Disclaimer: The contents of the book DotCom Secrets, which is referenced to in this podcast, is owned by Russell Brunson of ClickFunnels LLC. You can get your FREE copy of the book, and a 14-day FREE trial of ClickFunnels with the links below.

Secret #6: Seven Phases of a Funnel

There are 7 phases of a sales funnel.

In Phase #1, we determine traffic temperature. Generally, traffic is classified into: cold, warm, and hot. Depending on who you talk to, you’ll get different definitions. In Russell’s book, hot traffic is made up of people that already know you exist. They know their problem, the solution, and that your product is the solution to their problem. Warm traffic is made up of people who don’t know you yet, but they are aware of potential solutions to their problem. Cold traffic consists of everyone else that has a problem, but aren’t aware the solution. In the immortal words of Eugene Schwartz:

“If your prospect is aware of your product and has realised it can satisfy his desire, your headline starts with the product.

If he is not aware of your product, but only of the desire itself, your headline starts with the desire.

If he is not yet aware of what he really seeks, but is concerned with the general problem, your headline starts with the problem and crystallises it into  a specific need.”

For Phase #2, we need to set up the pre-frame bridge. Did you know that just by changing how an emcee introduces Russell, his closing rate can vary from 15% to 40%? First impressions really do count, which is why Russell never leaves the pre-framing to chance. He has a special video that he sends to the speaker’s emcee team to play it for the audience right before he appears on stage, and his closing rates have never fallen below 40% since.

For Phase #3, it’s time to qualify subscribers. The goal here is to find out who is willing to give you their email in exchange for some information. Usually this would be something like a free report.

In Phase #4, we qualify buyers. After we get their emails, we don’t have to wait a week. We qualify buyers right away. A buyer in motion will stay in motion. Once they gave you their email, you can send them to an order form to get something for extremely low ticket priced at $7-10. Those who buy are your most qualified customers and I would spend way more money marketing to them than anyone else.

Now we’re at Phase #5. We identify the hyperactive buyers. If you’ve set up your value ladder properly, your buyer will just keep buying. For example, if I’m selling a course, I would sell a 108 high-converting landing page templates for $7, then I would upsell with a 30-day One Store Away challenge for $297, then a 3-day seminar for $1997, then a 12-month coaching program for $5000, and finally, a joint-venture agreement for my most premium clients.

For Phase #6, this is where we continue to nurture the relationship with your customer using follow-up emails, so that they can keep ascending the value ladder.

Finally, we’re at Phase #7. This is where we change the selling environment. Typically, it’s difficult to sell a high-ticket product on a website. People don’t just take out their credit cards and make a $1000 purchase. This is when you have to get them on a phone call, a zoom call, or even a live event. When we change the environment, we can communicate at a higher level and serve our customers even better.

DotCom Secrets:

https://www.dotcomsecrets.com/dotcom-secrets?affiliate_id=3063032&cf_affiliate_id=3063032

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