All language subtitles for 17-Application Funnel Framework

Application page now.

We fill out a bunch of questions about.

Why we should work?
With them OK.

I've gotten myself this result.

Got other people like let me know why you

think I should work with you to.

Help you get that result as well.

If I don't work with everybody, I work
with the right people.

Why are you the right person to work with
me to get that result?

Ok. And they're going to go and then sell
themselves or sell you on why they should

actually work, that's the application is
about?

Ok.
So the application a couple of things is

number one, you want to explain what it?
Looks like to work with you.

Ok, so if you if I do happen to pick you.

This is going to look like or do calls.

Everyone while it's going to be
immediately be events, whatever it.

Is that you're high end package is.

Explain what works.

Can work like what it's going to look
like.

To work with you.

We have the full application to apply and

inside the application.

There's a lot of.

Different questions you can.

Ask when we first started.

Building this, I started looking at like
every kind of application out there,

looking at what everybody was doing, and
I found a couple of things.

The application questions I asked.

I asked some questions like what type of.

Business do you?
Own like having.

Some kind of revenue.

Qualifier so like revenue qualifier.

They ask something like how much money a
month you spend.

On ads right now or.

How much money do you have to invest in

your business?
Ok, if you're.

In a different if you're not.

In a business type situation.

Maybe you're in fitness or finance
revenue qualifier might.

Be like how much money do you spend
eating out per month?

Like how?
What's your budget for healthy food

every. Single month so you trying to find out

like are they making enough money to
actually?

Afford it I'm doing.

Something like I can't buy.

Health food we.

Can't afford it?

Then you have a revenue qualifier.

Knowing like this person's product can be

a big.

Fit for my thirty thousand dollar weight

loss program right or if they're like.

Hey, we don't spend any money on

Facebook. That's why we can't pay the bills.

They're not going to be investing a high
end program.

I'm going to go buy my book instead or
something.

That's that is.

Can actually afford at the time.

Ok so I've revenue qualifier.

I like asking questions to find out.

What success looks like for them.

Coming big problems you have when you're.

To some really expensive.

Things is they come in and you're like.

Ok. This is our programs to help you
build the funnel, but in their.

Mind like.
If I sign.

For this program.

It means I'm going to have a billion

dollar funnel.
I'm gonna have you.

Know a hundred thousand.

Leads a day and have like.

They have their vision with successes,
and if it's different than what your

vision is or you're actually fulfilling
on and there's a discrepancy no matter

how good you are at.

Fulfilling on this thing that you're

going to do.

If their vision is something over here,

you're never.
Going to be successful?

Got it.

Ok. So like asking questions like what

does success?
Look like for you if I decide.

To work with you and try to help you get
this result as well what?

Does success look like for you?
Ok, a lot of times a lot of people who

seem like traditional amazing business.

People and they'll.

Apply for a coaching.

Program with us and like my.

Right now I'm making 100 fifty thousand
dollars a year, which is pretty.

Good, but I want to make sure my take
home is no less than 1000000$.

A year and they're like that's, you know
within the next 12 months and I'm like

you know what the likelihood of you
getting 1000000$ a year take home after

all your expenses and.

Everything is probably not high

especially in the first year like I don't
think I.

Can fulfill on that, so I might say like.

I'm not gonna work with you because your

goals are way out of skew.

I had one guy.

This is, I mean, a couple of mine.

He was like, he's doing good.

He had.

A good corporate?

Business and he's he wanted to make sure
that after his advertising.

Costs all his hard costs everything.

His take home is no less than three to

five million dollars a.

Year And I'm like to.

Do that. That's awesome.

But you got to build a business like 70.

Eighty one hundred million dollars we can
give you there.

Eventually, but not in the next 12 months
like that's like.

You get to be realistic, so I want.

To make sure that I understand it

successfully. Like with them so I can say I am I gonna

be able to fulfill that or not?
And if I can't fulfill it, I do not want

them as a client.

Ok, so it gives.

Me an idea.

Really quickly to find out what if

they're good fit.

For me, one of the easiest ways to find

this out there's a book called the
question by Dan Sullivan and.

The book's amazing.

The gist?

