You deserve to charge 5 figures
If you want to sell a marketing funnel, or sell marketing funnels to customers, and your goal is to charge over $10 000 per project, I’m going to tell you how in this blog post.
I’m going to explore how you break down a funnel into 5 figures. As well as how we justify a 5 figure price tag to our customers, when we sell a marketing funnel to them.
We also explore why funnel builders feel they can’t sell marketing funnels for $10 000 +. And I also teach you my closing technique for customers that say “that’s too expensive”.
By the end of this post, you will be able to sell 5 figure funnels.
Prices are too expensive
You’re tired of scraping the barrel for clients. In every single customer you talk to, says that your current prices are too expensive. Or their nephew can do it cheaper. Or they weren’t expecting to pay that much.
If your funnel business isn’t where you want it to be, a big part of it might not be the number of clients that you work with, but the quality and budget customer.
If you find yourself unable to pay your bills, working every hour you can on low value projects and not having energy left over to work on your own business. It’s probably because you aren’t charging up her marketing funnel customer
Customers CAN pay 5 figures
Most funnel builders would believe that the roadblock in selling marketing funnels for over 5 figures, is that customers don’t want to pay that much.
One of the biggest lies that we tell ourselves when selling marketing funnels is that we have to be conscious that the customer might not want to pay that much.
We are reminded every day that customers are budget conscious, and if you are surrounded by other service providers or funnel builders, who struggle to sell 5 figure funnels, then you will accept that as “the truth”.
This is a huge misconception, and the first thing you have to get over. Your problem is not that customers think that $10 000 or $25 000 is expensive stop your problem is that you don’t believe that you are really allowed to sell $25 000 + marketing funnels.
During this post I’ll hope to encourage you to believe you are capable and allowed to sell 5 figure funnels.
And throughout this post, I want you to keep reminding yourself over and over, that you are allowed to charge $10 000 per marketing funnel $25 000 per marketing funnel or as much as you need to charge for each marketing funnel project.
You can sell marketing funnels for whatever price you want. The problem is not customers unwilling to pay. But positioning yourself, and your services as worth more than the 5 figures that you are charging.
The only reason people buy anything, is because they believe that the value gained, is greater than the price or investment. When you sell a 5 figure funnel, it’s about positioning the value to the customer as being worth more than those 5 figures.
Remember, throughout this post need to keep saying to yourself, “I am allowed and entitled to charge 5 figures my marketing funnel projects”.
Easily justify $25 000
If you’re like me, the idea of charging over $10 000 for a marketing funnel project, might even seem alien to you.
Combined with being surrounded by low value customers, and hearing our colleagues complain about not being able to charge enough, it can seem an impossible task to justify a 5 figure pricetag for a marketing funnel.
With marketing funnel is being easier to build every passing month. Tools, plugins, software and platforms are speeding up the quality and production rate of marketing funnel systems.
This means more and more funnel builders will enter the market. Typically this means that prices will continue to drop, while inexperienced funnel builders race to the bottom to attract clients.
Most funnel builders have already heard of platforms such as Click Funnels, but what they don’t realise is that click funnels already is the low end competitor to their service.
Instead of trying to distinguish yourself amongst your competition, by having a low price, you need to find other routes to separate yourself from every other funnel build on the market. 2019 onward is going to become very crowded in the funnel space.
Your time on the market, your “experience”, and the amount that you have charged per funnel in the past, is absolutely no indicator as to what you should be charging.
Instead, the niche that you create, the future new build for your customers and sales system that you use, will help you easily justify a $25 000 marketing funnel.
Everyone is an expert
On top of all of that, you are surrounded by people who tell you that you can’t charge $25 000 $10 000 or $90 000 .
It’s almost a running joke now how little people are willing to charge for a marketing funnel. I see so much bad advice from “expert” funnel builders talking about how hard it is to sell a marketing funnel.
It’s also very difficult for our friends and family to understand how we can charge, 5 figures when we sell a marketing funnel we often hear phrases like “that’s very expensive” or “I couldn’t afford that” when talking about other products and systems.
And yet people will happily accept a 5 figure price for cars, holidays and weddings.
