Helping a Surf Coach Build His Upsell Ladder

0:00Unternehmer/Gast What? My name is Nacho, and we sell surf coaching to intermediate and advanced surfers. We do a 700 a year, and we'll like to be a 5 million. >> Okay. >> And what's stopping us right now, it's basically our lifetime value to CAC, it's 3:1. But, that's because we changed our program, our online program, we changed it from 2 months to yearly.

0:27>> All right. >> So, we can >> Raise the price, yeah. >> Yeah, exactly. And also, have a longer time window, so >> Ups up, yeah. >> Exactly. Yeah. So, my question is, how would you go about the ascension process once they finish the year, or even do it before they end the year? >> Yeah, well, it's definitely not at the end of the year. >> [snorts] >> So, you have four, so there's four places that you can do ascension ascension upsells.

0:58Um I'll walk through these.

1:24Okay. So, um these are kind of the spaces that you can that you can do the upsells. And this is the the order for your business. Um if you already sell something expensive up front, which I'm guessing is now the annual, then you can ignore um well, I mean, honestly, no. I'm going to say it. So, you can immediately upsell people, "Hey, now that you bought this thing, do you want to get something else?" That's if you want fries with your Coke. So, that's that type of upsell. Now, if that's not the nature of the upsell that you have, then this is where you'd begin offering it. So, you can ignore the first one and the other four will apply, okay? So, 24 to 48 hours, that's probably when you have some sort of onboarding call, right? Boarding, huh?

2:04There you go. Uh And so, uh the best upsell that you can tag with this is more help with that thing you just bought. And so, either that more help or better help. So, that would be like a higher qualified coach. This is a master's level three coach. He only coaches people who are whatever. And so, if you want, it sounds like you might be a good fit for that. Do you want me to set you set you up with a call? Right? So, you can immediately ascend people who just bought. Number one, that'll also help you offset CAC, bring up uh bring up cash forward. The next one is when you have some sort of milestone. So, they get up on their board for the first time or they do their first flip or whatever, you know, whatever big milestone that somebody might have, you know, within the first 30 or 60 days of being inside of your thing, right? At that point, you say, "Hey, we'd love to hop on a call. Let's see what else we can do to help you like, you know, capitalize on the momentum." And that's when you say, "Cool, let's take this next level."

2:51So, milestone, you know it's a milestone. For them, you're saying, "Let's capitalize on the momentum. Like to keep the party going." The halfway point is what we position as a feedback meeting, which is like, "Hey, we want to check in. We want to make sure that things are going all right." Um and the nice thing with the feedback meeting is that you have one of two options. So, they're unhappy or they're happy. Here's the cool part. If you're unhappy, then it probably means that you need more help from us. So, you should buy our other thing that has more help than the thing that you have.

3:22If you're happy, then if you like this, yeah, you're going to love this. Seriously. And then uh finally here, what's this last chance? Uh so, this is going to be the smallest percentage of sales. And so, for many of you right now, this is where you try to do your ascensions. And the reason that you're not getting as many as you want is cuz you're waiting till here. You have Like, that is literally the last chance. You've already lost most people. So, you want to you want So, there's these these buying windows that occur uh for a customer. And you want to present your offers at the point of greatest deprivation, not value.

3:59I'll say it again. You want to present your offers at the point of greatest deprivation, not the point of greatest satisfaction. So, if I walk into a restaurant and I'm starving and uh I say I want a steak. I eat the steak, waiter comes back and they're like, "How's the steak?" And I'm like, "Oh, it was delicious. Thank you so much." They're like, "Great, you want another steak?" I'm like, "No, no, I'm good." They're like, "Oh, you don't like the steak?" You're like, "No, I I love the steak. It was great." And they're like, "Want you another steak?" You're like, "I'm I'm good. I'm satisfied. It's I'm fine." And they're like, "Well, then why don't you You don't like my restaurant? What's wrong with you?" Right? And all of a sudden, it just seems weird. That's where you get these weird sales conversations.

4:31But if I wanted to sell two steaks, when the person walks in the door, I'm like, "Are you starving?" They're like, "Dude, I'm famished." I'm like, "Cool, you want two steaks?" That's when you sell two steaks. Now, once I have a steak, I'm satisfied with my steak, but I have some deprivation around sweets. And so, I'm going to be like, "Oh, how's the steak?" It was delicious. Oh, you know what pairs really great with that? Our lovely flambé, right? Or I don't know what dessert name. Ice cream and brownie. That That >> [laughter]

4:57>> That's what goes well with this, right? You want one of those? Sure. You know what? I'll take two. So, we want to make sure that we sell and this is a huge misconception in the sales world is that [clears throat] they're like, "Sell at the point of greatest value." Sometimes the point of greatest value creates deprivation for the next goal. So, if I solve your leads problem, I'm going to create your lead nurture problem. And so, it makes sense to then sell the next thing at that point if the next thing I sell is lead nurture, not more leads. Does that make sense?

5:24>> Yeah, sure. >> Okay. >> Yep. >> So, for you right now, it's going to probably be an ascension where you can have the quality upsell that you can immediately do. And then you basically make the ask at these different occasions and it's open-handed. So, it's like, "Hey, long-term, where do you see yourself?" Cool, it sounds like you're ambitious. I think you might be a good fit. Can I set you up with He's amazing. He's helped 17 people who look just like you accomplish what you want. You'll love them. >> Yeah, and you will have the closer to jump on that call or because the thing is that

5:52>> You said it. You said it for the closer. >> Okay. The thing is that they only see the closer when they buy and the second time they're going to buy, so they are not in contact with with them. >> Right. So, I've tried to I get it. I've tried to skin this a hundred ways to Sunday and No, I have. I've tried every permutation of this and I've had everything work. So, you just have different problems. You can have your kind of team of people who are doing the education get trained on kind of the upsell. They're going to benefit from the fact they have more rapport, more trust, and they're going to talk to them more times where it's not a sales conversation.

6:26So, that's one option. Second option, and this is the This is my favorite of the options, but requires somebody with more talent, is that you have one back-end sales guy. And that guy's positioned as the master coach or whatever, the master educator, the level 17. And so, when they see that guy, he's so well positioned that he's like, "Hey, I'm checking in on the team. I want to make sure that they're doing a good job. How's everything going? Great." And then that guy has the positioning to just close everybody.

6:53Alex And it doesn't feel weird. >> Okay. >> I have done the front-end sales guy who talks to you again, and I also still had that work, but it's a little bit more sales heavy. And so, I would I would I would prefer I If I were you, I would probably find If you have one guy who's like the best guy, what happens is you've got all these leads that funnel to front-end closers, and then the people who do the delivery then funnel them to one guy. And so, you only need like one given the fact that they're not working leads, they're working customers. So, they're For you to actually book out somebody who's one guy, you're going to be doing 20 million a year.

7:24Does that make sense? >> Yeah, that makes a lot of sense. Only one question about the milestone. Cuz like what we do is basically like a fitness program where you want to get to a huge goal and they accomplish the first milestone, but what we offer is kind of the same thing, you know? But at that point when they reach the first my milestone that you will only go and try to upgrade in something like more quality but the same. >> Yeah. >> Yeah, okay. Yeah. >> More quality.

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