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What is a High Ticket Closer? It’s a sales professional who closes $3,000 to $10,000 deals for an influencer or a business. Many people think a closer and a regular salesperson are the same, but that couldn’t be further from the truth.
To become a High Ticket Closer, you don’t need to be so knowledgeable about your product that you can answer every possible question about it. You don’t have to be the most gifted talker either. In fact, to become a great salesperson, a high ticket closer, you must do something counterintuitive.
You cannot be a salesperson. Now, before I get into the traits for what makes a salesperson successful, let’s first turn the conventional idea of a salesperson upside down. Why should a salesperson not be a salesperson?
Table of Contents
- The Disrespected High Income Skill
- A Different Perspective On Sales And Closing
- Challenge and Change Our Idea Of Salespeople
- What Does “High Ticket Closer” Mean?
- The Difference Between A High Ticket Closer And A Sales Associate
Here’s one of the most important lessons that I learned. To be accomplished at sales, we need to challenge conventional ideas about what a salesperson is.
The Disrespected High Income Skill
To understand what a high ticket closer is, imagine this scenario. Your child comes up to you and declares, “Hey Daddy/Mommy, when I grow up, I want to be a doctor.” And immediately you feel a surge of pride as you answer, “Son/Daughter, I’m so proud of you. I raised you well!”
Now imagine a different scenario. Your child says, “Daddy/Mommy, when I grow up, I want to be a salesperson.” Your heart drops as you reply, “Is this how I raised you?” And you wonder, How did I fail you as a parent? How can I change your mind?
Why is your reaction so different in each scenario? It’s the way we’re conditioned to think about salespeople. Many unpleasant scenarios come to mind. The annoying telemarketers who persistently call about something you don’t want. The aggressive, pushy salesperson in the mall that keeps asking you to try a sample when you just want to be left alone.
Sales jobs just aren’t desirable. A recent study from the Harvard Business School’s U.S. Competitiveness Project found that “employers spend an average of 41 days trying to fill technical sales roles, versus 33 days for jobs in other professions that call for similar skills.”
People think that salespeople manipulate you and deceive you, so they can make a sale and get their commission. The memories, the associations, make you want to take a shower and be rid of the slimy experience.
But think about it. Is it perfectly okay to get a student loan, spend six to eight years in medical school, sink into debt, and then work in a stressful profession? Don’t get me wrong; I’ve got a deep respect for doctors and our society needs them.
But society’s opinion about salespeople is undeservingly negative. Sales as a profession is frowned upon, considered not a “real” job or “real” career. Salespeople can train and hone their skills in a matter of months, depending on their mindset, determination, and sales ability, without drowning in years of debt… and make a six figure income… or more.
In fact, some of the highest paid people in our society are salespeople. And they are famous.
A Different Perspective On Sales And Closing
Warren Buffet, Elon Musk and Steve Jobs are all salespeople. They are all talented at closing.
When Warren Buffet, at the shareholder meeting, talks about what they’re going to do, the latest report, and their earnings… he’s selling people to invest in their stock. When Elon Musk is announcing the latest Tesla model, he’s closing potential buyers on getting a new car.
Even the product announcement that Steve Jobs gave about iPhone or the iPod – when thousands and thousands of people watched live and worldwide – they were watching a sales presentation. He was closing them on buying the latest products.
The world’s youngest billionaire, Kylie Jenner, is also a salesperson. Her celebrity influence has a role in closing people on her cosmetics and accessories.
Don’t Sound Like a Salesperson
Point is, the most talented salespeople don’t sound like salespeople. At one sales presentation for the new Tesla battery, one experienced technology reporter praised Elon Musk’s 18-minute, matter-of-fact, TED-like monologue. It was “the best keynote I’ve ever seen,’ above even Steve Jobs’ 2007 iPhone announcement.”
The presentation was effective because of the tonality and casual, non-CEO-like attitude in his sales pitch. It was if he was saying, “Here’s this thing we’ve been working on. It’s not a huge deal. It’s reasonably priced. We’re going to make hundreds of millions of them. And it’ll probably save the planet. Thanks for coming.”
