Why Dave Decided to talk to AJ:
AJ has ridden the entrepreneurial roller coaster through a couple of different industries. He found drop shipping in 2014 to be a saving grace to get him out of a terrible situation. Since then he has gone on to become one of ClickFunnels 2 Comma Club Winners. He did it in less than 5 months. Now with a business having done over 1 million dollars he is faced with new challenges. He details what he is doing now and how he is scaling his high ticket sales. He shows how he turned what appeared to be a webinar gone bad into a 6 figure webinar with only 5 sales.
Tips and Tricks for You and Your Business:
-AJ talks about building his A Team (8:15)
-Tips on scaling your business (12:30)
-Price points that work (15:18)
-Tips on selling high tickets (23:52)
“More money more problems.”
“As an entrepreneur you expect people to have the same drive and ambition as you do.”
“People respond to the price point positively, only if they like you.”
If there is no emotional connection, they aren’t going to buy. You always have to give 100 percent, even if you only have one person on your webinar. Having different webinars for core products and high ticket products is important.
welcome to funnel hacker radio podcast where we go behind the scenes and uncover the tactics and strategies top entrepreneurs are using to make more sales dominate their markets and how you can get those same results here is your host Dave Woodward hey everybody welcome back this is gonna be one of those fun exciting podcasts where I get the opportunity of introducing to you a guy who’s been absolutely crushing it at the same time he’s had a ton of crazy struggles ups and downs in his life and is going through some things right now that I most of you guys don’t understand bow once you’ve had success one of the problems and things that happen next so what I want to do right now is introduce you guys to AJ Troma AJ welcome to the show thanks for having me baby excited to be here this is gonna be a lot of fun so AJ is one of our two comma Club winners but not only is one of our two comma Club winners he’s one who got it done within five months so I mean just absolutely crushed it AJ I get is we were kind of talking here beforehand I had the opportunity listen to your story that you’ve got online there man you’ve had a rollercoaster of entrepreneurial experiences and if you don’t mind just take a take a minute or so here and kind of share with people kind of where you’ve been where you’re at and then I want to really kind of talk about where you’re at where we’re going next awesome yeah definitely I’m excited about this it should be fun I guess so as you mentioned I hit two coma Club within five months but I’ve always been kind of a maverick when it comes to starting businesses I’ve taken and risk my entire life all the way down to when I was flipping houses when I was 19 years old with no money but you know my my quick story in 60 seconds is a few years of back I used to own a restaurant and it was called Cici’s Pizza it was a franchise 50 employees and it drove me nuts I was sick to my stomach learn the debt the bills and I ended up having a tumor that doctors couldn’t explain why I had so it was benign thank God but it really gave me a perspective it made me think what can I do that’s not gonna stress me out as much so I went to internet marketing and my journey really is ups and downs I mean it’s it’s never been straight kind of like a rocket launch to success and you know I found myself doing e-commerce uh about two two-and-a-half years ago and I did really well with one store getting to 1.5 million in eight months selling very expensive products and high ticket drop shipping once I did that I sold it never really thought about it again and I was called on to help somebody promote their course doing high ticket sells in the same space I was in he was teaching what I’m teaching now but I he wanted me to do all his sales for him so I did I hope to make like a million dollars in a few months and then I’d venture out my own so I started a company called seven-figure skills that’s where I’m at now and that’s what this company allowed me to kind of hit the to come across recently dude that’s crazy I mean I appreciate you being so quick about the whole thing I mean it’s been a lot of fun just kind of hearing your story and kind of get to know you better AJ so again Cici’s Pizza getting pizza chain down in the south going from basically a franchise model totally a physical retail type of store to going completely online drop shipping and drop shipping high-end product you mean ID as far as we’re saying drop shipping high-end products what type of things we looking at okay so I I kind of revolve my mindset is if I can I would be happy if I can make a living selling one product today so I thought to myself what could that be like so I focus on selling products that cost $500 or more in products that are made are products that you need on a day to day basis think furniture think office equipment furniture like maybe a standing desk or even yeah I I’ve sold high-end paper shredders like commercial paper shredders that cost I mean whatever I can get my hands on where I can get some decent margins and I can sell for a few thousand bucks that’s what I want a dropship that’s awesome so right now you’ve got a company basically called seven-figure skills where you’re teaching people how to do this I think one of the things you just made mention is if I could sell something just one product a day or one one item a day what would it be one things you made mention of is the fact that from a high-ticket sales standpoint you’ve done over $100,000 in a webinar from five people yeah that might end up being the climax of this interview that way so tell me what I want to talk about right now though is that’s kind of the baton hook there everybody got stick on to the very end here we did that but I again AJ I think the part that you and I were kind of alluding to when we first got started talking here today and that was this concept of as far as okay now you’ve hit the 2 comma Club and that’s where everything’s that’s the Holy Grail I want to hit that