4-Step High Ticket Sales Funnel

The more people pay for something, they more they value it.

You need an advanced client acquisition system. It’s about driving demand.

There are many ways to do marketing.

I want to give you just one simple piece of advice

the Advanced Client Acquisition System

Notice I said “system”, not manual labor. Not going out there doing networking stuff, networking events, trying to drum up some business or just waiting for referrals.

All those are very passive. It's hope. It's hope marketing and hope is not a strategy.

People ask me all the time, "But Dan, where can I find clients?"

I get this question a lot. → It's very much the wrong question.

The right question is “How can you construct a business life so that clients keep finding you?”

I don't go to networking events. I do zero prospecting. I don't do any of these things that other people do, zero. Zero.

I don't have time for that. I don't do cold calls. I don't do proposals. I haven't done proposals in a decade. I don't do proposals.

Why don't I do proposals? I don't need to.

Proposals are a dog and pony show. You try to convince them why they should do business with you.

How many of you have done proposals, spent hours and hours and days and you send the proposal in and what happens is, the minute you send out the proposal, who has the power?

The prospect.

Now all you do is just wait. Here's what happens. While you're waiting, if you follow up too much you seem too desperate. If you don't follow up you lose the sale.

Now what? You're fucked. So why would you do that? So that's why I don't do proposals.

I don't do proposals.

I would do what I call terms of agreement. Only after they're paid. Only after I've gotten a commitment from them. Then I'll do it. After they've paid, I have the credit card information, I have the wire transfer, then okay, now we're going to decide what we want to do. 

I have said that my funnel is 99% free value.

I was asked this question: “At what point does it cross that line of giving free value and I should start charging for my services?”

That's a great question.

So how do I differentiate what should be free value and when should someone become a client and pay?

It's very simple.

Anything that doesn't involve my time is free.

When someone right now, like you, reading my article, or watching my video it doesn't take up my time. Someone listening to my podcast doesn't take my time. Someone reading my blog post doesn't take my time. Someone reading a book doesn't take my time. No.

But if you want my time then I charge. It's as simple as that.

Someone asked me,” When they’ve paid you and you give terms of agreement by getting them to sign a contract. At what step in the process have they signed that contract?”

At the same time.

Usually I will send them, let's say a PayPal link and then I'll say here's the agreement, fill that out, get back to me, we'll get started. It's very simple.

That's why I want to be always transparent.

A lot of people, they're afraid to talk about money. I talk about money upfront. Just be transparent. Get the money.

Here's a line that I love to use…it is a very powerful line.

I always say to them, “You know what, I want to get the money out of the way, so we can focus on what's important.”

I'll say it again. I want to get the money out of the way, so we can focus on what's important, solving a problem, helping get a result that you want.

I don't want to be a bill collector. That's why everything I do is all automatic, all recurring. I don't do invoices and any of that crap. Everything recurring is all automatic. I don't want to chase my clients for money. It ruins the relationship.

We're here to deliver value. We're here to solve their problem. I don't want to go, "Oh, here's my invoice, when are you gonna pay me?".

After the commitment I would say: “Hey you know what, I'd like to take care of the money stuff first, so here's the link or here's how you pay me and here's the agreement; maybe sometimes done in an email or over a phone call.

"I like to get the money out of the way, so we can focus on what's important, would it be okay if you get back to me and take care of the money stuff, like tonight”

“Sure.”

“Would it be okay if you faxed me that check?”

“Okay.”

Bam. And that's getting the question out of the way. My mind is not on when am I going get the money.

My mind is just how can I fully, fully help this person.

Another entrepreneur asked me this question: “But Dan, you're Dan. You're well positioned and people come to you, because you're hired by all, you can ask for the money upfront, do the terms and conditions after focusing on value. What about for those who are starting out, such as myself?

That's what I used to believe.

I was actually doing this when I was getting started, from day one.

It wasn't that I got here, then I started doing these things.

I, from day one, when I was copywriter, I needed clients like I needed blood in my veins.

Client calls me up and says, "I want you to write copy."

“Sorry I'm busy.” When I had NO client. Empty appointment book.

I tell them I cannot work with you, I'm too busy, maybe I'll work with you next month.

I'd delay the sale, but I had no money.

I started using these strategies when I had nothing, and that's why it's a verifiable example of this stuff works.

You have to start doing it from day one. It's not like you get to here and then you do it. You don't get to where I am, doing the same shit everybody else does.

Maybe you cannot do it to the degree that I do it, but you’ve got to start from day one.

Let me give you the background story.

When I was a copywriter I had no client.

I was calling all the Yellow Pages and trying to cold call to get clients. You guys still remember Yellow Pages, before Google?

It was like “Hey, you know, I can help you. Please, I can help you.”

People hung up on me, and after you do 500 cold calls, I thought, this sucks man. This is horrible. I don't want to do this shit.

From there, from day one, one strategy I thought of, who could I get so that if I get that person, I could get everyone else.

So, I approached this one guy, very strategically.

I approached Jay Conrad Levinson at the time, who wrote the book Guerrilla Marketing.

