How to Sell High-Ticket Offers Using Application Funnels | Coaching Corner #024

Hey, hey, hey!

What's going on, everybody?

How's it going?

Coaching Corner, welcome in our corner again. Come hang out with us. How are you doing today in the corner?

Yeah, I'm doing great. How you doing? Oh, what? I'm asking you, talking to you, buddy. You on screen. Oh, technical.

Sorry, I was getting some echo. I had the YouTube video pulled up at the same time. Can you hear me? Yeah, we're good.

How are you doing today, David?

I'm good, man. It's a busy day, you know, had some onboarding calls, had some coaching calls, and, uh, people are good.

Heck yeah, glad to hear it.

So yeah, I know we got—

hey, if you're— oh, go ahead.

Yeah, if you're, if you're watching today, uh, let us know where you're watching from. We would love to hear from you. We would love to know where you're watching from and is this your first time joining us? If it is, hi there. My name is David. This is Tyson.

Tyson over here.

Yeah, we're, uh, we're some of the coaches here on ClickFunnels, on the ClickFunnels team.

So today we got a fun one. I, I feel like this was Ohio. Nice. Okay, I've never been to Ohio. I have a friend down in Ohio.

I got some Ohio friends, so that's all I know about Ohio.

I don't— I know nothing about Ohio. Uh, Thanks for joining us, Brandon. But anyways, today we're talking about— what, what are we talking about today, David?

We're talking about high-ticket application funnels.

Oh, okay.

You know, you know, I heard this from a real estate, uh, agent, that the work for selling cheap stuff is just as hard for the work for selling expensive stuff. So you might as well sell expensive stuff because the work is just as hard.

Oh, I mean, yeah, you're still spending the same amount of time. Perhaps, right? Every day. Uh, I mean, I feel like a lot of people position their high-ticket stuff just like they would with low-ticket stuff. You know, you'll throw it in a VSL funnel or just a, I don't know, a cart funnel, and it's like a $5,000 thing. I've seen that before. And it's, uh, usually they'll come back saying that something's just not working, like something's just— it's not clicking and we don't know why. And usually it's because like the trust factor is just not there yet. Like you're going from 0 to 5,000 or beyond, 100,000, whatever it may be. Some of those take, uh, take a personal touch, right? Yeah. Yeah.

So, um, if you, if you want the inside scoop on how to make a high-ticket sales application funnel, then this is the right video for you. It's a good place to, to jump in. We've gone over all of the training for it. We've seen so many examples. and we're gonna hold you by the hand and walk you through why and what they look like.

Oh, David's got so many, so many stacked up in his repository, his, uh, screen. We got, we got some stuff to share, um, but really we're just gonna be walking through the general layout of an application funnel. We kind of touch on how you can pair it up with other types of funnels in your value ladder, um, and yeah, just kind of walk through the structure. There's nothing too crazy about these funnels. They are by default simple as far as design goes, and, uh, that's probably a good thing. It makes it so like there's no, there's no real thought process when, when you go into filling out. Well, yes and no. It's less friction for some and just the right amount of friction for others. We'll say that. Um, yeah, yeah.

So how about we share?

I would. Okay.

How about we share what the structure of them looks like?

Yeah, so 3-step funnel. Typically we have an intro page, which is typically like a success story scenario laying out how other people have gotten the results that you're trying to promise other people, right? Um, there's other formats and it's definitely changed over the years, but this is right now an example of what a page like this could look like. Right, it's given some insight around what the offer is, what we're really looking at, what we could expect to work together, some testimonials perhaps, who this is for, and a little bit about the actual program. And beyond that, this just usually will open up in a pop-up, and on the pop-up you have a simple opt-in form with just an email input and a button. Um, to make it simple, to get people to the next step. And you can follow up with them just in case they might fall out of the, out of the cycle, kind of like an abandoned cart sequence or something, right? Um, when you opt in, it goes to page number 2. Page number 2 is just that, just like what we've— what the funnel name is called, an application. It's a form on the page. And I've seen people do this directly inside of ClickFunnels. I've seen people use um, Google Forms. I've seen there's Calendly directly. I don't know, there's whatever your system kind of looks like, you can, you can likely set something like this up, um, right out of the box. But it's just a simple form. The amount of fields play a big difference in the quality of leads that you see on the other side. As far as what I've seen, um, 1 to 3 fields on an application like this, or an inputs in general, um, you will probably see a higher conversion rate as far as people opting in or completing the form. But usually by the time you get to getting on the call with them and talking to them, like, the, the quality of lead is lower. The more inputs that you have on the page, more questions you're asking, you'll see that usually there will be a lower amount of people opting in and actually completing the form, but the quality will be higher. So it's a trade-off, and I would say it's probably worth it. Uh, like David said earlier, if you're gonna do the work anyways, you might as well make it so you're talking to the right people. And in this case, this is for high ticket.

