5 Things Learned From Over $5MM In Sales with Frank Eric Cimrhanzel

They assume it has to be a certain way, but it's a really creative aspect. And that's kind of what I want to get into on this call. How do you get creative in understanding what sales is, what it is not, and then based on your strengths and who you are as a person, because everybody is in sales, whether they like it or not, 100%. How do you do it in a way that aligns with you and, and is in integrity. And I'm going to use the landmark definition of integrity.

Okay.

Which is, is your life working for you or not? I don't care if you believe in the jolly green freaking giant.

Right.

Is your life working for you or not?

That's powerful. I like that.

It's a really great way to look at things because it takes the moral, you know, left brain, right or wrong, binary part out of it. And we're not judging it. It's just, is your life working for you or not? And if it's not, let's examine it. If it is, awesome.

I like the definition too. Kind of bouncing off that. I like the definition of just wholeness. When you look into the mirror, do you genuinely feel 100% whole?

Yeah.

I like it when you're, when you're writing down, you know, in your handwriting, in your journal. I've been doing a lot more of that lately, just going, going deeper and deeper within and just. That's allowed me to be a lot more creative and a lot more expressive. And I think it's useful for people when they're first studying sales. I think it's useful to still study a framework. You know, the most common framework is features, advantages, benefits, offer objections. That's the classic one. Here's the thing, here's what I got. Here's the XYZ of the widget or the XYZ of my service advantages. Here, here's how it's better or worse than everything else. Then it's obviously helpful to do both. Here's why powerful and here's damning admissions like, here's what it is and here's what it's not. Here's what it's better than and here's what it's worse than. And then benefits. So that means to you or so that will do for you, you know, XYZ or abc, you're not recapping the features there and then dropping the offer. You know, is this something that you're interested in? If so, here's the fee for it.

This.

What we're going to do is we're going to exchange your money that you have in your bank account for the value that I'm going to give you and then whatever objections that they have. So I think it's useful framework to start people out at. But once they've got, you know, maybe their first 10 under their belts, they're maybe their first 50, their first 100, wherever they are, then it's breaking away from the framework, but always starting from the place of trust. Transformational leadership via genuine compassionate aggression. And that's something that I've seen.

Genuine compassionate aggression. I like that. And I love that you brought the fire today. You're just like right into it. I didn't have to prompt you. I didn't have to say anything. I'm eating carrots over here and you're crushing it already, which I love. And that's why I always love having you on Frank. But yeah, let's put some, just, let's just put a, you know, a nice bow on this for everybody who's joining or maybe watching the recording. First of all, thank you for being a part of this group and thank you. My pleasure, sir, for, for joining us. And thank you for those watching at home. And thank you, Michael, for jumping on and then off and now on again. Hello, Michael. And I'm just going to go ahead and mute you, bud, so we don't get any background noise. We'll join you in a little bit later. Okay. So what is the point of this call? What are the point of all these calls? Well, it's because I perceive there to be an issue with the magical land of business, online business specifically, but we're also getting to physical products. I perceive there to be this issue where people don't really understand what all goes into a business and don't really understand what all goes into sales and don't really understand what all goes into. Like just being a cool, super cool human in the world that lives in integrity and serves a lot of people and contributes at a high level and therefore has lots of flow and also the capacity to manage that flow. Because flow without capacity, you might as well not have it at all. You have too much flow and you can't handle it. Forget it. You have too much capacity, not enough flow. Same problem. So how do we increase both flow and capacity and make more marbles for everybody? And if you guys have been around for a while, you kind of understand that analogy. But it's a real thing. It's a real problem that people have. It's like, how do you create more while Living in alignment while living in your strengths, while living in your flow, while enjoying yourself and not beating your head against the wall and serving people who you care about. For me, it's entrepreneurs. I live and love to serve entrepreneurs at the highest levels. Frank shares those values with me. So that's what we're here to do today, to serve entrepreneurs. And Frank is one of the best when it comes to sales. It's not even his. His original, like, intended flow or path. He's actually more mechanic personality. I'm more of a supporter. I should be the top sales guy in the planet. But, you know, it turns out that that's not the key determinant of everything. Frank has made an incredible career out of selling for some of the best names in the space. So that's why he's here today. So, Frank, let's kick it off with a big question. If you were just to, like, just land on planet Earth today, knowing everything that you know now, but having none of the resources or context that you have right now, what would be the first two to three actions you would take to get as good as you are at sales now?

Go. Very first thing I would do is I would study programs about meditation, about self inquiry, and about self discovery. Because the best salespeople on the planet, they know the truth of who they are at the highest level, regardless of the offer that they're selling. So that would be the very first thing. So I would grab book, actually. Is there. Can you hear the buzzing outside?

I cannot.

Okay, good, good. But I'm gonna break this off for a bit. So let me just do this. Let me grab my library. So I would go through the Sedona method. I would definitely go through that one Pre Suasion. And then Cialdini's first book, Influence.

Great one.

I would definitely go through those meditations. And the Daily Stoic will absolutely help you when you're first getting started.

Love, Ryan. Absolutely. And Marcus Aurelius. Lovely.

And my favorite. Boom. Think and Grow Rich.

When people ask me, have I read Think and Grow Rich, I say, how many times?

Yeah, yeah, yeah.

So books really like mobile mentorship, I like to call it, like you got a mentor in your pocket or in your bag anywhere you go. Yeah, it's like the first step. I like it. So in the book titles, we got Stoicism, we got Meditations, Marcus Aurelius, Ryan Holiday. We've got some great meditation stuff. We've got some great stuff on sales and Persuasion and Influence by Cialdini. So influence and perspective Pre Suasion would be a. Yeah, absolutely man. Okay, cool.

So but the most important to start with, the two most important to start with would be the daily stoic to introduce you to stoicism and being calm and relaxed, you know, at all times, no matter what's going on around you. And the Sedona method to do really, really deep self inquiry.

So it's like cultivating this attitude of there's no attachment, right? There's no I'm on, I'm unfucked with able. A bomb could go off, I'm cool, I'm gonna keep moving down the line and helping this person because I think so many people come to sales calls with the intention to sell something and when reality their sales will triple, literally triple if they just focus on who is this person in front of me and ask themselves the primary question, how can I leave this person better off than I found them? What is the next resource or opportunity or person or system or whatever product or solution that will help them along their path next? And if you can really get going and get a lot of flow going, you can actually play with things like I'm not even going to sell you anything that I have if it's not the right fit. I'll live in integrity and sell. You know, I have a moral obligation to sell what I have. It's the best solution for you. But I also have this great network of people that I can refer you to their products and services as well that can help you along the way.

That is so, so hugely important and I'm so very glad that you brought that up because the classic, especially in the high ticket, the classic high ticket sales training, it starts off with integrity, starts off with B. The looking to see if you can prescribe a solution. But the challenge is, is that the vast majority of high ticket sales training that's out there all ends with only sell them your thing, regardless of whether that's good for them or not. And I don't align to that at all 100%. Love your message about that, that if I don't have the best solution, I'm going to go out and find it for you. We got to find it live on this call. I got to connect you to this course or to this program with or without an affiliate link. Of course, if you buy it through my affiliate, you know, I'll give them both links. I'll just say, hey, this is my affiliate link. This is my non affiliate link. You choose one day.

I think there's value in getting paid for a Referral, I don't have any issues with that. It's not because honestly, I would make more money by selling you what I have to offer and trying to jam a product or service down your throat. That's not a good fit because I have a higher margin living in integrity. I think in that case I'm still giving you my time. You should value that. Obviously it's worth something. My expertise and the half a million dollars that I put into my own personal development, the fact that I could be doing something else. So like, you know, I have no issue with taking a referral fee or commission or an affiliate. I think that these people need to get the fuck over it. Like, of course I have business relationships with the people I refer you to. Of course I do. But even if I didn't, I would still refer you to the right one. Right.

