Episode 61 – Digital Sales Funnels with Adam Teece

Adam dropped additional nuggets of sales and marketing goodness in the EXTENDED Interview. Be sure to click here to access all of our great extended interviews, transcripts and more within our Insider's Club.

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Adam is a Support & QA Engineer for a ClickFunnels. He is also an Online Marketing Consultant helping businesses get more customers and more free time using social media, search engine optimization and strong calls to action.

Life and Business Coach – Having studied the mindset of many successful people over the past 6 years, applying the tools and techniques they use and learning the rules that make up this game we call life I will help you get to where you want to be in life and business.

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Podcast Transcription

Brian Basilico: Hey, everybody. I am really super, super pumped for our guest today. His name is Adam Teece and he actually works for a company called ClickFunnels, but aside from that, he has his own business where he does set up sales funnels. So, I want to bring him on and talk about the technology side of using sales funnels. Adam, how are you doing today, man?

Adam Teece: I'm doing great. Thanks for having me on, Brian.

Brian: Oh, man, it's a pleasure.

So, tell us a little bit about your back story – how you went from being in the navy to all of a sudden a marketing guru for internet marketing company.

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Adam: It has been a long dream and as you said, I was originally in the navy, did computers, electronics and stuff like that and it was good, but I did not want to be fixing technical problems for my entire life. I read Rich Dad Poor Dad, which is the basic business book for a lot of entrepreneurs getting started and that ignited the spark. I went of the navy, of course reading Rich Dad, Poor Dad, I got straight into real estate and that did not work well at all.

From there, I noticed that I'm like, “Try to bring things online” and I started learning about there's this internet marketing thing up there and I'm like, “That sounds really cool.” So I started digging into that a little bit and did okay with it, but I noticed that the more I learned, I had more people coming to me and asking questions on, “You know how to get found online? Can you help me out?” So I started doing that, local marketing. I did that for about a year and-a-half and it was okay, but I got to the point where because the area that I live in Southern Florida, southwest Florida specifically is a good ol' boy type of town where they're still strong believers in billboards and yellow pages, and I'm like, “I can't help you with that.”

Brian: Wow!

Adam: Now I could because I've learned more since then, but even then you got to have a combination. So I ended up going to that, just with my family and stuff, just supporting myself off of credit cards for about six months and stuff. I'm like, “This is not going to work.” I ended up having to take a manual labor job and working on fixing underground power problems for the power company and that was not fun. But did that for about a year and-a-half and through the course of that I still everyday in the truck just listening to marketing podcast, marketing books, reading everything I could because I love marketing and it's so much fun to me to see how and why different people buy different things.

Towards the end of my time at that job, I started hearing about a new software coming out called ClickFunnels. I'm like, “What's that?” So I started researching a little bit about what's a funnel. As I learned what a funnel was, I'm just like, “Wow, that's amazing. I'm going to get this software and try it out.” I beta-tested the software and then coming towards the end of the beta test, they said, “Oh, we need some help to launch this live. We're going to grow pretty fast. We need some employees.” So I'm like, “I'll sign up for that.” So I applied, didn't hear anything, applied again, didn't hear anything and I'm like, “They need some documentation on this one aspect so I'll just do a little free thing for them. If nothing comes out of it, it's not a big deal.” It's just the results in advance thing that we learned about in sales. I sent them that and 15 minute later I got an email coming back saying, “You're hired. This is exactly what we needed.” I'm like, “Yay!”

Brian: Cool.

Adam: So, I put in my two-week notice at my manual labor job and they were sad to see me go because their business is picking up and I just couldn't handle living southern Florida, the heat and stuff and using a shovel nowadays is not fun.

Brian: No.

Adam: So, I got into ClickFunnels and been growing with them ever since, been working for them [inaudible] about seven months ago. I've been working for them for just over seven months. It's been a fun adventure.

Brian: Very cool.

Help me define for my audience a sales funnel, but also kind of take it to another level because we talked about sales funnels in the past podcast. I want to know now what's a good sales funnel, but what is a digital sales funnel?

Adam: Yes. A digital sales funnel is the standard typical most often used, is you start with a lead magnet or a free offer. Usually it's free information or something like that and set up just a thank-you page that delivers the product or says, “You will be emailed” immediately to a sales page. It acknowledges the fact that they signed up with their email to get that free thing, but then immediately upsells them. Then from there it will then – usually that first upsell is going to be a very low-priced offer, usually under $20 depending on your target audience. You just want to make it just like a ridiculous amount of value for the price and you're not looking to make money necessarily on that and from there, that turns them into a buyer. They've spent money with you. From there then you show them one of your core business products.

