Do you want to create a high-ticket program? A high-ticket service that you can sell to anyone with confidence?
Well, today Laura Wright is with us to talk all about selling your high-ticket program, even if you don’t have one yet!
Laura lives in Towson, Maryland, with her husband, nine-year-old son, and their Bernese Mountain dog. Laura supports high-achieving, ambitious women to move out of six figures and into seven figures through high-ticket sales.
In this episode, Laura is spilling all the details on what a high-ticket service is and everything you need to know to start offering one. High-ticket offers can give you more freedom by bringing in more income without a heavier workload.
You might be thinking that you can’t price your services higher because no one will buy them. If that’s you, Laura is here to prove you wrong.
- What a high-ticket offering is
- The value of having an adaptable and achievable plan
- How to get more clients through authentic relationships
- How referrals really work
- The mindset shift that changes everything
- Understanding that people are going to buy what you offer to them
- Gaining confidence to start selling at a higher price point
- What you need to know about sales calls
- Why a bad sales call is like junk food
- Why you can’t prove your way to value
- What steps you need to have in place before you start offering a high ticket program
In this episode, Laura talks about the importance of believing in yourself and the value you bring. She also touched on something I always say – relationships over revenue. You’ve got to get out there and start building those authentic relationships and the revenue will come.
That is one of my favorite parts of the Serve Scale Soar membership. We’ve created a community where you can build true and authentic relationships with others that allows you to scale your business.
If you want to hear more about my membership, Serve Scale Soar, head to www.servescalesoar.com/free to sign up for my free training.
Don’t forget to sign up for my free training >> How to Scale to Consistent 10K Months Without Hiring a Team
Brandi Mowles: Y'all, do you want to create a high ticket program, like a high ticket service that you can sell to any one with confidence? Well, today I have my guests, Laura, on here, and she is talking all about selling your high ticket program. Even if you don't have that high ticket program yet, and this is for my service providers, not course creators, not coaches, but those who are providing done for your services. So I'm so excited. Let's jump on in.
Welcome to the Serve Scale Soar podcast. The podcast dedicated to helping service based entrepreneurs scale their online business to five figure months so they can soar into six figure years. Your host Brandi is a wife mom. And in less than one year created a six figure business. And now she is spilling all her secrets. So you can to.
Brandi Mowles: Hey, hey, hey, Serve Scale Soar family. I am so excited because I have Laura on the podcast today and we're talking all about those high ticket programs. And one thing is, Laura, our new to getting to know each other and we were just chatting before actually hit record. And she is a woman after my own heart. And we are going to dove all into why charging based on our and how having a high ticket program could be the best way for you to scale your business. And so, Laura, thank you so much for being on here. And just tell my listeners who you are as a person. And then about your business.
Laura Wright: Oh, I love that question. Thank you, Randi. So who I am as a person. I am newly forty three. I just had a birthday this weekend. But if you're listening to this down the road, let's just pretend like I just had my birthday because I love celebration. My desk is currently cluttered with flowers, which makes me very happy in my heart and my nose very unhappy. But I took my allergy medicine. I live here in Telson, which is really kind of Baltimore City with my husband, who is an amazing stay at home dad. We retired and five years ago, which I am very passionate about as well. We have a nine year old kiddo and one hundred and twenty five pound Bernese Mountain dog. So that is who I be inside my real life. And my business is about supporting high achieving, ambitious women to move out of six figures and into seven figures. And I'm a really big fan of helping people do that through high ticket sales and really understand that sales is love and how to create transformation with it. So it feels good. But most importantly, you also create mass. Well, that's my goals.
Brandi Mowles: I love so much about that. But now I want to backtrack. So you brought your husband home? I'm like, funny. I know. Like, the word is retired and I use that word, too. And I have this, like, I'm hesitant to say, retired, because when women come home to take care of the kids or whatever, they're not retiring. So this is a word that I like personally. I just say you brought your husband home. I brought my husband home as well. So he's a full time stay at home dad. So were you able to bring your husband home because of your career?
Laura Wright: Correct. And I love how you said it to be. The way I normally say it is. We actively use the word retire because that felt really good for my husband. And you're right. He picked up the job of running our household. And he does all of our cooking, all of our cleaning, all of the primary parent support for our child. So you're right. He has a job. But we chose retired because he was working as a chef and then completely burnt himself out. And the fact that he wasn't able to just stop working, he doesn't actually ever need to work again. And the way we're able to do that is the way that I built my business. And I have to tell you, we had that moment where I could tell he was hitting like some hard core burnout. The typical signs, a lot of health issues, all the things. And I didn't do what most people do, whether they, like, save up all the money for his salary for the year and all the things. What I decide to do was book out in one month, what he would make as a salary. And then we released and print his job and a magical thing happened the moment like I can almost point like three weeks after he left, when the decompression started way my income just started rising up. Like everyone always thinks that once it's all on one person shoulders, it feels like it is. And what I found was bringing him home actually gave me additional support, relaxed and released his stress and the energy around all the things outside of our home. And together, our business is just rising.
