039 – The Truth About Getting High-Ticket Clients With Your Sales Funnel

The Truth About High-Converting Sales Funnels

When you understand the truth about getting high-ticket clients with your sales funnel, you’ll have a very clear picture about what it takes to build a six, seven, even eight-figure online business.  You will understand the 7-phases of high-converting online sales funnels…and you’ll know how to monetize each phase.

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Transcription:

So, before I get started with today’s training “The Truth About Getting High-Ticket Clients With Your Sales Funnel” …I wanna correct a mistake I made last week (when I gave you the wrong URL) the wrong link to download that resource.

The correct link is above.

Now, if you’re one of those people (who believes that most free stuff people are offering today) is mostly worthless junk …

…let me say right now (that I agree with you) however, let me be very, very clear about this.

Secret Sales Strategies and the Seven Realities of Selling is different … it’s unlike anything you’ve ever seen whether you’ve paid thousands of dollars for it or not.

(The strategies I’m giving you are NEW) and have generated over a quarter of a Billion dollars (in the last 24 months alone).

I’ll tell you right up front that (the majority of the information in this training) was created by the other contributors and in total (there were six of us).

You’ve got:

  • Dan Kennedy
  • Russell Brunson
  • Franklin Octavius Throckmorton Kern
  • Ken Newhouse (that’d be me)
  • Brendon Burchard, and
  • Dean Jackson.

These guys have NEVER released this information publicly and quite honestly … I don’t know how long I’ll be able to leave it up for you.

My gut tells me that (at least one) maybe two of my friends here (might be a little “miffed”) that I shared this stuff.

So, if learning how to create (high-ticket offers) that consistently convert so you can sell a lot more of your stuff online (sounds good to you) I think you’re the perfect person for this training.

OK one more bit of housekeeping (before we dive into today’s training on the truth about getting high-ticket clients with your sales funnel ).

It deals with all the questions I’ve been getting about the FunnelTribes community and (when am I gonna open up the registration) so all these people can join?

So, let me begin by saying (that I really appreciate your interest) and your desire to join the FunnelTribes community … but right now membership is closed.

Now, because of the intense interest you have expressed in becoming a member I’m toying around with the idea of opening the membership.

Having said that I want to be very, very clear here I am NOT telling you that (just because you want to join our community) …

…and if you’re one of the (many) people who are interested that’s for you but I’m not telling you that I’ve decided to open the community and allow more people access.

If you’ve been listening to this show for any length of time … you know how dedicated I am to providing value (and how much fun I have) helping people get more clients and make (a lot) more money.

But I want you to look at it from my perspective.

I’ve worked hard to build a lifestyle of money and freedom and (while I can teach) practically anyone how to do the same …

I’m not to the point where I’m ready to stop having so much fun (going all the things I love to do) whenever I want to do them.

So, yes! I’m reading your emails I know that you’d love to have my help and I’m trying to figure out (how I can help you reach your income and lifestyle goals) without giving up my free time.

I wanna continue to mull this over and once I decide (the direction I wanna go) you’ll be the first to know I promise.

So, let’s go ahead and (dive into today’s training) so you’ll know how to construct (a high-converting sales funnel for your business) the right way and so you can get it done quickly and easily.

OK now that I’ve answered your questions I wanna start off by asking you an important question:

“What’s the difference between a six-figure, seven-figure, and eight-figure business?”

I asked that question (is because when I first started to scale my companies) I really believed that (there must be huge difference) between each of these levels but I found out (that that’s not the case).

And, after going through these levels (over the past decade or so) I can tell you that (the main differences between them) is not what you might think So,

  • It’s not the products you sell.
  • It’s not the type of business you run—online or local brick and mortar.
  • It’s not the source of traffic.
  • It’s not the sales copy.
  • It’s DEFINITELY not a website …nor is it using a
  • Sales Funnel online.

Now, these things are all important (because they’re all elements) that you’ll find in any business (that’s selling either products, services) or both online in 2018.

So, (YES!) these elements are very, very important but they are not (at the core) of what makes each of these businesses (the six, seven and eight figure businesses I mentioned) different from each other.

The real difference (between having a six, seven, or even eight-figure business) is whether you understand the “The Truth About Getting High-Ticket Clients With Your Sales Funnel” … specifically (if you understand the seven phases of a funnel) and then can monetize each of these phases successfully.

When I’m driving traffic to a website (I need to know) everything about (the first page in my sales funnel) … the page that all new prospects are going to end up on first).

Just as importantly I need to know the second page he hits (and everything he will experience while he’s engaged with my business.)

I need to carefully engineer the process (within my sales funnel) that each prospect goes through.

