Premium Client Funnel Marketing Secrets

Transcription

1 Premium Client Funnel Marketing Secrets Get your FREE copy of Alex s future bestseller at AlexismsBook.com Today's topic is all about Premium Client Funnel Marketing Secrets I'm going to reveal these because there's a tested philosophy, and a process that has been working. I've done it for myself and we've done it for other people and now I even teach others to do it for themselves. We've tested this with many different types of products and services. We've done it with applications, people who bought apps, and we've taught those organizations to get high end clients through creating coaching systems. We've done it with coaching organizations so that they have higher end coaching clients, we've done it with service businesses, for the internet, for people actually building funnels. We've done it with people who teach coaching and certify people in coaching as well, so if it's a service based business, this process works, and why we call it premium client funnel marketing, is because Premium means higher-end or high end and it'll put you in high growth mode. QUESTION: What defines a Premium client? This is my definition of a Premium client, if your typical client or customer or member or student, whatever you call them, they can be called a patient. I'm going to call them clients for the purposes of a catch all term for this Masterclass. If your average client is worth $500 in a year, then premium to me means adding a zero. So 10 times that average client. So if you have $500 clients, Premium clients is $5,000 clients. If you have $1,000 clients, then Premium clients is $10,000. If you have $10,000 clients then Premium means $100,000. That's what Premium means to me. It means a lot of different things to different people but high end means if you multiply it by 10, that is a high end client based on where you're starting from. Some people have, lets say, $200 clients. So that's a $2,000 high end. If you have a $100 client, that's a $1,000 high end client. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 1

2 It's just 10 times what you're making and you're adding a zero. For me, my average client, overall, clients is about $1,000 and my multiplier is 100. So I have $100,000 clients. In fact, I have more of those than I have $60,000. I have more 60s than I have $30,000 clients if you can believe it, and it's true whether you want to believe it or not. How do I do it? It's doing it in exactly the way that I'm going to teach you today. It is not difficult and it is simple, it's simple but it's not easy until you know the steps and you've made as many mistakes as I have. QUESTION: What does Funnel Marketing mean? A funnel is a process or a flow chart where people are going through step by step by step. There's usually five to nine steps in a solid funnel, sometimes more but I like to break it down to seven plus or minus two. The step by step process I'm going to show you today is seven steps, its the same process I go through, its the same process I've taught others, its the same process that you can utilize and without hiring me and paying me to show you how to do it, so you pay yourself, you can do it by the end of this Masterclass transcript if you just follow the steps. 7 Steps To Pre-Qualify Premium Clients Well, the funnel I'm talking about is a flow chart of seven steps and it's to pre-qualify premium clients. Now, let me tell you the key to pre-qualify because most people sell 80% of the time when they're going for low or high end and they pre-qualify 20% of the time. Now what happens when you do that? You're selling or trying to enrol them 80% of the time, many times too soon and you're pre-qualifying 20% of the time. The challenge with that is you get a lot of rejection, you get people who push you away. You come across as too pushy or maybe manipulative. You haven't pre-qualified them, you can't sell hamburgers to vegetarians, right? So as a result, this process is different, we do just the opposite, we do the inverse. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 2

3 We pre-qualify 80% of the time, and then we're doing selling 20% of the time with very little rejection. That's the benefit of this process, nobody including me, no one likes to be rejected. It's not fun. So why put yourself in the place of being rejected, why jump to the solution too soon when the problem hasn't been defined? Why go and promise point B whatever that may be for your clients when you haven't identified why they're stuck at point A? Why focus on Return On Investment, ROI, when you haven't even defined COI which is Cost Of Inaction. In many times at least the Cost Of Indecision. If you don't have a candidate, I don't call them prospects or leads, I think that's disrespectful. They're candidates, they're human beings. If you have a candidate for a high end client, which we'll call Premium clients today, you want to find out why they're stuck and where they are. That will define what your package looks like, what to offer them, the scope of how you're going to deliver it to them and even the curriculum of how you'll deliver it to them, does that make sense? Point A is much more important than point B so we focus 80% of the time on identifying point A, that's called pre-qualification, and 20% of the time on getting them or showing them the promise of point B. I hope that's an aha moment for you because that principle is not taught anywhere, at least I haven't heard it, and I learned it the hard way. I used to sell too soon because I was excited. I was very enthusiastic about my offer, and offers, because I thought they were irresistible because they were mine. I worked on them very, very hard and I wanted to convey and transfer that confidence I had in my offers and my trainings to my candidates. I called them prospects before or leads. Then I learned that if I pre-qualify more than I actually do selling, I'm going to find out through a kind of marketing Ju Jitsu or Judo, where I'm taking all the energy of the candidate and I'm just turning them in a way that is giving them what they want. I'm doing unto them as they want to be done unto, Get your FREE copy of Alex s future bestseller at AlexismsBook.com 3

