March 5, 2025 • 24 mins
Polly Lavarello, an everyday sales strategist, shares the reality of evergreen sales strategies and how they help businesses grow in a steady and sustainable way.
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She talks about the challenges of traditional launch models and why she shifted to a system that brings in consistent, launch-sized revenue without the usual stress. We discuss everyday sales machines—systems that generate regular income without constant live launches.
Polly’s insights help ambitious business owners turn their expertise into a reliable income stream, avoiding the ups and downs of unpredictable earnings.
Watch the previous episode on YouTube, "Making Six Figures as an Every Day Sales Strategist Featuring Polly Lavarello"
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Polly Lavarello’s Links:
- Connect with Polly on Instagram and LinkedIn
- Get her The Everyday Sales Checklist here!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Okay, so we're back again with Polly Lavarello, who
is a well, she's an everydaysales strategist.
How about that, polly?
Because you put evergreenscaling strategist, but does
everyday sales strategist alsowork?
Speaker 2 (00:12):
I like that how can.
I hire you.
Speaker 1 (00:16):
So, just coming out of the previous episode where
you gave a snapshot of yourbusiness and then we went into
like some of the highs and lowsand it's just a really good
conversation about how you'vebeen growing your business, and
then we went into like some ofthe highs and lows and just a
really good conversation abouthow you've been growing your
business.
But before we hit record here,you told me lots of launches are
flopping and that is a dodgyhorse.
Speaker 2 (00:34):
To back yeah.
Speaker 1 (00:35):
Back.
Speaker 2 (00:36):
Yeah.
Speaker 1 (00:36):
Okay, and I was thinking as a Facebook and
Instagram ad manager.
I've seen the same thing tooand been on the ad side of the
equation and even taking thefall.
Sometimes you kind of just haveto, even if it's not really
your fault as an ads manager.
But yeah, launches this pastyear have been failing more than
ever.
Speaker 2 (00:55):
Yeah, they have, and so obviously it came up in the
context of showing that businessmentors out there that you used
to be exclusively supportingcoaches with live launching have
started adapting the languageof everyday sales into their
vocabulary and into how theysupport their clients, and I was
sharing how unjust that isbecause I've been doing it for
(01:17):
three years now.
I was ahead of that curvebecause, like you say, similarly
as someone who was supportingcoaches with ads, and you know,
my, my livelihood depended ontheir launches being successful.
So, you know, and knowing thatyou could take the same
expertise to one funnel and oneclient and they would have crazy
(01:40):
row us, like one time we spentfive grand on ads and they had a
250k launch, like you know,phenomenal results.
And then you could take thesame spend, the same kind of
strategy, even to a similarfunnel, to a different client,
and it could just totally divebomb and you know, and that same
client might know the otherclient be like how did this
client get this?
And I'm getting that?
(02:00):
And you know you often would bethe one who would take the rap
for poor results, which isreally just not fun, not fun at
all.
And that's, you know, again,one of the kind of backhanded
ways that I kind of feltmotivated to help people
recognize, before they've hiredan ads manager, what's required
to succeed.
Because and the other piece isactually beyond whether you're
(02:23):
you know, because I'm notagainst launching, I think
launching, you know, marketingpushes are a good thing to do,
at least once or twice a year.
But what is short-sighted isrunning ads just for a launch,
without thinking aboutbeforehand you know, list
building and what you could bedoing to make list building more
profitable actually how youcould be making money from your
list building if you approach itstrategically but likewise what
(02:47):
you're going to do on the otherside of that live launch.
What are you doing with thoseleads to ensure that you can be
making sales, so that you're notessentially potentially closing
the doors to sales betweenlaunches?
Because what I saw being areally common phenomenon for
coaches is that they would livelaunch and then kind of try and
buffer the rest with one-to-oneclients.
(03:08):
But if those launches wereprogressively doing worse and
worse, they'd increasingly betaking on more one-to-one
clients, which would thenincreasingly limit their
capacity in terms of time orenergy to do any launching and
before you know it, they'rerunning a business that they
actually want to run away frombecause they just don't feel
like they have any control alsoof course, the leads for the
one-to-ones will start to dry upbecause of the lack of live
(03:30):
launching efforts that weregoing on before and the list
building that was going onalongside that.
So you can very easily create acoaching business that kind of
cannibalizes itself within ayear to two years if you don't
think about your business modelfirst.
And a lot of people are sopreoccupied by quick wins like
(03:51):
how can I make 2k in a week orhow can I make 5k in two weeks
that they're not actuallythinking about.
How do I make sure that I'messentially almost building a
kind of system of you know abusiness model, and I'm trying
to think what the word is here.
It's like a but you know a kindof ecosystem.
That's the word an ecosystem ofoffers which essentially fulfill
(04:12):
one another and also enable you, you know, never to be in a
position to say, sorry, mymastermind isn't enrolling right
now.
Sorry, my signature offer is atcapacity right now.
Sorry, come back to me in aweek's time when I've got that.
But like, it doesn't need to belike that.
And I will say I think it'simportant to speak to the
argument that some people makewhich is, oh, but the problem
with evergreen is if it's alwaysopen, you know people would
(04:34):
just go, oh well, I'll do itnext month or the month after
that.
There are really simpleevergreen strategies you can
deploy to create some level ofurgency, whether whether it's
like time limited offers orwhether it is, you know, just
even renaming your funnel, justgiving it a slightly different
entrance point so that it looksnew and shiny to that person.
So you reengage that.
There are so many really simple, repeatable things you can do
(04:57):
that don't take up much time andenergy.
That can still give you thoselarge revenue injections.
But the beauty of evergreen, ofcourse, is it's compound.
And so also, if you price youroffer suite in a way that you
don't need 20 sales per month tokind of hit multi six figures
across the year, then you'realso making your life a lot
easier.
You know, I once shared theexample of like if you made
(05:19):
three sales a month of 3k onyour 90 day let's say entry
level program program and didthat consistently across the
year, you've already had 100k ayear.
