Latest / Success Story with Scott Clary / Lessons - The Ex-Con Who Built an Empire | Ryan Stewman - Sales Coaching Mogul

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Lessons - The Ex-Con Who Built an Empire | Ryan Stewman - Sales Coaching Mogul · Success Story with Scott Clary

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  In this lessons episode, explore how to build a scalable coaching business by selling expertise
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  earned through real execution. Discover why starting with direct experience creates instant
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  credibility in crowded markets, understand how pre-selling offers validates demand,
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  and accelerates cash flow, and uncover how refining, positioning, and funnels
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  transforms one person hustle into an eight-figure ecosystem.
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  So the first version of that business, when you got a jail at a federal jail, you started,
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  it was a social media marketing agency, is that more or less correct?
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  No, so people that know me well say I'm one of the greatest writers of
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  alive, and back then I would write for you for a hundred dollars a month, I would write five
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  Facebook posts a day for you. That's hard work, that's not easy work.
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  I had 70 clients, it is, it is, and I had a spreadsheet, so I had a system blah, blah, blah,
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  but yes, very hard work, I built this thing to 70 people, again, no partners, no helpers,
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  no investors, no bank, no advisors, I know what the fuck I was doing, I just knew that I was
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  onto something, but I couldn't keep up with it, you know, it's like, but here's the cool part of
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  that story is I got to learn different people's reactions and shift from 70 different social media
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  accounts early on in the game, we're talking 2011, right? So I came out in 2012 and I said, man,
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  you know, I didn't know how to scale a company, so I didn't know how to go and, you know, maybe
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  hire people or any of that shit, right? So I didn't know how that worked, so I just did everything
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  myself, but then I thought, man, instead of doing it myself, how about now that I've got experience,
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  I can just teach people. How did that do? Okay, and so that's when I got into the coaching side,
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  because that's obviously a more scalable, at least when you're one person, group
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  coaching is more scalable than individual social media. So okay, so when you're building this
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  business, I find this really interesting, because all the businesses you jump into are like super,
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  super, they're super crowded, right? You're talking about social media management and marketing,
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  you're talking about coaching, like they're maybe not in 2011, but I mean like like now, like
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  there's a definitely not in 2011. All right, so how do you okay? So, you know, you put in the work,
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  you know how to, you know how to kill it on social, you turn it into a coaching business,
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  even when you turn into a coaching business, there's probably a lot of competition with people that
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  are maybe like traditional marketers that are trying to turn their own practice into a coaching
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  business, but how do you differentiate yourself? How did you scale that up? And also I want to talk,
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  like I want to talk numbers, like when you when you start coaching, what is the product you sell?
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  What's the service you sell? How much money can you make? What's the strategy to to, you know,
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  bring in leads, close them on a small ticket? I find this whole thing so interesting and also,
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  like I see the people that are doing it at like the highest levels, but you never see somebody that
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  builds it from the ground up. You always see, well, you, Grand Cardone, like all the people that
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  have been doing it for them has like forever. And now you see where they're at, but to build a coaching,
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  to build a coaching business from the ground up offer true value, make true money, not bullshit
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  your customers so that you're actually improving their lives in some capacity. Let's break it all
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  down because that's what I want to sort of unpack here. So my very first rewire, which is my
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  podcast has about four million monthly listeners, my very first episode was sell on the level that
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  you're at. And so that's what I did. And what I mean by that is in 2011, I was making 2010,
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  8, 9, 10, I'm making 20 to $30,000 a month, right? As a loan officer, which means you're doing
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  about two or three million dollars on average in volume, which is five to 15 houses a month,
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  depending on what state you live in, right? Just to give you some math. So here I am a guy that's
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  making almost a half a million dollars a year in a down economy. By the way, remember that Obama
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  stepped in, Bush screwed up the economy, all the crap, right? It's not really presidents that do
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  that. That's the narrative, right? So Obama inherited a big mass, in other words, his administration
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  was trying to straighten out in the mortgage business where I'm working, right? And so not the
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  easiest time to do business, I think I've always sold the hardest stuff like mortgages in a down time
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  and social media management before anybody knew what the hell that was. Like now it's a crowded
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  space. That's the the objection. But back then, it was like, nobody heard of it. Facebook,
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  why? That was the objection, you know? So, but so if I'm a person sold 30,000 dollars a month,
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  I knew that I was one of the top producers, if not need to, I knew I stopped
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  producer in my company, but I knew it wasn't the biggest companies out there. There were guys
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  doing more than me. So I knew though that I could teach people that were making five or 10,000
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  dollars a month, how I got to 30. So I go and I create a social media program because the social
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  media accounts that I was running for, those 70 accounts, they were lost. Everything you knew.