Brandi Mowles: Oh, my gosh. Or you're probably we're here, like, why is she smiling? My husband was a chef.
Brandi Mowles: Of course, I don't know why we didn't know each other before this, because my husband is a chef. So I know those like crappy hours, long hours not being at home for the kids. And we have a two year old, so I totally get that. And oh, my gosh, that just brings me so much joy that you were able to do that. And the funny thing is, I think it's seventy eight percent of all of my revenue from last year. I brought my husband home August 1st of 2019. So we're coming up on a year. And seventy eight percent of all my revenue came after he came home. It's so insane. And we didn't do the whole saving up and everything either. I was like, soon as I hit this number, we're leaving. We moved to Florida from Virginia. So I actually know very well where you're from. And yeah, it's crazy how that happens.
Laura Wright: Well, it's a lot of his energy. A lot of it is support. I think you understand about sales as well, like when we can have dedicated space and time to actually focus on things. I think what happens is especially for women, we take on twenty seven roles and our business. And I think the moment that we can have some shared I love the word equity, not equality. And what we do, we have a role in our family called the one who can does. And what that means is both of us as parents can do any of the things that are needed in household. However, if it makes more sense for like we give my. Dirty jobs like picking up the dog poop and then the really important things, like it makes more sense for him to do that and it makes more sense for me to be on podcasts like this and connecting and serving my clients and everyone gets to thrive. So congratulations. I'm excited. And I bet if I like my gut, my intuition says if we talk a little longer, we're gonna have like twenty seven thousand things that we have in common.
Brandi Mowles: I have a feeling. So this is fun. This is super fun. OK. But I know everyone's tuning in today because they really want to know about the high ticket programs and offerings.
Brandi Mowles: And so tell me in your words, because high ticket means something different for everyone. And I want to clarify. This conversation is for service providers. We're not necessarily talking about high ticket like courses or anything like that. This is for service providers. No. Tell me, in your words, what is a high ticket offering?
Laura Wright: Yeah, that's a great question. There's a word that I like to use a lot of times called premium pricing as well as high ticket. I kind of use a little interchangeably. What I love about high ticket is everyone gets it to their own self. So here's what I want you to feel that it is it is the number that stretches you out of your comfort zone and has you step up and has your client step up. Now, I realize that's a big worry because I do get it. Like two thousand dollars could be high ticket premium pricing for one person. Ten thousand dollars could be another. I always like give an example of one of my beloved clients came to me. I adore her. She does accounting, bookkeeping, CPA profit first like that kind of money side of your business. And it's very tactile agency like she and her team are in the books of the business. And so she was selling her prices for two ninety seven a month for her clients, exhausted, frustrated and broke. It's not working, ladies. It's not working. And when she came to when we started talking about all the things she wanted to do and then she mentioned this one client that she had, that she was actually like thirty five hundred dollars a month because of the volume of their business.
Laura Wright: And I was like, I think we just hit on something that this price point is actually more reflective of what it feels than for the exchange for what you're doing. As soon as we adjusted and shifted that, we actually made her a new program that is like lighting my soul on fire, not just hers. That's like another key thing is I have to be, like, deeply in love, madly crazy, excited about my clients' businesses. What we created for her was a way to get to nine hundred and fifty thousand dollars a year with only about 13 clients. Now in order. Yeah. In order for her to get in there with three ninety seven, it became almost impossible. She would have had to have an agency that had, I don't know, like 50, 60, 70 employees. She has to part time staff members and I think one full time who actually does the running of the business off the client delivery and it's going to take her eleven clients to get to nine hundred and fifty thousand a year, which is fun.
Brandi Mowles: Yeah, I like this because I like less clients because it means you have less overhead when it comes to having people help. And so I like this, but I also like the fact that you said it's whatever stretches you in stretches your client is just like what success looks like to you is completely different from one person to another. And so a high ticket offered for me, maybe, you know, fifty thousand. But for someone listening right now, it may be five thousand and that's OK. So I like that you defined it like that. And I want to go into though she was charging to ninety seven. So how is she now going to create this seven figure year.