To be as successful in sales as these famous people, we need to question our beliefs in conventional wisdom.
Watch this video about salesperson versus high ticket sales techniques.
Challenge and Change Our Idea Of Salespeople
If salespeople want to eliminate negative associations with the word “salespeople”, then they shouldn’t follow conventional wisdom. Being a great salesperson – a High Ticket Closer – isn’t about the qualities that people usually associate with the profession.
Here are some well-known sales practices to challenge and change:
- Have enthusiasm and be excited about the product you’re selling because if you’re not enthusiastic about your product or service, then the prospect won’t be enthusiastic either. For example, a salesperson typically says, “This product is very good. Our company is the best in the world, so this product will help you and your company. You really should buy from me.”
- Do some pretentious bonding. For example, when the salesperson asks, “Hey, how are your kids? How’s work? How is your job going?” It’s called pretentious bonding because the salesperson doesn’t actually care to hear the answers and the prospect isn’t really interested in the conversation.
- Follow up with a lead/prospect 5, 10 or even 20 times. Salespeople need to be persistent and keep calling or chasing prospects because if they don’t eventually buy from you, the lead will die. So a good salesperson follows up and doesn’t give up. A lead is someone they pursue until the lead makes a purchase.
- Salespeople must also ask for the sale two or three times. They know that the average prospect needs to be asked seven times before they will buy. So they persistently ask for the sale, knowing that it’s good practice not to give up easily. There is no such thing as being annoying. They are simply following good sales practice.
- Chase the prospect. This is part of the following up and asking for the sale. Salespeople work on building a relationship with the prospect, continuously trying to please them until the prospect gives in and finally makes the purchase.
Why Conventional Sales Methods Don’t Work
Here’s the problem with all these conventional methods. People don’t like to be chased. They don’t like to be pestered. They don’t want a professional relationship with a salesperson who constantly tries to be friendly and social with them because they want to close a deal. It’s these very practices that have given sales the ugly reputation that it has.
Times are different than before. Click To Tweet In just over a decade, it has become twice as difficult to reach a prospect than before. Old sales techniques don’t work like they used to.
As a closer, a salesperson, I don’t like to beg someone to buy from me. I also don’t like to chase. Rather, I like to be the chase. As a High Ticket Closer, you don’t repeatedly cold call your prospects, hoping to catch them on the phone, and tell them right then and there about your offer. They might be in a hurry or distracted when you call them, and I want my prospect’s full attention when I get them on a call.
As a closer, I get on the phone with a prospect at a time that works for them, when I have their attention. My prospects book a call with me because they want to know more about my offer and they are interested in buying. Now, you might be asking, how do I get my prospects to chase me?
Here is the method I use: I don’t sound, act or talk like a typical salesman.
What Does “High Ticket Closer” Mean?
A High Ticket Closer is a sales professional who closes deals for an influencer or for a business. The influencer could be a business or life coach, or an individual offering a program that’s $3,000 to $100,000. The influencer has generated a steady stream of leads from their marketing, their webinars, or a workshop. The prospect is already interested in the influencer’s program before they book a call with the closer.
It is the closer’s job to qualify the prospect by asking questions and finding out if the prospect is a good fit for the influencer’s program. The closer answers these booked calls remotely, usually from a home office. It is a perfect, high income freelance job for the gig economy because they decide their own work hours.
Similarly, a closer can close deals for a company or business (also called business to business B2B, or enterprise sales). These deals often take more than one phone call, and often involve building a long term relationship with the business because it involves transaction sizes that are in the millions or billions of dollars.
The closer works on a purely commission basis, so if the influencer or business doesn’t make money, the closer doesn’t either. The High Ticket Closer is the rainmaker. With a 10% or more commission on a $3,000 or $10,000 offer, a closer can make a high income.
The influencer or the business has invested the time and money into the product development and product marketing, but, metaphorically speaking, it is the closer who runs the final lap and wins the race for the influencer or business.