And (because I’m going to have (different types of prospects) going through my sales funnel … the communication methods I use (are going to have to be (tailored) on an individual basis.

I do this so that (the right communication strategy) is being used on the (right type of traffic) as they move through my funnel.

Now one of the (Hot Topics) my friends and fellow marketing gurus are preaching about today online (i.e., “The primary topic mean ‘ole Dan”) Franklin Octavius Throckmorton Kern; and Russell (my Lear Jet is faster than yours) Brunson …

is centered around (the lifetime value of a customer) but that’s not what I’m talking about here.

I’m talking about the path that you take your prospective clients and customers down.

I’m focusing (intimately) on the specific variables that you’ll find (in each phase of your sales funnel) that can be manipulated for maximum monetization (while at the same time) still being cool to your prospects and customers (so that they’ll continue ascending up your Value Ladder).

A new client or customer might be with me for a few minutes … a few hours …or like some of my long-term clients … they can be with me (a decade or more.

So, the money you make in business (depends on how well you manage the experience) that each and every person has (as them come into your business and interact with you no matter how long they stay.

Your goal (of course) is to get high-value prospects (to stick around long enough) so they will become a high-ticket client (who buys from you again and again and again).

So, the longer you can keep people engaged with you (and in your business) the greater the chance (they’re gonna become a paying client) and then keep buying from you over and over.

Now the way that you keep people engaged with you and your business is by creating and managing (their experience) an amazing experience (throughout the process).

So, I’ve broken the new client experience down (to seven specific points in your sales funnel) and at each point (you’ll be able to test, tweak and monetize) hopefully more so you can build your business to whatever level you want.

So, here’s the bottom line …the truth about getting high-ticket clients with your sales funnel:

Once you know these seven points and how to maximize them your business your income and your life will instantly change (which is awesome)!

But first …we’ve got to discuss the All-Important Pre-Frame!

Now, before we talk about the seven phases of a funnel (it’s important that I teach you) the concept of what’s known as (a pre-frame) because each step in a sales funnel (is a pre-frame) for the next step.

That’s why if you’re smart you can see why it’s essential (to optimize these steps).

You’ll optimize each phase of your funnel (to improve monetization).

But what you may not have realized is that you want to optimize each phase of your sales funnel, so you can build trust and affinity …

(i.e. “build solid relationships with your prospects and clients”) …

…so they will buy from you over and over and over again.

Now when you don’t know the truth about getting high-ticket clients with your sales funnel …this leads to a (rather common but) HUGE Mistake!

A lot of you are making the mistake of focusing all your efforts …

….like 100% of it (on short-term conversions) or on getting the sale.

Some of you (are selling so aggressively) (i.e., “so focused on getting that initial sale”) that you’re losing the respect of your prospects.

And while you might end up getting that initial sale  …this mistake can cost you five, ten even twenty times the amount of money you’re making on the front end sale only.

Why do I say that?

Because doing whatever you can to “get the sale” will often times KILL the chance of having a long-term relationship with your prospects.

Experts in neuro-linguistic programming (NLP) talk a lot about pre-framing (to gain the outcome you desire.) A pre-frame (is simply the state of mind you place someone in) immediately prior (in this case) to entering the next step in your sales funnel.

By changing a prospect’s (frame of mind) (i.e., “their mind “set”), you can create profound changes (in how they respond to your questions) or the experience they (perceive) to have with you.

Now (when I start talking about NLP) a lot of you get really excited (because you think there’s magic in it) and by using it you can get people to do whatever you want.

But that’s simply not the case and what’s funny is that (People do this all the time) without realizing it.

For example, if my lovely and talented wife Lisa (wants to ask me to do something for her) she can make me more likely to say “Yes” (by using a pre-frame on me.)

She might say something like:

“Wow, you’re such a hard worker Ken.” I just wanna tell you how much I appreciate you and all that you do for me and Hannah and all my friends’ husbands are jealous of you because while they’re stuck working 50+ hours a week (in jobs that they hate) you’re working less-than half that much (and making ten times as much!)”

Then she might do some (low-level bragging on me) while she’s on the phone with her sister the attorney out in California (making sure that she talks loud enough for me to hear the accolades (and then of course) a bit later (when she’s innocently walking past me) she’ll ask: “Oh by the way do you mind if I go shopping with your sisters on Saturday?”

Now, because she started with the pre-frame, it’s more likely that I’ll respond the way she wants me to.

She set up a positive frame of mind before she asked me the favor.

Now as I’ve mentioned to you on previous episodes Jay Abraham was my first (marketing mentor) and the first (internet marketing mentor) I had was Mark Joyner.

One of the first things I remember learning in Mark’s coaching group was when he said that (all clicks are NOT created equal).

