What worked for high ticket sales 4-6 months ago isn’t working as well today. The market has shifted and if you aren’t on the forefront of it you’ll be losing thousands of dollars on marketing strategies that just aren’t converting.
First understanding the difference between high ticket sales and low to mid ticket sales is extremely important. Why? Because they are completely different audiences that need to be marketed to differently. Here’s what I mean.
High ticket offers
First, in order for this audience to purchase from you they will need to get on a phone call with you or your sales rep. This phone call becomes part of the nurture process. This audience will also be spending a much larger amount with you, which means they are probably (not always) making more money in their business than someone investing $300 in a product.
Last, if they are spending that kind of money then they understand the importance of investing which means they are probably a busy CEO who wants to invest in education or support so they can bypass trial and error and reach their goals faster.
These people are extremely busy and don’t have time to sit and watch a 60-90 minute webinar.
Low to mid ticket offers
If someone is going to invest $300 or even $997, they will not be getting on a phone call with you or your sales rep. If they don’t get on a phone call then they will need additional nurturing before they make a purchase online since you aren’t having a direct conversation with them. They usually have more time on their hands because they are looking for a DIY course that they can learn and implement on their own.
What does this mean?
Low to mid ticket offer clients have less money to spend, need more nurturing since they won’t get on a phone call, and have the time to watch webinars.
High ticket offer clients have more money to spend, need less nurturing since they will eventually get on a phone call with you, and don’t have time to waste DIYing anything or watching 60-90 minute webinars.
So what strategies work with high ticket offers?
In addition to the above and after testing with our JW Agency clients over the last 4-6 months, we’re noticing a trend that is working well with high ticket sales.
- Application straight to cold audience. We’ve tested this with sending people to a landing page that talks about results and allows them to click and apply now. We’ve also tested this using a Leadform. Both have been successful, depending on your niche/industry. To make these work well you need to follow a couple simple steps.
- Your angle/hook must be solid. You’re going in-front of a cold audience, so make sure your angle/hook is strong and really calls in your ideal clients.
- You have a thorough application process. No one wants themselves or their team to get on unqualified calls all day long. It’s a waste of time. So be sure your application has questions that get the answers you need in order to qualify a person. That way you can deny any application that doesn’t fit your ideal clients criteria immediately.
- The phone call itself offers valuable information where the ideal clients start to feel trust with you and are ready to purchase. This is part of nurturing the lead and probably the most important part of this strategy, so this must be done well.
- Content targeted to cold audience then retarget to application. You’ll follow the above steps to ensure this strategy works. The types of content we use are a mix of videos, podcasts, blog posts, and long-form posts. I always suggest using more than one content type because people learn and digest information differently so it’s important to have multiple ways people can digest your content.
- An on-demand 15-20 minute mini training. What makes this work is that high ticket audiences are limited on time so this short training is quick and to the point. Exactly what a CEO wants. Just be sure to make that clear in your marketing, otherwise your audience will think you are offering a normal 60-90 minute webinar and won’t opt-in. A couple ways to do this.
- They opt-in to the on-demand training and on the thank you page is the training with an “Apply Now” button. The actual application could be on the page itself as well, either way works.
- The training is in the ad itself so people can scroll through their feed and see the training and then click the ad button to go to the application. You can then retarget those who watch 75% of the training to application ads. You can also retarget those who watch 25%, and exclude those who watch 75%, to get in-front of those who started to watch but didn’t get very far and redirect them back to the training or another option is to retarget them to a couple nurture content pieces before retargeting back to the training.
If you are selling high ticket offers and know that your current strategy just isn’t working anymore, then I would highly recommend trying one of the above methods. Marketing is changing all the time, so be sure to implement these fast while they are hot.
Most likely things will be different in another 4-6 months.