When you earn money by the clock, being in a 9-to-5 job can only give you so much. But what if you can make money in your sleep? Kendra Perry shows it is possible. In this episode, she shares how she does it through her passive sales funnel secret. From working in the Forestry to sitting by the beach reaping the benefits of a passive sales funnel, Kendra has undeniably transformed her life. Tune in to find out what her passive sales funnel looks like and how it works. Let today’s show open your eyes to build your wealth!
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Makin’ Money In My Sleep: My Passive Sales Funnel Secret
I’m excited to be with you. I hope you are having an amazing day. I’m pretty pumped to talk about this subject because it’s a hot topic. I get lots of questions about it. It’s something that has changed my life from where it used to be. If you are new here, I used to work in forestry. I fought fires, planted trees, and designed cut blocks for logging operations. I did surveys. I GPS perimeters of cut blocks and all kinds of different things. I was in what we call the grunt work. I would work 7:00 to 5:00 Monday through Friday. This was a seasonal job, so I got to take time off during the year, but it was brutal and I didn’t make good money. I completely sacrificed my body and I was exhausted.I have never had a regular 9:00 to 5:00 job. Forestry was the closest thing that came to it. I used to waitress a little bit, but that was always part-time while I was in school. When I graduated from university with a degree that I never ended up using, I ended up in forestry. The reason why I ended up in that is because I never fit into that regular 9:00 to 5:00 job.
I couldn’t come up with a job that I thought excited me because I didn’t like the idea of working every week Monday to Friday, 9:00 to 5:00. What I ultimately settled for was forestry where I’d work 7:00 to 5:00 or I’d live in tree planting camps and be working all the time. I did firefighting where when there were fires, we’d have sixteen-hour days of work and that type of thing because I always tried to make a bunch of money in the summer so that I could take the winters off and ski. I was broke all the time. Sometimes I would have a bunch of money in the summer during the work season, but then in the winter, I would go on unemployment and I’d be living off about $1,600 a month.
That was my life previously. Where I am now, I make course sales, essentially while I sleep, while I’m camping in the mountains, while I’m at the beach, or while I get a massage. I am making sales all the time. You can hopefully see how much that has transformed my life. It’s amazing. Passive income is pretty attractive, pretty sexy, and a lot of people talk about it. You have also probably read my episode on why they are lying to you about passive income. I often talk about how passive income is a myth, so you might be surprised when I say how I created a passive sales funnel for my courses in the title of this episode. The reason why I’m using passive is because that’s the name for it, truly.
It’s a misleading name, but the reason why I put that in the episode title is because I wanted you to recognize what I was talking about and hopefully intrigue you to read the episode. Truthfully, and I have talked about this before, passive income is a myth because what we visualize or the dream we have been sold by people on social media is it’s easy breezy. We just turn it on and then it does its thing. We go to the beach, the spa, and on vacations, and it keeps bringing in money.
This is not how it works initially or forever because truly passive means that you are not doing anything. Truly passive income would be investing in some stock or maybe real estate, something that is making money and you are not doing anything, but in a sales funnel, there’s always going to be work. What people don’t realize is every system and strategy has a lifecycle, meaning that it’s not going to work forever.
You could set up a passive webinar funnel, but it’s not going to work forever. Even if you get it working well, at some point, you are going to have to do some maintenance on it. You are going to have to change something. You are going to have to redo the webinar. It’s very rare that something’s going to make sales forever and always until the end of time. There’s always going to be work to do on it.
The other thing is it’s a lot of work to get this set up. Just because you set it up doesn’t mean it’s going to work. A lot of people go through a lot of growing pains with their passive sales funnel, myself included. I have had to do a lot of work. I have had to do a lot of optimization. I have had to redo things. It’s truly a lot of work. I want to be clear because I don’t want to fall into that category of like, “It’s easy breezy, turn it on, and no big deal,” because I don’t think that’s the case for the majority of people.
By saying that, we do people a disservice by making them think it’s easy, and when it’s not easy for them, they feel like something is wrong with them. There’s nothing wrong with them. The truth is it can be a lot of work and there can be a lot of testing and optimization, and you have to dial in a lot of your skills to make this work. For people who are brand new, this is a tough business model to start with because you have to be good at messaging and conversion copywriting to make this work. This is typically a skill that most of us don’t come into our businesses with. If you go back and look at my original social media posts from 2015 to 2016, you will be surprised because you are like, “That’s crappy content.”
