High Price Sales Funnel through 3 Steps | Funnel #7 | Dot Com Secrets

Selling high-priced products or services is not easy, but with the right strategy, you can maximize conversions and attract quality customers. The 3-Step High-Price Sales Funnel qualifies prospects and guides them to a well-informed and engaged buying decision.

Step #1: The Case Study Page

Objective: Show results and build confidence.

This first step is based on a simple page featuring a case study video. The video should clearly illustrate the tangible results your customers have achieved using your product or service. It is crucial that this video is both informative and emotional, connecting with the viewer's aspirations and problems.

Example: Suppose you offer business coaching services. In your video, you can include a testimonial from a client who tripled his income in six months after implementing your strategies. This testimonial should be accompanied by graphs or figures to back up your claims.

After the video, include an "Apply Now" button, which takes interested parties to an application form. This form is key to filtering potential customers, ensuring that only those who are truly interested and fit your ideal customer profile advance to the next step.

Step #2: The Completed Application

Objective: Prequalify and filter prospects.

Once the prospect clicks "Apply Now," they are directed to an application form that serves a dual purpose: 1) To collect key information about the prospect's business, and 2) To act as a filter that weeds out those who are not ready or not suitable to work with you.

Example: On your form, you might ask about the prospect's annual business revenue, growth objectives and current challenges they face. In addition, you could include questions such as "Why do you think we should work together?" or "What makes you a good fit for this program?", which forces the prospect to reflect on the value you can bring and their level of commitment.

This form helps to pre-frame the prospect, making them aware that working with you is a privilege and a serious investment. After completing the application, prospects are directed to a "task page," where they are assigned specific activities to complete before moving forward.

Step #3: The Task Page

Objective: Strengthen the connection and prepare the prospect for the sale.

At this stage, applicants receive tasks designed to strengthen their bond with you or your engaging persona (the expert or coach). The tasks also prepare the prospect for the next interaction, usually a sales call.

Example: Suppose your coaching program includes a key lesson on the entrepreneurial mindset. On the homework page, you could ask the prospect to watch a video in which you explain the fundamentals of this mindset and how it has transformed other entrepreneurs. Another assignment might be to ask him or her to read a detailed case study of one of your most successful clients.

The idea is that by completing these tasks, the prospect will feel more connected to you and more ready to commit. You can also include a message that a member of your team will be in touch with them soon, offering the option to call you directly if they are eager to get started.

Two-step script for high-price sales

Selling high-value products requires a process that can take anywhere from 75 minutes to two hours. This approach relies on collaboration between two different people: the setter (pre-qualifier) and the closer (closer). Using two salespeople not only distributes the work, but also provides greater consistency in sales, ensuring that each prospect receives the proper attention and handling during the different stages of the process.

The Setter's Role

The setter is the first to interact with the prospect. His main task is to gather basic and emotional information about the prospect, identifying his pain points and goals. This first contact is crucial, as it sets the tone for the rest of the interaction. The setter must be adept at creating a genuine connection and uncovering the prospect's underlying motivations. At the end of this stage, the setter delivers the prospect to the closer, ensuring a smooth transition.

The Role of the Closer

The closer, on the other hand, has the task of deepening the prospect's pain, making it more tangible and urgent. This is the moment when the prospect begins to sell himself on the idea that the program is the solution he needs. The closer reinforces this conviction and, finally, presents the solution in a way that the prospect feels aligned with the value of the high-cost product or service. This is where the sale is closed, with the prospect completely convinced that they are making the best decision.

Process Example

Imagine a scenario where you are selling a $10,000 coaching program. The setter begins the call by building rapport, asking about the challenges the prospect faces in their business, also asking job interview type questions to find out if they qualify and what motivated them to consider this program. After gaining a deep understanding of the prospect's needs, the setter passes the prospect to the closer. The closer then asks more in-depth questions, such as "How does this problem affect you in your daily life?" or "What would it mean to you to solve this problem once and for all?" Once the prospect expresses a desire for change, the closer presents the program as the ideal solution, highlighting the key benefits and ensuring that the prospect sees the value of the investment.

This two-step approach not only ensures that each prospect receives a personalized experience, but also significantly increases the likelihood of closing high-value sales.

The Established Script

The established script is a critical part of the sales process for high-value products. The setter is tasked with connecting with the prospect, identifying their needs and motivations, and setting the stage for the closer to close the sale. This script guides the setter through each step necessary to maximize the chances of success.

