Think your market is "broke"? Won't pay high prices? Do this:

Hey guys, it's Will. And do you think that your market is broke or that people won't pay high prices? Or maybe you're struggling to close or struggling to acquire customers for a low enough cost so that it makes the business profitable? Or maybe right now you have an info business you're making, who knows, 20k ish a month, maybe 40 thereabouts, maybe a little bit more. But you just feel stuck and you feel like the problem is you just can't get people to either buy or pay the prices that you would like or pay the prices that you need to be profitable and pay for your ads and pay for your team so that you can scale. Right? Well, if so, I've solved this problem once in my last company, I'll give you context in a second, again in my current company and I think when I tell you what I tell you in a minute, I think it's really.

It'S, you're not going to believe it. So just, just give me a second to explain that. And I've also solved it for a lot of clients, I mean hundreds of clients that I've worked with now in niches like knitting.

Burnout, wildlife photography. That's a seven and a half thousand dollar offer by the way. And he's doing almost 100k a month with a how to take pictures of birds offer. I've solved it in fitness, I've solved it in trading, which I'll tell you about in a second. I've solved it in dating. I've got, well, I had a client who had a five and a half thousand dollar front end dating offer and then a $15,000 back end and he was doing about 55k a month, 65k a month. All that to say I've solved this for me and I've sold this for others many, many times. And in this video I want to go deep on all of this stuff so that this is the only video that you need to understand that people will pay high prices, how to get them to pay high prices, how to convert more people scale further and make more money. So it might be a bit of a longer video, I don't know because I don't have notes, I don't have a script, I don't have a plan.

But just stay with me and let's, let's just get this solved once and for all. Okay?

Now one of the most common problems that people come to me and share.

They will say, oh, this annoys me so much, man. This annoys me so much. My Market is broke.

Now let me just tell you something.

Most humans on this planet are broke. I would say if we take into account the entire world, first world countries, second world countries, third world countries, rich countries, poor countries, I would say, I don't know the stats on this, but I would say of earth.

Probably, probably 85% of people can't afford.

A high ticket. And by high ticket I mean a minimum of $3,000 up to about $20,000 and 20 or above. I consider ultra high ticket, which is not really what we're talking about today. We're Talking about the two 3, 4, 5k high ticket programs that most of you sell or at least should be selling.

So when people say to me things like.

Man, when people say to me, yeah, I just need to target rich people, yeah, just need to target people with money, well please can you teach me how to do that? Because I've been doing this for eight years. I've made almost $40 million and coached almost a thousand people in this space now. And there is no way, there's no way to target just people with money. Target just rich people. Not possible now. Yes there are. And when I say that, I mean like ad targeting settings. Now there is a way to appeal more to higher quality people, higher earning people, higher paying people. And, and this is, this is how.

Now number one, you can start by only running ads to tier one countries, wealthy countries, and ideally capitalist countries. The best example of this is America. So the United States is the market of all the countries in the world where people love to buy things. They know the importance of investing in themselves and they're just a capitalist society for the most part. I obviously not everyone, but for the most part. So if you aren't selling to America, I would highly encourage you to sell to America. It's been my number one most dominant market in my old company. And for those that don't know this, I used to own an elearning company. I grew it to 16.4 million and sold it to private equity last year in one of the most scammy, broke markets on planet Earth. I'll tell you that story in a minute, so bear with me for that. I've also done it again in my current company where America is pretty much it's either our number one or number two market. So all of that to say sell to America and if you're not selling to America, that country and other tier one capitalist countries is one way to at least get in front of people that are much more likely to buy at higher Prices.

Now another way to appeal more to wealthier people. And I want to share something in a minute that I don't think you're going to believe. I didn't believe this when I, when I first found this out. It still blows my mind. So I'll tell you that story in a second. But before I share that one way to appeal to more people with money is, is in your offer and your problem. And this might sound simple, but solving problems that more so rich and wealthy people have that poor people don't have. Now that's one of those things that sound simple but people don't do it.

So I won't list them all for you in this video. You can do your own research, lazy bastard. I'm giving you as much as I can, but I can't give you everything. So fucking do some work yourself. I'm only joking. You can go and do the research on that later. But what are problems and desires.

That rich and wealthy people have that poor people less so have? That's a nice way to put that in your messaging. And that in itself is a bit of a natural filter to help with this. Okay, now I want to share a story with you because this really changed my paradigm on what people can and can't afford. This really changed my perspective forever. Now this was a couple of years ago and I have a little brother and when he was about 26, so he lives, well, he lived with my parents in the north of England. A very, very poor part, one of the poorest parts of England.

