I talk with Haley about her explosive growth and scale. She and I discuss the challenges of launching an offer and getting it up and running when you’re doing most of the work. She talks about her team and the work they do together to create an amazing culture with amazing processes that keep the train on the tracks.
Learning from those mistakes, she now specialize in the art and science behind growing a simple automated business that creates consistent income, all while allowing you to have the freedom to work when you WANT to and not just because you HAVE to.
Frank Bria: 00:00 The Six to seven figure show. Episode 66 let’s hit it.
Announcer: 00:04 Broadcasting from the Valley of the sun outside Phoenix, Arizona. This is the six to seven figures. Show tired of working so hard and having no time. Take your six figure practice and turn into a thriving seven figure enterprise. And now your host, author, speaker, mentor, and strategist Frank Bria.
Frank Bria: 00:28 Hey everyone. Welcome to the six to seven figure show. I’m your host, Frank Bria. And today I am absolutely thrilled to be joined by the amazing, vivacious, lovely Haley Burkhead. She quit her job and went from zero to 36,000 a month in six months at the age of 24. But if you rewind time, you’ll see her story actually wasn’t that pretty the way she puts it and her, these are her words, running my business felt like I was on a hamster wheel. It was exhausted seeing no results from the countless hours I put in. Then I hit a wall, my health failed. I was forced to reevaluate how I ran my business and my life, learning from my mistakes. I spent now specialize in the art and science growing behind, growing a simple automated business that creates consistent income all while allowing you to, having the freedom to work when you want and not just because you have to. Hailey, welcome to the show.
Haley Burkhead: 01:23 Thank you. So what an introduction man. Oh man, thank you. “Vivacious” I love that word.
Frank Bria: 01:30 Yes, absolutely. And, and there’s, we were, we were kind of joking before the, before the recording started, but this is kind of your, this is your brand. Like you live a very, a free lifestyle. Do you do want you, you make things happen. You’ve got a great team that supports you, but goodness slows your Instagram feed, like knows you are, you’re doing lots of stuff. And then the last one, you’re just hanging out. You’re not chained to the desk.
Haley Burkhead: 02:00 Yeah. No, I’m not at, not much of a desk worker. Not my steroid. Might not my strength. I joked with, like I said, I’m the person that’ll show up to his fee. With a spaghetti stain on my tee shirt to a meeting? I’m like very scattered. But I think most of us visionaries are, you know, I think most of us visionaries are very scattered people. We don’t like organization. We don’t like being delegated to. We like delegating, you know, so you can, I was just having a conversation with a friend this morning about that and said, you know, sometimes we see this as like, Oh man, all of our shit’s not together. But in reality, that’s the strength of a visionary.
Frank Bria: 02:38 Yeah, absolutely. And I think there’s a, there’s really a strong correlation between having that visionary skillset and actually looking sort of that disorganized. I mean, these two things are related and I think it’s because you are, you’re thinking about big picture stuff, you’re thinking about vision, you’re thinking about longterm and small details. You know, like, I laugh about that because I’ve totally done that before my, yeah. Yeah. My kids basically wouldn’t let me leave the house for awhile without inspecting. That’s what I get for having three daughters. You but you know, we kind of are simplifying a little bit because one of the things that I know you talk a lot about is having the right business process and the business model that allows you to do what you do. Can you talk a little bit about the business model that you help your, the entrepreneurs who work with you create that allows them to have that kind of freedom of lifestyle?
Haley Burkhead: 03:41 Yeah, so my high ticket offer is recurring profit and that model is teaching them the evergreen model. We do not live launch, so a lot of people online, which I don’t think that there’s a writer. Well, I want to preface this with, I don’t think there’s a right or wrong way to run a business. I don’t think that my way’s better. I think my way is better for people like me that don’t want to spend all their energy selling on the front end and be too exhausted and having a launch hangover and not being willing to serve, not have the energy to serve on the backend. You know, I would much rather spend my energy serving than selling. I love loving my audience. So if that’s where you’re at, if that’s where your heart’s at, then that’s the method that I teach and we call this the recurring profit method and it really does free up a lot of time when you can have a simple no pressure live launch with a purpose is not cashflow.