4 I'm not doing to them what I want to be done unto, which is the Golden Rule, do unto others as they want to be done unto is Platinum Rule. I learned that verse from Toni Alejandro over 20 years ago. So whether you're familiar with these terms or not, what's important is there is a seven step funnel that works, so if you want to learn it here it is, because this is designed for Premium clients. Now, lets say you have a stage presentation and you get on stage. It works for that. Let's say you have a webinar just like this, it works for that, let's say you buy Facebook ads or Google AdWords, you run it through this funnel, you understand? Step 1) Intake Application Whatever it is that is initiating a conversation, rather than making an offer, what you do is the first step, you take them to an Intake Application. What s an Intake Application? It's where you take in information from them, starting with their age and then eventually after a few micro decisions, you go into their experience level and you look at where they're stuck. There's an art and science to making these questions so that they go in a sequence but it's an application for your high-end offer. So the intake is an application, and typically there's a video of you at the top talking about the subject that you're offering, and then the type of applicant you're going after, the who, you want to be addressing them, and then the purpose of it, right? The subject matter, the type of applicant and the purpose, SAP right? One formula that works in that context. The purpose is really important. They're going to get results faster, they're going to get more access to you and they're also going to gain more status because they'll have more hands on training. It'll be more of a done-withyou, even done-for-you concept versus just do it yourself, having a course. So this automatically is for someone who is going to be high end, 10 times what you normally get. It's a pre-qualification for the intake. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 4

5 Now, after they do the intake, after they complete it. We have found that 50-60% of the people who land on the intake page, at least our intake pages, actually complete it. Step 2) Discover Deposit Then, they see another video. This video is often shorter, the first one is about 15 minutes, at least mine are. Some of my clients, and friends and colleagues have done 25 and 30 minutes, mine is about 15 minutes, the discovery deposit, after they've taken the intake, you say look "You have an opportunity to do a discovery session but not everyone is invited, there's a deposit that is required." The deposit ranges from $100 and $500, I've seen that range. Our sweet spot is about $150. It is fully refundable, it s there so that people actually show up and they're pre-qualifying themselves even more, they're jumping through a few hoops and that video is selling the Discovery Session. It is selling and promoting the deposit, now without a deposit your conversion rate drops dramatically. With a deposit you get fewer people to talk to but your conversion rate escalates even though it's fully refundable if they don't qualify and yes, some people don't qualify, even if they don't have the money to pay you what you deserve, you give them back the money if they've showed up. If they don't show up, you keep the money, they forfeit that and you mention that in that video. Step 3) Deposit Pay Page Step three is they actually go to the page with the deposit, I use Infusion Soft, and they pay the $150 right? Step 4) Scheduling Page The reason for that is it's going to indoctrinate them to be eligible to schedule which is step four, they go to a scheduling page and what they see after the payment is they see a video. On this scheduling page video, it says, "Hey look, there's one more step left, do you want to schedule it Get your FREE copy of Alex s future bestseller at AlexismsBook.com 5

6 with one of our mentors" Or if its just you, you say "Schedule it with me and we're going to have a Discovery Session. You're one of the few who do" You tell them "You'll see a schedule, those are times that are convenient for me and I'm sure you'll find at least one time that works for you Surprisingly, not everyone who pays the deposit actually schedules, I don't know if it's because of fear or lack of follow through but over 80% do. It's astounding to me, someone pays $150 and they're willing to give that up and not do the Discovery Session at least to learn something. Step 5) Discovery Session So after they've scheduled it, step five is the actual discovery session which lasts somewhere between minutes. That's the sweet spot. For me, 40 minutes is perfect but some people go more, some people go less. If you lose control and you're having them ask the questions instead of giving you the answers to the questions you're asking, it'll go longer. I've seen some discovery sessions go over an hour. Not necessary. Should last about 40 to 45 minutes. Now why would you do that? Because you're establishing if they're an ideal client. If it's really high end, in my case, lets say its $30,000 then you have a Setter which is the Discovery Session, like in Volleyball right, Setting the volleyball. Step 6) Strategy Session (Qualified Only) Then you have a Spiker, because the sixth step is if they qualify for the Strategy Session which is the second human intervention, human interaction piece, then only the qualified people are going. Of every 100 applicants there's about 25-30% that actually go to the Strategy Session, and sometimes they're turned away at the Discovery Session. Now, do you need two people? Get your FREE copy of Alex s future bestseller at AlexismsBook.com 6

