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How to Implement a High Ticket Coaching Funnel in Your Coaching Business

May 14, 2020

Think about something that you have joined either for free or for $5 or $10 and your level of commitment to that thing. How does your commitment change as that thing becomes harder and harder? So think about something that you wanted to do and you wanted to make a change in your life and it's difficult for you. You know that it requires effort. It requires work from you. The harder it is, the more money you would have to invest into it so that you can actually do what's required. That’s why the high ticket coaching funnel is important for your clients to get the result you want for them. This is because when you've paid $10,000 versus if you paid $10 your commitment level will change. And it's only because we're human. It's not because you've done something wrong. It's not a lack of motivation or lack of drive. It’s just that you have less skin in the game.

So that's the same thing that happens with our ideal clients. And so the difference between consuming a free video, a free blog post or something like that and investing $10,000 or $20,000 in a full coaching program. The investment level and the commitment level is going to be very different in those two scenarios.

How to attract wealthy clients

Thriving Impactful coaches know how to attract wealthy clients who can afford their high ticket offers.They know that high ticket offerings allow your clients to get better results. Thriving Impactful CEOs know that the profit margin on these higher ticket programs are higher, which means that the service can be higher. That in turn means that a support can be there and that you can provide a higher level white glove service that is not possible if you're continuing to undercharge. 

Thriving Impactful coaches also know that a high ticket offer through a group format is the best way to do this because you're able to uncap your income. Not only are you able to charge the highest tier on that service, but you're also able to serve as many as 10 - 20 people in a group format. So, you can hire the support and hire the help to really move those clients through getting excellent results. And that is what we are really talking about here. 

Now, how does one go about selling a high ticket group coaching package? There's a few things. The simplest answer for this is really through a high ticket coaching funnel. But I really don't love the terminology of funnel because I don't like to think about it as either bringing funnel or a funnel that we're just like pushing fish down.

It feels wrong and off to me. Instead what I'd like to look at this funnel as: is a customer success journey. And the difference is that it's not about moving fish from a stream and letting these fish fall off. It's more how do you design a system to create clients who're going to get results, who're going to achieve success, and who are going to become lifelong customers and promoters of your brand.It is a much higher elevated thinking, which is going to mean more money in your pocket. So in this article we're going to talk about how you can start to set this up and what are some of the things that we want to consider when we're setting up our customer success journey for this high ticket group program.

The first thing is, you want to think about upscaling your marketing. What I mean by this is some people are able to charge higher prices to their existing market. No big deal. You have that wiggle room. Other markets are going to be a little bit more sensitive to the price increase and so you're going to want to upscale your marketing. And what that means is that you're going to match the market and the message needs to be able to charge the types of pricing that you want to.

In episode 133 of the Impact Driven Entrepreneur podcast I actually talk about upscaling your coaching practice so that you can move beyond six figures and you can find a link below this article so that you can go back and listen to it. This is because I go into much greater depth about upscaling your marketing there.

So we're going to upscale the marketing to be able to command higher pricing. You may need to alter your ideal client. You may need to alter your packages, offers, and the solutions that you're solving for these people.

Next is you want to design a high ticket coaching offer and that is going to require certain ingredients to be able to sell at that higher ticket price. But I love the quote by Tony Robbins who said: “The quality of your life is determined by the quality of the questions that you ask yourself.”

For example, I'm always working with a client on up leveling their pricing, either doubling or tripling their pricing and really getting to the next level in their business. Whenever we've said this is what we want to charge or this is what we're doing to elevate, usually the next question is like, how do I convince someone?  Or like how do I make sure that it's worth that much? Or like will they even really pay for that? And those kinds of questions are going to lead you down a spinning rabbit hole where you're questioning yourself, like doubting your abilities and that kind of thing. 

Next, you're going to want to design your high ticket coaching offer. What you want to do is really design that high ticket coaching offering so that it has the main important ingredients for selling high end and it's not based on scarcity and lack. One of the mistakes that I see coaches making all of the time when we're working on this in the coaching program is usually that they're going to ask themselves questions that are going to lead them down the rabbit hole of either scarcity, lack or not feeling like they're going to be able to do it. This leads to second guessing yourself, questioning yourself, and basically pooping out. 

My recommendation for you is to really ask yourself a question that's going to create a win-win situation with your ideal clients. So a better question could be something like this and this is what we use with our coaching clients. What problem can I solve that would be worth 10 times what I am going to charge my ideal clients? Now you're setting up a win-win situation. This is how to attract wealthy clients.

Now, you are asking your brain to come up with possible solutions that are going to show 10 times the value of what you're even putting out there, which means no matter what, it's going to be a win-win for your clients. And of course it's going to be a no brainer and it's going to sell like hotcakes. So this is why the power of mindset is still important because the things you're thinking, the way you're talking to yourself and the way your internal dialogue is going is going to take you down the pathway of success or the pathway of resistance and struggle.

So, I would focus on that. What is a way that you can show the tangible results that will create 10 times the value for this high ticket program and solve a big enough problem. This creates freedom and a big win-win situation with those ideal clients so that it's a no brainer for them to purchase.

It's a no brainer for you and your business. Now, we have a partnership. 

Alright, so the first thing we talked about is really like that difference between funnels and a customer success journey.

Marketing to the affluent

Depending on your market you may or may not be able to charge high end. That is why you need to understand how to market to the affluent who can afford your price. So we're going to have to adjust who you help, what you help them with, and really make sure that that’s  a market fit for your high ticket offer.

