Big

Ticket Coaching
& Continuity
Ryan Lee

Todays Workshop
Straigh.orward and u-free. You dont
need a 18 hour, 9 module training!
How to create big-Fcket coaching &
conFnuity programs
My exact script that closed over 50% of
prospects
The best way to aRract new clients
And much more

Who Is This Guy?

Why Big Ticket?

Some clients prefer one-on-one or small group aRenFon (if
you dont provide it, they will go elsewhere)
Increases lifeFme customer value
BIG paydays
Easier to manage less overall clients
Clients who get it
I was going to make this a $15K in-person training but
decided to oer as an online workshop instead

My Journey

First big Fcket in 2002

Studied copy and sales
Utah sales oor (no thanks!)
MaR Bacak & Kevin NaFons

MYTH
You do NOT need a huge social media following to sell lots
and lots of big Fcket products

Overwhelming

"Running the world's #1 direct marketing company that

has done over $120 million in yearly sales, I've been
blessed to have worked with the all-time greatest minds
in business and marketing. And when it comes to
simplifying product creation and getting programs to
market fast... Ryan Lee is in a league by himself. He's my
go-to guy... no one comes close.
If you want to make more money by leveraging your
time and selling your ideas as products - listen to
whatever he says..

-Brian Kurtz, Boardroom

What Does Your

Ideal Day Look
Like?

Do You Enjoy
Working with
Groups or 1-on-1?

Whats Your
Financial Goal?

Before We Begin
TRUTH: the more you do to build trust by being open, honest,
and trustworthy the easier this all becomes
If you did NOTHTING else, build your list and send at least 3
emails a week that tell stories, teach, educate, entertain and
build relaFonships
BeRer conversions and beRer customers!
Figure out what you stand for.. and become the clear and
obvious choice

Three Steps..
1) The Oer (what will you oer)
2) The Trac (how can you aRract clients)
3) The Conversion (how to convert leads to paid clients)

STEP 1: THE OFFER

What are you going to deliver?

The 7-Figure Mix

There are hundreds of ways to generate revenue online
They can ALL work but we need to focus on one (or three
max)
Heres an overview of your opFons for premium coaching and
conFnuity

#1. One-on-One
Hourly Coaching

Hourly Coaching

Easiest to understand
Straigh.orward for client
Dont fall into no leverage trap
Whats your Fme worth?

What To Charge?
Per Session
20, 30 or 60 minute sessions
Minimums and Packages (your wording is important and helps
increase the value)

Packaging Your Hours

These opFons are based on my rate is $1,500 per hour
Adjust the numbers accordingly based on your rate
NEVER discount your hours based on packages (you can do a
low-cost session as a one-Fme)

1. Straight-Up Hour
$1,500 for one 60-minute session
If they want more they buy more (no conFnuity)

2. One Hour Broken Down

They pay $1,500 for 60 minutes of your Fme
Two 30-minute sessions OR
Three 20-minute sessions

3. The Three or Four

Week Program

They pay $1,500

One 20-minute session a week for 3 weeks OR
One 15-minute session a week for 4 weeks
You sell it as a month

4. Minimum
$1,500 per hour.. With 2+ hour minimum
For example.
$3,000 (for six 20-minute sessions or four 30-minute sessions)

5. Monthly Recurring
Packages
$750 per month for one 30-minute session
$1,500 for two 30-minutes or three 20-minutes
May (or may not) include limited email access

Spotting Trouble

You must spot potenFally troubling clients

They will be ultra-demanding (and more potenFal to refund)
Its up to you to take their business.. or not
Big red ag is there a money-back guarantee
Heres an example on another red ag

Red Flag?

#2. Online Group

Coaching

Online Group Coaching

More leverage
Gets away from the one-on-one
Community building

A) Live Training Sessions

Conference line OR webinar (gotowebinar)
Bi-weekly or Monthly (weekly can be too much)
Deliver registraFon and oer video access if they miss it

When to Deliver Group

Training?
Know your audience! (same hours? Evenings? Aoernoon?)
InternaFonal?
Consistency (same day/Fme) OR
change up Fmes for InternaFonal members
This will take some tweaking come in with open mind and
do whats best for the majority

Access to Previous
Trainings?
If you have 50+ previous sessions can overwhelm
Best bet, access to most recent 1 or 2
Create a core training ahead of Fme so everyone is on the
same page. Give all members access.

