Most people start their businesses with a massive, self-sabotaging lie. they think that being “affordable” is a competitive advantage. they look at teh market, see what everyone else is charging, and then decide to undercut them by 10% because they’re scared that if they charge what they’re actually worth, nobody will say yes. they think a low price makes the sale “easier.”

lol. it’s actually the opposite.

undercharging is the fastest way to attract the worst customers, burn out your team, and end up with a business that owns you instead of you owning it. i’ve been there—running around trying to please a hundred people who paid fifty bucks and complained about everything—while the guy next door had three clients paying ten thousand each and was actually enjoying his life. (no, really, it took me way too long to realize i was playing teh wrong game).

high-ticket closing isn’t about being greedy. it’s about a fundamental shift in psychology, economics, and service delivery. once you understand why it’s easier to sell premium, you won’t ever want to look at a “cheap” offer again. this is the guide to making that shift.

The Pricing Myth: Why Low Prices are a Death Trap

we need to frame the real problem here: most founders think price is a barrier. they think the “money” is the reason people say no. it’s not. people say no because they don’t see the value, or because they don’t trust the solution.

when you sell something cheap, you are implicitly telling the market that your solution isn’t that valuable. you are positioning yourself as a commodity. and teh problem with commodities is that there is always someone willing to be cheaper than you. it’s a race to the bottom, and even if you win, you lose because you have no margin left to actually do a good job.

The Filter Effect

price is the ultimate filter. a high price tag doesn’t just fund your business; it screens your audience. it keeps the “pain in the neck” clients away.

• The Misconception: People think that if you lower the price, you get “easier” clients who are just happy to get a deal.

• The Reality: The $50 client will expect $5,000 worth of work. They will email you at 2:00 AM, demand constant revisions, and treat you like a servant. The $10,000 client? They usually just want the result. They respect your time because they value their own.

investment equals commitment. if someone pays you $100 for a fitness program, they might do it for three days and then quit because they only lost $100. if they pay you $5,000 for a personal transformation coach? they are going to do every single rep. they are invested in their own success. selling high-ticket actually makes it easier for your customers to get results because it forces them to take the process seriously.

The Economics of Bandwidth

let’s talk math. i mean—real math, not the “aspirational” stuff you see on motivational posters.

to make $100,000 in revenue:

• You can sell a $100 product to 1,000 people.

• Or you can sell a $10,000 service to 10 people.

most founders think the first option is easier. they think “it’s only $100, anyone can afford that!” but think about the infrastructure required to manage 1,000 customers. you need a massive support team. you need automated systems. you need a huge marketing budget to get 1,000 people to hit the buy button. the “customer acquisition cost” (CAC) will eat your margin alive.

with 10 clients at $10k each, you can give them your full attention. you can over-deliver. you can be high-touch. you don’t need a massive team; you just need a few A-players and a solid process. you have the bandwidth to actually solve the problem. (yes, i know it sounds simpler than it is—but the math doesn’t lie).

The Bad Approach vs. The Good Approach

• The Bad Approach: Chasing volume. Trying to be the “Walmart” of your niche on a “shostring” budget. You end up with a lot of noise, high churn, and zero profit.

• The Good Approach: Focusing on “Quality over Quantity.” You identify the top 5% of the market who has a massive problem and the capital to solve it. You build a boutique experience that justifies the premium.

Value-Based Selling: Moving Beyond “Features”

the reason people struggle to close high-ticket deals is that they’re still trying to sell “stuff.” they’re listing features, hours, and deliverables.

“i’ll give you five calls a month, a PDF guide, and access to my portal.” nobody cares. lol.

at the high-ticket level, you aren’t selling deliverables. you are selling a Transformation. you are selling the gap between where they are now (Pain) and where they want to be (Dream).

The Bridge Analogy

imagine a customer is standing on one side of a canyon. the other side is their goal. your high-ticket offer is the bridge. if you spend the whole sales call talking about the wood and the nails you used to build the bridge, they’re going to haggle with you over the price of wood. if you spend the call talking about the life they’re going to live once they get across that canyon? the price becomes secondary to the result.

Contrast: Cost vs. Investment

most people misunderstand the word “expensive.” something is only expensive if the cost is higher than the perceived value.

• A $2,000 car that doesn’t start is expensive.

• A $20,000 investment that generates $200,000 in new revenue is cheap.

high-ticket closing is about showing the ROI. if you’re selling to businesses, it’s about “Revenue Generated” or “Time Saved.” if you’re selling to individuals, it’s about “Status,” “Health,” or “Happiness.” you have to frame the price in teh context of the problem’s cost. if their problem is costing them $50,000 a year in lost productivity, a $10,000 fix is a bargain.