Laura Wright: Ok, so this is really fun. This is what I do with all of my clients who have been traditionally selling at one price point and we want to leverage up into a new one and how it's going to happen. So No. One, I like to look at a full year of growth every single time I possibly can. It doesn't mean that it has to take that long. But I think what happens to most clients is that they get to this place and allow people who want to scale. They they think it's like ripping off a Band-Aid and like, you make the choice and you gotta get all the clients and boom, you're there. And I find that things happened way faster and way slower than we want. Whichever it is that we want, it usually happens the opposite way. But if I can look at 12 months cycle, it starts to become easier and calmer. I'll give you an example. One of my clients came to me who she was doing all the things. She had a six figure business. And she was like, I had all these ideas, everything, everything, everything. And we narrowed her down to needing about ten clients to get to about two hundred fifty thousand. And so I said, what I want you do is I want you take ten months to bring on ten clients, one client a month, nice, slow and easy that we have time for onboarding. You can adjust. You can adapt. She's an over achiever. So she did it in six months, which I love. But because we said the amount of time, it was actually able to go faster because you could see the plan. So here's what I like to do.
Laura Wright: Number one, we can look at your current client base and decide, do we want to upgrade anyone who currently exists either to your new package or dial them up one more step closer? We often do that. That's a really fun way to not need to go. New clients, but to simply bring them on board with your new packages. And the second thing that I like to do is be in touch with connections and everyone always goes out there and does like big marketing moments for my gals, when you're running a service based profession. The people who are around you are your best people to purchase. So I always ask people to do outreach with two categories of people they're looking for. One category is looking to your ideal client. So when you identify someone out in the world who looks like your ideal client, I want you to reach out to her and invite her to have a conversation. I did not say send her a spammy gross. I can tell that your Web site sucks and you need to rebuild it. Message, please, please, please don't do that. I want you to send her messages really and truly exactly like what you said the beginning, Brandi. Tell me about you before you tell me about your business. Like, actually genuinely try to create a human connection in conversation and then see where it goes. Difference when I teach my clients is how to do this. So it turns into a sales conversation. And then the second thing I like to look at, this is my favorite thing. This is like I write it down twice and square it thing for my server space gals. The people who are hiring you are hiring me and their team most often.
Laura Wright: So when I want to bring someone on to do some of the work inside of my company, the very first thing I want to do is go to my current team members and say, who do you know who is awesome at blank. So what I want you to do is go find somebody who is adjacent to your service who helps someone provide a different service to your same ideal client. Great example. That's funny. I just did this on a client call. It's my turn, my head and look at what I wrote. And it's under a piece paper. I can't see it. One of my clients who does the eye inside of corporations, what we identified was some of the people who need to actually hire this in the corporate CEO who is making a decision maker or the CFO is not the one who's out on the boots on the street looking for it. They usually go to somebody who represents that in their company and ask, who do you know? So she's going to those people who are already employed by companies that are already doing a fantastic job with CGI to help interact and connect with them. When my favorite things for doing this for like copywriters and a couple of copywriters and my world by love, I go to the people who do the Web sites. So usually when someone comes to hire someone to build out a Web site, they're like, well, where's your copy? And people either haven't know how to write it or provide it, or they say, oh, well, if you can have a copywriter in your pocket, they can say, this is my gal. She's magical, amazing. That is a strong place to be. So I want you to reach out to people who have adjacent services serving your ideal clients and create relationships with them so you become the one that they refer.
Brandi Mowles: I love so much about this because one of the things that people who listen this podcast will know is I always say relationships over revenue. When you form authentic relationships, the revenue just flows. And as someone who now is going into the million dollar, I'm not searching and Facebook groups for clients anymore. I went to one of our mutual friends, Rachel Dorsey, and I was like, how do you know for this position? And we'll link up in the show notes. The interview I did with Shanthi Zach. We talked about the same thing when you want to love you. And so we were talking about like I have seven figure clients I work with. She has seven figure clients she works with and how we got these. And it's through relationships. It doesn't come through a Facebook group, Facebook groups, LinkedIn, all that is great for scaling your business to a certain point. But then there comes a point where when you want to work with these people who can pay you the high ticket, it's not in a Facebook group. It comes from relationships.
Brandi Mowles: And so I love that you said that because both of those things, it's all about relationship building. And I know for Facebook ad managers that are listening. One of the relationships I have is with a copywriter. She writes launch copy. And so I do watch Facebook ad launches. So it makes sense that we share a lot of the same clients because my clients come and say, hey, who's a copywriter, you know? And I say her name and same thing for her. And so it is so much about relationship voting from a truly authentic place and never expecting anything in return. I think that's the really important thing.
Laura Wright: Yeah, I love what you just said about that. I do a little exercise and I think you and I show some common. I miss our live events and live interaction. I finally just get to a place. I'm like, I think I'm doing a live event. And then, you know, stuff happens. But there is an exercise that I do at my life events. I do at my virtual ones as well, where I ask people to kind of stand up, that I, I call on for a purpose. And I was like, look, here's what happens. Kelly can send Aaron a referral. Aaron, we'll send Tina a referral and Tina will send Laura a referral and Lara will send Kelly a referral. What happened was everybody got a client, but it doesn't have to go from Kelly to Laura and Laura and Kelly. I do really believe that the way that the universe works and I love givers gain, it's great concept. But when you truly put out all the good into the world, do the actual helpings show up? Be excellent at your service and you are. Continually giving referrals. It is impossible for them not to return back from you. But they don't. I can't hear the last time my referrals came from the source of the person that I gave the referral to.
