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

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This is the Russell Brunson Show.

What's up everybody? Welcome back to the show. I'm here today with one of my friends. And someone who is world traveling right now. We happened to catch him between, between Dubai and Arizona. He's here today. It's Andy Ellie. Andy, how you doing today, man?

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

It's always a party. I want to lead this out, and I don't think you even knew this, but obviously this year you came and spoke at Funnel Hacking Live. You crushed it. It's such a great job. But the last day I gave a presentation and maybe somebody told you, hopefully if not, I should send you a clip because it was big. But I was talking about the last decade of ClickFunnels, like what we've gone through. And the ups and the downs and everything. And, you know, when I was telling the timeline of our history, the first, you know, 7 or so years was just like, it was just like everything's up, like, amazing, amazing. And then, you know, 7 years in, then we started having all sorts of issues and problems. And, you know, my best friend/CEO passed away 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. And I got to the spot where I actually talked about flying out to your offices and how you helped me to remember who I was. And when I told that story, literally the entire audience came up, standing ovation, like everyone 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 a time and like shift me. And it's been amazing. I just wanted to like lead with that. Like, first off, thank you so much for being willing to— that means the world to me. Like, forever I'll be indebted to you for that because I was going down a path where I was struggling and 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 know, when was that? Was that a year ago? 6 months ago? Whenever that was.

6 months ago.

Yeah, it's been really, really amazing since then. So first off, I want to thank you for that. And then second off, obviously Funnel Hacking Live, you had a chance to kind of tell your story, but I want to talk more about honestly the marketing of your business. Mostly I talk about my audience is the marketing side of things. And I know what you do, you teach sales and you're one of the best sales trainers I've ever seen. But you've also grown a business very rapidly in a very short period of time. And I want to dig a little bit more into that. So to lead off, I love you kind of talk about just how long ago you started this whole business, your movement, what you're doing, so people can get an idea of the timeframe this is happening in and then some of the growth numbers over the last couple of years. And then we'll kind of dissect it after that.