Don’t let the world’s perception on price and money, dissuade you from accepting that you are allowed and capable of charging 5 figures+ for a marketing funnel.
How to sell a marketing funnel for $25 000
Commit to a niche
This is the most critical stage of the whole process. Marketing experts such as Ryan Deiss, Seth Godin, Frank Kern and Dan Kennedy all agree that the only way for service businesses to differentiate themselves in today’s market, is by focusing on a niche.
Of course I don’t have enough time to go over in this small segment the entire process for selecting a niche. But I will give some pointers.
First of all, a niche is not an industry. Saying that you go after the start of industry, or the manufacturing industry, or the service industry, or “small businesses” in general is suicide.
There is nothing more that connects people within that industry other than a vague idea of what they do. They can all create completely different products. They could have wildly different staff numbers, turnover, sales and time on the market.
In my blog post here I talk about the 108 types of niche you can go after. In that post I separate out the different areas that people can focus on for their niche.
Your success will be found in your ability to commit to a market, and offer them something which no one else is offering. The fear that you face thinking “is this niche too small”, is your biggest advantage.
First, if you are so hyper specific, no one else will be able to offer what you do. This is because they will be too afraid to niche down that small.
Secondly the small number of people who discover you, and really do need what you offer, will value your expertise far above that of a generalist.
Commit to a niche and follow the rest of the sales process.
If you want some free training on How To Choose The Perfect Niche For Your Funnel Business, you can click here.
Work on one part of the process
For example, you could focus on companies that have a splinter product. A low barrier to entry, low risk product which is sold to new leads.
Or you could focus on a particular part of the funnel process. For example working on remarketing via Facebook ads. You could even combine different aspects, in fact I recommend that you do, to create a specific area of expertise.
For example you could provide remarketing services, for businesses that want to increase splinter product sales, to increase the number of products sold, and a lower cost.
Admittedly in the 108 Niches Post, I do mention industries.There’s nothing wrong with going after an industry is a niche, but you have to identify the characteristics, problem, result or product that they are looking to affect.
Going after the SaaS market is great. But if you combine it by saying the part of the process you focus on is email list growth. And alsoWho help their customers save money. You are creating a stronger market proposition.
Which of these sounds more likely to sell a $25 000 marketing funnel?
A) we build marketing funnels for SaaS businesses
B) we help SaaS businesses who help their customers save money, grow their email list.
B is obviously more specific and clearer, and is probably a pretty massive market. Neither of those are perfect, and while option B is clearly stronger, there is still some work to be done to it.
Understand their biggest problems
This is where you need to get some ground work in.
The fastest way for you to begin to generate sales, leads and interest in your business, from your target market, is to reach out to your network.
The goal is to understand the problems faced by your ideal customer.
Let’s take the SaaS email list growth for money-saving businesses, and use that as an example.
In your network you have between 100 and 250 friends colleagues and associates.
If you got in contact, sent emails or private messages to every one of those individuals, asking the below question, I guarantee you will have a handful of potential customers come back to you.
“Hey first name
I’m looking to talk to SaaS businesses that save their customers money. Especially those looking to grow an email list. Do you know anyone in the money-saving SaaS area? I’d love to talk to them for 20 minutes, and understand more about their business.”
An email like that, combined with a linked in messages, generated at close to $100 000 for us last year. Lots of our friends and colleagues didn’t get back to us. A small percentage reply to us saying they didn’t know anyone, but if they did they would keep us in mind.
A small percentage came back to us saying they did know someone in that particular area. And we even had 2 colleagues come back and tell us that’s exactly what they did.
Your job is not to sell or close yet. We still have to go to market with a proposition. But we are also generating leads, interest, and telling people who we work with. Which is far more powerful than telling people what we do.
Jump on as many calls and interviews with your ideal customer, and ask them questions about the problems they face, and the goals they have for their business.
If you are looking for a script or process for these discovery calls, I’ve written one that you can use for free, here.
Start with the price first
The next stage is going to sound incredibly counterintuitive, but it’s the biggest mistake marketing funnel businesses make, when trying to sell marketing funds to customers.
Instead of putting together a proposition and list of products and services, then trying to decide the price.
I want you to decide the price first. There’s just 3 rules.
