What Makes a Great Closer in 2025? Daniel G. Breaks It Down! | #Sales - Ep. 37

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This is the Russell Brunson Show.

What's up, everyone?

Welcome back to the show.

I've got a new guest here in the office today.

Just flew in like five minutes ago.

Someone I've been watching online for a long time, watching him, very impressed with what he's doing, and

just decided we want to do a podcast with me.

He's like, I'll fly to Boyce.

I'm like, why would you fly to Boise?

We're in the middle of nowhere.

And him, his whole crew fly here so i'm super grateful for that his name's daniel g and pumped to have you in the office and how you feel thanks for having me man i'm feeling amazing other than i just like before this episode i just pulled my hamstring like i said walking in here but between his hamstring my two biceps we're skimps here but we got our our lips will be flapping and we'll be sharing some kind of stuff this is gonna be like the showdown between like one-on-one selling versus one-on-many selling because i'm scared that's selling one-on-one and you crush one-on-one across the world so yeah maybe we can learn something from each other today and it's crazy because right before we just talked i just i literally just told you I i said, this is going to be my first time in like a month or two months selling something big to everybody.

And I'm not used to that, but I'm used to selling one-on-one since I was 14.

Yeah.

Right.

So it's a whole different game, I think.

It's funny because of me, one-on-one is, I get introverted.

So that, like, I get so much fear and anxiety, but like, I'll be selling one-on-one.

I'm like, oh, you could just have it.

Just don't worry about it.

And like, I back away.

So I've never enjoyed it, but it's fun watching people who are really, really good.

So when you were 14, what were you selling back then?

That was the beginning of the year.

I was selling door-to-door home services.

It was my first job.

I worked at illegally under my brother's, you know, social insurance number.

I was 14 and a half, right?

It was like my grade nine high school job.

There was a sign that said, if you want to make $500 to $1,000 in commission, sign up here.

And I said, Does that mean money?

And he's like, Yeah.

And I'm like, dude,

I'm like, I will do whatever for $500 to $1,000.

I will dance naked in the school if it equals.

So, so I started my first direct sales job at 14 years old.

What were you starting?

And it was home services.

So it was indoor services and outdoor services.

It was like grass services.

It was window wash, knock driveway ceiling.

Yep.

And then

at like 15 and

the next summer, I started building a sales team underneath that company.

So I was in sales ever since.

I started building sales teams since I was 15 years old.

Did it come like to you naturally or did it take a while for you to get into it?

No, after the first week, I was hooked.

I was hooked.

Like, I thought everything was a lie.

I made $800 in commissions in my first week.

I was in Toronto, Canada.

I went to school.

I'm like, this is all a lie.

Like, I said,

you guys told me at the end, like, you know, focus to, you know, go to school to make a lot of money.

I'm like, wait, I've skipped that whole process i already made a lot of money right like i went to my teacher and i said miss how much do you make and she's like oh you know 52 000 a year i'm like oh what the heck i made this this weekend what you so so yeah that was you know it i was ruined you early yeah i i was training sales since i was like 15 because i already had a sales team so like what i do now training objections and prospecting whatever it is uh presenting i've been doing it since a young age right i didn't start training it full time until like six seven years ago i built businesses before that that and everything but uh it was just a passion project turned into a business very cool yeah I was looking at your bio right when you were waiting for you to fly in yeah and um so check this out for everyone listening so um if you're not familiar with Daniel Nike labeled number one sales trainer 2024 spoke at 750 events globally yeah that's insane trained over 2 million people and your quote is or your tagline makes salespeople rich yeah 750 events I don't even know how that's possible yeah let's say every every day every weekend

right now we're at like three four weeks sometimes internationally too too.

Like, it's been crazy.

Like, for the last seven years, my whole life was on the road for the last seven years and done it all from every type of event, whether it's from people selling shampoos and skincare to people selling homes and insurance.

But yeah,

the reason why I went so heavy on events, because the way I looked at it was as everybody started to go online, I said, sometimes now the online game is supported by the offline game.

So I said, my kind of winning edge would be like, if all the, like when I studied all the old timers when I was growing up, like Brian Tracy Tom Hopkins Zig Ziglar right and I said okay if these guys were able to grow so big without social media if I just do what they do because their life was on the road selling seminars which people don't know they were on the road selling seminars and I would think how would these guys pack out a room of 3,000 people first I got to figure out that formula because if they did it like what's our excuse like they were doing it with just like direct mail and referrals And so I'm like, I'm going to master that game, but at the same time, I could speed up this process by going on stages, building the trust with people because I was young, Russell.

Like I was starting stages when I was 24, right?

Seven years ago.

Seven years ago.

I'm 31 now.

So I said, I'm going to build the trust, work my ass off on stages, and then

just start posting all that content online because the subconscious thought of you being in front of other people, people online trust you a lot more.

Right.

So I was doing that for the last, yeah.

So that was us for the last seven years.

So did you have a big social strategy in start or was it just take clips, post them, and that is what grew it?

I'm curious.

Yeah, I mean, I'm very, I'm still very hands-on with my social media.

Like, I'm very, like, I'm, I'm just very intricate with my community.

I'm going live every single day.

I built my live stream, I built my whole brand off live streams.

On where Instagram is on the main platform, Instagram, yeah, Instagram.

I was doing Meerkat and Periscope, and then I enjoyed it.

Yeah, I enjoyed it.

And I said, wow, let's just shift over to Instagram.

So I just started doing Instagram lives, and I would just beam in my audience on live streams and do rapid-fire Q ⁇ As with them.

And that's how we built up the brand, right?

So then I would figure out who my audience is.

And still to today, like even if we are doing keynotes like i'll still look at my keynotes and be like okay i want these clips and i'm i'm very i'm still in my social media i haven't figured out a way to fully outsource my social media 150 yeah um how often you said every day you're going live is the same times that's scheduled no now it's now it's sporadic before it before it used to like i used to train my audience to be like all right guys i'm going live at 10 10.

now it's just whenever we can hit the live button and some days you know i'll miss it of course like when we're traveling like something like this but you know i try to i try to stay very intimate that was one of my also like winning edge things I would always look, I would say, okay, what is everybody doing?