Okay. Well, number one, I'll tell you, when everybody was standing and they were clapping and crying is because you told the truth. We all lose our way along the way at some point. And most people, they quit. And you didn't quit. And you reminded yourself that you're worth it, that all of this pain was worth it, that, you know, 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, but that you don't always get to stay the king forever. And so, you know, when you got hit, you know, it hurt. And, uh, most people quit when it hurts. And I always say, it's like a good marriage is like, it starts out really good and then it gets really hard and then it gets really beautiful. And most people never make it to really beautiful because they never make it through the hard stuff. And, um, you just made it through your hard part. And dude, you're on— you're gonna be on fire for the rest of your life. So you shared where winners live, where quitters quit, where everybody quits. And so I just want to say, like, That right there, that's why everybody was like, "That guy just told the truth." Okay. I love the strategy. I love the way you win. I love what I should do when I'm marketing. But what do I do when I don't believe in myself anymore? When the whole world's against me, everything's falling apart, people that used to believe in me don't anymore. I'm questioning myself. My wife's kids look at me like I'm crazy. They're saying they believe in me. I'm not sure if I believe in it anymore. Bam. And then, you grab a hold of somebody, it's like, "Dude." This is who you are, freaking wake up. And by the way, that's what you did for me in 2020. And so, I just want you to know, when I started here, my life changed when I bought the KBB, the Broker Blueprint was you, it was Dean Graziosi and Tony Robbins. And I would spend $3,000 on a course that would forever change my life. And so, I want to say, like, had you not been involved in that, I wouldn't know who you were. I was watching Tony, by the way, just so we can be completely clear how quick someone can change their life. You always talk about like everybody's good at something, and then if you're good at something, now you just have to get known, which is called marketing, right? And then if you have a good product, then you have to learn to sell stuff, right? One-to-many is your game, right? I've always sold one-to-one. And so, I was watching Tony Robbins. I was getting motivated. I didn't like who I was. I was looking for a change, and then there would be this. This pitch, which I didn't know what pitch was. And it was like, hey, if you want to change your life, if you're feeling different and seeing things different, you know, like if you want this new life, like go for it. And somehow I just, that was one to many. And I would buy, you were in it and you would talk about like Tony and Dean were talking about this. Like everybody has a specialized skill. If you do, people will pay you, they'll cut the check for speed to learn what you know. You know, if they learn it 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. And so, like, I decided to be the sales guy. And then I was like, how do I get known? And I was trying to understand the marketing aspect, but like, I had no marketing brain. But basically, you have to get known either through paid or organic. You have to get known because if you have the best product in the world, but nobody knows who you are, you're going to starve. And I started watching, you know, I was like, man, I got to get known. And so, I honestly started on YouTube. Um, because YouTube would change my life because I was looking at how to change my life. It started on YouTube and then I was like, oh, wait a minute. Like if I searched on YouTube to change my life, like how many other people are? And then I started realizing that YouTube and Google owned each other. And so I went to Google and I would type in like car sales training. And if anybody were to type in car sales training right now, you're gonna pull a video of me. And you 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 make that the title and I would teach that title. It'd be like how to sell more cars. And I'd be like, oh, I mean, how to sell more cars. Let me tell you about it. Hey guys, Andy Elliott. Yeah. If you guys want to learn how to sell more cars, that's what this video is about. By the way, I'd always say this is a value-added video. "This isn't about entertainment. This is about changing your life. This is about like you're one event, one speaker, one YouTube video away from a breakthrough. And I think this video is that video for you." And I would literally just start spitting off how to change people's lives. And I did it for free. And I want to tell you something, Russell, everybody told me, and I would learn later that the greats would say, "Give your best content online away for free because you're getting better every day." You don't have to hide your value behind a paywall. Give your best value for free because the greats, they grow every day. So, every day, you're getting better anyways. So, if you find me tomorrow, you're going to have to pay to keep up with me tomorrow because I just keep getting better. But I would start and I remember I was giving away all this free content on YouTube and people were like, "Oh, this is great." Well, I was putting out better free training. Than most people's paid training. So, at the time, Grant Cardone was in the automotive space. And so, I knew what his training program was because I bought it. I watched it. I was like, "Okay. Well, I paid for this. I saw it." It was old videos. It was like 15 years ago. I was like, "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 and 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 Hormozi do it. 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 1 year, I would make 3 YouTube videos a day. I know that's extreme. Yeah, a day. But like, I didn't know. It was like, you know, no one knows who I am. So, it's like, I'm thinking like the more videos I put out, the more that they'll know me. And so, I just started putting out as many as I could. But the one thing I did right was in the middle of every video, I would say, Hey guys, if you need help right now, shoot me a text. 918-210-0254. I don't— I didn't have a funnel, Russell, at the time. I didn't have anything. Honestly, it was my personal cell phone. Like, like, 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? 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 3 leads a day and I just couldn't believe it. And I was like, okay, if I could sell a $299 course to 3 people a day, it's $1,200 a day, $32,000 a month. Like, I started like thinking in my head 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. I mean, totally transparent. You have so many leads. But I realized as I started that Google would send a YouTube video to every person that searched for something. If you Google anything right now, it's going to serve you up a YouTube video. And so, if you go to Google right now and you type in car sales training, Andy Elliott will pull up. 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 I'm known as the sales guy, so I'm trying to take out as much organic SEO sales stuff as possible. And you know what I learned, what I love from you, is that the game is always changing, is that there's no set rules. And as much as you think you understand the algorithm or you understand this or that, really no one understands anything. So, you need to go as hard as you can. You need to have your hand in everything. And you're in the paid marketing game and you're really good at it and you're the best in the game. And if anybody in the world is going to have a funnel, they're going to sell one-to-many, and they're going to do paid marketing, if they're not learning from you, they're absolute idiots. Okay? But I will tell you that it is a time right now where we are alive, where social media is free. Okay? And if you're not doing it, you're an absolute fool. And so, the greatest thing that I would do is that I would do it and then not stop doing it. And that's probably the greatest. I would tell you, we're here where we are today. And by the way, if you see my shirt, it says, "To live the life you want to live, you have to be willing to tell people things they don't want to hear." I would change my life by hearing a hard truth from my wife that she said, "You're not being the man you're supposed to be. It's time to rise." And I would tell that message 1,000 times a day to everyone I talk to. Look, dude, if you're lucky enough to have one person in your life that'll tell you the truth, they're not going to tell you the things you want to hear, the things you don't want to hear, but things you don't want to hear are going to be things that change your life. And I would just run this game that, dude, like, in order to get the life that you want, you got to be willing to do the things that you've been avoiding. And I just hammered that crap. And we all know it's true, right? But I would tell the truth. So, when I got out on the internet, everybody's trying to be cool. I wasn't trying to be the cool guy. I never took pictures in front of a Ferrari, never took pictures in front of a mansion. I never did any of that. As a matter of fact, I never even showcased my life. All I did was I would get up and be like, "Dude, are you ready to change your freaking life?" But I'd be like in their face and I'd be intense. And by the way, the hate came from everywhere, but also it woke people up. And people are like, "Dude, I don't know who this guy is, but he's alive. This guy's on fire." You know what I mean? "I don't even know if I understand his message yet, but the guy's clearly stirred up and pissed off about something. And you know what? Like, he's catching my attention." And so, I always say like, "You got to be willing to stand out, be different, make relationships that others can't." you know, and so like, that's how our whole journey would go. So, we would post on YouTube every day. I didn't even get on Instagram until about 2.5 years ago, I think. 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. You got to get on there." I was like, "That's for kids." And he's like, "Dude, it's not. You got to get on Instagram." So, we got on Instagram and then we got on LinkedIn and we got on TikTok and we got on Facebook. And then, I started to hire a media team. By the way, the first 3 years, I shot all my own content. This is me. Every day. Hey guys, what's going on? It's Andy. And I did this. I mean, so like everybody's like got their, I see people brand new getting in the space. They got their own video guys and all this. I'm like, bro, like I didn't have money for any of that. No dude, I was shooting this right here. You know what I mean? Like that video guy can make you look cool and you can be fake and actually be nobody and he can make you look cool. Dude, there was nobody making me look cool. I was just yelling at that camera. And so I would say every one of you has an authentic self., right? Like Russell, you're an authentic you. Someone can be— all these guys are trying to mock you right now all around the world. They're trying to model you. They're trying to mock you. They're reteaching what you've taught, but they're not you. That's the greatest thing anybody could ever learn is that, dude, you freaking be you. Be unapologetic about being you. And dude, don't try to be like anyone else. Yeah, you can learn from everybody. You got to have high human excellence. You got to have high standards. But, man, you'd be a psychopath for your beliefs. And don't freaking sell out for no one. And along the way, everyone's going to tell you, "Chill out." Dude, everybody tell me, "Man, listen, dude, you better chill out." Okay. Nope, I'm going harder now. They're like, "You better chill out." But what I do is I wear my heart right here on my sleeve. So, my heart's here. I tell people, I'm like, "Dude, listen to me. I'd rather you freaking hate me and change than like me or I'd rather you hate me and get better than like me and stay the same.". And so, I just started to tell people the truth. And dude, we would build a 9-figure business over a 4 or 5-year period of time. Really, November of 2019 was where I bought your training program. November of 2019. It is May of 2025 now. So, it would be 5 years ago. In 2 years, I didn't make any money. That's the crazy thing. That's how this game works.