Is this is the question you ask them this
question in fact, if anybody coaching

applications, they always ask us it says
if we're having.

This discussion three years from today
and you're looking back over those last

three years, what would have happened
into your life, both personally and

professionally?
For you to feel.

Happy with the progress.

They come back and say, look, I just have

more impact on the world right now I'm
doing well i'd love to have a company

that at least a.

Million bucks a year.

Hope my.

Take home is 30 % of that or whatever it

is I'm.
Hoping to be able to we're talking about

family. I'm like, boom, I could help you like.

Those are things that I can help.

You do very easily.

So I focus on that.

Like if it's a good fit, I'm like cool.

We're going to work together.

If they're like way outside of what's

reality, then I'm like, this is probably
not going to be a good relationship, OK?

And then also usually when I'm selling,
coaching is some kind of.

A dynamic I want.

To make sure that they're not just

takers,
But they're also givers, so ask.

Like why would you be a good fit?
For this group you be working.

A lot of other people just like you.

Like, why would you let me know why you

get fit?
And then they sell.

You on like why be a good fit because of
this and this and this and it helps to

make sure that their team.

Player that they're given, not just a

taker, OK, and you had to be good for
group, how would you contribute things

like that?
So those types of questions I ask in my

application, OK.
So again, page number.

One case study.

Page number two application then page

number three is the homework.

Ok. And a couple things on the homework,

number, one is I give him homework.

That helps.

Build the connection with me so I.

Might say, hey, go watch.

This video.
Tell you the story.

So a lot of times I have a video to,
tell, about why I got into this business.

One of the videos I usually use on my
thank you pages is me telling my story

about my wife and our kids and how we how
we couldn't have babies and we got.

Fertility and we.

Ended up having twins and how that doctor

that changed my life.

Because of, because of.

What she was doing and I told the.

Whole story. It's emotional.

I cry like 3 or 4.

Times in the in the movie, in the video,

it's kind of embarrassing, but it builds
connection with people, right?

So give homework assignments to go watch
trainings.

And watch things I've.

Done so they can have better connection.

2010 that's number one number two is I
try to get them to.

Initiate an inbound call, obviously the
application comes in, I'm going to

outbound call of them, but we found back
when I had.

The call center with.

60 salespeople. We found that if I was

calling them on the phone back then, the
metrics are different today.

But we would average about 150$.

Per lead. If I had them to call.

Me, we averaging about four hundred fifty
dollars per lead.

Ok, so whatever.

The math is like three times more money

by getting them to initiate the call.

So even though.

I'm going to call every.

Application that comes in.

I'm going to tell.

Them on page like hey if you want to jump

to the front of the line, if you're
really excited to get started today, like

call. This number does not mean you're

guaranteed. A spot at all.

But it means you can jump in the front of
the line.

You can talk to somebody, see if.

You'd fit, right?

Now, OK, it gets them to initiate an
inbound call.

And so I try to get.

Them to initiate an inbound call as quick

as we.

Can and so that's kind of the case study

phone looks like case study.

Application homework.

Where I build connection.

And get them to initiate a phone call.

Ok, that's it.

Very simple now.

Variation in case study phone call 7.

Case study like.

Let me tell you this case study of how I.

Got myself.

This result some elsisi result the next
variation is just.

What we call a?
Success story OK, the.

Funnel is very similar, but instead of
telling a full case study, I'm having

someone. Tell a success story.

So somebody has seen this funnel before.

This is a video of Liz Benny.

From a page number one.

But notice like this is just.

Me changing the art.

The funnel structure is the same right?

The frameworks are all the, same, just
here instead.

Of a case study has been telling your
story.

Then they apply the video takes.

Page number.

Two, we have a video telling my story and
then they fill a longer form application

and. If there's a picture.

Video of me telling my story and then
trying to get them.

To create inbound call.

Ok.

So page number one is success story.

So this is Liz Benny.

Now I'm going to actually show you guys.

This video.

One thing about when I show you this, I
want you to understand notice it wasn't

like I worked with Russell.

I got rich quick and income claim

incomplete. It's not me how much income.

Claims and things.

Like that.

As your company grows, you get a lot of
trouble for that.

This is her telling her actual success.

Story OK, and if you watch this?

