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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.
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.
These are some benefits of creating this type of product in your business:
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.
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.
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.
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.
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.
Here are the steps you need to follow to create a high ticket funnel:
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.
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.
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.
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.
Personalized attention, even in 1 to 1, is something very valuable in these type of products.
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.
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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