It's like slow buildup and then boom.

Yeah, dude, it pisses me off. Honestly, listen, dude, occasionally I get a guy, they're like, oh, I bought Russell's program. I made all this money now. And I I love that. Like, you know, I'm like, oh man, wow. I'm like, but that wasn't my story. My story was I got my teeth kicked in for 2 years. We didn't make any money. I didn't know what the hell was going on, but I didn't freaking quit. 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. But I would tell you, if you don't get known, doesn't matter how good you are at whatever you do, everybody needs to know who you are, what you do, how great you are at what you do, and where you're at, how the hell they can get a hold of you. And if that's not out there, you're screwed.

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Go to your happy price. Priceline. I think it's funny 'cause I hear people all the time who are just like, yeah, I posted a YouTube video, or yeah, I did a, you know, I went live on Facebook, whatever. I'm like, how many times? Like, well, I 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 3 times a week, it was posting 3 times a day. 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.

So it was like volume and consistency. That's like when you're starting, because you think about this, like the hardest thing in 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 consistency and volume, consistency and volume. For long enough until you do get that. And most people in my world come in, they dabble, they do a little bit, and then they bounce.

Right.

And I think this because I don't know if it's because they don't see the vision, they'll see the mission. Like, what do you think it is for those 2 years while you were doing that, like why you didn't stop? 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 4 or 5 videos?

Well, everybody's going through the same thing. Number one, everybody watching this, I am you, you are me. We're all the same. Okay, no one's better than anybody. You might have a little more skill, you might have that, but here's the deal. Anytime someone decides to start their own business, in the beginning, everybody's like, oh, you're starting your own business, congratulations. And then when you get out on social media, you start running ads, dude, you start changing. People are like, dude, that's not you, man. That's not you. Everybody starts making fun of you. Everybody starts laughing at you and you're not making money. You're spending money on ads. Now you have to sell your car. I mean, Russell, to be honest with you, success is ugly before it's beautiful. We sold our house, we sold our cars, we sold our furniture. We gave up a life of materialistic bullcrap and a life that I didn't love to chase a life that I wanted. And you know what? I had everyone in the world betting that I was going to fail. And so, that's why I didn't quit, dude, because over my dead body were they going to be right. More than likely, had I not had the haters, I probably would have quit because I didn't get the gratification that I wanted fast. But because I knew they were all sitting back here waiting on me to fail, I was like, I'll die before they're right. And I'm just saying, like, so some of you watching this, um, I guess I could just sum it up with no plan Bs. Um, don't listen, don't get into this game if you're gonna have a plan B.

Don't.

