If you’re just starting out with high ticket sales or have been dealing with the wrong kind of low rent, high pain in the ass clients and have recently just decided to make the shift then the BIG things that are going to stand in your way are worries about your funnel and worries about your track record.

Prospects are somewhat conditioned to look for social proof. They also have plenty of “big names” to choose from so how are you going to stand out and position yourself in a way that makes your prospects feel like you’re the ONLY choice for them?

That starts with NICHING DOWN and GENUINELY being able to do what you say.

Now…

You’ll notice that the most well known names in the high-ticket space are pretty horizontal.

Their ideal client is almost as simple as this:

  • Semi-successful business owner who wants to rapidly scale
  • Wants to spend more time with family
  • Is in a position to invest time and money in getting results

Of course there’s a lot more that goes into this avatar so they can create ads, webinars and offers that convert but they have the luxury of marketing to a much broader audience with a much broader message.

Kind of business their prospects run doesn’t matter. There’s enough crossover pain points to touch on that their marketing doesn’t have to be absolutely spot on as their reputations and brands will carry them the rest of the way.

When you’re new to a market, you don’t have the reputation so the easiest way to attract clients is to niche down right off the bat.

What I mean by that is looking for a very specific segment of a market that you can DELIVER RESULTS in (it always comes down to that).

I decided that I wanted to target the fitness niche. I’d worked with one of the big brand gyms here in the US earlier in the year so I knew enough about the industry as a whole to feel comfortable offering my expertise.

I’d often talk business with the personal trainers whilst I was there working or gymming so I knew plenty about what they liked to bitch about.

Some of these guys pull in well over $100/hour but there’s plenty of scope for them to do a lot more so I liked them as prospects for a high ticket workshop.

With a somewhat broad niche in mind we’re then going to want to do some digging.

Is our ideal personal trainer client attached to a gym or working completely privately? What’s he charging right now for a 1-1 session? When he’s not with clients how else is he making money? What does he make in a good month? How about a bad month?

These kind of questions will allow us to understand a lot more about his pains/frustrations/headaches further down the line which is going to be a crucial part of closing the sale.

I also like to take a keen interest in how my prospects are marketing themselves as by looking at how they position themselves, how they try find clients/how clients find them I can get a pretty good understanding of where they’re at and why they might be struggling.

Finally, I’d look at how their income and marketing is affecting their day to day life.

  • What stress are they under all the time? Of course they’re under pressure to book clients but I also need to look at how things like doing your first training session at 6:30AM and your last at 7:30PM is killing them.
  • Are they working weekends? As a lot of their clients will work 9-5 Monday – Friday they’re probably having to sell their time at the weekend.

Their partner gets a small window in the weekday to see them, maybe a few hours at the weekend if they’re lucky. They might love what they do but they certainly don’t enjoy that aspect of it.

  • What conversations are they sick of having? If they’re talking to prospects in the gym all day then they’re probably listening to a whole bunch of excuses as to why Mr.X doesn’t need a trainer right now. They probably accept those excuses as gospel as these guys aren’t sales ninjas 95% of the time.
  • How are their own goals affected by work? Maybe they want to train for an Ironman but can’t fully dedicate themselves at this time.

There’s NO stupid questions to ask about your market when you’re niching down. The bigger overall picture you have of their day to day life the easier it’s going to be for you to sell them.

My process for understanding a market can be boiled down to something as simple as this:

  • What are they earning and how? (Basically allows you to understand where the main frustrations may be)
  • What are they doing to attract new business? (This tells me what they’ve been doing to try and improve their situation and gain an understanding of why they might be struggling)
  • How is lack of success affecting their every day life? (When I understand how work problems are flowing into every day life that helps me know what I need to put into my workshop/product)
  • The sales will always go to those of us that TRULY UNDERSTAND OUR CLIENTS PROBLEMS and crucially…
    PRESENT A STRONG CASE FOR BEING ABLE TO SOLVE THOSE PROBLEMS.

When you have in-depth, UNRIVALED knowledge of your market you’re going to be able to build that case regardless of whether anyone has heard of you or not.

Now…

The information you gather, the ideal client avatar you build is ultimately what’s going to allow you to do these things.

  • Create the irresistible offer
  • Close the deal

THE OFFER is what will make or break you.

I’ll whip out my credit card for people I’ve never heard of if they’re offering something I immediately want/need and can see value in.

Like most people, I’m not that interested in what they’ve done in the past, I want to know how they can help me in the FUTURE.

And while testimonials, social media hoopla, webinars and all the other shit people do to present themselves as credible are great – there is still NO SUBSTITUTE for knowing what you’re talking about.

So the 3 questions I ponder here:

  1. What can I offer my market that they absolutely have to respond too? (Remember you’re probably competing for their attention with a lot of similar offers as well as a billion distractions like phones, email, TV etc)
  2. What language can I use to present that in a way that isn’t immediately met with extreme skepticism (Guess what? People have been told they can 2-5x their business before and work just 10 hours a week before in practically every industry)
  3. What’s my unique mechanism going to be?
    I talk a lot about unique mechanism (or UM’s) because they’re just so damn important in pretty much every market.

10 years ago you would have got away with a flimsy marketing campaign (in fact, you only need to look at the monstrosities that did millions on Clickbank back then to know that’s true) but now clients/consumers are way more sophisticated and savvy.

They take a lot of convincing because most people who buy in the big 3 niches (health, wealth and love) have been burnt by unfilled promises more than once so that UM is what’s going to give them renewed faith in you and your offer.

The great thing about high-ticket as opposed to low-ticket is you also get to strengthen that UM with your charisma and charm.

