All About Sales Funnels
Have you wondered what a digital sales funnel is and how they can best work for your high-ticket items?
In this episode with Shawn Bayley, a funnel expert and copywriter, we explore the impact of using high-ticket sales funnels the right way, from attracting and nurturing leads to driving conversions and maximizing your ROI. Intrigued? Read on to discover Shawn’s excellent step-by-step advice for crafting effective high-ticket funnels that convert your audience and spur sustainable growth.
What Is A Funnel?
A funnel is essentially the opposite of a website. A website has many things you can click on. For example, on an Amazon page there are many different links you can click-through on.
In its simplest form, a funnel needs only one action to be taken. For example, you can register for a webinar, enter your email to join a mailing list, or buy a product.
A high-ticket funnel is a system that leads customers, step-by-step, to buy a higher-priced product or service. These often require more personalization and one-to-one interaction with your customers.
Depending on the type of funnel, there may be more than one action to take. For example, a sales funnel where you are selling a product may have upsells, order bumps, or things to increase your customer’s average cart value.
Use Copy That Converts
In your funnels, ensure that you are using language that people can relate to. For example, the way you would sell a fitness program to young men vs. postpartum mothers would take a different approach.
Don’t just use the sales copy that Chat GPT spits out for you. This language can be dry and formulaic. AI programs like Chat GPT can miss certain nuances that professional copywriters infuse their language with. Instead, practice writing sales bullet points and stories, especially transformational stories about your clients.
How To Create Effective High-Ticket Funnels
1) When you set up a high-ticket funnel, drive traffic to an opt-in page where you can capture email addresses. This will allow you to follow up with your audience and build your list. After they opt in, the next page your audience sees should be your presentation.
2) Many people will place a 90 minute or 2 hour webinar here. This is too long. Instead, create a tight, 10-30 minute video depending on what the material is. In this reverse webinar, include:
The Offer - this allows for a yes or no response from people, allowing them to determine if they’re in or out. In this section, ensure you define an immediate benefit and a time frame. For example: Do you want to make $10,000 a month in the next 60 days?
Your Authority - This is not your story - you can include that in a separate email. This is one quick slide that highlights your credentials, awards, results, and/or work experience.
Develop The Relationship - Build rapport with your viewers and get them to agree with you. Use “we all know” statements and back up your claims with pieces of proof from credible universities, research centers, and publications to leverage authority. For example: We all know that, according to John Hopkins University, X% of North Americans are overweight.
Provide An Overview Of The System - Break your system down into 3-5 pillars, steps, or keys that highlight the correct way to approach what your audience is trying to accomplish.
Testimonials - Tell a story and talk about what life was like for a person before they worked with you. This allows your audience to picture themselves going through a similar journey alongside you.
The Exchange - Encourage your audience to sign up. Create honest scarcity by sharing how many spots are left or how long the offer is available for.
3) Before giving people access to your calendar, have them click to fill out a form. In the form, ask questions like: what's been holding you back? What have you tried before? What do you really want?
Also ask them what they are looking to purchase. This can be a variety of different priced courses or offerings, as well as a button that states the person is not able to invest right now. This way you can know in advance if someone is seriously looking to invest in you.
Finally, ask them why you should take them on as a student / client and allow them to pitch / justify themselves.
Once the form is filled out and sent, let them know that you will be in touch within the next 24 hours to confirm if they have made it to the next round. This creates incentive for your potential client to pursue you. You also get valuable information and committed people.
4) Take a look at the potential client’s information to determine if they are going to be a good fit.
For people who are able to invest in a higher-ticket offering, send them an email congratulating them and letting them know that they have made it to the next round. Include a link to your calendar and express how excited you are to speak with them.
For people who aren’t able to invest, offer them a lower-budget offering or an affiliate product.
Platforms To Build Funnels On
Shawn recommends using AZ Funnels, which allows for funnels, email, automation, and more at an incredibly affordable cost.