanted to add of the last day of the event and really what that lunch is used for. Then afterwards is yes, it's the next step of, hey, here's the kickoff call. The kickoff call is designed to, again, to re-enroll them in their commitment to why they joined. It's to hear from everyone of why, what are they looking to get out of it? What's the vision? How can we all support it? So just those two components of the day three lunch, if you're doing a three-day event, and then the component of the kickoff call, just really important to, again, to sustain their transformation is to really have them be clear of, okay, what's the vision? Then what's the plan in place that this program is going to help them get there. So I just wanted to add those two components to it.

Awesome, man. Thank you. Thank you for sharing that. Program starts at lunch. You gotta make sure that the program actually starts at lunch and definitely get like, hey, this is your opportunity to leave. Leave now or forever hold your peace. I like that so much. It really forces, it gets people, it removes the excuse that, hey, I was cajoled, manipulated, that kind of thing. Talk about that in sales is making sure people get to a clear yes or clear no, and it being okay that they're a no. In fact, let them know it's okay for their no, but this is the time to make that call. Otherwise, strap on in, you're in for a ride. Awesome, brother. Post event. So there we go. We have an event. We're post event. People have been onboarded properly. People are excited. This is a fast forward two months and they're gathering for their first high level mastermind to go through that blueprint as you described. What would you wanna share about how you actually fulfill on some of these events or deliverables or masterminds that have people not just stick around for a year, but I think you mentioned on average, your mastermind guests were staying around for 2.8 years. So it doesn't just become a transaction. It becomes a real relationship and a very profitable one at that.

So I'll give my number one frame for this that is again, optimizing for the highest probability of their transformation. It's to build the actual community. If you call it a mastermind to actually have mastermind components to it. Again, if it's a group coaching program, just call it a group coaching program or a group mentorship program, that's fine. But if you're calling it a mastermind, a component to the mastermind is the people who are in it. So building the community and being a facilitator is one of the most profitable things you can do in your business. I see this, especially for marketers where they invest so much money in their marketing skill set, their sales skill set, their leadership as a CEO skill set, but they rarely ever invest in the skill set to facilitate. So when you have your high level client group, your mastermind group in-person, your ability to facilitate them extracting value from each other, that is priceless because when it comes time to renew that they've really established strong partnerships that are valuable, they have made friends, they are learning from each other. In my experience, people will stay in your programs just for the relationships and just for the community alone, let alone all the other benefits in there. So I believe it's one of the biggest misses for people who are leading high level masterminds where they don't cultivate their true community and they don't allow each other to really extract each other's gifts. Again, that also comes from making sure that the application is vetted properly. So you have the right people in your programs. If you're just letting people in and it doesn't really matter, you're not looking at the applications or just taking their money, which is your decision, this strategy a hundred percent will not work because your misses in letting the, I'll say it how it is, the bad apples in, that will be felt in the community.

So that component to it is really important. If you truly wanna lead a powerful community who stays for years, it's in the power of the community and really building your fulfillment to highlight that as well as your content, as well as the experiences that you're taking them through. So I would say that's the number one thing that has led to my client staying for the average of 2.7 or 2.8 years.

Awesome, man. I'm hearing you say community, building the community and that happens through actual masterminding. If you call it a mastermind, actually mastermind and facilitate them getting value for themselves and building those relationships. I couldn't agree more. That's one of the key components that I incorporated into the retreat that I held. Many people reported that that was a highlight of theirs. Some people there were team members and to open up in a mastermind environment and to be vulnerable, it connected team members in a way that would never have been possible any other way. It's helped so much with retention within our team even. So I think it works for clients and for team members.

So Rudy, to really close this out, I would love for us to each discuss really, what do we see as the future of live events? As live events have definitely picked back up this year, it's no secret, and really looking at what the future holds, I'd love to hear your perspective on what do you think the future of live events are?

Great question. The honest answer is, I don't know and let me explain why. I was actually earlier this year, I was at a mastermind in Austin with Eben Pagan. We were going for a walk with some of the guys, we kind of broke up, Eben and Annie, they broke up, hey, girls go with Annie, and having guys go with Eben. Really cool experience. Eben basically pulls aside and said, hey guys, the future is uncertain and what we do know for sure is that it's gonna change. We're gonna see more change in the near future than we've ever seen in our lifetimes, and potentially in the history of humanity. That being said, as a leader, it's your responsibility, our responsibility to first learn how to adapt to change and be flexible and be willing to do the personal growth to change our identities and our skill sets to adapt and to keep composure because many people in the face of change will lose it. Will fall into fear, will fall into all those patterns. There's actually a whole thing called the Seven Dynamics of Change. It's a really great concept out there. It was written by the guy who wrote the One Minute Manager. I actually, I teach it often, but the point here is the future is gonna change. He also said AI is gonna be the great wealth concentrator. So the number one thing you can do as an entrepreneur and as a person is practice learning how to prompt or learning something about AI at least 30 minutes a day. This was back in February of this year. So the point I'm making here is there's some things that'll be constant and there's some things that are gonna change.

