How To Do Business With Anyone with Nic Peterson | #03

EU 03 | Do Business With Anyone

 

We don’t have to head in one direction. Opportunity is all around us as long as we can be two steps ahead of the people that we’re helping. A lot of entrepreneurs, experts, and freelancers have lots of ideas and don’t want to be nailed down to one thing. Nic Peterson was trying to pursue a career in football before he opened a gym after graduating college and expanded his reach into the field of health and disease prevention. Nic is the co-Founder of Relentless Performance and Relentless Dietetics. Nic says he was able to branch across different disciples and do business with anyone by re-contextualizing what customers are asking for and developing a program that delivers the quality of life they want. Currently, Nic is dedicated to helping other fitness professionals reach multiple figures and live the life they set out to live through their fitness business.

Listen to the podcast here:

How To Do Business With Anyone with Nic Peterson

I have my interview with the wonderful, smart, intelligent, extremely brilliant, all-encompassing, Nic Peterson. This guy has an incredible story. I wanted to talk to Nic because he has been able to morph his expertise and his success into multiple different niches and markets and a lot of us as entrepreneurs, as experts, as freelancers, we have lots and lots of ideas and we don’t want to be nailed down into one thing. When I hopped on the call with Nic, my whole intention was to interview him about how he has been able to do these different types of pivots. We don’t have to head in one direction. Opportunity is all around us and as long as we can be two steps ahead of the people that we’re helping, there’s value in what we’re doing.

Nic, welcome to the show.

I’m stoked to be here. I’m happy to finally get to talk to you and have a conversation because we’ve been going back and forth on Facebook for a while.

I’m excited to finally chat with you. We’ve chatted virtually for a while, but this is going to be a fun conversation. We’re going to jam and we’re going to have a lot of fun.

I’m looking forward to it.

I want you to understand what I know about Nic. We talked about something that was important, which is becoming the perpetual student and enjoying what you love to do or enjoying the teaching element. When I was following Nic on social media, he puts out these great posts. I first started following Nic because he was a specialist in dietetics. I viewed Nic as this health experts, meaning he can get me healthy, he can help me lose weight. Whatever his program is, that’s what I knew him for. Then he started posting other things that were more about mindset for about business and I started to get confused. I’m like, “What do you do?”

That’s what I know about Nic right now. He’s a superstar. He’s super intelligent and I want him to take us back to the journey stage. That’s what Experts Unleashed is all about. Takes us back to the point where, “I had this grand plan. I wanted to play in the NFL.” Obviously, that’s not what we’re doing now. All of us have these pivot points. I want you to take us back to that beginning stage of like, back in 2009, what’s going on in the world of Nic Peterson when we started this professional journey?

The number of people that get on the phone with me and they’re like, “I don’t know what you do, but I feel like I need to give you money,” is astonishing. Some people come in through new threads. They come in through different areas, “I don’t know what you do anymore, but can I give you money?” 2009 was the summer before and the summer after my freshman year in college, I had decided, “There’s one thing I’m good at and that is playing football. Never mind that I’m 170 pounds. I’ll figure that out later, but I can do this. If I just show up every day and go through this process, I might not be the best now, but I just keep getting better. You do the math and four years from now, I will be pretty damn good.”

That was my goal because it was the low hanging fruit. I sought out Joe DeFranco, who is an expert in New Jersey who does NFL Combine and training stuff. I spent maybe an entire month there in New Jersey just working with athletes and training. It was killer atmosphere. Then going back to school, practicing, and playing football just wasn’t that appealing to me. Then I realized I enjoyed the process of getting better every day, maybe for my own insecurities or whatever. Building my own body, I enjoyed more than going out and playing sports. When I realized that, I said, “I’m going to pivot, and I want to open my own place like this.” That was after my freshman year at Eastern Washington University, I moved to Boca Raton, Florida and I started school at FAU and opened a gym.

Tell me about what it was like the month that you were at the Combine. I want to start there.

EU 03 | Do Business With Anyone

Do Business With Anyone: Suffering is not the way to wellness.

