How to Use Webinars to Scale Your High Ticket Business

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Ladies and gentlemen, fantastic news. Webinars are back.

I loved webinars. There’s an incredible book we’ve talked about many times called Pendulum. The concept is simple. Webinars historically worked extremely well, then unfortunately they swung to the other side where they no longer worked.

Patterns change. Behaviors change. What people prefer changes.

Long story short though, the good news is the pendulum has swung back. Webinars are in full swing again.

Over the last two years, we’ve been seeing them pick up. As a result, we’ve been doing them a lot more often with clients. About two years ago when we started testing them officially again, we weren’t making a majority of revenue for a lot of our deals off webinars.

It was a minority.

Versus nowadays, we have about half of the deals that we work on where webinars are the thing that drives the most revenue.

Today I’m giving you an updated best practices guide with some of my favorite webinar lessons that are currently working for us. All of these lessons come from clients that are actively doing a million plus dollars a month or on their way there.

Why Call Funnels Are Getting Harder and How Webinars Can Replace Them

One of the main reasons we started testing webinars again is people were struggling with call funnels.

From the concept of the pendulum, when webinars weren’t working, call funnels were crushing. People got fed up with having to consume excessive amounts of information in order to get to the point where you would sell them and offer them something, which is what happens in a webinar.

Webinars on average are 90 minutes to sometimes upwards of three hours long. There was a day and age where people preferred that as their conversion mechanism.

Then as a result of every single person on Earth that sold something doing webinars, they just became saturated. People became fed up.

A lot of people who are executing on specific conversion mechanisms at different times kind of ruined it for everybody else.

Long story short, when the entire world started doing webinars at the same time, we were starting to do call funnels aggressively and making an absolute ton of money with them.

Just to be extremely clear, we still are. Call funnels are awesome when executed correctly.

But as we’ve talked about time and time on this channel, they’ve got to be augmented. They’ve got to be augmented with some content marketing. You have to use strategies like the hammer strategy to get call funnels to convert successfully nowadays with both short and long form content and an aggressive amount of emails.

In addition to that, most recently we’ve augmented the front of the call funnel as well with the Venus Fly Trap 2.0, a reiterated strategy of my original content marketing strategy from way back in the day, brought back to life, revived and tweaked a little bit for modern times.

Point I’m trying to make is that’s how you’re getting call funnels to work nowadays. When I say augmented, they are different than just direct response going straight to a call funnel, getting people to book, showing up to a call and just buying, which was the buyer’s preference for a long duration of time.

Now that every single person on earth is running call funnels and a lot of them are struggling with it because they are not augmenting them successfully with content marketing strategies, we started testing webinars again.

Specifically for the sales teams that just simply put weren’t as good with converting somebody that was earlier on in the sales process.

That’s the main thing that salespeople consistently complain about again and again and again over the years, regardless of call funnels being in full swing or starting to swing to the other side of the pendulum spectrum.

Call funnels have teed up leads onto a closer calendar that can appear too early in the sales process depending on where they originate from.

You’ll never hear salespeople complain about talking to a lead that comes from organic because there’s a tremendous amount of framing that happens at the front end of the sales process.

Due to the fact that almost nobody out there replicates the organic sales process with paid advertising by augmenting the call funnels with content marketing strategies, they get teed up. The people that come through those funnels, the people that get teed up on the closer calendars, end up appearing too early in the sales process.

To a naive, less articulate closer, they’ll just say these leads are too cold comparatively.

Not every business out there spends millions of dollars a month on advertising like we do and goes through dozens of iterations to get to the point where they make things work.

So I understand from that perspective if you’ve been struggling with call funnels, you’re not a master at content creation, you don’t want to go out there and create 30 to 50 short form pieces of content for your hammer strategy plus all the long form content that’s necessary, or maybe you don’t want to go create the 15 different key long form pieces of content that are necessary for the Venus Fly Trap 2.0.

I got you. Webinars are back.

How to Structure Webinars Differently for Rich People vs Regular Buyers

Two main things we’ll get started with in terms of best practices.

