Andy Elliott’s “No-Plan-B” Path to Building a 9-Figure Sales Machine | #Sales - Ep. 38
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This is the Russell Brunson Show. What's up, everybody? Welcome back to the show. I'm here today with one of my friends and someone who is world traveling right now. We happen to catch him between Dubai and Arizona. He's here today. It's Andy Elliott. Andy, how are you doing today, man? Amazing. Every time I'm with you, it's always hard.

Party. It's always a party. I want to lead this out, and I don't think you even knew this, but obviously this year you came and spoke of Funnel Hacking Live. You crushed it. It's such a great job. But the last day I gave a presentation, and maybe somebody told you, hopefully, if not, I should send you a clip because it was big, but I was talking about the last decade of ClickFunnels, like what we've gone through, and the ups and the downs and everything. And, you know, when I was telling the timeline of our history, the first –

you know, seven or so years was just like, it was just like, everything's on up, like amazing, amazing. And then, you know, uh, seven years in, then we started having all sorts of issues and problems. And, you know, my best friend slash CEO passed away. And, and then,

And, you know, we launched the software and just all these things that were really, really tough. And anyway, in this, as I'm going through the whole story, it was very emotional. And I got to the spot where I actually talked about flying out to your offices and how you helped me to remember who I was. And when I told that story, literally the entire audience came up, standing ovation, like everyone's crying. And anyway, but it was a, it was like a really cool moment in my timeline that came back to like you, like,

being willing to reach out at a time and like shift me and, and, uh, and it's been amazing. I just wanted to like lead with that. Like, first off, thank you so much for being willing to, that means the world to me. Like forever. I'll be indebted to you for that because, uh, I was going down a path where I was struggling and you, you were willing just to take a day and shift me around and get me back, back on fire. And now the last, I don't even, what was that? Was that a year ago, six months ago?

Whenever that was. Six months ago. Yeah, it's been really amazing since then. So first off, I want to thank you for that. And then second off, obviously, if I'm not keeping live, you had a chance to kind of tell your story, but I want to talk more about

honestly, like the marketing of your business. Mostly I talk about my audience is the marketing side of things. And I know what you do, you teach sales and you're one of the best sales trainers I've ever seen. But you've also grown a business very rapidly in a very short period of time. And I want to dig a little bit more into that. So to lead off, I'd love you to kind of talk about just how long ago you started this whole business, your movement, what you're doing. So people can get an idea of the timeframe this is happening in and then some of the growth numbers over the last couple of years. And then we'll kind of dissect it after that.

Okay. Well, number one, I'll tell you when everybody was standing and they were clapping and crying is because you told the truth. We all lose our way along the way at some point. And most people, they quit and you didn't quit. And you reminded yourself that you're worth it, that all of this pain was worth it, that you're going to prove everybody wrong. That doubted you. I mean, you got a lot of haters and you've done a lot of things. And sometimes you're doing great and this, this, this, this, this, but that you don't always get to stay the king forever.

And so, you know, when you got hit, you know, it hurt. And most people quit when it hurts. And I always say it's like a good marriage is like, it starts out really good and then it gets really hard. And then it gets really beautiful. And most people never make it to really beautiful because they never make it through the hard stuff. And you just made it through your hard part. And dude, you're on, you're gonna be on fire for the rest of your life. So you shared where winners live, where quitters quit, where everybody quits. And so I just want to say like,

That right there, that's why everybody was like, that guy just told the truth. Okay, I love the strategy. I love the way you win. I love what I should do when I'm marketing. But what do I do when I don't believe in myself anymore? When the whole world's against me, everything's falling apart. People that used to believe in me don't anymore. I'm questioning myself. My wife's kids look at me like I'm crazy. They're saying they believe in me. I'm not sure if I believe in anymore.

and then you grab a hold of somebody. It's like, dude, this is who you are. Freaking wake up. And by the way, that's what you did for me in 2020. And so I just want you to know, when I started here, my life changed when I bought the KBB, the broker blueprint was you, it was Dean Grassosi and Tony Robbins. And I would spend $3,000 on a course that would forever change my life.

And so I just, I want to say like, had you not, you know, been involved in that, I wouldn't know who you were. I was watching a Tony, by the way, just so we can be completely clear, how quick some of you change your life.

You always talk about like everybody's good at something. And then if you're good at something, now you just have to get known, which is called marketing, right? And then if you have a good product, then you have to learn to sell stuff, right? One to many is your game, right? I've always sold one to one. And so I was watching Tony Robbins. I was getting motivated. I didn't like who I was. I was looking for a change. And then there would be this pitch, which I didn't know what pitch was. And it was like, hey, if you want to change your life, if you're feeling different and seeing things different, you know, like if you want this new life, like go for it.

And somehow I just, that was one to many. And I would buy, you were in it and you would talk about like Tony and Dean were talking about this. Like everybody has a specialized skill. If you do, people will pay you. They'll cut the check for speed to learn what you know. You know, if they go in a year and it'll take them, you know, 10 years to learn it. Well, then they'll pay you to learn it here. And I was like, well, I'm really good at sales. And so like, I decided to be the sales guy. And then I was like, how do I get known?

And I was trying to understand the marketing aspect, but like I had no marketing brain, but basically you have to get known either through paid or organic. You have to get known because if you have the best product in the world, but nobody knows who you are, you're going to starve. And, um,

I started watching and I was like, man, I got to get known. And so I honestly started on YouTube because YouTube would change my life because I was looking at how to change my life. It started on YouTube. And then I was like, oh, wait a minute. Like if I searched on YouTube to change my life, like how many other people are? And then I started realizing that YouTube and Google owned each other. And so I went to Google and I would type in like car sales training. And if anybody were to type in car sales training right now, you're going to pull a video of me.