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  Everything you knew. Everything you knew. Everything I knew, right? That's how I knew to post,
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  right? So I stuck to what I knew. I didn't come from like mortgages and go, you know what? Like,
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  I screwed up. I came from mortgages and tried supplements and that shit didn't work, right? But when
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  I went back to what I knew, okay, then the shit worked, right? So I knew that if I could get,
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  because see what happened was when I got out of prison, I started posting on Facebook that I was
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  top producer and then I was winning and all this stuff, because I was hoping my ex-wife that left
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  me when I went to prison would see me still winning and then feel all stupid that she made that
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  decision to leave me when I was down, right? But because of that, people started hitting me up,
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  going, hey man, can you do my mortgage and I'm like, shit, I'm on to something, you know? And again,
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  this is in there. Now that's like common sense. But again, this is in the early days of all of this.
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  So I'm like, shit, I'm really fucking on to something here. So I start teaching. I make an ad,
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  this is the event that I go to in Vegas. I make an ad to loan officers. It says, if you're a loan
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  officer and you're not doing at least $2 million a month in mortgage volume, fill out this
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  application. Let's get on the phone and let me show you how I consistently do $30,000 a month
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  of mortgage commissions with no team, no assistant, no personal processor. And I don't even know the
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  name of the underwriter fill out the application below and we'll get on a phone call. So what happened
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  was it was a YouTube video on a woofoo, uh, on a woofoo, like, which is a survey monkey type of thing.
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  And then that transpired into my own, I still have all this shit. Then that transpired and took
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  place into my calendar link. That's like the, that's like the first funnel. That's like the funnel
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  right there. That's the first funnel. God. That's it. That's it. And so a guy named AJ Roberts helped
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  me construct that at that event in Vegas. He sat to the side and showed me how to do that within
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  about 20 minutes. We had already had the video because I just recorded on my phone. It was like
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  super easy to do that even back then. So then because of that, I got all these calls. And so
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  I'm selling a product that's $2,000 for six weeks, six week training, $2,000. Okay. Here's what most
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  people do. Okay. They say, I'm going to go and create a digital product. And so they go and
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  they spend time creating this digital product. And then they go to sell it and then nobody buys the
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  shit and they wasted all their time building it, right? They wasted their time building something
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  that nobody wants. So what I did was I made sure everybody won it. So I pre-sold it as a six-week
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  bootcamp. And then I recorded each of the six weeks and then turned those into a product and
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  it's a digital product. You didn't waste any time. So I got paid at all. I didn't have no damn
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  money. You know what I'm saying? Like I didn't have the money to waste time. Like I didn't have
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  a bank partner. So I just shit like I keep saying. So like I do what you're audience. I had to
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  hustle. And so, but what the way I priced it was if you do one loan, the average loan in America
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  at the time was about $203,000. And if you're a loan officer, you typically take home one percent,
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  maybe more, but on average, one percent of that loan amount is what you're actually putting
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  in your pocket. It's not what the company gets and everything else, but it's what you actually
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  pocket is one percent of the loan, right? And so if you have a $203,000 loan, then you're getting
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  $2,000. So my whole pitch on the phone call was like, look, bro, for sure we can get at least one more
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  loan over the course of six months because or six weeks from what I'm going to teach you,
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  like surely one more loan will come in to pay for this. So literally my prospect has the belief
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  that like, shit, I mean, I can't really lose if I just close one deal that kind of pays for
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  itself. It makes it kind of a no-brainer because because again, back then, they're like, I don't
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  know about this Facebook shit, bro. And now you want $2,000. And I'm like, one deal.