- The price has to be at least 5 figures
- the price has to be at least 10 times what you’ve previously charged
- the price has to make you feel a little bit queasy when you write it down
for some funnel builders reading this, a $10 000 pricetag will fulfil all those criteria. For others, a $95 000 pricetag will make you feel queasy.
If you want to move into 6 figures or even 7 figures (and I have seen it done), you are more than welcome to. The process is exactly the same.
Write out at the top of a sheet of paper the price that you are going to charge your marketing funnel is.
Write it out clearly on paper, with a pen and look at it for a few seconds.
What would you deliver for that price?
Your next job is to list out everything that you would deliver to a customer, for that price.
We are completely flipping the pricing/delivery model.
If you want to include 6 weeks of coaching, write it down.
If you want to include an analytics audits, and traffic report, write it down.
There are no wrong answers, and no one is watching you. We are also not committing this to stone just yet. You can play around with it as much as you need.
As you’re writing out each item, think about how much it would cost for you to get someone else to do it.
This is how we can start thinking about scaling our business, outsourcing and hiring others. If you have $10 000 for a marketing funnel, what would you deliver? A three-page landing page system including squeeze page, thank you page and delivery page?
How much would it cost you to get someone else to do that? A good rule of thumb is that one third of your budget should go towards paying other people to deliver the work. This will allow you to focus on the customer relationship and the vision for your business.
You know how much time and effort it takes to create squeeze pages, landing pages, redirects and CRM integrations.
You also don’t have to position the product as a one off cost. For example you could split $10 000 across 12 months.
Or, you could take a $25 000 product, charge $15 000 for the set up and then $1000 per month per year (roughly).
For our email list growth for Sass businesses, below, I’ve listed out what I would deliver for $25 000
$25 000 email list growth programme for Sass businesses which save their customers money.
- $15 000 upfront one off investment
- 3 lead magnets of varying media
- Squeeze page for each lead magnet
- Blog post optin for each lead magnet
- 1000 word plus blog post each optin
- thank you page for each optin
- delivery page for each optin
- email list CRM integration with tagging, each lead magnet
- delivery email copy for each optin
- conversion tracking via pixels for each optin
- Facebook advert creative each optin
- $10 000 12 month investment
- $850 per month investment
- spam email address list hygiene system automation
- Conversion reports for each optin
- one lead magnet specific blog post 500 words plus, per month
- Remarketing campaign creative
- remarketing campaign set up
List out the features for that price
When you’ve worked out what you want to deliver for the price, list out to those features and write down high-level steps for delivering stage.
It might be that you know already you need to hire someone to do it. Or you think that you might want to do them for the first few.
I highly encourage you to start thinking about outsourcing and hiring staff even on a per project basis, in order to scale your business.
You can also try and exercise where you double the price and run through which features you’d offer again. Perhaps this time including regular coaching, a three-day retreat for strategy sessions and more content.
I also want to challenge you to think in the other direction and write down a price under 50% of what you’re charging. For example what would you offer for $5000 instead of $10 000?
While I don’t want to encourage you to lower your price, I do want you to think about what would you offer from the $10 000 package (or higher price bracket), for less money?
The question is about framing the price as the price. Jim Rohn Had a sales quote which he used. We can negotiate everything but the price. I can change the offer, the timescales and what’s included, but the price is the price.
You might decide that for your lower tier products you don’t include the lead magnet creation or the blog posts.
But if you do find a customer that has a different budget you can still deliver them fantastic results, in the same area, with the same niche.
I want you to also think about the external signals, that show customer’s you’re worth $25000. These are indirect features to the price, that signal to customers that this isn’t the first $25000 project you’ve worked on.
Does your website say “we do $25000 projects?” Do customers get access to an online portal? Is your proposal written on Word, or using something like betterproposals.io?
These signals aren’t worth losing sleep over, but it’s good to start thinking about how your experience and long term journey with the customer, is different when each one pays $25000.
Do I need to charge for traffic?
I’m often asked this in our private Facebook group, Should you charge for paid traffic if you are creating paid traffic campaigns?
The short answer is yes, of course you should be charging for traffic. The long answer is that you shouldn’t be including the price of traffic in your final proposals, your product proposition.
