High ticket sales only make up about 15% of global online sales. Yet, it’s a worthwhile strategy to help drive business growth and sustainability. High paying clients pay significantly more when they buy high ticket products.
While that means you don’t need as many customers to earn a lot of revenue, you need the right tactics to attract these high ticket customers.
Here’s a guide with 9 best methods to help you find, attract, and keep customers for your high ticket products.
What are high ticket sales?
High ticket sales refer to the practice of selling high ticket products or services. These items are typically priced upward of $1,000. However, what’s considered expensive and high value depends on what industry the product or service is in.
Examples of these high ticket industries and niches are:
- Finance
- Travel
- Fitness
- Personal development and education
- E-commerce
- Lifestyle
- Artificial Intelligence (AI)
These pricey, exclusive items can be physical products, such as luxury cars, electronics, fitness equipment, real estate, collectibles, high-end fashion, and jewelry.
High ticket products can also be non-physical, including consulting or coaching services, enterprise software, seminars, or online courses.
Since high ticket sale items cost more, they must offer higher value to the buyers (compared to low ticket products).
High-ticket vs low-ticket customer
Businesses focused on low ticket customers use intensive media campaigns to sell many more products or services (in the lower price range) to meet their bottom line.
Think of ads on TV that target refreshing beverages.
These ads are short, selling refreshments to thirsty people. To justify the cost of the ad campaign, the product needs to sell to millions of users at a low rate - dragging the sales net wide.
There probably won’t be a TV ad for a high-ticket item like a luxury car as the product isn’t so “commonly” consumed.
Instead, the vehicle is marketed at shows and exclusive events.
When companies implement a high ticket client model, they target premium customers with a deep interest in their industry.
Because a high ticket item is expensive, buyers expect a lot more value - from the product or service and the sales process.
To sell high ticket products effectively, it’s crucial to have a well-trained and dedicated sales team who sells the value, not just the product.
Your team will use a customer-centric or consultative selling approach to offer personalized service to the high ticket buyer and move them through the sales funnel or sales process. High ticket customers will pay more for attention, personalization, and a super responsive service.
When businesses focus on selling high ticket items, they generate higher revenue (with fewer customers).
A single high ticket sale results in a more significant profit margin than numerous low ticket sales.
One sale can be enough to justify a high ticket marketing initiative. In contrast, many low ticket sales are needed to break even with the cost of sales.
1. Identify your audience
It’s crucial to identify the right prospects who’ll be interested in your company’s high ticket item(s) before trying to attract high-end buyers. But how, since the mass targeted approach won’t work?
Use surveys, social listening, and audience research tools to research and identify your prospect’s pain points and motivations.
This will help you know exactly why they would consider and buy a premium solution for their problem.
In other words, you need to find what the high ticket sale wants (the bait) to load your line before casting it in the water.
From there, establish buyer personas or the ideal customer profile (ICP) with key demographics and their background, goals, interests, biggest fears, and pain points.
Questions you can use to build the ICP if you are in the B2B space are:
- How big is my ideal customer’s business?
- What role or job title does my contact have?
- What are the main pain points of companies in this industry?
- Why would your ideal customer choose your solution to solve their problem and not opt for a competitor or use internal resources?
- How can I make my service valuable and memorable to this high ticket customer so they can begin to depend on me instead of looking for help elsewhere?
A clearly defined customer persona will help drive your marketing strategy, lead generation efforts, and sales process.
Only when you know your customer inside-out can you offer a personalized service, close sales calls, and offer support.
2. Create content for high ticket customers
An Accenture survey found that more than 60% of buyers don’t pay attention to content that’s irrelevant to their needs.
So while it may be tempting to have content that appeals to a broad audience, it’s best to create content that appeals directly to your ideal buyer persona.
For example, your research indicates that your high ticket customers are highly experienced in your niche.
Then creating how-to guides for beginners is a waste of time.
Your content must resonate with prospects that have the highest potential to move through your high ticket sales funnel to become paying customers.
For instance, Winning International is a company that provides high-ticket coaching services.
It primarily employs paid Facebook ads, offering a complimentary fitness-related report as a lead magnet.
You can use high-quality, trustworthy, and useful content to build your reputation as an authority on online channels, such as blogs and online communities. Ensure the communication channels you target are relevant to your buyer persona.
Our Keyword Research tool can help you identify the right keywords to create relevant and attractive content for your high ticket prospects and customers.
3. Build your brand
A staggering 81% of customers believe they need to trust a brand before making a purchasing decision.
That’s even more important for high ticket sales because your existing and potential customers want a trustworthy, familiar, and consistent brand.
A high ticket client will scrutinize your business from all possible angles before they buy.
Your messaging, brand image, and sales processes need to be thoughtful, deliberate, and professional to build trust and customer loyalty.
Plus, ensuring that your branding is consistent across all your digital channels can increase your revenue by 23%.
4. Demonstrate testimonials and social proof
A common sales objection from high ticket clients is that they may be unsure about your company and solutions because of the high price that high ticket deals demand.
Social proof speaks to the value and quality of your high value product or service.
Testimonials, case studies, reviews, and other forms of social proof also help build brand trust and credibility. Social proof helps validate buying decisions since your target audience can:
- See who has tried the product (with customer logos on your website, for example)
- Get information about what your previous customers think about the product, the value it offers them, and how it improved their business
By displaying customer logos on its site, Voices.com increased its conversion rates from 5% to 22%.
How are you using past sales to secure future sales? High ticket customers want to be reassured that they are not wasting money on fly-by-night companies and marketing efforts. Rather, offer them the same quality as your past sales, establishing credibility.