It’s because it’s taken me a long time to learn how to write properly, how to write content, how to write for conversion, and how to engage people with my writing. It is a hard skill to learn. It’s very well worth it. It is 100% worth it and you will have to learn it, but it can take years. It’s taken me years. At this point, I’m pretty good at copy and I’m still not the best. I still hire copywriters to do certain things for me because I know they are going to do a better job of it for me.
When I say passive, knowing that I believe passive income is a myth, it’s not truly passive. When I say passive sales funnel, what I’m talking about is a sales funnel in which I’m not actively involved in the sales process. Meaning that I am not on a Zoom call or a sales call speaking to the person. This doesn’t mean that I never do that. I don’t do sales calls anymore in my business, but I do live events where I’m more actively involved in the sale. I do sell indirect messages, so I talk with people in direct messages. I do all kinds of other things that aren’t necessarily passive, but I do have a passive sales funnel for both of my courses. These help me make sales while I do fun things.
An example is I was in Italy hiking from May 15th to June 6th, 2023. While I was in Italy not working, I made $44,000 in the 3 weeks I was gone. Not bad. It’s a dream. It was amazing. It was fun and exciting to be hiking in Italy, eating all the gluten, eating pizza, relaxing, hiking, seeing sites, and making all that money. It was a big month for me. The reason I was able to do that while I was on vacation is that I have one of these passive sales funnels set up. This is not an intro strategy. If you are brand new, you probably don’t want to start setting this up because you have some skills that you need to learn. It’s always going to be easier to sell on a sales call. Typically, that’s where I recommend people start. You learn a lot from that, but this is something that you can get set up.
How does my passive sales funnel work? I have these set up for both of my courses. HCA and HTMA Expert are set up for both of them. What does this look like? It’s the same thing for both, but what I have done is I have created an automated webinar. It’s a webinar that I have recorded in advance and people can watch it at any time. They can watch it even when I’m sleeping. The webinar provides value. Both are incredibly valuable webinars or masterclasses, whatever you want to call them.
In the end, I offer my programs as the solution. I promote those webinars in a variety of different places. I promote them on social media. I promote them through Facebook Ads. I promote them when I am a guest on someone else’s podcast. I promote them in DMs and that type of thing. I am promoting them all the time. What happens is at the end of the webinar, I do the pitch and offer my program as the solution, and then they can buy. Most people aren’t going to buy right off the webinar. It does happen now and then. That’s very exciting, but most people are going to need a little bit more time. They are going to need to sleep on it. They are going to need to do a little bit more research. They are going to need to ask their spouse.
They are going to receive a series of follow-up emails that give them more information about the programs, address objections, give them a walkthrough of what they are going to get inside the program, and inspire them to buy. There is a deadline. This might be confusing because you are like, “If everyone’s signing up at all different times, how is there a deadline?”
I have a software. It’s called Deadline Funnel. I have been using it forever. I love it. What Deadline Funnel does is it tracks IP addresses. What happens is I have this set up with the webinar, and the webinar integrates with the emails. It’s all connected. When you sign up for an automated webinar, your IP address is getting tracked in the Deadline Funnel, and you are going to get your unique deadline.
You are going to get this unique deadline. Depending on which webinar you sign up for, you are going to have a different deadline. With HTMA Expert, I believe it’s 4 or 5 days. With HCA, I believe we give people 8 or 9 days. I can’t exactly remember now. During that time, I offer you a price promotion, meaning that I’m going to give you a discount, but that discount is going to go away after that time runs out.
With HTMA Expert, I never offer that discount again no matter what. This has been a compelling piece of urgency, and it’s made a lot of people take action because, a lot of times, we will offer discounts, but then maybe we will offer that discount again in the future. With HTMA Expert, I decided to make it one time. People will get offered that once and they will never get offered it again. I won’t do a sale. There’s no other way to get it. That’s very compelling. Everyone gets their unique deadline. After that, if they don’t buy, they go onto the email list, they will get nurtured, and they will get re-offered the course at a later date.