And by the way, if you 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. Because the second you think there's a way out, you're already done. Dude, honestly, I didn't know if we were going to make it, but I knew I was never going to go back to my old life. I knew it. I didn't understand where or how this was all going to work out, but I just knew if I could just be on fire constantly about believing that I was worth this new life and that I, a guy like me that could overcome all of my crap, I could help other people overcome their stuff. Dude, I just stayed at it, man. I mean, look, dude, if you got value to bring to the world, you don't quit. Dude, if I wasn't good at what I did or finding a value, I would have quit because those people, they quit. People that are trying to scam people quit. But when you really know like your calling is to help people or help them succeed in an area that you've succeeded in that you can help other people in, Like, dude, you don't quit because eventually, it's going to work out. I mean, it might even take 5 years. I mean, I don't know. I mean, but it will work out at some point and your story will get told and you will change millions of lives. I've never seen anyone not have crazy success who didn't stay at it. Like, I mean, if you quit, you're finished. And so, anyway, so the reason why I didn't quit is because I just, I listened to guys like you. I mean, I don't know. I'm, I'm, I'm an easy sell. I listen to guys like you, you're talking about there's this new life. And I'm like, okay, like I'm going to get it. Like, I'm not going to stop. And dude, I wasn't anybody special. I wasn't, I wasn't great. Um, I didn't deserve it more than anyone else. I didn't have any tools except for, um, perseverance, man. You know, I made it in sales cause I never quit. I made in sales because, you know, like, you could tell me no and it like would be the 9th time, but I knew that like I was going to get you on number 13. 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, just beating the hell out of Rocky, right? 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 won, you know, he's like, turn around. I mean, he looks around and Rocky gets back up again. And dude, Apollo Creed, like, it takes his head, dude. And Rocky comes back, beats the hell out of him. And dude, at that, that moment where Apollo Creed turned and looked and was like, this guy's inhuman, that was what I want. That's the look that I wanted from my family and everyone who doubted me I wanted that look and I got it. I got that look. I got it. I know it. And I don't need to ask them how they feel. I know that's the look that they gave when we rose up and we built this. And everyone that's watching this, they can build the same thing. And you know what I love about you, Russell, is you're a good, godly man that wants everyone to make it. Dude, we don't compete with nobody. We create. I got haters everywhere. They're like, I'm going to beat that guy. I'm like, dude, I don't even see you, bro. Like you don't even exist. I don't, I create. I create. I don't compete with nobody. You're not competing with anybody, Russell. No one's you. No one can be you. I've watched how a lot of these guys treat their family. They don't treat their family like you. They're not like you. They're not the same category as you. You're not in there for just money. Money is easy to make. You just don't quit, build a good product, hire a sales team, you're going to make a lot of money. But being a good person and keeping it and not losing yourself along the way, losing your humility, becoming ungrounded. That's the problem. That's what needs to be taught. The marketing game's easy, dude. You got a good product, it helps people, you learn how to market it, you're going to sell the shit out of it. It's just the truth. Question is, we'd be able to keep it, you know? That's the truth. That's the wisdom part. You're going to be able to keep it. I'm keeping my shit. You know what I mean?

For sure, dude. I love that. I appreciate that first off. And then, uh, I love that for people to hear too. 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 start calling you. And then— and I'm curious, like, the evolution of what you had to offer, because the first— I'm sure you didn't offer a $50,000 coaching package. Now you're selling all sorts of crazy stuff. Like, what was the evolution? Like, what did it look like from the first sale to you start figuring out what it even looked like? Some people spend so much time trying to make the perfect offer, they never— they never get to actually selling it. Well, you're out there just moving, and then the calls start coming, and then you've I think you figured out along the way, right?