You’ve got affluent webinars, which to be clear are webinars for rich people, and you got the general public webinars. These are sold to essentially anybody who’s not rich.

They are very different in terms of how they’re executed. We got to remember how these two types of people buy.

Affluent people prefer more direct communication. They do not like in any form to have a bunch of fluff. They don’t need to go through a lot of framing material.

They just need the facts. They need them to be presented to them in a concise, very dense way. Then they need opportunities to go and buy in very direct ways as well.

We can still tee up the affluent audience to go and book calls. We can also do direct to checkout, give or take the price point of our offers.

Here’s the first thing I want you to understand about the two differences.

Affluent demographics should have about a 90 minute length for the webinars. Should never be longer than about an hour and a half in length.

Whereas the general public webinars, what we see on average is these are about two to three hours long.

Keep in mind, the general public is far less probable to take an action when they feel pressured. The general public is not in almost all instances willing to take risks.

Affluent demographics, they take risks for a living. That’s what got them into the affluent category of life. They’re used to it. They know how to use money to make more money. They understand that it costs money to make more money. They understand the game simply put.

So they don’t need you to coddle them.

Versus when you sell specifically to the general public, the game changes a lot. These webinars are upwards of two to three hours in length.

Here’s the good news. You can still sell high ticket products or services through webinars to either one of these audiences.

There’s not a lot of difference in pricing that’s necessary when you look at these two different demographics. We can take a $20,000 product and sell it to the general public. We can sell a $20,000 product to affluent audiences.

We can sell it direct with a bunch of people coming through paying in full or we can also sell through funding. There’s a lot of different funding partners that are also out there currently working really well for the different people that we work with.

In either one of these scenarios, you have to have a very structured presentation built for the audience.

Why Russell Brunson’s Perfect Webinar Strategy Doesn’t Work in This Market

One thing that we do inside of my business, we just built this 72 page SOP on webinar best practices. It took me about two full months to build this bad boy. It was a tremendous amount of time and effort to get this thing built out.

But it has some of the best practices that we use for selling to affluent demographics and for selling to the general public.

We reserve this specific SOP for all of our Inner Circle members where we do our twice a month one on one calls, weekly group calls, quarterly in person masterminds and our group chat full of rich people trying to get a lot richer.

I digress though. The point I’m trying to make is there are key outlines that you must follow for selling to one over the other.

Some of the best practices as I just mentioned, you got to be direct.

I love Russell Brunson. I want to be really clear before I say what I’m about to say. The personal branding industry as a whole would not be where it’s at without Russell Brunson. Really thankful for ClickFunnels. I use ClickFunnels all the time.

However, one thing that I absolutely hate that Russell Brunson teaches and talks about is he has this strategy called the perfect webinar.

The perfect webinar is one of the most used outlines in the entire webinar world. But this was back during a time frame where we were pre pendulum.

When webinars like five years ago were absolutely crushing it, this is when Russell was really pushing this perfect webinar strategy more than any other strategy that existed at the time.

Then when we saw the pendulum swing back to webinars not really working well again, where we are today where they officially work again, we’re not seeing this outline of the perfect webinar as the strategy that works as the key outline.

I want to be fair in saying the general public has become more sophisticated.

It’s an incredible book that everybody should read, Breakthrough Advertising by Eugene Schwartz, which introduced the foundational concept of market sophistication stages that copywriters still reference today. 

In one of the very first chapters, he talks about this concept of market sophistication.

I’ve been recently saying I think if Eugene Schwartz was alive today, there would be more stages than just stage four market sophistication. I think we’re currently in a stage five or maybe even a stage six level of sophistication.

I was actually just talking to one of my buddies who was making about $1.7 million a month and I was joking around with him. I was like man, if Eugene was alive, I think he’d say that a lot of different industries out there have gone well beyond stage four and the tactics have changed as a result.

I’ve talked about this at length inside of my inner circle group, but I want to be very clear when I say this to the general public.

Never use a value stack, which is something that as an example Russell talks very frequently about when he’s endorsing using webinars as a strategy.

