SFR 165: How To Sell Other People’s Products – Stephen Larsen

SFR 165: How To Sell Other People’s Products

Aug 14th, 2018 anchorwave

Right now, I’m rewriting a lot of the Funnel Builder Secrets Webinar. Here’s what you should change – and what you need to leave alone – when selling another person’s products…

Recently I had the incredible honor of being asked by Russell Brunson and Dave Woodward to pitch the Funnel Builder Secrets webinar for Clickfunnels.

It’s the same script that Russell used to make 3 million dollars in 90 minutes from Grant Cardone’s 10X event, and now they’ve asked me to come in and be the pitch guy for it – which is really, really exciting…

However, it leads to one MASSIVE question that I need to solve to be successful; “What parts of the script should I change, and what parts should I leave alone?” After all, this script has a 3 million dollar track record – so I don’t want to screw it up!

Solve this problem has taken me on a fascinating journey – and I want to share my most important takeaways with you here.

I Love Clickfunnels

Now you might be thinking, “Ok, Stephen, this is kinda interesting, but why does it matter to me… and *cough* why are you dressed as a giant chicken ?”

Stay with me, and all will be revealed…


A little while ago, Russell asked Dana Derricks to help him figure out other ways to sell Clickfunnels to the different audiences who had shown interest in using it.

Dana is a copywriting master, he’s a complete rockstar… he also gave Russell a gorilla suit – and me, this chicken suit.

You can watch the episode on Funnel Hacker TV – it’s that one where we wrote some Awesome Copy while wearing Animal Suits…

Stephen Larsen on motorcycle in chicken outfit

Anyway, I digress… let’s get back to some serious marketing 😉

What Dana Derricks had to do was come in and figure out how to sell a product that wasn’t his.

He had to put himself in Russell’s shoes and ask, “How would I sell this if it was my product? How would I sell Clickfunnels if it was something that I bled to create and bring to life?”

It’s easier to do this when you’re selling your own product because you have stories that relate to the creation of the product – and you can share these with your target market.

BUT, if you’re selling someone else’s product – then, things get a little trickier.


Stephen Larson Speaking on stage

Whether you’re selling your own products, or other people’s products as an affiliate, getting good at matching your stories to the false beliefs that you need to break is super important.


  • If you’re in affiliate marketing, it matters because if you can figure out the sale strategy stories that your competitors are using to sell their products, and then work out your own stories to sell their product better than they do – you’re gonna get more customers
  • If you have your own offer to promote, finding the stories that build and break beliefs for your audience can help you sell your product to the best audience, and your wallet will be fatter.

In fact, what I’m about to share with you next is the basis for the most effective marketing. So get ready, buckle up, and hold tight – you’re in for a ride!


When you look at any sales script – it doesn’t matter if it’s for a webinar or something else, there are two major phases that the person pitching has to go through to get a potential customer on side.

However, when you’re selling someone else’s product, it’s essential that you only make changes in one of these stages (can you guess which one?) The two phases are:

  1. The Marketing Phase
  2. The Sales Phase

For a while, I didn’t fully understand the difference between these two phases, and to be honest, it was something that was really holding me back. It’s an area that a lot of people don’t ever study. Let me explain…


Suddenly, it hit me

I remember riding my bike home from college one day. We didn’t have enough money for another car, so I rode my bike in the wind, the rain, and the freezing snow.

This particular day was a beautiful summer day, so I should have been enjoying the ride, but I wasn’t.

Money was tight and hard as I tried, things just didn’t seem to work out for me. I’d started 10 different businesses, and they’d all failed, or barely broke even. My pride was on the line, and I was beating myself up.

“Man, you’ve been studying this for years, Stephen… What’s wrong with you? It’s gotta be YOU, Stephen, ’cause all these other guys are doin’ it – what’s wrong with you?”

I was running through different scenarios in my head and thinking, “Man, I’ve been studying like crazy. I have so much knowledge. I know how to solve all these business problems… So why am I still poor?”

It was a big question for me.

I had a wife and family to support – so I know I need to raise the bar.

Stephen Larsen Feeding Child

Suddenly, these thoughts came flying into my head…

#1: “Well, shoot! I’m not even asking for cash! There’s no way for anyone to give me cash online – so that’s dumb – why am I complaining?”

#2: (and some of you might laugh at this) I’d never considered that there was a HUGE difference between sales and marketing. “WHAT?!**!”

I’d been doing door-to-door sales and telemarketing because I wanted to learn how to sell.

Seriously, that’s why I took those jobs.

Even though I knew it was going be terrible sometimes – even though I knew that doors were gonna to get slammed in my face like crazy – I took those jobs because I knew I that had to get out of my comfort zone and learn how to sell.

But riding home that day, I realized, “Crap… Sales isn’t marketing! I’ve been studying sales, but what the heck is marketing?”


Sales and marketing have very specific and different roles:

  • Sales happen face-to-face – it’s reasons to act now, i.e., Here’s what you’re gonna get – 50% OFF – The price goes up at midnight.
  • Marketing is how you get potential customers to your face – it has to do with the actual stories that you tell – it’s the way that you break and build belief patterns

As the pitch guy for Funnel Builder Secrets, I have to work on the Marketing Phase of the script.

I have to change the stories that are being told.

Our Own Potato Gun

I can’t tell the stories that Russell would normally tell. I’m not going to tell potato gun stories because those are NOT my stories.


The first time Russell or any successful entrepreneur creates any sales script, they:

  1. Figure out the best audience and the best buyers for that offer from the Red Ocean.
  2. Ask, “Who willing and able to spend cash on this product? Who is my dream customer?”
  3. Write the script for that one customer

Stephen Larsen with Russell Brunson

Take ClickFunnels, for example; when Russell sells ClickFunnels on the Funnel Hack Webinar, he’s targeting people who are using websites.

