Most B2B companies suck at selling high-ticket services.

The playbook looks the same:

• freebie lead magnet
• nurturing (aka sales) sequence
• pestering leads who aren't ready to buy
• discovery call or demo
• proposal

All of that just to be ghosted.

The reason is simple:

You haven't built enough trust to close the deal.

• Your freebie is disconnected from your service
• Prospects haven't binged enough from you
• You haven't proven you can actually help

You jumped straight from a lead magnet (freebie) to asking for tens of thousands of dollars for your offer.

Who does that?!

Who downloads a free guide and is immediately ready to buy a $10k+ (or $50k+ like most of our clients sell) service?!

NO 👏🏼 ONE 👏🏼

That's why we install a sales staircase into our clients' businesses.

Ascend the Sales Staircase

The premise of a sales staircase is simple:

Turn leads into customers and customers into clients.

Here's how it works:

Start with a freebie

Think a lead magnet that you could charge for, but don't.

This could be a guide, calculator, email or video course — something that is tied to your high-ticket service.

Sell a low-cost product

Create a digital product that:

• quickly solves a low-hanging problem
• is one small part of your high-ticket service
• upsells to another product or a paid discovery offer

Think a template, mini-course, framework that is included in your high-ticket service, but that you can break out and sell as a stand-alone product.

Sell a mid-cost product/service

This could be another digital product that solves a bigger problem OR a paid discovery offer to bury your proposal.

Think an audit, blueprint, strategy, or roadmap to help customers figure out what they actually need to do to solve their problem.

It should upsell your high-ticket service.

Sell your high-ticket service

If you did the other 3 steps correctly, leads will become customers (buy your products) and customers will become clients (buy your service).

Which is the ultimate goal, no?

Create Your Sales Staircase

Our clients who implemented a sales staircase have:

• reduced the number of sales calls
• reduced the time it takes to close deals
• landed more clients who pay more

The process is simple:

• Look for frameworks to sell. Go through your high-ticket service and look for frameworks, templates, processes, or AI prompts that you could pull out and sell.
• Decide where they fall on the staircase. Map each one to a step on the staircase: freebie, low-cost, mid-cost. Remember, each one should build to the next.
• Create your products. Decide what you'll actually create. Mini-courses work well as do templates and prompts. The goal: they should get a quick win at each step.
• Set your price. This is the trickiest part. You don't want it to be so expensive that it's a whole new main offer, but it should position you as an expert.
• Craft your upsells. Remember, the goal is that each product upsells the next. Work that into your product. It could be a sales page with a bump offer. A final step that pushes people to buy the next product. Make the ask part of the product.

This may seem like extra work.

But if you implement it correctly, customers will ascend the staircase and many may not even need a sales call.

At least, that's what many of our clients experience.

Build your sales staircase.

And watch as more and more people buy your high-ticket service.

Until next week,

#SassyJason out.

✌🏼

PS. Watch the video where I explain the strategy behind a sales staircase. Complete with the sassiest of all doodles.