7 No we've done it with one and we've done it in one sitting, but if you have two people, it works better, because the Setter is creating a recommendation for the Spiker and during the Strategy Session there's a handoff and the Setter says, Okay, Spiker, Whoever that may be, male or female, doesn't matter, introduces the client, talks about the clients background, asks the client if there's anything they'd like to add and the first question while the Setter is still there, the first question that the Spiker asks is, Okay, Ms or Mr candidate, we have other candidates for these programs, and we recommend three. What makes you feel you're an ideal fit for it?" First question. They've already gone through the Discovery Session and then that Strategy Session for me lasts somewhere between 20 to 30 minutes. So there's two sessions, the whole process takes less than two hours and boom, 100k, 30k or 12k. Step 1) Offer Decision They make a decision for the offer. I recommend three different prongs. I have a 100, I have 30 and I have 12. Not everyone has three offers but what if you made one up and you said okay, now at the very high end I have a $72,000 offer. I will tell you that we're not making that available to anyone today but if it were this is what it would involve. You can make it up because lets say you're not prepared to sell it but if you are genuine and you are authentic and it's your intention to have a $72,000 offer, mention it and then when you make the other offer which is lets say $20,000 you take away a bunch of stuff, so you're not adding, you're not up-selling, you're down-selling. Down-sell is a gravitational. Up-sell is going against gravity, if they don't say yes to 12k, how are they going to say yes to 24k? Right? Get your FREE copy of Alex s future bestseller at AlexismsBook.com 7

8 If you say, I have 72k and I have it in the plans but it's not available to you because that offers not ready yet, but you're mentioning it, so you're putting it into the consciousness of the candidate. I hope that's an aha moment for you because number one it does two things, it makes you more confident because you're mentioning 72k, it sets an intention for you just like I did with 100k, through a friend of mine, I didn't think I could have 100k offer but a friend of mine said, look I think you should offer 100k, and through his counsel I did. It just so turned out that I got a bunch of 100k as a result of just making the offer, I had to make it up and then someone said yes, the rest is history. Now I'm not thinking about raising prices but I'm very comfortable offering 100k and it's a one year program. At least you set the intention for the high end and then you drop it by taking a bunch of stuff away. Taking away is more natural than adding stuff. They do it in real life if you're going to buy a refrigerator. A good salesperson will take you to the $3,000 model and then they say, "I don't know if its in your budget or not but this is what I got to take away if you get the $1,200 model. I don't know if that's in your budget but I have to take a bunch of stuff away and here's the $550 model. It does keep food cold but there's no freezer, there's no bells and whistles, there's no tray for the vegetables and the meat and blah, blah, blah. So which of the three is in your philosophy or pocket book right?" You started high and you went low, through the law of contrast that Bob Cialdini taught in the book Influence which should be in your library. Then it makes it a lot easier sale with less rejection. KEY POINT: Pre-qualification is 80% of the process. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 8

9 3 Mistakes That Coaches Make With Premium Clients Three mistakes coaches and consultants make with premium clients. My specialty is teaching coaches and consultants who don't make 100k a year. Who don't have high-end clients, they have clients but they don't have highend clients, they are not good at selling because selling is yucky to them, they feel pushy or they feel manipulative because they haven't had a good experience, why? Because most people have sold to them 80% of the time and have prequalified 20% of the time and pre-qualification is very empathetic. It's pulling the candidate in, it's asking questions and constantly pre qualifying so that you're getting rid of any objections that come without making an offer. Once you make the offer, then now you're back on your heels because there's nowhere for you to go, there's no more tension, there's no more fascination, you've already made the offer. I don't make an offer until I know with absolute certainty they're going to get one of the three, then if they go "Just tell me Alex" I go Nope." I don't like to be rejected. So if you're not 100% dedicated and convinced and motivated to making a permanent change at one of these three levels, and the price points vary from $12,000 - $100,000, I'm not going to make the offer. So they know the price points but I don't make the offer. I ve done that many, many times and I'd rather not get rejected after an hour and a half of two sessions with them then to get rejected even once. I rarely get rejected. Because, once they say, "Yes I'm ready" then I say, "Good, then is it okay if I share with you what making a change with me looks like? At the $100,000 level, here's what it looks like. I don't know if it s in your budget or not, but here's what you get. The $100,000 includes the $30,000 which includes the $12,000. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 9