Introduction

For setters, whose primary role is to generate appointments and establish the first connection with the prospect, the initial goal is to make the conversation flow naturally and unobtrusively. The key here is to avoid making the interaction feel like a hard sell and, instead, create a comfortable environment where the prospect feels heard and understood.

The setter begins the conversation with a friendly and authentic tone, focused on getting to know the prospect on a more personal level. This involves asking open-ended questions and showing a genuine interest in their current situation. It is crucial for the setter to be attentive to any emotions that arise during the talk, as emotions play a key role in decision making.

As the setter moves through the conversation, his goal is to identify how the prospect feels about his current situation. Is he satisfied with his current state or does he feel there is something more he could achieve? Understanding these emotions will allow the setter to tailor the conversation and guide the prospect toward an understanding of why he needs a change or solution, setting the stage for subsequent steps in the script.

This approach not only helps build a relationship of trust from the beginning, but also prepares the prospect for a more in-depth discussion about their needs and wants, which is critical to moving forward in the sales process.

Questions

At this stage of the script, the setter should steer the conversation toward the prospect's future, exploring his or her deepest aspirations and the motive behind them. The purpose is to identify not only tangible goals, such as earning more money or achieving a professional position, but also the hidden emotions and desires that drive these goals. This is essential because buying decisions are often driven by emotions, and understanding these emotions will allow the setter to better connect with the prospect.

The setter begins by asking questions that invite the prospect to visualize his or her ideal future:

• What are your hopes and dreams?
• What is the real reason, deep down, why you want these things?
• You may want to make a hundred thousand dollars a year, that's great, but why?
• What would that money allow you to do?

Then, the setter can dig deeper into these desires, asking about specific scenarios that may resonate emotionally with the prospect:

• Leave your current job?
• Stay at home with your children?
• Buy a yacht and sail around the world?
• Buy a house for your elderly parents?
• Finally show his ex-wife that he's worth something after all?

These questions allow the prospect to reflect on their true wants and needs, revealing the "emotional buttons" that are critical to moving forward in the sales process.

Once the setter has identified these emotional buttons, he or she must ensure that the prospect recognizes and verbalizes them. It is critical that the prospect admits that he has not yet achieved his goals and may not have the knowledge or tools to do so on his own. For example, the setter might ask:

• If you knew how to build a business with only five hours a week, would you do it?

This type of situational questioning (inspired by the SPIN Method) not only clarifies the prospect's aspirations, but also confronts him with the reality of his current situation, paving the way for him to accept that he needs help.

The setter cannot move forward in the script until he has unearthed and fully understood the prospect's emotional desires. It is crucial that the prospect not only recognizes them, but also clearly sees the gap between his current situation and his dreams, opening the door for the setter to offer him a concrete solution.

Explosion

In this section of the script, the setter has the opportunity to give a small taste of what the program offers, but without going into exhaustive detail. The goal is to generate interest and curiosity, leaving the prospect wanting to know more, and at the same time, establish a sense of exclusivity in the offer.

The setter begins by recognizing that not every prospect will be ready or suitable for the program. This not only positions the program as exclusive, but also gives the prospect a sense of challenge and urgency, prompting them to demonstrate that they are a good fit for the opportunity:

• "Now, obviously, it's impossible to work with everyone who requests/buy our information...so I'm here to weed out those who aren't ready and find the right people to work with one on one."

The setter then subtly introduces the proposal, making it relevant to the prospect's situation:

• "I understand that you don't know how to build a business in five hours a week. And I don't, but maybe we can help. Let me explain what we do here..."

It is critical that at this point, the setter does not elaborate on the details of the program. Instead, offer only a glimpse of what the prospect might accomplish, leaving room for curiosity and questions:

• "We can help you discover a way to achieve your goals with a more efficient and effective approach."

After establishing this framework, the setter should ask a key question designed to sell the prospect on the idea of the program. This question should lead the prospect to reflect on his or her own success and the importance of having the right mentor or guide:

• "Let me ask you this...if you could work one on one with Russell Brunson or someone like him...do you think you would be successful?"

At this point, it is crucial that the setter allows the prospect to speak. Strategic silence is a powerful tool, as it gives the prospect the space to think and respond:

• (Prospect: Absolutely!)

The setter should continue to probe the prospect's reasons, getting him to elaborate on why he believes the program would be beneficial to him:

• "How come?"
• "Why would working with Russell Brunson help you succeed?"

Once the prospect has explained his or her reasons, the setter must repeat and confirm those beliefs to cement them in the prospect's mind:

• "So, if I gave you the opportunity to work with Russell Brunson, do you think you would be successful?"
• "If you had the opportunity to work with Russell Brunson, could you get [to complete what they want]?"
• "If you had the opportunity to work with Russell Brunson, would you know how to get there?"

