You want to provide value with your high-ticket coaching program, but you’re having trouble building up your client base.
You’ve honed your program to make it effective for your dream clients. You have a high-value proposition, and you’re looking forward to creating an exclusive community of professionals who will benefit.
So, the question becomes: How can I sell my coaching services?
How can you attract high-ticket clients, develop a successful business model, and effectively market this program?
We’re going to teach you how, step by step. If you need more guidance, we have an exciting program to share with you that will help you create wildly successful events from start to finish!
Table of Contents
Defining a High-Ticket Coaching Program
First, let’s make sure we’re in agreement that what you’re selling is, in fact, a high-ticket coaching program.
Each coaching business is different, and what you’re offering is unique, but the type of coaching we’re talking about will have most or all of these features:
A high price point. You’re not marketing your course to people looking for a bargain. You’re offering plenty of value, and your price reflects that.
Mighty Pro lists common price tags as starting at around $1,000 and moving up from there, often falling between $2,000 and $10,000.
An extended duration. The coaching program might span weeks, months, or even years. This allows you to really dive deep into your client’s goals and help them achieve that transformation they’re craving.
A high level of personalization. You’ll be tailoring your strategies and advice to the specific needs of your individual clients.
Coaching clients in this way will require a discovery call and a good deal of personal contact as the coaching relationship develops.
Lots of resources: You won’t be depending on only one or two types of materials. Instead, you’ll offer a range of services that might include personal phone calls, webinars, group coaching, one-on-one sessions, feedback meetings, online bundles, reading material, and so on.
A wide-reaching scope. Comprehensive programs with a high-ticket coach will cover aspects of the client’s life that might not seem to be related to their professional goals at first glance.
It’s often a mixture of life coaching, professional guidance, and other types of mentorship focused on complete transformation.
If these descriptions sound like what you’re offering, you should keep reading to discover how to sell your high-ticket coaching services.
Benefits of a High-Ticket Coaching Program
Before you can sell your coaching program, you need to understand exactly what you’re offering.
How are your coaching methods going to help your dream clients? Whether that’s high-level executives, small business owners, nutrition coaches or others who will be willing to invest in your services.
And what are the benefits to you?
Here are some of the advantages you’ll be offering your clients:
In-depth support
Your high-ticket coaching program is geared toward those who want and need a level of support they won’t get from downloads, YouTube videos, or a one-time call.
Clients who are investing in the type of coaching program you’re selling expect to receive quick response times, which makes them feel valued and supported.
Personalized feedback
As your clients work toward their definition of success, you’ll be right alongside them, providing personalized feedback and periodic assessments along the way.
They won’t fall off track, and they’ll more fully understand what they need to do to progress and succeed.
High-level skill development
Your clients will be able to focus on the skills they need to succeed thanks to your customized content. They’ll get amazing results, and they’ll have you to thank.
A holistic approach
Most high-ticket coaching programs offer guidance in various aspects of life, both personal and professional.
You’ll become something of a life coach, guiding your clients’ personal development as well as their professional growth.
Now, offering a high-ticket coaching program isn’t all altruistic. There are plenty of benefits for you, too!
You’ll make more money
We know you have additional goals, but finances are an important part of your reasoning for doing high-ticket coaching to begin with.
Offering high-ticket coaching packages will help you make your financial dreams come true.
Better client commitment
A common perception is that the more money you pay for something, the more it’s worth.
Clients who are able to invest in your coaching program will likely have more dedication, better engagement, and more commitment overall than if you offered something less expensive or free.
Think about it. People naturally find more value in pricier services. The common adage and prevailing thought is, “you get what you pay for.”
You don’t want to offer your program to people who aren’t fully in the game. They won’t put forth their best efforts, and the perception will be that they got what they paid for.
Price your program at what it’s worth.
Long-term coaching relationships
You’ll be in the position to guide your clients through a significant transformation over time. Your coaching business will benefit, leading to even more success, and you’ll benefit personally.
Improved leadership skills
Finally, the more you flex your coaching muscles, the stronger they’ll become.
You’ll have committed clients, you’ll be bringing in a higher income, and you’ll be expanding your reach, all leading to better leadership and coaching skills.
5 Ways to Sell a High-Ticket Coaching Program
No matter what topic your coaching services are based on, you need to sell yourself.
Knowing some basic marketing strategies can help you make the most of your coaching business and make the sales you need for success.
1. Understand your ideal clients
The first rule when it comes to selling high-ticket coaching is to know your audience.
Your prospective clients come from a fairly narrow base. They need to stand to benefit from your coaching, and they also need to already have the funds in place to invest in themselves.