So, um, but anyways, now one thing that you can do, one thing that you can do on this page is something that Russell teaches as part of his, um, control highest converting strategy is to have a video on here that directly connects with your audience. It directly connects and speaks to the pain points that your ideal client is going through. So this one doesn't have a video on it, um, but it is a good idea to put that on here.

And there's so many different ways you can, you can do this. You got an example here? I'll pull my screen down.

I do. Yeah, let me go ahead and swap mine in there. So here is an example from one of the first iterations of Russell'sInnerCircleForLife.com, and this is the second page. Okay, so he's got a video here directly speaking to people's pain points, connecting with his customer, letting them know that he understands what they're going through and he has the solution. So while they're filling out the application, he's hearing his voice, he's connecting with them, and they're saying, "Yes, I go through that. Yes, that's my pain. Oh my gosh, you're speaking directly to me. Yes, I can't wait to get on the phone with you." There we go. Okay.

Yeah.

Yes.

So definitely experiment with it. I've seen it go both ways. And yeah, the video, I feel like anytime you can make it more of a personalized experience, you can, you should, you probably should. Like it's probably gonna benefit the overall process and the result afterwards.

Yep. And then here on the third page, this is a place where you can say, congratulations, here's another video to walk them through the next steps. And we're gonna, we're gonna show you some variations of what you can do. Okay. This one in this example, he says, go ahead and watch this right now. Here's why I'm so passionate about, about helping you. And then right below the, image, the video there. First, we have received your application, and in the next 24 hours, I'll be reviewing it and pre-approving the application. And second, if I have personally pre-approved the application, then someone on my team is going to give you a call and kind of, kind of edifies them. They've been working with me for 5 years, they know what they're doing, and they'll be able to, to determine if it's a good fit for you or not on the call. Okay. And then number 3, You should be receiving an email right now. Just give them more directions. Okay, go to the email, take a deep dive, give them some steps of things to do before the call. But this one piece right here, step number 2, is to really pull out those that are very hungry for this. You can give them incentive to say, hey, if you, you know, if you, you can also jump to the front of the line and call us right now and give your phone number right there on the page. Obviously mention we receive 50, something like, we're really busy, there's a lot of applications, and if you want to stand out to us, then you can call us directly. So I've heard it said that the quality of leads that call you versus you calling them is dramatically higher. So give them an opportunity to call you rather than you call them.

Agreed. Yeah, yeah, you want to do it, Jason? You don't want to be chasing, you want to be the one that's being chased, I feel like.

Yeah, exactly. So this one right here is an example of a funnel, of a case study, or of a case where you don't mind what time of day that they call. Now you may be wondering, well, what if I don't want them to call me any time of the day? You know, like if you don't have, I don't know, your calendar set up, or maybe you don't have like a sales team that can take these calls for you and you want them to be able to book a call with you. We've got that example for you too. So we're going to go back.

I always got more examples. We're pulling out the examples for you guys.

I'm going to go back one more time. Yep. Here's a very recent one.

Okay.

That's my wife went through here recently and this is like textbook what Russell teaches. So here we have a headline. You're just one click away from finally understanding how to launch your course the right way. And this is a course and a one-on-one coaching program teaching people how to launch a course. That's actually a high-ticket course, right? $5,000 to $10,000, you selling your course. Now there's the opt-in right there. You would opt in, but also here on the page, what do we have? Case study videos, testimonials. If you don't have those, don't worry about it. You can still do it without them. But here's a great example if you do have them. So after you opt in, goes to the next page, and what do we have here? A connection video. She does a great job of connecting with those pain points from the client's perspective. And then she does a cool thing, schedule a call. You click that button, then it goes to a Calendly page and you can book the time of the day of the call that you want to have. Okay, the one that, uh, the time that works best for you. So then right after that comes the application. Okay, and that's all done within Calendly, all those questions. And then it goes from Calendly. Once you've submitted it, then it goes back to ClickFunnels. And here we have that congratulations page again. Watch this before our call, just preparing people for the call. All right, now they, they don't really encourage people to call them whenever they want. They encourage people to call them at the scheduled time. So that's, that's, that's one way to do it. And then some more testimonials here just to keep them excited, interested, and to make sure that they show up for the call.