and then life will be easy then it’ll all turn out and everything will be great obviously when you hit that other issues happen so what are some of the things you’re going through right now that would be a benefit to our listeners absolutely so for anyone who’s listening I was right into your shoes guys listening in trying to sponge any any information I can to make as much money as I possibly can within the shortest period of time and unfortunately we I was looking for something that’s very common among entrepreneurs which is something that required the path of least resistance and another thing called the expediency factor and those two are common trace I think within within entrepreneurs especially if you have ADHD or like I guess so the problem is everyone’s fixated on getting to two coma Club making a million bucks or seven figures but unfortunately like under the saying goes more money more problems what I did is I actually exclusively singularly focused on making as much money as possible and I got really good at it and I’m for and I didn’t really consider the building the foundation the the support the fulfillment and delivering on what I was promising especially at a high level I brought in so many members like you mentioned five months into to the two coma Club and I kept brushing off the important things the that really create a company I was more concerned about like hitting my cells each and every month so the for me than what happened is I ended up refunding a hundred thousand dollars in revenue to customers mainly about six or seven high ticket customers I was charging about twenty twenty-five thousand dollars a piece for for high-level coaching and I could have kept that money and figured out a way to help them but I felt that it was a disservice to them and would hurt my brand reputation as a company if I kept their money and tried to you know just patch up some services that really shouldn’t have been patched up to begin what they should have been delivering a high quality so really I think that people need to step back as I I am right now by the way if I had to read 100 grand I stopped my funnels I stopped running ads and I said I need to take a step back figure things out so I can move forward take two steps forward and never have this problem again at least at this caliber so I think people get fixated on making money making money making money what can I sell what can i what what what will people pay me money for and how can I do high-ticket how can I sell 5,000 10,000 20,000 but you know you got to look at the core foundation of your business model cuz what happens if a lot of people come and give you a lot of money and now you have to deliver you know and I totally totally appreciate your transparency I know this is a these aren’t easy conversations they have especially when you’re sitting there going I don’t care who you’re a hundred thousand dollars that’s just that’s not chump change that’s it that’s a big decision to think okay I’m gonna refund a hundred thousand dollars here and you’ve got your name at stake you’ve got your business and I think that part I again I haven’t been in similar types of situations where you’ve got major decisions you’ve got to make from a company standpoint is really kind of I think the part I like the most edge is what you referred to right now is this is where you really transition from just making money and having a hobby to where you’re truly making a business and creating a business that ideally is gonna have legs that is gonna run by itself eventually without you and I those foundational type of things I want to kind of expand on that what are some of the foundational things you’re looking at right now that you’re struggling with and trying to put in place sure so for me it would be coaching coaching program so I mean like establishing talented education or educated coaches people skilled in specific things automating a lot of processes that right now I’m doing manually those are and I guess as an example one of the parts of my services building out stores for people like a done-for-you service and unfortunately what I figured I can just teach someone else to do what I know and they can execute it so I ended up growing to ten employees had an office really started scaling really fast to meet the demand but unfortunately I wasn’t hiring A+ players and the thing I think the takeaway from this is I let go of my team I closed my office and I took a step back and said who are the very best in the business that can help me fulfill this because I don’t want to be the one to do it and I want to step back and automate my business and I cannot hire people from Craigslist and people locally here in town just because they have you know experience on the technical side you really need somebody that understands this business so for me right now I’m building my a team and and moving forward that’s gonna be outsourcing it to companies that can be fill specific parts of what I need to deliver a high-end ecommerce you know platform for my customers wow those are profound words I tell you that is I think the the hardest thing for most entrepreneurs I know having gone through it myself on this situation and that is the massive value difference between an a player and a B player it’s exponential I mean it’s it is so crazy and it’s hard when you get when you’re first get started as an entrepreneur at least I know in my experience it’s a lot easier to think you know what I just want to if someone can just fog this mirror and can do the job I’d rather not have to pay out a whole bunch of money just to get this job done whereas I know I’ve had this conversation with Todd and Russell and the guys here at clickfunnels that’s been I think one of the things for us that separate us from everyone else even as I talked a lot of these guys you were trying to throw money at clickfunnels inception is we we’ve spent a lot of money on making sure we hired a players yes they cost more and I mean that’s there’s definitely a huge price issue there but the value we found is 10 to 20 even a hundred thousand times greater because a lot of your eight players I know will start at least for us will