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  You close one deal, man. And you got money. But you close two deals. You're in fucking black. You're
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  in profit city. You know what I mean? What happens if you close two deals a month? And then four
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  deals a month. And then those give you referrals at least a five deals a month. This is something
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  that's going to carry you for the rest of your life. So nobody would tell me no unless they didn't
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  have two grand. But take this side. I got to a point where I couldn't keep up with the calls.
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  So I've got this digital product. I'm the only sales guy. I'm the only marketer. I'm making the
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  funnel, making the video, editing the video, doing all I've got no help, right? And so in that, at
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  this point, I have money. I just not smart enough to hire help. I didn't know how all that worked.
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  I know now, but I just I can't have mentors and shit to teach me. So I'm doing all this shit
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  myself. And but what happens is I get to a point where I'm I'm making a whole bunch of calls.
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  And maybe only, you know, 50, 70% 70% of the people probably can't buy because not a lot of people
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  back then had $2,000.000. And especially mortgage, especially mortgage workers in the recession.
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  Like that's not a good time for that. My competitor at the time mortgage marketing
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  animals, their product was 47 bucks a month. And I'm telling them I want to brand. I was the
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  mostly I was the Louis Vuitton purse of the mortgage industry coaches at that time, right? And so,
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  but what happens is so about 70% of the people wouldn't do it. So with 30% still a big
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  guys closing ratio for most people, not so much going to make me happy now, but back then it is
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  what it is. But but what happens from that is I couldn't keep up now. I'm wasting 70% of my time
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  with people who didn't have money, right? That was their objection wasn't I don't believe in it.
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  They clearly they filled out the app because they wanted it. They just found out it was too much
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  money for what they had available in their credit card lines or whatever. So what I did was I went
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  back to the video and I changed the offer from if you're a loan officer doing $2 million or less
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  to if you're a loan officer who's closing at least $2 million a month, I want to help you get to
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  five or more as fast as possible. So at that point, it takes all the people who, because less than
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  $2 million can be zero, right? But a minimum of $2 million lets me know at least you're making about
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  $20 grand a month, right? And on a W2. So you at least got $11,000 or so take home that you're
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  coming in every single month, right? So allow me to go and then all of a sudden I'm closing about
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  70% of those conversations because those guys two grants nothing. Oh yeah, I'll give a shot,
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  whatever stacks the document. And so like eventually there's only 300,000 loan officers in America
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  and I sold products to 20 something thousand of them. So eventually I kind of ran through that
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  marketplace pretty good, right? And I got bored. And so and I realized that I had a bigger gift
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  than just social media to loan officers. At this point I'm running a full blown company with
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  employees and I've got multiple companies and investments of all this stuff going a few years
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  ago. And I decided I wanted to just create a like not just products and not just coaching,
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  but I wanted to create a network and a movement of people. And so I created this this apex program
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  where you know we have basically three tiers in it, but it's evolved beyond me. It's not the Ryan
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  Stuman show. It's not the you know, Kumbi and Ryan Stuman's masterminds. Like come be a part of
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  something where people represent what winning looks like. Come be a part of something where it's some
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  of the best of the best in their respective industries where you can get to learn from no network.
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  I get to put unknown names that are brilliant with huge companies and shit on stages to speak that
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  wouldn't normally get the FaceTime and stuff. And it's it man, it's just it's evolved into something
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  now that's got 2000 active members. And you know, we are doing more money than I'm really comfortable
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  saying, but if I said that the big if I if if just know that we are doing well, well, like well,
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  the fucking eight figures a year this year. We already well the fucking to eight figures a year
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  this year. We are well deep in the eight figures this year with only two sales guys.
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  Thanks for tuning in. If you found this valuable, don't forget to hit that subscribe button so you
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  never miss an episode. And if you want to dive deeper into this conversation, check out the links
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  in the description to watch the full episode. See you in the next one.