Haley Burkhead: 04:38 You get your recording and you have a very high converting sales machine on the back end basically on evergreen. And what I always like to tell people too is, you know, I think a lot of, a lot of us when we think of automation and cells, we immediately see what Facebook ads that are that are on our feed right now of the guys with the cars and all this stuff. And they’re like, Hey, this is my fiance. You know, or like yeah let’s see. We’ve still CVS. You know what I’m talking about? Cause I’m not going to go further. And that’s what we think of when we think of selling. But it doesn’t need to be that way. What it can be is you can actually serve through selling. And so I show people, I call it the easy yes webinar formula. So it talks a lot about high level sales, psychology and the five persuasion elements that you need to go deeper to where your sales experience is. Wow. Laura is not just selling to me. Laura is a motivating and she’s empowering me and she has this transformation that I can buy at the end of it.
Frank Bria: 05:35 Yeah, it’s, it’s really interesting that you mentioned the psychological element of that sales and marketing process. Cause I do think that’s an area where a lot of people you know, they’re not thinking about it or they don’t put enough energy into it. But this idea of really persuading and motivating and empowering, that’s a critical element. What, why do you that’s so hard for people? Like we see so many bad examples. I mean you’ve just given a few. Why do you think it’s so tough for people to like tie into this emotional motivational piece when they sell?
Haley Burkhead: 06:09 I think there’s so much fear, Frank. So much fear. Oh my goodness. It is crazy how many, how many of us entrepreneurs make decisions based out of fear and what I like to call survival mode. So there are two modes in business. You are either in survival mode or growth mode. There’s no in between. And once you get to growth mode, that doesn’t mean something’s not going to trigger you and put you back in survival mode. So what survival mode looks like is whenever you’re constantly afraid, whenever you have anxiety, whenever you have shame around something in your business or scarcity mindset of everything is a cost versus investment, you know? But that type of thinking is survival mode. You’re just wanting to survive and then there’s growth mode and that’s completely different. It’s, it’s very abundant field. It’s, it’s very futuristic thinking. It’s, Oh, I’m so excited.
Haley Burkhead: 07:00 This is gonna be fun type of thinking instead of, Ooh, I don’t know how to do that. You know, if you start a sentence with I’m afraid of, or I don’t know how to, that survival mode thinking right there. So that’s the big difference that I see is, is whenever we are basing our decisions or basing our behaviors on survival mode, we make decisions that are not the best for the growth of our business. And we’re losing typically tens of thousands of dollars. And I say that amount because that is the amount that I have lost. I have lost tens of thousands of dollars in just the past 365 days on survival mode thinking it can be dangerous and very expensive.
Frank Bria: 07:40 Yeah, that is, that is absolutely true. It, it is. It’s you, you act differently I think as a CEO when you’re in, in those two different modes of, for sure. I want to pivot a little bit and talk about your program and how it functions. So, so first of all what’s the program dedicated to who you’re working with? What does it do?
Haley Burkhead: 08:00 Yeah, so recurring, thanks to Frank, by the way. Oh my goodness. I had, I want to just tell you I don’t want to come. It’s not that I’m coming across as perfect and polished at all, but man, his process was messy to get to. So right now I’ll say the end result and then I’ll tell you how I got here. So recurring profit helps service-based entrepreneurs phased out their clients to create consistent 10 K plus months with their course or membership site using an evergreen funnel. So that’s our transformation senates. But I resistant that sentence so hard. It took me over six hours at an in person workshop. Like this wasn’t just like six hours of me thinking this was six hours of Frank going, Haley, stop. No, Haley, Haley, like visit. It was, it was bad. I was resisting it. I was so afraid of saying a specific amount of money people would make. Now that I’ve gotten that specific, we had someone have a $42,000 launch within 45 days of the, because they had a metric in mind. Like it’s crazy. So it’s just like a shout out there. But yeah, so that’s what, that’s what we do. That’s what our program is.