And you also have to think about designing your high ticket offering. And when you're designing that offer, ask the kind of questions that leads you towards the point of success rather than the pathway of overthinking, questioning, and wondering if it's going to work out.

The next point we're going to talk about is really how to sell this group program or this high end offer. Whether you're doing a high end group program or a high end one-on-one, how do you go about marketing and selling to someone who can afford that? I mean how to market it to the affluent. And so there's a few things that I want to say regarding this.

The first is that you want to solve a very specific problem that is worth it for that amount you’re charging. Like we said, we want to build a win-win partnership with that person. So, solve a big enough problem that they care about and that it's going to be worth it for them.

You want to focus about where they are on their journey. I talked about how this is really a customer success path. So where are they in their buying journey? If you're trying to sell to them too early, it can come off a little bit like off. Waiting too long to sell, you can end up losing a lot of money in your business. That’s why you want to make sure in that customer success journey, that you are selling at the appropriate times. And that you're using the appropriate selling techniques for where they are in their own journey of transformation as well. So, you need to make sure that you’re intentional with the buying cycle and with that customer success journey. 

Next, experience is everything. And it's not what you think in terms of “field experience” or “career experience.” So many times people will say I don't have enough experience or anything like that. That's not what I'm talking about at all. When I say experience, I mean the customer experience. What is their experience going through your customer success journey? What is their experience when they land on that page?

What is their experience when they watch the video that invites them into the program? You want to look through that entire experience for that customer and make sure it's aligned with the way they want to be treated. I'm not saying it has to be polished. Like I swear and yet we continue to sell high end high ticket programs. How? It’s because I'm just myself and I know that that is the way in which my ideal clients want to be sold to. That's the way that they want me to be. 

Really their experience is really important. And that's when we're really talking about branding, positioning, and selling at the right time and all of that. It's all about their experience through the buying process. 

Finally, do not let your ideas and beliefs about money affect how they buy. So your ideas about money is one thing. But we cannot impose those ideas that you have about money onto someone else.

I'll give you an example. We had an expert come in and she came to talk about money mindset and about this exact thing like we don't want to impose your own beliefs onto our ideal client.

So this is what she talked about. She talked about how she was selling high-end luxury photography packages to these suburban moms in a very well-to-do affluent area of the country.

Think outside of a huge metropolitan city like a suburb. What does that show you? Housewives, whatever, like that kind of a market. And she was a new single mom. She has just gone through this difficult divorce and all of this stuff and was really struggling financially.

But she had amazing photography skills. She had trained with this really fantastic photographer in a huge city and had all the skill set to be able to serve this audience. And so what she had to learn was that she couldn't impose her own situation onto these women. Just because she was a single mom who couldn't afford the same services she was providing didn’t mean that she wasn't capable of providing that service. It didn't mean that they couldn't afford it.

Thirdly, it didn't mean that she should hide it or refuse to give it to them because at the end of the day that photography is such a beautiful gift. Just like having a photograph of your child, which is a moment in time that is encapsulated and it's beautifully done. And all of that is absolutely priceless. And so if she were to not go out there and sell it because she was afraid that they would not be able to have the money as she was, then there's no way that she would be able to give her ideal clients this beautiful opportunity to capture this moment in time.

If she was to let her own beliefs come in, she would have never been able to sell the service. And yet she continued. She continued to sell that service. She sold it very, very well and created a six figure business with it. 

So you want to look out and ask yourself, where am I putting my own beliefs onto my ideal client when in fact it's their choice. And also if you have noticed this, as coaches, a lot of times what I see is that people are thinking that they need to be at a certain level, or that they need to be at XYZ in order to be able to offer the services. The thing is, we go back to the beginning of this training, it was all about solving problems. And so when you focus on solving that problem and really helping somebody with that problem, then you can eliminate all of your own internal concerns from the situation. 

She also had to believe in herself. She had to believe that that service was worth it. For example, when you're going through and you're asking yourself, how can I show them that this is worth 10 times what I'm charging them? It's also an exercise for you to go through and really believe in the value of your service that it's worth ten or hundred times what you're charging.

Marketing to the affluent is really all about solving a problem that matters to them. Marketing to the right people and not imposing your own money situation or beliefs or any of that on them.

This is because, here's the other thing about beliefs, they would literally have had to have your entire life exactly as yours was to have the same beliefs, opinions, perspectives as you do about money. And like that's not the case. And if we were to say like two situations, would cause the same belief, it's actually completely false. You can see two people being in the same situation and believe completely different things.

It's all a matter of perspective and the perspective that the person chooses to take on or believe and all of that. No two money stories, money beliefs, money relationships, are ever the same. And so, and we can never impose our own beliefs onto our ideal clients. 


Summary for How to Implement a High Ticket Coaching Funnel in Your Coaching Business

So in summary, we talked about being able to sell high-end starts with your customer success journey and really being able to custom tailor it to where they are in their buying cycle. What that looks like for them and really meeting them where they are throughout that process.  We talked about being able to upscale your marketing so that you are attracting the right people who can afford your services and what high-end looks like for that market. If you're in a more sensitive market, you may not be able to charge what somebody else is charging in a different market. 

But really knowing that market, doing the market research and upscaling. 

And then we talked about really elevating your marketing to be able to market to people who can afford your services. We talked about solving a big enough problem that they care about and meeting them where they are on their journey and finally the experience that they're going through.

What is that experience you're providing through your customer success journey? Finally,  you cannot impose your money beliefs onto your ideal clients. 


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