What’s going on, everyone. I am here with Ken Underhill, and guys, I am so excited to do this case study today because I have had so many conversations with Ken prior to him joining the program. And it’s been a journey.
So I’m so excited to have him here today. And today, he’s going to share with us his journey into high-ticket and why that made such an incredible difference for him, and why it was such a game-changer. So Ken, welcome. Great to have you.
Ken Underhill (00:32):
Thanks for having me on, Steph.
So good to have you and Ken. Tell us a little bit more about what you do and what your business is.
Ken Underhill (00:42):
Yeah, sure. So I own a company called CyberLife. So we have a number of things that we do. We do online cybersecurity education. We also do service-based stuff. So things like penetration testing or legal hacking for those out there that don’t know what it is. And then I also have a TV show wrapped up under the company as well. So a number of things going on.
Yeah. Cybersecurity is such a really interesting niche, the like you have a television show going on as well. So a lot of stuff. What was the problem that you had prior to joining our program? And I just want to remind everyone here, like Ken had this journey to getting here. So share a little bit about that, Ken.
Ken Underhill (01:23):
Yeah, before joining up with you guys, there were a number of things I was doing in the business. I was helping other business owners like with advertising and social media marketing and things like that. And so I really just didn’t have a lot of clarity around exactly what I wanted to be when I grew up. So I think that was my biggest challenge prior to joining up with you guys.
Yeah. Hey, listen, we’re all having that problem. We don’t know what we want to be when we grow up. I’m still there. And what was the biggest problem that you had prior to joining? What was it that was like stopping you from scaling your business?
Ken Underhill (01:59):
It was really just the clarity, right. Just kind of figuring out, should I be doing all these other things, or should I focus on one thing or one massive thing and put all my energy into that. So that was kind of the main issue I was having.
Yeah. And Ken, you actually didn’t join the program right away. Your story was like a journey. And I remember the first time you talked, you weren’t so sure about, you know, where you were at and having clarity. And then, like a couple of months later, you’re like, Hey Steph, I am ready to do this. I’m tired of dealing with clients, low-ticket clients, and I want to change things up. So how did that go for you?
Ken Underhill (02:41):
It went very well, you know, and I think that the differentiator was, as you mentioned, dealing with some low-ticket clients, and when the pandemic hit, which is when I first talked with Steph was right around that time, I made some low ticket offers available to try to help others. You know, try to help some other business owners.
And it was an absolute nightmare. I think every single person wanted to refund, didn’t do any work, it was just a really horrible experience. And I went to high-ticket and every single client very laid back, chill, did the work, got results, and it was just a night and day difference.
It does make a lot more of a difference when your clients are invested. So, where did you start off within your low ticket price point, and where are you now?
Ken Underhill (03:30):
Ah, yeah. So, the low-ticket options that I put out there were like $500. So I consider that very low-ticket where I’m at now, I don’t close any deals under six figures. So that’s kind of where I’m at now in my business. So definitely a big jump in a short period of time, but well worth it.
Went from like a very low ticket to charging five figures?
Ken Underhill (03:56):
Six and seven figures for most of the deals were closing.
Oh! Oh, wow! That’s even better! That’s awesome, Ken! That’s definitely a game-changer. So was there anything particular about our program that helped you get there that really changed things for you?
Ken Underhill (04:16):
Full disclaimer, I haven’t watched; I mean, there’s so much value in the program. I haven’t looked through everything. For me, it was pulling out bits and pieces from some of the high ticket training, as well as some of the social media. So Facebook, YouTube, et cetera, training that Dan has in there.
But primarily the high ticket training he had, and specifically some of the sales videos he did, and some of the walkthroughs as well as some of the calls. They really, really helped me improve what I was working on and get to where I’m at now.
Yeah. So even just like taking some of the strategies, you haven’t even implemented all of the strategies that are in the program. So imagine like when that happens, where are you going to grow. So, you know, that’s something to look forward to. And Ken, you’re actually one of the most active members of our community. What do you think about the community? I see you’re always in there commenting. Actually, I love the fact that you do that. What do you enjoy most about that?
Ken Underhill (05:17):
Yeah, I think it’s just good to be in a group of other like-minded individuals, like-minded energy. And I talk about that several times in the group. I know I’ve talked about energy. It’s important because you learn from other people and it’s not all about what trainings in the actual program. There’s a lot of nuggets of gold in the actual community itself. And people are very, very helpful.
You could have the dumbest question in the world and post it, and nobody’s going to say you’re an idiot. They’re going to say, well, why are you thinking that way? Or have you thought about this or that? And it’s really just; it’s kind of rare to find that. Even in a program, you know, where people invest X amount of dollars, it’s tough to find without people being spammy, you know, without people trying to sell you and stuff, this is really a legit community where people are just trying to help each other.
Yeah. And you have helped a lot of people out. I remember actually I brought you on too, you know, because of your expertise to help someone else. And just like having that team together and, you know, just my expertise and your expertise, like combining it just really helped provide so much clarity.
And I want to know, like, what has been the biggest change for you in your life? I know you’ve grown substantially in your business, but what about in your personal life?
