The Growth Phase to $3 Million with Boyd Clewis
It’s been a while since I’ve had a guest on this podcast. I love to hear every guest share their journey, big wins, and how successful they are.
Today’s guest is an active member of our Facebook group, the Million Dollar Course Marketers. He is an internationally recognized cybersecurity expert author, speaker, and consultant. He helps professionals upgrade their jobs into a six-figure cybersecurity career.
His name is Boyd Clewis.
Find out here how he get to $3 million in annual sales and the early stages of his journey.
You have to be an expert marketer to generate an audience profitably and make sales. [8:07]
Attracting sales qualified leads. [10:5]
Develop a premium price program. [16:23]
The reverse application system. [23:12]
Understanding sales and leadership lead the clients to make the best decision. [30:55]
… and much more!
[00:00:00] Boyd Clewis:
This discovery changed my entire life. Like, so guys listen to this. The biggest thing was when you make the offer and you make people raise their hands and you give them a yes or no question. I didn’t, I didn’t realize like how much I hated it, but on LinkedIn, all these sales y people, they immediately just pitch you.
You connect with them and then it’s this three page sales script. Like, bro, I don’t even know you. I didn’t even tell you I was interested in this, but when you craft your offer that invokes that yes or no response and people like, yeah, I want that. And then you can just sell them into your program like the desperate genius.
[00:00:42] Joel Erway:
Welcome to sold with webinars, podcasts that aims to uncover how the most successful experts, coaches, consultants, and e-course professionals sell their products and services with just one sales presentation or webinar.
A simple sales webinar could be the catalyst at six, seven or even eight figures to your business’s growth. In this podcast, we’ll show you how others are growing their businesses with sales webinars. For more information about our webinars services, go to thewebinaragency.com.
For more free resources and content be sure to check out my personal website at joelorway.com. And if you enjoy this podcast, be sure to leave us a positive review at iTunes, Spotify, google play, or wherever you listen to this podcast, now let’s get started.
[00:01:25] Joel Erway:
Hey, what’s going on everybody? Joel Erway here and welcome to an incredibly special sold with webinars podcast. I’ve got a very special guest. It’s been a while since I’ve had a guest on this podcast, but this was a must have. This guest was a must have on this podcast. And I’ll explain to you in just one minute, our guest today is Boyd Clewis.
And boyd, he’s been an active participant in our Facebook group, the million dollar course marketers Facebook group, and unsolicited, but Boyd has been just kind of sharing his wins throughout his journey. I think it was two or two and a half years ago, boyd, when we first worked together on the agency side with your offer and you know, every few months or so you’ll drop it and be like, Hey, just giving you a heads up. I’ve done X amount with my, with my power offer. I’ve done X amount, my mini webinar. And a couple of weeks ago you shared another one of those posts, which is super inspirational for people to see on their journey.
But at the end of 2021, you crossed $3 million in it’s annual sales, right? For 2021?
So 3 million in 2021. I’m like, you know, there’s so much that I want to ask and have you share with our audience about not only just how to get to 3 million, but like, I get more interested on like the early stages of like, All the things that you did to start until you found the one thing that helped you take off like, like a rocket ship.
And so I reached out to Boyd after you made that post, is that dude, would you be open to sharing your story on a podcast? And he said, absolutely. And here we are. So without further ado, without further ado, dude is what I meant to say. Welcome to the show, man. Happy to have you.
[00:03:16] Boyd Clewis:
Glad to be here, man. Very glad to be here. Thank you.
[00:03:18] Joel Erway:
Of course, of course. So let’s get started with why don’t you give us a quick intro and background about who you are, who do you help? And we’ll start from there.
[00:03:29] Boyd Clewis:
Yes, let me give them the official intro. I am Boyd Clewis, internationally recognized cybersecurity expert author, speaker, consultant, and I help IT professionals upgrade their jobs into a six figure cybersecurity career in 90 days.
That’s what I do.
[00:03:49] Joel Erway:
Sounds like a power offer right there.
[00:03:50] Boyd Clewis:
Exactly what it is.
[00:03:55] Joel Erway:
Fantastic. Yeah, so I think it was two or two and a half years ago. I’m going to go off a memory. I’m trying to remember the journey. Cause we talked about this before. I think the journey of how we got connected and how you found my stuff and then ended up working with our agency. I think you took one of my challenges, right?
Was it the double, your core sales challenges? And then you ended up reaching out to our agency, working with us on a game plan. We help craft your power offer and kind of gave you the outline for your mini webinar. That was how we got started. Take us a few steps before that about. What you were trying to do with this offer and where you were struggling.
[00:04:34] Boyd Clewis:
Yeah. So before LinkedIn with you guys, what I did was first of all, I kept having people inbox me on LinkedIn and Facebook and they would ask me, Hey boy, like, how are you traveling the world? Like, how are you doing this stuff that you’re doing this. Because we don’t see other people doing it.
And so I was like, I might have a business opportunity here if I can show other people how to do it. The problem was I didn’t have the structure of the business set up. And so. I thought if I just made these posts and show pictures of me traveling until B way, I can help you do this too, that it would work and it didn’t work out like that.