And he would say, it'll say 22 million searches, but like I'm the first. How? How did I get there? Well, honestly, I just went and I typed in car sales training and it started pulling up videos. And I was like, how do I become those videos? And I was like, oh, look at the titles of those videos. And I just started going over to YouTube and I would make that the title.

And I would teach that title. It'd be like, how to sell more cars. And I'd be like, oh, I mean, how to sell more cars. Let me tell you about it. Hey guys, Andy Elliott. Yeah. If you guys want to learn how to sell more cars, that's what this video is about. By the way, I'd always say this is a value added video. This isn't about entertainment. This is about changing your life. This is about like your one event, one speaker, one, you know, one YouTube video away from a breakthrough. And I think this video is that video for you. And I would literally just start spitting off

how to change people's lives. And I did it for free. And I want to tell you something, Russell, everybody told me, and, and, you know, and, and I would learn later that the greats would say, give, give your best content online away for free because you're getting better every day. You don't have to hide your, your value behind a paywall. Give your best value for free because the greats, they grow every day. So, so every day you're getting better anyways. So if you find me tomorrow, you have to pay to keep up me tomorrow because I'm just keep getting better.

But I would start and I remember I was giving away all this free content on YouTube and people were like, oh, this is great. Well, I was putting out better free training than most people's paid training. So at the time, Grant Cardone was in the automotive space. And so I knew what his training program was because I bought it. I watched it. I was like, OK, well, I paid for this. I saw it online.

um, you know, it was old videos. It was like 15 years ago. I was like, dude, I'm going to record videos right now on today's market. And I'm going to be like up to speed and I'm going to be on fire. I'm going to be training fun again. And like, I'm going to have people get this for free and they're going to become raging fans. And you see like Alex Ramos, you do, you've seen all these guys do it. But I, I didn't know those guys yet. Then I just gave away all my content for free. And for one year, I would make three YouTube videos a day. I know that's extreme.

yeah a day but like but like i did i didn't know it was like you know no one knows who i am so it's like i'm thinking like the more videos i put out the more that they'll know me and so i just started putting out as many as i could but the one thing i did right was in the middle of every video i would say hey guys if you need help right now shoot me a text 918-210-0254

I didn't have a final Russell at the time. I didn't have anything. Honestly, it was my personal cell phone. Like, this is so crazy. I put my number out. I made these videos. And then after a couple months, I'm sitting there one night, 2 a.m. in the morning. This guy calls. I was like, hello? And he's like, hey, man, I want to see if I can get some help. And I'm like, dude, this is what I wanted. And then I remember we started getting three leads a day.

And I just couldn't believe it. And I was like, okay, if I could sell a $299 course, three people a day, it's $1,200 a day, start at $3,000 a month. I started thinking in my head. And then we started getting 20 leads a day, 50 leads a day, 100 leads a day. We average 1,500 leads a day now organically off YouTube. Honestly, I can't handle them all. I mean, totally transparent. We have so many leads. But I realized as I started that

that Google would send a YouTube video to every person that searched for something.

if you google anything right now it's going to serve you up a youtube video and so if you go to google right now and you type in car sales training andy elliott will pull up um now i'm trying to crack sales training as hard as i can which really we're in the leadership and even business development but it's just i'm known as the sales guy so i'm trying to take out as much organic seo sales stuff as possible and you know what i learned what i love from you is that the game is always changing is that there's no set rule

And as much as you think you understand the algorithm or you understand this or that, really no one understands anything. So you need to go as hard as you can. You need to have your hand in everything. And you're in the paid marketing game and you're really good at it and you're the best in the game. And if anybody in the world is going to have a funnel, they're going to sell one to many and they're going to do paid marketing. If they're not learning from you, they're absolute idiots. But I will tell you that it is a time right now where we are alive, where social media is free.

Okay. And if you're not doing it, you're an absolute fool. And so the greatest thing that I would do is that I would do it and then not stop doing it. And that's probably the greatest. I would tell you, we're here where we are today. And by the way, if you see my shirt, it says to live the life you want to live, you have to be willing to tell people things they don't want to hear. I would change my life by hearing a hard truth from my wife that she said, you're not being the man you're supposed to be. It's time to rise.

And I would tell that message a thousand times a day to everyone I talked to. Look, dude, if you're lucky enough to have one person in your life that'll tell you the truth, they're not going to tell you the things you want to hear, the things you don't want to hear, but things you don't want to hear are going to be things that will change your life.

And I would just run this game that, dude, like in order to get the life that you want, you got to be willing to do the things that you've been avoiding. And I just hammer that crap. And we all know it's true, right? But I would tell the truth. So when I got out on the internet, everybody's trying to be cool. I wasn't trying to be the cool guy. I never took pictures in front of a Ferrari, never took pictures in front of a mansion. I never did any of that. Matter of fact, I never even showcased my life. All I did was I would get up and be like, dude, are you ready to change your freaking life?

But I'd be like in their face and I'd be intense. And by the way, the hate came from everywhere, but also it woke people up.

