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As an entrepreneur, you can get all the technical details in your business right and still fail if you haven’t gotten your mindset right.

The way you view what happens in your business can drive you to higher levels of success… or cause you to second-guess yourself until you’re forced to shut your business down.

The right coach can give you the tools you need to strengthen your mindset and business.

In this episode, Marquel and bestselling author and publisher Kelly Cole discuss how mindset can make or break you, destroying sales resistance, and motivation secrets of the most successful entrepreneurs.

Highlights from this episode include:

  • How a poverty mindset can ruin your business even when everything else is on point (5:27)
  • Why assuming what prospects are thinking kills your sales and crushes your cash flow (5:47)
  • How to use the success of others to level up your mindset and results (7:26)
  • Why trying to create desire in your prospects leads to failure (and what you SHOULD do instead) (9:28)
  • How to skyrocket your closing rate and look forward to every sales call (12:29)
  • The secret to never wasting money on a course or program ever again (16:15)

If you want to know how to get 50-100 leads for your coaching business every single day, head over to getdailyclients.com to grab our free Paid Ad Playbook, as well as some other great bonuses.

Read Full Transcript

You're listening to “The School of Client Attraction.” Marquel Russell is the founder of Client Attraction University, a marketing consultancy helping you attract clients on autopilot and scale your business while working 50% less.

Quick disclaimer: a side effect of listening to the show is more clients, more profits, more freedom, and it's more impact in your business. Now, here's your host, Marquel Russell.

Marquel: Hey, what’s up, my friend? It’s Marquel Russell here and today I have “the” man, the myth, the legend, Mr. Kelly Cole here, and we're going to rock out a little bit because Kelly's actually absolutely crushing in his business. First, let me back up. We have the publisher Kelly Cole here. Let me put some respect on it, get it out right. I have him in here with me. The dude is absolutely crushing in his business and I'm always excited to just have conversations with individuals who are doing the thing, impacting people, serving at a really high level.

First off, Kelley, man, I appreciate you being here, bro.

Kelly: Most def, man. Appreciate the opportunity. [01:02.6]

Marquel: For sure, man, for sure. Before we actually get into the results, how you've accomplished the results, the game plan, all that good stuff. I always like to start off with obviously we know this entrepreneurship thing ain't always easy. It ain't always peaches and roses.

Kelly: Sure.

Marquel: I know people glorify this stuff online, right, to sell people into it, but we know the real because we've been in this game in the trenches for so long. With all that being said, why? Most important, not the how, before we get into all that, but why are you even doing this? Why are you even on this entrepreneurial journey?

Kelly: Man, I feel I always tell people I was a born entrepreneur, but, as you know, life takes you on a path where you don't go the route that you feel you necessarily were born into or called to. But it got to a point where I was working two jobs, bro. I was working at Walmart during the day in Blockbuster at night, and it just got to a point where I could no longer do it anymore, man. It was just time to take that leap and take that step and do what I was called to do, but in between that time of working and I was doing everything to find my purpose. [02:03.9]

I was a barber for 10 years. I used to sell DVDs. I used to burn up DVDs and go sell them at the carnival. I've had two clothing stores. I've had two restaurants. I used to sell clothes out the trunk of my car. Anything you can think of legally, I’ve done it, just trying to figure out, man, what I was put on earth to do, and then was introduced to this thing called internet marketing at the time, creating information products and that's what got me into it. That's when I was like, Man, this is what I was put on earth to do.

Marquel: I know you've been in this world for many years. You've been an entrepreneur for many years. We actually met at a private mastermind. That's when we originally met.

Kelly: Sure.

Marquel: Prior to us working together, you joined the program. What were some of the things you were doing online prior to us coming to starting to work together? You can talk about some of the frustrations or whatever the case may be that led you to actually deciding to work with us.

