🟨 4: High Ticket Is the Only Way | Ep 49

Okay, so it seems only natural that the next step really is to discuss how you should be pricing your services and what really warrants the price on a service and should it be high ticket, should it be low ticket, do I want to serve more people? Do I want to, of course, do I want to help more people but I'll walk past. So the first thing before we look at high ticket low ticket, we need to ask ourselves, what are we actually selling? Because for most of you in the clinic or if you're a personal trainer, a physical therapist, you're training time for money and that's cool but that's not really successful business but it's also not the best that you can do for the client. What we really want to be selling is a result and a transformation. So we're looking at moving people away from a transactional model and moving it more towards a transformational model. What that means is that someone isn't just paying for sessions, they're not paying for rubs, they're not paying for their attendance in the clinic, they're paying for you to solve their problem. Ideally, that's the goal, right? You're solving their problem and the problem is how to price that can become challenging because every human is unique and every situation is unique but there's a way that you can formulate this and put this in a better place. An example would be, if I say I want some Coca-Cola and they go how much and I say 250 mils please, they're like okay cool, we'll create a special 250 mil can for you and then someone else comes in and they go I want 600 mils and they get and then we say sorry if you're in the United States, you're thinking probably in fluid ounces but you get the gist of my analogy. What they do instead is they create a certain number of cans or bottles and you choose the one that is most aligned to you, not everyone is, although every person is unique and every person may want a different volume of cola, you don't stop the whole business and tailor every can to an individual that would be quite silly and it would be very complex business. What we want to do when we're selling a transformation online is we want to have a way in which we can package what we have and deliver it without it being watered down and it really comes down to stop selling sessions, start selling transformation and that's a big identity shift that you need to have instead of being thinking yourself as an online clinician, although you are, you need to look at thinking about being a high ticket transformation expert, okay? Whether it's high ticket or low ticket, I'm going to touch on going to give you some examples, like a low ticket is really a young person's game and I know because I've been there and we saw low ticket at the start, like we always do because we have beliefs around money that we need to move past but at 28, volume feels fine. Let's just do more charge less, get more people charge less but at 48, volume is expensive, okay? Here's why, if you're trying to sell a low ticket program or a low ticket transformation, you're going to have 30, 40, 50, 60, 70 clients to manage to make the same amount of money. You're going to have endless admin, constant messaging, higher turn, less margins, no breathing room, less profit, right? You're going to need to sell more people and here's the crazy thing, the hard part is getting someone to take their credit card out and say yes. Okay, so an example is, and you need to really ask yourself this, is it easier to sell 10 people, a hundred dollar thing or five people a two hundred dollar thing? And some people would say, oh, well, maybe, probably, maybe the 10 people at a hundred dollars and I promise you, if you try this many times, the answer is no because the hardest part is getting the person to say yes. So the least amount of people that you need to convince the better, right? The easier it is, you just need to make sure that the price is completely justified. Hence why we create a better program. So if you want to make a difference in the world, you should want to make the best program and therefore needs to be priced accordingly. You don't want to have like the, the Tio de Yaris of programs. You want to have the Rolls Royce or the Bentley of programs or the GYG, and if that's what you like, especially at the stage of your career. Also with your experience and your credibility, charging a low ticket price, if I try to charge you a Rolls Royce for, let's say I wanted to sell my Rolls Royce and I said, it's $10,000. People would go, okay, what's wrong with it? Right? It loses its credibility. Now you don't want to over price things, but if you under price things, you actually lose more money because people assume, okay, it can't be that good because we all know in life we get what we pay for, generally speaking. Whereas high ticket flips it, right? Instead of it being 30 to 50 clients, you've got 5 to 12 for the same money. You can have a deeper level of focus, cleaner delivery, higher margins, lower stress, higher standards, and say no to more people with less babysitting. The other thing is low ticket attracts throng psychology. Like I said, when someone pays a low ticket price point, they skip calls, they don't implement, they blame the plan, they ghost because they don't have skin in the game. But when someone, like most of our clients, we get them to charge, now if you're starting, we might say $5,000, but most of our clients, once they've got things going, are charging 7.5 or 7,500 for those of you in the United States, $7.5,000 to $10,000 for transformation, okay? And the difference when you get someone to commit to that level of money, they show up, they execute, you know, they feel that hit and they should do. They should feel that investment, they respect the structure, they value your authority, and that money creates the commitment and as we all know, let's be real, commitment is what creates the results. And results create referrals and you don't need that many more people, you just need better color birth clients. The next thing I guess is, high ticket is ethical for, you know, a 20 year old expert. So if you ask someone straight out of college, straight out of university, you know, can they justify charging $10,000 for what they know? Maybe, maybe, but if you've 20, 25 years of experience, high ticket is more, in my opinion, is more lined. You spent another two decades studying, tens of thousands of hours of practicing, hundreds of thousands in education in