And people like, dude, I don't know who this guy is, but he's alive. This guy's on fire. You know what I mean? I don't even know if I understand his message yet, but the guy's clearly stirred up and pissed off about something. And you know what? Like he's catching my attention. And so I always say like, you got to be willing to stand out, be different, make relationships that others can't, you know? And so like, that's how our whole journey would go. So we would post on YouTube every day. I didn't even get on Instagram until about

two and a half years ago i think um i didn't even know that instagram was important and bradley was like yeah i get on instagram and i'm like was that like snapchat and he's like no it's like instagram you got to get on there i was like that's for kids and he's like dude it's not you got to get on instagram so we got on instagram and then we got on linkedin we got on tiktok we got on facebook and then i just i started to hire a media team by the way the first three years i shot all my own content this is me every day hey guys what's going on it's andy and i did this

I mean, so like everybody's like got through. I see people brand new getting in the space. They got their own video guys and all this. I'm like, bro, like I don't have money for any of that. No, dude, I was shooting this right here. You know what I mean? Like that video guy can make you look cool and you can be fake and actually be nobody and he can make you look cool. There was nobody making me look cool. I was just yelling at that camera. And so I would say every one of you has an authentic self, right? Like Russell, you're an authentic you.

Someone can, all these guys are trying to mock you right now, all around the world. They're trying to model you, they're trying to mock you, they're reteaching what you've taught, but they're not you.

That's the greatest thing anybody can ever learn is that, dude, you freaking be you. Be unapologetic about being you. And dude, don't try to be like anyone else. Yeah, you can learn from everybody. You got to have high human excellence. You got to have high standards. But man, you'd be a psychopath for your beliefs. And don't freaking sell out for no one. And along the way, everyone's going to tell you, chill out. Do everybody tell me, man, listen, dude, you better chill out. Okay. Nope. I'm going harder now.

They're like, you better chill out. But what I do is I wear my heart right here on my sleeve. So my heart's here. I tell people, I'm like, do you listen to me? I'd rather you freaking hate me and change than like me. Or I'd rather you hate me and get better than like me and say the same.

And so like, I just started to tell people the truth and dude, we would build a nine figure business over a four or five year period of time. Really November of 2019 was where I bought your training program. November of 2019. It is May of 2025 now. So it would be five years ago. In two years, I didn't make any money. That's, that's the crazy thing. That's how this, that's how this game works.

It's like slow build up and then boom. Yeah, dude, it pisses me off. Like, honestly, listen, every occasionally I get a guy like, oh, I bought Russell's program. I made all this money now. And I love that. Like, you know, I'm like, oh, man, wow. I'm like, but that wasn't my story. My story was I got my teeth kicked in for two years. We didn't make any money. I didn't know what the hell was going on, but I didn't freaking quit. And do everyone that doesn't quit, that keeps learning and keeps self-investing and spending money on themselves. Eventually they freaking make it.

This is true. But I would tell you, if you don't get known, it doesn't matter how good you are at whatever you do. Everybody needs to know who you are, what you do, how great you are at what you do and where you're at, how the hell they can get ahold of you. And if that's not out there, you're screwed.

Funnel hackers, let me tell you a story that still makes me cringe a little. We were gearing up for a huge launch, funnels were done, landing pages were tight, copy was dialed in, everything was ready to rock. Except for one thing. We were looking for more support people to be able to handle the launch. And we figured no big deal, we're going to find somebody quickly. But that didn't happen. We spent weeks trying to hire the right person. We put listings on all the typical sites, but they got buried under a flood of random applicants.

who weren't even remotely qualified. It delayed our campaign, slowed our momentum, and ended up costing us tens of thousands of dollars in lost sales. That's why now I tell everyone to use Indeed. When it comes to hiring, Indeed is all that you need. It's built to help you find quality talent fast, especially with sponsored jobs.

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Indeed.com slash clicks. Terms and conditions apply. Hiring Indeed is all you need. All right, funnel hackers, let's have some fun for a second. One of the hardest parts about B2B marketing isn't getting attention. It's getting the right attention. I'm sure you know what I mean. Isn't it a pain when you see the weirdest ads showing up in your feed? Ads for things you know you would never use in a million years, and you start thinking, that person is wasting so much money targeting me for a product or service I will never use.

And here's the thing. Those companies probably thought that they were marketing perfectly, but they were wasting money because they didn't get their targeting right. And that's why LinkedIn ads is such a game changer. LinkedIn isn't your everyday social platform. This is where over 1 billion professionals, people who are already thinking about business are hanging out and their targeting options are unreal.

You can target by job title, industry, company size, role, skills, revenue level, seniority, literally laser focus to the decision makers who can actually buy what you're selling. It's like having a magic filter for your perfect customer. And if you're serious about growing your business and you don't want to keep paying to show people ads who will never buy, then you have to get on LinkedIn. Here's the best part. LinkedIn will even give you $100 credit on your next campaign so you can try it yourself. Just go to LinkedIn.com slash clicks. That's LinkedIn.com slash C-L-I-C-K-S.

Terms and conditions apply. Only on LinkedIn ads. I think it's funny because I hear people all the time who are just like, yeah, I posted a YouTube video. Or yeah, I did a, you know, I went live on Facebook, whatever. I'm like, how many times? Like, what did it once? And like, everyone who's listening to this, I want you to hear what he said. He's like, it wasn't just posting three times a week. It was posting three times a day. Three long form. Long form. Like, what, hour long? Half an hour? Like, what hour?

Yeah, dude, honestly, I would, I would shoot him for sometimes a half an hour to an hour and dude, I would just riff. I would just teach everything. I knew I poured my whole heart into it. Yeah.

