Boom, what's going on everyone?
It's Stephen Larsen. This is Sales Funnels Radio.
Today, I'm gonna teach you guys about my coaching contract.
I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.
The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer.
Join me and follow along as I learn, apply, and share marketing strategies to grow my online business. Using only today's best internet sales funnels.
My name is Steve Larsen and welcome to Sales Funnel Radio.
What's up, guys? I'm super excited about this. I've actually been looking forward to this quite a bit...
So I am knees deep in the One Funnel Away Challenge at ClickFunnels right now. I have the complete honor and privilege of being the guy to literally daily basically go in and hold people's feet to the fire.
It was like two or three days before I actually started the challenge, I started thinking about every other scenario where I was coaching people.
I've coached well over 1,800 people through this process now.
Many have become millionaires, many have made hundreds of thousands of dollars, and a ton of people made money for the first time in their entire life ever as an entrepreneur. And I'm very proud of that when I say that.
And what's interesting, and what's been really cool about this is that I've been able to go through and figure out more about the patterns of why it worked, or why it didn't... And not just from a funnel perspective.
I've been really, I don't know if introspective is the right word? You guys know I'm a kinda introspective individual in general, but I've been able to go through and look, not just from a marketing standpoint...
Meaning not just from a sales message, or an offer, or this is what this guy did in this funnel that's why he made the million, but I've been able to step back and look more deeply into the individual, and look at some of the attitudes some of these people would of have about what I was teaching them.
So I thought it would be kinda neat in this episode to go through and teach you guys some of the rules that I've created as I continue to do more coaching. And if they don't abide by these rules, I don't wanna coach them. It's so cut and dry...
So, I just wanna teach you guys what those are, so you understand the mentality that I'm coming from, and why I have patience in some areas, and why I have absolutely zero, unapologetic, no patience at all in other areas. And so, I thought it would be kinda neat to go through and do this.
Now when I first started, this was like two or three years ago, that was the original 2 Comma Club Coaching program - which is coming up on two years. Holy crap! That's crazy.
Anyway, so I went, and I started looking at all the different patterns of how that got started. I remember when I first started as that coach we were coming up with the 2 Comma Club Coaching program, I was like, "This is so cool. Who's gonna do this?" And then I was like, "Oh my gosh, I'm built for this man. Let me do this. This would be so cool".
And what was interesting, first of all, I was so excited, I was so stoked, I was so shocked to be the original 2 Comma Club Coach and get put in those roles, and it's just a bunch of fun. I really enjoyed it.
I guess it was an episode ago that I talked about the way a customer comes into your product often determines if they're successful with it afterward.
It's not just a pre-frame. You can pre-frame somebody for a sales message, that's not what I'm talking about at all. I'm talking about pre-frame for your actual product success. So, it's almost the exact same kind of thing. So, this has become a pre-frame. I have them written down in front of me here... these are some of the pre frames.
Like I said a second ago, when I first was that 2 Comma Club Coach, I went in, I remember I was so stoked. I was very nervous. I remember the first coaching session came up. If you guys watch, it was a three-day launch that we did - it was called The Seven Day Launch - but it was three days on stage.
I got on stage with Russell doing a part of it, and it was really fun to go and drop out these different questions and back and forth, back and forth, and then suddenly realize there are 600 students, and I'm the only coach. Whoa, right?
I was like "Holy crap! How I'm gonna do this? Alright here we go!"
And I was starting to get all pumped up, and I was trying to get jazzed about it.
And what was fascinating about that is I remember that I went in with the belief and the expectation that I would be coaching simply on marketing. I thought that I was gonna go on and I was gonna teach funnels, sales messages:
"Here's how create the offer. Here's great places to get traffic. Here's how you create a publishing or content machine. Here's how you become the attractive character. Here's how you have a cause and a new opportunity." All of these pieces, I thought that that was what I would be mostly coaching on.
And it wasn't until a while later that I realized that that's not actually what happened.
