How Funnel Friction And Intent Levels Impact Your Scale Potential

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You know, just recently I was speaking at a Cody Sanchez event that she had invited me over to, one of her masterminds for her highest level people.

It was pretty crazy, by the way. There was a lady there that had sold feed to cattle farms that was doing more than $100 million. There was another guy doing more than 100 million in logistics.

So maybe we’re all doing the wrong thing of selling these high ticket products and services. But hey, in the meantime, we’re here to talk about hitting million-dollar months.

And one of the things that I was chirping about at that specific mastermind was this concept of which funnels are correlated to less friction and higher friction and how that correlates with intent.

This is a handful of very valuable lessons that I want to make sure you guys here know about because these are very commonly applied principles when we’re thinking of what specific funnels, conversion mechanisms, advertising strategies we need to deploy to add that next million a month or to get to a million a month on different client deals.

So if you’re new here, that’s all we talk about on this site is hitting million-dollar months. Welcome in. Pleasure to have you.

No income claims, though. You’re not going to read these pieces and then go out there and make tons of bucks or anything like that.

Your probability to make any money is probably low because who knows your potential and your talent level and who you are sitting here reading this. I sure don’t.

But again, all we’re doing around here is handing down top lessons from the businesses that have been there, done that, hit million dollars a month, added the next million a month, passing them down to you.

So no income claims, no earning potential, just straight lessons.

And of course, if you’re already an avid reader, welcome back. Absolute pleasure to have you here, per usual. Got a banger for you. Without further ado, let’s get started.

Members of My Inner Circle are already scaling to $1M+ and beyond. This isn’t for beginners. It’s only for operators already at $100k+ per month who want proven strategies, speed, and focus. If that’s you, apply here.

What Funnel Friction and Buyer Intent Mean for High Ticket Sales

So let me be clear when I say this. The less friction that you have in a funnel typically creates a higher volume of people coming through.

But unless you got a fleet of absolute killers on that sales team, you’re going to have a bad time.

So as an example of this, one of my favorite strategies that I like to run when I have a team of killers, I call it the hydra.

Hydra Lead Form Strategy for High Volume Lead Generation

It leverages lead forms inside of the ad channel. So think Facebook and Instagram lead forms as an example, TikTok lead forms, etc.

Except I add conditional logic to it and some other best practices. That’s why I name it something different rather than just talking about lead forms.

However, this puts a tremendous amount of work onto the sales team. Thus why you have to have some serious hitters on the other side of it.

Salespeople that are willing to make a tremendous amount of calls, texts, follow-ups.

We typically deploy this strategy when we work with raising capital clients. And we do that because less friction funnels can typically lead to more qualified leads that are just really rich.

So in this case, going after people who are accredited investors that have, you know, low-end, tens of thousands of dollars, upwards millions of dollars, they typically respond better to lower friction funnels.

In comparison, I’m not going to sit here and say we don’t get high-qualified people through higher friction funnels, but you’ll see why as I continue throughout this piece.

You’re going to get less and less, especially the higher up the friction spectrum you go.

But without digressing too much, back to my point. When we work with raising capital clients and we deploy the hydra, this lead form strategy, I’ll set the expectation they’re going to need to try to reach out to people on average 20 times before they establish an initial connection. Research shows that 80% of sales require five to twelve contact attempts, and high-growth organizations report an average of 16 touchpoints per prospect within a 2-4 week timespan.

That means calls, texts, value-driven follow-ups, sending sales assets, trust assets, emails, etc. 20 different attempts just to establish contact.

In addition to that, I then set a further expectation. It’s going to take 12 meetings on average – 12 – in order to raise capital from these specific individuals.

And in terms of timeline, I typically say that can take from 3 to six months.

Super long duration in time, super high level of sales output required in order to get that strategy to really have effectiveness.

But we get way more leads to come through on a lower friction strategy comparatively to an extremely high friction strategy.

VSSL Call Funnels for Qualified Lead Generation

So if we work our way up the spectrum a little bit and we get a little less leads but a slightly higher intent lead, we work our way up to call funnels.

