- So, today, we're gonna talk about the
five high-ticket sales secrets they don't want you to know.
What I'm gonna do tonight is
I want to share a recipe with you.
A what?
- [Audience] Recipe.
- My goal is not to convert you into high-ticket sales.
I'm simply sharing a recipe, and there might be
ingredients that from the recipe
that might apply to you, and you can,
that might add some value to your business.
- [Announcer] The King of High-Ticket Sales,
World's Highest-Paid Consultant,
Media Celebrity,
Multi-Millionaire Entrepreneur,
Acclaimed TEDx Speaker,
International Best-Selling Author,
Dan Lok.
(dramatic instrumental music)
- I want to start off by sharing a story with you
and how I first discover the high-ticket selling world.
Many years ago when I was a copywriter,
when I was in my early twenties.
And I was, you know, because of my mentor Alan,
and some of you know my mentor,
and he was the one that's teaching me
marketing and copywriting and how to write ads.
And I'm in my early twenties,
and I first was getting a few clients,
and was working with a few clients.
And I was charging about $1,000
per project, like a campaign.
So, if someone want an ad,
I would charge them a thousand bucks.
And I was working with a couple of clients here and there.
It was okay.
And suddenly my mentor Alan said,
"Hey, you know what, Dan?
"You should increase your prices."
I said, "Okay, but I've only been
"doing this like for six months.
"Other people have been doing this for a long time."
"Well, has any one of your clients asked you
"how long you've been doing this?"
"No."
"There, then raise your prices."
I said, "Okay.
"So, I'm thinking maybe like $1100.
"I add like a hundred, 10%, that seems to be pretty good."
"Nah," he says, "Fuck that, no.
"Two thousand."
"What the fuck, 2,000, like double my price? $2,000?"
"Yes, instead of 1,000, I wanna charge 2,000,
"Double your price."
And I said, "I can't.
"I'm gonna lose all of my clients.
"No one's gonna hire me.
"I mean, I don't have enough experience.
"How can I charge, I can't charge, no.
"See most people at my age, they're happy
"they're making a thousand bucks per client.
"2,000, that's impossible."
"Just do it." "I can't."
"Here's what I want you to do,
"you go home, you practice in front of the mirror
"asking for twice as much money."
"But I'm not comfortable with it."
"Just do it."
I said, "Okay."
So, I listened to my mentor.
One thing about me is I'm very coachable.
So, I was like, "Great."
I go home and practice.
And after I talked to a few clients,
I quoted the 2K.
And the funny thing is
I noticed it wasn't harder
to sell at 2K versus 1K.
Now, after I got a few more clients,
I go talk to my mentor again.
He said, "Dan, it's that time again."
I said, "What do you mean?"
"Time to jack up the price."
"Again? I've been only doing this for like a few months."
"Yes, again."
"Like what, like 4000?"
"Yeah, that's good, 4000."
(audience laughing)
"You are insane.
"Nobody would pay a twenty-some odd years old
"4K to write a letter.
"No, no, no, no, no."
And he said, "Just do it."
"Okay, fine."
Practice, and I do it, and the same thing happened.
I found that I close just as the same at 4,000 as at 2,000.
Now, what's happening with my profit at this point?
I'm doing the same work, 4,000 versus 2,000.
I'm making more money, yes?
- [Audience] Yes.
- And after a few more clients,
and it's just a few months gone by,
talk to my mentor again.
"Dan, you know what I'm gonna say, right?"
I said, "No, no, no, no, no, no, no, no, no, no, no."
"Yes, yes." I said, "No, no, no."
He said, "Yes." "How much?"
"$10,000." I said, "You're fuckin' nuts."
(audience laughing)
He said, "10K."
"Nobody would pay 10K."
I couldn't even say 10K.
"I don't even, like how many zeros is that?
"I can't do it."
He said, "This time, go home
really practice, really practice."
And this time I go home, and I practice in front of mirror.
Literally, "How much you charge?"
"T-t-t-ten thousand dollars."
Okay, that's maybe not good, okay.
"How much you charge?"
It's like asking girl on a date, right?
'Cause I get so nervous.
(deep breathing)
"$10,000, yeah, $10,000."
And I said, "No, that's no good."
And I practiced, and I practiced and practiced
until I can quote it with a straight face.
"How much you charge?" "10K."
No stutter, no hesitation.
I'm not doing the body language.
"How much you charge?"
"Ahhhhh, t-t-t-ten thousand."
That's not good, right?
So, I did that,
and I remember the phone call.
The client was calling me, and they through a referral,
he was asking me, "Well, how much you charge?"
We have the conversation.
I find out his needs.
Now, I've practiced, yes?
I've practiced, I said, "$10,000."
It's like, "Whooo, that's a lot more
"than what I thought you would charge.
"'Cause I think my friend told me
"you charge like 4000, something like that."
"Yeah, that was the old rate,
"and you need a lot more work than I thought."
"So, that's a little bit outside of our budget,
"and we're not thinking about spending that much.
"But, you know, you come highly recommended.
"Can I do like half down, like 5K down,
"and then like half when it's completed?"
"Yeah, that would work.
"That's usually how I do it exactly.
"That's exactly how we do it, half down and half,"
And I just shut the fuck up, right?
"Awesome, so how would you like to pay the first half?"
And that was my first $10,000 client.
So, in my early twenties, I was making 10K a month
as a copywriter, not working with 10 clients at a time.
I worked with basically one to two clients a month,
and that was that.
And I put all my, and sometimes if you know,
when it comes to marketing pieces,
marketing materials, literature,
is it takes weeks to craft something good.
Because I need to find out through the research,
find out what the customer base, learn about the product.
It takes a little bit of time.
So, every month I just worked with one or two clients,
and that was that.
And that was my first, "Aha!"
when it comes to high-ticket selling.
That when you sell it at a higher price,
it doesn't take more effort to sell something
at $10,000 compared to something at $1,000.
That's what I've learned.
In some cases, it's easier to sell something
at 10,000 versus 1,000,
and tonight, I'll prove that to you, why I said that.
(dramatic instrumental music)