Selling high-ticket
This program focuses on shifting the sales mindset from price competition to demonstrating inherent value, emphasizing how high-quality, high-value products are often easier to sell by effectively communicating their benefits and solving customer problems more comprehensively. It's designed for businesses and sales professionals who want to build strong brands and customer loyalty through superior product/service delivery. The program delves into the cognitive biases that influence value perception and provides practical strategies for sales professionals to leverage these insights.
Program Modules
The Paradox of Price: Why Expensive Sells Better
Explore the core concept that high-value, premium products/services are often easier to sell than cheap alternatives, and why focusing on price can be detrimental. This module introduces the psychological underpinnings of value perception and common cognitive biases that lead customers to favor premium offerings.
Shifting Your Sales Perspective & Understanding Cognitive Biases
WEEKLYA series of activities to internalize the idea that value, not just price, drives purchasing decisions, especially for high-quality offerings. This routine incorporates an understanding of cognitive biases that influence value perception, such as the anchoring effect and availability heuristic.
“It's actually easier to sell something that's expensive rather than something that's cheap.”
The Art of Value Demonstration & Social Influence
Learn how to effectively communicate and demonstrate the value of your high-quality products, turning price objections into discussions about superior solutions. This module also integrates principles of social proof and conformity to strengthen value demonstration.
Crafting a Value-Centric Sales Pitch & Leveraging Social Influence
WEEKLYDevelop sales techniques focused on showcasing how your product/service uniquely solves customer problems and delivers superior outcomes. This routine emphasizes the strategic use of social proof and other influence principles.
“if you have something expensive you know something that's high-end high value and worth it well it's way easier to sell that than to sell some cheap product or service that will leave the customer wondering if it will actually work”
Building Trust, Exceeding Expectations, and Behavioral Economics
Focus on the importance of delivering on promises and exceeding customer expectations to solidify the perception of high value and foster long-term relationships. This module also touches upon behavioral economics principles like loss aversion.
The Delivery and Beyond Cycle & Loss Aversion
WEEKLYUnderstand how consistent delivery and exceeding promises reinforce value and build customer loyalty, preventing them from seeking cheaper alternatives. Frame this through the lens of loss aversion – customers avoid the pain of wasted investment from a poor, cheap choice.
“if they make the wrong decision and choose something slightly cheaper but it doesn't meet their needs at all well they've just wasted their entire purchase investment”
What You'll Accomplish
- Understand why premium products are often easier to sell than cheap ones, considering psychological pricing effects.
- Identify and articulate the core value propositions of a product or service, and the cognitive biases that amplify their perceived value.
- Develop effective strategies for demonstrating value to potential customers, incorporating principles of social proof and group influence.
- Shift sales focus from price competition to solution-oriented selling, framing value in terms of problem-solving and long-term benefits.
- Learn how to build customer trust through consistent delivery and exceeding expectations, leveraging concepts like loss aversion.
- Recognize the long-term benefits of value-driven sales for brand loyalty and business growth.
Full program access + updates