Marketero · Entrevistas
$100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 2
13 ideas de marketing sacadas de «$100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 2», de Perpetual Traffic…
- 13 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 23 min
- Publicada en 2025
Ver la entrevista entera en YouTube
De qué habla
Las 13 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 13 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Eliminar la garantía como primer downsell para monetizar la reversión de riesgo
Oferta y precioEn ofertas de ticket alto, puedes usar la eliminación de la garantía como el primer nivel de downsell: si el prospecto no quiere pagar el precio completo con garantía (ej. 10.000 $), ofrécele el mismo producto a un precio menor sin garantía (ej. 8.000 $). Esto asigna un valor monetario explícito a la asunción del riesgo por parte del vendedor.
Hormozi's book, he says, well, if you have a guarantee and let's say it's a 10 K product. And if they opt to not take the guarantee, then you can discount. And that's one of your first and best downsells. So think about that for a second. You have a guarantee with your product. You have to guarantee, you can give them the same $10,000 product for $8,000. And so now you're putting a money, you're putting a money model or a, monetary quantity on a feature of the product that otherwise would not be explained or would not be magnified. He said, that is like, this is the part of the book that kind…
Escúchalo en el minuto 15:55
Eliminar la demora en el calendario para evitar que los prospectos se enfríen
ConversiónPermitir que el lead agende una llamada de inmediato y eliminar ventanas de espera artificiales de 48 a 72 horas en el software de calendario evita la pérdida de interés y puede triplicar la tasa de asistencia a las sesiones de venta.
You have a 48 hour window, which I think can actually be severed in half. That was another area. 48 hours seemed way long to me. We used to do a 72 hour delay on our scheduler to the actual date in which they could sit down and talk to a salesperson. And since taking off that 72 hour, our show rates have tripled. They've gone from nearly 100%. So we're only about 30%. Book when you want to book. Book when you want to book. And sometimes if they're scheduling on a Friday, that means it's at this step. So speed to lead with a phone call. Number one, don't wait 48 hours. There were reasons
Escúchalo en el minuto 6:18
Reactivar la oferta principal desde un downsell mediante una llamada de seguimiento a los 30 días
ConversiónPara compradores de una oferta reducida (downsell), conviene incluir una sesión de seguimiento 1 a 1 a los 30 días. Esta llamada permite revisar avances, hacerles experimentar el componente de mayor valor del servicio (asesoría personalizada) y crear una oportunidad natural para venderles la oferta principal completa.
So I said, set that reminder for you and him, for you and the prospect at 30 days as a check-in. And then that's when you can actually upsell back to the main offer. It's a check-in. It's a, 30 minute or a 30 day, 30 minute check-in with our top coach to make sure that you're on the right track. And then that's how you, that's another opportunity for you to upsell back to the main if can you sort of position that call 30 days later as a one-on-one career advisor call and deliver a tremendous amount of value and then say, Hey, you know, you've gotten this far so far, coaching call with me or…
Escúchalo en el minuto 20:22
Monetizar prospectos descalificados mediante un downsell desagregado de la oferta
Oferta y precioCuando un prospecto queda descalificado para la oferta principal en el formulario de aplicación, no debe enviarse únicamente a nutrición por email ni ofrecerle el mismo producto con descuento; lo óptimo es presentarle un downsell inmediato que extraiga componentes específicos de la oferta central (por ejemplo, formato grupal en vez de individual) a un precio más accesible.
form, if they answered two of the questions that would disqualify them as being an ideal customer profile, they really didn't have anything to send them to. They didn't have a downsell here. you would then be sent to a secondary offer, which may or may not offer the same thing. They were thinking, all right, why don't we just offer this same product at a discount? I said, no, what you should really do is you should peel off parts of or individual components of your main offer and sell that as a discount. And that's another chapter in Hermosi's book, which is downselling where most businesses…
Escúchalo en el minuto 7:49
Llamar por teléfono al prospecto tras agendar para disparar la tasa de asistencia
ConversiónEn embudos de venta de alto valor (high-ticket), complementar los recordatorios automáticos de email y SMS con una llamada telefónica inmediata (speed to lead) puede incrementar la tasa de asistencia (show-up rate) a la llamada de ventas hasta en un 50%.
and a lot of marketing. Because in an advertising standpoint, if you're not focusing on speed to lead from a stranger, your competition that's going to do it more efficient will eat your lunch all day long. Absolutely. So right there, so about 50% of people that go from the HubSpot scheduler to the actual sales call, 50% show rates, which I felt if you look at this, like that's an area where you can at least increase by 50% with the addition of a phone call. This is what we've seen with a lot of our clients. If you insert a phone call, yes, a text message and email is obviously is great here…
Escúchalo en el minuto 5:02
Restringir los descuentos exclusivamente a la modalidad de pago completo por adelantado
Oferta y precioEn ventas de programas o servicios de alto valor, no se debe descontar por descontar; las rebajas deben concederse únicamente a cambio del pago íntegro por adelantado (ya sea mediante transferencia, tarjeta o financiamiento externo), manteniendo el precio de lista completo si el cliente elige pagar en cuotas fraccionadas.
of the book, obviously, is downsells, as well as valuing the full priced offer and giving a discount on the full priced offer if you pay in full. So this is a $10,000 program. You get 20% off if you pay in full. Now, you can pay in full either by writing a check for $8,000 or if you go through financing, they actually use a third-party company to do a 36-month financing, which averages out to be about over like three payments on your own. The point is you would still get the full pay discount of $8,000, even if you put it on the card. And then they also had a three-pay option, which they did…
Escúchalo en el minuto 12:27
Contactar telefónicamente de inmediato tras agendar para elevar la tasa de asistencia
ConversiónRealizar una llamada telefónica inmediata tan pronto como el prospecto reserva una cita en el calendario permite elevar la tasa de asistencia a la llamada de ventas (apuntando a pasar del 50% al 75%), mejorando el rendimiento de todo el embudo posterior.