If you are creating a $10 000 product or a $95 000 product, that is the price of the set up, creative, copy etc,
The traffic will be an additional cost on top, which can either be charged directly to the customer, or via yourself with a fee charged on top for traffic management.
Write out how someone’s life is better in the future after using those features
This is where we start doing some creative writing. One mistake I see funnel builders make repeatedly, Is doing all the research and planning out their final product, but then sticking to trying to sell those features.
To understand how you’re going to sell a marketing funnel for 5 figures, you have to understand how you’re going to make someone’s life better. This is why we need to do some creative writing.
You’ve probably often heard marketers talking about “telling stories”. Humans tell stories to evoke emotion and also teach lessons and create white trust with one another.
The hard part is taking a very analytical, tool based and tactic heavy product, and converting it into an emotional story. This is when most funnel businesses fall down.
You are not selling the bullet points listed above. You are selling the life and future that someone will experience, when you implement those features.
Let me give you an example. The lead magnet when I created it will be a PDF, probably a report with some images talking about a specific topic.
The tactic is using it as a way of being able to collect people’s email addresses. It’s a fairly common practice in marketing funnels. Even if a customer knows what lead magnet does, you still need to describe and sell the better life, that they will experience through using that lead magnet for their business.
“Imagine waking up to new leads in your inbox, eager to work with you, who have also clearly demonstrated that they are interested in your area of expertise”.
That’s the beginning of creative storytelling, and sales copywriting, that sells marketing features.
And this is how you do that. Open up a Quip doc, or Google doc or Word doc or whatever. Start at 6 AM and start writing out a story of a customer uses and implements your final product.
Talk about their family, their feelings, their emotions and how well they slept.
If they implemented absolutely everything that you offer, and they were your perfect customer, how would they sleep? How would they wake up? What kind of bed with they wake up in?
you don’t have to position it as first person or 3rd person, at the moment it’s just a creative writing exercise, to describe a better future for your customer. It could look like the below.
At 6 AM they wake up in their new bed with their new orthopaedic mattress. It’s the best nights sleep they’ve had in months, and they wake up next to their partner full of energy and ready for the day ahead. They find their waking up earlier because they’re excited to open the inbox and see just how many opportunities they have today.
This method of creative writing is critical for selling complex and frankly quite boring marketing tactics. Businesses don’t want lead magnets, they don’t want opt in forms. What business owners want is more time with their family, admiration and respect from their children and colleagues, or a better car to commute to work in.
When we start going into detail about describing the dreamlike future they could experience, the emotions they begin to feel and process are what connects them to your product.
Coca-Cola spends money on advertising not to tell you the chemical ingredients and the manufacturing process they go through. They don’t tell you how long they’ve been in business, they don’t tell you how long they’ve been using a certain type of plastic or bottling process. They obviously don’t let you know the recipe.
But what they do is they show this bright, colourful, energetic and happy future surrounded by friends and family. Those positive emotions are what you begin to link to their product.
This creative writing exercise is so difficult because people don’t like to let their imaginations run wild. We become very shy and timid with what our products can do for people. But you really have to describe this better future and do everything you can to go through each step of the day, every hour, and explain how their life is better after they work with you.
Some pointers for you to remember and trigger your creative juices.
- Start with the sentence “in the future my customers can…” And finish that sentence for every single feature
- Try to write out at least 3 futures for every feature
- Think about what they will be able to own, have and buy after working with you
- Think about how they’ll feel and what their emotions will be after working with you
- Write out a timeline of the day including their activities like going to the gym, have a meal with family, checking emails. And right how each activity is better because of the work you’ve done
This might seem like marketing hype and hyperbole, but this is how marketing funnel businesses will sell marketing funnels for 5 figures.
5 figure funnels are not sold on the features they employ, but the features they create.
Five figure funnels find funding and fans from flaunting fervent fiction foretelling a fortuitous and fabulous future for folks. Flipping familiar forms face-down, for facts fail to form feelings and final fees.
Start selling the “better back”
Now we need to go to market. Again, most funnel builders fall down after all that creative writing, and resort to writing about features and facts.
When we talk to our network, prospects and customers, we need to start talking about the future.
