Are you struggling to sell your high-ticket items? You know, the “top-shelf” stuff with the big price tag.
Frustrating isn’t it? High-ticket items usually come with the largest profit margins and provide instant cash injections to your business.
If you want to scale and grow you’ll need a system to regularly sell your high-ticket products.
With that in mind, we’ve created this guide to help you master the art of high-ticket digital marketing.
We’re going to show you how to sell more high-ticket items, build a value ladder, and continuously find new customers online.
It’s why Viddyoze was created: to help you convert all kinds of consumers. Even the high value ones. We know that selling high-ticket merchandise and services saves time and supercharges revenues for small businesses.
Let’s get into it.
What Is High-Ticket Marketing?
High-ticket digital marketing is the promotion of your business’s most expensive product or service. Businesses use it to generate higher profits with fewer sales. Due to price resistance, high-ticket digital marketing is often a longer process.
High-ticket items are the most expensive and exclusive items a business sells – basically, anything with a high value price tag. Often, these items begin at $500 in value, rising from there.
Examples Of High-Ticket Products And Services
Still not sure what high-ticket products and services are? Here are a few examples to give you a better idea.
High-Ticket Product Items
High-ticket items, generally speaking, are premium or limited edition versions of existing products.
These items are expensive but tend to offer a higher value per sale. For example, a car or a house. A Rolex watch, limited edition pair of sneakers, or even a luxury, once-in-a-lifetime vacation can all be classed as high-ticket items.
High-Ticket Services
High-ticket services are often high value training programs, such as expert training or coaching, or experiences. They are highly personalized and tailored to a client’s wants and needs.
Other examples:
- 1-2-1 in-person coaching
- Exclusive digital marketing workshops, such as SEO services, or paid ad services
- VIP experiences at events or concerts
- Car washing valet services
How To Use The Value Ladder To Build Trust With Your Customers
It is very rare that a consumer will come to your ecommerce store and buy the most expensive item on your price list. Sadly, life just doesn’t work like that – and neither does your sales funnel.
When it comes to selling expensive, high value items trust is key – and building trust takes time, which is why this type of product is so difficult to sell. High-ticket digital marketing is a long game.
That’s where the value ladder comes in. Through tried and tested digital marketing techniques, this concept helps you to create consumer confidence, drive bigger sales and make more money from your sales funnel.
What Is A Value Ladder?
A value ladder is a step-by-step plan used by a business to take a customer from its basic products to its high-ticket products or services.
Usually, a value ladder starts with a low value or complimentary item (think your basic product or a free training course) that meets some of the consumer’s needs. Once you’ve sold the customer here, they’re standing at the foot of the ladder.
Now, for the customer to take the next step on your value ladder there’s two main concepts you need to understand:
- Your customer needs to have an amazing experience with your product to build the trust needed for them to take the next step up. Hence, your entry offer/product can more or break your entire value ladder
- Once your customer has faith in your products or expertise they’re far more likely to hear your sales pitch for your most expensive items. They key is to build trust at every price point to keep pushing your customers up your value ladder
The actual number of steps you need in your value ladder depends on your niche but it’s likely that you’ll need some buffer products/services/promotions to keep building trust before the customer is ready to hear about the high-ticket products at the end of your value ladder.
A successful value ladder can take months or even years to achieve depending on your niche. However, once you’ve cracked the concept, pushing new customers into your high-ticket funnel only gets easier.
The main concept remains the same: always have a more expensive item to upsell your customers to in order to maximize the lifetime value of each customer.
Here’s an example of how a dentist might use a value ladder, designed by clickfunnel.com.
Can I Get High-Ticket Sales Without Needing A Value Ladder?
For most small businesses, selling a high-ticket item without a value ladder is very unlikely. There is, of course, one exception that proves the rule: luxury brands. By their very nature, luxury brands sell high-ticket things. Often, that’s all they sell.
Take cars as an example. Mercedes Benz is positioned and sold as a high-ticket product. If a person decides to buy a Mercedes Benz, it’s because they’ve chosen to do so. It provides status.