Software?

Gumroad.com
Paypal
OpFmizePress
Wishlist Member
Password Protected Post

Simple Delivery

B) Facebook Community
Can build a strong community (very sFcky)
If you dont care for it can have the opposite eect
Do you want to give access to you? Or would you rather just
deliver content without community access? (Dan Kennedy)
MulFple groups?

#3. In-Person
Masterminds and
Workshops

Bene_its

Biggest Fcket
People will pay much more for in-person access
They are fun (and easy) to run
You facilitate the groups

Structure
Two or Three 2-day meeFngs
Can run mulFple groups (how I ran mine)
Do NOT focus on content and calls (thats NOT what they are
paying for!)
Market-exclusive?
Big Fcket as a selling point? ($25K group)
LocaFons?

STEP 2: THE
TRAFFIC
Simplifying your lead ow

Build Your List!

Focus on your list (and relaFonship)
Best use of your Fme.. Paid trac

Two Best Traf_ic Options

Facebook
Solo email ads

Facebook
There are hundreds of FB trac courses and trainings
Simple and VERY powerful create mulFple versions of your
ads based on niches
For example

Experienced Trainers

New Trainers

Solo and List Sponsorships

Find other lists to buy an ad (solo or a spot)

Email subscribers respond to email oers
Easy to get started (and low tests)
Here are 8 resources

Solo Ad Resources

Arcamax
Newsmax
Directory of Ezines
DedicatedEmails.com
SoloAdDirectory.com
Warrior Forum Classieds
hRps://www.facebook.com/groups/salestesFmonials/
hRps://www.facebook.com/groups/soloadsandadswaps

90/10
Focus 90% of your eort on paid trac
Social media is icing on the cake

Where Do You Send Them?

Option #1:
The Lead

My New Favorite
Welcome Mat

Digital Publication!

Leads to $5K Training

Ebook/Report

Option #2:
Webinar

Niched Webinar

Option #3:
Free Strategy
Session

Simple Page - 1

Simple Page - 2

Ill take you through the

entire application and
close shortly

STEP 3: THE
CONVERSION
Get them from hand-raising to opening their wallet
Three simple one-step funnels

Funnel #1:
The Webinar
High-leverage (can close dozens of people at one Fme)
BeRer for $100 - $3K (more than $3K, go to phone conversion)

The Secret
Hyper-narrow your topic
For example.. My webinar on Facebook Con0nuity
Webinar went over all the benets of building a paid
community on Facebook (the 3C ConFnuity Pyramid)
Heres my exact webinar.. Slide by slide

Into Dependable
Recurring, MONTHLY
Revenue
Ryan Lee
The ConFnuity King

WARNING! There is a
Very LIMITED and Time-Sensitive Offer.

(Im Serious)

3 Big Promises Tonight

How to turn Facebook into dependable, monthly revenue
using the 3Cs for conFnuity income (aka: the ConFnuity
Pyramid)
Why most recurring revenue programs fail and the #1 way
to avoid it
And something VERY special for you

Why Should You Listen to

Me?

Im Obsessed with
Continuity Income

My One Year Journey For The

PERFECT Continuity Program

But First,
Why Continuity?

7 Reasons
1.
2.
3.
4.
5.
6.
7.

Dependable revenue = MORE MONEY

No longer start each month at zero (or less)
Grows every month
Focus on keeping people happy
Lifestyle (close to autopilot)
Less pressure and stress
Sellable business/asset

Inside the Numbers

$47 Per Month

1 new member a day =
$17,155.00 PER MONTH
2 new members a day =
$34,130.00 PER MONTH
5 new members a day =
$85,775.00 PER MONTH

$97 Per Month

1 new member a day =
$35,405.00 PER MONTH
2 new members a day =
$70,810.00 PER MONTH
5 new members a day =
$177,025.00 PER MONTH

$495 Per Month

Just 10 Members TOTAL =
$59,400 PER YEAR
Just 50 Members TOTAL =
$297,000 PER YEAR

Why Facebook is PERFECT

For Continuity Income:
REMOVES OBSTACLES

Why 98% Of Lifestyle

Entrepreneurs FAIL at
Creating Continuity
Income?

