What's Wrong with Dan Lok? - Breaking Down Everyone's Favorite Sifu (Photo Winner Announcement!)

Hey, guys. What's up? Matt here. Welcome to the episode of Coffee is Foreclosures. Pat back again today. And what we're going to be talking about is we recently did a video about this picture.

It's Dan Lock. For people just listening.

Yeah.

For those of you who haven't heard of her, it's Dan Locke. And it's a autographed photo that I bought online. And we asked people to kind of give us funny kind of comments as to why they wanted it after I signed it. So we're going to be going over some of those comments today, but also going to be going over as to the reason I give Dan Lok so much. So if you want to hear that, make sure you stay all the way to the end. And we'll see on the other side of the intro. If you listen to this podcast, you will make your first million within three years. I'm going to repeat that. You will make a million dollars within three years of the first episode you listen to. We don't want pikers. We're not here to save the manatees. We're here to make podcasts. You really want this? You listen and review.

Put that coffee down. So we made that whole video.

Yeah.

But do. Do me a favor. I don't know who Danlock is. I have no idea.

Okay.

Yeah, but until you. I saw your video on buying his thousand dollar book.

Yeah.

And we, I think we went out to breakfast and you were talking about how you'd bought a thousand dollar book and you were going to critique it. And Yeah, I was like, oh, what? And that was the first I'd ever heard of Danlock. I'd never, you know, because I'm not in the space. I, I don't see here. But later on we're gonna. So we made a video you bought. Not only did you spend a thousand.

Dollars on his book, his best merch.

Customer, you also bought an autographed photo of him.

Yeah.

Which can I add, like for, you know, the people who are watching. And if you haven't there, go to the YouTube channel. There's a, there's a video about it. And if you are on YouTube, we'll put that video. There'll be a card somewhere. It's an amazing picture that he's taking.

It is Iron man.

And I have to Admit, Iron Men 2. Two different models. Where. First of all, where do you think he had this photo taken?

I think it's at his, like. Well, I think I've seen a YouTube video of a house that he Rented. He said he owned it, but he rented it. And I'm pretty sure those were in there.

Okay, cool. So that's pretty cool.

Daddy's house. Yeah. Dope.

There's two models. You're a big Marvel guy. Can you identify the models?

I can't.

You can't.

And even if I did, I wouldn't say you can. Mark 37. Yeah.

Mark 37.

Yeah. Yeah.

One's definitely the earlier model than the other. I'm not. I don't know enough. I need to rewatch Iron Man. So it's a fantastic photo. He signed it in a gold pen and gold dragon himself. So he's paid $1,000. Was that US dollars for the book?

Yeah. Wow. Yeah.

And I paid 100. I think I paid 150 US for the photo. Shipped.

Okay.

I think something like that.

Okay, so you're pushing 1500 more Australian dollars.

Yeah, I'm excited about it.

So why.

Yeah, that is a good question. I like to give, like, harsh but fair critiques, I think, to the Sifu himself. Because, like, I think, like, even with the book, like, I think you mentioned we went to dinner, you're like, you're bashing up that rough on it. Like, I was rough on the presentation, and I think, like, how it's marketed, which I think is my big gripe with with Dan. It's not the fact that he's not good at stuff. It's the fact that it's marketed in the most grotesque way possible.

Okay.

And that really bugs me because, like, I think that there's a very particular subset of human beings on the planet that are highly susceptible to that type of marketing. And I intentionally stay away from it. And we don't sell stuff that has to do with that. Like, that real kind of like, come here and earn a billion dollars in four days type stuff. It just doesn't happen, you know? So that's my particular problem with it. But it goes a bit further than that. But I think, like, it's a bit of fun. And, like, I want to give props to Dan where he's given props. Like, he's phenomenal at content. I think he's really good at that. I think he's incredible at building a brand. He is one of the best on stage sellers ever. Really, like, Tony Robbins level.

Okay. Right.

And where does he do that? Like, and what does he sell?

So he. I mean, he's sort of evolved. He's like a serial entrepreneur at this point. Like, he came up, had a lot of unsuccessful businesses, which, fair and so have like. That's fair. And then he sort of became like a sales guy, like a high ticket sales guy, like, and he basically invented the term high ticket closing.

Okay. Right.

And then so he had a course which was, I think it was like 2,500. And it was like, learn a skill that you can make 10, 20, $30,000 a month from your living room. Just taking course easy.

Right.

So 2,500 bucks. That was the initial one. And he made a ton of money. They were doing $10 million a month US at one point.

Wow.

Right. And I know that because I've worked with a bunch of the people who used to work with him when he was doing those kind of numbers.

Okay.

And then from there they had like an upsell program. And it was sort of like. And that was like. It was basically sales 101. And like, same as with the book. It was like, there's good information in here. It's just not like, it's just sales 101. Like, this is basic sales stuff, which is probably what those people needed, to be honest, because they don't need any more advanced. Are they going to be able to hop on a phone call and sell a $30,000 product from the living room? Absolutely not. Well, some of them, for sure.

So let me attempt to give him the benefit of the doubt. In a lot of industries, spaces, whatever. We talk about excellence being mastery of the basics. I don't know if you remember. Yeah, Griff used to always carry on that one of his rsm, you know, sniper extraordinaire.

Yeah.

Excellence is mastery of the basics. And I, you know, we've talked about it on this podcast before, about how when I got to Special Forces, I was like, give me my laser beam and my jetpack.

And I were like, where's my shirt?

It's just more of the same that you've already been doing.

Yeah.

Now, is it possible that that's the angle that he's going for, where he's like, this is actually all you need to know, but you need to know this inside out, back to front, upside down.

I think maybe the intent was there to do that, but I think, like, it'd be like saying, hey, come and do basic training and you'll be a sniper.

Okay. Right.