At first, that sounded weird because (at the time) everyone was talking about (getting traffic and how to get more clicks to their website) but no one was talking about (kinds or qualities of clicks).

Ya know I’m thinkin’ (C’mon Dude isn’t a click just a click?)

But when he saw (that look on my face) he stopped and took the time (to make sure I understood) what really mattered the most.

He made it clear that (my success online) had everything to do with (where those clicks were coming from (meaning “what traffic source was I getting my prospects from?”) and (“what were the prospect experiencing prior to arriving at my website”).

Look at it this way:

Consider a person came from a website that said,

‘Ken Newhouse is a scam artist. He stole my money. He’s unethical. He’s a liar, and I don’t trust him. Click here to see his new product.’

What do you think would happen (when he clicks through) to see the product?”

The pre-frame was terrible. That prospect is probably (not gonna like me) and I’d have a difficult time getting him to buy anything from me.

On the other hand (what if that same person) came from a site that said,

“Ken Newhouse is an amazing person. I had a chance to meet him; we talked for over 90 minutes (and what he taught me) changed my business and my life. My company was able to go from (a low five figures) to over a million dollars in revenue (in less-than seven months). Click here to see his new training system”?

The chances of converting that prospect (into a high-value client) are much, much higher.

So, you can see by this example that (if all else is equal) I’ll end up selling (a lot more of my stuff) if my prospects are entering my sales funnel (through a good pre-frame first).

The frame through which he entered my sales funnel (can and often does determine) what actions that prospect takes (once he lands on my page.)

So, the trick here (is to figure out how to control) the frame that your traffic is coming through (immediately prior to entering your sales funnel.)

When I first interviewed best-selling author Dan Ariely (back in 2007) He’s written several NYT’s best-sellers including:

(Predictably Irrational; The Upside of Irrationality; The Payoff; and The Honest Truth About Dishonesty) …

And Dan told me about a fascinating study that took place the while he was the Professor of Behavioral Economics at MIT’s (Sloan School of Management).

The study (as it turns out) focused on and demonstrated (the pre-frame principle) in action.

It went something like this:

One day, a class of sixty-seven economic students (were told they would have a substitute professor for the day).

Since this professor was new (each student was to read a short biography of the teacher).

The bios each student received were identical—except for one phrase.

(It praised this teacher’s graduate work in economics) and listed various fabulous accomplishments.

Now, half of the bios (described the professor as “a very warm person,”) while the other half (described him as “rather cold.”) That was the only difference—one phrase.

Now, after the lecture (each student was asked to fill out a survey) to determine how they liked the professor.

So, check this out: (The ones who received the “warm” bio) said they loved him.

They said he was good natured (considerate of others) outgoing and sociable.

The students who received the “cold” bio) didn’t like him at all.

They said (he was self-centered, formal, irritable, and ruthless.

Do I have your attention yet?

Hello???

Listen All of these students (sat through the same lecture) given at the same time but the pre-frame (changed their perception) of what they witnessed.

Now, this study of Dan’s is (an amazing example) of the pre-frame principle at work. If you haven’t read any of his books you’re missing out.

OK now I wanna shift gears a bit and (teach you how to pre-frame your presentations) so you can sell a lot more stuff:

So, the first time I witnessed this concept in action (was back when I first started promoting and holding events) on Internet marketing.

In addition to doing my own events I got a lot of invites (from event coordinators) who put together seminars for others like me.

This is how I met Franklin Octavius Throckmorton Kern Russell Brunson and Jeff Walker.

So, they would invite me to speak (and the deal was) at least in the beginning (that after my presentation was over) I would be allowed to sell my stuff at the back of the room.

I obviously wanted to make as many sales as possible … so, I crafted my presentation in such a way (that the attendees were getting massive value) during the (actual) presentation.

My thought was simple: (I’d give ‘em such amazing value up front) that they’d want to buy (one of my coaching or consulting packages) after I finished my presentation.

Now (one of these events) I spoke at (had a profound effect on me) and it was when I was attending a Dan Kennedy event (where Ted Thomas) had been on.

(Ted was also one of the best) platform salesman in the world at the time, but I remember that one of the things he said (stopped me dead in my tracks).

He said:

“The one thing that’ll make you more money (selling from the platform) than anything else is how the seminar MC introduces you”.

He went on to say: “Most promoters do a horrible job.

They get up there and say something like,

“Hey, this is Ken. He is great, and he’s going to teach you this cool thing. Everyone give him a round of applause.”

And you know what? He was dead on!

(When I was introduced like that), my sales were kind of flat.

(But when I crafted my introduction in a way to pre-sell my credibility as a speaker) which got the audience prepared to buy I had some of my most successful events (which I attribute 100%) to this strategy.

