# How Trey Lewellen Made $100M in E-Commerce Without Buying Inventory First

## Метаданные

- **Канал:** ClickFunnels
- **YouTube:** https://www.youtube.com/watch?v=xj8PkruV9es
- **Дата:** 07.05.2026
- **Длительность:** 1:11:47
- **Просмотры:** 278
- **Источник:** https://ekstraktznaniy.ru/video/51014

## Описание

What if you could sell a product before you ever bought it?

Trey Lewellen has done over $100 million in e-commerce sales. He's been using ClickFunnels longer than almost anyone. And when Russell Brunson needs an e-commerce sounding board, Trey is his first call.

But before the warehouses and the team, Trey proved you could test products without owning them. That method is still how he validates every product today.

His breakthrough? 100 flashlights gathering dust in a closet. He listed them at $12 on a funnel, buying them for $5 on Amazon. They sold. He kept raising the price: $25, $35, $45, then $56. At $56, while Amazon sold the same flashlight for $5, he moved over 500,000 units in two and a half months. He used Amazon as his warehouse, only buying inventory after customers paid him. If the funnel flopped, he'd lose nothing.
That's still his method. Test first. Invest second. Never marry a product until you know people will buy it.

In this episode, Trey breaks down:

👉 How he so

## Транскрипт

### Bumper Intro []

The more I analyze this, what makes us different? Am I smarter? Am I using a different platform? Am I selling a different product to a different niche? No. So, what is it? They think the traffic is the problem. They think that the audience products the problem. The average conversion on a Shopify store is what? Wow, that's crazy. That's right. For every 100 people that come to a store, 98% of them do not buy. They leave. Kind of wrap your head around that. What's interesting is they never look at — Welcome back to another exciting episode of ClickFunnels Radio. My name is Chris Cameron and joined with me is my very charming co-host, Mr. Dante Terelli.

### Intro + Trey Lewellen’s Ecom Journey [0:37]

What's up, my man? — These [clears throat] get better and better every week. What's up, Chris? I'm living the dream, man. — Charming. — I actually think that one's true. They may not all be true, but I think that one is. So, I've heard, you know. Awesome, man. Well, this one is really, really fun. like our guest today has been in, you know, OG funnel hacker, right? Like one of the big biggest success stories and everything else. Tell me a little bit more about why you're excited about [clears throat] and I know you've got an intro ready. — Oh, yeah. For this guest, we definitely do. And dude, I am fired up for this episode. So, our guest today, he's done Chris, he's done over $100 million in e-commerce sales. $100 million. Our guest today is the longest standing record holder at ClickFunnels for the highest grossing and fastest growing ecom funnel in our platform's entire history. And pretty much a decade now, he's been the guy that store owners call when nothing else works. Even Russell Brunson, I don't know if you know this, Chris, but when Russell hits an ecom problem, our guest today is his very first call. So today, we're going to talk e-commerce like probably nobody's ever heard before. We're going to talk things like what the 2% of successful Shopify owners know that 98% of them don't, what our guest sees when he looks at ecom right now that most people are just completely missing, and so much more. So, without further ado, our guest today is Mr. Trey Llewellen. Trey, thank you for being here and welcome to ClickFunnels Radio. — What's up, guys? Good to see you. What's everyone listening? Hello. True. Man, we need to have like a What's that thing from the 70s? We need to have like a clap record on the back. — I could arrange that. Like I do that on facilitator calls. I could arrange that. — Oh, we might have to. We'll put that in post. Right. — There you go. — Dude, Trey, this is so exciting. Like uh you and I were just joking like it's so good to finally have you on the podcast. I think when it was Funnel Hacking Live International, um you and I were driving back from the airport over before you spoke and we recorded this whole podcast episode like in the car. It was like kind of an amp up for uh Funnel Hacking Live 10 and the footage is lost. It's lost forever. But we get to do this and I'm glad we're doing it now because I think some of the things you guys did with One Comic Club uh you know and all these other things are super relevant today. But before we start, — by the way, Dante, killer intro, man. Like these are great. I bet you that make you feel good, Trey. — Felt great. The only thing we were missing is I think we could say the longest lasting ClickFunnels user, — I think. So go you were like number two. — I was like, yeah, number three, number five. So which would, you know, intel that I'm — top 10 — probably the longest lasting as well. — And we're talking congruency there. He's saying the longest standing congruent Clickfunnels user just day in day out that software clickfunnels. com is always being used. I bet you're right on that Trey. It's funny. After all the times we've worked with you and after all the things I've been able to do for intros and all the accolades I've been able to share about you, I don't think I've ever shared that. The longest standing congruent ClickFunnels user maybe besides Russell and Todd. We're going to have somebody look it up. — We should look it up. I wish someone would. It' be a good be it'd be a good 10 year anniversary because I believe uh it's been 10 years since I've joined or maybe more now. Maybe it's 11 or 12 years. — I'm taking a note. We're going to look that up. — And you got tons of hardware to show for

### The Flashlight Funnel Story (How It All Started) [4:05]

it too, like from two comic clubs, two comic club X, and on and on. One of the things though that unless you've been living under a rock, uh especially in the ClickFunnels world, you know, you've heard Trey's story, the flashlights, right? I don't want to dwell forever on this too, but I also want to make sure we give that a nod because that's where this all started. Like, you know, you had been selling ecom products and so on and it took you a few tries to get this thing to hit, but then it turned out being like the biggest and fastest to scale to, you know, the two comic club and, you know, I don't want to do earning claims or anything, but multiples of that, even multiples of the two comic club X. So, how did that all start and why flashlights? Tell us just a kind of a brief version of Yeah, we'll give it I mean you can there's like tons of other podcasts I've done previously that you guys can go listen to for like a couple hours. So I'll give you the cliff notes. — Basically, uh we are in the gun space. We were selling ammunition and guns. You can't sell that on Facebook, newspapers, magazines, television, anywhere. And so we had to do what are called loss leaders or front-end trip wires or free plus shipping offers on the front. And one of those offers was a flashlight. Facebook allows flashlights. So we made a funnel around it. It hit really well. We were selling for $12 and we're buying on Amazon for five. So, we're making a little bit of, you know, some profit there. Uh, we kept raising the price from 20 12 to 25 to 35 45. We got up to $56 for that same uh $5 flashlight and we sold over 500,000 units in two and a half months at $56. — I mean, that is the cliff notes. You had that nail. — That is cliffotes what that grew to be, gang. Many of you have this flashlight in your car and this is a product that when Trey launched it, it was so successful the launch of it that the entire country was funnel hacking Trey. Like now this flashlight is still sold in like your Autozones and Apple Auto Parts and Dicks and stuff like that. And now it's turned into an entire product line where they have these whole cases in stores where you can get the flashlight, the key fob, all this stuff. Trey is the one who started the entire thing. It was wild to watch. bigger than that is not just was it a flashlight, but it was a proof of concept that no one thought possible. They before the flashlight was a thing u everyone thought they could only sell up to a $20 product where this was we were selling online — or just okay — total for affiliates because that's all we didn't run any of our own traffic. We all that all those sales were from affiliates. And so what we proved was you could sell a physical product more than $20. So what it actually did more than I will ever understand is it opened up a new vertical in the online dimension, online space because before that it was uh drugs and pills, it was romance, it was business opportunity. you know, those are still the three big players in the fields right now. But along came eCOM and we were kind of like the the show for that um to open that up. And that's where that's kind of what Dante's saying is everybody really leaned in to see what how is this happening? What's this guy doing differently than we've ever done before? And how is this even possible? Um, and that just, you know, opened up this huge Pandora's box because now every affiliate in the in the nation was calling us saying, "Hey, how do I how do I represent it? How do I push your offer? How do I, you know, do what you're doing? " And so, we started paying out. Uh, and that's how we did so many sales so fast. Uh, I mean, it was incredible. Uh, and we knew nothing. We absolutely knew nothing at that time. We were just running with it and doing as, you know, running as fast as we knew how to and it just took a life of its own. I mean, it's it was incredible. — Wow. Love this. Okay, Trey, we are going to have a fun talk today. For anybody who doesn't know, that's a summation of Trey's flashlight story. If you just found Clickfunnels or the world of entrepreneurialism or you just wanted to start building a business, please go

