Scale Like A Girl Ep 6 — How A Health Coach Scaled From 2 Sales A Month To 20 Sales A Week To 20 Sales A Day

So there's a very particular kind of frustrating, and I think a lot of you are sitting right in the middle of it. Your offer is good, actually good, not I hope it's good. Your clients get results you're proud of, and you know the thing works, and it is still weirdly disproportionately hard to sell. I wanna tell you about a client of ours because she was living in exactly that. Vanessa is a holistic health coach. She'd been doing it for more than 10 years when she came to us, and she's brilliant at it. But to make one single sale, she was having to do 5 or 6 sales calls. And then every sale she actually made put another 8 calls into her diary because that was the thing she was selling. It was basically a pack of 8 one-on-one sessions with a course attached. So the better she got at selling, the less time she had left over in the end. And worst of all, she was only making about 2 sales a month. Today, that same business sells as many as 20 a day, completely on autopilot with zero sales calls and zero delivery calls. That's multiple 7 figures a year, and it's been that way now for years. There's a funnel underneath that, and that was a catalyst of all of it. But I want to be clear upfront that the funnel was the first piece, not the whole story. So today I'm going to take that entire thing apart for you, the whole journey to 7 figures, what changed, the order it got changed in, And the bits at the beginning that almost everybody gets wrong. Build it, automate it, scale it. This almost feels too easy. Time to build a grown-ass business. The Doing It Online Podcast. Here's your host, Kate McKibbin. Hey, hey there. I'm Kate from hellofunnels.co, and welcome to a very special pop-up miniseries of the Doing It Online Podcast. This is Scale Like a Girl. Now, every other episode in this series has been about my business, my numbers, my decisions, my mistakes. This one's not. This is the exact story of one of my amazing clients from start to where they are now, which I reckon might be the most useful one of the lot. Okay, so let me properly introduce you to the lovely Vanessa because the context here matters a lot. She started her business with an in-person clinic and then added online consultations on top of that. And by the time we met, she'd been at it for over a decade. Her clients get real life-changing results and she cares about them enormously, which is going to be relevant to everything that comes next. Her people are busy, burnt-out women, usually parents, usually working full-time and running a family on top. And by the time they find Vanessa, they're running on empty. They want their energy back, they want their life back, and they don't have many resources to do it. And Vanessa is a textbook helper, Which means she'd spent years undercharging while completely changing people's lives. And I suspect a few of you might recognize yourself there. So here's the thing I really wanna give her credit for, because she'd done the smart bit before she ever came to me. She'd worked out that selling her time by the hour was never gonna get her where she wanted to go, so she productized it. She'd built a prerecorded curriculum, wrapped a pack of 8 one-on-one calls around it, and sold the whole thing at a premium price. Technically, that's a good move and was really a step up from just selling her time by the hour. She wasn't confused, she wasn't lost, she just walked straight into the next wall and it was much less obvious from there how to fix it. So she came to us wanting a funnel. Someone had told her that was the solution and it's what nearly everybody does at this point. The offer isn't selling when I sell it live, let's just whack a funnel in front of it. That's a big no from me because her offer was hard to sell, and there is no funnel on earth that fixes a hard-to-sell offer. All a funnel does is push more people in front of the same problem faster, and now you're paying for the privilege. So this is why we always start with the offer. Get the offer right, and every single other thing after it gets easier, which is also the whole argument for having somebody outside your business have a proper look at it. Vanessa knew her clients better than I ever will. 10 years better. But you cannot read the label from inside the jar. Because what she couldn't see, and what took me all of 4 minutes to spot, was that the offer itself was the problem, but not in the way you'd think. It wasn't the promise. It wasn't what she was teaching. It wasn't her. It was how it was structured. And there were 3 separate things wrong with it, which I wanna walk you through properly because I put money on at least one of them showing up in your business right now. So the first one is that the offer didn't actually fit her. Vanessa wanted 3 things out of her business. She wanted more time, a clearer calendar, and to be able to help more people. And the offer she'd built managed to deliver the exact opposite on all 3 because the way she sold it ate her time and the way she delivered it ate even more. And I wanna name the belief sitting underneath that because that is a real trap. She believed that in order to charge the price she thought she should be charging, she had to do sales calls. And had to do one-to-one delivery. She'd done the maths the way we all do. Revenue divided by price gives you number of clients, and she needed that price to make the numbers work. So the price dictated the delivery and the delivery dictated her entire calendar. And look, there are absolutely times in business where you do a temporary thing to solve a cash flow problem, or while you're building your real thing, or because it's the fastest way on earth to find out who your people are and what they actually need. Nothing wrong with any of that. It's just not the thing that you actually start structuring your real business around. And Vanessa wasn't a beginner anymore. She was an established business owner who knew her people inside out. So the second thing is that it didn't suit her ideal client either. 