How to Get High Ticket Pay in Full Sales from Cold Traffic

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One of the number one skills you must have when you’re on your way to cracking million-dollar months is the skill of generating laydown deals that pay high ticket, ideally pay in full.

We’re going through what you need to do – the best practices to dramatically increase the total quantity of laydown deals that are high ticket that you’re probable to generate on your way to million-dollar months.

According to the US Bureau of Labor Statistics, the probability to ever crack $10 million a year is only 0.1%. Let alone the even smaller probability to ever hit $12 million a year – aka million-dollar months.

So no earnings claims, no implied income. But for the right people reading this, you’re going to get a lot of value out of it.

If your business is already generating $100k+ per month, My Inner Circle is where you break through to the next level. Inside, I’ll help you identify and solve the bottlenecks holding you back so you can scale faster and with more clarity.

Understanding Friction and Intent in Lead Generation Funnels

I like to think it all starts with who you attract.

Who you attract comes down to a few key things you got to master. Number one is friction slash intent. They are directly correlated with one another.

And number two is messaging.

I have a whole video on my channel dedicated to this spectrum. I presented it at one of my clients’ masterminds – Cody Sanchez invited me to talk at one of her events where people pay $35,000 to show up and get value.

We recorded part of that talk and dropped it on the channel.

Here’s the nutshell of it.

There’s this spectrum where the higher the friction is, the higher the intent is of the leads that you’re going to generate. Understanding lead qualification and intent is fundamental to optimizing sales conversion rates.

We’ve seen this in many different ways.

When we have application questions where you have to type things out rather than just multiple choice, that’s friction. When you have a bunch of questions that are just multiple choice, you typically generate lower intent leads.

Moral of the story is there’s all kinds of funnels specifically that have a lower intent or higher intent lead that comes through.

Depending on your sales team’s skill sets, you want to right away pick a funnel type that’s probable to attract laydown deals.

Laydown deals are typically generated by a large amount of content consumption prior to the actual sales conversation occurring.

You’ve typically seen this organically, would be my bet. Like what I’m doing – you consume a bunch of my content. Eventually you develop this perspective where you’re like, “This guy’s helped me make a lot of money before I’ve even paid him any money.”

And you end up saying to yourself, “I justify fully now investing into whatever program is best for me that this guy’s got.”

And you eventually buy.

But that’s organic.

Content Consumption Timelines for Organic vs Paid Traffic

I can tolerate you consuming however many videos it takes for you to consume over whatever period of time it takes for that to turn into money from you.

Versus from a paid advertising perspective, I can’t tolerate an undefined time frame.

I want a tight cash velocity cycle.

Typically, in order to generate a tight cash velocity cycle, I have to be brutally honest about the skills of my sales team.

Some sales teams that we’ve worked with, all they need is a lead form to be filled out and a couple weeks to turn that lead into a high ticket sale. It’s not necessarily a laydown deal, but that sales team can turn it into a deal regardless over a broader period of time pursuing the lead, working their interest up, having multiple sales calls, and eventually getting the deal closed.

Just to be clear though, again, it’s not necessarily ideal.

Laydown deals – they show up to the call, they close at extremely high rates, they pay in full at a high rate, getting a ton of money off these laydown deals.

So again, you need funnels that are more probable than like a lead form or a lead magnet to generate that.

Best Funnel Types for Generating Ready to Buy Leads

Low ticket to high ticket is a great example of a funnel type that can produce laydown deals depending on the effectiveness, the total activation rate of your low ticket product, how fast and what type of result people can get with the low ticket product.

That can definitely – and obviously your sales team skill set – produce laydown deals.

Webinars – obvious laydown deal tactic as a funnel strategy to pick.

Webinars when done properly are highly effective at generating laydown deals. I’d argue that the number one way to be consistent with laydown deals is webinars. Research shows webinars convert between 20% to 40% of attendees into qualified leads.

However, there’s also a funnel that’s very high friction, very high intent, and it produces only laydown deals from my experience – that’s a 3-day virtual event or a challenge funnel.

Those are phenomenal at just getting straight up laydowns. Show up to the phone ready to buy, cash in hand, credit card in hand, whatever it is, they’re closing.

Moral of the story is, you got to pick the right funnel right off the bat. You pick the wrong funnel, you’re going to have a bad time.

