They Didn't Want Her Money...

Want to SCALE your business? Go here: acquisition.com
Want to START a business? Go here: skool.com/games
If you’re new to my channel, my name is Alex Hormozi. I’m the founder and managing partner of Acquisition.com. It’s a family office, which is just a formal way of saying we invest our own money into companies. Our 10 portfolio companies bring in over $200,000,000+ per year. Our ownership stake varies between 20% and 100% of them. Given this is a YT channel, and anyone can claim anything, I’ll give you some stuff you can google to verify below.
How I got here…
21: Graduated Vanderbilt in 3 years Magna Cum Laude, and took a fancy consulting job.
23 yrs old: Left my fancy consulting job to start a business (a gym).
24 yrs old: Opened 5 gym locations.
26 yrs old: Closed down 6th gym. Lost everything.
26 yrs old: Got back to launching gyms (launched 33). Then, lost everything for a 2nd time.
26 yrs old: In desperation, started licensing model as a hail mary. It worked.
27 yrs old: "Gym Launch" does $3M profit the next 6 months. Then $17M profit next 12 months.
28 yrs old: Started Prestige Labs. $20M the first year.
29 yrs old: Launched ALAN, a software company for agencies to work leads for customers. Scaled to $1.7mmo within 6 months.
31 yrs old: Sold 75% of UseAlan to a strategic buyer in an all stock deal.
31 yrs old: Sold 66% of Gym Launch & Prestige Labs at $46.2M valuation in all-cash deal to American Pacific Group. (you can google it)
31 yrs old: Started our family office Acquisition.com. We invest and scale companies using the $42M in distributions we had taken + the cash from the $46.2M exit.
32 yrs old: Started making free content showing how we grow companies to make real business education accessible to everyone (and) to attract business owners to invest or scale their businesses.
34 yrs old: I became co-owner of Skool.com to help the many people who want to start a business online do so.
Today: Our portfolio now does $200M/yr between 10 companies. The largest doing $100M/yr the smallest doing $5M per year. Our ownership varies between 20% and 100% ownership of the companies. Many of them we invested in early and helped grow (which is how we make our money - not youtube videos).
To all the gladiators in the arena, we’re all in the middle of writing our own stories. The worse the monsters, the more epic the story.
You either get an epic outcome or an epic story. Both mean you win.
Keep crushing. May your desires be greater than your obstacles.
Never quit,
Alex
FULL DISCLOSURE
I make content to make money - just - on a longer time horizon than most. I want to build trust with business owners so we can find the best ones and help them scale. And if they’re awesome, write them a check and go all the way as partners.

[@starfire626]

You’re not losing money if your book solid. If there’s no space for her, then there’s no money to lose.

[@Feyfern]

But they didn't say they were booked up, they said they "don't do same day appointments". It was their policy. If they had been legitimately booked up, it would have actually made them look better because it would be social proof of their quality.

[@Noadvantage246]

@@FeyfernHe said she went to yelp and started with the highest rated place. Given their ratings and SEO status as the first result they most likely were booked out 2 days.

[@midgetsasquatch5653]

💯 I turn away business all the time. I own a barbershop, and while I do try to accommodate everyone, I never "squeeze" people in when it will cost quality of service.

[@Hisoka9292]

There are tons of baberos that are often booked cuz they don’t have the time. They literally have every time slot taken.

[@JamarRosales]

If you're booked up and turning customers away it only means you're stifling your growth, you could grow but refuse to. You've reached the limit of your own limiting beliefs

[@astloom8903]

Or they’re just fully booked?

[@josephetim3715]

They were not fully booked... They only do reservations...

[@astloom8903]

@@josephetim3715 they only do reservations because they’re fully booked? So u don’t walk in the place expecting to get ur nails done that day. It’s the same thing as a high end restaurant. You have to book days or months in advance, they have so much demand they do not care you don’t go to their place because they already have customers ready to fill up the slots months beforehand.