Frank Bria: 09:05 That’s awesome. And w how, what are the steps? Essentially that people need to do. This is a fascinating concept you’re talking about about phasing out clients and moving them into sort of a recurring revenue model. I would assume that sentence scares some people a little bit.
Haley Burkhead: 09:22 It does, yeah. We get a little bit of a freak outs on sales calls like, okay, let me hyperventilate for a second. Yeah, for sure. It makes a sales call process very interesting, but we take them through five phases. So the first phase is a lot of conversion centric messaging. So we give them, we call it phase one your scalable offer. So we have to make sure that your offer is spelled, and what I mean by that is this is tailored towards a small audience. So if you have a small audience, you don’t have people to buy, you don’t have people to buy from on your [inaudible], you don’t have a 20,000 Instagram following. Right. Or even if you have a big audience, you want to beat your people over the head with your offer, 24, seven. So whatever audience size you do, that’s why we put you through phase one, which is conversion centric marketing.
Haley Burkhead: 10:09 That way let’s say your name’s Laura and Susan is over here. It gives you money. Susie’s never met Laura. So what Susie wants to do as Susie wants to give Laura the money, but she doesn’t know Laura, she doesn’t trust Laura. So in phase one, you craft messaging on how we talk to Laura to give you the money in her hand and be really excited and smile afterwards cause she’s super excited. Even though Stacy or whoever what her name was, hasn’t met Laura. So that’s what we do during phase one. It is powerful. But people overlook this. So lesson, it’s really hard to message simple things that people don’t think they need. So we have to make a lot of visuals and analogies of this is how this leads to more money. I’ve thrown this distressed me. Phase two is the easiest webinar formula that I talked about earlier.
Haley Burkhead: 10:55 We create a webinar through cell psychology and then phase three is live launching. We don’t do high pressure launches. It’s very simple to the point, very scrappy. I give you copy and paste spreadsheet access to that and then you live launch phase fours go evergreen. That takes less than 24 hours. And then phase five is, is the funnel growth series. That’s where we, we actually add, this will be cool. I think a lot of you guys would love this idea. So whenever you get to a fork in the road, which we found when we had beta, we got in a fork in the road of our high ticket and they got stuck. They were like, okay, they had their funnel up. But then what? Like I gave them over 10 lead injection strategies and I said choose to like how do I know what to choose? They over-thought the whole proc with on. I choose the wrong one and I won’t make money. All the, you know, all the overthinking typical things. And so we did, our idea was let’s make a quiz. So we now have a quiz that they take. At this stage that tells them what direction to go. And this saves us a lot of time on customer support
Frank Bria: 11:54 Emails. Let me tell ya. I bet. Yeah, that’s brilliant. Yeah. I think a lot of people in their, in their programs end up with, okay, there’s a lot of different ways you could do this. And frankly, at the end of the day you kinda kept the pick one and stick with it. But there are going to be certain things where, you know, certain people have certain audience assets that are available to them. It would be better. So that’s a really great, that’s a great tip. That’s amazing practice right there. That’s terrific. So I love what you, when you talked earlier about launch hangover and how this sort of solves that problem and kind of getting that pushed out there. What are some of the big big barriers people have to get over as they’re going through your program? What are some of the big challenges?