terms of dollars and experience. Why would you price yourself like a beginner? The high ticket allows you to think deeply, review labs properly, design thoroughly, adjust strategically, you know, add extra some of our clients have like orderings and whoops and they include that in their service for better sleep or, you know, bloods or GI map or whatever it may be. And they're not rushing sessions, right? Does that make sense? So it's not being greedy, it's being professional and it's having a mature offer essentially. And I think that's really important when you're looking to position what you do. So, and I think that gets missed often, to be honest, is that it just doesn't add up. You know, if you're a doctor with 25 years experience and you're, you know, doctor of chiropractic and you help people with migraines or whatever they be and you're charging like low ticket people, people just lose, people just don't understand. They just think, oh, well, it can't be that good, right? And again, you know, one of our clients, Dr. Brian, he's absolutely crushing it in the migraine space. And I would even say he's, he's under charging, right? And again, so you build up to that, you know, but again, $5,000 under charging from what should be a $10,000 thing is still relatively high ticket. It's medium ticket, really. Anything less than $5,000 and this is going to trigger a lot of people. If you're selling anything, selling anything less than $5,000, it's not high ticket. And people don't want to hear that. Okay, like especially, you know, if you're, if you're younger, personal trainer and you think you're selling a $2,500, $3,500, $4,500, you're still medium ticket. That's not high ticket, really. And again, it's just levels like we've got clients charging $20,000 for a year for a platinum offer for high performance. You know, we've got most of our clients would charge $10,000 for the year or close to $7,500 for six months, you know, they're theirabouts. If you're charging $2,000, $3,000, $4,000, it's not high ticket. And you need to ask yourself, like, what the way inflation is going, with the way, like, example, what $2,000 would get you now, you could have got for like $600, like 10 years ago. So your prices need to go up in accordance with inflation and the way the world is going to. Otherwise, it's eating into your profits all of the time. It's Bernie. out is often a pricing problem, right? And it really is. Because it often comes down to underpricing, over servicing and managing too many low commitment clients. And the reason you do that is because if you're struggling to sell, you drop the price. You struggle to sell even more. You drop the price. And what's happening is you're not addressing the reason why people aren't saying yes. And it's never the price. No matter who, very few people actually don't purchase on price. They say it's expensive. That's not what they mean. They say, I don't really know if I have the money. They say, oh, I've got this other thing. What they mean is one of two things mainly. Either you haven't shown them how important what you do is, or they're not convinced they're going to get the result that you're saying. And trust me, because I've been in many sales teams, some of the best sales teams on the planet, you know, were for Jordan Bellfort, Mike Tyson, Floyd Mayweather, of coach, all of their sales teams. And I can tell you that the vast majority of people that say it's too expensive just mean either you haven't convinced them that what you do is good enough, or they're not convinced it's going to work enough to warrant the risk of giving you that amount of money. Whereas high ticket reduces the client count. It reduces the administrative clutter. It reduces energy leakage, calendar chaos and all of this sort of stuff. And going into your 40s and into your 50s, margin matters more than growth realistically. You've got kids, you've got partners, you've all of these things going on. Margin is what matters. Not you spending 60, 70 hours a week in the clinic away from your family. And again, I say this all the time, you built the clinic to provide and be there and give support to your family. But it's the one thing that's pulling you away from them. And you don't need to have just one or the other. You can have both. The other thing is you're not selling adjustments. Let's be blunt. No one wakes up wanting a rehab session or spinal adjustment or a macro plan. What they want is the outcome. They want to feel strong again to play with their kids pain free, to lead confidently, to feel in control of their health, whatever may be, or to just regain their identity. So what you're really selling is confidence capability, longevity, leadership and identity restoration. That is a transformation. The transformation commands a premium price. You write, I'm in Dubai here as an example. And if I go to other parts of the world or Thailand, I can get a, a, a, a, a rub down for next to nothing. I, I understand the intellectual property that you have is significantly better than that. But the point is you don't want people to see your service as just a spinal adjustment. And when I say just, I understand how important that is, but a lot of people don't. A rehabilitation session. I understand how valuable that is. They don't. Instead, you want to say, I'm going to help you become more confident, more capable, live longer so that you can play with your kids pain free, so that you can feel stronger again, so that you can lead more confidently. And the way I'm going to do that is with A B and C. Because the market has changed. Where let's be honest, we're in an information economy. Because nobody pays for PDFs or workouts or consults. What they pay for is certainty, accountability, direction results. So if you position this pro, really properly, the price resistance disappears and high ticket aligns with the transformation economy that people are on. High ticket scales with age to, as you move through your 40s and your 50s, your physical output should decrease. Your strategic thinking for you and your family in your business and your clinic should increase. Income should rise, not fall. Stress should fall, not rise. Low ticket requires more energy over time as you scale. High ticket rewards experience over time. So which trajectory makes more sense for you? High ticket filters automatically, like it removes, dabblers, bargain hunters, let me try and see. And what it does is it gets you good clients. It gets