[@christopherpalmer4243]

That's what I thought

[@dogago6846]

@@astloom8903it’s not to clear tbh. Because he said they don’t do “same day appointments” which doesn’t say if they are booked or not

[@blahblah8372]

This is the dumbest thing he has said so far.

[@gabrielwilkinson4784]

I know! I really wonder what their relationship looks like behind the scenes. I wonder who wears the pants. It's the logical fallacy to believe that both people can wear the pants. But who wears the pants? I strongly believe that it's Layla

[@TBlock1347]

He just talks out of his ass sometimes.

[@divinghutch1035]

Actually, not even close...dumb...but he's said worse

[@user-gd8in5zx8z]

Said the brokies

[@Laughable000]

​@@TBlock1347 this is what happens with content creation. It's like "publish or perish" in academia. Plenty of solid advice but it gets to a point where people just churn out whatever just to stay visible

[@dadadannn]

Its not necessarily that they think theyre so great you need to book in advance…if theyre booked out that day they don’t have enough manpower to accommodate another booking…

[@KymKiswe]

Exactly

[@Yoitsbobbyboy]

Depends on if they were actually booked completely that day which we don’t know from the details given to us so your outrage is kind of weird.

[@TylerB_777]

You're missing the point. They tried and made it work. So many times people just give the canned answer.

[@thomass789]

@@YoitsbobbyboyWhat is even MORE weird is you calling their comment “outrage”. Are you really that sensitive? Outrage? 🙄🙄 They are simply applying Occam’s razor, that the simplest explanation, is probably the actual explanation - that the shops telling her that they are already booked, probably are.

[@Yoitsbobbyboy]

@@thomass789 or they just don’t take same day appointments. It is a bad marketing strategy. You could just say hey sorry we’re all booked today but instead they said we don’t do same day appointments which they could have nothing going on that day but policy is policy I suppose. But yeah I’m the weird one. Whatever bud.

[@kuroihana9360]

I am appointment only because I’m booked 5 months out. Businesses want the clients that appreciate and respect their quality and skill of service. Their books will continue to be full regardless of someone without patience calling on a whim.

[@AnimateAlex]

This is incredibly wrong. She found the top rated salons in the area and was disappointed to not get a same day appointment- they are top rated and booked solid, they even tried to be accommodating for the next soonest availability. No ego involved at all, starting to think you got lucky in the fitness industry.

[@EpResells]

Or they are booked for 2 days

[@AustrianEconomist]

Listen to the god damn video man. He literally said “they said WE DON’T DO SAME DAY APPOINTMENTS”.

[@Jackthedog928]

@@AustrianEconomistbecause why? They’re that busy. Why would they be that busy? They’re in demand and can’t keep enough good staff to their standard.

[@ItzFisH_]

Couldnt have said it better myself​@@Jackthedog928

[@hellbenthades]

​@@Jackthedog928that's different tho, we DON'T; as opposed to we CAN'T but would like to. Very diff. However it could very well be the case that they can't and phrased it incorrectly. Like a wise man once said, "Poor choice of words." - The Joker. Lol literally in this case since they lost money

[@rainrichards8068]

​@@hellbenthadesthey may have lost her money but may have gained a lot more from others. One service based shop can't serve everyone at same time.

[@jerryduffey1118]

Customer fit. Not every customer or customer request is a good fit for every business. That's OK.

[@thomass789]

Alex is WAY TOO SMART to actually think that ego is the reason. Most likely, they are just avoiding overbooking, in order to keep their clients happy and maintain their spot as “highest rated” on yelp.

[@Alfredito999]

Bro so many business are egotistical about shit like this especially barber shops

[@thomass789]

@@Alfredito999Bro, why in the world would a nail salon NOT want the business, if they had openings?