I didn’t understand anything about having a target market and actually having an offer that would make people raise their hand and say, yeah, that’s me.
[00:05:25] Joel Erway:
What are you trying to sell it for initially? Like in the early idea stage, like, in the early idea stage, what did you think about selling this for?
[00:05:37] Boyd Clewis:
Okay, so there was a couple of different price points. First I tried $597.
[00:05:43] Joel Erway:
[00:05:44] Boyd Clewis:
Yep. Yeah. $597. And I sold a couple of that and that wasn’t working too well. I tried giving it away for free that wasn’t working. I tried one of those, you know, those gurus that tell you the, to the Ascension up, start with the free offer.
So I started like with a 30 day trial and then $47 a month. And that wasn’t working man in six months, I have like, I think it was like $1,200 in sales and in six months in 2020, like from January through June, it was like $1,200. It was ridiculous.
[00:06:18] Joel Erway:
So out of curiosity, Why did you think low ticket was like, you probably didn’t even think that was low ticket at the time, but why did you think that price point like initial $597?
Like, did you see other courses priced at that? Like the reason why I’m asking this is because when I first got started, I thought, you know, the first thing that I created was a book that. $9 on Amazon, Amazon Kindle. And like, this is what’s going to be what makes me all the money in the world and I’m going to sell billions of copies and whatever.
Right. And it’s like, I love learning about what other people’s mentality was when they create their first digital product of like, why they chose that certain price point.
[00:06:57] Boyd Clewis:
Yeah. Cause what I looked at, I was like, man, I know there’s all these people that want to get into cybersecurity. And based on everything I learned on the internet, I’ve seen people make it and, you know, seven figures with $37 products.
So I was like, man, surely enough, I can do this, but $597. Well, what they don’t tell you is you got to have crazy sales volume to do that. And if you don’t have a large audience, how are you going to reach those people? So like I was under the false assumption. That I would end up selling enough. I never even thought about trying to make seven figures.
I just wanted it to be able to replace the income from my job and do the full time. And I thought $597 would be an attractive offer to sell plenty of it. And it didn’t work.
[00:07:41] Joel Erway:
Yeah. You know, it’s, it’s funny, like what you don’t realize when you’re going down that route is that you have to be an expert marketer to be able to generate an audience profitably and make sales.
Like it’s a lot of work. It’s a lot of work and you have to be a very, very skilled marketer or hire a very, very skilled agency and have the bank role to be able to do that, to make that work. It’s very difficult when many experts really just want to have cashflow coming in. Okay. You know, profitability.
And so I’m always like hearing that story. Do you remember how you discovered my stuff? Do you remember how you discovered the sales challenge?
[00:08:22] Boyd Clewis:
Yup. Yup. So what I was doing was, I was looking online to see what other course creators were, were doing. How are they positioning their products and how are they selling them?
So I would go through people’s funnels and just see how they were doing it, but I didn’t find anyone that was in my particular niche, but I was scrolling on Instagram one day and then I saw your ad and I was like, it is like two extra course. And now. Free like free. Cause at that plant, I have any money to be paying anybody for services.
I was like, well, let me give this a try. So I clicked the link and I signed up and I joined the Facebook group and that’s how I found you. I was like, man, I’m going to give this a try.
[00:09:07] Joel Erway:
Right on. So you go through the challenge and you know, what was like the one big takeaway that you learned? Like what was the aha moment from that challenge that got you to be like.
All right. I see it now. Like, you know, do you remember what that was?
[00:09:23] Boyd Clewis:
Yes. And it like this discovery changed my entire life. Like, so guys listen to this. The biggest thing was when you make the offer and you make people raise their hands and you give them a yes or no question. I didn’t, I didn’t realize like how much I hated it, but on LinkedIn, All these salesy people, they immediately just pitch you, you connect with them.
And then it’s this three page sales script. Like, bro, I don’t even know you. I didn’t even tell you I was interested in this, but when you craft your offer that invokes that yes or no response and people like, yeah, I want that. And then you can just sell them into your program. Like did that’s fricking genius.
It’s so sexy to not push yourself on people. I love it.
[00:10:11] Joel Erway:
Yeah. So what you’re talking about is you’re talking about the power offer, right? It’s that, it’s that, it’s that one sentence copywriting framework that talked about hundreds and hundreds of times. I’m sure if you’ve listened to this podcast for any length of time, you’ve heard me mentioned power offers, but it’s the, you know, it’s a simple framework.
If I offered to help you do X, Y, and Z, without ABC obstacles in a certain timeframe, would you take me up on that? Offer your attracting sales qualified leads. And a sales qualified lead is somebody who’s interested in getting a result, solving some sort of problem, which is different than a marketing qualified lead, which is what so many people push out there.
Like marketing funnels are educational funnels. Yes, you were bringing them into your audience, but they have not identified themselves as having any sort of sense of urgency in solving a problem. All they are is they’re interested in your topic and. Will they become a customer in the future, possibly?
