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There’s a simple truth I live by: You know what your true value is.
So why is it so hard to sell that value? For many entrepreneurs and business owners, selling any service can be intimidating, but when it comes to selling a high-ticket service, it can be even more difficult. As a business coach, you know the value you’re bringing to the table, but how do you communicate that to your audience and clients?
When it comes to producing results for my clients, here are my top three tips for selling high-ticket services:
1. Perfect Your Sales Process
Yes, sales can be nerve-wracking and especially intimidating in the beginning stages of your entrepreneurial journey. As a business owner, it’s important to take the time to create your own custom sales process.
Start by analyzing and mapping your customer journey for each product or service you currently offer. You want to know your ideal client’s pain points, desires and deep emotional pull to invest in your offer.
Sales isn’t just selling a service or product. It’s a relationship that’s built on trust, the value you’re providing and the deeper transformation you’re supporting your clients through. The process of negotiating and selling is an act of service. Ask yourself, “How can I serve first before selling?” I encourage you to adopt this mindset when defining, analyzing and perfecting your sales process.
2. Conduct A SWOT Analysis
A SWOT analysis is the study of the internal strengths and weaknesses of a brand and the external opportunities and threats. A SWOT analysis is one of the most important steps to take when you’re planning to sell a high-ticket service, let alone anything for your business. I conduct a quarterly SWOT analysis of my own business. It’s important to know the inner and outer workings of your business and how to plan appropriately.
An analysis like this is a great way to see the gaps and areas of improvement in your business so you can analyze, adapt and improve specific areas. I like to audit client experience, sales, systems and operations, team efficiency, and our marketing plan every quarter.
3. Leverage Your Authority
This is something I speak about constantly with my clients. Building authority isn’t a one-and-done deal; it’s something you continuously need to work on every single day.
Authority is about how you influence and how you lead your community. A lot of people assume it’s just leveraging your authority markers, but it’s so much more.
Becoming an authority is a combination of the value you provide, the message you communicate, and your expertise and leadership. One of the best ways to deepen your authority within your space is to leverage PR for your business. This involves a third party who is providing credibility on your behalf, and it’s another great way to leverage authority in your niche.
You do need to communicate your authority markers too. Authority markers are similar to the idea of building authority. They are a form of social proof. Social proof builds trust, and trust means sales. In order to deepen that trust to convert your ideal client, you need to position your brand as the authority within the marketplace.
For a business coach that sells a service, an example of an authority marker is what it homes in on as its means of creating the service. If it is a coaching program that shows young men how to sell life insurance, its authority marker could be that it supports protecting lives and making residual income for years to come.
You can communicate your authority markers through Press, showcasing your degrees or certificates, and of course showing your clients results, communicating them through your social media and network.