So, (If you speak and sell at events) give this strategy a try.

You’ll thank me for it.

Alright Now that you understand pre-framing, (you’re going to love what you can accomplish) with the seven phases in your sales funnels.

OK So let’s talk now (about how pre-framing actually works).

When I discoverd the truth about getting high-ticket clients with your sales funnel …  I’ve found there are three critical steps that can have a huge effect on your conversions …

and all of them occur (before prospects ever get to the landing page) at the top of your funnel.

In addition to that (there are also several actions in your funnel) that are triggered the moment your prospect (leaves your landing page.)

The impact these action steps have (on your conversions and your bottom) line are just as important as what occurred on the landing page.

So, (if you understand all seven phases in your funnel) your business will likely explode (without any additional traffic or tweaking). So, let’s go through the phases one at a time.

Phase #1: Determine Frame Temperature
So, in phase #1 (we’re going to determine) the FRAME TEMPERATURE .

And we do that (by examining is the mindset of the traffic) before it reaches your site.

Now, back in episode #032 (The Three Types of Online Traffic) and the ONE Thing You Must Understand To Get More Clients (and Sell More Stuff) …  I talked about web traffic.

I covered (traffic you control; traffic you own; and traffic you don’t control) and then I briefly talked about (the three levels of traffic that come to your website): which are hot, warm, and cold.

Now, to help you apprehend the truth about getting high-ticket clients with your sales funnel …

I’d like to talk about the specialized treatment) and individualized communication that you’re gonna give to each of them.

Each type of traffic (we’re speaking now) specifically about (hot, warm, and cold traffic) but each of these (needs to come across a different bridge) to arrive at your landing page.

(Yes, that means you may even need three different landing pages), depending on how you’re driving traffic.

Listen, with the tools we have available today (like ClickFunnels, OptimizePress; LeadPages; Unbounce; and others) you can build a high-converting landing page in about 3-minutes So, it’s worth taking the extra time to set this up correctly.

So, to help you understand the truth about getting high-ticket clients with your sales funnel …and this whole (hot vs warm vs cold traffic) and how you’ve got to communicate differently (with each one of them) …

…here’s a quote from Eugene Schwartz’s book (Scientific Advertising):

“If your prospect is aware of your product (and has realized it can satisfy his desire) your headline starts with the product (meaning you mention your product in your headline.)

If your prospect is NOT aware of your product (but only aware of the desire itself) your headline starts with the desire.

If your prospect is not yet aware (of the specific solution he needs) but is concerned with the general problem (like “I need more clients”) your headline is gonna start by highlighting the problem (then crystallizing it) into a specific need.”

If you’re in business and wanna sell a BOAT LOAD more of your stuff in 2018, and you haven’t read Scientific Advertising …

I want you to cancel your cable subscription and invest 30-minutes each night (studying it.)

I’ve got many of the most respected, hard-to-find books on marketing, advertising and copywriting (ever produced) and Scientific Advertising is the one I treasure most.

Not only have I read (and re-read this book) countless times I’ve actually (read and then typed) the entire book in a WORD document.

So, if you wanna get a copy of this book you’re gonna pay upwards of $200.00 for a used copy …

but if you’ll email me at help@funneltribes.com and use the subject line (Send Me Schwartz’s book) I’ll email you the version I typed in WORD.

It’s in bigger font wider margins and lot’s of room to write notes (and I did that) so each time I re-read it (I can write new notes and ideas) and when I’m done I can compare them to previous notes I’ve taken.

If were me I’d invest the money to get an actual copythen treat it like a study manual (that’s filled with the most remarkable money-making information) you’ll ever find.

OK let’s get back to what we were working on.

So, you have to figure out (where your prospect is) along the product-awareness continuum: product aware, desire aware, or problem aware.

Where they are (in this state of awareness) determines the temperature of the traffic.

So, If you have cold traffic (they will probably be aware of their specific problem (but may not be aware of the solution).

So, when you’re going after cold traffic (like with Facebook Ads) you need to focus your copy (on their problem) because that’s what they’re most aware of.

On the other hand traffic that’s coming in (after having read your blog) may be aware of the specific solution (because you talked about it in the blog post.)

Now, for these people (you want your ad copy) to focus on the solution.

Lastly, if we’re talking about (Hot traffic from your email list) we can safely assume that they know you (and the know about your product) and this means (outta all three groups (cold, warm and hot) they’re gonna be the most product aware (of the bunch) which means that they’d respond best to product-based copy.