Boyd, that’s how you came into my world. That double your sales challenge. That was a marketing funnel. The vast majority of what we do is we do sales funnels. Marketing funnels can happen when you’re in the brand building stage. When you’ve got cashflow to reinvest into building an audience where, you know, it will take time to convert them into customers.
And like the whole Genesis of what we teach is like, if you’re starting up. The number one thing that you need is you need cashflow. How do you make cashflow? You need to make the dang offer, like, you know, make the offer, get them to generate a yes or no response before even connecting with you that yes or no response is just them reading a question that yes or no happens in their mind as they’re reading it.
And that gets them to start that engagement sequence into going through your sales funnel. And so it’s incredibly, incredibly powerful and incredibly effective. Okay. Once you made that switch, you launched your own power off and you switched your, your enrollment process to what it is today, which is the power offer and the mini webinar.
Yup. How long did it take for you to start to see results? Like how long did it take for you to say, okay, like it’s working like, like when, when were you able to see, like, I see this working and this is, this is going to change. This is going to change it.
[00:12:25] Boyd Clewis:
Oh, man, it happened like instantly, instantly. So there was a, there was a couple light bulb moments.
Number one, it was the power offer. And then number two, it’s understanding your value and why you shouldn’t be charging, you know, $10, 15, 500 bucks. Right. And I was like, I can really charge that amount. And that’s what I’m thinking about, the value that I’m bringing in and things I could do differently at coaching too, to really make sure that people get results and they would actually pay for that.
So I changed my model to for 5 97 to 28. And I lost power offers that I dropped power offers on LinkedIn. I did a power offers on Facebook. They didn’t want IgG and was getting people on calls, qualified calls in ended up making like 15 grand in July with just a few sales. And so like that whole month of July was more profitable than the first six months of the year.
[00:13:23] Joel Erway:
So let’s talk about that for a second. So you had to change your model too. So you had to change your actual course model. So at $597, what were they getting originally for $597?
[00:13:33] Boyd Clewis:
For $597, they were getting a do-it-yourself course.
[00:13:37] Joel Erway:
That was before you worked with us, right? So it was just a DIY course. So you weren’t even offering coaching at that point?
[00:13:43] Boyd Clewis:
[00:13:44] Joel Erway:
Got it. So then you changed the model to include. So, how did the model change from that point? You ha you had the DIY, did you add one level above it or did you add two levels? Like what did that look like?
[00:13:56] Boyd Clewis:
So I added one, one, cause like, to this day I still only offer one. We have one product. So it’s the course with a group coaching.
[00:14:06] Joel Erway:
So you don’t even sell the DIY anymore?
[00:14:09] Boyd Clewis:
[00:14:10] Joel Erway:
Perfect. So for those of you listening right now there are many different ways that you can go. Like a lot of people just want to sell DIY cause they think it’s the lifestyle and all that stuff is very, very true.
Like they just want to sell millions of these DIY courses, never talked to a student, you know, you know, change lives and like selling books. It’s like, you know, you got a book, you know, you’re not going to coach anyone when they pay $5 for a book. Right. That’s the mentality of a lot of people’s like, well, I just want to sell, you know, X number of these DIY courses, so I can have cashflow and live this lifestyle.
It’s like, okay, fine. If you want to do that, you can. But like the trade off is you have to be a world-class marketer. And so when we talk about like cashflow courses or high ticket courses, We say, listen, you know, take this in phases. You know, a lot of people when they sell their lower level courses, whether it’s 5 97 or 9 97, like a lot of them are actually cannibalizing their offers.
Like they’re including coaching for that price point. And, you know, and they might, I’ve had clients that they, they were doing 120, $150,000 a month selling a hundred to 150 units of 9 97, but they were including coaching and they’re cannibalizing the rest of their offers. Listen, you have to understand your value, right?
And like, I’m sure your course is worth it just as a standalone product without any coaching, but you’ve got to separate the components and realize what people value and people value coaching. And like he was, they were selling probably a hundred, 150 units because they’re off. To irresistible is like, oh my God, I get lifetime coaching from you seven days a week with, you know, and all I got to pay is one time of $997. Like, of course I’m going to buy that, but it just burns you out.
You got to have the right model. And that’s why I always talk about, you know, develop a premium price program, which includes some form of coaching or one-on-one support sell it for between five to 15 to $30,000.
You know, it all depends on your marketing and your value and. Once you get that crank and you got cashflow coming in, you got lead flow coming in, like, got something sustainable, right. Start to develop, you know, your mid tier and your lower tier, or just keep selling that and figure out how to scale that without selling your time.
And that’s what I try to stress to people so much. And that’s what you did so well now you just, just sell one and that has taken you to 3 million a year. Which is fantastic. So I just wanted to elaborate on that model a little bit, because some people might not be familiar with what that advice was.
[00:16:34] Boyd Clewis:
Yeah. Yeah, man. The YouTube gurus told me, man, I could sell all these units and make all this passive money. I’m like,
[00:16:46] Joel Erway:
So you raised the price to what? $2,700, right? For how long did you sell it at $2,700?
[00:16:53] Boyd Clewis:
So, sorry, sorry. $2,800. We we sold it for $2,800 from July of 2020 to November of 2020.
