If what you sell is "expensive" you know that marketing to find the right prospects can be challenging. And if you sell a service... well, selling the invisible with a high price tag requires a special kind of genius.
I made this video to give you a few key tips on how to get it done.
Selling a service that’s a high-ticket item, your marketing needs to work differently than someone who sells a low-cost thing or a commodity-type thing.
So ask yourself this first. “Is what I do, the service that I offer, is it a need-based service or a want-based service?”
In other words, am I selling something that people have to have, or am I selling something that’s maybe optional, maybe a luxury…something that people want.
So let’s say you got some marketing, you put it out there, and you actually reach your target audience.
That’s a good start, right?
Well statistically speaking, if you reach your target audience, at any given point in time, only about 10% of those people are actively in the marketing for what you do- meaning they already know they want to buy it.
They may even be looking around already.
But there’s a good 60-80% of people within your target audience who weren’t looking to buy what you offer, or maybe they will but the timing’s not right.
A majority of people fall into one of those two categories.
But our marketing is usually only designed to reach the first 10%, the “right-now” buyers, the people who are already actively looking, and does nothing to engage the 60-80% who could be your buyers or will be your buyers in the future.
Now put yourself in the shoes of the consumer.
If you sell for example, a want-based service, something that people want, but they don’t have to have- put yourself in the shoes of the last time you made a want-based decision of a high-priced item of something you weren’t planning to buy-but you did?
What got you there? How many times were you exposed to their marketing message? How many conversations did you have, what level of research did you do?
How many touches did it take? When you sell a high-prices service, it often takes 12-15, even several dozen touches in order to make the sale.
Let’s say what you sell is worth $10k, whether that’s all up-front or over a period of time, you have to build a relationship that’s worth $10k before you can expect a $10k sale.
So all your marketing needs to do is get them to take the next step in your buying process.
Your marketing is not meant to sell your service.
All it needs to do is to get engagement.
Not just the first 10% who know they’re ready to buy, but the 60-80% who might buy if they saw the right opportunity or will buy sometime in the future.
So the key to that is having a call-to-action that’s low-risk, really easy for people to take, that just gets them to engage.
Now you’ve got an opportunity to stay in touch, build a relationship to sell your value.
So for example, calls-to-action that offer free information are great, tips, downloads, e-books…
I have a client who created a job aid- her target audience is corporate trainers- to help the corporate trainers to get more productivity out of their employees.
So it was a simple PDF download, that they could read and get a couple ideas about how to improve productivity within their corporation.
Now she has their contact information, she can stay in touch with them. She showed her value, and now she can build the relationship to get the high-prices sale.
So what can you offer that’s valuable that makes people say, “I’m interested” just raise their hand and engage with you a little bit even if they’re not ready to buy right now?
Make it as easy as possible for them to do it.
One that you might want to avoid or use selectively is the free consultation.
It’s a very common offering for service-based businesses.
No doubt it has value, and the 10% get that and value it.
But the 80%- there’s no way they’re going to sign up for that if they’re not sure or they’re not ready yet.
So it’s not that it’s not a good offer, it’s just a riskier offer and doesn’t reach the majority of your target audience.
It’s a little too premature for them to want to take that kind of a step.
So think low-risk, super easy engagement, high value, only purpose is to gather their contact information to start to build a relationship, so that if and when they are ready to buy, you’ll be ready to sell your high-priced service at a premium because they’ll already know you, like you, trust you, and understand your value.
I’d love to hear what helped you most out of this video or if you used a tip- leave me a comment below I would love to hear from you.
Karie Kaufmann
San Diego Business Coach
ActionCOACH Business Coaching + Training Center
3111 Camino del Rio N STE 101, San Diego, CA 92108
(619) 321-9262
www.kariekaufmann.com
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