10 If the $100,000 doesn't work then I take a bunch of stuff away and I say "With the $30,000 you get what I already mentioned but you can't get all the other stuff, it's six months, not one year. You're doing it with us, I'm not doing it for you, and it also includes the $12,000. If that's not in your budget there's the $12,000 which is more of a group setting. So you don't have as much access to me but you don't have to pay as much." So that's the way I do it, it's very simple, there's nothing up my sleeve. I'm not a magician. I'm a decent enroller but I don't think I'm the best, it's the process that works. Mistake #1 - No Pre-Qualification Process In Place (Setter) The first mistake that people make is they don't have a pre-qualification process in place. They don't have a Setter. They don't have a Discovery Session. Discovery Session isn't to sell, that's what the Strategy Session is for. Discovery Session is just to discover and verify and clarify what they told you on the intake. They're giving you information, you're like a doctor, you're doing a diagnosis right? You get the intake then you do a diagnosis then after the diagnosis you do the prognosis. The prognosis is what the Spiker does. Mistake #2 - No Dis-Qualification Process In Place (Spiker) In the sales world they call this person the closer. I don't like that. I like Setter and Spiker because it's volleyball. It's just easier to remember and it's I think a little less harsh and a little bit more humane. A Spike by the way doesn't have to be pounding the volleyball and tapping it in a place where the opponent doesn't touch it until it hits the ground and bounce. That's all a spike is. It's not always a super hard pounding of the ball. The spiker is disqualifying by verifying. By clarifying and verifying and edifying what the candidate is telling them. Making sure that they're an ideal fit. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 10

11 Mistake #3 - No Indoctrination Pre-Training In Place Mistake number three is after they come on board there's not an edification process. To edify means to celebrate and to make more and expand that person's decision, to edify their decision. An Indoctrination pre training means that after they said yes, we're going to celebrate their decision and get them indoctrinated so that they know your doctrine and they are playing with the same play language and they're playing to win, they're not refusing to play, they're not pretending to play, they're not playing not to lose they're playing to win. Are you getting this? I hope there are a few Aha's". If there are any aha moments or distinctions down below, put them down there because that is my food. That is what digital candy is for me. Those are my treats because I get to see what had an impact on you because when I finally teach this as a course, I ask for money, I'm going to know what the big aha moments are and that's why I always ask them down below or in the comment section, wherever it is you're watching so please do that. If you reciprocate with that, it not only will mean much to me it will mean much to all the new certification students that will go through it and you would have had a little piece of improving the curriculum that I'm planning to build. KEY POINT: High-end conversion works best with "Tandem" Partners. Now I like to do Tandem interviews. One person does the interview, they're looking for content, the other person just watches and is looking at the context of the candidate. That's for a job, Tandem means you have a Setter and a Spiker. So the setter is going through Discovery, they have a personality that's very friendly, they're wanting to make the recommendation, they want to make sure that the funds are available and they're pre-qualifying this candidate. Then if they make the recommendation, they come on to the Spiker call, I love video because I get to see them, I don't like the phone although we did that in the old school way. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 11

12 People can multi task on the phone, they can be in the car and they're making a business decision, I want 100% of their attention if they're on a zoom chat or on a video chat of any kind, at least I know that they're paying attention and they have to prepare for it. At least comb their hair, right? Some people will put on make up for a discovery call, it just prepares them to be a little bit more formal and not in their dress but in their delivery and they're taking it seriously. The Setter shows up on the Spiker call, makes the hand off, then they can stay or they can leave. If its me, so I've done both Setter and Spiker, so that's possible too but I prefer an assistant to do the Setting call and then the Spiking is done by either you or someone who has more authority. 2 Emotions Of The Premium Client Qualification Process There's two emotions that you're promoting and selling during the qualification process. 1 - Hope 2 - Confidence I've taught this many times before but many people don't understand when you sell an emotion, hope is not knowing how to get from point A to point B, hope is simply acknowledging that there is a point B. Confidence is the idea of how to get from point A to point B, hope is your Discovery Session and Setting, confidence is what you're selling during the Strategy Session as your Spiker. Make sense? Now, I will say this again and again, it s an aha and I've said it many different ways. Spend 80% of your time pre-qualifying or qualifying, verifying, and then clarifying. Then 20% of your time on solidifying the sale. I hope this Rule works for you. KP: How your clients Come In determines how they Go Out. Imagine getting a client and keeping that client forever. Depending on how they come in, they could stay with you forever. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 12

