In this episode of Become a Media Maven®, I speak with Paige Filliater. Paige started making money by teaching other business owners how to build online sales funnels.
Then, when many of her clients had profiting sales funnels and still weren’t happy in their business or life, she decided to go deeper.
In the 10th episode of Become a Media Maven®, Paige shares some sales funnel knowledge, but also takes us back to really think about the reason for the funnel – How much money do you want to make? Why do you want to make that much money?
In this episode, you’ll learn what you need to work on before you start building a sales funnel to ensure it’s successful and you feel successful.
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The One Reason Your Sales Funnel Isn’t Working
Paige Filliater is going deep on this one and I am so glad that she came on to talk about sales funnels because she really touches on something that most people in the online business world leave out and this is probably the most important thing that should be talked about. It determines your success. Paige is somebody you want to listen to because she has built a very successful business in sales funnels and is doing the same thing for many clients.
So, if you want to make yours better or if you want to start to build one or maybe you don’t even know what the hell one is, then this is for you.
Paige, thank you so much for taking time out of your busy day to talk with me. And I want to talk about a couple of things with you because you are an expert in a few different things and one kind of led to another. But, I want to start with the basics and that is sales funnels.
What is a Sales Funnel?
I was curious about sales funnels and I was innately very good at puzzles. So, when I see a person, or I see a group of people, or I see a business, or whatever it is, I see potential in things.
That lends itself well to funnels because I’d create something and I would say, okay, what, where’s the potential leading me here? Like, what could I put on the back end of this that would support them but also would lead to an easy ‘yes’. I don’t know, I’ve just had a very focused and strategic mind when it comes to that stuff.
I still get excited by them. I still do them well. I don’t do them for clients, but we still do them within my business. I still strategize with clients for their businesses, but I don’t implement them. That’s what I was doing way back when.
Sales funnel is one of those words where I feel like people who are newer in business, are asking, what is a funnel? Everybody talks about a freaking ‘funnel’. So explain that. Give me an example of a client with a funnel that you implemented.
I’ll give you an example of a funnel that worked really well and then also why we don’t do it anymore.
An Example of a Sales Funnel
I was creating a funnel for people who didn’t even really understand that they had a problem. They didn’t understand what the root of the problem was.
They just knew they had an issue, so they had tried two sales funnels before, at this point, and it wasn’t working, they thought it was because it was the wrong sales funnel. And I knew it was because of their energy dynamic or their life strategy, which we’ll talk about later.
Basically, the first part of the funnel was – hey, have you tried this, and it didn’t work? I have this new thing for you, which is essentially what everybody teaches. Introduce the problem to them, aluminate the problem. So they are aware that they have to eliminate the symptoms, they’re aware that they have the problem, they know what the problem is, and now you have a solution for them that they have never tried before. So in my case, it was – okay, let’s try this from an energetic angle.
So, they took the quiz, which was free, and after they took the quiz they got the results. I offered them and what people call an upsell. So my upsell was – okay, now that you understand that you have a problem, I have a solution. Here is more information or a deep dive into the next problem I think you’re going to have, which is understanding your specific energy.
So then I offered them, I think it was, anywhere between a $97 or $197 upsell, which was my energetic basics bundle. Originally the intention of the energetic basics bundle and that price point was obviously to get them to the next level, but it was also to offset the cost of the Facebook ads, which it did.
What I was finding was that people were getting information, and they were getting a breakthrough, but they weren’t getting the transformation.
When to Turn Off a Sales Funnel
So I decided that I didn’t want to sell information anymore and I just wanted to give it away. Then I found one of my advisors, Scott Olford. He was doing the ROI method, which is a lot of just giving people value in giving people information, not asking anything of them in return.
So, in talking with my client yesterday, she’s like – I’ve got this guide that I’m doing, and then I want to sell a $17 product on the back end. And I said – okay, so what’s the intention of the funnel? To get clients? And she said – yes, it’s either to put it on my membership site or to be a one on one client.
I said – well, if you’re planning on working with them long-term, why don’t you just give them what you will be charging them $17 for? Give them the value, build a relationship, build the rapport, give them a breakthrough, and then lead them to transformation.
So, we don’t sell information anymore because I think people don’t need any more data information. They need transformation. They need implementation in their life.
It’s Not in the Content. It’s in the Implementation.
I’m a business owner of three years now and I am at the point where it’s like – okay, I don’t need any more information. I just need to implement what I know and I feel like a lot of small business owners or people starting out, they take all of this information and they do nothing with it and then they wonder why they’re not successful.
They don’t know how to discern it and they don’t know what’s for them and what’s not for them. They don’t know how to make decisions.
At the core of that is most people don’t know who they are, so they don’t know how they make decisions. They don’t know what information is pertinent to them. So, they’re just stuck with all this information.