So VSSL call funnels in my opinion are a low friction strategy. They can typically generate inbound applicants that have a decent level of intention.

They fill out an application, they then schedule a call. Sometimes for some of you, they just don’t fill out an application and they only schedule a call. That would obviously reduce the friction a fair bit.

But in my world, I have them fill out an application. I leverage conditional logic. People who are qualified are then allowed to schedule a call.

I’m optimizing the campaign around the qualified scheduled calls that come in.

Lower friction. I can get a lot of good qualified people to schedule calls with the sales team in this example, but I still have to do a lot of stuff to help increase intent.

And that’s one of the other things I’m going to talk about here briefly throughout this piece at different points – some of these lower friction funnels, they’ll typically bring in lower intent leads.

And the higher up the friction spectrum you go, you can bring in, not always, you can bring in higher intention buyers.

So let me be really clear when I say this. Higher intent buyer can come through generally at any time relative to the messaging best practices that you deploy and how good your offer is, how in demand your offer is, whether you’re communicating towards in-market demographics versus broader more needs convinced and just mass market demographics period.

So all kinds of things can impact intent. And we’re going to talk about that, but I can’t stress it enough.

Generally, the lower the friction, the lower the intent.

That’s generally the best practice that you have to consider when you’re solely looking at the type of funnel correlated to friction.

Important to note, but again can be influenced by many different variables.

How Backend Selling Systems Increase Buyer Intent

So as an example, we can couple a lower friction strategy with a higher intent backend selling system strategy.

So one thing that we’ll typically do to increase intent, and let me just give you a different perspective on that so we can visualize it here together.

When we look at the highest intention, the best qualified people showing up just ready to buy, we compare that to the total opposite end of the spectrum, which is really low intent, like you got to convince them, barely going to show up, barely going to respond, things like that. Studies show that the average landing page conversion rate across industries is approximately 6.6%, with friction and intent levels being major factors in performance.

We have essentially information that creates a tremendous difference in somebody taking an action, coming through higher intent or coming through with much lower intent.

And information can vary from a tremendous amount of things being learned and known to just one key thing.

Real Example of High Intent Buying Without Follow Up Systems

So I’ll give you a great example. Just recently, I was at Tai Lopez’s farm out in Virginia. I was being a good old country boy.

By the way, can’t remember the name of the song, but the guy George Strait, incredible country music artist. Definitely play some of his essentials while you’re out there in the backwoods, Blue Ridge Mountains if you ever get the opportunity. What a vibe.

Back to the point, I was sitting there with Tai and you know, Tai, I don’t know his exact age. I don’t know if anybody knows Tai’s age, but long story short, older than me. I know that. Older than me.

And Tai is jacked, fit, healthy, happy. You know, he lives by those four, whatever he calls them, the health, wealth, love, happiness thing.

And I asked him, I was like, “Tai, when is a good opportunity to get on some injectables? You know, like you seem like you’re more than rich enough and well connected to the point where you likely got your health routine dialed in. Are you on injectables? Like, what do you recommend to do?”

And he was like, “There’s this company,” and I don’t remember the exact name of the company. I think it was called Mar – started with an M health. M and then the word health.

And he goes, “Five grand a quarter. I would hit these guys up. That’s who I use. They’ll help dial you in. They’ll look at your blood work on a quarterly basis. Pay them for the comprehensive panel that they have. You’ll talk to their medical professionals and they’ll work with you on exactly what kind of injectable routine, if any, you need to get on and they’ll help dial you in.”

“That’s what I do on an every 90-day rolling basis. I sit there and I get this blood work done and then I dial in whatever it is that they tell me to do. And, you know, as a result, I feel great.”

He peppers in a few other things obviously from all the people that he’s hired and paid over the years. But you know that was the general premise that I got out of that answer.

Now to be clear from there I go to this M health. I don’t remember the name of it. There’s a full word not just the letter M.

But I go to this company’s website on the spot and I book a call.

Now to be clear they didn’t do anything in terms of a best practice that we sit here and yap about on this site.