### The Biggest Misconception About Starting Ecom [8:12]

watch some other podcasts with Trey. He breaks down that story in great detail and it's a great one for you to have in your bank. But I want to move us towards the future. I in a direction that you can show people what it is to actually look at the world through a lens of ecom because it's vastly different than just looking at the world through like an expert lens like most people are used to seeing things like all Russell's books are all about. So — question you've been doing this for a decade. You've seen everything. Let's say somebody comes to you, Trey, and they're newer in this world. They haven't been doing this for too long. They haven't had the revelations come up yet, but you see them grinding every day. They're doing the things. They're running ads. They're running organic marketing. They're making their posts. They're sticking to it, too, and not being lazy, but they're just not having any real success. What do you think you're going to see in their funnels or in their process that's holding them back? Well, I want to take a step back before I actually answer that — because how you started that question was people looking into ecom — and maybe they're not selling yet. Maybe they don't have Facebook ads and they're just trying to figure out where do I get started. I there I think in this time right now there's a big misconception and probably has been for the last however many years Shark Tank's been running. Shark Tank gives a very bad uh glimpse or you know this vision of you have to go invent products before you get to sell products. — And I want to kind of stomp that real quick or smash it or whatever you want to do. But — to sell online you don't have to patent a product. own invent a product. There are products out there called OEM products. And OEM just means there's not a patent on it. It's owned by the factory and you, Dante, myself, and Chris can sell that at the same time. And we just put our brand name on it. I think the biggest example that I could give you right now of this just happening right in front of your face is a store called Sharper Image. M — and if you go to Sharper Image in the mall, on online, you know, um it's all boxed and created as Sharper Image. Sharper Image makes projectors, but Sharper Image also makes pillows. No, they don't. They just — They don't make any of it. They just brand it as Sharper Image. And they put a huge price tag on that branded box. That same pillow, that same projector, that same drone is also for me to go out and sell as well. Not under Sharper Image name, but under my own name, under the Trey Llewellen brand or under the Chris Dante brand. So, the best thing about ecom is you don't need to be an inventor. even go purchase inventory. You don't need to have um a following. You just have to have a product, a product that people are willing to buy. And those there's thousands if not hundreds of thousands if not millions of those types of products in the kitchen space, automotive space, gardening space, uh, aviation space. Like there are products everywhere that you know you look. You can probably go look in your garage or look at the things that you purchased last. And just because it has a brand name on it doesn't mean that product is patented and is owned by the person you purchase it from. So that's the good news, right? We bring good. — So this is white labeling. — Just what's called white labeling. Yeah. Now, — yeah, — you might be thinking, okay, well, is he talking about drop shipping? Maybe we kind of take it up a step of, you know, drop shipping where you go out and you plug your, you know, storefront, your Shopify store or your ClickFunnels onto a — onto some sort of drop shipping website. I'm not talking about that either. You know, we don't drop ship anything. We test it before we buy it. And then once we've tested it and uh saw that it's a success, you know, put the stamp of approval on it, that's when we go and invest inventory because now we have cash that we can go get the inventory from which our customers paid us to go and do. That's the beauty about how we do it is I've had client after client come to us. Dante has witnessed some of those. Oh yeah. Um, obviously I've witnessed them over the last, you know, decade of doing this. But the misconception is I have to go uh think of a really cool idea, a really cool product that's going to sell and I'm going to go invest money into it. manufacture it, go build the molds or whatever, or go get one of these OEM products, put inventory in my garage, and then build the sales page funnel and then build the storefront all to figure out that it was a dud product. And that is the most ass backwards way that

### Why Most People Fail Before They Ever Launch [13:05]

you can start a business. And that's the most — most people do it that way. — That's how I did it when I started. I was like, "Oo, this thing looks cool. I think I can sell that. " And I didn't even consider, "Do people want this? " — Mhm. Should I try selling it? — People do this with info, too. Same thing. And they put all this time and effort in their info or their webinar, and it's like, whoa, whoa. Do people want this? — Yeah. Well, what am I going to sell them when they buy the ticket to the show? You know, that's like having a show that doesn't exist and you're selling these tickets. And so, I think what really happens is people think they're scamming people, you know, like, oh, I'm a scammer because I'm selling this product that doesn't exist yet. I have no training videos. I have no backend. I have no like when they log in, it's a blank screen. Right? Now, there's ways in the expert space to do that. There's ways to do that in the ecom space to sell a product that doesn't exist. You don't own it. You don't have it. You don't inventory it. But just to figure out, get a pulse on the product to make sure it does have life. And once it has life, hey, game on, buddy. Like, let's freaking rock and roll this thing. — Totally. And I think what you're saying right here is test it. — Yep. — You know, I mean, gosh, there's millions of products here. Like, go buy 50 of those microfers and see if you can do it with that, right? — So, I don't have to go buy those. They've already been bought. Someone already owns those. So, I when I sell them, only until I sell them is when I go grab them on Amazon. — I see exactly what you're saying. Yeah. short selling a stock just you sell it first then you buy it. — That's right. What you just said is I go buy the 50 off Amazon. Okay, I only got 50. No, I got zero. — I want zero in stock. — So smart — when I sell it because the day I sell it. Okay, now I got to go get some inventory. — But if I ran some ads, ran some traffic, and I got zero sales, guess what? I'm I have zero inventory. — You're just promising to deliver. That's all you're doing. So now you go deliver. — That's right. Yep. It's — genius. — It is. It's absolutely genius. And it works. — And it's something simple, right? It's something simple that people aren't thinking about. They think, "Okay, well, let me buy just like I said, right? Let me go buy a small inventory. Let me test it out. " — Waste. — Go test it out. — Waste junk. Trash. — Wow. So good. — Yep. No. No minimum order quantities. It doesn't go in your garage. That's just And that's how everybody thinks about ecom. That's how I thought about it. You just thought about it that it it's not If you're thinking about ecom that way, I really need you to know you're not wrong. It's not your fault there. Like Trey really alluded to, there's so many outside forces trying to teach you things and trying to paint ecom in an untrue light. You never have that, right? Like you don't fill up your garage full of products before you've sold any. You just you if you're if you've never sold an ecom product and you're listening to this right now, you don't ever do that. — I just I don't know if it if people are that's just what they know. that's the only way they've ever been taught or they watch a YouTube video on it and now the guru who's teaching it that's the only way they know to do it and so that's what they teach — y — right and I you know we did the same thing that's how kind of how the flashlight story not to bring it up again but happened is we had inventory of these in of like a hundred of them sitting in a closet I tripped over them one morning trying to get to our remote control helicopters I said let's sell these pigs and then we put them on a funnel and we sold a lot of them I said, "Well, now what? " So that — just tripping over inventory millions of dollars, — right? And that was pain for me. I didn't want to have inventory anymore. So that's kind of where light bulbs started to go off is oh wait, — what if we what if how what if we were able to sell products without owning any products and that's kind of where this what's called arbitrage started. — Totally. So to catch you up just on that question I just asked basically you see somebody doing ecom not dabbling not thinking they're doing ecom and they've been intentional about it for months. — What kind of things do you see? Number one thing you see is inventory. They've tied themselves down to inventory and