Hot Traffic is made up of people who already know who you are (like you) you’ve known me (like forever) because you’re a subscriber to this podcast …

…but hot traffic also includes the folks on your email list (the folks that read your blog) and (lest we forget) your current and past clients (because you’ve got an established relationship with them.)

You’re going to talk to the people on your hot list (like friends) because that’s exactly what they are.

Now, when with each of these types of traffic (it’s important to use) personality-driven communication.

Tell them stories (share your opinions) and let them into your private (just a bit.)

Remember the Seinfeld Email Strategy from episode #036?

It helped me make (multiple six-figures) because I had hot traffic (and I knew how to talk to them).

Warm Traffic consists of people who don’t know you (but they have a relationship with somebody you know).

This is where joint venture (JV) partnerships (can really help you sell a lot more stuff).

Think about it. Affiliates and JV partners (have relationships with the folks on their lists

So, when they send an email to them (and they’re directly endorsing and recommending you) or one of your offers (you can see how effective this can be.)

This works (exactly the same way) as when you tell one of your friends (about a great new restaurant) or whatever.

When a JV partner endorses you to their list they’re (lending the credibility they have with their list) to you.

By doing this, their followers feel (way more comfortable) checking out your offers.

Ya know Direct mail companies (have been using this pre-framing technique for decades) like with Ed McMahon (back in the day).

You see it today on TV with dudes like William Devane (recommending Rosland Capital) and the Gold investment vehicles they sell.

One of the strategies I used in practice (to help me achieve a positive preframe) when working with my JV partners was called a “lift letter.”

I don’t have enough space here to get into the mechanics of this strategy …but if you’d like to use it to get more clients and make a boatload of cash (faster than you can imagine)

Then you’re the perfect prospect for the 100% FREE downloadable resource I created for you:

“When It Makes Sense to Use A Lift-Letter In Your Marketing Program: How To Create A Massive Influx Of New Clients, Customer or Patients”

So, you can go here now and download it 100% free. 

Ya know all it takes is one (really good pre-frame) to make your page convert like crazy but (on the other hand) if you tried sending cold traffic to that same page (without the pre-frame) it would crash and burn!

So, Cold Traffic then (is made up of people who have no idea who you are.)

They don’t know what your solutions are and (more importantly) they have no idea as to whether they can trust you (or not) which means (right outta the gait they’re gonna be leaning towards):

“Hey I don’t know this dude I need to find out more before I can trust him (which is totally normal) right?”

Now, these people are gonna be folks that find you on Facebook (or who click on your FB pay-per-click ads.)

They could also be folks who (somehow) stumbled onto your blog (or whatever) but the vast majority of them (are gonna come from paid traffic) so it’s critically important (to pre-frame them correctly) before then enter your funnel.

Doing this will help you get the highest return on your investment.

So, the BIG Takeaway (for the first step in this process) is to figure out what temperature your traffic is (so that you can build the right pre-frame bridge.)

Got It? OK let’s move into phase #2 which involves (setting up the preframe bridge).

Phase #2: Set Up the Pre-Frame Bridge
This might be a pay-per-click ad (an article in an email) a blog post (or heck) it might be a YouTube video.

Any of these delivery vehicles are functioning as (a bridge that pre-frames prospects) before they get to your landing page.

Now, remember (Different types of traffic need different bridges) so let’s address that first.

A Hot Traffic Bridge is typically very short.

You already have a relationship with these people (so you don’t have to do a lot of credibility building or preframing.)

In fact, you can probably just send out a quick email (with a link to your landing page) which would work fine.

You could also (write a blog post or record a podcast) that encourages your listeners (to go check out an offer).

This show is a perfect example of this.

You guys (know me) you trust me, and you like the content I’m giving you and whenever I say: “Head on over to my website and download this cool thing” (you guys are really good about doing it.

A Warm Traffic Bridge is a little longer than a hot traffic bridge (but not by much).

All that traffic needs (is a little note of endorsement from a person they trust) then they’ll be in the right frame of mind (to go to the landing page).

This is where the lift letter (or personal email from a JV partner comes in).

This bridge could be an email (it could be a video) an article (or some other communication from the list owner) endorsing you and your product.

A Cold Traffic Bridge is the holy grail of online marketing.

So, (If you really want to scale your business) you have to learn how to convert cold traffic.

The problem for most people (is that they don’t know how to do this) and they can’t figure it out.

Now, a lot of folks online (can convert like crazy) when they’re running a promotion (to their own or a partner’s list)

But when it comes to converting a cold list (they’re belly up in the water).

Now, the GREAT NEWS the AMAZING NEWS for you is that (If you’ll learn this one skill) the ability to convert cold traffic (you’ll know the secret for growing seven-, eight-, even nine-figure businesses.)

