Get High-Ticket Customers: The Ultimate Beginner’s Guide
Over the years that I have worked in marketing and advertising, one of the most asked questions by consultants, coaches, and service companies that I’ve worked with has been, “How Do I Get High-Ticket Clients?”
While some might lead you to believe that there is a simple answer that works for everyone, that simply isn’t the case. Marketing and Entrepreneurship are complicated disciplines that require effort and practice to master. The challenges of effectively marketing your ideas and services, and running a successful business, becomes particularly complicated in situations involving highly-considered products and services. In those cases, getting more high-ticket clients is even more of a challenge.
I wrote this guide to help simplify the process of figuring out how YOU can get started. Of course, this guide is not an all-encompassing “how-to” manual about every aspect of building and managing a high-ticket consulting practice, but a broad-stroke overview of the best ways to start down your path to a thriving business that attracts high-ticket clients, who are willing to pay what you’re worth, and leverage your time so that you can have more freedom in how you run your business.
What to Expect In This Guide
I put this guide together, which I consider being the “ultimate guide,” as an overview of the topics of getting high-ticket clients. It’s based on my own experience selling high-ticket services and products for aerospace, IT, real estate, consultants, and coaches.
The guide is primarily focused on highly considered purchases of services – coaches, consultants, professional services, and others who should command a high-ticket price because they deliver transformative services to their customers (a concept I discuss more thoroughly in the guide’s text).
Most of the discussion in this guide is centered around services, however, having sold products that ranged from 100K to 10M (aerospace), what is delivered (a service or a product) is not as important as recognizing the highly considered purchase buying cycle. If your product (physical or otherwise) provides a transformative result to customers that solves a complicated and critical problem they face, then all of these strategies will apply to you.
The purpose of this guide is to help you understand the system necessary to get high-ticket clients and implement those strategies in your business. This is the system that I use in my own business, and it’s the system I’ve built through trial and error for myself and with my clients (sorry clients, that’s how it goes). It’s not the only way to get high-ticket customers, but it is a proven method that reliably works for businesses of all industries and markets. As I write more blog topics to supplement what’s in this guide, I’ll list those articles at the bottom of the guide, so return to the guide periodically and see what new case studies and articles I’ve written.
This guide is broken up into five subparts. Chapter one provides you with an overview of high-ticket services and how to get high-ticket clients is different from just generally selling your products and services. Chapters two through five describe elements of the highly-considered purchase buying cycle and should help you figure out how to sell YOUR high-ticket service.
The final chapter, the conclusion, ties it all together at the 100K foot level and should help you strategize about how to construct your own strategy for a high-ticket business. As always, I have additional training in my seminars, which cover these issues in greater depth. This guide will walk you through the following:
How to GET High-Ticket Clients by understanding Highly-Considered Purchase Decisions
If you want to get high-ticket clients, the first thing I think you need to appreciate is that much of what you probably know about selling, and the sales process, is at best unhelpful in getting a high-ticket customer to say “yes”. Especially if that high-ticket customer is going to initially come to you as a consequence of “cold traffic” (such as advertising).
In marketing, we differentiate product types into two buckets – impulse purchases and highly considered purchases. The reality is that products typically fall across a RANGE of these two extremes, and which end of the spectrum your offering might belong is determined by context. Understanding how to market a highly-considered purchase is the first step to getting more high-ticket clients.
High-Ticket Solutions for High-Ticket Problems
The first stage of all buying processes, not just high-ticket or highly considered purchases, begins with need recognition. Need recognition is usually the result of some internal stimuli (it can be external) that turns a “want” into a drive.
Highly considered purchases differ from impulse buys because that type of investment tends not to be the more basic needs – food, shelter, water, etc. Instead, highly considered purchases are often the result of a complex interaction of internal stimuli (usually fear) and external forces (such as the need to make your house payment or pay off debts). Highly considered purchases are much more about “self-actualization” than anything else – the purchases are statements about whom the person believes themselves to be.
What this requires is that if you’re going to sell a high-ticket service or product, it needs to be very closely tied to the internal (and external) articulation of this “need” in the minds of customers.
How High-Ticket Client Customers Find Solutions
Believe it or not, the most iconic brand in the world – McDonald’s – spends 90% of its money reminding people to eat at McDonald’s. If it didn’t, people would forget and stop doing it. How do I know? Because when McDonald’s was punished for a scandal involving its “Monopoly” game, part of that punishment was a reduction in the types of advertising it could do. Sales dropped and “floor traffic” (the number of people going into McDonald’s) fell as well.
Most of the people reading this guide have no familiarity with the complications of running a global brand. Moreover, they don’t have the billions of dollars necessary to make a silly name, like “Clorox,” synonymous with the word Bleach.
The good news is – you don’t have to know much about branding or have hundreds of millions of dollars per year to make one. Branding is an equation.
Closing High-Ticket Sales: Understanding Value, and Risk
So just because you are clear about your outcomes, and you get found, doesn’t mean people will just lay down and fork over their money. Nobody does that.
How do you get people to make that transaction? I adopt a methodology I call the “Three T” – teaching, transformation, and transacting. My position is in direct opposition to the “teach and get rich” movement. People like Danny Iny (who wrote a book called “Teach and Grow Rich” glomming on to the famous book by Napolean Hill – “Think and Grow Rich”) and the others who are out there suggesting everyone can get rich building a course are fundamentally misguided in my view. There are LOTS of these gurus saying take what you know and make a million dollars. Unfortunately, it’s just not really possible.
High-Ticket Client Pricing: How Do I Get Paid “What I’m Worth?”
Most businesses go about pricing based on how much it costs them to produce something. Obviously, you need to charge enough to cover the costs of production – but in most cases, that leaves coaches and consultants charging WAAAAAY less than they should.
What should you charge then?
I use a pretty simple rule of thumb – one-third to one-fifth the total value of what you can create for them in an outcome. That means the value you must create for your customers has to be three (at the minimum) to five times greater than what you charge.
Ready To Begin?
As you work your way through this guide, remember that this is not all-encompassing. It is a 100,000 foot view of how building a high-ticket customer-based business works and is designed to give you the basic tools to get past the all important question of how to get started.
As you read along, make note of any questions or highlights, and then come back to bryandelmonte.com and search the site or ask questions. You can always contact us and I’m happy to answer questions you may have about the ideas in this guide.
Enjoy! I hope to hear from you soon about your success! To begin – click on chapter one…