Single-Digit Refund Rates in Info Products — Here’s the Blueprint

so listen up I have clients in my licensing program adfl doing anywhere from 250k a year net to over $10 million a year net profit and I can tell you no matter where they are in that Spectrum you would be surprised we still find leaks and inefficiencies in their business but here's the deal until you're at that 250k Mark your biggest problem is just making enough money so if you are not there yet I'm just going to be real with you this video probably will not serve you and to also probably just confuse you so

little pre-warning before we get into that video now the reason I always tell you guys if you're making less than 250k a year like the stuff on this channel probably won't really serve you or probably will just confuse you is because just like biggie said More Money More Problems so this sort of content isn't people hunting for fluff or looking for affirmations to boost their feelings this is people that want proven systems to protect their revenue and scale it this isn't just about strategy this is about systems and you know what systems scale and let

me also tell you something that if you're in the infos space this will probably shock you we have been on stripe for 8 years I don't know a single info person who has not been kicked off stripe you don't stay on a platform like stripe for that long without having Rock Solid systems for managing refunds and customer satisfaction and that is why we maintain a singled digigit refund rate of 5 to 6% and an average response time of 58 minutes 24/7 Monday through Sunday this level of consistency is why we don't get disputes and why

we have a golden relationship with stripe to the point I actually get invited to stripe HQ for conferences all the time but anyways that's a whole story for another day I digress the reason I want to make that clear is anyone who's in info understands that for you to still be able to be on stripe you have to be like at the top top top top gold standard of customer satisfaction stripe does not mess around and that is what we're going to get into today's video of just a couple of our systems obviously we can't

give everything away you know the super high level as well as you know some of the behind the scenes stuff I can't speak publicly is reserved for our AFL client so if you are a business making more than 250k a year and you want to scale up using our systems I'll go ahead and leave a link in the description that way you can just book a call straight with my team but anyways let's get back to the point of the video I know you guys love it when I talk about killer products selling out events

doing multi-million dollar weeks cash collected from my launches having a YouTube vsl that literally put $20 million in my pocket you know this all the exciting stuff but here's what most people don't think about what happens after the money hits your account what about the money that you actually get to keep you know making money is one thing keeping it and leveraging it that is the Empire Building mind said that is the next level and you need to understand that refunds could be potentially either your largest or one of your largest expenses we have and

once again I'll put this on screen we have processed $4.8 million in refunds that is almost $5 million that hit my account and left my account because we have a no questions asked money back guarantee maybe for you guys it's different and to be honest I'll call it how it is I've always had a strong opinion on this all of you guys with your conditional guarantee it's the equivalent of when gyms or phone service providers lock you into a contract using snaky techniques where you didn't have transparency up front like for all of you guys

with your conditional guarantee listen I'm no perfect human I'm no saint uh I just will say that ethically morally I don't think that's right and that is why I have always just decided to have a very simple no questions asked money back guarantee at one point it was 14 days then we turned it to 7 days because as you can imagine so many people are taking advantage of just using 100% of the product for 2 weeks and then on the 13th day just saying hey yeah give me my money back and as per our guarantee

if you ask for your money back we have to give it to you in the time frame so that's why we changes 7 days which I feel is very very fair to be able to use a product night day 24 hours of the day if you want to and use pretty much 100% of it within 7 days and we still have to give you our money back as per our word and that is why I am proud to say I have processed $4.8 million in refunds which I know this might sound like a lot of

money but still we have about a 5 to 6% refund rate so I'm pretty happy with that considering just how ridiculous our policy is it's just like try it if you don't like it ask your money back and we can't ask you any questions until we've sent you your money back once we send you your money back then of course you know we're a business we want I know how we could have shown up better done better we will ask for a survey but that has nothing to do with you receiving your money back so

the reason I say all this is because of course a big concern of mine is like hey this money comes in but we want to keep as much of it as possible of course you know we want to make sure our customers are happy or satisfied and there's things you can do outside of just having an incredible product of course yes you want to have an incredible product but also there's a few other things you want to have in place and that's really what we're discussing in today's video so I'll give you honest examples of