### The Real Problem With Most Shopify Stores [17:03]

now they're doing everything they can to sell that inventory. And if that inventory is not good, if the product is not good, they're still tied to that product and they continue to churn their wheels trying to sell that product because they're tied to it. Is there any other things that you see that is common mistakes they might be making? — Well, one, you're right. They got married to the product. — Yeah. — And it's and a divorce takes a long time. — So, that's hard, right? And um Yeah. — Um you know, I think this is pretty profound and I'll say it like this. Most entrepreneurs or online store owners, they they think it's the traffic. They think the traffic is the problem. They think that the audience is the problem that so like the niche or the market, the niches are the riches are in the niches. Um they think it's the pro the product's the problem. They think the they need to add another widget or the or something. But what's interesting is they never look at the store is the one thing they never question. [clears throat] — They never question is it just the store because I've tried the products, I've tried the store, I've tried the ads, I've tried the niches, I've tried the markets and I can't get it to work. So they they focus on those four primary things when in fact it's the thing they forgot to focus on which is the store itself. — So when we look at the store piece I mean interesting about stores man is Shopify is great. Okay, don't get me wrong. I'm not saying go ditch Shopify. Um, you know, it works for a lot of people, which is awesome. But I think it's a fun thing. You can do this lookup. You can check fat fact check me, if you will. But, um, you know, if you look at how Shopify is designed, it's designed for what I call browsers versus buyers. And yeah, — what I mean by that is, you know, people come to a Shopify store after they believe in you, they trust in you, and they liked your products. So in order for someone to buy from you, they have to do three things need to happen, right? This kind of Wolf of Wall Street material out of his book, but they got to believe in you, the company, and product. So three things, right? So they got to trust you, trust the product, and trust the company. If that doesn't happen, then the Shopify store is a browsing platform more than a buying platform. Where a funnel comes into play is we're able to attack all three of those rather quickly where the where we are able to get them to believe in us, believe in the product, and believe in the company. The one who's, you know, the person who's selling the company who's selling them that product. So, a funnel is a fantastic front-end conversion machine that allows you to grab as many buyers as you can. What I was getting to was the Shopify stats. So the Shopify stats uh where you can go fact check me is you know only 5% of the Shopify stores currently in existence today which is like 6. 9 million stores which is a fantastic number uh only 5% of them will be in existence online in 10 years. So 95% of them will be out of business in 10 years. That's their churn. That's the Shopify typical churn rate. Um the average Shopify store brings in 50,000. It's like $53,000 a year in revenue. So at a 10% IBIDA, which means basically after COGS and overhead and all this stuff, um you're making 500 bucks 10%. A month. So you really can't quit your job or pay for your groceries or fill up your tank a couple times at 500 bucks a month. You need something different. You need a new lever, right? And that's where these funnels have to come into play because they're so much better at converting a firsttime buyer or a lead than a Shopify store will ever uh be because let me give you a great example — please. is, you know, uh, and this is more for the spouses, for the wives, because us men don't do this, but when the girls are looking for

### Funnels vs Shopify Stores (The Conversion Difference) [21:09]

dresses, right? My wife will be looking for a dress or an outfit or a cocktail dress, and, you know, these stores will come up on her newsfeed and she sees like this beautiful black dress or this beautiful red dress and she clicks on that dress and it just takes them to a category page of dresses. — Well, she doesn't want to go to dresses. She wants to go to that dress. She wants that dress that she saw on the ad. — And too many times that happens to where we're getting all these random clicks and they go — happens all the time. We're just looking for furniture and it was this. — I was like, "No, I want to see that bedroom set that you just showed. " And then I had to get on ashley. com or whatever and I'm lost going I wanted to see the collection that came across on Instagram or whatever. Wow, that's crazy. Yep. — Yeah. So, there you go. — I didn't even realize that was a frustration until you just told me, Trey, but I'm mad about it. It's a it's well it's a frustration. It is a massive frustration and — I got to make it a fascination now. — Fascination, right? Like there you go. So now So I'm taking my wife's frustration and I'm saying, "Wow, that's really fascinating that she's frustrated at that. " — Interesting. — So how do we solve it? — Yes. — Well, would it be better, babe, if uh you know, you clicked on that black dress and it went to that black dress. She's like, "Well, yeah, that's what I wanted. " Huh. Interesting. So, what if I created a funnel or a site only talking about that specific dress? And so, that's what we do. So, basically, the ad is the dress, the sales page order form, you guessed it, is the dress. — So, it's congruent throughout. When you

### Why Congruency Changes Everything [22:40]

lose congruency, well, you got a confused buyer. And unfortunately, — a confused buyer never buys. They got money, they're ready to buy, credit card in hand, but now you took them somewhere else that they didn't want to go. — Is it still makes sense once the purchase happens or anything to ever just drop them off and say, "Hey, also you can get a bunch of other things. " I know we have upsells, one or two. Do you ever take them to just like another wall of like, "Hey, here's all the other things. " — So that goes back to another principle we have. A buyer is a buyer is a buyer. So, this comes from the grocery stores example where you got all your groceries done. You got a cart full. You're ready for checkout, right? You are beling it to the checkout. Kids are screaming. You're ready to get the heck out of there. But what's at the checkout? More stuff to buy. Tic Tacs. You got gum. You got lighters. You got the knickknacks, the magazines, all the little trinkets, you know, and candies that that you don't need. And then what's interesting about our grocery stores here in St. Louis is even past the checkout line. I've swiped my card. My cart is done. I'm rolling out receipt in hand along the windows. Maybe you guys have this too are the seasonal products. chairs. Like right now it's summer, so chairs, barbecue grills, charcoal, you know, all the things when I just I'm like, and it's like one of those reminders like, oh yeah, let's, you know, let's just grab some charcoal real quick. Lug it over the shoulder, go back in line, swing the credit card through. So even though I said, "Hey, I am done buying. " The cashier told me I was done buying, but I wasn't done buying because a buyer is a buyer. So to answer your question, yes. when they go to our thank you pages, we say, "Hey, you love your product. You love the black dress for the example that we're using today. Um, by the way, we have other dresses that you might want to check out. If you love the black one, you're going to really love this red and blue one, right? " And so, you can click here and go to our Shopify store. Now, guess what? That user trusts the company, trusts us, trusts the product. So, it's really easy for them to click that button to go to our Shopify store. That again leads them to the right product, not some category page, but to the specific product we're selling. And we get a lift. We get about a 3% lift on that. — Yes. Now, there's a new company that came out 3 to four years ago called Rocket RT. But ROKT, what it does is instead of me taking them to a Shopify store, it does what's called a popup window. So, it doesn't matter if they're on mobile or if they're on a desktop, it pops it up. And as the as your user has been shopping, Rok is running in the background and it