This just happened the other day too, didn't it? When do you— they're everywhere, guys. There's so many examples out there. Textbook case.

Textbook case.

But yeah, okay, now we've talked about— we have some more examples that we could probably show here, but before we do that, could you show kind of where the application funnel actually sits in the value ladder? Like, where, where should the application funnel come into play? Because 100% I feel like people might take this out of context and just add it to the beginning. I don't know, like it could be your, your feedback. I said, I don't know.

So you really only need the application funnel whenever you're selling a product that's $5,000 plus. Yeah, if you're just doing like a free lead magnet or, you know, a $27 product, you don't have to get on the phone with somebody. Um, generally speaking, the, the more expensive that a product is, the more convincing quote unquote, that somebody has to have in order to put their money into it, the more justification that they need, right? So that means the more case studies that you can throw on the page, the better. Also, the more, you know, of a personal connection and a trust factor that you can build with your clients, the better. That's why a phone call is usually needed. So you can answer their questions, you can let them know that you're a real person, you can overcome any objections that come up, and that's sitting right up here nicely, comfortably at the top of the value ladder.

Yeah, the, the buying mentality I think changes drastically once you get past the— I would say the $2,500 range perhaps. Yeah, once you get past that, the, the, like, the thought process someone goes through changes. They're going to be looking you up. Who is this person? They're going to be going through and saying, uh, reviews about this course, you know. What exactly are they selling? What are they— what's reputation? Like they're trying to find anchor points to see if they can trust you before they even move forward. And, uh, yeah, it's not like it's—

if you have—

if they have to think about it, that just means that the longer someone has to think about the actual purchase, the more trust you have to earn. And usually that's gonna be over just talking to them, you know, getting on the phone, talking to face-to-face, whatever, getting that connection set up.

Now this right here is a dollar sign. It's hard to tell, but that's a dollar sign. A question that is commonly asked is, well, which funnels do we send traffic to? You don't really need to send funnel— pay money to send ad traffic to the application funnels. Okay, the ones at the very top. It's not generally a great idea, I guess, because you don't want to, you know, go into a first date and ask them to marry you.

What? Right. Are you saying that wouldn't go well?

It wouldn't go well unless you have a different, different story, Tyson. I would love to hear it.

No, that's not how it works out at all. I had to, I had to earn trust over a span of 12 years. No, I'm just kidding.

Yeah, yeah, exactly.

Yeah.

So generally speaking, you send traffic to the lower funnel so they can start to develop that, that buying trust factor with you, and then you can, uh, do your follow-ups from the emails. Up the ladder. Okay, these are emails and you just upsell from one funnel to the next.

Okay.

Yeah, my drawings are beautiful.

I, I know exactly what you're trying to depict here. And yes, wonderful.

Yes.

Yeah. So, so you're still sending traffic to the lower, lower side, lower spectrum of the, of the value ladder items here. Yeah. I feel like I always still go Starting with lead magnet. Lead magnets, the always initial starting point, it builds trust from A to B and then B to C. And by the time they even get to the application funnel, which is probably D or Z, I don't know, however you want to label this, uh, in your sales process, like there's, there's not even a question left in their mind. They just, they already know they want it. Maybe they just want a clarification on like payment processing, like how can I split this up into payments, you know, like what is the That's pretty much it. Like, that's probably where the questions start leading after a while.

Yeah. Uh, do you have anything else to share? Because I could keep going.

