001: Building A High Ticket Empire With Sterling Valentine

Welcome to the High Ticket Empire Podcast! In this kickoff episode, we’ll take a quick look at four important things:

  • We’re going to talk about premium pricing
  • Why stepping up to high ticket offers is so important
  • What stops people from making the transition to high ticket 
  • And how to fix it and build your own high ticket empire 
You’ll also get to hear from some of the amazing experts who will be featured on upcoming episodes.



Sterling Valentine: This is the High Ticket Empire podcast with Sterling Valentine, episode number one. 

We talk to coaches, authors, speakers, consultants, online course creators and service professionals who are creating and selling high ticket offers in their businesses about how they do it, and how you can step up to premium pricing products and profits and build your own high ticket empire so you can work less, earn more and live better. 

So first things first. If we haven’t already met, you may be wondering why you should listen to me. Well, instead of me telling you about how I’ve been coaching and consulting online since 2006, or about how I’ve created and sold my own $5k and $10k coaching packages, or how I’ve helped others create their own, I’d rather let you hear from some of the experts who will be featured in upcoming episodes in their own words. 

I’ll be back to pick up the episode again in a few minutes, or feel free to skip to the six and a half minute mark at any time.

Russell Brunson: Hey, this is Russell Brunson. If you’ve ever wanted to sell high ticket products, or if you’re doing but you’re not doing it well, or you just want to take it to the next level, this is going to walk you through everything you need to do to have high ticket sales. 

I’m going to show you behind the scenes of what we’re doing, how we were able to take a mastermind program from zero to over a hundred members at $25,000 a year for two years, and I’m going to reveal what we’re doing. Sterling’s awesome, and it’ll be a great experience for you.

Amber Vilhauer: Hi everyone. Amber Vilhauer here and I am so excited. I have been looking forward to this all year long. I’m not even kidding you. 

Sterling is one of my favorite people. He is a brilliant internet marketer. He has so many incredible relationships and he really knows how to build a strong business online that is monetizing and growing and scaling. And he does it all with heart, so naturally you can figure out why I like him so much. 

He believes in collaborating with others and truly giving you real advice on how to grow and scale your business. He has brought together some of the top internet marketing and business experts online today. I am really impressed by his lineup and I am so honored that he chose me to be one of his interviewees as well, because you’re going to get so much training on how to create high ticket offerings for your business. 

And it doesn’t matter if you are just starting out, you just created your website, or if you have a website, you have a platform and you’re ready to get to that next level. It doesn’t matter what stage you are in business. I know a lot of the colleagues that are here that you’re going to get to know and trust me, it’s going to be a game changer for you, andI can’t wait for you to get to know Sterling.

Dov Gordon: Hey, this is Dov Gordon here from dovgordon.net. Sterling Valentine is somebody who I really respect. I respect both his successes and his struggles, and I’ve seen the thought and the caring that went into this. This is put together with genuine love, caring, thoughtfulness, and that’s why I’m a part of it and that’s why I urge you to join us.

Daven Michaels: Hey, there, it’s Daven Michaels, New York times bestselling author, 30 year business veteran. And over the last decade, we’ve used info marketing, we’ve used education to grow our business. And we’ve gone from a business that marketed to one, to a business that today markets to many. Every time we open our mouth, we speak to lots and lots of people, and we’ve gotten leverage on our business. 

And one of the other ways that we got leverage in our business was creating high ticket programs, high ticket offers like our masterminds and coaching programs. And over the years, hundreds and hundreds and hundreds, if not thousands of people have gone through those programs and they’ve had great success. And not only have they had huge ahas in their business, but I think the biggest real value has been to us because as educators, it’s been amazing to watch people learn and then go out there and achieve. 

So if you are thinking about creating a high ticket program, and you’re thinking about adding that extra profit stream into your business, making a difference in a lot of people’s lives. I highly encourage you to tune in with Sterling. It’s going to be incredible. So we’ll see you soon.

Steven Essa: Hey, it’s Steven Essa here, the world’s number one expert at selling with webinars. You’ll discover my secret for creating high-end ticket products and services and selling them without even having the product ready. 