A good place to start is your website. Under your “services” or “products” page you want to remove the typical strategy and tactic based copy.
Instead, we’re now going to write a story telling the life of a customer, after they walk with you. We’d start with how their life is now and how awful their problems are.
We’re going to really lay on thick the emotional impact of their problems. The more descriptive you are with their frustrations and problems, the more they’ll connect to you.
This is called “tension”. It’s about creating a state where the reader not only identifies with the story, but is also keen to see how it resolves. Movies, TV shows, fiction books, they all do the same thing. For example:
Another day, another email inbox filled with nothing. No leads, no prospects. You close down your email last thing at night, hoping to see something come in, but it’s empty. You’re struggling to find leads and prospects. Your email list hasn’t grown in weeks. It plays on your mind over and over. You don’t sleep well and your partner asks “what wrong”. You reply that it’s nothing. But you know that you’re running out of ideas and with no new leads on the horizon, sales are drying up. First thing when you wake up, you check your inbox again. Nothing. Something has to change or next months bills are going to go unpaid.
See how we literally have not talked about lead magnets, optin forms or squeeze pages? We’ve described a situation that our customers are in and they’ll recognise the symptoms.
Now, we can start to relieve some tension and start talking about the better future we’ve described earlier.
Now I want you to imagine waking up refreshed, full of energy and excited to get to work. You open your emails on your phone and it’s FULL of interested, qualified leads that want to work with you.
This is how your customers will start to connect with you. We’re building 5 figures worth of trust and emotion through telling the story. Customers aren’t looking to buy $25000 worth of pages and automation, they’re looking to remove $25000 worth of problems.
This is like selling a “better back”. When you’re selling a bed, you don’t talk about the 16 slats under the mattress or the headboard. You don’t say it’s got 4 legs and is built with expert craftsmanship.
You talk about what’s important in the lives of your NICHE. And this is key, marrying the story to the niche.
I could describe a wonderful and happy life filled with kids jumping on the bed, waking up ready to cook breakfast and take on the world. We could explain how they’ll be able to sleep fewer hours but feel more refreshed.
But that will not matter one bit to a niche who doesn’t care about that story. Parents would LOVE that story. They want that bed.
Someone else in another niche wants respite from their bad back and ailing strength. Instead, they want to read a story about how they can now get up easier and quicker, feeling rested and restored while their back heals and gets stronger.
The story is applicable to the niche. This is what so many people, not just funnel builders get wrong, they tell the wrong story to the wrong niche.
What future does your customer want? What’s their “bad back” and how are you going to make it go away?
Build trust through meetings and discovery calls
When you’ve started writing some website copy and you’re beginning to understand the story you’re telling to customers, it’s time to do some one on one meetings.
We’re going to pause the future copy-writing and focus on building trust. When you first meet with a prospect, the temptation is to tell them how great you are.
I’ve written about how to have a great discovery call here. Use that post for the framework of your call.
Just to highlight a few points, the expectation is that the customer wants to see how great you are. Common sense dictates that we need to tell the prospect about our business.
That might sell some funnels. But we’re here to drink milk and sell 5 figure funnels. And we’re out of milk.
Instead, you’re going to build massive levels of trust by asking questions.
Over and over and over. Ask questions. Questions about their business, their future, their life and their current situation.
What are their problems, roadblocks and headaches? What’s THEIR story? What are their goals and dreams? What do they want their story to become?
Who do they want to become? What do they want to feel? Who are they now? What do they feel now? Why do they feel that? Why do they want that?
Asking questions is what builds 5 figure levels of trust. When prospects tell you about their life and business, they’re investing in you and you’re listening (that’s critical).
The more you listen and empathise with their situation, the more they’ll trust you. The more you repeat back their story and demonstrate that you understand, the more they trust you.
The more they trust you, the more likely they’ll buy. Then, we need to qualify them.
What’s their budget? What are they willing to spend on their problems and to get that future they want?
You’ve just spent 20-25 minutes having them tell you how bad their problems are and how amazing their life will be when they solve those problems. Their answer to the budget question will settle everything you need to know.
They’ve just spent time and energy telling you about their story. It’s fresh in their mind and you’re offering a solution. What is that problem worth to them? What is that solution worth?
