If you plan to sell "high-ticket" items this year, you need to change your tune because what used to work won't in the future.
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Not long ago, you would find success so long as you had a solid marketing funnel. I, too, found success like this. I initially built two seven-figure businesses with simple marketing funnels that treated everyone the same.
This worked. Whether you sold a $37 product or $997 one, this was the best way to win at online marketing. But, maybe you've noticed this isn't the case anymore. Maybe you're seeing higher costs and lower conversations.
It won't get better; not if you keep doing what you have done, and especially if you sell high-ticket items like one-on-one coaching, training programs or consultancy.
So what's the alternative?
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Introducing the "Relevancy Funnel"
I kept noticing my costs rising and my ROI going down. My clients told me they had the same issue, and because I help entrepreneurs create relevant marketing that works, I needed to fix this problem.
This began in 2016 when I created the SSF Method, which places your audience into one of three awareness levels:
For a while, this was enough, but I soon realized I needed to go deeper -- especially when thinking about how to sell high-ticket items, because for someone to spend $997-plus you need to build trust. And the only way to build trust in 2018 is to become omnipresent and relevant, so you transform into the go-to expert in your industry.
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This is when the "Relevancy Funnel" was born, because it takes the foundations of the SSF Method and combines it with omnipresence and relevance so you become (and remain) top of mind.
This is how you create it.
1. Focus on your slow lane.
It's not to say those in your sidewalk and fast lane aren't important, because they are. But, assuming you have a limited budget, you need to focus on those you can have the biggest impact on. These people are often in your slow lane, especially when selling a high-ticket item.
Why? Because these people realize they have a problem, but don't yet understand the methodology or process that leads them from pain to redemption. So, assuming you have a proven process that will solve their problem, you will quickly transform into an authority figure they trust.
Achieving this is easier than you think, and it begins by keeping your message simple.
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2. Create a simple guide.
Those in your slow lane are eager to consume something more in-depth than those in your sidewalk. I have found a guide works best, between 14-23 pages long (a 20-25-minute investment). The purpose of this guide is to present the problem and remind them of their pain, so they become desperate to unearth the solution. After this, you share the proven process you use and literally give away your methodology.
By giving them this for free, you show them what life could be like if only they can overcome their problem. And because all this is in a simple guide, you keep their attention. No webinar. No challenge. No complications. Just a simple guide that shows them what they need to do, and that if they need further support, you can help.
3. Get them on a phone call.
When selling a high-ticket item, your aim should be to get them on the phone (either with you or your sales person). But, this may not happen straight away -- in fact, you don't want it to happen straight away, because if they're instantly willing to give you what you want, it shows their desperation.
And these type of people tend to be the worse kind of client.
So, if they don't convert straight away, continue to retarget them and message them (email, Facebook ads, video, etc.) where you prove your process and introduce them to successful case studies. Allow them to see that this process works for others, and that it can work for them too.
Play the long game, because this is where the magic happens.
4. Focus on the invisible ROI
If you're selling a $20 guide, this doesn't apply. But, because you're selling a high ticket item that requires both your investment and theirs, you want the "right" kind of customer. You want people who will become advocates and future case studies (action takers who put in the work). But, these types of customer don't just appear. You need to earn their trust and build a rapport.
So, as you continue to prove your process, invite them into a private Facebook or Linkedin Group, provide further value and keep retargeting them so you become omnipresent and top of mind.
In time, you will capture their attention and become the go-to expert who offers the only solution to their problem. There are others out there, sure; they don't care because they have bought into you. The trade-off here is that it takes time, but this invisible ROI is huge because the more someone trusts you, the more they will spend on you when the time is right.
This is how you sell your high-ticket items in 2018.
You need to become omnipresent and top of mind, and to be relevant in the right place, at the right time. Achieve this and you'll own their wallet without having to offer a discount. You won't have to pray on their insecurity because they will come to you.
You have proven yourself as the solution to their problem, and your rise from six to seven figures can begin.
So you want to sell high-ticket items with Facebook ads?
I have good and bad news for you.
Let’s start with the good news. It’s very simple, if you understand the fundamentals of selling.
