SELLER’S SECRETS

Making $200k/mo with a stranger from Southwest flight #1753 - Griffin Mallas

Who is Griffin Mallas and what is Build Your Practice?

Griffin Mallas is a Vegas born, Austin-based entrepreneur helping therapists grow profitable private practices. He co-founded Build Your Practice, doing over seven figures annually and scaling.

Listen to the full interview with Griffin on Youtube, Spotify, or Apple Podcasts.

Speed Run: Griffin’s Come Up Before Build Your Practice

• Came up chasing a shot at pro soccer

• Transferred colleges twice to start on D1 team

• Lived on $500/month while finishing two degrees

• Majored in philosophy, got a psychology master’s

• Learned digital marketing from YouTube, trial-and-error

• Started dropshipping while still in grad school

• Met BYP’s co-founder in the last row of a Southwest flight

• She told him, “Nobody ever teaches these kids”

• He asked, “Should we teach them?” and pitched BYP v1

• Went all-in on business after Kobe’s death sparked clarity

Griffin’s Sales Alpha and Best Practices from Build Your Practice

1. Sell the life upgrade and outcome, not the deliverables.

   Griffin learned that selling online courses/services isn’t just about the content, “it’s about the end result.” For therapists, that means a full client calendar and autonomy. So he shifted messaging from “learn business skills” to “build your dream practice.” His best-converting funnel now begins with the simple hook: “Do you want a full private practice in 90 days?” That outcome framing changes everything. Lead gen, objections, and even price positioning.

2. Don’t waste time selling to unqualified buyers.

   Griffin’s system uses setters and closers on the back of mostly paid ads, but “everyone’s already warm.” Instead of running cold outbound, they leverage a community funnel. Mostly Meta ads, Instagram, Youtube, and followed by a slew of educational content. Setters engage based on reactions and content views, not random DMs. “If you see our content and raise your hand, we’ll talk.” This pre-frame makes closers’ jobs much easier while lifting conversion rates across the board.

3. Intellectual buyers prefer authority-first selling.

   Griffin never worked in sales before starting this business, but leaned on academic credibility and niche experience when learning “how to sell” BYP’s services. “Having a psych master’s helped so much, it gave me instant trust.” His early pitches weren’t about persuasion; they were about being understood. For anyone selling to a specific profession, Griffin’s lesson is simple: expertise beats charisma if you’re interested in running or selling for a low-churn business. Demand high-ticket pricing with this strategy from day one.

4×4: Action Items to Gain Seller’s Traction (Implement These)

1. Build your sales process around a stupidly simple and clear outcome.

   • Griffin’s pitch: “Do you want a full private practice in 90 days?”.

   • Narrowly define the transformation your customers want most.

   • Write your headlines and copy using their words, not yours.

   • Cut anything that doesn’t drive toward that one result.

2. Stop splitting energy across multiple targets early on.

   • Griffin shut down one biz to go all in on BYP, before significant revenue.

   • Find what you’re passionate about (and what meets your needs).

   • Cut the loser. Double down on the winner.

   • BYP crossed 7-figures in year 4. This year, they’ll almost double.

3. No more wasted space on your sales calendar.

   • Hire, delegate, and systematize what you can for efficiency.

   • Create educational resources so leads aren’t as “cold” on call.

   • Define a repeatable process that works well for you and your team.

   • Inbound is easier than outbound. Create. It’s a magnet for what you sell.

4. Talk to strangers more often to increase your luck surface area.

   • Tap the shoulder of the lady next to you on your next flight (maybe).

   • Learn what your customers like and don’t like. Refine processes.

   • Learn what they need, why they need it, and why they don’t have it yet.

   • One harmless convo can change the direction of your life. Have more.

Listen to the full interview with Griffin on Youtube, Spotify, or Apple Podcasts.