And he's a barber, he cuts hair. Now I never knew how much he made per month until later when I asked him, but I just presumed, well, he's working in one of the poorest areas in one of the poorest cities in the entirety of England where almost everybody like is broken. He's probably charging like 10 pounds per haircut. He's probably making say 2,000amonth. Ish. And all his bills are about one and a half plus. And he's young so all of those circumstances, broke location, tons of broke people can charge tiny prices like has to because of the area. And he's got a lot of outgoings as well because he was stupid enough to get like a fancy car, a car payment. He was paying rent to my parents, he had a girlfriend and bills and all of that stuff. So if you would have asked me, will take a 26 year old with a normalish job in one of the poorest places in England and guess their income and guess their savings, what Would you guess their income? And what would you guess? Their savings? Now I would have guessed about 2000amonth income and maybe.

2 or 3k in savings. Ish.

So what? Let, Let, let me know what you think right now. I got a message one day from my brother and he said to me something like this Will, I've saved up £21,000 and I don't know what to do with it. What should I do with it? Now when I got that message.

I was like.

How the hell have you got £21,000, you're 26 and all the other stuff that we just covered. But it turns out that number one, he was working very, very, very, very hard. He was working 12 hour days, six days a week, just cutting so many people's hair and he was actually saving a lot more and spending a lot less than I would have guessed and thought.

And he told me that all of the other barbers make the same, if not more than him. Now when I realized that, it changed my paradigm on something that I really want to share with you. This is so, so, so, so, so important. If you think that your market is broke, if you think that they won't pay high prices, let's break that limiting belief right now. Because when you speak to people, there's two sources of money. There's savings that they tell you about and there's savings that they will never tell you about.

This is one thing that I've learned about humans. Humans have savings that they can spend and savings that they do not want to spend or tell anybody about.

And you would be amazed how many people actually do have, depending on their age and the, the niche, you would be amazed how many people, even in their mid 20s, 30s, mid 30s, they do actually have 5K, 7K, 10K, 15K set aside more. And as you get older, so 35, 40, 45, 50, that number obviously goes up because by then people have typically got a better job, they've typically got more savings. You know, in general, again, it depends on the niche, it depends on the country. So I'm generalizing here, but this is one thing that I've learned. People really do have money. They really, really, really do have money. And to illustrate this point and really bring it to life, I want to share this. Now my old company, it was a trading education company, so one of the most scammy and one of the most competitive markets. Not only that, it's a market where almost everybody sells low to mid ticket. So like 90% of the educators in that market, they sell like 27amonth, 47amonth, 97amonth, maybe 2, 4, 9amonth, maybe a $500 course, maybe a thousand dollar course. But there's very, very few 5k programs, 10k programs, real high quality programs with coaching and hand holding and actual great programs and teams that care good support, all of that stuff.

And sometimes, you know, when people.

Talk to me about that company, one of the most common things that people say is will, how on earth were you selling an eight and a half thousand dollars program in a market where other people were charging 97amonth, 297amonth, $500 for a course, maybe 1,000 for a semi coaching program? How are you charging like 10, 20, 30 times what they were charging?

And the reason that it worked is the same reason that it works now in my current consulting company, build, grow and exit.com, exact same reason is because there's two things that you can do in these businesses. You can go low price, high volume or a high price, low volume.

Now I'm not going to talk about funnels and metrics and stuff in this video, I'll save that for another video. But simply put.

Our close rate is it's on the low side, it's on the low side. It's about 17% right now. So if we take 100 sales calls, roughly 17 people will say yes and roughly 83, 83 people will say no and not buy.

So just think about that for a second, right? Last month I made $501,000 cash collected USD. And for every hundred people that we speak to, about 87, 80, 83 of them will say no and not buy.

Now the conversation we could have is about monetizing those people. But here's the thing. I don't want to monetize those people. I only want to work with people who, you know, just a few people in the market that are really serious, that are really all in that want to do it well, to do it properly and go all in and pay the price, to go all in, to work with me, to work with my team, to draw on my eight years of experience. Almost $40 million made hundreds of clients in every niche that you could imagine. The people that see the value in that I want to work with and if they want to work with me, they're going to have to pay, depending on the program, a relatively high price.

Most people.

Won'T do that. They are scared. They will say that they don't have the money, they'll say that they don't have the time they'll think that they can do it themselves. They'll think that. I mean, God forbid they want to use ChatGPT or Claude instead. It's a stupid suicide, but so be it. Because I still make hundreds of thousands a month of just 17% of people buying at a higher price. Now, another thing that I've learned, and I learned this from, from, from my last business, because.