High end fashion is another good example. Brands like Versace, Gucci, and Prada sell luxury items with a huge price tag. The rarer the item, the higher the price.
Most of these brands are B2C businesses. For non-luxury brands, particularly B2B and digital businesses, a value ladder is essential.
As high-ticket products become more prominent among online companies, the concept of a value ladder has become increasingly integral to high-ticket digital marketing.
How To Get High-Ticket Clients Through Digital Marketing
- Use Video To Engage Your Customers
- Use Webinars To Pitch All Of Your Customers At The Same Time
- Retarget Your Customers With Paid Ads
- Nurture Your Customers With Automated Emails
- Create A Discord Or Social Media Group Exclusively For Customers
Not a luxury brand? Don’t worry, we’ve got you.
There are a number of tried and tested digital marketing strategies that you can use to drive more high-ticket sales into your business. Here, we’ve highlighted 5 of the most successful methods to get you started.
For the best results, you’ll want to run as many of these strategies as you can. The more work you put into your high-ticket marketing now, the bigger the rewards later.
Here’s how to convert your existing customers into high-ticket clients.
1. Use Video To Engage Your Customers
To win high value customers, you need a high value marketing tool. Video is the best around. With a global audience reach of 92%, it’s the most popular type of content on the internet by far, according to Statista.
The reason? Video is easy to understand. In fact, Forbes reports that viewers retain much more of a message in video (95%) than they do with text (10%).
This is priceless for brands that are currently struggling to justify or explain the benefits of their high-ticket items to customers.
There are three main types of video that help push high-ticket customers through sales funnels:
- Promo videos – simple videos which you can use to introduce your service and its benefits to potential consumers.
- Case Studies – an effective, engaging way to clearly show how your product\service works in a real-world situation, plus the results it achieves.
- Testimonials – an endorsement from an existing high-ticket customer. With a high conversion rate, this is great BOFU content (bottom of the funnel).
So, now you know what kinds of video content you need. The question is, how do you make it? The answer is simple: Viddyoze.
Our video marketing software was designed to help small businesses harness the power of video, without the need to spend thousands on in-house videography or a digital agency.
Easily creating the content ideas above (and many more) in a matter of minutes couldn’t be easier.
All you need to do is logon to our app, choose a template from our library, customize it with your branding and logo, then download and post!
Take the first step to creating marketing videos that will sell your high-ticket items, with Viddyoze.
Click here to get started or watch the video below for more information.
2. Use Webinars To Pitch All Of Your Customers At The Same Time
Webinars are a super effective way to boost your bottom line.
The average webinar converts just over half of the attendees, according to Noisy Little Monkey.
Armed with this knowledge, you can utilize webinars to launch many of your existing customers up your value ladder at the same time.
Your first step is to assess which of your existing customers have achieved the most value from your products or are your biggest brand advocates.
You can work this out based on things like:
- The customer’s annual yearly spend
- Feedback from customer surveys
- Previous purchase history
- Social media engagement
- Customer successes (particularly for service providers)
- App or site usage (particularly for SaaS businesses)
Because you’ve already provided value to these customers, they’re most primed to be open to your high-ticket items pitch.
Next, come up with the title of your webinar.
There’s nothing wrong with being upfront here about the webinar’s sales-driven content in the title. It’s better to be upfront with your customers then try to disguise your webinar content as something less promotional.
Plus, anyone who signs up to your webinar from here can already be considered a hot lead for your high-ticket items.
All that’s left here is to craft a presentation that makes your attendees want to buy your product or service.
Benefits and value are key here. Don’t list a number of features. Show your audience what they can achieve with your product.
Generally speaking, consumers have bad imaginations. It’s not always immediately clear to them how they can use your products or the problems that they will eliminate for them.
When presenting your high-ticket products eliminate this guesswork for your attendees and you’ll close many more sales.
3. Retarget Your Customers With Paid Ads
Paid advertising (PPC) gives you the ability to zero in on customers at exactly the right time in the sales funnel. For high value items, this is incredibly effective.