Uh, you can keep going. I, I don't. I was just going to show the confirmation page on the application funnel that we were looking at, but it's, uh, let's, let's do it. I'll show that as the final thing. So after the form, right, we've kind of showed it in some of, uh, David's examples already. The third and final page is going to be the homework page or the confirmation page. Also, I've seen it referred to as the homework page where you're, you know, assigning— not assigning, but you're giving them some sort of overview of what to expect next, what they need to look out for, what to prepare before you get on the call. If you have any questions, like all that should be taken care of up to the point of that call. Um, and usually I'll also see some sort of testimonial or something on that page as well, because we're still trying to instill that they can— they definitely should trust us. We know what we're doing. We're experts in what we do. And, um, yeah, don't want to— don't want to stop that process. But yeah, yeah, set them up for success. And I, I also like to add the phone number on here. That— I, I think that is a good example. Usually here, like, next steps, like, you want to skip the line. I usually will put that in the next steps or what happens next. Um, just as an option, because the people that do call usually are going to be a lot warmer and they're geared up and ready to go. So you don't want to hold them back, you know? That's— yeah, exactly. That's it.

Exactly. They went through that whole long application and give them the fast— the fast lane.

Yeah, this guy is not— this is not a short application either.

Yeah.

Um, yeah, that's, that's all I had for the example, but I know you had some things to pull out of your sleeve regarding— yeah, other examples here.

Yeah, let's show a few more things. Okay, so here's a different look at the structure. So we have the first 3 pages, okay, and then we have the phone call in between, and then we have the order pages that you would send them back to, and they only know about that because they hopped on the phone with you. Yeah. Okay, also it's generally a good practice. I've seen it in so many different funnels where they don't have the price anywhere on the funnel. You only know about the price once you hop on the phone with the salesperson. Yeah, yeah, because otherwise you won't hop on the call. You'll immediately weed yourself out. Yeah, yeah. And I love that question.

And before that point, maybe it wasn't even the price that was there, but they saw it and they got spooked. Maybe exactly it just starts down the spiral that you don't need to even have until you talk to them.

Yeah. So generally, if somebody sees that price, they feel like it's too high out, you know, fear usually takes over and somebody says immediately, I can't afford that, instead of asking, how can I afford that? And then they also sometimes can succumb to the fears of the unknown, the objections, the questions that they had, maybe they didn't get answered whenever they could have easily been answered on the phone. And then they could have figured out how to afford it while they're on the phone.

Yeah. Okay. Agreed. Yeah.

So this is generally like the bare minimum, but if you want to add that booker in there, uh, then the calendar booker page would go like somewhere in between here. So it could be, it could go from a 3-step funnel to a 4-step funnel like that, like that one example I showed you.

Got it. Okay. Yeah. All right.

And if we scroll down a little bit now, let's talk about if you don't have any case studies. You could actually use either, like Tyson showed in his example, just a really good sales page, or you could have some, uh, some video of yourself doing the sales, um, video itself. There's lots of examples here. So yeah, yeah, like, like this: want to take your fitness business to six figures in 2018? This guy's talking directly to the client with a sales video. Okay, same thing here. I'm looking to build 10 7-figure coaches. Apply now for Legacy.

And they don't have to be crazy polished videos either. I've seen people literally walking around with their phone, and that is the video they end up recording or using at the top of the funnel. It's more of like a personal touch versus anything, uh, or versus a highly polished view that's been— I don't know, it's gone through extensive editing.

Yeah, and I want to show you another example. It's kind of funny, and it's just like, if you have the name, you might as well throw it around. Most, most of us aren't there, but Frank Kern, here's an example from him. All he had was just a short sales letter. It was like, like a handwritten letter, basically, like that. Um, so yeah, once you get your name out there, then you can do something like this. Where he had like a pop-up, you know, kind of in-between page that said, hey, no shenanigans here, we're only looking for serious people. And then, yes, Frank, I want this, here's the application. Oh, he actually put, uh, the order right there. Okay, this one here is— well, this one's only $700, so this one is not exactly an application, but it— let's see. Oh wait, this is more like a deposit. This deposit beforehand, the dues are $3,380— sorry, $3,860 per month. So this is a deposit just to hop on the call with them, I think.

Dang, if you— okay, hyper, hyper qualified leads at that point. Like, they're not even leads at that point, they're, they're actual, uh, clients.