You’ll discover the one secret that you can basically use to increase your conversions of your high ticket item. This is something most people fail to do, and the very reason people aren’t buying from you. Also on top of that, I’ll show you how to sell less and make more money by using high ticket products and services and automating them as well.

Adam Urbanski: Hi there, Adam Urbanski, to so many people worldwide known as the Millionaire Marketing Mentor, and I’m super fired up because you’re about to learn more about high ticket mastery with Sterling Valentine, myself and some of the other amazing practitioners of the craft, people who know how to package, promote and sell packages of extreme high value to just the right market of their dream clients. 

Look, whether you’re a beginner or advanced marketer, to sell packages at higher prices, you need to master three things. Number one, psychology. How do you need to think? And more importantly, what kind of audience do you need to bring and how do they need to think to be able to afford your high end prices? Number two, you need technology. Technology is not so much about your website and your actual mechanics, but technology is about the languaging of high end sales. And finally you need tactics. This is where we talk about optins, this is where we talk about scripts, and you get all of those three things covered by so many different experts.

Jay Fiset: Hey gang, Jay Fiset here. A dear friend of mine, Sterling, is running this and it is aimed at helping people position and deliver high ticket items such as coaching, such as masterminds, such as whatever works for you. 

But what I want you to understand is this, is that you will get the structure, you will get the education, you’ll get to pick people’s brains. You will get a ton of education and develop the courage and position the value so that high ticket is a part of your business model and you’re doing it stunningly well. I’ll be there. Sterling will be there. A bunch of brilliant other people will as well, and we’ll see you there.

Regan Hillyer: Hey guys, it’s Regan Hillyer here. We have just had the most phenomenal conversation around enrolling high end clients and some of the blocks and limits that people find when they’re really looking to uplevel their price points. 

We talked about calling in your ideal tribe and so many, so many ways that you can actually take action on this right away in order to increase your impact and your income. So make sure you get onto it right now and enjoy the interview.

Sterling Valentine: Exciting, right? And that’s just a taste of what’s to come. But enough about me. Let’s talk about you. If you’re like most of my clients, you’re probably working more than you should and earning a lot less than you could be and a lot less than you should be. And that’s because you’re undervaluing yourself. You’re simply not charging enough. You may want to charge more, but you probably don’t know how to get there from here. You may be intimidated by the idea and don’t know where to start, and you’ve probably seen and heard about other people in your business charging far more than you are for basically doing the same thing, or even less. And, you know you’re just as good, if not better. Well, I’m here to tell you that you can do it, and throughout this podcast, we’re going to hear how other top entrepreneurs have done it, and how they made the transition from regular pricing to premium pricing and services, and how you can, too.

So, in today’s kickoff episode, we’re going to take a look at four important things. We’re going to talk about premium pricing, why stepping up to high ticket offers is so important, what stops people from making the transition to high ticket and how to fix it and build your own high ticket empire. So right this very moment, I want you to imagine your dream vacation destination, somewhere exotic and tropical. There are people who do what you do, who are sitting by the pool as we speak right now, sipping a cool drink in the sun and enjoying a life that’s only possible because they’ve built their own high ticket empire. The bad news is that these people do not work as hard as you do. They don’t work as much or as long as you do. And many of them don’t give as much as you do, or even care as much or deliver the kind of results that you do.

In fact, if you’ve ever suspected that you’re working harder and making less than people who aren’t as smart and talented and caring as you are, I’m afraid to tell you you’re right. They aren’t as good at what you do as you are. And yet they’re making more money than you are, and they’re happier and less stressed than you are. Well, the good news is that that can be you. You can build your own high ticket empire. You can increase your income and your impact, and you can make more while working less and contributing to the world at a much higher level than you are now. You can earn what you deserve and you’re worth it. And we’re going to be speaking with the experts who have done exactly that, and they’ll be revealing their secrets, their strategies, and their shortcuts to high ticket success. So don’t be upset if you’re not there yet, it’s not your fault and you’re not alone.

The truth is most people simply never get exposed to the kind of information that we’ll be sharing with you here in this podcast, I’m here to help you get there. Now, you’re going to hear me tell you one thing over and over again as we take this journey together: you are not charging enough, and because you’re not charging enough, you’re not making enough, which is preventing you from delivering your absolute best. So it may be counterintuitive at first, but you owe it to yourself and to your clients to charge what you’re worth and earn what you deserve so you can deliver the highest value and the biggest transformation. Now make no mistake, in order to build your own high ticket empire, it’s going to take work and you’ve got to solve a big problem for your clients that they’ll be willing to pay premium prices for, whether it’s in the areas of health, wealth, or happiness. The bigger the transformation you can provide, the higher the fees you can command.

