First, let's talk about value.
If you are going to sell a coaching package for $5k, $10k, $20k or more...it must have a perceived value of... $5k, $10k, $20k or more.
So far, I've given you one component of the perceived value, that of positioning yourself as being worth the highest you are possibly worth.
The next component is to position your package itself so that it cannot be compared apples to apples to anyone else's package in your market.
For example, perhaps your competition sells products at $100, $500, and $1000, and a coaching program at $5000.
And you want to sell an entry level product at $1000 and a coaching program at $10k.
Based on what we have already discussed, you have already positioned your value as being more than the value of your competition.
Next, you must also make your package itself incomparable.
Here is an example.
Most information marketers package their products as one of two things: products (books, audio recordings, or video recordings) or coaching.
And if you package your product as a...product...then your prospects will be able to compare your product with competition's apples to apples.
But if you instead position your entry level product as being MORE than just a product...then your prospects will no longer be able to compare you apples to apples to your competition.
For example, let's imagine that your competition has a product that contains 10 hours of recorded content for ... $300.
And let's say that you create a product with 10 hours of recorded content and you want to sell it for $1000. How do you do it?
Perhaps you add in a 30 day step by step daily plan for achieving results with your product. Wow! You have already completely changed the playing field in your market.
Next, let's imagine that you also add a coaching component to that entry level product...something none of your competitors is doing. Perhaps adding exclusive members-only forum access, or giving your new product buyers 30 days of email access to you.
Here you have added even another dimension to your entry level product...so much so that you are not competing with your competitors' product at all.
And secondly...because you have added a small coaching component to the program, your clients will get a feeling for how wonderful it is to have some coaching access to you.
And at the end of the 30 days, when their coaching access expires...what do they want?
Well more coaching from you, of course. Especially if you include some elements in that initial 30 days that literally set your clients up to really desire long term coaching with you (and I will teach you how to do exactly that in this book).
Let's consider the psychological scenario you have created so far.
You have a $40,000 or higher coaching program, a price point and coaching program the $1000 buyer is aware of, but perhaps isn't ready to invest at that level.
You have also been able to deliver far more value for $1000 to your client than they have ever received from anyone else before in an entry level product (because at that price point...you CAN over deliver, right?)
So the natural next step for your prospect (now a client of your $1000 package) is to move into higher ticket coaching with you. Of course, because you have already anchored your client at $40,000 or more, any lower price you put on your coaching will of course be perceived as a bargain. And because your clients already have a taste of what your coaching can do for them, because you staged things in such a way that in their first 30 days of working with you, they got tangible results, you have shown them that they can not only learn from you, but get results, they will now desire more coaching from you.
So at this point, you can market your $5000 - $10,000 or more coaching program and get a percentage of people who purchased at the $1000 level to re-invest with you at a higher level.
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