How To Successfully Price Your High Ticket Offer

When it comes to pricing your high-ticket offers, you don’t have to go far to find A LOT of people willing to share their opinions.

Well, here I am sharing mine…

Although my approach is different from most.

In fact, I’ve very rarely seen this used by other people.

And it blows my mind because it’s 1) so simple, and 2) so effective.

By the time you’ve finished reading this, you’ll know what my approach is and how it works.

More importantly, you’ll understand why it works and the massive impact it has on your business now and in the future—as well as those you serve.

Here’s the plan…

Table of Contents

• The Best, Most Effective Way To Price Your High-Ticket Offer
• 1X Value
• 10X Value
• 100X Value
• Conclusions & Next Steps

The Best, Most Effective Way To Price Your High-Ticket Offer

In my experience, people waste far too much time searching “out there” when it comes to pricing. They research their industry. They see what their competitors are doing. If everyone else is charging $4,997, you assume you have to do the same.

Maybe they have some secret you don’t…

Maybe they have tapped into some psychological tactic…

Maybe, at the very least, copying them will help you…

Well here’s the harsh truth: most of those numbers you see are picked at random.

This is why I do not look “out there”. Because when you are relevant to your audience, competition is irrelevant. What I’m about to share makes you relevant to those you serve. It also makes your life a lot easier because your decisions around pricing become clear.

It’s so simple and I cannot wait to reveal the sauce. But before that, let me introduce myself…

I am Scott Oldford, a lifelong entrepreneur who has made a lot of money and lost a lot of it over the years. I have learned many of the lessons I talk and write about the hard way. I share articles like this hoping you don’t have to suffer the same fate.

One of these tough lessons centered around pricing. Like many, I would research what everyone else did and price my products, services, courses, and programs the same.

I was always on the lookout for some new psychological approach.

And look, it’s true, human behavior and psychology do play a role in pricing.

But only to an extent.

What I’ve learned that really matters is:

1. What is it worth to me?
2. What is it worth to my audience?

These are the only two aspects that matter when it comes to how you price your offers (high-ticket or low-ticket—but especially true when building high-ticket offers).

It’s all about finding the sweet spot between what it’s worth to you and to them.

And there’s a simple approach to helping you find this.

I call it the 1X + 10X + 100X Rule …

1X Value

My first rule is that someone, at minimum, should get a return on their investment within the first year of working with me—whether that’s one-on-one work, via a course, book, or whatever else.

This means that if someone invests $75,000 into one of my offers, they should get at least $75,000 back in return within the first twelve months.

Does this have to be a dollar value? Maybe. Maybe not.

For my offers, it often does mean they will get a total return on their investment in dollars because of the nature of my work. But whether that is true for you depends on what you provide your audience. Maybe their receiving a dollar return isn’t possible because the way you help them focuses on their personal growth. If that’s the case, think about the value of this value.

By doing what you teach, what impact does this have on them?

With this impact, what can they create/save?

When you package all this up, does it equate to the money they invested in you?

If the answer is yes, great. If not, it’s a sign you have to A) provide more value, or B) adjust your price—although the opposite may be true because you may realize you’re underselling it.

10X Value

That takes care of year one, but that isn’t enough if you want to build a long-standing business that generates repeat customers. 

Instead, you need to think about the return on their investment over the next three years.

My rule is to 10X this!

Meaning, if they invest $75,000 in one of my offers, they need to get back $750,000 over the first three years (at least).

Again, this is the total value so doesn’t only involve a dollar amount.

Once more, you have to think about the direct and indirect value you have on their life.

100X Value

Finally, you need to zoom further out and consider the lifetime value you have on them.

My rule here is to 100X it!

This means if they invest $75,000, they should expect to get a $7.5 million return over their lifetime—not necessarily a dollar amount, but total value from me and what I teach.

… my frameworks

… my methodologies

… my strategies

Again, the point here isn’t to focus only on the dollar amount.

Instead, you need to consider all the key areas of their life:

• Career/Business
• Health
• Relationships
• Finances
• Spirituality
• Environment
• Community/Contribution
• etc…

If you only focus on dollars, you’re missing the point.

This is why this approach to pricing is so effective as it forces you to think about the short and long term… Does it provide a return in the foreseeable future? What about over the next couple of years? How about over a lifetime?

This is where the magic happens because it empowers you to dissect your products and services, thinking about the value they have on those you serve and whether you’re going deep enough. Often, you’ll discover you’re not, which is an opportunity to go above and beyond.

This alone sets you apart from everyone else you’re up against.

Beyond this, it gives you permission to charge what your offer is worth.

Yes, you need to find a balance between what this is worth to you and your customers…

But there is no value in undervaluing what you sell. 

Instead, you just have to tweak your messaging so you articulate WHY you charge what you do.

Conclusions & Next Steps

Approaching how I price my offers like this literally changed my business (and life).

Beforehand, as most entrepreneurs do, I tried to match my competition.

I would research my industry and either charge what everyone else did, or go either a little higher or lower depending on how I wanted to be perceived.

All this did was keep me on the hamster wheel and made my competition relevant.

Once I stopped this, my competition became irrelevant because I became hyper-relevant to those I served. This is all that matters. Your only job is to be relevant to your customers, giving them what they need in the most efficient and effective way possible.

The 1X + 10X 100X Rule helps you hone in on this.

Not just the price you produce, either, but the actual offer you put on the table.

This approach helped me level up my offers and push myself to new realms. I began to give my audience not just what they wanted today, but what they needed six months from now… in a year’s time… five years into the future…

Hardly anyone does this. It’s a huge opportunity for you!

So right now, take a step back and ask yourself:

1. Who is my audience? What do they need from me?
2. Who am I? What can I offer that nobody else can?
3. How can I have a huge impact on those I serve over the next twelve months?
4. What return can I provide during this time?
5. How about over the next three years?
6. What about the next ten… twenty… thirty years?

Approaching it like this not only ensures a better product/service but makes honing in on the right price easier. So don’t just read this and move on with your day.

Answer these questions. Spend some time truly thinking about them.

Once you have, you make like to study my guide: The R.O.I. Method.

This guide shows you how to be relevant and memorable to your audience, which as you now know is a key ingredient in pricing. 

Dive into it now and begin your journey to becoming the “go-to” solution in your niche.