With HTMA Expert, the whole thing is automated. I have a multi-year forever ongoing automation where if people don’t buy after the first fast action bonus when they get offered that one-time discount, they will be offered the course again at a regular enrollment price. If they don’t buy, they will be offered the course every 90 days for about a year and then every 6 months from then on until they unsubscribe from my email list. There’s a little behind-the-scenes secret as to how I do that.
It’s similar to HCA. I haven’t set up that ongoing forever automation as I have with HTMA Expert, but it is on my to-do list. What happens is I drive traffic to the automated webinar. The automated webinar pitches the program offers a special discount. Everyone gets their unique deadline and they will get a series of emails that go out for the duration of the deadline that tell them more about the program, help them determine if they are the right fit for it, address objections, and compel people to take action.
You might be thinking, “That’s simple. It’s not too bad,” but there is a lot of tech that goes into this. You need a bunch of different software. I have a certain evergreen webinar software that allows people to watch the training at any time and sign up for it at various times. There’s the opt-in page where we get people to opt-in for the webinar, then that information needs to get sent to the evergreen webinar software, and then that needs to integrate with the email list. There’s a lot of different tech going on. It’s not a small thing when it comes to setting up the tech. Once you get this set up and if it works for you, it’s amazing because I can make sales all the time, even while I am traveling in Italy, which truly is one of the greatest gifts in my life. It seriously is.
I love to make sales all the time. I love to make sales when I am at the gym, when I’m at the spa getting a massage, when I’m out on a hike, or when I’m camping. No matter what, I make those all the time. It sounds very beautiful, and it is, but like I said, it’s a lot of work to set up and is a lot of work to maintain. For example, with HCA, I have made so many different iterations of that automated webinar. I have changed it, I have redone it, and I have edited it down. I have done a ton of work to improve that over time. It’s been a ton of work. To be honest, at this point, it’s still not converting at the level that I want it to. I am still doing the work.
I have talked about this a little bit before in previous episodes, but what people don’t realize about a passive sales funnel is the conversion is always going to be lower than anything live. As an example, when I run a live webinar, I will convert anywhere from 5% to 10% of the people who register for that webinar. One hundred people could sign up for my webinar and I’m going to get 5 to 10 sales, which is great. A lot of people will think that that’s going to translate over to something that is automated. That’s not true. It’s different for everyone. Typically, it’s going to go in about half, but I would say industry standard, this is very common for a passive sales funnel. The typical conversion is about 2%.
Could it be more? Yes. Could it be less? Yes. You have to think about that because a lot of people think, “This is amazing. I want to set this up,” but they have 500 Instagram followers and 200 people on an email list, and then they run people through it and maybe they get a sale or two, but then they stop getting sales. They think, “This doesn’t work. This is BS,” when in fact, it probably works. You just don’t have the level of traffic.
I believe that if you want to be successful with a passive sales funnel, you have to be open to running paid ads. Can a passive funnel sell without ads? Yes. For example, my HTMA Expert sales funnel has a high conversion. I convert at significantly higher than 2%. I believe I’m converting at about 12%, which is unheard of. It’s very high, but I believe the reason I converted that high is I have a lot of authority in the space because I was one of the first people to make a course on hair tissue mineral analysis. After all, it’s been around for so long, and because we have had hundreds of students, I get a lot of referrals. It’s very warm traffic.
Number three, it’s hyper-niched. The riches are in the niches. I can’t even tell you. I have very low competition. Are there other courses on HTMA? Yes. There are more and more, but I can probably count them on two hands versus, in business, I’m competing with a lot. The reason why I believe HCA has a lower conversion and has been harder to optimize is because of the competition. I’m competing with so many different business coaches. Because of that, it’s a little bit of a harder sell. I do get closer to that 2% conversion. That’s important to know because sometimes people will say, “I put 100 people through my funnel and I got one sale. This is BS,” but that would be a 1% conversion, which is in the realm of normal.
