Original subtitles

Hey everyone, it's Russell Brunson.

Welcome back to session number six of the

funnel Algy Master class, the new art and science of Funnel building.

I hope you're enjoying all these sessions so far.

We've covered a lot of stuff and hopefully hope he has really understand

these frameworks. I think a lot of times people think this

marketing stuff is super complicated or hard or frustrating.

And it's like when all reality it's simple frameworks, it's just

understanding like, oh, here's the framework, how they fit.

Together, here's what I'm going to pick, and here's what I'm going to focus.

On and then inside of there is where you have a chance to kind of weave.

Your products, your services, your art into those frameworks.

And so now we'll be walking you guys through the last framework here inside of

the value ladder.

So for you guys who are just tuning in

now for the first time, session number one, we talked a lot about the secret

formula and hook story offer number two talked about the value ladder, and then

3-4-5 and now six.

We're talking about all the funnels at

each step in the value ladder.

And now we're moving up to the last, the

back end, which are our phone funnels.

And phone funnels are fun because if

you're looking at how in the world do I sell?

A ten thousand dollar product people tell me all the time like well Russell I sell

10000 thousand thing or a hundred thousand dollar consulting.

I'm selling big huge whatever projects right.

They're too expensive.

It's not going to work through a funnel.

I'm like no you understand like these work perfectly for through a funnel.

Okay every type of thing you're trying to sell work and funnel you have to be

strategic and think about how is this going to work for me.

Ok by for some reason our default and our brain is as humans is to have something

come to us and like oh that's not gonna work for me.

And instead of stopping and saying how could this work for me.

And by shifting your question it shifts everything inside your mind.

Literally like any company can come to me and within two or three minutes I'm like

ohh just do a phone funnel but shifted like this and make it work here or do

they like it's really simple when you start understanding the frameworks and so

if any of you guys are still stuck at this point you're I know how this is

gonna work for me to start thinking like how can this work?

Like how would I do this funnel? Is there a way I can make this funnel

work for me like what do I have to tweak what changes I have to make?

How do I apply my art to this structure to make it so it's actually going to work

for me and that's the magic that's why I love funnels are so much fun because

there's like the art and the science they both kind of tie together and when you do

it together it's fun and you can make a ton of money.

Obviously with it.

So here's kind of recap.

We started a lead funnel to the bottom value ladder then session, that was

session three. Session four, we did unboxing funnels.

Session five, we did presentation funnels.

Now we are at the top of the value ladder inside of our phone funnels.

That's gonna be hanging out today inside of phone funnels.

So honestly, inside phones, only one funnel that we're really going to show

this couple variations of it.

So you'll be able to learn some different

ways to do it.

But it really is just one pretty simple

funnel, OK. And so inside of phones, we're talk about

today a couple of things, number one talk about a concept called takeaway.

Telling this is one of the keys to understand, I'm gonna show you the case

study phone funnel.

I'm going to show you guys there's two

ways. One of those case study number two is a

success story, so take away selling.

The best way to explain this is typically

when you're selling something, what are you doing?

You were like chasing out some say, hey, you wanna buy a thing by thing by saying

you're going after them.

Take away.

Selling is where you make some amazing offer and you walk away.

You tell me this is probably not for you.

If you think you want to let me know, but

you're kind of pushing away, OK? And I think a lot of times selling gets a

bad rap because it's the used car salesman, you know the cliche of like

going out there and trying to pitch you and push you really hard and it's like

that way is not the best way to sell and take away selling is a little bit

different when you're psychology, but it makes it so much more powerful, gives you

a better positioning.

It's just it's better all around.

So to kind of put this in perspective, this is if you rewind probably eight or

nine years ago now, I had built up my very first sales company.

We had a sales floor.

I had 60 full-time sales people.

This is a picture from that sales floor.

And all these people would happen,

somebody would buy something online and then we call them on the phone like, oh,

you bought this free DVD, you bought this free book, you bought the CD, whatever,

hey, do you want to buy coaching? And we start.

Been coaching this process.

We were sales people were going after our

potential customers and selling them.

Ok, and took a 64 time people to be able

to call and generate revenue.

Ok now Fast forward a couple years after

we kind of start this whole process to build up and turns out that managing 60

full-time sales people is the nightmare.

It's horrible.

It's miserable.

Don't ever do it, at least not me.

And this eventually shut the whole thing down.

And I was like, I will never do that again.

That was really painful.

But the nice thing about it is we were

selling five ten fifteen twenty five thousand.

Are things on the phone.

So I saw.

The value and the power of like.

If I get someone on the phone, I can

socially way more.

Expensive cakes is more intimate.

I can make a sell one-on-one I can figure out their exact concerns.

I can adjust those concerns.

So it's really powerful.

But the problem is I had to manage 60 full-time people to do it.

And so Fast forward a couple of years after I took like a two or three-year

break, we didn't sell anything on the phones.

And then we had this idea.

So what if we tried to figure out where

to build the funnel that would replace all these 60 full-time salespeople, if

there's a way to do that.

And so we built a sales funnel that

basically what it did is it created a process where instead of us.

Calling and they chasing people to sell them something.

It created amazing leads, applications.

They told us that all information on

their name, their phone number, how much money they make, where they live, what

their goals are like.

And these leads came to us.

It wasn't just like a name email.