5 Awesome Examples of High Ticket Sales Funnels (Coaching, Info Products, Cars, $10K Bikes, & Fortune 500 Services)

In May of 2017, I was closing sales with a new client named Michael over the phone.

His business sold $10,000 hyperbaric chambers, a type of medical treatment used by athletes.

Michael asked me if I had any examples of high-ticket sales funnels. He wanted to know if a sales funnel could work for his type of business, where he sells an expensive physical product.

Having been in digital marketer and entrepreneur for 12+ years, I knew intuitively the answer was yes.

There is a lot of overlap between what a high-ticket sales funnel is and a lead generation funnel for businesses who sell services, as you’ll see.

And since I took the time to answer Michael’s question and offer good examples, I decided it would be useful to create a blog article around this topic.

I thought this could be useful to you as someone selling products for $1,000+ (or high ticket services) since you probably have the same question:

“Does a sales funnel really work?
 Especially for my business, where we sell expensive products or services?”

Instead of trying to convince you that sales funnels really do work with expensive, physical products and services, I decided it was better to show you in real-time, actionable examples.

First, let’s make sure we’re on the same page when it comes to the meaning of “high ticket”…

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What are High-Ticket Items?

The definition of a high-ticket item is a high-value and high-priced a product or service. This can include cars and high-end bikes. For services it can mean coaching and website design.

That being said…

What is a high ticket sales funnel?

A sales funnel is a series of steps that lead a potential customer or client to a purchase decision. Similarly, a high ticket sales funnel is defined as a selling system with that lead a customer, step-by-step, to buy a higher priced product or service.

In the examples below, I refer to these products and services as “high-ticket” because they cost more than $1,000 each. That will be the criteria used to classify these sales funnels as “high-ticket” going forward.

I think one of the most exciting examples is the first one…

I think one of the most exciting examples is the first one…

FUNNEL EXAMPLE #1: TESLA’S LAUNCH FUNNEL – $1,000 DEPOSIT

What Is It?

 

(source)

Electric vehicle manufacturer Tesla recently rolled out a compact premium sedan, named the Model 3. The vehicle made its debut at a launch event in 2016. It’s expected that the base model will ultimately be $35,000.

At the time of launch, demand and interest in the vehicle were high, so Tesla decided to open preorders for the vehicle with a smart sales funnel strategy.

Part of the reason Tesla’s pre-sale launch was so successful was because Tesla (and its founder Elon Musk) received a lot of press for its positive vision of moving us away from gas-powered vehicles.

Whether you agree with that vision or not, the success of this launch proved that the market is very in tune with Tesla’s vision.

I consider Tesla an atypical example, but it’s still a good one to keep in mind for your own business.

How It’s Structured

This is probably the most successful product launch that we know of in history.

Basically, Tesla used a very simple sales funnel. Prospective customers would first opt in to a webinar page to learn more about the launch event for the Model 3 car.

Step #1: Webinar Registration

Step #2: Live Webinar Landing Page

When the webinar was live, they were then taken to a webinar watch page.

Step #3: Checkout Page

The prospects were then directed to click on a call-to-action button that would take them to a checkout form, where they’d make a deposit of $1,000 to reserve their Tesla Model 3 preorder.

The results of that simple funnel?

Customers placed over $14 billion in preorders.

Now obviously, some of those preorders might not come through on the day the car is actually ready. There’s a good chance some people might get cold feet and decide they don’t want to pay the full amount for the car later on.

Still, this is regarded as one of the most successful product launches in history.

Want to get better at building your sales funnel? Learn what you need to get started with my 11-Point Perfect Sales Funnel Checklist.

Interesting Tactic or Best Practice

One interesting tactic Tesla used in this funnel is asking the prospective customer to make a relatively small commitment towards the larger cost of the car.

It was easier to ask prospective buyers to pay only a portion of the cost upfront, allowing Tesla to maximize the amount of people who might eventually pay the full amount for the car later on.

INFO PRODUCT FUNNEL EXAMPLE #2: MICHAEL ROZBRUCH’S CPA TRAINING PROGRAM FOR $1,500

What Is It?

 

Michael Rozbruch is a tax expert and entrepreneur. He created Michael Rozbruch’s Tax and Business Solutions Academy, and works with attorneys, IRS enrolled agents, and CPAs to manage their finances and avoid money pitfalls.

In addition to owning a $23 million tax resolution firm, Rozbruch also does training programs, conferences, and consulting as well.

Let’s see how Rozbruch structured his sales funnel for his CPA training program, valued at $1,500.

How It’s Structured

Step #1: Webinar Registration Page

To get people interested in the product launch for his training program, Rozbruch decided to host a live training webinar lasting four hours. He used affiliates, emails to his internal list, and Facebook ads to promote the webinar, and got 3,000 people to register for it.

Step #2: Thank You Page with Product Offer

His thank you page for signing up for the training was more than a mere courtesy. It included a one-time press release template offer valued at $197. Of those who signed up for the free training, 139 customers took advantage of the offer, netting him $27,383.

Step #3: Automated Follow-ups

To drive interest before the event, Rozbruch’s team sent out 11 follow-up emails. This may seem like a lot, but it was spread out over three weeks. If a customer opted in closer to the event, they would receive more emails in a shorter span of time than customers who’d signed up earlier.

Even though only 1,093 people actually attended the webinar live, the launch brought in a whopping $402,693 in sales for his training program.

Interesting Tactic or Best Practice

One unique marketing tactic, I thought, was the 11 follow-up emails pre-ceding the webinar.

That’s about 2.5 times more emails than we use to promote our live webinars here at AutoGrow, but it obviously worked out pretty well for them.