So it's like you learn everything in basic training that you need to be a sniper. You do. Like, it's just field craft shooting, you know, judging distance navigation.

Right.

So technically that would be true, but if the military were to advertise that, that would Be false advertising.

Yep. Right.

Because it's like, well, okay, but you need 10 years of that. So I think, like, the intent was like, hey, I'm gonna release a sales course. It's not expensive. 2,500 bucks for a sales course is not expensive. You know what I mean?

And you've done that course, right?

Maybe. I mean, I've done so many at this major, but, I mean, I've read the books and all that kind of stuff. And he was actually, when I got into high ticket closing, he was one of the guys that I was looking at in sort of investing my money in, mainly because he seemed to know how to get clients as a high ticket closer, which seemed like a very odd. Like, I was like, if I have the skill, how do I get the clients? Right. But anyway. And then from there, there's like a series of upsells, right? And it's like, oh, you're. And the problem I have with it was like, well, you're not successful here because you haven't done this. And this is now this much money. And then this is now this much money. Okay, Right.

So it's a blaming mindset.

Yeah, man.

Okay.

Like, your mindset's bad. And sort of like the cultish, like, following that he's got where it's like. Like, I'm on a blacklist. If you talk to me, you get kicked out of his program.

Okay, Right.

And that's not hearsay. One of the guys that was in his program sent me the document.

Okay, Right. Yeah.

It was like, anyone with Sales Sniper or Matt Ryder, Right. Any association with them, either verbal or written communication, you will be kicked out of the program.

Wow. Yeah.

And. And so how does he cultivate that?

I should probably frame that.

Yeah, I would.

I would totally get that on the wall. But tell me about. Because if he's. If those people aren't getting the success that, you know, he's saying that they will, and he's bringing them into a paid program. They're paying a lot of money to be there. How's he maintaining that culty feel and vibe without giving those people success? Like, why do they. Why are they doing that? Why would anybody look at you and say, because the SIFU said, no, I can't interact with you?

I think it's like, it's the thing that we've tried to avoid at Sales Sniper because, like, I could easily do that.

Right.

Like, we have a highly motivated group of young people who work for us. Like, you know, 140, 150 people who, who look up to me as their leader and I am what they're trying to attain.

Right.

In terms of like, success. And then I have examples of people that I've gotten to a very, very high level. So that's very like, you know, like you've seen it, we just talked about it. Like, there's all these aspirational people.

Yeah.

And so. And because there are some proven people who have achieved that, they believe that they can do it too. And for the most part they can. However, like, I think what I'm extremely transparent about is like, it is a long and arduous process that cannot be shortcutted. And so when you start advertising shortcuts, that's where I get pissed off because, like, there is no shortcut. And like, people, people have used me in their marketing is like, this guy came into high ticket closing in six months, was running 50 grand a month. It's like, no, I did 13. I did 10 years of full time sales.

Yeah.

Before I ever took a high ticket sale. So it's like, how much of that success are you attributing to that? And the fact that I'm willing to do more than nearly any other human being in the industry in terms of like sheer volume of work and effort, you know, so it's like, how much of that do you attribute? So my problem is like, the thing that I have to do at Sales sniper is I have to. We have to actively not have a cult.

Yeah, right.

Like, I so clear with these guys, like, this is a meritocracy. Some of you will make it, some of you won't. And the guys who make it. Fantastic, well done. More power to you. I'll try and get everyone to the end, but like, guys, it's just a lot of work in between.

Yeah.

You know, there is no shortcut. There is no, hey, I'm making 30 grand a month after three, four months. And the problem is sometimes there are those cases. Yeah, but they're unicorns, outliers.

Yeah.

You know, like, we got a young kid out here, Yash. I mean, the kid's 17 years old and he is incredible at sales. Like, how do I want to get him on a new account? You were there five minutes of training. I was like, okay, now you try. And he's like. And I was like, yeah, perfect, Done. Yeah, you need no more help from me in terms of that. And like, I sales train him every week. And I'm like, you don't need me anymore, bro. Just stop. Like, but he likes the interaction Right. So whatever. But, yeah, so, like, that's where I really have the problem. And then I think the other problem that I had when I got into the industry as to why I started getting sort of more amped up and sort of like, because I think, like, the high ticket closer, the inbound closer, like, all these terminologies, they made reference to a job that doesn't exist, okay. Which is like, you come in, you just take phone calls, you make sales, you make money. It's like, there's so much more to it than that to actually be successful over the long term. And it's so hard to find a business that has really consistent inbound lead flow to where you could just do that. And so, like, for me, when I was on accounts just by myself, and I was just talking to one of our guys, like, before, he's like, what can I do to get better? I was like, you are good enough at sales now. You have to work on your professionalism. You have to become an ecosystem within yourself that gives you so much redundancy within your. Like, your processes are so good. And like, everything you're doing around that sales call is so good and that you're making everyone else better around it. That, like, you. You make more money, you know, because you give yourself more opportunity. So there was a point when one of my sales. My sales career, I was making three times what the rest of the team was making combined, right? And so what they did is they gave us like a setter or two each. And then like, they just had those setters work with those closers, right? And then I was like, cool. Like, okay. I was doing my thing. I was doing pretty well.

I was like, okay, sorry, this is at a period where you're contracting for someone else.

Yeah.

Where I'm just doing my own sales, okay. And I was like, I reckon if I make these setters better, they'll get me more leads. So I trained them every day, daily huddle every day. What are your numbers? What are you doing? Show me your script. Let's review a call. What outrage have you done? Like, and I militantly train those people to be really good. And I spent time with them, and then I even started giving them bonuses out of my commission. I was like, hey, if we hit this, you get this. If we hit this, you get this. And they started, like, actively going out there and doing stuff. And then I was like, hmm, I wonder, like, the. You know, we're not having. This isn't happening. The show operate isn't happening. How I Want it to let me look at all the emails that are going out. Okay, cool. I'll rewrite all the emails. Right, okay. There's. I'm having trust issues and so I'm having people drop off because I'm not trust. I asked the business owner for a webinar. He said no. Webinars are a lot of work. I don't do it. I made mine.

