The phrase high-ticket client is one of those vague, feel-good marketing buzzwords that has wormed its way into the coaching industry. It’s used liberally by those who want to sell to coaches, promising them a shortcut to riches with clients who are supposedly ready to hand over thousands without question. But what does high-ticket actually mean? That’s where things get murky.
The Problem with “High-Ticket”
When I ask coaches to define a high-ticket client, the answers vary wildly. For some, it means clients pay £100 per session. For others, it’s £1,000. There’s no universal benchmark – just a vague sense that it means more money. This ambiguity is precisely why the phrase is so effective as a marketing tool for those selling business-building programmes to coaches.
Scratch beneath the surface, and the “high-ticket” ideal often boils down to the mythical cash-rich, time-poor client. This is someone who, in theory, values convenience over cost and will pay premium rates without hesitation. But in reality, this client is more of a fantasy than a business model. Whether they’re wealthy or not, people don’t spend large sums on services unless they perceive significant value in return.
Perceived Value
Coaches don’t need high-ticket clients, they need clients who see the value in what they offer and are willing to pay for it. The equation is simple: if the perceived value of your coaching is higher than the price you charge, it becomes an easy decision for the client.
The challenge is that most coaches struggle to articulate this value. Instead of explaining the tangible benefits their clients will experience, they default to describing the coaching process – a mistake that instantly loses their audience. No one buys a process, they buy outcomes.
Focus on Client Acquisition First – Not Pricing
Before we even think about pricing, there is foundational work to be done. You cannot create a compelling coaching package until you understand:
- Who your target audience is – not just broad demographics, but their specific values, challenges and motivations.
- What problem they need solving – what is keeping them awake at night? What is the pressing issue that coaching can resolve for them?
- What a solution is worth to them – if solving their problem is worth £2,500, then a £2,500 coaching package makes sense. If not, then it doesn’t matter what pricing strategy you use.
When coaches skip this step and jump straight to pricing and packaging, they’re essentially guessing. No wonder so many struggle to attract paying clients.
How to Escape the High-Ticket Hype
If you want to build a financially sustainable coaching business, the first step is to reject the idea that high-ticket is an inherent quality of a client.
This is what you should do Instead:
- Question the narrative. When you hear someone selling the high-ticket dream, ask them to define what they mean. If their answer is just “cash-rich, time-poor,” dig deeper. Who, exactly, are they referring to? What real-world examples can they provide?
- Focus on your potential client. Find out what specific problem the people in your target audience face. When you know that, and how it’s affecting their lives, you can work out what they would be willing to pay to solve it.
- Articulate value before price. No pricing strategy will work if you can’t clearly explain why someone should invest in coaching with you.
- Price based on transformation, not aspiration. A well-structured coaching package priced at £2,500 is reasonable if the transformation it delivers is worth more than that to the client.
The Bottom Line
Coaches need to stop chasing high-ticket and start focusing on high-value. Value is what makes a coaching business sustainable. A successful coaching business isn’t built on attracting mythical clients who throw money at you. It’s built on consistently demonstrating how your coaching can help solve real problems.
Forget the high-ticket myth. Focus on delivering value that makes your pricing a no-brainer, and you’ll never need to chase clients. They’ll come to you.
A Suggestion
If you’re wondering exactly how you articulate the value of your coaching, may I invite you to spend a few days with me for our next Nail Your Niche free challenge for professional coaches?
You can register here: https://thecoachingrevolution.com/nailyourniche
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