How Keenan went from $5K to $68K per month in high ticket sales

Keenan sells equipment financing and business loans. Six months ago he was making $5,000 a month. Last month he hit $68,250. Not luck. Not a new lead source. One shift in how he sells.

I want to break down exactly what changed because it's not complicated. It's just not taught anywhere else.

From $5K a month to $93K in 90 days

Keenan had been in the financing space on and off for four years. He took a hiatus, came back, and got into my mastermind. His first full month back he made $10,000. That was already double what he was used to.

Then he really dialed in. No other revenue coming in, fully focused on financing equipment for business owners. Over the next 90 days he made $93,000 total.

"So it's like 5,000 now. This past month 68."

That's not a typo. That's an 11x on his investment in the mastermind within 90 days. But the money is just the result. The real story is what he stopped doing and what he started doing instead.

He was bouncing around chasing the next guru

Before he found me, Keenan was doing what a lot of closers do. Jumping from course to course looking for the missing piece. He was in a course teaching natural selling. He was in another program before that. None of it clicked the way he needed it to.

He found me on YouTube, started watching, got into the school course, then said he had to get into the mastermind. Here's the thing he told me that I think matters for anyone stuck right now:

"You share a lot of information that you share in your mastermind and then in the school course you share that with the public. And so a lot of times I'll just watch you on YouTube instead of actually logging into the course."

The free content and the paid content are built on the same foundation. What changes is the depth and the one on one coaching to apply it to your exact situation. That's what moved the needle for him.

Selling on product versus selling on identity

Here's the real breakdown. Before working together, Keenan sounded like every other loan guy on the phone.

"Hey, this is Keenan with ABC financing company. I saw that you're looking for X." And then straight into features. Early payoff, 60 months, low interest rate.

Sound familiar? That's selling the product. Features and benefits. And when you sell like that, you sound like every other salesperson who called that business owner this week. You get ghosted. You get ignored. You're just another name on their call log.

What changed everything for Keenan was selling to identity instead of selling the loan.

"It's about selling to that business owner. It's not about product. It's not really persuasion. It's really just about speaking with that business owner, finding their pain point, and trying to see if you can help them."

His identity frame is business owner. Every prospect he talks to, he's speaking to them as a business owner first, loan applicant second. That's the frame. And it's the same frame no matter what you sell. Guitar lessons, golf coaching, financing. The product changes. The identity frame is what makes the sale happen.

The numbers game is dead once you do this right

Keenan used to believe in the numbers game. Dial more, talk to more people, something sticks. He told me straight up he doesn't believe that anymore.

"I believe the numbers game back a few months ago. I don't believe it now. It's not about numbers. I feel like it's about connecting, building the rapport. I have to sell way less than I would if I was playing the numbers game."

When you stop sounding like a salesman and start sounding like someone who actually understands the person on the other end, you need fewer calls to hit bigger numbers. Quality of conversation beats quantity of dials every time.

When they start saying "yes sir" to you

This part made me laugh when he said it, but it's real and it's the clearest sign your authority has shifted.

"I stopped saying please, thank you, yes sir, no sir. And now they're saying that to me, right? So they're having it qualified to me."

Prospects were asking him for suggestions. "Hey, what do you feel like I should do?" He wasn't chasing people to give him money anymore. They were coming to him. He even started using the same identity based approach with referral partners and equipment vendors, and it worked the same way there too.

"Well, let me, do you mind if I make a suggestion. And then it's like, you should give me money. That's what you should do."

That's what rapport and authority sound like when they're actually working.

Objections become simple once you know the three

Keenan told me the mirror boards I give in the mastermind became something he memorized and customized for every client. Here's his logic on objections, and it's worth remembering because it strips away all the overthinking:

"Money, time, values. Only three objections. So when I get one of those, I know exactly, boom, here's what I'm going to say. And I customize it to that client."

Three objections. Not fifty scripts for fifty scenarios. Know the three, know your response frame, then customize it to the human in front of you. That's what let him go deeper with clients instead of getting stuck or fumbling a rebuttal.

What actually moved him, besides scripts

I asked Keenan what from our one on ones outside of straight sales tactics gave him the biggest return. His answer wasn't about a script or a close line.

"Being able to have a conversation with you outside of sales. If it's a conversation about systems, about business, even about family. You help me correct that issue and move forward."

He compared it to the exact same process we use to move a business owner forward and find their emotion. The mentorship worked on him the same way he learned to work on his own prospects. That's not a coincidence. Selling better and operating better as a person are the same muscle.

The bottom line

Keenan went from $5K a month to $68K in a single month, and $93K across 90 days, by doing one thing differently. He stopped selling equipment loans and started selling to the identity of a business owner.

He stopped playing the numbers game. He stopped chasing. He memorized his objection frames so money, time, and values stopped being scary. And he kept showing up to one on ones even on topics that had nothing to do with a pitch.

If you're stuck selling features and benefits and wondering why nobody calls you back, this is your sign. Find the identity of the person you're selling to. Sell to that. Stop sounding like everybody else on the phone.