High Ticket Sales – 9 Ways to Sell When You’re Not the Lowest Price

by Managing Editor Yoon Cannon | Marketing and Sales Blog Posts

High Ticket Sales Secrets ~

Selling high ticket products and services is a great way to speed your sales growth, but what do you do when your prospects or clients start to quibble your price?

Answer— you show them the true value of what you’re offering instead.

If your prospects are telling you they like your product or service, but that it’s too expensive, you probably haven’t sufficiently communicated the value of what you’re offering.

Here are nine different  ways to help you 10X the value of your services or products, so that 100% of the right prospects buy.

Remember — price isn’t the only thing affecting a purchase decision.

1. Leverage the false economy principle.

The old adage of ‘you buy cheap, you buy twice’ can be a powerful one.

Promoting the quality of what you offer is a viable way of justifying charging higher than your competitors.  And the same goes for services or software — the better the build, the less customers will need to spend on support and fixing issues.

You get what you pay for — and that holds true across the board, from selling million dollar Senior Living communities to selling $100,00 Elite coaching-mastermind groups.

When you’re selling high ticket products, highlight the longevity and the reliability of your product — “You can buy it for less elsewhere which might seem cheaper in the short run, but it ends up being most expensive in the long run because you’ll have to replace it over and over again.”

If you’re selling high end services, highlight the high return on investment of what you’re offering — “Let me show you how we get you results and even 10X the ROI.”  Now how’s that for a powerful sales statement?

2. Win them with awesome ‘gotta-have’ features.

Another way to convince prospects is to highlight the features they get with you that they can’t get anywhere else. It’s a simple, yet effective way to communicate value in a way that’s easy to understand.

This comparison guide from Pipedrive is a really comprehensive (and honest) look at CRM features:

By pitting Pipedrive’s features against that of its major competitors (Salesforce and Zoho), they are letting prospects decide for themselves what service they need based on the essential features.

Feature-led selling is a great way to get someone to buy, especially if they have a non-negotiable feature they can get from you that they can’t get from anyone else!

Speak to your loyal customers and users and ask them what cool feature or service you could add that would transform their experience with you.

It may give you an idea of how to 10X your value.  Keep constantly updating and renewing your product and service offering to ensure that you are are the best and most complete offering on the market.

3. Highlight experiential value.

Is there something that you can offer that no one else does right now? Have you got any features in development that are going to change the game? Are you going above and beyond and offering people a VIP customer experience?

This is all about showing your customers value by highlighting your uniqueness, as well as making a big deal about your stellar customer experience.

Speed of delivery – In some cases, customers are often willing to pay more if they can have the product sooner. Just think about the popularity of Amazon Prime — people will actually pay a monthly fee just to get their products quicker when they need them. Same goes for services — the ability to get started on a cleaning or service contract sooner can be worth its weight in gold for busy customers.

Personalization — People love products that they can customize and call their own — always offer this as an option if you can.  Dropshipping and print-on-demand shipping models are a cost-effective way of offering mass personalization options and variants  to your customers, without the need for a bespoke workshop.

For someone selling services, a bespoke contract might be a way to fulfill this same need — or just invest in great customer service and email marketing to personalize their interactions with you and your brand.

Emails can be a great way to remind people they are due another visit to you, or even wish them happy birthday from you and your team!

4. Harness social status.

In Europe where the roads are more narrow and the gas is more expensive, they love small city cars. Car brands Skoda, SEAT, and Audi are all owned by Volkswagen and many of their cars share the same components. And yet, the small Audis sell at a higher price due to the perceived value and status of having those four rings on the hood.

Why?

Social status — people love to buy into products and services that make them look & feel good in front of other people.

This is where you want to embrace the ‘soft sell’ and display customer reviews in prominent positions both offline and online.

You will also want to use language in your sales literature that sets you up as the premium or ‘go to’ supplier in your area.