[@cb2253]

⁠@@Alfredito999yeah a lot of them have reservations, pretty entitled to think that you should get a walk in when ppl already scheduled beforehand. Plenty of walk in shops available as well

[@dinashlal988]

Finally, proof that he doesnt know what he's talking about in all areas he speaks on. Its not egotistical, its prioritizing your regular customers over someone who is visiting you town. Time and appointment slots are limited. Also, you dont know what kind of can or worms you avoided by not taking a random person not from your local area - sometimes customers go to a place they never intend to return and unload their BS - ask a Barber

[@evilsbane7773]

That money lost is probably worth it to the owners due to their boundaries they have for personal, family, and friend time.

[@jefdby]

This!!!

[@latenttweet]

And employees

[@nsa9821]

100%

[@worldtraveler3044]

Exactly. We’re booking out to December & do not even want customers like this jag off.

[@Sorou.]

Don’t have a business then

[@Peaceful_waters]

They're booked for a reason...

[@worldtraveler3044]

Yup, they got third…

[@brederbeeld]

Leila’s poor planning doesnt constitute an emergency for these businesses

[@theonee9104]

😂😂stewie Griffin

[@worldtraveler3044]

Yup, planners get the best. These people get third.

[@keithporter9692]

This just sounds like a rich dude didn’t get to jump the list

[@DDDJr]

Meanwhile, Alex says in another video he won't help anyone for less than $50K per hour.

[@Nortio]

Bc it litterally isn't worth his time. He has his hands in so many things, it would legitimately be a waste of his energy and time to charge less than that. It's not the same thing as a small or medium size business denying a customer because they don't do same day appointments. It could be that their schedule is full and therfore physically CANT accept same day or maybe it's just a policy. We don't know all the details

[@franksindoneii5410]

@@Nortiolmao how much shaft is down your throat right now ? 😂😂😂

[@anujchhikara-zy4mx]

Don't entertain everyone is the thing you want to keep in mind

[@tenetennba6529]

I'm pretty sure that if they said they were fully booked, people will whine and plead to be given a place after hour or in-between. So having this rule will prevent that and create a good environment for employees and customers

[@carranzakr]

This is the first time I hear a bs advice from this dude

[@nuotna]

Yeah. This is bs

[@thomass789]

It is absolutely bizarre that he thinks that ego is the reason that THE HIGHEST RATED nail salons, don’t have immediate openings. Uh, why do you think they are the highest rated? Because they are sitting around with nothing to do, and in need of customers?

[@blurabbit6476]

He has a lot of bs advice, but most are good enough

[@gabrielwilkinson4784]

He's starting to be consumed by her. Woman boss is coming for his balls 😂

[@Jzcmnbk]

​@@thomass789lol

[@jeanfelixlaflamme]

Or maybe the reason the first 2 said no is that they are good and thus fully booked whereas the third one sucks and thus is empty. Just a thought

[@withwilk7473]

Not entirely true, you can definitely be picky with your customers. If I ran a nail salon and a client like her wanted everything on their clock, their way, yea go somewhere else. You can actually build a client base of decent paying customers and limit the headache you have to go through

[@bossmanebz]

Hmm this kinda conflicts one of your other videos, when you say the most successful people are good at saying no, and that's literally what those salons did. Guess the context was different but not sure

[@lordofgingers]

Depends on the industry and the customer. I’ll take 100 good clients over 500 “let me speak to your manager” any day.

[@worldtraveler3044]

Yup, this guy is such a d-bag that I immediately added him to the national b-list

[@dotcom2463]

Hmmm…he’s another thought for you mr guru…maybe they were booked for those 2 days

[@noraberaja336]

Alex you are right about this. The business will never get that person back again. Customer service is gold!

[@sodopianos1412]

It’s an old model so I understand where you’re coming from. Today we are simply that busy now.

[@Chubby-2shoez]

Yeah they lost out on one client from out of town, really not that serious. They are the 1 and 2 rated nail salons.

[@demproblems]

So, if I don’t have any availabilities for today and I am booked 2 days in advance, I lose money? I must be doing something wrong 😮😮

[@naeemsemerkant8893]

When you have a booked out calendar, there’s literally no way you can fit someone in your time is valuable. You can’t just take anything and everything that comes in through the door. And that allows you to charge more for your customers because there is more demand.