At that point, that's when you charge what you normally do and they already trust you because they just bought something. And you do this immediately because a customer is never more likely to buy from you again beyond what they've bought in except for right then. As soon as they buy something, they're much more likely to buy from you again as long as they had a great experience, immediately compared it down the road due to buyer's remorse to just something that happens no matter how good the product is. Everyone at least gets a little bit of buyer's remorse after some time pasts.

That's the basics of funnels. It goes free offer, to low-priced, to your core product and then sometimes there's an upsell product and there's an upsell to like a profit maximizer type thing to maximize the profits, then get them as a recurring customer. That's the most basic type of sales funnel as far as digital sales funnel is out there.

Brian: Awesome. What you're doing is you're integrating email marketing, getting their emails into your system, getting them to buy a basic offer. So it starts with a lead magnet, a basic offer and then a bigger offer. What happens from there? How do people maximize a sales funnel like that?

Adam: From there because you got all the people who signed up for the free thing, not all of those are going to immediately turn into purchasers. So you have all those emails saying they were interested in the topic of whatever that funnel is about and that's the other thing with the sales funnel – all the products needs to be related. They don't have to be directly related, but they have to make sense to go together. They've raised their hand basically by saying, “Hey, I want this free information about topic X.” And then you have more advanced products that teach more about the topic X, do X for them, things like that that they can buy. So when people don't go from free to paid right away, you can email to them to get them back into, “Hey, you don't want to miss out on this special offer. It's the greatest deal out there.” Or, “A limited time” Or however you have that set up to get them to become a buyer and then of course you keep ascending them through your process. You take them from buyer, to customer and eventually to client as the ascension process as far as spending money goes.

Brian: So they go through this funnel and you're trying to ascend them to whatever that end result is and then hopefully hold on to them and get repeat business. Now, what are some of the most common mistakes that you see people are making when they're setting up a sales funnel?

Adam: Some of the most common mistakes that I see are people just like whether they're using paid ads, or email marketing, the most common mistake is they're not targeting their audience. They don't know who exactly they want to target with that funnel. That's very important and I believe we talked about that in another episode. That was fantastic, about targeting audience and that's just super, super important aspect of any business and a funnel is just a part of your business. So, you need to make sure you have a targeted audience and also a lot of people, they'll skip the free offer stage. Sometimes that can work, but at the same time it depends on the audience. Like a lot of people will just lead with a, “Here is a $500 product. Buy from me.” Meanwhile these people, the only thing they've heard about you is the ad that they saw. That's not a very efficient scenario to do.

Brian: Yes. It's really hard to get people to part with $500. It's like asking somebody out on a date and asking them to marry you right away.

Adam: That's right. At least for cold traffic. If they've bought from you in the past and they trust you, that's a little different. There are so many people out there that are just like, “Yay! I'm getting a 0.05% conversion rate on my sales page.” And it's like if you just added a free offer before that or even a lower price offer before that, you'll probably skyrocket those conversions and make a lot more money.

Brian: Good point. Tell me about how do we set up a really good sales funnel system. That's really the key there I'd like to get out of this.

Adam: There's a couple ways to set up the good sales funnel. I'll address the technical first. The technical, there's a couple of ways to do it. You can either use existing software that's out there to help you build a sales funnel and there's bunch of different software to build all the aspects of the funnel, or now there's actually some option like ClickFunnels is to help you just build the entire funnel on one fell swoop. But the other key is to plan it out.

I use flowcharting software, other people use just pen and paper, they'll draw it all out and stuff, but just having to have those ideas and how the products relate, and then of course who your target audience is, having that plan in place before you start building makes the building process much easier. Having the plan and then using quality products, or software, or just someone to do it for you, that's the way to really get a good sales funnel.

Brian: So the sales funnel from a technical standpoint – I want to talk a little bit about ClickFunnels and what most people are aware of in online marketing – we all understand email marketing. Hopefully people have listened to my autoresponder sequence once and then with the sales funnel, you can obviously do redirects to other pages and things like that. But what is something like a ClickFunnels do that makes it simpler, automates the process? What does it offer that is going to help me do it better, faster, cheaper?

Adam: One of the great things about ClickFunnels is when you connect your domain to it, everything happens on your domain including the order page. They're putting their – throughout the funnel process, you're building trust process, you're building trust. So, you don't want to lose some of that trust by sending them to a third party page – whether that's Infusionsoft, order form, or PayPal page, or something like that, they're leaving your domains. It's not a lot of trust loss, but there's a little bit of trust lost when they, “Where are you sending me to? Why are you sending me away?” That's kind of an issue.