Websites ARE the Red Ocean. So he threw rocks at websites:

  • Websites are dying
  • Websites are crap
  • Websites suck up your valuable ad money on websites
  • Websites don’t give you a return on your investment.

One of the easiest ways to screw up any sales script is to write it for multiple audiences

  1. That’s the fastest way to not sell anything
  2. You’ll end up in a hellish scenario where you’re selling to people who are not your ideal client – I’m speaking from experience here. 4 or 5 years ago, I was in that exact situation – it’s not fun.

As the script evolves, you can work out the perfect pitch, and the stories to break and build the beliefs, for this particular audience.

Once you’ve mastered your pitch, then it’s time to bring in other audiences from other Sub-Red Ocean – or the SRO’s (as I like to call them).

Red Oceans Sub-Red Oceans


Here’s a fascinating question:

How do you know which audiences you should add to your script?

The answer is:

The market decides

You can’t just add any random audience just because you think they “could” buy.

You have to let the market guide you.

Red Ocean The Script Sub Red Ocean

You’ll know which SRO’s to add by the questions and the responses you get to your sales script…

The market will let you know, “Hey, I’m a coach – will this work for me?” or “Does this work for retail, B2B, info, supplement, ecom, MLM, info product, physical products?”

It’s the markets way of telling you “WHO” the best fit for your products actually is. Then you can add the stories that connect with the beliefs each SRO that you add.

As you’re refining the script by listening to the market, you’ll also discover the most powerful offer that your “WHO” will be willing to pay for – or in other words the “WHAT.”

Who and What

The market will tell you, “Hey, I’d buy your product, but I just don’t how it will help me with X, Y, or Z?”

When you get that response, you know that you need to add a bonus product that will solve that product for them. It’s the most powerful way to build an irresistible offer stack.


Those who tell the stories rule society

When you pitch someone else’s products, the market has already decided the right “WHO’s” and the right “WHAT’s.” So all you have to do is switch the stories.

My task for the Funnel Builders Secrets webinar is to change the marketing phase of the script, but I’m not going to touch the sales phase – that’s already sexy because it’s market lead.

I’m not adapting or changing Russell’s offer at all. Why would I? It’s an amazing offer. I can’t compete with the things that are in that offer.

The lever that you can pull when you’re not in control of the product is the marketing. You can control the stories. Those are levers you can pull

It’s up to the products creator to make the offer amazing and absolutely incredible.

The place that you spend all of your time in the marketing phase. What are the stories that you can tell that will break and rebuild beliefs?

What’s the stance you can take? What attractive character attributes can you take on?

If someone asks you to promote their product, and the offer is not drop dead sexy, don’t waste your time coming up with the stories.



If you read the book Pitch Anything by Oren Klaff, he talks about the “Croc Brain.”

The Croc Brain is the primal part of your brain that reacts instinctively when it senses danger.

In the modern world, this part of the brain is often on hyper alert – it’s on the lookout for scams, lies, and anything it doesn’t trust.

No pitch or message is going to get to the logic center of the other person’s brain without passing through the survival filters of the crocodile brain system first. And because of the way we evolved, those filters make pitching anything extremely difficult.

The great news is that telling stories that connect with your audience emotionally is a great way to get the croc brain onside – that’s why stories are so important in marketing.


Stephen Larsen on stage

The beginning of any sales script (not just a webinar) is very marketing (story) driven.

It focuses on using stories to change beliefs for the intent of creating a purchase. It’s all about changing the way that your audience sees the world through story.

So for the Funnel Builders Secrets Webinar, I’m still introing in the same kind of way that Russell did it, but I have to come up with new stories for the marketing phase to:

  1. Introduce myself as the attractive character – to defeat the “Who are you and can I trust you?” response of the croc brain
  2. Break and rebuild beliefs for Secret #1, Secret #3, and Secret #3 – to show why my product is a new opportunity and vehicle that the audience has been looking for all along.

*If you have no idea what I’m talkin’ about, then you have got to go read the book Expert Secrets. This book has been worth more than my entire marketing degree. I learned more from Russell’s books than I did from my entire 5-year Marketing degree.

Because I don’t control the offer, it’s more about the stories that I tell in the beginning, and the pre-frames the see before the offer

So for the Funnel Builder Secrets, I’m thinking about all the beliefs that need to be broken – so I can match my stories to them to create an epiphany which makes the target market feel, “Wow, I gotta get this offer!”


  1. Any Sales Script has two major parts – The Sales Phase and The Marketing Phase
  2. When you sell someone else’s products, the market has already identified the “WHO” and the “WHAT.”
  3. When you pitch someone else’s product, all you have to do is switch the stories
  4. Stories are marketing levers that you can use to change beliefs to create a purchase
  5. Stories are the best way to get the “croc brain” to feel safe – to do this your stories need to connect on an emotional level to break old beliefs, install new beliefs, and created a feeling of safety
  6. After you’ve told the stories in the Marketing Phase of the script, then the Sales Phase kicks in with its closes and reasons to act now. We flip into sales mode. Then I start talkin’ about the offer
  7. You start talking about logical reasons to purchase now – about “what you’ll get if you act now,” and what will happen “if you don’t buy.”
  8. You answer objections: eg. “I don’t have money.” and use some closes, “Go buy – Go to this URL – Open up this tab – Go here!”
  9. When you sell other people’s products, you need to focus on telling stories during the marketing phase and leave the sales phase alone
  10. If an offers not sexy, then don’t waste your time creating stories for it

Until next time, Keep Crushing It!

Hey, want me to speak at your next event or mastermind? Let me know what I can share that would be most valuable, by going to to book my time now.

The post SFR 165: How To Sell Other People’s Products appeared first on Sales Funnel Radio Blog.