Stephen Esketzis speaks with Russ Ruffino in a great episode of Marketing on the Move.
Esketzis begins with the basics; who is Russ Ruffino, and who is his target audience?
Russ works with a variety of people in need, from business coaches, consultants, thought-leaders to attorneys, graphic designers, and even accountants. Anyone who has something really amazing to offer with the power to transform power and help others is someone Russ helps. He works with folks that have a legitimate value to deliver for a lot of people. When he runs into someone like that, he helps them get the right clients, at the right price, any time they want. Most clients go from charging around $200 an hour to charging $5,000, $8,000, or $10,000. It’s all high-ticket selling, and it works.
High-ticket means just the one product for each person. Most clients want leverage to make more money. So Russ helps clients with a signature offer. Clients will complain, “Listen, I’m working way too hard. I’m not charging enough money. Russ respons, “Okay. Well, let’s put together one offer.”
That’s a high-ticket signature offer.
Most of the time, it takes a six to eight-week workshop to determine the price and value, landing somewhere between $3,000 and $10,000 for most coaches and consultants.
To get to point A to B, Russ determines the problem.
Point A is either where your target market is presently or a terrible problem. Maybe they’re invisible or have no authority and are inexperienced.
I arrange the process of talking about the amazing thing you need to address and attract clients to, into a six to eight-week workshop. The format for most of clients is “deliver one piece of that training”
The process is split into simple steps, such as:
1. Come up with a title.
2. Come up with a concept.
3. Outline our first episode.
So that’s week one of Clients on Demand.
These efforts land on pre-existing membership sites. They can be used as an outlet to deliver a live experience. Russ suggests a webinar or some type of workshop. With 20 people at $5,000 and a deadline in six weeks, you will start to sell tickets.
Russ knows that it is hardly less difficult to sell something for $10,000 than it is to sell something for $200. Either way, the person is making an important decision. What’s the value in their purchase? This is where you come in.
Here’s the critical difference.
Imagine that you wanted to make $100,000 a month? If your product costs $200 you will need to sell 500 tickets. Or rather, 5,000. It’s a lot!
Russ charges $5,000 now and works with 20 people. With this kind of focus, he can get real progress and results. However, when you work with 500 people, there’s no way you can focus on all of them. Your product has no traction. People want results, not disappointment.
Russ helped on woman, Diana, finalize her $5,000 offer for marketing in her Spanish-speaking community. She even sold 42 copies of it, earning $210,000 within the first six weeks!
If you want to offer tickets at high prices, then that price needs to be as serious and realistic as your client’s problem. Your clients are your investment just as you are their solution.