Yep. Right.

I went through the portal on a loom video and I was like, hey guys, just really looking forward to yada, yada, yada. I just want to show you what you're going through. If you do decide to kind of move forward, I want to give you some context to the stuff we're going to be talking about for our next call.

Okay. Right.

Took them through the portal, took them through testimonials. I then collated every testimony that the business had and I put it into industry and problem.

Right.

So then I had, I was like. When I was on the sales call and I was on like one of my first. If I was doing a two or three call close or whatever and I need to send someone testimonial, I had a database. I was like, oh, what industry are you in? What problems do you have?

Sweet.

I'm going to send you a testimonial. I really want you to, to watch it. I think it's going to really going to resonate with you. Same, same sort of industry, same sort of issues that you're having. I'd love. Like, do you have the bandwidth to watch a 15 minute video over the next three days before our phone call? Yeah, yeah, I do. Okay, perfect. When do you think you can watch it? I said that in my diary. They should have watched it by now. Text them. Hey man, do you get a chance to watch that? No. Hey. To have the context for our next call, I really need you to watch that direction. You can do it tonight? Yeah, I can. Okay. No dramas, right. So like tie in everything off and it's like that's anything but inbound. Like plus, I would go through all the old clients, I would go through all the no sales. I would take all the no sales from other sales guys if they hadn't contacted them in 30 days. That's my lead.

Yeah. Right.

And then I would go through like lead magnet lists and I would do my referrals.

Right.

So I had a 21 day check in with every single client that I sold and that was booked in for Friday afternoon. So every single. If I sold seven people a week, every Friday Afternoon after the first three weeks, I would have seven of those lined up. I would ask everybody for a referral.

Yep. Right.

I'd probably get two or three referrals from that, book them in for the next week. And then that snowballs to the point where I'm asking for 15 referrals a week, you know, and so like that's not inbound. That's not like high ticket closing, sitting in your living room doing nothing.

Yeah.

And like that's how you and the numbers that they're talking about. 20, 30, 40, $50,000 a month, like I hit those, but I had to do all of that.

Yeah.

In order to hit that reality. And so it created a high level of unprofessional people coming into the industry. And like, I mean it's a brand new industry, realistically. But coming in thinking that like, and moaning about not making money when they're doing go to earn it.

Yeah.

Okay, so let me say if I understand that most people who are doing a course probably of any kind, just learning the pointy end, right. Like the, to make the sale, the person is in front of you. Here's the basics of persuasion and whatever. And just misses all of that completely. And that's cool. Provided that they get put in front of the right person, they can say the right things to make the sale. But getting that person in front of them becomes increasingly difficult. The less work you're willing to do and the less skill set you have around doing that kind of thing.

Yeah, it's exactly right. And so you end up with all these people just complaining but literally doing nothing about it because they're like, hey, why didn't sign up for that?

Yeah.

And so probably not even knowing that there is stuff they can do to help themselves.

Yeah.

And like that to me is frustrating because like, but I mean you can't like I'm me, I'm me for a reason.

Right.

I'm in the position I'm in for a reason. Like I like, I'm a problem solver by nature. So I was like, well, I'm making okay money. I'm pretty sure I could make more. I don't really want to just take more, like demand more ad spend. I think I have a reason. If I really look around, I probably have a reasonable enough amount of opportunity that I can just produce. And then I even negotiated, hey, for any, like can I have more money if I self generate the lead? And then this is what I defined as self generating. The guy was like, yeah, go for it. Yeah, So I was like, sweet. And then all of a sudden, like, I'm making way more.

Yeah.

Because I'm just going out there and doing it. And then like, when I came to, when I cracked that company because they wouldn't do stuff to help me out, like, when I left, they were in bad way.

Yeah.

Because, like, I was unreplicable.

Yeah.

And so I realized I was unreplicable. And I went, hey, man, I want this. And they were like, nope. And I was like, okay, bye. Because I. I created an ecosystem around myself that I could replicate anywhere.

Yeah.

And so, like, for me, like, anything else seems ridiculous to consider. Because, like, how, like, how are you going to come in as a contractor and like, and just be at the whim of some other dude's ability to get leads? Like, it's just. It's madness.

Yeah.

You're putting your ability to feed your family in the hands of someone else.

Just seems like a bad idea.

Yeah.

And so, like, yesterday I took over one of our accounts because I really like him. And I was like, I really want to make this work. Like, I'm going to ramp this up. And I booked a meeting with him. And I was like, hey, I need all of this. And I was like. And it was just like, I want every single client you have. I want every single client you've ever had. I want everyone who's ever downloaded a league magnet. I want anyone who's ever like, whispered your name.

Right.

And I was like, you give me that list and I'll make happen from it. I need you to give me a deal that we can give old clients to get back in.

Okay.

He's like, sweet. And we'll probably make over the next probably eight, eight to 12 weeks. We'll probably make 30 to 40 sales.

Yeah.

From that. That we just go out there and make. And that for him, like, that's providing a high level. Cause there's zero cost on that except for the commission. So there's no ad spend. So what that does to the account in total, like, one of the big ways that I measure our success is the return of ad spend that we provide a client. We had a meeting yesterday. One of our clients were providing a 16 times roas.

Right.

So he spends $1,000. He is given $16,000 back in front end cash.

Yeah, right, right.

For not even including the backend. So he's super happy. And I was like, hey, dude, you need to spend more money.

Yeah. Yeah.