A few weeks into the program somebody asked me a question that wasn't on one of these areas. There are these live Q and A's that I do for four straight hours every Friday. Four straight hours, live Q and A with the person in front of the rest of the group. I would be diving into their stuff with them. Diving in, diving in, diving in, diving in.
And what was interesting was a few weeks in, I started getting questions about, "Well Stephen, I'm a little bit scared to do that?" And I was like, "Uh alright, that doesn't mean you still shouldn't, alright?" "Well, Stephen, I don't know what to say?" Or "I'm not actually that good on a camera yet?”... And what's funny is a lot of the questions... they weren't about marketing!
I think that's the thing that was most shocked me about what happened when I started doing this stuff.
Most of the questions had nothing to do with marketing. They had everything to do with beliefs. They had everything to do with mindset. (I hate the word mindset, we'll call it attitude.) It had everything to do with attitude. I think the term mindset is overused - people just make it fluffy.
Anyway, they had everything to do with the way the individual was approaching the task, rather than the task itself: Here's marketing, rather than here's how you actually how you attack it. Here's how to actually do it and pull off what it is I'm teaching.
And so what's interesting, what's been cool, is that I went in thinking and studying and geeking out and obsessing over the marketing because that's what was I was gonna go teach...
But in reality, about half the question that I still get today, have nothing to do with marketing. They had everything to do with the individual's beliefs.
So I've made it a goal in my coaching to teach people to do to themselves what I'm trying to teach them to do to their customers.
Meaning, if I can get an individual to look at their customer base and go, "You know what, these are like three or four or five or six or seven false beliefs that all these customers have about me and my product and what we're doing." If I can get someone to identify that, the rest of that is cake.
Now, we can start structuring belief shifts. Basically, I'm gonna change the way the individual believes. (There's some serious freaking power in the marketing game you gotta be careful with it, okay?)
But, if they're doing that to the customer - what if I could teach them to do that to themselves? Now that's hard to do... Because let me ask you a question real quick. "Hey you, right now, listening or watching this. What are your false beliefs?" You don't have false beliefs! There's no such thing as a false belief? You believe it, right?
"Hey, what are your false beliefs?" "I don't have any. They're my beliefs!" Right? So, it's a little bit harder to do.
I teach how to find false beliefs. I teach them how to break and rebuild and shift belief patterns for their customers, but I also help the student identify their own belief patterns, false belief patterns. The objections and complaints of the student themselves.
I help them come to understand, "Look! Check it out. You have a false belief in this area about what I'm teaching. You don't think it's gonna work, you are fighting me on it. You're either complaining, or you've thrown up an objection. You don't wanna do it anymore... you're throwing in the towel."
If I get an individual to point out to themselves the false beliefs they have about the game that they're in... Guys, their progress goes through the freaking roof. It's insane.
They learn how to self-doctor. They learn how to self-medicate (not the right word). They learn how to self-assess... there we go. They learn how to self-assess, "What's actually the barriers and the obstacles that have been keeping them where they are?"
This is huge to understand. This is a massive, massive concept.
So, some of the things that I do now... Like, part of the reason I have that mannequin... You guys have seen me bring in that mannequin? If you don't know what I'm talking about, it's a few episodes ago...
But, I have a mannequin, and it's a punching bag in the shape of a guy. And on that mannequin, I started writing down things that people are afraid of. But it ended up being me writing the things that I'm afraid of or me writing down the things that freak me out, or me writing down the things that are telling me about me that aren't true.
I have things on there like: "Shame. Guilt. Not good enough. Fear. Imposter. Dummy." I got "Loser" on the front of it. I've got all these things that are negative that are constantly pushing in on me.
I don't want you to ever look at somebody who's on stage, somebody super successful, or an entrepreneur, and think, "Man, they got it all together." No! If they look like that, they've just gone through a long disgusting road full of mud that has been through this incredible, massive, self-altering, self-discovery, that you haven't gone through yet. That's all it is.
