Andy Elliott’s “No-Plan-B” Path to Building a 9-Figure Sales Machine | #Sales - Ep. 38

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Speaker 3 This is the Russell Brunson Show.

Speaker 3 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

Speaker 3 Dubai and Arizona. He's here today.
It's Andy L.A. Andy, how are you doing today, man?

Speaker 4 Amazing. Every time I'm with you, it's always a party.

Speaker 3 It's always a party.

Speaker 3 I want to lead this out. And I don't think you even knew this, but obviously this year you came to Spoke of Funnel Hacking Live.
You crushed it. It's such a great job.

Speaker 3 But the last day I gave a presentation, and maybe somebody told you, hopefully, if not, I send you a clip because it was big.

Speaker 3 But I was talking about the last decade of ClickFunnels, like what we've gone through and the ups and the downs and everything.

Speaker 3 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 up, amazing, amazing.

Speaker 3 And then, you know, seven years in, then we started having all sorts of issues and problems. And, you know, my best friend slash CEO passed away.

Speaker 3 And then, 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.

Speaker 3 And I got to to the spot where um i actually talked about flying out to your offices and how you helped me to remember who i was and um when i told that story literally the entire audience came up standing ovation like everyone was crying and anyway but it was a it was like a really cool moment in my timeline that came back to like you being willing to reach out at time and like shift me and and uh and it's been amazing so 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 it'll 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 when was that was that a year ago six months ago whenever that was six months ago yeah it's it's been it's been really really amazing since then so first off i want to thank you uh for that and then second off um

Speaker 3 obviously felt like you're live you had a chance to kind of tell your story but i want to talk more about

Speaker 3 um honestly like the marketing of your business house mostly i talk about my audiences the marketing side of things and i know what you do you teach sales and you're one of the the best sales trainers I've ever seen, but you've also grown a business very rapidly in a very short period of time.

Speaker 3 And I want to dig a little bit more into that.

Speaker 3 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.

Speaker 3 And then we'll kind of dissect it after that.

Speaker 4 Okay, well, number one, I'll tell you, when everybody was standing and they were clapping and crying, it is because you told the truth. We all lose our way along the way at some point.

Speaker 4 And most people,

Speaker 4 they quit.

Speaker 4 And

Speaker 4 you didn't quit. And you reminded yourself that you're worth it, that all of this pain was worth it, that

Speaker 4 you're going to prove everybody wrong that doubted you. And you got a lot of haters and you've done a lot of things.
And sometimes, you know, you're doing great and this, this, this, this, this.

Speaker 4 But you don't always get to stay the king forever. And so, you know, when you got hit, you know, it hurt.

Speaker 4 And most people quit when it hurts. And I always say, a good marriage is like, it starts out really good and then it gets really hard.
And then it gets really beautiful.

Speaker 4 And most people never make it to really beautiful because they never make it through the hard stuff.

Speaker 4 And you just made it through your hard part. And dude, you're on, you're going to be on fire for the rest of your life.
So you shared where winners live, where quitters quit, where everybody quits.

Speaker 4 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.

Speaker 4 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.

Speaker 4 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. Bam.

Speaker 4 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.

Speaker 4 When I started here, my life changed when I bought the KBB, the broker blueprint. It was you, it was Dean Grassoci and Tony Robbins.

Speaker 4 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,

Speaker 4 you know, been involved in that, I wouldn't know who you were.

Speaker 4 I was watching a Tony, by the way, just so we can be completely clear, how quick somebody could change your life, you always talk about like everybody's good at something.

Speaker 4 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?

Speaker 4 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.

Speaker 4 And then there would be this, this pitch, which I didn't know what pitch was.

Speaker 4 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.

Speaker 4 And somehow I just, that was one to many.

Speaker 4 And I would buy, you were in it. And you would talk about like Tony and Dean would talk about this, like, everybody has a specialized skill.
If you do, people will pay you.

Speaker 4 They'll cut the check for speed to learn what you know.