Overwhelmed with Overly-

Complicated Process

Software/Plugin Challenges

NO System
Cant Be Duplicated

Copy/Conversion Suck


Can You Guess the
Biggest
Problem?

RETENTION!

Without Retention,
You DO NOT Have A
Continuity Program!
Period.

My Golden Rule of
Continuity Income

People BUY For Content

But they STAY For Community

If you want them to STAY, the

key is creating a sticky
community.

Create a high
pain of disconnect

Traditional Forums Are

DYING. Fast.
(too many other options)

I Went to Work

How to create the PERFECT conFnuity program

SFcky community
No sooware
No plugins
No site
Easy sales process (high conversions)
Remove EVERY barrier

Over 1.1 BILLION

Facebook Members
**They are already there**

No Software

You are using the Facebook billion dollar infrastructure

No plugins
No cost
Get to market FAST!

Works with Any Model

Premium conFnuity
Coaching backend
Community
CerFcaFon
Product sFck and refund reducer

Entirely Within Facebook

SIMPLE Management

PING!
You Cant Be Ignored

Its Impossible to NOT Click

Less Customer Support

No lost usernames
No lost passwords
85% on autopilot

Members Drive Your

Community

The 3 Cs of
Continuity Income

aka. The Continuity Pyramid

The 3Cs
Continuity Pyramid

Content

1. Content
This is the base (where most people start.. and usually nish)
Its why they come, but not why they stay (BIG MISTAKE =
relying solely on content for retenFon)
As you move up in price range.. content becomes less
important

Core Training

MulF-media training
Step-by-step system
Everyone is on the same page
Deliver right through Facebook group (no need for addiFonal
sooware)

Real-World
One $47/month FB conFnuity
-Core content training
-Monthly content updates
Another FB conFnuity @ $500/month
-Zero content?
$49/month (over 2,500 members!)
-Weekly content update

Check List
Is your topic niched down?
Are you the expert, producer or host?
(I have all 3!)
What content can you create? What do you already have
completed?
Outsource (other contributors)?
Interviews with other content experts?

The Continuity Pyramid

Coaching
Content

2. Coaching

Are you providing coaching?

Answering quesFons
Access to the guru
Group coaching calls? Frequency?
Oce hours
*Idea: conFnuity add-on to exisFng course or program

The Continuity Pyramid

Community
Coaching
Content

3. Community

The nal piece of the puzzle

Technology has made us feel more isolated and alone
Place to connect
Speak the same language
Pain of disconnect?

The Continuity Pyramid

Community
Coaching
Content

The Perfect Marriage

Facebook + Continuity
Community
Coaching
Content

Best Conversions
Live training
Upsells
Strategy sessions

If You Are Serious

About Building Your
Own FB Continuity
Program

What I Was Going To Do

Create a product with modules

You go through it on your own
Oer a few upsells
Use leverage I create product once and sell many copies
Sell as premium program for $2,000.00
BUT

I Am NOT Selling a Product

I dont want this resold and repackaged
Most people never implement (just another thing to watch)
Your business is dierent
For example, what is the perfect combinaFon of content,
coaching and community for your market?
Im going to make it PERSONAL (very personal and 100%
customized)

FB Continuity Intensive
One-on-one intensive with me (via online meeFng sooware)
Fill out pre-quesFonnaire so we have a personalize plan of
aRack
We hit the ground running and implement!
What does this accomplish???....

TRUE Over Your Shoulder

Over-your-shoulder get
sh*t done session
Do this.
Click that.
Done!
Plan of aRack in place.
Ready to start taking
orders within 1 hour.
No excuses
All your quesFons
answered by ME!

