Russell maps out how he has structured his coaching programs to automatically ascend his customers to the next level of coaching! ---Transcript--- This is Russell Brunson and this is the Marketing in your car Podcast. Hey, everyone. I am driving to the office now this Monday morning. I am very excited for this week for a couple reasons. First off, I’ve got some fun projects I’m working on. Second off, I am actually this week flying to Vegas to go pick up a Ferrari I won. I won it in a sales contest for Pure Leverage, a new auto-responder company that was launching. We sold 1,100-1,200 people to it within a month, which was enough to win a Ferrari. I’m going to go pick it up and we’re going to drive it all the way from Vegas back to Boise, which is going to be pretty fun. In fact, I bought a Go-Pro camera and I’m going to mount it on the dashboard of the Ferrari looking out and record the entire drive home. Then I’m going to time lapse that drive and have it as the background of a sales video. I’m pretty excited. It’s going to be fun. What I want to talk to you guys today is I want to give you guys an idea and it’s something I’ve been thinking about a lot as we’ve been rebuilding our coaching programs. One of the last podcasts talked about how we have been dabbling with starting back up some of our coaching programs, selling high-ticket stuff but doing it much differently. Instead of having 60 sales guys like I did back in an earlier version of Russell, we’ll do it pretty small where we pre-qualify and basically only call a few people who make the cut to work with us. So far, it’s been really good. We’ve been learning a lot along the way and it’s exciting. One concept I wanted to talk to you guys about, since it’s something I’m implementing and anyone can implement it, is really focusing on your value ladder. You’re bringing someone through some sort of chain of offers. Someone comes in initially at a smaller price and then you upgrade them to a higher price and you’re trying to get them up to your high-ticket things. If you’re looking at the Dan Kennedy world, where I used to spend a lot of time with Dan Glazier and stuff, he calls it the ascension model, how to get your customers to ascend naturally. As we’ve been building this whole program out, I’ve spent a lot of time thinking about that ascension strategy, how we get them to move from one to the next to the next. When we create our packages, our first coaching package that we have is about $5,500. It’s really like a fast-start 30-day coaching program where they get 30 days working with me directly and with one of our coaches to get their business launched. I don’t think it takes more than 30 days to launch most businesses if you have some sort of product already. It’s just marketing and that kind of stuff. That’s our initial offer. After that happens, my goal is to put people through a program called Decade in a Day. I you look at Tony Robbins, at his events he talks about how you can compress decades into days. For example, you have someone who spent the last decade learning about the stock market or whatever their passion is, and they spent a decade learning that stuff and they wrote a book. You take that book and you can compress what they learned in a decade down into a few days. I thought it was a cool concept, so we launched our second tier, which is called Decade in a Day. It’s not as expensive. We’re only charging $3,500 for it. Basically it’s a one-day program with me virtually, where you and the five or six or ten other people who signed up for Decade in a Day get on a virtual webinar with me. For an entire day, I sit down and I rebuild your business, and then the next person’s business, then the next person’s business. You have a chance to have your own business re-tweaked and rebuilt on top of going and watching me critique and rebuild nine or ten others’ during that day. The whole goal is to compress a decade of learning into a day. Basically, to kind of take