Speaker 4 You know, if they learn it in a year and it'll take them, you know, 10 years to learn it, well, then they'll pay you to learn it in a year. And I was like, well, I'm really good at sales.

Speaker 4 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 have no marketing brain.

Speaker 4 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

Speaker 4 I started watching, you know, I was like, man, I got to get known. And so I honestly started on YouTube

Speaker 4 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.

Speaker 4 Like if I searched on YouTube to change my life, like how many other people are?

Speaker 4 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.

Speaker 4 And if anybody were to type in car sales training right now, you're going to pull a video of me.

Speaker 4 And he would say, when it'll say 22 million searches, but like I'm the first how 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 type 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

Speaker 4 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.

Speaker 4 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.

Speaker 4 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.

Speaker 4 Everybody told me, and you know, 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.

Speaker 4 You don't have to hide your

Speaker 4 value behind a paywall. Give your best value for free because the grades, they grow every day.
So every day you're getting better, anyways.

Speaker 4 So if you find me tomorrow, you're going to have to pay to keep up with me tomorrow because I'm just keep getting better.

Speaker 4 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.

Speaker 4 than most people's paid training.

Speaker 4 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, okay, well,

Speaker 4 I paid for this. I saw it.

Speaker 4 You know, it was old videos. It was like 15 years ago.
I was like, dude, dude, I'm going to record videos right now in today's market. And I'm going to be like up to speed and I'm going to be on fire.

Speaker 4 I'm going to make 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 Hermosi do it.

Speaker 4 You've seen all these guys do it. But 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.

Speaker 4 Yeah, a day.

Speaker 4 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.

Speaker 4 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.

Speaker 4 I didn't have a funnel russell at the time. I didn't have anything.
Honestly, it was my personal cell phone. Like,

Speaker 4 this is so crazy. I put my number out.
I made these videos. And then after a couple of months, I'm sitting there one night, 2 a.m.
in the morning. This guy calls.
I was like, hello?

Speaker 4 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.

Speaker 4 And I was like, okay, if I could sell a 299 course to three people a day, it's $1,200 a day, started 3,000 a month. Like I started thinking in my head.

Speaker 4 And then we started getting, you know, 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.

Speaker 4 I'm being 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.

Speaker 4 If you Google anything right now, it's going to serve you up a YouTube video. And so so if you go to Google right now and you type in car sales training, Andy Elliott will pull up.

Speaker 4 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 a sales guy.

Speaker 4 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 rules.

Speaker 4 And as much as you think you understand an algorithm or you understand this or that, really no one understands anything. So you need to go as hard as you can.

Speaker 4 You need to have your, your hand in everything. And, you know, you're in the paid marketing game and you're really good at it and you're the best in the game.

Speaker 4 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.
Okay.

Speaker 4 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.

Speaker 4 And so the greatest thing that I would do is that I would do it and then not stop doing it.

Speaker 4 And that's probably the greatest. I would tell you, we're here where we are today.

Speaker 4 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.

Speaker 4 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. Simon Rise.

Speaker 4 And I would tell that message.

Speaker 4 a thousand times a day to everyone I talk to. Look, dude, if you're lucky enough to have one person in your life, it'll tell you the truth.

Speaker 4 They're not going to tell you the things you want to hear, things you don't want to hear, but things you don't want to hear to be things that change your life.

Speaker 4 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, I just hammered it crap.

Speaker 4 And we all know it's true, right? And, 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.

Speaker 4 I never took pictures in Ferrar Ferrari, never took pictures in Freedom Mansion. I never did any of that.
Matter of fact, I never even showcased my life.

Speaker 4 All I did was I would get up and I'd be like, dude, you ready to to change your freaking life

Speaker 4 and 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.

Speaker 4 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.

Speaker 4 I didn't even know that Instagram was important. And Bradley was like, you got to get on Instagram.
And I'm like, was that like Snapchat? And he's like, no, it's like Instagram.