[00:17:04] Joel Erway:
So four months or so, or five months. Right. And so when you were selling it for 2,800, what was your proximate like cost per acquisition, your cost per lead cost per appointment cost per sale?
Because even at 2,800, like it’s usually on lower side of. You know what I recommend for people. And you get a lot of times, if they come from the low ticket world, like they have to work up like many people, aren’t going to go from 500 bucks to 15,000 or 10,000. Like that’s just internally, it’s too much of a jump for them.
They get nervous about, do I really provide that value? Or like, what if you know what? They don’t get the value of paying that much. So where you must have been profitable at 2,800, right. Running out.
[00:17:44] Boyd Clewis:
Yeah, I was very profitable. So I was running my own ads spinning all of the stuff myself. And it was costing me about $150 to acquire students.
[00:17:56] Joel Erway:
Oh my God. That’s unbelievable. That’s unbelievable.
[00:18:00] Boyd Clewis:
It gets the better once you learn about this other stuff is going to be like,
[00:18:05] Joel Erway:
so let’s keep going, keep going. So, so take me through the journey. So in November, 2020, right, you are selling it for 2,800 bucks. You’re making, I don’t know. Well, over 10 X, your return on ad spend probably 15 X return on your ad spend.
It’s costing you 150 bucks to acquire a customer, right? What’s the next step?
[00:18:23] Boyd Clewis:
So the, the next step after doing that, we finally had the money to hire you.
[00:18:31] Joel Erway:
That was when you hired me. I thought you hired us beforehand.
[00:18:34] Boyd Clewis:
No. So those wins that I got was with the, the free program. So like I, I’m a guy that success leaves breadcrumbs.
And if you see somebody successfully doing something and they’re telling you to do it that way, like I would be an idiot to not know. Yep. And that’s what I tell my students. I was like, I’m giving you the game plan to give you a clear path to six figure income. I don’t mean this disrespectfully, but don’t think, you know, better than me and I’m not the smartest guy in the world.
So if somebody is telling me to do something, because it worked for hundreds of people, why would I not do it? So yeah, I did that, but I knew that. We could definitely improve on things. And so that’s when I hired you guys in, in December and we took the price of $5,000 at that time.
[00:19:20] Joel Erway:
Right on. So you raised the price of five grand. Did it affect your conversion rates at all when you started pitching it on the phone?
[00:19:27] Boyd Clewis:
No. No. It’s because value is value.
[00:19:30] Joel Erway:
Value is value. Exactly. And if the promise is like, listen, I’m going to show you how to get a six figure career. The difference between $2,800 and five grand, there is no difference.
I mean, like that value of, you know, however long that are we making six, you know, six figures a year, I mean, that’s over 10 grand a month. And so like, it’s going to easily pay off in one month and then it’s just like compound over and over and over again. You start to learn about like price elasticity and like what people like mentally value.
And it’s like, so many times you’ve told me, gotten people to raise their price from 2,500 to five grand and sometimes even improves their conversion rate because if the promise is so grandiose and you’re only charging 500 bucks or $2,000, like they’re going to, they’re going to question it. Right. It, it goes against all logic, but it’s but it’s true.
All right. So you raise it to five grand. And how long were you at five grand for?
[00:20:27] Boyd Clewis:
Oh, we were at five grand for about 60 days.
[00:20:32] Joel Erway:
Okay. And so then what happened after that?
[00:20:36] Boyd Clewis:
Then we went to $7K.
[00:20:38] Joel Erway:
So you’re at 7K. Did it affect conversions?
[00:20:41] Boyd Clewis:
Not at all.
[00:20:42] Joel Erway:
And so then where’d you go after that?
[00:20:46] Boyd Clewis:
Went to 10K.
[00:20:48] Joel Erway:
All right. And so how long were you at 10 K for?
[00:20:50] Boyd Clewis:
I was at 10 K for about five months.
[00:20:52] Joel Erway:
Okay. Let me back up a little bit. So you’re at you start raising the price, gradually raising the price, which is what you average should do. Like it, if the value’s there, it now turns into your personal comfort level in being able to comfortably charge what it’s worth.
And so, like, that’s a very common trajectory that we see people do. Yep. Now let’s talk about some of the elements of actually running the business now. So like now you’re getting consistent customers coming in, paying this price point, right. With that promise of, you know, I guess explain what the promise was.
It helped them land a job. Is it a promise of actually landing a job? Are you doing recruitment matching, like, or is it just and when I say just I’m not diminishing anything, I’m just trying to simplify the promise. Right, right. Is it showing them the game, like the playbook of how they can add onto their resume and gain the skill set?
Like what is the ultimate promise? Cause I think you told me at one point you don’t guarantee that they actually get a job, right? There’s no, there’s no guarantee because everyone has to put in the work.
[00:21:54] Boyd Clewis:
Exactly. Exactly. So my promise is that I will teach you everything that you need to know to upgrade your career to a six-figure cybersecurity career. But what we do is we train these guys on something that’s so specialized that like less than 10,000 people on the face of the planet, understand it can do. And then we give them this process I developed, which is called the reverse application system. So my student has never have to apply for jobs.
