Struggling To Sell A $300 Product To Having People Beg For A $2000 Offer

Background

Tom is a man-on-the-move. He’s running around hopping from state-to-state, editing TV shows, selling his information online and even doing in-person retreats, he is no mere mortal. When Tom first came to me, he wanted to sell his online courses to make some passive income but most importantly, bring in qualified prospects for his annual group training program. Easy enough. We built a funnel, put together a webinar, wrote up the emails, got people to show up and engage, got through his near-2-hour long presentation (he likes to talk) and finally pitched his $300 course aaaaaannnd – crickets. I believe he made 1 sale that night and a second one the next day totaling a whopping $600. I wasn’t satisfied to say the least. I caught the Q&A of his presentation and I noticed that everyone was asking questions about his group training course and nobody was talking about the digital course that they could get instant access to right now. Light bulb – let’s just push the $2000 program that people are begging for and skip all of the steps in-between.

The Results

Tom and I went back to the drawing board and decided to put all of our focus into the group course and within just a couple weeks after the webinar, Tom was able to close 4 new people into his group course at a $2000 price point – $8000 from a “flopped” webinar and a couple emails. And just to be clear, these were people that showed up to the webinar and were interested but also people that Tom hadn’t heard from in months/years that came crawling out of the woodwork to join the program.

The Process

Tom and I realized that people just want the one thing that will get them the biggest results, as fast as possible. The $300 carrot was dangled in front of them but there wasn’t much of a response because people knew there was something bigger and better down the road. We saw where the opportunity was and we just needed to bring awareness to the program when the time was right. Tom and I sat down and wrote a single email that took about 30 minutes to put together and sent it out to his audience. Within the next couple days, he had 8 calls booked onto his calendar and 4 closed deals with more sitting on the fence. All of this from people in his existing audience, nothing spent on paid ads. This shows just how much money is being left on the table and you just need to present an irresistible offer to the people that already know who you are and what you do.

Moving forward, Tom has another group course coming up that we are going to push as hard, if not harder to his existing audience to get as many high-ticket clients as possible. Once his two in-person programs are done, Tom usually goes in to hibernation to focus on the other aspects of his business but we are in talks of setting up a digital evergreen group training program that he can sell all year long from the comfort of his own home. With this program up and running, Tom can potentially shift his focus in his business and spend more time at home with his family and less time on the plane.