Brandi Mowles: No, I can totally agree with that. And I love this because now I have a question for you. So when you're saying you're building these connections, are you teaching your students then to have like referral programs? Because for me, everyone always asks this question and I say I don't have referral programs. I don't expect anything in return. I'm going to refer to the people that I want to. And I just know the universe will provide. Like, I'm not worried about, like, tit for tat and that kind of thing.
Laura Wright: Clapping, clapping, clapping, clapping. Wanting to, like, scream. Yes, yes, yes. So actually, here's what I learned. Paid referral sources tend to actually dis incentivize sending correct and aligned people. So here's what I do. Unless you are doing a very specific like Murray for Leo B school style affiliate, late tracking, selling something. I recommend staying far away from them. And then what? Here's what I do. I bonus things to people who send me people that way. I will send them lavish gifts. I bought one of my gals an espresso machine because she something like three people my way. And I knew that made her feel good and it made me feel good. And again, because I, I like to reward and to help people. But I will tell you, every single time I've done a paid experience of you get this. Because of that, it has soured. And so my recommendation is also, if you're teaching people how to have fewer team members, affiliate tracking is a mofo. It is not easy. It is not fun. And it spends a lot of time and drains your revenue. So my suggestion is this go out in the world giving and you cannot help but receive. It's a law of the universe.
Brandi Mowles: I love that so much. OK. So now that we've talked about relationships and revenue, so let's say that someone is providing something like Facebook ads and they are ready, you know, they're at the two thousand dollar point, but they really want to elevate that service to the next level. And they come to you and say, what would it look like if I did this? What what do you tell them?
Laura Wright: Oh, my God, this is crazy because I'm just having a call with one of my clients after this call who we just did this with her. So she was at about the twenty five hundred a month and we've actually brought her up to forty five hundred a month right now. So here's again what we did, which was very simple. So number one, I asked her to go help herself, find some evidence that somebody else was charging this amount. And it sounds interesting because I actually recommend against looking at like who what everybody else is charging, because what usually happens is you go see our base is charging you. You drop lower, lower, lower, lower, lower. What I was actually suggesting to her is that she find positive evidence to show if it's true for her, it can be true for me, too. So she did. She went and found actually two people who were selling at forty five when that seventy five hundred a month for Facebook and services. So when she saw that we did a few things, when we did, when I spoke about earlier, we sent a notice to all of her current clients that her new rates were this amount and I put my hand up higher and that she was doing a simple fifteen percent increase for them that they'd see on their next bill. So for most of them, they didn't even get up all the way that high. She created 15 percent profit increase with one email. And I know what your people are thinking and feeling. They're like Laura. What if they left? Would you like to know the answer? Do you think any of her 24 clients left? No. Not a single one.
Laura Wright: They all respect her telling him her talent and her team, because in that message, we explained in order to deliver the quality service, in order for her team to have dedicated space, time and energy. This was what was required and they were only required to spend a little bit more. That was fun. And then the second thing we realized was that if we could turn over her number is thirty clients paying three thousand a month, get her to her income goal. And I want to hear what I just said there. Her new services are forty five hundred a month that we set a goal that she could hit her revenue for paying for her team, for doing all the things she wants to do with them, only having to pay three thousand a month and 30 people. So she's at about twenty four. Twenty five plants right now. What we're doing is we're filling up the next five at the higher rate and then we're going to rotate out the ones that come to completion and they will either rotate away or they will rotate up to her new or higher price point. It will probably take about eight or nine months to transfer everyone over based on her packages. But again, we set her up for success by showing how she can actually hit her income goal if everyone was sleeping three thousand a month, not even the forty five hundred.
Brandi Mowles: I love this because so many people come into business and they think that it's just gonna happen overnight. And they see these overnight success. And I to be like people listen in this podcast and they see my business and they're like, it's an overnight success. And I show like it's not. This is. Online is new to me, but I've been doing sales since I was 14 and restaurants like it. It's not just about one thing. And so I like that you explain to them like this is a your goal, not something that's going to happen overnight. Yes, it can happen so much faster. When we give our self that breathing room, we also allow for things like Korona and things that are out of, you know, like kids and family and life happens and it gives us that breathing room. So we're not setting ourself up for failure right off the bat. And so I like that you do that. And then also I love that you set it below and they go over. That also sets people up. I would say that we should win early when often and then celebrate the victories. Yes. Yes. And so that's what you're doing. And I love that. So there's probably a big mindset shift that has to happen, though, from someone going from twenty five hundred to them then saying, OK, now I'm going to my new people, I'm going to do forty five hundred. Do you see a lot of mindset happening?