- What are you planning on spending to fix this problem?
- What is that problem costing you?
- What budget have you put aside to get [future goal]?
Use those questions to get a 5 figure answer from them. When you ask the budget question, you can follow this framework to get the answer you need.
When you know the budget and it’s a 5 figure sum, it’s time to offer a solution.
Offer a proposal and focus on benefits
You: “So Miss Customer. You’re struggling with growing your email list and it’s causing a lot of stress at work. And you want to start growing sales in a new product area. Have I understood that right?”
Customer: “Yes! That’s exactly it!”
You: “Great, would you like some help with that?”
Customer: “Yes please!”
You: “Awesome. Let me send over a proposal.”
This is the stage where we can sent a proposal. We can write up all the benefits that they’ll experience and tell them how much it will cost.
We use Betterproposals.io as our proposal software (affiliate link – same price). You can get a month free by using that link AND we’ve got a Marketing Funnel Proposal template included inside the templates section.
Proposals don’t need to be difficult to write. They shouldn’t take long or be too complex.
A proposal is a formality for the customer to see what they’re getting. They just want to know that you’ve got a process and to see how long it will take.
I’ve also written here about how to write the perfect high converting proposal. The key is to make sure that you focus on BENEFITS.
It’s extremely tempting to list out all the features that you’re going to deliver. That initial list that we wrote, when we decided your price, those are the features.
You can pretty much copy and paste that into the timescale and investment sections.
But customers’ AREN’T buying facts and features. What do customers buy?
Futures. FUTURES FUTURES FUTURES.
We start with where they are now and the problems they’re experiencing. We repeat back the language, words, syntax and phrases they use. They want to read their own life, not your interpretation or clever insight.
Customers are far more likely to respond to something they’ve told you, instead of what you’re telling them.
Now we can start crafting the better, brighter and happier future. Again, this shouldn’t be so hard because you’re going to be copying what they’ve told you.
Proposals are NOT the place to demonstrate unique insight or diagnose what’s wrong. If a customer tells you they want to sell the business so they can buy a yacht and sail around the world, you write that word for word in the proposal.
Finally, make sure that your proposal includes a clear and obvious call to action. I always pitch my proposals in person, and I tend to close there and then (more on that in a minute).
Tell the customer exactly what they need to do to get working with you. Don’t ask for questions, tell them that they need to pay a deposit, sign the contract, and you’ll start working right away.
Ask the customer what they are like to work with
Something I love to end a proposal with, just before the close, is asking what the customer is like to work with.
Around the end of the proposal when I’ve explained the timescales, investment and explained the call to action, I ask if I can ask one final question.
“Miss Customer. Before we get started, I’ve got a question. What are you like to work with?”
Then stay very very very quiet.
Why? Because funnel builders that have 5 figure customers choose their clients. You better be a great client to work with. I better look forward to your emails and calls. Because otherwise, I’m not interested.
They’ll usually flounder, talk around the question and give a non-committal answer like “we’re ok. Pretty relaxed I think”.
Of course they are. Who isn’t? Who would admit to being a micro-manager and obsesses with update reports. You continue to stay super silent. Two reasons why.
- Staying quiet suggests you’re not happy with the answer. You can nod and smile, but you do not say another word until they’ve had time to think it over and given you a better answer
- They’re now selling themselves into the project. You’re pitching to them! They assumed that the choice was theirs. They assumed that you’d be chasing them, and now, the table has flipped.
This is a buying technique that was taught to me when I sold car rental packages. I’d always try to upsell to nicer models and my colleagues thought that the way to sell a more expensive, nicer car, was to talk about the car.
It’s not. The way you sell a nicer car, is to challenge if they can even handle the car.
“Mr Customer, thanks so much for booking with us. I can see you’re booked in for a class D car. I can see in our records that we have got…” I’d then gesture over to a B+ class car “…Can I ask what kind of driver you are?”
Now THEY need to convince me that they deserve that nicer model. It worked a STAGGERING number of times.
Use the “get started” close
What happens is that it all gets a bit muddy around closing, questions and objections.
You absolutely need to answer questions and customers WILL ask questions, there’s no need to prompt them.
The loop happens like this.