I have to do exactly what they're doing, especially the old timers in space.

And I was like, What's one extra thing that I can do on top of them?

Right?

So, that was one of them.

That was live streams.

I'm curious.

Um, for me, live streams that compare scope was crazy.

I click a button and my whole audience shows up.

Nowadays, the algorithm is like less.

When you click live on Instagram, how many people show up popping at the video?

It should be more.

I mean, now it hovers between three to six hundred.

Um, but just based on where my brand at, if I had the same brand 2020 it would be four to five thousand like I just came I was just landing in the airport and I seen Gary on a live and I seen 130 people so frustrating and I said wow when Gary used to be on live this was three to five thousand people in two seconds right so um yeah it's just interesting it's it's it's uh it's still crazy you can click a button like 500 people show up and you're just like hey what you know like right again Brian Tracy they'd spend a month filling a room at 500 people and you click a button and it's there like it's yeah and that's why I love content creation because listen I'm a speaker i live on a stage so when i tell people and they don't want to post content i say you don't understand what a room of even 700 people look like that's a big room that's a filled room a real can get that in two seconds right like i always i always try to still make that contrast say 5 000 people viewed your reel i'm like that's a full stadium when we do 5 000 people that's huge right so like like that's why i love the online game i think it's still incredible even though the analytics don't play to our favor anymore but yeah it all changes shifts back and forth i've been doing this long enough to watch the cycles and the next thing we'll hit and then we'll we'll move there and keep keep it running yeah um that's really cool um okay so i i don't know if you've announced this yet maybe i'm not allowed to talk about this but you've got a book you're working on that's coming out soon what's the book called am i allowed to talk about this um yeah well i guess yeah it's called the sales game okay very cool yeah and um i know you spent a lot of time working on it but um i'm more curious like

At least for me, I'm very much a frameworks guy with different frameworks.

Like, what's your framework for selling that's different than what other people are doing?

Or yeah, what's your, like, what's your thinking about about the way you teach selling versus other people?

Yeah, I mean, I've, I've, again, I've studied every, I've studied sales since I was 14.

I was a nerd at sales.

Like, and I've always picked apart things.

Like,

even little lines, I would always ask myself, I'm like, okay, does it work?

Right.

Because anything can look good on social media.

Anything can sound good in a book.

Buyers change, obviously, today's day and age.

Like, you, obviously, you know that you mastered the online game.

This didn't exist 25 years ago, what you're doing right now.

But I've always looked, I said, okay, the words now that are used from the books that used to be taught in 1980s, some of those people that train sales now, they're learning from a trainer that used to do sales in like 1960s and it just gets passed along.

And

a lot of the words bring up like objections that are almost like debris.

Debris means like it's like dust from the past.

So when somebody says, oh, I'm not interested in something like that, usually it's like that objection is like debris from the past of how they think things are done today.

So like what, like if I'm coming to sell somebody an opportunity and they're like, oh, but I don't do things like that, they might have the thought that that opportunity is done the way people used to do it 25 years ago selling candles at home or something like that.

So it's like debris from the past, a lot of the objections.

So we, we do have a frameworks called NRS called no resistant sales.

And it's basically to

take the resistance away inside of sales.

So let's say, for example, when we say like no resistance, like when the shoulders are always up, right?

Like I believe there's just buyer states.

Like there's a buyer state where there's resistance.

There's a buyer state where somebody's overly excited and there's a buyer state where somebody's ready.

I never believed in saying like, oh, you have to have buyer personas where that person's a green, ruby, red buyer.

I wasn't a smart kid growing up.

So I wouldn't draw that.

Yeah, like like, I was just like, okay, what state is a buyer in?

Which majority of the time they're always resistant to buy something, right?

So I said, even when there's objections or whatever the case is and shoulders are up, I always said, okay, what can drop shoulders?

Because the point of sales,

I believe this.

I was always in the closing mindset.

I don't believe, and especially being in direct sales that, you know, I always heard fortune was in the follow-up.

So I always questioned it.

I said, fortune's in the follow-up, but I never want to do that.

I don't want to fall, because the average sales stat is that you got to follow up with somebody six to eight times in order to close a deal, right?

So I said, I hate that.

That was just me being young.

I said, I have so much ADD that I can't, I can't follow up with somebody six to eight times.

And I said, why has never, somebody never written out a line in a book?

And I've read every single sales book that fortune, yes, is in the follow-up.

I get it.

But the true fortune is in the amount of attempts that you do on the first phone call.

That's where the true fortune is.

And the real sales executive or the salesperson can attempt without the customer knowing it's an attempt.

So you have to attempt, like, why has nobody said if you attempt five to eight times, maybe you only got to follow up one to two times.

The problem with sales reps is it takes so long to close out a deal, whether it's a remote sales rep or whatever the case is, is because the rule of follow-up is you only follow up on the true objection as to why somebody couldn't buy.

The problem is, is when you don't attempt five to eight times, somebody's going to have to slow this down, when you don't attempt five to eight times, you're now following up on something that might not be the true objection because you haven't got down to the bare-naked truth.

And that's what extends follow-up for so long.

Like you might be following up on something that's not the true objection.

So now it takes eight weeks or 12 weeks to close out a deal because you think it's about the husband and the wife.

Oh, she needs to speak to the husband or wife, but they're speaking to the husband and wife when they get home.

So I was always saying, okay, fortune's in the amount of attempts without the customer even knowing it's an attempt.

That's where fortune's in.

Like, it's like, it's like how many times you can attempt without them thinking it's an attempt, right?

Like, I was doing

a show with Andy

Elliott a couple of weeks ago or like a month ago.

And I said, when I started door-to-door sales, you know, it was, okay, attempt one.

They would say, no, thank you.

I'm not interested.

And they would be like, okay, but I'm still not interested.

My husband does something like that.

Yeah, but we don't have the money.

And by the third or fourth one, they're almost tossing the middle finger and be like, hey,

get off of my lawn, right?