I was in Wyckoff, New Jersey with a bunch of athletes that were about to go to the Combine. It was the atmosphere. It was a whole bunch of dudes that don’t know each other that are like larger than life to me because they’re about to go to the NFL. That’s where I want to be in three years and just training three times a day, just savage human beings. There’s this level of, “These guys want something and they’re doing whatever it takes to get there.” It’s a hot warehouse gym. Filthy, gross humidity in an industrial park. I was probably a bit of a masochist to be honest at the time.

That was my thing. I’m going to come here and suffer with these guys but I can’t afford it, so I’m going to go create my own place where I can suffer with people. That was the mindset. The shift from, “The more hellish my life, the better the reward,” which is where a lot of athletes and people that do diet and stuff to like, “Maybe suffering is not the way to wellness.” That’s another transition that I went through over time. I remember it being awesome. I was eighteen and all these current NFL players and guys about to go to the NFL were just getting after it. I would just sit in the gym for hours and watch. The whole process fascinates me.

It was a month-long program?

They go week-to-week. I had planned on just staying indefinitely. Stuff came up and I had to go back home.

You’re working with Joe DeFranco, you’re doing prep work to get ready for NFL Combine, training for the NFL. This all-developmental training to get to the NFL. How many people were in this week-to-week program when you were there for a month? How many other athletes?

With me, there was one. There are probably five or six NFL players that were working directly with DeFranco and then me and another guy. He played football at West Virginia and we matched up well together and we were training with a guy named Mike, who is Joe’s number one understudy, super intelligent guy. He would just tell us, “What time do you guys want to come tomorrow?” We would agree, and we were sharing a house and we’d just show up and get after it. There were two, maybe another person would join us and then at the same time, there’s five or six current NFL players over here and maybe they had one more trainer there that had a few other NFL players over in that corner. It was a cool atmosphere and the competitiveness was like unlike anything I’ve ever experienced up to that point.

You loved it and you enjoyed it. You’re there for a month, then you had to head back to Washington. What happened at the end of that month?

I went back to work in Florida and my buddy owned the company. He lives in Seattle and he called me and said, “What’s going on?” I said, “What do you mean? Everything’s fine?” He’s like, “People around you say that you’re not being yourself.” I said, “You know that gym I was at for the last month, that’s all I want to do.” All I could think about is figuring out the things that DeFranco and his staff knew that I didn’t know. I want to learn these things and I want to teach other people these things because that’s part of my learning process. I had that drive to do it. He said, “Why don’t I pay you the rest of your salary and you’re fired.” I was like, “What? No, I need money.” He’s like, “No, you’re fired. Go do what you want to do.” I literally drove two miles North, met a gym owner who had followed me from back when that documentary was filmed at DeFranco’s. He’s like, “I could use some help around here. You want half the gym?” He gave me half the gym and that’s how I ended up as a gym owner the first time.

While you were at Joe DeFranco’s the NFL Combine, there was a documentary being filmed and you just happened to be there?

I just happened to be around while it was filmed. It’s called Strong. If you look up to DeFranco Strong, there’s all this press putting out all this stuff about the Strong documentary and people knew I was there because I talk about it. They started following me. I got them pretty big following just from being there at that time, big enough that the gym owner in Port St. Lucie, Florida was willing to give me half as facility to be part of it. That’s the very first gym I worked and the first time I worked with other people.

You left school after this one month working with Joe. Did you leave Eastern Washington and then went back home to Florida?

My home is Seattle for me. Florida is just furthest away from home. It’s one of those where childhood was not pleasant. I was trying to get as far away from home as possible and it happened to be South Florida. It so happened that one of my best friends owned a business there and was like, “I’ll get you set up. I got a condo there.” I had an opportunity to get on my feet in Florida. Port St. Lucie was the first gym I opened. Part of my learning process is how much can I possibly do this? I did it with training. I did it with nutrition. I did it with sales, like, “Can I do this for twenty hours straight every day? How do I get enough repetition to understand?” I have this theory in my head about how do I get enough repetition to stress test it over and over? I’ve just been probably three years of working with as many people as possible for the sake of working with people.