Speaker 4 You got to get on there. And I was like, that's for kids.
And he's like, dude, it's not. You got to get on Instagram.

Speaker 4 So we got on Instagram and then we got on LinkedIn and we got on TikTok and we got on Facebook. And then I just, I started to hire a media team.

Speaker 4 By the way, the first three years, I shot all my own content. This was 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.

Speaker 4 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.

Speaker 4 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.
Dude, there was nobody making me look cool.

Speaker 4 I was just yelling at that camera. And so I would say every one of you has an authentic self.

Speaker 4 Right? Like Russell, you're an authentic you.

Speaker 4 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.

Speaker 4 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.

Speaker 4 You got to have high human excellence. You got to have high standards.
But man, you be a psychopath for your beliefs and don't freaking sell out for no one.

Speaker 4 And along the way, everyone's going to tell you, chill out. Do you ever be tell me, man listen dude you better chill out okay

Speaker 4 nope i 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 dude listen to me i'd rather you freaking hate me and change than like me or i'd rather you yeah yeah i'd rather you uh hate me and get better than like me and stay the same And so like, I just started to tell people the truth.

Speaker 4 And dude, we would build a nine-figure business over a four or five-year period of time.

Speaker 4 Really, November of 2019 was where I bought bought your training program november of 2019 it is may of 2025 now so it would be five years ago and two years i didn't make any money that 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 promo program i made all this money now and i love that like dude i'm like oh man wow I'm like, but that wasn't my story.

Speaker 4 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.

Speaker 4 And dude, everyone that doesn't quit, that keeps learning and keeps self-investing and spending money on themselves, eventually they freaking make it. This is the truth.

Speaker 4 But I would tell you, if you don't get known, it doesn't matter how good you are at whatever you do.

Speaker 4 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 a hold of you. And if that's not out there, you're screwed.

Speaker 3 I think it's funny because I hear people all the time that are just like, yeah, I posted a YouTube video or yeah, I did a, you know, I went live on Facebook, whatever.

Speaker 4 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 how like what hour long half an hour like what how yeah dude honestly i would i would shoot them 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

Speaker 3 so it's 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, consistency and volume for long enough until you do get that.

Speaker 3 And most people in my world come in, they dabble, they do a little bit, and then they bounce, right? And and

Speaker 3 I think that's because I don't know if it's because they don't see the vision, they don't see the mission. Like, what do you think it is for those two years while you were doing that?

Speaker 3 Like why you didn't stop?

Speaker 3 Did you, did you, was it because you believed it, you saw it, or like, was there some other reason why you just kept going where most people just like tap out after four or five videos?

Speaker 4 Well, everybody's going through the same thing.

Speaker 4 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.

Speaker 4 I mean, Russell, to be honest with you, success is ugly before it's beautiful. We sold our house.

Speaker 3 We sold our cars.

Speaker 4 We sold our furniture. We gave up a life of materialistic bullcrap and a life that I didn't love to chase that a life that I wanted.
And you know what?

Speaker 4 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.

Speaker 4 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.

Speaker 4 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.

Speaker 4 And I'm just saying, like, so some of you watching this,

Speaker 4 I guess I could just sum it up with no plan Bs.

Speaker 4 Don't, listen, don't get into this game if you're going to have a plan B.

Speaker 4 Don't. And by the way, if you've got a mentor that's telling you, you know, hey, always have a plan B, you know, if that doesn't work out, there's always something else.
Don't follow that guy.

Speaker 4 Because the second you think there's a way out, you're already already done.

Speaker 4 Dude, honestly, I didn't know if we were going to make it, but I knew I was never going to go back to mode of life. I knew it.

Speaker 4 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.

Speaker 4 I could help other people overcome their stuff. Dude, I just stayed at it, man.
I mean, look, dude, if you got something, if you got value to bring to the world, you don't quit.