That’s why I say if you are interested in setting up a passive sales funnel, then you do need to be open to running ads. You can run it through all your organic channels. If you are someone with a huge and rapidly growing following, you may not need ads. If you are someone who’s hyper-niched like my HTMA Expert program, then you might have a much higher conversion and be able to do well with organic traffic only, but that might not be true for you.
For the majority of people, it isn’t. That’s fine. That’s all within the realm of normal. If you want to set up a passive sales funnel, I do believe you need to be open to running ads. Try it out organically and see how it goes, but if it doesn’t get the sales that you want but you are still getting an okay conversion, we always have to do the numbers and make our decisions based on numbers, then you will 100% want to start running ads to it.
You need to know that when you are running ads to an automated webinar, it will cost more than running ads to a free guide or a free checklist. That is important to know. Why is that? It’s because you are asking for more time commitment from people. It is a guide they can consume probably in 10 minutes or maybe 15 minutes, whereas an automated webinar, probably going to be 30 to 60 minutes.
It’s longer. Therefore, you will pay a higher amount so you have got to do the numbers. If we are running Facebook Ads, you want to make sure your conversion is 2%. If it’s lower than 2%, it might not be profitable depending on what space you are in. The good news in health and wellness is that running ads is still relatively inexpensive. You are very lucky. I pay quite a bit for ads compared to you. You might be able to get away with a 1% conversion in health and wellness, but for me in B2B business coaching, I need to convert around 2%.
That is what you are going to need. Those are all the moving pieces. We are going to need the opt-in page to get people to opt-in to our webinar. We are going to get people to sign up for our webinar and watch the webinar. We are going to pitch the program and offer them a limited-time discount. We are going to use something like Deadline Funnel that tracks IP so that they get the expiry date and they can’t access that discount beyond the timeline. During that timeline, they are going to be getting 1 to 2 emails a day is best.
That addresses objections, tells them more about the program, helps them determine if the program is right for them, and compels them to buy. The skill that you are going to need is you are going to have to master copywriting or you are going to have to hire someone to do it for you. What I will tell you is that copywriters aren’t cheap. Good ones are not cheap. Can you find cheap ones? Yes, but cheap ones are not the way you want to go.
A good copywriter is going to do a lot of work. They are going to do market research for you. They are going to interview your audience. They are going to figure out the pain points, the desires, and the words they are using. They are going to learn how to write in your voice. You can hire someone to do that, but it will cost you thousands, maybe even tens of thousands of dollars. That’s something to know.
You can master copywriting on your own. You can. It just takes time. It’s a skill that is very much well worth it. It will serve you throughout your business. You can’t put together a passive sales funnel and expect it to work. You have got to be good in your messaging and your copywriting. This is why this is not a strategy that I recommend for the newbies because you have to learn how to copyright before this will work.
Once you learn these skills, then I highly recommend that you set this up. This is something I am going to be teaching in the near future, seeding the possibility of a future upcoming course. If that excites you, if that’s something you want to learn, if you are someone who’s making at least $5,000 in your business, you are sick of being on sales calls, and that type of thing, then hit me up on Instagram.
Shoot me a DM @KendraPerryInc. Let me know if you are interested or give me your two cents as to whether this would be something that you would be interested in working on with me. I’m very excited about the future possibility. It’s very ominous. I don’t have any timelines for this, but it is something that I am feeling more compelled to teach. I hope you enjoyed this episode. If you love this episode and you want to support me, the quickest way you can do that is to make sure you are subscribed to the show. That alone greatly supports the show. I promise that’s only going to take you two seconds. If you want to go one step further, you can download the last three episodes.
If you want to go even one step further, you can go to RateThisPodcast.com/wealthy and give the show a five-star review. Also, upcoming is my five-part series starting on October 30th, 2023. Every day for 5 days from October 30th to November 4th of 2023, I’m going to be dropping an episode on how to master your marketing. It’s going to be super fun. You don’t have to do anything. Make sure you are subscribed to the show so that you get those episodes downloaded when they are ready to go on the 30th. Thank you so much for reading. I will see you in the next episode, same time, and same place where I help you become wealthy AF.
Important Links
- HCA
- HTMA Expert
- Deadline Funnel
- @KendraPerryInc – Instagram
- RateThisPodcast.com/wealthy
- https://Facebook.com/kendraperryinc
