Prosper for Purpose works with what we refer to as “high-ticket clients.” The definition of a high-ticket client can differ from company to company but it generally refers to clients who pay a lot of money for your services. A different agency might consider a high-ticket client to be one that pays $5,000 or more per month. For us, a high-ticket service could be a short-term project, such as $2,000+ for one month of consulting, or a $2,000+ monthly service for which we provide high-level PR, marketing, and/or branding services.
If you want to gain high-ticket clients, it’s important to note that some of the most effective ways to attract these clients differ from the efforts necessary to attract low-ticket clients. An example of targeting low-ticket clients would be selling an e-book for $20 or an online course for $50. Though you might have the potential to make $2,000 or more in total, each customer individually pays significantly less than a high-ticket amount.
So, what can you do to attract high-ticket clients? Follow these four tips.
1) Make sure your service can solve a specific problem. Even if your business offers multiple services, you should focus on promoting one at a time. To help you decide which service to promote first, consider the following: Who would be your ideal client? What would be their biggest need? What service do you provide that could fulfill that need? In other words, think of your one best service that could solve the one big problem your one ideal client would have.
2) Build your brand authority. One of the most common forms of marketing used by service-based businesses is how-to marketing. How-to marketing teaches people how to do something for free to promote your services. An example offer might state, “Here are five tips to increase fiber in your diet. For additional nutrition advice, purchase my e-book, available through Amazon.” The goal of how-to marketing is to solve a problem and leave people wanting more. This can help you establish credibility, but it won’t be enough to secure high-ticket clients. To hook high-ticket clients, you need to grow your brand authority with solutions marketing, which involves marketing the solutions you’ve provided for former clients. For example, you could post mini case studies on your social media pages, linking to the full case studies on your website. The objective is to win over your target audience by promoting the results you’ve delivered previously and showing what clients can gain from working with you.
3) Market to people’s emotions. Make it a point to move your audience as much as possible. How-to marketing starts building your credibility, solutions marketing grows your authority, and emotional marketing increases the impact of those results by keeping your audience engaged. Emotional marketing requires that you put yourself out there. Tell the story of how your business came to be, and share how those experiences have influenced your beliefs and driven you to where you are today. While how-to marketing is a way to gain your business recognition, solutions marketing and emotional marketing are what will convince high-ticket clients to hire you.
4) Be consistent promoting your offer. Regardless of which channels you use, consistently market your business by sharing stories about the people you’ve served, the problems you’ve helped them face, and the solutions you’ve provided.
These four steps can help you get your name out to the right people, but there’s one more thing to consider. As you begin to draw in potential clients, you’ll start receiving feedback from them. Most notably, you should expect to receive objections to your pricing. When this happens, ask yourself if that potential client is right for you. Remember, you’re looking for high-ticket clients, so if someone objects to your pricing because they’re interested in low-ticket services, they’re probably not the right fit for your business.
Research businesses that offer similar services within your market, because it’s important to know how your pricing compares to your competition. If you notice your business is priced particularly high but, after careful consideration, you still believe you’re priced correctly, be prepared to offer reasons as to why your solutions are the best, your employees are the most efficient, etc. Once you have a solid price point and the reasoning behind it, if potential clients still have objections to your pricing, the most likely explanation is that you need to tweak your marketing a bit more.
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