So increasing your prices drives you to increase your level of service, so everybody wins. The worst mistake you can make is to lower your prices, to try to get clients who can’t afford you. Hey, look, I know how it feels to be afraid of charging more. I remember the first time I was considering charging $5,000 for a program. I was intimidated. I thought, “Come on, nobody would pay that much.” But they did. And they were happy to. And I was better able to care for them. And they got more value. Now, you think that would have prepared me for when the time came that I was considering charging $10,000 for a program, right? But nope, I felt the same way. “Nobody’s going to pay that much.” But yeah, I was wrong again. So I know how it feels. I felt that way myself, but I’ve found that stepping up to premium pricing and high ticket offers is a lot easier than you think, if you know how.

So I understand if you’re scared, but you’re not going to be attractive to the kind of clients you want if you’re lowering your prices to try to attract them. The truth is that there are plenty of people who will pay $3,000, $5,000, $10,000, $25,000 or more to solve a pressing problem in any industry, in any economy. Plenty. You’ve just got to set up your lead generation and client conversion systems to find them. That’s the solution. Discounting your prices is not the answer. Just charging the lowest price you can get away with in order to secure clients is not a sustainable long-term strategy ,and you will pay for it in the long run. It might work once or twice, but you put yourself on a hamster wheel that’s really hard to get off of. You see, lowering your prices to accommodate people who can’t afford you is a recipe for disaster.

You want to be moving up, not down. You don’t want to try to get everybody. You can’t get everybody and you don’t have to. In fact, you shouldn’t try to. You should be selective. I’ve seen people willing to change and remove parts of their package in order to accommodate clients who can’t afford them. And they think they’re helping. They think they’re being flexible, but they’re really only hurting themselves and their clients. And worse, the high paying clients who would gladly pay them what they’re truly worth are left to go without. It’s tempting to want to make it easy for people to work with you. Don’t. Make it more difficult, because it weeds out the tire kickers and time wasters.

I truly believe that it is a privilege to work with my clients, as it is a privilege for them to work with me. They deserve for me to earn that privilege. And I deserve the same courtesy. I value my time, which demonstrates to my clients that I will also value theirs and teach them to value their time with their own clients. Resist the urge to try to close every client you can. Not every client you can get is worth getting because not all of them will be a good fit. If you set up your marketing system properly, you can always get another client. So don’t worry about saying no to any individual prospect. Desperation is not a good look. You can always get another client. You need to have an abundance mentality, not a scarcity mentality. There was always another client. Always.

Now, you may be familiar with the work of Dr. Thomas J. Stanley, who passed away in 2015. He was a New York Times bestselling author and professor at Georgia State University, and he left us with several extremely well-researched books, such as “Selling To The Affluent” and “The Millionaire. Next Door.” The big takeaway is that the luxury market is always contracting in some verticals and expanding in others, but one thing never changes. It never disappears. Now, there may be some of you who feel it’s somehow unfair to exclude people who can’t afford you at a high ticket price, and I get that, but think of it this way: you owe it to yourself to make it as possible as you can to help others. So I suggest getting highly paid during the day, and then on nights and weekends, do some charity work. See, you don’t want to punish those who can’t afford you by never servicing them. But at the same time, is it fair to penalize those who can afford a high ticket price by not servicing them?

And more importantly, is it really fair to penalize yourself? I believe if you’re listening to this and you’ve made it this far, then I know something about you. You’re extraordinary. You’re probably already providing $5,000, $10,000, $25,000, $50,000 even $100,000 worth of value right now, and you just don’t even know it. We just need to get your earning up, to match the value you’re already providing. In fact, I believe you have a duty and an obligation to know your worth and charge accordingly, and to build a hands-free steady stream of qualified prospects that you can tap into to get all the clients you can handle, anytime you want. You’ll find that as you start charging more significant fees, your clients will start showing up in a much greater way because of their increased investment they’ve made in themselves through you. But you’ve got to deliver real transformation and you’ve got to be okay with being paid well for it.