The bad news, is that it takes time.
Selling expensive items request an enormous amount of trust, which takes time if done through Facebook ads alone.
In this quick article, we’ll break down everything you need to know for selling high priced items on Facebook with high performance ad campaigns.Facing the facts
The truth is strong sellers understand the fundamentals of human psychology.
And they use that to their advantage.
Especially, when your selling expensive items like enterprise software, jewelry or real-estate. It’d be difficult to summarize the psychology of selling into one tidbit, but if we absolutely had to.
It’d be that everything boils down to trust.
We sure don’t have any doctorate degrees or DSM’s laying around, but from our sales and advertising experience;
If they trust you, they’ll buy from you.
So here are the three critical steps to establishing trust and start generating huge sales through Facebook advertising.#1. Creating a trustable brand
Let’s image the worst case scenario:
You started your company scratch yesterday. Nobody knows who you are. And nobody cares what you sell.
Now, you’re job is to change that.
Lets assume you’ve managed to get discovered. Perhaps a few people visited your site and they might recognize your company name if they saw it again.
They key to creating a trustable brand through Facebook is building a digital relationship with them. For high-priced items, you have to do this before you ask for the sale.
This is the part everyone skips.
It’s nearly identical to dating, you have to take them to dinner before you ask them for a kiss.
Rather than targeting them with “Buy Now” ads, you have to warm them up with brand awareness campaigns.
We’ve seen video’s do particularly well for this objective but we recommend using some of the following:
You have to be creative. Brand awareness is the first step to trust – so get started now.
If you do this effectively, you’ll start pulling the necessary emotional triggers to undoubtedly become a trustable brand.
Imagine the difference between these two scenarios:
A) Someone who has:
-Read 3 articles from your blog,
-Liked last Tuesday’s photo on Instagram.
-Enjoyed your email newsletter for a month.
-Experienced 3 unique helpful resources (aka ads) on Facebook, over the past 2 weeks
-And knows your CEO by their first name.
B) This garbage
Do you see the difference? You can feel the slime coming right off of this lousy ad.
While the other sequence of ads creates a deep connection with the audience through multiple touch points.
Screaming “FREE” or “BUY NOW” is not going to win any big sales – I can guarantee you that.
Take your customers on a journey that’ll build a relationship and establish trust. This way, they will be swiping with confidence when the time is right.#2. Leverage Social Proof
One of the biggest fears a buyer faces when making a large purchase is regret.
The potential regret they may face from making a bad decision.
It absolutely haunts people from previous purchases.
And as a seller, it’s your worst enemy. Our job as marketers is it to mitigate that as much as possible.
You may be wondering, whats the best way to do that?
You ever walk past a restaurant with a huge line outside, and thought “damn, there must be something pretty special going on inside”
We all have – that’s social proof in action.
It works even better for digital purchases. And thats why all of the top performing Facebook Ads leverage one of the many forms of it.
Most people are followers, not leaders. So make sure they know they aren’t taking any risks by purchasing.
If you want your pricey items to starting flying off the shelves, leverage testimonials, reviews, existing customers and other forms of social proof in your ads.#3. Consistency
Would you agree social is noisy?
You’re 100% right.
If you’re selling expensive items, you can afford to stay in front of your audience longer (with more ads), so do it! One of the biggest mistakes I see marketers and salespeople make is the lack of consistency.
Most deals happen on a follow-up.
They say you’re should follow-up, up to 8 times. Whether that’s true for your business or not, follow-ups are the easy way to immediately increase sales.
And this applies to your advertising on Facebook.
Facebook ads are a powerful way to reach customers and sell highly priced items.
They offer a unique way to get in front of your ideal audience, and stay there. But if you’re not a trustable brand, and asking for a sale too soon – you could be wasting money.
When you’re creating your next ad campaign, whether you’re a fortune 1000, or a local business in South Dakota, make sure you build trust and follow the steps from this post.
If you do, you will have a high converting funnel and will truly understand why all of the cutting edge companies are already doing this.
If you want to explore some of the sequenced campaigns we use to build trust and sell our enterprise software, we’re happy to share. Drop your email below and we’ll send you an example!
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