Haley Burkhead: 12:45 Well, challenge number one out of a hundred goodness is there’s so many. How can I attract a cold audience if I can’t even attract a warm audience? That’s a big one. Yeah. And the answer is you like all the answers. And, and this is what’s tricky is how to get people very blunt, direct feedback and show them how much you love them and want their success. And me, it is a fine line and it’s like you want a balancing act but people need, well, and also I guess it depends on who you’re attracting. My people want blunt direct because I am blunt directly listen to my podcast. So they want the blunt drug. But I, I say, listen, it’s because of you, your way. You’re talking to your people. No one’s gonna want to buy from you. And then I go and evaluate. I’m like, okay, let’s go to your Instagram. And then I point out specifics, thanks on the sales call and I’ll say, why would anyone want to buy from you right now? This isn’t going to convert. And what if we did this? And I give them like one simple tip, like what shifted their entire mindset around why now that they realize that they’re the problem. I’m the solution. Yeah. And, and that, that’s a big thing. That’s a big switch.
Frank Bria: 13:58 Yeah. And, and the, it, we’re going to call you a tough love Haley now. Yeah. It’s interesting though, because you’re modeling essentially the exact infrastructure for conversion language that you’re teaching. Is that true? Are giving someone a reason to buy from you because you’ve given them something mind shifting? It’s not these small little tweaks, it’s not the sort of playing around the edges. It’s something fundamental and to, to their success. That’s, that’s great stuff. The, the program itself, how long has it run for?
Haley Burkhead: 14:38 So the program runs for 12 months. Yeah. 12 months.
Frank Bria: 14:41 Great. And the, you, you have had a lot of people go through this program. Tell me what are some of the things that you’ve put in on the back end to allow you to basically work with these folks? Because this is also something you teach. But again, and [inaudible] I know this is sort of like a fake interview question cause I know you do this really well, but I’d love for you to share with the audience, like what are some of the things that you’ve put in place because you’re operating at scale fundamentally.
Haley Burkhead: 15:11 Oh yeah. Okay. No, totally. We are. And I want to say, so we started beta this program three or four months ago. I took over 60 70 sales calls in two weeks. It was crazy. I got on the phone with Frank and I said, I am miserable. And he said, that is normal. He’s like, you need to put brake buffers in there. Which I wasn’t. I was like, eight hours day to sales calls is so draining. But we ended up making like three or $400,000 in two weeks. Oh well not immediately, but like, you know, with all the payment options. And so it was great and we ended up getting 35 starter people in there. Something along those lines. It was like, okay, well let’s, let’s do this. And so we didn’t, it was bright. And then I had the idea, typical here, here comes scatterbrain Haley over here.
Haley Burkhead: 16:03 Oh someone just DME. Let’s just tack them on it. And even though he had a beta group and they’re going to be behind, let’s just tack them on it. Out of people are behind. It’s fine. And so before you know it, two months later, now we have like 60 people and I’m doubled it because I just attracted those. I don’t even know how it happened. We do not have an evergreen system right now. And it’s been great though. It’s been great. So this is how we were able to support that many people. First team culture, if you have a team, your culture has to be so customer centric. So our motto is we ask ourselves this question, do they feel heard, seen, appreciated and loved? And if they do not, how can we make that happen? So if people get upset because they tagged me and I did not respond in 24 hours.
Haley Burkhead: 16:51 Okay, that’s a little bit dramatic, but that’s fine. So you asked the thing, you have to go back a little bit. Okay, what do they feel right now? They feel unseen. How can we set a better expectation of Haley’s life does not revolve around the Facebook group 24, seven and then that’s on us. That’s what it asks. We not set that expectation clearly. So that is one thing that helps me pivot decisions is am I setting clear expectations? Sometimes I’m not. And some sweet fix that easy pivot, right? And then other times is sometimes things happen in the program. I mean will it always will, things happen and it’s not actually about what happened. It’s not actually about the fact that I missed attack. It’s because they feel a certain way about that happening. So you just have to counteract that. And it usually goes to a neutral situation.
Haley Burkhead: 17:39 So that’s just the emotion side of it. So many emotions in a high ticket offer cause they’re spending a lot of money, very emotional, which is normal and you accept, you take on all the emotions you want to accept and make them feel open. The second is the operational side point standpoint, which I geek out on. So what we did for this is I’ll just go from the very beginning and feel free to copy and paste this guys cause it is really working for us right now. So we have the fitting call they onboard, right? Actually let me go, do your people have sales calls yet? We have sales calls. Sales calls, yeah. Okay. Then let me do it from the standpoint of a sales call. So let’s say they get on a sales call with someone else, not even me. They don’t have a sales call with someone else, which we just now implemented.