They did no backend selling systems. They didn’t have any confirmation page breakout videos. They didn’t have any value dense email sequences.

Their salespeople didn’t reach out to me a singular time prior to the call. It was exclusively the automated texts and automated emails telling me and reminding me to show up. That was all they had in terms of a best practice.

And at least they did that.

However, I showed up with a really high level of intention because I had a key piece of information.

A person that I look up to as a mentor and I respect and that I know makes infinite money and I just again I’ve learned a tremendous amount from and benefited from taking the advice of this individual over the years told me “Hey 5K a quarter go sign up with these guys this is what I use.”

I didn’t need to know anything else. That was the singular piece of information that drove me to take the action.

But I can’t stress this enough – if I was just like you right now becoming aware of this random company that I can’t even remember the name of – that’s how little they followed up with me.

That’s how poor their specific essentially backend selling systems were. They did nothing to try to improve the odds of me showing up and even just doing something as simple as remembering their name.

But I still looked forward to the call even though it was like more than a week out from the time that I booked because I had a critical piece of information.

That was what drove the action in that case.

Understanding Interest Levels in Cold Traffic Paid Advertising

In most instances, especially when you’re doing cold paid advertising, which is the number one way to have true scale potential – we have several pieces dedicated on this site solely to cold paid advertising best practices. I’d encourage you to go check them out. That’s where true scale occurs.

I digress. Point I’m trying to make is when you are doing any type of paid advertising, let alone cold paid advertising, obviously people aren’t going to come through with a critical referral who told them something specific and said, “Yeah, go sign up with these guys.”

Like, that’s not going to happen.

Instead, what occurs is you typically bring people through on different levels of the interest spectrum.

We’ve talked about this on this site many times over where I like to say there’s four levels of interest. There’s curious, there is general, there is highly interested, and then there is convicted.

And typically convicted, anything above here, this is where deals get done.

Most leads that are on the lower end of the friction spectrum like lead forms, even VSSL call-funnel leads, these types of leads can come through more so in the curious and general interest buckets than anything else.

And when you correlate the interest spectrum to this intention graph, I can’t stress this enough. It’s like the friction spectrum, the intent spectrum, and this interest chart, however you want to verbalize that – this is all correlated together.

So like as an example, lead forms are way down here. Like they typically bring in lower intent.

Call funnels, same kind of thing. Like they can typically bring in lower intent.

So this is important to understand. I can bring in somebody that’s at a lower level of intention and through information, critical information, piece by piece or that one critical piece, I can increase the intent.

How to Move Low Intent Leads to High Intent Buyers

So it’s important to note although I might have a lead originate lower intent, I can move them up the spectrum a single piece of information at a time.

So I can bring a call-funnel lead all the way up here to a much higher level of intention and I can at the same time dramatically increase their interest level.

So rather than them coming in at a curious interest level, my job through information is to do two things. It’s to increase their interest level, which is where actions get done. That’s where deals get done at convicted levels of interest.

And at the same time, it can increase their intent to where they’re more probable to show up. They’re more probable to be excited about whatever it is that you’re selling. They’re just more ready to buy. They’re more likely to pay in full.

See, it’s like I showed up with the frame to that call with the whatever the health company was called. And I was ready to go.

Like I was a laydown deal, simply put, because I had a critical piece of information.

And this is where most people really mess up.

When they look at the friction spectrum specifically and they don’t couple it with the intention spectrum and the interest spectrum, what ends up happening is you default to high friction funnels because yes, high friction funnels can naturally bring in a higher intention lead.

That’s my whole message I’m trying to communicate to you here today.

There are plenty of other ways that you can increase intention through backend selling systems.

Like if you do confirmation page videos successfully, if you do, and I can’t stress this enough, value dense email sequences, hammer them strategies, and you have your salespeople doing some of the best practices that they can manually do – and those are just four examples of backend selling systems right there – I can dramatically improve the odds that somebody shows up with much higher intention generally.

And this is the idea that these people who default to “I’ve got to do higher friction funnels. I’ve got to add friction. That’s what’s going to increase the quantity of people showing up higher intent.”