Great reframe. I'm glad you brought that up. No, that's a great.

You know, I have no issue with getting paid to refer somebody, but not always. Is that the, is that available?

Right.

Or, you know, and that's a great way to add value to somebody who you haven't yet aligned with. So either, like I look at it two different ways. So you have other business people that you can, you can send them to that you already have a pre existing relationship with, or you could just start sending clients to somebody who you align with and believe in and you know, their stuff works that you don't have a business relationship with. And you can grow with them and then eventually create an affiliate relationship with them too. So either way you can win, but you have to be willing to play the long game. The reason I built such a powerful network of wonderful people is because they get it eventually. They may be a little bit untrustworthy or like, you know, kind of guarded at first, but they eventually get it that I can't make this up. I really do intend to leave you better off than I found you and whatever that means. And whether I get an incentive or not, I'm not going to actively try to harm myself, but I'm going to try to find the best solution. And people start to, like, that's like a breath of fresh air. They don't know how to deal with that because it makes them look at their own shit and the way they view the world and be like, am I really living in integrity for all that I talk about? I've left millions and millions and millions and millions of dollars on the table, Frank.

I know the feeling.

By doing, by doing the right Thing, at least what I perceive to be the right thing. And what is the right thing?

Right.

And we're not God. We can't tell. Like, truth with a capital T. But what. What feels best and highest good at each time is what I try to do for people. And that's, like, radical. But then you create a customer and a relationship for life. Those people know like and trust you. And I'm willing to take that hit monetarily to play the long game, because the relationship. And let me. Let me be clear about this, for everybody on the call, the relationship is the most valuable thing you can have. Not the sale. Not, you know, just getting the one over on somebody because you said the right thing and they flipped. And then they're pissed about a month later because you didn't actually put them in a place where they needed to go. They're more happy because you looked after them. It's called taking them under their wing. If you have a client, that's what that means. It means taking them under your wing. You have a responsibility, whether it's legal or not, depending on the industry, you might actually have a fiduciary legal responsibility. You have a responsibility to these people to give them the best advice you know how to give them. And that is the key essence of living in integrity of your business. I can go to sleep every night knowing that the recommendations I make and that you make and that the people on my team make are the best ones we know how to make. And we're constantly looking for better and better solutions.

I love that. And that's something that. And I'm glad you brought up the taking care of them. You know, when somebody does become a client, this is something that I literally just had a coaching call with somebody I've known for a long time. He's been a great friend, but he wasn't living in integrity. His life wasn't working. And we finally worked backwards because he already knew what to do. Jake already, he's got all the knowledge, you know, he's got all the stuff. And finally we broke it down to moral obligations. Is, are your clients that you've already trained, were they better served because they met you? Yes. Were the fitness professionals that you helped able to get more clients who got in better shape because you helped them? Yes. Don't you have a moral obligation at that point, then first to yourself and then to that client, to show them everything that you know and to do the best, to the best of your capacity? She's a great marketer, great sales guy. Himself. It's like, don't you have a moral obligation to, to the best of your capacity to show them the way and then to give them the option, the opportunity to work with you so that they can create more fitness clients, so that more people can become healthier and fit, so that they can stop being overweight or stop being under muscled and they can actually live the life that they want to live, all because of your help. And so what I finally did for them is I just connected the dots. It's like if you don't do this, I want you to imagine right now how many thousands of people that those fitness professionals could have trained and that didn't because you didn't have the balls to go out and step up and lead them as they need to be led. They need you. It's not an option at this point, dude. And he finally got it. He broke down a little bit and we just, we came to this really powerful place of stop chasing the million different opportunities. Because he's an opportunity chaser. Like a lot of people are out there. Stop chasing the million different opportunities. One problem, one solution, one core market, one corporate, one signature offer. Go. That's all you need. And he's creating it right now. And we talked about, you know, stakes. Tim Ferriss talks about this a lot. When you're giving somebody a task to do, have a stake around it that if you don't do this then we will do this. The most powerful one is, you know, take a credit card, take their credit card if it's a good trusted friend, of course. And I'm going to donate to this charity that you hate if you don't.

I do this with my clients all the time. I have them like, alright, here's $200 to, you know, Godhatesfags.com to the Westboro Baptist Church. If you don't follow through on this commitment and by golly gee, do they follow through because nobody wants that on their credit card statement. Nobody wants that on their permanent financial record that they donated to that, to that organization or whatever organization. I just tell them like what would be the worst thing that you could ever donate money to. I don't tell them what I'm gonna do with this information because I want them to soften it. But then I'll use that. And that's so great. I don't know how to incorporate that into a sales conversation. But that's, that's a really awesome piece.

What you have to ask them in before the offer is dropped. Right before you Go over prices and offers and anything that you're going to do for them is you, you have to get into the cost. What is it costing them beyond money? Like what is it costing their, the.

Cost of not taking action. The tuition you pay to the University of Not Knowing.

If you can make.

If you can make a million a year, right? And that's 83,000amonth, but you're making $5,000 a month. You're paying $78,000 a month to the University of Not Knowing, your old alma mater. University of Not Knowing is cashing big checks that you never see, but they're there because that's your potential.

And it's beyond not knowing at this stage in the game. Like we've got Internet, we got phones, I can Google with my voice, which is so mind blowing to me. I mean, we grew up with Ninja Turtles and Power Rangers and you know, you had to wait for the Saturday morning cartoon road worker wouldn't come on until 8 o'. Clock. Now everything is at our fingertips. So sometimes these days it's not even about the University of Not Knowing, it's the university of not doing. The university of not being the human being who is taking the right action that you know internally, you know deeply that you do need to take. But that is where it starts, is that not knowing. And that is a huge cost. And that cost, if you're, when you're going to sell effectively, that cost has to come up in the conversation. And a lot of sales guys kind of, they're either afraid of that confrontation at that stage in the game or they dodge it altogether. Or, you know, they'll go back to features, advantages, benefits, instead of looking at that other human being being fully present with them and understanding what is the price that you're paying for not having this, for not having this new roof, for not having this call.

Let's contextualize this because I feel like we're jumping around a little bit. So let's give people kind of a framework. So like I come into a sales call, I'm looking to diagnose, I've released all attachment to the yes, which makes me much more effective because I can listen, really listen deeply, intently to what this person is needing, wanting and desiring what pain they're in. Then start to match up. Like I might have 100 solutions, but start to match up in my mind the right solution. Then I'll ask questions to be sure that it's granularly right. And then when I, when I'm clear on that, I Get really clear on the why they want to make the shift, what's the gap we want to close, what's the vehicle to get there? And then you start to talk about what you're doing, which is essentially, you know, confronting them with the pain. What I call the come to Jesus moment, Right?

It's.

It's that moment where it's like, the problem is clear. We've both agreed it's a problem. We both agreed we know what's costing you. And now stepping up into a leadership role to move this person to the next level, a lot of times they get there on their own. Like, just creating that pain in that conversation is enough to get them together. And I've had.

I could.