And people are like, oh okay,so I'm not having to put the
pressure to get 12 sales.
Or you know, nine sales in alaunch I do every three months.
You know three sales, that'sless than one sale per week.
You know you could be doingthree sales calls if you wanted
(05:40):
to do sales calls not everyonehas to do those, but say you did
three and you converted one inthree.
Three sales calls a week, onesale per week and you're making
a pretty.
You know, basically that's thefoundations.
Because once you've got asix-figure coaching business,
some people say it's aninconsequential number that
people kind of lord for noreason.
I actually think that's areally good reason to care about
(06:02):
having a six-fig business,because if you don't want your
business to be you, if you wantto have team members who can
take over for you so you canhave time off or be poorly or
look after poorly family members.
You know, if you're like me andyou're the sole earner and you
want a business that's going tolast for you, then you need to
have some kind of team and alsothat creates the consistency
(06:23):
piece which enables you.
And you need to have some kindof team and also that creates
the consistency piece whichenables you.
I used to.
I remember when I first startedlooking like working in ads,
meeting coaches who'd be likewell, our prediction for this
launch is we're going to beanywhere between I don't know
this and that and forecastingtheir finances for the year and
just thinking how do you do thatEvery month to month?
I don't even know if I'm stillgoing to be here like not quite
that level, extreme, but youknow, I remember just really,
(06:44):
and that's what I realized H1,when you have a team and you are
measuring the data of yourresults, you're seeing the
impact of your social mediastrategy, you're seeing the
impact of your funnels, you'reseeing the impact of your ads
and you can start to recognizethe patterns and trends across
the year and across the months.
You then do get to play it likea kind of composer plays an
orchestra, like it becomesreally like simple but a lot of
(07:09):
people don't allow themselves totrust they could even have a
business like that, and that isheartbreaking.
Speaker 1 (07:14):
Polly.
I feel like this first bit canbe so inspirational for somebody
who's listening.
Let's give them context.
Dear listener, meet PollyLavarello, in case you didn't
tune into the last episode wherewe actually got to know each
other, so you don't know her.
She is a everyday.
(07:36):
Well, we'll just say what she,what you said, which is you are
an evergreen strategist, aspecialist in everyday sales,
and in this episode we'reactually going to get into how
to create launch size revenuewithout launching, and the
specifics of that will be divinginto her funnel, which is doing
(07:58):
exactly what the title of thisepisode said.
So if you came here to turnyour group program into everyday
sales machine or into aneveryday sales machine, you're
in the right spot.
Polly's evergreen scalingstrategies they turn audaciously
ambitious and highly skilledbusiness owners into cushy CEOs,
and I like that concept ofhaving some cush in your
(08:19):
business, knowing that therecould be fluctuation in the day
to day or month to month, butthat it's up here fluctuating
and your needs or your bottomline is way down here, and that
cush is something that reallydoes speak to me, because my
wife and I have those kinds ofconversations.
Oh, hold on a second.
You just told me, paula, youchanged the name.
Speaker 2 (08:39):
I know it's Everyday Sales Accelerator.
I'm so sorry.
Speaker 1 (08:42):
Okay, fine, great, it's okay.
This is how it is so throughyour Everyday Sales Accelerator.
This is how it is so throughyour everyday sales accelerator,
which was known as the Elevatefor Evergreen Accelerator, but
now it's the Everyday SalesAccelerator, which I think is a
much more appropriate name.
By the way, 100% yeah, you'regiving reliable, simple,
repeatable and customizablemethods to create a cushy stream
(09:06):
of dream clients, monthlyrecurring income and so much
time back that it feels weird,okay.
So, dear listener, this isgoing to make a lot more sense
for you because we're going togo quick If you take a moment
and go down into the show notesbelow and get Polly's guide.
(09:27):
It's called how to Turn yourGroup Program into an Everyday
Sales Machine and that is linkedup below.
The reason I'm starting withthis is because that's where her
funnel starts and in the nextcouple of minutes we're just
going to go through her funneland through her offer suite and
you can see how people naturallycome in and how she serves them
(09:49):
.
I remember I started askingthese questions because she said
she was inundated in salescalls, and while I talk to many
successful business owners, Idon't always hear people saying
I'm inundated in sales calls.
I can't handle them all.
I just have to turn this faucetof leads off.
So let's start right there.
I went to the website that is afree lead magnet.
(10:11):
How to turn your group programinto an everyday sales machine,
right.
Speaker 2 (10:15):
Yeah.
Speaker 1 (10:16):
And then from there, how are all these sales calls
come?
Can you just walk us throughthe funnel Like where do people?
What happens after somebodygets this lead magnet?
Speaker 2 (10:29):
site has crazy traffic?
It doesn't, although I willalso admit that I'm not very
good at tracking the data on it.
But I will say the majority ofthe leads that come into my
business come in via Facebookads.
So I know what you do.
I, yeah, I know there are otherways to kind of make these
things work, but that's where Isee the majority of my leads.
I love it because what I thinkis really powerful about
advertising is when you kind offine tune your messaging to meet
(10:51):
your ideal client at exactlythat point of urgency, things
can happen really fast.
So I guess that's the mostimportant thing to say about the
beginning of this funnel isthat it's called how to turn
your group program into aneveryday sales machine, which
means that in terms of myorganic following, there may not
be a huge percentage of peoplewho'd be into that.
So I think one of the firstimportant things to say when it
(11:13):
comes to a funnel is that evenif organically you're not seeing
people picking stuff up, thatdoesn't mean that it doesn't
have a value, and advertising isa great way to validate that
there is.
And I will also say that Iplayed around with different
names for essentially exactlythe same guide, like I used to
call it, the cushy CEO roadmap,until I took a moment to look at
(11:34):
myself and think, polly, you'rebreaking your own rules here.
That is not obvious what it doesLike unless you want to be a
cushy CEO, which most peoplehaven't really considered what
that might mean.
Speaker 1 (11:45):
I feel like it could be equal to a little extra
padding in all the places thatwe don't want extra padding.