Yeah. And I'm going to tell you, this is kind of comical because I was watching you. I'm not— and I'm pretty sure because you're methodical and you probably— you're a planner, you probably had your stuff planned out, but it was coming up like on New Year's Eve and you were doing this like drop. Does that make sense? Or you were doing this thing, get ready for the new year. And I was like, number one, I don't have anything to sell you. Okay. But 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, 2020. And I'm sitting here going into 2021 and I'm like, I don't have anything to sell. And I'm kind of watching you and you're kind of talking about this thing. It's running out. There's a timer. And I'm like, I don't know how you put this timer on screen. I'm like, I don't even get— I don't understand all this magic yet, right? But what I did is that my niche at that time was automotive, okay? And then we would go wide over the next, you know, 2 years, and then now we're super wide. But I know, super niched at that point. And I grabbed my phone and I got on YouTube and I dropped this video and I said, hey guys, it's Andy. Listen, I just dropped and I'm releasing it tonight my Zero to $100,000 Fast training course. 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. You guys know I made $716 grand my last year selling cars, so I had to get to my first $100,000, my second $100,000, my third $100,000, my fourth $100,000. I don't care what $100,000 you're trying to get to. I'm going to show you how to get to your next $100,000 quick. And so it's a 21, it's a 21-video training module. It's 14 hours. It's high impact. It's all me. And it's the strategies you need to scale right now. This course is going to be $599, but for the next 24 hours, I'm going to sell it for $299. So, if you're watching this right now and I have this guy, I paid him like $1,500 to build me a little link deal at that time with a payment gateway. I said, there's going to be a link below and I just need you to click on it and you guys can buy it and you guys get the $299 special price tonight to go into 2021 and make it the best "Best year of your life." And I didn't have the course made yet because honestly, I didn't know anybody would even buy it. And I went to sleep with my wife. We woke up the next morning and there was like $156,000 in the account. Yeah, but I was like, "Man," like, I think we're going to make it. Like, I think we're going to be able to figure this out. And then so for the next week or two, I would go on every day and I'd be like, guys, everybody's messaging me. They're like, don't change the price. I get paid next week. My commission comes in on the 10th. So, I've decided I'm gonna run it to the 15th, right? So, until January 15th, I'm gonna keep the $299 price up. And I kept dropping these videos, but I kept like talking about this training course that I had. And we would run up about $1 million in sales in 15 days. On a course that I didn't make yet, that it was the pre-release. Then I would disappear and I would go make a 20-video module training course that would be me pouring my heart into these people that spent $1 million with me that wasn't made yet. And then I would release it in about 2 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. Which we'd make about $1 million. I mean, we ran this thing. The crazy thing is, after I did that, you say, what's next? Well, number one, I was just like, hey, everybody in the world, this is a $600 course, but like, they're wanting it and a lot of new people coming in need it. So I'm just going to keep the price at $299. I was going to go up, but now I'm not. I don't even know what I'm doing, Russell. I'm just like, I'm just like talking.

Yeah, play it by ear as you're going.

Yeah, well, I'm watching you and I'm like, I'm trying to be like Russell, right? And then And then if that's the $0 to $100,000 fast, right, what's next? What's got to be the $100,000 to $400,000? The guys that want to go over $100,000 to $400,000, right? The advanced stuff, the closing, the face-to-face negotiations. And then I really built that one out. I had it ready and then I released it. Everyone that bought the first one because my product was worth more than what I charged them for it, which I didn't know was the ladder. We kept talking about this ladder and I'm like, what is this ladder? Which was the value ladder. They would buy the $599 course and then there was the $997 phone course after, and then there was the live training for $997, the event ticket. And then there— and then it just kept going and That would be the evolution of the Elliott Group. We started building courses and, you know, it's just anyways, it's just, it's crazy that everything you teach and everything you preach is absolutely freaking real. And I am living proof of it, that it's real. And so, thank you for sharing all the— 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. And anybody watching this can be the next testimony, you know. It's like, that's what we're looking for. Like, I mean, honestly, right now I'm helping other people help, like, with what you helped me with. Like, that's— I'm just paying it forward, man. Like, you're— everything that you do, I call it heaven on earth. It's your ministry, bro. It's your ministry. You're changing. You're changing lots of lives, man. And indirectly, when you change mine, I'm changing theirs and they're changing theirs. And it's just, it's just, dude, there's people in heaven. God's going to show you like what happened. You're like, whoa, what? 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, there's nothing greater than learning how to market. 'Cause even if you're good at sales, and I'm the best at sales, I mean, marketing is everything and nobody knows how good I am at sales. If I got a sales team sitting here with no leads, I'm dead. Or the wrong leads, we're down. Yeah, marketing is the key to any business. So, whether you do it organically or paid, but doing it organically is very tough, it really is.

[Speaker:ROBERT_LEONARD] I agree. But man, it's so important, especially over the long term. The more, if you put in the time now, like over long term, it pays dividends for, who knows, 100 years past the time we die. So, they could still be running and doing stuff for paid ads. You stop running and they stop running.

So— Yeah. Well, I think even I've seen you doing a lot more organic, but you don't stop your paid. Your paid is the engine. Your organic is the long game. And I think honestly, as things evolve, I mean, look at Tony Robbins. How is he a legend? Because we can look back and see Tony's been doing this for 40 years. I can see Tony in his 20s training right now on YouTube. I mean, I saw him. I mean, he's the GOAT. There's no doubt that the guy's managed to weather everything that's ever came his way. And so like when I'm 60 and you're 60, I mean, your organic will still be sitting out there on YouTube. If you die, your children right now can go to YouTube and see how their father lived 20 years after you're dead. And so like, you know, like there's some things that, you know, I really like about organic. And honestly, when I do paid ads, you know, people usually go check out my organic stuff, you know, I don't know, like, what do you call that, like a digital handshake or something? Like, it's like a handshake. It's like they kind of go to like, you know, see what's, what's this guy about? Like, your organic page is not your highlight reel ad video. So I think that having an organic page, you know, is important. So, you know, I think you need to do both. I think that Listen, I think marketing is scary. You know what I know about that? If you're scared, do it scared. Okay? Do it scared. My, my, my saying that changed my life is do it scared. You know, you have no idea what your life looks like on the other side of making a decision. You have no idea until you make it.