start thinking for themselves and you don’t have to spend as much time babysit babysitting them I think one of the things you made mention of AJ which I totally appreciate and that is you kind of just thought that they would be able to have the same skill set that you had or they’d be able to pick it up as fast as you picked it up and you’re never gonna get that from a B player so man congratulations that’s that’s awesome experience yeah I appreciate that and you’re absolutely right and in my case I honestly not to insult the people who work for me I think they tried their best but unfortunately I I think I ended up recruiting Steam players if anything and yeah I think as an entrepreneur you expect people to have the same drive and ambition this video and that they’ll just figure it out because we figure it out as entrepreneurs but that’s not the case when you hire somebody and I learned that certainly the hard way but the number one problem in the takeaway I want people to know from scaling really fast is don’t oh what I ended up focusing on is putting out fires and ultimately what that happened what resulted is my cell started declining because I stopped I took away attention from sales webinars and and and really scaling to to putting out fires and in fulfilling the back end of what I promised I would deliver on and you know if you’re in that position if you’re fortunate enough to be in that position where what people call a good problem where you’re making money but you’re putting out fires then you know my number one advice is to take a step back and really assess like how you can incorporate the right systems and hire the right eight plus players to two before it or else oh you’re gonna choke your business to death eventually wow I love that totally agree so what are some of the things you’ve seen what are as you’re looking at scaling what are some of the tips and tricks you would recommend to other people well as far as scaling goes I mean I would start off with really looking at your your core product and for me it’s an online course so I have a membership site with online access to my training and I realize like you know what I have different levels of of customers and members that come in at the starting phase I have people that come in laugh at a webinar off the price of like 1500 bucks and it goes all the way to $30,000 now for me I had a really good problem every time I mentioned a more expensive product people wanted I remember one webinar where I was just kind of talking off the cuff at the end answering questions and I mentioned I was thinking about introducing a $20,000 you know program and I had three people sign up just because I said I’m thinking about that’s a nice problem to have and then same thing happened prior to that where I went from fifteen hundred to a five thousand dollar product and I said well I’m thinking about this five thousand dollar product that would add more value to you guys and we’re done for you and then the next thing I knew people were bypassing the 1500 go straight to the five thousand so I think the more value I added in terms of what they would be getting out of it the more they wanted so starting with to answer your question to help people out there like really look at your core product if it’s an online course so be it but make sure it applies to the tier I like everyone wants to do high ticket sales day but I feel like that’s the new trend right now maybe it’s been going on for a long time everyone was thinking about like how do I sell a ten thousand dollar product address whatever twenty thousand dollar product sell it but you have to have something that’s depreciates from your from your core product or fifteen hundred or your two thousand dollar product and I made the mistake of putting bundling everyone in one group and just offering you know specific kind of coaching if you were a more expensive product or client and that’s just not the way to do it and that’s kind of one of the mistakes I made so now I’m kind of tailoring everything down to the foundation of the course to that specific customer or member so AJ should take a look at your product offerings then from a high-ticket standpoint so our most of your funnels through webinars then um yes yes and no I have a ten like a seven day eight well I have different testing different things I have a three-part miniseries and I have a 10-day mini course I’m also gonna test out like a docu-series kind of style approach but ultimately the core of my members do sign up via webinar yes okay so now they come in through a webinar and I think it’s really cool what you’re mentioning there as far as the ability as far as how you’re gonna scale a product line because I know we’ve we’ve taken a look at different types of coaching programs we’ve looked at you know what you really can sell online versus offline from a webinar versus having to get a salesperson in in place so what price points are you seeing work because you just made mentioned as far as fifteen hundred five thousand you know ten thousand twenty thousand dollars what can you really do on a webinar and what do you see works the best well in terms of it depends what you’re looking for a lot of people are looking for my new members right so they’re like I signed up 50 new members I sign up 20 new members and they were not really fixated on the price point you can sell that five hundred dollars at a thousand dollars for me what I was looking at is total revenue and the path to get there with the least amount of effort right the path of least resistance so for me that was introducing a very high ticket product at the twenty twenty-five thousand range and the five thousand dollar range and I feel like nowadays a five thousand dollar product selling it through via webinar directly without like an application without phone sales it’s very doable but you’ve got to really add a lot of value and I think I create it like it might wait the perfect webinar in you know not I loved Russell’s perfect webinar script but mine deviates from that just a bit because you’re adding I mean just yeah I went based on my personality more than anything else Dave because at the end of the