Speaker 2 (11:50):
Yeah, I mean I'm probably going to level a detail
here.
That may be excessive, but inthe same way that you know, we
just talked about how I changedthe name of my accelerator, this
is the work.
When you're doing stuffevergreen, you're like
constantly looking at the datagoing.
I feel like this could do a bitbetter.
Why might that be?
And every single time, like?
One of the things that I didrecently was think how do I make
it?
More does what it says on thetin like?
(12:10):
My branding is already verystrong and unique, so I don't
need to use clever words tobring people in.
I can just say what it does,which is, in this case, how do
you turn your group program intoan everyday sales machine?
By creating a scalable,constantly enrollable group
program and let's break it downso people understand what that
looks like.
So first, the guide was createdand the guide has been like.
(12:32):
There have been so manyiterations of this guide, the
most recent one, I added morevisuals in, because I know
people tend to be very visualand they can absorb more complex
ideas through visuals ratherthan through like.
If you say the word someone'slike, oh, that sounds great, but
I don't really have thecapacity for it right now, so I
might come back to this laterwhen I have.
Well, if they see it as avisual, they're like oh, it's as
(12:53):
simple as ABC, so yeah.
Speaker 1 (12:55):
So where does somebody go after they download
the guide?
And I'm super curious, like,how are you generating the sales
calls?
And I want to know too, yoursecret to making the kind of
revenue you do, which is healthy.
I think, from what I understand, is you have like a very in
tune Ascension model, and ifthat turns somebody off, then
it's just a way of servingpeople in progressive steps.
(13:17):
Can you, can you go throughthat for us?
Speaker 2 (13:19):
So, in terms of the sales calls, the sales calls
well, when I try and avoid thesales calls in that I have a
tripwire to 10 days to speedysales so people can go into that
mini offer and it's only 27pounds it's usually 97, so I get
a good percentage of peoplegoing into that.
I usually offset my ad spend orget close to it with the sales
of that mini offer and thenoften people then spend 10 days
(13:41):
going through this challenge.
The whole goal is that they makethe summer money that actually
gets them into the program okayand so and, but at the end they
have the invitation to book afree mini consult with me.
And at the end of that miniconsult, that's when they often
say I want to join theaccelerator and am I in a good
position to do that?
So I may at some point removethat, but for now that's what's
working.
But I think that's the mainthing we need to know with these
(14:02):
Ascension models and withevergreen selling is that we
need to be like curiousscientists and we need to be
looking at the data andrecognizing how do we make this
more efficient all the time, butwe don't have to have
everything lined up all at once.
Has that answered your question?
Speaker 1 (14:16):
that does answer my question.
I don't meet many people as, asa facebook and instagram ad
manager, I don't meet many folkswho have a tripwire offer.
Speaker 2 (14:25):
A welcome offer, an offer right there on their thank
you page is almost causing themto break even on ad spend, so I
love that Absolutely, yeah no,it was going really well but,
like I say, it kind of got tothe stage where it was a bit too
well and too many calls, whichis a lovely problem to have, and
I need to go back.
I also there are bits of thefunnel that needed fine tuning
(14:45):
still that I wanted to go backto, like certain emails that I
want to rewrite and stuff.
So but yeah, it's, it's reallyexciting and really promising
and, like I say, like the, the.
But also what happens when youcommit to something.
You know when you I once one ofmy first ever, ever evergreen
clients that really succeededafter working with me, and again
she's someone who's makingmulti-six figures every year
with her evergreen funnel.
(15:06):
But it didn't happen forovernight.
She took six months and I wentto her and I said you know, I
was about to say her name.
Then I was like bloody blah, somany other people will give up
and do something entirelydifferent, like create a new
offer or live launch or dosomething to try and, like you
know, get better results.
Why did you commit to this?
And she went because there wasno other option, there was no
other alternative.
This is how it needed to be.
(15:27):
I was not going back toone-to-one and now she is the
one who's, you know, getting tolive her best life.
So I think, unfortunately, alot of people just aren't
willing to back themselves andcommit to it.
Speaker 1 (15:40):
Yeah, I like that word.
Commit would define what I'vebeen doing behind the scenes of
my business in taking thepractical steps to move my, to
shift my revenue like you'reshifting yours.
Probably 95% of my revenuecomes from the ads management
side of the business and I don'twant that anymore, and so I set
(16:01):
a goal to have just 30% of myrevenue come from the sale of my
online courses, and so thattook me committing to that and
committing with time and withmoney to develop this funnel on
the back end and I'm starting tosee the fruit from that.
But back to you.
Back to you.
I love how specific your leadmagnet is, and part of our
(16:25):
conversation was that clearly alead magnet that's called turn
your group program into aneveryday sales machine is
attracting people who have agroup program and then your
tripwire, your welcome offer, isaligned.
It's 10 days to speedy sales.
What's the next step in yourfunnel?
(16:46):
I know you said somebody cancome into that mini course and
then they get an opportunity tohave a discovery call with you,
right?
So what's the next help thatsomebody can get from you if
they're seeing success, or Ishould say, once they're seeing
success, since so many peoplealready have.
It's like are they doing thething that you teach in the mini
course?
But once they see success there, what's the next step that
(17:08):
somebody can take to work withyou?
Speaker 2 (17:10):
Well, very conveniently, the average amount
of money people make doing thatmini course is the same as the
investment in my core program,which works really nicely.
But when they come in, it'sessentially I mean A.
It's appealing because it's 90days.
So if you are launching yourfirst group program or if you're
trying to see how you canbetter sell your group program,
there's something magical about90 days that just seems to
(17:32):
really get people into it.
And the other thing that reallyhelps a 90 day program sell is
magnet in the first place, whichis turning or creating a group
program that will be generatingeveryday sales for them.
Now, obviously it's not goingto make everyday sales overnight
(17:58):
, but our goal is usually, youknow, if they're earlier on in
business and we want to getthree or five people into that
first cohort without ads.