They’ve encountered problems along the way. Your job is to identify their biggest problem and sell the solution.
If your coaching services aren’t addressing a pain point in the type of person you’re trying to attract, you have some tweaking to do.
Think about who your ideal clients are and figure out what their biggest problem is so you can address it.
You’ll then craft your sales messages to resonate with the challenge your target audience is facing.
Be sure to research the market so you’re speaking directly to your next client.
You need to make yourself and your product relevant to their lifestyle, their preferences, and their needs.
2. Create a strong online presence
Your coaching business needs to evoke feelings of trust and professionalism.
Ensure that your website is user-friendly, appealing, and sharp.
Clearly spell out your services and provide the information your ideal clients need.
You should have a good grasp of which social media networks your coaching clients are using.
Learn how to use those platforms to connect, to share content that inspires, and to build a community of like-minded people who will network and share your name with others.
You might choose to place social media ads on various networks in order to attract clients in your target demographic who might not be following your pages.
You can also join Facebook groups and forums to get to know people as well as to get your name out there.
Engage with others through comments, messages, and posts. The goal is to become a recognized and trusted player in the industry where you’re trying to attract coaching clients.
3. Build trust and authority
Before investing in a high-ticket coaching program, most people are going to do their research.
Encourage previous clients to leave you reviews and testimonials on public platforms (such as Google Reviews). Highlight those on your website and marketing materials.
Strive for openness and transparency when it comes to your offerings. Make sure the price is listed along with a comprehensive list of services.
Also, consider what type of guarantee you are willing to extend. You want to instill confidence in your potential clients, and standing behind your coaching business shows you have confidence in yourself.
4. Offer valuable content for free
Give your potential clients a taste of what they’ll get when they sign up for your business coaching services.
Most people won’t invest in a high-ticket program without first understanding the type of material you’re providing.
So create thoughtful content. This can range from blog posts and infographics to videos and more. Make sure everything you publish is educational, entertaining, and professionally polished.
You should consider offering free downloads. This will not only build authority in your brand and provide valuable information at no cost but will also allow you to grow your email list.
5. Hold a virtual summit
If you’re ready to increase leads quickly and dramatically, hosting a virtual summit can be a great way to create a high-ticket coaching funnel.
Large group sessions like this are excellent for drumming up excitement.
And the more excitement people have about you and your program, the more people will sign up.
You’ll start with a large number of attendees who might have a vague interest in working with a coach.
By the end of the event, when building this funnel correctly, you’ll have a smaller number of people who are very interested in your coaching services.
These are the people you’ll be heavily marketing to.
You’ll need to ensure your virtual summit aligns with the coaching niche you’re specializing in and that you’re booking expert speakers to engage with and inspire your audience.
Entrepreneurs HQ can help you create an event that will bring you results.
A Proven Framework for Selling Your High-Ticket Coaching Offer
If you’re just considering the idea of hosting a virtual workshop or summit for your high-ticket coaching program, we’ve got the proven framework you need to pull it together from scratch.
Follow these four steps to attract the right people, present the right information, and give your online coaching business the jumpstart it needs.
Step 1: Figure out your purpose and topic
Remember that your purpose is to solve a particular problem for your audience.
Put yourself in their place. If you were currently in the position to look for coaching programs just like the one you’re offering, what would help you the most?
Next, narrow down your focus to their top three problems.
One of these will be the topic of your virtual workshop or summit.
Your clients deal with a range of issues, so don’t worry that addressing this one issue will negate the need for your current program as well as any additional coaching programs or workshops you offer later.
You can’t hit every pain point in one event even if you want to.
With that being said, carefully hone your topic and stick to it. Don’t go off on too many tangents.
Create an itinerary that will appeal to your attendees and will get them on the road to solving a major problem they encounter.
Step 2: Drum up interest
Depending on the type of coaching program you’re offering, the strategies you use to attract attendees may vary.
You’ll also want to tweak your marketing based on whether you’re offering a multi-day summit or a shorter workshop.
Here are some ways you might gain your target audience’s interest:
- Booking speakers. Create a list of potential speakers based on your topic. Who’s an expert? Who do your coaching clients want to hear from? You can ask people to speak during a live event, or you can pre-record interviews.
- Posting on social media platforms. You’ll share it on your social media, of course, and you’ll also ask any speakers you’re partnering up with to share it on theirs. Engagement goes far beyond simply posting an ad, though. Be sure someone is answering questions from potential attendees.