Laura Wright: Yeah, it's funny because I say that I am a sales coach and consultant and I should say I am a mindset coach and consultant. Yeah. But I do have some really wonderful friends who do some true mindset work. But what this is about is strengthening your belief in yourself, but also breaking past the barrier of what is proven. I always like to give this example.
Laura Wright: So one of my clients came to me and she was selling her program for one hundred and fifty euros a month and doing like massive amounts of delivery. Amazing transformation, like every goodness. And she came to me. This just released really struggling again. Can't get very far with that few dollars or euros. And when I said to her was like, why do you think people were buying this? Hundred and fifty or oh. Program.
Laura Wright: And she gave me, like, all the reasons, all the excuses, all the everything. I was like, OK. And I'm going to tell you what the true answer is. They bought it because that's what you offered to them to buy, literally. Ladies, I really want you to hear this. People are going to buy what you offer puppies around just one puppy. He's very big. Yes. OK. So with your mindset, the reason the gal was selling the 150, because that's what she felt like she could provide. So we actually sat down. I was like, what would you love to be selling to someone? She's like, oh, my. Well, no. And she's like, well, we talked about the value. Most people don't understand. Happens on sales calls is equating value and transformation. So think about it for a second. Like if you're selling Facebook services. Sometimes a person who is buying is thinking how much is it per month? What you need to help them understand is what is the value they're going to receive. And what I mean by that is, OK. So you spend forty five hundred dollars a month on Facebook ad management and let's you spend like 10 or 20 thousand on Facebook costs. So you bring it in one hundred, maybe that one. That's a great value exchange. But most people don't put two and two together.
Laura Wright: So when I sat down with this guy who was charging 150 was like, what's they usually return on investment but value exchange. It's created by your work with this person. What are they creating? And when we nailed down was it was at least forty five hundred dollars, not only with them value, but exchange that would come back. So it's a great new program. Forty five hundred dollars. Three payments of fifteen hundred. Go sell it. And guess what. She immediately went and sold it. So why did people buy that versus the 150. Because it was what she was offering it also the moment she offered it and got the. Yes, it changed her belief. And that's actually what I wanted to hit on, is it's not just mindset, it's what we believe as possible. So what I usually do is I give my clients an assignment to go is why I love talking about creating one hundred thousand a year offer and going and selling it. It's not for the purpose of selling it. It's for the purpose of saying it and then realizing your other programs are now not. As I say, numbers like they're a fact. We've been on a sales conversation and some it's like it's ten thousand dollars.
Laura Wright: And you're like, is it? I have a problem that twenty seven thousand dollars. I have a program that those one hundred thousand dollars I have a small little offer that's forty five hundred dollars. And that's just what it is like. It's a fact. I stand firm in my belief of what I can deliver. So I teach my clients a little golden nugget is I love to have them walk around their house. There's people around them and think you're crazy. But guess what? People are very rich. Walk around the house and say large to you. Numbers like forty five thousand one hundred and fifty thousand four hundred and fifty thousand and get comfortable saying numbers like their act versus a question.
Brandi Mowles: I love this because even if we're thinking about revenue goals, people question your goals no matter what people question. Can I get to 10K without a team and only you can. We have a whole bunch and that's why we celebrate wins Wednesdays in my group is because if one person can do it, then that shows what's possible for other people. But. When we don't question numbers like they're just numbers. So if you say you're gonna have a million dollar a year, it's a fact like.
Laura Wright: Done and dusted.
Brandi Mowles: Yeah. And it's the people who question their numbers but then don't hit their numbers is because they're still questioning them and they truly don't believe that it's possible. And so I love that you have them like go around the house. I think that's so smart and get comfortable with numbers because numbers create a lot of money, mindset and things for people as well. And a lot of that's from childhood and things like that. So it's something that does take time to overcome. So you talked about getting confident, like saying this is my numbers, like it's a fact on a sales call. And I guess it depends. But we're using sales calls and pricing very relative, because the high ticket for someone won't be hard ticket for others. So how long are the sales calls that you teach your students to have?