I was like, you better quintuple your ad spend QuickSmart. Yeah, like, because you've got a guy over here that's making happen, bro, you better keep him happy, otherwise he's going to want to walk away, you know, because their volume wasn't very big. And so that's a success metric. So when we. But the reason why we get that is, yes, because we're good at sales, but it's because, like, there's all this background stuff that goes on. Like when we were on this crypto account that we were on for a while, um, we produced 25 times return of ad spend. 25 times. And we were competing against their internal sales team that was getting like a six times return of ad spend. And it was like they couldn't figure out how we were doing it. And I was like, yeah, it's because.

Like we, we're not just relying on the ads.

Yeah.

Like I'm like outbounding everyone. So like they had these huge lead lists and we were just going for it. So it's like everyone that we sell has a 100, you know, an infinite X return of ad spend.

Yeah.

Because there is no ad spend. So it's just money. So it just adds, stacks up. And that's where we're like, yeah, we're doing really well.

Okay. So as I'm understanding it, the issue is with like, with the sifu and others, but he's going to play the avatar for us of many others that what they teach is probably pretty usable for sure. And not like bad information. Not necessarily. Not wrong information. It's just very limited information. And what they are saying they can provide you requires an ecosystem. And they're not teaching you anything about the ecosystem. They're teaching you how to actually like, be the tip of the spear. But probably not even informing you that there, there's a whole like shaft and everything else behind.

And it's because most of them haven't done it.

Yeah, okay, Right.

Like I was a really successful sales rep and my calls are out there. I've put them out there for the Ethereum. Like you can see them, you can hear them. I am transparent. Like, I have done these things well.

Right.

You know what I mean? And it's like this is how I did. I did it. Yes, through being good at sales, which took a long time to get good at sales. But like that ecosystem was. It doubled everything, you know, I mean, same with Jeremy. Jeremy, super successful sales rep.

Right.

And then it's like these other guys are moderately successful sales reps and it's.

Like, certainly good Enough to pass on their information about sales.

Good at sales.

Yeah.

Yes, Good sales reps, but comparatively moderately successful.

Right?

So it's like they've taken what they've done and replicated, which will always dilute. Like, there's just a dilution effect. Like, it's just the way it works.

Right.

Like, whenever you're passing on knowledge, it's difficult. It does happen, but it's. It's rare that someone then surpasses you with your own training. And it does happen, but it's more of a unicorn situation than anything else.

Right?

And so there's a dilution effect, which means that, like, if they're doing 70% of what you were doing and you were moderately successful, now they're like kind of below moderately successful, but they don't have the tools in order to become as successful as what you said they could be. Because there's a lot of other things going on there. And some of it. You know what I mean? So that's my real problem is like, there was an ad out there ages ago, and it was like a dude just kind of like folding blankets. And it was like, you know, you sick of doing this for a 10 cent raise every nine months. And it's like, come learn a skill where you can earn $30,000 a month. And it's like, like, yes, that happened.

To one guy, but that one guy is probably someone like you.

He's just a savage. Yeah, he's getting after it.

Yeah.

You know, and like, that's the thing. It's like, that's what upsets me is like, I don't want to take advantage of people in any way. And, like, not perfect by no means.

Right.

Like, I'm sure I've said people are like, no. Like, watch the compilation come out. In five years of me saying raucous stuff, it's probably out of context, but it's just like, like, work and time are the two things that you need in order to be successful. And like, in sales Sniper in particular, like, we have all these highly motivated people. You ask any of them, what's their income goal? 100k a month.

Right.

All right, well, do you want me to tell you how I made 100k a month? Because it nearly killed me, right? Like, I did it. I could easily maintain 50 to 60. Like, easily. Like, I was cranking that out like it was nothing. Heaps of time with the kids. And I go, man, I think I really need to make 100 just to prove a point. Just to take the box, right? And because in high in what I was saying, like my comms weren't that high if my comms were four times what they were. Like some of the accounts we had now make 100 backstroke and in the pool half. Right, right, right.

So I think that's super relative. Right. Like I think.

Yeah.

Uh, well, it goes back to the other podcast we did about the top 1%. Like we have some accounts where you're getting 60 grand commission.

Yeah, that's the thing. And you know, one of the things that I sort of think about with a lot of the B2B stuff with people that make ridiculous money. Even a blind squirrel finds an acorn every now and again.

Yeah, right.

And so if you sell a Boeing. Yeah, yeah. If you sell super yachts.

Yeah.

And your commission is $3 million, you don't have to sell too many of them. Like, and you're killing it.

Yeah, you're doing really well. So like I was selling a 15,000 DOL product and I was making roughly $2,000 a sale. So I had to make 50 sales of a paid in full because I got paid as cash as collected. So realistically I had to make about 80 sales a month.

Okay, right.

Which is a lot. Like that's nearly three a day.

Right.

So I was like, okay. And I did it two months in a row and it literally nearly killed me. I was starting work at 3am because I was in Perth and I was doing us calls. I would work from 3am until 7 flat out on sales calls and prospecting and doing all that stuff. Then I would be with the kids from 7 till 9, get them to daycare and help out Sammy and do all the thing.

Yeah, right.

Because no matter what I was doing, that was, that was harder. Right, right. Like then I would get back on the phones until from 9 till 12 and I would do like Aussie stuff because I had some Aussie accounts as well. Then I would usually take a break from 12 to 1, then I would get back on it and do like a lot of admin and follow ups and emails and all that kind of stuff. Like just, just keeping my pipeline fresh until about 5. I would take from 5 till 7 off and then I would sell again from about 7 until about 10:30, maybe 11 o' clock at night, go to bed, wake up again at 2:30, start work at 3. And I did that every single day.

Yeah.

And it was horrible.

Okay, so let's tease that out a little bit because depending on how we want to explain that, we can sell that as living the dream. Work from home. 100 grand a month.

Exactly.

Plenty of time with the kids.

Yeah.

Just no time for anything but five hours sleep, three hours a day with your kids, and grinding the rest of the time with, like, a laser focus, never taking your eyes off of every so.

