Summary of "06 - How I Use Bonuses To Turn Nos into Yes FAST"
Summary: How to Use Bonuses to Increase Conversions and Close Sales Faster
Presenter: Alex Fosi, CEO of Acquisition.com
Company Context & Strategy
Acquisition.com focuses on scaling companies from $3M-$10M revenue to $30M+ within 3-5 years, emphasizing wealth creation through smart scaling and exits. The training targets businesses aiming to improve offer creation, pricing, and conversion rates.
Core Framework: Using Bonuses to Drive Sales Without Discounting
Offer Creation Process Recap
- Select the right market.
- Price products/services based on value.
- Deconstruct and deliver unique value.
- Identify customer problems and provide high-value, low-price solutions.
- Start by selling to a small group at a high price to refine the process.
Bonuses as a Sales Lever
- Bonuses increase perceived value without lowering the price.
- They create urgency and scarcity, encouraging immediate purchase.
- Unlike discounts, bonuses maintain price integrity and profit margins.
- Bonuses should be authorized concessions to close deals faster.
Psychological Anchoring
- Two anchors in an offer: price anchor and value anchor.
- Present the core offer first, then stack bonuses to expand perceived value.
- Bonuses should appear valuable but still less than the core offer to reinforce the core’s value.
- Scarcity (limited quantity) and urgency (limited time) on bonuses amplify buyer motivation.
Bonus Presentation Best Practices
- Give bonuses a compelling, benefit-driven name tied to a specific problem they solve.
- Clearly explain what the bonus is, how it solves a problem, and how it improves the customer’s experience.
- Provide proof of value (stats, testimonials, personal stories).
- Paint a vivid picture of the customer’s experience using the bonus post-purchase.
- Assign and justify a price tag to each bonus to reinforce value.
- Prefer tools, checklists, or shortcuts over additional time-consuming trainings.
- Bonuses should address specific objections or obstacles prospects have.
- Include bonuses that solve future problems customers will face after success, increasing perceived likelihood of success.
Advanced Bonus Strategy: Leveraging Other Companies’ Products
Affiliate & Partnership Model
- Bundle third-party products/services as bonuses to increase offer value.
- Negotiate discounts, free units, or exclusive features from partners.
- Get paid affiliate commissions or referral fees from partners for introducing customers.
- Use buying power (volume of clients) to negotiate better deals and exclusive offers.
- Example: Chiropractor offering massage sessions, orthotics discounts, meal prep partnerships bundled as bonuses.
- This approach can double revenue by earning from both the customer and partner businesses.
- Minimal fulfillment cost since partners handle delivery.
- Provides flexibility to swap or upgrade partner products without building in-house solutions.
Four Levels of Bonus Mastery
- Give away other companies’ products.
- Give away with pre-negotiated discounts or free units.
- Give away with discounts and get paid affiliate commissions.
- Exclusive features or licenses with affiliate commissions (highest level).
Case Study in Coaching Business
- Pre-loaded landing page software with exclusive templates + affiliate commissions.
- Pre-loaded fulfillment software with templates (time-saving).
- Texting software with negotiated discounts and commissions.
- Messaging software with exclusive features and affiliate commissions.
- Pre-negotiated financing terms for clients with fast approvals + affiliate commissions.
Strategic Benefits
- Increases offer value and customer satisfaction.
- Generates pure profit from affiliate commissions.
- Enhances client retention by solving future needs.
- Creates leverage and negotiating power with partners.
Metrics & KPIs (Implied/Contextual)
- Increasing conversion rates and sales velocity.
- Maintaining or increasing price points while boosting perceived value.
- Preserving profit margins by avoiding discounts.
- Growing revenue through affiliate commissions and partnership deals.
- Improving client acquisition velocity via urgency and scarcity in bonuses.
Actionable Recommendations
- Always include bonuses in your offer to increase conversion.
- Stack bonuses strategically to address objections and future client needs.
- Name bonuses with clear benefits and justify their value.
- Use scarcity and urgency tactics to accelerate buying decisions.
- Build affiliate partnerships to bundle complementary products/services.
- Negotiate exclusive deals and commissions to monetize referrals.
- Continuously refine bonus offerings based on customer feedback and sales data.
- Start small, test, and improve bonus strategies over time.
Next Steps
The next training will cover guarantees as a risk-reversal tactic to further increase conversions.
Source: Alex Fosi, CEO of Acquisition.com
Category
Business