When we moved to a VSL in a sales call funnel, the price was three and a half thousand dollars.

And it worked so well that we then went to four and a half and we stayed there for four or five or six months. Then we went to five and a half, same thing. Stayed there for four, five, six months, maybe a little bit longer, and then went to six and a half, same thing, seven and a half, same thing, eight and a half. And that was over about two and a half years that we went from three and a half to eight and a half. Now, the curriculum didn't really change as such.

It got deeper, it got better, produced better, presented better rank, more and better coaching, more and better delivery and so on and so forth. But fundamentally, what we were teaching didn't really change between three and a half and eight and a half. The only real thing that changed, really two key things, the close rate obviously went down. But even despite that, even despite a lower close rate. Right. This is important. Despite a lower close rate, we made more money, we made more cash and we made more net profit.

Now when people come to me and they say.

My market won't pay a high ticket, well, hopefully with what we've covered already, you're starting to understand that some people in that market. Absolutely, absolutely no doubt about it, yes, they will. They will give you three grand, they will give you five grand. The next thing I want to talk about is the offer and the promise.

And the copywriting and the sales funnel and closing ability.

Now, I want to share a story to illustrate this, because when this happened to me, it taught me a lesson that I could never learn without this experience. So I want to share this with you so that you can shortcut the learning curve and learn this for yourself.

I once hired a closer whose close rate on that old offer in my old business was about 38%, give or take. You know, 30, 36, 38, 40 area.

And he closed at that for the life of his being on the team. And then eventually he became a manager.

No other closer that we ever hired, that we ever had on that team in all the years that I ran the business ever came close.

And it taught me how different a truly staggering phenomenal closer is compared to good closers, normal closers, normal salespeople.

And when you hire one of those people and they are out there, when you hire one of those people overnight. Overnight, you can double a business. Because that is pretty much what happened to us. We were doing at that stage something around 150k a month. Ish. That guy came in, we were at 300k within about 6 weeks from 1 hire, one closer that could actually fucking close.

Most people can't close.

Even good closers. Like, I've hired so many closers, I've worked with so many salespeople, and there's really three tiers. Fucking shit. And they come on the team, they do bad and they get fired.

Very good. Where they stay on the team and they do a good job and it's a pleasure to have them on the team and they make a good business. And unbelievably, you don't even know how they're doing it. And those people are like, from my experience, they're like one in.

One in, I would say 200.

They're very rare. They're very, very rare. And I've been lucky to hire about two of them over the last. I've been hiring sales reps for maybe. To be honest, this is probably a reflection of me and how good I am at hiring. I admit that there's definitely a. Like, I'm not the best at hiring. I'm pretty good at product and culture and looking after people and having respect for people and love for people and stuff. But I've only hired about two. Like a star. Unbelievable. You don't even know how they're doing. It closes. And the two times it's happened overnight, you'll see the difference. So if you're struggling to close high ticket and close high enough prices, it may be the sales process, the copywriting, the offer, the promise, or just a good closer who just understands the sales process is very good with people. They, you know, the people trust them, will take their word and their guidance. They know your offer, they know your market, they know your, you know, the problem that you solve for people. And sometimes it can just be a closer. Sometimes there's just like. I remember I was having a conversation with our operations director when we were talking about our close rate. And we were saying, right, it's quite low. It's like 21% this month, 17% this month. How do we get it up? And I remember saying to him, if we hired Cole Gordon, if We hired, I don't know who's another like world class closer, Jeremy Minor.

If we hired, you know, like, I don't know, Jordan Belfort or something. Just someone who is like sales is their life. It's just who they are. I bet that close rate will be higher. It would probably be 25%, 27% maybe more.

So and often I wasn't going to mention this, but, but, but I will mention it. Sometimes it's just an understanding block. So for me, I remember way back in the day I just used to think like, how do people make half a million in a month? And I just didn't understand.

Like, like literally physically how, but when you understand how, you're actually a bit like, oh, that's actually not that hard. It's just we need to book this many calls with this show rate. We need to take this many calls, we need to close them at this close rate and we need to have this average cash collected on day one. And if we do all of that, you make 500k. So business is really just math. And if you're maybe making say, say 100k a month right now and you want to make say 300k a month, well, the first thing that I would say to you is what is the math that would get you to 300k a month? How many calls do you need to book? How many calls do you need to take? How many of those do you need to close and at what price? That if you hit all of that, you hit 300k a month. And for me, step one is just knowing what needs to be done. Because when you know that, then you can set about being like, right, we need to book say 340 calls. I'm just making that up. But 340 calls. Okay, how many are we booking now? 40. Okay, right. Well the problem now is how do we book 340 calls? And I've made other videos all about, you know, ads and organic and booking more calls. In fact, I think I made a video last week all about how, how to book more calls. So if you haven't seen that, go and watch that after this one.

