From 2006 to 2012, Evan Kelly ran his own business as a relationship coach.
In the beginning, finding clients was difficult. But through trial, error and some good advice, he devised a 3 step sales funnel that kept him booked solid, beginning with $22,500 in just 48 hours.
This is the simple three-step sales funnel that revolutionized his business:
Step 1: Building an Audience
Evan’s first website cost $2,000 and made every blog post he published look like complete gibberish. Yup, that’s right – he gotten taken by a so-called website developer who was great at taking money but terrible at building websites.
Despite the terrible website, visitors still subscribed to his newsletter at the rate of one or two per day.
One or two doesn’t sound like much, and this is where a lot of people would become discouraged. Evan, however, plugged on.
Since he couldn’t post on his site without his articles looking like a dyslectic’s nightmare, he relied on the keyword in his domain name to generate his traffic.
These days that probably wouldn’t fly, but you also would know better than to spend grand for a site that doesn’t work. Challenges change with the times, right?
Since he couldn’t post on his site, he relied on sending long emails to his list. At the time he didn’t even have an autoresponder sequence, so every day was another day of long form email writing, forcing him to learn copywriting.
Step 2: Introducing a Low-Cost Offer
Evan wrote a short 50-page ebook and promoted it heavily to his list, getting maybe 2 or 3 sales per month. Remember, his list was still quite tiny.
But writing a brand-new email every day helped him to improve his copywriting skills, which were about to come in handy.
Step 3: The High-Ticket Close
With a subscriber base approaching 200, he wrote a persuasive sales letter in a Google Doc. He converted the letter to PDF and sent it directly to his handful of e-book buyers.
The offer – a one-on-one coaching package for $4,500 and limited to just 5 people – was met with unexpected enthusiasm. Evan’s nervous anticipation turned into exhilaration when this email with PDF attachment yielded a staggering $18,000 within 24 hours.
A subsequent email to the remaining subscribers secured an additional sale, bringing the total revenue to $22,500 in just two days.
Not bad for a newbie with a broken website.
A Newfound Passion Ignited
As you can imagine, finding $22,500 in his Paypal account hooked him on direct response marketing and copywriting.
Notice the challenges:
- An overpriced website that was nearly useless
- No autoresponder sequence
- Only a bare trickle of subscribers
- Slow sales of the ebook
And still, with a list of less than 200 people, Evan was able to make $22,500 on his first coaching offer.
Most marketers would be terrified to ask for $4500 for one-on-one coaching. Even Evan admits sending out that sales letter was scary and he nearly didn’t do it.
Imagine if he had asked for only $500 for his coaching. True, he would have made $2500, but he also would have lost the opportunity to receive $20,000 more for the same work.
There are lots of tips and strategies for selling high ticket coaching and products that are awesome and genuinely work, including:
- Identify and target your ideal client
- Become an Authority by creating valuable content
- Showcase testimonials, case studies, and client success stories
- Entice potential clients with valuable lead magnets that address their core challenges.
- Actively participate in online communities and forums where your ideal clients gather.
- Highlight the life-changing outcomes your program offers, not just features.
- Offer limited spots or VIP options to create scarcity and enhance perceived value.
- Provide flexible payment structures.
- Offer a money-back guarantee to mitigate risk and build trust.
- Develop a strong sales page and proposal that clearly articulates the program’s value.
- Actively listen to potential clients’ needs and personalize your approach.
- Weave anecdotes and client success stories into your sales conversations to connect on an emotional level.
- Anticipate common objections and prepare clear, persuasive responses.
- Nurture leads with targeted email sequences that educate, engage, and promote your program.
- Collaborate with complementary businesses to reach new potential clients.
- Provide exceptional service throughout the coaching process to ensure client satisfaction and referrals.
But there is one tip that you won’t find anyplace that you can learn from Evan, and it’s this:
Perseverance coupled with confidence can work miracles. Are things going wrong? Keep going. Are your subscribers trickling in? Treat them like royalty anyway. Are you afraid to charge what your products or services are worth? Bolster your confidence, move through your fear and price according to the benefits you bring to your customers.
Selling high-ticket products is a marathon, not a sprint. When you implement these strategies consistently, refine your approach based on data, and build strong relationships with your potential clients, you can cultivate a thriving high-ticket business.