Video like it's an amazing video.

It made me.

Millions and millions of dollars but
what's interesting?

Is it's not her.

Just talking.

About how she got Rich, it's her talking
about.

How hard it was.

And how?

Work can be helped.

During it changed your life but man, it

was it was this painful process.

And what's nice about this, someone goes

to the watch this video.

When they come into.

Coaching later, they're.

Like, oh, I thought this.

Was going to be super easy.

I was gonna get rich.

Quick, you know it's.

Like, no, I watched.

The video.
Liz framed this.

Whole coaching.
Program it's going to be works can be

painful. But man, it's going to be worth it,

right?
It generates a different and better.

Quality lead coming through.

So let me.

Show you guys.

This video.

See just an example of a case study
video, excuse me, a.

Success story video.

That we used to fill out a whole coaching

program. So want to tell you something?

Hiring Russell Brunson was bar none, one
of the best decisions I've ever made in

my entire life.

And I wanna tell you that when you work

with him, he takes you on this journey
that you weren't even know that you're

going to go on.

Like it's like I at the very beginning I

had all these hopes and dreams and
visions and I honestly thought that yay,

I'm working with the overnight success
maker and like I thought, whoa, I'm going

to make like five hundred thousand
dollars in the first month of working

with him.
But you know what the eventuality is that

sometimes in life it doesn't always
workout the exact way that you want it to

workout. And there's certainly where it got to for

me. So my 2014 was one of the hardest years

I've ever had in my entire life, like
there was cancer in the family.

People were in hospital I thought I was
gonna I at one stage I you know I thought

I was gonna lose my partner like it was
just wasn't a pleasant scenario at all

and by losing my partner I mean like
hospitalization like really not like from

really bad health issues and you know
there were just times when I promised you

I wanted to give up and sometimes I
actually when I when I say that I don't

just mean give up in business like i for
me, when I was like, when I hired

Russell, it really was like, do like,
sounds really dramatic.

But I like my life's mission.

It's so, it's so big.

Like, I really wanted to connect with
someone who could get me to the next

level, who could help me really get from
that really stranded, grounded place, you

know, sitting at my office every single
day to a place where I'm, you know,

helping, like, people all around the
world.

And that's why I chose so.

But man, it was hard.

It was really hard at times to have to
deal with those things that come up in

your personal life all the time.

Like, it was not an easy scenario in 2014

But I'm really grateful that I listened
to Russell.

I'm really grateful that I hired him as a
coach.

Like, hit the man heads.

Changed my life forever.

Like what?
You know, once you're like my mind has

been blown completely and there's no way
back like i know that anything is

possible now.
Alright, just how powerful it is.

It's success story if someone who's gone
through your.

Process and you share.

That and again, it's not.

Tons of income claims and things.

Like that. Or, you know, weight.

Loss claim any of those things.

Just them telling their.

Story and their journey and the right
people are.

Going to hear that and they're going to
come and they're going to come into your

funnels. And so that's the.

Success Story Funnel looks.

Like again? A video then.

Watch a video showing success story and
then.

They're gonna.
Apply if they want your help.

Achieving that same result.

Ok, and then I.

Again, same thing on the page.

They apply the email address that you can

follow up.

They don't fill out that application

then. Page number two.

Then we take.

This page right here.

There's a video and in the video explain
what it looks like to.

Work with me.

Usually I have a whole bunch of

different. Testimonials I'm.

Scrolling on the.

Video while they're.

Filling out the longer form application
and then.

From there go to page number three.

There's the video right here talking

about where me telling my story about my
wife.

And the twins?
I cry like three times in this.

Video they watch this video to build
connection.

I and.
Then again, I tell.

Them to try to initiate inbound call.

So it increases.

The chance? Likely they're.

Going to be joining our coaching

programs. Ok, OK. So that's the funnel.

It's a very simple and very easy.

They're not complicated.

At all, next question is.

Ok, i got this lead.

It's amazing.

What do I do with it?

Ok. And so I want to, I'm going to step
back really quick before I go too deep

into this, I want you to start thinking
about for any kind of business like.

Whenever people come.

Like, well, my business is different

because we don't.

Sell things.