You want to be light on framing. You want to make sure that people have the necessary information to be able to make decisions with, but it has to be highly believable.

Believable information has changed dramatically over the years.

I’ll give you a perfect example of this. Reflect on this in your own buying behavior real quick. When you go and look at some type of review based platform, let’s use Trust Pilot as an example, do you go to the five star reviews or do you go to the one star reviews and see how bad it could be if you bought?

Almost everybody out there when they give me that feedback consistently says the same thing. They say I go look at the one star reviews and I see how bad I could get if I bought from this individual or this company.

As an example, in webinars selling to the general public or to affluent audience, they want in a very honest and direct way to know how bad could it be? What are the true risks of this?

Give me some examples of people who have bought that have not gotten the result and why have they not gotten the result. And don’t fluff it. Try to be extremely direct about it.

How Showing Real Dispute Rates and Negative Reviews Builds More Trust Than Testimonials

I’ll give you a great example from my Master Internet Marketing program that we sell at $5,000.

I’ve had one person in the history of selling it that have disputed the transaction. His name was Ryan. Ryan lived in Tampa, Florida at the time. When he purchased it, he was living at home with his parents.

Ryan decided he wanted to move out. When he chose to move out, he decided to call his bank and use me as the bank. He disputed the transaction of $5,000 because he needed money to move out.

Little did Ryan know, I am a man of action. As soon as I saw the dispute come through, obviously I tried to contact Ryan and ask Ryan what was going on.

I went up into our course library where I can track everybody’s progress at length and I saw Ryan consumed literally the entire set of all seven weeks of classes which are about three to five hours of class.

I also saw that Ryan consumed every single piece of the homework library available to consume, which is hundreds of videos.

In addition to that, when I looked up Ryan inside of our group chat, I saw that he was extremely active. It was very confusing to me and Ryan was just ignoring every single call.

Before I could figure out why did Ryan dispute this transaction, I ended up looking up Ryan on White Pages with his information. Here in the United States, we have a website White Pages where you can look up people by name.

White Pages also shows relatives. I looked up Ryan’s father and I decided I was like, if I remember correctly, I think Ryan was a young guy and if I’m not mistaken, Ryan’s story is he was living at home. So I called Ryan’s dad.

“Question for you. Ryan just disputed a transaction with us and I’m just trying to get a hold of the kid and find out what happened. Do you have any insight on where he is? Is he okay? Did something happen to the guy?”

His dad explains to me, “Oh well, Ryan’s actually in the process of moving out right now. Can you explain to me what he did?”

I was like, “Yeah, well I mean to be clear, he bought this program on this date and time. It’s been like nine months and out of nowhere we just got a 5K dispute from the guy. So we’re trying to figure out what’s going on. Just wanted to talk with him and understand what did we do wrong? Why didn’t he try to contact us? What happened?”

Ryan’s dad calls Ryan, gets him on the phone, three ways the call, and Ryan essentially has to apologize to us and articulate why he made this dispute.

Come to find out, that’s where we learned this piece of the story. Ryan was in the process of moving out from his house. Long story short, dude, he needed some cash and he decided to use the bank of Jeremy to try to get that cash to be able to help him move out.

His dad ended up reimbursing us to be clear, but if you look inside of our Stripe account which we use as our payment processor, it still comes up as a dispute because Ryan’s dad just paid us $5,000 directly through wire.

Here’s my point. If I explain that inside of a webinar in my testimonial section where I go through the story of the single person out of a certain amount of people that have purchased from us for that specific offer and I demonstrate look, one person in the history’s disputed us and it was a kid moving out and he needed five grand.

What does that do in the mind of the buyer?

Well, that demonstrates the true statistics, the true scenario.

What if I literally at that same time on the next slide showed my Stripe account and the total quantity of customers that we’ve had versus the total dispute count that we’ve had?

As an example, at the time I’m making this, we’ve had about 4,300 and some change customers that have gone through our education company transactions. Individual transactions.

Our total dispute rate in the history of the education company since 2017 is 0.54%.