It's basically validating theoffer, validating the funnel in
those 90 days so that they canthen focus on the visibility and
the kind of getting moreeyeballs on their funnel on the
other side of that.
Speaker 1 (18:16):
Okay, all right.
Speaker 2 (18:18):
So it's launching the everyday sales group program,
you know.
Speaker 1 (18:20):
I think this is a concept that people hear about
but so few people do the work,which is to actually make sure
that your let's call it a lowticket offer is really aligned
between your free offer, if youhave one, and the core offer.
And so for you, the mini course10 days to speedy sales does
(18:43):
fit perfectly as evidenced byyour business revenue and the
stories that I'm seeing on yourwebsite of people who you've
helped.
Fits perfectly between thereand the everyday sales
accelerator.
And you said the average amountof money that somebody makes
coming off of the or havingtaken the mini course.
It's pretty much like theinvestment for the everyday.
(19:05):
Yeah, it's about 3,000.
Speaker 2 (19:07):
Like what we've seen anywhere from like one and a
half thousand dollars to 3,000.
One person's made $5,000.
So, yeah, it's prettyimpressive and in that moment I
think it just really helpsremind them of what they can
achieve when they have somesimple strategies under their
belt.
So it's kind of recognizingwhen they wrap that underneath
what they're doing.
Because that's the wholepremise of having a consistent,
successful business is you needto marry both having a funnel
(19:30):
with rinse and repeat marketingstrategies that work for you.
So those 10 days they'regetting some rinse and repeat
marketing strategies that aregoing to help them make more
sales.
Speaker 1 (19:38):
When we then have a funnel underpinning all of that,
then, like the sky's the limit,right, yeah, so I'm just
looking at the title again howto create launch size revenue
without launching.
Have you ever done this withoutads?
Speaker 2 (19:55):
I was going to say I'm really glad you said that,
because I was going to say oneof the really important pieces
where someone might thinkEvergreen doesn't work for them
is not running ads.
I think it's almost a settleunless you've got I mean, even
if you have got a really largeorganic following.
I think advertising is almost anon-negotiable in like 2025,
particularly like you don't wantto be victim to the algorithm,
you don't want to be looking atyour sales one month going or
(20:16):
did my reach just not be as goodlike advertising is is the only
way you can control thoseoutcomes.
Speaker 1 (20:21):
I agree, I really, really do agree.
I love what I'm hearing becauseit's something that I taught in
a course which no longer isselling Actually, it's
discontinued.
But everything that you've justsaid as far as alignment, as
far as marketing, as far as yes,you can run ads but you better
make sure that you're reallyserving the right problem Can
(20:43):
you just share with the listenerreally quick one thing that you
wish you had known sooner.
That would have acceleratedyour progress to your current
revenue goals and beyond.
Speaker 2 (20:57):
Oh, you know what the challenging thing is?
I think it really relates toeverything we were just saying,
which is I wish I had stopped.
I wish, once I'd recognized I'dcreated an offer that sold and
people were getting good results, that I had just doubled down
on that and made my focusvisibility, made my focus
advertising, made my focusrefining that funnel, rather
than busying myself withdifferent strategies, different,
(21:19):
different traffic sources,different things that actually
were a distraction and probablyslowed down my growth.
Speaker 1 (21:25):
Okay, once you realized.
So what did you do then whenyou, when you first realized
that you had the offer that soldand it was the mini course, or
was it the accelerator?
Speaker 2 (21:34):
It's all of it really , the accelerators kind of
evolved.
I mean, really it's been inexistence for about three years
in some capacity or another,like at one point it was a more
premium mastermind and then Imade it more accessible so that
it could help more people.
So it's kind of adapted andevolved.
But ever since I've known, Ihave been better at committing
to it.
But I'm not going to lie, theADHD part of me has occasionally
gone off on some randomtangents.
(21:55):
But I will say my commitmentfor 2025 is being all in on
these offers and it has beenprobably for the last six months
and that probably is why I hadFebruary inundated with calls
and had to turn the funnel off.
So it does pay off.
But I think, like a lot ofthings to do with business and
marketing, it's not an overnightthing.
But then nothing is, and Ithink the sooner we accept that
most things aren't overnight,the sooner we'll actually create
(22:18):
a robust business that truly issustainable and truly supports
us, and one where we don'tequate hustle to success.
Speaker 1 (22:25):
One where we don't equate hustle to success.
Thank you for sharing a bitbehind the scenes of like what I
would call an extremelyefficient business, primarily
two offers.
Yes, you have the mastermind,but you're in the process of
shifting more of your revenue tocome from the accelerator.
(22:46):
So, I see such a simple but yetelegant business because of its
simplicity.
Speaker 2 (22:54):
Well, it allows you to be the best as well, and I
think that's important.
Less really is more.
Speaker 1 (23:00):
What do you mean by be the best?
What do you mean by be the best?
Speaker 2 (23:04):
When you're doing too many things, how can you be the
master of all of them?
It's much better to choose onearea and be a master in it, and
then everyone wins.
Speaker 1 (23:11):
Got you Got you Love it.
Thank you for sharing in anexpress fashion this funnel
Polly.
Speaker 2 (23:17):
Thanks for inviting me on.
Speaker 1 (23:19):
It's been my pleasure .
I'm learning a lot here,literally taking screenshots and
thinking, how can I change whatI'm doing in my business Just
because I'm seeing, like, whatyou're talking about and looking
at it on my computer screen andI mean that sincerely.
If I could screen share, youwould see screenshots of your
(23:39):
landing page.
And I was looking at the thankyou page and like, ooh, okay,
I'm going to put my VA to workand take my messaging and redo
it.
So thank you.
Speaker 2 (23:48):
Love it.
Speaker 1 (23:49):
Wonderful and listener, please.
