Here we are! Let’s Create! This post will guide you through creating a value-based offer to attract high-ticket, mid-ticket, low-ticket, and subscription clients.
We will cover the importance of researching and understanding your target audience, identifying your client’s pain points and desires, crafting a unique value proposition, pricing your offer, and effectively communicating your offer’s value.
Following the steps below allows you to create an offer that resonates with your clients and helps you grow your business. So, let’s dive in and start creating your high-value offer.
Let’s identify specific ways your ideal client is transformed from working with you across a few key areas: how they feel (emotionally and physically), what their typical day is like, what they have or don’t have, and finally, how they are seen/perceived by others.
- What benefits and value will your program prove for your customer?
- What stresses or problems will your program reduce in your clients’ lives?
- How will their life be transformed after working with you? (What is the before and after state?)
- How do they feel (emotionally/physically) before working with you?
- How do they feel after completing your program?
- What is their typical day like now (before working with you)? (Think from wake-up to bedtime…)
- What is their typical day like after completing your program?
- What do they have or not have (things or qualities) before working with you?
- What do they have or not have after completing your program?
- How would other people describe them before working with you? (How do they think people perceive/label them now?)
- How would other people describe them after completing your program? (How do they want people to perceive/label them?)
Optional questions if you have clients already:
- What outstanding results have your clients had? (Specific clients, not just in general)
- For those clients, where were they before they worked with you?
- What might have happened for those clients if they didn’t get your help?
- For those clients, what specific revelations or breakthroughs occurred during their work with you?
Choose a program name that is catchy, memorable, and descriptive of the transformation your program provides.
To get you started, here are a few examples:
- Knowledge To Profits
- Group Growth Accelerator
- 6-Figure Online Business Blueprint
- Marketing Mindset Makeover
- Renegade Transformations Roadmap
Who are your ideal customers for this program?
What components and services will you include in your program?
- 1:1 Coaching/Group Coaching/Mentoring
- Individual Support
- Recorded Video Training
The value is not in “how many things” or even “what things” you give clients but in the transformation (aka, results) your work delivers. Determine the cost of NOT achieving the transformation your work delivers and the VALUE of completing the change your work provides.
Now, let’s calculate your VALUE-BASED price:
Transformation Value ÷ 10 = $X,XXX.
That number should be between $2k – $10k for your Premium Offer.
That number should be between $2k – $10k for your Premium Offer. (Entry-level offers can be less, but more than you’re thinking now.)
If it’s not, consider this:
- If it’s under $2k, remember the cost of NOT getting your help.
- Where might they be a year from now, having done nothing, or worse, having taken lousy advice?
- What is the absolute maximum price you can tolerate saying aloud for now?
- If it’s over $10k, it’s probably best to start lower initially. We don’t want to overestimate market tolerance.
The price you charge to start doesn’t have to be where you end up. As you sell more and more, and your confidence in the value you deliver grows, you can stair-step your price.
- Review your notes and notice the outcomes you help your clients achieve.
- Imagine a perfect-fit client has achieved ALL of the outcomes your program delivers even faster than they’d hoped.
- And they’ve shared ALL the extraordinary and unexpected ways those results impacted their lives, relationships, and work.
Typically, every 3-10 sales, you can increase the price by at least $500 until you reach your ideal number or the maximum the market will bear. (Whichever comes first…)
Whatever price you land on now MUST be something you’re comfortable saying aloud.
It’s ok if it feels like a stretch, but if you dread or worry about offering your work at that price, you won’t be able to hold the space for anyone to BELIEVE it’s worth that much. For conversion purposes, we recommend identifying an exact number closest to the nearest thousand you want to charge but less than the round number.
Example: If you want to charge $5,000, make it $4,800 or $4,900. This pricing strategy allows you to make nearly the same amount per sale but convert more sales because of the perceived “much lower” price.
If you’re under $3,000, please get on the next available coaching call so we can help you identify the root of the concern and evaluate the perfect price for your offer in your market.
Now, let’s talk about payment plans. Because you are financing their purchase for them and increasing the risk that they default on their purchase, some financing fee is required to protect your investment in them. You might offer a 3-pay plan with a ~$300 financing fee.
This plan makes it simple for you to calculate payments and makes it easier for them to start.
Don’t extend payment past the delivery timeframe. (Get paid before, not after work.)
After hearing the investment required to get their desired transformation, potential clients sometimes need a little extra incentive to help them “jump off the consideration fence” and act toward their goals. Otherwise, people who could be your best clients might move on to another solution or choose not to act—forfeiting the opportunity to claim the future they want. Incentives HELP them make the future a reality faster by creating a much greater opportunity cost of delaying (avoiding) a decision. What incentive can you provide potential clients to help them “jump off the consideration fence” and act toward their goals?
Types of Incentives to Act Now (or Quickly):
- Special Pricing
- Time & Quantity Limits
One fantastic bonus is better than two “good” bonuses.
What makes a good bonus?
- it addresses objections,
- has a high perceived value
- supports/accelerates achieving the outcome,
- cannot be 100% necessary, or it will take away from the main program
Don’t overcomplicate things – keep the offer simple & powerful – you don’t want to overshadow the core program with too many bonuses – cap it at 2-3. Special Pricing
Many people get this wrong; it comes across as pushy and overbearing. It’s essential to make it clear this is a time-limited incentive because they are an excellent fit for your program. You want to help them get the desired results and reward them for acting towards their goals.
Time Limits & Quantity Limits
Time and quantity limits are often combined with special pricing or a bonus offer. Making an offer with special pricing, a bonus, and a time limit protects the program’s value but makes it easier to say yes now. Quantity limits are best applied when you have a genuine limit to how many you can sell.
This offer can be something that requires more of your time (like 1-on-1 coaching), physical limits like space in a room (seats), or items you provide (material bonuses), etc. If you know you can only serve ‘X’ clients at a time, it’s a natural limit – “I only have space for two more clients…” You can combine quantity limits with stair-stepping your pricing too: “The first five clients into this program will receive a ‘founding member’ rate of $X, XXX before it increases to $X, XXX…”
Remember, a value-based offer goes beyond just the product or service you are selling; it addresses your client’s needs and desires and provides a unique and compelling solution to their problems.
Client Benefits and Value Added:
Stresses and Problems Decreased:
Essential Transformation (Before and After State):
Value-Based Price (Starting price you can comfortably say out loud):
Will you offer a payment plan? If so, describe it below:
Incentives to Commit? List possible ideas below.
Program Name: The Transformational Leadership Program
Target Customers: Mid-level managers and executives who want to improve their leadership skills and increase their team’s productivity and success.
- 12-week program
- 2x 60-minute 1-on-1 coaching calls per month
- Weekly group coaching sessions
- Access to online training modules and resources
- Personalized action plans and accountability check-ins
The transformation that the program creates:
- Improved leadership skills
- Increased team productivity and success
- Enhanced communication and collaboration within the team
- Improved decision-making abilities
- Increased confidence and self-awareness
Value-Based price: $8,000
Payment Plan: 3-pay plan with a $300 financing fee
Incentives to Commit: Early-bird discount for the first five clients who enroll, as well as a free bonus 1-on-1 coaching session for those who register within the first week.
This high-value, high-ticket offer provides a clear program structure, outlines the transformational results that participants can expect, identifies a target customer, and establishes a value-based price with a payment plan and incentives to commit. By following the checklist and tailoring it to their unique coaching niche and target market, coaches can create successful, high-value, high-ticket offers.
J. Baritchi – Knowledge to Profits