This stage is critical to getting the prospect to sell himself on the idea of joining the program. The setter should keep asking questions until the prospect is convinced of his need to participate. Finally, the setter can have the prospect justify why he or she would be a good candidate for the program:

• "Why do you think you would be a good fit for this program?"

At the end of this section, the prospect should feel confident and motivated to move to the next step, convinced that working with the program is a unique opportunity to achieve his or her goals.

Posture

In this section of the script, the setter is tasked with establishing the authority of the "closer" (the closer or program manager) as the true expert. The goal is for the prospect to perceive the closer as someone with a superior level of experience and knowledge, capable of delivering the most value in the sales process.

The setter begins by acknowledging his or her own limitations, which helps build confidence and positions the closer as the person who really has the authority and knowledge needed:

• "Now, I'm not personally an expert at building online businesses in five hours a week. My job is simply to find the people who are qualified to be part of this program."

This also helps to reduce the pressure on the prospect, as the setter comes across more as a guide or filter in the process, rather than a pushy salesperson.

The setter then explains its role in the process, which also underlines the uniqueness of the program:

• "If I think you are a good fit, I will put you in touch with our Program Director (the one closest to you). He is the one who decides who will be the right fit for our program."

By presenting the closer as the decision maker, the setter creates a sense of importance and seriousness in the conversation. This makes the prospect feel that he or she is participating in a selective process.

Next, the setter asks for permission to learn more about the prospect. This part is crucial, as it allows the setter to dig deep into the prospect's situation, which is essential for customizing the offer later on:

• "Before I do that, I need to know a little more about you and fill out a brief profile. I need to understand where you are right now, professionally and financially. Then I need to find out more details about where you want to be in the future. All of this information will help us determine if you're going to be a good fit."

Finally, the setter asks for the prospect's permission to ask additional questions. This request for permission is not only a courtesy, but also reinforces the idea that the prospect is in control, which can help reduce resistance and facilitate openness in the conversation:

• "Is it okay if I ask you a few questions?"

By obtaining the prospect's consent, the setter creates an environment of collaboration and trust, establishing a solid foundation for the next phase of the sales process:

• Prospect: Sure...

This consent is key, as it gives the setter the freedom to explore deeper, more personal details, which is crucial to identify whether the prospect is truly a good fit for the program and to ensure that the sales message is aligned with their needs and wants.

Probe

In this phase of the script, the setter focuses on gathering essential financial information to determine if the prospect has the ability to invest in the program. This part of the process is critical, because without understanding the prospect's financial situation, it is impossible to evaluate whether the prospect is a good candidate to move forward with the sale.

The setter begins by asking general questions designed to put the prospect at ease and open the door to sharing more sensitive information:

• "I'm going to ask you some basic questions to get you started: what is your age, marital status, and highest level of education you have attained?"

These questions not only help break the ice, but also provide general context about the prospect, which makes it easier to transition to more detailed questions.

Next, the setter must ensure that all parties involved in the decision making process are present:

• "Is anyone else involved in your business, such as a spouse or financial partner?"

If the prospect mentions that another person is involved, the setter should insist that person join the call at that time:

• "It's important to have all the decision makers present so we can make sure everyone is on the same page. Could you call her and put her on speakerphone to continue the conversation?"

The reason behind this is clear: it is useless to go ahead with the presentation if all decision makers are not involved, as this could lead to objections later on or the need to repeat the information.

The purpose of the following questions is to assess the prospect's financial capacity, to make sure that he/she can really benefit from the program and is in a position to invest:

• "Now I'd like to understand a little more about your financial situation - could you tell me how you feel about your current financial stability?"

This question is broad enough to invite the prospect to speak openly, while the setter can use it as a starting point to go deeper.

This survey allows the setter to get a clear picture of the prospect's investment capacity, which is essential to tailor the offer and ensure that it is realistic for both parties to proceed with the negotiation.

Find Credit

At this stage, the setter is tasked with thoroughly investigating the prospect's credit situation. The information obtained here is critical in determining whether the prospect has the financial capacity to invest in the program. The setter must approach these questions with sensitivity and accuracy, making sure the prospect is comfortable sharing personal details.