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Um, next thing I want to talk to you about a little bit is, um, and again, this was something I didn't realize till I got to your house the night before we flew down there and hung out with you and your wife and your kids for a little bit. And then the next morning we worked out and then we drove over to your office and I was not expecting what happened. But I saw, you know, 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? 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. It was like, it was really fascinating to watch. And then, and then, and I was trying to figure out the model and like what I was noticing. I love you explain this to people, but you guys are obviously a lot of phone sales and then you're bringing people to your environment, right? Bringing people to the events, bringing people to see what you do. And I love to understand like that part of your model from like the phones to bring them to you doing the events and then where you take people after that?

Yeah. So, well, growing up, you know, we all watched The Boiler Room, Wolf of Wall Street, right? I mean, if anybody's into sales, like, guys, you guys watch this stuff. I love that. I love camaraderie. I love it. I love people pushing each other. I love energy. You know, if I could just, you know, everybody loves energy. That's why energy drinks are everywhere. Everybody loves energy. Right? It feels good. The frequency of an environment is everything. And as being a sales leader when I was younger, dude, the sales rhythm of a company is super important. And so, I call the environment of any sales team a hero-making machine. And it's my job as the leader of my company, forget being an owner or whatever, I'm the sales lead. Okay? Yeah, I'm the owner, but I'm the sales leader. I'm going to anybody's company right now and I can shift and change the environment and the rhythm of the way things work because I'm the sales boss. Okay. And I know a couple of things. Number one, you got to keep it fun. You got to be unpredictable as a sales lead. That's the reason why cash gifts, doing push-ups, working out, who can hit the first deal of the day, you know, how much can we get up on the board by noon? All right, noon, everybody stop. Everybody, every hour, get down, do 30 push-ups, right? Get back on the phones. Let's go. You know, having an environment that every day is unpredictable makes people want to come to work and have fun and doesn't even feel like a job. See, salespeople, number one, their job is to take the stress out of the sale. Their job is to take the pressure out of the deal. Stuff's expensive.

Okay?