Speaker 4 Dude, if I, if I wasn't good at what I did or finding I bring value, I would have quit because those people, they quit. People that are trying to scam people quit.

Speaker 4 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.

Speaker 4 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.

Speaker 4 I've never seen anyone not have crazy success who

Speaker 4 didn't say at it. Like, I mean, if you quit, you're finished.
And so, anyway, so the reason why I didn't quit is because

Speaker 4 I just, I listen 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.

Speaker 4 And I'm like, okay. like i'm gonna get it like i'm i'm not gonna stop and dude i wasn't anybody special i wasn't I wasn't great.

Speaker 4 I didn't deserve it more than anyone else. I didn't have any tools except for

Speaker 4 perseverance, man. You know, I made it in sales because I never quit.

Speaker 4 I made it in sales because, you know, like you could tell me no and it like would be the ninth time, but I knew that like I was going to get you on number 13.

Speaker 4 Like 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, you know, is just beating the hell out of Rocky, right?

Speaker 4 And he beats the hell out of him. And I mean, literally.
And then, and then he's like, he's like telling everybody he wants. He's like, turn around.

Speaker 4 I mean, he looks around and Rocky gets back up again. And dude, Apollo Creed, like, it takes his head.

Speaker 4 Dude, and Rocky comes back, beats the hell out of him. And dude, at that

Speaker 4 moment where Apollo Creed

Speaker 4 turned and looked and was like, this guy's unhuman.

Speaker 4 That was what I want. That's the look that I wanted from my family and everyone who doubted me.
I wanted that look.

Speaker 4 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.

Speaker 4 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.

Speaker 4 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 going to keep. I'm like, dude, I don't even see you, bro.

Speaker 4 Like, you don't even exist. I don't, I, I create.

Speaker 4 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.

Speaker 4 They don't treat their family like you. They're not like you.
They're not the same category as you. You're not in there for just money.
Money is easy to make.

Speaker 4 You just don't quit, build a good product, hire a sales team, you're going to make a lot of money.

Speaker 4 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.

Speaker 4 The marketing game's easy, dude. You got a good product.
It helps people. You learn how to market it.
You're going to sell the shit out of it. It's just the truth.

Speaker 4 Question is, we'd be able to keep it.

Speaker 4 You know?

Speaker 4 That's the truth. That's the wisdom part.
We're going to be able to keep it. I'm going to keep it my shit.

Speaker 4 You know what I mean?

Speaker 3 For sure. Dude, I love that.
I'll appreciate that first off. And then I love that for people to hear too.

Speaker 3 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.

Speaker 3 And then, and I'm curious, like the evolution of what you had to offer. Because at first, I'm sure you didn't offer a $50,000 coaching package, but now you're selling all sorts of crazy stuff.

Speaker 3 Like, what was the evolution? Like, what did it look like from the first sale to you started figuring out what it even looked like?

Speaker 3 Some people spend so much time trying to make the perfect offer that they never, they never get to actually selling it. Well, you're out there just moving, and then the calls start coming.

Speaker 3 And then you've, I think you figured out along the way, right?

Speaker 4 Yeah. And I'm going to tell you, this is kind of comical because i was watching you uh

Speaker 4 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 um 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 it ready for the new year and i was like number one i don't have anything to sell you

Speaker 4 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.

Speaker 4 And I'm sitting here morning in 2021,

Speaker 4 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.

Speaker 4 It's running out. There's a timer.
And I'm like, I don't know how you put this timer on the screen. I'm like, I don't even get, I don't understand all this magic yet, right?

Speaker 4 But what I did is that

Speaker 4 my niche at that time was automotive.

Speaker 4 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.

Speaker 4 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.

Speaker 4 Now 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.

Speaker 4 You guys know I made 716 716 grand my last year selling cars, so I had to get to my first hundred, my second hundred, my third hundred, my fourth hundred.

Speaker 4 I don't care what 100 you're trying to get to, I'm going to show you how to get to your next hundred quick.