So we have recruiters reaching out to them, scheduling six-figure interview. With them, we prepped them. We revamped the resume. All my students have a personal success coach to hold them accountable, to make sure that they finish the program. And when you put those processes in place and you show up to our live accountability training sessions, it’s easy to land a job 90 days.
[00:22:44] Joel Erway:
You call it the reverse application process, like, you know, in the world like fulfilling on the result. Right? Cause I know like you sell hard against certifications cause it’s, a lot of people will leave. I got to have a certification to stand down. Right. Or I got to, you know, everyone, like there’s so many certifications that people have been buying every different type of industry.
And so your real secret sauce is like, okay, yes, you’ve got to learn the skillset, but you know, I think now as marketers, we know like the real value is like, how do you land the position? Or how do you get the client? How do you, how do you actually do it? Right? And that’s, what’s missing in so many certifications.
Like they teach you the skills, but they don’t teach you how to actually gain value from the skills. And the way you gain value is by being able to utilize them. So. So that’s really what, they’re, what, they’re not really what they’re buying, but that’s kind of like what separates you from probably all of the certification programs, right?
It’s like, no, you take it the next level. You show them how to get the, how to get the position, right?
[00:23:44] Boyd Clewis:
Yeah. So the biggest selling point, I think, is the internship. Because, you know, as a security consultant, I started as a security consultant and then transitioned to this academy, but I still have fortune 500 clients.
So my students intern at my consulting firm as cybersecurity consultants for Bextra clues, and guess who verifies their employment and their work history.
[00:24:07] Joel Erway:
Nice. So you give them a guaranteed reference, right. Awesome. Awesome. Is it a paid internship? Is it paid internship?
[00:24:14] Boyd Clewis:
No, no, but like when you’re learning the skill, so like I took your expert model.
Can’t remember if it’s a perfect expert model, but like it’s just revolutionary. Right? And so I equated it to being like, you know, all plastic surgeons or doctors, but not all doctors are plastic surgeons. Right? The plastic surgeon is specialized. He’s going to get paid more money. So I teach these it guy has had to be specialist in payment security, which goes for any company that accepts credit card.
It’s highly specialized. When you learn this skill, we’re going to teach you how to use it, to leverage it for your your benefit and actually work on security audits for companies around the world. So when they have that experience, it gives them confidence to go and land down the job.
So we put together a whole system that addresses confidence and we even have a mindset trainer that comes in once a month. So we’re, we’re hitting them from every single angle man, to make sure that they’re equipped for the next.
[00:25:13] Joel Erway:
Now I’ve always wondered, like in the career development space like when you’re helping people go land these jobs, right.
Do they need demos? Like, do they need some sort of sample work or is it really just references that get their foot in the door? Like when you’re working with recruiters, like our recruiters asking for like any like proof of work or like, what’s the main thing that recruiters are looking for in, in the it industry.
[00:25:35] Boyd Clewis:
So in the IT industry in the regular it industry, all they’re looking for is certifications, but with what we do, it’s so specialized. They’re looking for somebody to speak to it. And I don’t mean to put myself on a pedestal. When I say this, when it comes to payment security, I don’t think there’s anybody better than me than this.
That’s why I like my guys that I teach. They show up to the interviews, knowing more than the person who has interviewed. And so they’re just blown away because they can speak to all these requirements and how it impacts the business. And they’re like, holy crap. Creating experts.
[00:26:10] Joel Erway:
That’s awesome. So let’s talk about the hurdles that you had to go through in terms of growth, right?
Because you have a sales team like you, like at what point did you bring on salespeople to replace yourself in the fall? Cause it’s usually like one of the first hires that you make when you’re developing this type of client acquisition model. Right. So what was, what did that look like?
[00:26:36] Boyd Clewis:
So once I got to the point, I think I was doing 40 grand a month in sales alone.
Then I decided to bring on salespeople because like the whole time I’m doing this, this is a side gig for me. Like I still have my full-time job as a consultant. And so I brought in two sales guys that I recruited from the Philippines and I I’ve taught them my sales process to be able to sell this high ticket program.
It worked, man.
[00:27:05] Joel Erway:
It’s so crazy. I remember when you told me that you had, you know two salespeople from the Philippines selling this and I’m like, are you serious? Like, I like, I, I, I, it just, I’ve never heard that. Like I, and I’ve worked with like hundreds of people and I heard them, like, they can’t be that can’t be working well for you at can.
You’re like, no, it’s work. And I’m like, okay. All right. All right. So you had. Are they still selling for you now?
[00:27:32] Boyd Clewis:
No, no. When you introduced me to Cole, it changed my life, but
[00:27:36] Joel Erway:
It works to an extent, right, it probably wasn’t the most efficient system, right?
[00:27:43] Boyd Clewis:
It wasn’t the most efficient, but it was what I needed because I stopped taking the calls and we were still able to maintain between 40 and 60 K in revenue without me taking any calls.
