Is this the episode where we're going to talk about the Coppola and the Coldplay concert?

Yes.

Is there any creator out there who has not utilized that, that clip for marketing?

But that's not what we're going to talk about.

So we're going to leave it now and go back to what we're going to talk about because we're going to talk about psychology behind selling high ticket coaching course.

Yeah.

So today we're going to talk about what it takes and what's necessary in order to become a high ticket coach.

And let's first define what do we mean when we say a high ticket offer.

We are not talking €2,000, we're not talking €3,000, we are talking €10,000 and above.

Yeah, like fun fact, if someone is willing to pay you €10,000, they're statistically to pay you 33% more than €10,000, which means that you could start at €13,000 instead.

But that's the kind of price range that we're talking about.

If you're considering starting a high ticket program and you feel like that's interesting, yeah, I might try that.

I want to do that.

Then my coaching to you is do that and then done.

Now the other part of it, it's absolutely going to have to tie to a good quality problem so that you solve something of real value that changes this person's life.

But here's the honest truth.

Measuring the coaching industry coaches are already changing people's lives.

If we're talking to a decent coach that is really interested in creating great results and then we're interviewing their clients after, and then we ask them after they've already gotten the results and we ask them, what would you value the lifestyle or the quality or what would you value these results if you could buy them in like a tomato can at your grocery store?

Like, what would you be willing to pay if you could buy it over the counter?

The answer is always above those 15, 20, €25,000.

Anyway, I think the interesting thing about selling high ticket and why it's hard for people to get to the place is because most people try to get to that part of getting to build that offer built on logical measures and that make them stuck in the head and stuck in.

If I sell something for 2 or 3,000 right now, if I'm going to sell something for let's say 13,000, if I'm going to sell for that price point, I need to add so much more stuff into it.

So they start looking at all the Stacking all of the things that needs to be there in order for that to be highly of valued.

And that is the wrong approach because people do not buy high ticket based on the logical level.

On its own.

That's not the primary driver of people who buy the high ticket.

Yeah, totally.

It's about the good quality outcome that we can create for people.

We think it's about us and we think about the demands of what we need to deliver and how much we need to deliver if we're going to be able to charge these prices.

But it's not really the most important factor.

The most important factor is that the client is going to be invested equal to the amount that they have invested, which means that they are going to do work equal to how invested they are in your program.

Which means that a client that pays 15,000 for a program and 5,000 for a program, they, that person will always be three times more invested in a 15K program than a 5K program.

Which take us to what is the main driver of sales of that level.

I believe most coaches don't believe that they will be ever be able to sell anything at 15,000 or 20,000 or 30,000.

The thing they buy when you're selling high ticket is identity.

It's a lifestyle.

You sell and you sell the identity.

You sell who they become, who they picture themselves as, how they want to see themselves.

We are high ticket buyers.

We don't.

We don't want to buy something low ticket.

We want high ticket because we want to see ourselves in really getting everything we need to get to the point because it's connected to what is the end goal.

And that is a connection.

We see ourselves as reaching the end goal and we believe this program will help us to become who we need to be.

I just need to trust that.

Okay, this will take me there.

Yeah.

And this is the company or this is the person.

Yeah.

Will take me all the way.

And that's a huge commitment in itself.

Because here's another thing.

All people are aspiring, which means all people are looking into the future to create more for themselves.

But there are some people that like dreaming about it.

We call them dreamers.

They are more likely to just dream about it because it creates a fussy feeling in the stomach.

And there are another type of person who actually goes for it.

Yeah.

And the people who actually goes for it, they are interested in investing in their best life that they could see for themselves.

When we sell high ticket, we're looking for good quality people.

That is a really good match for the program that we have created.

So when you're thinking about creating a high ticket program, we're going to figure out some tools for you to navigate.

We're going to do this during this episode.

We're going to give you some tools so that you can navigate.

How should I start approaching this?

I also believe the reason why coaches are not like daring to offer high tickets because they are afraid of the commitment.

They're afraid of the responsibility of people pay me a lot of money.

What if I can't help them?

What if I can't support them?

What if they don't feel that value?

So it's really about why would people pay me that much money?

Or they have a poor money mindset and believe that it's a lot of money.

I think a lot of coaches are afraid that they will not be able to help the client.

And of course, that's why you don't start selling high ticket.

You start by selling something where you're comfortable in.

