The most common objection to low-ticket offers is that they attract low-quality buyers who never purchase the high-ticket back end. Here is why that belief is wrong, and what the real problem actually is.
"Low-ticket offers attract low-quality people who won't buy my high-ticket program." This is the most common reason coaches and consultants avoid building a low-ticket front end. And it is almost always wrong.
The real problem is not the price point. The real problem is that most businesses only have one product: the expensive one. When someone buys the $27 front-end offer and does not buy the $10,000 coaching program, there is nowhere else for them to go. They are not a bad lead. They are a lead with no next step.
Think of a low-ticket offer as a filter rather than a funnel. Its job is to separate people who are ready to buy the high-ticket back end from people who are not ready yet. The people who pass through the filter and book a call are your best prospects. The people who get filtered out are not failures. They are a different segment of your market that you have not built products for yet.
A car dealership does not only sell one model. They have a premium line, a mid-tier line, and an everyday line. Every person who walks in the door can buy something. The dealership does not turn away customers who cannot afford the top model. They sell them a different car. Your business should work the same way.
Even the best sales teams in the world convert approximately 3% of front-end buyers to the high-ticket back-end offer. That means 97 out of every 100 people who buy your low-ticket offer will not buy your coaching program. If you have no other products to offer them, you are leaving 97% of your revenue on the table.
The solution is not to turn off the ads. The solution is to build a product catalog. Down-sells, mid-ticket offers, and continuity products that monetize the leads who are filtered out from the main high-ticket offer. A low-ticket offer is the beginning of a product ecosystem, not a standalone product.
If your low-ticket offer is attracting the wrong buyers, the issue is almost always one of two things: the front-end product itself is wrong, or the messaging is wrong. A $17 template pack that promises "get more Instagram followers" will attract a completely different buyer than a $17 template pack that promises "cut your cost per booked call in half."
The messaging on your front-end offer must speak directly to the same pain point that your high-ticket program solves. If your coaching program helps coaches get to $50,000 per month, your front-end offer should speak to coaches who are stuck at $10,000 to $20,000 per month and want to scale. The front-end is a filter. Build it to attract the right person, and the rest of the funnel works.
Josh will review your offer, your messaging, and your funnel stack live on the call. If your low-ticket offer is attracting the wrong buyers, he will tell you exactly why and how to fix it.
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