Online and we don't whatever like.

This fun right here, do you see how this

funnel how?
It pre frames.

And its structures and it creates like
the perfect dream lead for you, right?

You get somebody to watch a case study of
something you.

Done for yourself or somebody else or
short?

Success story where they have this.

Amazing frame.

And they give you the email address and
they.

Go to next page.

And they're telling you like, why are you

working?
They're selling.

Themselves and like you pick me because
of this and this was success, looks like

and This is why you.

Could contribute the group and they're

selling. Themselves on why you should pick them.

Then you get the lead.

Imagine any.

Kind of business that's got any kind of
phone sales team?

Right now they're outbound calling leads
they're.

Calling cold calling people, they're
getting, you know, buying leads offline

or. Whatever it is.

By calling that.

Kind of lead versus calling this.

Kind of lead where somebody is amazing.

And they're prepared.

And they're ready.

To work with you and they're.

Telling you why you should.

Pick them.

Like it shifts everything.

We went from us, outbound, calling leads

averaging a hundred fifty dollars DPL
dollar per.

Lead to we shifted.

To this right now we average over fifteen

hundred dollars per.

Application 10 times as much money, by,

taking through this process.

Ok, again I went.

From 60 sales guys.

To two.

Making the exact same amount of revenue.

Ok. Do you see the power behind that?

Like that's what this process does.

It generates and creates.

The most amazing dream?
Need you can dream about so even if

you're not selling coaching.

It doesn't matter if you're.

Selling anything where you're calling
leads on the.

Phone if you.

Take them through this process.

You're washing the people through this
process to prepare them to indoctrinate

them to.
Warm them up.

And get them selling you on why you?
Should allow them to buy your product

your. Service like it changes.

Everything just see.

That like so anytime I'm working with a

company and like I need to leave my
questions, you should use the phone.

Like why don't sell coaching?
Like it doesn't matter if you sell.

Coaching if you're.

Calling people on the phone and trying.

To sell anything.

Man, take him through the process

initially. And that the lead becomes worth 10.

Times as much money.

To you or more?

Ok, another amazing thing is instead of
having 60.

Cells, people. I'm only getting the cream
of the crop the best.

People are coming through.

And the best leads come through.

I'm not wasting all this energy with 60
people calling everybody trying to find.

Out who's actually ready?
The funnel.

Is all the work, the sifting, sorting,
the preparation, the pre work, the pre

swage and they all those things happen
and we're just.

Giving this amazing piece of.

Gold at the end, OK.

All right, so now we have this gold and
the questions like what do we say on the

phone?
Ok, now again, this is outside the

context. Of this training.

We have a product called high tech.

Secrets that goes deep into this.

We also insidethe.com
secrets.

Book I go deep into.

Both of the different phone scripts I'm.

Going to go through.

Really quickly here.

There's two scripts number one.

Is we call.

The four question close.

Ok, the four question clothes works.

If you don't.

Have a salesperson if it's just you.

Or maybe you have one salesperson.

Ok, the application comes in.

And there's these four questions that we
go through.

Ok. And again the question.

Number one notice is very similar to the

application question.
Number one is all about.

Hey, if we were to have this,
conversation, in three years from now,

we're looking back last year's what would
what?

Would have had.

Happen both professionally and personally

and professionally for you to.

Feel like this was successful?

And they come back.

And they start dreaming about the future

and visualizing.
What's going to be possible?

Ok, and from there you ask.

Ok, what's keeping you?

Back right now.

Like, why are you hitting that?

Like, well, I'm not doing.

I'm stuck.

Here I'm like I'm stuck talking about the
things that's keeping.

Them from the results.

That they.

Want and you say OK, based on that like
what are the what.

Are the resources.

You have that you haven't tapped into

yet. Like, what do you like?

Tell me about what you have and they're
like, well.

You have an email.

List We don't really email.

Got this. I got this start.

Telling you all the things that they.

Have so they.

Untapped resources. You know exactly how

to work with them.

I say cool.

And then the next question like, well, do
you think, based on what you know of me

so far, do you think that I can help you
get that goal right, like I see?

Where you're trying to go, I see where
you're stuck.

I don't resources.