Right after that slide, the next slide should be okay, and here’s what those disputes are. Ryan, like I just showed you guys, was one of those disputes.

Most of these transactions, by the way, you’ll see are for like low couple hundred or couple hundred dollars here and there. If we just click on these people and we look at part of their email because I don’t want to share all these people’s information, coincidentally they’re all from foreign countries.

If we go look up these exact products that these people purchased online, oh look at that, every single one of them has been pirated a thousand times over.

What’s the probability that these people didn’t get the value and chose to dispute because of that? Very low.

What’s the probability they chose to buy and then go and pirate it? Extremely high.

Long story short, we stopped selling low ticket. Since then you could see as well in the little graph when you show a disputed transaction and the entire percentage of disputes against the lifetime of the account, when the disputes were highest and when they were lowest.

I literally always show people, look, you can see here after we started charging this amount, we got rid of every pirate and literally every dispute besides Ryan’s had gone away completely.

Moral of the story is we stopped selling low ticket because people would pirate our stuff. When we started selling high ticket, we literally hadn’t gotten a single besides Ryan disputed transaction.

What’s the credibility of that in comparison to me just showing in my webinar a bunch of people who are giving me endorsements and saying Jeremy made me a ton of money?

There’s always going to be a lot of those. They already know about those things.

If I sit here and I flex on you that currently we’re at 40 different people that we’ve helped get to a million dollar a month, yeah that’s great. But at the same time, wouldn’t it be a lot better if I sat there and showed you, well listen, out of the people that we’ve worked with as an agency where it hasn’t gone well, every single time it hasn’t gone well, if it’s our fault, we just refund the person. We give them their money back.

What if I sat there and I showed you the I don’t know, eight different times over the last 10 years being in business where we’ve done a deal, it didn’t work, it was our fault, and on our own accordance without the client even saying anything, we literally fire and refund them and just give them their money back via wire?

What if I showed you that instead when I was trying to get people to work with our marketing agency?

Keep in mind when you look at the logic of people that are trying to find out how bad could it be if I chose to take this risk, that’s what they’re actually looking for.

Yeah, do you want to pepper those positive testimonials in too? Sure. But look at the reality of what I just said. Those were real statistics, by the way. Those are real things that I just told you. I could sit here and I could show you those things too and that makes it all the more believable.

That’s the reality of the situation when you work with us. You don’t get taken advantage of. You get the result that you’re after or you get the result that we can help you get.

Some of your expectations are through the roof? Yes, very sad. But anyway, I digress.

Point I’m trying to make is these are current best practices.

When I talk about never using a value stack, when you do that where you’re like oh it comes with this, that’s $10,000, and it comes with this, that’s $5,000, and it comes with this, that’s $20,000, and you get all of it for $500 today, they don’t believe you.

They think you’re being dishonest. By the way, that’s not even FTC compliant.

Everybody sitting here reading this who’s ideally already at at least a couple hundred grand a month, some of you super big dogs that are already at a million plus a month and trying to tack on the next million, you care about the FTC when you make a lot of money.

Value stacks are not FTC compliant, as the FTC’s Guides Against Deceptive Pricing prohibit advertising fictitious former prices or misleading price comparisons. 

It’s my biggest gripe as an example with what I was talking about that Russell teaches.

I would love to see, to be clear Russell if you’re ever reading this, an updated webinar strategy from you. You’re the webinar OG man. Drop it on us. We’d love to know.

Point I’m trying to make is you got to do highly believable things. So in both scenarios, no matter which type of demographic you’re selling to, everything that you show has to be highly believable. It has to be updated from modern best practices.

Why Monthly Live Webinars Convert Better Than Weekly or Automated Ones

Now here’s the other things I want to talk about real quick just in terms of things that overlap between both of these.

Number one, monthly live webinars are currently working better than the minority of people that I know that are still making great money that are doing them at a higher frequency than that.

For a majority, meaning a little over 60% of the current deals that we’re actively working in or that we’re consulting on or just Inner Circle members that I have a lot of one on one interaction with, they are doing once a month live webinars typically right in the middle of the month.