Haley Burkhead: 18:24 I send them a personalized welcome video because they’re boring for me. And you know, people say the face is not the brand, the face of brand, let’s be honest. So I would, they’re spending $9,000, I’m going to give them a 32nd welcome video. Everything doesn’t have to be automated. So I send them a welcome video and then we have specific steps. So the first step is they have to fill out an accountability workbook. We split up the program. So, and this was actually off of what Frank Frank says, it’s ringing a bell. So we say that there are, we call them just homeworks. We don’t say ringing a bell to me say homework. So there’s different homework segments you get to within each phase of the program. So in each homework they actually have to put the date of when they want to accomplish it within the next 90 days.
Haley Burkhead: 19:10 So we have this at as an air table form, they submit this to us and we have a full time salary person checking this every day and following them up if they do not hit their dates, if they do not give us that homework assignment on October 12th you better believe Ashley or Shelley is going to be in their Facebook messenger, attack them in the Facebook group on the thread and say, Hey girl, I saw you didn’t turn your webinars slides and is there anything we can do and can I submit a question for the weekly call to Haley for you? And that way, like those that were, were going above and beyond for them. You know, and not a lot of high ticket has accountability like that and people get really disappointed. So, and do we do this perfectly because we scaled so fast? Heck no. We, we have missed, I think there are three things that I’m thinking of right now. Like sometimes we miss it. But that’s just a matter of that’s just selling a business and then you figure out how to pivot and make that person feel special. So yeah, no, like everything’s not perfect all the time, but just take action, get messy and do it right.
Frank Bria: 20:15 You know what I would say you’re doing it perfectly because you have a feedback loop in place that helps you learn. Like that’s the definitely perfect execution. It’s not getting, it’s not like literally checking off every box, every time. It is learning and constantly improving. Like you’re never there. You know you’re there.
Haley Burkhead: 20:35 Yeah. That’s a mic drop moment right there. Mic drop.
Frank Bria: 20:41 I want to go back to the first thing you said cause that’s incredible and it’s value, like you’ve just opened up a huge window for a lot of people, which is focusing in on that emotional response for people as they feel very, I’m invested both financially and emotionally in the, the fact that you guys have a like a customer C w I mean this is essentially a customer success program in place where you’re following up on all that stuff and you’re able to hit all of these concerns, these emotional outbursts that happened totally a bunch of clients. That’s brilliant. And, and yeah, I’ve, I’ve always said this over and over again. Like if someone comes to you and says, you know, I didn’t get responded to fast enough or I didn’t get this fast enough. It’s always, always, always, always. I’m not getting value out of the program where I don’t feel like I’m getting value. And it as soon as you go, let me get this right. Like if you were getting clients right now, you kind of wouldn’t care if Paley got back to you in 24 hours. And it’s like, yeah actually that’s the root cause.
Haley Burkhead: 21:53 Yeah.
Frank Bria: 21:54 So you solve the problem by having that accountability infrastructure in place, which is great.
Haley Burkhead: 21:59 And, and also there are going to be people that are going to come to you, which goodness. Painting the pain and the bootay people, there’d be like, I didn’t, I didn’t even get the result. I didn’t get the value that I was wanting to write an email you like Frank was saying, and you can go back to this red sheet that’s kind of a lovely spreadsheet that they fill out and you can say, looks like you haven’t shared homework. And in 30 days I tagged you on Facebook three times in the past seven days, haven’t had a response. You haven’t attended the past two calls from Haley or submitted anything. I, and I just wanted to state this to know that. Just so you know, we don’t state that as to make you feel bad. So I want to make sure to like preface it with that. So the way we surround that information is, I want to tell you this because I want you to know that we’re watching you and we care about you and that we cannot help you if you don’t want us to help you. And so if you have a specific question right now, let them know so I can submit it to the Wednesday call. Boom.