When you moved to Florida and you start working with your buddy and he calls you up and says, “Something’s different. Something’s off,” this has got to be the passion that you had that you wanted to open your own gym. I’m assuming in the back of your mind you’re thinking about your experience with Joe DeFranco. You’re like, “I love this.” Why do you think people could see around you that you were acting differently? Why did you get fired? What do you think people saw?

I imagine my production went down and attention. I am the kind of person that when I’m interested in something, I am so locked in and everything else is like, “How do I block out all this other crap?” People are like trying to hand me work orders and stuff and I’m like, “Go away. I’m trying to figure out how my bicep works.” At first, we did wood veneer in Florida, like high end wood veneer and I was so fascinated that I wanted to learn everything about wood veneer. I was super locked in. I imagined the discrepancy was pretty large between my attitude when I left to when I came back.

[bctt tweet=”Be smart enough to know what you don’t know.” username=””]

You’re super inquisitive. That relates to my engineering brain. I hated engineering but I loved diving deep. I still love the process of engineering, I just hated working as an engineer. HowStuffWorks.com was one of my favorite websites. I was watching probably 30 minutes of hydraulic presses, like crushing stuff with a hydraulic press. What’s going to happen when they crush coal? It’s amazing. The reason why I bring that up is because being the inquisitive student, there’s something about it that people are attracted to. Your friend lets you go and he’s like, “Something’s different. Your mind’s somewhere else. Let’s part ways.” You make a connection again back to your first gym that you owned. Let’s head there now.

The process is the same every time and now I’m aware of it before I wasn’t. Sometimes I have this presence, like, “Take charge. We’re going to do this.” Then other times I’m like “I’m paralyzed and drooling on myself and don’t know how to function as a human being.” I realized as a process of when I go into something new, I observed so deeply that I just forget. I don’t even think about myself. I’m stumbling over myself. I went to Florida and said, “Here’s half of my gym.” I think he thought I was going to go in and rock it. Instead I just sat in the corner and drooled on myself observing because this is general population, these weren’t athletes. I was listening to language, I’m watching their bodies move. I’m huge on other critical point analysis.

I’m watching like, “Why are you teaching them this when this would have such a bigger impact for them right now? This is a higher leverage thing.” I probably spent three months of just observing. As soon as I started getting active, I pretty much took over the whole gym. He was like, “I’m done with this. I don’t want to do this anymore.” I moved up a couple hours north into Fort Pierce and most of them came with me and then I had my own. That was the first Relentless. That was the period of being curious, observing, and then the period of asking questions and learning the rules. Then a period of, “I think I can do this better, so I’m going to make my own rules.” Like you, once I figured it out, I had no interest in ever doing it anymore. I gave away a few businesses before I learned how to systemize, create SOPs, delegate and hire. I was like, “I don’t want to do this anymore,” and I just walk away and people are like, “What are you doing?” I learned what I wanted to learn. I’m going to learn something else now.

We’re good at doing the hard part, which is launching. Then we’re also good at walking away. I want to talk about something with your first gym because this is all about expertise. How people figured out that, “I’ve got something here,” but why did this person who you met through this documentary process, why did he choose you? Why do you think he chose you to be like, “I want to partner up with you and give you half of my business?” That’s a big freaking ask. That’s a huge commitment. Why do you think that happened? Maybe you know, or maybe you’re just observing.

I’m still trying to figure that out because I’ve had two or three people offer to give me half of their business or to be involved. I’m not sure if it has more to do with the skill set that I have, or a skill set that maybe he was perceiving that he lacked, but at some point, when you, when you’re an expert and you have this expertise and he was good at what he did, but there’s this base knowledge disconnect. He had a hard time communicating with his clients and I’m good at bridging that gap.

