Why selling “high ticket” has hardly anything to do with your offer

Recently, I was having a conversation with a consulting client.

She’s an extremely successful Coach.

She’s built multiple multi-million dollar companies.

And after a few years off she wants to get back into the game of coaching.

Moreover…

She’s a sales Coach for service professionals, and she’s selling a very high ticket offer. $25k+.

So over the last month, I’ve been helping her build her client attraction system.

Here’s the thing though…

Most of our conversation hasn’t been about:

—> Copy…
—> Crafting her ad…
—> Brainstorming headlines…
—> Writing emails…

Or anything typically associated with client attraction.

No.

Most of our conversation has been around choosing/getting clarity on her market.

The reason being, this is the #1 most critical thing you can do if you want a business that gives you high-paying clients.

Let me show you why with an example:

Let’s pretend you’re a dog trainer.

Now, as a dog trainer, there’s a few different markets you could go in to.
You could help new dog owners train their puppies (typical)…

You could help dog owners who’ve just brought home a "rescue dog"…

You could help dog owners of certain breeds…

Plus many others.

But here’s the thing…

Depending on which market you choose will determine whether someone will pay you a little or a lot.

A great example of that is owners who take their dogs to perform at dog shows.

These owners, without a doubt, would pay you the most out of any dog owner.

But why?

I want you to think about it.

There are 3 big reasons why a dog owner who takes their dogs to perform at shows would pay you much more than a regular dog owner who just wants their new puppy a learn a few simple commands.

Point is…

By simply selecting a market that is willing to pay more, it makes it much easier to charge higher prices.

Let me come back to my client and we’ll dive deeper into her market (which should give you more insights to the question above).

As mentioned, she’s a sales Coach selling a high ticket service ($25k+).

This is no small sum.

And so what we figured out quickly is that, this offer was not good for beginner Coaches.

First because it’s too expensive for most Coaches earning under 6 figures.

And second, because she’s only teaching sales.

She doesn’t do any marketing or lead generation.

(Most Coaches earning under 6 figures need help with lead gen/marketing as well as sales)

So that market was out.

Then we looked at 6-figure Coaches.

This market was a little better because Coaches at this level can probably afford the $25k offer, however, a lot of them still need help with lead gen (and a lot at this level want help with paid ads).

The search continued.

Then I said to her, "what about Coaches with sales teams? Your offer helps close high ticket clients without getting on the phone, right? So why not help Coaches who hate having to manage their sales team (and hate having to pay them commissions) to replace them with your system? This is the market your offer is perfect for. And if you focus on this market it means you don’t have to teach them marketing/lead gen/paid ads because you know if they have a sales team they’re already doing that stuff."

A light bulb went off in her head.

"That’s perfect!" she said.

And when you look at her offer, it is a perfect match.

The prospect has the money.

They have a big problem her offer solves.

And it means she doesn’t have to teach anything other than sales - her zone of genius.

Here’s the point of all this…

Market selection is #1.

By selecting a great market in the first instance, it makes it far easier to sell high ticket.

Select the wrong market, however, and it’s like selling ice to eskimos, or another way to say that is...

It’s like selling $25k offers to Coaches who are earning less than $1,000/mo.

It ain’t going to work.

With that being said…

Selecting the right market for your offer is literally the first thing we do together in The 15 Minute Client program.

I take you through a proven process called, "Finding Your Starving Crowd."

And it’s helped hundreds (and hundreds) of Coaches to select a better market (even 7-figure Coaches like my client above), which makes it far easier to sell high ticket.

Along with that, I show you how to position and package your offer so it fits perfect with that market.

So they understand the value your service brings, and why they’re investing such a large amount.

Finally, I also help you attract "your starving crowd" market onto your list with paid ads, then turn them into clients sending one email per day.

To know when spots open next, put your name on the waitlist here:
https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra