When You Follow the Framework, This Happens… Ryan Lee’s Inspirational Story and Strategies Revealed! | #Success - Ep. 79
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this compelling episode, Russell Brunson reconnects with childhood friend Ryan Lee, who built a multimillion-dollar landscape lighting business before transitioning into a successful coaching empire. Ryan shares his journey from MBA graduate to landscape lighting entrepreneur, running a company for 12 years in Texas before selling it and moving back to Utah in 2019. (45:02) The transformation began when Ryan discovered ClickFunnels after seeing Russell on "The Profit" TV show, leading him to purchase the $108 split test course that changed everything. (02:34)
- Main themes include the power of recognizing your unique expertise, transitioning from technician to coach, and the importance of premium pricing and systematic business growth in service-based industries.
Speakers
Russell Brunson
Russell Brunson is the founder and CEO of ClickFunnels, a software company that helps entrepreneurs build sales funnels and grow their businesses. He's a bestselling author, sought-after speaker, and has helped thousands of entrepreneurs transform their businesses through his marketing strategies and funnel-building methodologies.
Ryan Lee
Ryan Lee is the founder of Landscape Lighting Secrets, a coaching company that helps landscape lighting professionals grow their businesses. He holds an MBA and previously built a multimillion-dollar landscape lighting company in Texas over 12 years before selling it in 2019. He has since created a thriving coaching business with multiple award levels including the Lighting Millionaire Club (LMC) and hosts the "Lighting for Profits" podcast.
Key Takeaways
Premium Pricing Creates Business Sustainability
Ryan initially tried to undercut competitors by charging $175 per light instead of the industry standard $225, thinking this would give him a competitive advantage. (10:03) However, this low pricing strategy prevented him from scaling because he couldn't afford essential business infrastructure like multiple trucks, admin staff, or a proper shop. The breakthrough came when he realized successful companies charge premium prices because they need to support the overhead of a professional operation. This lesson taught him to "act like the company you want to be, not who you are today" - meaning price your services to support the business model you're building toward, not your current situation.
Strategic Partnerships Trump Traditional Marketing
After struggling with traditional marketing methods like direct mail and social media, Ryan discovered that referral partnerships with landscapers, home builders, and pool builders generated significantly higher-quality leads. (11:52) One referral from a landscaper resulted in a $25,000 lighting job, which was exponentially more valuable than typical leads. This strategy worked because these partners naturally connected with clients who were already investing in premium home improvements and had the budget for high-end lighting installations. The key was identifying businesses that serve your ideal customer base and building mutually beneficial referral relationships.
Immediate Decision-Making Eliminates Follow-Up Friction
Ryan developed what he calls a "close on the spot" mentality because he disliked follow-up calls and recognized that prospects rarely answered callbacks anyway. (12:46) His approach was to help customers make a decision during the initial meeting, whether that was a yes, no, or calling the police. This direct approach eliminated the time-consuming follow-up process and actually served customers better by forcing them to confront their objections immediately rather than procrastinating. This strategy requires confidence in your value proposition and the ability to handle objections in real-time.
Your Expertise Seems Common Sense Until You Teach It
Ryan initially struggled to identify his calling because landscape lighting felt like "common sense" to him after 12 years in the industry. (37:54) At Funnel Hacking Live, multiple people told him he "lit up" when discussing landscape lighting, but he dismissed this feedback thinking the market was too small. The breakthrough came when he realized that what seems obvious to an expert is incredibly valuable to someone just starting out. His three core pillars - premium pricing, qualified leads, and immediate decision-making - weren't obvious to other lighting professionals who were struggling with the same challenges he had already solved.
Consistent Daily Content Builds Invisible Authority
Following Russell's advice, Ryan committed to daily Facebook Lives for 90 days, initially hiding from family and friends because he felt awkward. (27:21) He thought only his mother was watching, but later discovered that prospects he was DMing had been following his content and already knew his expertise. (29:53) This consistent content creation, combined with actively answering questions in Facebook groups without making offers, built credibility and trust before he ever made sales calls. The key was committing to the process regardless of immediate visible results, understanding that people consume content on their own timeline.
Statistics & Facts
- Ryan initially underpriced his lighting installations at $175 per light compared to the industry standard of $225 per light, which prevented him from scaling his business for years. (10:03)
- His first high-ticket coaching launch generated $2,900 from four beta clients, proving the concept before building out the full program. (18:59)
- At his first Light It Up Expo with 120 attendees, Ryan generated at least $225,000 (possibly $250,000) from a single one-hour presentation. (31:35)