Watch this video about the differences between a salesperson and a closer.
The Difference Between A High Ticket Closer And A Sales Associate
A High Ticket Closer – a sales professional – doesn’t sound like your typical, sleazy salesperson. They don’t inject exaggerated cheerfulness into their tone when they answer the phone with, “Hey, how are you sir?”
They sound calm and neutral, with a tone of voice like a doctor diagnosing your situation.
A Problem Solver
Just imagine a visit to your doctor, and your doctor says to you, “So glad you could come in to see me today. How are you feeling? You have a fever? Don’t worry. I can write you a prescription, and you’re in luck. Today we have a special: buy one and get one free. It’s some great medication, and if you don’t buy today, I can follow up with you in a few days.”
No matter how sick you’re feeling, you would probably run out of that office in a hurry. That’s not how a doctor behaves and that’s not how a professional salesperson acts either.
A High Ticket Closer is calm and neutral. They act like a problem solver, just like a doctor, and they ask questions until they can diagnose your needs.
They ask questions such as, “Tell me a little about your situation. Tell me about your business. What were you hoping to get from me today?” They want to know more about why you’re interested in their offer so they can decide if their offer will solve your problem. Just like a doctor that won’t give you a prescription that you don’t need, a good salesperson won’t sell you something that isn’t a good fit.
A Good Listener
They behave and talk like a professional, speaking with a tonality that has conviction and authority. Unlike a sales associate, a closer doesn’t talk in a highly enthusiastic voice about all about the features and benefits of the product or service. The closer doesn’t spend most of the call telling the prospect why they should take advantage of the offer and buy right away.
That’s not what a closer does. For most of the phone call, the closer asks questions and then listens to the prospect’s answers. What brings the prospect on the call? Why is the prospect interested in the offer? What problems and pain points does the prospect have?
If the prospect raises objections, the closer handles each one without jumping to conclusions or becoming defensive. For example, if the prospect asks about a guarantee, the closer doesn’t make assumptions about why they are asking for that information. They won’t turn into a sales associate and ramble on about all the details on the 30 day guarantee. Instead, they will ask, “What kind of guarantee are you looking for?” By asking this question, the closer will have a clearer idea about why the prospect is interested in a guarantee. This information will better help them to address any concerns or fears the prospect has.
A Professional Unattached To The Sale
High Ticket Closers are not desperate to make a commission at the cost of customer satisfaction. When the prospect senses that the salesperson is not attached to the outcome, then they open up. They feel that the salesperson genuinely wants to help them, and they’re not just going after a commission or a sales quota.
How often have you been approached by a salesperson who won’t leave you alone? They ask you to try a free sample, or they tell you about a special buy one get one free deal if you buy today. Their aggressive tactics to persuade you to buy ends up chasing you out of their store.
Have they taken the time to find out what you want? No. They just see you as a walking wallet. Sales associates use words like, “buy” and “purchase” so they separate you from your money so you will buy something that you may never use, like a fancy toaster oven.
A closer uses words like “invest” because they want a long term commitment. They want you to invest your time and money into a program that will transform you and get you results. If they don’t believe you will get the results you are looking for, they won’t close the deal.
That’s how a professional salesperson, a closer, gets what they want in life. First, they help others to get what they want by solving their problems. Second, they pursue their own income goals. It is that simple.
If you want to become a great salesperson – a High Ticket Closer – understand that it’s not about pushing your product on your prospect. It’s also not about using conventional methods to follow up or chase a prospect.
To be a great sales professional, don’t act or talk like a typical salesperson. You want to have the calmness and neutrality of a doctor as you ask your prospect questions and find out their needs. You don’t chase the prospect – you want to be the chase.
When your prospect can see that you’re genuinely interested in helping them, not selling them, they will respond differently to you. This approach is how you become a successful, highly paid salesperson.
Are you interested in learning more about how you can improve your closing rates and attract more prospects without cold calling? Click below for more information on High Ticket Closing.