The other thing that ClickFunnels makes nice is once they buy that first product, throughout the rest of the time they're on your site going through the funnel, any one-time offers or one-click upsells which would be in our example before, you have the low-cost, intro offer and then your core product, that core product would just be a one-click to buy. They don't have to enter all their credit card information again so that's nice. The other thing is like with ClickFunnels, our editor is drag and drops. We've got some fantastic conversion-proving templates in there, but you're not just stuck with the templates. You can take a template and if you wanted, you could delete everything on the page and then drag and drop and then put a whole new layout on there and design it however you like, which is nice and is all mobile-responsive.

Then the final thing is just when you go to create a new funnel, you just click “New funnel,” click “New sales funnel,” and a bunch of the pages. It's already there for you. You just choose the template and you go from there. You don't have to set up each page and then manually connect each one. When it's in the funnel, they're all connected automatically.

Brian: Wow. It sounds like a huge time saver.

The last thing I want to wrap my arms around is I understand the whole finding ideal customer niching. So a tool like this, actually makes it a lot easier to build multiple funnels to different niches. Is that correct?

Adam: Yes, definitely. The great thing is because a software can support multiple domains, you can have different funnels with different domains in ClickFunnels. That way, each niche is its own – as far as the customer view goes, it's completely separate entity.

Brian: Adam, that's an awesome stuff, man. I want to get into what makes ClickFunnels better than some of the other options that are out there? Give me some of the details about it, how it's been growing, changes, what is making ClickFunnels the thing that's got so much buzz on the internet right now?

Adam: Oh, man. There are some stuff that I'm not supposed to really talk about too much, but we got some big things coming and I think I can share a couple of details because we're pretty close to launching it.

Brian: Cool.

Adam: One of our main differentiators where not just landing page building software, we are full funnel building software. You can take a webinar registration page, into a sales page, into an order form and it's all connected and you could do the one-click upsells and downsells and that's huge. Our drag and drop editor is one of the best editors that I've ever seen in the entire industry. Wet get compliments on it. Our lead designer who created it, actually people are trying to hire him away all the time. But he's a co-founder, so it will be really hard to get him away, which is awesome.

But some of the features we have coming is we don't want to just compete on the landing page building level. Actually we got some CRM-type features coming out in the future. We're actually going to be able to – even if you don't have an email autoresponder yet, email will be built into ClickFunnels, so that way, “Okay, this person opted in for this, but they didn't buy this. So it triggered this email sequence to go send off to them.” Then those emails will be built into the funnels which will be nice. We're also going to have a built-in affiliate platforms. You don't need to go and find a third-party affiliate platform. It's going to be just built into manager affiliates right inside the ClickFunnels. There's a lot of really great features already in ClickFunnels and we're continuing to grow it and fix things, make the UI, even easier to use and I'm just really excited as to where we're going. I'm super excited to be a part of the team.

Brian: Yes, those are some really cool things. I love the affiliate thing, the CRM thing is great, I know you guys integrate with a lot of different systems including Infusionsoft and Aweber and all that other stuff, and it sounds like you…

Adam: We will definitely continue to do that. We want to partner with them and let people use whatever they want to use, but at the same time, there are newer people on the market who don't know where to buy things. We're not going to be – like our email automation stuff, is not going to be as powerful as Infusionsoft. We're going for about 80% of the power, but a lot more user-friendly. Starting out, people can more easily use it.

Brian: That's awesome and one of the things that you mentioned, and this is key to me and I think key to a lot of other people, is they don't have merchant accounts set up, so a lot of people are using PayPal. Did your system actually mask it so that it does the PayPal transaction without them having to go out there?

Adam: Due to how PayPal works, we don't connect to PayPal that way, they won't let us. We actually use this for ClickFunnels. When you pay your monthly payments to ClickFunnels, it goes through a service called Stripe, Stripe.com. Free, same processing fees as PayPal, but it's just for credit card like they'd just enter the credit card and it's transferring on your site. We make it super easy for you to connect your order form pages to Stripe as well, so that enables the one-click upsells, downsells and things like that.

So we just recommend Stripe and you connect your Stripe account, super easy to get it. There's like three niches that Stripe doesn't allow, which is the daily niche. They're not big fans of the supplement niche and if you say you're in coaching, they often shut you down. But that's easily changed by just your consultant. They're fine with consulting, but if you say coaching in your business thing, they won't lie. Just those three things are the only things that Stripe doesn't allow and we're looking at connecting to more payment processes in the future. We pull out processing payments through Infusionsoft and [inaudible] as well and we're going to be adding more.