I could literally call it. Tell dozens of stories of people breaking down, crying on sales calls because they had just never been faced with the weight of the problem that they have in their lives. They think, oh, somebody's gonna pitch. No. Like, this is like therapy sometimes for these people. And obviously, I would never, ever attach a name to a private conversation like that. But I can tell you, like, hundreds of examples where I've had people, like, break down and, like, really, something shifts in them, and I can. I can see it coming when they're about to lose it. You know, it's like. It's an incredible experience, but it takes a lot of courage in order to lead people through this experience in a way that you can live in integrity and not just be like, you know, everybody sees what they perceive in themselves. So if they think they're manipulative, they'll look at other people doing this and look at it as a manipulation. If they are not living in integrity, they'll say, we're out of integrity. If they are not people who stand by their word, they'll say, oh, well, these people aren't living up to their word. Or they're just. They're all in it for the money. But what I want to reframe is that people don't know what they don't know. They tend to cling to these identities and their stories to make sense of the reality that they know. But in reality, there's a lot of levels here. And, you know, as a salesperson, you've gone through a lot of levels, so why don't we talk about some of those levels and what people tend to learn, engage, and then kind of bring that into this frame that we're talking about? Because I'd really love to get some. Some really clear takeaways from people. Like, I'm Here, I need to go here. What's the vehicle that's going to get me there?

So there's five levels that I talk about in sales and I liken it a lot to jiu jitsu, you know, where you start out untrained in it you become a novice, you become an intermediate, an expert and then a master able to train other people. So the first level of selling is having the thing to sell, having the XYZ widget.

I got an apple. You got some money? I need an apple. Give me your money.

Yep, done. That's it. So that's the first level of selling is, you know, I've got water. Are you thirsty? I will give you water for money. And that is, that's the way that even a lot of entrepreneurs, you know, still sell. It's, it's kind of interesting. You're tree service guy most likely sells that way. Your plumber most likely sells that way. A lot of service contractors or service providers because in they often don't feel that they need to go deeper in the sale when it would benefit.

Maybe they don't.

Right.

Maybe that's perfectly valid. You know, they got a tree down on their property and there's always somebody having a tree and they have the capacity to serve that many people and they don't need to grow their business. Maybe that works for them. Who knows? I don't know. I don't want to judge.

It can see, that's the first level. The second level is the advantages. So what is the advantage of hiring my tree trimming service or bringing on me as a personal trainer or, you know, me as a coach or consultant versus somebody else? It's the how are you different conversation.

And that's where competition becomes a factor.

Right.

Because there's obviously other trade trimming services, how do you stand out?

Yes. And so, and you can do that in a wide variety of ways. But at that level too, then you're only talking about advantages. You know why this is better than this? Assuming they already know the offer that you have, they already know the features of it. Next level up is benefits. So you're talking not about the service or the offer itself anymore. You're talking about what it's going to do for them. How is their life going to slightly change? Not in a huge way with some benefits. Depends on your copywriting ability. But you know, what is that, that is going to happen for them after they discover this, you know, after they go through this process here. And then level four is now we're getting into the transformational story aspect of it. We're bringing people through the hero's journey of here's where you are, here's the problem that you're experiencing in your life, here's what it's costing to not have the problem. And then if you move forward with this offer, here's the benefits, then the advantages, then the features. So you're not going in the up order like most people do. Most people sell by. Here's what the thing is, here's the advantages, here's the benefits. And the true transformational leadership model is the exact opposite. Where you're going from the top down.

And then slow it down a second. So we have benefits, advantages, features. That's the transformational level that you can explain in key terms that are clear in the way that this person is going to understand and process it. You know, what kind of buying personality you're dealing with, which we can talk about a little bit. But you've got a clear offer that you can make to them in terms that they will understand that matter to them. It's not like going into the ER and you've got a bullet in your leg. And the doc is like, hey, so let me check your lungs. Let me listen to your heart rate. You see this? Cool. Hey, doc, I got a bullet in my leg.

Oh, yeah.

Did you ever see this EKG machine I got over here? It's really awesome.

It's nifty.

You should really check it out. It's like, motherfucker, I got a bullet in my leg. Like, you'd freak out, right? You'd be so upset, and you would have to leave that hospital or get another doctor because they're not listening, they're not relating to you in a way that is useful. So the right solution for the right person at the right time, Absolutely.

In a way, it's still level three. So at that third level, that's exactly what you just described. The fourth level up, the real transformational level is actually changing the course of someone's destiny by them working with you. So we're no longer talking about even the offer itself. The way to sell at the level 4, the transformational level is case studies. You know, testimonies is the absolute most common one. Here was the person before they came to work with me, here's them after. Do you want to live a similar life or do you want to experience similar results? And you can sell unethically that way. A lot of network marketing, a lot of make money online kind of scams that you see out There they sell transformationally. So even though this stuff is powerful.

With great power comes great responsibility. You got to use that ethically and in integrity, because ultimately you could sell. That's where people get into trouble, I think, is trying to sell that way with something that doesn't wholly align with that person's interests 100%.

And it's sad to see, you know, a lot of times, but, you know, instead of trying to fight against them, just be the light, you know, be a light to the world. Instead of trying to always fight against the darkness. The best way to do that is to just light the way forward. Right.

And we get what we focus on and what we put energy into. So if you're trying to fight people negatively, then you're only creating more negativity, whereas a positive thought is much more powerful.

Absolutely. And another kind of distinction between, like, the level three and level four, as you're moving up into that is you go from pushing to pulling. This is something that, if you think of it on a spectrum, so, 1, 2, 3, 4, 5. At level one, you're doing a lot of pushing. You've got to go out and you got to hustle hard, like all the rap videos say you got to do. You know, you got to get out there and get after it every single day.

You got to be mine. Got to grab those marbles.

Yes. Yeah, you got. You got to shut them down there. But at. At the higher levels, the spectrum moves from, like, if you imagine push to pull, and then 1 to 5, level 1 starts at the most pushing, and then at level 2, at the advantages level, you're doing a little bit of pulling, but still a lot of pushing at the benefits. Now it's almost a 50, 50, but still leaning more towards the push. At the transformational level, you're now doing a lot more pulling. You're now doing a lot more attracting and really magnetizing, actually. Yeah, it's not attracting. It is magnetizing because the transformational level, you're going to attract certain ideal clients. And hopefully, if you're really good at what you do, you're going to repel certain types of clients, which you absolutely want to do in your marketing and especially in your sales.

And that should be predicated on your values, right? What. What attracts. What pushes away hiring and firing your clients and your employees based on the values. Do you align with our values or not? And it's not a judgment at all. What they value is what they value. It's just, is it aligned with our values or not? And that's how you can create a swim lane that you can continue to move forward with.

Absolutely. And then the fifth level is simply the level of leadership. You know, it's the level where you are the light period. And you're doing absolutely no pushing whatsoever until somebody give or unless and until someone gives you permission to push them. You know, if they, if, if you're asking them this is all permission based selling at this point. If they're asking for your help and then they're asking to be pushed, then at that point you can do so. But otherwise at the fifth level, you're doing no pushing of any offer or anything whatsoever. You're simply showing them this is the way forward. You've told me that you want this way forward. This is how we're going to get there. Are you paying with a visa or MasterCard?

