Russ Ruffino

Let’s do it, man.

Russ Ruffino

Great question.

The first thing to realize is that high pricing benefits the client. It’s an obvious win for you because you hit your income walls much faster.

Let’s say you’re trying to get to $100,000/month, if you have even a $5,000 offer and get 20 clients a month, you’re there.

It’s much easier to get to a $100,000/month in $5,000 chunks than it is if you’re selling like a video course for $97. You got to sell a hell of a lot more of those than you do of your high-end products.

Selling high ticket offers is a win for you but it’s a win for a client too because there’s a huge difference between information and transformation.

I don’t know about you, but I’ve got so many products and programs collecting cyber dust on my hard drive that I’ll never look at, go through, or use. I think that’s true with almost everything in life. Every person that I know who’s out of shape has a full bookshelf fill with diet books, weight loss books, exercise books, videos, and all kinds of stuff. You start to realize that like, “Hey. There’s a huge difference between knowing how to do something and doing it.”

Russ Ruffino

If I’m investing $97 in someone’s video course, that’s like “Whatever. I’ll get around to it.” But if I’m spending $5,000-$20,000 to work with someone, you can bet your ass that I’m going to show up ready to rock and roll. I’m not going to show up because I’m curious or I want to learn something.

Russ Ruffino

I’m going to show up because I want to create a change in my life.

Russ Ruffino

Absolutely and that’s what we found as we started to create these high-end products.

I’ve done it both ways. I’ve done the low-ticket thing. That’s where I started just because that’s where everybody starts.

What would happen is we would do these big launches, and we would enroll maybe 2,000 people into some product, and it would be $50 or $90. Everyone would be like, “Russ, I love it! That product was awesome man! That was so cool!” And I would be like, “Yeah. Okay, great. What are you doing with it man? Tell me about your results. Tell me what’s going on.” They’ll be like, “Oh yeah. Well, you know. I’m going to get to it. I’m going to get to implementing it.”

I realize like, “What the hell am I doing?” I’m doing the big launches. Sure, I’m making money. That’s great. People like my stuff but they’re not doing anything with it. That started to bother me.

Russ Ruffino

It’s just not about making money. It’s not just about creating a lifestyle. I want to be making an impact too. What would happen if instead of selling 2,000 copies for $97, I completely flip the model on its head? And I worked with maybe 20-40 clients/month and charged them 5k, 10k, or whatever. What would happen then?

What happened was, immediately, my clients started getting some insane results. They weren’t just having a $10,000/month here or there, and that was a big breakthrough. My clients are building $50,000/month, $80,000/month, $100,000/month businesses because they showed up ready to work.

The cool thing when you’re only working with 20-40 people/month, you can go to bat for them. You can hold their hand. You can make sure they get world class support. You can even bring on like assistant coaches to help with things like mindset and accountability, to make sure that they’re pushing through their fear.

So what we’ve got now with Clients on Demand is a transformational offer where people come in, and they work with us for eight weeks. At the end of the eight weeks, their life, mental habits, income, and the way they attract clients, radically transform.

Now, it’s not always easy. There are some blood, sweat, and tears right along week 2. People tend to freak out and go, “Oh my God. This is real. I don’t know if I can do this.” But we hold their hand through that process, and they come out the other side with an entirely different business. It’s cool.

Russ Ruffino

I’m going to show up because I want to create a change in my life.

Russ Ruffino

Well, Clients on Demand, we don’t work with just anybody. That’s the first thing to understand. It isn’t like a biz up where we’re saying, “Hey, are you like an assistant manager at Starbucks and you’re 19 years old?” “Come. Let’s put together a $5,000 offer.” We’re not saying that.

The people that we work with are people that have the expertise to solve a major life or business problem. That’s the first thing.

What I’m saying to you doesn’t apply to every single person on the planet.

To create a high ticket offer, you have to be able to solve a major life or business challenge. – Russ Ruffino

That can be anything from helping people get in shape, helping people fix their relationships, teaching people online marketing, teaching people how to get more leads. You could even have a service where you’re doing graphic design or branding. These are things that solve significant problems.

If that’s what you’ve got, why aren’t you charging between $3,000 – $10,000 for it, at a minimum? Think about it. See how this plays into high-end products?

Let’s say you’re a fitness coach. People work with you, and they experience a real transformation. You dial in their nutrition. You get them working out. They start to lose weight, their blood markers look good, their cholesterol comes down, triglycerides comes down, and all that stuff comes down.

What are you doing for them?

