Articles
Sales Strategy
The 16 Commandments of Big Ticket Sales
Selling high-value offerings is a different game. The psychology is different, the client is different, the stakes are different — and the rules that apply to transactional selling will actively destroy your success at the big-ticket level.
These 16 commandments are the result of years spent observing, testing, and refining what actually works when the numbers get serious. Read the full post →
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01
Never Chase the Client
Make prospects qualify for your offer rather than pursuing them eagerly. High-value clients respect exclusivity and rigorous selection processes. The moment you chase, you've already lowered your perceived value.Read in full →
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02
Guard Your Reputation With Your Life
Your reputation is your primary sales tool. Being visibly desperate undermines client confidence in your competence and value proposition. Every decision should be run through the filter: does this protect or erode my reputation?Read in full →
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03
Constantly Invest In Your Business
Treat your business as your greatest asset. Reinvest in client acquisition, talent, and operational efficiency continuously. Stagnation is invisible — until it isn't.Read in full →
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04
Don't Accept "The Way It's Done"
Reject industry conventions. "You can concertedly be wrong, but you can't be boring." Differentiate through contrarian positioning and execution. The standard approach is always the most competitive one.Read in full →
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05
Disproportionately Adhere To the Golden Numbers
Key metrics: clients generate 250% annual revenue through follow-up; 1-in-5 buyers accept premium upsells; the top 1% of clients generate the majority of your revenue. Design your entire business around these ratios.Read in full →
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06
You Are In the Client Acquisition & Retention Business
Operate two distinct businesses: acquisition (sometimes at a loss) and retention (building fanatic followers who generate referrals and repeat purchases). Confusing the two economics kills growth.Read in full →
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07
Limit the Power Your Largest Client Wields
Diversify your client base to maintain negotiating power and business stability. Over-dependence on a single client is not a relationship — it's a liability with a human face.Read in full →
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08
Stand Your Ground
When controversy arises from principled positions, don't apologize. Firmness builds respect among clients and generates valuable attention. Capitulation signals weakness — and weakness is never forgiven at the high end.Read in full →
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09
Connect With Their Emotions
Bypass logical objections by understanding hidden desires and fears. "Show, don't tell" through demonstrations and client testimonials. Logic justifies; emotion decides.Read in full →
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10
Boldly Go for the Whales
Target high-value clients confidently. Whales aren't proportionally harder to reach than smaller clients — they just require a different approach. And they generate vastly more revenue per unit of effort.Read in full →
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11
Ignore Their Wealth
Treat wealthy prospects as equals or subordinates. Nervousness in their presence signals weakness; familiarity breeds confidence and conversions. Money doesn't make someone worth more than you.Read in full →
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12
Maximize Your Strengths, Outsource Your Weaknesses
Focus exclusively on your core competencies. Delegate or outsource all other functions to specialists. Doing everything yourself is a form of poverty thinking disguised as work ethic.Read in full →
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13
Err on the Side of Too Much Follow Up
Maintain constant visibility. Top-performing businesses follow up with clients and prospects 500+ times annually through continuous innovation and communication. Absence is not mysterious — it's forgettable.Read in full →
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14
Make It Their Best Experience Ever
Engineer experiences around your competitive advantage. Hire highly-skilled professionals and train extensively to exceed expectations consistently. The experience is the product.Read in full →
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15
Develop a Thick Skin
Success brings criticism and hatred. Maintain focus on objectives without taking personal offense or allowing others' opinions to derail your vision. The bigger you get, the louder the noise.Read in full →
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16
Never Be Afraid to Walk Away
Don't allow clients to intimidate you through threats of departure. Fear undermines your business relationships. Maintain self-respect and firm boundaries. The willingness to walk away is the most powerful negotiating position available.Read in full →