How I Would Build A $1 Million Per Year Sales Coaching Business

Hey there, it's Matt. And in this video I'm going to show you how I would build a $1 million per year high tickets coaching business. I'm going to go over everything that I would do in terms of the offers, the top of funnel, the middle of the funnel, the bottom of the funnel and the sales process. So I hope this will provide some great examples for you. And let's get started. So like I said, this will be how I would build a $1 million per year high ticket sales coaching business. And if you don't know who I am, my name is Matt and I am the founder of a thousand X leads and the 10k per month agency programs. And I work with about 315 agencies on a monthly basis. I've built over three agencies to $1 million per year in annual revenue or above in the past 12 years. And I make daily YouTube videos and newsletters about growing agencies and B2B businesses. So before I get started, I just wanted to this is exactly what I would do. And there are more than one way to do things and you can kind of take what you like from this and then discard the rest. But learning from examples like this is one of the most valuable things that you can do because even if it's not strictly applicable, because I'm sure that not a ton of people watching this are going to have a high ticket coaching or high ticket sales coaching business. But you can take what you learn from other stuff and apply it and tailor it to yourself. And that's actually in most cases leads to better gains than just purely copying what your competitors are doing. A good example of that just before I move on is like when Henry Ford made the assembly line for Ford cards. He actually got the idea when he visited a butcher shop and it was a de assembly line. And he just kind of took that principle, reversed it a little bit and applied it to his agents or his industry. This whole video is going to be on the 1000x leads funnel and we're going to start at the very bottom and work our way up for the same reason we need to build the foundation of a house before we put the roof on. It just wouldn't make sense do it otherwise. So I'm not going to go over the tools that we need too much in this video. I'm trying to get to keep it tight. But I'm going to have this document linked in the description so you'll be able to look at that for yourself. So for number one, the first thing I would do Is for my recurring service I would be providing ongoing sales coaching and strategy sessions and I would focus on high performing sales teams from enterprise, from whatever that need continuous improvement and accountability to maximize the results. So I wouldn't do like I'm going to coach your closer one person for, you know, some kind of agency. I would go after big sales teams because that's where the high fees are and that's where it's needed most. To be honest, I would not have different options. I would have a productized service where they pay X and they get y. So for $25,000 a month you're going to get X. For $5,000 a month you're going to get whatever. But I just did it for this one as basically a $5,000 per month service which has weekly one hour coaching sessions with however many team members they want. It has a customized sales scripts that, you know, okay, for this type of salesperson we might say something like this or for this person we might say something like this. Or for you. For me, the best sales script for me that works with my personality, you know, that kind of stuff is this. I would also have a good sales funnel optimization with the pre call flow, the sales presentation, post call follow up and stuff like that. And I would do a monthly performance review. This would probably be what I would do for one to two people. If they have a 10 person or a 20 person sales team, the price would obviously go up. But for the video I gotta choose something, right? So let's get into the intro offer. So sales coaching is all about quick wins and building momentum in my opinion. And instead of diving into a long term commitment, I'd offer a one time deep dive session to get immediate results fast. So you can think of your intro offer and your recurring service working together as the intro offer gets their foot in the door. Maybe they have 10 people and this would be $25,000 per month or something. And they just, I don't know about this mad guy. Like is he good, is he not good? How am I supposed to know? So our intro offer would be a lower price, lower commitment, but lower value offer that they can kind of test the water, just put their dip their toe in the water, you know, get your foot in the door and see. And if you do a good job and you kill it with this one, then it's easy to sell them the recurring. So think of it like a stepping stone. So in this one for $2,500 strategy session, I would do a 90 minute one on one session. With the owner, maybe audit their sales process, maybe come up with some custom sales script and then an action plan. Probably do this with the owner for the intro offer or the head of sales, head of growth, chief revenue officer. And if that goes well, you know, easy to do that with every member of their team. Like this for my referral relationships because there's going to be a lot of people who can afford my services but they might need something else or they, you know, can afford my services and they're working with me but they need other stuff. I want to have some referral relationships where I can collect fees and basically get the, you know, a greater lifetime value per client. So I partner with CRM software, sales training platforms, business coaching services, marketing agencies, to name a few. Where if they come to me, I'm doing a great job. And they say, do you know anyone who. No. Do you know a good CRM software provider? Like, oh yeah, my favorite is Close.com for example. Or do you know some, you know, we have, you know, I love your sales training but we need more leads. Do you know any Legion agencies? Yes, I do. I work with these ones because that's. You're going to get a referral fee here, but it's going to benefit you as well. For my course, what I would do is create a $997 course that if someone is unsure about me or just can't afford me, they can still get the value from my course. And what I would do is think of every step that's involved with, you know, high ticket sales. So I got prospecting, cold outreach, sales