8 1-hour calls, remember? And her people are burnt-out women working full-time with families. They did not have 8 hours. They could not find 8 hours anywhere. And that is the entire reason they came to her in the first place. So the calls, which she thought were the most valuable part of the whole offer, were actually the thing making it the hardest to say yes to. And the third thing is it didn't suit them on price either. Once you're delivering 8 one-on-ones, you have to charge a certain amount for it to be worth doing it at all. And her people simply weren't in a position to spend that, or more correctly, they weren't in a position to value the outcome enough to spend that. Not because they didn't want the outcome, they desperately did. They just weren't the demographic or in this phase of life where they spend thousands of dollars on making themselves feel better. So you put those 3 things together and you get wrong for her on time, wrong for them on time, and also wrong for them on price. 3 strikes and every single one of them baked just into the shape of the offer rather than anything you could ever fix with better marketing. Which brings me to the part of this I most want you to pay attention to. She didn't have to redo her sales page. Well, maybe a few tiny tweaks. It was good. Her promise was good. Her teaching was excellent. Her outcomes amazing. And if we'd gone ahead and helped her build the funnel she originally asked for, it would've failed. And she'd walked away thinking that she was bad at funnels or that funnels didn't work. And she'd have been completely wrong because all she had was an offer structure problem and no amount of good copy was ever gonna fix that. So what we actually did, Let's go looking for the overlap. 3 things had to line up at once: the price point, the way it gets delivered to the client, and the way it gets sold. Most people get a couple of these right and then spend years wondering why their offer feels like it's fighting them. So she moved away from selling a multiple thousand dollar thing, which by the way is what nearly everybody gets advised to do, and built something much easier for her ideal client to say yes to, but still profitable for her. And I want you to watch what falls out of that one decision because it's actually quite beautiful. A lower price point means you don't need a sales call to sell it, which is better for her. And no sales calls mean you don't need to include one-on-one delivery to justify the price that you need to justify the sales calls, which is better for them because they never wanted the calls anyway. Which then means one of the actual selling points of your new offer becomes You can do this in your own time around your busy life, which is the single thing her people wanted most in the world. One decision and 3 problems disappeared with it. And now she has something she could sell to hundreds of people at once. No calls to sell it and no calls to deliver it. That is the roof of her business coming off. Okay, quick one before I keep going. This is exactly why inside our brand new program, Scale, the very first thing we do together is go deep on your offers. Before a funnel, before ads, before anything else, because I am not putting traffic in front of a structure that can't hold it. The first round is a pilot program. There are just 20 spots because we wanna go deep and overdeliver. The waitlist is filling up fast and the doors open really soon. So if you're listening to this and you want one of those spots to be yours, stop what you're doing now, head to the show notes, click the link, and jump on in. Okay, back to Vanessa. So now we've got the right offer. Now, how do you sell it? Now, Vanessa had used webinars before in other parts of her business, so that was the obvious first move. And this was a few years ago now, so I'll say that webinars, while they are still great, they're not always the first thing I reach for these days because there are faster options now. For her, for her people at that time, it was absolutely the right call. Here's a complication though. She didn't trust automation at all. She tried things before that hadn't worked. She spent money on ads that went nowhere, and underneath all of that, she wasn't entirely convinced her offer would sell in the first place. So we did it in stages on purpose. First, she built the webinar and committed to running it live once a week. And I wanna explain why a weekly live webinar is such a good way to dial something in quickly, because I don't think enough people know this. From an ads point of view, you change nothing. You don't even turn the ads off. They just keep running and the page gets a new date dropped in after each one, which is actually much better for your ads and in the long run will convert better too. Then everything else just gets built the once and your entire ongoing commitment is just showing up for 1 hour once a week. And in between, maybe you go in and tweak a few things, maybe the presentation, the pitch, add a different bonus. But what this means is you're effectively running a live experiment every 7 days on real people who are really deciding whether to buy from you or not. That's the best data there is. She did this for about 6 weeks and it converted really well. Well, and this is where the first proper jump happens. In the first 4 weeks, she went from struggling to sell a $1,000 program roughly twice a month to as many as 20 sales a week of a $500 program. Let's do the rough maths on that. That's a couple of thousand dollars a month to around $10,000 a week. Consistent, repeatable, and with a diary that suddenly had almost nothing in it. And then, few weeks later, she came to me and said something that still makes me laugh. I'm kind of getting sick of the sound of my voice. And she was right, it was showing. The first few times she ran the webinar, it got better and better each time she ran them. And then the last few times, it actually gotten worse because she was bored of it and it stopped feeling