A lot of times it’s, “You say the same thing that I’m saying, but those people are listening to you. What the hell?” That’s because I’m good at reasoning from the ground up, but I reason from your ground up, not mine. My best friend is a PhD in Chemistry. What he thinks is the ground is still more complicated than any of us will ever understand. Probably the biggest skill set is I have partnered with PhDs in metabolic chemistry and medical doctors. People that maybe don’t recognize that base knowledge disconnect or have a hard time meeting people where they’re at and they recognize that that’s important skill and they don’t have it.

EU 03 | Do Business With Anyone

Do Business With Anyone: The process is the same every time and I’m now I’m aware of it; before I wasn’t.

The next shift, the first gym, you observed for three months, then you basically took over and you’re like, “I’m done with this. I’m going to go to a different spot in Florida and do the same thing.” You needed to change in your life? What’s up with that?

The original gym closed because the owner said, “I don’t want to do this,” and I was going to go do something else. I’m so happy just exploring things. A few of the clients of the old gym said, “No, you’re not going anywhere. We found you a spot. It’s in Fort Pierce. It’s ten minutes away.” That was that. I don’t know if you know this, but any gym owners know, most of us are poor. Then the next shift, I went through some high-level strong men, high-level power lifter. I did a lot of different sports. Once all my body parts ripped off and stopped working, I said, “I’m tired of being poor,” so my next shift was, “How do I become a wealthy gym owner because they are so few and far between?” That’s where I probably delved into the next skill set. At this point I was tired of training people. I already figured it out. The next thing was like, “Can I grow this into a respectable business?”

What did that look like?

I was sleeping in Florida. It’s hot, humid, and I was sleeping in his warehouse. I was sleeping in the bathroom because the bathroom was insulated, so it was a little less humid and a little bit warmer in the winter. I’m sleeping on this warehouse floor. I moved the gym to Vero Beach because it was a little bit more affluent, but mostly because somebody said, “You’re rough around the edges and you’re young. You’d get eaten alive and Vero Beach. You wouldn’t last a minute.” I said, “Okay,” so I went and opened a gym at Vero Beach. That’s probably where I had the most growth. People talk about me as an influencer, like having influences. When you are sleeping on a gym bathroom and there’s a train going by every five minutes, you either learn how to communicate with people and influence them to do things or you live your life in the gym bathroom with a train going by every five minutes.

Beautiful thing, no internet, no TV, nothing to do but read and think. I started reading as simple as How To Win Friends And Influence People, The Compound Effect, whatever generic self-help thing, but because of my situation, I had no choice but to sit in a big empty warehouse and reflect on these things and practice them over and over with people. There’s one other trainer and me and we ended up on a wait list. We hired somebody who moved in from Chicago, ended up on a wait list again. We don’t know how to market. We don’t know how to pay for traffic.

We don’t know anything but how Nic talks and how we train people. That’s pretty much how the business was built. We hired another trainer from Arizona because we decided we’re getting the best of the best. Then Dr. Kashey moved from Arizona. Now, we have the dream team and that’s probably about when I started getting into the higher ticket world and said, “People do it now.” At that time, it was unheard of to do a high-ticket offer in a gym. I said, “I think we can do this.” We quadrupled the prices, packaged them up, and stayed on a wait list. That was where I honed the influence and the sales just working with these people in Vero.

Before we get into high-ticket prices and stuff like that, I want to talk about desire. I want to talk about why people want to work with you and that’ll lead to how you were able to quadruple your prices and all that stuff. You mentioned something earlier in our pre-interview podcasts, which is important is that you were a perpetual student. You’ve alluded to it with all the studying and reading. This is extremely important for anyone who wants to be viewed as an expert or turning their own expertise into income. When did you start to realize that you were this perpetual student and when did you realize that people would pay you to learn? That’s essentially how I view it. They’re paying you to teach them, to be that ultimate researcher. How did you discover that?

When I start working, I’m a chapter ahead. If they take care of their business, I got to read another chapter to stay a chapter ahead and that’s great. As far as the desire or wanting to work with me or with us is the multi-disciplinary approach because these are people that have their fluid. They’ve had personal trainers their whole entire lives. Their whole families have personal trainers and personal trainers along with probably any other expert. I’m sure you run into it a lot, what would Charlie Munger calls the man with a hammer syndrome. To the man with a hammer, everything is a nail and we don’t operate that way. We’re taking a lot of different information and synthesize it and approach things from different angles.

