If you’re running an online business in 2022, chances are you’ve heard some version of the following:
“You need tons of traffic to your website.”
“Post on social media every day (even multiple times a day) to get thousands of followers.”
“Grow your email list into the tens of thousands; the power is in the numbers!”
But what if there was another way to reach your goals — smash them, even — and what if that way required fewer leads, not more?
What if there was a way to attract qualified clients that allowed you to skip the numbers game entirely?
Enter: your high ticket coaching funnel.
Today we’re breaking down the numbers behind a high ticket coaching funnel, and we’re getting into the nitty gritty. We’re talking leads, conversion rates and sales required — and the numbers will definitely surprise you (in the best way!)
In this video, I’m breaking down the actual numbers and math behind a high ticket coaching funnel (and spoiler: good news ahead.) Let’s get into it!
When we figured out the high ticket funnel math, our entire business changed. What I’m sharing in today’s video completely overhauled our business model because we became well-versed in high ticket funnel math. After testing this model for years, we crunched the numbers, figured out the conversion rates and mapped out how the math breaks down.
And believe us: when you see this for yourself, it’s like you can't go back.
Once you flip this script, you simply can't go back to selling only low priced things because it just doesn't add up anymore.
And by the way, if you saw the headline of today’s post and thought, “Numbers? Math? Ugh this is gonna be kind of boring!” No — I promise you these 10 minutes are going to change your entire life and business. So put on your little math hat and let's get started.
Scaling Beyond Self-Study Courses
Let’s cut to the chase: online course funnel math is totally different than high ticket funnel math.
I know this because I've been selling online courses for years, and I’ve helped thousands of people do the same. And for the record, I think online courses are a great way to get to the six figure mark in your business.
But let's say you currently sell a course around the $500 to $1,000 mark. Maybe your course even goes for up to $2,000. For the purpose of today’s exercise, we’ll consider this a lower price product. Beyond courses, It could be even be a template pack or some kind of smaller digital product.
“A typical course funnel for a $200-$2000 course has a 1-2% conversion rate from leads to sales. For every 100 new email subscribers, only 1 or 2 will become customers.”
When we're ready to scale beyond that six figure mark, we need to start looking at the numbers a little differently.
Industry standards tell us that a typical course funnel for a $200-$2,000 course has a 1-2% conversion rate of subscribers or leads to sales.
So that means that 1-2% of your subscribers, also known as leads, will become customers and actually buy your program.
To put it simply, for every 100 new email subscribers you earn you can expect maybe one or two will become a customers.
Diving a little deeper into the funnel math, let’s say you’re aiming for 15,000 leads or email subscribers. You'll have a conversion rate of 2%, and even that’s a bit generous.
If you have a goal of $300,000, you’ll need to enroll 300 people into your $1,000 course.
In other words, every time you want to make $300,000 you will need 15,000 new email subscribers.
That's a lot, right?
But stay with us here — because the high ticket math is just completely different.
High Ticket Coaching Funnel Math
Now let’s put high ticket coaching under a microscope.
When you sell a high ticket group coaching program, you have an application as part of your process.
That’s a big difference right out of the gate. Now you have an application, and you also have a much higher conversion rate because of the specific sales system that we use. I teach you about this in a private training — make sure you apply for that so you can learn it right away.
Now we’re about to blow that 1-2% conversion rate out of the water. And by the way, all of the numbers I’m walking you through here are real numbers based on the averages of myself and my clients.
In this high ticket funnel example, let’s say you receive 150 applications. You find that of those, 100 people are qualified — they’re a good fit for your program based on the information they provided, so you go ahead and accept them.
So we’ve got 100 folks who are accepted, qualified leads, and 50 people who applied who aren’t quite a fit at this time. That’s okay — we’ll put them into a down sell sequence until they’re ready for your high ticket program.
Moving on down the funnel, we see a 30% average conversion rate from accepted to enrolled with our high ticket funnel. Of course, there’s some variation here from business to business; some of our clients see a 20% conversion rate. Other clients are sitting at a 50% conversion rate. We have one client who has a 70% conversion rate on her funnel all the time! But in our example, we roll with 30% knowing this figure is very conservative and achievable.
So of those 100 people who are accepted, 30 of them enroll into your $10,000 high ticket group coaching program for a total of $300,000.
The bottom line?
You just need 150 applications versus 15,000 email subscribers.
High Ticket Math: Client Case Studies
I want to show you some real examples from some of our clients like Courtney, who had a $60,000 launch the first time she debuted her high ticket coaching funnel.
Here are the real deal numbers from Courtney's funnel the first week that she launched it using our strategies. As you can see below, she had 34 applications. This isn’t a huge number — but the number didn’t need to be big in order to drive big results.
