Peter: Today I'm joined by Lexi of Lexi Butler Photography. Lexi has a lot of insights to share, particularly for people looking to transition to full-time. Introduce yourself.

Lexi: I'm currently a molecular technician in a pathology lab, and I want to be a full-time wedding photographer. I shot my first wedding last March for a friend and fell in love. Since then, I've dived deep into learning. Before booking with you, I'd only shot one other wedding, also for a friend, so I'm still really fresh. I officially started my business last October, and I'm proud of what I've done in my first year.

Peter: How did we get connected?

Lexi: I was looking for Facebook groups to learn from and came across yours. Ashley messaged me, and I agreed to hear you out. I was on the fence because we'd just gotten our tax return, and I was so close to buying my dream camera. I told you on our consultation call that I could either invest in myself or in professional-grade gear. Investing in myself was the best decision I've ever made.

Peter: I remember telling you, "Sign up with us, and you can buy all the gear you want." People tie up their capital in gear instead of investing in themselves and their business. Once you know how to make money, you can do whatever you want with it.

Lexi: I wasn't getting any leads or inquiries, and I desperately needed them. Not to sound cocky, but I knew my work was good and that I could provide a good service. I just wasn't getting in front of people. I also wasn't business-minded at all. I'd heard that if you don't know how to run Facebook ads, you shouldn't waste your money, so I didn't. I tried giveaways and posted a series for each engagement session on Facebook and Instagram, but people just weren't coming to my page.

Peter: Everyone knows they should post on social media. But if you don't have an audience of the right people, you can post all day and nobody sees it.

Lexi: There were some problems with my ads on my end at first, but once they were running, leads started coming in. I decided to do exactly what you said and follow your rules. From April 22nd to the end of April, I did one consult, and it didn't go anywhere. The next month, I did 18 consults and closed 10.

Peter: What happened that first month?

Lexi: I was still getting used to the process and having conversations without offering to get on a call. I wanted to get through the training first so I'd feel confident, because I was scared. I didn't feel confident talking to people and selling.

Peter: Marketing and sales are sisters. You can have great marketing, but without the confidence and skill to close, you can have lots of opportunities and not make much money. Why did you commit to following the process?

Lexi: Before I signed up, I watched your interview with Jordan, and something she said clicked. She just did what you said, like listening to the videos over and over. So at work, I'd have my earbuds in, listening to the training and letting it soak in. I still do that whenever I'm not confident about a specific part.

Peter: What does your schedule look like?

Lexi: I wake up at 5:30 and work at the lab from 6 to 2. I skip lunch so I can get out a little earlier, and once things calm down around noon, I'll listen in on your coaching call. I get home around 2:15 or 2:30 and start messaging leads right away. I start discovery calls around 3 and take them until dinner. One night I had 15 minutes to eat before a consult. Then I do consults until I start getting ready for bed around 9:30. I message leads in between calls and around dinner too.

Peter: If you have a nine-to-five and want your own business, you need a five-to-nine. Why are you willing to do all this?

Lexi: I have to get out of my job. It's mentally draining, and the building itself is a health hazard. I have a date for putting in my notice, and I look at it every day.

Peter: The people I see really hit their goals have a strong reason why it's a must, not a should, and they chip away at the goal consistently every day.

Lexi: I'm planning to quit at the end of September. That's a three-paycheck month for us, and the third check doesn't have benefits taken out. I was originally going to quit in December, but things keep getting worse at work. Realistically, I could quit at the end of August, but I'm giving myself a little wiggle room. I've been saving six months of my and my husband's expenses and loans as a safety net. Honestly, I could quit right now and be fine.

Peter: When we started and I told you we'd get you out of this job and make you a full-time photographer, did you think I was crazy?

Lexi: A little bit. But I'm so happy I trusted you.

Peter: In your second month, you gave offers to about 19 couples, and 10 said yes. That's over 50%, with no sales training. Why do you think you picked it up so fast?

Lexi: The process is laid out so clearly. I didn't always feel confident, but couples would still book, and I'd think, "The process is working."

Peter: You're also on almost every coaching call, and you work closely with Morgan, so you're saturating yourself in the material. I talk to people who get three to 10 leads a month and do two consults a month, and they're surprised they're not making more money.

Lexi: I'd heard you and others say you have to talk to a certain number of people. It's laid out in numbers: to reach your goal, you have to do X. You need to talk to a lot of people to book a lot, because a lot of them will be no's. Since I started with you, I've had conversations with 305 people.

Peter: Some people don't want to hear that, because it means a lot of work and a lot of rejection. But while you're doing it, you're building your audience and making connections with wedding parties and vendors. Eventually you may not need as many calls. But if you're trying to launch or scale, you have to talk to a lot of people.

Lexi: I've collected $22,325 in cash, which is more than I make in a year at my job. My revenue is $42,550.

Peter: You made more in about two and a half months, in a business that isn't even a year old, than your full annual salary. And you have these skills for life. What's next?

Lexi: Quitting my job, and challenging myself to keep getting better every month. I'm also trying to get my husband into video so we can offer both. He already comes to some weddings as my assistant and asked, "Why just stand there when I could do something?" He's testing it out to make sure he actually enjoys it.

Peter: You're in Arkansas, not New York City. You're low-key, but you're a killer behind the scenes. What do you attribute that to?

Lexi: I'm a perfectionist, and I love a challenge. Quitting my job, launching my business, and going full-time is a big challenge, but it's fun. This one is going to make me a better person, and I get to help a lot of brides.

Lexi: I only offer collections with albums, because I think every couple needs one. I'd never sold an album before, so I reached out to an album company and chose them because the quality is so good. I'm going to make one for my own wedding.

I did a free engagement shoot before I started working with you, to get my name out there. When I finished editing it, I texted her: "I'd feel bad if I didn't offer you this album or wall art. You need it." She said, "I definitely don't want our photos just sitting there." I have her reveal session tonight.

Peter: For anyone listening, we're talking about albums worth $2,000 to $4,000 after the initial booking. Every client we have who sells albums successfully has total buy-in that couples need them. When you're in love with what you offer and you want the world to have it, that's a superpower.

Peter: What's been the most transformational thing since working with us?

Lexi: I had no business knowledge at all. Now I have a lot more business, marketing, and sales experience. I'm not as ignorant anymore, like thinking, "People won't buy this." And I'm shocked at how little photography has to do with running a photography business.

Peter: Photography is the fulfillment, the vehicle for delivering what couples really want. What would you tell a new client who doesn't feel confident yet?

Lexi: Hearing no is part of the process. Trust the process and practice it. You'll get more confident, it'll show, and you'll book more. Just keep hammering. You can do it. If you want to set yourself up for success, aim for 10 to 15 discovery calls a week and at least five consults a week. That's what I do. I calculated it once: I work 40 hours a week at my job and about 45 hours a week on my business, including weekends.

Peter: And what would you say to someone who isn't a client yet and is skeptical?

Lexi: I was the same way. I asked my husband, "Do you think this guy's legit, or is it a scam? It can't be true." He Googled it and didn't find much, which made it seem even sketchier. But I told him, "I can't let this be a potentially pivotal moment in my life and not take the opportunity." I saw it working for other people, and I was determined. I'm so glad I did it.

Peter: Jordan was in a similar situation as a full-time police officer doing consults at night. When she quit, she said, "What do I do with all this time?"

Lexi: That's what I'm worried about too. I'm already planning a schedule for when I'm home full-time.

Peter: You'll have new projects, like building your team and offloading tedious work. Six figures is in the bag for you this year.