[00:27:57] Joel Erway:
Yeah, which is big, right. That’s a huge, that’s a huge win, huge win for people. So okay. So in terms of growth trajectory, right? So then, you know, what was the next biggest block for you to kind of get to the next, the next level you got to from, you know, let’s say 40 to $60,000 per month. What would you say is like the next level that you hit before you experienced some level of resistance that you had to breakthrough?
[00:28:20] Boyd Clewis:
So the thing was like, I wanted to get to a hundred K per month and it wasn’t happening. It wasn’t happening. I couldn’t figure out like what it was. But it, it really came down to a sales issue. Cause I was like, the leads are qualified. We have processes in place to help them get access to the funds that they need to pay for the program.
But sales just wasn’t happening. And Yeah. So that, that was my biggest hurdle for getting to the next level. I had a sales problem because I felt like the marketing engine was working, you know, we’re running ads on Instagram, Facebook. I wasn’t doing a lot of ad spin. I think I was spending maybe three, $4,000 a month on ads across those platforms, but in content out.
So I had a sales issue.
[00:29:10] Joel Erway:
And so, you know, what was the issue? Like, what did you end up discovering?
[00:29:14] Boyd Clewis:
So I ended up discovering that I needed a one sales guys. That’s really what it came down to and so when you gave me that tip and introduced me to Cole, and I started working with those guys and seeing like an understanding sales and leadership, actually leading these clients to make the best decision.
Even sometimes that decision may not be to join my academy, but just leading them in the right direction. Our sales went through the roof. And so then I had to bring on more salespeople. Cause I replaced the two guys in the Philippines with two guys from the US and then we started growing even more.
[00:29:53] Joel Erway:
Cool. So you to put the right people in place on the sales side to to get to the next level. So what, so what was the next plateau that you hit that, you know, people might not be thinking about? Right. So if they’re not at a hundred K a month right there, they haven’t seen that level yet. Like what happened for you?
Like what was that next plateau that you ran into?
[00:30:13] Boyd Clewis:
Fulfillment. Fulfillment. It’s like, man, you have all these leads. You have all these clients, you got people that are responding on different social media platforms, comments, messages like you can’t manage all that by yourself. People calling the office like, man, I can’t do all of this.
Well myself. So that’s when I hired my first hire after the salespeople, wasn’t an assistant slash office manager to help out with that stuff because it was overwhelming. Oftentimes people, they, they have the idea and the head of the business is going to be successful and they’re going to make a ton of money, but they don’t actually plan for the success.
Like what am I going to do to enroll the students, to make sure that they have a great experience. What am I going to do about support for the students, if they have questions? So that was cause our, our growth happened so quickly, man. So we had to put things together on the fly. Now my wife she’s the president of the company.
And so we put our heads together and we just like, we got to put strategies in place to make sure that this is smooth transition because people are paying us a lot of money.
[00:31:21] Joel Erway:
Yeah, absolutely. I mean, when you get to a certain, let we sell anything, you know, it doesn’t matter what the price point is. I mean, you gotta, you gotta make sure the customers are happy.
Got to make sure the clients are happy. So admin support was the next was the next hire, right? Have you hired any coaches to replace yourself inside the program yet?
[00:31:39] Boyd Clewis:
I haven’t hired any coaches to replace me. I did actually promote one of my students that he’s just fricking rockstar, man. He reminded me of my younger self.
I promoted him to coach and he does our sessions for like our entry-level people. Cause we have two groups that we set up there’s foundations and then there’s advance. So he runs the calls that we have on Thursdays for the foundations. And then the advanced people come with me. But where I am in business right now with the academy, I just show up on Thursdays because everyone else has taken care of everything else.
And I love it. I’m not going to replace myself.
[00:32:15] Joel Erway:
With the power offer and the mini webinar that you created way back in the day that we helped you sketch out on the game plan. Has that changed at all or is that still the same from day one?
[00:32:26] Boyd Clewis:
Was gonna say, you want to know something funny?
That mini webinar that’s running is the same one that you guys wrote that my wife recorded two years ago have changed.
[00:32:37] Joel Erway:
Why change it, man?
[00:32:41] Boyd Clewis:
Hey, man. If it’s not broke, why fix it? I just had, I’m one of these social media influencers messaged me on IgG. Hey man. Want to help you take yourself to the next level?
I said, dude, my process is not broken. Why I need to fix it.
[00:32:56] Joel Erway:
Good. Are there any other like hurdles that I’m, that I haven’t uncovered, that you had, that you experienced as you grew from selling a $500 course now doing 3 million in a year. Right? What am I missing?
[00:33:10] Boyd Clewis:
Yeah. So some of the things that. I ran into were some actual mental blocks.
Man, what we do is so unique, man, you know, you have those guys saying I’m going to help you get a six-figure role in the cyber security without certifications. That’s a, that’s a big promise, a big promise, a lot of hate, a lot of hate. And if. Let those negative comments and things come into your mental space, it can affect business.
So having a clear mind and being grounded in the value that you provide, you got to live that stuff, man, you got to live that. And also make sure that you have good financial support. Like I accountants to help you manage your money because to extras a real man, when you started making. Sure.