### Passion vs Profit (Do You Need to Love the Product?) [25:26]

saw who that person was. So it says, "Okay, this is Chris. Okay, this is Dante. Okay, this is Trey. " And it knows you by your email address and it goes and finds offers through its rolodex of offers it feels that you will convert better at. M — so this is now dynamically giving the best highest optimized offers to each individual that's going through your funnel. — Mhm. — So instead of 3% maybe we're getting 5%. So almost a lift of a double. — Yep. — And I don't have any inventory. customer service, customer care, shipping arrangements. It's pure affiliate commissions ran by an AI of offers. — R O KT. I hope people are writing this down. — Yeah, it's great. — Some people get so hung up on this idea and we don't have to stay on this long, but I'm curious. — They get hung up on this idea of like I got to be passionate about what I do. Like if I like golf, I have to sell golf. Or if I'm a skier, something has to be their identity. It's like, well, I'm interested in this. I'm good at this. So, how do you find maybe the products that you want to do? And do you have to be passionate about them? — I think it's a good thing to be passionate. Uh, I really do because then you know the niche. — So, I'm a fan of getting into a niche that you do know. Um, there's I mean, the riches are in the niches. Uh, every niche is profitable. Uh, you know, don't niche hop. Every niche has its quirks. Uh, every niche has the things you got to kind of figure out. You know, like just because you flopped at it doesn't mean that the next guy's going to flop at it, right? I got a lady right now in one of our communities. She's getting into um you know this cruise industry and she's like I'm passionate about cruises. I'm going to go sell shirts to cruise cruise fans. I don't know cruisers. And — I like cruisers. Let's go with that. — Cruisers. We'll go cruisers. Yeah. And so again a p like see I'm not using the language that I probably need to be using. Uh but ironically enough she's doing great. She's got members joining. She's got people like excited. Like it's amazing. But just nine months prior to that, I had another lady join our community and she tried to be in the same niche as cruises and she failed. She failed at it. She stopped it. She tried it for like 30 days and gave up. So, is it the niche or is it the training passion? — Well, you watched it. You watched them both do it. Tell me, Trey, what was it? What made number two win and number one not? — Oh, I think a lot of it is fear. You know, we let the devil run our lives our lives and the devil wants us to work that nineto-five job. — Fear drives us more than we ever want. You can be the most knowledgeable person. You can read all the books about swimming and never be in a pool because you're fearful of drowning. — You got to get in the water to swim. — You're blowing my mind today, man. Like it's all simple stuff that people just need to dive into and see like if they didn't know what they wanted to do. Do you think having something that they are I mean obviously said this but should they consider things that are outside like I give you an example you use the flashlights and it was gun industry but it was still somewhat maybe aligned like do you get stuff that's maybe just on the periphery a little bit and say okay let's start to test this and expand this a little bit and find the one that hits maybe doesn't have to be in their niche. — For sure. Yeah. I mean, you know, we're not in a niche, right? So, I've we were in a niche. So, we started with guns and ammo and then now we've derived over to do products and. com products is like a Black & Decker. It's like a um uh you know, a Sharper Image where we just kind of have a smores board of products that are like really heavy hitters, right? And they're like different niches. So, our database isn't as optimized as someone who has an aviation niche or a garden niche or a plant niche or uh a homeopathic niche, right? Like those emails are going to be different than ours. I think those are I think that's the better route is the niche route. I like to have niches that are over a million people. I don't like micro niches. Um you know, those are a couple like of the staples that you know I preach is over a million people. uh the niche, I want the people to be doing or thinking about that niche at least once a week, right? Um if within seasons. So if it's baseball niche, well, you're going to be out of season. — Makes sense. — So you want in within seasons, I want them doing it, touching it, feeling it, buying something for it at least once a week. — Yeah. Like aviation million people, right? Avi Yeah. Mill like for aviation. Aviation falls outside that though. aviations, there's 400,000 pilots uh in in the United States, but we were able to still make it work. So, again, there's caveats. Again, like I've been doing this for a long time, so I can kind of like get into a niche and like make it work just because I mean, I have 10 years of data right in my head that just now kind of operates and works. But that's the difference is you can go try to watch YouTube videos and try to figure out yourself, which you'll probably get there. You know, you'll probably get to the same destination, but it's like how fast do you want to get there? take three, five, 10 years to figure it out or do you want to, you know, learn from someone who's already doing it and still doing it and learn the right way of how

### Funnels on the Front End, Shopify on the Back End [30:56]

I would do it if I was in your niche? And that's where we train these people of how to do that. — Trey, you've worked with so many brands. I mean, so many brands over the years. A and what you're saying right now, are you basically saying that like just put a funnel on the front? Just take a product, run an ad about a product to a product that is on a funnel, sell that product and generate buyers, and then use your store on the back end. — Mhm. — Because that's been the recipe for years. It's been like, when did Shopify release their blog that literally says, "Put funnels on the front end, put your store on this. " Years ago, but it's still the thing — and you're still doing it every single day. Yeah, you're right. But something else to that is we have competitors now outside of Shopify. — We have Tik Tok Shop. — Yep. — Uh — yeah, that's a new thing, right? Yeah. This live selling. — We got there's live selling on Tik Tok shop as well. There's uh Stripe and Facebook have now made a pact where we are going to now be able to sell uh products on Facebook from the newsfeed itself just like you are Tik Tok. And what's really interesting is uh I got a call last week from a client. Not she's not a client yet, but it was

### TikTok Shop, Live Selling & Buying Psychology [32:14]

really interesting. The phone call that we had, she said, "Hey, I was able to sell $300,000 a month of my product on TikTok and now it went to zero. What's the next step? " — Oh, what happened? That's what I want to know. — Well, it fizzled out, — right? on that traffic source on that specific traffic source that fills it out or you know I mean she's got great UGC now I mean got tons of you know user generated content but again there's only so many audiences on every on every platform such as Facebook YouTube television magazines newspaper billboards local news like people what I found is people buy from different uh platforms uh and they and and how they buy is different. So, I might be running Facebook ads, but I only get the people who buy from Facebook. There's a lot of people who don't buy from Facebook because they've been scammed before. The news is saying, "Hey, you know, anything on Facebook is a scam. Don't buy from there. " So, they're eBay buyers — or they might be phone call buyers like a QVC. Hey, call in to buy from us. or they might be a newspaper buyer or a mail-in ballot buyer. So, hey, we send them a direct mail. You fill out this little sheet. You put your name on it and come, you know, put a check in the mail or put your AC information and then we'll send you the product. Like these, you might be think I'm crazy, but these are still happening. — There's an older audience. — Older audiences. When we sold the tactical flashlight, uh, you know, we'd get phone calls in or we'd do outbound calls because there would be people who couldn't create an order on our funnel because they did not have an email. — So, holy crap. — We had to train our call center how to create Gmails for these users so that we could place orders within our CRM.

