5. Research Example - High Ticket Coaching Joey Percia

Insights Into Demographic :

Who Is Your Customer?
Coach/consultant/service providers wanting to sell more higher-ticket programs and packages
B2B - business to business. Financial ROI offers
Making 4-15k+ /month
Sales/enrollment is their bottleneck
What Attitudes Do They Have? (Religious, Political, Social, Economic)?
The market is rigged against them
Hard to make the economics work and pay to run to ads
People don't want to be pitched or “sold” on social media.
What Are Their Hopes and Dreams?
Step-By-Step sales process to follow
Don’t want to sound like a robot or fumble over words trying to follow a script
Ready-to-Buy Clients…pre-sold
Make More Money While Making a Difference
Negotiating better deals
Higher pay, less work, coaching clients are less demanding
Instead of 500-2k/month and people cancel -- enroll clients into 3, 6, even 12 months packages.
Sign up 5 high paying packages each week, rather than 10 of the smaller packages.
Unlimited leads of people who’re perfect fits
Financial Freedom --
Stop trading your dollars for hours
Know exactly what to say to get people who have no idea who you are to ask about your coaching in 10-15 words
Know exactly what to say to open sales conversations without it feeling awkward.
Have more control of their life
Build a mid-6-figure coaching business with low stress
Bigger paydays
Take their family on more vacations
Work with “higher-end” clients
Increase your price by a factor of 2x, 5x, even 10x…while working for better clients on better projects
An ongoing stream of qualified leads using street-tested, step-by-step inbound and outbound marketing strategies
grow your revenue from 5 to 6 figures…even up to 7 figures… using proven strategies and systems designed for high-powered consultants only
leapfrog over your competitors and advance from being a good technician to a sought-after professional
get paid what you deserve…
Even if you don’t know how to ask for it.
Even if you don't have 15 years of experience
Even in this economy...when they "don't have a budget"
consistently land 5-figure raises
What Are Their Victories and Failures?

Victories:

I no longer struggle to close clients at $180 to $200/month, despite the fact they offered amazing service.
2 months after starting my coaching business, I finally booked 3 paying coaching clients.
The first proposal we sent out won us a new client.
Hit a record high with new client enrollment
Sell in a way that fits r personality
Signed up a new coaching client, and it didn’t involve any unproductive cold-calling
Now I get high-quality clients via Facebook, IG, and LinkedIn
Consistently sign up coaching clients instead of during the peak times of the year.
The first three dream accounts granted me appointments. I struggled
for a year or more in some cases to get in front of them.
I am confident and comfortable asking for the sale/quoting my packages
Have a better relationship with my fiancée by actively listening to her before jointly finding solutions
Won heated conversations with parents and friends
Brought angry customers — who felt we had failed them — back from the brink to trusting us again
Forged a better relationship with my business partners by understanding how they value time, silence, relationships, surprises, etc…
Gotten discounts on things that I didn’t think could be discounted, just by using my name
Gotten to the front of the waiting line at busy restaurants
Said no to bad deals, because no deal is better than a bad one
Earn potential clients' trust to build a lasting relationship
This week, I was going to purchase a used car that I had seen on the internet. The car was priced right, but they were adding a $699 doc fee to the price of the car, and the car was only $6K. Something made me think of the book, and I went and got it off the bookshelf. I went to the index in the back of the book and there were a few pages on buying a car. I read them and felt empowered. I went into the dealership the next day, and bought the car for $900 less than their original "Out the door" price that they "just couldn't go down on". I used all the tactics in the few pages I had read. I couldn't believe how the whole deal unfolded just like I had read in the book. It was amazing and I was sooooo proud of myself! Now I am going to read the whole book and learn a whole lot more about dealing with people in everyday situations!! I would recommend this book to everyone!!! It just saved me $900, so the $11 investment was more than worth it! I wish I could meet the author in person. I am so impressed with everything in the book!
This week, I was going to purchase a used car that I had seen on the internet. The car was priced right, but they were adding a $699 doc fee to the price of the car, and the car was only $6K. Something made me think of the book, and I went and got it off the bookshelf. I went to the index in the back of the book and there were a few pages on buying a car. I read them and felt empowered. I went into the dealership the next day, and bought the car for $900 less than their original "Out the door" price that they "just couldn't go down on". I used all the tactics in the few pages I had read. I couldn't believe how the whole deal unfolded just like I had read in the book. It was amazing and I was sooooo proud of myself! Now I am going to read the whole book and learn a whole lot more about dealing with people in everyday situations!! I would recommend this book to everyone!!! It just saved me $900, so the $11 investment was more than worth it! I wish I could meet the author in person. I am so impressed with everything in the book!!
Saved a full 7% or $4,000 on a car of my dreams since I was a boy!!! Best book you'll ever buy!
Get kids to do chores when you want them to?
How much confidence will you have going into your next business deal knowing the secrets and (dare I say "hacks") on negotiating the best deal possible?
What would it be like to look forward to negotiations and think of them as fun instead of intimidating?
I’m making 3-4x my salary as an X-ray tech.
"There was this glass ceiling that Erin helped me see through and now I'm having $40,000 months..." - Justin
earning $3,000 to $10,000 per client within 24 to 48 hours of them clicking on your ad or opting onto your list, even if they've near heard of you before
I sold my first high ticket offer at $3,000. From there I went up to sell even higher-ticket services. The second biggest high ticket sale I made them was for $9,000. And the third-highest priced offer I sold was for $15,000.