[@theotherlee28]

If you had already booked a timeslot and they stopped helping you to assist a walk-in wouldn't that be even worse?

[@rhys9957]

They ain't losing money, they're at the level of success that they don't need or want difficult customers. That is success.

[@MrPePeLePuo]

Im not worth 100m dollars, but even i know that once your schedule is full theres no more room for anything else

[@mrbutish]

I get what he is saying, having ego costs money. So it is a problem of having sufficient capacity and not being too aggressive with ratings. Most people are saying it's not losing money if you're fully booked - but that's a skill issue

[@LukeHixsonYT]

To everyone saying this is dumb: he’s not talking to people who are actually booked. When I joined my first sales team, the setting script had us cut completely open weeks into 2 hours. The managers would then say “make it seem like you’re busy and in high-demand, even if you have no appointments.”

[@The_RoguePrince]

When a rich person doesn’t get their way “you’re failing as businesses, you must take all clients at all times” 😂😂😅😭😭🤣🤣

[@dirtyd3320]

Dude they were booked. This happens to me all the time. Its not possible. Now i have twice had someone say, "listen, money is no issue. I really need this done" and i rescheduled someone for them. Theres literally no reason to do it otherwise.

[@ArmanGT]

I don’t think this is dumb what hes saying, I’m a veterinarian and I will say yes when our schedule is full If you’re fast and can get what a pet needs faster than normal without sacrificing quality then yes I do take animals and yes they do become clients for life very often because others wont take it Alex your videos help us out in the veterinary field as well, keep it up my G

[@Itsharperleigh]

This has to be for engagement 😂my grandmother always says “poor planning on your part does not constitute an emergency on my part”

[@MeetSuperDave]

Not everyone’s priority is making the most money. Some business owners prefer to run a business to their preference if it means losing money at times.

[@manuelmenendez8239]

They usually charge more by making their salon feel more exclusive. It can be branding

[@serdaragirbas7487]

The only thing it is good for is food businesses, to be busy or fully booked in a restaurant is such an enticing thing in the trade!

[@gabrielwilkinson4784]

Alex, no every business wants to scale to ungodly levels. Some businesses just want a good work-life balance and are not looking to retire via entrepreneurial endeavors and selling their business

[@CAsaidit]

Or the businesses rely more on regulars who do set appointments consistently throughout the year, not these once or twice a year customers.

[@gtcam723]

In fairness, a lot of times, it’s a matter of finding enough staff or having enough room for the staff. Some places have demand grow faster than they can accommodate it.

[@johnwithrow9992]

People are misunderstanding being booked and having no room, versus a policy of no same day appointments like he’s explaining.

[@TASpale]

Or maybe since they are the top rated salon maybe they actually don’t have availability? Like why would the salon not want to make more money?

[@bornaghadamzan2223]

It’s doing the little things that make you the best. Everyone is doing 90% just stay open at any business.

[@andrewpham898]

If they "only" do reservation then like he said, they just lose money, but if they are fully booked then the business is thriving, she is just another customer to them.

[@TommyMutchler]

This is probably the only Alex video I don't like and where I think they're wrong. It's always better to have more business than you can handle.

[@RetroGameDungeon]

We do the same thing with dog grooming. My wife and I can get someone in literally same day or for sure same week. That’s unheard of in our area.

[@vijayraghavan9558]

This is the exact opposite of what he teaches in his book $100M offers where he says “Don’t worry about losing money when creating genuine scarcity”, now he detests a business which actually applied his business advice?!

[@uwotmetemette6333]

that's not egotistical or losing money. Taking in more people than the people you have a capacity for is underproducing and damaging your efficiency. It is more efficient to take in the correct amount of people you can handle and keeping days booked up until your profits raise enough to afford another station.

[@C-commerce]

I usually agree with his advice but In this case not so much. I am booked for months at the price agreed upon. I spend that time with that client and don't want to rush anything. Quality matters in some cases

[@weytze]

Yeah. The other side of the coin is... if you think your money changes the future of the business you go to... that is actually egotistical. 😂. I am so great, that, if you do my nails, you are set for life.