You’re closing most deals on the phone, you get to strengthen your claims and offer by having people buy into YOU as well as the transformation you’re offering.

So…

I’ll quickly show you how all this resulted in an offer that attracted 3 clients in a week.

I knew that to close high-ticket sales in this space the personal trainers I was targeting needed to be BUSY. Almost too busy.

If they weren’t booked often then they probably wouldn’t be able to invest in their business and if they weren’t even at that stage where they were in demand I’d have a much trickier job so I flagged them…

“For Personal Trainers Who Want Their Lives Back”

Nothing particularly ninja about that, “flagging” has been used since the dawn of time.

Next I needed a UM. I didn’t really want to go down the standard “get more clients” route as that’s been done to death.

I decided “Big-Ticket Bootcamps” sounded interesting and as I couldn’t see too many other marketers talking about this specifically I ran with it.

Most trainers run these kind of bootcamps in some capacity so it was in their wheelhouse and the big-ticket thing would be enough to peak curiosity.

I then thought about what I wanted them to achieve when they worked with me and when I wanted them to see results by.

In a nutshell that was – More Money. Less Hours. In 42 Days.

So my offer now looks like something like this:
For Personal Trainers Who Want Their Lives Back
Here’s How Running Big-Ticket Bootcamps Can Have You Working The
Hours of A “Casual Gym Goer” For More Money In The Next 42 Days.

If it works well I now have a killer foundation for a paid traffic/webinar campaign.

IS IT A WINNER?

There’s a lot of information out there. Even the good stuff can have a negative impact on our businesses because it’s very easy to get wrapped in the idea that we need a world class webinar and a shit-hot Facebook ads campaign before we can sell anything which of course isn’t true.

In fact, the complex stuff is something you don’t even need to worry about until your already making sales and here’s why I say that:

Things like webinars are primarily designed to qualify leads and get better prospects on the phone. It’s a “time collapser” at the end of the day.

When you’re starting out, it’s advantageous to speak to your market A LOT. The language they use on the phone, the problems they talk about, the frustrations they want you to end can be PRICELESS to your campaign and even if they don’t buy from you, they may well add a small fortune to your funnel further down the line.

I invest a lot of money testing traffic (particularly in low-ticket B2C) and I can tell you NOTHING is going to convert from paid traffic until you’ve established that people want the offer.

Going out gung-ho testing funnels is a sure fire way to trick yourself into thinking you have a conversion problem when really, it’s what you’re selling.

So…

LEADS.
In the interest of full disclosure, I’ve been toying with cold email for a few weeks so I had already ran a few (failed) tests so I knew roughly what was going to work and what wasn’t when it came to cold email.

Using LinkedIn, Hunter & a good minion (VA) I was able to get the emails of 500 personal trainers across the UK & the US.

There’s thousands more out there but I only wanted to get a couple of clients initially to see what was that and scale from there.

With my prospects in QuickMail, I ran a campaign that looked like this:

Subject: {{firstname]] – Availability?
60% OPEN RATE which is HUGE.
Of the 300 or so that opened, 40 or so replied to my initial email which was a really short message that asked something like “Could you take on another 12 clients this month if they were in a group setting? Let me know”

It was a little longer than that but you get the idea. At this point I just want to open the communication waves with these trainers.

From there I could get anyone who seemed to want something for nothing to lose interest and get the better prospects into scheduled strategy sessions.

Eventually I had 17 calls booked for the week and although they were nowhere near as warm as prospects coming straight off a webinar they weren’t freezing cold either and what allowed me to close a few of them.
(Yes, this did take some time and require some more manual labor)

CLOSE.
There’s already a ton of great information on what to do/say on calls I figured I’d end by talking about a stance I particularly like.

It comes from a guy called Oren Klaff, he wrote a book called “Pitch Anything” and his general attitude towards sales is something like…
“MONEY IS NOT THE PRIZE. YOU’RE THE PRIZE”

This is a guy that pitches for millions of dollars in the venture capital world successfully so I think he’s got closer to perfecting the approach you need to take when dealing with bigger money as anyone.

His thinking is that money is everywhere. You have it. I have it. There’s probably 10 ATM’s full of it within a mile of where you are right now. It’s in everyone’s pockets. It’s in every stores cash register.

In other words, it’s not some precious, rare commodity that we should all lose our marbles over as there’s so much of it out there it’s not something you need to be focused on during any kind of sales call or pitch.

People are reaching out to you because they need YOU. Their hopes of a killer transformation and getting a massive headache off their table rely on YOU.

You don’t need to hard sell them on anything. They’re chasing you.

They’re only going to go spend their money on some other shit course if you don’t work with them and you HAVE something that’s FAR MORE VALUABLE to them than just money.

Take that approach on the call and you can close without running them through the last 28 people you magicked up miracles for.

Oh…
And if you do encounter a client who is particularly insistent on hearing about how others have done then I always revert back to this.

Statistics mean NOTHING to the individual. 90% of some other guys clients could be really successful but that doesn’t guarantee the guy asking about previous clients is going to work as hard as them or as smart as them.

Your value is a fuck-ton more important than just cash so whether you’re on your first client or your hundredth you should be picking and choosing who you want to work with as with the right offer and the skills to get results — you’re never going to run out of people wanting to work with you.

With this mindset and a trusty script I was able to close 3 of the 12 I spoke to at length (5 got off the phone pretty quickly because it clearly wasn’t a fit for them or me).

Moral of the story? All you need to start right now is an offer and prospects (and it doesn’t really matter how you find them).

 

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