day people respond to the price point only if positively only if they like you and if you’re trying to follow a structured script or a structured style and it doesn’t fit your personality and that that listener doesn’t like really resonate with you that’s not if you don’t get emotional I said he doesn’t or she doesn’t have an emotional connection to what you’re saying it doesn’t like you and I don’t care if you sell a $1 product they’re not gonna buy I totally agree it’s that emotional connection so a lot of people struggle above $2,000 on a webinar how what are you doing in yours that is connecting people enough with you to where you feel confident offering a $5,000 product on a webinar and I have an avoid and being able the ability to avoid having to about application or sales guy okay it starts in the indoctrination Seaquest so it’s way before the well I don’t do a lot of straight to webinars and like ads hey watch my auto webinar and then that’s it that’s very hard to do out probably impossible in my opinion but I start with a mini series of mini course get into my facebook group see some of my testimonials so by the time they get at least three four maybe up to five or six emails from me watched a few of my videos and then attend a webinar usually live sometimes recorded then I’ve already added enough value on the front on and to where when I make that offer is just that much more impactful because they already solidified in their mind that I’m the real deal I love that if they’re coming in straight from a cold ad it’s a lot harder to do sure I think you know kind of goes back to the the old concept as far as how how high can you raise the freeline I mean how much can you provide value wise that’s still for free so that when they hit that price point of the next line they’re like oh my gosh if I got all that for free I usually pay five thousand dollars for X or whatever your your product might be and I think at times a lot of us get so afraid it’s kind of funny I run across people all the time said when when you’re talking on my podcast or anything else I want you to give the very very best and they’re like oh my gosh if I get the very best I won’t have anything else to offer I’m like your product and your offering should never be that way you ought to be able to give the very best because at that point people are gonna come to you because they want even more from you and you’ll always be able to deliver more than what you thought and at the end of the day of anyone’s scared to add too much of value because they feel like they’re giving away the secret recipe just remember like by nature people are lazy they’re not they’re gonna say wow this guy really if I went and did exactly what this guy just taught me free I would really make money but imagine if I hired oh that’s I think I hope everyone rewinds that it listens to that again I think that is by far one of the most important things is to realize how much people how lazy people truly are but more importantly than how much because most people don’t want to do it they want to done for them or at least it done with you type of programs and in that kind of case they’ll pay a lot of money for that they will and that’s kind of been the key to my success so far and I’m constantly evolving I’m you know creating new products I’m also going beyond ecommerce I’m gonna start focusing on what I’m really passionate about which is really helping people be successful outside of just making money but I’m grateful to e-commerce but anything you do just gotta add value a lot of value you know what I had somebody in my webinar actually tell me they win in May eighth one hundred grand just from watching my webinar and that what supplements eriously that’s awesome I know I was like jealous I was almost like a little bit better Tootsie what did you do like that but ya know it you have to have a lot of value and make it more about because the audience because for me to get to $100,000 in sales from five people I remember I was so disappointed on this webinar Dave I had a thousand people register and I had 80 people attend and like 50 people stuck around to the end and I was like oh this is the worst webinar ever but I’d still gave me 110 percent you know not I didn’t stay discouraged and sure enough at the end of that webinar a hundred grand from five people dude that’s awesome again it meant that’s I think so often people forget you got to do the reps you got to be willing you got to give all just if there’s only one person on that webinar you still give a hundred percent and you just never know how it’s gonna turn out so I those are great numbers though seriously I a lot of people get really frustrating gosh I have a thousand people registered I mean honestly I remember we had a situation where we did one with Robert chaos Robert Kiyosaki’s grouping that oh my gosh this is gonna be the Holy Grail and it just bombed I was like what and a lot of it was is because the disconnect between the the promotion partner and and us at the time but over time what we saw was we were able to connect with the right people in on that webinar and it turned out great and I think you just did the same thing where yeah you have 80 people should you know show up and only 50 people stay to the end but out of those 50 people ten people or five people buy and $100,000 comes in that’s that’s not a bad return on whatever amount of time that took to do your webinar absolutely one one more tip if somebody’s thinking about high ticket sells is I have two different webinars I have a regular webinar for my core product and I have a hot and sometimes I host like once a month a high ticket webinar specifically for my either you know 5k or 30k product and what I find is there’s like a door like indirectly I didn’t know at the time this was an ascent ascension of sorts but I wasn’t doing intentionally in that I pour product members were hopping on my my promotional webinars and they knew it was a promotional webinar they knew they were watching something that was gonna set oh them something and they knew it was meant for newly newbies but they were still hopping on every three we got noticed my core members hopping