Kelly: For sure, yeah. Before I actually met you in private, one of the things I started doing was website flipping and I made a lot of money doing website flipping and the market got saturated. [03:08.3]

It wasn't until I published my first book about Shark Tank and it hit the number one on the best-sellers list that I actually started my business of book publishing so I had built it up. By the time I met you, I was consistently doing right at the low six-figure mark and they'd been consistent for probably about three years, and I was at a point where I wanted to scale my business. I was just tired of it being… I was in a stagnant place. I was in a place where I was just only working with referrals and whoever hit me up on social media and stuff like that and kept…

Seeing your ads, it was funny. I had seen your ad and had clicked on your ad before I actually came to the meeting. When I walked into the meeting I was like, Yo, that's cat, because I had never seen you before. That was like I was seeing you and I was like, Yo that's our boy from the video. I was like, Oh, this is what's up. [03:59.3]

But yeah, that's what got me to the point, first the interest in your ad and then actually seeing you in the mastermind, because anybody that's in that private mastermind I consider to be real people, especially if they're consistently there. Now, we've had some people come in there just try to extract from the group, but I saw you providing value.

Marquel: For sure. For sure. For sure. What made you actually [join]? I mean, because obviously we know it was a nice investment to join that program and things of that nature.

Kelly: Sure.

Marquel: What actually made you say, All right, let me go ahead and do it? Because initially when we spoke on the right time then and then we decided, we finally got to the point where he was like, All right, let's go ahead and do it. What made you say, All right? What made you go ahead and take the plunge?

Kelly: I took a couple of hits on my head like we tell people that you can go at this on your own and waste a bunch of money or you can get with a specialist, and I was just at a point where I knew I couldn't do it alone anymore. I needed the help, you know what I'm saying? I needed the help and I was tired of wasting money, trying to figure it out on my own, wasting money, time and energy. [05:00.9]
I was spending time and energy trying to figure this stuff out on my own and wasn't getting anywhere. My ads were bombing. My copy was terrible and, most importantly, my mindset wasn't right.

Marquel: Talk about that for a second. That's huge. You talk about the copy, the ads, but the biggest piece, talk about the mindset. What was the mindset that you were having and you felt like that had your capped? And what was it that helped you break? Let's talk about what had you capped first and then we'll talk about what was the shift.

Kelly: Yeah. What had me capped was thinking for people, if that makes sense. Letting my heart dictate and lessen my value, if that makes sense, so thinking, Oh, man, they can't afford this, versus putting it out there and letting them decide for themselves. I was already deciding whether or not they could afford it and I spent a lot of time feeling like I had to convince them or sell them versus, hey, no, they're working with me. I'm a specialist. This is what I do. I have over 10 years of experience of publishing and creating bestselling authors. [06:07.6]

So, yeah, my limiting thoughts and believing that I had to wrap my mind around “I deserve to be making the kind of money that I want to make. I deserve it for my expertise, for my specialty” and stuff like that.

Marquel: What caused you to kind of shift? Because a lot of people are in that same place. A lot of people we talk to and they're like, Man, people aren't going to be able to pay that. I want us to be able to help people, and I totally get it, right? What were the shifts that happened? Was it an instant shift or was it a process you had to go through? Then what kind of got you over the hump?

Kelly: It was a process. I did some. Before I got into your program, I did some form of success ritual. I would say affirmations and do different things like that, but I would just be saying them. It didn't take control and take heart. But then developing your daily success ritual, that helped, and then when I came to the event, that's when the light bulb went off. [07:02.4]

You had then looked at me and said, “Hey, there's people doing the exact same thing, the thing that you're doing. You're way better than them and they're getting rich.” That just clicked. It was just like, Yo, you're way better than them and they're getting rich for no reason because you're undervaluing yourself, and it just clicked for me.

Marquel: Boom. Boom. I loved that.

Kelly: It was like, boom. It was instant. I’ve got it. No more.

Marquel: Let's talk about some of the steps man, because I totally get it, right? Definitely, I was in that same place from a mindset standpoint, going around and trying to figure this stuff out on my own, because I’ll get asking, What's the shortcut? People want to know the shortcut.

I probably went maybe my first five years, four or five years online, just downloading e-book after e-book, getting on webinar after webinar, going to event after event, buying course after course, joining a membership, doing all this type of stuff to put all the pieces together, and it wasn't until I got some personal help where over the next two years I was able to exceed everything I had accomplished in five years, you know what I'm saying? I totally get it. [08:12.8]
Let me ask you this. Let's talk about some of the steps. Once you came on board, what are some of the steps that you took to actually come out and crush it?

