Streamline Your Revenue Funnel for Education

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[Music] so today's step-by-step guide is all about sales and specifically the sales funnel and the reason for doing this video is at the moment the stats are showing that it's around about five times as expensive in time money and energy to get a brand new customer than it is to keep an existing customer so this is all about once you've won a customer or how to win that first customer and then continuing to sell to them and work with them over a period of time so don't invest all of that time energy and money to win a new business a new piece of business a new customer and then only sell them one thing that seems like a complete waste selling lots of things over a period of time and build a strong neutrally beneficial relationship where you help them and they pay you for what you're doing so what I thought I'd do is share with you our business model to help you understand how to apply it to your business so the sales funnel I start drawing it on the wall here but it always starts with an outrageous free offer and the outrageous free offer is the thing that you can give away to get people excited to try what you're doing to build trust and to engage with them give you a few examples for us the outrageous free offer is we do free online courses we give our free content we go into housing associations in different areas and we give away free talks so people get a free taste of what we're doing that builds trust other examples of free tasters if you go into Hotel Chocolat the first thing they do is offer you a plate with chocolate on and they give you a free taster if you go well I was walking down the street in Basingstoke and there was a chef in whites with a silver platter of pizza I tried his pizza it was amazing it got me into the rest for the next step which is where you buy something small so in hotel shock allow they give you a taster and then you hope that you don't buy something in the pizza guy I bought the pizza I went into the restaurant I bought lunch in our situation people take the free taster they get to know and like it and then they maybe by the three-day course and it's something of a reasonable value that they buy but it's not that difficult to make the first purchase us what we then do is look to prove the three-day course works and give stats and show that it's good which builds trust and then we sell in the next thing which is maybe the one week long course and after they thought the week long course and it goes really well and it delivers the results maybe there by the two week course this has actually specifically happened to us in some of the places we've been one of the ones we run in Wales regularly we started actually with a three-day course for a Housing Association there the next year we did the week-long course for several housing associations then the third year we did the two-week course for a whole set of funders there which has led on to more afterwards and what you do is you do a great service for each customer which always leads on to the next sale and really you should be doing this for all this customers because if your customer loves what you're doing they want to buy more from you they want to do more business with you but offer them something next which leads them a two week course and then we sell the set of courses and then eventually what we're looking to do is to have the permanent building on what we're going to call our rebel business school and each one's of increasing value and people move down the sales funnel and it's the same with Hotel Chocolat you've got the outrageous free offer of free chocolate who can say no to free chocolate then you buy a small item then you buy the package then you sign up to the pasting Club where for 20 to 19 a month they send you a box of chocolates every month then you go to the restaurant then you can go and visit the plantation and go traveling to the spar and spend thousands so from a free to a three-pound to a five pound to a twenty-two ninety-five a month which is like hundreds of pounds a year to a 70 pound meal to a thousand pound holiday they're continually selling new stuff if they love what you do so I don't care whether your business is a knitting business a food business and marketing business there are always different things you can sell and my challenge to you is to think about the seventh sale not just the first so build long-term relationships with each customer that you gain and gradually sell them more things each year I have three things to give you at the end of this video and they are number one we're going on a national tour across the UK we're going to Dublin Scotland we're going all across England and Wales to help people start small businesses and make money doing what they love so if you want to come along you can find free tickets at pop-up business goal code at UK forward slash events and that will show you where your local events are secondly the full list of the startup guides each week for 20 weeks we're doing a step-by-step guide to building up a business so if you want to find the other episodes of the guide go to pop-up business school co dot UK forward slash hump which will show you the startup guide and all of our information and the final thing if you like our videos then subscribe to the YouTube channel at youtube.com forward slash user pop-up business or just search for pop-up business school on YouTube we'd love to have you as a subscriber put a message in the comments below and let us know how you get on with sales