Yeah. That's great. And that's, that's the highest level of integrity also, because you're not even selling at that point. They know the value, they know you have the solution for them and they just want what you have. That's why I believe this is the most powerful thing you can do today is create an inbound marketing plan. And what that means is just simply creating so much value in people's world that they pay their attention to you and then eventually their time and eventually their money. And you don't have to really push very hard at all. By the time somebody lands in a call with you, they have been enrolled before they even got on the call. And it's just maybe a few questions that they have about how it works. And then it's a close. Right? And that's the very easiest and best and highest way to do it. An example of that would be this China trip. It was put together which was a no brainer price and a no brainer offer. Exactly what people wanted. They wanted it for a year. We just filled that demand. And that if you can do it and live in integrity with that makes it really easy. Like I was able to close 32,000 or $34,000 worth of sales in a very short amount of time. Maybe two, three weeks working, you know, not hard, you know, specifically, like I've pulled a couple big days just to get it moving. But you know that that kind of income is not difficult. And that's going to turn into a couple hundred thousand dollars down the road because there's a mastermind attached. And none of this is a secret. Like I've told everybody this, like, hey, step one, you know, step two is this step three is the mastermind. If you want to apply step one to step three, that payment can go towards that. And you will knock that off. The mastermind cost. And we just keep growing together. We become the rising tide that lists all boats. And that's what Make More Marbles is all about, right? Mentoring and masterminding for entrepreneurs, really. And that's. That's the key and core focus. That's our swim lane. And our values are very specific. And what we do for people is very specific. And our why is very specific. And when you can get that place, and it's taken me two and a half, three years to get to that place. Let me just clear about that. And a lot of failures and figuring shit out along the way. But when you get to that place, people start running at you. People start referring you. So that's the other piece I forgot to mention on before is referrals are your best form of sales. You telling people how great you are is a bad idea. And I'll tell you why. Like, going to a party sometime and just start walking around telling everybody how great you are. Now walk into that same party.

And.

You know, start walking around with a friend, right? You and I, Frank, now go to this party and I tell people how great Frank is, and Frank tells people how great I am. Neither of us are bragging, but both of us have higher social standing as a result.

Dude, that's how we picked up girls in college.

And it works.

We would go out with. They don't want to hear it from you.

They want to hear it from somebody that they trust. Or at least that. That's not you, really. Ideally, somebody that know, like, and trust.

We would go walk up to the girl, you know, we'd say whatever. Stupid opening line. We were 18, 19 when we figured this out, and be like, hey, yeah, you gotta be my buddy Derek or you gotta be my buddy Forrest. Come on over here. They would do the same thing to me. And it was awesome. It was. It's the fastest way to learn pickup, you know, if you're still in the dating scene. I've been removed from that world for a while. But if you're still in the dating.

Space, Frank is very happily married. Lady. Sorry, he's off the market.

Yep.

All one of you on the call today.

Now, my wife is awesome. We got space time this morning. She's on a trip. But, yeah, no, that's. That it is very, very powerful to have other people refer to you. And that's why so many people enjoy social Marketing much more than directly, much more than direct ads. Nowadays, people would rather have somebody refer somebody to them, you know, and just say, yeah, go, go talk to this guy. It's awesome. Instead of that salesperson or that entrepreneur.

And guess what? That's exactly what I'm doing for others with my selling methodology is the right solution for the right person at the right time. And that's what's showing up in my life. Because life is ultimately a mirror. Whatever you're putting out is coming back to you. So the fact that I'm so willing to refer to other people is the reason so many referrals come to me, because I've done both and I've seen the opposite in effect. So I just want to pin that real quick. We had a great question from Zhao with the five stages of sales. Frank, is it possible to shortcut to a higher level, or do we need to experience the lower levels first before we can be effective in the higher ones? Kind of like going to the gym. If you don't work up to a high level, you'll probably get hurt. Is it the same thing with the five levels of selling? Great question.

That is a great question. Yes. And here's why. You have to have the knowledge of what your offer is before you can lead people to is absolutely like weight training, like weight progression, you've got to start first at those lower levels. Because if you don't know your offer is, you know, or you don't know somebody else's offer in that way, then how are you going to effectively sell it? And the best way, this is the absolute best way when you have an offer that you genuinely believe in, if you buy that offer. In fact, when you invest in that offer yourself, it's way easier to turn around and sell it. You see this in the online world, like, click Funnels won't let you become an affiliate unless you buy click funnels. When I sold Hondas, I was one of the best new Honda salespeople because I drove a Honda Accord Touring. And people would ask, you know, are these cars really better than whatever Toyota or Ford or whatever it is? I say, hey, you want to look at mine? It's the easiest way to sell it if you're already invested into that offer. That's a great point.

Yeah. And that reminds me of, like, I do a lot of personal development, a lot of events, a lot of masterminds and retreats. I'm always investing in this type of stuff. But I got smart eventually and I just started being like, well, could I bring two or three friends and then recoup the cost. So I make a deal with somebody, you know, hey, I want to come to your event. If I bring two of my friends, can I get in for free? And they say, yeah. And I bring in two of my friends, and it's great. Like, I don't waste all that time and money, you know, for something I would have done anyway. And I really like. Anyway. I'm not saying everybody loves going to events, but for somebody who loves going to events and continually developing themselves, which I think is important in whatever way you choose to do that, that's a really great way to do it and get comfortable having an experience of people, of what they're doing, of the things you can offer that may or may not be a good fit for other people you're going to meet down the road so they can get similar transformations. Another case in point, we have tickets to Tony Robbins UPW here in July, and we have VIP tickets. They're normally $16.95 without a reserve section. We have our own reserve section. We're adding an additional masterminding day, and it's only $695. So it's three. A thousand dollars less. And all the extra benefits of going with us, not because we get a commission. In fact, we get $0. In fact, we're going to end up probably spending a lot of money to make this happen. But there are a few key benefits to doing so. Key benefit, number one, more people get to experience Tony Robbins, which changed my life. This would be my 10th Tony event. I've walked on fires and my fourth time. And I give Tony all the credit in the world. I think Tony's a national treasurer and more people, his work have the same experience that I did. Seriously, he's incredible. Go see him live. So that's an invite for anybody who sees this who wants to come, just hit me up. We'll get you in there. So that'd be awesome. Number two, it's more people getting to spend time with us and our tribe because it's, you know, sponsored by the Abundant Purpose Mastermind, which is our female focused entrepreneur mastermind. Six figure earners that want to get to seven figures that Delina Fajardo and I run. She's a top 20 coach. That's the reason we get that deal. So they get to mastermind with us and go to the event with us and hang out with us. So that might end up producing more leads that are qualified for that mastermind. And then we get to, you know, have conversations with people throughout the event in a non selling way. Just, you know, hey, how can we help you? How can we support you? How can we serve you? And those generated conversations will be equal to hundreds of thousands, if not millions of dollars over the years. And again, let me just be very clear about this. I'm not interested in selling anybody anything that they don't need at that point time. What I'm interested in is being a trusted advisor for the lifetime of that relationship for as long as that person lives. And I have so many clients that I can tell you about that buy for me over and over and over and over. And they're like, okay, what's next, Brad? And they're like ready to buy anything I respect, you know, I'll recommend because I've, I've invested all that time and energy and attention up front and it's like you can't see the dots connecting forward, what's going to happen. But if you just keep doing that over time, you'll build this incredible set of relationships that will continue to bear fruit. It's like planting an orchard. It's not one tree. I don't have to just get mine this one time. You're planting many trees, knowing that some of them are going to live and some of them are going to die and some of them are going to thrive. But over time, you're going to have a thriving orchard that bears much fruit. If you can use that much, if you can use that mindset and begin to build it, it's just a matter of time before you're as wealthy as you want to be.

Really.

It's effortless.

It is. You know, that's the big, big core of what I teach now, is effortless selling systems. Because everybody else, what I see everybody else doing in the marketplace right now is they're trying to find ways to make it hard, trying to find ways to make it difficult. They're trying to find ways to feed people hundreds of closing lines so they can master objections instead of teaching them to lead better, first internally, then externally, then work on transforming people's lives at a genuine level or working with somebody who already has. So you're working with Tony Robbins because you've seen how many lives he's genuinely transformed. And so it's effortless for you to be able to sell those tickets or, you know, especially for Eli. He's seen it in so many ways.