Kelly: Once I came on board, the steps was implementation. When I came on, I did the done-for-you, which I wish I would have done, the done-for-you and gone and watched the videos, so the first thing that I did when I came back, I started watching all of the videos in the coaching session. Like I said, with a new mindset, a new eye, I reread your book again, just the whole thing. It was just a total shift, a new set of eyes, new spirit, opened myself up and just started implementing the things that you teach. The first one was just taking action, man, just doing the stuff that you teach and that you coach us on doing, and not being afraid of it. [09:02.4]

One of the videos you just dropped, you talked about the people who come in and say they don't need the mindset stuff and you say it's 90% mindset, and that's all that it is, because once you figure out, Hey… Here's one of the things, too, that you said at the event that got me. You said, “It's not our job to create the desire. The desire is already there. All we need to do is direct the desire to us.” There are people already out there looking for my specialty, looking for what I do. So, what's the way to get in front of them? Paid ads. In the video, you said a guy came and said, “I don't need the mindset stuff.” Okay, we'll spend $20,000 in ads this month. If that scares you, you need the mindset stuff, and that's the shift.

Being willing, not being afraid to invest in the business, spend the money on the ads to get the data, so you can scale. Once you get the data and dial everything in, you can scale. It's a no brainer, but that takes the mindset because you think you’re actually losing versus you're investing to get the numbers and get the information you need to take it to another level, because that's it. All I need to know is how many faces or how many times I need to be in their face before I direct that attention or that desire to me, and that's it. [10:17.7]

Marquel: Bingo. Bingo. Let's talk about some of the results. What are some of the results you’ve had, as much as you're willing to share since coming to the program?

Kelly: Sure.

Marquel: I know after coming out of the boot camp that we had, you had a crazy week, so everything has been full throttle. Kind of just talk about some of the results. What's been happening?

Kelly: At first, before the meeting, let's talk about before the meeting, before the meeting, not even implementing or doing or having even the right mindset, I had made 9k since I had been in the system just from people in completing the funnel and doing the things, and I wasn’t even spending that much on ads. I wasn't even consistently working on it. Like I said, my mindset was terrible, so I was even, quote-unquote, “successful” without fully implementing, having the right mindset and doing it halfway, and made some money, because I know a lot of people who join programs and don't get any results. [11:09.9]

Marquel: That’s right.

Kelly: I’ve got results over 9k, three sales and 9k by barely not even doing what you told me to do. Then to talk about after the event, once I shifted that mindset, hey, it's not my job to sell me on you. It's your job to sell me on why I should work with you. I did 23k in that week coming out of the event. It was just crazy, just a shift in that mindset, man, and not being afraid to say my price and that's the price and shedding up.

One of the most valuable things, and the whole thing was valuable, the event, but the interaction, the roleplay you did closing the calls and how detached you were to the outcome of the call versus how we've been taught like you’ve got to see them or plan your next move. No, just have a conversation. It's an interview process. You diagnose them and then it's their job to sell you on why you should work with them. [12:11.2]

Marquel: Boom. Just that simple, right?

Kelly: Just that simple, bro.

Marquel: I love it. I love it.

Kelly: It’s that simple, nothing extra, and that was my hang up at the beginning, too. I was focused on what I was going to say next, not really listening and so focused on, Oh, I’ve got to close this deal. I’ve got to close this. I’ve got to close. I’ve got to do this. Nah, it's not even about this. It's about having a conversation, showing them that you're a real person and realize and say, Hey, I can help this person. They need, like you say, you use the term, they need surgery. They don't need a Band-Aid. They need surgery, and to do surgery, only specialists can do surgery. I want to start to realize that I'm a specialist and they need me. It's a different mindset.

Marquel: I love it. I love it. I love it. And the cool thing is that we're just getting warmed up. That's crazy, bro.

Kelly: We haven't even started. We haven’t even started the engine yet. This is just the beginning, bro. [13:05.9]

Marquel: It's crazy, man. That's the exciting part.

Kelly: Yeah.