So it was like volume and consistency. That's like when you're starting, because you think about this, like the hardest thing, the beginning is getting any kind of momentum, right? Like to get momentum, you have to have so much like inertia initially. And it's like consistently in volume, consistently in volume for long enough until you do get that. And most people in my world come in, they dabble, they do a little bit and then they bounce. Right. And, and,

And I think this because I don't know if it's because they don't see the vision. They'll see the mission. Like, what do you think it is for those two years while you were doing that? Like why you didn't stop? Did you, did you, was it because you believed that you saw it or, or like, was there some other reason why you just kept going where most people just like tap out after four or five videos? Everybody's going through the same thing. Number one, everybody watching this, I am you, you are me. We're all the same. Okay. No one's better than anybody. You, I might have a little more skill. You might have that, but here's the deal. Anytime someone decides to start their own business,

In the beginning, everybody's like, oh, you're starting your own business. Congratulations. And then when you get out on social media, you start running ads. Dude, you start changing. People are like, dude, that's not you, man. That's not you. Everybody starts making fun of you. Everybody starts laughing at you. And you're not making money. You're spending money on ads. Now you have to sell your car. I mean, Russell, to be honest with you, success is ugly before it's beautiful.

We sold our house. We sold our cars. We sold our furniture. We gave up a life of materialistic bull crap and a life that I didn't love to chase a life that I wanted. And you know what? I had everyone in the world betting that I was going to fail. And so that's why I didn't quit, dude, because over my dead body, were they going to be right? More than likely, had I not had the haters, I probably would have quit because I didn't get the gratification that I wanted fast enough.

But because I knew they were all sitting back here waiting on me to fail, I was like, I'll die before they're right. And I'm just saying like, so some of you watching this, I guess I could just sum it up with no plan Bs. Listen, don't get into this game if you're going to have a plan B. Don't. And by the way, if you've got a mentor that's telling you, hey, always have a plan B. If that doesn't work out, there's always something else. Don't follow that guy. Because the second you think there's a way out, you're already done.

Dude, honestly, I didn't know if we were going to make it, but I knew I was never going to go back to my old life. I knew it. I didn't understand where or how this was all going to work out, but I just knew if I could just be on fire constantly about like believing that I was worth this new life and that I, a guy like me that could overcome all of my crap, I could help other people overcome their stuff.

Dude, I just stayed at it, man. I mean, look, dude, if you got some, if you got value to bring to the world, you don't quit. Dude, if I, if I wasn't good at what I did or finding every value, I would have quit because those people, they quit. People that are trying to scam people quit. But when you really know, like your calling is to help people or help them succeed in an area that you've succeeded in, that you can help other people in, like, dude, you don't quit because eventually it's going to work out.

I mean, it might even take five years. I mean, I don't know. I mean, but it will work out at some point and your story will get told and you will change millions of lives. I've never seen anyone not have crazy success who didn't say that. Like, I mean, if you quit, you're finished. And so anyway, so the reason why I didn't quit is because I just, I listened to guys like you. I mean, I don't know. I'm an easy sell. I listen to guys like you. You're talking about there's this new life.

And I'm like, okay, like, I'm going to get it. Like, I'm not going to stop. And dude, I wasn't anybody special. I wasn't, I wasn't great. I didn't deserve it more than anyone else. I didn't have any tools except for perseverance, man. You know, I made it in sales because I never quit. I made it in sales because I

You could tell me no, and it would be the night time, but I knew that I was going to get you on November 13th. I knew no one wants to stand in front of something that wouldn't stop attacking. I remember in the movie Rocky where Apollo Creed is just beating the hell out of Rocky, right? And he beats the hell out of him. I mean literally. And then he's like telling everybody he won. He's like turning around, and he looks around, and Rocky gets back up again.

And dude, Apollo Creed, like it takes his head. Dude, and the Rocky comes back, beats the hell out of him. And dude, at that, that moment where Apollo Creed turned and look and was like, this guy's inhuman. That was what I want. That's the look that I wanted from my family and everyone who doubted me. I wanted that look.

And I got it. I got that look. I got it. I know it. And I don't need to ask them how they feel. I know that's the look that they gave when we rose up and we built this. And everyone that's watching this, they can build the same thing. And you know what I love about you, Russell, is you're a good, godly man that wants everyone to make it. Dude, we don't compete with nobody. We create. I got haters everywhere. They're like, I'm going to beat that guy. I'm like, dude, I don't even see you, bro. Like, you don't even exist. I create.

I don't compete with nobody. You're not competing with anybody, Russell. No one's you. No one can be you. I've watched how a lot of these guys treat their family. They don't treat their family like you. They're not like you. You're not saying category is you. You're not in there for just money. Money is easy to make. You just don't quit, build a good product, hire a sales team. You're going to make a lot of money. But being a good person and keeping it and not losing yourself along the way

losing your humility becoming ungrounded that's the problem that's what needs to be taught the marketing game's easy dude you got a good product it helps people you learn how to market you're going to sell the shit out it's just the truth question is we'd be able to keep it you know that's the truth that's the wisdom part you're gonna keep i'm keeping my shit you know what i mean for sure do i love that i appreciate that first off and then i love that for people here too um

Okay. So thinking through like for these guys who are listening, obviously talked about consistency and volume initially. And then the next phase, like you said, they started calling you and didn't, and I'm curious, like the evolution of what you had to offer. Cause the first, I'm sure you didn't offer a 50,000 hour coaching package, but now you're selling all sorts of crazy stuff. Like what was the evolution? Like what did it look like from the first sale to you start figuring out what it even looked like. Some people spend so much time trying to make the perfect offer. They never, they never get to actually selling it when you're out there just moving. And then the calls start coming and then you've,

I think you figured out along the way, right? Yeah. And I'm going to tell you, this is kind of comical because I was watching you. I'm not, and I'm pretty sure because you're methodical and you probably, you're a planner. You probably had your stuff planned out, but it was coming up like on New Year's Eve and you were doing this like drop. Does that make sense? Or you were doing this thing, be ready for the new year. And I was like, number one, I don't have anything to sell you.