you people who are decisive, executive, professional action takers. And as, you know, as the people that we are, we have invested hundreds of thousands of dollars into our education. We have invested decades into what we do. So we want to be working with people who think the way we think that are able to invest in the future, who understand sacrifice, who understand not not people who are just trying to grab the cheapest. You know, if we all did that, we wouldn't have gone to university. We would have just got a job in the city straight away. So we did all of these things so that we could grow for the future because we knew the sacrifices were at the squeeze. We knew that. Right? We knew the juice was going to come. So we want to align with those people and you don't want chaos. You want control. And the other thing is you're already delivering a high ticket value. It's just the price that doesn't align. Right? If you've been fixing, you know, 20 year chronic pain cases, rebuild post surgical outcomes, transform terminal chaos, change people's lives. So you just package it. The difference is you just package it as 10 sessions, which is just under positioning. And if you don't upgrade the price, you'll always stay capped, busy, tired, replaceable, volume dependent. And although what you do change is lives, you don't let, you don't let the prospect and the client see the profound impact if you don't package it the right way. High ticket makes you selective, strategic and leveraged. And you know, and it isn't about ego. It's about positioning, if that makes sense. So the core reframe for every single one of you is this, do I want to sell high ticket or low ticket? Right? Do I want to sell a transformation or a transaction? And you need to ask yourself very honestly, where do you find people who think like this? Is it on TikTok? Is it on Snapchat? Is it scrolling on Instagram? Or is it on a professional platform like LinkedIn? Which is exactly what we'll go through in, in the next episode. And it's of course, here's what's important. Chris, of course, you would say LinkedIn is the best place because that's what you teach. No, we teach LinkedIn because this is what we found to be true in our own business that made us millions of dollars. We made almost 10 million dollars in that business over a decade or so. So we know to be true and we made millions of dollars on Instagram beforehand, but it took ages. I had to build hundreds of thousands of followers to make the same amount of money. Here's what you don't see. I had to become a content creator. I had to do all of this stuff. Hence why on my Instagram right now, I don't post that much of archived and deleted most of the flows because it was me just posting workout videos all of the time. And unless you want to be an influencer, unless you want to be like famous, you know, doing reels and TikToks and dancing around, that's great. And if that's you, you go for that. But that to me wasn't congruent with the clinical message, the authority that I wanted to portray online. Hence why I navigated and I moved to a platform that's more congruent with the messaging that can sell higher ticket. So remember, you're not selling time, you're not selling sessions, you're not selling adjustments, you're not selling protocols. And if you're a personal trainer on the gym floor, you're not selling a PT session, you're selling confidence, control, longevity, identity, you know, freedom from pain, freedom from distress. And it's high ticket is the only option for that. Your final identity shift needs to be moving from an online clinician running programs to a high ticket transformational expert. Okay. From a volume operator to a strategic authority and from underpriced to correctly positioned. And when you finally have this realization, things will change. I understand you may go, but I don't have to sell this. I don't have to position this. And if you're in the blueprint, which you should be, click the link below and you'll see there's full modules for free inside the blueprint on how you can sell, how you can position what you do. So if you go into the blueprint right now, the link is in the bio, you can go to the sales secret section. I've got nine, I would say world class videos in there because there's some of the best trainings that have done over the decade in teaching sales. And the difference about what we do is we don't teach sales in a way that manipulates people. We teach sales in a way that connects with the human that allows them to see that they need to change, that they need to be better for their future, for their family, for their partners, all of this stuff. And you do that by having a very sometimes tough but honest conversation. So there's nine really good videos there. Honestly, I know I'm saying so myself, but trust me, give them a listen. And if you disagree with me, then you can give out to me online. But I promise you they're good. And it's worth looking at it. If that's what's really holding you back. And then once you've done that, you need to ask yourself, cool, now that I know that I should be positioning online, where can I find people who are going to pay that price? And as I said before, that goes without saying, if you don't believe me, just think, ask chat GPT, where would I write your ideal client into chat GPT and ask what social media platform are you most likely to find these people who can afford this price point? And it will tell you, LinkedIn. Give it a few options if you like. If you don't believe me. And if you want to know a little bit more about LinkedIn. in inside the blueprint, which it's absolutely free, you will see access to a few of the softwares that we use that just gives you a little nugget, a little tip of the iceberg into how we do what we do, again, for free. So I hope that's useful. In the next episode, I'm obviously going to go through LinkedIn in more detail and explain how LinkedIn can be used, why LinkedIn should be used, and the impact it's made for our previous business and all of the clients that we work with today. Again, your family are relying on you. So do what's required, whatever that is, if it's uncomfortable, if it's doing outreach, if it's, you know, getting in front of people, if it's investing in yourself and your business, even if it's not with us, your family deserve more. And they deserve your time so that you can be financially free, locationally free, and financially free. We'll see you in the next one. Peace.