High Ticket Lead Conversion
The truth is that many businesses struggle when it comes to high-ticket conversion. You might get a great conversion rate on your more low-cost offers, but many people hesitate to commit to a high-ticket item, no matter how valuable it is to them.
That's a problem for a lot of businesses since high-ticket items bring in more revenue per customer, and are usually more profitable per sale as well.
Here’s what you need to know to help improve your high-ticket conversion rate.
Build Company Trust First
One of the problems with high-ticket conversions is that your customers are naturally averse to spending a lot of money. Most people look for more affordable alternatives to solve their problems before moving forward with an expensive solution. Most consumers approach high-ticket items the same way.
For instance, if your high ticket item is a vacation tour of Italy, your customers are probably also considering a more affordable flight or a less-guided Italian vacation. Those options are cheaper, so you need to convince that customer that the guided tour is a better investment.
The problem is if you're building trust and authority with that customer for the first time in that moment you're probably not going to win the high-ticket sale. Why? Simple, your customer doesn't know you well enough to trust your evaluation of the value of each vacation.
If you want to get high-ticket sales you can’t just present them and hope people buy. You might get a few sales that way, but you’ll lose a lot more.
Instead, focus on giving your customers reasons to trust you long before they’re deciding on a high-ticket item.
Communicate With Your Customers
Communicating doesn’t have to mean reaching out and having one-on-one conversations with your customers. Instead, make sure your brand presence reaches your customers. You can communicate on social media, through a podcast, through customer emails, or a dozen other ways.
The trick is that you need to keep your customers engaged to communicate. That means you need to offer them value.
Let’s go back to that travel company example. If a company offering guided tours wants to communicate with their customers, they should be talking about the things their customers are interested in, like the pros and cons of guided and unguided travel.
Offering value isn’t enough by itself though, you also need to be honest and transparent. The truth is that some people enjoy unguided tours and vacations a lot more than the structure of guided tours. The travel company's goal shouldn't be changing their mind, instead, they want to attract more of the customers who will benefit by building relationships with them.
Follow Up On Possible Leads
The truth is that most people aren’t going to buy high-ticket items right away. They’re going to think about it and compare prices and offers with your competition. That means that you need to make sure your company doesn’t get forgotten in the mix.
Email lists can be a great way to follow up on possible high-ticket leads, but they aren’t the only option. Some companies use cart reminders, though those reminders can be more annoying than helpful for some customers.
Instead, it's back to communication. Keep putting out information about your high-ticket products and services to keep the conversation going. Talk about related subjects, and steer social media so you can pitch your high-ticket offers naturally and often. This kind of follow-through will help keep customers engaged with your offer and more likely to decide it’s the right one for them.