The Game with Alex Hormozi
How to Charge 3x Without Losing Clients. Hormozi Hotline | Ep 975
09 Dec 2025
Chapter 1: What is the main topic discussed in this episode?
We're gonna do more Mosey, her Mosey hotline, and we're gonna come in hot. What if AI kills us all? You won't know, because you'll be dead. And if it kills everyone, then all status games are over. And as soon as it's human against machine, we all lose.
And until then, it's going to be humans using machines against humans using machines, which is what it's been since the dawn of time, except swap machines for tech, but you get the idea. I would love to know how to be a giver and not a taker. Super easy, bro. You just give and don't ask for anything back, and you give to people.
And then when they ask you if they can do something, then at that point, you're taking.
Hey, Alex, how you doing?
What's up, man? All right, talk to me.
Yeah, man, dude, this is Sonia. This is Dr. Sander DeZerich, man. I'm a chiropractor. Been two years in so far, seven years as a total chiropractor. And yeah, man, I'm just trying to figure out like, okay, when I build momentum this year, and it's like, okay, how do I know when to keep going for more? How do I know when to just keep the momentum that I'm at, not overstretch?
Because I made a mistake earlier this year, and I'm just riding the loams ever since. What was the mistake? I... Started diving into mentors, sales coaching, marketing on Facebook. I'm just getting in all these expenses just trying to grow from the revenue I got.
Okay. Well, first off, I'll say this. If you pay one-time expenses in order for you to learn, I wouldn't see those as losses unless you learn nothing. If you learn things that are just you need to put into place in the business and they haven't fully come to fruition yet, I just see that as an investment. So I just wouldn't frame it that way, like thing one. Okay.
Second thing, are you at full capacity at your existing location?
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Chapter 2: How can I avoid overstretching while building momentum in my business?
And that is, to me, the path of the technician is the path of the artist. The other path, and there's nothing wrong with that. And you can make a ton of money doing that. The other path is the path of businessman. He says, okay, I have these leather wallets. I can hire other people to make these wallets for me. I'm going to train them up, or I can build machines that can do this with automation.
I'm going to build a manufacturing line. that can make these wallets even better than I could at, you know, a faster rate. And I can do it because I'm buying in bulk. I can buy, you know, materials for half the price. And then all of a sudden he becomes a businessman, right? But all of a sudden you're like, wait, I was a wallet guy.
Why do I have to learn manufacturing and supply and all this other stuff? It's like, well, it's because it's a different game. And so I think for you as a chiropractor, you have to make the call. Do I want to be a businessman or do I want to be a chiropractor? Do I want to be a technician or do I want to be in the game?
I think I've been, I went from being the artist to let me switch to businessman. And then I'm like learning the hard way. And I'm like, I think I want to go back to being the artist. The hard way is the only way.
Dude, it's the only way. How long did it take you to learn to be a chiropractor? Seven and a half years. Right. And business isn't any different. If anything, there's more stuff. I'm only two years in, so I'm waiting for that third year to five. Yeah, I promise you. I'll promise you this, and I hope we have a great callback, so I'll see if we put a note on this.
I promise you that when you're five years in, if you keep at it, that's the big caveat, if you keep at it, you'll grow.
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Chapter 3: What should I consider when investing in business education?
If that's what you want. If you keep at it. All the money I had from all my gyms went to zero after five years. So the only thing that's the outcome of this is your skills. That's all. And you're used to investing in education, so I don't think there's anything wrong with that.
But with regards to, all we have to do for your business though, let me zoom all the way out for how do you make this thing successful. The end state of what this looks like for you is that you nail your individual model with a way to have very sticky customers, option one, or option two, you find a way to charge as much as humanly possible.
I've really rarely seen chiropractors who succeed in any other way. They either have a very, very good recurring model that people don't stop, Or they charge $5,000, $10,000 for more specialized neuropathy, blah, blah, blah, that kind of stuff. And they sub-specialize in the things that people are willing to pay a ton of money for.
And they sell year-long service packages with supplements and things like that. So those are the – it's like either ultra-high ticket or you build something that has really high stick.
Chapter 4: How do I know if I'm at full capacity in my business?
Once you nail that model – then like I'm telling you the skills that you're gonna have to learn, that's thing one. Thing two is in learning that you'll have to learn how to generate leads and sell them, right?
After you've done that part, then you're gonna have to learn the game of attracting talent and you'll probably have to give up, call it 10% ish, maybe 20 of the single location to get another chiropractor in there who's motivated enough to continue to work as hard as you will to make sure that the service quality is high.
And then at that point, you'll ascend into the M&A game, which is either, and I would recommend given the nature of the business that you're in, I would probably go via the M&A route rather than build. So I'd rather just buy. It's so easy to find chiropractors that will sell their businesses for basically zero that it's easier to just retrofit them.
And then that would be once you're in the game game. But that might take five to seven years. And that's okay. I'm being real.
There's a joke. There's a joke we made. Once you're done with medical school, you get paid the big bucks. like, what, 10 years later? So I'm, like, what, two years away from that, three years?
Yeah, you make a big buck a decade later.
Yeah.
I'll stay in the game.
I'll do my best.
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Chapter 5: What are the differences between being an artist and a businessman?
Tell me the one thing that you want me to help you with your business right now. All right. Talk to me, man.
All right. So I have a school community where I help fishing guides grow their business.
And I have a question about cold outreach metrics. Sweet. You help fishing guides grow their business. Yes. Dude, that is a niche. All right, let's rock this. All right, so, okay. And you help them with outreach or you're doing outreach?
I'm doing outreach and I have questions about my metrics.
Okay, go for it.
So what are you doing outreach on? So I use Google to manually find metrics 700 fishing guides phone numbers. And my money model is essentially to give away all the information for free as a decoy offer and then upsell them into a one-on-one coaching tier. So I sent them a message asking if they want a free step-by-step guide to learn how to get more bookings.
about 8% of them said, sure, send it over. Then I send them a link to my about page, which converts at about 15% for that free decoy offer. And then I was able to get a couple people to pay for one-on-one coaching, which got me to about a thousand dollars a month. But my goal is to get to 10 a month. So my question for you is, should I be more focused on
improving the metric since fishing guides is such a small niche or i just need it's a small pond pun intended i need a couple quick stats that i want to get from you so how much does the average fishing guide make the average fishing guide makes probably about 30 to 50 grand a year in profit
Oh, okay. Got it. So 30K to 50K. Okay. How many actual fishing guides are there in, I guess, I mean, shoot, is it mostly the U.S. that you work with?
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