Welcome back to episode #7 of the Sales Funnel Mastery podcast.
In this episode I’ll be covering the ethics and morality of building a sales funnel. Many people are hesitant to build these sales funnels because they feel like they’re putting pressure or guilt on people.
And in some cases, that’s true… if you’re building it the wrong way.
That’s why in this episode I’ll cover…
- Why creating a properly built sales funnel is your moral obligation to your clients and customers
- What to do if you have several options and want to make sure your prospect sees them all
- How to WORD your upsells for maximum effectiveness (in terms of both sales AND morality)
Listen To The Podcast Now!
This is Jeremy Reeves and I want to welcome you back to another episode of the Sales Funnel Mastery podcast.
Today we’re going to be covering why having a sales funnel is actually a moral obligation. Not just having a sales funnel, but aggressively selling your products and services isn’t actually a bad thing like most people think it is. It’s actually a moral obligation you should be upholding. I’m going to discuss that in the next couple of minutes.
The reason I’m recording this one is because I have a coaching client; He and his wife own a business and they run it together. They’re a little bit nervous. They don’t really like the typical upsell format. They don’t like being sold to, that kind of thing. It’s a really common objection for people that I talk to that are like, “Listen, I know that properly built sales funnel can do tremendous things to my bottom line, but it’s just something that I don’t want to do because I feel like I’m pressuring people. I feel like I’m making people buy things they don’t need to,” and that kind of thing.
First of all, I want to agree that a lot of sales funnels are annoying. They’re done the wrong way and I’m going to cover that in a second. A lot of people do think that sales funnels are annoying, but it’s not that the sales funnel, itself, is annoying or that it’s unethical or in the grey area or immoral or anything like that.
The reason that people get annoying being sold to is because they’re being sold; number one, either the wrong thing that they don’t need, or number two, they’re being sold in the wrong way with the wrong wording. Essentially, the person’s selling them whatever it is their selling, doesn’t have the right interest in mind.
What I want you to understand is that when you’re selling anything, whether it’s a car, it could be an information product. It could be a piece of software or service, whatever it is, you have to understand that the people who are going to buy from you, your customers, they need your help. They’re coming to you with some sort of problem. If they need a car, maybe their old car broke down or maybe they need something that they need.
I know me and my wife, when we have our third baby, are going to need a bigger car because ours now only fits two kid seats. When we have number three, then obviously, we can’t put the baby in the trunk. We’re going to need a bigger SUV. When we go to the car dealer, it’s not going to be annoying if somebody comes up and tries to sell me something. We’re going to be grateful that that person’s there to help answer our questions and hopefully, get a good sales person to figure out what kind of car is right for us and the right price point and the right terms and all that stuff, even though I’ll probably just pay cash for it.
The point is people are coming to you because they have a problem and you have that solution. It shouldn’t be about feeling bad that you’re selling them. You have to, basically, switch your perception. If people are coming to you and they have some sort of problem, let’s just say it’s weight loss or something like that, and you’re selling them a solution and you think that solution is genuinely going to help them; why would you be timid about selling them your solution?
They’re coming to you. They’re obviously interested in getting help, whether it’s you or somebody else. I consider your moral obligation, your need should be to put that person first and say, “Okay. You need a solution to X. I have maybe that’s a solution.” Your job is to figure out if your solution is geared towards that person.
That’s why it’s so important to make sure that when you write your sales letters, you write your emails, you’re talking to that person and only that person that your product is going to help. You don’t want to coerce somebody into buying your product or service if they’re not going to genuinely benefit from it.
I have a lot of people that come through my doors and say, “I need help,” but whether they don’t have the money or they just need something that’s not in my area of expertise. I turn down probably a minimum of $25,000 a year in work, just from people that I don’t feel would, basically, if I think they can either get a better value somewhere else, or someone else is going to be able to give them more assistance.
Maybe if they’re in an industry that I don’t particularly care for or don’t have any passion for or whatever. In fact, I just turned down somebody the other day for a couple thousand dollars, just because I didn’t think that I wouldn’t have enough passion to be able to create a good sales funnel for them.
I just want to shift your perception in that. You’re not selling somebody aggressively; you’re helping them find the solution that they’re already looking for. If you really believe in your product and service, hopefully, that should be that solution. You should have created that product or service so it’s the best solution for somebody that’s having that problem. With that in mind, let’s just say, I’ve convinced you to put the value on the customer first. Worry about taking care of them and not selling them a product or service because, again, it’s all in the perception. You’re not selling them, you’re helping them.
Let’s talk about the sales funnel sequence itself. A lot of times, you go through and you hit a landing page and you click out and it’s, “You weren’t interested in this, how about this?” You click out of that and it’s, “You weren’t interested in that, how about this thing?” You get fifteen popups. Let’s just say you bought the product and you go through an upsell sequence and you’re there for ten minutes clicking “no,” and they have 100 different offers for you. That is annoying.
What I typically do in that case is, if you have an exit popup coming off your sales letter for example, I like to say, “You didn’t want it at the regular,” let’s just say it’s regularly $97. What about adding an exit popup that says, “Instead of paying $97 now, why don’t you pay $1? You get to try out the whole program for free. Then we’ll charge you $96 thirty days from now.”