calls, closing deals, objection handling, follow up strategies, upselling and referral generation. And I'd have a video basically for all of these steps. I would also have a few templates, a few swipe files, checklists, assets as well like a sales call, script, objection, handling, swipe file, follow up email templates and the closing checklist. And I would do that just because to get more value. People want information but they also want action and they need to actually take, you know, put this into the real world. So if I can give them some templates, swipe files, checklist assets for every step of this, then that would be a great addition to my course. For the program. I would also have a Done with youh program. And you can think of this as somewhere in between actually doing the service for them and having a course which is do it Yourself. I would do a three month Done with you sales coaching program where I give them, you know, what to do. Maybe in A project management board like Trello. I do one live Q& A call per week with everybody in the program and then they could have like their own chat Slack channel for continuous support, that kind of stuff. For my affiliate links I would just kind of get a sign up for an affiliate program that has all covers, all of the major use cases. So for a CRM I might use pipedrive for Calendly for scheduling tools for Zoom for video conferences and DocuSign. These I'll have an affiliate program and I can put this in my lead magnets and stuff like that. My email flows which we'll talk about later and I can really start to build up some affiliate commissions as I grow my business. The next one is the paid product and this is the final of our seven offers. And I would create a low cost product that's automated and requires no further effort for me. So basically this is not a service, this is a product that's the same for every time automatically delivered, no fulfillment. And what I would do is a bundle of sales scripts maybe for 20 different industries. So even if they're not in those industries, even if they're only in one of them, that's good enough value. But they can also see how it might work in other industries. And I would include some free bonuses to maximize the value even further. And I would have an objection handling guide, a follow up planner template, closing technique, swipe file and prospecting tips and tricks. My goal would be to make these bonuses good enough that they could also be justifiably worth $97 as well. So that is it for our offers. Next step will be the bottom of the funnel. And here are the tools we would need. We need Beehive for the newsletter, close.com for appointment setting, webinar jam for the webinar. We use gamma again for the slideshow in the webinar and close.com as the CRM. I'm not going to open these, just go to the description. It'll be in there. So the newsletter is one of the most important tools to convert leads who already know about us into customers. Very important to understand that. Like how would you say without you driving traffic to your newsletter and getting people to sign up, it's useless. But once they're there and once they already know about you, one of the two best tools to convert them from lead into customer, the other one being YouTube videos. So I would rate a newsletter three times per week, every Monday, Wednesday and Friday. And each would have four main sections. So I'd have an actionable tip they can implement within 24 hours. Which would be like what would that be? What would be going to be example of that? When you know the first thing you say in the call is this. I would do a short example of what I would do for a certain type of business. In terms of the script. I would have some examples of good call recordings that I've seen. Of course I would include permission for that. And then I would have a long form section about something important about sales like tonality or asking for the close or objection handling that kind of stuff. And I would just have this as a very valuable newsletter that's focused on content more than sales. For my appointment setting, I would have an appointment setter who emails, text messages, phones, etc. All of my qualified leads based on their response and their revenue in the opt in forms which I'll talk about in the CRM section. And I would get them to focus on my intro offer, which is the sales audit, because that's going to be a lot easier to sell in general than high price recurring, high commitment, sales coaching. And if they can't do that, then I might get them to focus on signing people up for my conversion mechanism, which in this case is going to be a webinar. I will be running retargeting ads on different platforms to try to get in front of people who already know about me because they need to get people to know see you multiple times. In most cases I would use a very small budget because can't really scale retargeting ads unless you have tens and tens of thousands of views per day. But I would put YouTube retargeting ads on people who've watched my videos and people have been to my site. And I would use Google display ads and Facebook ads on people who've been to my site. So people who have been to my site for everything. But Also specifically on YouTube people have watched my videos because if they're watching my videos they already know me and they're going to be much more receptive to that retargeting ad or my main conversion mechanism that I would send my leads to to show them, hopefully they can qualify themselves. And book calls would be a webinar and this webinar would be very similar to the course, but it could be something like top eight things you need to do to increase your close rate from 20 to 30%, something of that nature. And it would go over, you know, prospecting tips, cold email or cold outreach tips, sales call tips, all of that kind of stuff. Same kind of thing as the course, except 45 minutes to 60 minutes long total instead of, you know, in depth for everything. The final piece here is the CRM which I alluded to earlier on all of my forms. What I would really want to be doing is something like this, where on the form I get their revenue, just like that. And that would be very important information to sync to, to my CRM because we have all these different offers, right? We have our recurring service, we have our intro, we have our digital product, affiliate course referral and