Like I said, this will make alot more sense if you go and get
Polly's lead magnet how to turnyour group program into an
everyday sales machine and thenyou can see what we just
described and it's my sincerehope that that helps you not
copy, but sparks, let's say,imagination, interest in taking
(24:15):
your business that's alreadyserving people, because I
believe, like you were here puthere to serve somebody with your
skills and your passion, and so, like I want you to take this
episode and tweak your businessfunnel in a way to where your
offers are aligned and so thatyou can see people coming in who
you were meant to help andserve.
(24:36):
So, with that, take care, seeyou in the next one, be blessed
and goodbye.
Okay, so we're back again with Polly Lavarello, who
is a well, she's an everydaysales strategist.
How about that, polly?
Because you put evergreenscaling strategist, but does
everyday sales strategist alsowork?
Speaker 2 (00:12):
I like that how can.
I hire you.
Speaker 1 (00:16):
So, just coming out of the previous episode where
you gave a snapshot of yourbusiness and then we went into
like some of the highs and lowsand it's just a really good
conversation about how you'vebeen growing your business, and
then we went into like some ofthe highs and lows and just a
really good conversation abouthow you've been growing your
business.
But before we hit record here,you told me lots of launches are
flopping and that is a dodgyhorse.
Speaker 2 (00:34):
To back yeah.
Speaker 1 (00:35):
Back.
Speaker 2 (00:36):
Yeah.
Speaker 1 (00:36):
Okay, and I was thinking as a Facebook and
Instagram ad manager.
I've seen the same thing tooand been on the ad side of the
equation and even taking thefall.
Sometimes you kind of just haveto, even if it's not really
your fault as an ads manager.
But yeah, launches this pastyear have been failing more than
ever.
Speaker 2 (00:55):
Yeah, they have, and so obviously it came up in the
context of showing that businessmentors out there that you used
to be exclusively supportingcoaches with live launching have
started adapting the languageof everyday sales into their
vocabulary and into how theysupport their clients, and I was
sharing how unjust that isbecause I've been doing it for
(01:17):
three years now.
I was ahead of that curvebecause, like you say, similarly
as someone who was supportingcoaches with ads, and you know,
my, my livelihood depended ontheir launches being successful.
So, you know, and knowing thatyou could take the same
expertise to one funnel and oneclient and they would have crazy
(01:40):
row us, like one time we spentfive grand on ads and they had a
250k launch, like you know,phenomenal results.
And then you could take thesame spend, the same kind of
strategy, even to a similarfunnel, to a different client,
and it could just totally divebomb and you know, and that same
client might know the otherclient be like how did this
client get this?
And I'm getting that?
(02:00):
And you know you often would bethe one who would take the rap
for poor results, which isreally just not fun, not fun at
all.
And that's, you know, again,one of the kind of backhanded
ways that I kind of feltmotivated to help people
recognize, before they've hiredan ads manager, what's required
to succeed.
Because and the other piece isactually beyond whether you're
(02:23):
you know, because I'm notagainst launching, I think
launching, you know, marketingpushes are a good thing to do,
at least once or twice a year.
But what is short-sighted isrunning ads just for a launch,
without thinking aboutbeforehand you know, list
building and what you could bedoing to make list building more
profitable actually how youcould be making money from your
list building if you approach itstrategically but likewise what
(02:47):
you're going to do on the otherside of that live launch.
What are you doing with thoseleads to ensure that you can be
making sales, so that you're notessentially potentially closing
the doors to sales betweenlaunches?
Because what I saw being areally common phenomenon for
coaches is that they would livelaunch and then kind of try and
buffer the rest with one-to-oneclients.
(03:08):
But if those launches wereprogressively doing worse and
worse, they'd increasingly betaking on more one-to-one
clients, which would thenincreasingly limit their
capacity in terms of time orenergy to do any launching and
before you know it, they'rerunning a business that they
actually want to run away frombecause they just don't feel
like they have any control alsoof course, the leads for the
one-to-ones will start to dry upbecause of the lack of live
(03:30):
launching efforts that weregoing on before and the list
building that was going onalongside that.
So you can very easily create acoaching business that kind of
cannibalizes itself within ayear to two years if you don't
think about your business modelfirst.
And a lot of people are sopreoccupied by quick wins like
(03:51):
how can I make 2k in a week orhow can I make 5k in two weeks
that they're not actuallythinking about.
How do I make sure that I'messentially almost building a
kind of system of you know abusiness model, and I'm trying
to think what the word is here.
It's like a but you know a kindof ecosystem.
That's the word an ecosystem ofoffers which essentially fulfill
(04:12):
one another and also enable you, you know, never to be in a
position to say, sorry, mymastermind isn't enrolling right
now.
Sorry, my signature offer is atcapacity right now.
Sorry, come back to me in aweek's time when I've got that.
But like, it doesn't need to belike that.
And I will say I think it'simportant to speak to the
argument that some people makewhich is, oh, but the problem
with evergreen is if it's alwaysopen, you know people would
(04:34):
just go, oh well, I'll do itnext month or the month after
that.
There are really simpleevergreen strategies you can
deploy to create some level ofurgency, whether whether it's
like time limited offers orwhether it is, you know, just
even renaming your funnel, justgiving it a slightly different
entrance point so that it looksnew and shiny to that person.
So you reengage that.
There are so many really simple, repeatable things you can do
(04:57):
that don't take up much time andenergy.
That can still give you thoselarge revenue injections.
But the beauty of evergreen, ofcourse, is it's compound.
And so also, if you price youroffer suite in a way that you
don't need 20 sales per month tokind of hit multi six figures
across the year, then you'realso making your life a lot
easier.
You know, I once shared theexample of like if you made
(05:19):
three sales a month of 3k onyour 90 day let's say entry
level program program and didthat consistently across the
year, you've already had 100k ayear.
And people are like, oh okay,so I'm not having to put the
pressure to get 12 sales.
Or you know, nine sales in alaunch I do every three months.
You know three sales, that'sless than one sale per week.
You know you could be doingthree sales calls if you wanted
(05:40):
to do sales calls not everyonehas to do those, but say you did
three and you converted one inthree.
Three sales calls a week, onesale per week and you're making
a pretty.
