1. What's A Sales Funnel?
   1. It's like a path that people take when they interact with you
   2. Web Visitor
      1. Email Opt-In
         1. First purchase
            1. Repeat purchases
            2. Subscriptions / Recurring Payments
            3. Larger Purchases
            4. Potentially more access
            5. Even Larger purchases
            6. Potentially even more access
            7. Referrals
            8. First purchase ...
   3. The more you can optimize the funnel, the more purchases are made
2. Bad Math / Good Math: Why You Need The Funnel
   1. Working without a funnel makes your job ten times harder
   2. Initial customers are really expensive
      1. They are hard and costly to get
         1. Time costs
         2. Money costs
         3. Relationship costs
            1. JV arrangement
            2. Affiliate arrangement
         4. Opportunity costs
      2. Selling them once leaves them cold
         1. Relationship dwindles, they forget you
         2. No ongoing "favored" status
      3. Constant struggle to bring in fresh customers
         1. Always digging new wells
      4. You're stuck working 2x as hard to bring in 2x profit
      5. Bad Math
         1. $50,000 income goal
         2. $50 product
            1. 1000 customers
         3. $50 rate
            1. 1000 billable hours/year
            2. If average client uses 10 hours, you need 100 clients a year
   3. Repeat customers are progressively cheaper
      1. Easier to get repeat buyers
         1. Follow up products/services
         2. Upsells
         3. Repeat buys
      2. Easier to get cross-pollination
         1. Chance for community
         2. Social media
      3. Easier to get testimonials
         1. Multiple good experiences
      4. Easier to sell higher-ticket items
         1. Increased trust
      5. Work a little bit harder to bring in 2x profits
      6. Good Math
         1. $50,000 income goal
         2. Diversified Products
            1. $50 product
            2. $100 product
            3. $250 product
            4. 60 / 30 / 10 split
            5. Average purchase = $85
            6. You don't need 1000 customers anymore to earn $50,000
            7. 588 customers will do
            8. If average customer buys 1.5 times, 392 will do
         3. Diversified rates
            1. $50 rate for one service
            2. $75 rate for other service
            3. 60 / 40 split with rates
            4. If your average client used 10 hours ...
            5. Now the average hour purchased is $60
            6. You don't need 100 clients anymore to earn $50,000
            7. 83 will do
            8. If average client buys 12 hours, 70 will do
            9. 60 / 40 split with a $100 product that 20% of clients buy
            10. You don't need 100 clients anymore to earn $50,000
            11. 80 will do (at 10 hours a client)
            12. 67 will do (at 12 hours a client)
   4. The power of the funnel
      1. The more you add to your funnel, the fewer customers you need to hit your goals
      2. If you optimize that funnel, you reduce that number even further
      3. If you're not optimizing your sales funnel, why are you looking for more expensive customers?
3. What we're going to cover
   1. Choosing The Right Customers And Your Ideal Business Model
      1. Graduating from the "winging it" mindset
      2. Getting clear on what kind of customers you want to attract (and which ones you want to avoid)
      3. Setting up your business to support your desired lifestyle instead of just "trying to make money"
   2. Setting Up Your "Product Pathway"
      1. Creating your basic funnel
      2. Planning future expansion
      3. Shifting to a smarter business model
   3. Widening Your Lead Funnels
      1. Getting a higher percentage of "right people" for your business
      2. Tracking where your traffic and customers come from
      3. Getting clear on the best sources of customers for your business
   4. Turning Purchasers Into Repeat Buyers (Who Spread The Word About You!)
      1. Increasing the number of times people buy from you
      2. Increasing the amount of money people spend when they buy
      3. Increasing the number of referral customers you get