Speaker 4 And so it's a 21, uh, 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,

Speaker 4 but for the next 24 hours, I'm going to sell it for 299 bucks.

Speaker 4 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.

Speaker 4 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.

Speaker 4 And you guys get the $2.99 special price tonight to go into 2021 and make it the best year of your life. And

Speaker 4 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.

Speaker 4 We woke up the next morning, and there was like $156 grand in the account.

Speaker 4 Yeah, but I was like,

Speaker 4 man,

Speaker 4 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.

Speaker 4 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, they'll change the price.
I get paid next week.

Speaker 4 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.

Speaker 4 And I kept dropping these videos, but I kept like talking about this, this, training course that I had.

Speaker 4 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.

Speaker 4 Then I would disappear and I would go make a 20-degree video module training course that would be me pouring my heart into these people that spent a million dollars with me that wasn't made yet.

Speaker 4 And then I would release it in about two weeks. And everyone that got it said, dude, best course I ever had, greatest $300 I ever spent.
By the way, it wasn't 10 grand, wasn't 20, it was $300,

Speaker 4 which

Speaker 4 we'd make about a million dollars. I mean, we were in this thing.
The crazy thing is, after I did that, you say, What's next?

Speaker 4 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.

Speaker 4 So I'm just going to keep the price of $2.99.

Speaker 4 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.

Speaker 3 Play it by ears, you're going.

Speaker 4 Yeah, well, I'm watching you, and I'm like, dude, I'm trying to be like Russell, right? And then, and then

Speaker 4 if that's the zero to a hundred thousand fast right

Speaker 4 what's next what's got to be the hundred the 400

Speaker 4 the guys that want to go over a hundred to four hundred right the advanced stuff the closing the 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,

Speaker 4 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.

Speaker 4 They would buy the 599 course,

Speaker 4 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

Speaker 4 that would be the evolution of the Elliott group. We started building courses.
And,

Speaker 4 you know, it's just, anyways,

Speaker 4 it's just, it's crazy that everything you teach and everything you preach is absolutely freaking real

Speaker 4 and i am i'm living proof of it that it's real and so thank you for sharing all the

Speaker 3 dude thank you for taking my money well 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

Speaker 4 the next testimony.

Speaker 3 You know, it's like, that's what we're looking for.

Speaker 4 Like, I mean, honestly, right now, I'm helping other people help

Speaker 4 like with what you help 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.

Speaker 4 It's your ministry. You're changing, you're changing lots of lives, man.

Speaker 4 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

Speaker 4 heaven. God's going to show you like what happened.
And you're like, whoa,

Speaker 4 what?

Speaker 4 You know, 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, um, there's nothing greater than learning how to market.

Speaker 4 Because even if you're good at sales and I'm the best at sales, I mean,

Speaker 4 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,

Speaker 4 or the wrong leads, we're done.

Speaker 4 Yeah, marketing is the key to any business. So, whether you do it organically or paid, but do it organically is very tough.
It really is.

Speaker 3 I agree. But, man, it's so important, especially over long term.
The more if you put it, if you put in the time now, like over long term, it pays dividends for

Speaker 3 who knows 100 years past the time we die. So they can still be running and doing stuff.
We're paid ads. You stop running and they stop running.

Speaker 4 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.

Speaker 4 Your organic is the long game and i think honestly as things evolve you know um 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

Speaker 4 i can see tony in his 20s training right now on youtube i i mean i saw him i mean he's the goat there's no doubt that the guys managed to weather everything in his 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.

Speaker 4 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,

Speaker 4 people usually go check out my organic stuff.

Speaker 4 You know, I don't know, like, what do you call that? Like a digital handshake or something? Like, it's a, like a handshake.

Speaker 4 It's like, they, they kind of go to like, you know, see what's, what's this guy about? Like your organic page is, is not your highlight real ad video.

Speaker 4 So I think that having an organic page, you 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?

Speaker 4 If you're scared, do it scared.