In terms of days of the week, most of them are on Tuesdays, Wednesdays or Thursdays. Some of them, very few to be clear, are on Sundays.

Most demographics, whether it’s affluent demographics or the general public, Monday doesn’t work. Regular people just hate Monday. Rich people like me who call Monday money Monday love Monday, but they’re backed up. They have a ton of people.

Nobody really tries to talk to me on the weekend. Everybody and their cousin and mom and referral they want to give me talks to me on Mondays.

Do I want to sit there and watch an hour and a half to three hour long webinar on a Monday? No.

The regular people who hate Mondays as is, want to watch a webinar on a Monday? No.

But Tuesday, for some reason Tuesday feels a lot better than a Monday to a lot of people.

So anyway, Tuesdays, Wednesdays and Thursdays. And surprisingly, this is actually a pretty crazy thing here.

Affluent demographics will actually watch a 90 minute webinar if you do it at 11:00 AM Central Time.

We have one client in particular that routinely does their webinars that are 90 minutes long sold to affluent demographics at 11:00 AM Central Time.

To be fair, we just recently did a Wednesday at 6:00 PM Central Time webinar for that same client and they did have a tremendously higher show rate. But regardless, the Tuesday 11:00 AM Central Time webinar still crushed it and got about a 6X ROAS on a little over 200K in spend.

Point I’m trying to make is very simple. You got to understand this. Webinars are typically better done at night sometime between 6:00 and 7:00 PM Eastern Time or Central Time.

You really have to look at where your demographics are though when you make the decision of when to do it.

I’d like to use, if you have an organic presence, your YouTube watch time analytics to get an idea of when your highest saturated watch times are to try to find opportunities for when you could work a webinar strategically in.

But I love to tell clients if they’re doing it for the first time, Tuesday, Wednesday, Thursday, sometime between 6:00 and 7:00 PM EST works every time, which aligns with industry data showing Tuesday through Thursday consistently deliver the highest webinar registration and attendance rates.

And then if you sell to the general public, Sundays towards the late afternoons like a 3 to 4:00 time frame, those work really well for some reason.

Before Monday when they’re relaxed, they have a lot of time obviously because it’s the weekend. Great opportunity to sell them on something because to the general public specifically, Sundays are a great day of relaxation of course where they don’t have to work in most instances.

But they’re also a day where they realize like dang, I got five days of work ahead of me here. They might not like their job. They might not like what they do. And they might be looking for that opportunity for whatever you sell in your webinar that can help them with their life and just improve everything for them.

Sunday webinars in the later afternoon can be great for a general public demographic. Affluent demographics typically are either working during that time or just spending time and enjoying time with their family. So we don’t necessarily ever execute affluent webinars on the weekends.

In terms of time though, I just want to be clear on this. Monthly live webinars.

Now I will give you a super pro tip from that webinar SOP that I was talking about and this is how it works.

We like to do the webinars in the middle of the month. So if this is day 14 out of the 30 day average month, here’s typically how it looks.

We spend about $80,000 on promoting the webinar. That’s the average test budget that we throw at a webinar.

Most instances, this 80K flips about a five to one or a six to one ROAS when you’re selling something high ticket and you’re pushing people to a call funnel through the webinar.

Here’s how the revenue ends up looking. When the webinar actually occurs, you get a pretty big spike in revenue that starts to drop slowly. You start to promote the replay and you get a little spike.

Then this is a pro tip. We do this thing called a popup event which helps to maintain revenue through the finish of the month.

As you get closer to that finish of the month where you’re at the tail end, you can milk it a lot by first of all having the live event, which is obviously where you’re going to peak. You milk the replay a bit and then here you do this thing called a popup event.

Now the popup event, a mastery level tip right here in terms of milking the webinar and making a lot more money for all the people that registered for the webinar, you’re going to promote to them only.

You can also do this to be fair with past webinar registrants if you wanted to where you say, “Hey, we’re doing a popup event exclusively for you who registered. Maybe you watched the replay, maybe you were there live with us, maybe you didn’t watch it at all. We got a lot of questions and we got a lot of opportunity to talk at length about what we’re trying to sell you and talk to you about.