### Customer Experience, Negotiation & Understanding Buyers [34:17]

— Wow, that's nuts. But think about that, man. Like again, why didn't you buy? I don't got an email address. It says required. — But I picked up the phone. — Okay, cool. But now we got a problem. In order for my CRM to allow an order to go through, I need an email. Trey, what do we do? What do we put as the email? Well, that's something we got to fix. We got to course correct. So, here we're listening to the buyer. We're course correcting, finding solutions to the problem, and then executing. So, I think there what I'm getting at is, you know, when we're selling online, we think it's this or we think it's that, but no, it's it's usually something completely different. Or you have all of these buyers ready to give you money and you just don't know how to collect cash yet. Or or [clears throat] — you're not willing to collect the cash because it doesn't follow your cadence. Oh, what do you mean by that? Yeah, — great example. How many times have you gone to a restaurant maybe like a Starbucks or No, now Starbucks is a bad example. Um, like a uh we have St. Louis Bread Company here. So, it's called Panera Bread probably as you know it. We call it St. Louis Bread Co. — Yep. — If you go to St. Breadco after 11 a. m. in the morning, Central Standard Time at 11:01, you cannot order an egg sandwich. — If you go to Chick-fil-A at 10:01 and you're in the drive-thru, it's 9:59. That dude got that guy got an egg sandwich, an egg McNugget, or whatever you want to call it. — Hey, Trey, it's 10:30. I know this. I know this one. It's 10:30. — 10:31. Oh, sorry. We Sorry, we switched over to lunch already. Can I get you a chicken sandwich? — Right, — bro? You didn't like you just you just like you counted the amount of eggs you knew how many people were coming through the line today to know to the tea of the number of the time that you would not be able to serve another egg like you're telling me that there's not one more egg sitting on your counter right now that you could easily crack and put it on a sandwich. No sir, sorry. It's against our policy. — Yeah. So many times as online business owners or even retail owners or fast food restaurants, they got buyers with credit cards saying, "I want an egg sandwich. " And they're saying, "No, sir. We can't do that for you. It's 10:31. What would you like for lunch? " — So, we say no to money because it's against our policy. Like, what in the world are we doing, guys? I think a further point to that Trey is like a lot of times our employees are just like I am going to do exactly what the policy is and everything else where man let's just help these people out because I think that's what we're in more than anything is the people business if we break it down and everything what do they want how do we get there — 100% you know we're talking about you being on the side as the owner offering products to the consumer and I would challenge everyone listening to this podcast to try and negotiate as the consumer with the owners. Meaning, when is the last time that you went to Target or you went to Walmart Home Depot and you're in the checkout line and you negotiate the price of a product? — Never. — Try it. Now, I my best story on that is a Home Depot story where uh I was looking to purchase a snowblower and the snowblower was 750 bucks. And so I did the uh the walk away close. So the walk away close is I took I put the snowblower in my cart for 750 and I get it to the cash register. It's the only thing I was buying and I ring it up and it comes up to 750 and I was like, "Oh, 750. I thought it was a lot less than that. And uh the lady, you know, she's a cashier, right? So she's like, "What do you mean? " I said, "Oh, I thought they were like 500 bucks. " And uh I was like, "I I would take it for 500. " And she goes, "Well, I mean it's 750. " I said, "Well, why don't you just can you just ask your manager and uh if I can get it for 500? " She goes, "Sure. " So she radios the manager who knows where he's at. And she's like, "Hey, there's a you know customer up here. He's got the snowblower. He and it's for 750, but he's saying he'll take it for 500. And the manager goes, "Well, what's the skew on it? " And so she reads him off the skew and you can hear him like typing over the walkie-talkie. And he and he doesn't know I'm listening, right? And so because he thinks I'm in her earpiece, so she she's got him on speaker and he goes, "It's our last one in stock. Let him have it. " — Nice. — So she bop 500 bucks snowblower. Wow. There you go. So — now, did you sell it for 900 bucks 10 minutes later? — I should have, but no, I still own it. Arbitrage, right? It's great. So you just never know like what's it hurt to ask, — you know? — Well, you can use this if we go back to what we're talking about with ecom, like okay, let's say that you go and find this product that is the one that you want to do. You can use that same skill now to say, "Okay, I'm going to go, you know, bulk buy this, but I need a crazy deal or something because maybe you sold a thousand of them and you come down to that person and they want five bucks each — for these flashlights. You're like, "Hey, I'll buy a thousand if you'll do it for three. " — That's right. At the end of the day, we're I'm just training you to always be in negotiations — because what I'm getting down to is your P& L statements on a company. So full circle now is we're back to ecom and you're going to have a P& L which is a profit loss statement which is going to have all the expenses to your company such as your shipping cost to ship things into your inventory your warehouse or to ship things out from your warehouse to your consumer. You're going to have merchant percentage uh costs such as how much the merchant is cost charging you to run a transaction through their mid. Right? All these things can be found on your P& L as a line item. And so what we train our students is not only just to go out and negotiate, you know, and have fun, but that trains them how to be really good negotiators towards their P& L statements. Things that most business owners, especially new to ecom, don't know that are up for negotiation, such as calling UPS and saying, "Hey, uh, my rate for a package for a one pound parcel, uh, ground is $10. Can I get it for five? " Hey, Stripe, you're pay you're charging me, you know, 2. 3% on a transaction. Can I be have it at 1. 3 saves you a percent. That's a dollar for every hundred. Adds up when you're doing millions of dollars of transactions, — right? So, all these things, hey, when um when we get a refund and someone sends their product back to our warehouse, we have a docking fee or put it back on the shelf fee. Can we negotiate that? Hey, if I put out so many orders, can we wave that return fee? Hey, you're charging me a uh a percentage or a price to have a pallet on the ground at your warehouse. How do I get free inventory sitting in your warehouse? And all I'm just doing is paying your pick and pack, which is to pick the product out, to pack it up, ship it out, pick, pack, ship. Trey, as you just said, you're doing million millions of dollars in revenue. Limiting belief popped in my mind. Million dollars in revenue. I can't do that. Selling a product. That's crazy. Why did that pop in my mind? And why am why might that also be popping in everybody else's mind listening to this right now who are

### Fear, Risk & Why Most Entrepreneurs Stay Stuck [42:00]

maybe just making that 50 grand a year, right? Like why can't we conceive that? Have you found a trend in your students along the years? — Man, again, it comes back to fear. — I really think that fear the more I analyze this against, you know, like what makes us different, right? Am I smarter? Am I using a different platform? Am I selling a different product to a different niche? No. — So, what is it? It's fear. Fear of rejection. You know, like, why don't you date? Why didn't you marry the cute girl in high school? I was fearful to ask her out. — I mean, did you ever ask her to know that she said if she would say no? No. Well, you're a loss. — Right. So, you know, I think it really comes down to that is the devil, you know, you're we allow the devil to lead us versus allowing our passion to lead us and our love to lead us. We allow fear — to hold us back. Uh, I would say the same thing though is maybe they just don't know how. — You know, I would look at weight loss as a great example to that or their priorities aren't there. Million dollars a month sounds great. I got other things I got to get done first. — Yeah. — You know, I got a nineto-ive job, Trey. When I get home at five, I'm tired, dude. I'm tired. I got kids. I got dinner. I gotta go to bed. I gotta get up early, right? My wife wants me doing the honeydew's. Like, I don't know where you want me to find time, right? So, Tony gave me a gift. Uh I've been given many gifts from many mentors, but one of those gifts, — the Tony, — yeah, the Tony Robbins. — Tony Robbins gave me a gift uh through a podcast, not even at one of his events, but uh the gift was net time, you know, non-existent time. So time that you know we utilize during another event or another thing that we could be doing such as like you know oh I'd love to read this book but I don't want to sit down and read the book. So you might get an audible to listen to while you're