- Customer asks a question or throws an objection
- You answer it
- Awkward silence until there’s another objection
A “close” is a method of “closing” that loop. It means you ALWAYS answer the question and finish with “…and we can get started right away. You just need to sign the contract and send over the deposit. I can take card payments now if that makes it easier?”
Example:
Question/objection: How much support do you give us during the launch and running of the campaign?
Answer + close: Sure, that’s a common question. After the funnel is live and launched, you’ll be on a 12 month support program which carries on as long as you need. We have both technical support and marketing support and of course I’ll be in touch with you. That way you’ll always have peace of mind, the best performing funnel possible and you don’t need to spend your time checking everything over. And we can give that peace of mind right now with a deposit. Would you like to pay by card?”
It might sound pushy. But it’s not. You’re not using fear or pressure. You’re just reminding them of the benefits they’ll see and what the next step is. If they have another question/objection, just rinse and repeat.
Over time, you’ll learn more closes and you’ll just add them in like I did there. But don’t worry about that. Closing is 99% follow up and just asking for the deal.
How to handle “that’s too expensive”
The big one right? The “objection” that’s most feared.
First, if you’ve done your homework, due diligence and qualified the customer, they shouldn’t be saying this. We should know that they’ve got the budget.
Second, if you’ve built enough trust, people don’t question price. Price is a reflection of the customers that you want to attract. If they’re at the proposal stage and you’ve qualified them, they shouldn’t be questioning you.
However, some customers still feel the should probe at the price. They’re more than welcome to.
Here’s the thing though. Talking about the price or saying “that’s expensive” ISN’T an objection. Read that carefully. When the customer says “that’s expensive” or “that’s a lot of money” or “that’s too expensive” or even “I can’t afford that” – that is not an objection. It’s a fact.
And your job is to agree with them. Agree with it being expensive. “Yep!” you say with a huge smile. “I agree. It is expensive. Sign here.”
All they want, is to be heard. They want you to acknowledge that it’s a lot of money. And it is. The mistake amateurs make is trying to convince the customer that it isn’t expensive.
Real estate agents do this all the time, they’re awful at pricing. When you tell them the house is a lot of money, they’ll disagree with you and go over all the features in the house.
That is totally dismissive and tells the customer “you’re wrong and I’m right”. We can’t reach an agreement if one of us disagrees.
Agree with the customer. Let them know that you’ve heard them and you’re listening. But just because someone says something is expensive, does not mean they don’t want to buy.
I know my house is expensive, and what a real estate agent should do is agree with me, then remind me of the amazing happy life and memories I’ll make. It’s not an objection, it’s a fact.
Summary
Five figure funnels aren’t sold on adding new features and widgets. They’re sold from providing a specific future to a specific niche. When you have a general audience, you’ll attract general prices.
Focus on your niche and commit. When you know the audience you want, everything else is easier and you can attract a small number of dedicated customers.
When you’ve got your niche, talk to them. Ask your audience for referrals and connections. It’s slow but you WILL find results. Take your time and write out the future and benefits that you’ll be providing.
Pick your price and decide what you’re going to deliver. The customer isn’t a marketing expert, you are. So give them your expertise! Use that list to write out a “better back” proposition that separates you from the market.
Get on calls and have meetings. Work with your audience to find a solution that works for them. Offer a proposal after listening and then close. Keep reminding them that you are the path to their better life.
World’s fastest marketing funnel proposal
Proposals are probably the hardest part of closing contracts. I’ve got a free marketing funnel proposal template that you can download and use.
Just enter your email address and get it sent straight to your inbox.
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You’re allowed to charge 5 figures
You’re allowed to charge 5 figures for your funnels. Anyone who tells you otherwise is a moron. And I’ll even put my money where my mouth is. If someone challenges you on your ability and right to charge 5 figures for a marketing funnel, get them to email me. I’ll set them straight.
You are a smart, capable marketer. You’re using the best fishing gear, the best resources and expert knowledge. But you’re fishing in a pond for goldfish, where you should be in the ocean fishing for tuna.
Get out there and use your fear and anxiety to provide the best solution to your audience. You deserve to charge 5 figures. This is your permission to start charging 5 figures for your marketing funnels.