Speaker 4 Okay, do it scared.

Speaker 4 My saying that it's changed my life is do it scared.

Speaker 4 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.

Speaker 3 Next thing we'll talked about a little bit is, and again, this was something I didn't realize till I got to your house the night before.

Speaker 3 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 Elliott army like I watched them doing what they do, right?

Speaker 3 And selling it on the phones and like this whole like, I don't know, compound or whatever you guys call it, your office. Like everyone's running around lifting weights, working out, calling people.

Speaker 3 It's like, it was really fascinating to watch. And then, and then, um, and I was trying to figure out the model.

Speaker 3 And, like, what I was noticing, I'd love you to explain this to people, but you guys are obviously a lot of phone sales, and then you're bringing people to your environment, right?

Speaker 3 Bringing people to the events, bringing people to see what you do.

Speaker 3 And I'd 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.

Speaker 4 Yeah, so, well, growing up, you know, we all watch the boiler room

Speaker 4 on Wall Street, right? I mean, if anybody's into sales like you guys

Speaker 4 you guys watch this stuff

Speaker 4 i love that

Speaker 4 i 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 for everywhere everybody loves energy right it feels good

Speaker 4 the frequency of an environment is everything and as 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.

Speaker 4 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 the sales leader.

Speaker 4 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.

Speaker 4 And I know a couple of things. Number one, you got to keep it fun.
You got to be unpredictable as a sales leader.

Speaker 4 That's the reason why cash fifths, 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.

Speaker 4 Everybody, every hour, get down, do 30 push-ups, right? Get back on the phones, let's go.

Speaker 4 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.

Speaker 4 See, salespeople, number one, their jobs to take the stress out of a cell. Their jobs to take the pressure out of a deal.
Stuff's expensive, okay? I mean, it's just the way the world is right now.

Speaker 4 It's expensive. We don't want people thinking about money.
We want people to think about the results that they get when they spend their money. Money gets traded for results.

Speaker 4 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.

Speaker 4 So, when you walk in here, all lights are on. You'll notice there's neon lights everywhere.
It's super cool, feels like a club.

Speaker 4 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 want to cut off because I'm cool, like I'm chill.

Speaker 4 Like, give me the phone, I'll shut anybody down. Like, come on, give me the phone, give me the phone, give me that.

Speaker 4 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 sales is belief i've got to keep the belief flowing through the office i'm walking around making sure that i'm i'm looking for that guy it's eyes that's not believing today that's doubting that maybe for 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 it that's what a sales leader does.

Speaker 4 And so basically our environment here,

Speaker 4 every day, usually every hour on the hour, we all get down to 20 push-ups. Every time somebody makes a sell, they ring a bell, right? So there's bells ringing all day long.

Speaker 4 It's on our board, you know, it says lives changed. 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.

Speaker 4 How many can you commit to? Eva, how many can you commit to? Ian, how many can you? How many can you commit to? I can do eight. I can do six.
I can do seven. Come on, man.
You can push to 10.

Speaker 4 You can, you can change 10 people's lives. All right, Eva for 10.

Speaker 4 And so, as I'm doing these things, I'm not like pushing them about making money. I'm pushing them about changing someone's life, getting someone to feel.

Speaker 4 I can't get someone to experience what I'm not experiencing. I can't get them to be what I'm not.
I can't get them to see what I don't see.

Speaker 4 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.

Speaker 4 And basically it all starts with one person that's decided how the hell this place is going to operate.

Speaker 4 And then I decide this building, you take everybody out of it and the people out of it, it's just an empty building.

Speaker 4 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.

Speaker 3 I call the rules.

Speaker 4 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.

Speaker 4 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 you're here with me.

Speaker 4 And dude, like that thing has created this

Speaker 4 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?

Speaker 4 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.

Speaker 4 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.

Speaker 4 Step two, got to be a leader.

Speaker 4 Self-leadership, you got to lead yourself first. Okay, because if you can't lead yourself, no one else is going to let you lead them.
And then secondly, now you lead others.

