The Desert of Arizona
Sun 45 Degrees
Today I want to give you some real world stuff.
I write to you every day talking about a lot of different things. Sometimes I forget that I might be giving off the impression that all I do is think. It’s not. 🙂
In fact, most of my time is spent making other people look awesome. I’ve been doing a lot of client work in a high end medical service niche for the past few months. That means writing a book, working on newspaper ads, direct mail, tv, etc. That’s the lead gen part.
Then you have the whole follow-up series with email and direct mail that comes after that.
If you’re selling a high ticket service, I want to pull out a couple things you should keep in mind.
First of all, no matter how few of your type of service provider exist, you still have to go to great lengths to show up in a unique way.
You might feel different, but I guarantee that most of your prospective clients look out at their choices and see a bunch of sameness. It’s hard to make a choice unless someone is different enough.
Look at the picture right there. In a sea of blue fish, the red fish sticks out.
Now the red fish could taste like crap, but it’s going to get attention. And you can’t do anything without that. So you want to be the red fish. A good tasting red fish, of course.
Next up, what I’m helping my client build is not a salesletter. It’s not a promotion. It’s an entire client attracting PROCESS. Many steps, many touches.
That’s how you sell to a world who’s skeptical of selling. That’s how you build trust with a world that’s been burned by broken promises so many times they’re just fed up.
If you’re sitting there in your business wondering why your qualified prospects aren’t coughing up big fees to work with you, the reason why is one of five things:
- They don’t know you exist.
- They don’t know you can help them.
- They don’t know they have a problem or they don’t believe you have a solution to their problem.
- They don’t trust you.
- The time is not right for them.
Any one of those items can sink you. But the good news is that a properly designed client attraction funnel can fix all of them!
Finally, never forget that selling high ticket services is like dancing. If you’re acting like a teenage boy where you ask the girl to marry you on the first date, you’re going to send them running!
This is why the Platform approach works. (The Platform building crash course is available here. One-on-one help here.)
The secret is many touches over time. Many deposits of real value over time.
Do you see the common denominator?
It’s TIME.
If your marketing funnel/process does not cover enough TIME you lose. If you bludgeon your poor prospect to death with the world’s “best marketing,” but you do it in way like you’re opening up a firehouse into their face… you lose.
You want buying to be their idea. That’s what makes the Platform so powerful. You engineer your help so they can sell themselves!
This is art, this is science. And when you know how to get it right, it’s a beautiful thing.