But now that's your problem is booking more calls, then it's taking more calls, then it's closing more calls, then it's your price and your LTV and vice versa. But for me, when people say they want to make more money, my first question is, well, do you know, how do you understand what needs to happen for you to make that money?

And another thing that I want to share. This always surprises people.

So in my consulting company that I run right now, we have three main programs, group program, one to one program done for you program and our prices are monthly. So that it's basically, I call it high ticket recurring.

And when people find out our prices, number one, they're generally shocked by how high they are. And not only that, but that they're monthly as well. Because I mean, if we take our one to one program, it's £8,000 per month and that is more expensive than most people's six month program, most people's 12 month programme. Now some people see the value in that, some people don't. And some of you might be thinking, my God, that's high. And some of you will be thinking, well that makes sense. I mean, you've been doing this for eight years, you've sold a company to private equity, you've made almost $40 million, you've worked with some of the most famous people in the world and you currently make half a million a month. So obviously you're going to charge a high fee. So some of you won't be surprised by that. And some of you are my clients and you're paying that. And that's great because you make a lot more than that, the long term, which is called value. Right? But, but, but all of that to say some people are shocked by how high our prices are.

But again, there's this principle I always come back to. It's called the power of 1%. So if you, whatever your price is right now, let's say it's 5k, right? No, let's. So let's say your price is 5k and let's say that from today we make your price 10k, we double it.

Now there's two things that you've got to do in that scenario to keep closing people and keep making money. Number one, you've got to believe that your program is worth that price. And I'm going to pretend that you do just for the sake of this example. So we've made your price 10k. And you know that it really helps people, it really adds value to the world. It's worth 10k to the right person and they're going to go on to make a lot more than that and get a lot more value than what they paid. So 10k is a fair price. With that being the case, as long as you believe it, if you just take enough sales calls, someone's going to pay you 10k. It might happen in 7 calls, it might happen in 20 calls. It might happen in 35 calls before someone sends you 10k. But eventually, if you just speak to enough people, someone's going to give you 10k. Okay, now again, I'm not going to go into the math and the close rates and payment plans and stuff, but the point I want to make is you watching this video right now.

You could double your price, you could triple your price and somebody out there will pay that. I put, I put, I put my Life on that 100%. It might be one in a hundred, right? In which case your price is too high. Yes, but the point that I'm trying to make is there's someone out there.

On earth that would pay three, four, five times what you're charging now. And to find them is just a volume game.

And coming back to our close rate, in my company right now it's about 17%. I'm happy for about 83 people in 100 to not buy. And frankly, I don't want them to. Like, I want to work with the least people possible for the highest price possible because that makes me happy and it makes me fulfilled and it makes it worth my time and energy.

That attracts only the best people that are, they are all in. They are fully committed, they are going to do the work. They then get way better results because of that. So actually high prices benefit the customer because they're more serious, they're more all in. They will put in the time, they'll put in the effort because of all that. They'll get a better result anyway. So it's actually more ethical to charge a higher price.

Because they get better results. You get more testimonials, you get more word of mouth, you get more customers and it starts to spin the flywheel.

God, I thought I wasn't recording then. That would have been a bad start to a Tuesday. But I am, thank God.

So the point that I want to make, my market is broke.

No, they're not. No, they're not. I can't charge high ticket.

Yes, you can. Yeah, you could triple your prices today. The problem is not the price. The problem is almost always. See, this is, this is one thing that I see. People come to me and they say, well, you know, I want to charge say 4k. I'm charging say 1 1k now and I want to charge 4. But people won't pay for.

Well, who are these people that won't pay for? Stop talking to them or just talk to them faster to get to the people that will.

And often I'll say to them, okay, well like how many calls are you booking a month? And they'll say something like.

15, 20, 25. Okay, that's okay. It's low volume. But 25 calls a month. I mean, it's not bad. It's not bad. But the question is, right, would you rather close, say, say 4 in 10 people for 1,000 each and make 4 grand or 1 in 10 for 4K and make 4 grand?

For me, I would rather close 1 in 10 at 4 grand than 3 or 4 or maybe 5 in 10 at 1 grand. Does that kind of make sense? So one thing that I will say.

It'S harder to have a low close rate. It is harder because it feels worse. So just imagine, I mean, in my business right now, if you were a sales rep, you take 100 sales calls and 83 people say no.