Okay. But I, I had been building an audience of people that love my content, people that were watching our stuff. We had built these raging fans and here it was, it was December 31st of 2020. And I'm sitting here going into 2021 and I'm like,

I don't have anything to sell and I'm kind of watching you and you're kind of talking about this thing. It's running out. There's a timer. And I'm like, I didn't know how you put this timer on screen. I'm like, I don't even get, I don't understand all this magic yet. Right. But what I did is that my niche at that time was automotive. Okay. And then we would go wide over the next two years. And then now we're super wide, but I know super niched at that point. And I grabbed my phone.

And I got on YouTube and I dropped this video and I said, hey guys, it's Andy. Listen, I just dropped and I'm releasing it tonight. My zero to 100,000 fast training course. Let me explain. It's how to go to 100 grand quick as an automotive sales pro and then go there again and again and again and again and again. You guys don't make 716 grand my last year selling cars. So I had to get to my first hundred, my second or my third or my fourth. I don't care what hundred you're trying to get to. I'm going to show you how to get to your next hundred quick.

And so it's a 21 video training module. It's 14 hours. It's high impact. It's all me. And it's the strategies you need to scale right now. This course is going to be $599. But for the next 24 hours, I'm going to sell for $299.

So if you're watching this right now, and I have this guy, I paid him like $1,500 to build me a little link deal at that time with a payment gateway. I said, there's going to be a link below, and I just need you to click on it, and you guys can buy it, and you guys get the $2.99 special price tonight to go into 2021 and make it the best year of your life. And I didn't have the course made yet, because honestly, I didn't know anybody would even buy it.

And I went to sleep with my wife. We woke up the next morning and there was like 156 grand in the account. Yeah, but I was like, man,

Like, I think I was like, I think we're going to, I think we're going to make it. Like, I think we're going to be able to figure this out. And then, so for the next week or two, I would go on every day and I'd be like, guys, everybody's messaging me. They're like, don't change the price. I get paid next week. My commission comes in on the 10th. So I've decided I'm going to run it to the 15th. Right. So until January 15th, I'm going to keep the $2.99 price up. And I kept dropping these videos, but I kept like talking about this, this, this training course that I had.

And we would run up about a million dollars in sales in 15 days on a course that I didn't make yet, that it was the pre-release.

Then I would disappear and I would go make a 20 video module training course that would be me pouring my heart into these people that spent a million dollars with me. That wasn't the major. And then I would release it in about two weeks. And everyone that got it said, dude, best course ever had greatest $300 I ever spent. By the way, it wasn't 10 grand. It wasn't 20. It was $300.

which we'd make about a million dollars. I mean, we ran this thing. The crazy thing is after I did that, you say, well, what's next? Well, number one, I was just like, Hey, everybody in the world, this is a $600 course, but like they're wanting it. And a lot of new people coming in need it. So I'm just going to keep the price of two 99. I was going to go up, but now I'm not, I don't even know what I'm doing, Russell. I'm just like, I'm just like talking. Yeah. By years you're going. Yeah. Well, I'm watching you and I'm like, dude, I'm trying to be like Russell. Right. And then, and then,

If that's the zero to 100,000 fast, right? What's next? What's got to be the 100, the 400, the guys that want to go over 100 to 400, right? The advanced stuff, the closing, the face-to-face negotiations. And then I really built that one out. I had it ready and then I released it. Everyone that bought the first one because my product was worth more than what I charged them for it.

which I didn't know was the ladder. We kept talking about this ladder and I'm like, what is this ladder? Which was the value ladder. They would buy the 599 course. And then there was the 997 phone course after. And then there was the live training for 997, the event ticket. And then there, and then it just kept going and,

That would be the evolution of the Elliott group. We started building courses and, you know, it's just anyways, it's just it's crazy that everything you teach and everything you preach is absolutely freaking real. And I am I'm living proof of it, that it's real.

And so thank you for sharing all the, dude, thank you for taking my money. Thank you for doing it. It's funny people always ask me, how can I thank you, Russell? I'm like, just do the thing I told you to do. Like that's the best things ever is to see somebody take something and actually apply it. And it's like the greatest feeling in the world. Like that's all the things, like just doing it. So thank you. Anybody watching this can be the next, the next testimony. You know, it's like, that's what we're looking for. Like, I mean, honestly, right now I'm helping other people help,

Like with what you helped me with, like that's, I'm just paying it forward, man. Like you're everything that you do. I call it heaven on earth. It's your ministry, bro. It's your ministry. You're changing. You're changing lots of lives, man. And indirectly when you change mine, I'm changing theirs and they're changing theirs. And it's just, it's just, dude, there's heaven. God's going to show you like what happened here. Like, Whoa, what?

And yeah, he helped you have a good life doing it, but you're sharing a magical thing that in the era that we live in, there's nothing greater than learning how to market. Because even if you're good at sales and I'm the best at sales, I mean, marketing is everything. And nobody knows how good I am at sales. If I got a sales team sitting here with no leads, I'm dead or the wrong leads. We're done.