13 I have people who have been with me over 12 years. My mother Carol can't even understand that, why would people pay you for that long? I don't know, they got what they want and they haven't found someone else that gives them what they get from me I suppose. I also have people who have left me, for other people and other trainings. How someone comes in will determine how they go out. If you have a big celebration and a nice indoctrination that is making a big deal of how they're coming in and you're teaching them what to say and teaching them the language that you're going to be using. If you have a community on Facebook that you can put them into, and if you become their role model, so you have a new language, you have a new community and then you have a new role model who is you. If you do those three things, man that's the way cults and movements are born. Both negative and positive, you can do the same thing and really grow your community. 3 Principles To Convert Clients Without Rejection Yes these are principles and the reason we call them principles is because they are immutable, meaning they work forever. I haven't taught these before, I hope that they'll have some meaning for you. Principle #1 - Qualify Now, in qualifying, its going to take an intake, then its going to be a deposit of some kind, you can even make it $50 but take a deposit because if there's no deposit you're not qualifying. Then they're going to schedule, these are all little hoops they're going through. Then they're going to show up to the Discovery Session and then they're going to make it through the Discovery Session. Principle #2 - Clarify So principle one is all the way through the end of the Discovery Session, and then, clarify is at the end of the Discovery Session. You are clarifying that they are ready to move on to the Strategy Session. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 13

14 It's two parts, some people do it in one and they brag about it, I've done it in one but two works better. You don't have to do it in two but that's what works. No one is going to make you do two, this is what works and this is what my promise of the Masterclass is. You're clarifying at the end that, yes, you do want to move on to the Strategy Session. Principle #3 - Verify Then the Strategy Session, it's a verification.this is the offer you want, this is what it's going to cost, this is your investment, if there's financing you tell them all about that. At the very least you get a 10% deposit, paid right then and there before they leave, and then I give them less than a week to pay the balance or start the financing. Now, from my $100,000 clients we have financing. Even for the $30,000. Some people pay it all at once, you'd be shocked. They just pay it all at one time. So you're doing verification for the Strategy Session. So you qualify before the Discovery Session which is the first session with the Setter which can be you, then during that time at the very end, you're clarifying what they want so you can make a recommendation for the Strategy Session. You re selling hope in the Discovery Session, in the Strategy Session you are selling confidence, then you verify that everything is correct, that was in discovery, then you have the candidate prove to you that they're an ideal fit for your program whatever they may be. Now, I know it may seem counter intuitive but this is what works. I know it may seem a little complicated, well, if you drive then the first time you looked at the instrument panel, it was a little complicated. I just bought a new car. I've been driving over 35 years. The instrument panel and all the little gadgets on that new car which I love my new car, there's a lot more there than I'm used to from my other car which was the Get your FREE copy of Alex s future bestseller at AlexismsBook.com 14

15 same brand but let's just say it wasn't a sports model like this one is, so this has all these different gadgets and I get overwhelmed by, "Okay what does this mean? What is that button? I can't find it in the owners manual blah blah blah, right?" So that's the way it is for let s say the first time that you see it. Now you can reach out to me and I can teach you this but you'll have to pay me for it, or you can be part of the mini Mastermind where we talk about engaging Premium clients, we talk about how to create an offer for a premium client which is your message. Especially if you don't have any, especially if you don't make 50, 60, even $100,000 a year. If you do less than $50,000 this is an ideal mini Mastermind and is free. It's virtual. Simply go to MarketingOnline.com/BB you'll see a picture of me Alex Mandossian and my good friend Bill Baren who also teaches this for a living, one of the top coaching organizations in the industry of coaching, probably the number one organization. One of his specialties is teaching absolute newbies and beginners how to create premium offers to make the premium client sale. My expertise is teaching the dialogue and the pre-qualification process, his expertise is creating the offers. So, if you simply go to MarketingOnline.Com/BB you will join our private Facebook group, now if you're part of the group then you won't be asked three questions. If you're not part of the group, you'll be asked three questions and you'll be dumped right into the thread too, you can ask me any question that you want and I'll do everything in my power to answer it and you can also hire me or you can hire Bill, he has coaching programs as well, he has courses that can teach you. That is the call to action for this Masterclass, it is evergreen, it will always be there. MarketingOnline.Com/BB. Get your FREE copy of Alex s future bestseller at AlexismsBook.com 15

16 We're not selling anything there other than enrolling you in the dialogue and in the bigger conversation of getting clients that are worth 10 times what you have now, just add a zero, zeros are great for your self esteem, for your self image and for your bank account. All good wishes. Until Our Paths Cross Again, ~ Alex Mandossian CEO of MarketingOnline.com Get your FREE copy of Alex s future bestseller at AlexismsBook.com 16