The High-Ticket Sales Conversation (The Diagnosis)

low-ticket sales is about “persuasion.” you’re trying to convince people to buy something they might not need. high-ticket closing is about Diagnosis. it’s more like being a doctor than a salesman.

when you go to a specialist doctor, they don’t “pitch” you on a surgery. they ask you a series of deep questions to figure out where it hurts. they run tests. they listen. and then, they tell you: “this is what’s wrong, and this is the only way to fix it.”

The Script of Authority

you don’t need a complex script. you need a framework of discovery.

1. Current State: Where are you now? (Be specific. Numbers, emotions, bottlenecks).

2. Desired State: Where do you want to be? (What does success actually look like?).

3. The Gap: Why haven’t you reached it yet? What have you tried that failed?

4. The Cost of Inaction: What happens if you don’t fix this in the next 6 months? (This is where the urgency lives).

if you do this right, you don’t even have to “close.” the customer closes themselves because they realize they can’t afford not to work with you.

Handling the “Price Objection”

the most common objection is “i can’t afford it.” nuance here: usually, they can afford it, they just don’t see the priority yet.

• The Wrong Way: “Oh, okay. I can give you a discount.” (Never do this. It kills your authority instantly).

• The Right Way: “I understand. Is it a lack of funds, or are you not sure if this is the right solution for you?”

if it’s the solution, you go back to the diagnosis. if it’s truly the funds, you shouldn’t be selling to them anyway. high-ticket isn’t for people who are broke; it’s for people who have resources but are stuck.

The Psychology of the Premium Founder

this is the hardest part. it’s not the customer’s money—it’s your own hang-ups about money.

most founders have a “poverty mindset.” they grew up thinking $1,000 is a lot of money. so when they have to ask for $10,000, their voice shakes. they get apologetic. they start over-explaining the price.

beleive me, the customer can smell that insecurity. if you aren’t confident in your price, why should they be confident in your results?

The Status Game

in high-ticket sales, you have to maintain High Status. if you’re chasing them, calling them five times a day, and begging for the sale, you are Low Status. you’re a commodity. if you’re selective, if you turn down clients who aren’t a fit, and if you stay calm during the “money talk,” you are High Status.

you want to be the prize. you are the one with the solution. they are the ones with the problem. act like it. (i know that sounds arrogant—it’s not. it’s just business. if you had the cure for cancer, you wouldn’t beg people to take it).

Implementation: How to Raise Your Prices Today

you don’t need to reinvent your whole business to start closing high-ticket deals. you just need to repackage your expertise.

Step 1: The Productized Service

stop selling “hours.” sell “results.” instead of “i’ll do your SEO for $50 an hour,” sell “The 90-Day Authority Engine” for $7,500. you’re selling the same work, but you’re framing it as a complete system that delivers a specific outcome.

Step 2: High-Touch Onboarding

if you’re going to charge premium, the experience has to feel premium. from the second they pay, they should feel like they made the best decision of their life. welcome gifts, a personalized kickoff call, a dedicated Slack channel. these things cost very little but build massive brand equity.

Step 3: Narrow Your Niche

it is very hard to sell a high-ticket “general” service.

• “Marketing Consultant” = $50/hr.

• “Growth Strategist for High-End Dental Practices” = $15,000 project fee. the more specific you are, the more of an “Expert” you become. and experts get paid more than generalists. every single time.

Common Objections and FAQs

“Won’t i lose most of my customers if i raise prices?” yes. you will lose the bottom 80%. and you should be happy about it. they are the ones causing the most stress and providing the least profit. you only need a few high-value clients to replace them.

“What if i’m just starting out?” then you “Beta Test” it. you find 3 people, tell them the price is normally $10k but because they’re the first ones, they get it for $5k in exchange for a massive case study. now you have proof.

“I feel like a fraud charging this much.” that’s imposter syndrome. it’s a lie. if you can deliver a result that is worth more than the price, you are doing the customer a favor. the “market” will tell you if you’re a fraud. if people keep saying yes and getting results, you aren’t a fraud. you’re a professional.

The Reflective Conclusion: Building a Legacy, Not a Job

at the end of the day, high-ticket closing is about Freedom.

when you sell cheap, you are building a job for yourself. you are on a treadmill that never stops. you have to keep running just to stay in the same place.

when you sell premium, you are building a legacy. you have the margin to hire the best people. you have the time to think strategically. you have the resources to actually solve the big problems.

i mean—it’s intresting how much your life changes when you stop worrying about “getting more leads” and start focusing on “getting better clients.”

it takes just as much energy to close a $500 deal as it does to close a $5,000 deal. the phone calls are the same length. the emails are just as long. the only difference is the number on the invoice and the level of respect you get in return.

stop being the “affordable” option. be the “effective” option. the market is tired of cheap fixes that don’t work. they are looking for someone they can trust to get the job done.

be that person… and charge accordingly.

anyway, the next time you go to send a proposal, add a zero to the end of your price. it’ll be terrifying. your hands will sweat. but when that first person says “yes” without flinching? you’ll finally understand why premium is the only way to play.