Could you handle that? Could you stick? You know, could you have 15 no's in a row? Maybe more Sometimes, depending on the probabilities, you might have 20 no's in a row. Now, most people would shit themselves and be like, oh, my product is. My offer is not good enough. My promise is not good enough. My, I'm, I can't close. I need a closer. My ads are not working. No, it's just you're charging a very high price. So therefore you've got a lower close rate. And probabilities wise, you've just got to take more no's to get that big, big yes. And for us, one of our best selling programs is basically we do this thing where if you buy two months up front, we give you one for free, and if you buy three months up front, we give you three months for free and some of the bonuses and stuff like that. So it's very common that people pay for two or three months up front. And it's very often that people pay us 30, 40, 50,000 like cash on day one.

So that's a lot of money.

And most people won't pay that. You know, a lot of people come into the smaller programs or just by one month or something like that. But those people that do pay, you know, 30, 40, 50,000.

That'S very impactful. That is a massive jump on the P and L in cash. And we don't close a lot of those. We close one a week, ish, one every 10 days, 12 days of those big, big, big deals. The biggest deal we ever had was two months ago. It was 85,000 paid in full for a longer term, done with you program thing. But high prices make up for the lower Volume, if that makes sense. So for me this is a decision that you've got to make. Do you want to work with more people for a lower price or less people for a higher price? Then you've got to understand volume and value. Then you've got to truly believe that your price is worth it, by the way. Because if you don't truly believe it, you won't sell it with conviction. Your subconscious will fight you and it won't let you close. And if someone objects, you'll feel fear. Whereas when you believe in your program and someone objects, you feel empathy. You're like you, it's just totally different. You speak in a different way. When you really know that you can help people.

That'S a bit woo woo, you know, like go and watch Nero Knowledge's channel if you want to get into all that, you know, internal belief stuff. But it's very important, it's really important.

So that's what I'd say.

And I'm just going to check my notes because I had a few more notes on this. So it's hard to sell. I can't charge high prices.

I want to target people with money. Lead quality is poor. I'm solving broke people's problems and I can't convert people. We've solved most of that. But I'm just going to touch on lead quality is poor and especially cost per acquisition. Because this for whoever sent me that question saying their cost per acquisition was 1.3 and their lifetime value is 1.8. Well, I want to put this into perspective. So our cost per acquisition from ADS right now is 2.3000 pounds, about $3000. So my cost per acquisition is more than double what that person's was. They said their cost per sale was 1.3k and their LTV was 1.8. You don't have a cost per acquisition problem, you've got an LTV problem. So you need to raise your prices.

As long as you're aligned with that, which you almost certainly will be because 1.8 is a tiny, tiny, tiny LTV. Tiny LTV. So raise your prices and consider having. I mean if you don't have a backend, implement a backend. So a workshop, a mastermind, a done for you. Program one to one consulting. Consider a product ecosystem. So you might do what we do where you have like a group program, one to one program, dump fee program and different options for different people. So you've got a very high priced option, middle option and a lower option that can massively grow your LTV. And honestly, if you're acquiring customers for 1.3k US, you've won the game. That's a great cost per sale right there. I wish mine was was that low, to be honest. That is about where it used to be in my old company back just before I sold that, that last company. Our cost per sale was about one and a half US ish. And our day one cash was something like four and a half K or something, something similar to that.

But this is often the problem people think the problem is is something that it's not. And it's actually really easy to solve when you understand what we've just spoken about in this video here today. Now the other thing. What, what was the other thing? The other thing was.

Lead quality. Now we talked about this at the start of the video where I was saying most people on earth are poor and you can't target only rich people. If you could, I'd be a billionaire. I wish that you could, but it's just physically not possible. The ad platforms just can't do that. Like we said earlier, you can do it in your messaging as much as you can. You can do it in your promise and your sales process as much as you can. But that's really the max. There's no such thing as shit lead quality. There's just not understanding the conversion rate and not having a high enough ltv. Because if your price is high enough.

You can sustain 70 or 80 or 90 no's to get just 10 yeses at a high enough price that makes it all worthwhile. So technically you could have 85 shit leads, 90 shit leads, 10 good ones, and make hundreds of thousands of dollars a month. And I know that because I've done it in my last company, I'm actively doing it again now. And I've done it for a lot of the hundreds of clients that I've worked with.

So is your market broke? No.

You can't charge a high price. Yes you can. Do you have a conversion problem? Maybe yes, maybe no. Because I'd need to see your funnel and see your offer and see your messaging and understand your niche and all of that stuff.

But usually you just need to know what I've shared with you in this video here today.