times that we've struggled you know some real world stuff 2 and a half years ago we had a great event we brought in almost $10 million in sales in in a week cash collected massive win amazing but let me take you behind the curtain it was absolute chaos behind the scenes we had one person in Customer Support trying to deal with 300 to 500 emails a day I mean just imagine that level of chaos and back then I was just focused on the fun or the flashy parts of info and yes we did have some

systems but we had no real support structure just one person putting out fires trying to manage chaos fast forward to today and we have achieved something truly remarkable maintaining a 5 to 6% refund rate with a truly unconditional 7-Day no BS money back guarantee and by the way we're also doing this in a BTC Biz off Market where many of our customers have never even thought about starting an online business before and of course b2c customers are usually more emotional and are much much more likely to refund a lot of these people haven't even registered

a domain before so that is why I say a 5 to 6% refund rate is so amazing with a truly unconditional guarantee listen if we were speaking to business owners yeah the refund rate might be lower or if we had a additional guarantee yeah our refund rate is lower and what's interesting is for one of our last events 23 of the refund requests that we processed straight up admitted that we delivered exactly what was promised let that sink in even with the easiest refund policy possible where people could literally get their money back by just

asking almost 2third of those who left confirmed that we didn't oversell or underd deliver and this isn't just data this is what happens when you run a business with complete transparency when you are so confident in your product that you can say listen go take the keys test drive this for a week and if it's not for you bounce it's cool no questions asked will return your money think about what that really means people who could have just silently taking their money back actually took the time to tell us look you did everything you said

you would but this just isn't for me right now that is the power of clear communication and Rock Solid systems even those who decide to walk away respect what we've built because when you are real with people from day one even your refunds tell a story of integrity and this is what happens when you build a system on Truth not just hype when you're more focused on delivering value than protecting your refund rate when you know your is so good you can just let it speak for itself so I want to make it clear it's

not just about hiring a good support team it starts long before that your product needs to be elite it has to deliver real tangible value your content must solve actual problems not just fluff filler Solutions and your support team it needs to operate like a well oiled machine like clockwork so today I really want to pull back the curtain and show you what we've done in the last 2 and 1/2 to 3 years to get to this point but before before we dive in let me tell you what really annoys me refunds not that people

ask for refunds that's totally fine what really gets me is how this industry handles refunds as I said we offer a 7-Day no BS money back guarantee and we honor that every single time and we give it to people without games or Hoops to jump through but you know what a lot of others do they make it impossible for customers to get their money back you will need to climb Mount Everest and have proof before you will ever get a refund but by the time you finish climbing Mount Everest and sent the proof unfortunately you're

outside of your refund window and your refund cannot be processed and why do they do this because they're scared they're scared their product cannot deliver they're scared they will lose money they're scared of refunds but here is what the info space is missing when someone buys from you in that moment is very crucial it decides whether they will ever buy from you ever again so let me ask you do you want to work your ass off to sell to someone once or do you want to create a relationship that sells to them forever you don't

have to answer you know what the smart choice is so let me show you how we do it I'm going to give you a a real client example here recently one of our eight figureure clients asked me this if someone is unhappy with a product and wants a refund how do you handle that what's the process and what are the common needs of your support team this is the sort of question a lot of you guys have and it's also the kind of question that separates the people's scaling from the ones who aren't so here's

the high level of our game plan so first thing I want to talk about is how we actually manage refunds so let me break this down most entrepreneurs see refunds as nightmares they're afraid of losing money but here's the God's honest truth refunds aren't the enemy you see when someone asks for a refund we don't treat it like a financial loss we treat it like an opportunity a strategic asset We have basically built a 7-Day trial window that is all about confidence we say Hey try it for 7 days as I said back in the

day it was 14 days but then we were really getting taken advantage of and if you don't like it we will give you your money back if it's not for you no tricks no loopholes no BS and we use these refund requests to gather valuable data you see from day one to day three if a customer requests a refund early in the window it's usually because they haven't engaged Ed fully so we actually encourage them to try the whole seven days because listen if they refund on day three or day seven it makes no difference