You’re creating tons of confidence. You’re creating more energy. You’re adding 5-15 years to their life, aren’t you? So to me, that outcome is priceless.

Russ Ruffino

If you are like “Russ, hey, I’ve got this magic pill, and you’re going to live an extra 15 years,” I would give everything I’ve got for it.

If that’s the kind of transformation you’re creating, shouldn’t you be charging $3,000 – $10,000 at least to do it?

The problem is most of the people who are great at producing a particular outcome for people are just not that good at marketing. They’re certainly not that good at marketing a high-end products or positioning themselves in that way. That’s what we empower our clients to do.

When you come to Clients on Demand, and maybe you’ve been doing relationship coaching for $100/hour, we will help you figure out what is the coolest most powerful outcome that you can provide, and maybe that’s saving someone’s marriage for example.

Then we go, “Who do you want to create this result for?” “Well, I’ve worked with professional people who are in a marriage and the marriage is falling apart.” Then, we design an offer that is just about getting that outcome where I come. I work with you for a month or 2, or whatever it takes. I go through your program, and at the end of the program, my marriage is transformed.

You price that program anywhere between $3,000 and $10,000 on the front end, and then if you want too, you can have back end programs behind that.

Luis, you talked about the value ladder. We don’t do that. Our front end offer, our lowest price offer is our high-end products of an eight week workshop. On the back end of that, we have an even higher ticket 12-month program for the people that want to build a multi-million dollar business, and that’s it.

Russ Ruffino

We don’t do any other low ticket offers because I just don’t even want to offer anything, unless I know it’s totally transformational.

Russ Ruffino

Well, there are a lot of different hang-ups.

It’s hard for me to say which one is the biggest but I’ll just give you a couple of pitfalls that I see people fall into all the time.

The first pitfall is to position yourself according to the work you do. Part of our approach is we teach webinars. I love webinars. I’m a webinar junky. The problem is if I go out there and go, “Webinars! Webinars! Webinars!” nobody cares.

We see this all the time with coaches where it’s like they got certified by so and so or they’re trained in such discipline or such and such or whatever, and that’s all they want to talk about.

The truth is your clients don’t give a shit about any of that. All they care about is like, “What are you going to do for me? What’s the outcome that you’re going to create for me?” That right there is a significant shift for most of the people who come in the program.

Russ Ruffino

They’re used to saying, “I’m a relationship coach,” or “I’m a business coach,” or “I teach Kundalini yoga,” or something like that.

What does a Kundalini yoga teacher make? Is it $100-150/hour? I can open the yellow pages and find 20 Kundalini yoga teacher.

When you start to reposition what you do regarding the outcome you create, all of a sudden, your value and the price you can command is magnified exponentially.

I think that people are positioning themselves the wrong way. I believe people don’t even realize that that’s their real value, that what you do is special, and what you do does change lives.

When people come to work with us in Clients on Demand, we spend the whole first week or so, just getting your head around that, so you understand it right down to the marrow in your bones.

You understand, “I am worth this much. This is who I want to work with. This is who I don’t want to work with, and this is the business that I want to build,” so that you’re 100% faithful to that every single day.

Then, the second big pitfall is that even when we have someone who does get that.

Let’s say someone’s listening to this podcast, and they’re like, “This sounds awesome Russ. I’m in. I’m going to start charging five grand.” It’s like, “Okay, great.”

You also need a step-by-step strategy for actually doing that. Where are you going to get the clients? What are you going to offer them? How are you going to serve them in such a way that it doesn’t take away your freedom, and creates more freedom for you? Where are you going to advertise? How are you going to pre-sell this person? How are you going to enroll this person?

Russ Ruffino

There are so many challenges that come up just making this happen. I mean the physically like putting the pieces together. Trying just to dive in and not knowing what you’re doing or trying to do this without expert supervision is a huge mistake.

Either people just don’t see their value or the people that do see their value don’t have a step-by-step game plan for making it happen.

Russ Ruffino

I wish.

Russ Ruffino

Yeah. Just throw up that thing that says, “Click here. It’s $10,000,” and just drive traffic to it, and you’re good.

Russ Ruffino

Okay. That’s a big question, but I’ll try to break it down as simply as I can.

When I made that decision to go from charging a low ticket price to just selling high-end products and transformational programs, right away, reality just punched me in the face. I was like, “Okay, cool.”

I was dumb, honestly. I shut down all my low ticket offers then I was like, “Okay, I’m going to sell this high-end products,” and I had no idea how I was going to do it.

Russ Ruffino

There are a few months where there was almost no money coming in as I tried to figure this out because the challenges are what you said. Where are you going to get the clients? How do you enroll them? What’s the process? What’s the deal?

I spent hundreds of thousands of dollars on advertising trying to figure that out, what works and what doesn’t work. The cool thing is that, after all that blood, sweat, tears, and frustration, we were able to figure out a step-by-step process for enrolling people at a premium price even when they don’t know who you are.

The process is this, and I’ll give it to you in a nutshell.

We run ads on Facebook, Twitter, and social media because those platforms allow us to target the exact people that we want. We advertise there. Then, someone clicks on our ad. They go to a registration page for a webinar. They signup, they watch the webinar, and on the webinar, we blow their minds. Just doing the webinar right is an art form in itself.

Then, at the end of the webinar, we make a low-key pitch. “Hey look. If you like what we said here and you want to talk to us about how we can help you grow your business, just click here and you can book a call with us.” They go, and then they schedule a phone call with us. We get them on the phone, and then we enroll them into one of our high-end products.

Russ Ruffino

So the whole process is just Facebook ad, registration page, webinar, phone call. That’s it. There are only four steps to it. What we found is that it works not just in our market, which is we teach online marketing high-end products, but we got clients in the spiritual development, personal development, nutrition, all kinds of stuff. It works in all sorts of markets, and it’s very elegant.

What happens is, once you got all this up and running, some cool stuff happens. As people go from browsing around on Facebook to seeing your ad, they click your ad, watch your webinar, and within 24 to 48 hours, they’re enrolling in one of your high-end products even if they don’t know who you are.

Ninety percent of the people who signed up for Clients on Demand have never even heard of me. They have no idea who I am because I don’t do like a bunch of speaking gigs. I don’t have a New York Times best-seller. It’s like, “Who the hell is this guy?”

The webinar and the marketing are so powerful that people go from clicking on an ad to enrolling at a premium price within 24-48 hours.

The cool thing about that is it sets you free from having to do all this content marketing, high traffic blog, grind out tons of videos, have a hit book or whatever.

You can go right to enrolling the exact clients you want at a price you want and serving customers without having to spend years building an audience.

Russ Ruffino

That’s a great question.

Screening.

You have to be very clear with yourself about who you want to work with and who you don’t want to work with. You need to know exactly who you can help and who you can’t help.

Russ Ruffino

It happens to us all the time. We’ll be on the phone with someone, and they would be like, “Dude, I’m in. Credit card in hand, ready to rock and roll,” but for whatever reason, we know that they’re just not somebody that’s a fit, and it’s up to us to have that moral obligation and honor that moral duty to say “No. I’m sorry man. It’s not a fit. We can’t work together.”

It’s critical that you won’t just take money from anybody. You’ve got to be picky about who you work with, and have the integrity to only enroll people you can help.

Russ Ruffino

Now that we know that, how do we weave into our marketings that we don’t spend a lot of time talking to the wrong people?

If you want to catch a certain kind of fish, you got to use a particular kind of bait. So, woven throughout this process from Facebook advertising to the webinars and phone calls, all these things are designed to filter out the people that you don’t want. Even more than that, they’re intended to repel the people that you don’t want and attract the people that you do.

When you do that right, you can make sure that you’re mostly talking only to people that are qualified.

Just to give you an example. I’m a big fan of what I call “Radical transparency.” We’re having this conversation in January 2017. So in December of 2016, we had 263 people booked a call after we eliminated the people we didn’t want to speak to, and ended up talking to 188 people. We ended up enrolling 52 into our high-end products.

Between the front-end program and our mastermind, we collected $560,500 in revenue.

Russ Ruffino

Shift your focus away from “How can I make more money?” to “How can I serve more people and create an astounding outcome for them?” In a way, 90% of what we do just flows from that.

When we have meetings internally with my team and me, we’re always asking ourselves “What can we do to get better outcomes for the clients? What do we need to change about our marketing? What do we need to change about our webinars? What do we need to change about our advertising so that we can attract the right people, and get those people the door, and those people take action and get a great result?” That’s what we live for. That’s how we sell high-end products.

We don’t spend a lot of time thinking about “How can we sell more people?” We always spend time thinking about, “How can we serve the client better?”

Thinking about how you can serve the client better takes a lot of mental pressure off and keeps us in integrity because everything that we do is about serving the client, and that’s our primary focus.

Russ Ruffino

You got it guys.