Ken Underhill (06:35):
Yeah. So just talking about the high-ticket, it frees you up, right? When you do the math, and you say, okay, I only need X number of sales this year to hit my numbers. It’s a lot different than let me take everybody on because not everyone is the right fit for what you’re trying to do. And I learned that in low-ticket that there’s a lot of people that were not the right fit. They’re not willing to put in the work.
And there was a good meme that was going around, and kind of did the differentiator between low and high ticket. And the low-ticket one, I think it was like $500, ironically enough, listed it as that. And it’s like, this is our livelihood. We’re counting on you to save our family’s lives. All this stuff that I have, unfortunately, experienced things like that with the low-ticket clients. And then the $5,000 example on that meme was like money sent, thanks.
And that’s reality. That’s exactly how it is. It’s when someone is willing to invest in themselves; it’s easier to work with them. They put in the work, and they get real results. And when someone has that low-ticket mindset of I’m going to buy the cheapest thing, they’re never going to get the level of money in their business or in their personal life that they want because their mindset is poverty. So they’re never going to change that.
Yeah, absolutely. Yeah. It’s all about mindset. It’s all about them making that decision to change things. And when they’re really invested, you really see results. And that is what makes a real difference.
And Ken, you know, just because you know of your journey, I want to ask you this. If you hadn’t taken action if you hadn’t joined the program, where do you think you’d be right now?
Ken Underhill (08:12):
Haha, miserable. Probably still dealing with some of those low-ticket clients. Not having the clarity of focusing on what I’m really, really good at. So I think those are a couple of the things, but I think you hit on a key point there, Steph, even if, no matter what the program you join is if you don’t take action, you’re not going to get results.
Execution is everything. And even in the community Steph and I were talking about, there are people that are overthinking things, you know? And you’ll see a lot of us in there if you decide to join, saying, Hey, look, just, just do it and just get out there, fail quickly, figure it out, adjust. You know, sometimes you go in, like when Steph and I first talked, we were talking about if I recall teaching people how to build forensic company. Totally unrelated to what I’m doing now, you know?
So you have to be willing to execute and pivot as needed in your business to be successful. So I think you really, really hit a key point there, Steph, with the execution.
I think you were the one that really nailed that point. And I think this actually leads into our next question, which would be, there are some people who are afraid of taking action, who are afraid of making that commitment.
What would you say to them? What would you say about, you know, taking action and moving forward?
Ken Underhill (09:29):
So I’ve actually had, around this program, I’ve had a few people reach out on social media saying, Oh, is it good? Do you like it? Blah, blah, blah. The problem with asking a million questions is you never take action. There’s a lot of very smart people with useless facts they know that are broke.
So for me, in my case, when we first talked, I didn’t take action, right? I dealt with low-ticket clients, and it was just a nightmare and a pain, and I didn’t really see any numbers moving. And so then I took action, and it’s been a night and day difference. So for those out there on the fence, like, just do it. I mean, if, whether or not it’s this program, you have to take action and put in the work. And I mean, there’s a lot of programs out there that can work.
Ken Underhill (10:10):
I like Dan. You know, I like the fact that he tells it like it is. There are things I’ve invested in the past where it’s just fluffy, and it’s, you know, you’re going through like 900 hours of content, and it’s like, this could have been a five-minute video, you know, to teach, teach me whatever it is.
What I like about Dan stuff is that it’s direct to the point. This is exactly what you need to know to go out and execute. And so if you’re looking for somebody to kind of write like Stephen King is a good example, all this long-winded stuff, you know, don’t hate me, Steven King, but all this long-winded stuff. If you’re looking for that, it’s not the right spot for you, honestly.
But if you’re looking for information and a team of executor’s, a group of executor’s out there that are really doing stuff in their businesses; then it’s the right fit for you. And you should just go ahead and do it.
Gosh, that was so good. And you know, for someone who actually, you know, didn’t take action the first time, you’re like talking to yourself, and think about the time that you could have been taken action as well.
So what do you think, you know, that would have made a significant difference. So even not taking action has its costs. Maybe, you know, a lot of people need to realize that there is also a price for not taking action. So there you go.
Ken Underhill (11:28):
Absolutely. Yeah. You know, I think the terminology is opportunity costs, you know? So the longer you wait, what’s really going to change? Honestly, if you take a step back and you reflect on your life right now, as you’re watching this video, what’s really going to change if you make no changes, you know? What are you doing right now?
Obviously, it’s not what you want because you’re looking at this, and you’re looking for something different. So I mean the excuse I typically hear people say, and this is me speaking from my own business, “I don’t have the money,” but you do because you bought a big-screen TV, you bought the latest PlayStation five or six, whatever it is now.
You’ve got the expensive car you can’t afford, the house you can’t afford, you buy all this stuff anyway. You might as well invest in yourself because that’s the only thing that will give you the real return in your life.
That’s good. And Ken, I’ve seen so many significant changes in just you, like taking that step forward. And once you started the ball rolling, and you might’ve been delayed, but once you did take action, you significantly changed. And I’ve seen that change. And I know you see it because you went through a complete transformation, and Ken, I want to thank you for your time.
And I want to thank you for just being so consistent, for taking action, and sharing your story with us. I appreciate you. And I cannot wait to see all of the amazing things that you’re going to continue doing with your program and see all that success.
Ken Underhill (12:59):
Thanks, Steph. I appreciate you having me on.