Laura Wright: I love this question. So actually, here's the thing that I do with sales is I do not believe in me a cookie cutter thing. I actually don't think everyone should do the same thing. We both buy and sell in different ways. You're going to need to find your rhythm. I have some clients who have 15 minute sales calls and sells. Thirty thousand dollars. Seventy thousand dollar items. I have some clients who have a two part sales call. So usually two one hour and the second hour calls and they can be selling something that's maybe fifteen thousand. What's the difference? It really is a lining to how you sell and how your buyers buy. So here's what I do. I teach my five steps to. Yes. And they're very simple to go through to get to the place where some is a yes or no. Which I actually believe knows. Ladies, if you're running a service based business, a no can sometimes be the best thing that ever happens to you. Have you ever worked at the misalign clients? They like take you away from everything. But when you can go through those, you're basically just going from the moment of connection. Once you hit connection, you move on to the next one, I call it. Listen and learn what you're finding out, what their struggles are. As soon as you know it, you click to the next one, which is their vision. Once you're clear on their vision, you connect into giving your invitation to work together. Once you've gone through the invitation, you go into that close where you deal with any overcoming objections. How long should you stay there? As long or as little as you need. I'll tell you on a practical level what I do. I schedule a 15 minute sales conversation where when the person is clicking, they believe it's a fifteen minute conversation in my calendar. There is usually an entire hour booked out. And why do we do this? Because if I get someone on a call in the first 15 minutes, I usually know probably within the first three or four minutes whether worry yes or no.
Laura Wright: But if we get through it and it needs to be a released call, I can send them on their way. And that's fifteen minutes of my life and their life and we're good to go. However, if I know that I'm speaking to a person who actually needs to build a deeper relationship with me prior to purchase, because sometimes the person who shows up on your presence at your doorstep, at your virtual doorstep, your acuity link, they could have been consuming all of your content. No, you completely they sign up for the sales, all they are ready to buy and they just sit and talk to you and make sure you're human and you talk and the right by some people. See you quickly. Click on. Get on. Have no idea who you are, what you do, how you do it or anything. And what they actually need is to create relationship. So I like to make sure I have spaciousness to do so because I cannot tell you how many times I have collected a credit card at minute, like sixty seven. If I hadn't had some space there, I might not have gotten that sale. So I want for you to feel into what feels right for you if your style and your client's aligned buying style is fifteen minutes. Have the quick calls. In fact, I have a client and ladies, I really want to hear listen to this because we purposefully put a really bad sales person into place for her. It's part of her positioning because by the time someone shows up, she is so well-known, such a premium experience that she needs to actually send people away and be more selective. So we put someone who is a lovely person and Magnum's and she's just her purpose is not to actually sell. And she basically says, hey, you filled in this forms. We know you're ready to tell us why this is a fit for you. And you're like, what?
Laura Wright: And then you talk with her and it still feels good. It's a feel good aligned moment, but it's a qualifying experience versus an actual true sales call. And then one of my goals, again, like I said, two one hour calls because it's about nurturing and connection and relationship. And they both do the same thing. They just do it from different directions.
Brandi Mowles: I love that I teach 15 minute discovery calls. And it's not to say, like, don't only block off fifteen minutes. I like that you block off an hour because I do believe that you need even if it is fifteen, you just need to decompress before you jump into the next thing, finish proposals, anything like that. But what I find is, especially when we're talking about people who are newer or they're not comfortable with sales, what happens on a longer discovery call? It's not about nurturing the client. About giving away strategy and everything to do that. Please do that makes them feel like if I give them all of this, then they'll believe that I'm qualified. So for everyone listening, y'all know that I teach 50 minute discovery cause. Hear what Laura is saying. But don't use that as an excuse because I know where Laura's coming from.
Brandi Mowles: But I know how a lot of my listeners will interpret this and it'll be 60 minutes of them explaining whether the perfect fit. And that is not what Laura is saying.
Laura Wright: No. And can I tell you why not to do it? Because I think sometimes once people understand why to do or not to do something, it's clicks in and they choose it. So the reason why you should never, never, never, never, ever, never, never, never, never give away consulting or coaching or proving energy on a sales conversation. Is it actually client repulsive? It is not client attractive. What they actually feel, see and hear is almost the equivalent of eating junk food. I'm not suggesting you're giving us junk. However, if I got onto a sales call with you, Renee, and we're talking and you tell me something and I think I can fix your thing real quick and solve it, and I don't know anything about your business, I might have actually just giving you bad advice, even though it feels good and feels like I just helped you. It might not have actually been the right thing. And what also happens is people feel that junkfood feeling like they just eat a bunch, but then they're hungry later and they don't. It disincentives the buy. So would you like me to tell you what to do instead so that you can actually. Yeah, this is one of my better things to give to my girls, especially the ones who get into proving energy because you want to be seen smart and all find amazing is this little thing you swap in for coaching or consulting and it actually positions you as the expert and it gives you something to do as opposed to not to because, you know, when you're like, don't do it, don't do it. You're like, I just came out of my mouth and I did it. So here's what we do. Inside of my five steps, we insert client success stories and here's how to use them.