People were coming to me and they wanted one funnel, the money, for really surface reasons. And I know as a human being, and as somebody who’s just innately curious about human potential and human behavior, is that they were so lost. They didn’t know why they wanted the money. They thought the money was going to give them fulfillment.
I couldn’t live like that anymore. I couldn’t just give people what they thought that they needed. I needed to give people what they truly needed and help them find fulfillment in that.
What to do When your Sales Funnel Isn’t Working
If people have sales funnels, what do they do when they’re struggling? Like, maybe it’s not working. I’m doing everything that I’ve learned and I’m following these steps I was told to take and I’m not profiting or maybe even breaking even. What do you say to them?
I reverse engineer and I actually am getting ready to launch another mini-course or training that I’m literally giving away. And it’s all about this. Let’s reverse engineer.
- What do you want first?
- What do you want the funnel to do for you?
- What is your goal?
- How much money do you want to make from the funnel?
- Then why do you want the money?
- What is the money going to do for you?
People are like – well, it’s going to buy me freedom and time. Let’s cut the shit. What is it? What do you want the money for? And then we get to – oh, I want to buy a new house. Okay, so why do you want the new house? Oh, so I can provide for my family and they can have a nice life. Okay, so why do you want your family to have a nice life?
Just going layers and layers and layers deeper. I mean, the truth of the matter is nobody understands why they want the money. They think the money is going to bring them something and they have no idea what that something is.
I was just seeing so much deeper than funnels. It really is it so much. Why do you want the money? Because anything I usually was finding was that people were wanting to create the money in a real place of scarcity and lack.
- I want the money because I’m not enough.
- I want the money because I don’t have enough money.
- I want the money because I want a lot of clients
- I want the money because I want significance.
So, you’re pouring all this time and energy and money and resources into something that is never going to sustain you or your family or the people you care about. So, now you help people build from a place of sustainability and purpose and mission.
How to Make your Sales Funnel Fun
When you understand who you are and how powerful you are and where your power actually comes from and how you engage with the world to get whatever you want truly want and how to never make a wrong decision – when you approach a funnel from that place, the funnel is a game, the funnel is fun. There’s not a lot of – if this doesn’t work then I’m going to lose everything because you know better at this point.
So, you’re just like – let’s see what works. Let’s have fun.
You release the pressure from it and then you open up the possibility because you’re not putting all this pressure on one outcome one certain way. You’re just showing up like it’s a game and then it’s fun.
I feel like a lot of people do the funnel thing because online it looks easy because they’re just seeing that one side of it. So, getting clear on the why is really step one and I feel like that’s a step most people probably never even visit, right?
Going Deep With Your Sales Funnel
That’s why my clarity calculator is so popular and it’s so transformational for people because it’s the stuff that everybody skips. It’s the stuff that everybody skips because they don’t actually understand what they’re doing. They don’t know where the money needs a job. The money wants to work.
Imagine if you were in a relationship and the relationship consisted of you saying – I want you to bring me this. I want you to do this for me and that for me and I’m not going to really put any time or energy into you.
How would that relationship go?
That’s everybody’s relationship with funnels and the money that comes from funnels. I want you to do this for me and this for me and this for me, but I’m not going to take any time to get to know you. It’s just energy dynamics with everything.
Okay, so let me play the devil’s advocate because what you’re saying sounds very woo.
Yeah, but it’s not. It’s very exciting, but I’m sure a lot of people shy away from it because it’s a little woo, right? It’s different.
That’s what it is. You can’t see it, touch it, smell it, and so people don’t believe that it’s real, but I would challenge that, and I would ask yourself how far has believing in things you can see, touch, smell, and taste gotten you in life? Are you fulfilled? If not, why don’t you try something different?
Since I can remember, I’ve been on a trajectory and I’ve been on a path. I have a mission to serve the details and the how and the who and all of that stuff revealed itself over time. I just trusted that that’s okay. You’re a busy funnel making machine.
Somebody comes to you and their funnel isn’t working and they don’t have any idea why. They’re following the steps and tell me what their reaction is when you tell them – well, we’re going to try to get a little more clear on your why and you dig real deep and then tell me about the transformation and what happens after.
I can give you a million examples. So, people don’t really come to me for funnels anymore, they just come to me for business in general when it’s not working.
Somebody comes to me for funnels and they get very clear about what the money is for and everything changes, or they start to see their health improve, or they start to see their relationships improve, and then the money comes.
I had a client, she’s actually a coach now and in one of my programs. She’s like – I want this and I want that. I don’t know if it was a funnel or she had a program she was trying to fill at the time.
She wasn’t really making any money in her business. I looked at her human design and I said, you’re not an empath, so I don’t know what you’re doing and why you’re trying to model something that’s not you at all. And so, what we did was get very clear about who she was and what her gifts were. She really lit her up.
Who are you, what are you so excited doing, what gives you energy instead of draining you? Most humans go all day long doing things that drain their energy and not give them energy. And so we got very, very clear on that. We had a few calls and then she went on to make her first clarity calculator.