I gotta get Eli, by the way. He's so good, he can get on brilliant a lot.

Yeah, A Lot of his, a lot of his videos are very. He actually, he's inspired me, him and Jesse Elder, they both inspired me to do more live videos because I've noticed that that's what, that's what people are really wanting nowadays. They're not necessarily wanting the giant PowerPoint slides or the big video sales letters.

It's so much less stress. I don't have to create a presentation. We literally cooked this up today. We were going to talk anyway. It's like, do you want to do a video? This is going to add tons of value to the group. And people are in a group and they're super happy. They're going to refer other people. It's like, it's like a no brainer. I'm just going to keep bringing in my friends. We're going to keep jamming on what we would have jammed on in private and we're just going to serve more people doing it.

That's a happier way to do it too. Yes. It's bringing it more public and bringing more awareness and light to the fact that it's easier than you ever imagined. And it's simpler than almost everybody is teaching it nowadays, you know, in life, not just in sales, but the fact that there is genuine abundance in the world, despite what we all read in the media, you know, despite everything that tries to lie to us and tries to market to us in a way of scarcity. When we turn all that stuff off and we look with our eyes and.

Why do they do it?

Right?

In order to create the pain. So you buy the shit that you don't need in the first place.

That's absolutely true. Yeah. Instead of just finding, instead of having a business where people know, you know, where everything's just more transparent. There's a higher level of integrity to this, what we're broadcasting out into the world and being as honest as possible about it.

Right.

And we have to be leaders in our world because, you know, when everybody, when everybody says to me, when I run into somebody who says, somebody should do something about this, why is it like this? I'm like, well, aren't you somebody? We all can step up and spread these types of messages throughout the world. We can all stand up for ourselves. When we're confronted with the opposite of what we're talking about. We can all recruit or enroll one person into our vision of a better future for everybody. We don't all have to be playing the scarce competitive game that's, that's designed to cut us off and make us forget that we are here to love each other and that love is our greatest competitive advantage as human beings. Truth.

That's, that's absolutely true.

You know, together than ever. Yeah, go ahead. Sorry.

Having, having that love within yourself and then just sharing that love with one person at a time, knowing that the way you were before you genuinely loved yourself to the highest capacity possible is the pain that they're suffering from right now. And that's something that very, very few people are teaching in sales. And that's, that's why, you know, I said earlier, genuine compassionate aggression. In that order. In that very specific order being, being the truth of who you are loving yourself and your clients the highest level possible in an actual, genuine, honest way. You know, this isn't something you can fake in any way, shape or form. But after you've got those two really dialed in, really honed into yourself and to your clients, your ideal target market, now let's go be aggressive now, let's get after it now. You know, if you want to do all the advertising and, and go knock on all the doors and shake all the hands and kiss all the babies, that's the thing.

People are going to be asking, does this scale? Of course it does. But you have to do this work to get to the place where the offer is a no brainer and you know who your client is and you've been there and you can bring them from A to B and you got it like all those pieces. And then scale is easy, right. Then it's just a matter of more leads, more sales, you know, better systems deliver more value and better operations management. That's it. And that's every company. Those four things, that's the lemonade stand on the corner, that's ExxonMobil leads, sales value delivery of some sort, whether it be a product, service, whatever, and operations, which is just management of resource. If you could do those four things, you're in business. If you're missing one of those four things, you have a very expensive hobby. So sales being one of the most important things to get things rolling is just literally connecting people with opportunities and resources and tools that they need to, to move forward in their life in some way. And it could be small, it could be big, it could be a commodity, it could be a bespoke service. Right?

Yeah.

It could be anything. But once you're clear on that, the scale comes easy. Where people get into trouble is when they're not clear or they're not hitting. All four of those.

True.

If you build that foundation, it's really easily scalable. It's just more. Make more, right? Hire more people, train more people, better systems, maybe get a consultant, maybe get a coach, maybe join a mastermind, just help up level, right? We all have another level to get to to serve more people. And if you want to be a billionaire, you just have to have a vision that encompasses a billion dollars worth of value. It can't just be you. If it's just about you, you're going to make 70 grand a year. If it's just about your family, you might make 150, 200 grand a year. If it's about your tribe, your community and the world at large. Now we're talking millions and hundreds of millions and billions. How many people are you serving and how can you serve more people?

And that's something that, you know, we see a lot in the service provider space too, where, you know, people are struggling with not getting enough clients. And you know, the first thing that you have to ask is, well, how many coaching sessions or how many strategy sessions, how many sales calls did you have in the last 30 days? You know, are you expanding your business at the highest level possible, attracting and driving people to you, magnetizing and repelling certain other people away. But of course in, you know, product based business, we can advertise however we want to. Nowadays Facebook is huge, huge, huge, huge for it. You can literally through Facebook ads, YouTube ads and direct mail, you can contact almost every human being on the planet.

Who'S your ideal client, that's accurate.

From there, drive them to a massive value presentation, whether that's a webinar, videos or live training, that's what people are consuming the most of these days. And then getting on a call with them, inviting them to reach out and work with you. And it's the simplest path that I've seen to allow people to earn five figures, six figures a month, you know, especially in the, in the service provider space.

And then eventually if you get tired of products or services or you just realize like I've realized I don't the capacity to go any bigger.

Right.

I've had some really big months lately, but I'm just realizing like I'm taxed. So I'm either gonna scale my team, which I'm doing, or I'm gonna start getting more into products which allows more leverage. Right? I mean, have you noticed that all the top companies in the world are products companies? Think big oil, think technology, think, you know, everything that they provide is, is a scalable product or at least a scalable service like telecom I guess would be an example of that. Like an AT&T. Everything that they provide at the highest levels, the biggest companies the world all provide a product.

Yeah, absolutely. Because having that hard physical object, that hard physical thing is, you know, it's the stuff, right? It's the more marbles that people are actually wanting because that allows them to do whatever you know, in their life that they need to do. Like if you're selling Toyotas, people are going to need cars until we run out of oil, you know, or until Tesla takes over. Basically.

Yeah. I'm hoping for the, for the whole, you know, I'm a big proponent. So if you guys haven't heard this before, food, energy, water and shelter. I believe in our lifetime we'll have the ability to provide that at a basic level for all humans. And that's just a function of exponential technology. So if we have the ability, do we also have the responsibility to change our perceptions and beliefs about scarcity? Right. Scarcity, competition, capitalism have gotten us where they're going to get us. I believe we need to shift again in order to meet the demands of an abundant exponential world, which you know is coming whether we like it or not, like it's on its way. Barring any major catastrophe, which, you know, I don't believe in those, I think everything is going to happen as it should. And natural state of the world is well being and anything we divert from that we can just kind of, kind of wander back to that will allow us to really provide at a great level. And this is one of the ways in which we can accelerate that process is to create more wealth, to serve more people, to invest into bigger and better infrastructure, bigger and better things for the world. So like when I look at a guy like Elon Musk, I look at him as a game changer, change maker who has a key domino in this whole thing, the energy domino. If we could tip that energy domino, which he has, the math, that's 100 gigafactories, 2 billion power walls, gets us off oil completely in all industries and all verticals. Right. That's a known quantity. But he needs people to help evangelize that and move it forward. And if that tips, then food, energy, and I'm sorry, food, water and shelter become much easier.