[@auspistic]

Next time that customer calls, they'll expect same day appointment again. If she doesn't get it, she will move on to the next place. You get repeat business by taking care of qualified customers. Someone who starts out inflexible is not a good candidate for repeat business.

[@chefhak]

Even some Michelin Restaurants you need to book 2 weeks to 30 days ahead and aometimes pn a rare occasion they will accept walk in customers

[@T0TALLYKYLE]

They’re booked with customers that made appointments. Bad business would be fitting her in and then you make all your scheduled appointments run later 🤦‍♂️

[@SokolVjerdha]

Many businesses want to increase or maintain a “status” with customers, by most of the time, pretending to “look busy” while loosing revenue, and especially customers and their word of mouth side effects! “We don’t do same day appointments” that shop belongs in that bucket. Since they are top at Yelp, hypothetically, they have the capacity to accommodate 1 more customer! Lucky the one shop said yes! They got a great recommendation and many long term representative! This happened to me few days back, when wanted to a some Notarious certifications! Got the job done, exactly the same way as above!

[@123456ashake]

Wouldn’t this also promote the wrong customer behavior? If the first two spots her as a walk in despite being fully booked or company policy, Leila will expect to get a same day appointment from them whenever she goes back into town, and when they say no she drops them and goes elsewhere

[@ashonlangston8375]

He’s right if he’s right and wrong if he’s wrong.if you’re not a struggling business then you don’t need to worry but I would guess that if you’re getting called regularly and that’s your answer then you probably need to expand your business unless it’s like a niche service you’re providing. Quality over quantity depending on the situation.

[@chrisdranfield3828]

The only one with the ego is the one calling expecting a business to accentuate them when they are booked for the day.

[@michael3545]

Haven't you said before that you want to create a sense of scarcity so that customers want your services even more? How do you reconcile this?

[@Thephoenixrebirth84]

Alex you would be surprised how little some business owners care if they believe they own a piece of the market in their area

[@AaronDoud]

The importance of overstaffing summed up right here. If you staff to the current business needs you will be losing customers. Some you will never realize you lost. Raise prices or whatever you need to. But find a way to overstaff. Otherwise when this happens you are just handing your competition customers.

[@nsa9821]

IF, and only IF they were fully booked, their reason is valid. No other way to spin it. Not necessarily egotistical. That’s your assumption.

[@JamesFoxPodcast]

Unfortunately like a lot of the comments. This is one of my first times. I do not agree with Mr. Alex. It is not ego that I can't see you today.

[@Aubatron]

Sounds like she went to the place that was less booked up for a reason.

[@nudikprudik9887]

"we don't do same day appointments" doesn't mean they're fully booked in. they'd just say that. wtf is everyone on about

[@WarpedStone]

Idk why everybodies saying that's dumb; I find it perfectly true.

[@marcanderson8658]

It's like my hair cutter place, some days I can walk in and they can take me other days they're busy. I get it, if you're in town for the day like his wife you might have this issue happen. He's right that people would likely go to that same one in the future if they did a good job but the 1/2nd place of been actually busy. The worst is to overbook and the customer is sitting for an hour waiting.

[@JustMe-no8el]

Yeah they were probably fully committed. Sometimes even regulars have to schedule out a few months ahead for things

[@memeuchiha115]

tddw: if need clients and don’t have clients make sure your ego won’t get in the way, for all we know all three salons could be owned by the same family so even “loosing” a client to the first two that same owner will still get their piece from the third, context is everything

[@25261006]

Yeah, this is the wrong way to look at it. Is a restaurant always at fault if it’s booked solid and can’t accommodate you wanting a table? No. Same with those businesses, if they’re booked solid, they can’t take anyone else that day. Simple as.