1. Initial Credit Evaluation:
   • "How would you rate your credit right now, why?"
   • This initial question allows the prospect to assess your credit situation and provides the setter with a basic understanding of your financial capacity.
2. Determination of Total Debt:
   • "If Russell Brunson wrote a check and paid off all your debt, how much would it be?"
   • This question seeks to discover the total amount of debt the prospect has, which is crucial to assess his or her ability to pay.
3. Credit Card Debt Analysis:
   • "Of that debt, how much is your largest credit card debt?"
   • Here, the setter obtains specific information about the prospect's credit card debt, a key factor in assessing his or her financial flexibility.
4. Combined Credit Available:
   • "What is the total amount of combined credit extended to you?"
   • "Subtracting the total debt from the combined extended credit, how much available credit do you have?"
   • This step is essential to understand how much available credit the prospect has compared to the cost of the program.
   The objective is to ensure that the prospect has sufficient credit available to cover the cost of the program without adding an excessive financial burden.
5. Exploration of Credit Balances:
   • It is important for the prospect to discuss their credit balances to demonstrate that the program is designed to help them pay off their debts, rather than increase their financial burden.
   The setter should also address the possibility that the prospect may need to make a short-term sacrifice for long-term benefits, such as achieving financial freedom through the program.
6. Verification of Savings and Investments:
   • "Do you have any savings or investment accounts?"
   • "Do you own your own home or do you rent?"
   • "What about retirement accounts?"
   These additional questions allow the setter to evaluate other sources of funding available to the prospect, which may influence his or her decision to participate in the program.

This part I feel is a bit invasive, however, the setter gets a clear picture of the prospect's financial situation and can determine if it is viable for them to participate in the program, ensuring that both the prospect and the company make an informed and sustainable decision.

Objectives

At this stage, the setter should focus on the prospect's short- and long-term goals by having them visualize what their ideal situation would be like if they were to achieve those goals. The purpose is for the prospect to imagine himself succeeding and become emotionally committed to the idea of working one-on-one with an expert.

1. Visualization of Short-Term Results:
   • "What would be an optimal situation in six months?"
   • "Where would you want your business to be in six months?"
2. History and Past Efforts:
   • "How long have you been trying to do ______________?"
   • "How successful have you been?"
3. Long-term projection:
   • "In twelve months, where do you want to be, what would make you feel good?"
4. Validation and Confirmation:
   • "So, by working one-on-one with Russell Brunson...do you think you could achieve these goals?"
   • "Can you see yourself achieving them?"
   • "How come?"

The setter should listen carefully to the responses, repeating and affirming the prospect's expectations and hopes. This not only ensures that the prospect feels understood, but also establishes a solid foundation for the closer to continue the conversation with a more focused approach to the solutions the program can offer.

Commitments

In this section, the setter is tasked with getting the prospect to make a series of clear and specific commitments before being turned over to the closer. These commitments are crucial to ensure that the prospect is truly ready to move forward and, most importantly, that he himself is considered fit for the program.

1. Time Commitment:
   • "You look like a potential candidate for me to recommend to my director. Before I can make the recommendation and turn you over to him, there are four commitments that must be acceptable to you. The first is the time commitment. You must commit to a minimum of ___________ hours per week to work on your business.Can you do that?"
2. Training Commitment:
   • "We need people who can train and are willing to learn and follow the advice of our experts. Can you do that? Why do you think you are capable of being trained?"
3. Immediate Action Commitment:
   • "We are looking for people who can start today. We want fast decision makers. When do you think is the best time to start working on ___________ (your goals)?"
   • The ideal response is "right now," indicating that the prospect is ready to take action immediately. If the prospect responds positively, the setter should continue to confirm, "Great. If this sounds like a good fit for both of you, is there anything holding you back from getting started today?"
4. Financial Commitment:
   • "We want to teach you about the concept of using OPM (other people's money) to invest in ___________. Are you familiar with this idea? Would you like to learn more about it?"
   • This part is key to prepare the prospect for the investment. The setter explains how to use credit as a tool to finance business growth. Then, he presents the investment options: "We have two levels in this program:________ and__________. (Lowest price and highest price.) How much would you feel comfortable investing to get your business started today? Why would you choose that amount?"

Preparing for the Transition:

• "Now I'm going to put you on hold while I talk to my director. I'll discuss you as a candidate. If we think you're a good fit for the program, and someone we'd want to work with, then I'll get back on the call."
• "Let me write down the name of my director; it's ___________. I'm very happy that he's available to talk to you personally, because he's an expert at ___________."

Ensuring Expectation:

• "The most important thing is that your job is to make sure we have the right kind of people on our team. So, I want you to understand that this is not for everyone. Please don't be offended if he doesn't offer you a space - okay?"