to us so we remind them that they haven't even scratched the surface of what's available we want them to see the real value before they make a decision and then on the final day we make sure they have all the information they need about what they are stepping away from and we call this the retention sequence and with this strategy you don't have some AI bought blah blah this that you have a real human with real feelings real emotions real empathy and you get an actual person talking to you Monday to Sunday 24/7 and we

do that with a 58 minute average response time and by the way I think in our last event I will get my head of support to I'll send him a text or I'll get the actual numbers we were doing an in a month breakdown I think the average support time was 30 minutes 30 minute response time do you understand how insane that is 24/7 and once again that's not automated every customer gets a personal connection experience and that leads us to the next thing when a customer requests a refund it's not just a transaction for

us it is a data point is an opportunity to improve what we offer offer and retain that customer if we can and if we can't we still learn now let me talk you how we actually go about the refund because that's also very important first we respond with empathy you know actually show the customer that we hear them we start off by addressing them by name hey John I'm really sorry that you're not satisfied with insert product and this isn't a gimmick this is real we know how much it sucks to invest in something and

not get the value that you expected next we remind them of what they may not have fully explored yet the coaching calls the systems the community listen we don't hit them with a sales pitch again that is old news instead we just nudge them to take a deeper look to reconsider before they step away and as I said depending on their refund window we remind them that they still have days left in their 7-Day refund policy and this isn't to pressure them it's just simply to give them a nudge to really experience truly everything our

products have to offer before they leave and if after that they still want to go we process it no questions we say anyway if you still want that refund we will take care of your right now because we are confident enough in what we offer to let them go if they choose and you know what that confidence works it makes people think twice they're like wait this business actually stands behind what they say they're not trying to trick me or fool me or trying to me out of a refund policy you know maybe like I

should give them a second chance now step number two is the survey you see if they still decide to leave We Gather feedback we don't send some half-ass corporate survey we send a focus 60c form that gives us real actionable intelligence the survey includes name email reason for leaving you know was it money was it confusion during the onboarding was it something else then we ask them for their experience rating we want them to rate their experience next is Promised features did they get what they expected then we allow them to give suggestions for improvement

you know what would they have liked us to do differently the survey isn't just for show it's a chance to improve it's a chance to understand where we went wrong and even if they leave they leave knowing we genuinely care about their experience we're not trying to trick anyone into staying and you know what even those who leave off often recommend us or return later because of the respect that we showed now the second rule is eliminate friction you know what frustrated customers do if you make it hard for them they blast you online they

wreck your reputation and that is why we have engineered our refund process to be smoother than our marketing funnels it's quick it's painless it's professional we don't just want to refund their money we want them leaving thinking damn even their refund process was world class and here's why every refund is a future opportunity this is the main mindset shft that you need to make a refund isn't the end it is just a checkpoint in your relationship we're not here to try to block refunds instead we see them as an opportunity to build future loyalty processing

a refund shows the customer that we stand behind our product and we respect them enough to let them leave on good terms and bear in mind you got to remember I have multiple businesses whether that's iare whether that's a consumable brand whether that's any of my software businesses whether that's hey we process their refund they had a great experience and then 3 years down line they become a clan for AFL this sort of stuff it sticks with people this builds trust which is priceless in creating long-term relationships so here is the critical difference between us

and most others refunds are just one part of a much larger Empire and ecosystem what we teach isn't just about selling a single product it's about building a network of interconnected companies that all serve the same purpose which is helping our customers succeed while building your Empire you need to understand if someone has a bad experience with one of my companies no matter how big or small the price point is trust me they think twice before ever buying anything again from any of the companies even if I'm just just invested and have a small stake

in it it's not just about the immediate loss it's about the future opportunities that we miss out on whether that's big day whether that's gadgy whether that's Floy AFL whatever it may be if a customer has a poor experience with any one of these even if it's something as small as our $37 a month mobile app called digital Launchpad well then they are far less likely to trust me with something bigger like AFL or Floy even if those are the exact programs or tools that could transform their business and here's the bigger picture I'm building

