Years ago I wrote emails for a very high-ticket item. It was a six-month leadership-development program.
How did I vary my thoughts from selling a single item to this classroom face-to-face ten subject course? Less than you might think. I had to start with five thoughts.
- I had to explain how this program was different and better than all others on the market. So I explained the process participants undertake to complete a meaningful-workplace project during the training.
- I had to overcome objections. So explained how this program delivers real results and not just hand participants a piece of paper.
- I had to remember ‘people buy’ – ‘not businesses’ so I focussed on human emotional needs.
- I had to remember there would be many decision makers during the buying cycle so this was included in my emails.
- I had to remember decisions on expensive purchases take a long time so I had a series of emails and strategies designed to provide buyers with details to help them decide to buy.
So yes, high-ticket items are indeed different.
But Sales is Sales.
And the concept of my three-step sales cycle still works regardless of the item.
Create the Interest, Overcome Objections, Close The Sale.
Plus with a high-ticket item you will have different decision makers who have different emotional and motivational needs.
The higher the price the harder it is to normally get a quick sale or at least more steps are required.
Here are a few thoughts to bear in mind.
- Long copy almost every time beats short copy.
- The more you say the more chance you have of a sale.
- Of course, you cannot bore your prospect into a sale so follow proven formulas.
Need help to get started in 2018?
Use this simple email marketing tool to help you decide what you wish to say in your emails. It will help you list your emails into a logical sequence.
This diagram serves two purposes:
- It helps you build your case without sending out mindless emails.
- It allows you to hit different emotions and trigger points of prospects.
If you have read this far I suppose you are saying to yourself, “Yeah it’s easy for you!”
And you would be right as I have spent over ten years mastering my skills in email marketing.
But this doesn’t mean you can’t give it a go.
So here are a few more tips.
Don’t ignore old prospects – especially if the item you offered was expensive. Big chance they have not done anything yet and the opportunity is still there. Generally, old prospects are more interested in what you have to say rather than a brand new prospect.
Likewise, customers (people who have bought from you before) are generally easier to sell to again so don’t ignore them either.
Believe in Yourself
Kurt
Business Coach, Mentor, Trainer & Author