This project has a difficult audience: immigrants who have just moved to Poland. They genuinely need local accounting skills to work. At the same time, 2,390 PLN (about $600) is a serious psychological barrier for someone still finding their feet.
The webinars produced plenty of traffic, but the reps were burning out trying to sell an expensive flagship head-on to people who had come to watch.
What was needed was a surgical way to qualify leads and to handle “I don't have the whole sum right now”.
Selling a 2,390 PLN flagship to a cold webinar viewer burns the sales team's time.
We introduced a mandatory micro-transaction step. Instead of a head-on pitch we offered demo access for 29 PLN or locking in the terms for 100 PLN.
Result: hard financial qualification. Our reps worked only with people who had proved they could pay by actually paying. Once someone pays 29 PLN, they're no longer a lead, they're a customer.
Bank instalment plans are often out of reach for immigrants: no credit history in the new country, no limits at their old bank.
We scaled an in-house 50/50 split. Deals closed on the first instalment, for instance 1,195 PLN for the Standard package. The “no money right now” objection disappeared entirely.
More importantly, the sales team took over collecting the second instalments. We built a hard process for chasing them, which gave the company predictable cash flow months ahead.
What about people who never bought the flagship? Or who bought, finished the course and want more? Most schools simply forget them.
We taught the reps to work the product matrix. Can't afford the big course? Here's the HR mini-course for 290 PLN. Platform access expired? Renew for 400 PLN.
We started squeezing the existing customer base, producing clean profit without a single dollar of new marketing spend.
A cold lead is always afraid of being taken for a ride.
We gave the reps a strong offer: a 14-day money-back guarantee. With one fair condition: only if eight assignments have been completed.
That defused the distrust at the moment of invoicing while protecting the school from freeloaders.
We didn't just raise sales, we organised the chaos. Working with Polish and Ukrainian bank details, payment links and invoices became a smooth process.
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