Backend Systems Required for Call Funnels to Generate Laydown Deals

Just to be clear, you’ll notice I didn’t mention call funnels.

Call funnels typically don’t produce laydown deals unless you have a really dialed-in set of back-end selling systems and you do a great job on the front end.

Your salespeople in that instance also have to be very dialed in.

Call funnels – I love call funnels. And obviously with my systems that I use, we generate laydown deals from call funnels all the time.

But a lot of people, from what I’ve noticed, they have a higher hit rate with generating laydown deals with the funnels I already named – low ticket to high ticket, live webinars, challenge funnels, in-person events factored into that too.

Comparatively, a minority of you who don’t actually use the current best practices that generate laydown deals from call funnels don’t get laydown deals from call funnels for that very reason.

You only have your VSL. You ask ridiculous questions in your application like, “Did you watch the entire video before booking the call? Will you show up? You’re about to book a call. Will you actually show up to the call?”

It’s like you say the dumbest stuff that fully reveals you have no idea what you’re doing in modern times to generate laydown deals from call funnels.

Call funnels if you’re going to get laydown deals from them require you to have a dialed-in VSL that a lot of people aren’t going to consume.

So it then requires you to have a properly built confirmation page that follows the modern back-end selling system best practices – breakout videos on that page.

Testimonials that are not only just the good ones but the ones that show how bad the deal could get.

A bunch of expectation and process-oriented videos that answer the right questions and a handful of other best practices.

You got to have things like the hammer them strategy in place where as soon as they booked the call, you blitz them with a ton of content – short form and long form.

You got to have value-dense email sequences rather than just those reminder-based emails. You got to do both. And it’s likely at a much higher frequency of communication than you are right now.

You got to have setters or your salespeople that are going to communicate to people in a personalized, likely non-automated way.

That’s going to increase the probability of show rates and get the education part of the sales process out of the way before the sales call. That way, the sales call’s actually a sales call.

You see, that’s where most of your issues lay inside of call funnels.

Specifically, when you talk about generating laydown deals that are high ticket, you’re just turning every sales call into an education call because you have no education that happens between the booking and the actual time of the call.

There are a bunch of videos on my channel dedicated to all of what I just talked about for back-end selling systems that you could go and consume that will dramatically increase the probability you get laydown deals from that funnel.

But I don’t have it on my list here because a majority of you don’t have that stuff. And that therefore prevents laydown deals from coming from that funnel.

So if you’re looking for true laydown deals, you got a soft sales team – they’re essentially cashiers. They just want to collect money and they want to answer a handful of questions and close the deal.

Low ticket to high ticket, webinars, live webinars, challenge funnels, 3-day virtual events, or if you have the audacity, money and time to do it and willingness – live in-person events always produce laydown deals.

And those are all correlated to that friction intent spectrum that I just communicated to you.

Targeting Message to Attract High Intent Buyers

The other thing that matters when you talk about the attraction of laydown deals that are high ticket is messaging.

Who you’re actually communicating to makes a substantial difference for who’s actually probable to close.

As an example, if I’m selling to people that are at a very high rate going to have to use funding in order to convert at a pay in full, high ticket deal, cash collected upfront kind of deal, I’m going to need to communicate to people that have good credit.

So therefore, from a messaging perspective, I got to dial in my ability to communicate to that demographic.

Comparatively, if I want to close a bunch of rich people that are liquid and have the money to actually show up and close, again, I have to be really good at selling to rich people and communicating to them effectively to attract them into the funnel in the first place.

You get what I’m saying?

Messaging matters so much.

And it’s not just your ads. It’s very, very rarely nowadays does it have anything to do with targeting. It has much more to do with what you say inside of the creatives, what you say on that page, and then what you follow up with saying in all the back-end selling systems and the sales conversation.

You understand this combination of the who you attract part of it with the friction intent spectrum and messaging – this is all where it starts.

This is like the foundation to your capacity to actually get to the point where you start closing people.

Once you attract the right people, it’s very hard to mess up the ability to generate a deal that’s high ticket and a laydown deal.

All it really has to do with is the information that you either provide or fail to provide and the buying experience, the buying journey has to be reflected on.

Designing the Buyer Experience for High Ticket Conversions

Let’s look at those two things. Number one, the buyer’s journey.