You know, basically that's thefoundations.
Because once you've got asix-figure coaching business,
some people say it's aninconsequential number that
people kind of lord for noreason.
I actually think that's areally good reason to care about
(06:02):
having a six-fig business,because if you don't want your
business to be you, if you wantto have team members who can
take over for you so you canhave time off or be poorly or
look after poorly family members.
You know, if you're like me andyou're the sole earner and you
want a business that's going tolast for you, then you need to
have some kind of team and alsothat creates the consistency
(06:23):
piece which enables you.
And you need to have some kindof team and also that creates
the consistency piece whichenables you.
I used to.
I remember when I first startedlooking like working in ads,
meeting coaches who'd be likewell, our prediction for this
launch is we're going to beanywhere between I don't know
this and that and forecastingtheir finances for the year and
just thinking how do you do thatEvery month to month?
I don't even know if I'm stillgoing to be here like not quite
that level, extreme, but youknow, I remember just really,
(06:44):
and that's what I realized H1,when you have a team and you are
measuring the data of yourresults, you're seeing the
impact of your social mediastrategy, you're seeing the
impact of your funnels, you'reseeing the impact of your ads
and you can start to recognizethe patterns and trends across
the year and across the months.
You then do get to play it likea kind of composer plays an
orchestra, like it becomesreally like simple but a lot of
(07:09):
people don't allow themselves totrust they could even have a
business like that, and that isheartbreaking.
Speaker 1 (07:14):
Polly.
I feel like this first bit canbe so inspirational for somebody
who's listening.
Let's give them context.
Dear listener, meet PollyLavarello, in case you didn't
tune into the last episode wherewe actually got to know each
other, so you don't know her.
She is a everyday.
(07:36):
Well, we'll just say what she,what you said, which is you are
an evergreen strategist, aspecialist in everyday sales,
and in this episode we'reactually going to get into how
to create launch size revenuewithout launching, and the
specifics of that will be divinginto her funnel, which is doing
(07:58):
exactly what the title of thisepisode said.
So if you came here to turnyour group program into everyday
sales machine or into aneveryday sales machine, you're
in the right spot.
Polly's evergreen scalingstrategies they turn audaciously
ambitious and highly skilledbusiness owners into cushy CEOs,
and I like that concept ofhaving some cush in your
(08:19):
business, knowing that therecould be fluctuation in the day
to day or month to month, butthat it's up here fluctuating
and your needs or your bottomline is way down here, and that
cush is something that reallydoes speak to me, because my
wife and I have those kinds ofconversations.
Oh, hold on a second.
You just told me, paula, youchanged the name.
Speaker 2 (08:39):
I know it's Everyday Sales Accelerator.
I'm so sorry.
Speaker 1 (08:42):
Okay, fine, great, it's okay.
This is how it is so throughyour Everyday Sales Accelerator.
This is how it is so throughyour everyday sales accelerator,
which was known as the Elevatefor Evergreen Accelerator, but
now it's the Everyday SalesAccelerator, which I think is a
much more appropriate name.
By the way, 100% yeah, you'regiving reliable, simple,
repeatable and customizablemethods to create a cushy stream
(09:06):
of dream clients, monthlyrecurring income and so much
time back that it feels weird,okay.
So, dear listener, this isgoing to make a lot more sense
for you because we're going togo quick If you take a moment
and go down into the show notesbelow and get Polly's guide.
(09:27):
It's called how to Turn yourGroup Program into an Everyday
Sales Machine and that is linkedup below.
The reason I'm starting withthis is because that's where her
funnel starts and in the nextcouple of minutes we're just
going to go through her funneland through her offer suite and
you can see how people naturallycome in and how she serves them
(09:49):
.
I remember I started askingthese questions because she said
she was inundated in salescalls, and while I talk to many
successful business owners, Idon't always hear people saying
I'm inundated in sales calls.
I can't handle them all.
I just have to turn this faucetof leads off.
So let's start right there.
I went to the website that is afree lead magnet.
(10:11):
How to turn your group programinto an everyday sales machine,
right.
Speaker 2 (10:15):
Yeah.
Speaker 1 (10:16):
And then from there, how are all these sales calls
come?
Can you just walk us throughthe funnel Like where do people?
What happens after somebodygets this lead magnet?
Speaker 2 (10:29):
site has crazy traffic?
It doesn't, although I willalso admit that I'm not very
good at tracking the data on it.
But I will say the majority ofthe leads that come into my
business come in via Facebookads.
So I know what you do.
I, yeah, I know there are otherways to kind of make these
things work, but that's where Isee the majority of my leads.
I love it because what I thinkis really powerful about
advertising is when you kind offine tune your messaging to meet
(10:51):
your ideal client at exactlythat point of urgency, things
can happen really fast.
So I guess that's the mostimportant thing to say about the
beginning of this funnel isthat it's called how to turn
your group program into aneveryday sales machine, which
means that in terms of myorganic following, there may not
be a huge percentage of peoplewho'd be into that.
So I think one of the firstimportant things to say when it
(11:13):
comes to a funnel is that evenif organically you're not seeing
people picking stuff up, thatdoesn't mean that it doesn't
have a value, and advertising isa great way to validate that
there is.
And I will also say that Iplayed around with different
names for essentially exactlythe same guide, like I used to
call it, the cushy CEO roadmap,until I took a moment to look at
(11:34):
myself and think, polly, you'rebreaking your own rules here.
That is not obvious what it doesLike unless you want to be a
cushy CEO, which most peoplehaven't really considered what
that might mean.
Speaker 1 (11:45):
I feel like it could be equal to a little extra
padding in all the places thatwe don't want extra padding.
Speaker 2 (11:50):
Yeah, I mean I'm probably going to level a detail
here.
That may be excessive, but inthe same way that you know, we
just talked about how I changedthe name of my accelerator, this
is the work.
When you're doing stuffevergreen, you're like
constantly looking at the datagoing.
I feel like this could do a bitbetter.
Why might that be?
