Selling high-ticket?
Here’s what you need to know.
There’s no such thing as expensive or inexpensive.
People don’t buy based on what something costs, they buy based on what it’s worth to them.
If you’ve ever struggled to sell premium products or services, it’s likely because you haven’t anchored your price to the right value.
When people pay me $100,000 for a couple of days of coaching, they’re not paying for my time, they’re paying for what that time will unlock for them.
And there are four key ways to anchor your price in a way that makes it a “heck yes” for your prospects.
1. Anchor the Price to Their Dream
One of the most powerful ways to position your offer is to tie it directly to your prospect’s biggest aspirations.
For example, if someone asks, “Is it worth spending $100,000 to work with Rory Vaden for two days?” they might initially think that’s expensive.
But if those two days give them the strategy to make hundreds of thousands (or even millions) over the course of their career, suddenly, $100,000 is a steal.
I help clients land $20,000 keynote speeches, secure half-million-dollar book advances, and build brands that generate millions.
If I can teach you how to do the same, what’s that worth to you?
Price is relative.
If your offer helps people achieve their dream, then your job is to help them see that paying for your service is not an expense, it’s an investment with a strong future return.
2. Anchor the Price to the Pain of Doing It Themselves
The second way to anchor your price is to compare it to the time, effort, and frustration of figuring it all out alone.
I’ve spent over 20 years mastering my craft.
You could do the same—read the books I read, make the mistakes I made, speak hundreds of times like I did, and test every strategy until you find what works.
But how long would that take you?
And more importantly, how much would that time (i.e. your time) be worth?
If your daily rate is $10,000, and it takes you 10 extra days to figure something out on your own, that’s $100,000 lost.
If I can save you that time, then investing in coaching isn’t a cost.
It’s a shortcut to success.
The real question isn’t how much my coaching costs.
It’s how much not working with me will cost you.
3. Anchor the Price to Expensive Alternatives
People will happily spend $250,000 on a college degree even though most schools don’t teach practical ways to make money.
Yet those same people hesitate to spend a fraction of that on coaching that will directly impact their income.
Let’s put it in perspective:
- A top MBA program costs over $100,000 and takes two years to complete.
- In two days, I can teach you more about making money than many business schools do in several years.
- College doesn’t guarantee you’ll become wealthy. But learning directly from someone who has built wealth and helped others do the same? That’s a game-changer.
When selling high-ticket offers, compare your price to more expensive (and often less effective) alternatives.
Make it clear why your solution is the smarter investment.
4. Anchor the Price to the Cost of Doing Nothing
This one is huge.
What happens if your prospect doesn’t invest?
A lot of people hesitate to invest in their growth.
But here’s the reality: not investing in yourself costs way more in the long run.
- If you don’t learn how to sell high-dollar offers, how many opportunities will you miss?
- If you don’t master your marketing, how much potential revenue will never materialize?
- If you stay stuck at your current income level, what does that cost you over the next 5, 10, or 20 years?
The real financial risk isn’t in investing, it’s in doing nothing and staying exactly where you are.
People Buy Value, Not Price
When you’re selling high-ticket offers, the price is never the real issue.
The issue is whether your prospect sees the value.
Make sure you’re anchoring your price in one (or more) of these four ways:
- Their Dream – What’s it worth to achieve their biggest goal?
- The Pain of Doing It Themselves – How much time, energy, and money will they waste trying to figure it out alone?
- Expensive Alternatives – How does your offer compare to overpriced and less effective options?
- The Cost of Doing Nothing – What’s the long-term consequence of staying stuck?
When you shift the conversation from cost to value, you can sell anything at any price.
If you’re serious about learning how to position your offers for maximum value, schedule a Free Brand Call with our team at Brand Builders Group.
Let’s talk about how you can package and price your expertise in a way that makes selling high-ticket offers effortless.