However, due to the volume of questions and a lot of the things that we realized we didn’t cover in the initial webinar, we’re doing a popup event for you at this time and date which only you as a person who just registered for the webinar is welcome to attend where we’re going to go through all of that additional information and give you even more insight about what you want to learn about.

In addition to that, we’re going to have an even bigger Q&A session. We look forward to seeing you there. You’re already registered. All you got to do is just show up at this time and this date.”

Then you just immediately add them to a reminder sequence as though they just registered for it.

This works tremendously well. Obviously from a popup event perspective, it is an opportunity to present additional information that’s going to help move people along.

Here’s the best part. Here’s where you get this information from. From the salespeople that are taking calls from everybody who showed up from the first webinar.

Everything that’s holding people back on the phones, you’re going to make a presentation to address in the popup event and you’re going to talk at length about whatever’s holding people back. Then you’re going to pitch again.

It’s a repitch opportunity. Then you’re going to do a giant Q&A and you’re going to push people to the phones again.

This works tremendously well.

Why You Should Always Push Webinar Attendees to Book Calls Instead of Direct Checkout

Budgets for this, like I never make any content for the small fries out there. I’m talking to you, the big dog right now reading this that’s got a couple hundred grand coming in, if not a million plus a month already. You’re trying to hit million dollar months or tack on the next million.

80K should be your test budget. I don’t ever go less. At less volume of test budget, the probability of things working out in your favor goes down dramatically.

It’s all from financial modeling which we do every single time we launch a funnel. That’s why we dubbed the $80,000 to be the necessary test budget.

It gets the right amount of registrants. Gives you enough margin for error. We always promote it about 14 days out. So if something goes wrong and we have too high of a cost per lead, we can get new ad creatives in the game, fix the conversion rate on the page, lower it down, milk the quantity of registrants we’re going to get.

It gets enough people to show up with conservative show rate statistics factored in. This is the most important part, gets enough people to book calls.

We always push to call funnels. We do not sell directly on the webinar. We do pitch directly in the webinar. We do sell the offer directly in the webinar and tell people what it is, what it costs and all that fun stuff.

But we do not give them the opportunity to buy during the webinar.

Every single time we’ve tested this, we do this little split option thing where we’re like, “Hey, if you want to buy now, here’s the checkout link. If you’re still on the fence, book a call.”

It ends up resulting in far less revenue than if we just push people to book a call.

Every time we’re telling people book calls. Time and time again, that’s our game plan. That’s our strategy.

Now we allow about a seven to 10 day out window in terms of how far out we allow people to book.

I can’t even believe I’m telling you this for free for what I’m about to say next. You should pay me money, by the way.

We use this thing for lead scoring. This is a super pro tip. I can’t believe I’m giving you this for free.

The people who have the highest lead score, we will allow to book at the beginning of those seven to 10 days. So immediately after the webinar for the following three to four days, we want the people with the highest lead scores because they still fill out an application.

So we have people show up to the webinar. We tell them, “Hey, go fill out this application.” The application lead scores these individuals and then allows them to book on one of three calendars.

Calendar one are for the people who are booking between about 72 hours out to maybe four days out max.

From there we have the second calendar which allows them to book from day five to seven.

Then from there we have that third calendar which are typically still going to the closers. In some instances we add a fourth where they go to setters if they’re that unqualified where they book between the seventh and the 10th day.

So the people who have the highest probability to purchase are allowed to book at the beginning. The people who have the lower probability to purchase are probable to get pushed towards the end.

Obviously all depends on the volume that you get. If you don’t get a lot of volume, you would just allow anybody and everybody to book right away because that’s the higher probability for you to make money.

So if you’re not going to listen to my advice and run an 80K plus test budget, then you might not even want to do the lead scoring thing because you’re just going to push people unnecessarily out.

And then again, remember, don’t push direct to checkout. If you do direct to checkout, you have a much lower probability of making more money through the webinar, which is obviously the whole point of the webinar.

