Weird Way To Build Your Agency... Added 50 Clients In 1 Year - Ross Christifulli - FHR #198

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YouTube Transcript: English (auto-generated)

00:00
all right and just now finished an
00:01
interview with Ross Christopher he’s an
00:03
agency owner and he’s doing this wild
00:05
crazy thing most agencies would never
00:08
ever consider doing but it’s brought him
00:10
in over 50 clients in the last year you
00:12
gotta check this out in addition to that
00:14
make sure you subscribe and tour there’s
00:16
a button down there
00:16
subscribe ring the bell so you don’t
00:18
miss out on any new notifications so the
00:20
next time I get some of these other cool
00:22
ideas and stuff you’re the first people
00:23
to know subscribe hey everybody you guys
00:26
are super super excited and you have the
00:29
privilege of having Ross Chris fully
00:31
Ross welcome to the show hey thanks man
00:34
I feel like my privilege to be on your
00:35
show
00:36
you’ve been crushing it again people may
00:38
not understand your story or know your
00:40
story getting weird to kind of talking
00:42
offline the idea is the fact you get no
00:44
selling you all your other businesses
00:45
due to an injury where you started
00:48
basically from scratch in January 1st of
00:50
2017 and in the last basically that year
00:53
ended up adding 50 clients to your
00:56
agency in addition to teaching 400
00:59
people how to add clients to their
01:00
agency I mean that’s just crazy crazy
01:02
stuff I can’t wait to kind of dive into
01:04
this as far as I didn’t build you an
01:06
agent because your agency is different
01:08
than most people’s agencies I mean your
01:09
agency or you’re in the heavy machinery
01:11
that matches your gifts all right yeah
01:14
and that’s weird cuz I just fell into
01:17
that niche and so I guess something that
01:19
I could kind of explain here but it’s
01:21
been a crazy year like so many and I
01:24
haven’t had the downsides of digital
01:27
marketing where a lot of people fall
01:28
into it but I think that a lot of it
01:30
came from owning businesses in the past
01:32
it really helps me to be able to kind of
01:35
come in with structure and a business
01:37
plan model as far as what I was going to
01:39
do to make it happen and so I knew that
01:42
my agency wasn’t gonna just build itself
01:44
but I can kind of backtrack if you want
01:46
kind of tell you how I fell into it and
01:48
then some of the things that I’ve done
01:50
to grow it if that’s good yes so I when
01:55
I was 17 I opened a guitar shop I I
01:57
wanted so bad to be an entrepreneur I
01:59
worked for a small business downtown who
02:02
absolutely loved guitar and I realized
02:05
though about two years in how bad I
02:08
hated teaching the same edge here and
02:10
song over and over again like it was
02:12
just hard
02:13
and so I ended up getting into this
02:15
weird niche of fixing crack phones and
02:18
flipping them on eBay and stuff like
02:20
that so I did that for you know about a
02:22
year and in that time got married opened
02:26
up a cell phone repair store and the
02:29
cell phone repair shop went really good
02:32
I was actually crushing it and about two
02:34
years in I got a little cocky and I
02:37
opened up a second store and it just
02:39
tanked absolutely sent me it was kind of
02:42
like Russell was just talking about the
02:43
pride cycle yeah I was I was at the top
02:46
of the pride cycle and it sunk me in
02:49
there’s so much debt
02:50
a few three months I had to close that
02:52
store I had to fire everyone at my
02:55
profitable store and get it back up and
02:56
running just by myself I mean there were
02:59
times because we were in Fond du Lac
03:00
Wisconsin my wife and I were literally
03:02
boiling water for hot water for our
03:05
baths
03:05
because we couldn’t afford the propane
03:07
heater to come fill it up for five
03:09
hundred bucks or whatever and so I I dug
03:14
myself out of that hole like that just
03:16
entrepreneurship you know I dug myself
03:17
out of this hole and I relocated in my
03:20
profitable store to a better location
03:22
that was less expensive and I was like
03:24
I’m tired and so right around that same
03:27
I am I started having these issuer’s
03:29
where I was like falling and I couldn’t
03:31
walk well and my you know like I was
03:33
having all these mobility issues so I
03:35
started going into the doctors and they
03:37
diagnosed me with Siringo Miglia which
03:39