[00:34:04] Joel Erway:
You start writing some real big checks and you start like, I mean, we, we have a a fractional CFO and a few years ago I told him, I said, listen, I don’t want to do quarterly.
Cause I just freaking hate it. Cause I hate it when it just piles up, it was like, bam, I got a big fat check I got. Right, right. I said, I like, I want to write monthly checks. Like I want to know, okay, we made X amount this month. Like, I need you to tell me what I own taxes. And I want to cut the check that month because I just, and he’s like, you know, that’s not the most tax efficient way to go.
And like, I don’t care. Like it’s, it affects my mental space. It affects my mental space to. Worry about, okay, now I’ve got this ginormous check that I have to write at the end of the year, because I’ve underpaid all year. I said, I don’t want that to happen again. Like we’re doing it monthly from here on out.
Like all my other bills are monthly. I there’s no reason why my taxes shouldn’t be monthly either. So, and if at the end of the year, I’m I have paid too much fine. Then guess what? I get it. I get a refund check, but I cannot, like, I do not want to deal with quarterly or or yearly. I agree, a hundred percent, man.
I mean, it’s, that was how we solved that issue because I think it was like three years. I’m like, why am I, like, I’ve told you do not, let me, I don’t want to be writing these massive checks at the end of the year. Like it hurts. Like it’s like, it’s just a mental, like I get it. Yeah. We made money, you know, and it’s a good thing.
I got to pay the IRS IRS. Like it puts so much strain on me cause I don’t know how much I owe until like. April 3rd, like, Hey, guess what? You got to write the IRS, this check and like, oh, it’s just cashflow, man. You know, it affects fix everything. So.
[00:35:43] Boyd Clewis:
[00:35:46] Joel Erway:
You’re a hundred percent right. About the mental space.
So like, because people aren’t used to make most people aren’t used to seeing that type of money come through. It doesn’t matter if you make 3 million a year or if you just hit your first $50,000 a month or even $20,000 a month. Like if you haven’t hit it before, that’s life-changing amount of money at 20 K a month, you know, extrapolated over 12 months, that’s 250 grand a year, you know, Entrepreneurs who are in business, like, okay.
Yeah, that’s nothing. But if it’s your first offer, that’s hit that’s life-changing amounts of money and you have to learn how to play with that. Like mentally play with it and how to be prepared for it. That’s a skill set that most people. Aren’t trained for it. You did that’s trial by fire. And there’s a lot of people who have crashed and burned because they’re not planning for taxes or they spend it because like, oh, this is just all my money.
It’s like, no, it’s not.
[00:36:41] Boyd Clewis:
Yeah. Yeah, man, definitely have to budget accordingly and make sure that you pay yourself, gotta make sure that you pay yourself, you know things worked out well. I was able to leave my full-time job and so on. They’ll me and my wife. We’re we’re doing this thing full time now.
So we pay ourselves accordingly, you know, and our employees and everything. So, yeah,
[00:37:02] Joel Erway:
it’s important. That’s fantastic. So This has been fun. This has been great, man. I’m so glad that we, we got to connect in and you got to share your story. You’ve been nothing but an inspiration for all of my members in my group, on my free Facebook group and sharing your results and just being that inspirational leader and beacon of hope for so many people, because, you know, I tell people like, okay, like, I don’t care what model you follow, but at the very least do not get sucked into the world.
Thinking of that, you need to build a big list and market market, like make, just make the damn offer. Like it solves so many problems, so many problems. If you understand what that really means, we understand what make the dang offer actually means. Like, I don’t care if we ever work together. I don’t care if you ever buy any of my courses, but like you have to make.
Stop hiding behind all of this marketing content that you’re putting out. Like it’s not necessary, make your promise, figure out if people actually want that promise and then figure out all the rest on the back end, like figuring out your pricing on the back end. Like just start getting cash coming in the door.
You got to get cashflow, got to get cash.
[00:38:15] Boyd Clewis:
That is the lifeblood of business. Life-blood of business. And then you can use that to scale, you know, skin invest in different ad avenues. So at the end of last year, I started investing in YouTube ads and they’re doing well. So right now you know, we don’t like to let people book more than two days out, but things were going so well, man, I had to open up the calendar.
We’re booked two weeks out, right? So I brought on three more sales guys this, this week. So I got a total of six and man, we’re getting $50 calls, man.
[00:38:51] Joel Erway:
That’s wild. How long does it take for like what’s your sales cycle, you know, from when somebody sees an ad books, a call and are those typically one call closes or do they require some follow-up?
[00:39:00] Boyd Clewis:
Typically one call.
[00:39:02] Joel Erway:
No way. That’s amazing. That’s amazing.
[00:39:06] Boyd Clewis:
Good for you. So, one of the things I think is important when people step into this space oftentimes people will try to live their lives and there’s, there’s nothing, there’s nothing wrong with being. But when you’re going to be a business person taking money from people and you want to help them, you got to kind of live out loud a little bit.
So like it’s known that I’m a preacher. So you go to my YouTube channel, you’ll see sermons. You’ll see me speaking on stages at cybersecurity conferences around the world. You’ll see me doing things with my, my wife and my kids until like people understand even before they get on the call that this is a real guy, this is a genuine guy, which makes the sale.