Yeah, marketing is the key to any business. So whether you do it organically or paid, but doing it organically is very tough. It really is. I agree. But, man, it's so important, especially over the long term. If you put in the time now, like over the long term, it pays dividends for who knows, 100 years past the time we die so they can still be running and doing stuff. For paid ads, you stop running and they stop running. Yeah, well, I think even I've seen you doing a lot more organic.

But you don't stop your paid. Your paid is the engine. Your organic is the long game. And I think, honestly, as things evolve, you know, I mean, look at Tony Robbins. How's he a legend? Because we can look back and see Tony's been doing this for 40 years.

I can see Tony in his 20s training right now on YouTube. I mean, I saw him. I mean, he's the GOAT. There's no doubt that the guys managed to weather everything that's ever came his way. And so like when I'm 60 and you're 60, I mean, your organic will still be sitting out there on YouTube. If you die, your children right now can go to YouTube and see how their father lived 20 years after you're dead. And so like, you know, like there's some things that, you know, I really like about organic.

And honestly, when I do paid ads, you know, people usually go check out my organic stuff, you know? I don't know, like, what do you call that? Like a digital handshake or something? Like it's like an handshake. It's like, they kind of go to like, you know, see what's this guy about. Like your organic page is not your highlight reel ad video. So I think that having an organic page, you know, is important. So, you know, I think you need to do both. I think that, listen, I think marketing is scary.

You know what I know about that? If you're scared, do it scared. Okay, do it scared. My saying that it's changed my life is do it scared. You know, you have no idea what your life looks like on the other side of making a decision. You have no idea until you make it.

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What's up everybody? Russell Brunson here. I've got something really cool to share with you today that I think is going to speak directly to that fire inside of you. You know, as entrepreneurs taking risk isn't just part of the journey. It is the journey. It's built into our DNA. We've all had those moments where an idea hits you out of nowhere and your gut is screaming, go for it. And your brain is like, wait, are we really going to do this? That tension between the bold vision and total fear, that exact leap is what this new podcast season is all about. It's called

This is small business, and lately I've been hooked. Seriously, the host, Andrea Marquez, takes you behind the scenes with real founders, people who don't just dip their toe in the water. They cannonballed into the unknown and figured it out midair. And yeah, sometimes they crashed, but other times they absolutely soared.

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Um, next thing I want to talk to you about a little bit is, um, and again, this was something I didn't realize till I got your house the night before we flew down there and hung out with you and your wife and your kids for a little bit. And then the next morning we worked out and then we drove over to your office and I was not expecting what, what happened, but I saw, you know, you're, as you know, your team came out, shook the Jeep, picked me up, threw me in the sky. And then we're out there, we're wrestling on the asphalt, we're having fun. And then I watched this like army, the Elliot army, like,

I watched them doing what they do. Right. And, uh, selling it on the phones and like this whole, like, I don't know, a compound or whatever you guys call it, your office, like everyone's running around lifting weights, working out, calling people. It was like, it was really fascinating to watch. And then, and then, um, and I was trying to figure out the model and like what I was noticing, I love you explain this to people, but you guys are obviously a lot of phone sales and then you're bringing people to your environment, right? Bringing people to the events, bringing people to see what you do. And I love to understand like that part of your model from like

the phones to bring them to you doing the events and then where you take people after that. Yeah. So, well, growing up, you know, we all watched the boiler room on wall street, right? I mean, if anybody's into sales, like you guys, you guys watch this stuff. I love that. I, I love camaraderie. I love it. I love people pushing each other. I love energy.

you know if i could just you know everybody loves energy that's why energy drinks are everywhere everybody loves energy right it feels good the frequency of an environment is everything it was being a sales leader when i was younger um dude the sales rhythm of a company is super important and so i call the environment of any sales team a hero making machine and it's my job as the leader of my company forget being an owner or whatever i'm the sales lead okay

yeah, I'm the owner, but I'm a sales leader. I'm doing anybody's company right now and I can shift and change the environment and the rhythm of the way things work because I'm the sales boss.

Okay. And I know a couple of things. Number one, you got to keep it fun. You got to be unpredictable as it sells. That's the reason why cash gives doing pushups, working out who can hit the first deal of the day. You know, how much can we get up on the board by noon? All right. Noon, everybody stop. Everybody, every hour, get down to 30 pushups, right? Get back on the phones. Let's go. You know, having an environment that every day is unpredictable makes people want to come to work and have fun and doesn't even feel like a job.

See, salespeople, number one, their job is to take the stress out of the sale. Their job is to take the pressure out of a deal. Stuff's expensive, okay? I mean, it's just the way the world is right now. It's expensive. We don't want people thinking about money. We want people thinking about the results that they get when they spend their money. Money gets traded for results.

So I decided to create an environment, a hero making machine, a culture of winners winning, right? When people come in here, they can feel the energy and the vibes of the street. So when you walk in here, all lights are on your nose. There's neon lights everywhere. It's super cool. Feels like a club.

Um, you know, and I'm not real, like some of my guys wear suits, they're dressed nice. You know, me, I'm always wearing a cutoff because I'm cool. Like I'm chill. I give me the phone. I'll shut anybody down. I come on, give me the phone, give me the phone. Give me that. I don't, I can wear a Speedo. I'm good. Like it doesn't matter, right? This stuff right here, this is skill, 25 years experience. Let's go. I want them to feel the magic, the belief, the energy, 80% of cells is belief.

I've got to keep the belief flowing through the office. I'm walking around making sure that I'm looking for that guy's eyes that's not believing today, that's doubting, that maybe is forgetting what we do in this office, right? And I'm looking for that guy so I can snap him out of it real quick, right? And that's what a sales leader does.