is a spinal cord disease it’s a cavity
03:42
fluid-filled cysts that runs mines
03:44
really long the length of my thoracic
03:46
spine and so they said basically that
03:50
hey this isn’t something we can fix it
03:53
comes from my brain being herniated they
03:56
won’t operate on it for other reasons
03:59
and so that I was like I can’t stand you
04:02
know in these jobs all day and I was
04:05
starting to learn this idea that you
04:07
know when you exchange your time for
04:09
money that you always lose and even when
04:12
you’re an entrepreneur and this is why I
04:13
think like you see so many people being
04:16
profitable in this digital marketing
04:18
business the funnel business that they
04:20
are not going into the mindset of a like
04:22
the you know you have three years and
04:24
then if you make it past that home
04:25
you’re good you know they’re going into
04:28
it like from day one we need to be
04:30
profitable and so I was like okay what
04:33
can I do and I came across your guys ads
04:35
I ended up taking a course on funnels
04:38
and Facebook ads and it kind of really
04:40
clicked well with me because I had done
04:42
my own marketing but for my businesses
04:44
in the past but I had only done organic
04:46
marketing so when I learned this stuff
04:48
it like lit a fire under my butt so cool
04:50
and I sold my businesses to an employee
04:52
for like nothing I just wanted out I
04:55
just wanted out and so like after
04:57
everything was said and done I didn’t
04:59
have much money I had like 3 grand in my
05:01
name I spent like a thousand of it or I
05:03
should say 997 on a course and you know
05:06
I I got in and what was funny is I
05:08
started landing clients right away using
05:10
my own techniques I’m a big fan of cold
05:12
calling which I know a lot of people
05:14
hate I did a lot of free trials which a
05:16
lot of people hate I did pretty much the
05:18
opposite of what everybody else wants to
05:20
do and I just started seeing clients
05:22
right away and I remember it was the
05:24
first time last year in February that I
05:26
understood passive income because I had
05:29
done all this work to do sales in
05:31
January and now here comes February I
05:33
doubled what I did in January and then
05:36
when the money stacked on top from
05:37
January I was like who did it know I
05:40
didn’t know and teach me this before
05:42
like in the world have I taken my wife
05:45
regularly says to be like why couldn’t
05:47
you have done this like instead of ever
05:49
opening a guitar shop myself watch have
05:51
you two been so much further ahead it’s
05:55
dark on secrets and exist back then no
05:58
but in reality that’s kind of how it’s
06:01
felt for us over this year and I am I’m
06:03
trying to not hit the top of a pride
06:05
cycle in this business now I’m trying
06:08
not to get there and stay humble but
06:09
like I have not seen the downside yet to
06:12
this business other than taxes suck but
06:14
that other than that you know it’s been
06:17
a pretty amazing ride so what I’d like
06:19
to do is explain some of the things that
06:21
I’ve done to help some of your audience
06:23
members who are learning an agency
06:24
understand like ok that’s great that’s
06:27
inspiring but where’s the actionable
06:28
stuff of how to actually get the action
06:32
let’s dive right in so I started out for
06:35
me by on a napkin I drew
06:38
out my value ladder and I drew out what
06:41
was what I called my 10k model and it
06:44
was pretty much
06:45
I call it push starting your agency
06:48
because in the beginning you’re really
06:50
doing a lot of harder work you know
06:52
you’re manually cold calling and you
06:54
know reaching out to people but after
06:56
about 69 months what you notice is that
06:58
engines turned over and you find this
07:00
gas pedal to your business and you like
07:03
I don’t have to cold-call because now
07:05
your networks so big you got so many
07:07
referrals coming in that all you have to
07:09
do is keep up with that and your agency
07:11
just keeps going it’s as you guys know
07:13
it’s harder to go from you know zero
07:15
clients to 10 or 20 or in an agency for
07:19
your business it’s different but it’s
07:21
harder to do that than it is to go from
07:23
20 to 50 because all you have to do is
07:25
get 1 to 2 referral from every client
07:28
and all of a sudden your business is
07:30
doubled in size and so what I did was I
07:33
thought okay I like the software model
07:36
of offering a trial because you get