This bridge is the longest (and you’ll need to do a good bit of preliminary work) to get these prospects (into a desirable frame of mind) before they hit your landing page.

Let me give you an example.

Let’s say that you’re on vacation on the island of Maui (this actually happened to me the last time I was there by the way) and you decide to go play golf at the Plantation Course at Kapalua (heck if it’s good enough for the PGA it’s good enough for me, right?) …

…but anyway you’re golfing alone (while your lovely and talented wife goes shopping) or whatever.

So, you’re there to play golf (on one of the most amazing, most beautiful, most difficult) golf courses in the world and you see this guy cornering people outside the pro-shop (and then he walks up to you) and he’s like:

“Hi there (The name’s Steve). I’m on vacation but let me tell ya about this product I created (that teaches you how to build a list and drive traffic to it). It’s awesome!”

Now I know what I did but let me ask ya (Would you be interested in buying it?)

Of course not.

So, what do you think (cold prospects) are gonna say (if you presented this same offer) to them?

Before you implement the preframe correctly?

(Well Captain Obvious) for starters (let’s consider the fact that they don’t know you) so, (it’s very, very likely) Mr. Einstein (that the chances of ANY of them) saying:

“Of course I’d love to buy that from you”

…(are actually pretty, pretty slim).

Now, in addition to that (you’re probably talking a language) they may not even understand.

Think about it. Do these strangers know what a list is?

How about traffic?

They might think you’re talking about highway traffic.

This is a huge mistake (and I see business after business after business) making it over and over again.

(They’re talking to cold traffic) in the wrong language, and nobody buys.

To fix this, you need to make your offer more general. (meaning) talk in terms that cold traffic will understand.

For example, I have an online community called FunnelTribes and (one of the things) we teach our members is how to make money by building a list and driving traffic.

If we wanted to let more people into our closed community I’d probably get more members by running cold traffic to a new member campaign (or whatever).

A lot of these folks might not be familiar (in terms of “traffic” and “lists” and stuff) so I wouldn’t want to lead off by talking about that stuff.

I would (first want to explain those concepts) so the prospects would know what we were talking about.

In fact, (I’d probably have my team create a funnel) for this cold traffic that started out saying, “who wants a free money-making website?”

Once they got the free website, we sent them to a bridge page that said,

“Thanks for requesting your website; you’ll be receiving it shortly.

While we have your attention, do you know how to get people to visit your website?”

(Notice I said people, not traffic.)

Then the page would go on (to explain that in online sales, potential customers) are referred to as “traffic.”

We’d further explain (that in order for them to make money on this new, free website) they’d have to learn how to get traffic to the site.

We’d continue to explain the topic of traffic and lists (on the bridge page) and then (when the “cold” visitor crossed over to the membership site offer) they’d be perfectly pre-framed to understand and appreciate it.

That understanding (would make them more likely to convert.)

So, I would have successfully bridged (the knowledge gap) using a pre-frame. (Makes sense, right?)

Now, when we’re dealing with (hot and warm traffic) your ad or the email that goes out (either to your list) for hot traffic or (to the JV’s list – for warm traffic) it generally serves as the pre-frame.

(There’s really) no need (for extra steps) to help those people understand your offer.

They already know, like, and trust you (But for cold traffic) you’re gonna need (virtually every time) a whole separate page that they go through (the bridge page) before they hit the offer page.

As I just explained, this separate, pre-frame page educates people (and enables them) to better appreciate the offer (which makes them more likely to convert) which is cool!

Now, what happens when you take these extra steps (to convert cold traffic)?

Your universe of potential clients, customers and patients (is gonna expand exponentially)!

So, no matter what you’re selling be it product or service (it’s critical that you match your message) to your traffic’s temperature and knowledge.

This awareness will help you determine the kind of bridge required to take them to the landing page.

Blogs are another great way to pre-frame an offer.

In the past, we’ve taken one of our successful members (and paid them to write a blog post) and in their post (they’ll talk about the incredible results they’re getting) as a result of being in our program.

Next, we’ll drive traffic to that blog post, so readers see the recommendation and then click over to our program.

Now (Because the traffic is coming from the pre-frame of somebody else’s site) we dramatically increase our conversions.

Think about this for your business.

(Think about how) we’re tapping into the group of people (who know and trust the person who wrote the blog.

You can use the same strategy with YouTube testimonials.

(So, If someone puts up their own video) about one of our training programs (we’ll ask them to add some keywords to the description) and add a link back to our product’s site.

From there (we drive traffic to the YouTube video that shares the story).

Now the traffic comes to our site with a better chance of converting.

Our conversion numbers in these scenarios (are much higher than normal) because of the positive pre-frame.