Oh yep, there it is, deposit $700. Yeah, so if you have the name, you can just throw it around and say, you know, charge $700 $1,000 for a 30-minute phone call just to see if you're a good fit. Okay. All right then. Uh, now I do want to quickly walk you through the evolution of Russell's Inner Circle funnel. So first off, we've already shown this one where we have some case study videos. Okay. And then the traditional going to the next page where you have the connection video and the application on the second page. A next iteration of this was right here, where for a little while, they actually tried just putting the application on the first page. Okay, this was just a Google Form. You clicked a button to open it. And I don't know if there was an email opt-in or not right there. But this is how it looked. I don't know how long that this test was going for. But now here's what it looks like. So we've got The Inner Circle has been running for a while now, and they have all this footage and video of people that are in the room, and they've created success stories. And so now this is— this has replaced the case study video, where it is just— it's a building belief video, right? And the messaging on this page is all about getting in the right room where it happens.

I love that. You can see that the, the transition— things are more bubbly, the flow has changed a little bit. The, yeah, the same aspects are on the page, but they're just visually different.

Yeah, sales copy talking about getting in the right room. It was— it is the masterminds with, uh, Grant Cardone.

No, sorry, Tony.

Tony Robbins, Dean Graziosi. Yeah, yeah, cool. All right, so once you've established that you have been able to create some success, then maybe you don't have to have, you know, all those, uh, case study videos on your page. You can change it to this.

I mean, he's still showing some pretty serious players on this page.

Yeah, exactly, because the results speak for themselves.

Yeah, it's still there. It's Right. Just, okay.

Now I want to draw some attention to an important difference between a regular application funnel and a webinar application funnel.

Okay.

All right. So before we talked about not sending traffic to the application funnel because you need to warm the traffic up, right? But a webinar application funnel is something slightly different. I've actually gone through several of these funnels from affiliates on YouTube. and the video was just like a regular video. And then it said, hey, you know, if you, you know, want to buy silver, if you want to, you know, really secure your, you know, um, your hedge fund against, you know, the marketplace or whatever, then this guy has a great webinar, you know, telling you all the ways to do it. Or this guy has a great webinar on how to, you know, follow insider trading, tracking, and, you know, buy the stocks that the CEOs buy and stuff like that. Click the link over here, go to it. And so those videos, Sorry, those links will go to something that looks like this. The Backpack Trader was a great example of this. Okay. Reserve your spot. It's a little, little sales page here and we got an opt-in. So we're registering now for a webinar on— get picked the time. Now on the webinar, this is where I built the trust. This is where it took the time to walk people through, uh, teaching them something. Building the trust, building the authority. Hey, I know what I'm talking about. And if you would like more, if you would like help from my team to do this like better, faster, then drop a comment in the comment section and somebody from our team will reach out to you. And on here they actually said drop your phone number. I guess that the comments were hidden from everybody else, but they said drop your phone number. Somebody will text you or call you from my team and we'll, we'll move forward.

That's bold.

Okay.

I don't think I've seen that one before. That's—

yeah, it was a cool one. And then at the end of it also, it said, you know, here's the link to, to, to apply. So here's the book a call page after the webinar and sales page, right? Talking about the product itself. Okay. Frequently asked questions, overcoming your own objections on your own, and then book my strategy call now. See if I got anything more from there. Nope. But that was book my strategy call now. Probably went to a Calendly link to book the call. So, okay. Yeah, a different take on how to do the phone funnel. And still they didn't mention the price anywhere on here. I know because it's going to be $5,000 to $10,000 plus. And I know that's why they did not put the price anywhere on there, man.

It's an auto webinar as well. So you could do it either auto or live in this scenario. Uh, webinars are a great way to warm up your audience. Obviously, obviously it works. Russell still does it. It's still going. Still, there's still plenty of people doing that. But, uh, you know, webinar then to the application instead of directly to an order form after the webinar. Uh, that's, that's the only shift I guess that really happens. You're going to talk to them first, then they pay. Yeah, shortens the sales cycle, that's for sure. If someone spends an hour and a half with you and, you know, goes through that whole process to understand exactly what you're doing, exactly what the problem is, the solution. They realize that you're a solution, and then you present a call. They're probably gonna— the ones that stayed around the longest will probably take you up on an offer.

Yep.