Easier because people got to know like, and trust you. And so I try to give them as much as me as possible before they ever get to the call. So it makes it easier.
[00:39:52] Joel Erway:
How many people need funding out of curiosity? Like what percentage of the people that sign up actually need funding?
[00:40:00] Boyd Clewis:
And 80% of them.
Cause you know, we’re targeting people that aren’t making a lot of money to help them make a lot of money because I don’t know, some people are like, dude, there’s no way you can charge $15,000. I was like, these are the same people that are paying 70, 80, a hundred K for a college degree. And that has them where they are right now.
[00:40:17] Joel Erway:
I’ve heard similar reports. So we don’t offer funding aside from like just self financing. Like sometimes we do split pays, but like. You know, our, our target audience is also way different, but I’ve worked a lot of clients who have offered funding and they’re like, yeah, 60, 70, 80% of the people need financing.
So I want to highlight this because I’ve given this advice out in the past, like if you’re a market. And you’re, and you’re getting leads, but your sales are low and you’re getting a lot of financial objections. Don’t let that be a disqualifier. Like don’t just automatically think that they’re disqualified.
There are options. There’s a lots of funding options out there. Now, men business owners to offer consumer financing. And that can be a huge game changer, huge game changer for someone.
[00:41:08] Boyd Clewis:
Yeah, that hell with our cashflow because our funding partner
[00:41:12] Joel Erway:
a hundred percent. Yeah.
[00:41:14] Boyd Clewis:
they didn’t fool painful. Perfect cashflow.
[00:41:19] Joel Erway:
Awesome. So Boyd what’s next, man? What’s now you just continue to grow, get any big projects on the horizon?
[00:41:25] Boyd Clewis:
Yup. Yup. So we’re launching a new version of the program in March. The other thing that we have going on we’re regrowing, we’re scaling. What’s another thing. Oh, staffing staffing.
So we started a staffing company as well to help our students Take the results to the next level, even faster, because my thing is if I can vouch for these students because I’ve trained them, it will be so much easier for me to just hire them and place them at different companies around the world.
So I’m my team’s establishing those relationships right now because I want my community to be a one-stop shop, man. Cause like right now we have over 300 people in my academy and the, the community is just live man. So much support and resources inside of there. I just want to grow.
[00:42:10] Joel Erway:
Yep. Do you have a backend offer for them or is it just a one-time fee and they get access for life?
[00:42:16] Boyd Clewis:
Yeah, no. They get six months access and we do, I got a back end offer that might start later this year, which is really about helping those guys start a consulting business.
[00:42:29] Joel Erway:
That’s where I thought you were going. And I’m like, it makes, makes logical sense. You can you bridge the gap from employee to entrepreneur.
[00:42:34] Boyd Clewis:
Yup. Yup. I just I haven’t really had the time. I just like this year 20, 22 is the year. Well, actually I don’t, we’re only a few days into it, but we’re only had to show up on Thursdays. So I got the pieces in place now that I have the staff now that I’m higher success coaches and you know, assistance and all that good stuff.
Yep. And so one thing that’s crazy, man. Last month we had our biggest month ever. The team taken a week off. So I flew in my entire team. We had this resort in Dallas to plan out what 2022 looks like new program. We survey the students, get feedback and everything, and we did like 515 K in December.
We’ll taken a week off, dude.
[00:43:20] Joel Erway:
Yeah. December can be a big month of like committing. Like just like, it’s a mental thing. Like, okay, Hey, you know, new year’s resolution, like they’re making their commitments now, like in the month of December, so they can hit the ground running in January. That’s awesome.
Well Boyd, so where can people follow you? Like let’s drop some links, let’s get some people to go get some of your preaching.
[00:43:41] Boyd Clewis:
The cool thing about having a unique name, like Boyd Clewis. I’m pretty easy to find. So I met social media everywhere at Boyd Clewis. I just started tweeting.
And so you can follow me on Twitter at Boyd Clewis, YouTube at Boyd Clewis. And I give tons of value. I tell people all the time, like, I’ll give you all the value in the world, but you gotta pay me for my time. So whether you want to join my academy or not, if you follow me watching my videos, you’ll get the game plan to make the money.
But if you need some help taking it to the next level. Call me.
[00:44:10] Joel Erway:
Boyd, it’s been fantastic to reconnect, man. Appreciate you. Congratulations on all your success and I’m excited to see what’s next for you. So thanks for sharing your story. Thanks for being an inspiration. And if you’re listening right now, go check with Boyd and give them a, like, give him a follow.
Give him a shout out. Let him know. You’ve heard him on Sold With Webinars and we’ll see you on the next episode. Take care.
Thanks so much for listening. We hope you enjoyed today’s episode and we look forward to seeing you in the next one. For blogs, content, and information about our webinars services, visit thewebinaragency.com. For more resources and content, please be sure to check out my personal website at joelerway.com. And if you enjoyed this podcast, be sure to leave us a positive review at iTunes, Spotify, Google play, or wherever you listen to this podcast.