As soon as they schedule a time, we immediately insert a phone call to try and increase their show rates from 50%, hopefully to 75%. I was like, your goal should be 75%, which will immediately impact everything you're doing downstream. Now, close rates on this, close rates on the 50%
Escúchalo en el minuto 11:15
Contactar al lead en menos de 5 minutos ('speed to lead') para evitar la caída drástica de conversión
ConversiónLlamar por teléfono al prospecto dentro de los primeros cinco minutos posteriores a que complete un formulario de cualificación maximiza drásticamente la tasa de contacto y asistencia a la reunión de ventas, ya que el interés y la probabilidad de respuesta decaen casi a cero tras ese intervalo.
it's not actually over on this side. After they fill in the type form, you should insert a phone call and get somebody on the phone literally within five minutes, like speed to lead. And this is something that Hormozy talks about in all of his books is just so absolutely essential. The chart of how a lead decays over time is past five minutes. It basically goes basically down to zero, whether or not you're actually going to get anyone on the phone, whether or not they're going to be able to show up for the call. So speed to lead right here in this particular part of the funnel
Escúchalo en el minuto 4:19
Fraccionar módulos de la oferta principal como downsell en llamadas de venta
Oferta y precioCuando un prospecto rechaza la oferta principal en la llamada de venta, ofrece un downsell compuesto únicamente por una fracción de los componentes clave (por ejemplo, 2 de 8 módulos más acceso a llamadas grupales) a menor precio, programando un seguimiento a 30 días para volver a ofrecer el programa completo.
I don't think operates the same way, but it's the same principle. It's like on the call, really sell your main offer as hard as you can, but if they're not going to buy, or they have to think about it, that's where I said, okay, if you don't want to do the guarantee, let's offer maybe a section of, or components of the core offer that, you know, we'll get them a good result, but you can offer it at a, at a, at a lower price. And so what we agreed on is that there were, there's eight components in their product. We agreed that they would offer two of them. Plus figure that out. Two components…
Escúchalo en el minuto 18:53
Diseñar garantías condicionales basadas en la ejecución verificable del cliente
Oferta y precioPara mitigar el riesgo del comprador sin asumir pérdidas por la inacción del cliente, la garantía de resultados debe supeditarse a que el usuario cumpla y documente un conjunto estricto de criterios y acciones predefinidas dentro de un plazo establecido.
guarantee. And this is going back to sort of our initial part of our conversation here is like, can you give a guarantee if they do set criteria and the guarantee results? Like in this particular case, I'm not going to say what the business is, you will get X and Y amount of time. If you do these seven things and if you get a successful outcome. So the outcome is getting something career
Escúchalo en el minuto 14:38
ConversiónIntegrar preguntas eliminatorias ('knockout questions') en el formulario posterior a un video de ventas (VSL) permite validar si el prospecto proveniente de tráfico frío encaja con el perfil de cliente ideal (ICP) antes de habilitarle el agendamiento con el equipo comercial.
specific part of the entire program. And then after that, they're sent to a type form, which is, has about 10 different questions. And some of those questions are what they refer to as knockout questions. And if you're familiar with this type of model, these questions are really important to be able to determine what's the likelihood of this person coming in from cold traffic, watching your VSL. Are they your ICP? Are they your ideal customer? If they answer, I think eight out of the 10 questions correctly. So we're sent to a HubSpot schedule, which is not my favorite. We use schedule once…
Escúchalo en el minuto 3:21
Oferta y precioEn la estructura de precios del programa de mentoría, el precio de lista es de $5.000 dólares, ofreciendo una reducción a $4.000 dólares para clientes que realizan el pago único completo por adelantado.
half of the value that you'd normally get for the full price product. So the offer is $5,000, but if you pay in full, you get $4,000. So that is basically the entire thing. I recommend you all
Escúchalo en el minuto 22:40
El resurgimiento de los modelos de membresía impulsado por la demanda de autenticidad frente a la IA
Retención y relación con el clienteLos modelos de membresía y comunidad están experimentando un renacimiento debido a que los usuarios, saturados de contenido sintético y automatizado ('AI slop'), buscan conexión humana genuina, pensamiento auténtico por parte de los creadores y el respaldo de una comunidad de pares.
I think they're coming back. I think membership models are making a comeback because we've had this, people just crave connectivity and I think they crave authenticity in a world of AI slop where people are just used to being tricked, being fooled, being told stuff. and I think people are just over it. They're over like, AI can trick them, you can have deep fakes, all that type of stuff. So they're craving real authenticity, thought authenticity from the creators and community from the other people that are doing it alongside them. I think memberships are making a big comeback.
Escúchalo en el minuto 0:41
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.