And so basically our environment here, every day, usually every hour on the hour, we all get down to 20 pushups. Every time somebody makes a sell, they ring a bell, right? So there's bells ringing all day long.

It's on our board. You know, it says lives change. It's not a revenue board. There are revenue boards, but it's lives changed. So I'll say, hey, guys, today we're going to change 70 people's lives. How many can you commit to? Eva, how many can you commit to? Ian, how many can you commit to? I can do eight. I can do six. I can do seven. Come on, man. You can push it. You can change 10 people's lives. Eva, pretend.

And so as I'm doing these things, I'm not like pushing them about making money. I'm pushing about changing someone's life, getting someone to feel. I can't get someone to experience what I'm not experienced. I can't get them to be what I'm not. I can't get them to see what I don't see. You know, in sales, it's a superpower to make people see the unseen. And so basically, like, like this is going on all day long. It's like a magician. It's magic.

Okay, and basically it all starts with one person that's decided how the hell this place is going to operate. And then I decide this building, you take everybody out of it and people out of it. It's just an empty building. Okay, but you put me in it. I go around here. I crank up this music in this place. I put the neon lights up. I put a gym down here. I call the rules. I call the shots. No negativity, no BS, no drama, nothing but winners in here, right? This is who we are. This is how we live. Our job is to live this way.

Most people can tell you what they do, but they can't tell you who we are. I know who we are. And I remind them who they want to be and who they are when they're here with me. And dude, like that thing has created this company that it just runs on its own. It churns. And by the way, I've programmed since day one. They're all leaders here.

And so what does that look like? Companies all around the world reach out to us every day and they say, Andy, how do I build a badass sales team like yours? Okay. Well, number one, you can get on the training and learn how to sell to yourself because nobody's going to respect you if you're not great at sales. You can do that step one. Step two, got to be a leader. Self-leadership. You got to lead yourself first, right? Because if you can't lead yourself, no one else is going to let you lead them. And then secondly, now you lead others. Number three, you make leaders that build more leaders.

So we do all three of these things here. And so a lot of people want to come out and they want to see it with their own eyes. Okay. So every day, everybody is on the phones and we're dialing, but also we have companies flying out here constantly that are like coming in here and owners of companies are walking in here and they're like, oh man, like I see exactly what we're doing wrong right now. Like this isn't what our house looks like. And so they will leave here and they will go back home and build their sales cultures.

And, you know, I always say this. If a company's not doing well in sales, who's in charge? That's all I need. Just show me who's in charge. Whoever's in charge is the reason why it's not winning. People want to win.

But people need to be led. And so we have really good leadership around here. I've decided day one that I wanted to own my own company. I didn't want to work in my company forever. I love working in it, but I need to work on it to continue to grow it. And the only way that I can really work on it and work on the machine and not in it is to build everyone in the company to be elite. So when you come here, number one, the first piece of paper you sign is a piece of paper. It's a middle toughness way.

And it says that I can push the hell out of you. And by the way, people don't like come in on Indeed and they're like, oh, what's this job about? Like, you know what we're about. So like, you know, I'm going to push the hell out of you. If you come here, you know, I'm going to positively peer pressure the hell out. Positively peer pressure you to be your best self every second, every day. And so like, they know what they're signing up for. And so that's why the people that weren't that, they come here because they love it.

You know, you would love it here. You loved it here. You were like, dude, this is great. Everybody's a winner. Everybody's pushing each other. Everybody's having fun. Like, and by the way, this is one of the biggest, hardest things I've ever seen in any company. Most people can only have one alpha in a company. You've got one alpha, a hundred of them. I have a hundred alphas housed in one, one house because of respect. We built a rule of respect in this house. No one's better than anybody.

All of us here are underdogs. All of us here have each other's back. We're all brothers. We're all sisters. We're all family. And anyways, and by the way, like I have our core values on every wall in here. And core value number one, I've got 23 core values. Core value number one is God. Like one thing that we all align with in our whole company, it's not about religion. It's about everybody here. When I ask someone, you know, when you come to work here, you don't have to believe in God.

But it's God important to you. And it's important to me that I'm around people who believe in God. I really is. I'm not saying I can't be around people who don't believe. But the biggest problem I see that companies do is that they hire people based off their performance and they don't hire people based off who may align them.

OK, I'm sure, Russell, you've had a guy in your office before that was a really high producer, but he didn't take good care of his wife. He wasn't a very good father. You know, he wasn't he didn't cheer other people in the office on who were winning. You know, and you're like, you know, I got like I just I can't I can't roll with that, you know. And so one of the things, again, to live the life you want to live, you've got to be able to tell people things you don't want to hear.

And I'll get a lot of crap. People are like, oh, you got to believe in God to work. No, you don't. You can do whatever you want. I'm just trying to tell you I'm hiring people who I align with. Who I align with. If you align with my values, I can teach you skill. But I can't make you have a good heart. So it's just you can feel the love in this office. Definitely a special place, man. Like where I got there is just like, yeah, you built something really, really special. Yeah. So hero making machine. It's the only –

That's the best word I can, I can, people say, yeah, it's a real machine. People call it a call, but it's, it's just, it's culture. It's just all, all a culture of winners. And by the way, also, I want to say one thing. And I think this, I know you know this, but you can look back and say, okay, that makes sense now. People always ask me, how do I know, especially since we're talking about like sales and how do you build a great sales culture? How do you know if it's the right salesperson or not?

