Before I discuss how I sold my first high-ticket coaching package, I’d like to give you my opinion. I want you to know exactly what high-ticket coaching means to me.
Low-ticket coaching offers vs. high-ticket offers
First, in the coaching industry, you can find both low-ticket and high-ticket pricing.
Some coaches swear that as a service provider you should only sell low-ticket courses and programs to potential clients.
Others swear programs and courses should only be high-ticket offers. They suggest coach financing, encouraging clients to use a credit card, or offering monthly payments to succeed in the coaching space.
I fall somewhere in between.
I choose to make the majority of my programs feel high ticket, and I often have a high-ticket price.
However, I also have several programs that are low-priced products, even though they have a high-ticket vibe.
So, my high-ticket feeling programs sometimes has a lower ticket investment for clients.
That often makes it easy for them to make the decision to purchase coaching services from me later on. I attract ideal clients through both types of offers. And if you’ve ever purchased low-priced products before investing in a high-ticket offers then you know what I’m talking about.
But what does it mean to have a low-ticket or high-ticket coaching program?
Which pricing strategy should you choose for your coaching business?
Generally speaking, if only price is considered, a low-priced product or course has pricing that’s anything under $1,000.
So, if you have a course or coaching offer that’s priced at $997, in general, it would be considered low-ticket.
A high-ticket product is typically going to be a coaching program, course, or package that’s $5,000 or more.
Anything in between $1,000 and $5,000 for a pack of coaching calls would be considered a mid-tier coaching program.
But, when considering more than just pricing, which tier your program falls under depends on what’s included, how it’s positioned, your coaching skills, and your target audience or potential customers.
For example, if your audience is used to spending thousands of dollars to get help, your low-ticket program may be priced at $1,000.
A high-ticket program, then, may be priced at $10,000. As long as you are a service provider who solves a major life problem for a niche audience, then you can offer premium pricing. (And no, higher-ticket offers aren’t just for business coaches or life coaches, they’ll work even for the weight loss coach!)
I go more into the details of low-ticket versus high-ticket in my YouTube video here.
Finding Ideal Clients: Where I Started Before Selling High-Ticket Coaching
Before I started selling high-ticket coaching programs, the concept of high-ticket coaching wasn’t even on my radar. I was mainly trying to learn content marketing, do a little personal development, and reach a wider audience.
It all began when I attended a popular annual conference for money bloggers, now called the FinCon expo.
During one FinCon expo, I had a chance to chat with some old friends.
They were people who had known me before I began talking about high-ticket coaching.
They had known me since I first started my personal finance blog back in 2010.
One friend in particular commented on how I had shifted from personal finance into marketing, and began asking me how I got started.
It wasn’t until that point that I even thought about it.
So, I began thinking how I made my transition from personal finance, marketing, and finally high-ticket coaching.
When I now think back to how I sold my first high-ticket coaching package, it seems like such a long time ago.
Experience: The Prerequisite to Sell High-Ticket Coaching Programs
If you want to sell clients into high-ticket coaching packages, there’s an important caveat that you must consider.
That is, your coaching services must be able to help your client get the transformation they want.
I have 100% confidence in my ability to help every single client that I choose to work with. Otherwise, we don’t work together.
This is how I built up my existing business, which have had coaching packages ranging from low-ticket to high-ticket prices.
Over the past 9 years, I’ve used the internet to grow a successful business and personal brand.
I also now earn a full-time income and help my coaching clients do the same.
Using my strategies, clients have achieved booking their first coaching clients and one has generated $18,000 in 2 weeks.
In a few of my clients’ cases, they generated over $100,000 in 12 months using my “introvert-friendly” sales system.
On the surface, it might look like I did this almost overnight.
But through it all, I had the confidence that I could help my clients.
You must be confident that you can help your clients.
As you help more people, your programs will eventually be able to gradually grow from low-ticket to high-ticket coaching programs.
My Audience: How Many Email Subscribers Did I Have Before I Started Marketing High-Ticket Programs
I started my coaching business with just 6 email subscribers.
The turning point – when I started booking clients consistently and began earning thousands in a month.
It felt like it took forever and I will tell you what made all the difference.
Let me take you back to when I first started my coaching business.
I started my coaching business in 2015, around October.
- I had no audience.
- I had little experience (or so I thought).
- I had no email list (unless you count those 6 people).
- I had no clue.
But I started doing everything I could to book new clients.
I had a hard time sleeping at night.
All I could think about was how I was going to make money.
When my husband asked, “How is business going?” I put on a brave face and responded with all of the good stuff.
I was so scared to speak about the facts.
I had no idea where my first client was coming from and I had no one to reach out to for help.
I was spending every dollar I had on Facebook ads, and I was on the verge of giving up.
But I knew that if I discovered the secret, I could be successful.
I knew that I had a passion for helping others.
I just didn’t know how to translate that into a coaching program.
I wasn’t even thinking about high-ticket coaching at the time, I just wanted my first few clients.
I had no idea if I could even share enough that people would be willing to pay for.
I started questioning myself with questions like, “Am I sharing enough or sharing too much?”
“How can I make sure that clients actually get results?”
“Is there a structure I should be following?”
“What should I do?”
Those were all the questions I asked myself when I first started my coaching business.
Then one day, I stumbled across the secret I had been missing all along.
Stumbling Across the Secret to Booking High-Ticket Coaching Clients
It was December 2015.
In the last month of the year, I finally booked 3 low-ticket coaching clients.
Just 2 months after starting my coaching business, I finally booked 3 paying coaching clients.
When I got those first 3 clients, I made $2,400 from selling a $800, low-ticket coaching program.
I felt really accomplished.
But I knew that if I kept charging low-ticket prices, I would wear myself out.
Late at night, when the house was quiet and everyone else was asleep, I would be awake scrolling my phone.
I was looking for a solution to turn my “baby” coaching business into a full-time income.
I kept seeing the stories of brand new coaches immediately having a five-figure launch or making six-figures in a year.
Were they selling low-ticket or high-ticket coaching packages?
I couldn’t figure out what they were doing differently than me.
Why was everyone else earning five-figures (or more) per month online and I couldn’t seem to make it work?
These were the thoughts I had.
I began booking one-on-one, low-ticket clients here and there, but I was quickly burning myself out. I felt like I had to keep chasing new clients.
I knew that wasn’t a way to create a sustainable income.
I felt like I was on the struggle bus – some days I felt like I was driving it.
Every time I tried something new I just kept getting knocked back down.
I bought course after course, only to end up wasting money on solutions that never worked for me.
I spent well over $20,000 on coaches and courses, buying both low-ticket and high-ticket programs.
I invested almost all of my savings to make it work.
I felt paralyzed to take more action because I couldn’t be sure I wasn’t just “wasting” more money.
I tried it all…
…boosted posts to get discovery calls booked, but ended up wasting money on Facebook™ ads that provided no return.
…hosted live stream after live stream, which only drained my introvert energy and kept me chained to my desk.
…gave away free calls, hoping to turn those calls into clients, but most of the calls ended with “I’ll get back to you.”
…posted in Facebook groups spending hours and hours “providing value” instead of doing what I really wanted to do, which was actually work with clients.
All of these tactics left me feeling used up, spent, and emotionally drained.
It certainly was not a sustainable way to run a business.
I was on the verge of just quitting and giving up.
Then one day I stumbled across a formula that would allow me to book enough clients to replace the income from my full-time job.
It was like I finally got a break.
I knew this was exactly what I was searching for.
I had that chill that you get when you know you’re on the right track.
It was like I saw the future.
I knew it would work.
And it did.
What I Earned in my First Full Year of Coaching
My first full year of coaching I made $65,867.
I’m positive all that time the solution was right in front of my face, but I was just lucky to have discovered it when I did.
Imagine having the ability to quit your full-time job because you are earning enough consistent income to replace the income from your day job.
Or earning enough on the side to supplement your new lavish lifestyle.
Imagine being that coach who has the five-figure months or earns six-figures in a year.
Imagine getting a full night’s sleep knowing that your bills are covered as coaching clients are making monthly payments.
What if instead of booking 1:1 clients here and there, you could easily launch and fill a group coaching program as often as you want?
Imagine what life would be like if you didn’t have to convince people to buy from you and they were already convinced you were the one they wanted to work with.
Imagine being able to ignore the next course that comes along because you finally have confidence and a clear path to your five-figure months.
All of that came true for me.
I first tested the formula on my own launch, booked several high-ticket group coaching clients, and made five-figures in a month for the very first time.
How did I actually do it and what was the formula that worked for me?
Continue for part 2… The simple formula I used to make 5 figures in a month