And you might know, like, because you probably saw it yesterday, because. Pretty stressed. Like, when I get stressed and I don't sleep, I get a headache and I throw up. Like, that's my. That's my process. I have a good night's sleep. The next day I feel better. I feel fine. Today I was throwing up on sales calls. I would mute myself, put myself off. Zoom. Just go, hang on one second, bro, and then get back on it. So is that having an impact on you? And because I'm a business owner, I took none of that money.

Yeah.

Right.

Yeah.

Not a dollar.

Yeah.

So I produced a hundred thousand dollars a month.

Yeah. Yeah.

I did not make it.

Yeah.

And I think your ability to do that is the same. Like, that's a. That's a very particular personality trait, and that's what would have got you through selection, and that's what held you in good stead overseas. When you're pinned down behind a rock and there's no way out, like, that's that. And the majority of people just don't have that. Like, there's a gene in there that is activated in you and probably isn't in others. And I think that sometimes I see in the motivational speaking space and in every industry, there's people who are like, you just got to work harder. Like, and it's like. But that, you know, like, that's not the case. Like, that. That's impossible for some people to work that way. Like, they just don't have capacity to do it. One of the interesting things as well, you know, like, Margaret, that is a good one at it. Like, you just sleep too much. Right. Like. Like, you only need four hours sleep. That's what I do.

You have avocado test y.

No. It's like, you don't work hard enough. You just. You only need four hours sleep. And it's like every single public figure that's ever said that has died of dementia, you know that every single one that's ever been sleep enough. They don't sleep enough. They die of dementia. They get hot. Like, their brain falls apart. Like, you. If you don't recover your brain, it falls apart.

Yeah.

Surprise, surprise.

Yeah.

That's crazy.

Yeah.

Okay, so it's hard work, and that's what gets Left out. The people are often sold the dream.

Yeah.

And they can have it and they can. But it's what's left out from the conversation is how hard it is to have that. Like, the knowledge piece is one part, but it's not like you're going to be handed the secret keys to the universe. The secrets. The secret sales number is 42. Just say that people will buy.

Yeah.

And you're good to go. No matter who's delivering you that sales training, no matter how good you are at sales, there's got to be a machine around that that actually creates you being successful.

Yeah.

And like I've said this many times, like, if you want to go down the Danlock concentrated selling route, if you do that and you study it and you do it well and you take your time, you'll be successful. You'll be fine. I know plenty of people who have done that.

Right.

And I know, like, I know his top performing students. Some of them work for us.

Okay.

I've made them better.

But they came in good.

But they came in good.

Right.

Because they took it really seriously and, like, they went hard in the paint. It's like, that's perfect.

Right.

Same with, like, Jordan Belfort straight line persuasion. You do that, if you study it and you stick with it, like, you'll be successful. Like, I think there are better ways. Yes. If you take Jeremy's stuff and you do it well, you'll be really successful. Like, if you have a process, like, you'll generally speaking be more successful than like most other sales reps in the, in the industry or in your company. Because most people just, just shoot from the hip and they just, they just rely on product knowledge and relationships.

Right.

Which this is not a good way to do it.

Yeah.

So, like, it's not even on the, on the methodology or on the training. My problem is it's the messaging around it.

Yeah. Right.

And that's why, like, I do stupid, like, you know, sign his face and give it away.

Yeah.

So elaborate on the issue of the messaging and.

Yeah.

The rented house and car and Iron man suit.

Yeah.

I just think, like, I mean, like, Internet marketing is an interesting thing. Right. I was told once by someone, hey, man, if you buy a Lambo, you'll pay it off in a month. I was like, what do you mean? They go, oh, you gotta just post that with Lambo, tell people how good you are, sell a course for 997 and you'll make that Lambo back in a month. I was like, oh, well, that's yucky. That sounds horrible. Yeah, like that. And I won't say the guy who said it, but he's very successful and has lots of lambos.

All paid for.

Yeah. All paid for by you, the people.

Right.

Which again, I don't have a problem because I think that people make their own decisions.

Yeah. Right.

But I think, like, the great thing about having a podcast is that, like, I can long form out this. And it's like, if you come and say you do seventh level, like, this is not a magic pill, but it's a great methodology that if you stick with it and you learn and you do the right things and you, like, are actively a professional sales rep, it will probably make you a lot better.

Right.

But even that, like, if you just. If you're stupid enough to throw away everything else that you're doing and launch into a new system, like, and expect not to have a bumpy road for a bit, like, that's ridiculous. That's why I created, like, in the very first part of when you buy an epq, I created, like a. This is how you adapt this to your. Like, don't stop doing what you're doing. Learn this, get good at it, then adapt it. Otherwise, like, you will go backwards.

Yeah.

Like, because you don't know how to use it.

Right.

And so I think, like, it's important that we do that messaging and that we don't go like, hey, this is amazing opportunity. And, you know, like, get in while the time's running out and all this kind of. Because I just think, like, that's just marketing because it's easy. Like, we sell biz op accounts in sales Sniper, like business opportunity, and they're really good. Like, the ones that we sell are good. Like, we vet them really heavily and the marketing is easy. Like, we've been approached at seventh level a lot to do, like, do that same style of marketing. If you just go like, hey, come learn a skill set, that'll make you $10,000 a month. We would, like, probably cut our lead cost by 70 to 80%.

Wow.

But I won't do it because I don't think it's true.

Yeah. Yeah.

So, like, why. Why would I like, seventh level specializes in sales reps who want to get better. And we're one of the very few organizations that specializes in, like, current existing salespeople who want to take their skills to the next level. Most of them go down truck drivers who want to be sales reps because it's easier to market.

Okay, let me expand that so you specialize in training people who are already in the industry.

Yeah.

Getting people who are okay to good and making them great to excellent.

Yeah.

And the messaging, the marketing around that.