07:38
people hooked on something and and you
07:41
get them like engraved and like all my
07:43
files and all my stuff is in my account
07:46
and then to pull that away like you can
07:49
really like you want it now
07:51
it’s like someone trying to take your
07:52
cell phone away after having it for
07:54
seven days like all built into it so I
07:56
what I did was I did 7 days short trials
07:59
7 days or less and I offered these to
08:02
people and I did it in a unique way
08:04
where instead of just calling them up
08:06
and pitching them on a trial because I
08:08
was in programs
08:09
I called them saying listen I’m a
08:11
student I’m learning all this marketing
08:13
and I really would like to just get a
08:16
testimonial that’s all I really want
08:18
would you guys be willing to let me do
08:20
some marketing for 7 days for free if I
08:22
can just get a testimonial from you and
08:24
I was going after doctors initially
08:27
because everyone’s going in after
08:28
chiropractors and I thought that’s what
08:30
we do and so I was going after these
08:32
doctors and they were like yeah yeah
08:35
that’s great we’ll do it and so once I
08:37
got in there and I just really rocked
08:39
results from there like how much is it
08:41
going to be to keep doing this and when
08:42
I started hearing that I knew right away
08:45
like this is a this is a model so that’s
08:48
what I did is I would only give them 7
08:50
days like just enough to give them a
08:51
taste
08:52
and want more and then I cut it off but
08:54
there’s so many people who are against
08:56
trials because they do them and they
08:58
don’t land the client but the main
09:00
reasons why they’re not landing them
09:01
after trials is a they didn’t find
09:03
people who can afford advertising so
09:05
they went after people who had no
09:07
advertising budget like I don’t give
09:09
people trials unless they are already
09:12
paying for marketing like there’s a book
09:14
called the Challenger sale it’s an
09:16
amazing book and they talked about the
09:19
five different tiers of sales people
09:22
since 2008 and which ones have been the
09:25
most profitable and people who will
09:26
challenge your status quo of your
09:28
business are proven by numbers to have
09:31
much higher sales and be the wolf of
09:33
sales in their industry and so to me a
09:36
trial is like challenging your current
09:38
way of doing things
09:39
you know it’s like saying hey you’re
09:41
paying for this let me give you this for
09:43
seven days and I’m going to show you
09:44
that this is better you know so it was
09:47
my way of doing that well after a while
09:49
doing that you get referrals and it
09:51
becomes what I call a gold-digging which
09:53
works perfect for your prospecting there
09:55
because you dig for free but then once
09:58
you got that client usually you don’t
10:00
offer trials to their referrals you just
10:02
keep using the case study from your
10:04
referral to sell the next guy oh that’s
10:06
smart love it and so I only have two
10:09
people like get confused like why is
10:10
Ross he’s the trial guy no I get trials
10:13
just to find my gold that’s super cool
10:16
and then I chased that gold with these
10:19
referrals and so you think about it when
10:22
you’re digging for gold the first few
10:24
scoops are free so get old for it it’s
10:26
part of our business you know and I
10:28
always find it hypocritical when agency
10:31
owner will go into a business and they
10:32
try to get them to offer like a really
10:34
good deal or a free initial visit or a
10:36
really low-cost initial visit and to get
10:39
traffic and then when they say well
10:41
what’s your you know can you give me a
10:43
deal no I don’t do that I don’t believe
10:45
in the value like I don’t like it’s just
10:47
so hypocritical to me that try to get
10:49
someone else to offer an initial traffic
10:52
driving but then to say no I’m not going
10:54
to so yes so that’s what I’ve done to
10:58
scale the agency and it’s worked really
11:01
really well and then I went into you
11:03
know then you get your strategy call
11:05
after you you have to do a strategy you
11:08
guys he’s so many people trying to go
11:10
straight from the trial to setting it up
11:12
on Facebook setting up their ads but I
11:15
liken it to this if you do a like in a
11:18
webinar when you’re doing a webinar that
11:20
webinar is your strategy call if you
11:23
pull out the webinar and go straight to
11:24
the sales page or you go straight to
