It’s interesting to look back on all that I was taught about “closing” a sale and all the techniques to make sure the prospect didn’t change their mind and get “buyer’s remorse” right after the call.
I now see how unnecessary all of those tactics were and how they didn’t address the REAL reason why somebody changes their mind right after buying.
The vast majority of sales models I’ve seen in our industry are variations on the following basic sequence:
(1) Write marketing content that promises a big outcome and talks about how much it sucks not to have the outcome. Be sure not to talk very much about what your method is for helping people to get that outcome.
(2) At the end of this vague content, invite people to a call with you to “learn more” and “talk about solving this problem.” Maybe give a very light mention of the possibility that you might sell them something on this call, but definitely don’t emphasize it. In most cases, actually, don’t mention it at all. And if you do mention that you sell something, definitely don’t give any hint as to what it costs.
(3) On the call, though, definitely DO make most of the conversation about selling them – first agitating the problem and finding out what’s bad about their situation, and then using that information later to get them to admit they need your program and ultimately sell them on it.
(4) When you present/describe your program, still don’t talk very much about HOW your program helps this person to solve their problem. Keep your description to a few sentences, tops. You don’t want to get them thinking too much or asking too many questions about your methods – you want to keep them focused on how badly they want the outcome and assure them that they’ll get access to the methods later, after they’ve paid and joined your program.
(5) When you get objections about money or needing to think about it or wanting to discuss it with someone, re-frame every objection as their just not wanting the outcome that badly, until they give up and have no more objections.
(6) Tell them that they only have until the end of the call to decide, or the price will go up by a LOT (as much as 30-50%!).
(7) When they give up and provide you their credit card number, switch into getting their mind off the purchase so that they don’t change their mind. Start talking about what a great decision they’ve made and how they won’t regret it, and give them their first assignment.
.
I ask you this:
When this is the model used to sell people, is it any wonder that a lot of folks change their mind after hanging up the phone?
Every piece of this method is based on the premise that fear is the reason prospects don’t buy. Specifically, fear of spending a good chunk of money to solve the #1 huge problem in their life. And maybe also fear of actually doing the work to solve that problem.
So, if you think/assume that your prospects are afraid to invest or afraid to do the work, then yeah, you’ll make sure to tiptoe around them a lot in order to avoid upsetting the apple cart.
You’ll do all the things mentioned in the 7-step sequence above:
You’ll write the vague content.
You’ll be careful not to mention that you sell something.
You won’t mention a price (until the last second, of course).
You’ll be careful not to go into all the details of your method, because it might scare/overwhelm them.
Etc.
All of this is silly.
In reality, the most ideal people for a high-ticket program aren’t at all afraid of investing a healthy amount to make their dreams come true – because they value speed and typically don’t have the time to try to figure everything out themselves.
(They do have the money, though! 😉 )
The right people for a high-ticket program EXPECT it to cost a lot.
The reason THESE people don’t buy isn’t because they’re afraid of investing or doing the work.
Rather, it’s often because they don’t believe that you have a real method/process that works.
They’re busy, and if they’re going to spend their precious time on a program, they want it to be something that works.
(And even though they have the money to spare, they’re not big on wasting money either – if that money could be re-allocated in a different way to get them a bigger return)
The irony of this super-commonly-taught 7-part sales model is that it’s actually engineered to attract the kinds of people who ARE afraid to invest – and to repel those who aren’t!
Because you know that if you were up-front about what you were selling, what methods it involves, and what it costs, the people who are super afraid of investing and doing the work would be a lot less likely to even contact you in the first place.
By being vague, though, you “hook” them in with merely the promise of something cool, and then use the sales tactics to “close” them and next thing they know they’re agreeing to spend $5K they don’t have.
Is it really any surprise that they send you an email the next day to change their mind after reality sets in and they realize they have no idea how they’re going to pay off that credit card (or pay you the balance if they only had the means to pay a deposit)?
This happens because they were never a true high-ticket prospect in the first place. It’s not because you didn’t do the sales process properly. (You probably did – it’s just a crappy process!)
And, conversely, you know that if you were super up-front about everything (the methods and the cost), you’d only get people contacting you who were serious.
And those people generally don’t change their minds after they say “yes.”
In fact, ever since I adopted my “put it all out there” sales model, I have had precisely ZERO cancellations/mind-changes from people who told me “yes I’m in, please send the invoice.”
Because this model allows people to know exactly what they’re getting into and be in full, clear-headed alignment with their decision.
Cool, huh?
If you want to know exactly what my model looks like, here’s a link to a video that lays it out really well.
If you want to know how to work with me to implement this model so you can easily get 4-8+ enrollments per month to your high-ticket program in 20-25 hour weeks without doing any long calls or vague marketing, DM me on FB to discuss your suitability for my 30-day 1-on-1 program.
Here’s a link to a description of the program (and this program description actually doubles as a more concise description of my marketing/sales method).
As always – let me know of any questions. ❤