Are you a B2B agency owner, coach, or program provider struggling to increase your per-client revenue? Many businesses start by selling lower-priced offerings, but eventually, hit a "resistance wall" where attracting and converting higher-paying clients becomes a challenge. This often leads to low margins and a constant struggle to generate substantial profit.
Daniel, co-founder of Client Ascension, a coaching and software company generating over a million dollars a month, shares a powerful framework for positioning and converting prospects into high-ticket clients. The core idea? People will only pay you if they believe they'll make a profit on their investment with you.
Here are three key strategies to help you sell higher-ticket packages:
1. Master the ROI Calculator: Show Them the Money
When a client says, "I need to think about it," they're not just stalling. They're trying to project a return on investment (ROI) in their head, and often, they'll lean towards a pessimistic outlook, leading them to conclude a negative ROI. Your job is to proactively project the possible ROI for them.
Instead of shying away from numbers, create an ROI calculator that clearly demonstrates the potential financial gains a client can expect. For example, a cold email setup offer might show a potential 15x return, $90,000 in added Lifetime Value (LTV), 32 booked meetings, and 6 closed deals.
The reluctance to discuss numbers often stems from a mindset issue – a lack of confidence in your ability to deliver results. However, you must understand that most clients, regardless of industry, struggle with closing deals or running their businesses effectively. If you avoid talking about ROI, potential clients will sense your lack of confidence and be unwilling to invest.
2. Leverage Case Studies (Even if They're Not Yours Yet!)
Once you've presented the potential ROI, the next step is to provide evidence that these results are achievable. This is where case studies come in. Daniel's companies regularly showcase client successes, demonstrating hundreds of people getting results with their programs and software. These case studies justify the numbers in the ROI calculator and build trust.
But what if you don't have a wealth of profound case studies of your own? There are two sales happening simultaneously: selling the concept of your service and selling you as the facilitator. If you lack personal case studies, focus on sourcing evidence that the concept itself works.
For instance, if you're a content agency, you can showcase a successful content strategy built by someone else as an example of what you will do for them. Be clear that you didn't personally achieve that specific result, but use it to sell the effectiveness of the concept you're offering.
3. Detail the Deliverables: Explain the "How"
The final piece of the puzzle is to explain all the steps and processes involved in achieving the results you've quoted. This means clearly outlining your deliverables.
Daniel often uses tools like Gamma Docs to create a detailed video sales letter and sales deck. These presentations walk prospects through the results, provide evidence of past successes, explain the process (e.g., funnels, financial models), and then list every single component involved in delivering the service. For example, the Olympia program outlines deliverables like offer creation, funnel setup, ad scripts, video editing, ad campaign launch, recruitment, and daily ads management.
By doing this, you're not just saying "I'll do cold email for you" – a statement that once left Daniel's prospect confused about "what do I get?". Instead, you're clearly articulating the results, providing evidence of their possibility, and detailing every step you'll take to achieve them for the client.
The Mindset Shift
Ultimately, the inability to sell higher-ticket packages often boils down to a mindset issue. If you're not confident in your ability to get results, you won't quote high enough numbers. This, in turn, prevents you from attracting clients who can pay for those high-value results. Someone booking 40-50 calls a day won't be impressed by a guarantee of just 10 calls a month; they're looking for a substantial impact.
To break this cycle, you need to decide that you are the person who can get results and start quoting substantially higher numbers. By implementing these three strategies – using ROI calculators, leveraging case studies (even concept-based ones), and clearly detailing your deliverables – you can transform your sales process and unlock the potential for significantly higher-ticket packages.