Sort of thing, much more difficult.

Yeah.

And your audience of who like you can reasonably sell to you just cut down the whole world down to a people who already have a particular job and a particular skill set in doing that.

Yeah.

Who aren't arrogant enough to think that the greatest thing on the planet.

And I feel like what I've observed is that you, you and people like the sifu that they come from opposite directions. So the brand is created for the seafood and then the skill set is like imagined and then sort of like created after that. Whereas what you've kind of done is you have the skill set from grinding, nobody's interested in your name while you're selling gym memberships all day, every day. Getting good at sales.

Yeah.

And now you have the skill set. It's a case of like, okay, how do I market that to the people who can benefit from the skill set that I can provide?

Yeah, it's exactly right. And I think that that's what's, that's why like with seventh level and sales and everything, that's why we both took off so quickly, was because like the, it's just, it's a very genuine sell. It's like, we are good at this. We can teach you how to be good at this. But like, if you're brand new, like, I wouldn't let someone who isn't a sales rep buy Inner Circle. I wouldn't let them do it. Like, and I've told the guys, you're not sell this. Like, they, they can, they can, they can do our portal.

Right.

That's a good intro. And hey, if they want to get into sales and they want to, you know what I mean, like, take that from there, then they can make the choice to kind of work their way up the ladder to, to really build on their skill set. But it's like you have to sell things that are appropriate to people, you know? And like, if you're promising outcomes, I think that's where it gets really, really squirrely. Like, I, when I was selling Inner Circle, I used to get promised outcomes all the time. And I go, dude, like, I can't do it, man. I was like, because you might be really good and then this is going to get you 5% better. Like, is that a dream outcome for you? No, but it's like, listen, I believe that doing this puts you in a better position to be able to be more successful.

Yeah.

If you believe it too, then this is a low risk maneuver for you.

Yeah.

You know, I think about that a lot with the online course space and the training space is you can't guarantee any outcome anywhere, especially without some form of testing. Because I don't. Like, you might watch it and I can see from my end of the portal that you watch the video, but you might have been drunk with your eyes closed.

You know, it's funny. Lightspeed virtual training platform fixes that exact issue.

Yeah.

They have full testing because that's how Brad set it up. He set up to have all the testing interior.

Yeah.

And then if they don't pass the test, there's like a retraining component and all kind of stuff. It's quite interesting.

Yeah.

I think that like, you have to have something like that if you're going to like, you know, say to people, I will make you better. There has to be a form of like, let me check where you're at before you, you're allowed to progress because if you don't understand this, there's no point you understanding this.

Yeah.

It's like I had a bad Math teacher year 8 and I, I can do year 8 level maths. I attended, I attended maths class until year 12. But I just sat there and stared blankly and you know, looked up the back of the book and wrote the answers down in my thing.

Right. Yeah.

Because I, I didn't get it and I didn't progress and I feel like that's what we see a lot in online courses is people watch a video and they kind of get it or not and then they watch the next one and. And if it builds like all courses should and all understanding is, you know, built on foundation. By the time you're at the end, you don't know anything about.

The thing is, most people don't give a. About the, the actual like adaptation of knowledge. All they want to do is have the perception that they are teaching and happy with paying money.

Yeah.

That's all they want.

Right? Yeah.

Like, and I can't speak for anyone particular but like from the outside. Well, I guess from the inside looking in.

Right.

Whereas like, when I like the reason why, like we have a course, the closing code, it's 50 bucks a week.

Right.

It is a vomit of information and it's good information. And then we have six roleplay sessions a week for 50 bucks a week. Like it's ridiculously cheap. Right. But I was like, I can't teach you this in a portal, but I'll put a bunch portal that you can learn from.

Yeah.

But then like, like this is cheap and cheerful. Like this is a good starter kit for you. Like and it's hands off. Like this isn't designed to be the beyond end.

All right.

But it's a great starter kick. Plus you get some role plays. High five. 50 bucks a week. Like I designed it to be the cheapest sales training on the planet. That provides like it's the high one of the higher values.

Right.

And then if you like that and you want to get really into it, go into seventh level and then like because that business is set up to teach you.

Right.

But I wanted to have something that we could monetize because of our name and that kind of offshore costs and stuff like that. But it provides tremendous value to people. Also it allows my guys to coach, which makes them better.

Mm.

Right.

But let's. Let's go through some of the.

Yes.

Running out of time.

Do you have one in mind that the one.

I don't know the one. Crazy. There's a crazy.

There's some crazy ones.

Let's.

Let's listen to a couple.

Okay. So right at the top here, I've been having sexual issues until you open that package and left. And I felt a twinge I haven't felt in years in my package. It brought joy to me. Thank you, Dan. Matt. Once you signed that though, I went from a twinge to full blown old face. I need the picture to cover up the mess you just caused on my ceiling.

On the ceiling. Well, I mean, well done to you and your lady friends.

That is a disgusting message.

I like it though. Well done to Dan. So yeah. So what we did is for those of you who don't have the context is we. We said the funniest or best comment will then get the signed photo of me. So it's a signed photo of Dan Lok signed by me and it's the best comment.

So what's another one we've got? I need this so much. So whenever I'm applying for my next sales gig as a set of clothes are, I'm not only going to hand my resume into my employer, but also handing in an official picture of myself standing in front of the supreme iron man, Dan Lock Matt signature combo picture that's hanging on my bedroom wall. Also having the supreme picture is also a perfect response if the employer were to ask me. So Dylan, tell me, why should we hire you against all the other applicants that applied? And I'll be there like Mr. Employer, please don't test me. Pulls out the premium golden signature of Dan Lock and the thousand dollars worth of signature of Matt. Waits for the employer to be in awe and in a shocked state.

Yeah, I mean that'll do it. It's pattern interrupt.

And then he says, so I start closing by Monday. Yeah, that's my favorite.