Speaker 4 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.

Speaker 4 Okay, so every day, everybody is on the phones and we're dialing, but also we have companies flying out here constantly constantly that are like coming in here.

Speaker 4 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.

Speaker 4 And so they will leave here and they will go back home and build their sales cultures. And,

Speaker 4 you know, I always say this: if a company's not doing well in sales, who's in charge?

Speaker 4 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.

Speaker 4 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.

Speaker 4 I love working in it, but I need to work on it to continue to grow it.

Speaker 4 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 a leader.

Speaker 4 So when you come here, Number one, the first piece of paper you sign is a piece of paper. It's a middle toughness waiter.

Speaker 4 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

Speaker 4 you know i'm going to positively peer pressure the hell out

Speaker 4 positively peer pressure you to be your best self every second every day

Speaker 4 And so like, they know what they're signing up for. And so that's why the people that want that, they come here because they love it.
You know, you would love it here. You loved it here.

Speaker 4 You were like, dude, this is great. Everybody's a winner.
Everybody's pushing each other. Everybody's having fun.

Speaker 4 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 got one alpha.

Speaker 3 100 of them.

Speaker 4 I have 100 alphas housed in one house. because of respect.

Speaker 4 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.

Speaker 4 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.

Speaker 4 Like one thing that we all align with in our whole company, it's not about religion. It's about everybody here.

Speaker 4 When I ask someone, you know, when you come to work here, you don't have to believe in God, but is God important to you? And it's important to me that I'm around people who believe in God.

Speaker 4 I really is. I'm not saying I can't be around people who don't believe.

Speaker 4 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 they align with.

Speaker 4 Okay. 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.

Speaker 4 You know, he wasn't, he didn't cheer other people

Speaker 4 in the office on who were winning,

Speaker 4 you know, and you're like, you know, I got like, I just, I can't, I can't roll with that, you know.

Speaker 4 And so, one of the things, again, to live the life you want to live, you got to be willing to tell people things you don't want to hear.

Speaker 4 And I'll get a lot of crap, people like, oh, you got to believe in God to work. I know you don't.
You can do whatever you want. I'm just trying to tell you, I'm hiring people who I align with.

Speaker 4 Who I align with. If you align with my values, I can teach you skill,

Speaker 4 but I can't make you have a good heart.

Speaker 4 so it's it's just you you can feel the love in this office you know

Speaker 3 definitely definitely a special place man like where i got there it's just like yeah you built something really really special yeah so hero making machine it's the only

Speaker 4 that's the best word i can i can people say

Speaker 4 yeah it's a hero making machine people call it a cult 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

Speaker 4 but you can look back and say say, okay, that makes sense now.

Speaker 4 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?

Speaker 4 Well, here's what I've learned, okay?

Speaker 4 Pain

Speaker 4 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.

Speaker 4 Just don't ever forget that. Okay, underdogs that have been through a lot,

Speaker 4 those people don't quit linked stuff. Those are the people that fight with you.
Okay,

Speaker 4 we're having a big push. You got people trying to check out at five o'clock.
Those are the people that's had an easy life. Those people stay with you till midnight, two in the morning.

Speaker 4 Those are those underdogs. And so anyway, so if you're like, yeah, you know, 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.

Speaker 4 Hey, my girl, she freaking didn't believe in me. How'd that feel?

Speaker 4 Did it hurt? Good. Okay.
You know what? I like you now. Because those people, they have something to prove.
And those people are dangerous.

Speaker 4 Dude, 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.

Speaker 4 And so I want to be around people that are also trying to do that. So just remember, pain, pain is an insurance policy.

Speaker 4 to guarantee that people are going to have a high a higher chance of being successful in sales the higher the pain

Speaker 3 Dude, this is so fun.

Speaker 3 Well, first off, thanks for hanging out again on the podcast. It's super fun that we were able to meet up between your trips.
You're heading back to Dubai in like a week or so.