And I said, it was always an attempt without them knowing it was an attempt.

And I have this line in sales.

I say, you know, you think like the lion, but you sell like the lamb.

Meaning like you're hungry for the commissions, but in today's day and age, since everybody's so transactional, you got to sell like the lamb.

And this is why salespeople were great back then because when somebody gave them an objection, they were all lambs.

When somebody gave our old salespeople objections, they'd be like, yeah, don't even worry about it.

They were so calm.

They had this calm.

You talk to salespeople back then that are like 75 now, they have this lamb-like attitude that even when they get an objection, they'll pay no mind to it.

They don't take gasoline and pour it on.

Yeah, nor they don't take it and try to start a fire on that one objection when they say, oh, I don't have the money.

They don't make money the issue because they know that's not the issue.

They're like, yeah, don't even worry about it.

So So what do you got going on for the holidays?

It's like magic because usually they know that's not the objection, so they don't pay attention on it.

So I'd say, you know, on the third and fourth attempt,

when I was saying they used to kick me off their lawn, I'd be like, all right, yeah, don't even worry about it.

And I was young, so I could play like, you know, the pitiness card.

I'd be like, and I would turn around, just like the lamb, and I would say, hey, by the way, just so I don't, you know, get fired from my job, I can't tell my manager that you guys, you know, didn't want to do something like that.

It's not a good enough excuse.

I have to give them a real reason so we can go back to the company to research and development so they can make our product amazing I said just so I can write it on the iPad you know truly as to why you guys did it onboard today so I could take back to research and development so we can always make our product amazing what was the real reason as to why you guys didn't need a product just so I could write it down on my iPad and take it back to my manager right what was the real reason oh well you know and then they they would come back in with another reason and my foot's back inside of the door and I would say the ability to know that a customer can exit, you could pull them back in.

That's the whole point of sales.

Like on any objection online, if a customer, our thing is always we sell exits, right?

Because if we could sell an exit, we can pull it back in.

Like, whether that's prospecting, booking a meeting, if a setter's trying to get somebody on a phone call, whether it's through an Instagram DM, I can always get somebody to show up if they know they can leave the call.

People don't show up to calls because they feel like they got to buy something.

So, the whole job in sales is: if you want to get somebody to show up, make sure that in your prospecting message, or if it's ads or whatever the case is, you guys are masters of this, make them feel like they don't got to buy something to do something or sell something, they'll show up because their shoulders are down, right?

Like, a prospect's job.

My thing is when you ask me, what do i do differently in sales is i teach people how people buy first and then sell second if i could teach a salesperson how people buy teaching sales is easy so i always say a prospect's job learn how prospects buy they want to steal information give it to them yeah i love just going back to your talk uh concept about buyer state because i again i don't sell one-on-one by sell one to many it's very similar like my presentations are crafted specifically to get people in the state so when i do ask for the sale they've already said yes 200 times with their head they've said in their out you know like but i'm able to see that because like I'm seeing them I'm I'm assuming you're training people who are doing door-to-door sales but also phone sales like how do you feel the buyer persona when you're not like in front of that person or the buyer state if you're not actually in front of that person on the phone or something yeah that's a good question so I mean yeah we we train all sales insurance sales remote high ticket selling that's how I started off I have a high ticket sales agency I built my business up before I went to train on the road right when I seen the course

space blew up I said uh-oh let's let's create a love matchmaking service closer with course creator boom we started a high ticket sales agency back in 2016 in Toronto, Canada, in-house.

We had a bunch of closers on the phone and, you know, everybody, everybody was doing remote sales, right?

We were closing for other coaches.

And, you know, when you think of states and frames, you think of report, right?

Report, what is it actually like?

If rapport had to be on a physical piece of paper, if I had to draw it out, because when people are like, oh, report, you know, find points of commonality with people.

I said, okay, but how would it like look at it?

If report was on like a graph, how would this conversation look like?

It would be customer talks, you talk, customer talks, you talk.

So report is a process of engagement.

That's what true rapport is, right?

So when I'm talking to somebody over the phone and somebody's saying, yeah,

okay,

no way.

And then you go in for the clothes, well, you shoot yourself in the foot because you don't have a process of engagement.

Like that's how report is supposed to be.

You talk, I talk, you.

It's like I was just on a plane an hour ago.

Lady's talking to me.

And I'm just like, yeah, no way.

And I'm just tired.

I'm like, yeah.

I'm like, I would say one word and she would talk for 30 minutes.

You're out of rapport as a salesperson.

You know, if now she tried to sell me a water bottle i'm not gonna buy because there's no process of engagement but a bad sales will try to go sell the water bottle after right like i would teach somebody say hey by the way how do you get them to open up a little bit more before you go in for the close so i would say like for for us

um

You'd have to have some sort of process of engagement on a phone conversation

rather than, and it's like finding the twinkle in the eye on a phone conversation.

Like, what is truly the easiest way to rapport is become generally interested in that person's best interests.

And when somebody thinks of that, it's not just about finding points of commonality.

Oh, you live in Bueza, Idaho.

Oh, I was there on, you know, last week on Russell's podcast.

Yeah, that's great.

But when you can genuinely feel and become interested in that person's best interest, that's where you have somebody sold.

Like that is sales at the end of the day.

When I can walk in somewhere and somebody says to a salesman says to me, whether I'm buying a TV or a car and somebody says,

I don't think you want that one because you said you want it to last 20 years.

Yeah.

You might want to go to that one, Daniel.

It might be even a little bit cheaper, but that one's going to last you 20 years.

Boom, I'm sold.

Why?

Because that person gave me the perception that they're generally interested in my best interests, right?

So it's in, I believe, in a phone conversation, I look at like rapport and process of engagement.

I think towards the end of a conversation, when you look at the traditional sales

funnel or sales system or cycle, it's usually build rapport with somebody, ask them questions, present your product, deal with some objection, close the deal, follow up, make them a raving fan, whatever.

That's the sales cycle.

And I said, why has sales always been taught like this?