And every single time, like?
One of the things that I didrecently was think how do I make
it?
More does what it says on thetin like?
(12:10):
My branding is already verystrong and unique, so I don't
need to use clever words tobring people in.
I can just say what it does,which is, in this case, how do
you turn your group program intoan everyday sales machine?
By creating a scalable,constantly enrollable group
program and let's break it downso people understand what that
looks like.
So first, the guide was createdand the guide has been like.
(12:32):
There have been so manyiterations of this guide, the
most recent one, I added morevisuals in, because I know
people tend to be very visualand they can absorb more complex
ideas through visuals ratherthan through like.
If you say the word someone'slike, oh, that sounds great, but
I don't really have thecapacity for it right now, so I
might come back to this laterwhen I have.
Well, if they see it as avisual, they're like oh, it's as
(12:53):
simple as ABC, so yeah.
Speaker 1 (12:55):
So where does somebody go after they download
the guide?
And I'm super curious, like,how are you generating the sales
calls?
And I want to know too, yoursecret to making the kind of
revenue you do, which is healthy.
I think, from what I understand, is you have like a very in
tune Ascension model, and ifthat turns somebody off, then
it's just a way of servingpeople in progressive steps.
(13:17):
Can you, can you go throughthat for us?
Speaker 2 (13:19):
So, in terms of the sales calls, the sales calls
well, when I try and avoid thesales calls in that I have a
tripwire to 10 days to speedysales so people can go into that
mini offer and it's only 27pounds it's usually 97, so I get
a good percentage of peoplegoing into that.
I usually offset my ad spend orget close to it with the sales
of that mini offer and thenoften people then spend 10 days
(13:41):
going through this challenge.
The whole goal is that they makethe summer money that actually
gets them into the program okayand so and, but at the end they
have the invitation to book afree mini consult with me.
And at the end of that miniconsult, that's when they often
say I want to join theaccelerator and am I in a good
position to do that?
So I may at some point removethat, but for now that's what's
working.
But I think that's the mainthing we need to know with these
(14:02):
Ascension models and withevergreen selling is that we
need to be like curiousscientists and we need to be
looking at the data andrecognizing how do we make this
more efficient all the time, butwe don't have to have
everything lined up all at once.
Has that answered your question?
Speaker 1 (14:16):
that does answer my question.
I don't meet many people as, asa facebook and instagram ad
manager, I don't meet many folkswho have a tripwire offer.
Speaker 2 (14:25):
A welcome offer, an offer right there on their thank
you page is almost causing themto break even on ad spend, so I
love that Absolutely, yeah no,it was going really well but,
like I say, it kind of got tothe stage where it was a bit too
well and too many calls, whichis a lovely problem to have, and
I need to go back.
I also there are bits of thefunnel that needed fine tuning
(14:45):
still that I wanted to go backto, like certain emails that I
want to rewrite and stuff.
So but yeah, it's, it's reallyexciting and really promising
and, like I say, like the, the.
But also what happens when youcommit to something.
You know when you I once one ofmy first ever, ever evergreen
clients that really succeededafter working with me, and again
she's someone who's makingmulti-six figures every year
with her evergreen funnel.
(15:06):
But it didn't happen forovernight.
She took six months and I wentto her and I said you know, I
was about to say her name.
Then I was like bloody blah, somany other people will give up
and do something entirelydifferent, like create a new
offer or live launch or dosomething to try and, like you
know, get better results.
Why did you commit to this?
And she went because there wasno other option, there was no
other alternative.
This is how it needed to be.
(15:27):
I was not going back toone-to-one and now she is the
one who's, you know, getting tolive her best life.
So I think, unfortunately, alot of people just aren't
willing to back themselves andcommit to it.
Speaker 1 (15:40):
Yeah, I like that word.
Commit would define what I'vebeen doing behind the scenes of
my business in taking thepractical steps to move my, to
shift my revenue like you'reshifting yours.
Probably 95% of my revenuecomes from the ads management
side of the business and I don'twant that anymore, and so I set
(16:01):
a goal to have just 30% of myrevenue come from the sale of my
online courses, and so thattook me committing to that and
committing with time and withmoney to develop this funnel on
the back end and I'm starting tosee the fruit from that.
But back to you.
Back to you.
I love how specific your leadmagnet is, and part of our
(16:25):
conversation was that clearly alead magnet that's called turn
your group program into aneveryday sales machine is
attracting people who have agroup program and then your
tripwire, your welcome offer, isaligned.
It's 10 days to speedy sales.
What's the next step in yourfunnel?
(16:46):
I know you said somebody cancome into that mini course and
then they get an opportunity tohave a discovery call with you,
right?
So what's the next help thatsomebody can get from you if
they're seeing success, or Ishould say, once they're seeing
success, since so many peoplealready have.
It's like are they doing thething that you teach in the mini
course?
But once they see success there, what's the next step that
(17:08):
somebody can take to work withyou?
Speaker 2 (17:10):
Well, very conveniently, the average amount
of money people make doing thatmini course is the same as the
investment in my core program,which works really nicely.
But when they come in, it'sessentially I mean A.
It's appealing because it's 90days.
So if you are launching yourfirst group program or if you're
trying to see how you canbetter sell your group program,
there's something magical about90 days that just seems to
(17:32):
really get people into it.
And the other thing that reallyhelps a 90 day program sell is
magnet in the first place, whichis turning or creating a group
program that will be generatingeveryday sales for them.
Now, obviously it's not goingto make everyday sales overnight
(17:58):
, but our goal is usually, youknow, if they're earlier on in
business and we want to getthree or five people into that
first cohort without ads.
It's basically validating theoffer, validating the funnel in
those 90 days so that they canthen focus on the visibility and
the kind of getting moreeyeballs on their funnel on the
other side of that.
Speaker 1 (18:16):
Okay, all right.
Speaker 2 (18:18):
So it's launching the everyday sales group program,
you know.
