High ticket closing is a valuable skill. The greater the value of your sales, the faster your revenue can increase. But in order to close on high ticket deals (and do so consistently), even seasoned sales professionals may need to rethink their sales strategies. Successful high-value closers drop the pushy sales techniques and focus on the long-term service and relationships premium customers are really looking for.
We'll guide you through what high ticket closing is and how you and your sales team can make it happen.
What Is High Ticket Closing?
High ticket closing is a process that helps businesses sell premium products or services. Think international flights, vehicles, major appliances, or home renovations. A single high ticket sale is usually worth at least $500, so it's not a purchase that clients will routinely make.
Mastering this sales process allows you to continuously boost your profit margins, even with a smaller total volume of clients. High ticket closers take your business to the next level by helping you appeal to people who are more focused on their customer experience and less on price.
High Ticket Closing vs. Low-Ticket Closing
The biggest difference between low-ticket and high ticket closing is the journey that buyers and sellers take to get there.
The Seller's Journey
Consider the experience of walking through the cosmetics section of a department store. If you fit their target demographic, sales reps may offer you a free sample of a product. If you take it, they may start chatting with you about the product features and start leading you toward a close fairly quickly.
This is a traditional low-ticket closing process. It focuses more on the product or service's benefits and less on the customer's unique needs. Low-ticket sales are all about highlighting the value of a product or service to show why it's worthy of its price.
Now, consider the process of shopping for a wedding dress. This sales process is initiated by the client, who makes an appointment at the store. While they are free to look around, they typically work with bridal consultants who learn about their unique style and wedding theme. Bridal consultants then provide a custom selection of dresses and help clients envision how they may look on their wedding day.
Good sales reps for high ticket products or services similarly take a consultative approach. They work with clients to find the perfect option for their needs and pain points. It's not about selling clients on your most expensive product — it's about maximizing satisfaction. High ticket closers aren’t pushy and aren't afraid to take a relatively slow and steady approach to seal the deal.
The Buyer's Journey
On the buyer's side, a low-ticket purchase carries much less risk than a high-value one. Compare shelling out a few bucks for a bottle of shampoo to investing thousands of dollars on a car. Even a Facebook ad could be enough to sway a customer into trying out a new shampoo. On the flip side, the same person might spend hours researching car models before even speaking to a salesperson at a dealership.
Even in a situation with a smaller price difference — for example, purchasing a $60 coffee maker versus a $500 espresso machine — customers will take the $60 purchase much more lightly than the $500 one.
4 Tips to Achieve High Ticket Sales
High ticket sales start with quality lead generation. But once you start qualifying your leads and attracting the right people for premium products, how do you seal the deal?
As you now know, high ticket closing isn't as easy as pushing out a low-touch social media ad or talking up a product's features. But with these four tips, you can drive current and potential clients toward high-value purchases.
1. Focus on Personalization, Not Automation
Personalization is key in the high ticket closing process. Whereas chatbots and email newsletters can convert low-ticket shoppers, premium customers need a shopping experience that matches the price tag.
While LinkedIn posts and landing pages can still be great digital marketing tools, achieving a high ticket close will often require your undivided attention, perhaps through a phone call or in-store interaction. This level of human communication and empathy can create emotional connections with your brand, which spur shoppers into action.
Many high ticket shoppers do start their journey on the internet. But that doesn't mean your online presence can't be ultra-human. Embedding live video chat on your website with ServiceBell allows you to chat with customers face-to-face, right when they need you — no matter where in the world they are. All they need to do is ring your digital bell, and your sales team will be able to jump on the call.
Enhancing the level of personalization on every channel will help you stand out from competitors and build rapport, which leads to more high ticket sales.
2. Act as a Guide, Not a Salesperson
Salespeople are notoriously pushy in the buyer's journey. When buying high ticket products or services, the last thing clients want is to deal with cheap sales techniques. Instead, your sales reps should act as the experts they are, guiding shoppers toward the right purchase.
Your team members should never start with a sales pitch. You need to first get to know a client to understand what they're really looking for. This way, you can offer the best product or service possible. Successfully meeting all of a customer's needs and wants is more likely to lead to a high ticket closing than simply promoting your latest services or trendiest products.
3. Build Relationships, Not Prospect Lists
Long-term relationships are valuable when selling high ticket products or services. On average, loyal customers spend 31% more than brand new customers. They're often less price-sensitive, too.
While high ticket sales may not happen daily — or even annually for particularly costly items — don't assume that customers won't come back. Shoppers shouldn't be treated as short-term prospects. Rather, you should do your best to learn about their interests, needs, and more.
In short, focusing on relationships will help you build trust and encourage shoppers to commit to your product or service. As you continue learning about your customers and adding valuable data to your customer relationship management (CRM) tool, you'll be able to fully customize every touchpoint. This will allow for more successful high ticket closings and higher value purchases.
Maintaining a good track record with clients can also help you get referrals and testimonials, both of which can help you convert premium customers.
4. Remember to Follow Up, Not Give Up
High ticket closings often depend on follow-ups. With more expensive purchases, consumers frequently need more time to think and research, and sales may not happen on the spot. If you don't want potential clients to forget about you, you need to go the extra mile to check in.
These follow-ups aren't meant to urge your warm leads to buy. Rather, it's an opportunity for you to keep your brand at the top of clients' minds while further nurturing your relationships. Give your clients a chance to ask questions and tell you more about who they are. Focus on developing loyalty, so shoppers will ultimately choose you when they’re ready to move forward with a purchase.
Win High Ticket Clients With High-Quality Tactics
Successful high ticket closing requires you to ditch your traditional sales training and take a customer-first approach. Whether you're a business owner or a sales professional, you need to start weaving more personalization into the sales funnel. Great high ticket closers are focused on maximizing client satisfaction and building strong relationships. With these strategies, you can increase the average value of your sales and your profit over time.
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