On our Surfer SEO website, we also showcase the company logos of past and current customers in the Surf’s Up section.
Potential clients can also read various customer testimonials and reviews (from industry leaders like Steve Toth, Jeremy Galante, Matt Diggity, and more) to learn how Surfer SEO has helped entrepreneurs and companies.
Our future customers can see themselves joining the ranks of these great companies - benefitting from an exclusive product and service.
Believe it, as 20% of B2B marketers also believe that case studies help them generate quality leads.
5. Qualify leads
The success of your high ticket sales model depends on qualifying leads or sales qualification.
These leads aren’t just any potential customers.
They are potential customers that have been vetted or scored against a set of criteria to ensure they are interested in (and can afford) what you have to offer.
This improves your chances of them converting and closing high ticket sales, increasing your revenue.
Use qualifying questions in your contact form to help you identify a qualified high ticket customer base.
Choose questions to help your sales team determine the lead’s suitability for criteria: budget, revenue, authority, competitors, sense of urgency, need, or other factors.
Examples of strong, open-ended qualifying questions to use in your lead generation forms are:
- What’s your budget for this project?
- Are you currently using solutions or tools to help you solve your pain point? If yes, why are you considering an alternative?
- What business challenge does this product help with?
- What has prevented your company from trying to solve this issue until now?
- What’s your main priority for solving this problem?
6. Conduct outreach
While you can play the numbers game and wait for the maximum number of leads, being proactive is vital to the long-term success of your company.
Train your sales team to be proactive in sales outreach to contact and attract high value prospects and customers.
Your team needs to be organized, goal-driven, and focused on personalization to provide your qualified leads with the client service they expect.
It’s also essential that your team is well prepared before entering sales calls with clients who expect and demand value for money.
You can use outbound sales or sales outreach tools, like LinkedIn Sales Navigator, Apollo, or Lusha. These tools help you find targeted prospects, launch custom outreach campaigns, schedule sales calls, and more.
7. Create an outstanding proposal
High ticket customers expect the best, so only an outstanding professional sales proposal will do.
While you can create a new sales proposal from scratch every time, a killer sales proposal template will save time.
There are some aspects of the sales proposal that can be generic, such as the following:
- Title and front cover
- Basic company information and contact information
- Breakdown of pricing
- T&Cs related to the product or services
- Descriptions of the high value products
- Social proof
- Call to action and the next steps, like the solution selection and draft of a sales contract
Other aspects need to be tailored according to your potential customer.
You want to clarify that your company provides the best solution for their pain point and that you are ready and able to help.
The proposal also helps you build your relationship with the customer, helping you close the deal.
Here are some aspects you should customize for each potential buyer:
- Executive summary or cover letter
- Unique selling point (USP) or statement of value
- Proposed solutions and outcomes
- Use a case study that the customer can relate to
- Implementation plan
- A video or live chat link to reinforce your relationship
8. Display great customer service
While your solutions and understanding of your prospective customer should be spot on, you can’t close the deal and retain the customer without world-class customer service.
That’s why your account managers and sales reps should embody your brand values and voice.
This ensures overall brand consistency for your leads, prospects, and customers.
They’ll know they can count on you for value and to quickly resolve their problems, which builds trust and loyalty.
Your customers can become brand advocates, bringing in more high ticket leads.
Regardless of whether you close a sale or not, it would help if you continued offering value service to your high ticket clients - you never know when they may become a future sale.
9. Nurture relationships
Don’t expect to close the sale with minimal effort only. High ticket sales require hard work, building relationships, and ensuring you are first on your customer’s mind.
You need to stay in touch with the high ticket customer, nurturing the relationship and continuing to offer value.
Even when you don’t close the sale, you need to remain in contact with your qualified leads.
You want to continue building trust and credibility so the lead will think of you first when they are ready to buy.
That also helps you move them down the high ticket sales funnel.
Your competitors may go after the same leads as you do. Your leads may feel like “everyone wants their business,” so standing out from the crowd with effective customer relationship building skills is essential.
An important aspect of nurturing relationships is staying updated with industry news and trends.
This will help you more effectively relate to your customer’s pain points to better tailor your solutions to match their needs.
Put yourself in their shoes so you can understand what they really want and need, then provide that service to them.
You can also nurture the relationship with your potential and current customers by offering valuable and free content in the form of blog posts, drip campaigns, webinars, or landing pages.
These all showcase your company as an expert who’s ready and willing to solve their pain points.
Key takeaways
- Unlike low ticket sales, high ticket sales are a process where you sell expensive and very valuable products or services, so you need fewer customers to meet your bottom line.
- High ticket customers expect the very best in terms of value and service, so you need a dedicated and well-trained sales team to offer personalization, attention, and customer service each step of the way.
- Finding and moving these customers through high ticket sales funnels starts with extensive research to identify your target audience and build a buyer persona.
- Create high-quality, valuable, expert, and relatable content, such as a landing page, second landing page, blog post, and lead magnet, to further build your brand.
- Use social proof, testimonials, case studies, and reviews to build credibility and brand trust and to validate your prospective customer’s buying decisions.
- You also want to use sales outreach tools, create an outstanding sales proposal, offer excellent customer service, and continue to nurture relationships with potential and existing customers.
Conclusion
Pursuing high ticket customers and using the right strategies to move these leads down your high ticket sales funnel means you earn more revenue when these prospects opt in.
But that means you need to work hard and be dedicated to understanding and resolving their pain points.
Offer excellent value with your solutions and customer service to leads, new clients, and existing customers.
Share how these 9 tips for finding high paying customers have helped you in the comments section below.