We do not currently find that automated webinars, weekly webinars or any form of a fake live webinar is working better than the once a month live webinars.

A majority of the deals we do, even the ones that are doing them at a higher frequency, are currently doing them live.

When you talk about sophistication of the average consumer in almost any market at this point, when you look at five years ago webinars and you look at today’s webinar, they’re very different.

Five years ago everybody was running automated webinar. Everybody was running an on demand webinar. Everybody was running a fake live webinar. Very few people did it live.

That’s the dream for almost anybody right? Just have some funnel that kicks a bunch of people to your sales team that you close that you don’t have to do anything on yourself. You just occasionally film ads.

That still happens to be fair on call funnels. But on webinars we need some involvement from the business owner and almost all of them are happy to do it because this is on average when we spend that 80K, tacking on a good mid range couple hundred grand a month.

How to Scale Your Sales Team When Running Monthly Webinars That Generate Revenue in Bursts

Here’s the other pro tip I’m going to leave you with. This is for the people who hung around this long. Thank you for being here. I appreciate you.

You need to understand that when you scale a once a month live webinar, you have to consider the impact of that on how you scale your sales organization.

Naturally when we spend this $80,000 test budget and it goes well and we kick out like half a million dollars plus or minus, we’re obviously going to want to spend more money the next webinar.

You have to do the closer math. You have to be able to quantify, okay, so out of the $80,000, how many calls do we get? $80,000 divided by that many calls equals this much cost per call.

So, with that much cost per call, if your average closer over a seven-to-10-day period of time can take eight calls a day, you would want to take 10 times eight, that’s 80 calls in that example assuming 10 days of calls.

You would take those 80 calls times your cost per call and that’s how much more budget you can add for every additional closer you bring in to max them out.

So that’s the math for how you proportionately get the opportunity to scale up your paid webinars and you have to understand this.

Surprisingly I kind of thought this would be a problem at first, but most closers actually prefer this. I don’t blame them. This kind of sounds like a pipe dream right? When they get an opportunity to take seven to 10 days worth of calls that give them their entire month’s number, their entire month’s money, they love it.

They don’t even care if they have to do anything the other two weeks of the month. If they get the opportunity to follow up with people or just go back on call funnels and DM strategies or whatever they were doing, they’re obviously happy to do it.

But initially I thought a lot of the closers would want a full 30 days worth of opportunities. When we do closer interviews and we tell them, “Look, we’re doing this webinar strategy right now. We’re trying to scale the heck out of it. We can essentially guarantee we’ll get you a maxed out calendar for at least 10 days, but the other 20ish days out of the month, you know, it’s going to be a much lower volume,” they don’t care.

They’re happy about it. They’re like, “Yeah, I’m enthused about that. That’s a huge opportunity.” As long as they don’t blow the 10 days, they’re pumped. They’re making all their month’s money within that window.

So keep that in mind. Keep in mind the closer math. Keep in mind that you got to set the expectation that they’re probably not going to be that busy the rest of the month because at the end of the day, if you’re not proportionately scaling up your call funnels, if you’re not proportionately scaling up whatever other funnels are getting them calls, yeah, they’re going to be pretty bored the rest of the month.

It’s a great opportunity to do training, follow up, build out trust assets or sales assets or just do nothing and wait until the next 10 days the following month comes around.

Would we love the opportunity to increase the frequency when we scale? Yeah, but you got to keep in mind, every time we do it, I wish that we could increase the frequency to a higher count. But when you do them monthly, there’s a lot more natural scarcity to it where people show up at higher rates.

They make the time to show up for it because you’re not doing them in such a high frequency.

I think that’s the main reason why every time we attempt to go from monthly to even just biweekly or weekly, we just get a diminishing return because people don’t really care about showing up for that particular one coming up because there’s just another one next week.

Then their natural behavior, they go do other stuff instead because they just know there’s another one coming and they inevitably never go as a result.

These were a ton of pro tips. We’re seeing a lot of great results with this.

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