How to Make Sales Outside of Launch
Launches are great ways to bring in high-dollar cash injections and quickly fill your group program. They’re incredible ways to get your business into a place of high profitability. They’re also great for rapidly building and elevating your brand and rapidly growing and monetizing your audience.
But a launch is not a business alone. We need to build a stable business around our launches as well. There should never be a situation where a single launch can make or break your business because sustainability is the key to long-term growth. It’s also the key to your state of mind and quality of life.
Ideally, we want to make sales outside of launch to sustain the business, and then our launches get to be the icing on the cake. They become a place where we can just have a lot of fun, create a lot of energy, and generate a lot of revenue. Of course, it takes time to get here, and until we do, we’re going to leverage our launches for the most significant portion of that revenue coming in.
There are five different ways that you can and should make sales after launch. These steps will allow you to run your business without being dependent on launches.
- Premium Offers
- Work Evergreen Enrollments Into Your Core Offer
- Customer Retention
- Referral Programs
- Entry Level Offers
#1 Your Premium Level Offers
Until you can get to a point where you can start taking on ‘done for you clients,’ you will want to keep your premium offers full. These are great because of how incredibly flexible they are. You can completely customize your offer to that specific person, allowing you to really get to know your clients while maximizing the profits coming in.
First off, you will need to decide how many one-to-one clients that you need to maintain at all times. Maybe it’s just a handful, but you should be creating a content plan to keep those spots filled at all times, even between launches. You can even reverse engineer this plan by thinking about how many sales calls it will take you to land each client. Then you can go out there and make sales.
Of course, it will vary based on the factors of your business, but maybe that number looks like ten calls for every three spots. So from there, you can just go out there and make calls—this type of systemized process will keep your growth sustainable without relying on launches.
#2 Working Evergreen Enrollments Into Your Core Offers
There’s no reason that you can’t sell into your core program every single day. So yes, you’re going to launch, but you will continue to sell into your core program during that whole period.
Structure your core offer for that evergreen enrollment so that you can makes sales inside and outside of launches, giving you a lot of flexibility.
The key to this will be to develop a process of rolling enrollment. How can you bring people in at point A and lead them through the customer journey to point B? This is all going to come down to your onboarding process, curriculum structure, and the structure of your program.
1. Your Onboarding Process
This is how you’re setting up new clients, whether they’re coming inside or outside of a launch. It’s how you’re onboarding them so that they know where to go, what to do.
2. The curriculum of Your Program
Your curriculum is everything that you have to teach and all of the information you have to give. You will be teaching your clients the right skills to take them from point A to point B. You may not go to dep into your curriculum when you make sales, but it’s important that you have one.
3. Structure Of Your Program
This last step is the support structure of your program. It is how you’re going to help your clients execute that information you’re giving them.
Overall you shouldn’t be thinking of your core offer as something that you have to wait until launch to sell. Maybe a client misses your launch, or it just wasn’t the right time for them to sign up. This is your opportunity to go ahead and enroll them in your group program whenever they’re ready. It allows you to be flexible about when you make sales.
We’re creating urgency factors to get many people to sign up at once during launch, but there’s no reason we can’t make sales at the same time. So when you’re selling outside of launch, just go ahead and sell the same thing that you were inside of launch.
#3 Customer Retention
When we make sales, we tend to focus on bringing in new clients constantly, but what about our current ones?
That can look like a couple of different things, such as back-end ascension or continuity though one thing is sure. When we make sales, the first one is always the hardest. Simply because they have never bought from you before and don’t know what working with you will look like.
As a CEO, a huge focus of your time and effort should be keeping your clients and extending the lifetime value of your average customer.
Think about how you can keep and continue to monetize your current clients. The key to this will be putting a process and system in place to maintain retention. It should be simple and easy to understand that anyone can buy into it no matter where they come from, whether a high ticket or low ticket.
What’s the new problem that they’re going to have? You will be there as the person they can already trust to solve it for them, ideally before they even know the problem exists. This may mean keeping the same course container that they are used to because it’s comfortable and people like that.
That’s how I’ve set up my Funnel Boss Academy. A lot of my previous clients stay funnel bosses for life. They either spend more time in the Funnel Boss program or up-level into a higher ticket mastering course. This is the type of continuity that you are looking for.
The bottom line is if you don’t continue to solve problems for your customers, they’re going to go somewhere else. Because often, what we’re looking for are habitual buyers in whatever space we’re in.
Entrepreneurs are going to continue to invest in their businesses. Likewise, people who are passionate about their health and wellness will invest in the self-improvement space.
Find out what makes them passionate about these areas and what’s going to keep them coming back for more.
#4 Referral Programs
When you think about your lead generation strategy, a sound referral system is one of the most underutilized or organic lead strategies out there.
You’ve got this bank of clients who love you and relate to your mission and message. They can go out and make referrals for you. Even if you have just one great client, then you have enough to start your referral program.
It could be as simple as asking your current clients if they know anyone who has a problem that you can solve. This will help take the pressure off your lead generation strategy, ads, and social media dependence.
As these referrals come in, you can sell them wherever they belong. This could mean selling them into your premium offers, your group programs, or just whatever makes sense. Though, it all requires that first point of contact to make the sale.
#5 Entry Level Offers
These are what we say is the last focus. That’s because entry-level offers are the low ticket options. There are a million different ways you can set up these offers.
It could be a one-time workshop, a low-cost monthly membership, or an SLO funnel, which is a low ticket offer.
What’s important is that it’s an entry point. By setting up these accessible offers, you are creating different pathways into your world. They are also excellent for the rest of your audience who may have joined your last launch, and for whatever reason, didn’t buy.
Of course, having a low ticket offer by itself doesn’t work because you need to have already an audience to build an ecosystem. These offers should always be strategic, meaning that you’re creating them as additional pathways into your high ticket offers.
Maybe that means an SLO funnel that is funnel stack to your next launch. Perhaps that means a workshop where you spend time working with a group of people, and then you pitch your higher ticket.
There should always be a path. Your launch does all of that front-end work for you, but now you can use this audience to support your other offers in between launches. This is how you create a business that is scalable and sustainable.
With these five steps, you will no longer be reliant on live launches to make sales. Instead, play around with your offerings and create a process that is profitable in the long term.