Courtney accepted 26 applications and 12 of those enrolled, which translates to a 46% conversion rate.
Here's another example from our client Ari. In this case, she drove 245 applications using the strategies that we taught her for creating traffic to an application. Of those, she accepted 158.
She had a conversion rate of 27%, which meant that 42 people of those 158 enrolled in her program.
Yes, she brought in almost $128,000 in the first week of launching her funnel.
And that’s just the beginning — Ari continues to bring in more and more sales almost every day through evergreen.
Do You Really Want to Play the Volume Game?
So now you get to take your pick.
Do you want to come up with 15,000 leads or email subscribers to an opt-in funnel?
Or do you wanna drive just 150 applications?
Now, maybe you have a plan for getting those 15,000 email subscribers.
Maybe you've got big plans to try Pinterest or you’ve got an elaborate YouTube strategy. Perhaps you’d like to give blogging a shot or maybe you don’t really mind posting on social media!
But I have found that it's roughly a million* times easier to go for the quality over quantity.
*Okay, that’s our first number today that’s exaggerated… but you get the point!
At the end of the day, the course funnel math we outlined is a volume game at its core.
Trying to grow the biggest possible audience and then turning around and selling them the cheapest possible thing often feels like a race to the bottom.
It’s a very difficult game to play and only a few will truly be successful.
So again I ask: would you rather try to get tens of thousands of email subscribers…
… Or would you rather figure out how to drive a couple dozen applications, leading to the same result?
At this point you might be wondering, Well, where am I gonna get these applications anyway?
How to Drive Applications for Your High Ticket Coaching Funnel
The great news is that you don’t have to figure this out for yourself or re-create the wheel.
We have tons of strategies for driving applications — but first I want you to think about the products that you already offer.
This image right here is what we call a product suite.
In this visual, you’ve got a low price point offer, a mid-tier offer, and then your most expensive offer at the top.
The main idea here is that you might have a few different offers right now. You might have an ebook, a self-study course, a digital product, and those would fit into the lower price tiers.
Then at the top you’ve got your services, one-on-one coaching, etc. — think highest price offering here.
If we focus on organic traffic first without even touching paid marketing just yet, our first priority is to get some of the people who have purchased your lower-price products in the past to move up into your high ticket group coaching program.
Maybe you have people who purchased your self-study course or purchased your $100 digital download. Regardless of the precise product they bought, those people are primed and ready to join your group coaching program! In fact, I’m willing to be that a percentage of them are totally ready right now.
Or, maybe you’re in the same boat that many of our clients are in when they come to us hoping to get off the one-on-one services hamster wheel. In this case you might be thinking, “I really want to get out of one-on-one coaching. I have to stop selling services and evolve to the next level.”
In this case, you can absolutely roll your one-on-one clients or service-based clients into your high ticket group coaching program — voila!
Now, check out this next part…
If you want to double your revenue, you only need 10% of your existing audience.
Did you get that?! Read it again!
You don't even have to go out and find ANY brand new people for your group coaching program AT ALL in order to double your revenue.
And again, what’s the alternative? If you originally got 300 people to buy your course at a $1,000 each in order to make your first $300,000, you would have to go out and find another 15,000 email subscribers if you wanted to double it.
“You only need 10% of your existing audience to purchase your premium group coaching program in order to double your revenue.”
And if you don't currently sell one on one coaching or services or self-study courses, that's totally okay! You can go straight to the group coaching offer. You don't need to have any of those things in place before you go and create your high ticket group coaching offer.
But if you do have those things, that's where we’re going to start.
Because that's what I call your gold mine.
Your email list, your previous customers, people who follow you on Instagram — that’s the gold mine you’re already sitting on, and that is what you will tap into in order to launch your high ticket offer the first time.
Ready to get your High Ticket Coaching Funnel humming with us?
If high ticket math gets you fired up about the possibilities of creating a high ticket coaching funnel, you’re invited to apply for our comprehensive, all-in-one program, High Ticket Hybrid.
High Ticket Hybrid is our implementation sprint and mastermind for course creators, coaches and CEOs who want to scale an evergreen high ticket group coaching program without sales calls.
In High Ticket Hybrid, we show you how to:
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Create a hybrid course + coaching program that can serve hundreds of clients at a time in less than 10 hours per week
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Build the evergreen sales system for enrolling high-ticket clients year-round, without any sales calls
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Escape the launch-to-launch feast and famine and revenue roller coaster by going evergreen with your program
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Create, Launch and Evergreen your own high ticket program in our focused implementation sprint
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Optimize for a clear and spacious CEO calendar (the ultimate luxury)
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Build a simple, sophisticated, truly scalable business model that is chill, fulfilling, and profitable