my entire Empire off the back of my personal brand every intern ction a customer has with one of my companies reflects on me directly if I lose trust in one place it damages everything the reputation of my brand the ecosystem and the growth of every company I've built or will build and this is why we prioritize Excellence at every level whether it's a refund process customer support or the actual product it's not just about one transaction it's about safeguarding the trust and momentum of the entire Empire that is the mindset you need to have if

you are serious about scaling and creating a legacy and that trust by the way it's invaluable it brings people back it keeps the door open now real quick let's talk about the tools that make this efficient you know you can't achieve a single digigit refund rate without using tools they keep you lean and mean so here's what we use now once again publicly of course I can't reveal everything we do or all the tools that we use but here's some high level stuff first things first help Scout this organizes every inquiry tracks responses and integrates

with our CRM makes even a small team look like a polished professional operation then we have our feedback loop you see every refund request is tracked and common reasons are logged and we use that to reduce refunds and improve our product now when a refund request comes in it gets flagged immediately by our support team and this is actually how we achieve an average 58 minute response time even when things get busy now listen you don't need a massive customer support team like I have you know back when it was chaos Arthur ore of support

single-handedly built the foundation for the support department and everything that we have now whether that be Sops to document everything every response every situation and that is why we built our customer support University and Bear our stuff is also a lot more complicated because the last two events I sold a software stack of multiple of my software companies so like my support team is having to deal with so many different things in terms of like whether that be the info side of things whether that be the software side of things I mean sometimes it's even

bleedthrough where someone will be talking about one of our products and then they'll bring up something related to a gadgy or big day so it's just like trust me the fact that they've been able to pull this off it's not just like a regular info business where things are so like easy and things are so simple like we have some very complicated products and a very complicated infrastructure but yet my team is so top-notch and it's because of some of the things that they built here and the customer support University really makes sure that every

single customer gets the same high standard experience and every new hire delivers the same if not even better experience for our customers now as we grew every new hire had a specific Focus so one for example would be refund management Community engagement Tech issues we eliminated overlap and made it efficient on that front now when it comes to experience we're not just answering questions okay we're making every customer feel heard valued and ready to buy from us again every interaction counts and the result result of all of this we have a 5 to 6% refund

rate with the craziest unconditional refund guarantee and we have customers who love us and even if it didn't work out a lot of times they come back and buy so I know this is sometimes a little bit of the more boring side of info I know it's not as sexy or glamorous as the funnels and the ads and the big multi-million dollar events and all this stuff but to be honest this is really the stuff that keeps your business protected keeps your business safe and for me and the rest of the team we show up

every day and we're excited we're proud of what we do listen of course it'll be outside noise or chatter or this or that or other people's opinions or other people's opinions for us we look at the cold hard data and the data that comes from our info product in terms of customer satisfaction I can tell you this right now no one has ever and no one will ever come close because of the way we run things because of our unconditional refund guarantee even customers that are like you know what this is not what I expected

blah blah that's cool we're sorry that it's not what you expected and here's your money back oh okay cool and then now your biggest haters turn into your fans and by the way that's also why it's so funny whenever there's like a hater or someone saying like oh the product is a scam literally never literally I have never I'm I'm hand on heart not even once has that person actually been a customer never the reason why is because we go the extra M for our customers and we're trying to build relationships for years and years

to come and yeah maybe something doesn't work out now but that doesn't mean that we can't do something together in the future and that is simply My Philosophy in business do I think that I've done everything right or I've never made mistakes no we're all humans as business owners we make mistakes as long as you try to do things in the right way or a lot of times especially a lot of our old customers where I'm like our standards are so much higher now and I'm like you know what it's just a shame that those

customers missed out on our current gold standard a lot of times we go back and we help them out or we'll give them a section of our new product for free or we'll give them a tool that we built internally for free and we're always just trying to take care of not only existing customers but old customers and make sure that as I said we're not just doing business once we're doing business for years and hopefully even decades to come whether that be my physical product Brands my software companies whatever it is and I just

really implore you to have the same sort of philosophy inside of your business so with all that being said I hope that was useful for you as always I'm watching from afar and I'm rooting for you [Music]