This is the first episode in the High-Ticket Selling Series where I help you create high-ticket products for your business.
Looking to add a high-ticket product to scale your business this year? Then you’re going to love my series of podcast episodes this month. I’m digging into everything you need to know about selling high-ticket starting with whether launching high-ticket versus low-ticket is the best strategy for your business.
If you want to scale in 2022, then listen to this week’s episode where I cover:
- The different ways you can scale with both high and low-ticket products.
- The different launches you need to consider
- And what you need to get right regardless of whether you sell high or low-ticket.
Plus I bust a couple of high-ticket myths.
Listen using the player above or read the full blog below.
High-Ticket Versus Low-Ticket Launches
Before I start, I want to let you know that I do sell low-ticket in other businesses and help businesses with low-ticket offerings. But I do have a love for high-ticket because it creates financial stability, you get awesome clients of high quality. It is also great from the perspective of not needing a huge audience.
What you need to sell and make a profit
When you look at what you need to sell high-ticket versus low-ticket, you need to consider your audience size. You do need a large audience if you plan to sell low-ticket. It does take the same amount of energy to sell whether low or high-ticket.
Instead, what is more strategic for you? If you are new or have a small audience, then high-ticket is the best way to begin while you build a bigger audience for the low-ticket offers.
In Elevate, I’ve had people who want to go high-ticket and they’ve changed course to do both. And they want to do something different in terms of the format. There is a lot to consider when looking at the products you want to create, the lifestyle you want to lead, the energy to put into creating and delivery.
You also need to look at how the model works for your ideal client. If group is better then 1-1. It all depends on your business and what works to your client.
How high is high-ticket?
Also, high-ticket is arbitrary because was seems a high price to you, will not to another person. For high-ticke we are looking at the starting price from £2.5k – £3k. Yet, I’ve helped people sell products from £300 right up to £36,000 per product. I’ve helped people sell at that process successfully through Elevate.
I want to work with people who want to own their worth and attract those clients who have that commitment to getting the results.
Low-ticket audiences are great when you want to scale but it does mean you will spend more time selling than delivery. Especially if you are scaling, you need to think about how this will work. Will there be an online course or there be a live element to the course.
You also need more content to launch a low-ticket product. You’ll need more content to increase the touchpoints of how you are speaking to people. This content needs to articulate the benefits of your products. This might be long email sequences, retargetted adverts, more nurturing content to warm your audience up.
The benefit is that people are more willing to risk money when it’s low-ticket. People get more wary when it creeps up to £100 but there is a lot less risk than high-ticket. You still need content to position to those people. Plus, when you get people who are willing to ‘give it a whirl’ you will get less engaged and less committed clients. Therefore, there will be less impetus to get the results.
You’ll also need effective sales pages that articulate your products. This is crucial. We have sales page templates inside of Elevate including the 20 sections you need on your sales page to make it as effective as possible.
Look at your audience
Even with a large audience, you’ll need to keep renewing that audience. You need a consistent way of generating leads. You can sell low-ticket to your audience but then what? What is the next step once those people buy. It’s very important to think about generating leads and getting more people into your audience?
Think strategically about how you will do this and if low-ticket is the best thing to sell to your audience at this time. You also need to think about those who buy low-ticket versus those who buy high-ticket. These are two very different audiences. You need to think about the audience you have – if they want to buy a low-ticket item. Are they new in their journey? Or do you need to sell higher-ticket.
If you need to simply make money, look at who is in your audience and sell to them. Give them what they want. Sell to who is in front of you. Is it best for your business long-term? If not, then you might want to pivot and generate a new audience.
As an example, Sunny Lenarduzzi runs YouTube for Bosses. I came across her YouTube channel and she gives value on the video, that moves you into a webinar and sells you into a low-ticket course. It’s a great funnel because it’s evergreen. Her videos are optimised for search. She gets new people all the time on a free, evergreen lead generation method.
Think about how you generate large amounts of people for your low-ticket offer.
Disruptive versus search content
As you need to put out a lot of content for low-ticket, you need to think about the kinds of content you need. I put out a lot of disruptive content. It stops scroll and not aimed at search. Think about where you sit with the people you work, what they want, and how you pull them through. Search content tends to bring people on a longer journey to get to the point of sale.
At the end of the customer journey, you need to have an up-sell plan. What will your customer buy next? You want to increase the lifetime value of the low-ticket buyer to make the most from them. You’ll make more money selling to your current clients because they love what you give them. Then you’ll know the next steps for your client.