So anyways, the post that we are going off of today, it's what David's got on the screen here. Um, this is on the ClickFunnels blog. If you don't know what that is check it out. There's so many good articles on there at this point.

Um, I just dropped the link in the comments, so go and click on that if you want to read on it and follow up on it. Uh, you know, read it in more detail, then feel free to.

There was one thing that you want to mention, I think you already did, uh, in, in today's session, but like the— what was it?

It was page number 1, um, using Oh, they've even got the 4-question closing here. Aha, classic.

I can't remember what, what you were trying to— there's somebody on the first page. Oh, it was a case study. I think we've already touched on that. Just kidding. Yes, case study, you don't have to use— there's different ways you can go about that instead of using a direct case study for the first page.

But yes, yeah, let's see some more examples of that. So it could be just an opt-in, you know, good sales copy on the page. Talking to the specific client, just like this person here. I'm looking for 10, 7-figure, 10, looking to build 10 7-figure coaches. So here he's talking specifically to a direct niche people. That's something that you definitely want to do. You want to weed out all the people that you don't want to talk to and talk specifically only to the people that you do want to talk to. That way you're not wasting your time on the calls and you are maximizing your amount of money whenever, um, whenever you get on the call with them. Okay, uh, the niches are in the— the riches are in the niches, right? I—

yeah, I, I have nothing to argue against that. Yeah, especially with sales copy. If you're not talking to a specific person, you're talking to no one. Uh, I feel like I've heard that 10,000 times at this point, probably in the last year alone.

Yeah, how about we look at some other examples over here?

Yeah, one more example. Show us.

Well, yeah, maybe one or two. I'm still baffled by that Frank Kern one. $700 just deposit to talk with him on the phone. Amazing.

He's got a big name. I, I don't know, it makes sense.

Yeah, let's try the Grant Cardone one. Cardone Grant, or sorry, Cardone and Kern. Is this like a combination between the two of them? Wow, look at this one. It's just a long sales page.

You remember when you got this, huh? Oh, then they did it on the first page.

Yeah, this one was imported. Okay, to my account a while ago. This one, oh my goodness, just so—

page scenario.

This one does not— yeah, so quick reminder, your funnel doesn't have to be beautiful in order to convert. You just have to get results. Like, so with this kind of a funnel structure, you have to get results before you go and make the application funnel. And then you can be like, hey, we've got the results. These are the people and their results. If you want these, some kind of results, apply to, apply to work with us. Um, if you don't have results or case studies yet, a cool strategy is you can go and offer to get them, like, to work with them for free. In exchange for that case study video. I remember Russell talking about that. He did that one time.

I mean, it's the best way to open the door. I feel like there's, uh, there's less on the table for them to have to think about in order to do it.

Just go offer to solve a problem for free.

Yeah.

Well, that's about, that's about it, guys. We've covered quite a bit of pretty much everything that has to go into, uh, application funnels and webinar application funnels.

Fun stuff. Yeah, if you have questions, if you get stuck on any of this process, well, I don't know, creating this— there's also plenty of templates inside of the platform. Um, you can— what do you point us to? Oh, by the way, open office hours.

Yeah, quick reminder everyone, yeah, we now have open office hours. Um, if you have any questions regarding your accounts or maybe need help setting something up Feel free to drop in on us on open office hours, open live Monday, Wednesday, and Friday, 11 AM Eastern time to 1 PM Eastern time, 2 hours.

We'll be hanging out there live. I was gonna say to reach out to us at outreach@clickfunnels.com, but this is actually better. This is a new place where you can hang out with us all, sometimes all 3 of us on the coaching team here, live on the spot. So yeah, if you have, you can find, have a question, you know where to find us.

Yeah, go to clickfunnels.com/calendar to see, uh, all of the upcoming live events and their links.

Okay, beautiful.

Has it— has this been helpful, y'all? I think, I think so. I hope so.

I think it was pretty nice. I enjoyed your presentation. I enjoyed seeing your stockpile.

Yeah, well, I enjoyed sharing it, and hopefully it benefits someone out there and helps you to change your life.

Yeah. All right, guys. All right, guys, have a fantastic—

thanks again for joining.

Thanks. Yes, thank you. And, uh, we'll see you next week on Tuesday.

Yeah, thanks for joining. Bye for now.

Bye for now. See you later.