Build rapport, ask some questions, make your presentation, deal with some objections, close the deal.

I said, why has nobody ever said build rapport?

Rapport is not something you do.

It's something like something you did.

You do it throughout the whole sale.

At the end, rapport should be like opening up and they should be more open than ever rather than like making it all exciting in the beginning and then closing it off towards the end of the deal.

They should be more excited at the end ever.

So the ability to find out their best interests and get them laughing towards the end of the phone call is much more important than get them laughing towards the beginning of the phone call.

Does it make sense?

Like somebody has to be looser.

Like whatever, I told my sales team last week, I said, when you guys are asking for a payment, you're now asking that person to exchange something that is one of the, mentally one of their most like scarce resources inside of their head.

And her parents said, don't give your money away to nobody.

And now you're going to ask for a payment on a phone call.

They'd rather go shop to a big corporation than go pay a salesperson.

This is the mentality of a customer.

I'd rather go pay Costco than go pay somebody selling vegetables on a street.

That's just how we were programmed.

We're programmed to be marketed to

on infomercials, whatever cases.

I'm like, they don't want to pay you.

So now when you go ask for money, that's where like the resistance builds back up.

I'm like, just drop it even towards the end.

So even when you're asking for payments, say something to even drop them.

Keep rapport because rapport is the subconscious thought of there's something about this person that I just like.

I'm like, how do you get that ticking off throughout the whole sale?

So even when you're asking for payment, you still got to take that off.

You can't just do it in the beginning.

It's not something you did.

It's something you do till the end.

So, and I just said, hey, tell them they can pay us with a bag of cash.

They got to fly in a gym.

They got to drop off $30,000 with a bag of cash.

Let them pause for a second and be like, really?

And then my sales guy can be like, no, I'm just kidding.

You just, it's just, you could just Visa mascara.

How do you want to go?

Just drop it a bit.

Because

their tension's going up the moment you're starting to ask for money, right?

So I said, that's where I always looked at sales cycles and I said, how do we just lessen it?

It's not so much of a battle, but it's like a dance.

Right?

Yeah, that's really cool.

Interesting.

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When was the last time you were like knocking door to door?

Have you done that since teenagers?

No, no, no.

I stopped when I was 17.

I did it for three years and then I started another bigger direct sales job.

And there's this itch in me.

You're going to have to go back and do it.

Yeah.

We should go out right now and go knock some doors.

Yeah.

Like really like sometimes I'm back in my old neighborhood with like Steve, my videographer.

We'll go visit my family.

And I'm looking at the door.

I'm like, Steve, is your camera on?

I'm like, I want to know.

That would be a good series for you.

You knocking doors and stuff.

It would be.

You know,

we've been thinking about it.

Actually, I still think,

and I also love calling.

Like, I love

24-7, I'll still pick up a phone call when I'm in my office with my sales guys, and I'll still get on phone calls.

Do you stream that?

You want other people watching you on calls ever?

Yeah, yeah, yeah, of course.

Yeah, we did it last week.

We did all live cold calling last week.

I sold all live on Instagram live.

It was fun.

That's really cool.

Yeah.

Man.

Okay, so I saw someone on Instagram.

I don't know if it was a week ago or a day ago.

You posted a video.

And I want to go deeper into this because this is a funny example, but it's true

in a lot of different situations.

But the reel was basically, you're not allowed to have sex till you made at least $100,000 this month.

So let's talk about that.

And then I want to liken it to a lot of other things.

I thought it was kind of funny.

Yeah.

Well, I mean, it's blown up.

Yeah.

I'm seeing how many people watched it.

I posted that reel already like two, three times.

Okay.

Just because I like you.

It's a good one.

Well, I just like people coming in and be like, whatever comments are.

Like, I just, I love it.

I'll laugh at some comments.

But

520,000 views so far.

I would, I would,

I said, you're not allowed to go on a dinner date if you're not making $10,000 a month.

Because this new thing is always like, well, these ladies, they want to, especially like, oh, these ladies, they're always saying they want to go to these fancy dinners or whatever the case is.

I said, okay, so just go make more money.

But I said, if dinners are expensive right now and it's costing you $500 to go out for dinner, $200 in Miami, you're not getting a dealer or $500, right?

You're getting rents there.

So I said, okay, how can you make sense of spending 10% of your wealth?

And you want to be a business person, you're spending 10% of your wealth on one dinner date.

Just think of it.

I'm like, most, most wealthy people and rich people are going to think when they're spending 20% of their wealth, it has to be on something significant, right?

I said, in business, you can't just flick the switch on and flick the switch off.

I said, so number one, I said, start getting disciplined.

I said, start having some goals for yourself.

I said, maybe at $10,000, you can afford with no stress to go on the dinner date.

Cause I'm like, you want to be loose.

You want to, you know, you don't want to be thinking about, and it's just an Instagram reel.

I can't do a lot of talking on Instagram reel.

My guys chop it up to get a little bit more hate.

They're chopping it up to make it a little bit more intense.

But, um, and then I, and then I said, and then about the sex thingy.

I said, okay, you're not allowed to have sex until you're making $100,000 a month, right?

And, and I'm talking to salespeople that are in the vehicle, by the way.

Like, people have to understand that message is to salespeople that are in a vehicle that can do it.

Maybe if somebody's working a job, they're not in a vehicle.

It is completely

right.

No, no, no, no, no.

I'm talking to people that are looking at me like, how do I become rich in sales?

Right.

So I'm like, okay, you're in a vehicle that make $100,000 a month.

I said, okay, let's dissect sex for a second.

Let's dissect it.

Well, if you're a male, right?

And you're not.

learning from Russell and Daniel how to communicate with other individuals, it might take long, meaning you have to, you know, think about where you're going tonight and then you got to go buy some clothes and then you got to go pick the club and go to the Uber and then, you know, go out and spend money on drinks and then, you know, figure out which girl you're going to try to pick up and then get her phone number.

And then maybe you don't land the first Friday and Saturday night and then you go back to the same club.

So now you're two weeks in.