[@LeafGamingXd]

That literally makes so much sense 😮

[@OnlyKnowsGod]

Maybe they couldn't take her due to being fully booked and used that term as a means to state such. I know from experience that if I goto a specific restaurant and each time it's full eveshally I don't bother going there I just assume it's full. Sometimes a business can be too popular. Great for the frequent customers bad for long-term growth.

[@keithoday1278]

Another gem alex all i can say is Mixy mixy

[@willblackburn3371]

The main thing I learned from this video is people actually use Yelp!

[@shiniinihs]

Rich people complaing about not getting what they want instantly, then saying the places are being egotistical, you deserve a bat

[@successandspirit]

The best way for a nail salon to lower good reviews is to overbook or make clients wait. Everyone hates that place that says yes and makes you wait 30 min. Seems like a policy built in real constraints. Weak example.

[@chrisarzu5196]

The one who’s not booked is not booked for a reason

[@williss1192]

Treat your customers like God. This is why you must treasure smaller businesses. You can profit if you can gain a connection. Everyone wins

[@cold485]

Where do you draw the line between this and making it hard to enter luxury stores? I'm not familiar with nail businesses but I guess it depends how established the business is? Should you have the line outside the shot and restrict access or not?

[@ioannismano311]

OI!!!!! WHERE IS YOUR NOSE THING?😂

[@Jmp424]

Or they were just completely booked with people who make appointments people can’t just sit around all day and wait for people to come in because they might never actually come in. People need structure in their appointment based jobs just like a salaried position as someone who sees clients if I can accommodate as same-day appointment I absolutely will however, that can be extremely rare and if someone doesn’t wanna make an appointment in the meantime, how am I supposed to get them into the rotation?

[@farhantalat8588]

I agree with a lot of what you say Alex but I have to disagree with this one, they are booked theres (a lot of demand for a service) in which they cannot fulfill, because they do not have enough labor to fulfill demand in time. This is a first hand experience from my barber

[@bigsasquatch44]

"I expect the world to accommodate me because I'm rich." Get real, dude.

[@ArtilleryAndy]

All the way down to tire shops that will charge twice as much as someone 2 blocks away thatll have my business and who ever i talk to in our small town

[@worldtraveler3044]

Nah, our business is over booked. We try to fit regulars in last minute, but usually it’s just not possible. Most of the time we’ll give you a few other recommendations. We are far from egotistical, you just aren’t planning & upset you didn’t get what you wanted asap.

[@thesharepointhelpdesk]

I'm lost in this one. If they literally can't take her and don't want to take her, how can they take her? Or is he saying, they could have definitely taken her if they wanted to? Like if she was famous, they woulda made room for her?

[@JoseHernandez-vi1iu]

I had to rehear that one because I just make sense is like in the hospital too. I’m trying to get booked and they’re like all day and then they canceled me. I don’t wanna go back. You know it sucks because I have to force myself to go back just to make money to make my meat.😅

[@DavidDeblaere]

Taking everyone who calls it walks in and you don't really have time for will get you knocked down from that top spot. Clueless

[@matthewshelley1437]

The reason companies do something like that is bc they can afford to

[@p_v1117]

I’m a fan of Alex and agree with a lot of what he says but this one seems contradicting to some of his other thoughts

[@KelpieMindTrickz]

Is it possible they were fully booked like a top rated place often is?

[@christianmcnally4323]

Guys I think that he's implying that YOU shouldn't try to PRETEND like you're fully book to look cool. Not that THEY were being egotistical

[@DanRichter]

Either way, they're leaving money on the table. If you're completely booked, your services are too cheap. If they're being "egotistical," well that one just explains itself.

[@kucomedia]

Right!!!! Happens all the time with hair salons all the time

[@syasyaishavingfun]

I think they are just booked through.

[@sadokbenk]

Lose a traveller who comes maybe once in their lifetime or a recurring customer...tough choice.

[@osvaldov7337]

This is kind of stupid. I wish I had a company where I can pick and choose customers and not be in a position where I have to take on everyone that walks in the door.

[@DarrenCato]

Leila is a freaking billionaire. Take a tip from Uber and implement surge pricing.