You default to that view because all you focus on is frontend selling. You understand?

It’s like yes, frontend selling is important. Yes, I have a whole ton of best practices that I follow when it comes to frontend selling.

But at the same time, I will not defer to exclusively using high friction funnels on the front end because I can’t bring in higher intention leads through lower friction funnels that are going to have higher volume.

I do both. And that ultimately creates a tremendous level of scale that most of you really miss out on because you fail to be able to do the things that bring in much higher volumes and increase intention with those people that come through at a higher pace through a lower friction funnel.

That’s the moral of the story.

Challenge Funnels and Virtual Events as High Friction Strategies

So as an example, it’s like as we work our way up this friction spectrum, just to give you some more examples of some other funnels quickly, when we look at one of the examples of the highest friction funnels that I’ve successfully ran and generated a few million bucks through, we have an entire piece on this site dedicated to challenge funnels, which can also be framed as virtual events.

So as an example, if I did a 3-day, you know, virtual event, aka a challenge funnel, I am doing a lot.

Like, especially a paid, let me be really clear on that. A paid 3-day virtual event, a paid challenge funnel.

I’m going to charge people to show up and dedicate three full days of their time for several hours per day to watch my content and get pitched. You understand?

It’s like this is where you have to also back to my original point I was attempting to make – I can get a lot more financially qualified people through lower friction funnels.

I’m going to have a really troublesome time getting very financially qualified people through a high friction funnel because this is really important to understand about selling to rich people.

And by the way, we also have an entire section dedicated on this site just to selling to the rich people, advertising to the rich people, offers for rich people, VSSLs for rich people, etc. Go check that out after you read this piece and some of the other pieces I recommended. They’re all really good.

Anyway, back to my point at hand. I’m not going to get a ton of rich people who barely have any time to buy a ticket to a 3-day virtual event and spend three full days with me just to hear my pitch for my high ticket offer.

That’s just not going to happen at a high rate. It’s going to happen occasionally, but at a very very low rate.

I am way more probable to have very financially well-off people come through lower friction funnels because they don’t have time, but they have money.

They’re also way more direct. Again, there’s a whole set of best practices dedicated in a section on this site that you can go read. I won’t sit here and rant about that or yap about that, but I can’t stress it enough.

Very important you understand that if you’re going for richer demographics.

Nine Day Challenge Funnel Case Study That Generated $2.5M

Now to be fair, I’ve had many clients that have run challenge funnels with $10,000 to $30,000 offers.

We even had one client that did – listen to this crazy stuff – 9-day challenge. They would do it every other month. They would do about 1.4 to like $2.5 million per challenge and they would do it mainly to an organic audience with very small – tens of thousands of dollars in paid ads.

They would do a paid challenge, make people buy a ticket and for nine full days they would just value dump on these people and then they would pitch a $40,000 offer.

Their salespeople literally could have been pulled from a cashier at a grocery store, dropped onto those phones and successfully cash collected on those 40K deals.

That’s how sold those people were.

So it’s a high friction process, but it creates a monumental amount of intent. You see, it’s like by the time that nine days ends, the pitch has occurred, they’re buying.

Like, they have a very, very high probability to buy.

So anyway, paid 3-day virtual events, one of the highest friction things you could do. I would say some of the other things that are very high friction are low ticket to high ticket. Same kind of concept.

When we sell something for cheap and the intention is to ascend that individual to something that’s higher ticket in whatever the time frame is, I’m adding friction.

I’m liquidating some of my ad dollars in that example. I’m also lowering the probability that I’m going to get direct buyers to my high ticket thing because I put a low ticket thing right in between it.

You see?

Combining Multiple Funnel Types for Maximum Scaling Potential

So the balance here is I have so many deals that we do and so many people in the Inner Circle program as an example that do a combo of all of this – and that should be the ultimate goal is a nice balance of all of this kind of stuff.

And it’s also really important to note obviously we could work in some stuff in here like some DM ads, you know, and just all the other common funnels that we all run nowadays, but I can’t – I just want to be so super clear when I say this.