You go back to the same club and then you do the whole thing again, get somebody's number and then, okay, finally you land Maria's number and now you're out with Maria on a date and you guys don't have sex the first date.

So now you're four weeks in and you're on the second date and now you maybe you have sex on the on the four on the first month and now you're a month in just for this process where you could be learning studying growing building a business or whatever the case is you're a month in and then it's good and then you know and then you stay doing it and i said for the young people um i said i think it's so much easier to focus building because if it gets good and then then now you're doing it every day and i said that time i said the most deadly time as an entrepreneur is you're six to nine o'clock at night time.

I said, you know, I said, that's where entrepreneurs are built.

Like that, that's that bleed time.

That's what I was, that's not what's shown in the reel.

I said, you know, entrepreneurs are built from six to 11 o'clock and on the weekends.

That's where we're built.

Like, you know, we're, we're all in part-timers until it's full-time, right?

So I said, don't, don't be like an.

a fake full-timer, be an all-in part-timer.

So even if you don't have the ability, if you're working at nine to five, it's okay.

You could beat the people that say they're entrepreneurs, but they're working one hour a day, but they got 12 hours on their head.

I said, they're fake full-timers.

I said, our business is built on the weekend.

It's built on those gaps if we're all in, right?

So I was just showing them, I'm like, you will beat the majority of people if you're really,

you know, an all-in part-timer inside of business and entrepreneurship.

You could beat a lot of fake full-timers inside of business, especially in the online space, right?

Because it's online and now you have the ability, oh, I don't have to work today or whatever the case is.

So I was just teaching them how to maximize time on that.

I think, again, obviously, it's a funny example of grabs, clicks, and headlines and stuff like that.

But the reality is true, anything.

Like when I was wrestling, that was my big thing.

It's just like everyone else at nights was goofing off, weekends doing things, you know, holidays.

They were, and like, for me to become who I wanted to become in wrestling, I was working out every night.

I had to do those things to be able to become a different level than everybody else, right?

I think that's true in any area of trying to be a good salesperson, a good marketer, a good, like, whatever you're trying to do.

It's like, it's like

you've got to give up something in the interim while you're mastering the skill set.

Otherwise, you're going to, it's going to take you way too long to ever actually master the skill set, you know?

Correct.

Yeah.

And I'm talking to young folks and I'm saying, guys, we have such an advantage.

Our parents wish that they had social media and instagram like for example going back when i was with andy last month elliot i was like dude because we're planning out some of these events i said okay we got a thing bigger he's like okay i'm like think of it if tracy and zig ziggler and all these guys if they packed out events with no social media we suck

I said, we suck.

We should be doing, we should easily be doing 100,000 people in a stadium.

We should fill up 60 to 70,000 people.

If they did it without social media, we like, I said, who are we comparing ourselves to?

Sometimes we just like, I said, because I don't think entrepreneurs, I know people say comparison is a thief of all joy, but I disagree.

I think if you're a winner and if you grew up, somebody like yourself and you're in sports, I grew up in sports playing soccer.

I think comparison is a motivator inside of business.

I believe that when you compare yourself to the right people, if it demotivates you, I don't think you should be in business.

This is the true message.

I think if you compare yourself to the right people, you have a benchmark and you could say as a team, okay, we suck.

How do we have to get better better here, right?

I think comparison for the right people, it's almost like a motivator.

So

I forget about the subject we talked.

Oh, but yes, I was saying, yeah, I was saying just like in terms of maximizing time, I don't think when I was saying that message, I don't believe that giving up some negative things is ever a sacrifice inside of business.

I think

when people say, you got to give up going to the clubs or drinking or whatever the case is, I'm like, we have to pause for a second and just think, some of those things that we think is a sacrifice is already a negative.

So it's not like, oh, I'm sacrifice going out on the weekends and drinking.

I'm like, well, that's already bad.

Like that's already a bad thing to do.

You mean you just have a little bit more love for your life and your business.

So you have a little bit more self-love.

That's not sacrifice.

The true sacrifice as an entrepreneur, as a salesperson is sometimes working in the office at 12 o'clock, maybe when it's somebody's birthday, sometimes missing somebody's wedding because Daniel has to be at this event or whatever.

That's the heart sacrifices inside of life.

So you have to make this divine line where it's like, okay, what are are already negative things that I think is a sacrifice?

Because I can't be in this guilty place of me sacrificing alcohol when it's already negative.

That just means you love your business.

The hard things are, and you have to identify it, giving up maybe a family function or being in the office when a friend has a baby shower, whatever the case is.

Those are the true sacrifices inside of business.

Yeah, for sure.

Okay, next question I want to ask you.

So my followers, my listeners, we're funnel hackers.

We geek out on like people's sales process and what they're doing, how they're doing.

So I want to understand your business.

Obviously, everyone sees socially what you're doing.

Like, it's out there, you're doing a bunch of cool stuff.

Someone sees it a reel, they watch something, and then what does the rest of your business look like?

What's the back end?

Like, where are you driving people?

What's it look like?

I'm gonna break down and dissect that part.

Yeah, for sure.

So, um, going back to the beginning, my stages was always to create the social media a lot larger, whether it's YouTube, Instagram, TikTok, right?

Um,

because you don't sell the events, you get you usually get paid to speak at or you speak for free and eventually, yeah, I know, get paid to speak at, unless it's friends' events, right?

We know how the game works.

Like, if it's friends' events, I'll go up and speak.

Um, and and the only reason why I wouldn't sell on stage, even though sometimes I would have the opportunity if it's a homies' event, I just don't like shitting the bed.

I don't like doing anything where it's like, I know Russell goes up there and makes 1.5.

No, no, no, I'm not going up there and making $50,000.

I'm just going to shut my mouth.

Yeah, like, just go follow me.

Here's a QR code.

I mean, the real process is like,

I've had the same, I've had the same university course that we just kept developing over the last six years.

We just keep enhancing it.

So it's for every, so they come back, then they can go into our low ticket, which is our university.

And then from there, so are you pushing that through

just Instagram?

Yeah.

Okay.

Organically.

Do you buy paid ads as well?