Laura Wright: When someone tells me what their struggle is, I validate their struggle and say, you remind me so much of my client, Susan. Susan was struggling. Exactly the same thing you're struggling with. And we did X, Y, Z, and she got out of her struggle. And what just happened there was I position myself as an expert that I know what to do for someone in a situation like hers. What I gave out might have felt like strategy, but it wasn't. I'm giving great examples I always use. This is a very common story about a lot of people come to me who they've got like 30 or 20 or 40 a large number of sales calls and one person has bought or no one has bought. And usually I get on a call with somebody. I tweak their offer. I read pitch it back to them so they can feel amazing about it. And they'll go and immediately after the call, like they'll have a 12 K sale, painful, something like that. That happens very commonly. And what I just did was I showed that I hear them acknowledge, understand their struggle, know how to change it. I will sometimes even say a little bit of how we did it, and that soothes my leg. I need to give you something so, you know, I know what I'm doing. But it lets you have something to do versus you just attempting to not get a strategy and coaching because you cannot prove your way to value. You can't. It is all on the inside when you know it. Like, you know it. Like you know it. You don't have to prove it.
Brandi Mowles: I love that. And you'll notice everyone if you've been listening or has been inserting stories and through this whole podcast episode. So I love that. OK.
Brandi Mowles: So I want to wrap this up because I want to be conscious of your time, Laura. But tell me, who is this perfect for and what steps do you need to have in place before you start offering a high ticket program? So is it like systems?You've got to start doing all the things like what do you really need to have in place before this can even be online? Because people have squirrel shiny object syndrome. And is there a Tom or this isn't right for someone to jump into a high ticket offer?
Brandi Mowles: Great question. Do it right this minute. Like right now. Today, immediately. Ben, let me refine my answer. So, number one, if you're just starting out, start at high ticket, please. It's so much easier than going that hard route way. Whenever I see a client, we have to undo all the little low ticket overextending yourself. Undercharging undervaluing. It's a hot, harder row to hoe. It is just a harder way to get there. So start out high ticket. The other thing is this. It's funny because you maybe we'll see it. You can't. Who's listening here? But Brandi, might as I do these sales circles with folks where I talk about when to bring your client's songs. Another thing that happens of high ticket is I watch a lot of feast and famine show up because people over sell over on board and they have to serve everyone, serve everyone, and they don't do any marketing or sales. And then those clients drop off and have to start over again. So I'm a big fan of bring on one or two. Hi. Clients. That's my guess what? Next month. Bring on one or two more and then you'll have three or four in month two.
Laura Wright: So, look, if you want to bring on 10 ideal clients in a year, most people try to get them all 10 at once. I usually like to recommend that you bring on three a month for three months and then you also don't have roll off at the same time. So when you're going for high ticket. If you bring one or two people on, you actually don't have to do all the systems in the structure and everything because you can create the ship as you are the airplane as you are flying it, like the ship as you say it. No, that's not going to work. But if you can get yourself in that mode and then this is the other thing I'd like to do with my clients. OK. So let's say you are selling something that is like, you know, three or four hundred dollars a month. And ideally, you really want to be at twenty five hundred dollars a month. Don't wait to be ready to try to. Twenty five hundred.
Laura Wright: Just go sell like seven fifty a month and then the very next person sell a thousand dollars and then they want to give you another and technique that I do with my self and my own clients is what I've learned with human psychology is that when we think we just slap on a different price tag for the same package, we start to not believe it. So what I do is I make tweaks and adjustments in my programs every time I change the price point. Sometimes the tweaking adjustments, I rename the program or rename the package. I will also tell you this. Nine times out of ten is my price point goes up the deliverables and what's inside goes down.
Laura Wright: Remember when I said I had one hundred thousand dollar offer? There's really actually only I like to say there's two things in that program. It's kind of two. One is VIP days. So we can do a long term strategy and then custom one on one. Again, that's the same thing. It really is. It's just you and me together in different amounts of time. And then they get access inside of one of my highest level groups.
Laura Wright: And for that really meet twice a month. The person who wants to pay high ticket actually does not need as high touch service. I just want everyone to catch them. We think it's the opposite way around when someone is paying for true value and transformation, regardless of what your services. I always think back on this. The clients that I had the pay me the most, I actually usually speak to the least amount.