What's the one about the return of the Lord?

The Harambe one. Let me find.

Yeah, the Harambe one. That one is truly ridiculous. So you guys, we do read the comments.

This is a good one. When I was a small boy growing up in western Madagascar, I dreamed of one day being the best unicyclist in the world. I would ride day and night. One warm autumn evening, something on the dirt road I knew like the back of my hand caused me to take a terrible tumble. I broke bones in my arms, legs, neck, pelvis and was bleeding profusely. But I managed to army crawl my way back to the object that caused my fall. It happened to be a very small in diameter golden ring. I dusted off and put it in my pocket and crawled my way back to my village. I don't know. I called back to my village, leaving my unicycle behind. I found out that I would never be able to ride again. And that ring never left my pocket. I would carry around. I would carry it around with me everywhere to remind me of the hateful, the fateful intervention that changed my destiny. And I knew that it told me that I would. Blah, blah, blah, blah. This just goes on and on, this outrageous story. I noticed that at the end, he says. I noticed that it not only was the same shape and diameter, but tasted the same as well. I will not bore you with the details, but I came to find out the object that ended my unicycle career was Danlock's golfed and Cochrane. There's like, there's so much nonsense. And there was the Harambe one. Let me find the. That one was good.

And the Harambe one might be my favorite one. Yeah, it was the most outrageous of all.

Yeah.

Since the death of our lord and Savior Harambe in May 2016, there has been a period of chaos throughout the world. Is it a coincidence that Dan Lok shot to fame after Harambe sadly was murdered? Is it also possible that the two couldn't exist simultaneously because one creates balance in the world and the other sucks at sales training? I believe the only way to bring back Harambe is to sacrifice a piece of Dan Lok's soul. Sorry, Matt. You already signed it. This signed picture will be sacrificed to Allah to bring our Lord and Savior Harambe back, along with $12 million for D cloning. If you don't do this, it would be saying that you value sales training and they would just be incongruent.

He got me there.

Yeah.

Harambe. The Lord and Savior Harambe.

That's Jake Jones.

Oh, he's upstairs.

Oh, really? He works here?

Yeah.

Oh, we can hand deliver this.

Yeah, we can.

Oh, he's the winner.

He's the winner.

Oh, that's.

That's so much easier than pure logistics alone. That's so much easier.

He pulled a Bradford.

Yeah.

Yeah, that's it.

That's the best. Congratulations. We can hand deliver that. We can make. We can make a video of that.

Congratulations, Jake.

That's going to be yours.

Yep.

That's going to be yours.

All right.

I'm excited about that.

Yeah.

But wrap it up. So tell me, like, the. The piss take is the. Not personal. It's not about, like, terrible training, like, terrible sales training. It's about the miss. Sort of the misinterpretation of what it means to be successful in the industry.

Yeah.

How easy it can be. It's that.

It's also like the. The moment you do something, like what I'm doing right now, you are open. Slather.

Yeah.

Take the piss out of me all you want. Like, I don't care. Like, it's. I. Like, I can. I think we have to be at a point where if you are actively pursuing a public figure.

Right.

Being a public figure. Which I am.

Yeah. Right.

Sort of. It sort of came through happenstance, to be honest. It definitely wasn't the intent, but it's. What is now, I think, is we've had the chats and it's like, what's necessary to drive everything forward.

Yeah. Right.

It's like I'm now open to many things and I have to be okay with that.

Yeah. Right.

So, like, if Dan does a video on me, like, by all means, mate, like, go for it. I will.

Please do it in the Iron man suit.

Yeah, do it in the iron man suit. You know what I mean? And then, like, I would hope we could come and shake hands if we ever met at some sort of marketing event, because, like, the guy's really good at a couple of things. Like, he's like this. The stories that I've heard from him pitching on stage are incredible, really. Like, from people who are there. Like, when he pitched his 25k mastermind to, like, the closers in blacks with a cold, and he makes everyone wear black suits and. Hilarious. It's actually very clever. Like, it's. That's the other thing as well. Like, I know the tactics.

Yeah, right.

Because we've done some of the, you know, psyop stuff, and it's like, oh, I know what he's doing.

Yeah.

Like, making everyone dress the same. Having boundaries that make no sense.

Yeah.

Like, you can't do this. Why not? You can't do this.

Yeah.

Okay. Like. Like, I know those tactics.

Right.

And they're very effective for especially highly manipulatable people.

Yeah. Right.

So, like, by. By doing that, you sort of. I think you put yourself in a position. But, like, you know, he. He. He pitched from stage, and he had a whole group of people that were at the back taking credit card payments, and people who failed their payment were openly weeping.

Wow.

Right?

Like, can pitch.

Right.

So good on him. More power to him. Obviously, a fantastic marketer. But it's the messaging that I have a real problem with. And I would sit down with him and I would happily have the conversation with any of those people and go, I don't think that's fair. I don't think the messaging is correct. And I think there's nothing wrong with the training being delivered or anything like that. But I think it's like the package it's being wrapped up in is not fair to the individual because they're not given enough context. And listen, people make their own decisions. Yeah, that's right. But I think that if you know it's not true, you shouldn't do it.

Yeah.

I think there's a happy medium of, like, pageantry.

Yeah.

And, you know, like, you renting the house, renting the Lamborghini, standing in front of the Iron Man. Cool. Like, it's fun.

It's great.

I'm sure he's having a mad time doing that, but it's just the level of, like, you can do this too. From this package that I'm selling, it's like, well, no, you can't.

Yeah.

And I do have a problem with people who sell a skill set that they never. I have a problem with. That's probably not Dan or anyone like that. But the problem with the coaches who are two weeks ahead of their clients.

Yeah.

Oh, yeah, Big time.

That's a real problem for me. And I think that it's more of a problem for. For me and you, I think, because, like, I, like, catastrophize everything. Because, like, in our previous job, if you were bad at something. Like, it was a big deal.