The buying journey can be altered at any stage of the process – from the advertising to the page to once they’re off the page and you start the process of looking at what is the experience of the individual that we put through this process.

Secret Shopping Your Own Sales Process for Improvement

I like to buy burner phones not for selling substances or doing illicit activity – more so for secret shopping the sales teams that we work with.

We want to see with burner emails, with burner names and burner phone numbers how the experience is.

Are we going to get a text message at all? Do we get any emails other than reminder-based emails? Do we have any touch point that gives us a positive impression of what’s going to happen by the time we get to the phone call?

Or is the phone call going to be more of an education call where due to the fact I didn’t get any information prior to that conversation, I’ve now got to show up and I’ve got to ask all my questions and then delay the buying process as a result?

How I end up being treated makes a substantial difference as to whether I’m probable to buy.

Obvious thing to say out loud.

Very rarely does anybody that we work with actually have a recent audit of what that experience is like.

I would encourage you if you’re one of those people – get your burner accounts created and go through your own process.

See what it’s like to go through from a UI perspective. See how complicated it is. See where the friction is. See the experience you have.

It’s like booking at a five-star hotel.

Before you even show up, usually you get a nice email from a concierge. I just recently booked at this location here in Miami Beach called the Setai. The Setai is an amazing hotel.

If you ever get the opportunity to come to Miami Beach and want to dish out like $2,500 a night on a room, they’ll give you a butler if you book the right room. And not just one – a whole team available to you about 18 hours a day.

They’ll do anything. They’ll go buy you a charger. They’ll book cabanas for you at the beach. They’ll get you key locations and reservations around the city at different places. They’ll obviously prioritize you on the property itself.

They’ll do whatever for you.

But before you even get there and actually have that part of the experience, they communicate to you instantly upon the booking – within like minutes.

They hit you up via text, not even a phone call.

“Hey, what’s going on, Mr. Haynes? This is the Butler concierge. My name is so-and-so. I work over here at the Setai. We’re going to be assigned to you at your upcoming stay on this date and this time. Wanted to get the experience started for you right here, right now. Any specific preferences that you want to make me aware of?”

As an example of that, they then follow up because I didn’t respond within a few hours by saying, “We plan on leaving a bottle of wine, fruit, some cheeses, and a few chocolates in the room. Are you allergic to any of these? Do you drink?”

I respond with saying, “Thank you so much. Appreciate you. No, I don’t drink. Just leave a nice bottle of water, like maybe a non-alcoholic thing there if you want. Fruits, cheese, chocolates, that’s fine. My fiancée actually loves chocolate. Thank you.”

And he loads up this room with chocolate, a non-alcoholic bottle of sparkling something I didn’t drink, and a ton of waters.

This guy looked me up online before I even showed up to the property, and he continues communicating with me before I show up to the property.

It’s a little staycation, by the way. I live here in Miami, but hey, I don’t have a place at the beach, so sometimes you got to use a nice hotel over there.

Anyway, this guy communicates. He goes, “Hey, man. I saw that you’re a Miami local, and I saw you got some really nice cars. I told the valet you’re going to be parking it out front. Let me know when you guys arrive. By the way, are you going to bring the dogs?”

And I go, “Dude, I didn’t even think about that. Am I able to?”

He goes, “Yeah, man. Bring them along. How many are there? Are there still three?”

And I was like, “Dude, this guy looked me up and knows I have three little wiener dogs.”

Gives us three beds, three feeding bowls, three water bowls.

That’s awesome. That’s an amazing buying experience.

Sending Customized Testimonials Based on Lead Demographics

As soon as I’m going through the process – and I know technically to be fair I paid for the hotel in that example and that’s officially kind of like post-purchase journey – but a lot of these things can happen with the sales team prior to the actual call.

We have one sales team we work with in particular – they help people cut out alcohol. Before they get on a call with anybody, soon as they get a call that comes in, they look the person up and they tailor the testimonials they send them based on who this person is.

They get a lawyer that comes through. They have a whole category index list of testimonials that the salespeople have in a big folder that they can easily navigate between based on profession.

So that lawyer, based on the fact the guy’s an attorney, gets sent a bunch of testimonials from other lawyers who had gone through the program.

Makes a big experience change that increases the probability that person’s going to be a laydown deal by the time they show up because you’re starting that process of giving them that five-star hotel experience.