on these promotional webinars and I remember even giving them a disclaimer if you’re on this webinar you’re a member you don’t have to be here this is not part of your core course and yet they would stick around and what I found is they kept buying upwards buying upwards and updating oh I want this package oh my god you do this I want this now and it man it’s so cool hey I think it just goes to show the type of value you’re given on your webinars then if people are I mean and that’s what it comes down to you got to be a leader of that kind of value I agree I definitely agree and it’s for those that are trying to like make a killing right now off of webinars or they’re thinking about wow AJ did this maybe I can do it just keep in mind I probably last year did over 200 webinars I think total I mean it was I was doing almost a one or two webinars a week live I mean I I my endless hours of Rica lab recalibrating disappointments you know you name it frustrations webinars breaking down testing different webinar tools and resources well it goes beyond the webinar before the webinar is just one aspect of everything if you’re only looking at webinars and and it’s gonna be hard at least to sell high ticket products and I think so what are the tips do you have for people who want to sell high ticket depends how high they want to go because I think it’s relatively easy to sell something that’s like two three thousand dollars in my opinion but if you’re thinking 5 10 15 20 30 grand and add a lot of value on the don’t just go straight to webinar set them up on some you know mini email sequence indoctrinate them let them know your story let them know more give them value and then let them decide you know hey I really want to be on this next webinar if you can do that if you can convince them to you know seek out your next webinar and then and with a really high ticket product you might very successful and don’t be scared to make an offer a lot of people are scared to make an offer there go straight they’ll suggest like an application you know like oh just apply but why not why not I’ll make this offer at the end make the offer if they don’t buy then suggest they apply for for a chance to talk to your sales guy I love that idea well what other tips do you have for us as far as high tickets stuff before we wrap things up here um high ticket stub I would say don’t be scared to try to really charge what you think your product is worth I think a lot of people shortchange themselves and that’s a mistake I made I I was one of those like I gave so much value for my 5 grand product I wasn’t at the end of the day I was like was it worth it I mean I’m making money but so really factoring the value of what you’re offering and price it accordingly people are willing to pay you’re helping people to make money hopefully in what you’re doing so you know remember that I I bought a franchise in CCS babe that cost me six hundred and fifty thousand dollars and and that was nothing in these two these people like these friend in the franchising world that’s nothing and at the end of the day I made like I made maybe a hundred and fifty grand I mean come on I made that like my first month with with commas my and this business here so I love that analogy I hope people understand I think at times we kind of get jaded in this whole ecommerce internet marketing opportunity to have a thing where people like oh my gosh you know I’ve I’ve had many conversations my kids regarding college and education the cost of education and Russell of James that were talking about this literally yesterday when we’re working out as far as the cost of of education and you pay for one way or the other and I think too often people aren’t willing to invest in themselves and yet you take a look at most the world and their spin and as you’ve just made mention six hundred fifty thousand dollars for a CC’s franchise so again I totally agree with what you’re saying AJ congratulations on all your success but most of all congratulations on your persistence knowing your story and the ups and downs that you’ve had I again I just congratulate you on just having stuck to it and your persistence is amazing thank you so much Dave I mean you guys honestly I’ve created something that I I think it’s just like one-of-a-kind and it inspires me I never thought I’d get excited to want to achieve like a tutu coma X or two coma but it’s it’s it’s rewarding I appreciate you guys honest is what I’m trying to say you Russell the team it’s an amazing kind of community you guys created and what’s funny is it reminds me of a franchising model because you know you kind of feel like you’re not alone you’re a part of a community there’s health or support there’s and you know there’s resources so you guys are like the McDonald’s of the internet well thank you welcome to the family again congratulations on your success Ajay’s people I’m sure gonna want to get a hold of you reach out what’s the easiest way for them to do that yeah guys if you want to ask me anything about you know high-ticket or whatever anything in general just hit me up at AJ at seven figure skills calm man giving your email out on a podcast be careful at least these listeners are very active it’s not a common yo you’ll get some emails for sure so AJ I appreciate so much just your transparency your willingness to give as much as you do to our community thank you so much wish you all the best in everything and thanks again for being on the show today preciate it Dave you know one of the things that means a ton to me is the personal reviews that you guys leave on iTunes you wouldn’t mind going out rate the show let me know how I’m doing just go to iTunes click on the episode and rate it leave a comment I read all the comments I appreciate all the stars and everything different already left forming again I really appreciate it and it’s my way of finding out how I’m doing so if you don’t mind I’d really appreciate it and I again thank you so much for all that you guys do have a great day
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How To Scale High Ticket Sales – AJ Jomah – FHR #220
How To Scale High Ticket Sales – AJ Jomah – FHR #220