11:26
something else is it’s going to convert
11:29
much it’s not going to pre-frame them to
11:30
buy right and so so really that strategy
11:33
call is a way that even though you came
11:35
in saying you just wanted a testimonial
11:37
you can really set them up for at the
11:40
end of this end of this trial I’m going
11:43
to pitch you so you say hey you know so
11:46
I’m gonna be ending my schooling my
11:47
training here after this testimonial so
11:49
if this goes really well is this
11:51
something you’d be interested in
11:52
continuing and so now they’ve already
11:54
got in your mind like you’re going to
11:56
pick it makes it way less awkward when
11:58
you do pitch them when they know that
12:00
you were going to pitch them and so once
12:02
we yeah thank you once we do that then
12:05
we get our strategy call we go into a
12:07
trial and then this is one of the most
12:08
crucial things you get your testimonial
12:11
before you pitch them I cannot send so
12:14
many people they pitch them and then
12:16
they must for the testimonial and
12:17
they’re so lame because then if they
12:19
said no their testimonials suck do you
12:23
know they’re they’re like well you know
12:25
oh yeah it was pretty good to wear in
12:28
your testimony you can actually sell
12:29
them on the service by being like hey
12:31
can you see how this can help other
12:32
businesses and ask they’re answering
12:34
these questions they’re really talking
12:36
themselves into the service and then
12:38
when you pitch them on the service
12:40
they’re like yeah ok this makes sense
12:42
you know yeah I’ll do it so that’s what
12:45
we’ve done and right now what I found is
12:47
if I do 25 phone calls I get about 3 to
12:49
4 strategy calls and about 1 to 2 trials
12:53
started and I’ll typically land a client
12:55
out of that so one more time just as
12:58
people hear that again yeah at about 25
13:00
cold calls I’ll get three to four
13:02
strategy calls one to two trials and
13:04
I’ll land one or two clients based off
13:06
that that’s fantastic and it’s not just
13:09
me every single day I have the students
13:11
emailing me pictures and screenshots of
13:13
PayPal and stripe done this
13:17
the downside is is that I don’t sell my
13:21
course on pain points so like a lot of
13:23
people know cold calling and all this
13:25
stuff is a pain point no one wants to do
13:27
it and so they sell against that but
13:29
then when people struggle I’m like the
13:31
last resort and they’re all broke by the
13:33
time they get to me everyone’s broke so
13:35
I don’t sell a lot of courses I guess
13:38
but but the people who end up taking the
13:42
bite they end up they end up seeing the
13:45
results like I said I’ve only had about
13:47
I ain’t old I’ve helped over 400 people
13:50
I’ve only sold just over 200 of my
13:52
actual course and I have a program
13:56
called scripts that work it’s my forty
13:58
seven dollar front end offer whatever
14:01
and I’ve had about 200 people purchased
14:03
that which is cool but it’s fun because
14:05
I get all these text messages of people
14:07
seeing the same results that I’m having
14:10
and I let you set a comment one year
14:12
live videos and it run home but you said
14:15
what got you where you are won’t get you
14:17
where you want to go do you remember
14:19
that no yes no I guess leader in that
14:22
philosophy yeah and and it’s funny cuz
14:24
you said that at a time where I think I
14:26
had around 2530 clients and I was
14:29
starting to get to a point where I would
14:31
do it because I thought I can’t keep
14:33
going with the same strategy now that
14:35
I’m here because I’ll grow too slow and
14:38
so I needed to start selling to the
14:40
masses because my agency is my baby like
14:43
I love my program I love the course I
14:45
love the students but some people they
14:47
do an agency just to sell a course and
14:49
have the credibility I love my agency
14:51
because I love my agency and so we’re
14:54
cool I I think that’s that says a lot
14:56
about you it says a lot about again when
14:58
you’re out there talking to people when
14:59
people understand that I’m not in the
15:01
business of just selling other people to
15:03
to do this I actually do it myself
15:05
I mean we’re in the same we’re in the
15:06
exact same business we build funnels
15:08
with our own funnels and Russell’s
15:10
literally building a monster file that
15:13
we’re calling the mother funnels right
15:14
now and that’s again what we do I would
15:17