fresh, and her energy was matching that. But she was very, very hesitant to touch any of it, which I completely understood. She's just gone from struggle to ease. You do not go anywhere near the thing that got you there. So we didn't break it. And this is how I do everything. So please write this bit down. You always test before you invest, and that's investing either time or money. And you never switch off something that's working in order to simply try something that might. So what we did instead was we split her ads traffic, same ads, same everything, but a percentage kept going to the live webinar and another percentage went to a new evergreen version. But that live one was still sitting there as the safety net. And the funny part is the evergreen version worked even better than the live. Here's why, and this is still true today. Show-up rates for live webinars are abysmal and they've only gotten worse. Somebody registers for something on tomorrow and by tomorrow they've already either forgotten about it or something else more interesting has turned up. And the thing that always happens the second somebody responds to an ad is that they immediately get shown about 10 more ads for a nearly identical thing. So now they're choosing between your Thursday thing and somebody else's right now thing. So you didn't lose them because your webinar was worse. You lost them because the other one had already started. Evergreen means they can start the moment they're interested, which meant sales every day. And then she started sending me these text messages from places you would not describe as an office. Like, I'm at the beach today. I made 5 sales. This almost feels too easy. I don't think she could quite get her head around it. She wasn't selling anymore. She's not doing anything more, and she was still making sales. Now, that was a few years ago, and that funnel is still running today. She's updated, of course, updated the slides, dialed it in further, but it's still the same funnel, and it now does up to 20 sales a day and multiple 7 figures a year. But I want to be honest about how that actually happened because it was not a straight line. She hit plateaus, several of them, and the plateaus always looked the same. She'd get to a point and then she'd realize that she couldn't spend any on ads because every time she tried to increase her ad spend, her sales would fall off a cliff and so would her ROAS, which stands for return on ad spend, by the way. This is the point where most people do one of 3 things. They either stop completely out of frustration, or they start cycling through different ads agencies, blaming the ads, blaming the agency back and forth, or they get so frustrated they decide to blow the whole thing up, build out a brand new offer, brand new funnel, and go right back to the beginning and start all over again. She did none of those things, and that more than anything else in this story is why she's been as successful as she has. And it's why she's been able to keep scaling and is still scaling today. At every single one of those ceilings, instead of pulling everything apart, instead of melting down, she added an upgrade or 2 instead. This looks like thinking to yourself, what if the average order value was higher? What if the conversion rate was higher? Because if either of those things move, you can suddenly spend more on ads again without losing your profit. And that's usually the thing that unlocks the next level. One upgrade at a time, ceiling by ceiling, over several years, she went from low 6 figures to multiple 7 figures, not by aggressively pouring more traffic into the top of it, but by making every single person already come through it worth more again and again. So here's what I want you to take away from Vanessa's story. First of all, her messaging wasn't the problem. Her marketing wasn't the problem, and she certainly was never the problem. The shape of the offer was wrong and everything downstream of it was being asked to compensate for that. You need to get your core offer right first, which means the right offer and the right conversion mechanism for that offer. And then you build the ecosystem around it, which is next step offer, automated upgrade sequences, and all the secret sales strategies I walked you through in the last episode layering on top of each other. That's what gives you enough breadth To actually grow profitably and with stability. And it's also what lets you ride out the rough patches, which matter far more than anyone tells you, because that funnel has now run through some of the most chaotic years online marketing has ever seen and has come out the other side better than it went in. Which brings me to my brand new program, Scale. This is an all new high touch container for ambitious 6-figure women ready to upgrade their businesses to wildly profitable, mostly automated and actually enjoyable 6-figure months and beyond. And we start in exactly the same place I started with Vanessa, your offers, whether the structure is right, whether the order is right, whether it actually fits you and whether it actually fits them. Then we make a plan for your upgrades one at a time on top of the things that are already working. Our first round is a pilot. There are just 20 spots because I wanna be able to go deep and overdeliver. So just 20. Everyone in that room gets the best price this program will ever be locked in for as long as they stay. Now doors are opening very soon at actually 7:00 AM Wednesday the 26th of August. So that's Australian Eastern Standard Time, which is Tuesday the 25th for pretty much everyone else. And the waitlist is filling up fast. So if you want to be in the running for one of those 20 spots, you need to be on that list because this will sell out. sell out. So pause this now, click the link below, get your name down if you haven't already, and I'll see you on the next episode. That's it for this episode. Now go build it, automate it, and scale it. I love the show, guys. You're awesome. For more strategies and resources, visit hellofunnels.co.