[bctt tweet=”Strategy is way more important than tactics.” username=””]

Once people realize that, there’s no other option for them. We have people that when their car breaks down, they don’t get it fixed because they rather make sure they can stay part of our program. That’s probably in the process of the influence, trying to get to influence people and move people and say, “Can I get people to do what’s best for them without telling them this is best for you?” I’m reading, I’m taking notes, I’m writing about it. I re-contextualize each time. I go into the gym and I’m talking to eight people, one every hour for eight hours straight. I’m doing it again and I realize I’m learning so fast because I have the opportunity to talk to people. In every business, I’ve run that way.

For RD, when we started doing sales, I probably did 60 calls a week or 60 calls a month for three months. Everybody I could talk to, bad applications, no applications, it didn’t matter. I’m like, “Let me talk to this person. Let me see if I can influence them. Let me see if I can get them to realize something about themselves.” That’s all learning for me. It’s not manipulative. It’s, “How can I learn how to do this? How can I develop this skill?” I probably realized that right when the Relentless in Vero started growing pretty rapidly because it gave me an opportunity to work with new people.

What is Relentless all about? Tell us that program. Anyone who views you as an expert inside of this program, what are they looking to achieve and what are they looking to learn?

The gym and dietetics, they’re both called Relentless but completely different. In both, it’s re-contextualizing what they’re asking for. I would do anything to look like this supermodel. That’s what they come there and say, but you won’t do anything. You won’t spend less time with your kids, I hope. You won’t do this, so let’s reset. What are the brackets like? It’s like bowling. Let’s put up the bumpers and as long as you stay within those bumpers, you’re not going backwards. The more dialed in we are, the better you do. If we can set up these appropriate brackets because when you say, “I will do anything to do X, Y, Z, you’re lying, first of all, and second of all, we’re going to develop a program that does not deliver the quality of life you want.”

A lot of it is, let’s figure out what matters and what doesn’t matter. Let’s reset your expectations because we said we’re going to come in and say, “I want to work out six days a week.” I say, “What do you do now?” “I’ve never worked out before.” I say, “Let’s try one day a week because you’re at a one is an infinite relative change. One to two is 100%. Let’s start that way.” I have husbands coming on all the time like, “Thank you for explaining that to my wife because she’s ended her extreme like yo-yo dieting and exercise and stuff like that just by managing expectations.”

EU 03 | Do Business With Anyone

Do Business With Anyone: We’re giving them a new perspective on what health and wellness really is.

One of the conversations we have is like, “I’ve got to find a way to get another day in the gym. Maybe I can get a babysitter.” We’re like, “No. Don’t neglect your children. Go for a walk with your kids. Ride your bike with the kids.” It’s giving them a new perspective on what health and wellness is. Once you have those brackets, you’re like, “These are the brackets that I need. I need to spend some time with my kids. I need time for myself. I need to go out and have a beer every now and then.” You can make any decision you make within those brackets. It might not be ideal, but it’s not wrong. When you give wealthy type-A adults that kind of control, it’s invaluable for them. It’s helping them realize what’s important and what’s not. We do it in the context of first training and then food. I do it in business, too. When people come to me about business, it’s cognitive behavior therapy.

I want to talk about the transition. People view you. You’ve become this perpetual student. You’ve learned the art of influence, whether you realize it or not. I want to talk about now, everything that you’ve done in your journey of going from NFL to the gyms down in Florida to getting to the next gym and then going from the lower ticket stuff to the high-ticket stuff. I want to talk about that gap right there. What were people paying for the low-ticket membership stuff? You said in our conversation that that was the next big shift that you had to master.

We were charging $15 per session when we first got up to the point where we’re on a wait list. That was maybe $20.

How long was the session?

An hour. Your personal trainer and you grew up this way and if all you have is a hammer, everything’s a nail kind of thing. That’s just what seemed right at the time.