program. And that is why we have these. Because if we didn't do that, anyone who's making less than or less than 100k per month, realistically is not going to buy our recurring sales training. So we need to know where they're at so we can accurately pitch them through our appointment setter, through our email flows and that kind of stuff. And we'll sell different packages and different offers, two different revenue levels, and we're going to make way more money doing this. That is going to be it for the bottom of the funnel. And now the next step will be the middle of the funnel here. So the first thing we want to do is make lead magnets for each of the parts of the service. So these are going to be the exact same categories as the webinar and the course. Not to get repetitive or anything, but this is literally how you would do it. So I'd make a full lead magnet for prospecting, for cold outreach, for sales calls, for, for closing deals, for handling objections, for following up, upselling and getting referrals. A full length big document, maybe 50 to 100, maybe even more pages. But it's very important that they follow the three lead magnet rules that I always will harp on. We want the value rule. Look inside your lead magnet and ask yourself, would I be paying $50 for this? And if the answer is no, it's not good enough, it's free. But in terms of time and energy and effort, they still had to sign up for your form. Look at it in their email folder, open it, read it, maybe it's free in terms of money, it's not free in terms of time, so it needs to be worth $50. And if it's not, then it's not good enough. Next, is there an actionable step or quick wind or plan that they can implement within 24 hours? Go go back through your call recordings. Check for X, Y and Z. That's a good example. In your next sales presentation, you have 60 seconds to make sure you're powerful. So script the first 60 seconds within reason and then is it readable? Is there one clear idea and one image per slide? And if the answer is no, then it's not consumable enough. It doesn't matter how valuable and actionable it is if it's not consumable. And this is less important, like the video you're watching right now because there's me talking and explaining it. But when you're doing your lead magnets, for the most part, people are just reading it in silence. It needs to be very interesting and consumable for them to even bother. The next step is the email flows. And what I would be doing is creating two different email flows. And the first one would be sent over the course of four hours. So after they opt in, we get immediately sent. The first one will be immediate and it would deliver the lead magnet that they've been signing up for. The second email would be what problems we solve. The third would be why we need to solve them now. And the fourth would be how we solve them. And that would be after 1 hour, 2 hours and 3 hours. So realistically this is a 3 hour flow. But bear with me here. After that, starting 24 hours after the initial opt in, I would send a 30 day flow, which is one email per day for 30 days. And each would be dedicated to overcoming an objection or frequently asked question. So you know, how much does it really cost to improve your sales team? When will we start seeing results? Sales coaching versus just hiring. What's best? What are some common sales pitfalls? Is the sales process transparent enough? How can I guarantee the success for your sales team? All of that kind of stuff where, you know, we might just like these are the things that our prospects are probably thinking and nervous about. So we have one email per day for 30 days to overcome and address all of these concerns. Very, very important. And then on the thank you page. So basically when they submit this, they'll be automatically redirected to the thank you page. I would have a video sales letter about my offer, a book, a call button, and proof of all of the other people that I helped. And that is going to wrap up the middle of the funnel. Now the next part we have to do is the top of the funnel. And that includes paid ads. It includes content, outreach and partnerships. So I would use paid ads on a number of platforms to help me get leads for my different offers. And I would mix up and run multiple types of ad campaigns at the same time too. So I would run Facebook ads to my lead magnets earlier, my intro offer earlier and my digital products earlier. And then I would use YouTube ads and Google search ads to my intro offer just because it doesn't really make sense economics wise to run YouTube ads or Google search ads to a free lead magnet or digital products. It's just not high enough potential ROI to justify the cost of those. For my written content, I would try to post five times per day on Instagram, LinkedIn and Twitter using a tool called HypeFury which will cross post it and save me time. So what I would do is I would take those same subjects and same subcategories in the webinar and the course and the lead magnets and I would brainstorm 20 FAQs for each. And then my entire content strategy, for the written perspective at least, would be based around answering these FAQs. So for prospecting, what are the most effective ways to find clients? How can I build a strong prospect list for my sales team? I'm going to read a couple from each. For cold outreach, what is the best way to approach potential clients cold? How do I write cold emails to get responses? What are the key components of a successful sales call? How do I structure a sales call to close more deals? What are the most effective closing techniques? How do I know when it's the right time to close? These are things that people are thinking. So basically what you want to do is create content in different ways. Stories, examples, just how to quick quick wins, things to avoid all that kind of stuff in your written content. Answering these questions, it's one of the easiest but most effective ways to do it. And you're never going to run out of content ideas again. You just got to find these categories and brainstorm as many FAQs as possible. For my video content I would focus and I kind of got screwed up here in my format. But I would create three main types of videos. I would have the tutorial style, the example style, and then the quick wins and mistakes to avoid. And I would cycle through these formats and try to make at least three YouTube