Yeah, and I love that. That's really always been your entire core message, ever since I first met you a few years ago, is you've had that complete abundance mentality of those four capacities that we have the ability to provide that for all human beings right now. But Then that's where we need to step up as leaders even more. And I'm talking into a mirror. At the same time, we need to step up as leaders even more so in our own lives to help provide that for more people all around the planet. But and of course within our communities as well. Stepping up and leading.

We start where we start, right?

You can't.

Comparison is the thief of joy. You can't Compare somebody's chapter 25 with somebody's chapter two. That's just not fair. But we can begin to ask us better, ask ourselves better questions. What is the next best, highest thing I can do to serve more people? And naturally, you'll progress higher in life and life supports that which supports life. More money will flow in your life. You'll be able to make more investments in the infrastructure structure and continue to grow and expand in whatever way aligns with your values. I don't want to say there's any judgment, like you don't have to believe and think and care about what I care about.

You don't.

And I prefer you didn't because I don't. We don't need two billion Brad hearts. So like we need seven and a half billion, you know, conscious, enlightened entrepreneurs that are out there changing the world. You know, that would be really awesome. And I believe that, you know, people can add value. Not being an entrepreneur too, but just shifting that mindset from one of the life is happening to me and I have to deal with it. I get to play in this co creative expansive space and make a world that I'm really proud to live in and leave a mark, an indelible mark on the universe, a dent in the universe, if you will. Like we started talking about sales, but guys, sales is everything. This is an idea. Ideas are constantly being replicated and spread. And the best idea is they spread like viruses and they change the world. You're constantly selling, whether you realize it or not. You're constantly enrolling people in your vision for the world. If you don't get good at this, you will not be an effective human. As simple as that. This is the number one skill. This is the key skill. If you can communicate well and enroll people well, the sky is the limit for you.

Yeah, you're literally unstoppable at that point. I mean, the only thing that can stop an effective leader is their own physical body breaking down. Like that's literally the only thing. And the truth, this is something that I've realized as a truth deeply and internally, is that there are no more obstacles to getting what you want in the external world. Whatever it is that you're dreaming about, whatever it is that you desire, whatever life that you're envisioning and you've written down, hey, this is my perfect day, my perfect week, my perfect month, my perfect life, whatever that is to you, it is possible to have that today in the real world. And the only thing, literally the only thing that stops us is our own internal resistance. And that resistance might come from your head, it might come from your heart, might come from your gut. But somehow, some way. That is why I really believe that self inquiry is the most powerful first lesson to have when you are diving into sales at the highest level. Because knowing who you are and knowing the path that it takes to discover the truth of who you are and who we all are, that same path is the path that everybody else is trying to get to. Whatever they're buying. Human beings are buying two things at all times. They're buying liberation or they're buying freedom. That's it. They're either wanting to be liberated from something, they're in some type of bondage, some type of suffering, some type of pain, there's something that's going wrong that they want to be liberated from. They or, and, or they want to be free to. They want to be free to feel good, to have, you know, less of that pain, to have the thing, or to be a certain type of person, or to do a certain type of thing, or to have a certain type of object or a person in their life. That's all people are really buying. And when you understand that at a deep level, you then understand that it's only their beliefs that are holding them back. Truly, there's, and I can't emphasize this.

Enough, and there's actually a workflow for this. So here's a fun thing, guys. I'm going to hack it for you right now. We look at reality as a series of events that led up to reality, but really it starts with our values and our beliefs. And I'll tell you how, right? What you value, what you decide, that this is what I'm going to stand for, and this is what I'm going to hold true for me with not a capital T like the truth, but true for me with a lowercase T. So what I value shapes what I believe, right? And your values and beliefs are a choice. I want to be very clear about that. They can be influenced by outside factors. You can absorb messages and influence from other people, parents, employers, the world, the news, politicians, and have them shape your beliefs. But when you make a conscious choice, and it is always your choice what you value and what you believe, then that starts to shape the way you think. And these thoughts start to shape what you say and what you say. If you have a good relationship with your word, which you should, you should always mean what you say and say what you mean, you start to shape your actions. And these actions over time form a habit. And your habits, my friends, ladies and gentlemen, are what shapes your reality. The things you do with unconscious competence, consistently, day in and day out. Your habits are what shapes reality. So your values and beliefs are a choice which shape your thoughts, which shape your words, which shape your actions, which shape your habits, which shape your reality. So if you do not like something about your current reality, first you have to take extreme ownership over that and say, I created this. I always create everything and I am the creator, therefore I created this too. And then go back and say, what was I valuing and what was I believing that led to create this reality? Connecting these dots, moving backwards in order to move forwards into a new reality. You want to shift something, your reality got to change what you believe and value. And that's where it starts.

And here's what's so powerful about going through that process. And this is something. If you're watching this on a record, rewind that and go through that process again. It is incredibly valuable.

Guys, take this knowledge, don't just let it flip through one ear and out the other. Like really go back and dig into some of these concepts. Because this is stuff that if you can just get it and then start to utilize it will change everything in your life immediately. Like right away. You might not see the results this second, but a week, two weeks, three weeks, just being consistent about this, forget it. It can change everything for you.

And that's what allows you. Let's take this back to the real world as well. In the real world of selling, that's what allows you to raise your prices. That's what allows you to create higher level offers. That's what allows you to attract the type of people that you want to work with. Whatever your product, your service or your offer happens to be. And that eliminates the vast majority of your competition. Your competition is too busy out there pushing with marketing and copywriting and whatever they do, pushing features, advantages, benefits. Whereas because you've gone through these leadership processes and they are processes, the more you go through them, the more you can walk other people through them. And the more, the more truthfully the More honestly, you go through them yourself, the more you know exactly where that human being is. The client that you're right across from the table with, or the group that you're speaking and presenting before, you know, you know that, you know that you know deeply and internally exactly where they are. Because you've been there.

You can empathize with it. You've been there. I've been in the pain of somebody who's scarce and competitive and trying to fight and just to survive. And like they hate everything about life and they, they look at somebody like me and like, fuck that guy. What do I want? That guy knows exactly what's going on. Like he's got this shit figured out. He was born rich or he was this or he was that. You're gonna make up some fucking story and they're doing it all the time. I get it, cuz I used to be that guy. I understand. I fucking get it. I lived there and I've lived here. And trust me, life is beautiful over here. Take a few steps towards where I'm at. But you gotta grow. It doesn't just happen. You got to make the steps, you got to continue to go and do the reps. 10 fucking years, guys. You talk about a 10 year overnight success, you're looking at one right now. I didn't just come out of my fucking mother's womb and know how to do all this shit. I had to learn it. And yes, I'm passionate and yes, I'm using big language. So if that offends you, I'm sorry, but I'm using it in order to shock the system. And maybe you'll get it this time.

And sometimes it does, it does take that repetition and that impact in order for that person to make the change in their life right now. And this is the simplest thing that you can do, you listening? Is to really think really deeply, internally, go within and imagine what do I want my entire life to be. Design your ideal life. Because when people talk about income goals, this is something that I see when I'm coaching salespeople or when I'm consulting with businesses. Most entrepreneurs have totally uninspired income goals. This is 90% of people. I want to make 10 grand a month, or if they're already making 10 grand a month, I want to make 20 grand a month. Or if they're not at that level yet, I want to make 100 grand a year. 90% of people's income goals are that uninspired. And what I've started to do with them is I've started to ask this question. So I go, okay, so let me imagine this. If I hear that really boring, uninspired answer, just imagine this. If for the next year your ideal clients could no longer pay you in cash, they could only pay you the lifestyle that you wanted to live, what would that look like? Ah, if you couldn't earn money for the next year, but in exchange for not being able to earn any money, you could live the exact lifestyle that you wanted to live. You could live where you want to live. You drive the car you want to drive, you could date the person you want to date. You know, your entire life is structured and designed exactly how you want it. But that has to be a direct exchange. We go back to the caveman bartering system. What is that? And then what I do is I price each of those out, okay, so how much does that house cost? How much does that work? How much is that personal trainer? How much is that chef? How much, how much are these books? And that's now their new income goal. And it's always 100% of the time. When I've done it, it's different. And it's not always higher and it's not always lower. You know, it's different for every single person that I've done this exercise with. But if you're imagining an income goal that's uninspired, like one of those, really dive in yourself and go, let me just architect and design my entire life the way that I want to live it. And then price each one of those things out and then give yourself a buffer for taxes, you know, 30% or 50%.