What made you say, “I’m going to quadruple my prices. I’m going to do something completely different?”

It was a slow process and it’s a multi-disciplinary thing. I’m watching what other people are doing and other programs and other industries and realizing like, “We can get creative. We can sell things differently. We can package up X amount of dollars per month per session and just understanding the concept of what are we delivering? Are we delivering an hour of our time or are we giving them a better life? It turns out, people pay a lot more for a better life than they will for an hour of my time. It was just that discovery process. It’s taught in high-ticket programs. We had never been exposed to that stuff. We definitely took the long way to raising the prices. It wasn’t until I got into a high-ticket environment. It’s a mastermind that we were both in at one point that I said, “I’m going to use this kind of language and we’re going to rip the Band-Aid off.” What we wanted to charge five years from now, we’re going to do that tomorrow. The signup rate did not drop down at all.

What are you charging now? From $20 an hour, what was that jump?

It would be closer to $120.

You 6X your price. You said that they wanted a better life, but ultimately, it comes down to who is the person that they’re learning from? Who is the person that is giving me that transformation? Why were people okay with paying that new rate working with you?

For us, in particular, because we are high integrity and we are smart enough to know what we don’t know and that is super important. People will pay for the peace of mind. If they got an answer from me or my staff, then they could take it to the bank. They didn’t have to go to Google. They didn’t have to ask their friends. The truth is if we said, “We don’t know,” if Dr. Kashey said, “I don’t know,” then one, that’s credibility on its own admitting when you don’t know something. Two, if Dr. Kashey doesn’t know, then that college dropout trainer next door is probably full of shit. It’s the high level of trust and that one, they’re paying for better life, but two, they know they will never have to go anywhere else and that’s probably worth it to people, especially this particular demographic.

Trust is huge in becoming an expert and charging what you’re worth. People underestimate how much trust they need to build with their audience, with their prospects, and with the group that they want to work with. That’s absolutely critical. You have an incredible journey of repetitive behavior that continuously leads to success. Meaning this dream of becoming the NFL player and learning from the best and ultimately discovering you just need to be one or two or three steps ahead of the person that you’re working with. Why do you think people come to you now for things outside of health and wellness?

Trust. People know I am either one chapter ahead of them and I can help them take the next step or I will be completely transparent and say, “I don’t know, but this person does.” It’s like the swelling tide raises all ships kind of thing. I’m probably most well-known for building up other experts because they know better than I do. People are comfortable of knowing that I’ll say, “You want this done. I am not the right person, but you need to speak to my buddy, Joel.” When people trust you to do that, the number of people that come to me, it’s a lot.

[bctt tweet=”Open-mindedly learn about things that are seemingly completely unrelated. ” username=””]

What is your interpretation of “The swelling tide raises all ships” quote?

It’s almost like a zero something. I say that swelling tide raises all ships, maybe it does, maybe it doesn’t, but I know that me trying to do something I’m not qualified to do doesn’t help anybody. If somebody says, “Can you help me write this copy?” I love copywriting for myself, but I don’t want to do that for anybody else. “I’ll pay you to write my copy.” I’m going to say, “No, you need to go see this guy and just pay him whatever he asks. It’s worth it.” That is the best possible scenario, whether they do or don’t, but me trying to take money for something that I don’t do, or I know I’m not comfortable writing somebody else’s copy because I’m not an expert like that is probably the worst possible outcome. I think of it that way. What is the best chance that everybody benefits? That’s probably the one I’m going to recommend.

You’ve gotten to a point where you’ve had success in your gyms, you’ve had success with Relentless Dietetics and because you are this perpetual student, continuously learning the next skill. You learned the art of raising your prices, you’ve learned the art of marketing, you learned the art of building groups and blogging, writing and connecting with your audience. From what I’ve found, it naturally attracts more and more people. You don’t need to be the best at marketing. You don’t need to be the best at anything else, but sharing your message, continuously learning and expanding your horizons only naturally connects you to other people who can leverage what your expertise is and leverage what you’re great in.