Well, here's what I've learned. Okay. Pain is an insurance policy for a great salesperson. The more pain, the more struggle that a salesperson has been through. Okay. The higher their chance of making is. Just don't ever forget that. Okay. Underdogs that have been through a lot. Those people don't quit when it gets tough. Those are the people that fight with you.

Okay, we're at we're having a big push. You got people trying to check out at five o'clock. Those are people that's had an easy life. Those people will stay with you till midnight, two in the morning. Those are those underdogs. And so anyway, so if you're like, yeah, you know, I, my mom left when I was a kid. I'm like, tell me more about that. Okay, hey, my dad beat me. Tell me about that. Hey, my girl, she freaking didn't believe in me. How'd that feel? How did it hurt? Good. Okay. You know what? I like you now. Because those people, they have something to prove. Most people are dangerous.

I don't want to be around people that don't have anything to prove. I'm trying to prove to my family, my team, God, everybody, every day, you know, that there's new levels in me. And so I want to be around people that are also trying to do that. So just remember, pain. Pain is an insurance policy. To guarantee that people are going to have a higher chance of being successful in sales, the higher the pain.

Dude, this is so fun. Well, first off, thanks for hanging out again on the podcast. It's super fun that we were able to meet up between your trip. You're heading back to Dubai in like a week or so. So glad we had a chance to reconnect. And I think there's some really powerful things. I love just thinking through your journey, how fast it was. But I think for most people in my world who are struggling, it's like coming back, these core things are just like,

Number one, it's consistency and volume, like getting your message out there. And then as the audience builds, then make them an offer. And like you said, you put the first offer out there without a sales page or a funnel or anything, just there's an order button because you give them so much value that people bought. And then what's the next thing? Well, what's the next thing they need? And you like the question of like asking the audience, well, next thing they create the next offer, the next offer, like,

Um, like these are the things that I think some people get stuck on trying to figure out the plan before they ever run. It's like, no, just start running and the plan will start, start showing up. And then the last big step there was obviously like building out your own internal culture because that's how you, how you expand your own message. I think is building a team of people who, who, uh, who believe in what you're doing as well. And what you've done has been, I mean, it's, it's, it's second to none. I haven't seen anything else like it.

I mean, I was out there. Well, listen, let me give you two very, very fast things. Number one, everyone that you coach, they change and become a better person. Everyone watching this at some point, you're going to change in your life and you're going to grow. Don't ever change back. Dude, if you want to know how to win forever, don't ever freaking change back. I mean, I would write that down. Never change back, period. Secondly, don't ever let your fans outgrow you.

This is a big one. Okay. When people believe in you, don't ever let them outgrow you. Russell, there's a reason why I'm always trying to get in better shape. I'm trying to know. I mean it. I'm 45. I'm trying to stay in great shape. I'm always trying to be a better parent. I'm always trying to be closer to my wife.

I'm trying my hardest to get closer to God. I'm trying to be a better leader. I want to be proud of me. I want to be proud of my business. I want to look in the mirror and I want to like what I see. I want to help change other people's lives. I don't ever want anyone to outgrow me. I know the way people are right now in our social media world. Everybody's looking for everything. They're moving really quick, man. So this self-development journey, this growth journey can never stop. If you want to know when your time is up,

When your fame is over, if you want to know when your business is going to die, is when the people behind you outgrow you. In the beginning, you're going 60 miles an hour and they're going 30. Everybody's like, wow, look how fast they're going.

Then all of a sudden they catch up to you and they're going 60. And when they're ready to go 70, if you're still going 60, they're going to pass you or smash into the back of you. And that's why like right now, man, like I'm like trying to keep every freaking edge that I can to stay elite as hell, to keep my word and to keep my promise to people that our goal is to be greater until the day we die. So I just wanted you to remember that. Like, like if you're going to build something great, there can never be a cruise control. The second you cruise, your business is over, finished.

So I just want to finish with that because don't ever let them outgrow you. Don't let your family outgrow you. Don't let your kids outgrow you. Don't let your team outgrow you. But like, just don't ever stop growing. Keep inspiring people. If you can keep inspiring people and you can keep changing, I promise you'll never worry about anything.

ever. So that's a it's a secret hack, that I felt like it's kept me a little bit alive. In a time where you know, you feel like you're starting to get stuck. And I'm like, Okay, okay, babe, come here. Let me show you some more love. Let me show my kids some more love. Let me take it's like I'm not trying to make more money, who I become will determine what I earn, chase the man, not the money become a better human. Watch what happens. It's a game that's not being taught in the world right now. But I'm telling you, if you're running this human excellence game,

You will freaking annihilate everybody because you're so magnetic and inspiring that people will freaking love you. And guess what? If someone falls off, if you're inspiring, there's always someone else jumping back on. Yes, there's 8 billion people. I mean, like there's not a shortage of people. Okay. There's just a shortage of people that can hang in the game for a long time and stay great for a long time. Never change back. So just want to give you that because if anybody's watching this at the end, they're like, what's a hack to stay on top? Well, if there is a hack, don't worry about it. I'll grow you.

Keep inspiring people. Say psycho. Be a psychopath. Awesome, man. And a good one. Good psychopath. Dude, thank you so much. I appreciate for everyone who's listening. What's the best place for them to go follow you if they're not right now? Yeah. I mean, dude, you can either text me 918-210-0254. People text me, they ask me questions. Or you can follow me on Instagram or go to YouTube. I mean, honestly, thousands of videos on YouTube and see what we're about.

Awesome, man. Well, thank you. Thank you for changing my life. Seriously. Thank you for doing what you do. I appreciate you, Russell. Awesome. Do you have a funnel, but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast.