#valueladder

How to Use Low Ticket Price Points to Sell High Ticket Items

So you want to make your money online? Sell high ticket items! Everyone can tell you that: no point in selling stuff for £7 or £20 a time- you’ll need to sell zillions of those items before you can even make enough money to buy yourself a fancy coffee!

The thing is, selling high ticket items can be hard.

You’re not going to come across many people who are just wandering around the internet wondering which stranger they could hand over three grand to. It just doesn’t work like that. And yet…..you need to make those high ticket sales in order to have a viable business online! So, what to do?

The Value Ladder

Now, if you’ve spent any time at all trying to make money online you must surely have come across the fast-speaking and extremely wealthy marketing wizard called Russell Brunson. Young Russell invented a piece of software called Click Funnels, which you can use to create your marketing funnels and all that malarkey.

Now Russell is a highly intelligent marketer, and I very much recommend that you read his best-selling books and watch his high octane videos. His grasp on the whole process of sales is indisputably smoking hot.

Propel Yourself To Sales Mastery

But I am not here as a Brunson groupie, but to tell you about his concept of the value ladder, which, once you’ve grasped it, will propel you to sales mastery. Russell has his own way of explaining it, but I am going to explain it like this:

A day comes in your life when you wake and look at the walls in your bedroom and simply can’t believe that they are still painted that colour you never really liked when you put it on. So you elbow your partner and say, “Hey, let’s paint the bedroom today- it won’t take five minutes if we do it together!” and he says: “Humph…” and rolls over.

Soon after, alone, you are buying paint in the DIY store and you’re quite pleased with yourself when you realise that just one can will probably do the trick. And then you think: “Hmm…. the ceiling…it’s going to look a bit grey when I put the fresh paint on the walls….”

And so you buy a can of white emulsion.

Heading for the tills, you pass the baffling array of painting equipment: brushes of every size, paint trays, masking tape, dustsheets….and before you know what’s happened you’ve now got quite an array of products in your trolley.

Well, you go home, you kick your partner out of bed and you paint the bedroom. By teatime it’s looking nice and fresh. Thing is, the lampshade is now the wrong colour, the curtains don’t match, nor does the bedding and the carpet has pesky paint spots on it.

So the next day finds you in a homewares department store piling all sorts of ever-increasingly expensive items into your trolley and the whole shopping trip finishing up with you buying new bedroom furniture and choosing out a new carpet.

So the moral of the story is this:

Did you set out to do a complete bedroom refit, costing thousands of pounds? Had your partner told you not to go because it would end up costing £3500, you would have thought he’d finally lost the plot. Whereas in actual fact, although you may not wish to admit, he would have been correct.

That’s how the value ladder works

And that’s how you can persuade people to make big ticket sales with very little resistance. Your low ticket product is like the can of paint- it can be bought without fear of overspending. If, when you put it on the wall, you discovered you didn’t really like the colour, then no biggy.

Get Prospects To Buy High Ticket Items

And once you start buying, then research has proved that it’s easier to keep buying than to stop. If you buy the curtains, then you have to buy the matching bedding- it just goes with them, even if that doubles the spend. Then the carpet- more expensive again, and finally the really high ticket items: the bedroom furniture.

Create A Buying Progression Which Feels Natural

The trick for you as a marketer is to lay out a series of logical steps, leading from your initial low ticket offer graduating up to your high ticket one; each step feeling like a natural progression, as I showed you in the story.

It’s All About Creating the Right Mindset

Going straight out to buy the whole new bedroom suite is quite a different mindset to go to buy a tin of paint. The resistance is high: it’s a major financial commitment...can we really afford it? Do we need it? What if we find we don’t really like it?

How To Create Your Value Ladder

So have a look at your offers and put them in order of value. What you’re aiming for is to create a forward momentum, so that each offer seems to logically follow the other. That way, there’s little resistance between buying the more expensive offer each time.

Start by Catching Your Prospects’ Attention

Your lowest offer at the beginning of your funnel could even be completely free: a cheat sheet, pdf, a video- it may not even ask for anything in return. Your first offer is all about awareness- catching someone’s attention.

Next, Aim for the Opt-In

Your next offer may be somewhere in the £7-£35 price range; the objective here is to get people to hand over their details by signing into your opt-in form to gain some piece of value from you. A nifty trick used by most successful marketers here, is to make the next offer immediately after the prospect has opted-in, as they are waiting for their purchase to arrive into their email inbox. This third step in the funnel is generally in the £35-£95 price range.

Establish Liking and Trust from the Start

Subsequent offers in the funnel could include done-for-you traffic or funnels and then membership courses and coaching, which is usually the most expensive product in the value ladder. The important element in driving your customer from the initial interest in what you have to offer to the big ticket product at the top of the funnel is liking and trust. Establish that at the very beginning and you have a firm foundation to balance your value ladder.