The High Ticket Cashier Funnel

How can you make it so good that a cashier at Walmart could close a high-ticket deal?

This is the question I asked my team when they shared that they were fed up with sales reps who had unacceptable close percentages.

I’ve been there, I feel their pain..

But I’ve also been the business owner and the sales manager.

It’s a challenging place to be when you’re trapped in a paradox of keeping what you have going, keeping the calendar filled, and firing + hiring great sales reps at the right time..

Without losing your ass, your hair, and your mind.

When I work with advertising and sales teams my rule is this:

Sales reps: You’re not allowed to complain about leads, marketing or ads.

Marketing & Advertising team: You cannot complain about sales reps.

You’re only allowed to share data..

And you’re only allowed to think about what the other party can do better if you also have a proposed plan for what is in your control.

I don’t care how great they think their mindset, process, or track record is.

I care about what the individual can control and their plan to drive results no matter what.

Through this process, I’ve been able to help 100’s of businesses scale.

So when I asked the question, what is in your control?

The team was stumped.

This is where I ask people to rate what they’re doing on a scale 1-10.

Usually, they will give a 5-10.

Then I ask, “Compared to the best in the world at your craft, how do you rate yourself now?”

An A player will typically rate themselves 1-5 at this point.

To which I ask, “What are all the ways in our control we can get to a 7-10? If you had to think of anything, what would it be? What do you think they’re doing differently?”

Now, out of these conversations, some interesting plans, strategies and optimizations are born.

In this instance, it was the “High Ticket Cash Register” funnel.

There’s a million reasons that a closer might struggle. Some are in their control; some are outside forces that make things hard, like the economy, an election, or big competitors.

They also might be going through things in their personal lives because they’re human.

While they should be able to acclimate and increase their performance, we also want to ask how we can make it easier if we can.

Because if you can, and in most situations, I find you can, why the hell not?

The way the High Ticket Cash Register Funnel, AKA The Cash Register, works is..

1. We helped our client build a mini course to sell.

Now, before you conclude that this is an ordinary low-ticket funnel, you should hold your horses because it’s not.

So yes, we’re selling something to liquidate some spend. 

The mistake people make with this is they make it incredibly complicated for someone to book a call, they give them no reason to, and they kill their high ticket offer by trying to liquidate all of their adspends or get profitable on the front end.

By front end, I mean with low ticket sales.

I’m happy if we can liquidate 10-50% of the spend, especially if we’re spending 1M a month +.

They don’t realize how much time, energy, resources, thinking power and opportunity they lose by trying to squeeze water out of a rock.

2. The first step of the mini-course is to fill out an intake form so that the prospect, now a customer, can be sent to the individualized course material based on how they answered the questions.

This gives them not only the ability to solve their main issue or have their main question answered about where to go next, but it also allows us to grab info like their credit, income, cash on hand, and more.

Why would they give us that? Well, because it’s part of what they paid for, and the information is essential to know so we understand what they can actually invest in.

Which makes sense for a real estate investing education offer, a biz opportunity offer.. And even a fitness offer.

If someone’s struggling to lose weight, and they feel like they’ve tried everything but feel like they’re missing something?

Well, there are about 100 different ways to lose weight that I can educate them on.

Part of that depends on what type of job they have; are they moving or sitting all day?

How much money they have to invest is important too.

If they share that they’re busy all the time, but their credit is 500, and they only have 100 dollars to their name, I’m not going to tell that person to build a gym in their house.

If someone says they want to learn how to trade stocks, and they have a credit score of 750 but no cash on hand, well then maybe part of my advice might be to get a credit line and start small.

This is not advice I would actually give, but I’m just using them as examples. You get the point.

The idea is, they paid for this so they’re filling in the intake form and we’re going to help them with 1 of a handful of paths in this mini-course.

Because of this, their guard is lowered, and they’re willing to give the info.

There’s a science to this process.

3. Their call with an advisor also comes with the purchase if they are qualified.

If they’re not qualified, there’s no mention of the call anywhere.

This is normally a closer or setter, depending on your setup.

This is self-explanatory, but again this comes with their purchase.

They’re not thinking about getting sold.

They’re thinking about how they paid to figure out which route they need to go, how it works, and to talk to someone because they may have questions about the path forward.

4. From there, they get access to their course material which also has a book a call CTA at the end.

The cool part is even if they don’t qualify for a call or a high-ticket product, they still get some solid information, and you get to help them.

(There’s opportunities to do upsells and downsells too along the way)

This does a handful of things.

Now the reps can prioritize leads better.

Leads can be better segmented.

Custom audiences and custom messaging are built.

These prospects are in a buyer state and the ad platforms know how to identify them. Therefor, your lead quality goes up drastically.

It’s also way easier to get them to buy if they love the process so far.

For this client, we helped them increase their lead quality and ROAs and decrease CAC with this funnel + our PUTT Strategy.

The PUTT Strategy consists of a sequence of content that overcomes objections, builds trust, and shows proof beyond just testimonials that our clients are who they say they are and can help the prospect.

Once they become a customer through this funnel, they’re exposed to a high volume of that content.

I don’t have time to break it all down in this newsletter, but keep an eye out for it soon.

That being said, You should always invest in your sales team and top grade.

NEVER depend on one department or the other to get the job done.

And,

The optimization never stops.

The moment you or your team says, “we’ve tried everything,” or “We’re the best we could ever be.”

You’re in trouble, my friend.

–Lance C. Greenberg

PS:

Want to see how I help businesses scale?

Visit www.LanceCGreenberg.com.