I mean, this is the way the world is right now. It's expensive. We don't want people thinking about money. We want people thinking about the results that they get when they spend their money. Money gets traded for results. So, I decided to create an environment, a hero-making machine, a culture of winners winning, right? When people come in here, they can feel the energy and the vibes from the street. So, when you walk in here, all lights are on. You'll notice there's neon lights everywhere. It's super cool. Like a club, you know, and I'm not real— like, some of my guys wear suits, they're dressed nice. You know me, I'm always wearing a cutoff because I'm cool. Like, I'm chill. Like, give me the phone, I'll shut anybody down. Like, come on, give me the phone, give me the phone, give me that. I don't— I can wear a Speedo, I'm good. Like, it doesn't matter, right? This stuff right here, this is skill. 25 years experience. Let's go. I want them to feel the magic, the belief, the energy. 80% of sales is belief. I've got to keep the belief flowing through the office. I'm walking around making sure that I'm looking for that guy's eyes that's not believing today, that's doubting, that maybe is forgetting what we do in this office. Right. And I'm looking for that guy so I can snap them out of it real quick. Right. And that's what it— that's what a sales leader does. And so basically, our environment here every day, usually every hour on the hour, we all get down to 20 pushups every time somebody makes a sale. They ring a bell, right? So those bells ringing all day long. 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. How many can you commit to? Eva, how many can you commit to? Ian, how many can you commit to? I can do 8. I can do 6. I can do 7. Come on, man. You can push it again. You can change 10 people's lives. All right, Eva, pretend.. And so, as I'm doing these things, I'm not like pushing them about making money. I'm pushing about changing someone's life, getting someone to feel. I can't get someone to experience what I'm not experiencing. I can't get them to be what I'm not. I can't get them to see what I don't see. You know, in sales, it's a superpower to make people see the unseen. And so, basically, like, this is going on all day long. It's like a magician. It's magic. Okay? And basically, it all starts with one person. That's decided how the hell this place is going to operate. And then I decide this building, you take everybody out of it and people out of it, it's just an empty building. Okay? But you put me in it, I go around here, I crank up this music in this place, I put the neon lights up, I put a gym down here, I call the rules, I call the shots. No negativity, no BS, no drama, nothing but winners in here, right? This is who we are. This is how we live. Our job is to live this way. Most people can tell you what they do, but they can't tell you who we are. I know who we are, and I remind them who they want to be and who they are when they're here with me. And dude, like, that thing has created this company that it just runs on its own. It churns. And by the way, I've programmed since day one. They're all leaders here. And so, what does that look like? Companies all around the world reach out to us every day and they say, Andy, How do I build a badass sales team like yours? Okay, well, number one, you can get on the training and learn how to sell to yourself because nobody's gonna respect you if you're not great at sales. You can do that, step one. Step two, you gotta be a leader. Self-leadership, you gotta lead yourself first, okay? Because if you can't lead yourself, no one else is gonna let you lead them. And then secondly, now you lead others. Number three, you make leaders that build more leaders. So we do all three of these things here. And so a lot of people wanna come out and they wanna see it with their own eyes. Okay. So, every day, everybody is on the phones and we're dialing, but also, we have companies flying out here constantly that are like coming in here and owners of companies are walking in here and they're like, "Oh, man, like I see exactly what we're doing wrong right now. Like, this isn't what our house looks like." And so, they will leave here and they will go back home and build their sales cultures. You know, I always say this, if a company's not doing well in sales, who's in charge? That's all I need. Just show me who's in charge. Whoever's in charge is the reason why it's not winning. People want to win, but people need to be led. And so, we have really good leadership around here. I've decided day one that I wanted to own my own company. I didn't want to work in my company forever. I love working in it. But I need to work on it to continue to grow it. And the only way that I can really work on it and work on the machine and not in it is to build everyone in the company to be elite. So when you come here, number one, the first piece of paper you sign is a piece of paper. It's a mental toughness waiver, and it says that I can push the hell out of you. And by the way, people don't like come in on Indeed and they're like, oh, what's this job about? Like, you know what we're about. So like, you know, I'm going to push the hell out of you. If you come here, you know, I'm going to positively peer pressure the hell out of you, positively peer pressure you to be your best self every second, every day. And so, like, they know what they're signing up for. And so that's why the people that want that, they come here because they love it. You know, you would love it here. You loved it here. You were like, dude, this is great. Everybody's a winner. Everybody's pushing each other. Everybody's having fun. Like, and by the way, this is one of the biggest, hardest things I've ever seen in any company. Most people can only have one alpha in a company.

You got one alpha, 100 of them.

I have 100 alphas housed in one house because of respect. We built a rule of respect in this house. No one's better than anybody. All of us here are underdogs. All of us here have each other's back. We're all brothers. We're all sisters, we're all family. And anyways, and by the way, like I have our core values on every wall in here and core value number 1, I've got 23 core values. Core value number 1 is God. Like one thing that we all align with in our whole company, it's not about religion, it's about everybody here. When I ask someone, you know, when you come to work here, you don't have to believe in God, but is God important to you? And it's important to me that that I'm around people who believe in God. I really am. I'm not saying I can't be around people who don't believe, but the biggest problem I see that companies do is that they hire people based off their performance and they don't hire people based off whom they align with. 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. You know, he wasn't— he didn't cheer other people in. In the office on who were winning, you know, and you're like, you know, like, I just, I can't, I can't roll with that, you know. And so one of the things, again, to live the life you want to live, you got to be willing to tell people things you don't want to hear. And I'll get a lot of crap, people like, oh, you got to believe in God, it works. I know you don't. You do whatever you want. I'm just trying to tell you I'm hiring people who I align with, who I align with. Do you align with my values? I can teach you skill, but I can't make you have a good heart. So it says you can feel the love in this office.

Definitely a special place, man. Where I got there is just like, yeah, you built something really special.

Yeah. So hero-making machine. That's the best word I can hear. People say cult. Yeah, it's a hero-making machine. People call it a cult, but it's It's culture. It's just all a culture of winners. And by the way, also, I want to say one thing, and I think this, I know you know this, but you can look back and say, okay, that makes sense now. People always ask me, how do I know, especially since we're talking about like sales and how do you build a great sales culture? How do you know if it's the right salesperson or not? Well, here's what I've learned. Okay. 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 it is. Just don't ever forget that, okay? Underdogs that have been through a lot, those people don't quit when it gets tough. Those are the people that fight with you, okay? We're at— we're having a big push. You got people trying to check out at 5 o'clock. Those are people that's had an easy life. Those people will stay with you till midnight, 2 in the morning. Those are those underdogs. And so anyway, so I— if you're like, yeah, you know, I— my mom left when I was a kid, I'm like, tell me more about that. Okay, hey, my dad beat me, tell me about that. Hey, my girl, she freaking didn't believe in me, how'd that feel? How did it hurt? Good. Okay, you know what, I like you now. Because those people, they have something to prove, and those people are dangerous. I don't want to be around people that don't have anything to prove. I'm trying to prove myself to my family, my team, God, everybody, every day, you know, that there's new levels in me. And so I want to be around people that are also trying to do that. So just remember, pain, pain is an insurance policy. It's a guarantee that people are going to have a higher chance of being successful in sales, the higher the pain.