videos per week. So just some examples of what I would do. The foolproof formula for closing high ticket deals, coming up with sales strategies that actually work. Or you could do sales scripts that actually work. You come up with offers that actually work, whatever. The best cold calling setup for consistent results how this follow up technique boosted my close rate by 50%. All very clickbaity but necessarily clickbaity video ideas. That's just an example of what kind of videos I would be making for my outreach, what I would do is I'd be focusing on my intro offer and trying to target directors of sales, CEOs, founders, CRO, VP of sales, those kind of roles with 10 to 100 employee count in the United States who use Salesforce as a technology. And that just indicates that they have a pretty big sales team. So you can swap Salesforce with any kind of sales platform or CRM. But this is what I would do and I would center my script around sending them a loom that explains in more detail, you know, shows my face, lets them hear my voice. And my script would be very simple, like less than 50 words. Realistically I notice you run a business with the sales team. He could or or another like I noticed you are using Salesforce then it would be I have a. I can create a three month sales coaching plan that could help your sales team close more deals just like we did for so and so company. Would you mind if I send over a quick video with all the details? Tuxun, Matt or whatever your name is. You can definitely make this a lot better. I just wrote it in about 10 seconds but this is the kind of script that you actually need if you want to be successful in cold email. Too many people have the big like massive wall of text that doesn't work for our partnerships. I'm not going to go over too much about the referral and the white label again just because that's the same as I talked about earlier. But it was the sales training platforms, the CRMs, the consulting firms and the marketing agencies. For media partnerships I would try to get interviewed by, you know, sales podcasts, being sales newsletters or sales blogs or YouTube channels or speaking at sales events, you know, conferences, industry seminars, all that kind of stuff. And for joint ventures, I maybe partner with a CRM or a business consulting firm. So they sign up for the CRM, they get X amount of sales coaching or something if it's an enterprise CRM. For the sales part, my pre call flow would try to do three things. It would send them email reminders via SMS and email 24 hours before, four hours before and one hour before. It would be like the same as my calendar here that does a bit of information collecting so I know you know, good stuff that's going into the call. Let's go, let's just open up mine here. Our program or like what our price is, what's your revenue, where you're coming from today, that kind of stuff. And then when they submit this I would redirect them to My sales presentation so that they no know what we're talking about in the call pre call video would be the same as kind of my VSL or loom. Who am I? What problems do we solve, why you need to solve them, how we solve them. In some examples, I'd aim that to be 10 minutes or less and I would send that to them when they book a call. For my sales presentation, I would really want to start off strong and go over some quick proof, examples, results, that kind of stuff. And then I would answer the questions like what are we trying to do? And improve sales team performance, close rates, et cetera. How is this usually done? You have basic training, generic scripts that leads to limited results, limited, very inconsistent results. What's new in our approach? We have advanced coaching techniques and customization that leads to higher success and sustained improvement. What difference will this make? It'll make faster growth and better ROI for your sales team. What are the risks? Sometimes this is misaligned with company goals, but we'll figure it out. And here's how we figure it out. And there's challenges with implementation, but here's how we make it easy. There's always going to be risks and objections, so you might as well address them. But then you like get past that by saying these are the risks. But here's how we do that. How much is it going to cost? We did it earlier but you know, typically $5,000 for a couple of people. The initial setup will take weeks, but you're going to see results in three to six months. We're going to see improved sales metrics like close rate and booked rate, meeting rate, no show rate, that kind of stuff. And I would finish it off with more case studies and results and proof and that kind of stuff. So in my sales call I would split it into three parts. I would do the information gathering part, the screen share part, and the objection handling part. Very basic stuff, but getting them to admit the answers to these somewhat obvious questions out loud is very powerful. When you go for the close, I would go over the screen share presentation that I just said above. Not gonna do that again. And then after my screen share presentation be like, so what do you think about this from 1:10. And then you'd revisit their answers from the first part. You know, they admitted out loud there's a problem and they need to solve it. So you gotta go back to that, ask them what some things they don't like or unsure about, overcome those objections and then tell them how to get started. Most people aren't gonna follow up or most people aren't going to close right on the call so we need to follow up. I would do twice a week for 12 weeks and I would just try to include in addition to being salesy some documents, some videos, some case studies, some examples, some templates that kind of stuff and here are just some stuff so you know how to open a sales call that grabs attention. It'll just be a tip so opening statements what are some other ones And I'm going to link this again so you can go through it. What are some videos with some follow up strategies or what is a tip to create urgency without pressure so stuff that proves that we know what we're talking about and give some free value just so that we have plausible deniability when we follow up so it's not as sales so that is how I would build a $1 million per year high ticket sales coaching business. I hope you liked this video and thought it was valuable and I will see you in the next one.