Yes, they made a lot of cash on the way, but first, they had to qualify to make that cash. So that's what I've been learning how to do in the past especially year is go in and help a student identify their own crap.
"Look, let me help you call yourself out on your own BS here. You got some crappy beliefs. That's a false belief! That's a false belief! That's a false belief, and it's not right. It's not true. It's not real. What story have you been telling yourself that's been keeping that belief alive?"
We go through, and they'll write it down, and they're like, "Here's all my fears and here's how I'm gonna overcome it." That's actually the very first day on the One Funnel Way Challenge. They go in, and they write down all their fears, how they're gonna overcome the things... and don't make a big old laundry list that'll stress you out.
It's so funny guys, my business has grown to the extent that I have.
That's been my biggest realization in the past six months. Like, "Holy crap!" The game's been even more fun for me because I've noticed that as I get more discipline, as I add positive restraint, (positive constraint in my body, in my mind, in my behaviors, in my habits), I actually become more wealthy or I bring in more cash, or I can help more customers. It's the weirdest relationship ever.
And so, with all that preface in mind, I what to read my rules to you. That's why I take this so seriously. I am not a friend to my students. I let them know first, that that is the rule: "I am first your coach. I'm not your friend.”
I'm not here to make it fluffy. If you're wrong, I'm gonna tell you that you're wrong.
If I can see you can handle more, I will push you, and I will make it uncomfortable.
That's all about what I believe as a strategic hardship - because of what it crafts the person to be, and what it crafts the individual to become and do. And so that's why I'm going through this right now.
What I've noticed is that when somebody follows these rules, I'm allowed to come in with my side of what I will give to them. If they follow the rule I will award them with more of me. And so these are some of the rules that I created for the One Funnel Way Challenge as well. But, if they do this, then I will do this. I call it my coaching contract, and we released it to everybody.
I just want you guys to know what some of these things are so that you're able to go in and see like "Oh, my gosh, that's why it worked when I worked with Stephen. That's why it didn't work when I worked with Stephen." Or "That's why it's never worked yet in general regardless of who I've gone to."
And please know it comes from a place of love. I'm just a product of the product that I'm trying to teach you guys about. I had to get honest with myself. I had to look at myself and go, "Stephen, you're dumb." I had to get honest, I had to be open, I had to be real.
I was 35% body fat in high school, I was a big kid: "Stephen, you're fat," and be open about that and be honest. "Okay, I accept that. That's okay, my self-worth is not based on that." I own where I am and bask in the reality of where I am? That is one of the biggest keys.
So, as you go through here and you understand, I'm very intense as a coach, and it's because I believe this changes peoples lives. And that's part of what motivates me to do it, and it's part of why I don't care if I offend your attitude a little bit. If it's truth, it's truth okay? If it offends you, it means it's probably ultra true.
So anyways, guys, I'm just gonna walk you guys through this right here real fast okay?
This is the sub-headline: I am first your coach (like I was just saying), I am not your friend. Man, this is such a big one. People get offended by that, but I don't really care.
Rule Number One: "If you will do the work then I will show what work matters."
I hate fluffy work. I hate busy work, I will never give you any. I will show you the path. I will show you exactly what it is that you need to be doing and what you should not do.
Number Two: "If you will show up hungry, then I will match your hunger. I will NOT push harder than you do."
If you guys went to Funnel Hacking Live 2017, (I hope you guys are all coming this next year because it's going to be ridiculous. Oh my gosh.) Sean Stevenson gave a speech in 2017, and he talked about the motto of the Coast Guard.The Coast Guard has this interesting motto. Here's the scenario:
A helicopter goes up into the ocean, there's a sea full, there are fifty people in the ocean, and the helicopter can only save like 16. Who do you save? That's a tough question. That's a tough question.
