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SCREW $7 SALES: My Blueprint For Selling $900 Video Courses...

by XponentSYS
17 replies
We sell hundreds of thousands of dollars in "high end" offers in medical.

Here's how we do it.

Although I "unleashed this beast" in medical, it's the PROCESS - and processes are largely universal and can be adapted to work in your space.

Direct response marketing is MULTI-STEP. I see a lot of marketers out there who either don't get this right or worse... don't do this at all.

Do what?

Use a multi-step process.

Here's how to sell stuff the RIGHT WAY, using a multi-step approach:

A story...


Meet Keith.

Keith was (and still is) a successful author of several info-products in the horse training market. He has, for years, successfully SOLD these little $27 pamphlets to horse owners. There were many variations of these pamphlets - each one containing explicit details in a step-by-step fashion on "how to get your horse from point A to point B in ONE AREA (like leading, for example).

It was OLD SCHOOL - paper brochures basically - printed off and SOLD.

Keith knows his market and decided that he ought to phase out these old pamphlets in favor of VIDEOS and he did just that.

He created a video version of each one and started to sell those.
It went well.

He knew his market had disposable income and video had higher VALUE so he was getting $49.95 for each module now.

Keith didn't stop there.

Elated with slightly higher sales and an even larger profit margin, he decided to take all these "modules" and create a MASSIVE course to sell for $997.00.

That's exactly what he did and what happened next is the point of this post: Keith sold 6 copies.
QUESTION:

With such success selling his information products and his late videos, his market was PROVEN. Why did he only sell 6 copies:

ANSWER:

His sales process was flawed. Here is the sales process he used...

Step 1: Pay-Per-Click (mixed with a few other things)

Step 2: Lander offering a free report for a lead

Step 3; (After optin) An offer for the $997.00 course

Step 4: (if no sale) exit offer for $100.00 off - $897.00
His sales process above is flawed because it didn't HOLD THE PROSPECT'S HAND toward the big ticket sale.

Here's the (right) way I would do it...

Step 1: Pay-Per-Click (mixed with a few other things)

Step 2: Lander offering a free report for a lead

Step 3: 5 step sequence offering horse training tips and tricks for free. 2 of those five (at lease) would be valuable "teaser" videos.

Step 4: (after sequence is complete) offer 3 of the videos (Keith's has 15) as a "mini-course" for $147. These 3 videros would teach the prospect how to get his horse to do THREE THINGS from start to finish (like halter breaking for example).

If sale - upsell the main course for $200.00 of ($797.00)

If no sale - $77.00 - $20.00 discound

If no sale - downsell their choice of ONE VIDEO for $47.00

Step 6(a): For the buyers above, they get on a buyer list where we solf sell the big course

Step 6(b) - A newsletter starts that offers weekly tips and tricks all about horses, all the while we try to sell them the 3 videos. If they buy, the upsell/downsell process above begins.

If they don't buy, the process, at this point, goes on forever.

THIS IS A SALES PROCESS - or funnel that you MUST use to sell high ticket items.

It "holds the prospect's hand" and gets their juices going for your content - and higher ticket items.

In today's day, it is far less likely you'll convert straight cold traffic on a hire end offer.

Use this process and enjoy more higher ticket sales.

#$900 #blueprint #courses #sales #screw #selling #video
  • Profile picture of the author Dayne Dylan
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    Now THAT is a killer post! Thanks :-)
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    • Profile picture of the author Cool Hand Luke
      Meh. There's more than one way to skin a cat, and I've found that neither of the options you presented are even remotely ideal in terms of making the most money possible from each customer.

      To each their own though, maybe your market responds differently.
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      • Profile picture of the author Dayne Dylan
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        Originally Posted by Cool Hand Luke View Post

        Meh. There's more than one way to skin a cat, and I've found that neither of the options you presented are even remotely ideal in terms of making the most money possible from each customer.

        To each their own though, maybe your market responds differently.
        So what would you do then?
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      • Profile picture of the author Jeff Lenney
        Originally Posted by Cool Hand Luke View Post

        Meh. There's more than one way to skin a cat, and I've found that neither of the options you presented are even remotely ideal in terms of making the most money possible from each customer.

        To each their own though, maybe your market responds differently.
        Would love to hear what you'd do... Pray tell?
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      • Profile picture of the author XponentSYS
        Originally Posted by Cool Hand Luke View Post

        Meh. There's more than one way to skin a cat, and I've found that neither of the options you presented are even remotely ideal in terms of making the most money possible from each customer.

        To each their own though, maybe your market responds differently.
        Thanks for your reply. Youre right that there are many ways to skin a cat, of which this is ONE.

        The intent of this post is NOT to explain how to "get as much money as possible from each customer. it is a process on how to "graduate" customers to your higher priced products.

        i would be interested in your contributing your findings to this post, also. When members get involved, that is what makes these threads epic.
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  • Profile picture of the author dtul
    I'm not into high-priced products yet, hopefully I will be in the future, but this is an incredibly helpful post. Its similar to how I thought you would do it, but some of non-sale incentives are things I didn't think about.
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  • Profile picture of the author David Braybrooke
    Why not offer a series of free reports on the lander? It creates an expectation from the subscriber of valuable content that accrues. You get to presell more effectively and it lessens the chance of unsubscribing happening directly after the stated free report is obtained. Big ticket items need a higher trust factor to be established between seller and purchaser. That's my read.
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    • Profile picture of the author XponentSYS
      Originally Posted by David Braybrooke View Post

      Why not offer a series of free reports on the lander? It creates an expectation from the subscriber of valuable content that accrues. You get to presell more effectively and it lessens the chance of unsubscribing happening directly after the stated free report is obtained. Big ticket items need a higher trust factor to be established between seller and purchaser. That's my read.
      David,

      Why not offer a SERIES of reports on the lander?