If a lot of your people need funding, send them a video walking them through why funding makes sense in a genuine way.

Show them the math.

You’re going to put these people into debt. They need a very high success rate in order to pay off the debt comfortably. They need to be able to justify going into debt to buy the thing.

Show them how to get into the debt. Show them how to justify the debt. Show them why it makes sense.

Show them your testimonials, but also show them your refund and dispute rate prior to those calls.

You get what I mean?

Hold the person’s hand throughout the buying journey, and it becomes an effortless deal by the time the actual sales conversation occurs because a lot of the questions that would have otherwise been asked on the sales call are handled before the call.

Answering Sales Objections Before the Call Happens

When you hear me talk about the buyer’s journey and influencing that to dramatically increase the probability of a high ticket laydown deal – Answer the questions that would otherwise occur on the sales call before the sales call occurs. Sales follow-up research shows that 80% of sales require five or more touchpoints to close.

It is the easiest way, the most effortless way to get somebody to show up, be cash in hand, ready to give you money.

All the justifications are already made clear. All the questions, all the expectations, all the objections – everything is handled prior to the call.

And if you get serious people to go through the process in the first place through having high friction that gets a high intent lead to come through, they’ll actually have a high probability to go through and consume that information.

Why Educational Content Works Better After Lead Commitment

The common mistake that most people make is they think that people have a high prerogative to go through and consume everything like those answers that we just talked about prior to the actual call being booked or prior to the webinar opt-in.

Most people on the front end, they don’t care about consuming all the information that you want them to consume.

They will have a high probability to consume it on the back end.

But you see, you misplace it on the front end.

They’re in what I call scanner mode. Scanner mode is a very simple thing to understand. On the front end, they’re in an efficient way just scanning to try to justify – is this for me, is it not for me, is this worth the effort to commit to, is it not worth the effort?

If they commit to whatever it is that you’re trying to sell them to do, that’s what it is. It’s a commitment cycle. It’s a new thing that they actively open up in their life to have to pay attention to. It’s another thing on their plate.

Now, to be fair, yeah, if the person’s in pain, if they have a high priority on whatever it is that you sell, naturally, you get a lot of commitment anyway.

But here’s the thing.

Your job is to work them up that interest spectrum and make them show up at a higher level of interest on the back end.

Because remember, on the front end, all they’re trying to do is justify – is this for me? Is this not for me?

Once they commit, that’s where there’s a much higher probability that there’s willingness to consume.

AKA there’s willingness to try to justify further. Is this for me? Is this not for me? And they do that through consumption of information.

Now, you have to be the one that provides the information because they’re going to find it elsewhere anyway.

They might go back and forth with ChatGPT or some other LLM. They might Google you and find some random stuff about you.

And again, you want to be the one that provides the information because then you get to influence and control the frame.

When the information comes from elsewhere, whatever frame is established by others is what gets established and that’s what you’re left with.

And you better hope that plays in your favor rather than against you.

The littlest stuff – the littlest stuff can play against you and add to the sales cycle time frame, add to the skepticism, add to the friction and their willingness to buy.

Comparatively, the more information that we can get in front of these people prior to the actual conversion event – like the sales conversation occurring – the higher the probability it is that they’re actually going to close in that specific window.

Implementing Backend Systems for Higher Ticket Sales Conversions

I’ve got a bunch of different videos on my channel that can help you with these topics, but I always want to make it really clear – I hold back a tremendous amount on YouTube.

I try to give you guys as much information as I can to put you on game, help you go out there and get results because I’m trying to bribe you.

I want you to be able to make enough money with my free stuff, with the limited information that I provide to you, so you can go check out those links and make it a no-brainer to join into one of my offers.

As an example, you’re rich, you’re trying to get a ton richer – the Inner Circle is perfect for you. Check out the link for that.

You want to learn all things digital marketing, you’re going to want to check out my Master Internet Marketing program. Seven weeks of an extensive set of live classes that if you join in at the right time, you get to watch live.

You join in between our live classes, you get access to the most recent classes recording, which is all up-to-date and extensive amounts of information.

We also give you week one of those seven weeks totally free. You can watch a preview of that class if you’d like to do so.

At the very least though, go check out a bunch of my other content because there’s a tremendous amount of value here for you regardless.

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.

Looking forward to seeing what you do with all of this.

Go out there and get richer.

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