Online Training Sales
Total sales — $647,721. 43 relaunches for 6 trainings
About the project
Total sales — $647,721 at the 2019 exchange rate.
The task to solve: ensure maximum sales volume with minimal workload for the program's author. We decided to build a system that takes in one training and outputs a lot of content — all of it monetized.
We built a sales pipeline for online trainings: 43 relaunches and repackagings for 6 trainings. The product line — 43 trainings.
How did we achieve this? We put in place a team to work on launches: the program's author, marketers, copywriters, a designer, a programmer, a video editor, technical support.
The team's work is coordinated by a project manager. The whole process is scripted, and each team member has their own process and instructions.
The launch process
We put in place several strategies for selling the programs. For every training, a launch plan was made, scheduled by the hour.
Packaging the programs. A value proposition for the target audience and a production cycle. Prototype, design, programming.
Running the sales events. Warm-up, webinar and lead processing.
Connecting the online-school system. Automating the training's completion and automating the training's sale.
1. Strategy
Planning the launch, defining deadlines and sets of materials. Creating tasks for the project team: the author, video production, the content department, designers, front-end developers, programmers.
Corporate portal: launch script — design, front-end build, review checklists by day
Tools and solutions
Project plan in Gantt charts. The entire project is planned in Gantt charts. Since a team is working, clear organization matters — literally by the hour. An hour-by-hour plan is exported for each team member.
Corporate portal. Every participant in the process has fully formalized processes: which tasks to complete in which period. Every task has an instruction and a review checklist.
Launch task plan: lesson quizzes, course recording, instructions for testers
2. Packaging
This stage covers the entire production cycle. We shoot video, build pages, assemble funnels. The content department writes all the emails and warm-up materials.
Landing page for the 'System' training: a 13-lesson online training
Solutions and tools
Prototyping. Every warm-up funnel needs a scheme thought through and drawn out. Every page needs a mockup. This is work with meaning.
Video production. One launch needs 4–6 videos. Production cycle: script, copy, filming, editing.
Design and programming. Prototypes go to the designer, and then the programmer assembles the technical part.
Automation. Once all materials are ready, they need to be assembled into a single system. Connect every service and test it.
Sales page prototype: blocks, a promo countdown timer and an order form
3. Event
For the sale to be as effective as possible, it needs to be concentrated into one event: running an event around the program's launch. This can be a webinar or a series of masterclasses. Before the event, warm-up work is done; after it, leads are collected and processed.
Packaging the launch products: the film and the book '8 Psychotypes'
Warm-up. We bring in mass traffic. We warm up the subscriber base with email mailings. We create content on social media: video and articles.
Event. All the energy concentrates on the selling event. The task is to bring in as many people as possible and show the product's practical value.
Running and recording the training. Once the sale is done, the training has to be run. This is teamwork: the author/speaker, coaching group leaders, tech support.
Collecting feedback. Once the training is finished, it's very important to collect feedback: reviews. Record and package case studies.
Sales department script for the promo: the essence of the offer, prices and sales windows
4. Repackaging
After the program has been run once with a group, all the training recordings are cut down to the key ideas and uploaded to a learning platform. A system for submitting and reviewing homework is set up. The sale is automated.
Product-line spreadsheet: theoretical, therapeutic and additional courses queued for repackaging
All the training's video recordings are cut into separate clips by key idea. Every "um" and filler is cut out. Copy protection is applied.
Learning platform. This is the technical solution where students and teachers communicate, trainings are hosted, and homework is reviewed.
User support. Everyone going through the course in automated mode receives homework. A group of instructors reviews the homework and runs master groups.
Sales automation. The sales materials and sales process are automated and assembled into an automated funnel.
Learning portal: course navigation, lesson notes and homework
Results
A business system for selling info-products was built. Sales-manager sales came to ~$352,700 (4,261 paid invoices), automated sales to ~$295,000 (4,417 invoices).
JustClick: 4,417 paid invoices from automated sales, ~$295,000
Reviews
A section with results and reviews from people who completed the project's trainings — 420 reviews.
Video testimonials from participants with quoted results
43 relaunches were run for 6 trainings, totaling $647,721.
The pipeline ran on a foundation of three systems, each with its own case study: an automated funnel with $15,000/month in profit, a sales department with a 3.4x rise in efficiency, and a base of 53,000 subscribers with a 12x rise in LTV. We build these kinds of systems today as part of our marketing automation service.
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George Ryzhenko
CEO, Digital Experts
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