Another cool type of bridge page is a survey or a quiz. 

You can ask certain questions (to get the wheels in your prospect’s mind) spinning in a particular direction.

This is especially effective (if you want to plant seeds in the prospect’s mind) so they’ll start wondering about a question you asked.

From there (they’ll click over to the landing page) where you’ll reveal the answer or solution. So, preframing is all about (influencing what prospects are thinking about) which means (controlling the state they’re in) when they’re seeing your offer. OK now that I’ve given you that let’s mosey on over to Phase #3 (where we talk about qualifying subscribers)

Phase #3: Qualify Subscribers
The whole goal here is to take all the traffic—hot, warm, and cold— and find out who is willing to give us an email address in exchange for more information.

(This is known as subscribing to a list.) If people aren’t willing to give their email addresses at this point, they are highly unlikely to give me money later.

Now (we qualify subscribers with an opt-in or squeeze page) that offers something of value in return for contact information.

This is typically (gonna be happening) at the very frontend of your Value Ladder.

For my companies (we’ll typically use a free report or a free video) that shows the prospect (one really important thing) they’d love to know.

Let’s say (I have one thousand visitors or so) who come to my site each day.

So, If I have a 30% conversion rate at this point (then I know I’m gonna have) about three hundred people (or so) who will be interested in my information.

Once they opt in I’ve got 300 new prospects (on my list of warm leads) which makes it much, much easier (to move them through the rest of my funnel.)

OK let’s jump ahead to phase #4 (where we qualify buyers)

Phase #4: Qualify Buyers
So, (immediately after you qualify your subscribers) you want to find out who among them is a buyer.

So, how many of those three hundred people (who were interested in getting free information from me) are willing to pull out their credit cards and make a purchase?

Notice I said (you must find your potential buyers immediately) after you qualify subscribers?

DO NOT (and I repeat) do not wait a day or a week.

Qualify buyers immediately!… as in right away.

You’ve heard me say if on several occasions and (I’ll say it again here).

Mean ‘Ole Dan (taught me this golden principle): a buyer is a buyer is a buyer.

This means that (If someone is willing to buy from you once) they’ll continue to buy from you (as long as you keep offering value.)

So as soon as someone fills out their name and email address and clicks the submit button (they should be immediately forwarded) to a page in your sales funnel (that offers something to buy).

Offer them something of value that will hook them (which is typically gonna be) a little higher up your Value Ladder.

This is where I’m usually selling my “bait,” (which is something my ideal clients) really love and want.

It should be priced (so low) that it’s an absolute no-brainer for them to buy.

You want to qualify every buyer on the list (so don’t put up any barriers).

I usually use a “free-plus-shipping” offer (or something in the five to seven-dollar range.)

The offer is extremely inexpensive (because I want all the buyers to go for it).

Once I’ve identified who the buyers are (then I can market to them differently).

I can pick up the phone and talk to them; (I can send them a postcard) or add them to a separate email sequence.

So, at this point (I have two lists): subscribers and buyers … each list is unique and gets treated differently.

Phase #5: Identify Hyperactive Buyers
Now, (after you’ve identified the buyers) you want to identify the hyperactive buyers.

(These are the people) who are in some kind of pain (right now) and will buy more than one thing at a time.

You want to identify these people as quickly as possible.

So, ask yourself (Who’s in pain right now?)

And what are they willing to buy right now to alleviate that pain?

You want to be able to offer them something—ideally several somethings.

If you don’t (they’re gonna leave your site) and go find another one they can buy from.

Listen people love to buy And when they’ve got a need (and they need to buy something) they’re gonna spend money.

In fact, I’ve been doing research now for quite some time (on human genetics and the effect they have on people’s buying behaviors)

We’ve discovered what are known as genetic buying triggers…

…which means we’ve figured out how to get past every hesitation and reservation people have

…and (by triggering their genetic buying triggers) we can elicit a genetic buying response.

What this means (as it relates to business) and selling stuff to your market is that (this NEW thing we’ve discovered) is gonna revolutionize the sales process.

Now, we’ve actually (created a systemized program) that allows you to tap into (these genetic) “Buy Now Buttons” if you will but I’m not ready to release anything yet (because we haven’t figured out) how to keep (bad people) from using this in the wrong way.

But from everything I know now and from everything I’ve seen this is gonna be bigger than anything (we’ve seen being used online) to sell stuff like ever.

(Ok not sure if I shoulda let that Jeannie) outta the bottle just yet but it’s hard to keep something like that (close to the vest).

I’ll be talking about it (a lot more) in coming weeks but for now let me just say that (this NEW Discovery) holds more promise for business owners who wanna sell stuff online than anything in the history of the internet and because this is being recorded it’ll further solidify my trademark on the process.