You have. I think that I can help you get

there. Would you like?

My help with that typically say yes and.

They cool well if you signed.

Up, OK.
And again the.

Book goes into more.

Detail about this.

I'm not a phone sales person, so my team
is the ones who developed these questions

and they go deep into it.

So if you read the.com

secrets book, it'll go, deeper, but this
is the four question close OK, so if.

You got one salesperson.

This is this is the script we use.

Now the other thing we do is we.

For most of our clients.

We try to.

Set up both the setter and a closer.

Ok, if you do that.

The script is a little different and I'm

not gonna go deep into the script.

Because it's again, it'll take me a while

to go and do it, and I don't.

Know as.

Well as the sales people, but
againinthe.com

secrets book it's all in there but.

Basically there's two scripts, number one

is the setter.

The setter is the first person talks.

And gets on the phone and the center's
job is to qualify to see if they actually

a. Good fit for your program.

So they go through this, they go through
these there's a parts they have.

The intro ask questions.

Go through glass the.

Posture of the probe, the finding credit
the goals in the comments.

Find out if they are a good fit, OK.

And this way that person.

Is going through finding out there.

If they are a.

Good fit.
Then the person hands them off to the

closer, and the closer goes to.

The next set of questions to figure out

how to get them in the program.

Make sure that everything's going to work

out good.

Ok, so it's a two person center.

Closer script.
This is the best.

Script when you're not doing any of the
selling.

Ok, told you before.

That I'm scared to death of getting on

the phone.
I'm very introverted.

I didn't want to do these kind of things.

And so when we got started, I had set in

a closer and gave the ability, to,
position and posture.

Ok, with the four question script back
here, a lot of times it's the guru, it's

you on the.

Phone doing.

The cell, that's why.

We do the four.

Question clothes, OK.

But at the same.

Time if.
You know, there's a there's.

Always a decrease in, positioning, when
you're the one doing the.

Call right if you're also the one who's
doing the coaching or whatever.

Thing at the end.

You're like you have time to do a phone

call like.
It kind of depositions, you, but a lot of

times where people start and.

Then as they as they grow a little.

Better, and they step.

Away from the sales role they used to

shift to this where the center.

Of the closer.

Or all that edifying you and posturing
and positioning you can the way the

script works makes it increases.

The U intrinsic value.

By the way.

That the script.

Works and then when someone's done and
they go through this process then.

They come to you.

So for me, when we started.

This new sales process, again, I didn't
want to be on the phones.

I'm scared to have to be on the phone.

So we set up the set.

Of closer.
And did tens of millions of dollars in

sales. Someone to watch this video, they'd apply

the center to get on the phone so if
they're good fit it's so pass them off

the closer, close this out and then
they'd have a chance to come work with me

and I was able to help them at that
level.

Ok, so.
That's kind of the.

Process but again these.

Funnels are very simple, OK?

Either case study.

Of what you've.

Done or hypno for others or success
story.

They watched that they give the email
address to work with you.

Set number.
Two is they will go through.

A full long form application where
they're selling.

You on why you?
Should work with.

Them step three you give them homework to
build connection.

And you try to create inbound call and
then during that inbound.

Call or when you outbound call.

Them, then you either if.

You're if you're one person sales team
you go through the four question.

Clothes if you're.

Too self person sales team then go

through the center closer.

Script and that's it.

That's the magic how.

Tactica funnels work.

And the cool thing about high tech?
Funnels like this is it gives you the.

Ability to sell things all sorts of
levels.

We first started.

Doing this back, man, a decade ago we

were selling things for 5000$ I thought
was like, that's so.

Much money, no one.

Ever buy anything that size 5?

Later on after we shut down the big call.

Center and we opened.

The small 2 % call center.

Initially we shared some things 8000$ and

blew my mind that the scripts.

Work, see people buy.

Eight raised the prices.

To 10 from ten to twelve and twelve to.

1515 to.
25 and 25 to 50 and beyond and what we

found. Is these scripts?

Work at every single price point.

I've got people now who are selling 100.

Personal offers with 1000000$ offers with
it and it.

Works all throughout, so if you, are,
trying to sell high ticket stuff.

It is the key, it is the goal.

Is the secret.