I probably don’t need to tell you that the coaching and consulting industry has exploded over the past few years — and it’s not showing any signs of slowing down.
That said, right now is the perfect time for experts to level up when it comes to leveraging paid traffic. One way you can do this is by packaging your top-notch information products and services as high ticket offerings and marketing them to cold traffic.
Sure, this strategy might sound difficult. But keep reading to see why a little funnel finesse is all you need to start selling to the type of customer who is ready and waiting to pay top dollar for your expertise.
On a recent podcast episode, I talked with Chris Evans of Trafficandfunnels.com. He shared his personal story about how he ignored industry standards by marketing a high-ticket, “expert” offering to cold traffic. This bold move yielded a 6-figure month almost immediately after Chris and his co-founder decided to run with it.
Chris’s secret to taking cold traffic and quickly turning it into a treasure trove of target customers who are willing and eager to pay top-dollar for expert advice is this: start using your sales funnel as a filtration system.
Take a look at the 7-Step Sales Funnel For High-Ticket Sales that Chris’s company uses to coach high-paying clients in marketing their expertise and optimizing their ROI on paid traffic.
Step #1: Understand your target customer’s biggest problem and how your offering is the perfect solution.
When you’re working with paid traffic, you can’t be everything to everyone.
If you want to optimize your ROI right out of the gates, then you’ve got to have extreme clarity about how your offering will solve one person’s specific problem.
Step #2: Consider each element of your ad in the filtration equation.
Targeting your ads to the perfect people, in the perfect place, in the perfect way takes a lot of tweaking. And too often marketers forget to consider their customer’s frame of mind when strategizing ad content and placement.
Use your findings from step one to guide your decision-making when it comes to ad copy and design, as well as the platform where your customers will be clicking through.
Step #3: Set up an opt-in that acts as a feeder system for a pool of customers who are willing to invest
Chris uses a 1-hour automated webinar for his own funnel. Asking people to spend a chunk of time learning something valuable for their business is a good way to get rid of anyone with the potential to waste your time.
For those of you who aren’t into webinars, consider an in-depth case study video. Just go with something that requires a little “skin in the game” from your leads.
Step #4: Filter further with your pitch at the end of the content by selling customers on another time commitment
Invite the people who are really serious about solving their biggest problems to spend more time with you on a personal call.
Most people will probably expect a sale at the end of your content, so the short-sided thinkers (who are likely also short-sided spenders) should drop off at this point.
Step #5: Require an additional qualifier to keep the appointment.
This is important because it will increase your ability to actually connect with leads. When you’re working with (at this point, nearly) cold traffic, that connection is paramount.
If an application process works for your business, ask something about revenue to make sure the person can afford your offering. Some other things to consider including on the application might be social media profiles and websites urls to make sure they’re the right person to receive your offer.
Step #6: Give your attention to anyone who is still in your pool.
Chris recommends treating the time spent interacting with your lead as an opportunity to connect with and consult your potential customer. This means, don’t worry about pitching.
The goal here isn’t to make a sale — it’s to help someone make the best decision about how to move forward, given their unique goals and circumstances.
Step #7: Offer honest direction in your CTA.
Provide real and authentic feedback for the person you’re speaking with. If you don’t think they’re ready for your top dollar offering, don’t pitch it.
Instead, point them to a lower-priced offering or direct them to free resources on your site. And help them that way until they’re ready for your high-ticket stuff.
Following this high-ticket sales funnel strategy, Chris made 6-figures in one of his first months.
I’ll take that kind of revenue right out of the gates allllll day long — especially when I’m earning it working with top-notch customers.
So if you’re not already taking action to filter your customers and solve their specific problems, start by making a few tweaks to your current sales funnel.
If you’ve used other methods for qualifying customers inside your funnel, how did it work? Share your experience in the comments below.