- Creating a dedicated landing page for the event. Bigger events like multi-day summits can have their own website, whilst for a smaller workshop you can simply create a landing page on your existing website. You’ll want your prospects to be able to learn more about your program, see what the topics and who the speakers are, and sign up all in one place.
- Sending out emails. You may already have a bustling email list. In that case, start sending out invitations. While you’re still in the workshop-building phase, you can also try out some of these tips from Bob Sparkins.
- Relationship-building. If you already have built relationships through networking, you can leverage these and ask for word-of-mouth advertising.
- Referral programs. Again, this relies on some of the relationship-building you’ve already done. You might offer exclusive access, discounts, or some other incentive to encourage your existing contacts or clients to refer their friends and colleagues.
- Reviews and testimonials. Ask your previous and current clients and colleagues to leave you reviews and testimonials that you can add to your landing page or home page.
Step 3: Launch your summit or workshop
The big day will arrive, and it will be time to put all of the pieces together and host your event.
Prior to the virtual summit, be sure to test all of your technology in advance. Make sure the video conferencing, screen sharing, and other collaboration tools are working as they should.
You don’t want technical difficulties messing up your event.
Also, have a backup internet source in case yours goes out or is lagging for some reason.
Ensure all participants have received clear instructions with the appropriate links, times, and technical requirements, as well as access to your agenda.
Make good use of interactive features such as polls, chats, and breakout sessions. Again, you will want to test all of these features ahead of time.
Someone should monitor the chat and answer questions that come up.
Whilst someone else should handle any and all technical issues as they arise.
Remember to keep an eye on your schedule and manage your time effectively. And make sure everyone on the team is aware of the transition signals.
Step 4: Know what comes next
When it comes to selling your high-ticket coaching program, what comes after the event is every bit as important, or perhaps even more important, than the event itself.
The biggest mistake you can make is to put all of that work into offering a well-thought-out, comprehensive workshop and then waving goodbye to your attendees and only reaching out to them halfheartedly with a few follow-up emails.
If you do this, you’ve just lost tons of opportunities!
Be assertive in closing sales. The point of the event was to get your coaching program out there to be seen by the right people. Once that’s happened, you can’t just sit back and wait for them to come to you.
You have many chances throughout the summit and afterward to get people to sign up for your coaching program.
Send out the recording to everyone who registered. There will likely be a good segment of those registered who didn’t make it for whatever reason.
Some might not have been serious in the first place, but others will have had legitimate interest and just couldn’t make it.
You want to give them the opportunity to attend even after the fact. Also, this recording will serve as a way for you to reach new people.
They might have missed the live program, but they can still benefit (and can still become paying clients).
Create a special offer. Offer your high-ticket coaching program at a discount to workshop attendees for a limited time, for example.
Make sure this offer is mentioned several times throughout the summit, and add it to your landing page after the event.
Also, add it to the follow-up emails you’ll be sending out.
Change your landing page. Nothing turns off clients like having an outdated website promoting an event that already happened. Instead, ensure your landing page reflects the current situation.
You can still let them sign up for an “upcoming event” that is actually the pre-recorded summit, but make sure you’re not advertising the date of the original.
Ask for feedback. This probably won’t be the only workshop or summit you’ll host, so request comments from those who attended.
You might also choose to integrate some of these changes into your recorded material.
Send out additional resources. Your summit might be over, but your relationship with your attendees is not.
Email them references, materials, and offers at various points. Also, send out a message offering ongoing support and discussion.
Final Thoughts on Selling Your High-Ticket Coaching Program
You have created a coaching program that you just know will help people reach their goals. And you are charging what it’s worth, so you know it will bring you success, too.
What you need help with is marketing and selling it.
Develop an understanding of the type of clients you want to attract as well as their biggest pain points so you can address those needs and draw them in.
Offer free content to help you get your foot in the door, and leverage the power of virtual events like workshops and summits to position yourself perfectly to close sales.
Perhaps most importantly, understand what to do after the event to keep your participants engaged and connected. Create those long-term relationships and reap the benefits!
Entrepreneurs HQ Is the Mentor Your High-Ticket Coaching Business Needs
If the idea of planning, hosting, and following up after a virtual summit sounds like a lot, we get it.
You want to sell high-ticket coaching, but you might not be up for creating a marketing strategy and a live or recorded event on your own.
That’s where Entrepreneurs HQ comes in.
We offer the Virtual Summit Masterclass, which will help you get the clients you need to fill your program. This masterclass is perfect for those who don’t have an extensive email list or who haven’t been networking for years to build up those relationships. Click the link to learn more about this invaluable program.