And perhaps most importantly, you need to be the kind of client you want to attract. And so that means that if you want clients that are open and committed to learning from you, then you need to be open and committed to learning yourself. If you want clients that are ready to step up and invest in themselves through you, then you have to step up and invest in yourself first, because nobody will invest in themselves through you at a higher level than you are already willing to invest in yourself. The fact is that people value what they pay for and pay for what they value. You want to work with people who really want to work with you. And because you’re charging a premium price, you can choose to be a lot more selective because you don’t need as many clients at a higher price point as you would if you were commodifying yourself with low-ball pricing. That’s a desperate race to the bottom that you will always lose because somebody else can always come along who’s willing to be even cheaper than that. And eventually, you know where this all ends, right? At the very bottom of the slide is free, and free beats all prices. So if you’re going down and heading in that direction, you’re going the wrong way, and people will not perceive you and the value in what you do the way you need them to, not the kind of clients you want that will give you the kind of business and lifestyle and satisfaction that you demand and deserve. Many times people are actually chasing clients with no money who have low stakes problems that they’re not really highly motivated to solve or chasing desperate people who want you to fix their problems for them, and they’re trying to win them over with bargain basement prices. Look, that’s not the way to build a business that serves you. That’s the way to build a business that owns you, that controls you, that exhausts you and wastes your time. Whenever you do that, you’re building chains, not wings. Don’t build chains that tie you down, build wings that lift you up. Then you can lift up the world. That’s what I want to do for you. I’m here to lift you up, to help you build wings so you can change the world while you’re still here.

And do you know what the top five regrets of dying people are? In their last days, these are the five most commonly expressed life regrets, spoken by people who don’t have much time to live. Number one: I wish I’d had the courage to live a life true to myself, not the life others expected of me.

Number two: I wish I hadn’t worked so hard. Number three: I wish I’d had the courage to express my feelings. Number four: I wish I had stayed in touch with my friends. And number five: I wish that I had let myself be happier. I share these with you because I have a confession to make. Several years ago, I was diagnosed with early onset Parkinson’s disease, which is a neurodegenerative condition that affects the muscular system, so you may notice my voice might get a little scratchy or weaker at times. The vocal cords are muscles, too, so they’re also effected. So if you hear any of that, you’ll know what it is. And I hope you’ll forgive me if I may occasionally be difficult to hear or understand. I had to take a few years off to get my health situation under control, and now I’m starting off these first podcast episodes by opening up the vault and sharing some interviews I did before I took some time off.

So you may even notice that in some of the older interviews, my voice may sound a bit different than it does now. Knowing that I might lose my voice someday motivates me with a sense of urgency to say what I can and help the people I can while I still can. But the truth is we’ve all got to use our voices while we have them, to speak our truths to the people who need us, because tomorrow is not promised to any of us, and we don’t want to end up with any of those regrets. We don’t want to die with the music still inside of us. I don’t know how long I have, but I’m going to do my very best to bring this important information to you for as long as I can, because I know the huge impact it can have on your business in your life, not to mention the lives of those you serve and those you love.

I know the impact firsthand it had in my life when I opened up my first $5,000 coaching program and then my first $10,000 coaching program, and even when I sold a few of those in the same day. It was amazing, and I want the same for you. I want you to know how that feels as well. I’ve got to warn you about something, though. I kind of have a tendency to geek out on this stuff a little bit. So I hope you’re really ready to drill down with me and become an expert at creating and making high ticket offers. I really don’t know anyone else who is as crazy and obsessed about learning about and teaching high ticket best practices than I am. So I’m really glad that we’re taking this journey together. Okay, just a few quick things before we wrap up. Subscribe to the podcast on iTunes, Stitcher, or one of the other platforms it’s available on. Rate and review it, because feedback is always welcome. Subscribe to the mailing list for updates and contact me with any questions or guest suggestions you have at HighTicketEmpire.com. You’re already serving at a high level, so together, we’re going to get you earning at a level that is worthy of the contribution you’re making. So join me for the High Ticket Empire podcast and let’s build your very own high ticket empire together. I really hope you’re as excited as I am. See you on the next episode.

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