That way it’s results in advance. You’re helping that person for an entire month and they only have to pay $1, so basically, it’s free. You’re helping them without really putting too much pressure on them. They can email you at any time and cancel it within the 30 days, that kind of thing.
Let’s just say they buy the product. They’re going through the upsell funnel. What I typically say to do in the upsell funnel is when you’re brainstorming your upsell sequence, what you want to do is don’t think of products or services, add on offers, that are going to just benefit you. The number one thing that you need to do is say, they just bought product X. What can I add that’s going to give them either easier, faster, better results or more convenience?
For example, if you have an information product. Let’s just say you give them an option to get the physical version shipped to them for $25, $50 or whatever it is. That’s going to be convenient for them because that’s the way they like to learn. They like to have that physical package in the mail. If you’re doing a home study version, you can have exercises and homework and spreadsheets. Lay it out for them, because some people like to learn that way.
It’s not like you’re selling them something they don’t want. The people that don’t want it will click “no,” and that’s fine. They go to the next offer or the “thank you” page. The people who do want it are really going to appreciate that you’re trying to help them by giving them different options.
Number one is when you’re creating your upsell products, make sure that its stuff that actually valuable, it’s actually going to help people get either easier, faster, better or more convenient results.
Number two is make sure that they only say “no” twice. If they buy the original product, there’s upsell number one. If they say “no” to that, that’s one “no.” then you say, “You didn’t like that, how about this other thing?” If they say, “no” twice, then they go to the “thank you” page. That goes for the whole sales funnel. If they say “yes” to the first upsell, “no,” to the second upsell, “yes,” to the third upsell, and then “no,” to the fourth upsell; then they go to the “thank you” page.
Make sure that people don’t have to say “no” more than twice. I’ve found in my research and talking to people—this isn’t any kind of scientific data or anything like that. I don’t really think there’s a way to measure it. I’ve noticed that people tend to get angry if they have to say “no” more than twice. That’s a quick little, easy thing you could do to make your sells funnel a little bit more appetizing to people.
If you have a lot of potential options. For this client, they said they want to give more options on the front end. That’s fine. I like to do that with some of my product. That’s perfectly fine, but if there’s a lot of options, then just add them up front on the sales letter. Give them three options, something like that, three packages. You could do a bronze, silver, gold type of thing, starter package, intermediate package, advanced package; and then give them a choice. You can just have one or two upsells and you’re fine. You could do it that way, if it makes you feel better.
Another thing you want to keep in mind when you’re doing these sales funnels to make them more appetizing to the people going through them and to make sure that people know that you are genuinely caring about them. Wording matters. If they buy a product and you say, “Thanks for your order.” Boom, “Buy this;” “give me more money.” You can tell in the energy of the copy. You want to make sure that your copy reflects the internal status that you have. Again, the genuine care, the respect, the appreciation that you have for your customer. You want to really make sure that comes out in the copy.
Here’s two different ways that you could look at upsells. Number one, and by the way this is the wrong way, is you just bought product X. “Hey, by the way, you only get the full benefits if you upgrade to the deluxe version.” That’s an example of a bad upsell, because you’re essentially holding back on something that should have been in the original product and holding it back to try to get that higher upsell.
That’s what’s going to make people pissed off at you. That’s what’s going to make people never do business with you again. People can see through the tricks and tactics that a lot of people use. Don’t do stuff like that. If it’s an extra bonus or something like that, that’s going to give them more benefits, put it in the original package.
Compare that to something like if you’re going to do the physical CDs for a digital product. You could say something like, “Thank you for ordering product X. I’ve realized over the years that many of our customers like to use the traditional, old school method of putting their DVD into a DVD player and physically being able to hold it. It feels more real, so they could put in their DVD, their TV or their computer and watch it at their convenience. They like to feel like they actually own something. It makes it a little bit more real to them.”
That wording is very different, than, “Hey, thanks for your product, but you’re not going to get the full benefits because I took out that one important piece and now you have to pay more for it.”
I hope that helps. That’s my thoughts on being more moral in your sales funnels because it’s something that a lot of people think about, but not too many people really are able to move past that whole process of selling people. In my mind, hopefully, I’ve shown you that selling is not a bad thing. Selling, it could be a bad thing. It’s one of those things that it could be a terrible thing or it could be an absolutely terrible thing. You just have to have your heart in the right place.
I’m at the point now in my life where I’m thinking about the other person so much, that it’s very, very rare that I do something where I’m actually thinking of how I’m going to benefit from it. It’s almost everything I do; this is in business and personal life. It’s transitioned between both of them. Every single thing that I do, I’m always looking at, if I do X, how is that going to benefit the other person?
Even when I’m coming up with new products, new services, things like that. I’m not thinking of, “What’s going to make me the most money?” what I’m thinking of is, “What can I do? What’s next on my plate that’s going to add even more value than I’m currently bringing to the market?”
I you have that mindset, that genuine care and respect for the people you’re serving, then your upsell funnel and everything you do, all of your marketing, is really going to come together in a beautiful way that not only sells more, but also keeps people coming back more and more as time goes one.
That’s my little spiel for today. I really hope that helps you. Let me know if it did. Make sure your writing your reviews. Make sure you go into iTunes and click the little five star button or four, if it doesn’t get a five, but hopefully it does. Let me know how I’m doing. Let me know of any questions that you have, I’d love to cover them. I will talk to you soon.