Most things are gonna change. In fact, Jeff Bezos, one of the wealthiest men in the world, if not at times the wealthiest man in the world, has one of his famous quotes which is, ask not about what's gonna change, but what's gonna stay the same. Few things are gonna stay the same. That's what you can build a business on. So to connect this all together, Alex, what you're talking about, the thing that's gonna stay the same is human needs. Humans need to connect. Humans need to experience love. Humans need to be in community. Humans need to find ways to continue to grow and to be part of something bigger than themselves, to contribute. Technology absolutely is gonna change. Marketing absolutely is gonna change. The way events are run, they're probably gonna change in many ways, but the thing that will stay constant is the basic human need for love and connection and for growth and contribution, in my opinion. I think that's what you can build an event business off of.

I love that. So much gold in there. I 100% agree, especially with how fast the quantum speed of AI is extraordinary. The need for human connection and the need for growth will never change. So the biggest asset that you can build in your business next year and beyond, I believe, is the ability to really bring people together in person and to truly create an experience for them that is life-changing. So that is taking your methodologies and being able to deliver it live in-person. It's the ability to facilitate and to really support your clients in getting their lessons, of getting their plans in place, and really getting them committed to their outcomes with all of the uncertainty of the world, with the uncertainty of where AI is going, that core component, I'm all in on that being the number one asset for next year and beyond, is to really double down on being able to lead in-person experiences and to really hold that for your client groups. Because in the levels of uncertainty, if you can be that pillar of certainty for them, that will create loyalty for a lifetime. It's, again, the highest probability of value and transformation for them is your ability to do that. So yes, definitely adapt. You have to adapt to AI, to where marketing is going, to how we're using social media and these platforms. 100%, be adaptable. What you can hold as certain and true is your ability to help your clients transform and the best place to do that is live in-person.

So that's really what I see as the future of events and also the most valuable skill set to build next year and beyond.

Absolutely, thank you, Alex, for sharing that, brother. Great place, I think, to tie it all together. For people listening to this, if you wanna explore more about Alex, you have an event coming up in January, I think, this year's Small Event, Big Profits event. If you mind sharing a little bit about that with our audience?

Yes, so that event is, again, if you wanna run highly impactful and profitable retreats with less than 30 people and walk away with multiple six figures in profit in three days, that's what that event is about. It's for, if you're a coach, a trainer, if you're a service-based business owner and you're selling high-ticket services, whether they're $10,000, $15,000, $20,000, $50,000, $100,000 and beyond, the best place to do that is live in-person. It also allows you to enroll multiple of those clients into those programs at the same time. Especially if you're leading a mastermind or a client group, the community that you curate there is so important for people to see who else is in the program. That's a natural thing that comes up when someone is joining a program like that. So smaller events allow you to be able to have your people in person. It allows you to give them one-on-one attention in a small group. It allows them to really connect and cultivate true community as well. Again, it's the highest level of service I believe we can offer to our clients. Then it's also such a pillar to be able to have a baseline of half a million, a million, $2 million for your business just from running these small events. So that's what's coming up in January. The best place to find me would just be on Facebook. I create a ton of content there. I share a lot around events, a lot around ultra high ticket sales. Those are the $25,000 to $100,000 price points and beyond. Also a lot of the evolutionary journey of what it takes to grow a seven plus figure business and to become that version of yourself. So if you're into business and into transformation and also into having fun, definitely follow me on Facebook and it's facebook.com/AlexJMoscow.

That's A -L -E -X -J -M -O -S -C -O -W.com. And I'm sure that they will be in the show notes.

Perfect Alex, thank you. Fun fact for our audience who are here at the end here, Alex is also a DJ. He is an epic freaking DJ. Do you have a handle for your work?

Yes, so my artist name is Alex J. So soundcloud.com/DJAlexJ, that will give access to all of my live sets that I have posted online, whether I'm DJing at Burning Man or it's at an event for entrepreneurs or it's a music festival or it's a club. All of my sets are online at soundcloud.com/DJAlexJ.

Awesome, thank you brother for being with us today. What an epic interview. Thank you, brother.

Thanks so much, Rudy, this was a blast.

All right, man, we'll call it a wrap.