Highlighting other big hitters or locally respected people and brands who have come to you already is a great way to increase your social credibility.

5. Let your customers sell you for you.

Go one up on reviews: in-depth case studies and testimonials are another great way of bringing your value or the value of your products to life. Invest in some user-generated content to put sales messages into the hands of your customers.

Why not shoot a customer happiness video to showcase your biggest advocates?

Platforms such as Feefo and Trust Pilot are reasonably easy to implement on websites and provide an easy to understand rating system for customers. Creating a community of happy customers will help with social proof, but you will also need to address your branded literature to ensure an aura of quality and value pervades your brand. Some standout customer quotes and stories should be your go-to value propositions when talking to an unsure prospect.

6. Tell a story.

[bctt tweet=”Features and benefits appeal to logic. Storytelling appeals to emotions.” username=”yooncannon”]

Spend time looking at how luxury brands market and sell their products — they often fall back on age-old techniques like storytelling to help communicate the social status of their brand.

Keep this in mind when creating sales literature like brochures, flyers, leaflets, and landing pages.

Tweets by CHANEL

Sometimes appealing to people’s imagination and sense of wonder works better than being practical about it. (It’s why beauty salons and spas invest so much time and money in creating an ‘out of this world’ impression and experience).  

[bctt tweet=”A good story transforms your brand message from ‘boiled chicken’ to going viral. ” username=”yooncannon”]

Storytelling isn’t just for eCommerce. It also catapults service based business like agencies, brokers, consulting firms, law firms – even home builders and more.

What is your story? What emotional felt need does it tap into your customers?

[bctt tweet=”“Effective storytelling ignites a revolution behind your brand.”” username=”yooncannon”]

7. Pile on the prestige.

People love buying into history and provenance. Make a big deal about your origins, and always highlight the human story behind your materials, suppliers, and vision.

For service-led businesses …

Highlight the prestige of your education or experience, or mention any significant awards and mentors who’ve helped you along the way. Showing that you’ve ‘been in the game’ for awhile can help convince people you are a serious contender.

8. Give value to the community.

Ethical buying is important to vast swathes of the population — tap into ethical consumer trends by communicating your ethical credentials during the sales pipeline. Encouraging your customers to pay more for a good cause e.g. responsibly sourced materials or responsible labor practices is a great sales tactic when price rears its head.

Even service businesses can leverage this strategy by having an awesome corporate social responsibility program, or using ethical supplies and suppliers.

Seek out partnerships with charitable organizations and certified bodies to add legitimacy to the causes you support. It’s not cool to use causes as a cheap way of getting more sales — you need to actually be committed and engaged.

9. Talk & write like you mean it.

Producing content to show you’ve got your finger on the pulse will help demonstrate the value in buying from you.  People are much more likely to buy from suppliers and service providers who they follow and engage with on social media.

Ensure that you are ready to engage with customers across a diverse range of channels, whether they choose to call or tweet you.

You can show your customers you understand and care about the same things they do. So if for example you’re selling men’s watches, consider writing some content around men’s lifestyle and fashion to show you connect with your audience in a meaningful way.

Part of connecting with your audience is using an appropriate tone of voice and a brand that resonates with that audience. Sometimes, a stand-out content or ad campaign can grab the attention of customers and have them buy into you as a business. So, there you have it! Now be sure to take the time to implement these 9 steps into your business … OR

If you’d rather speed the process, you can get my help with a

HIGH TICKET SELLING QUICK START LASER COACHING Session, so you can position your high ticket offer to truly make it irresistible! 

LIMITED TIME OFFER for a ONE TIME SESSION.  Grab it while you can!

💬   QUESTION:  What is one question about high ticket selling we didn’t cover in this article? Share your comments below:

Contributing Writer, Victoria Greene is a branding consultant and freelance writer. On her blog, VictoriaEcommerce, she shares tips on e-commerce and how companies can improve the way they represent their brand. She is passionate about using her experience to help brands improve their reach.