### Priorities, Time Management & “Net Time” Thinking [44:11]

doing another task such as driving. So you can do two tasks at once uh a lot of the times you know or hey um I don't have to I don't have time to make this phone call. Well, do it while you're driving or on your way to work or like where's those times where you're spending uh time doing something that you know could be utilized for something else. So, I'll give you a little bit better example of this is where I found some net time for myself. So, basically, um I've kind of been on this journey of losing weight and getting in shape and doing all those things. And one of the things that my coach has been very uh prominent on is get your walks in, get your steps in. And I and I'm like, dude, like I'm getting here an hour early. I'm on the treadmill. I work out with you for an hour. So I'm two hours into the day and it's if it's within the working day, okay? Um and I'm hitting 10,000. And to get another 5,000, I gota go for a 30 minute um walk to get that other five in. and he's like, "Figure it out. " So, I figured it out. So, what I do now is I actually um drive my car to work. I put a weighted vest on, 20 pound weighted vest, and I walk my ass to the gym. It's about two miles from here. — So, I walk to the gym, which takes me about an hour to get there. No, it takes me um if it's straight, if it's if I beline it, I can get there in like 30 minutes. But, I'll take a long route. It takes me an hour. So, I'm still getting my morning walk in. However, I have forced myself now that when I'm done with the gym, I have to walk back to the office with a weighted vest. — Yep. — For those 30 minutes. So, during that net time, which I mean, I'm drive I would be driving from, you know, the gym to the office from that point in time. Anyways, I found myself doing other things such as, you know, just goofing off or going and driving a Starbucks or doing something. Well, now guess what? Starbucks is on the way. So where do I go? I got I beline to Starbucks. I walk there with a weighted vest. I walk in with a weighted vest, which looks strangely by the way. And then I walk out with a Starbucks with my weighted vest and off to the office I go. So I found time still within the same day in the same constraints of my day to get the other 5,000 steps in. But I'm able to have phone calls during that time. I'm able to listen to podcasts a book during that time or just have you know zero thoughts in my head which never happens of just like no sounds right just listen to the birds and let the wind go through my hair of time but you know rain snow whatever like it's a journey — it's priorities — yeah it comes down to priorities it really does — yeah I agree with you 100% Trey it's priorities like anytime you say yes to something you are 100% saying no to something else so you have to figure it out um I did like it was funny we were really kind of like talked about ecom a lot. We've sold said some stories about you, but you and Dante have taught a lot of people on ecom o over the years and especially most recently you and Dante. Any one or anything like standout in particular

### Real Ecom Success Stories + Transforming Businesses [47:18]

that uh that the listener should hear about? — I have quite a few stories. Uh one gift that I got we're talking about gifts, right? Russell gave to me was this app called Voxer. And um — you know, you get it's kind of like a walkie-talkie system where you talk back and forth. And what's cool is if you get a good Voxer, someone who had this big epiphany or this big win or like this big whatever in their business, you can star it and then save it into stars. And so like if I'm ever feeling down or like am I doing the right thing, I just go to that star file and just like listen to those and they're just, you know, really cool of how we're changing lives. — I didn't even know that was a function. I just learned something. There you go. — Um, so, so I've saved those and you know, I'll listen to them time to time and one of the ones that always kind of, you know, comes up because I start from the top, move my way down is this client name, uh, his name is Stfan. And Stefan is a great story. He was uh had a Shopify store selling products. He was doing really good. He's doing like 80K a month, I think, at the time. He came to us. Um so you know wellversed with how things work online like how Shopify works how ads work all the things he was breaking even though some days you know he was not making any money and so he wanted to figure out like what is that next step what is that lever we talked about that earlier in the podcast is what are those extra levers that I can add on bolt on to my business that allows me to kind of get the next leg up right and ironically he saw a webinar we did with Jason Fladdlin — and uh where in that webinar we gave the opportunity to come to St. Louis for a workshop. And it's been many years since we've done that, but uh he came to this workshop in St. Louis is a it was a two-day workshop and basically I show people how we build funnels with their products. So, hey, here's the funnels we're going to do. Uh we give them our share funnel. So, basically, you know, our funnel now is their funnel and they just plug in their products and then we show them how that kind of all works. So Stfan comes in and I remember I actually have a video of him just because his eyeballs became like he saw a ghost. Uh we're mid we're pretty much ending the day one and you know he's a wizard. He's a genius and he had already finished it and he'd already started traffic getting sales — and I remember videotaping him his testimonial and uh saying you know what are you what's going on? What are you witnessing? and he goes, "I've never seen conversions like this before. " And he said, "I told my wife that um you know, I'm going to go to this workshop and hopefully I'm going to come home with some, you know, nuggets. " And he goes, "I already called my wife and I told her our life is changing for once and we're going to make, you know, we're going to be able to make a difference. " — And it was just it gives me goosebumps talking about it. But uh but then I — make a difference, not go make a bunch of money. Make a difference. Yeah. Make a difference. — That's so cool. — And so it's really cool. Like I think uh what they're looking for is they're they made so they saw the money. Uh they saw the conversions. Uh we actually added recurring. We added I added a continuity piece during the workshop for him. So he had like checks coming in every single month. Now he didn't have to worry about conversions anymore. He just worried about uh how much money and where it was going to go uh every single month from the recurring. And one of the things that he built into their business was donations to um you know animals and dogs and so rescues. So it's really cool. So they're giving like portions of the money to rescues and that was like their mission. That was like the thing and they came to the workshop. they were able to figure it out and now you know they're able to push millions of dollars in ad spend towards their products be break even or profitable and they got that huge recurring on the back end where you know let's just say you got a thousand people paying you 20 bucks a month I mean that's 20 grand a month that's $240,000 a year that you got coming in that will that'll supplement most people's income y — uh in America you know with the average household income at 110 that's two people married making that same amount of money of 110 not individually but as a whole they're making 110 this you know recurring is 220 it's double that and it's only one person so yeah that was that he's a great case study um I mean but he did nothing different than anyone else he followed the system he got the same templates that we have he plugged in his product and voila you know it made sales it's like they see it as magic but it's not magic it just it works — it's a formula — and that formula all you're really saying and that is he stopped directing his traffic to a store to a directory that has tons of choices and decisions for customers and he just started taking his traffic and

### The Conversion Formula Most Store Owners Ignore [52:01]

he just plugged in a funnel took his traffic right to a funnel that talked about the product and did the thing and boom there he goes high conversions — yeah that's amazing [clears throat] outperformed Shopify yeah Shopify interesting enough like that the average conversion on a Shopify store is 1. 6% 6%. — Mhm. — So that means — is that right? — For every That's right. For every 100 people that come to a store, 98% of them, 98 out of the hundred that come to your store and do not buy do not buy. They leave. — 98. 5. — Just to just to kind of wrap your head around that. That would be like Target having a 100 people come to the store and 98 people skip the checkout line and go back home — because you have a belief. — You have a belief about when someone clicks your ad and I love how how you phrase it. What do you believe when someone clicks your ad? They are — their intent to buy. — There it is. And then that means if they click your ad and they have intention to buy then if they don't buy at some point we have unsold the customer. — You did — Trey. I love looking at ecom that. my stats that way. It has changed everything for me. And then you get to go back and look at your funnel. Well, where am I unselling my customers? And you find it and you fix it. — Yeah, — correct. — Let's eliminate the anti- sales department. Let's just find where it is and let's eliminate it. — That's right.