What is a Clarity Calculator?
Most people have an arbitrary goal at like $10,000, $20,000, $30,000 a month. Okay, that’s fine. We can play with that arbitrary goal.
What do you want in your life? So, it’s a spreadsheet. Basically, it sets like goals. I go over it and it’s like – what are the decisions you make for your life?
Mine says I have decided that I work with x amount of dream clients. I have decided that I have a house manager that so I don’t have to do the bills and the laundry and all the little things that drained my energy that I don’t enjoy. I pay all of my bills on time. So those are the things that actually make me feel excited about making money.
Those are the reasons I want to make money because it feels really good to pay my bills on time. I never experienced growing up where we had to rob Peter to pay Paul. Not all the bills got paid on time because there was never enough money no matter what we did.
These are my decisions and then I put the number next to it. So, if I was going to have a house, if I decide that I’m going to have a house manager, how much is that going to cost me? If I don’t know what that number is, I go and do the research.
I go and ask people, what do you pay your cleaning lady? I would just get a really solid quote on these things and I would put those numbers in and then I would get a total. And so, what I often find is the things that are really non-negotiable to people, the things that they truly want that would make them feel really fulfilled and really happy right now, are either significantly less than the arbitrary goal that they’ve set or significantly more than the arbitrary goals they’ve set.
That’s why they don’t hit their goals because they’re not in alignment with what they really want. There’s no rhyme or reason behind the goal. It sounds like to me it’s almost like the vanity numbers on social media like you just want it to want it because it looks and sounds good.
Setting Money Goals for the Sales Funnel
First and foremost, people just need their root safety before they can even think about the next level. With this client, she needed $6,000 to feel really good and really expansive and really taking care of a solid life.
She was in a not so great relationship. She was living with her mother in law at the time, just not a great environment. So, some of her non-negotiables were – I live on my own, I feel really expansive. I have it, you know, I paid for my car, I have something that helps me, the house, my child. I am able to go to the gym and take care of myself.
So, she got really clear on that number and it was like $6,000 and something and she made $7,000 the next month. And then from there, she could create a funnel because she knew exactly what she wanted to get that money. What relationship we have had with that money, what job that money had, what that money was going to provide for her, and then what she was willing to do for the money.
And what I mean by that is spend time and energy on the funnel, spend time and energy looking at her money, and giving them money.
I really like breaking down what you want specifically and the cost of it to determine your goal because honestly, I feel like nobody does that. They just want to say six figures or seven figures or this and that and they really, like you said, they have no idea what they’re doing it for.
I have worked with sales teams that are doing $200, $300, $400,000 a month and you know, they say that they’re having a bad couple of months. Well, this is simple – what is the money for? I need you to break it down. It changes the game the next month or you’re right back on track.
Tell me what that does to you internally that just makes that transformation happen.
It’s intention and awareness. We walk through life really unconsciously and really unintentionally. We don’t know why we do what we do. We’re just a bunch of people walking around with habits. We have no idea why we do the things that we do and we still continue to do things that don’t serve us just because we think we should do that.
Is it a habit? Yeah. There are things you’ve been doing your whole life that you have no idea why you do it. There are traditions you have in your family that you have no idea why you do it.
Invest in your Sales Funnel
Newer business owners are resistant to do almost anything because they’re scared of losing money. They’re scared of failing, which I never got that one.
I’ve never feared failing, thank God. But they’re just resistant to doing anything that is different. So then, they really don’t move a whole lot or do anything.
It all goes back to finding your why and your deeper why. And that’s where your sweet spot is. And working with people because if you don’t have that, nothing will work.
Be clear on what your mission was when God sent you here. I believe this was a co-creation between me and God or a higher power and we decided that this is what was going to happen in order to serve a higher purpose and my mission here.
Once you’re clear on that mission, your ultimate purpose and your ultimate goal will be clear, and you will no longer be afraid.
You can pull your human design chart, but what’s going to happen is you’re going to look at it and you’re going to be like – okay, so what does any of this have to do with you? I’m not insulting your intelligence, but it’s very in depth.
It’s always important to start with the foundation and so many people skip it. We’re taught that we have to earn things and that we have to struggle and push. It is not necessary.
If you choose that’s non-negotiable, then that’s your choice. But I want you to know that it is not necessary and that there is a much easier, more blissful way to do it.
That doesn’t mean it’s not going to require massive action, faith, and doing, but it’s focusing on the correct things for you that are going to lead to the quickest results in the easiest fashion.
So, I just want you to ask yourself, do you require it to be a struggle in order to have what it is that you want? I think that’s a really great place to start. And if you do ask yourself – what do I want? Why? If I’m going to struggle, if I’ve now decided that it’s a requirement, what do I, what do I need to, what I want to feel? What am I doing?