Failures:

Ups and downs in leads
No steady income - I’m starting from scratch every month
Afraid to hire because I don’t have consistent revenue coming in.
Trained to do your job―not sell it.
Feel a bit lost, hesitant, or 'behind' on sales calls
I always feel like I'm doing it wrong
I either under- or over-selling.
I talked myself out of an 8k sales
Got rejected 9 out of the last 10 calls
People already tell me they can’t afford it… how would I raise my fees?
I went back and asked a client why they sign up and they said it was because they felt like I was begging for their business/
I’m terrified this is how I sound all the time now.
I can’t get out of my own head.
I’ve had 4-5 mental breakdowns. I'm not cut out for this
I had an 8k month and then, only make 1k for the next 4 months
She took money out on credit cards, sold belongings, and put her back completely against the wall.
But I knew that if I kept charging $800 per client, I would wear myself out.
Late at night, when the house was quiet and everyone else was asleep, I was awake scrolling my phone, looking for a solution to turn my baby coaching business into a full-time income.
I kept seeing the stories of brand new coaches immediately having a five-figure launch or making six-figures in a year and I couldn't figure out what they were doing differently than me.
Why was everyone else earning five-figures (or more) per month online and I couldn’t seem to make it work?
I could book one on one clients here and there, but I was quickly burning myself out because I felt like I had to keep chasing new clients.
Needless to say that the $15,000 sale didn't pan out well. This was because I couldn't deliver on my promise and it was HARD! The sale was for a consulting service where I promised to help the guy build a marketing system that will help him get to at least $10K per month in the first 90 days, selling his ecom store creation service. The problem was that I didn't know that it will take him much longer to get him to this goal. To cut a long story short, I gave him a refund, and also gave him $1500 on top of it as a compensation for wasting his time - with lots of apologies to boot.
I felt devastated. I couldn't sleep well at night. Not because I lost the money, but because someone just LOST FAITH in me...and to me, that's the worst feeling in the world - disappointing someone.
I kept sending this guy resources and guidance even after the refund and stuff, just to help him make that dream a reality. Because when this man came to me, I gave him lots of hope before he could sign up for my $15,000 consulting service.
Needless to say that months later, he made his first $10,000 building out ecom stores for people - using the SAME system I built for him. From there he hired a team and went on to build multiple 6-figure businesses. Because of my determination to help this guy succeed at ALL COST, to date, he emails me occasionally to say thank you.