### Finding Your “Why” Beyond Money [53:29]

— Uh — 100%. — Trey, we could go for hours. One thing that I love with the Stfan story, too, is like the impact. And I don't want to glaze over that. I think one of the beautiful things about ClickFunnels, ClickFunnels Radio, uh this whole community, uh you and what you're doing with ecom, it's not all just about the money. Like there's a mission behind it. It's driven. And there's so much impact that can happen for good. And so I don't want to glaze over that, but just — people need to find their why beyond the money, too. So I think that's I think that's really cool. Anything to add on that? — Uh I do a really cool exercise with our students because most people aren't ready for the money. And when you're not ready for the money, you don't know what to do with the money. — Yeah. They don't got the cardio to go run a marathon. So you give them a million bucks, it could just be damage. — Yeah. I mean, that's a great way to put it is Yeah. So, what we do is a great exercise. Anybody can do this, but basically I'll give you $1,000 today and then tomorrow I'm going to give you double that. two grand and then on day three I'm going to give you four grand and on day four I'm going to give you eight grand and 16 grand and then 32 grand and then it I think it in 20 days it adds up to like I think it's comes to 16 million a day and then 32 million a day. The exercise is what are you gonna do with the money? So, here's two grand. That's easy, right? I'll put some some money in Facebook ads or go buy some product. Cool. Now, tomorrow you got four grand. A full flush new four grand. Now, what do you got? You got inventory. You got the ads. Now, what are you going to do? The four grand. Oh, I'll figure that out. I'm going to go buy a car. I'll buy an office or something. Get a lease. Cool. Tonight, tomorrow you got eight grand. What are you gonna do with that? You got the car, you got the ads, you got the product. So, real quickly, within about five days, people run out of ideas. M — you know 32 64 grand. I'm like okay tomorrow you got 128 grand — and you got all the inventory. You got the business. You got the cars. You got all the things. Now what are you going to do? You got 124 grand. 20 and you have to spend all of it. It really puts you in a different mindset because no one ever thinks about money because they only spend the money they think they can make — and they're just not ready for it. — Yeah. I don't think I've ever had anybody say that. Like we've always done this. Oh, let's find your seven layers of why, — but this is the reverse. Like, that'll help you find it as well, too. Like, you got all the money in the world. Now what? — Money. Money is make believe, bro. — Wow. Yeah. — Now, humans, there is no money. — I'm in my own head right now. Like, huh, day 14. I'm I don't know what I'm doing anymore. — I'm going to go do this exercise with my wife. Except for, you know, that could be dangerous, too. But — yeah, she might not run out of ideas as fast as you, huh, Chris? Well, that's okay. I don't think she's making it past two weeks. — We'll see. — Yeah. I mean, it it's incredible. So, okay. So, you got a jet. fast fancy car. So, you got a nice house. You got 16 million coming in tomorrow. What are you going to do with it? — Yeah. And I think you come to realize too, I don't know, like listen, I'm not at the level anywhere close to where a lot of people are, but I think you get to a certain point and especially age too, and you realize nobody cares. A lot of times you do it because you think you're going to be cool. Nobody cares. Yeah, — nobody cares what cars you're driving. Nobody cares what house you live in other than the fact that they may resent you for it. — Well, so what are you really playing this game? — I think the first part is you got to prove it to yourself, right? Prove it. You're proving it. You're doing it. You're buying the car, you're buying the plane, you're buying whatever to prove it to others, which there is no other because I don't know who's watching your Instagrams, but no one cares. You're right. So, you just do it to prove it to yourself. Then you realize, well, that was a bad investment. I just freaking killed my own family for what? An ego. And so that's where the spending mentality comes in is I can get that car, that plane, that house out of the way within about five, six days. Now, let's find your true reason of what you're going to do with the money. And that's when it becomes hard. — It's total reverse of how I would normally do it. But I'm that that's a genius. — It's a really cool exercise. And you can keep going past 20 days. Then you got 32 million, they got 64 million, then they got 128 million. — Like what are you gonna do with 128 million? — Like you got to figure that out. — You got to spend it all. Yeah. — Got to spend everybody's going to end up with a lot of real estate. — So, so you're like, "Oh, okay. Perfect. You end up with a real who who's managing your real estate. " — Yeah. Now what? — Right. — Oh, so what? And now what? — So, so now I got money now. Oh, yeah. Trey, I knew I was going to go invest in real estate. Cool. So, who's managing your portfolio? Who's looking over your real estate? Who's managing the who's the um uh the people that are work like the plumber, the electrician, all the people that are doing the things? And you're like, "Oh, I haven't thought about that. " Of course, you haven't because you don't have a plan. — And without a plan, — you don't got the cardio for it yet. — That's right. And without a plan, that's still a plan to fail. — Yep. — So, so that's how I would uh address that question. — That's so good. Well

### Rapid Fire Questions [58:28]

hey, you know what we do too here, Trey? I want to see if you want to play with us. Uh we do these segments, okay? And this one is called rapid fire questions. All right. We're going to do this before we wrap up, but this has been an amazing episode, man. Thank you. Like — you're a giver. We could go deeper and we'll even talk about here in a minute um how people can kind of like get more of you and get more involved. But before we do that, let's go into our segment here and we're going to have Dante rapid fire some questions at you. This is called Rapid brought to you by clickfunnels. com. Are you ready Trey and Dante? Dante, take it away. — What is one thing a store owner should stop doing today? Uh, what's one thing a store owner

### Biggest Mistakes Store Owners Make [59:04]

should stop doing today, man? I would say running ads to their homepage. — Yes. store page. — Yeah. You're paying to send people to the most confusing page on your website. — Gold. — It's a maze. Don't do it. — Yep. — Okay. Uh, something I would love to hear. What's the most overrated advice in ecom right now? Man, I would almost and this is such a a twister is like build the brand. Build the brand is what I probably would not try to do first. — And why — I I would make sure that I could build a product first because the product will — more about the product than the brand. — Yeah, the product will build the brand, right? — But a lot of people start try to start with brand first. What's my color palette? What's my font? What what's my box going to look like? What's my logo? Like I just started a company uh a month ago outside of ecom and um we had our first purchase without a business name, without a domain, without even a business contract between the partners. We had actually had to collect the money through another company because we didn't have anything set up. No bank account, no EIN number, no name, no nothing. — Yep. Just a product. — Just a product. And the guy wanted the product — and then sell the product. There's life. Build a brand around the product. Yes. — Great. — When I started up, I we have a golf cart company — and when I started our golf cart company, we didn't have we didn't even have golf carts in uh the United States in land. And we put up a Facebook ad to buy golf carts. And we get on phone calls selling these golf carts. And we would take them all the way to the close of where they're handing us a credit card to tell them we were out of inventory to prove that we knew there was a market for these golf carts. — Wow. Never guessing. Only doing things we know are true because we're testing. It's — all we're doing is test. — Golly, if there's one thing somebody's going to take out of this, please do that. Test first. cuz what what's the like what's the problem with there's no problems with it Trey we've seen so many times you know I'm blessed I get to coach with Trey and we've been doing so for years and just so many times the amount of people that don't do any testing and are scared to also I think a lot of times scared to because they don't want to see like oh man maybe this isn't a great product maybe I do have to switch and it kind of kills their dreams but they don't do any testing just go collect a credit card

