One of the biggest reasons we see clients struggling to grow is that they have a leak somewhere in their marketing systems that is causing them to lose sales.
So the first thing we do for every business that we work with, is analyse it from front to back.
We run through the sales pages, the ad campaigns, the communication channels...
Every variable that we can find that we know has an impact on the success of their campaign.
We think of it like inspecting the plumbing.
Our speciality is in paid advertising, but if we hook up the water supply before checking the plumbing is fitted properly, we might flood the entire building.
The first thing we check is the high level funnel strategy behind how our client is selling their product.
As you already know, the way we present an offer to our audience is key to how our message is received.
Two identical offers positioned in different ways can have totally different results.
Imagine someone trying to sell you a million dollar house on a cold call… that’d be weird, huh?
How about if they knocked on your front door to sell you a 2 week long mediterranean cruise? Wouldn’t be very effective right?
But present those offers in a different way…
Let’s say as a simple real estate office or a discount cruise website...
and your engagement rate is gonna go way up.
This is where Funnel Strategy comes into play...
Typically business owners need a lot of help in this area, but fortunately for us our clients had already laid the foundations with two solid funnels that we believed could scale with their high ticket programs.
This gave us a massive head start when it came to our method of attack
You see, we have two ways of selling our clients programs:
1) Via an automated webinar
2) Via a high ticket application funnel that leads to a sales call.
Let’s start with the webinar funnel, that even by itself is a marketers dream...
A combination of our clients magnetic personality, a few tweaks and our highly targeted paid advertising allowed us to hit the 2CC in the first 90 days of working together with that funnel alone.
One of the keys there was to make sure that we weren't pricing ourselves out of the race for ROI.
What a lot of people do is try to drop the price to attract more buyers...
They eat into their margins, and as they scale their margins get so thin that they can no longer pay for more traffic...
Here's the way we fixed that...
What we often see is if someones willing to buy your course for $500, then 80-90% of those same people are willing to buy it at $1000...
A very successful marketer once said:
"There's no competitive edge to being the second lowest price in the market"
We couldn't think of a statement that is more true.
So we encouraged our client to DOUBLE the price of their course and it almost DOUBLED the amount of money they made the following month...
You might be thinking "what about all those people you lost from putting the price up"
We simply offered a payment plan for those who couldn't afford the full price, simple.
So if you're having issues with scaling your offer, try bumping up the price... if your offer is good enough people will pay.
When we arrived, the offer the team was most excited about scaling (that made up most of the $2.1MM in revenue generated in April 2019) was actually LOSING money in January.
Our first job was to find out where the problem in that campaign was and fix it as soon as possible!
We came to find that one of the main issues was the people who scheduled appointments weren’t qualified enough to be on the phone in the first place
Time was being wasted on unqualified leads and they weren’t making enough sales to increase ad spend
We quickly implemented a qualification measure in the funnel that would stop people from registering for a call if they didn’t meet our criteria
This, coupled with our teams intimate understanding of how to target for quality leads at scale, turned their dying campaign into a money printing machine
ROAS started to grow and we now had a much bigger margin to play with when it came to ramping up the ads.
Here's a few examples of the ROI those campaigns have generated.
As you can see... some of our campaigns have been generating upwards of 500% ROI on 5 and 6 figures of revenue!
Well we're going to dive into the exact qualification measure we put into place to make sure lead quality was at it's highest...
We like to call it the 3D Qualifier Method:
Here's how we break it down:Dollars
: The main thing we care about when it comes to driving highly targeted leads to a sales team is that the leads are financially qualified for our offer.
You wouldn’t send someone who was on minimum wage to a Lamborghini dealership and expect them to buy… so why would you do it for your business?
We want to be sure that we ask the hard questions when we’re qualifying applicants and one of those questions involved strategically asking our prospect to tell us honestly where they stand with their ability to invest in our products
If they’re above our threshold for what we believe is a reasonable financial position, they pass the “Dollars” test… but if they don’t, they simply won’t be allowed to book a callDetails
: After knowing our prospect is financially capable of buying our product, we want to get to the details around if they’re the right fit for what we’re offering…
There’s some situations where your product just isn’t right for someone...
For instance if you’re selling an advanced internet marketing course, you’re going to have a hard time selling it to someone who’s 60 and has never used a computer before… it’s a tough sell.
On the other side of the coin you might have people who would love to buy your products/services but there’s something in the DETAILS that makes it difficult to work with them…
Like if you’re a chiropractor who can’t legally work on people who have serious back injuries…
We filter out these problem cases before they get through to our sales team so that they can focus more on people we can actually serve, than apologising to those that we can’tDecision
: The third thing we focus on is if the person can actually make the final decision to purchase our product.
If there’s a spouse or a business partner that also needs to be educated on our offer, then we make sure to push to get them on the call too…
We have to make them feel sure about our offer… since we all know how difficult some people find relaying information to a third party
You spend all this time strategically designing a script that walks your prospect through each step of the buying process… hitting just the right objection at just the right time... then when it comes time to communicate the information to their partner, they completely butcher it
They bounce around all over the place and end up making the purchase sound completely emotional…
So many deals are lost because it wasn’t the salesman who was communicating the value to the decision maker
We try to avoid this issue at all costs by driving home how important it is for the decision maker to be on the call
And that’s it. The 3Ds Qualification Method
These 3Ds are all you need to have a robust qualification process that is capable of scale.
Suddenly, the sales team were flooded with high quality calls that were turning into sales at an incredible rate!
and this is where things started to get interesting...