Like IG shoutout campaigns, DM ads, lead forms, call funnels, low ticket to high ticket, challenge funnels, whatever it is that you’re running – map it on the friction spectrum and then ask yourself, “You know, why would I only do some of these?”

Like, why wouldn’t I do a combination of all of these?

So for me, as an example, I like it when clients do webinars. I like it when clients have call funnels at the same time.

I also like it when clients on a quarterly basis will do challenge funnels. I like it when clients have low ticket to high ticket funnels.

Because then what I’m going to do is I’m going to get people that just by default come in at all different ranges naturally on the intent spectrum.

Like I’m going to get people that should be relatively strong, highly probable to close layup deals. You understand?

And then at the same time, I’m going to get people that the salespeople are absolutely going to complain about if they talk to them too early in the process.

Then I’m going to get some people right in the sweet spot in the middle that come through that are slightly longer deal cycles. There’s things that we could do to work them up through time.

And I like to have a balance of these because here’s why. The lowest tier people, the people have the lowest tier on the intent spectrum, I can naturally get their interest levels up and their intent higher by introducing – I can’t stress this enough guys – information.

Why Information is the Most Powerful Intent Multiplier

Information is what creates the monumental difference nowadays. And information comes in all different shapes and sizes.

It comes in consumables. It comes in trust assets. It comes in sales assets. It comes in conversations with the salespeople.

It comes in long form consumption. It comes in short form consumption. It comes through going through other funnels that they didn’t originate from. It comes from email marketing.

And there’s many, many more. But again, I can’t stress it enough – information. This specifically, this is what makes the difference to the level of intent.

So think about this. If I get somebody to consume a ton of material prior to making a pitch, the probability goes up so much they’re going to buy.

If I get somebody that comes through a lead form that has their information pre-populated in it, and all they got to do is tap a button, they’re going to come through much lower intent, but they’re also in most instances probable to be pretty rich if I got my messaging and frontend systems dialed in.

From there, in order to get all of this information to them, I have to package it up in these backend selling systems.

And I have to be able to successfully distribute the information prior to the conversation happening with the sales rep. That’s the key.

If you let people, the leads, talk to the sales team before you warm them up and get their intention higher, get their interest levels higher, you’re going to have a bad time.

You’re going to have lower statistics. You’re going to have whiny salespeople.

If I get this level of interest at a highly interested level, a convicted level, even a general interest level through getting information to the individual prior to that sales conversation, we’re going to have a good time.

We’re going to make a ton more money. We’re going to be able to keep our balls on the table longer and make bigger bets and make some serious cash.

Scale Past $100K Per Month with Inner Circle or Master Marketing

So anyway, long story short, join into the Inner Circle program if you’re above 100K a month. There’s a link for it.

I go through every single thing you would need to know from a backend selling system perspective, from a frontend selling system perspective, all the best practices with so many examples for all these different funnels that we just talked about.

And I will also in that specific offer directly hold you accountable to not mess it up so you get some good results.

Make sure you check that out if you are financially qualified to be able to do so and ready to commit. We’re excited to welcome you in if so.

And if not, check out my Master Internet Marketing program. It’s my version of a low ticket product at $5,000. But easy money to make back to be fair.

It’s a one-time lifetime cost. You get access to it for every single live class that we ever do with no additional cost to you.

You get some AI Jeremy access peppered in there. You get access to the immediate historical cohort recordings that we’ve done. A huge training library, a very active community.

And we got our next live cohort coming up here later this summer. Typically do it on an annual basis and that time of the year has officially come.

Enough has changed in marketing to go back update the entire thing and make it better for the members.

So very excited for everybody that is already a part of that. And if you’re not a part of it, consider joining in.

Most business owners waste years figuring out what actually works. In my Master Internet Marketing program, I compress that learning curve into 7 weeks — covering copywriting, funnels, ads, and more. If you’re ready to invest $5k and get serious about your skills, apply here.

At the very least, subscribe to the site. Go check out some of those other banging pieces that I recommended and go get richer. Talk soon.

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