Speaker 3 So glad we had a chance to reconnect. And I think there's some really powerful things.

Speaker 3 I love just thinking through your journey, how fast it was, but I think for most people in my world, we were struggling.

Speaker 3 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.

Speaker 3 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, like people bought.

Speaker 3 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 what the next thing? They create the next offer, the next offer. Like,

Speaker 3 like, these are the things 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 showing up.

Speaker 3 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 believe in what you're doing as well.

Speaker 3 And what you've done has been, I mean,

Speaker 3 it's second to none. I haven't seen anything else like it when I was out there.

Speaker 4 Well, listen, let me give you two very, very fast things. Number one, everyone that you coach, they change and become a better person.

Speaker 4 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.

Speaker 4 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,

Speaker 4 period. Secondly, don't ever let your fans outgrow you.
This is a big one, okay?

Speaker 4 Dude, when people believe in you, don't ever let them outgrow you. Russell, there's a reason why like I'm always like trying to get in better shape.
I'm trying to, no, like, I mean it.

Speaker 3 Like I'm 45.

Speaker 4 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.

Speaker 4 You know, I want to be proud of me. I want to be proud of my business.
I'm going to look in the mirror. I'm going to like what I see.
You know, I want to help change other people's lives.

Speaker 4 I don't ever, I don't ever want anyone to outgrow me. I know the way people are.
Right now, we're in a social media world. Everybody's looking for everything.
They're moving really quick, man.

Speaker 4 So like, like this self-development journey, this growth journey can never stop.

Speaker 4 If you want to know when you're, 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.

Speaker 4 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.

Speaker 4 And when they're ready to go 70, if you're still going 60, they're going to pass you or they're going to smash into the back of you.

Speaker 4 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.

Speaker 4 So, I just wanted you to remember that, like, if you're going to build something great, there can never be a cruise control. The second you cruise, your business is over.

Speaker 4 Finished.

Speaker 4 So

Speaker 4 I just want to finish with that because don't ever let them outgrow you. Don't let your family outgrow.

Speaker 4 Don't let your kids outgrow you. Don't let your team outgrow you.
But like, just

Speaker 4 don't ever stop growing. Like, keep inspiring people.
If you can keep inspiring people and you can keep changing, I promise you you'll never worry about anything

Speaker 4 ever.

Speaker 4 So that's a, it's a secret hack that I feel like has kept me a little bit alive in a time where, you know, you feel like you're starting to get stuck.

Speaker 4 And I'm like, like, oh, 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.

Speaker 4 Who I become will determine what I earn. Chase the man, not the money.
Become a better human. Watch what happens.

Speaker 4 It's a game that's not being taught in the world right now, but I'm telling you, if you'll run this human excellence game, you will freaking annihilate everybody because you're so magnetic and inspiring.

Speaker 4 that people will freaking love you. And guess what? If someone falls off, if you're inspiring, there's only someone else jumping back on.

Speaker 4 yes there's eight 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 how what's a hack to stay on top well if there is a hack don't i rul everybody outgrow you keep inspiring people stay psycho be a psychopath

Speaker 4 Awesome, man. And a good one.

Speaker 3 Good psychopath.

Speaker 4 Dude, thank you so much.

Speaker 3 I appreciate for everyone who's listening. What's the best place for them to go follow you if they're not right now?

Speaker 4 Yeah, I mean, dude, you can either text me, 918-210-0254. People text me, they ask me questions,

Speaker 4 or you can follow me on Instagram or go to YouTube. I mean, honestly, I have thousands of videos on YouTube and see where we're about.

Speaker 4 Awesome, man. Well, thank you.
Yeah, thank you for changing my life. Seriously, thank you for doing what you do.
I appreciate you wrestling.

Speaker 4 Awesome.

Speaker 3 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.

Speaker 3 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.

Speaker 3 That's sellingonline.com/slash podcast.