Yeah, we ran them on YouTube.

And usually when we're doing launches to a new program, we revamp the program.

We launch a bunch of new ads and then run.

But as a whole, you're not just most of yours is coming organic.

So most of the traffic sounds like, Yeah.

Yeah, yeah, yeah, yeah.

Like, like, I mean, we could do a lot more running ads.

But I think now with the brand, we've our retargeting is a lot better because now I figured out truly who my audience is and truly who I actually like talking to as well.

And then, yeah, so that into a first model is they get into our low ticket, which is just our university.

It's our world-class sales university.

What's the price that?

$9.97, or they can pay monthly, right?

We just dropped it down cheap monthly, which is like $37 a month.

So, really, anybody can come into that.

And then from there, it's back-end selling inside of our platform.

So, I have my teams chatting and calling, and everybody.

So, I get everybody inside of there, and then all my closers and setters will send them into it.

So, the closers and setters are just focusing on people who are actually in the $30 month.

They're not going out to the social and contacting anybody, just people proven they're gonna buy something.

Yeah, cool.

I found our, for us at least, I found our interaction and the way we've mastered it with chatting through people inside of the platform and, you know, more so of like their concierge the moment they get in.

Like the moment they get in, it's like concierge, book a meeting.

Hey, what do you like the program?

Hey, what do you sell?

What are your challenges and sales?

Oh, cool.

Let's just book a free 30-minute consultation and go from there.

Right.

So,

and again, like, I, I, uh,

you know, I, I've attended seminars since I was like, I was a weird kid again.

Like, I attended seminars since I was like 15.

I was a nerd.

Like, my first Robert Kirizaki center in Toronto, Canada, I think I was like 15.

Right.

And I was just like, sometimes it wasn't even about the information when he was like showing like the four quadrants.

I was like, oh, he's tapping his shoulder to go inside of this room.

And he's watching selling.

That was weird.

Like I wasn't like, I didn't care about algebra and stuff.

I'm watching the whole sales process go down.

So now I'm just modern day.

I said, okay, everybody.

So like my first school, which is like my sales university, that first classroom is, okay, that's like the low ticket.

Everybody's inside of my seminar.

And then you hosted that on school?

We just moved it to it just recently.

Not everything actually just probably about a few thousand students in there um it was actually just usually just our own bank of our own platform and they would come in through our website right um

and

yeah and then i would just treat it like you know they're they're now they're inside of our platform and now we can close them inside of the platform it's just much easier very cool so jump on the call and then what do you sell them at that level what's the next thing are so we have a sales leadership which is for people that are in sales but have a team so if they're a high-tech coach and they have a team of five people and they either don't know how to like hire, recruit, motivate, influence those five people to work, how do they keep the retention right?

So it's all for sales leaders, which is our second, and then our boot camps and seminars inside of there too as well.

We used to run conventions, boot camps, and seminars when I used to have time.

And then for some reason, in the last like year and a half, I started saying

300.

Yeah, like it was like too busy.

What was it like 100 events last year?

And I said, I don't have time to host.

Like did one convention last year, which was like our only like upsell for events, like your funnel hacking event.

That was our one convention, and that's it.

But next year and the second part of the year, we'll move into our own seminars and everything.

Again, cool.

Yeah.

And you have something behind that you sell.

Is that kind of the top tier right now?

At our events.

Or just in your, let me get your funnel as a whole.

So $37 membership, calling on the phone, selling this level there.

Anything else?

Yeah, then it goes to $7,500.

We used to have our coaching offer, like plus $20,000, which was group coaching in one-on-one, deleted it again because of time.

And then finally, eventually now train my presidents and managers on how to coach.

Because, you know, the hardest thing was, and I think this is with every business owner,

how do you get people to want the people around you, not just want you?

Right.

And

people wanted me because of personality and the sales.

It was very relationship, yeah.

Of course, yeah.

And that's just something we've been mastering now.

And then yesterday we were with a friend talking about, which was in the space for a while that we were talking about and just, you know, asking what's our, you know, because I'm always learning in the space.

I said, now that we're going to start running our own boot camps and our own seminars and we launched the book and everything,

what's going to be the ultimate play for people that are sitting down right now inside of our seminars for something that is $50,000 plus, right?

So we've just been designing that out now.

Very cool.

Yeah.

I love it.

Are most of your clients, are they, I know you talked about the leadership teams, but are most of them like individual salespeople or most of them are people with teams?

Or is it kind of a split?

It's a split.

I mean, my sales guys wouldn't know that better now about the stats, but I still think that, yeah,

it's just a split across everything.

Like it could be an insurance rep selling insurance, and it could be somebody that has a remote sales team of 20 people, and then a brokerage of like seven people, or a network marketing company.

I'm sure your viewers know like about network marketing.

I've tapped in heavy into that space, training a lot of network marketing companies.

So a lot of them have teams of like 3,000, 5,000, 20,000.

And when people ask, well, why don't you have so many high-ticket products?

I understood my customer.

If I'm in the network marketing space, network marketers are used to paying $47 to $197 monthly or opt-in for a product.

Our entire business, yeah.

Correct.

And usually like, it's hard for you.

So it was great because there was, I went to the network marketing model in the beginning to train a lot of direct sales reps.

That's also where I started door-to-door.

We also had a compensation plan.

So I knew the game.

I knew the game of recruiting friends.

I knew the game of prospecting.

I got that team building aspect.

I understand leadership when I was young.

So I understood how to teach it.

But also at the same time, the crowds were so big that the people were my promoters instead of ads.

Like I would go look at my stats on social media.

I'm like, oh, I'm doing exactly what my friend is.

He's running $100,000 a month in ads.

And I'm doing that right now for free on my Instagram.

And it's crazy because sometimes a lady would be at a big event and she would post me on Instagram.

And then the husband would be like, hey, man, I run a real estate brokerage.

Right.

So I was going to very wide play of training.

And a lot of network marketers move to, then they go sell real estate or whatever the case is, right?

So

yeah, so that was how I structured my offers designed around the audience that I was always around for the first five years of my career in trading.