Brian: What are some of the best practices that people need to think about when using something like ClickFunnels? Let's say we just signed up today. What's the first thing that you want people to think about as they're using this?

Adam: The first thing you have to think about is what's your goal with the software? We have a great on-boarding process now, so when you first log in on software, you'll see something like, “Hey, here, watch this training and stuff and we'll send you a free t-shirt and everything just for going through the training. We'll even give you a free opt in funnel just for watching the trainings.” That way you have something to get started as kind of encouragement to watch the training. Because any software is going to have a learning curve. It doesn't matter how easy it is. Once you get used to it, there are still some learning curve. But going through that training, have in mind what it is that you want to build. Just know what products you want to sell and if you only have one product, try to think of ways where you can splinter off pieces of it to make a free opt in offer as well as a lower priced offer and then go from there.

Brian: What are some of the advantages, let's say using ClickFunnels over some of the other options that are out there? What does it do differently than let's say – I don't want to name names, but some of the competition – where are the strengths of this and how is it going to help grow my business?

Adam: The strength are really the order forms. If you're just getting ClickFunnels just for email opt ins, I think there's better software out there if that's all you want. We want our customers to actually make money with our product because we have a couple of plan level and stuff that we want to make it so that way, once you hit the limits of the plan level that you start with, you're making so much money that upgrading to the higher plan level, you don't even have to really think about it. That's what you do. We really want to see our customers get return on investment for the software and the other advantage is how you can test things and duplicate things.

Our page builder is really easy to use, but you don't want to necessarily do the same thing over and over to replicate the pages. So you can clone the pages in the funnel if you have multiple page that look the same. You can also clone entire funnels so that way if you have one funnel set up for your Facebook ad traffic and then another funnel set up for Google ad traffic, it's just that way you can test, “Okay, where are my conversions better? Are my conversions better from Facebook ads or are my conversions are better from Google Ads?” Or however you're driving your traffic.

Then the other thing that I really like is the Share Funnel feature and not a lot of people talk about that yet. The Share Funnel feature is actually how I work with my clients when I build funnels for them in ClickFunnels, because we don't have an agency account or anything at ClickFunnels. Every customer has to have their own account, so while I build a funnel for the client, they have to have their own account. But I don't make them an account right away. I build the funnel on my account, we go through everything, testing and stuff like that to make sure they're happy and then we have this thing called a Share Funnel feature.

The Share Funnel feature makes it so it generates a link that whoever you're working with can click on and imports the entire funnel into their account and it tags them with your affiliate ID at the same time. If they already have an account, they just get the funnel into their account, but if they don't have a ClickFunnels account, it tags them with your affiliate ID, so when they go through the process, it imports into their new accounts so they have that funnel in there and you get the recurring revenue from the ClickFunnels affiliate program.

Brian: Adam, awesome stuff.

So, you have something to offer people so they can at least get a taste of ClickFunnels. Is that right?

Adam: Yes, I think you have a link for a special free trial for people. So a 14-day free trial to at least try out ClickFunnels, see if it's for you or not because working at ClickFunnels, we actually really do want to earn your money. So you work hard for it, we want to work hard for, so we want to work hard for you, so we want to at least give you 14 days to build everything, set up a funnel, you have a full feature access, there are no restriction on the 14-day trial, you have everything so you can build everything and if you don't want to keep it, you can just go onto your account settings, click “Cancel” or if you do want to keep it, you go on to our startup level which I think currently is $97 a month and build out your funnels, and refine them and make a lot of money with them.

Brian: Cool. That trial period, they also have the training in there as well?

Adam: We have a lot of training. [inaudible], we're always adding more and it's all technical how-to as far as conceptually. There are some courses out there and Russell, actually I think he put together a funnel-hacking course that has more training and you can contact us at support or ask Brian about it, and I'll make sure he has a link to send you that training on the concept, like more in-depth concept of funnels. That training, Russell Brunson who's our co-founder, he actually breaks down one of his funnels where he's making about $18,000 a day and he shows exactly how he built that.

Brian: Awesome. That's something I'd love to see. If people want to get a hold of you, Adam, what's the best way for them to do that?

Adam: You can find me on Twitter, Twitter.com/Adamteece and you can also contact us at Support@Clickfunnels.com and find me on Facebook, just search for “Adam Teece” and I'll be there.

Brian: That's awesome, and I love the way you use the navy term to spell your last name. It's so cool.

Hey, Adam, thank you so much for joining us, man. This has been fabulous. I learned a lot. I know my audience is going to get a lot out of it and I encourage everybody to just at least take a look and see what's there in ClickFunnels and I appreciate your time.

Adam: Thank you. It's been a lot of fun. Thanks so much for having me.

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