Yeah, yeah. Whatever your tax rate is. You live in California. Maybe more like 50, 42% or whatever. Yeah, yeah, yeah.

Pay the IRS with their, you know, their.

They're like the mafia. You cannot pay them, but they'll probably break your life.

They'll lock you in a cage. But no, so honestly, that it's not the most original exercise because Tim Ferriss talked about this in the four hour workweek. I mean, we read that 10 years ago. It was in 2007. Seven times. Yeah, yeah.

And then I met him in 2009 and went to Africa with him. Yeah, he's been a mentor for a long time. An interesting guy.

Awesome guy. Now I love Tools of Titans over there too. I haven't finished it up yet.

Oh, you mean your doorstop? Yeah, that thing is massive. Anyway, go on.

So that's, that's how you really start to create the sales that you want to create. Is first you architect the life that you want, then you reverse engineer as you go, how much does each of that cost you? Give yourself an extra buffer for, you know, taxes and savings. Savings is a huge one. I'm sure you've been talking about savings.

And investing, you know, paying yourself first a portion of your income and that portion of that percentage should increase as your income increases relative to. So like, you know, most people make more and they spend more. And I'm guilty of this too. Like, you know, I've, I've done that a few times. But the key is that your lifestyle should remain consistent or just upgrade slightly when your income jumps. That's really important because otherwise you won't ever become financially free if you're not investing in your future self. And we talk. That's a whole nother two hour call about money machines and all that. And I coach about that privately. But you know, that's really a key, A key thing to remember is that you need to create enough income and you need to really tie it to the what and the why. Because if you have the what and the why, if your outcome, your purpose are really clear, the how will show up because you're asking the right questions.

Yeah. Anyway, that's a big one. So, yeah, architecting your lifestyle, deriving the income from that, obviously going for taxes and investments and then from there creating your offer around that. So not creating your offer necessarily around the competitive marketplace that everybody believes is scarce out there, created in the abundant marketplace. Like this is what, this is the one problem, the one solution, the one core market, the one core person, and the one signature offer that I'm going to give to them. And especially if you're a service provider, if you're a coach, if you're a consultant, if you're an advisor to other people, that's the way to create the income that you want for the rest of your life. And then if you don't have this warm referral market, if you do, then obviously tell everybody that, you know, hey, here's the transformation that I provide. Don't tell them, you know, I'm a business coach. Tell them, you know, I help people who have already hit the $500,000 a year level get to the $1.5 million a year level and at the same time cut their work hours in half. Do you know anybody like that? So really describe what it is that you do at the deepest level. What, how it transforms and how you lead that person to their life. Stop. If you're going out there and you're saying, I'm a. If you're saying I'm a life coach, you're probably broke. Most of them are, you know, but instead of saying, because any idiot can.

Wake up one day and say, I'm a life coach, right?

So instead of describing, I think you.

Have to have a life in order to be a life coach.

But the point being is that instead of describing the feature of what you do, instead of describing the advantage of what you do. Well, I'm a better personal trainer than all these other jokers because instead of describing the benefits of what you do, describe the transformations that you create when people ask, what do you do? Like, you could say, I help people who weigh over 250 pounds lose on average 40 pounds of body fat in eight weeks or less. You know what I mean?

This is great. Can you workshop this for me? Because I have so much trouble with this and I'm always changing it and tweaking it. But like, what would you say? Because you, you know me pretty well in this point and you kind of understand my brand and my mission, so what would you say my transformative statement is, if you will.

I help abundance minded entrepreneurs create more of who they are. No, I help abundance minded entrepreneurs create more of who they are because we got to tie it to. That's who you love to work with is I help entrepreneurs create more of the abundance that's already are. Create more that's already out there.

How about the flow and capacity piece? Does that help increase in flow, increasing capacity, or is that too esoteric? We can come back to that. I just thought it'd be a cool.

I help entrepreneurs maximize their capacity while permanently living in the flow.

Maximizing their capacity, increasing their capacity, maximizing capacity while attracting all the FL flow.

They need in order to create while permanently living in the flow. Because when I've seen you really dive in with somebody, another person working with you, like I've watched you work with other people before, that other person never breaks flow. They never break their flow state because they're aligning with your brainwaves. You're leading them with your, you know, dropping from beta to alpha, you know, maybe alpha, theta, whatever that aligns with you. But when I've watched you work with people, they become permanently in the flow. There's no breaking point there. And you obviously maximize capacity. So I help. Yeah, I help entrepreneurs maximize their capacity while permanently living in their flow and obviously increase their income.

And those are words that are close enough to the common vernacular that they'll just get it?

Yeah, they'll instantly get it because that is what a lot of entrepreneurs are wanting. They're wanting to maximize their capacity. So they're wanting to live a full life. They really want. We all got 168 hours in the week. All people really desire to live the life that they want. Again, liberation and freedom. So you do help them maximize that capacity in a way that is most beneficial to them. You do permanently create flow in people as long as they're, you know, as long as they're connected with you. I've never really seen anybody break their flow state once they've really been engaged with you. And then from there you maximize their income at the highest levels.

Interesting.

You, you skyrocket their income.

I like it. Alright, we'll keep workshopping that. So I want to open it up to people who have been on the call for this whole time. Thank you, thank you, thank you. Michael and Joe, you guys have any additional questions, let's unmute you and get you in here and see if you have any questions. Michael, what do you got for us?

My name is Michael. I'm working with like a startup. I have equity, like equity in the startup. We sell health beverages and I was just wondering, like, we don't really, I'm not like a coach or anything, I'm not a consultant. We're just selling a product. Like, we are like selling like the benefits of this drink. Like, how would you like fit that in your framework of like the five steps that you mentioned earlier?

Who, who benefits the most? Like, who's the core market that benefits the most from the drink?

Are you muted, Michael? I'll unmute you. Yeah, sorry, go ahead. You unmute yourself. There you go. I can unmute myself. There we go.

So while we're reaching out to like the health conscious group, yogis, vegans, people that are like trying to lose weight.

And.

Trying to lose weight, live longer and younger.

That's still very, it's very generic. So vegan and yogi is very close. I like those a lot. Um, but from there, the way to go above benefits at your stage in the game, in the startup is to really dial in. If we could only market to one person, if we could only dial in to one core individual, who is that individual and what's their life story and what do they want their life story to be? So where are they right now and where do they want to get to? And then all of your copywriting will become instantly easier.

Another way to think about it this way. Yeah, also like, think about the founder story and why they created the product in the first place. Because a lot of that we talked about bringing people where you've already been and where you want them to go and closing the gap that you've already closed for yourself. So using the hero's journey of the founder, one day I had this epiphany and I made this product to serve. This problem I had would be really helpful in doing that. So what tell us about like the founder story or how this product came to be in the first place?

Well.