And once you start helping people with getting the first offer, the high ticket offer is often, since it's something with identity or future, you're selling is often a bigger goal as well.

So when you sell high ticket, the first thing is really you need to trust yourself.

You need to trust that what you're giving, the knowledge you're giving is valuable.

And I bet most people are listening who are coaches.

You spend a hell of a lot of money on acquiring those compens, on.

Becoming who you are today.

Yeah.

Those competences.

And we need to first of all understand that it has a value.

But we also need to understand it's not about just you or what people buy.

It's about how do we secure that when we have a ticket, no matter if low ticket or high ticket, that they reach the goal.

So high tickets just about reaching a bigger goal.

Yeah.

On the same journey.

Same journey.

So you've helped your clients in one area.

Yeah.

And then you look at those as a bundle or you look at them in a group and then from that group you figure out, okay, so what is a common thing that they all had in front of themselves?

While ending my coaching, while graduating my.

Thing for us, that means that we have our first program detail which is taking care of coaches who are just starting up.

And once they hit like those 5 to 10k month, they want to scale and they figure out, you know what, I want the business where I don't have any cap, I go to 30, 40, 50, 80k month.

And that's what we do in our top 1% program.

So instead of the promise of going to 10k month, well, you go to 30, 50,000amonth instead.

It's a way bigger goal and it's a way bigger journey.

It will just build something else.

So it is also a completely different price point because it's getting you to that point.

Most coaches statistically work with people no matter if they sell hours and work one on one.

They work with people between eight to 12 weeks, which is about two to three months.

And if you're looking at that perspective, so what do you help them achieve in those first two to three months?

And then you can realize what would they be able to do on the back end of that if they got to work with you for another year, maybe 15 months, maybe 18 months.

And how would their life be different?

Because it isn't rocket science.

The only unfortunate thing here is how unaware you are of how talented you are with the talents that you have.

Because they're invisible to us.

Because our talents just happens for us.

It's simple.

It seems like second nature because it's such a part of who we are.

And that's the kind of identity that you want to rub off on your future clients if they can just be close to you and the people who are on the same journey to start acquiring and becoming that person who can have those results as a second nature without having to fight for it or cry about it or suffer in order to have all of what they dream of in their life.

If you want to sell high ticket step number one, have a valuable outcome, a big outcome.

People want to have something that is about who they will become.

You need to offer an outcome people actually thrive for your ideal clients actually want to have.

And step number two is about making sure that your clients are going to reach that end.

Outcome.

You need to have an idea which you already have, but you can draft it on a piece of paper.

Let's say you'd spend an hour drafting out the journey and the milestones on the way from when you were at the same place your clients was to the end Outcome.

And then commit to making sure that you'll do everything that it takes to to help your clients to get to that point themselves.

The most important part is to become super certain about I'll do whatever I have to to make sure that my clients become successful.

Because then your commitment is in.

All that is needed is the client's commitment.

And if you're both commitment committed to that level, it's going to fly and it is going to work every time.

Step number three, build a better money mindset.

So if you believe it's expensive what you're selling, you're going to only be able to attract people who also believe it's very expensive.

Yeah.

So stop believing expensive.

Start focusing on the value.

Yeah.

What is the value for money?

What's the return on the investment of doing this?

So what do they got?

You need to believe it's worth the money.

If you don't own the money, if you can't say the price point.

Yeah.

You're never going to be able to sell at it, then it's better to start at a lower price point.

And say you start with 7k, then 8k, then 9k, then.

So you grow into it.

So it become just a number.

That's an easy.

Like of course it's 13,000, of course it's 15,000.

There is a super simple thing you can do to get there.

So you could name the price point.

Let's say your price point is €18,000.

And then you can say, this is the price to be able to get everything that I have to reach this outcome.

And then you could play around with your own thoughts and put what is the cost for a person who gets this opportunity if they not act on it?

So then you're starting to paint out what does it cost them not to be able to reach this outcome?

The moment you start to stack that up on a piece of paper for yourself, you're going to realize that they're not going to have this quality in their life.

And they might have anxiety and they might be stressed and they might be stuck in their nine to five and they might be living in this way until they're retired.

And whatever it is that you start to paint out and start to visualize, the cost is always going to be five times, 10 times more expensive of staying in the spot that they are in than achieving the results that you deliver.

So regarding doing the sales, it's really about understanding the psychology of high ticket bias.

It's not to buy more information, it's to become someone.

And that's what we need to talk into.

Who will you become in this journey?

