[vc_row full_width=”stretch_row” disable_element=”yes” el_id=”Mainbanner”][vc_column][vc_column_text el_class=”header-tittle”]Part 1: [/vc_column_text][vc_column_text el_class=”margin-b-none”]High-Ticket Buyers
Don’t Care About Your Freebie[/vc_column_text][/vc_column][/vc_row][vc_row full_width=”stretch_row_content” el_class=”banner-image”][vc_column][vc_single_image image=”10271″ img_size=”full” css=”.vc_custom_1602830312940{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”][/vc_column][/vc_row][vc_row full_width=”stretch_row” el_class=”bg-noise-bg”][vc_column][vc_column_text]For more than a year, I found myself asking the same fucking question over and over again on every mastermind call I got on, in every group I was a part of, with every business owner I chatted with:[/vc_column_text][vc_column_text]How do you consistently find high level buyers?
It was all I thought about. It was all consuming. It was exhausting.
And nobody had a good answer.
It wasn’t like I was a business newbie, starting from scratch. I’d been in business for 5 years by that point, and by any metric that matters, my Facebook ads agency was successful. We were building, we were growing, and we were getting amazing results for our clients—
But my biggest problem was being able to consistently find clients at the right level who could not just afford our services, but who were eager and excited to work with us. I had great word-of-mouth happening, great referrals and that was awesome.
But I didn’t have a system.
We’d have a few awesome months and then a few shitty months — over and over again.
And I knew I wasn’t alone.[/vc_column_text][vc_column_text]The women in my mastermind group and other agency owners I hung out with were all asking variations on the same question:
- Have you tried cold outreach on LinkedIn?
- How do I get more referrals?
- Have you tried using a chat bot for leads?
- Do I need to offer free audits to get more calls?
- How do I get more of the right people to see my content?
- Should I attend this $25k mastermind just to get in the room with the right people?
- What kind of lead magnet will attract high-ticket customers?
Anyone have any ideas at all???
It felt like I didn’t have control over my own business.
It felt like I was at the mercy of referrals and other people sending me business.
There was nothing I was doing that I could say, “If I just did more of that, it would bring in more clients.”
And it was fucking demoralizing.
I’d been in business for five years and still didn’t know how to find the right leads for my high-touch, done-for-you service business. I even knew how to close, if I could just get more of the right people on the phone — but I had no simple process for how to do that.[/vc_column_text][vc_column_text]
I tried everything to drive leads — and nothing really worked.
When you start to look into this, there’s plenty of advice out there about how to create more leads, but when you really dig into it, most of the tactics are about driving quantity of leads over quality of leads.
And sure, if you’re selling a $4 widget, you need a crap ton of leads — and you don’t really care as much about qualifying them first.
Plus, so much of the advice that is out there is geared toward coaches (and coaches for coaches), meaning it’s strategies for selling done-with-you and do-it-yourself services.
But when you’ve got an agency, selling a very high-touch, done-for-you service, attracting everybody with a Facebook account isn’t going to get you very far. The done-for-you buyer is, by nature, looking for higher quality, always willing to pay for convenience, and a fast decision maker (hence no long lead times or tons of nurturing needed).
I learned this the hard way.
I tried content.
I used to do a lot of content — even though I fucking hate content for content’s sake. It drives me bonkers. And yet, there was this pressure to be on Facebook Live every day, just to be visible.
I did that for a while, but I really didn’t like it. There was no strategy; it was just like randomly doing all types of shit to be visible, but not having a clear, streamlined system and process behind it.
I tried ads.
I was also running ads — because, duh, I’m a Facebook ads consultant. I’ve spent $46,000 on ads in my account historically, over the last several years. I was running traffic to various lead magnets, trying to figure out what would work — but nothing really worked.
On average, prior to the last six months, my ads were at worst maybe breakeven and at best a little profitable — but only because I do sell a high-ticket service, so if I made one sale it looked like I made a profit.
It worked well enough that I kept the ads running. But it never felt like it was really working the way it was supposed to.