Because like in Asia it's really popular to like drink vinegar drinks in Asia. It has like a ton of health benefits back then. And then we just come up with this story that, you know, like we want to develop a product out there that's like all natural, doesn't have any GMOs, there isn't any cancer causing agents in the product. We decided to develop like this product that helps promote that.

Okay, so you had, you know, the current state of affairs was people love vinegar drinks, but we want to make one that doesn't have any additives, preservatives, health carcinogens, whatever, and market it towards people who are health conscious and more aligned with their bodies and all natural ingredients, etc, etc. Etc. Does that sound more in line with what you're talking about?

Yes. And other drinks out there that you know, like have these harmful chemicals out there too, so.

Right on. So I don't have a cultural reference for this, but I'm, you know, I'm just trying to learn. So please. Yeah, go ahead, Frank.

Do you have a list of what all of those chemicals are and the way that they deeply impact people?

Well, just a few. We just real like GMOs, just like additives, preservatives. We don't have like an exact list.

Of.

Exact list yet.

One of the things I just want to ping here, your job as a salesperson and a marketer is to consistently be educating your potential prospects and customers in marketplace about the value and the benefits of what you provide. So that is a great way to do that is just to tell them like they don't know. Like you don't know what you don't know. And what we don't know could fill the whole universe. And it does, like mostly right. We have this little tiny sliver of what is possible to know. So you have to assume that everybody you're talking to knows nothing about this unless they say otherwise.

They do. Great.

But you know, it's got to assume that, you know, you need to have the full story ready to tell them.

Like I would imagine this would be the fastest way for you to start creating more sales this product instantly and is if you don't have Click Funnels, just go buy Click Funnels. It's like a hundred bucks a month. And then from your Click Funnels account go in and you would create a video sales letter page. You may or may not want email addresses at your stage in the game, but either way you would create a video sales letter page and then have a direct offer to buy right on that page and drive as many Facebook and YouTube ads to it. And the entire, the entire video sales letter would be around the story of the founder and then of the person who's your ideal customer, your ideal target market. And then what are all the chemicals like? What are they doing to people in the real world? What's the name of these chemicals? What's the impact that they're having? What's the anti benefit? So what's the problem that people are experiencing because they're pulling these chemicals into their body on a regular basis? But now there's the solution and we came out with our ABC awesome drink and it's only you know, 9.95 for a case of two or whatever your price point.

Yeah, maybe give people a specific deal based on.

Yes, you know, wait, there's more. Yeah, but wait, there's more. And then from there have a direct offer to purchase the product and then to ship it out. Does that help you?

Free plus shipping offers are really popular nowadays. You know, they pay the shipping, you send them a free sample put people are into that, you know, getting it into the hands of influencers. But having a really clear story about what this is and why it exists is going to be the key.

Right.

Because even in just enrolling those influencers, let's say you want to go and target like Instagram models to promote this, they need to be in line with the values and the core beliefs of this product in order to promote for you whether they get incentivized to sell it or not product profit wise. They really need to be enrolled in the vision as well. So that's going to be a huge thing. And then their audiences as a function of them being enrolled will also be enrolled.

Yeah, that's what I was talking about earlier when somebody was asking the excellent question of, you know, do you have to go up and up and up in the levels before or could you just start at the highest level? And what we just described is the reason why you can't just start at the highest level. You've got to know the features. You've got to know the XYZ of your product and then the advantages. You've got to know the disadvantage to all of those chemicals, all of the, you know, how it's destroying people in the way that it is. And then the opposite of benefits is problems. So the easiest way to look at each benefit that your product provides is to reverse the benefit and then write down, like, handwrite the problems that people have when they don't have that benefit in their life and get numbers, get specific with this, because that's what people are going to believe. Then we can start really diving into the story of how this is impacting people's lives, people's stories by bringing in those chemicals into their body. And then what's the opposite story? The story of when somebody's drinking the vinegar drink each and every day. How does their story change? How much weight do they lose? Has anybody lost weight actually drinking this? And following a healthy and balanced diet?

I just want to plug in real quick. This is really important to understand so that you're talking about testimonials essentially, in case studies. And the number one thing that a case study or testimonial should do is to meet an objection.

Yeah.

So you should have a case study or testimonial prepared for every objection that comes up. And the reason and the way you know that you're. You got them all is because no more objections come up that you can't meet with a testimonial or, you know, whatever.

Right.

So you just have to have enough conversations where enough objections come up and find an example of somebody where with that objection that they had that they overcame and got the benefit and the positive transformation and the other benefits in their life and the ripple effects and the domino effects, which is a whole nother video for a whole other time of how to get a great testimonial. But basically, the main points are this. I had a concrete problem. This solution did this for me. This is the personal transformation I experienced. But also here are the other areas of my life that I didn't even anticipate that I couldn't look forward and see the knots, dots connecting, but looking back, that have changed as well. Domino and ripple effects and other people in my life that changed as well as a result of this. That's a great.

And then wrapping those into either one video sales letter or multiple video sales letters, and then broadcasting those out on Facebook and YouTube to that avatar, to that Target audience that's already searching for those types of offers, you know, who's already within that community that's going to help you grow the business very rapidly as well as I changed my mind from earlier. Collect emails. When you collect an order from a person, go ahead and collect their, go and collect their email.

Just you know, maybe start like so again I always use the ATM analogy. People will spend attention with you before they'll spend time and then they'll spend money. So how do you gain their attention first and foremost in order to explain what's going on in a way that's beneficial to them because they want to, they have a curiosity, right? You've hooked them and they've gotten their attention. So the point where like I want to try this, I want to, you know, and then you make an offer at that time when they're, when they're willing to do that. And ideally it should be a no brainer kind of offer like a free plus shipping offer in order to get them involved. Because every time you are able to engage with somebody, get them hooked on the story, get them to try it, then they get to make a decision whether it's for them or not. And you either get accustomed for life or you get somebody closes the door for you. But either way you've at least had them enroll in the product. And then when you know you have a hit is when more people start becoming lifetime customers and consistently order beverage.

And also with the lifetime customer value also have a monthly continuity offer as well. So you have a direct offer that you're going to get this many bottles for X price. But then you also have a monthly continuity offer that you're going to get X plus however many bottles for Y minus price. But you got to drop ship it. You auto ship it each month. That's the Amazon model works very, very well.

Right. Or Athletic greens is another example. It does that or ranify or there's so many different subscription models that do that. So I think we've given you a lot to digest. So just pick a few big things and move forward with them. Take action and see where it goes with that. Thank you Michael, for the awesome question. Joe, you've been exceptionally patient. Oh, you have to hop off. Okay, right on. Well, if you want to jump on.

Thank you.

Yeah, thank you. It's absolutely our pleasure. And we love doing these calls because even if one person got one thing out of this call and I know more than one person will get more than one thing, but even if that was the case, and we changed the life today versus just having a conversation between the two of us. That's huge, right? That's value added. So just keep thinking, like, ask yourself the question, how could I add more value to more people today just by doing what I'm already doing? No extra time. That's what we call that, net time. Awesome. So we're going to wrap it up, guys. Thank you so much. If you're watching the recording, go back, get some notes, post your key takeaways. I really want to hear what you guys got out of this. And then, you know, we kind of dumped a lot on you guys. But we're all about adding more value. So at the end of the day, you know, we know that people are out there struggling with this shit. Nobody's having these conversations, and we want to add more value, and that's what.

We'Re here to do.

And that's aligned with our values. And, you know, we're going to keep doing it.

So fucking capital for us.

I love you, Frank. Thanks so much for being on. And, yeah, I'm gonna. I'm gonna cut this recording now because everybody's gone.