And I'm not trying to be all Debbie Downer here when you think about this, but I just want you to know what do you do? So their motto, and what they do, part of their motto, is they say that they "Only save those that are swimming to them, who are actually making an attempt."
You can't save somebody, you are not a savior to your customer, you're not. You can only help those who are willing to help themselves.
The biggest thing that I cannot teach an individual, I have tried to find ways, I can't figure it out. I cannot teach somebody to be hungry. I can't. If they don't want it, there's nothing I can do. It's not about going 50/50, it's about goin’ 100/100. 50/50 sucks, that's a stupid rule! I need all of their devotion, and I will match the level of their devotion.
Part of the reason why some people will be like, "Well, I don't know, Stephen.. did he fulfill for me?" I'm like, "Well, you never did anything that I told you to do on day one." I'm just being open, I'm gonna be real and real honest with you. If it offends ya, okay! Does that make sense?
Someone's like, "Well, this ClickFunnels game... Sales... in general. I don't know if this really works?" Like "No! You're just not working, okay?"
Number two, the rule is, "If you just are willing to show up hungry, then I will match your hunger." Because I can't teach hunger, I cannot teach somebody to be hungry.
The difference for any employee, or any entrepreneur, the difference in attitude in any area of life, is if they show up hungry, more doors open for them. If they don't, doors close. And that's exactly how it happens in every opportunity in your life. Opportunities don't stick around. They get passed onto the next person. If you're not hungry, they don't stick around to you.
That's rule number two. Show up hungry, then I will match your hunger.
Rule Number Three: "If you will NOT use your current or past situation as an excuse...
This is a heavy one. You guys like these? These are not normal rules - every one of them has a lesson behind them...
"You are not allowed to use your current or your past situation as an excuse, and when you do, I will help you call you out on your BS."
I need you to understand this one - it's a huge one.
Too many times I've noticed people will be like, "Well, my situations a little different..." No, it freaking isn't. It's different to you, but it's not different than the hardships, or the level of intensity that somebody else is in who is doing it.
"Well, my situation is a little bit different now, I don't have the time." Bull Crap, okay! I don't believe that one EVER! That one drives me nuts.
"I don't have the time." Or "I don't have the money." Yeah? Garbage! Stupid! I don't believe you! Prove it?
Go in, show me a time study of what you're doing in your life? I don't believe you, and I will NOT believe you.
If you ever walk up to a mic and you ask a Q and A like that, "Well, I just don't have time to pull this off." I will publicly make fun of you. That one drives me up the wall. No one's even saying this to me right now, but it's clearly a nerve. That one drives me nuts!
I was in college, fourteen credits baby. Almost getting straight A's every semester. I was in the army - Holy crap, that is a huge time commitment. Married, kids, doing my own funnels on the side, that's where I freaking learned funnels with two to three hours a day. That's all I could squeeze out - that's it.
Those were the most productive, ferocious three hours of my day. I made sure to give my best self.
I'm not talking family, time or things like that. But, every other thing that I had to go do. My best self was given to me learning funnels. I knew it was the way out.
So anyway, you're not allowed to use your current or your past situation as an excuse. Drives me up the wall! Absolutely not. It is a catalyst, NOT a hindrance.
If you do that, then I will help you call you out on your own BS.
What's nice about that is that a second set of eyes can help you better. That's what my role is, to go in and help you see look, you got this belief pattern that I think is really hindering you.
And sometimes we're so close to our thing, I'm the same way. Guys I have spent $75,000 this year on coaching, okay? And it's for that reason. It's so that somebody else can help call me out on the BS I can't even see myself 'cause I'm so freaking close to it. That's the benefit of it.
So sometimes people are like, "Wait, if I don't use my current or past situations as an excuse, you will help me call me out on my own BS? How is that?" I was like "It's actually a blessing." Anyway, that's number three.
Number Four: "If you will NOT make someone else responsible for your results, then I will promise I will NOT do any of this for you."