love to be a fly on your wall by the way
15:19
around the office it would be like but
15:24
yeah so I guess it’s it’s just been fun
15:26
it’s this you know it’s kind of like the
15:27
practitioner thing and what I think and
15:30
happening is you end up influencing
15:32
people in a way I do the document rather
15:36
than create theory for my content and I
15:39
think you end up influencing people in
15:40
an interesting way because what I’ve
15:42
found is there’s some influencers where
15:45
you’ve really connected with them at one
15:47
point in your career but you outgrow
15:50
them because if they’re not a
15:51
practitioner what can happen is they
15:53
don’t have new content new problems that
15:56
they’re helping solve and you end up
15:58
just outgrowing their style and you feel
16:02
like you’ve gotten everything that you
16:03
can from them but when you’re a
16:04
practitioner and you’re constantly
16:06
trying to improve things and you’re
16:09
documenting it like I went live
16:10
yesterday on the spot and I showed
16:12
people how I’m doing these cool
16:14
I pre did like a strategy called visit
16:17
like a little 10-minute one and I where
16:19
I have a sweater in the corner that is
16:21
kind of like this one and what I do is I
16:24
use that same video but then I’ll go to
16:26
a client I’ll form like a two-minute
16:28
intro in that sweater and I’m like okay
16:30
thanks so much I was gonna send you more
16:32
information that you asked for let me
16:34
show you what it is that I help clients
16:36
do and then I but that video up to my
16:38
other video where I’m wearing the same
16:40
sweater and it looks like I’ve like made
16:44
this 15 20 minute video for that client
16:46
but I literally only made like a
16:48
two-minute detailed portion for them so
16:51
when you’re trying these new techniques
16:52
you can share value to people constantly
16:54
because you’re constantly trying to be
16:56
better I love it again we’ve had this
16:58
conversation with Russell so many times
17:00
the only way you can continue stayin up
17:03
in the front of the pack is you got to
17:04
be relevant and the only way you can be
17:06
relevant is you have to be a doer you
17:07
got to be out there just doing the
17:08
business if you’re not doing it oh my
17:10
gosh it’s just people catch on real fast
17:12
you can only take it so far so yeah do
17:15
you think that um how do you think this
17:18
a question that I love that people how
17:21
you can really tell if someone’s doing
17:22
it or not what’s the best way in your
17:24
opinion because you guys see probably
17:26
more crap than anyone that has ever seen
17:30
crap you know like you probably see the
17:33
decline payment from someone on stripe
17:35
and then all of a sudden they’re the
17:36
ones shouting off that they just you
17:39
know so how what would you say from an
17:42
actual standpoint is a way that so
17:44
can really know someone’s doing it yeah
17:46
I for me the results they always just
17:49
speak for themselves I mean we’ve got
17:50
over 250 people now have qualified for a
17:51
to comma Club award we’ve got I think 14
17:55
I think we got our 15th person now
17:56
qualifies for our our soon-to-be eight
18:00
figure award and it’s just people out
18:02
there actually just it’s like you Ross I
18:04
mean you’re out there doing it and
18:05
people know and it’s again it’s you can
18:10
cut through the crap real fast you have
18:11
to ask a couple of questions and you
18:13
find out real quick if they know what
18:14
they’re talking about yeah there’s a lot
18:16
of people that I found are quiet in the
18:18
communities even in your clip phones
18:20
community but they’re so smart like a
18:22
lot of diamonds in the rough and I’ll
18:24
I’ll see you name here and they’re like
18:26
a comment and then I’ll get into a
18:28
conversation with someone and you don’t
18:31
realize how many people are just
18:32
absolutely killing it but they don’t
18:34
need to be up in the forefront of
18:36
everyone saying it and I find those
18:38
people fascinating because there’s so
18:40
much you can that you can learn from
18:41
those people you know it’s one things I
18:43
love most about funnel hacking live is
18:45
you literally could be sitting next to
18:46
someone who has done 7 8 10 20 million
18:51
dollars and you wouldn’t know any
18:52
different I mean everyone’s all the same
18:54
everyone’s they’re trying to learn from
18:55
the best trying to improve their game
18:56
and that’s I think that’s the fun part