Brandi Mowles: And I see that too, especially when my Facebook ad managers, because with them it's they think that they have to provide like all this tracking and stuff. And when you're working with high ticket people, they already have the tracking in place. They don't need someone to update them on how much they're spending and stuff. They already know that stuff. You're just there to, like, get the job done. And it's the same thing with other things. Like my podcast manager, she's a premium price compared to other podcast managers. Well, it gets totally hands off. She tells me when to show up, and that's what I do. I don't need to have a full discussion with her about how the podcast is going. And so I love that you said that. And one thing, because it is a psychological thing, we think that we have to, like, provide more if our prices go up. And for me, I would say soon as you get a testimonial, someone says something nice about, you get a new client, a referral. That's when we raise our prices because that's when you're feeling at the peak. And so it's easier for you to be like, yes, I'm going to raise my prices. But I also love, like making that one little tweak, even if it's changing the name that something is so easy that people can do right now or raising their prices. So I love that, Laura. OK. So before we wrap up, I love some rapid fire. It doesn't have to be the first word. Just the first thing that comes to your mind. Are you ready? Ready. OK. What's your favorite part of your business?
Laura Wright: Sales. I like it. It's funny. It's very cliche, but it really is. The sales conversation is my most fun experience.
Brandi Mowles: I love marketing and sales. OK. Your favorite software tool that you can't run your business without?
Laura Wright: Zoom. That's how I see and talk to my people.
Brandi Mowles: That's a new one. And I'm sure that that will be more and more episodes. OK. So this is probably going to be a little biased, but what is your favorite conference you've ever been to, Virtual or live?
Laura Wright: Well, I'll be seeing my own event today.
Brandi Mowles: I would sit on my own.
Laura Wright: I have to say. And the reason why is because I created what I wanted. And I think you've experience this, too, like when you've gone I've gone to some pretty amazing events, but I find myself tuning out at certain times, being excited of the times. But honestly, I think for my own life events that I've held in the past, I curated what I thought would be amazing. And so I got what I wanted. And by default and all the positive ways. So did the audience.
Brandi Mowles: And one thing is our I told you, but I want short training for when we had to pivot our live event to virtual. And I'm pretty sure that I heard this from you. Is the sending the text message before you start. Isn't that your thing? We did that at my virtual and people loved it. So thank you for that. That's just something I never seen. And when you were talking about, it's like, oh, it's genius. And so because it is. Hard to sit for hours in front of the computer. Very different energy. So I appreciate that. That was such a great tip. OK. So tell me the best piece of business advice you've ever received.
Laura Wright: I have to say, it's like 17 things or just running through my mind at the same time. Honestly, I remember working with a mindset coach couple years back, and she was the one that basically said people will pay what you are willing to sell. And I remember like absorbing it on a different level by the time we were done working together. And she helped me step into some of my highest and most premium packages. And I think that was really a game changer because I always sold high ticket in all other facets of everything I've done. And then when I reclaimed this business the way that I have it, when I first started, I did sell low ticket and it was weird that I had forgotten something so important. I taught and I did for other people. But when I changed my own business to move away from place to do Dunphy sales, I did my own agency. When I started doing the coaching and consulting, I started back at the bottom again. And it's funny how you forget those things. So ladies, step up to your highest value.
Brandi Mowles: I love that. And Laura, this has been such a pleasure getting to know you and for you just to I think the big thing that everyone can take away from this is just that we can all do it. It doesn't matter where we're at in our business. And sales are uncomfortable for a lot of people, but they don't have to be. And I think you gave a lot of people that feeling that they can do this. And so for that, I appreciate you. But where can my listeners connect with you more?
Laura Wright: Excellent. So epicatsales.com is my website. I have a little fun and something great for everyone who shows up for my podcast. We can go to epicatsales.com/podcasts. So I see. Let her ADT sales dot com come hang with me. I'm actually a real live person. You can search me online in any of the social media platforms and if you private message me, I promise you I will respond.
Brandi Mowles: I love that. Thank you so much, Laura.
Laura Wright: You're welcome, Brandi. This is wonderful.
Brandi Mowles: Y'all, that was so good. Laura dropped so many bombs on us today. And one of the things that I love that she talked about is this is just about believing in you and the value you bring and how I always say it's about relationships over revenue. Start building those authentic relationships. And this is one of my favorite parts of Serve Scale Soar of the membership is that I see people always building relationships. We've created a community where people can build relationships, true and authentic, with each other, and this helps you scale your business. And so if you want to hear more about that. Head to Serve Scale Soar or dot com forward, slash free. And sign up for my free training and make sure you reach out to Laura and really just tell her your biggest AHA's connect with her and let her know what this episode did for her. And until next week, go out, serve your clients, scale your business and soar into that six figure year you deserve.
Thanks again for tuning in to the Serve Scale Soar podcast with your host, Brandi. If you loved our podcast, please be sure to leave a comment or review and be sure to tune in next time.
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Brandi Mowles is the host of the Serve Scale Soar podcast which is a podcast dedicated to helping service-based entrepreneurs scale their online business to five-figure months so they can soar into six-figure years. Brandi is a wife, mom and in less than one year, created a six-figure business. Now she is spilling all her secrets so you can too.