When you're pre-selling, this video is particularly helpful as you can explain clearly that the lead is purchasing a course which they will not yet receive immediate access to.
This is key. You never want to hide the fact that you're pre-selling your course. You want to be clear that people are getting a chance to pre-buy it.
#2: Offer a pre-sale price for your upsell offer.
What financial incentive is there for some to buy the online course you are trying to sell them?
If you were selling the course at full price on the upsell page, the leads might just decide to wait until later to make their purchase.
As the business owner, this isn't what you want them to do. Remember, you are pre-selling because you are not only trying to make more revenue from your virtual summit funnel, but you are also trying to get idea validation for your course topic.
If you offer the course you are pre-selling on the upsell page at a discount, you're more likely to encourage sales.
Again, you can be upfront with your audience and let them know that this discount is an "early bird" price, or a price you are only offering because the course is still in pre-sale mode.
Bonus: In addition to offering an 'early bird' discount price, you could also offer exclusive pre-sale bonuses.
#3: Provide details upon purchase about when the course will be ready.
When you pre-sell your course as an upsell in your virtual summit funnel, you will be taking actual payments for a product which hasn't yet been created.
You want to do everything you can to make this clear to a potential buyer on the upsell page before they purchase so there is no confusion after purchase which may lead to refunds.
Once the lead has made the course purchase on the upsell page and they have finished going through the funnel, you want to provide additional information about their purchase so there is no confusion then either.
Let the buyer know what they can expect now.
When will their course be available? Who can they contact if they have questions about their purchase? Can you provide access to the course membership area now, even if the course isn't ready? Do you have any course materials finished at all to share with them that will increase customer trust and reduce refund requests?
#4: Deliver the course on-time as promised.
Once your virtual summit is over, you can evaluate your total pre-sales to determine if your course idea is validated and whether you will go forward with the creation of your course.
If so, keep to your timeline, and deliver the program as promised to your buyers.
Remember to follow good pre-selling practices, such as staying in touch with your buyers so they know you are on time with their course delivery. Check in with your buyers once the course is finished to let them know it's ready. Make sure all buyers have access to the course membership area and materials. Check in with your buyers after the course is finished to collect testimonials and see that everyone is succeeding.