Apr 6, 2020
“Why would I pay $2,500 for a testimonial video when I can just get my students to record one on their phone?”
Brian was calling it the “spider web” testimonial.
When he asked me for feedback about his offer, I really couldn’t see the price justification.
And so, he had to explain to me why his weren’t normal testimonials, they’re much better, etc.
I eventually ended up working with him and he did 10 testimonials for High Ticket Courses.
It’s because of a simple reframe, a tiny shift in positioning.
This “shift” will allow you to sell high-ticket to cold audiences.
I’ll tell you about it in a minute.
Mind you, it’s not like his product wasn’t legitimately better than a regular testimonial.
He had one of my student record 2 versions.
One, the student recorded with his phone and it was the usual.
The second was much more polished.
It was edited.
You could tell he was asking the student questions.
The testimonial was methodical and had a logical progression.
“The reason why my stuff is so great is because I'm uncovering gaps in the sales process for my clients when I'm interviewing their customers.”
Jackpot. Now, we’ve got a high ticket offer.
Tools Vs. Models
A Tool is a commodity.
Tools can be shopped around.
People can get several quotes and compare prices.
It’s hard to sell a tool at a premium.
And good luck selling a high ticket course for one.
A Model is unique.
There’s only one of it: yours.
People can’t shop around for a better price.
The price is whatever you say it is. Look at me, for example.
If I told you “I want to teach you how to create a webinar,” my competition is the hundreds of low-ticket products on the market and thousands of free videos, articles, and podcasts on the topic.
But if I told you, “I want to teach you how to sell your course for $5,000, $10,000, or even up to $25,000,” there’s zero competition.
This is a fact.
Let’s take Brian as another example.
Brian doesn’t sell testimonials.
He sells:
- Discovering gaps in your sales process.
- Revealing the real reasons why customers buy from you.
- High-value sales material that can be used to get more customers
Any one of these things is worth $2,500.
A “testimonial” costs nothing but the time it takes me to get my student to record one for me on his phone.
This brings me to my final point…
Don’t Leave It Up To Your Customers To Figure Out The Value Of Your Products
Don’t leave it up to me to figure out what I can do with “testimonials.”
If you do, the value is low.
Instead, tell me:
“What I'm really doing for you is developing compelling sales material that new prospects are going to relate to because it's coming from your current customers' mouths.”
No more price objections.
No more, “Why am I paying $2,500 for a testimonial?”
Conclusion
If you're having a hard time getting prospects to buy your high-ticket offer, chances are you’re selling a Tool.
And there are a hundred other businesses selling the same tool, all competing on price.
Turn your Tool into a Model.
Show your prospects a process and what their life looks like after they complete it.
Now, you have a compelling sales argument for why your product is priced at a premium.
Don’t leave it up to your prospects to figure out the value of what you provide.
Their response will be, “Why should I pay so much for that?”
Instead, demonstrate your value in detail so there is no doubt in their mind that your product is worth the investment.
Are you selling a Tool?
How would you turn that tool into a Model?
Tell me in the comments below and I’ll give you feedback on how you can improve it.
Helpful Resources
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