Frank Bria: 22:53 That is amazing. And I love, cause you’ve said it a couple of times, so I want to call it out. The fact that your staff is pre submitting the question for your client, the call. That’s, that’s really awesome stuff. And, and that’s a thing. So how many people, how many of us when we’ve launched programs have said you’ve got to, you’ve got to do the work, you’ve got to do the work. If you do the work, you’re not tracking that. How can you possibly loop back on that with the client later? You’ve got it all in a spreadsheet.
Haley Burkhead: 23:25 And you know, I want to add to that because I told my team that you said that is, yeah, cause whenever you, you told me about that at that workshop I was like, Oh that’s mind blowing. And then I heard this thing this weekend that I’d actually did a video about. So we have a phase zero in my program that sets them up mentally and we can refer back to it. So like the Dunning Kruger effect, that’s a big that we go through cause everyone wants that Kruger hit. And I always say, are you getting high off the Kruger effect right now? Gotta settle down from that high. I think you’re trying to get high. We always like joke around about it and calls. If they come up with a random idea, they’re like, I need to read my website. I’m like, stop getting high. So we have fun things that we do.
Haley Burkhead: 24:05 But with another thing that I added, going back to that is it is not my job to motivate you. It is my job to inspire you. I cannot motivate you. In my program, you are responsible for that energy to being in the room. You are responsible for being motivated to go through the content. It is my job to provide you with an awesome textbook and it is my job to inspire you to think higher and deeper and coach you when you need it. And that the having the terms motivate and inspire, helps them realize, Oh, Haley’s not supposed to change my diaper, you know, because they can get to that point sometimes.
Frank Bria: 24:43 That’s amazing. I love that metaphor. Terrific. Haley, you, we’re out of time, unfortunately. I love to talk to you. You’re so much fun to talk to you. So exciting. No, I mean I wanna just sum this up for those who are listening cause we’ve, we’ve gone through a lot of different content here, but clearly you can see Haley knows what she’s doing and she’s got her team doing it. And I think like if I have to sum it up for you, Haley, I think the reason is, is because you model what you teach, you model it like in your behavior and what you do. Like you model what you teach. I think it’s, it’s good stuff. One last question before we go. If people who have been listening to this are thinking I need to get in touch with healing and her team and figure out how all this section works, what’s a great way for them to start that process off?
Haley Burkhead: 25:30 Yes. So two things. First, I’m on Instagram. At Haley Birkhead I respond to every single DM. Seriously, even if they get 500, I am responding to them. So come over there and DMV and let me know that you listen to this episode. If I can help you out in any way, I am totally here. Second, if you want to go to recurring profit.com to find out more about that specific program, just go over there and if you have any questions or kind of want to see what our application form looks like to see what the questions are like, you know, anything that and like tick, tick our funnel apart. Totally feel free to go over there.
Frank Bria: 26:06 Great. And that’s a link is below the video. It’s on the show notes page. If you’re listening, if you’re out and about, come on back to the show notes page and click on through directly to connect with Haley and her team. It’d be worth it. Trust me. They know what they’re doing. That there are, there are people who are really, who really have this process figured out. I really feel like Hayley and her team do. Thanks so much for being with us, Haley. It’s always fun to talk to you.
Haley Burkhead: 26:30 Yes, thank you so much. It’s great to meet everyone.
Frank Bria: 26:33 Yeah, absolutely. And thank you for being with us on this episode of the six or seven figure show. I’ve been your host, Frank Bria, and again so much that we’ve talked about terms of a customer success. If you, if you get that emotionality, if you get that customer success, if you starting to track, that’s a huge, huge addition to getting your program to function better as well. Thanks so much for being with us and we’ll see you on the next episode.