I had to structure it low ticket.

I never had something where it was like $50,000 to $100,000 because it wasn't worth my energy and attention, right?

It just wouldn't sell.

It's interesting.

See, look at Andy.

He didn't start there.

He started with the bigger ones.

His package is way higher.

Well, Andy was in car.

Andy started off in car and door-to-door sales, right?

And he has a much higher ticket audience.

And that's why when we like sat down, we said, What a perfect blend.

Like, if we were, because I would bring in masses, right?

Like, tomorrow we go into Columbia, we do like 6,000 people in Columbia.

I'm used to doing stages every weekend.

There are like five to ten thousand people.

So I said, most events are speaking at network marketing events.

About 50%.

Okay.

Yeah, about 50%.

Then like insurance events, real estate events.

Yesterday we did solar events, roofing events, right?

But I said, I'll bring in a lot wide.

You can bring in a little tight.

So it's the perfect event, you know?

Like, if we had a stadium of 10,000 people, I would fill up there, fill up there.

That's your game.

You deal with it.

Like, when Jack's

like, so we're going to have seats at 20,000.

I'm like, oh, all right.

You, it seems like you just shut your mouth and let them deal with that.

And then you deal with all that.

You know that game.

You know how to get a lot, webinars, et cetera.

So, yeah.

Yeah.

I focused on the strength so through like i i never even in the last like six years i i only started focusing on high ticket in the last like six months now because it's so wide and now we have a lot of high ticket customers coming through right

so cool yeah so i think a lot of people in our world like they create something good they don't know how to promote it and obviously the best ways to get on stages and podcasts all kind of stuff and i'm curious like because even to getting on that i mean to get on that many stages 100 stages a year is not an easy project

you know i mean and i'm just curious like what's your process how do you how are you landing the stages how you getting in like if someone's coming into this new and they're like i got something i should be on stages but i have no idea what to do like what does that look like if you were to coach someone through that real answer

no bs answer is this i've never had okay i have to make this clear uh and i'm not saying this is the route to go down i'm just giving you guys my career i've never had a speaking coach i've never had a speaking manager still to today i get every event from the last event like i've never had a layout plan of like oh these are who's gonna hire me or like you know people have speaking agencies and they're like, there would be a speaking agency and a management company.

Like, I'm like, I dream of this.

I'm like, where is that person to me?

Like, I worked with one agency and I'm like, I never want to work with these people again.

It was a weird shit show.

I have a friend sometimes that gets me a big event here and there, but 95% of my events are all self-booked, all reach out to me.

You do my event and people start contacting you throughout the event.

Like, come to my event.

Yeah, like when I, when I mean, exactly, when I, and sometimes on a different scale, but when I mean I get an event from the last event, it's like, I've, like, I've always just gotten either hit up at that event through networks and connections, just slowly building.

I've, yeah, I've just never had an agency do any promotion.

And I say, you know,

I, I genuinely think this.

I think if you love what you do, I think speaking, when you speak from the heart, people could feel it.

And I don't think there's any true, true formula.

When people say, like, I want to be a speaker.

My real answer is this.

I say, wait, stop for one second.

I get it.

It looks fun.

You want to be a speaker, but it's almost the equivalent.

Those words are almost the equivalent of you coming up to me and saying, hey, I want to be a professional sports player.

Which industry should I pick?

That's dangerous because, like, I've been, like, I've never seen my, still today, I still don't see myself as a speaker.

I've been training sales since I was 14.

You can't pull it away from me.

If somebody says, no, thank you, I'm not interested, F off, I'm dealing with the objection in two and a half seconds.

Like, it's just been in my DNA.

So, like, I've been training on a certain subject and companies hire for that.

They hire like companies hire you now more than ever, especially in the world that we're in where everybody's a speaker, everybody's a trainer, everybody wants to be a coach, they hire you to solve a problem.

So if they can't see on social media or something where it's like, this person's going to come in and solve a problem, it's going to be hard for you to be a trainer or a speaker.

I think the better question is like, where can I solve a problem and become best at it?

And then just show off online how good I am at solving that problem.

And then, yes, the truth is, like, in the first three years of my career, I did all my own events, all my own tours, and spoke for free everywhere and had five people in a room and just, you know, learned how to train.

And I became a good speaker because I spoke to nobody and I became a good speaker because I spoke on live streams.

I speak.

Like I tell people that I'm like, well, I want to be a good speaker.

How much do you speak?

Well, I don't have events.

Well, there's a live stream app, but nobody's watching.

That's the best time to practice.

No one's going to make it.

You know, like, yeah, exactly.

Like, I speak.

Like, I just, I talk.

Like, that's how you get good at sales.

You sell.

Yes.

And then there's platforms and you learn from us.

But

I just think like, how much do you speak?

How do you get good at business?

Do business.

Yeah.

You know, so

I still don't have, like, the truth is, I still don't have the formula.

I'm just great.

I've always

are waiting for something.

And it's like, because

I would give the similar answer.

Mine, when I got started speaking, I went to events and the promoter would like, I'd met a friend that, hey, do I want to speak with my event?

Sure.

I'm like, how does it work?

And he's like, you just show up at my event and speak.

So I had to put my own flights, going to hotels.

I flew out there.

I was allowed to speak to sell, but it was funny because like we show up and they're always like, there's going to be 500 people in the room.

You show up, and there's like 12, and six of them are speakers.

And you're like, and so we're all selling to these six people, try, you know, and everyone's pitching.

And, but I did it over and over.

And then some weekends, I would pay my own flight, my own hotel.

I'd sell nobody buy.

And I fly back home.

I'm like, I lost three grand by speaking here, but I got to practice and I practice and I practice.

Where most people are waiting for, like, I'm going to hire, like, you're not going to hire somebody.

Like, just get in and start speaking and putting yourself out there.