      Because I'd never thought of it. Your suggestion is a great one - one I'm gonna try in some active campaigns I have running at the moment. Thanks for that tip!

      I also get what your saying about the trust thing. I use a sequence of videos (mentioned in my post) for that purpose. Maybe that needs to be worked into the lander pitch.

      Thanks for your valuable reply, David. This thread is getting good.
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  • Profile picture of the author hustlinsmoke
    Ben although I do not agree fully with the extent of your post I do respect it and think that it will work in certain markets with certain people.

    You do need to remember though we don't deal with a lot of people in high level income brackets and alot of my ips I sell too are not even US.

    I do thank you for your post though and it was a much needed read for me to remind me no reason to always think of the lower end product.
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    • Profile picture of the author XponentSYS
      Originally Posted by hustlinsmoke View Post

      Ben although I do not agree fully with the extent of your post I do respect it and think that it will work in certain markets with certain people.

      You do need to remember though we don't deal with a lot of people in high level income brackets and alot of my ips I sell too are not even US.

      I do thank you for your post though and it was a much needed read for me to remind me no reason to always think of the lower end product.
      Thanks for your reply.

      You mention a valid point and I believe the gist of what you're saying is.....

      A FUNNEL LIKE THIS... ONLY WORKS IN MARKETS THAT HAVE DISPISABLE INCOME.

      You are correct in that yes, this works in markets with MONEY. Selling higher ticket items in markets, or to people, with little to no money would be, well, a waste of time.

      The markets I've done it in have money. They are...

      HORSE TRAINING
      CHIROPRACTIC
      MMO

      Let's talk about this a bit. In Chiro and equine, it was easy to determine that my markets had "burnable" cash with minimal research. The money they spend is VISABLE because of WHERE ELSE (and what on) they spend their cash.

      As for MMO, certain SEGMENTS of it have money and the trick would be to fill your funnel with THOSE segments.

      The trick to getting an affluent SEGMENT of a bigger market would be, in part ateast, WHERE YOU GET THE TRAFFIC.

      The SIMPLEST example of this that I can thing of.....

      You buy cheap traffic and gather subs from a PTC ad network. You get subs but they're harder to convert.

      Why?

      It's likely they have little wealth if they're click on ads for pennies.

      OR.....

      You advertise and gain subs from advertising to buyer lists in the SAME MARKET but this time, they've been proven to spend money because they're BUYERS. These are easier convert and DO buy higher end offers.

      On them, this would work.

      Also, I get what you're saying about overseas IPs. It's true - some people from certain countries are more apt to spendier offers. The trick is to concentrate on those, and fill your funnel with THEM.

      Glossary

      PTC Network ~ An ad network that pays it's end users to click on ads. Advertisers on these networks often pay 3 to 5 cents per click. Traffic quality is often low due to the fact that it is incentivized to click on ads. Traffic from these networks is not affluent traffic and works best with free offers such as downloads.
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  • Profile picture of the author hustlinsmoke
    Yes you are correct and I thank you for that.

    That is where you made me think though. My market is the lower income Niche and I do need to expand to a higher income setting although it does give me pleasure to give someone a full time income overseas.

    6k is a full time income for alot of individuals overseas and some countries even less than that per year. I pay a virtual assistant 200 a month and that is twice what she would make in a job where she is.

    I know I need higher ticket prices on some products though and I will take your plan and work that in.

    Again Thank you for making me realize I am losing out.
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    • Profile picture of the author XponentSYS
      Originally Posted by hustlinsmoke View Post

      Yes you are correct and I thank you for that.

      That is where you made me think though. My market is the lower income Niche and I do need to expand to a higher income setting although it does give me pleasure to give someone a full time income overseas.

      6k is a full time income for alot of individuals overseas and some countries even less than that per year. I pay a virtual assistant 200 a month and that is twice what she would make in a job where she is.

      I know I need higher ticket prices on some products though and I will take your plan and work that in.

      Again Thank you for making me realize I am losing out.
      I'm not sure "losing out" wound be a n appropriate term. "Leaving money on the table" could be a better one.

      Given what you said above, had you been one of MY coaching members, my response would be akin to......

      "DIVERSIFY. If you're making money doing what you do now, then nobody is asking you to abandon it. What I implore you to do is DIVERSIFY. By that I mean, in addition to doing business the way you are and marketing the way you are....... ADD some affluent segments to your matketing mix. Use my chain on THEM. In fact, your business' long term viability (if you want a long term business) is dependent on that.
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  • Profile picture of the author Brent Stangel
    You can extract the people who have money from your lists by constantly moving them up as they buy.

    Say they buy a $27 product and go on the $27 buyers list where you promote a $47 product. Buyers of the $47 product go on a list where you promote a $147 product. The $147 buyers get $997 product promotions, and so on.

    After a while the people who don't buy get promotions for their level.

    People with a lot disposable income buy $7 products too.
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    • Profile picture of the author XponentSYS
      Originally Posted by Brent Stangel View Post

      You can extract the people who have money from your lists by constantly moving them up as they buy.

      Say they buy a $27 product and go on the $27 buyers list where you promote a $47 product. Buyers of the $47 product go on a list where you promote a $147 product. The $147 buyers get $997 product promotions, and so on.

      After a while the people who don't buy get promotions for their level.

      People with a lot disposable income buy $7 products too.
      Thanks for bringing that up. This is actually vital and is a core mechanic to making my funnel work long term.

      I didn't point that out. I took for granted that it was known

      Oops!
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