How To Charge Higher Prices And Get More High Ticket Sales With A Premium Price Model

How Charging MORE Can Get You MORE Clients

Alex Hormozi gave some great advice when he said:

“It’s easier to sell one really expensive thing to one really rich person than many cheap things to many poor people”

This is an example of how a “premium pricing model” or “high ticket” sales work.

Because some people will actually buy something intentionally because it’s MORE expensive.

Why? Because they trust it more to deliver a better result.

And you can get away with it as long as you’re a true expert in your craft, have amazing reviews to back it up, and position your offer with confidence.

But of course, attaching a big price tag to your services will require a bit more finesse to pull off at scale.

Luckily, I’m hooking you up with my own personal strategies to land MORE high ticket sales easier than ever.

1. Understand the Client’s Deep Rooted Needs and Desires

High ticket clients aren’t just buying a service; they’re buying the outcome of that service.

They have deep, specific needs that they believe only a premium offering can fulfill.

If you want to charge top dollar, you need to know your client better than they know themselves.

So, forget about just scratching the surface.

Dive deep into understanding their pain points, aspirations, and what keeps them up at night.

For instance, if you’re in fitness, clients might want more than just a six pack, they’re looking for confidence, discipline, or a total life transformation.

They may also not understand how difficult it can be to maintain that six pack, and by including additional coaching on how to stay lean even when the client only asked about getting the six pack you build trust with the client.

Actionable Tip: During your consultation calls or marketing, dig deeper than typical questions. Go beyond “What do you want to achieve?” and ask, “How will your life change once you reach that goal?” and “What would it mean to your family, your legacy, if you don’t?” The goal here is to connect on a psychological level that resonates beyond the surface.

2. Create Perceived Value with Scarcity and Exclusivity

Nothing sells like scarcity, and high ticket buyers are especially drawn to exclusivity, especially when you’re a well known name like myself.

When people know something is limited, they value it more. If you want to be the premium option, you can’t position yourself as something “anyone” can access.

People will pay more for what they can’t easily get. Think about the luxury brands out there. They don’t market to everyone, and they limit access.

Why? Because exclusivity signals value. When clients think you’re only working with a select few, they perceive you as a rare commodity, making your services feel even more valuable.

How to Implement: Limit the number of clients you take on each month, and make sure they know it. You can also use exclusivity language, like “Only accepting clients who are ready for the next level,” or “Limited spots available.”

By positioning yourself this way, you’re telling clients that you’re not for everyone...you’re for the select few who want serious results.

Even if you have ALL the time in the world and would GROVEL for a new client, don’t appear desperate or try to “push” anyone into signing with you. You should still “fake it” and just say you’re close to fully booked up to anyone who asks (until you are for real).

3. Master Your Personal Brand and Positioning

If you want to be seen as the best, you have to look and act like the best.

High ticket clients are investing in you as much as they are in your service. Your brand needs to scream authority, professionalism, and exclusivity.

Ask yourself: When someone lands on your page or watches a video, do they immediately sense that you’re at the top of your game?

Your personal brand needs to radiate confidence and expertise.

Strategies for Branding:

• Visuals Matter: High quality visuals, professional photography, and a sleek website design communicate that you’re a premium option. Low quality visuals send a message that you’re not serious about your brand.
  

• Content That Speaks Value: Your content should show results, client testimonials, and unique insights. Share high level insights that make your potential clients think, “If they’re giving this away for free, imagine what they offer in a paid program.”
  

• Showcase Case Studies: Share real, impactful transformations from past clients. Show, don’t just tell, why you’re worth the investment.

Pro Tip: Create a page on your website that’s just for your reviews and testimonials. Have your clients record review videos and record any zoom calls you have with them (with their permission).

If you’re going to present yourself as a highly sought after and knowledgeable coach, you need the street cred to back you up.

4. Use “Price Anchoring” to Frame Your Value

When clients hear a high price tag, it’s natural for them to question its worth.

Price anchoring is a psychological tactic where you set an expectation for what something “should” cost, making your offer seem like the best option.

Think of it as giving clients context for the value you’re delivering.

For instance, say you’re offering business coaching.

Rather than diving straight into your price, highlight how much your clients have made after working with you or how much competitors are charging.

By the time you reveal your rate, it’s framed against the value they’ll get from it.

How to Use Price Anchoring:

• Reference Your Competitors: If similar services charge higher or similar rates but deliver less, mention that subtly. Clients start comparing the value you provide and feel they’re getting more for their money.
  

• Build Up the Value Before Mentioning the Price: Walk your clients through everything they’ll gain, every service, every benefit. Then, when you reveal the price, they’ve already mentally built up the value.
  

• Use “Investment” Language: Instead of calling it a price or a fee, refer to your high ticket cost as an “investment.” People feel differently about investing versus spending. Investing implies growth, while spending feels like loss.