Now, that one might sound a little weird. Let me just explain that one:
If you will not make someone else responsible for your results - which means you own every success and every failure. Every time you did not do what you were suppose to that day. Does that make sense? I need people to understand this one. You are responsible for everything that happens in your life - even if you actually weren't responsible for it. Even if it wasn't a responsibility of yours to bear.
I can't remember, there was some situation that happened here at our home. Was it my responsibility in the first place? No, but I took responsibility. I was trying to take responsibility for anything: "No, yeah, that's totally my bad." Yeah, oh we had to cancel pictures 'cause it was raining, that wasn't it, but I'm just thinking... "Oh man, that sucks. Yeah, I should have looked at the weather." Wasn't my fault freaking rain came out. But, it's extreme ownership.
There's a good book called Extreme Ownership, it talks about this kind of concept, and if you come in with extreme ownership, I promise to NOT do it for you. That's a huge one.
Most of the time I see a lot of the coaches just so that they can help get results for the individual, they will actually go and start doing the task for the student. And the problem with that is that when the coach leaves, the student has not learned how to go through that mental jog on their own.
So, anyways, Number four, it's actually a big blessing as well.
Number Five: "If you'll be polite to your naysayers, then I agree to make a safe house for you."
I'm not here to belittle people. I'm not here to just shove down, "Man, you suck, you suck." I hate that, that's not my style at all. I'm real. I'm honest, I'm open, but I'm also a safe haven.
And so that's part of what I come to people's relationships with when I start doing coaching for them (or any kind of consulting). I should say coaching/ consulting contract, not just coaching. Anyway...
Okay, naysayers are actually a catalyst for you, NOT a hindrance.
When they come in, they're a natural byproduct of anyone who's actually in motion. Naysayers are a natural byproduct of anybody who's in motion. And so WHEN they come to you... "WHEN," NOT "IF"...
When they come to you, and they start saying things like, "I don't think you can do that. Isn't that risky? Why don't you just get a job?"
I've heard that one a ton: "Why don't you just get a job?"
You just go to them, and you just pat their little heads, and you say "Ah, bless you, my small minded person." And just walk on.
It’s a test when somebody says that to you, and you do not go nuts on them.
I did that, and I made that mistake for a while. At the beginning of this game, too much of my personal value was hindered on what I thought other people thought of me - and that was not correct.
Number Six: "If you will only compare you to you, then I will only compare you to you."
This is a fascinating one.
One of the biggest reasons I see that people fail in any kind of game ever that they go play. Meaning, in business, entrepreneurship or anything, is that they start comparing themselves to somebody else.
Now, you can use the results of an individual to motivate you. But do NOT ever base your self-worth on the results of somebody else.
When you start to do that, you are actually basing your self-worth on a ideals. And the issue with that is that ideals change with every moment. Every blink of the eye, the ideal has changed.
So, it's like pop culture. You can't define what it is to be cool in pop culture, because it changes every single freaking minute. And then when someone says "Well, I'm not cool..."
The problem with it is that there's no way to measure progress because it changes all the time. So there's no way to measure progress.
Instead, if the person just measures themselves against themselves - their history - their past - and where they've come from - it's an accelerant. It's an accelerant and they go nuts. They sprint forward like crazy.
They can look up, they can look up, and they can see, "Oh crap! Check it out. Oh, that's so cool. That guy's done that. I wanna do that." And then they put their head down, and they only compare them to them - and where they were yesterday. That's the only competition you really have. It's YOU against YOU "yesterday."
It's YOU "today" versus YOU "yesterday" - that's the only competition that's really there.
And when you base your sense of self-worth on that rather than where somebody else is, "Oh man," I've noticed that really speeds people along in the process in general.
Hey, wish you could geek out with other real funnel builders, and even ask questions while I build funnels live?
Oh oh, wish granted...
Watch and learn funnel building as I document my process in my funnel strategy group. It's free, just go to the scienceofsellingonline and join now.