When I say master, I mean to the point of practical application. I learned how to do things. I might not know the granular details, I might not be able to teach somebody else, but I know how to do things. That’s what I want to learn. When you understand the fundamentals, which people will think fundamentals mean easy. The fundamentals are usually more complicated. When you learn multiple disciplines, your BS meter is sensitive. That also attracts people. If you’re the kind of person that can sniff out BS because you understand all of these mental models from multiple disciplines, it’s a trust thing as well. One of the big benefits of learning all these things and mastering all these things is that it becomes easy to detect when something doesn’t make sense.

I’ve thought about that for a very long time. In my mind it’s reframed to something differently, but it comes back to if you’re continuously learning, you’re learning through multiple disciplines, you’ll realize that so many things are related and applicable just in different markets. To me, it’s strategy versus tactics. I used to be all in on the tactics. I used to be like, “I need to learn how to publish on Facebook and write this ad and all this other stuff. That’s going to be the key to my success.”

As I kept reading and I kept learning other things, it’s like the strategy is way more important than the tactics. When somebody comes to me and says, “This is the tactic that’s going to solve your current problem and get you to the goal,” that’s when the BS meter goes up. That’s why I’ve become so sensitive to the BS meter. A tactic might be temporary success, but I’m more interested in the overall strategic outcome of what we’re doing here. I completely agree with that statement and that’s how I would interpret that.

Charlie Munger has checklists, I call them filters. You develop filters and you run things through filters. It makes it easy back to the influence. It makes it easy for people to come to me and say, “Nic, what do you think about this? Usually I say, “What’s the context?” That’s really that question. Then we have a conversation and we can filter whatever’s being said, whatever the numbers are, whatever the consequences are. A lot of people come to me just as they’re secondary decision maker. That’s just from open mindedly learning about things that are seemingly completely unrelated.

We’re talking about the journey. We’re talking about always being two or three steps ahead of whoever we’re leading right now with our customers or prospects or audience. What are the next steps for you? Where are you going next? You mastered the marketing and the business side. Are you still learning more in the marketing or business or had you set your sights on something else?

Back on the swelling tide, it depends on who is in my circle. My best friend is a PhD in Metabolic Chemistry, so it stands to reason I probably don’t need to get a PhD in Chemistry because I can just ask him. Right now, there are so many phenomenal marketers that are deep diving into the granular. It would be a bit redundant for me to do the same. That’s how I decide like, “What do I need to know in life to improve my life?” I do need to know marketing and sales and stuff, but I got people that are doing that for me. It’s an awareness thing. How do I become more aware? Empathy would be another good word for it, of where other people are and how do I accept where they are. Instead of judging and moralize about it, how do I, one, accept it and two, help graduate them to the point where they can make better decisions for themselves?

That’s just nobody else is doing it. The marketing and sales, you and I both know plenty of people that are so good at it that pragmatically it makes more sense for me to say, “You want to do this for me?” if it was that important. It’s me really deep diving into psychology and how people are. It’s a big stress reliever too, because it’s so much easier to accept that people are the way they are. They might get pissed off and judge them and moralize about it. That’s what I’m doing now, but the long-term is continue learning stuff, developing programs to help people and then delegating and hiring people that can get more granular. Then I just go play with other stuff.

I love talking about journeys. I love talking about how people think during each step of the process. When we started in and you were talking about, “I spent a month with the guys who were helping me prep for the NFL Combine.” That gave you a huge shift pivot shift how those athletes train and how they think. That shifted everything with your whole trajectory around life and the whole steps of getting to the gym and then doing Relentless Dietetics and then doing what you’re doing now. Ultimately, people look up to you. They don’t even know why they follow you, but you’re a super smart guy because you’re always learning. The reason why people don’t know why they’re following you is because you’re continuously two to three steps ahead, not in the tactical methods, but you’re two to three steps ahead of strategic mindset and psychology.