And one of the other things I realized too is like,

I never got on other people's stages really until I built my own stage, right?

and then people saw me i have a platform like oh and they start asking again you talked about what's the problem you solve like i got really good solving like funnels is my my brain thinks in that world and now

when someone's like when someone talk about funnels like that like well russell's the best you may find someone else but if you can get him that's the best one you know right it opens up every door you possibly want to but it comes down to like becoming great at solving a problem and just doing it so i do think that is the formula it's not trying to hire someone you know i mean yeah or waiting for somebody to whatever you're whatever they're waiting for you know yeah we say that too i always say like don't wait create the stage Like, you know, you got to create your platform.

And I just say, like, focus on just becoming like, I'm a nerd at the end of the day.

Like, yes, I have a big mouth.

I love talking about sales, but like, I'm a geek about sales.

Like, just like you guys are geeks about funnels and selling on stage.

Like, I'm a geek about like sales, like shaking somebody's hand and selling.

So I always said, like, how do I just become the best?

And, and I truly, I, I truly always felt this inside of my heart.

I said this since I was like 16, but you got to earn a mic.

You have to earn a mic.

Like, a mic is earned.

It's not deserved.

It's earned.

You got to earn a mic.

Like, that there's power in holding a mic on stage.

And I always, since I was like 16, 17, I would study these sales books and then make my own concept.

And I, and I'd always say to myself, and, and even to my reps inside of my, inside of my organization when we were young, I'm like, oh, I could train sales better than that guy.

I could do it better.

But I'm like, I'm not allowed to do it yet because they're going to be like, who the heck is this kid?

Right.

But I always had in my heart that if I'm the best, eventually, people will take notice of it.

If I'm the best and I promote it online 24-7, eventually people will take notice of it.

I said, there was nobody in the world, and I truly believe this, like since I started training sales, said there's nobody in the world.

If you line up 50 grades on stage, I will out-train them for 24 hours.

Just give me a burger and I'll train for 24 hours sales.

Give me any single subject, any single crowd.

It's just, I just focus on becoming the best at educating and training sales and not teaching people that it's just words.

It's understanding why you're saying the words.

So I didn't just treat it like it was just school because that's how people didn't learn at school.

They would just study a test and forget it.

I would make sure if I left stages, people understood why they're saying what they're saying because they would never forget it.

If they just understood word tracks, they would forget it the next day and it's not implemented.

So, if when we're doing a training and whether it's in Romania last week, I said, Wait, wait, stop.

You guys understand why I'm saying it.

Do you understand why the script is written the way it's written?

Because there's going to be a curveball inside of business, you got to understand it rather than just know it word for word, right?

So, yeah, there is it's just becoming the best, it's just focused on becoming the best.

That's it, and it and it's a good intention, too.

It's like you're intentionally saying, I don't want to think I deserve a mic.

I am gonna, because when you say I deserve success,

what you're really saying is, like, I don't want to work for it.

When you say, how do I earn it to your coach, your mentor?

It's like, now you're saying to the universe, I want to work for it.

Yeah, it's like, it's like, it's like, how do I earn this mic?

Okay, now you want to work.

So

I never focused on the time.

I said, I always said, my time will come to do a big event.

I'll just.

Keep doing the small ones, keep going negative like you.

All the events in the beginning were negative.

Yeah.

Right.

And especially for me, because I didn't have your skill set, which was selling on stage.

They were actually all

break even because my keynote fee was not $30,000 plus.

It was $3,000 in Italy.

So it's negative six on the front end and I don't know how to sell on stage.

I wasn't a master at that.

So it was always negative.

Yeah.

You know, putting in the reps, man.

That's what everyone wants to jump to the end line and not willing to put in the work in the middle that no one sees.

You know, like, well, you, I can, what you're doing like, I was like, videos with me 10 years ago.

Like, I can't do that.

You know, like, you got to put in the time and the effort

until you got it.

So I love that.

well dude this has been fun and it's fun having you out here um so um

yeah do you want to i mean obviously people following ig

your count's been blowing up when how long ago did you actually start it well we started like seven eight years ago but just started really growing growing the last like two years two three years 5.3 man you've lapped me like three times so that's very impressive but yeah that's my only platform though that we go heavy on folks all in that way yeah yeah it's just like daniel g's where they follow you to come see and like plug into all the the stuff you're doing yeah yeah that's it yeah yeah that's it yeah and then we have our book whenever it does come out probably about a month down the road from now which is just it's just uh you know i felt like people need a book that is modern day towards today's buyer that is fast paced um and and again like thinking like a lion and knowing you want to make money because now we're exposed to wow you could make money so it's good to have that hunger but also being that calm cool collective person that can be like a lamb in front of people so when you're selling they're like oh i don't feel like i'm being sold something right and that's a true art of it.

Right.

So

I'm excited for the book to come out.

I love books.

How long does it take you to write it?

Six years.

Yeah.

I scrapped it like eight times.

Good.

You wrote a good book.

Yeah.

It's my friend's like, well, do this and get this ghostwriter.

I'm like, no, I want them to, I want them to know that I wrote this and that there's spelling mistakes and there's grammar mistakes.

AI has helped me with grammar, though.

I'm not going to lie.

Like I don't have a ghostwriter, but the AI fixed this paragraph of grammar, it's helped me tremendously in the last like six months.

Right.

That's awesome.

I'm glad you wrote a good book.

It drives me crazy when people write a book in a weekend and it's like, ah, you want to create something that lasts beyond, you know what I mean, where you can actually put in your life.

So I appreciate you writing a good book and excited for that coming.

What's it called again?

The sales game.

The sales game.

Yeah.

Coming soon.

If they're following the IG, it's probably, is that the best spot to go to just kind of plug in everything you're doing?

Yes, everything.

Yeah.

Daniel G.

Yep.

When I say, I said sales G.

Yeah,

Daniel G, yeah.

Yeah.

Yeah.

It was called World Class Closer.

I'm like, let's just call it the sales game.

Let's just have everybody, let's give everybody the game of sales.

Game of sales.

That's awesome, man.

Well, thanks for coming to Christianity and hanging out and being here.

And glad to finally get to know you personally and hopefully do more stuff in the future.

So thank you for having me, man.

I appreciate it.

Thank you.

Thank you.

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