I tried networking, chat bots, audits…
I started networking and joining mastermind groups, trying to get “in the room” with the right kinds of people.
I bought some courses and ebooks about things like, “How to sell agency clients with a chat bot,” or “How to land more clients with a free audit…”
And none of it really worked.
I was all over the place. It felt all consuming. All my energy went to asking, how do I solve this problem? How do I solve this problem?
I was asking everybody I knew. I was debating strategies with my cats.
And nobody really seemed to have an answer.[/vc_column_text][vc_column_text]
It wasn’t until I said, “Fuck it, let’s try something different,” that I discovered what works.
The problem was that I — and all the agency owners around me — were trying to shoehorn our businesses into lead generation strategies that weren’t designed for us.
I can tell you from being behind the scenes in dozens of other businesses: lead magnets work great when you have DIY courses and products to sell. We can run ads to a good lead magnet and get incredible results for the right business. Even high-ticket coaches can do well with lead magnets under the right circumstances.
But busy business owners, CEOs, and people who want to buy done-for-you services don’t give a shit about your free download.
They don’t want another email in their inbox.
When they have a problem, they want a solution — yesterday.
They don’t want to go through your three-week drip sequence to figure out how to get on a call with you.
And if you try to force them into that funnel, you’re essentially holding them hostage, slowing them down, not allowing them to take action.
And they’re going to fuck off and find someone else to solve their problem.
This is like Marketing 101 — thinking about your ideal customer — but we all missed the memo.
We’ve all been taught that you have to give all this upfront value in order to be able to close high ticket clients. But the fact of the matter is, there’s a different way to do that with high ticket.
It actually isn’t about giving information because they’re over doing it themselves. More information isn’t the answer. They don’t care.
And it’s not about “proving your worth” in the way you might be thinking. (P.S. Can we all just ruminate for a moment on the fact that it’s typically only womxn who are concerned with “proving” our “worth” in the business world? Dude bros? Not so much…)
Instead, it’s about building credibility and the know, like, and trust factor in such an authentic way that they fall in love with you. And then they just trust you by default.
It isn’t actually necessary to do all this extra work to prove that you know what you’re talking about. In fact, now, the people who come to me genuinely just don’t ask me about results. (And I’ve got the receipts if they did.)
They ask me about my cats.
They ask me about my recent pool pics.
They ask me about my flower wall in my apartment.
They just want to work with me.
Having cracked this, it’s funny looking back, because now I never think about it.
I never worry any more about where my next leads are coming from. It’s just automatic.
It’s a system that, at the end of the day, just fucking works. [/vc_column_text][vc_btn title=”Click here to find out why everything we’ve been told about high-ticket sales is bullshit.” color=”success” link=”url:https%3A%2F%2Fjenniferspivak.com%2Flead-magnets-p2%2F|||”][vc_column_text el_class=”next-text”]Next: Part 2 (of 4): Part 2: Everything we’ve been taught about high-ticket sales is bullshit[/vc_column_text][/vc_column][/vc_row][vc_row full_width=”stretch_row” parallax=”content-moving” parallax_image=”10191″ parallax_speed_bg=”3″ disable_element=”yes”][vc_column][vc_column_text el_class=”box-style”]
SUBTEXT
- Most people aren’t getting results with Facebook ads (it’s not just you).
- We’re in the middle of a paid traffic “market correction”—and it’s going to sink a LOT of businesses who have built their sales process on the wrong foundation.
[/vc_column_text][vc_single_image image=”10191″ img_size=”full”][/vc_column][/vc_row][vc_row full_width=”stretch_row” el_id=”seen-logo”][vc_column][vc_custom_heading text=”As Seen In” font_container=”tag:h2|text_align:center” use_theme_fonts=”yes” el_class=”ubs_span_script ubs_span_script_tq” css=”.vc_custom_1602082189020{margin-bottom: 30px !important;}”][vc_raw_html]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[/vc_raw_html][/vc_column][/vc_row]