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Marketing expert Douglas James has made a name for himself as “The High-Ticket Client Guy” for working with businesses to attract high-paying customers. Like most companies, he attracts customers through a sales funnel, but not in the traditional sense. James shares the secret behind his four-step high-ticket sales funnel, for which he has one key rule: simplicity.

“The way we structure our high-ticket sales funnels is actually pretty straightforward. People often mess it up because they try to complicate things too much,” explains James. “You want to create a low barrier of entry because essentially what you’re trying to do is get people on the phone to have a conversation. If you have too much complexity and too many steps in the sales funnel, it’s going to hurt your conversion rate.” James outlines the four steps below.

Step 1: Collect their information

If you have too much complexity and too many steps in the sales funnel, it’s going to hurt your conversion rate.

When someone clicks on your link or advert and it directs them to your landing page, you need to collect their name, email and phone number in exchange for a solution to whatever problem they’re experiencing. “I call it an online orientation, where they're opting in to receive an educational video from you about how your product will solve X, Y, Z,” he explains. Even if they don’t immediately turn into a customer, having their information will allow you to send them additional information in the future that might eventually convert them into a paying customer.

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Step 2: Provide a ‘Power Presentation’

At this step, you need to give them what they opted in for, namely a 15-10 minute informative presentation that outlines how you are going to provide them with a solution for their problem. “We call them power presentations where you cut out all the fluff and get directly to the point,” explains James. “State the problem. Offer an immediate solution. Demonstrate the results.” It’s also important to provide proof of the concept actually working, whether it’s through testimonials of friends, family members or clients. “This allows them to get in a position where they start to trust you a little bit more because you have results that actually worked for other people,” he says. “And then you can invite them for a phone call.”

Step 3: Book the call

“When you invite them to a phonecall, you need to ask them at least three to five questions,” says James. “Maybe you ask them about their finances, or why this is important to them right now.” Once they’ve agreed, find a time and date for the call. “You need to ask them to commit to their appointment because people in this space often have issues with getting to appointments.” Agreeing beforehand puts pressure on them to stay committed.

Step 4: Seal the deal

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The final step is about leaving them feeling confident and satisfied. You want to send them to an introductory page. Thank them for applying, invite them to set a reminder on their calendars, and give them more proof of concept,” he says. “You want to solidify it and allow them to enter a state where they really get to know you, like you and trust you. The whole 4-step sales funnel is really just designed to build the like, know and trust factor, so by the time they get to the phone call with you, they're already in a buying position.”

Adriana Georgiades