Let’s face it. Big ticket clients can be really hard to get using social media. They aren’t hanging around waiting for spammy messages on LinkedIn, and they do their best to skip those copycat ads on Facebook. Plus, it can take years of resilience and resourcefulness to get past corporate gatekeepers just to be invited for a meeting with big-ticket decision-makers.
The big question most consulting and coaching firms have is this: how do you get big-ticket clients online? Here are 4 important business development paradigm shifts to consider:
If you want big-ticket clients, you have to move away from the small-ticket, mass-marketing strategies that are readily available for free on the internet today. The worst thing you can do is copycat marketing! Instead of spammy email strategies that are all about transactions, move instead toward the use of human connection, emotion and other one-on-one strategies that build trusting relationships. Just as you can't catch a whale with a worm, you can't get big-ticket clients by using small-ticket, transactional methods. Your overall strategy must be focused on building relationships!
If you haven't been living on a rock over the past several years, you're probably aware of the (now) popular viewpoint that people make sales decisions based on emotion. What may not be immediately apparent is WHY people's emotions are influenced in certain ways in the first place. This is the realm of psychology. Take the time to learn and implement the psychology triggers that inspire human decisions and action. You've probably heard of the first six (now seven) principles of persuasion from Robert Cialdini. Now learn the rest from my research in: Big-Ticket Clients: You Can't Catch A Whale With A Worm.
3. Big Ticket S.T.O.R.Y.
Stop selling! Start telling stories! This is the best online marketing advice ever! But hold on a second...you might not know what WE mean by "story". When it comes to consistently getting big-ticket clients, you have to take STORY to the next level. It is not just about your static brand or articles, it is a dynamic funnel. It is the journey that your prospects take from being STRANGERS to becoming people who TRUST you, who are willing to receive your OFFER, who will work with you to get RESULTS, and finally, who actively refer you and tell the story of YOU to future potential clients. When you master this Story-as-a-funnel approach, you will have unlocked the key to getting big-ticket clients online.
By far the most important element in getting big-ticket clients online is relationships. You can't catch a whale with a worm. Forget the spammy emails, and the LinkedIn robots, and the copycat Facebook advertising. Focus instead on technologies, tools, and strategies that create 1-1 opportunities for you to build warm, human relationships. Also, focus on technologies that allow you to broadcast these warm relationships and content to a wider social audience. Focus on both relationships AND reach! Over time, you will become a magnet. Instead of chasing prospects, they'll want to come to you!
Want To Learn More?
Learn all of these paradigm shifts with examples and details in my book, Big-Ticket Clients. You can get a physical copy or audiobook on Amazon, or get a free digital copy here: https://bigticketclients.com
Click here to read the video's full transcript
Hi, I'm Dr. Pele, founder of Big Ticket Clients and author of the bestselling book, Big Ticket Clients: You Can't Catch a Whale With a Worm. Now, if you are a coaching or consulting firm or a business that wants to get into big ticket companies or wants to close deals with big ticket clients, and if you've found what most of us have found, which is this; big ticket clients are hard to get access to. Big ticket companies are hard to get into. If you've discovered that and you want to learn how exactly you can consistently land big ticket clients online, then you should listen to this. I'm going to share with you four very specific things that you need to do if you want to get big ticket clients online. Let's go ahead and take a look.
The very first one is that you need to have a big ticket marketing or sales strategy. Now, what do we mean by a big ticket strategy? Well, first of all, you've probably realized that online today there's a whole bunch of free marketing and sales advice. I call a lot of that small ticket marketing. If you're selling the small $79 course or maybe the $997 engagement, sure, you don't need to talk to anyone, you don't really even need to see anyone. You don't need to build any relationship, it's just a transaction. That's the kind of advice and learning that most people unfortunately are getting online.
When you want to move up and scale into big ticket clients, connecting with ticket clients requires that you move away from transactional marketing and sales behaviors and focus instead on relationship building behaviors, and this is the key difference. Your strategy has got to be more about building relationships than it is about closing deals or gaining transactions in the short term. That shift alone will introduce a whole bunch of different things that you'll begin to implement as your entire strategy goes from small ticket to big ticket. That's number one.
Number two is that you have to learn the right psychologies and implement the right triggers that will build relationships with big ticket clients. Now, you may have already heard of some of the tools a lot of people use online, like consistency or liking or authority or reciprocity or unity or scarcity or social proof. Yes. These psychology tools, these triggers work because they're based on human nature but they have been sorely overused in the marketplace and big ticket clients do not respond to things like the cheap scarcity city tricks you might see online or even a lot of the social proof that people stuff their websites with.
What you have to do is learn the additional psychology triggers that people do not talk about much but that are just as powerful, such as friction, and certainty, and proximity, and fame, and pain, and authenticity, and reframing, and celebrity, and empathy, and exclusivity. All of these psychology triggers used together are the tools and the toolkit that you're going to be using to make those relationships work in the long term with big ticket clients. In absence of using these psychology principles, you're just shooting out messaging and hoping that it works. Okay, big difference. Strategy number two is understand, learn, and implement the psychology triggers that work with big ticket clients.
Now, the third and arguably the most important thing you have to do to get big ticket clients is stop selling and build a story. Now, you may think of a story as a way to build your brand. You may even think of a story as just a way to tell someone what happened with your company or maybe even with their company, but in our context story is not about you. Story is about your big ticket prospects and how you bring them through the journey of being strangers to being people who trust you, to becoming people who want to see and learn from your offer, to becoming people who are now happy to get results from you, and finally to being people who will refer you.
Now, in order for people to go through this journey, to live this story that you've mapped out for them, to be part of this story funnel, you've got to take them through very specific psychology that works in each of these phases. You got to take them through relationships that are built differently in each of these stages, and that's the key. You've got to understand the tools and the technologies that will achieve the psychology and the relationships for each stage of the story that your prospects are going through to find you.
For example, in the strangers phase, you need social automation that brings people closer to you. You need something that'll create that big ticket connection such as interviews or podcasts or events or speaking opportunities where you get that human to human connection to build trust. Then you need to have powerful presentations, whether they're webinars or they're Evergreen or they're in person presentations that allow you to tell your story because people now are interested in your offer.
Then you have to find a way to help your clients create results and, at the same time, share referral magnets that will go viral on your behalf, telling the story of you over and over again without your intervention. This is the big ticket story that will actually take your prospects from being strangers to being people who trust you, who want your offer, and who will create results with you, and then tell the story of you.
Finally, you need to have a mechanism where these relationships are built. One of the most powerful ways to do that is podcasts. Another is events or speaking or interviews or anything that will create that human to human relationship, bond and connection in real time. If you want to do that, you have to have a mechanism that brings people to that non-sales podcast or non-sales interview or event. Then, you need a way to convert people who come through your relationship building process and are willing to either become referral partners or clients of yours. That's it.
Now, here's one of the biggest challenges that people have when it comes to trying to build relationships with big ticket clients. Not only are they hard to get access to, but most people don't have time to do all the things that we've talked about in order to make those big ticket relationships grow. That's where the power of done for you podcasting or done for you services come in. You need a way to be able to land big ticket clients without always having to be there in person, without always having to spend all of your time on marketing.
If this is of any interest to you, I want you to go and learn from our masterclass where you'll see how to land big ticket clients using done for you podcasting. Again, this has been Dr. Pele and I look forward to meeting you someday. All the very best.