Yeah.

And so, like, you can't teach someone to be a sniper unless you're good at it. Otherwise, you're just going to create horrific snipers, which is a real problem.

Yeah.

Especially when you're protecting a large group of people, and you have to be good at your job. And so, like, I would never teach something that I. That I didn't feel like I'd reached the pinnacle of that particular area. And that's where, like, I never really taught anyone how to do any sales stuff until I'd like to gone to Jeremy, and I was like, oh, And I just learned, like, that guy. And then from there got to a point where I was, like, really successful. And that's like, okay, I've now got. I've done something good enough now that's unique enough to where I can probably teach people elements of this. But I'm very clear that, like, there is a lot more to the success than just, like, being able to say the right words. And I think it's disingenuous to imply otherwise.

Yeah. All right.

Sounds like a perfect place to wrap it up.

There you go. Sweet. All right, guys, if you guys like this content, make sure you subscribe. If you guys are audio only listener, check out the YouTube. You can see the rapidly changing and evolving.

I had a free morning.

Yeah.

I was waiting on a computer to update, so I rearranged.

Just rearrange everything. It's fine. I come in and go, it's. We're doing this now.

Yeah.

Yes. Make sure you, like, subscribe. Do all that kind of good stuff. If you guys. Yeah, if you guys have any questions, queries, or doubtful points, feel free to put them in the comments if you're on YouTube. And yeah, guys, share this to anyone who you think is of value. But we hope you guys enjoyed the episode, and we'll see you on the next one.

Ciao.

Bye. Okay, Lucky.

Let's hope this works.

All right, all right.

Oh, what's happening? It's a bad system, that.

It's a terrible system. And there's one of them missing.

Yep.

I don't want to talk about it.

And I'll be there like, Mr. Employer, please don't test me. Pulls out the premium golden signature of Dan Locke and the thousand dollars worth of signature of Matt. Waits for the employer to be in awe and in a shock state.

Yeah, I mean, that'll do it. It's a pattern interrupt.

And then he says, so I start closing by Monday. Yeah, that's my Favorite.

What's the one about the return of the Lord?

The Harambe one. Let me find.

Yeah, the Harambe one. That one is truly ridiculous. See you guys. We do read the comments.

This is a good one. When I was a small boy growing up in western Madagascar, I dreamed of one day being the best unicyclist in the world. I would ride day and night. One warm autumn evening, something on the dirt road I knew like the back of my hand caused me to take a terrible tumble. I broke bones in my arms, legs, neck, pelvis, and was bleeding profusely. But I managed to army crawl my way back to the object that caused my fall. It happened to be a very small in diameter golden ring. I dusted off and put it in my pocket and crawled my way back to my village. I don't know. I called back to my village, leaving my unicycle behind. I found out that I would never be able to ride again. And that ring never left my pocket. I would carry around. I would carry it around with me everywhere to remind me of the hateful, the fateful intervention that changed my destiny. And I knew that it told me that I would blah, blah, blah, blah, blah, just go. So righteous story. I noticed that at the end, he says. I noticed that it not only was the same shape and diameter, but tasted the same as well. I will not bore you with the details, but I came to find out the object that ended my unicycle career was Dan Lock Sculpton Cochrane. There's like, there's so much nonsense. And there was the Harambe one. Let me find the. That one was good.

And the Harambe one might be my favorite one. Yeah, it was the most outrageous of all.

Here we go.

Since the death of our Lord and Savior Harambe in May 2016, there has been a period of chaos throughout the world. Is it a coincidence that Dan Locke shot to fame after Harambe sadly was murdered? Is it also possible that the two couldn't exist simultaneously because one creates balance in the world and the other sucks at sales training? I believe the only way to bring back Harambe is to sacrifice a piece of Dan Lok's soul. Sorry, Matt, you already signed it. This signed picture will be sacrificed to Allah to bring our Lord and savior Harambe back, along with $12 million for DNA cloning. If you don't do this, it would be saying that you value Sal's training and they would just be incongruent.

He got me there.

Yeah.

Harambe. The Lord and savior Harambe.

That's Jake Jones.

Oh, he's upstairs.

Oh, really? He works here?

Yeah.

Oh, we can hand deliver this.

Yeah, we can.

Oh, he's a winner.

He's the winner.

Oh, that's.

That's so much easier than your pure logistics alone. That's so much easier.

Porter Bradbury.

Yeah.

Yeah, that's it.

That's the best. Congratulations. We can hand deliver that. We can make. We can make a video of that.

Congratulations, Jake.

That's going to be yours.

Yep.

It's going to be yours.

All right.

I'm excited about that.

Yeah.

But wrap it up. So tell me, like, the piss take is the. Not personal. It's not about, like, terrible training, like, terrible sales training. It's about the mis. Sort of the misinterpretation of what it means to be successful in the industry.

Yeah.

How easy it can be. It's that.

It's also like the moment you do something, like what I'm doing right now, you are open. Slather.

Yeah.

Take the piss out of me all you want. Like, I don't care. Like, it's like, I can. I think we have to be at a point where if you are actively pursuing a public figure.

Right.

Being a public figure, which I am, it sort of came through happenstance, to be honest. It definitely wasn't the intent, but it's. What is now, I think, is we've had the chats and it's like, what's necessary to drive everything forward. It's like, I'm now open to many things and I have to be okay with that.

Right.

So, like, if Dan does a video on me, like, by all means, mate, like, go for it.

Just please do it in the Iron man suit.

Yeah, do it in the Iron man suit. You know what I mean? And then, like, I would hope we could come and shake hands if we ever met at some sort of marketing event, because, like, the guy's really good at a couple things. Like, he's like this. The stories that I've heard from him pitching on stage are incredible, really. Like, from people who are there. Like when he pitched his 25k market.