A lot of people think their clients will jump up the higher price products. While they know, like and trust – if they have not committed to the content or kept busy with lots of content in what they have bought – you’ll be extending their journey to high-ticket. Low-ticket buyers are at a different part of the journey to high-ticket customers.
Lead generation for low-ticket
You’ll also need a solid lead generation plan for low-ticket buyers. What is the funnel you are building and the content journey? This needs to be on a loop. This is where I see the crazy launches people do for low-ticket courses. If you don’t do them right, they burn people out.
But what happens for the rest of the year? If you are happy sitting at that point, then you won’t need to launch all the time. On the flip side, if you keep it open then you use the urgency. You can limit the exclusivity for courses and make the wait time longer so people are not tempted to wait for the next quarter. What works for one business does not work for another.
If I’m being realistic, you should become a marketer to scale and grow your business. You want to remove yourself from the business as much as possible to grow your business.
If you want to do the delivery and sell – then high-ticket is the better option for you to grow your business. You cannot outsource selling your products to other people. If you run a business, you need to be business-minded and learn how to sell. You need to become a business owner. Sales and marketing has to come from you. To get others to sell for you, you need to hand over a sales process. But you need a process in place before you can do that.
Dedicate time and effort to drive the business forwards.
You do not need a large audience for high-ticket. Look at who you are selling to. For example, you are a coach for new startups. Are they going to be willing to spend £10-20k with you on your programme? Startups are looking for funding and so are unlikely to want to spend lots of money. It is rare if they do.
People who buy high-ticket have a bigger problem or need a bigger outcome. Sometimes we get stuck because who we sell to are not those people. Most times, that doesn’t mean you can’t sell to your current audience. We sometimes put blinkers on and cannot see what we have. When you get outside eyes to pull out the gold of what it is that you do, anyone can put together a high-ticket offering for the right type of person.
It’s about looking at who you are selling to, what their problem is and what the biggest outcome if for them. Then you build your product around this. And it can seem scary to sell like this, especially if you are used to low-ticket clients. We look at this inside of Elevate.
You also get a larger cash injections. This can be a high-ticket recurring cash injection, which means better stability for your business as well.
High-ticket sales funnel
High-ticket products have a shorter sales funnel. You do not need to jump through as many hoops. I’ve had people buy high-ticket after seeing me talk on stage or virtually. Or right after a masterclass.
So the funnel looks like this:
- Social media posts saying I’m doing this and come and hear about it
- They join, see and love it
- Then they get on the phone
There are people who will tell you that you can sell high-ticket without needing to get on the phone and speak to someone. That can happen but it is not common. In my experience, people need to talk to you before buying high-ticket.
People who buy high-ticket do have different expectations. You want those phone calls, hearing objections and what they do and don’t like about it. Sales calls sound gross, but if you’ve done your job in the sales funnel, the phone call can be sounding out and dotting the i’s. It’s getting reassurance that it’s the right decision. It will put your conversions through the roof.
You’ll also need nurturing and high-engagment content, like a podcast. A podcast is a high-engagment funnel where people can binge episodes. It’s a great way for people to get to know who you are. It makes the nurturing more intimate. This is also why masterclasses work well. And when done in the right way, helps people overcome objections and make the right decision.
Like Kirsten Goodwin, The Naked Confidence Coach, who has gone through this process with Elevate and knows that you can make sales in a short space of time if you put the right content in front of people. Don’t be frightened of sales calls.
No sales page needed
You don’t need a sales page for high-ticket. As long as your content has really explained things, you don’t need a lengthy sales page. You build desire to buy your product, when you have them on the phone, you explain the value and the outcomes. It’s an easier sell on the phone.
However, I encourage everyone to write a sales page. It gives you more confidence in being able to articulate the points in sales bullets. It gives the pure essence of value that your products gives.
Positioning is imperative when it comes to selling high-ticket both on the sales funnel and your sales call. I hope that when someone dives into my content, they realise the value it will bring to the table. Whether people have heard you yesterday or just come to you today, they need to know the value you give them.
You need to position yourself in a way that gives you credibility. People need to see you are capable and confident. It can come through that you are not capable and confident if you are not clear on your products. It comes across as wishy-washy. Suck it and see doesn’t work for high-ticket.
Crafting of your programmes and products is so important. It’s about looking at your roadmap, systemising your processes and looking at the outcomes. It’s about being able to state this in a way that gives people confidence. Your USP is incredibly important about why you need to make a decision now and not talk to everyone else.
Your messaging needs to be spot on when it comes to selling high-ticket. And I’d say this is the number one reason to join Elevate, to give you that confidence in your positioning, to articulate your products and craft them in a way that works for your audience.
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