Final Preparation:

• "He's in a meeting right now, but he said he'd be happy to call you back in five or ten minutes. He wanted me to give you a little exercise while you wait. I know we've talked about your goals, but he'd like you to write them down for yourself. Write down a six to twelve month financial goal. Then write down three things you want in addition to money. Okay? Great! My director will call you shortly."

This process is critical to ensure that the prospect is committed in all aspects: time, training, immediate action and financial. By obtaining these commitments, the setter establishes a solid foundation for the closer to continue the sales process, with a prospect already predisposed to make the final decision.

The closing script

The script for the closer (the person in charge of closing the sale) is critical to reinforce the decisions the prospect has made up to this point. Here, the closer should follow a similar approach to the setter, but with a deeper focus on connecting the prospect to their dreams and goals, ensuring that the prospect is sold on the idea of joining the program.

Reaffirmation of the Prospectus Decision

Begin by asking questions that allow the prospect to imagine what his or her life will be like after success with the program. The questions should be designed to connect the prospect emotionally to their goals and the benefits they hope to gain.

• Why are you serious about ___________ right now?
• How long have you been thinking about ___________?
• What is the most important thing that has held you back from ____________?
• What do you want to accomplish in six months? What would that do for you?
• What do you hope to accomplish in twelve months? What would that do for you?
• How about in five years? What would your lifestyle be like?

These questions lead the prospect to visualize their desired future, strengthening their decision to take action now.

Connecting the Prospect with their Dreams

The closer should help the prospect see how the program can transform their life, making them visualize the impact of working with an expert such as Russell Brunson.

• If you had the opportunity to work with someone like Russell Brunson, how would that make a difference in your life?
• Is there anything else you would like to achieve?

After the prospect expresses their dreams and goals, the closer will again go through the four commitments that the prospect must accept in order to continue.

The Four Commitments

The closer must ensure that the prospect is engaged in all critical areas: time, decision making, resources and teachability.

1. Time commitment:
   • Can you commit to __________ hours per week? (Yes or no.)
2. Commitment to decision making:
   • Opportunities don't wait. Decision making is very important. Do you see anything that would prevent you from making the decision to work with Russell Brunson today? (Yes or no.)
3. Commitment of resources:
   • Write this number: ___________________.
   • Now, as long as you see the value and the program meets all of your objectives, is there any reason why I would stop you from investing ___________ today? (Yes or no.)
4. Commitment to learning:
   • My main concern when taking on students is that they are teachable. They must be willing to learn and then implement what they have learned in order to be successful. Do you feel you are that type of person? (Yes or no.)
   • How come?
   • So, if someone could show you how to do ___________, would you be successful? (Yes or no.)

Presentation of the Offer

Once the prospect has given the four commitments, the closer must clearly explain what the program includes. This is crucial for the prospect to see the full value of the offer.

• We will give you everything you need to succeed and avoid mistakes. Your coach will help you work at your own pace.

The closer should list everything the prospect will gain from the program, highlighting the benefits and support they will receive.

Close Sale

The final part is crucial: the prospect must be sold again on how he or she will succeed if accepted into the program.

• Why do you feel you are a good candidate for this program?

Here, the prospect reaffirms their commitment and why they need the program. This makes the closing much more natural, as the prospect is practically asking to be allowed to join.

• Instead of you asking for the sale, the prospect is asking you to let him buy.

This approach ensures that the closing of the sale feels more like a final validation of the entire process than pressure to buy. When the prospect reaches this point, the closer simply takes the payment information and completes the transaction, with a prospect who is fully convinced that this program is what they need to achieve their goals.

This two-step script, from setter to closer, is designed to guide the prospect from identifying their needs and wants to taking definitive action, ensuring that each step reinforces their decision to invest in their own success.

In a nutshell

When selling high-level training and consulting programs, it is crucial to quickly identify the people who are not a good fit. This allows you to focus your time and energy on those you can really help. Application pages and pre-assignments help pre-frame and predispose the prospect to the reasons why they should enroll, eliminating concerns and doubts.

When twenty-five, fifty or even one hundred thousand dollars is at stake at the end of a sales call, it is essential to follow a proven plan. The most effective strategy I have found for closing high-value sales is to employ two commission-based salespeople using the two-step script described in this chapter.

This approach ensures that only the most committed and suitable candidates reach the end of the process, maximizing the chances of success for both the client and the program.

Remember that you can implement this type of funnels using ClickFunnels, which offers a 14-day free trial at no cost.

If you already have a WordPress website, an equally powerful option is CartFlows.

If you think these strategies can benefit you but you need support, I'm here to help. In our hosting plans, for example, we include tools like CartFlows that allow you to generate more sales opportunities.