At a private event, a speaker made a high-ticket offer from the spotlight on stage. In a room filled with hundreds of attendees, many of them lost interest as soon as they heard the price – tens of thousands of dollars. To their ears, spending that much money sounded extravagant, even nonsensical.
And yet, from the back of the room, I watched multiple people stand up and walk to where I was standing, at the sales table. Including a woman whose first question to me (a salesperson), was if it was okay if she made three payments of $20,000.
When it comes to high-ticket (high-value and high-priced) products and services, people don’t say yes in spite of price. They often say yes because of it—and several other reasons:
1. Accelerated results
The biggest reason people say yes to high-ticket products and services is because they want to shorten the time it takes to get results. While a lot of people use do-it-yourself methods like reading books and articles or take generalized courses to manage costs, people who say yes to high-ticket offers value results—and are happy to invest in a mentor or advisor to speed up the process. And perhaps even fill in the gaps in their own knowledge or skills along the way.
As the founder of a sales and sales training agency, I hear this all the time in sales conversations. One woman who ended up buying a $25,000 program told me, “I don’t just need information about what to do; I need support as I go do it. Because that’s where my questions and roadblocks crop up.”
Consider the factors that speed up results for your clients. How could you refine your offer so that it’s intentionally designed for people who want to take the direct route, with no time to waste?
2. High-level access
People who say yes to high-ticket products and service tend to be savvier, more sophisticated buyers. They tend not to be new to the conversation or your corner of the marketplace. They know there’s a lot of noise out there, and they are not interested in squandering their precious time and attention sorting through it.
They want to know what works. They want to work with experts. And they don’t want to waste time sitting through group calls, scrolling through online group chats, flipping through binders, or watching instructional videos.
The last time I bought a high-ticket service for my own business it was because I wanted access to that agency’s team of experts. If I need something, I get it; I don’t have to wait. I can schedule calls as issues and projects pop up, and I don’t get nickel-and-dimed or handed off to a lower-level coach, project manager, or customer service agent.
Think about how you structure access to what’s most valuable to your clientele. Many coaching and service companies restrict access to their leaders. While that’s popular, you have other options. What would delight your high-ticket clientele?
3. Done-for-you service
Many people say yes to high-ticket products and service not just for access to expertise, but also for access to experienced teams—often groups of creatives or worker bees who get things done. Think about it: It takes time and effort to vet, hire, train, and manage outside vendors, which for many people is a real headache, so it’s a huge selling point if you handle it for them.
One of my clients bundled a one-day strategy session and a year of advising with a weekend photo shoot, complete with professional hair and makeup, wardrobe styling, and brand photography. Once that was complete, my client’s team of trusted branders, designers, tech pros, and writers updated the client’s website (without them having to lift a finger). The package cost tens of thousands of dollars and sold quite well. One person who said yes was doing a national speaking tour. She knew a polished brand and expensive photography would increase ticket sales. Every tour stop sold out—something the business owner directly credits to saying yes to a high-ticket offer.
Go deep: What meaningful done-for-you services would make life easier for your clientele?
4. Peer network
In some cases, people say yes to high-ticket offers, because they’re drawn by the possibility of developing relationships with other people in an exclusive group. It can be hard to find connections and colleagues who share your values and ambitions. So some people choose a high-ticket offer where they know they will come into contact with the right colleagues, connections, friends, and clients.
One woman I’ve worked with intentionally designed her high-ticket offer to appeal to those looking to build a network of peers. She limited the group to a small cohort of eight, who gathered in person every quarter to work, socialize, and build community. She did this because she knew that people at this level wanted two things: to build a relationship with her and to build relationships with their peers.
Not all people who say yes to high-ticket offers are looking for peer connections. So think about what your clientele have told you they want and value. Is it a relationship with you, relationships with other like-minded people, or both?
Crafting high-ticket offers
Most people think that price is the most important factor in buying decisions. But this isn’t always true, especially when it comes to high-ticket offers. Whether you are crafting your first high-ticket offer or designing your next one, the key is to slow down and really notice what your clients want and value. If you aren’t sure, ask them. Because that’s where creativity, inspired ideas, and customer service worthy of the elite price tag emerge.
Dr. Nadia Brown is a sales strategist, consultant, trainer, and sales firm founder who works with business owners, companies, and corporations to multiply their revenue and awaken the consistent closer within their sales teams using the Consistent Sales Method™. Nadia brings over 15 years of experience in leadership, powerful conversations, achieving goals, and respect for people to develop a comprehensive sales process to increase closing rates and client retention. Nadia’s clients have seen epic results, such as raising their rates, decreasing their refund requests, and doubling or tripling their annual revenues. She has been featured in Wired, the Huffington Post, and Black Enterprise Magazine. To learn more about Nadia and The Doyenne Agency, visit thedoyenneagency.com.
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