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Marketing

Digital Marketing for HighTicket Products and Services

Tuesday, April 26, 2022
6 min
HashTag : 
#marketing

High Ticket Marketing: A Full Guide

What is a HIGH TICKET?

Contrary to many definitions that I often see on social networks of entrepreneurs who believe that they sell High Tickets, I am going to speak to you from the most direct experience.

I have spent much of my professional career on the internet working with High Tickets, so I am going to try to give you a clear definition:

A High Ticket is a High Value and High Price Product (which are two different things) that offers a great benefit and can be sold automatically, without the need to contact the customer directly.

The Value and Price of a High Value Product

Understanding a High Ticket as an "expensive" product is not a good perception of this type of product. Although a High Ticket is a product with a high price, that does not mean that it is expensive.

Is a scooter expensive for €50,000?... Is a Ferrari expensive for €50,000?... In a High Ticket, we find a high Price that corresponds to a High Value. If you sell scooters for €50,000, that's not a High Ticket... that's a scam!

Thus, based on this correct correlation between price and value, High Ticket high-value products offer you a large profit margin.

If you sell a car that costs €50,000 and your profit margin is €1,000, be clear; that is not a High Ticket. The profit percentage must be high, on a high price, corresponding to a high value.

Benefits of a High Ticket

These are some benefits of creating this type of product in your business:

  • If you are starting out, you can cover expenses and have capital to invest in your business.
  • You take away the worry of the CPL (cost per lead) of advertising. You will be able to pay for leads at much higher prices than your competition and still be profitable.
  • You improve a customer's perception of your business.
  • It allows you to retain your customers and continue working with them for longer by being able to offer them an alternative product or service above (value ladder).
  • You will have better success stories, both because you will be able to get more involved with the client and because of the commitment that clients who hire this type of high-value service or product usually acquire.

Types of funnels for High Ticket

Once you already have a product or service of this type in your business, the question arises as to what is the best way to sell it.

Now I am going to show you the 4 funnels that work best, but you should know that one of the fundamental components for the sale to take place with High Ticket products is that there is a call with the potential client.

I have seen businesses trying to sell a high-priced product through a single sales page with a direct button to checkout. This is a mistake. A funnel to sell high tickets should always end in a call where the client is qualified, and possible objections are refuted.

In general, these 4 funnels follow the structure, although now we will see in what aspects each one varies. The main idea in a funnel is to filter and push people to the next step, either through emails or retargeting.

VSL (Video Sales Letter)

In this funnel, once we capture the lead, they are sent to a landing page that contains a video (between 10-20 minutes) at the top followed by a sales letter.

In this case, being a high ticket, the copy of the sales letter will not be directed to the purchase of the product but with a CTA to the form.

The emails will serve to knock down possible objections to those leads who have not completed the form.

Small webinar

The Small Webinar is very similar to the VSL, but it lacks the text part below the video. This webinar is recorded and lasts approximately 10-15 minutes. When it reaches the final minutes, a button appears just below the video that leads the potential client to fill out the form. It is important that this button appears at the end and is not visible all the time, as it will divert the attention of the potential client.

This funnel works especially for B2B products or services.

Live webinar

In this funnel, once the data of the lead is collected, the hype increases and the desire to attend the webinar, which in this case will be live.

Before the webinar, all those emails will have the goal of increasing the attendance rate of the live. It works very well to notify that there will be no recording (although it can be a double-edged sword, since you will also lose subsequent sales opportunities with people who cannot attend the live show).

The live webinar has the advantage of being able to generate a very cool community atmosphere, as well as activating certain mental triggers. It is very important to influence the calls to action during the webinar and explain very well why it is necessary to fill out the form and have a call to be able to buy.

Automated webinar

Same dynamic as with the live webinar, but being aware that certain mental triggers must be activated so that the potential client wants to act at the moment.

Bonuses work very well, but be careful not to play with scarcity or urgency that isn't real.

How to make a funnel for a high ticket?

Here are the steps you need to follow to create a high ticket funnel:

  1. Have at least one source of traffic (be it an email list, community, Facebook and Instagram Ads, YouTube, etc.) and optimize it to increase traffic, improve the quality of leads and reduce costs.
  2. Build a landing page where the user leaves their data to access the webinar, class, etc.
  3. A good conversion rate starts at 25%. Likewise, the ideal is to optimize it to improve conversion rates.
  4. In the email marketing provider, configure an automation that pushes the leads to attend the webinar or the VSL.
  5. Create a landing where the video is hosted and that has a button to go to the form.
  6. For VSL, small webinars or automated webinars, there are tools like Everwebinar that allow you to know how far the user has seen the content and personalize subsequent emails. This is very useful for making different sequences to people who have seen the entire webinar from people who have left before it is over or even people who have not attended.
  7. Sequence of emails to eliminate objections and push the user to complete the form.
  8. An agenda where you can see the free slots and schedule a session (it can be done with tools like Calendly or Youcanbookme)

Now, once the person has completed the form and has scheduled the call, the question is usually:

Ok, but how do I sell a product of this price?

Here comes a figure that will help you a lot in this step, the closer.

What is a closer?

Briefly, a closer is a person who is in charge of closing a sale.

If all goes well in the above process, call reservations should begin to arrive. The fact is that although all of the above steps has been served to attract strangers and convert them into potential customers interested, the sale has not yet occurred. If the process has been done correctly, the person who comes to the call goes with a large part of the sale made, but the closing is still missing.

During the call, the closer must know and understand the client, and extract all the useful information to know if the client is suitable. In this call, objections get broken, and the client is led to make a decision.

If you are thinking of delegating this part or doing it yourself, let me give you my opinion: What I recommend is to make them yourself in the beginning. This is because in each of these calls, you will  get super valuable information directly from your potential clients and this is gold for your business! Once this phase is over, my recommendation is that you start delegating the calls to a couple of closers.

How to convert your course or product into a high ticket?

Perhaps you have entered this article without having a High Ticket product. If this is your case, then you are interested in knowing how you can turn your course or service into a high-priced product.

1. The first would be to change the way you communicate your product. 

It is not usually a good idea to talk about the characteristics of our service or product. In a High Ticket, you cannot make this mistake. Keep in mind that when a person is considering making an important purchase in your business, they want to know is the benefits of your product.

2. The second step is to offer direct contact with you.

Personalized attention, even in 1 to 1, is something very valuable in these type of products.

3. The third is to offer immaculate support.

Someone who buys a product with a higher price values having help at almost any time of the day. They are usually people who are very committed to their activity and do not want to waste time waiting 4 days for someone to answer a question by mail.

4. The fourth is greater transformation or results in less time.

If you can shorten the person's journey from point A to point B, you have a potential High Ticket product or service. Many people value their time highly and will be willing to pay a higher price to save time.

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