Today we’re gonna dig a little bit deeper into the customer lifetime value concept that we covered in the last post that calls Customer lifetime value in the marketing funnel. And now we look at a sales funnel examples.One of the best examples.
There is a look at someone who’s an absolute heavy hitter Tony Robbins. So from what I know Tony Robbins and Jay Abraham worked together at one point in order to help Tony Robbins kind of extend or grow his customer lifetime value.
Let’s get started!
Sales Funnel Examples Of Tony Robbins And His Customer Lifetime Value
Who is Jay Abraham?
Now if you don’t know who Jay Abraham. Jay Abraham is definitely the number one kind of business consultant ever I guess. The guy is an absolute genius. I believe he’s in his early 70s now.
Abraham.com he’s got a lot of free resources. If you subscribe to his list he does sell products from time to time. That is really valuable.
But just the free resources you get from his list are really eye-opening when it comes down to marketing, lifetime value of customers and how to increase the revenue in just about any business.
So a lot of these kinds of lifetime customer value ideas and concepts stem from him.
Originally, although many different people have studied under the guy and are kind of executing it in their own unique way.
Tony Robbins and Jay Abraham Creat Funnel Strategy
So anyways back to the story Tony Robbins and Jay Abraham started working together and Jay Abraham told Tony Robbins:
Hey, I’m not gonna charge you to do this. I will, in fact, pay you a $150.000 to help you grow your funnel. As long as you give me a copy of every email subscriber that you generate within a certain time period.
Tony agreed and Jay Abraham was happy to write Tony a check to do the work for him. And I tell you that little story because it shows how much Jay Abraham understands the power of a list.
It also understands, how Jay Abraham is able to understand being or tweaking the lifetime value for a client of his. Someone like Tony Robbins who has already a large client list.
There are higher levels of Tony’s funnel that are where when Tiger Woods is melting down he calls Tony Robbins or when presidents or world leaders are having incredibly challenging times they call Tony Robbins.
So it just really goes to show you. But what I want to do now, this is based off an article from Yazamo before I move out of the way.
I highly recommend you read the article and I’m showing you this. Because it’s a really really clear real-world example of what we talked about here.
The Lifecycle Marketing Map – Sales funnel examples
So now let’s bring up the life cycle marketing map as they call it. So we’ve really started to talk about the idea in the front of your funnel and the back of your funnel.
This image is great. Because it shows the shape really well right?
So over here this is your traffic. Your traffic comes into these different areas. And then they get funneled to the next product, to the next product and then to what they call the profit multipliers.
So if you look at it the first one is called a lead magnet. This is essentially the give away in exchange for the email.
At this, this is the entrance point of their funnel, you’ll see that there’s no money exchanged at this point.
How do they do it for Tony Robbins? It’s from his Facebook account, his Twitter account, from his live speaking engagements, from getting interviewed his TV show, pay-per-click ads, and his radio show…
So all of these things funnel people on to his list and once they’re on his list, he has what they call tripwire offers.
It starts with Awake The Giant Within Book and actually this is a little bit old I know.
For a fact right now, he has Wealth Master e-book available as a free plus shipping offer.
That was built by Russell Brunson. he built the whole thing, so he actually has a $7.95 offer at the tripwire level.
Then the rapid Planning Method, Personal Power, and The Body you deserve audio course.
So his tripwire level goes ranges from $15 to $300.
Once someone kind of gets in the Tony Robbins ecosystem, they’re able to get indoctrinated from his ideas here.
They’re able to kind of like learn who tony is to get get a little bit of an experience of tony, to understand what tony stands for? Then they get offered a product this is the first step down the funnel right?
I would consider this line between the orange and the blue. This is the front of the funnel and this is the back of the funnel.
The only goal right here with this tripwire level of these sales is to fund more of this, to make this worth Tony’s time and to buy more pay-per-click ads.
This is what we focus on. We do Facebook, Twitter, Pinterest, Instagram. Not doing that many speaking engagements podcasts would fall under here as well.
But ultimately, we’re just doing organic traffic and we’re doing pay-per-click ads. The tripwire comes next that’s the first liquidation when you’re actually able to get your return on investment from your pay-per-click ads.
From this point, they start to offer much higher value products. This is what I was showing you on that value ladder concept.
You’ll notice the power with the ultimate power within the conference is $995 to $2595. The Business University conference is $10.000 and the mastery University conference is $10.000.
So they then ascend their customers up to this $1.000 to $22.894 level. Now the same customer could come in and buy this book, could buy this system for $300, could buy these two courses they do and this one they could literally buy multiple of these products.
Because these are all answering different questions. They’re solving different problems in the mind of the customer.
Then from this point, they have let’s call the profit multiplier and this is what Jay Abraham really helped Tony Robbins figure out and it’s like his platinum partnership business coaching.