Phase #6: Age and Ascend the Relationship
At this point (the initial sales experience is pretty much over).

Phases 1 through 5 (all happen over a span of five or ten minutes) and the next two phases (are what keep the people) you’ve identified (the buyers) coming back to buy to you again and again.

The next two phases (are what keep them) referring you to friends.

So, it’s in this phase that you begin to (age and ascend the relationship.)

Remember your Value Ladder (from episode #031)?

This is where that ladder (of products and services) really becomes important.

If you’ve followed the five phases of the funnel up to here (you’ve already moved people) through the first level or two (or three) on your Value Ladder.

Now, you’re going to continue to provide value (and help people with whatever you offer.)

At this point, I want you to allow (some time to pass).

How much time is up to you; whatever feels logical for your product is best.

Let them dig into whatever products they’ve already purchased (and give them enough time to see) the value you’ve given them.

(You’re going to ascend them up the ladder) over a longer period of time (eventually moving them to the very top level.)

Now, I want to point out (that this is the point (where we start changing the types of funnels we use).

If we started with a Free-plus-shipping Funnel (we may move the buyer into an Invisible Funnel) or maybe bump them up to a Three-step, High-Ticket Backend Program.

(Don’t worry; you’re going to learn how to build these different funnels in coming episodes.)

Phase #7: Change the Selling Environment
Typically, it’s difficult to sell super-expensive products or services online.

Not many people are going to read a sales letter and click the buy button for a fifteen-thousand-dollar product.

Some might, but usually you have to change the selling environment if you want to sell high-ticket products.

The most common ways to change the environment are to sell the pricier items over the phone, through direct mail, or at a live event or seminar.

If I send an email out to you and ask you to click an eight thousand dollar buy button, you’re probably not going to do it.

But if I can get you to click a button and schedule an appointment to chat on the phone, suddenly I have a completely different sales environment.

People on the phone are more likely to listen closely to an offer.

The sales person has the benefit of live feedback.

He or she can overcome objections and help people make up their minds on the fly.

When we change the selling environment, we can communicate at a different level, and it becomes easier to move people up to the higher levels of the Value Ladder.

Let’s Review:

If I were to consult with a retail store on how to increase sales, I would look at everything that happens during a customer’s experience with the store, including the moment a customer saw the ad, walked in the front door, and received a greeting from the employees.

I would analyze what the customer saw that made them choose certain items, what products were “point of sale,” and how the cashier upsold them during checkout.

I would then analyze the follow-up sequences already in place to bring that customer back.

Increasing online sales happens the same way.

You need to break out and examine each of the phases your customer passes through in your sales funnels.

After you are aware of the distinct steps and break each out into a separate experience, you can then tweak each aspect to get more conversions.

In this way, you can help people ascend to the next level of your Value Ladder.

If you’re stuck in your business, it’s probably because there’s a glitch in one of these seven steps.

  • What’s the temperature of the traffic you’re driving?
  • What’s the pre-frame bridge you’re taking potential buyers through?
  • On the landing page, are you qualifying subscribers?
  • Are you qualifying your buyers on the sales page? …
  • …and your hyper actives on the upsell pages?
  • Are you aging and ascending the relationship to match the buyer with the offer they really need the most?
  • And are you changing the selling environment for your high-ticket offers?
  • Most importantly, how are you treating each of your different groups so that each receives a specially tailored experience?

Now that you understand the the truth about getting high-ticket clients with your sales funnel …

… and (specifically), the strategy behind the seven phases of a sales funnel, I want to show you what types of web pages we use for four of those phases.

In the coming episodes, you’re going to learn how to build sales funnels the fun way …like using Legos!

I’m going to give you a list of building blocks that you can simply mix and match to build your offer to create an instant sales funnel.

Then I’m going to give you some short cuts—the exact funnels and scripts I use most often in my businesses.

You can copy and paste your own offers and ideas into these proven templates and have your business up and running in no time.

Alrighty then earlier in the show I talked briefly about using a (lift letter) to create a powerful preframe and using this strategy with one of your joint venture partners you can generate a (literal) ton of new clients and a massive influx of cash into your business.

I wanna give you that link before I wrap up today’s show.

So, if you like the idea of getting a lot of new clients (easily and quickly) and the you like the idea of creating a windfall of cash (to start the year off on a positive note) then I want you to go here. 

Now, if you hate easy money (and prosperity) you’re probably not a good candidate for this strategy.

But, if the idea of (an unexpected surge of cash) excites you run on over to www.funneltribes.com/lift-letter and download the resource I created for you.

OK that wraps up today’s show now go make some money and I’ll see ya next week.