Personalized Its Done

Training Includes

Nailing down your perfect mix of content, coaching and community..

for your market
Finalizing your pricing (and levels of membership)
My all-Fme favorite FREE markeFng tacFc (just landed my 5 super-
aliates.. Each one will bring in 200 members!)
Seeding your program for DOUBLE retenFon
ScripFng your sales funnel for 50% conversions
Se|ng up the enFre site.. in just a few minutes.. in real Fme
How to setup content in your group
How to automate signup process and accept payments

Whats It Worth?
I charge $20,000.00 per day (seriously)
Just 15 members @ $97 per month = $1,455.00 PER MONTH
in recurring revenue (almost $20K per year in extra revenue)
No site design ($2-5K savings)
No sooware ($100 to $3k savings)
No tech team ($350/month++ savings)

I was going to charge $5,000

Kristian, a triathlete, _lew to US from
Australia, paid over $10K .made an
extra 6-_igures with his FB
Continuity program in 2013

Because its my personal time,

this offer is limited to the _irst
12 people only. No exceptions.

Right now, just $2,999

First 12 only.
But wait, heres something
very special

Super Bonus #1
Two weeks of email support in addiFon to the live intensive/
implementaFon session
Tweak sales messages
More trac
Any quesFons I will support you
$2,000.00 real-world value

Super Bonus #2
Special checklist on exactly HOW KrisFan built a 6-gure
triathlon FB conFnuity business
Step-by-step cheat sheet
Value = $100K+

$2999
50% Off!

Just one payment of $1,495

or
2 payments of $995

DO IT NOW
(only 12 spots!)

1-Pay of $1,497
(link/1pay)

2-Pay of $997
(link/2pay)

Funnel #2:
The Strategy Session

Overview
Get them to a simple landing page
Ask a few strategic quesFons
Get them on the call
Close the sale

A) The Application
Apply for the session
Heres how it looks

Contact Info

The Numbers

The Pain

The Budget

More Information

Action?

The Results

B) Booking the Session

All of the answers will be on a google spreadsheet
You can do this yourself OR hire a virtual assistant
I have a VA take care of this enFre process

My Process
1. VA goes through the spreadsheet
2. Has access to my google calendar
3. I have specic Fme blocks open for these strategy sessions
(always in the aoernoon)
4. She emails them personally and coordinates a Fme block
5. In the calendar she enters their name and number/skype

CAUTION!!
Do NOT book a 30-minute session (law of expanding Fme)
We give a 2 hour window and tell them to be near their phone
(or skype)
Wed book 5 calls in a 2-hour window (average call around 12
minutes)

C) The Strategy Session

Heres the script I use
Zero pressure to sell

PHASE 1: Starting the Call

You must take control from the beginning

ME: Hi Jen, its Ryan, are you ready for our strategy session
JEN: Yes, Im so excited!
ME: Ok, heres how it works. Im going to ask you a couple of
quesFons. Please answer them. Then, well have Fme to talk
more and dig deeper into (X). At the end, if I have a program
thats a good t for you Ill menFon it. If its not a good t, I
wont. Is that ok with you?
JEN: Yes!

PHASE 2: The Questions

ME: How much is your business currently generaFng (how
much do you currently weight, how good is your relaFonship
1-10, etc.)
JEN: *shell either answer OR try to control the conversion
How to redirect

PHASE 3: The Why

ME: Ok so you are at X and you want to get to Y.. How
come you arent there yet? (then you shut up!).
You let them talk
The rest of the session is just digging deeper

PHASE 4: The Close - A

IF they are a good t (and you want to work with them), you
can oer your services
ME: I have a program that will help you with X would you
like to hear about it?
JEN: Yes!
ME: Then, go one of two ways..

PHASE 5: The Close - B

Can menFon bigger Fcket personal coaching rst (if you want
to sell into a lower-priced group)
I do have one-on-one for $15K.. (but its sold out OR they are
a beRer t in the group)
Its NEVER about the products

Objections
Let me ask my spouse/partner: sure, thats a great idea.
Its too expensive (oer lower-priced product OR create a
payment plan)

Funnel #3:
The Social Media Post
IF you already have a good social media following
IF youve been building trust
A simple post If youd like to XYZ, then send me an instant
message
Works well for trial into premium conFnuity

Sample Conversation - 1

Sample Conversation - 2

Sample Conversion - 3

Funnel #4:
The $99 Session
If you dont feel comfortable oering big-Fcket coaching
Oer a special one-Fme no-brainer session price in your email
OR oer on ongoing basis
NOT a strategy session its COACHING
Then, tell them about your coaching group. Youll convert up
to 60%

Deliver VALUE and

Create Fans (who
refer other fans!)

And This Happens

Thank You
Ryan Lee