What happens when someone goes through a transformation?
People pay a premium price because they want to make a change in their lives. They want more confidence, improved skills, or a new mindset. But how do businesses create and sell premium packages that will give people the results they are looking for?
Let’s start with what a transformation is, and what a premium package is. This package is a high priced course or program that will teach the prospect a skill or new mindset that changes how they act in life, or the results they get in life.
For example, my High-Ticket Closer ™ program changes how people view wealth and teaches them a high income skill. They will have a new career and/or reach a new income level. This is an example of transformation.
You can’t get a life-altering transformation from paying $30 for a one-day class. That’s why it must be a high-end program. When a prospect has more skin in the game, they are more likely to change their lives.
So what’s the secret to creating and selling these types of premium packages?
Watch this video about how you can create premium packages.
High-Paying Clients Or Highly-Committed Clients?
First, you want to sell transformation, not information. If I provide a bunch of information about the sales industry and just define what a high income skill is, there isn’t going to be transformation. I must do a lot more than that to offer transformation to my students.
So if you know you want to provide transformation to your clients, the next question is, what type of clients do you want to sell to?
Which of these three would you choose? High-end clients? High-paying clients? Or highly-committed clients?
I would pick highly-committed clients because they will pay you whatever you want. But the price is not the point. The point is, they’re loyal. They’re committed to themselves and when they are committed, they are going to get the results that they want.
This means there is less friction for you. When you’re selling high ticket, if you have highly-committed clients, you’ll get better results and happier clients.
Compare that to high-paying or high-end clients. They’ve got the money and they’re willing to pay, but does that automatically make them the highly-committed?
No, and if they’re not committed to the process or to what you do, you’re not going to get a result. That will create friction.
Here’s an analogy. If someone wants to lose weight, get in shape, and have six-pack abs, even if they’ve got money and they’re willing to pay, you won’t get results if they don’t show up. If they don’t do the work, they’re not going to get six-pack abs.
Commitment = Results
I would rather take a highly-committed client any day versus just high-paying or high-end. If you’re committed, I can help. If you’re not committed, I cannot help. Talk is cheap.
You have to be committed to your own success and that’s why sometimes people think I’m difficult to work with. I put people through many hurdles to qualify them and see how committed they are.
If you’re committed, then I’m committed to you. If you’re not committed, then there’s nothing I can do. It doesn’t matter if there’s a miracle or superpowers at work, and it doesn’t matter what processes or strategies you employ: you’re going to find a way to fail. This I guarantee you.
You’re going to find a reason to quit. So knowing this, ask yourself, for your business, how committed are your clients? And do you take on clients that are not very committed just because they pay you?
If they’re not committed, they will not get a transformation. My philosophy is, be more selective, take on fewer people, but know they’re committed. When they go all in, you can give them the transformation that they want. That’s why.
This concept applies to coaches, consultants, and service providers. Don’t just be satisfied with getting paid. Offer your deepest transformation to your clients. You want to have a compelling ultimate result, something that people have a lot of natural desire for at that particular moment in time.
Timing Of Your Offer Is Critical
Timing is important. It’s sometimes the case that they want your service now, but then three months from now they don’t want it anymore. Or they couldn’t afford it a year before, but now they can. Have you seen that happen before?
Timing is very critical. You have to offer your service at the right time. The kind of offering I’m talking about will help solve an urgent problem someone is having. It’s something that they would be willing to invest a premium for.
It’s about offering and doing your best work that you can be really proud of.
The Commitment Test
Now, what if a prospect wants a transformation but they want it under an unreasonable timeline? For example, you don’t have time to take on a new client, or your transformation takes weeks and they want results in one week?
How can you delay the sale? Their most important criteria is that they want to be served now.
There’s a couple ways that you can handle that. If you can actually deliver, and you have the room to take them on then you just say, you know what, maybe I could squeeze you in. I could make this happen now.
But, tell them you’re going to charge a premium for it. Just like FedEx. If you want a rush delivery of a package, it costs more. If you want overnight delivery, it’s an extra cost. But if you don’t need such a fast turnaround, then you’ll pay regular price.
Then you can see how committed they actually are about the time. If they want to start immediately, you’ll charge 20 percent extra. If they say it’s urgent and they won’t pay the extra price, then it can’t be that urgent.
Rules Of Engagement
The second solution, if you don’t want to charge more, or you really cannot take them on because you’re fully booked, then it’s the moment for posture.
You establish boundaries and terms of agreement. When you take on any type of client you have to clearly communicate expectations.
Tell them details such as: here’s how I do business. Here’s how I work with clients. Tell them that you don’t work with tight deadlines but with exceptions you charge extra.
You can also state your terms: “My turnaround time is 30 days. Are you comfortable with that?”
Hold your ground when you tell your client how you work. “I’m expensive. If you want cheap work, go to Fiverr. I’m not your guy.”
When you come from that place, you earn the respect from the client, because you’re wishy washy or comply easily.
Those are the rules of engagement. What are your rules of engagement? How do they engage you and how you do business?
Here’s a big tip if you don’t want people who are desperate and needy. Put that on your website. Be clear and say that you don’t work with desperate people.
It’s like a realtor who says, if your home is less than half a million, I’m not your person. I only sell properties worth ten million and up. That’s the category I work in. Other realtors don’t have this criteria, so go with them.
Do you see the difference? Your client has a clearer picture of what you do and don’t do. The problem is that most of us do not have those boundaries. We will do everything, even what we won’t tolerate, just to get the business.
Now for me, teaching high-ticket selling pushes me to level-up my business. It gives me incentive to continually be committed to my own craft and mastering at what I do. Here’s what I mean about price points and transformation.
If I teach you a high-ticket skill and I tell you that my program is very affordable at $29.95 (with three easy payments) and you can learn some amazing stuff, there’s a disconnect.
You have to be congruent with what you do. Low-ticket pricing never achieved transformational results. I also know that in order for me to be of ultimate service to people, I need to be their mentor for a period of time. That time allows me to truly bring everything I have to offer to the client.
And that’s why I’ve learned I not to do quick fixes. When clients come to you and they’re desperate, they want a quick fix. I won’t want to touch that. Because that’s not commitment. That’s just desperation.
Final Thoughts On Premium Package Secrets
Think about how much you’re worth. If you want to offer transformation and value to your clients, then sell to highly-committed clients who are willing to invest both time and money. If they’re not committed, they won’t get results and you won’t get results.
The timing of your offer is also important. Maybe they’re not ready now but they will be in the future. Or maybe they want your help urgently. If that’s the case, test them out. Are they truly ready to work on themselves right now?
Set rules of engagement. Make it clear to your clients how you work and what your standards are. If you want to sell packages at a premium price, you can only get results if the client is willing to put in the commitment to achieve the results you want them to have.