Quick Trick: Subtly mention a competitor’s higher rates early in the conversation so your rate appears smaller when you end up at it. Big box department stores do this by putting their most expensive items at the door when you walk in, making everything else throughout the store appear cheaper in comparison.

5. Develop Unbreakable Confidence in Your Offer

Clients pick up on your confidence...or lack of it.

If you want to command high prices, you need to believe wholeheartedly that what you’re offering is worth every penny.

High ticket sales are about the energy you project as much as they’re about the service itself.

Think about it, if you doubt your own prices, why would anyone else believe in them?

Confidence is contagious. Clients need to feel that you’re so certain in your results that they’ll follow you without hesitation.

Practical Tip: Look like an absolute BALLER on all your calls. Hair done (mine’s always done), nice clothes, big smile, clear and charismatic voice, good lighting, clean background. All these things will make or break your premium price positioning.

6. Position Your Offer as a Transformation, Not a Transaction

People don’t buy high ticket items for incremental benefits, they buy for transformation.

When you position your service as a life changing experience rather than a simple transaction, clients will see it as a priceless investment.

High ticket clients are drawn to life changing outcomes. You’re not just selling a product; you’re offering a new way of life, a complete shift from where they are to where they want to be.

Position yourself as the guide who will take them from point A to point B in a way that only you can.

Example: If you’re a fitness coach, you’re not just selling a workout plan; you’re selling a path to a healthier, more confident version of themselves.

If you’re a business coach, you’re not just helping clients with revenue; you’re helping them achieve financial freedom and time autonomy.

Action Step: Start by mapping out the transformation your client will go through. Break it down into phases and showcase how your high ticket service leads to lasting change.

7. Close with Integrity and Empathy

When you’re positioning yourself as the premium option, how you close the sale matters.

High ticket clients don’t want to feel pressured or manipulated.

They’re looking for a genuine connection and someone who understands their journey.

Closing with empathy, rather than pressure, strengthens the relationship and creates a sense of trust.

Remember, you’re not just trying to close a sale; you’re trying to build a lasting relationship. These people aren’t buying a new swiffer mop, they’re choosing an expert who will guide them long term.

Approach the close as a way to help the client decide what’s best for them, not just as a way to get them to sign on the dotted line.

Closing Techniques:

• Ask for Commitment: Don’t just ask if they want to start; ask if they’re ready to commit to transforming their lives. High ticket clients need to feel like they’re taking a big step, not just making a purchase.
  

• Create Space for Objections: Rather than pushing objections aside, welcome them. Addressing them openly shows confidence and builds trust.
  

• Leave the Door Open: Not every high ticket client will be ready immediately. Let them know they can come back when they’re prepared. Sometimes the mere option of “leaving the door open” creates a stronger pull towards action.

How To Determine What To Charge

When it comes to pricing high ticket coaching, it’s all about positioning yourself as a premium but accessible option.

In economics, companies often find the “equilibrium” price, the point where demand and supply intersect for optimal profit without alienating the market.

You can apply this same principle to your coaching business by carefully evaluating competitor pricing, adjusting for demand, and positioning yourself with unique value.

Start by researching the highest priced competitors who offer similar services.

Identify what makes them successful at those rates, whether it’s client results, exclusive access, or a specialized approach.

Then, price yourself 10-15% below these top competitors to signal premium value while still making your offer enticing.

This approach sets a clear anchor, showing clients you deliver top quality service without being the absolute highest price in the market.

To enhance perceived value, connect your price directly to the transformation you’re promising.

High ticket clients pay for outcomes, so emphasize the tangible results you offer.

The price should reflect the transformation, not just the process. For example, a fitness client isn’t just paying for workouts, they’re investing in the confidence and discipline that come with those sessions. Make sure your marketing and consultation calls highlight these high level benefits.

Also consider a dynamic approach to pricing. If demand surges or you’re consistently booked, incrementally raise your rates.

Like top corporations, adjust pricing based on demand and client feedback, every price increase signals a growing reputation and helps filter out less committed clients.

With each adjustment, you’re moving closer to that equilibrium point, where demand meets your premium service.

Psychological pricing also reinforces your premium brand.

Avoid round numbers like $5,000, instead, use precise figures like $4,950, which feels intentional and calculated.

You can also employ “anchoring” again by mentioning your higher priced packages or past clients who paid more first, subtly framing your mid tier offer as a stronger value.

Ultimately, test and refine as you grow. High ticket pricing is about creating perceived exclusivity and transformation, making clients see that investing in you is the smartest move they could make.

The BMM Takeaway

Selling high ticket services isn’t about being the loudest or offering the longest list of features.

It’s about embodying the confidence and authority of someone who can deliver life changing results.

It’s about understanding the psychology of what makes clients want to pay a premium and positioning yourself as the clear choice for anyone who’s ready to level up.

If you want to own the high ticket game, don’t just focus on selling, focus on becoming the embodiment of transformation and success that your clients aspire to.