What Outside Forces Do THEY Believe Have Prevented Their Best Life?
I had no audience.
I had little experience (or so I thought).
I had no email list (unless you count those 6 people).
I had no clue.
All the competition
Market is saturated
How do I compete with bigger businesses
Running ads and have teams
Objections
Objection #6 – I’m happy with what I have right now
Objection #5: “I need to think about it.”
Objection #4: “I’ve had a bad experience with this product or brand in the past.”
Objection #3: I need to consult with my significant other first.”
Objection #2: “Isn’t this cheaper online?”
Objection #1: “It’s too expensive.”

What Are Their Prejudices?
Don't want to be seen as salesly
Sum Up Their Core Beliefs About Life, Love, and Family In 1-3 Sentences.

They want to make an honest living doing what they enjoy and they want to provide a safe, secure, and stable life for their family.

Other Existing Solutions:

What is the Market Already Using? (List Out)
Build a modern, professional website
Blog 7days a week
Be active on Facebook
Join Twitter
Sharing Images on Instagram and Pinterest
Making Videos
Do a Podcast
Creating Infographics
Building Attractive Landing Pages
Offer Free Gifts
Email Marketing
What Has Their Experience Been Like?
Inconsistent income
Haven’t been able to get steady clients
Some months are way better than others
Feel like they’re barely keeping their head above water
Don’t want to increase rates because they don’t know how many more leads they’re
What Does the Market Like About Existing Solutions?

They enjoy coaching
This is what they want to do
They’re making money, just not enough -- or as much as they want to
What Does the Market Dislike About Existing Solutions

Hasn’t worked
Takes a lot of time
Feels in inauthentic to them
They feel sleazy
Want to come from a more helpful place, not a hardcore “closer”
Are Their Horror Stories About Existing Solutions?
I spent well over $20,000 on coaches and courses; investing almost all of my savings to make it work.
I felt paralyzed to take more action because I couldn’t be sure I wasn’t just wasting more money
...boosted posts to get discovery calls booked but all I did was waste more money on Facebook™ ads that provided no return
...hosted live stream after live stream which only drained my introvert energy and kept me chained to my desk
... giving away free calls hoping to turn those calls into clients but most of the calls ended with “I’ll get back to you.”
...posted in Facebook groups spending hours and hours “providing value” instead of doing what I really wanted to do, which was actually work with clients.
Does the Market Believe Existing Solution Works?
Yes, but they’re sick of trying coaching programs and courses without getting the results they’re searching for.

Curiosity:

Has Someone Tried to Solve the Market’s Pain Points Before In A Very Unique Way?
Courses, but nothing really unique or new.
What Was The Result?
Sales here or there.
Didn’t stick to it because it felt inauthentic. Too salesly. Was too time-consuming.
Is There A Conspiratorial Story Behind Why Old Solutions Didn’t Work?
No.
Are There Any Older Attempts to Solve the Problem (Pre-1960) That Are Unique?

Sales books going back for ages.
Feels like all the material is the same.
Something is missing they just don’t know what.
What Happened? Were they successful but forgotten? Or were they a failure? Why?

Everything they went through has them coming from a hard sales position.
They want to serve.
They want to grow and help more people.
They want to be a leader, not a pushy salesman

Corruption:

Is There A Belief That the Market’s Pain Point Used To Not Exist, Or Used To Not Be So Bad?
Other marketers and coaches are saturating the market and people don’t trust them anymore.
They didn’t deliver on their promises now people think they won’t deliver.

Research Notes To Start

Cheat?
Word-hippo (new words)
sales, enrollment
https://answerthepublic.com/
how to sell high ticket coaching
high-end coaching
how to sell high ticket consulting services
where to get high ticket clients
Amazon*
sandler
Google for websites, blogs, ads (testimonials & reoccurring topics) phrases
+ authority sites
Discussions
Ramit
Facebook ad library
sam ovens, traffic, and funnels, Russ Ruffino, Dan Lok, Ryan Stewman
Proof*
Facebook groups
Reddit / freelancers
lance base
warrior forum