If you like these funnel examples, and want to take it to the next level, check out our Sales Funnel Diagram Pack (w/ strategy videos). It’s awesome, nothing like it on the web.

LEAD GEN FUNNEL EXAMPLE #3: FOLLOW-UP FUNNEL FOR $50K-$200K CUSTOM ENTERPRISE SOFTWARE SERVICE

What Is It?

One of our best clients, ExcelHelp.com, takes Microsoft Office suite programs like Excel and builds custom software integrations for Fortune 500 companies like NASA and Revlon. These integrations help streamline operations like automatic data entry or form creation.

The average amount that ExcelHelp.com charges for a project is in the mid-five figures (~$50,000) to mid-six figures (~$300,000). This puts them into the category of a client with a high-ticket service that we were able to help grow their sales funnel.

They are one of our best case studies. Here’s the before and after along with a quote from the VP so you get an idea of it…

How It’s Structured

Here’s the funnel ExcelHelp.com used to promote its Paperless Construction Company whitepaper.

Step #1: Website Homepage

Prospective customers would visit the ExcelHelp.com website and see an exit pop-up when they were about to leave the site. This was a free opt-in offer for their whitepaper.

Or, if people were interested in a specific service, ExcelHelp would show them a form that not only collected user information for a consultation but offered prospective customers a free brochure of their services.

Step #2: Follow-up Email

Once the prospects signed up with their name and email, they could download the whitepaper or brochure and give ExcelHelp.com an opportunity to nurture them via email automation.

ExcelHelp.com might also send retargeting ads to bring users back to the website if they’d left without opting in, and hopefully, convert them upon return.

Interesting Tactic or Best Practice

I think the extra offer incentive when opting in is an interesting tactic because it’s one more way to add value. The prospective customer can download the whitepaper or brochure and read it or pass it along to colleagues, which may help speed along a purchasing decision.

If you like these funnel examples, and want to take it to the next level, check out our Sales Funnel Diagram Pack (w/ strategy videos) for $49. It’s super useful, and there’s nothing like it on the web.

ECOMMERCE FUNNEL EXAMPLE #4: $10K TREK BIKES

What Is It?

 

Trek Bikes sells high-end bicycles for up to $10,000.

These include bikes customized by color.

How It’s Structured

Step #1: Landing Page

If a prospective customer were to start the checkout process or even sign up for a newsletter after arriving on this landing page, they would receive follow-up emails encouraging them to buy.

Step #2: Follow-up Emails After Cart Abandonment

These emails invite the prospect to come back to the website and choose a specific bike. There’s an extra incentive to buy with free shipping on all orders over $49.

Note: When it comes to increasing ecommerce conversion rates, my research for our Proven Sales Conversion Pack product showed that something as simple as a free shipping incentive can have a big impact on sales.

Interesting Tactic or Best Practice

The email CTA in this example is a noteworthy tactic. It’s very clear: “find your bike.”

Trek Bikes is not trying to pull any punches; they know you were browsing their site, and they want you to come back and finish your purchase.

A noteworthy best practice is how Trek Bikes includes real testimonials from users who bought bikes from them in the past. These typically make a prospective customer more comfortable with the idea of buying an expensive bike.

Funnel Example #5: $8,000 per Client Sale for Coaching Service

What Is It?

 

Winning International is a coaches-to-coaches service that assists leaders in growing their businesses.

The company was created in 2014 by Ryan Magdziarz. He works with dating, finance, fitness, health, life, and business coaches.

How It’s Structured  

Winning International’s sales funnel relies heavily on paid Facebook ads. These drive people to their website, where they can then opt in and become customers.

For this funnel, their Facebook ads promoted a free fitness-related report.

Here’s the funnel in action.

Step #1: Landing Page

When prospects arrived on this page, they’d be encouraged to opt in.

Step #2: Tripwire Offer or Lead Magnet

This is the page with the offer, including the download link. The tripwire, in this case, was a $7 purchase.

Step #3: Thank You Page

If they did buy the tripwire, they’d be taken to a thank you page. On that page would be an offer for a strategy session. The end-goal was the convert theprospect into a paying client.

In all, Winning International got four new clients with their sales funnel, bringing in $32,000.

That’s about $8,000 per client, which is quite good compared to the ~$700 spent in ads.

Interesting Tactic or Best Practice

The cheap tripwire is what makes this sales funnel so unique. It then leads to an offer to become a coaching client, which is a great upsell.

I also liked the choice of using Facebook ads. One of the biggest difficulties people have with Facebook when converting traffic is how much targeting it requires.

Presenting a low-threshold upsell is a good way to go.

Conclusion

Want to learn more about how to make the perfect sales funnel? Download my “ 11 Point Sales Funnel Checklist” today.

You may sell what’s considered a high-ticket item (costing $1,000 or more per item), but you can still use sales funnels to convert your website visitors into buyers.

The way you structure your funnel may be somewhat different from other companies with less expensive products, but as we’ve seen with these examples, it’s still possible regardless of the price of your offer.

To review:

  • To drive customer engagement, consider asking for a small deposit on a more expensive item. This is what Tesla did with its upcoming Model 3. You can do this even if you’re selling services, it’s called a “service slice” (aka a product splinter).
  • If you’re selling a service instead of a physical product, give the prospect a preview of the said product in the form of a cheap (or free) report or webinar. That worked well for ExcelHelp.com.
  • Don’t be afraid to go out on a limb with your sales funnel. For example, Winning International used Facebook ads. This is a more indirect approach since engagement on Facebook isn’t always as high. For them, though, it worked.

Do you sell high-ticket items?

Are you going to try one of these sales funnel tactics for your own company? Which one?

Let me know in the comments below.

Keep Hustlin’, Stay Focused,

—Matt

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