The reason for this is simple: If you’ve been tracking your customers along their journey up the value ladder, you know exactly when they’re ready to make that big purchase.
So, how do you target high-ticket customers with paid advertising? Using your buyers’ data and purchase information, make a list of consumers who’ve recently bought the second to last item on your value ladder (that’s the product before your highest value item).
Next, import those email addresses to an ad platform, such as Google Ads or Facebook Ads, and target them exclusively with ads for your big ticket items.
Naturally, video is the most effective type of media to use here. In fact, Facebook video ads get up to 30% more views than other ads (Promo). Each one of the three examples listed below make for great video ads:
- Promo videos
- Case studies
- Testimonial videos
Remember, highlight the benefits of your high value products, not the features. For more advice about creating high quality video content, check out our YouTube channel and blog.
4. Nurture Your Customers With Automated Emails
Give your digital marketing a big competitive advantage with an automated email strategy.
Yes, that’s right – email is still one of the most powerful weapons in the marketer’s arsenal. Not only is the ROI massive ($36 for every $1 you spend, says Litmus), but it’s a simple way to keep your sales funnel ticking over.
When it comes to a high-ticket funnel, you need to target existing customers who’ve either had success with your product, been using it for a while, or use it almost every day.
You can then set up an automated email program (for example, MailChimp Hubspot, or Sendloop) to drip feed content about your high-ticket merchandise or services.
Once again, the key here is value. The customer is already familiar with your band and products; they know what works for them. With this content, you need to show how your high value items can improve their experience even more.
Here are a few ideas you can use to make your email marketing feel more useful and informative to your subscribers:
- Case studies: real-world examples of your products at work
- Tutorials videos: digital marketing videos that show how your products and services can be used
- Special offers: limited-time deals or discounts that take the sting out of those bigger price tags
- Industry commentary and general tips: comment on news events or offer advice and position your brand as a thought leader
Remember, personalization is key for high-ticket buyers. The more unique and individual you can make your communications, the better it will be for business.
5. Create A Discord Or Social Media Group Exclusively For Customers
Where does your audience spend most of its time online? Whether it’s Facebook, LinkedIn, Reddit, or TikTok, create an exclusive group for your customers and brand advocates.
The “exclusive” nature of the group will drive people to sign up from the get-go. From here, you can nurture this group into an online community. Done right, this kind of digital marketing can lead to big money, with BigCommerce reporting that online communities are generating 6,469% ROI on average.
Creating a community is a brilliant way to connect with your audience and encourage participation. To begin with, you’ll want to share some tips and advice, and encourage users to share their experiences with your products.
While the end goal is for the online community to take on a life of its own, it’s also a good idea to use moderators. In and among the organic conversations, you can use them to push success stories about your big ticket items.
Here are 6 helpful steps to help you set up and establish your community:
- Identify your key stakeholders (in this case, your customers)
- Establish your goal (to sell high value items or services)
- Choose your platform (Facebook, Twitter, LinkedIn, etc)
- Develop a set of rules and community guidelines
- Set up your community
- Promote the community using social media, email, and other digital marketing practices
Note that there are two types of online communities: free and owned. A free community is set up using an existing platform, such as Facebook. These are easier to set up but you don’t truly own them (the platform does), so you have less control over your audience.
Owned communities are created, usually as a custom-built forum, by brands. Ultimately, these give you much more control, but cost more in terms of time and money.
Final Thoughts
The biggest challenge for all small businesses is taking those existing customers, and transforming them into high-ticket consumers. Building the trust needed to sell expensive items is a whole other level of buyer-brand relationship. It takes months of targeted marketing, high-quality content, and careful strategic planning.
Clear and compelling video content is the most effective way to achieve this. Viddyoze can help you convert your existing customers into high-value customers with professional quality video marketing.
With our software, you’ll be able to create engaging content within a matter of minutes. Without it? Well, let’s just say it’s going to cost you. Our software is so easy to use, anyone can make a video with it – even if you’ve never created this type of content before.
Invest in your business and supercharge your sales funnels today. Find out more here.