So instead of talking so much about the logical things, you need to picture up more about what would be possible.

What would the journey look like?

Where will you be on this journey?

What will your life look different?

Who will you become on this journey?

And then you want to back it up, use the logical thing to back up the emotional thing.

So first you sell it emotionally and then you back it up by the logical.

Because the logical buyer would just, like, need to rationalize why it's a good idea.

I want this thing.

Now, when we do the more logical pitch, it's about really getting them to trust that that was the right decision.

Now you can start stacking what will be included and how will you get them to the point.

So this is where we'll get to and what would it look like to get there?

And the funny thing that people do not realize is that people who buy low ticket have way more doubt, way more questions than people who buy high ticket.

It's a lot easier to have.

It's actually easier to sell high ticket to the right person than to sell low ticket.

And it's also easier to deliver and help people.

Yeah.

Because they're more committed.

Yeah.

There.

There's a bigger commitment.

I love that.

Such a good thing when you are offering this.

If you first get people to realize who they will become and this is the goal and we can see their ident.

Now, the back of that is just to make sure there's absolutely no confusion.

Confusion kills conversions.

So we don't want to put in because that's the risk.

When you believe, if you come from a logical frame or believing that selling something more expensive means I need to add more, and you start talking about all the things they'll have, you just overwhelm people and they get into so much, like, drama about all the things they need to do, and you pull them away from what they'll become.

So selling high ticket is not about convincing that they get more.

It's just about getting them to trust and believe that you got the key for them to get what they want, who they want to become, what the life they want to have.

Just the right amount to go from A to B. Yeah.

And I think that, like, that's so, so important because it's your insecurities that want to add stuff.

It's your insecurities that want to make it bigger and sound fancier.

But like you say, yeah, you're going to create complexity.

Complexity creates confusion.

Confusion creates none.

Like the nose.

And always in sales, remember, whenever two people meet, the one who has more certainty in their belief will always influence the other.

So if the person you are sitting with has certainty in the belief that it's a lot of money, they will probably let you understand it's a lot of money.

But if you come into the call with a certainty of there is no way that you will not get here, you're 100 certain that in one year you will have this lifestyle or you will be this person and this will happen.

They will buy in on your certainty.

The one with most certainty will always influence the other person.

So make sure you're the one who shows up with most certainty on any call you ever do.

Yeah.

And if you ever lose certainty, then ask yourself if this client is the right client.

Because if they aren't, there is no shame in that.

People who shouldn't buy, shouldn't buy.

Yeah.

So there's literally no persuasion.

No, we never want to persuade anyone to buy anything.

It's just using psychology.

Yeah.

And what it means is that no convincing.

No.

Because if you need to convince them to buy, you need to convince them again and again and again and again and again.

And then you create something that you don't want to be a part of.

You don't need to convince.

You need to make sure you connect them to what they want to achieve.

And you need to trust that you can help them to achieve that thing.

And then qualify, that they're ready for the journey.

And if they are ready and if they want to go, then don't hold back.

Which is the part I really like about high ticket sales.

Because it's more of qualifying.

Qualifying and disqualified people that are not.

Ready for that journey or super good.

So it's about qualifying and disqualifying.

Yeah.

The people who aren't a perfect fit.

Yeah, I love that.

The last thing to wrap this up, I just want to say that if you are curious about these high ticket coaching and up in a place where you help people to extraordinary results and outcomes, I would say that for the people who are right on the edge, about to start, go for it.

And if you feel that this is.

Yeah, I would love to do that, but I don't really know how.

Then start with a hybrid version.

You do have a 10 week process.

Maybe eight, maybe 12.

Doesn't matter.

Let's say that it's three months.

Then what you can do if you listen to our previous episode where we start talking about group coaching, if you have them for three months, take the clients who are the most hungry that wants more from you and then put them in a one on one series for six months for between €6,000, €8,000 and €10,000 so that you can start getting deep with people and learn what is it that they really desire, what is it that they want?

What is the commonalities between my different clients?

What seems to be the thing that all of them wants?

If you like this episode.

Please make sure you like and subscribe.

And we will add a training down below for you to download.

That's our millionaire multiplier method.

So you can see what it actually takes for taking your business where you are right now with the price point you're at and what it would look like step by step to build a million year business and the effect that.

It would have on you and your life.

Really cool.

Appreciate that.

Thank you.

Thank you, Sunny.

See you next week.

Sam.