This is so fun. Well, first off, Thanks for hanging out again on the podcast. It's super fun that we were able to meet up between your trip. You're heading back to Dubai in like a week or so. So glad we had a chance to reconnect. And I think there's some really powerful things I love just thinking through your journey, how fast it was. But I think for most people in my world who are struggling, it's like coming back, these core things are just like, number one, it's consistency and volume, like getting your message out there. And then as the audience builds, then make them an offer. And like you said, you put the first offer out there without a sales page or a funnel or anything, just there's an order button because you give so much value that people bought. And then what's the next thing? Well, what's the next thing they need? And you like the question of like asking the audience, well, next thing, they create the next offer, the next offer. Like, 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, start showing up. And then the last big step there was obviously like building out your own internal culture because that's how you, how you expand your own message, I think, is building a team of people who who believe in what you're doing as well. And what you've done has been— I mean, it's second to none. I haven't seen anything else like it when I was out there.

Well, listen, let me give you two very, very fast things. Number one, everyone that you coach, they change and become a better person. Everyone watching this, at some point, you're going to change in your life and you're going to grow. Don't ever change back. Dude, if you want to know how to win forever, don't ever freaking change back. I mean, I would write that down. Never change back, period. Secondly, don't ever let your fans outgrow you. This is a big one. Okay? When people believe in you, don't ever let them outgrow you. Russell, there's a reason why, like, I'm always like trying to get in better shape. I'm trying to— no, like, I mean it. Like, I'm 45. I'm trying to stay in great shape. I'm always trying to be a better parent. I'm always trying to be closer to my wife. I'm trying my hardest to get closer to God. I'm trying to be a better leader. I want to be proud of me. I want to be proud of my business. I want to look in the mirror and I'm going to like what I see. I want to help change other people's lives. I don't ever want anyone to outgrow me. I know the way people are right now in a social media world where everybody's looking for everything. They're moving really quick, man. So, like, this self-development journey, this growth journey can never stop. If you want to know when your time is up, when your fame is over, if you want to know when your business is going to die, is when the people behind you outgrow you. In the beginning, you're going 60 miles an hour and they're going 30. Everybody's like, wow, look how fast they're going. Then all of a sudden they catch up to you and they're going 60. And when they're ready to go 70, if you're still going 60, they're going to pass you or smash into the back of you. And that's why, like, right now, man, I'm like, I'm like trying to keep every freaking edge that I can. To stay elite as hell, to keep my word, and to keep my promise to people that our goal is to be greater until the day we die. So, I just wanted you to remember that, like, if you're going to build something great, there can never be cruise control. The second you cruise, your business is over, finished. So, I just want to finish with that because don't ever let them outgrow you. Don't let your family outgrow. Don't let your kids outgrow you. Don't let your team outgrow you. Just don't ever stop growing. Keep inspiring people. If you can keep inspiring people and you can keep changing, I promise you, you'll never worry about anything ever. So, it's a secret hack that I feel like it's kept me a little bit alive in a time where you feel like you're starting to get stuck. And I'm like, oh, okay, okay, babe, come here. Let me show you some more love. Let me show my kids some more love. It's like I'm not trying to make more money. Who I become will determine what I earn. Chase the man, not the money. Become a better human, watch what happens. It's a game that's not being taught in the world right now. But I'm telling you, if you run this human excellence game, you will freaking annihilate everybody because you're so magnetic and inspiring that people will freaking love you. And guess what? If someone falls off, if you're inspiring, there's always someone else jumping back on. Yes, there's 8 billion people. I mean, 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 and they're like, what's a hack to stay on top? Well, if there is a hack, don't I relate, buddy? I'll grow you. Keep inspiring people. Stay psycho. Be a psychopath. Awesome, man.

And a good one.

Good psychopath.

Dude, thank you so much. I appreciate it. For everyone who's listening, what's the best place for them to go follow you if they're not right now?

Yeah, I mean, dude, you can either text me 918-210-0254. People text me, they ask me questions, or you can follow me on Instagram or go to YouTube. I mean, honestly, thousands of videos on YouTube and you can see what we're about. Awesome, man. Well, thank you. Thank you for changing my life. Seriously. Thank you for doing what you do. I appreciate you, Russell.

Awesome.

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