### The Most Underrated Thing in Ecom [1:01:42]

and if you have to give a refund but you data, you have solid footing to stand on and that's what you've done. So, if there's one thing you take away, please take away that. — Yep. — Uh on the adverse, what's the most underrated thing in ecom? — Post-purchase upsell. — Yes, it is. — Every day we see this, Trey, somebody comes in and they're like, I'm doing so much. I'm spending X amount of money on ads or I'm spending X or spending time X to be able to make organic content to do this thing and I'm generating 50 sales a day. We're like, "Oh, it's amazing. " And they're just continuing to chase front-end conversions. They never hit the list. Then they get a list of buyers and then they don't pay any attention to it whatsoever. And they go chase a new customer. They go try and generate new buyers. No. Hit the list. Sell them other stuff. That's right. That's what we do. — Okay. Ooh. Ooh. Somebody hands you $500 and they say start from scratch. What are you doing? — I think I said that earlier, right? I'm proving I don't even have to spend the 500 bucks. — You wouldn't, would you, Trey? — No. — You would. He's got — You would get a 14-day trial at ClickFunnels. — You would build the funnel. You would sell the product, collect the cash, — and you still have 500 bucks in your pocket to go buy the inventory and fulfill. — That's right. Uh that reminds me of a good study I heard about on a podcast recently. Very genius. It was a Harvard study and uh basically a lady did a teacher did the same thing. She gave the students um $500 and then um to go out and build a business or whatever and basically who uh they all had to come back and do a presentation the two days later. Oh no, like they had to go and you make money, build a business in two hours and then come back and present and whoever made the most money won. So the first ones they went out and did lemonade stand. They bought inventory and they said, "Hey, we're going to sell as much lemonade as we can. " Another guy said, "Um, we're just going to keep the 500 bucks because everybody's just going to waste it on inventory and they're not going to be able to sell in in, uh, you know, two hours. So, we we would win. " And then some of the other students realized that the $500 that was given to them was actually a decoy. It was a decoy. And so what they did very smart is they started calling companies who would be interested in hiring Harvard students and instead of presenting on how they made money, they sold that hour slot of presentation to a company to present on their company of why they should go work for them. — And it was like they sold it for like 1,200 bucks. Got to spend money to make money, right? No. 30days. com chapter one. Read it. Trey Llewellyn wrote it. Still lives on today. Still happens every day. — Oh man, I love you, Trey. That's right. — Okay, I have one more. Do you have one thing that you believe staunchly, you believe wholeheartedly

### What Funnel Builders Understand That Store Owners Don’t [1:05:04]

that most store owners, whether Shopify or any other thing, whatever, do you have something you believe to your core that most store owners believe opposite? Well, I think I would say that again they're not looking at their store as a as what could be the uh Achilles heel. — Mhm. — And maybe they've never tried running a funnel on the front end. So, you know, a couple things with that. I know we're on rapid fire, but I like to kind of explain myself. — I like that. uh you know I read a book and it said every time you add a skew to your business you increase the complexity of the business by 12x so every time I add a skew or a variant I'm increasing the complexity of my business by 12x I mean that adds up quick just kind of like the money example we did right it's like okay I know how to spend two grand I spend four eight I can do that but man we get to 16 million holy smokes I'm thinking different y — same thing here is and I tell say that to tell you this. We had a client come to us. He sold belly button rings. And Dante, you've heard this story. He had 50,000 belly button rings. All all, by the way, handmade at his uh you know, whatever store. He had like 12 24 girls just ripping belly button rings. — That's a lot of hands. — A lot of hands, right? And they're all like handmade. — And he came to our workshop. I was like, "Dude, 50,000 belly button rings. " He's like, "Yeah, you know, we got to have options. We got to have, you know, gems and this symbol and that symbol and all the things. " I was like, "Good golly. " I said, "Just out of curiosity. " Um, "Do you got a top seller? " He goes, "Oh, yeah, of course. " Bop this one. Knew exactly which one it was. I said, "What if what if we just sold that one? " He said, "What do you mean? Is that possible? " I said, "Let's build a funnel at this workshop just with that belly button ring. Only that one. No, not the other ones. No different colors, no different shapes or sizes. Just that one belly button ring. And we're going to sell multiples of them. Same belly button ring. — This is genius. And my gosh, he walked out of that workshop a new man and a new business. Because no longer did he have to come up with all these different belly button rings for all these girls. He didn't have to train all the girls how to make the new belly button ring. Just he didn't have to figure out which ones are going to sell and which ones aren't. He didn't have to figure out how much inventory he's going to need for each individual new belly button ring he was going to make cuz he's just selling [clears throat] one. And when they bought that one, guess what? He's like, "Oh, by the way, let me open up Pandora's box door here where you got 49,999 other ones that you can go buy. " Because think about a woman scrolling through 50,000 belly button rings to figure out which one matches her identity — versus here's the best belly button ring we got. It's the top seller. It converts really great. We know it sells. — Let's go get a lot of them — and then show them all of these. — That I would say is the difference

### Trey’s Single Product Payday Challenge [1:08:28]

between a Shopify owner and a funnel builder. That sums up the entire episode. Yeah. Right there — in rapid fire. Trey, way to go. Fantastic. Now, listen, before we let you go, you've got this cool little logo and everything behind you, the single product payday challenge. So, if people want to get to know more about you, uh, get this going with their funnels and their ecom, is this a great way for them to start? Tell us a little bit about it. — Yeah, so we're doing just that is we got a little challenge we're doing. Um, I think we're going to do like a three-day. We got one coming up here, I think this week or next week. So, I'm sure we can do a link below this uh podcast or you go find I think it's just singleproduct. com or something like that. — Um, maybe you probably — Yeah. CFRCFR/CFR. — There you go. — Yeah. Click on the link and uh join us. It's a free challenge and come join. You can actually do VIP for free, too. I think we got a little something extra that we're doing for you guys um for the VIP piece. But, uh it's a challenge, you know. It's u it's a walkthrough of exactly what we're doing and how we're doing it. Taking winning products. So, it doesn't matter if you're on a Shopify store and you're just, you know, you're having sales, you're making sales, or maybe you're barely breaking even or you're making money, which is even better, right? And you're looking at, hey, what's the next lever in my business to get me to that next level? This would be a really good challenge for you. Uh, it's also a great challenge for people who've never sold ecom before — and are looking to do it, — you know, or maybe you're drop shipping or, hey, I've always thought about selling something online and I've never gotten the chance around to do it. Well, this would kind of put your seat in the saddle and allow you to take the time with us, it's me live, um, you know, on the calls walking you through exactly how we set it up, how we drive traffic, how we optimize our funnels, and how we get sales. And so if you've ever thought about selling ecom or maybe you're already selling ecom and you're looking for the next leg up, uh it'd be a

### Final Advice for Entrepreneurs [1:10:23]

fantastic challenge to uh to join us. We'd love to have you. — Go check it out. singleproduct payday. com CFR. Any parting words, Dante? This has been awesome. Trey, you're you're — I don't think so. The only parting words, man, the only parting words I would really say is just go, baby, go. If anybody's listening to this right now and you learned something, you heard what Trey is saying and even if you don't fully understand it, like I don't need you to be an expert on what you heard today, but if you heard something and you look at your business and your ecosystem and you say, "I'm not doing that. " Or maybe you heard some of the things Trey called out and said, "I am doing that. " Please, I just want you to correct it. Just do what Trey says. I mean, geez Louise, I've been coaching with Trey for like over two years, and I know we all know the hashtag do what Russell says. Yes, there's also another one. It's hashtag just do what Trey says, right? So, if you want to learn that, if you learned anything here today, please take action in your life. Well, that's why we're doing this podcast. That's why Trey made the challenge. That's why ClickFunnels is still here. We want to see you get results. We don't churn mud. So, please just take action on your life. Love it. That's another wrap, guys. Another great episode of ClickFunnels Radio. We'll catch you on the next one.