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

I was speaking with a prospective client named Michael on the phone the other day.

He sells hyperbaric chambers, a type of medical treatment used by athletes.

These chambers cost $10,000 each.

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 online marketing for a while, I knew intuitively the answer was yes.

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

And since I took the time to answer his question and came up with some good examples to share with him, I decided it would be useful to create a blog post around this topic, in case other people selling products for $1000+ were questioning the same thing.

“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,  I decided it was better to show you with real-time, actionable examples.

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…

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Funnel Example #1: Tesla Sales Funnel Launch – $1,000 Deposit

What Is It?

(Picture courtesy of Tesla.com)

Electric vehicle manufacturer Tesla is set to release the compact premium sedan Model 3 later this summer. The vehicle made its debut last year and will cost about $35,000 for a base model.

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 launch was so successful was because Tesla (and its founder Elon Musk) received a lot of press for its vision of moving us towards a future of sustainable energy use.

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.

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. 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.

Funnel Example #3: Follow-up Funnel for $50K-$200K Custom Enterprise Software Service

What Is It?

Our client, 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 to mid-six figures, classifying them as a client with a high-ticket product that we were able to help with their sales funnel.

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). It’s awesome, nothing like it on the web.

Funnel Example #4: $10K Trek Bikes

What Is It?

Trek Bikes sells bicycles valued at $10,000 and under. 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.

Interesting Tactic or Best Practice

The email CTA in this example is an interesting tactic, in my opinion. 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, so a prospect would hopefully then become a paying customer.

In all, Winning International got four new clients with their sales funnel, bringing in $32,000. That’s about $8,000 per client.

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 offer 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.
  • If you’re selling a service instead of a physical product, give the prospect a preview of said product in the form of a cheap (or free) report or webinar. That worked well for Winning International.
  • 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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