[bctt tweet=”It’s so much easier to accept that people are the way they are.” username=””]

You’re part of this circle. You surround yourself with people who are where you are right now, but you’re constantly sprinting two or three steps ahead in your pace. Now, you’re talking about psychology. Now, you’re talking about mindset. Now, you’re talking about strategic shifts. That’s what makes it so attractive and what makes people reach out to you and be like, “I just need to give you money. I don’t know why, but I just feel like I need to give you money.”

I appreciate the invite. It was a good time. I’m happy to jam anytime.

Where can people connect with you? What’s the best way for them to follow you, connect with you, drop some links? How do they keep up with you?

The quickest is probably the podcast. Me and Trevor, who has a PhD in Chemistry and my buddy, Jonathon, who co-owns RD, we jam about this stuff, the mental models, concepts, principles and then we distill it down into application and that’s Relentless podcast. That’s RelentressPodcast.com. Then I threw together a community for this kind of thing. Literally going to learn things, share what I learned and then highlight the expert I’m learning from and hopefully help that expert build their business and that’s in the High Performance Lab Facebook Group. That’s been my next journey. Find an expert, learn from them and then help them monetize what they’re doing because most experts aren’t good at making money.

They are two different skills. It’s your expertise and then the monetization part is a completely different skill. You’re a super smart dude. If people just naturally gravitate to whatever the hell it is that you’re doing, I’m interested in what you’re doing. This cleared up a little bit, but I’m still pretty unclear. I’m pretty foggy with what it is that you do but that’s the mystery and the inspiration behind what you do. Nic, I appreciate it. Thank you for sharing your wisdom and spending time. I appreciate every one of you and we’ll see you on the next show. Take care.

Thanks so much being here. We hope you enjoyed this episode. We look forward to giving you the next one. If you want additional trainings and content outside of the podcast, I release exclusive video trainings on my Experts Unleashed YouTube Channel. If you’d like to come hang out with thousands of other fellow experts, join our Facebook Community where we do Hangouts and webinars to help support you in your journey. If you’d like my personal help to develop, launch or scale your business, contact me directly for private consulting opportunities to see if any spots are available. You can find all the information above at ExpertsUnleashed.com.

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About Nic Peterson

EU 03 | Do Business With AnyoneCo Founder of Relentless Performance and Relentless Dietetics. Currently Dedicated to helping other fitness professionals reach multiple 5 -figures a month and live the life they set out to live through their fitness business.

Quality of life is king and I am dedicated to helping as many people achieve the highest quality of life possible.

 

About the author, Joel Erway

Joel Erway is a digital marketing consultant to 7, 8, and 9-figure clients, sales webinar expert, podcast host, and agency owner. Joel is an expert in helping others monetize their expertise. Since 2014, Joel’s been committed to helping entrepreneurs transform their passion into 6 and 7-figure expert-based businesses. His agency, The Webinar Agency, serves coaches, consultants and small business owners with skillfully crafted sales messages and high-converting sales and lead generation webinars to generate more customers and clients. It’s no wonder why he’s the go-to consultant for many of the top performing digital marketing sales and lead generation webinars. With over 200 webinars under his belt, he’s generated 7-figure growth for multiple clients within the past two years alone. Much like you, Joel’s path to purpose was nonlinear. He pivoted several times throughout his journey, including a risky uproot from an unfulfilling career as an engineer. Eventually, he found alignment in helping others leverage their experience to grow successful businesses. Check out his Sold With Webinars podcast at http://thewebinaragency.com/podcasts/. In his spare time, Joel is an avid reader and market researcher. He enjoys traveling and spending quality time with his family in upstate NY. He is really excited to add to his services - live webinar/marketing intensive workshops! Be on the look out for the next one! Check out The Webinar Vault - a compilation of webinar critiques here: http://www.thewebinarvault.com. Along with his webinar and funnel creation courses: The Webinar Accelerator: https://jointhewebinaraccelerator.com/retail and the Mini-Webinar Accelerator: https://get.thewebinaragency.com/Mini-Webinar. Joel also offers guidance with his 80/20 principle and his Webinar Super Success Summit: https://soldwithwebinars.com/webinar-success.
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