He also has like I said the event in Fiji on his property he owns an island in Fiji and he will take. I don’t know how many people he takes per year out. But if you jump into Tony Robbins and you go through all of his events he has in a year, you’re gonna be in about $60,000 at the end of that year.
And that does not count any of these homes study options available. So really this is what I wanted to show you. These two steps the only goal right here is for these products to pay for more ads to bring more people in, to get more people indoctrinated with his ideas, to sell more front-end products, to get more people in and this is like a little closed-loop system.
The revenues here grow the number of people who are seeing him which grow the revenues, which bring more people in to see him, more leads more leads and more leads.
Then, there’s an automatic filtration system that’s known as his funnel. It’s the back-end of his funnel.
And it’s a series of emails he has sales teams he’ll actually have the sales people get on the phone with you, and then they upsell you into the most logical product.
That is going to help you with your biggest fear challenge goal hope or desire. And then once they sell you on one of these you go to his business University conference.
You’re like “oh my god” Tony Robbins. He’s intense, he brings such a presence live. It’s like an endorphin rush to be around the guy and then you just want to go to another one of his.
So now we’ve been in the business University, you’re like “wow I need to go to the power within”.
I get my businesses working well. But for me as a leader, I can be a better leader. So when you sign up for this one. And then here you’re like “ man I love these, I want to get the mastery, I want to be master of all of this”.
So you sign up for the Mastery University. Once you’re done with all of these, your business is exploding, your personalized doing better, you’re loving everything about what he does.
You’re now ready to step up for his $65,000 product. And if you’re looking at this like “wow really a $65,000 product”.
You got to remember it. I didn’t really go into this much but it’s incredibly important to remember.
That driving value for your customers is the ultimate goal. Like these funnels aren’t tricks, these funnels are ways to get people who want what you have, and desire what you can offer them to find you and to consume your content.
You have to be delivering excellent content, you have to be giving them extreme value in their lives.
Like you actually have to deliver on what you promised. Because when you do that right here, people want more and more is to the tune of $10 to $3,000 right?
My Experience with sales funnel example that I through
So there’s one lady in one of our niches that I follow and we’ve purchased her books before, we’ve purchased a few of her online courses before, we’ve probably never spent more than $40 or $50 dollars in one order with this lady.
She ran an event a couple of years ago and it was a $500 per seat event.
I really like what I’ve read her books, I’ve gone through her materials, I kind of like her.
She’s on top of it I like what she’s saying, I want to go to the event and indeed we clicked, we paid , we bought and we went we’ve gone to events based on publishers who we trust.
And I tell you this because no one’s rushing to force a $10,000, or a $60.000, or even a $500 product to on anyone.
The goal is not to sell
The goal is not to sell this to people. Structure your funnel in a way that people who don’t know you is our goal.
Who are out here can find you on Facebook. They can buy your free plus shipping book offer, they can buy your next product in the series which is a live event or a home study course.
And then they can buy your next product in the series and the next.
Now the number of people who probably make it to this level is really really small.
It might be 0.1% of people who make it to this level, and that’s fine. Because what ultimately is gonna end up happening is this. You only need 15 sales at this level to generate a million dollars a year right?
And before Jay Abraham was working with him he didn’t have this at all.
So when they installed this profit multiplier into his business. It literally increased his revenue.
Because he had all sorts of people right here, at this level. At the core product level, they loved him. He sends out an email to everyone who’s been to one of these events and says: “hey I got this coaching program are you interested?”
And dozens if not hundreds of people sign up, and he just made 6 million dollars.
I don’t actually know the numbers, I’m not trying to give you real data here. I’m trying to give you kind of a hypothetical off-the-cuff understanding of how this works.
- Again the cool part as we talked about is: You start by building these two. Start by building the entrance points, run your pay-per-click ads to your free offer which is opt-in.
- And then you offer them a tripwire or a low front end product.
I’m gonna recommend that we stick around the $17 to $27, maybe up to $47 product on the front end.
At that point, we move them into the next funnel. Because we’re stacking our funnels on top of each other to help the whatever percentage of people who bought this and want more.
We’re gonna help them purchase more, and whatever purchase percent of people purchase this and want more.
We help them purchase more and this goes on and on.
It doesn’t need to be these 4 steps.
The goal is not to like mirror this in any way. If your funnel has 14 steps in a row that ultimately gets to a $3000 dollar product.
Perfect, that’s awesome.
The steps need to be logical to your end-user, to your customer avatar. You’re helping them at this point. Get a little bit of what they’re looking for something to help them either get closer to their desire or farther from their fear.
And then you make an offer where they can get another step closer towards their desire another step away from their fear, and then people who take you up on this offer.
They see another one we’ve been building our funnels.
So I hope this makes sense. I’m happy to help you understand how all of this marketing game. I look forward to helping you build a successful business online thanks for your time.