Marquel: Based on what we have, like you said, we haven't even really started, but it’s already happening. Honestly, how do you feel about the results so far and how do you feel it's going to help you for the rest of your life? Because obviously the money and everything is great, but how does that affect you from a personal-life standpoint and even going forward for the rest of your life?

Kelly: For sure, man. It's going to help me tremendously because it's going to help me work less and make more. I get to spend more time with my children. I get to do more. I get to just go play basketball with my son or just something like that versus working 24 hours.

You know how you can step away from the computer, but your mind is still on the things that you want to be doing or you need to do, Oh, I’ve got to finish this, or I’ve got to finish that, and so that's going to help me tremendously moving forward.
Like I told a guy that got hit me up on Twitter, I’ll send it to you, and he asked me, “How has it been working for you guys?” [14:04.5]

I was like, Bro, it has been the best investment I’ve ever made in my life, and the guy actually called me and he says, So, you've been doing this a while. He says, I'm a newbie. He was like, Do you think it'd be better?

I said, “Dude, whatever you have to do to get the investment, invest in it.” I said, “Had I met Marquel 10 years ago when I first started, I would already be a multimillionaire. I would already be a multimillionaire.” I would probably be retired and really just chilling had I met you 10 years ago.

But it's just from the mindset shift, bro, and that's what it is, and implementation. Just like I told the dude on the call, I said, “Don't think it's going to be a magic button. You're going to actually do the work. But if you do the work and your mindset is right, bro, you can kill it. You can crush it.” Yeah, man.

Marquel: I appreciate that, bro, appreciate that so much. I won't keep you much longer, but those who are listening to right now, if you have one thing that you want to say to the audience about this process, the whole experience, what would you say?

Kelly: I would say the same thing I told the old boy. It has been the best investment I have ever made in my life. [15:05.8]
Like you said, I’ve been in this internet marketing thing for over 10 years and I’ve bought a bunch of courses, trainings. I never did any type of coaching or anything like that, but going back, I wish I would have done some coaching and some different stuff like that. But whatever you have to do to invest in Client Attraction University, they do exactly what they say they're going to do and your results are going to be crazy. If you do the work and you do what they tell you to do, and don't skip a step, don't skip a process, you're going to be successful.

Another thing you shared at the event is how you look at anything you invest in. You never lose when making an investment because you wrap your mind around, hey, you always get something out of it. I've been going back, and since the event, I’ve been investing other stuff just to get better in what I do and say, Hey, what can I get from this? [16:01.4]

It's been $20 projects. It’s been $20 courses. It’s been $1,000 courses. If I get one thing from it that I can implement into what I'm doing, I haven't lost my investment, so it's definitely worth the investment of signing up with you guys. I'm on the bottom level and I’m going to the top with you guys.

Marquel: For sure. Appreciate you, bro. I appreciate you. First off, bro, once again, I definitely appreciate you being here, man. I definitely don’t take you time light, man.

Kelly: Sure.

Marquel: But those of you who are watching right now, if this sounds like something you may want to kind of explore deeper, we're clear on who we work with. If you're a coach or a consultant, or you're a service provider, and you have an offer that you set out for 3,000,10,000 or more, or you want to increase your prices and attract higher quality clients on a consistent basis, click the link. There will be a link around this video somewhere. You click on that and you can get more details about how we can potentially work together.

Schedule a call. I'm doing this call to kind of see where you are now, where you're looking to go, help you map out a game plan to get there, and then from that point, if we decide it’s a good fit, we can talk about some options for us to work together, or you can take the game plan and go implement it on your own or get somebody else to help you. Either way, it's totally cool, so it's a win-win totally for you. I mean, it's a total win-win for you either way. [17:09.4]

Click the link. It will be above this video, below this video, who knows? Click on it. You can go get some more details—and, if nothing else, definitely appreciate you for checking out this interview, and until the next one have a phenomenal day because you absolutely deserve it. Talk to you soon.

What's the difference between you and mega-successful coaches and consultants with a dream business? Simple. They're getting more leads than you are. What if there was a way to get 50 to 100 leads every single day like clockwork? Would you want it? Then go to www.GetDailyClients.com to access our Paid Ad Playbook that has brought in millions of leads for our clients over the years on complete autopilot.

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