How many of you have heard of Guerilla Marketing? Sold 20 million books worldwide.

By the time I approached Jay and I'd simply rewrite his copy for his Guerilla Marketing Association, which is a membership program, I thought was not that good.

I would rewrite his copy. I'd send it to Jay and say “Hey, Jay, I admire your work.”

Now there's a difference, doing free work versus strategic work.

“I admire you work, love your book, looked at your website, I thought I could help. Here's a new copy. Try that out.”

He put it online, he tripled his conversion. He was thrilled.

He gave me a testimonial. I said, hey Jay, appreciate it, I'm just getting started as a young guy, you have a huge audience of business owners. Is it okay if you send some business my way?

He said, "Sure young man. You helped me double, triple my conversion. I can help send some clients your way."

That's how I got through. I didn't do what everyone else did. 

That's why in my early 20s I wrote my first book, that I self-published, called Quick-Turn Marketing, trying to get cooperating clients. It was a horrible book. If you see it on eBay, I'll buy it back from you.

It's so horrible. The grammar is bad. The cover is bad. The content is bad. The whole thing is shit. My first book.

But you know what? I knew that it has more power. Also I know from early on, even from Toastmasters, the person who's on stage holding the marker is easier to get clients.

So I learned. Let's hone my marketing skills, let’s hone my speaking skill.

I want to be the one upfront. I don't show up at any event as an attendee. I want to show up as an event, as a speaker. I did it in my early 20s.

I haven’t done this shit for a decade now, and that’s what I'm talking about. That's what I'm saying. It's one step at a time. You don't get to where I am overnight, but you got to start from day one the same stuff I'm doing now.

I'm not saying fake it 'til you make it.

That is not what I'm talking about.

Here's what I'm talking about. I'm talking about “fake it 'til you become it.” There’s a BIG difference. Ponder on that, it's deep.

Doing it the slow way. You can write a book, a bestselling book. I've had 12 of them. You can do a podcast, a hit podcast. I have Shoulders of Titans. You can do a high traffic blog.

You type in Dan Lok, I'm on over a million webpages.

You can do SEO, do backlinks, do referral, which in my mind that's hope. You can do word of mouth. You can do networking, which is a complete waste of time that maybe you get clients and Maybe you get clients.

Instead of that, this is what you do.

On your Facebook, you drive them to a webinar registration page, you drive them to your live page, you drive them to your consultation.

But why don't you do that for yourself?

How can you ask your clients to invest money in you, when you don't invest marketing dollars in yourself?

You can't even prove this shit works for you.

Imagine. Your client goes through this funnel.

They see your ad. They go to your webinar page. They schedule time with you. Pretend I'm a potential client talking with you,

“Hey Kevin, I saw this ad of yours.”

You can totally tell them, “I charge $2,500 a month.”

"Oh that's a lot of money…”

“Yes, but my stuff works."

"How do you know?"

"Because you're on the fucking phone with me, that's why my stuff works."

“Remember you saw the ad, you opt in and you see my stuff and now we're on a call and I'm selling you $2,500 a month. My stuff works, because you had gone through the demonstration. My stuff works.”

Do you see the power of that, versus hopefully I'll get some results?

I eat my own cooking. Do you eat your own cooking?

I don't ask you to do anything that I don't do.

I can't ask you to present if I'm not a good presenter. I can't ask you to write a book if I haven't written a book. That's the difference. This is not new.

This stuff I learned, it’s not new. It works, but you have to be willing to do that. You have to put some skin in the game and test it out and do it and show your clients that my stuff works, my methodology works, my system works.

I am a walking, living, breathing sample of what I do. When you have that, clients come to you. I am a walking, living example of what I do.

Let me recap.

Simplicity is everything.

To marketing, to running a business, to even making millions.

If I wanted you to walk away with one thing, like a simple plan, if you want to sell high tickets, I want you to have one front end offer, which it could be a one-page PDF, have one backend offer. You price it at maybe $25,000 or something like that. Have one funnel you use to attract clients.

You should have two steps. A pre-sell via a webinar and then get them on the phone.

When you want to sell high ticket you need to do face to face or you need to get on the phone.

You're not going sell a 10, 15, $20,000 program with email, but you can sell $1,000 program with email.

You want to make sure your programs are the best in the world and that everything in them is designed to produce great outcomes and results for your clients and then just enjoy your life. Have a handful of clients.

The power of small numbers. 

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Want to start immersing yourself? Do the following 3 things...

1. Connect with me here on Linkedin where I share rarely discussed topics that will help you to generate more net income (with less work)
2. Download and read my F.U. Money book (FREE)
3. My students have created a significant amount of income for themselves through my mentorship program. Watch my webinar www.fumoney.com/webinar to see how I do it in detail

See my video in full here:

**Don't forget to do these 3 things...

1. Connect with me here on Linkedin where I share rarely discussed topics that will help you to generate more net income (with less work)
2. Download and read my F.U. Money book (FREE)
3. My students have created a significant amount of income for themselves through my mentorship program. Watch my webinar www.fumoney.com/webinar to see how I do it in detail

- Dan Lok, The King of High-Ticket Sales?