18:58
about the you know the culture that we
19:00
built here is there we really again I
19:03
loved is you made mention you know
19:04
Russell’s podcast the other day on on
19:06
the whole pride cycle because it’s so
19:09
true and I think after you’ve gone
19:10
through that cycle a couple times in
19:11
your own life you uh you understand once
19:14
you get there to the top but you don’t
19:16
want that you know what the Lord forced
19:18
me back down I’ll try to learn as much
19:20
as I can about that yeah I think that is
19:22
he who thinks he’s standing be where he
19:23
doesn’t fall that’s right and I think
19:26
that it’s when you get to that point
19:27
that it is it gets yeah it’s scary
19:30
actually and I did a live video that was
19:32
inspired by that yesterday where I was
19:34
talking about how I don’t want people
19:36
say like you know I’m at the top of my
19:38
game I want to be at the top I don’t
19:39
want to be at the top of my game because
19:41
when I’m at the top of my game it means
19:42
that I’m on my way down there’s only one
19:44
way from there it’s a depressing thing
19:46
to be at the top it means you’re not
19:47
gonna get any better if you get Tiger
19:49
Woods yeah when he was at the top of his
19:51
game or you know when you think about
19:53
that phrase it is it’s a little
19:54
depressing from an agency stand
19:58
point I think that it for the if people
20:01
can just say stupid super focused on
20:03
what they’re actually there because
20:05
there’s so many ways to make money yes
20:07
you can get into crypto you know you can
20:09
do all these different affiliate and
20:11
MLMs and stuff like those are all great
20:12
there’s ways to make money like all of
20:14
them are probably they’re not all but
20:16
most of them can be very legit in their
20:18
own way but when you have all of them
20:20
pulling at your attention it makes you
20:23
do none of them well yeah so I agency
20:27
owners get into it and then they see
20:28
they think that courses are the way that
20:31
they’re going to make all their money
20:32
and that’s great and from it you can
20:33
make so much money and info products but
20:36
I right now make way more in my agency
20:39
than I do selling an info product and
20:41
it’s just what you’re focused on yeah
20:43
again you gotta find your unique bill
20:45
and you got to go with it and again I
20:46
think Roger done an amazing job you know
20:48
some things you mention on pockets which
20:49
I just love now’s the fact you got to
20:51
work for free there’s just there’s
20:53
nothing better than work for free I love
20:55
your ideas far as work for free once and
20:57
then scart use that as a case study for
20:59
everyone else you’ve done an awesome
21:01
awesome job on that get appreciated time
21:03
as we kind of get you know close
21:04
wrapping things up here anything else
21:05
want to make sure our listeners hear
21:06
about or know about uh no I’m not sure
21:10
if if anybody’s interested in you know
21:13
just interacting and learning any of
21:15
that stuff I don’t have anything right
21:16
now that I’m selling people my Copen and
21:20
close the course periodically right now
21:23
it’s currently closed because I I just
21:26
AM I’m about to be in front of like 70
21:30
new dealers who are onboarding and I’m
21:32
kind of prepared ringing back in here at
21:34
the office to scale I’m hiring on people
21:37
so I just didn’t have a lot of time to
21:38
work one-on-one with students but I go
21:40
live in my group every single day its
21:42
client acquisition entre for
21:44
entrepreneurs and I help people you know
21:46
with their businesses if that’s not
21:48
allowed you can chop it out you can just
21:49
go be well I’m talking it doesn’t work
21:52
and you know I love helping people out
21:55
so find me you can reach out to me
21:56
through my page whatever I’m sure I have
21:59
stuff I can give away for you guys love
22:01
it well Ross thank you so much I
22:02
appreciate taking the time today and
22:04
again if your agency consider the ID as
22:06
far as a free trial you’ll be surprised
22:08
it actually works yeah absolutely
22:10
thanks but
22:12
thank you pretty cool stuff huh so make
22:16
sure you go ahead subscribe so somewhere
22:18
down there is a little button subscribe
22:19
and then ring the bell get the
22:21
notifications so you don’t miss out on
22:23
any of the upcoming episodes I’ll talk
22:25
to you real soon

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