Speaker 1 (18:20):
I think this is a concept that people hear about
but so few people do the work,which is to actually make sure
that your let's call it a lowticket offer is really aligned
between your free offer, if youhave one, and the core offer.
And so for you, the mini course10 days to speedy sales does
(18:43):
fit perfectly as evidenced byyour business revenue and the
stories that I'm seeing on yourwebsite of people who you've
helped.
Fits perfectly between thereand the everyday sales
accelerator.
And you said the average amountof money that somebody makes
coming off of the or havingtaken the mini course.
It's pretty much like theinvestment for the everyday.
(19:05):
Yeah, it's about 3,000.
Speaker 2 (19:07):
Like what we've seen anywhere from like one and a
half thousand dollars to 3,000.
One person's made $5,000.
So, yeah, it's prettyimpressive and in that moment I
think it just really helpsremind them of what they can
achieve when they have somesimple strategies under their
belt.
So it's kind of recognizingwhen they wrap that underneath
what they're doing.
Because that's the wholepremise of having a consistent,
successful business is you needto marry both having a funnel
(19:30):
with rinse and repeat marketingstrategies that work for you.
So those 10 days they'regetting some rinse and repeat
marketing strategies that aregoing to help them make more
sales.
Speaker 1 (19:38):
When we then have a funnel underpinning all of that,
then, like the sky's the limit,right, yeah, so I'm just
looking at the title again howto create launch size revenue
without launching.
Have you ever done this withoutads?
Speaker 2 (19:55):
I was going to say I'm really glad you said that,
because I was going to say oneof the really important pieces
where someone might thinkEvergreen doesn't work for them
is not running ads.
I think it's almost a settleunless you've got I mean, even
if you have got a really largeorganic following.
I think advertising is almost anon-negotiable in like 2025,
particularly like you don't wantto be victim to the algorithm,
you don't want to be looking atyour sales one month going or
(20:16):
did my reach just not be as goodlike advertising is is the only
way you can control thoseoutcomes.
Speaker 1 (20:21):
I agree, I really, really do agree.
I love what I'm hearing becauseit's something that I taught in
a course which no longer isselling Actually, it's
discontinued.
But everything that you've justsaid as far as alignment, as
far as marketing, as far as yes,you can run ads but you better
make sure that you're reallyserving the right problem Can
(20:43):
you just share with the listenerreally quick one thing that you
wish you had known sooner.
That would have acceleratedyour progress to your current
revenue goals and beyond.
Speaker 2 (20:57):
Oh, you know what the challenging thing is?
I think it really relates toeverything we were just saying,
which is I wish I had stopped.
I wish, once I'd recognized I'dcreated an offer that sold and
people were getting good results, that I had just doubled down
on that and made my focusvisibility, made my focus
advertising, made my focusrefining that funnel, rather
than busying myself withdifferent strategies, different,
(21:19):
different traffic sources,different things that actually
were a distraction and probablyslowed down my growth.
Speaker 1 (21:25):
Okay, once you realized.
So what did you do then whenyou, when you first realized
that you had the offer that soldand it was the mini course, or
was it the accelerator?
Speaker 2 (21:34):
It's all of it really , the accelerators kind of
evolved.
I mean, really it's been inexistence for about three years
in some capacity or another,like at one point it was a more
premium mastermind and then Imade it more accessible so that
it could help more people.
So it's kind of adapted andevolved.
But ever since I've known, Ihave been better at committing
to it.
But I'm not going to lie, theADHD part of me has occasionally
gone off on some randomtangents.
(21:55):
But I will say my commitmentfor 2025 is being all in on
these offers and it has beenprobably for the last six months
and that probably is why I hadFebruary inundated with calls
and had to turn the funnel off.
So it does pay off.
But I think, like a lot ofthings to do with business and
marketing, it's not an overnightthing.
But then nothing is, and Ithink the sooner we accept that
most things aren't overnight,the sooner we'll actually create
(22:18):
a robust business that truly issustainable and truly supports
us, and one where we don'tequate hustle to success.
Speaker 1 (22:25):
One where we don't equate hustle to success.
Thank you for sharing a bitbehind the scenes of like what I
would call an extremelyefficient business, primarily
two offers.
Yes, you have the mastermind,but you're in the process of
shifting more of your revenue tocome from the accelerator.
(22:46):
So, I see such a simple but yetelegant business because of its
simplicity.
Speaker 2 (22:54):
Well, it allows you to be the best as well, and I
think that's important.
Less really is more.
Speaker 1 (23:00):
What do you mean by be the best?
What do you mean by be the best?
Speaker 2 (23:04):
When you're doing too many things, how can you be the
master of all of them?
It's much better to choose onearea and be a master in it, and
then everyone wins.
Speaker 1 (23:11):
Got you Got you Love it.
Thank you for sharing in anexpress fashion this funnel
Polly.
Speaker 2 (23:17):
Thanks for inviting me on.
Speaker 1 (23:19):
It's been my pleasure .
I'm learning a lot here,literally taking screenshots and
thinking, how can I change whatI'm doing in my business Just
because I'm seeing, like, whatyou're talking about and looking
at it on my computer screen andI mean that sincerely.
If I could screen share, youwould see screenshots of your
(23:39):
landing page.
And I was looking at the thankyou page and like, ooh, okay,
I'm going to put my VA to workand take my messaging and redo
it.
So thank you.
Speaker 2 (23:48):
Love it.
Speaker 1 (23:49):
Wonderful and listener, please.
Like I said, this will make alot more sense if you go and get
Polly's lead magnet how to turnyour group program into an
everyday sales machine and thenyou can see what we just
described and it's my sincerehope that that helps you not
copy, but sparks, let's say,imagination, interest in taking
(24:15):
your business that's alreadyserving people, because I
believe, like you were here puthere to serve somebody with your
skills and your passion, and so, like I want you to take this
episode and tweak your businessfunnel in a way to where your
offers are aligned and so thatyou can see people coming in who
you were meant to help andserve.
(24:36):
So, with that, take care, seeyou in the next one, be blessed
and goodbye.
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