Building a High Ticket Program
- Part 3: Your Delivery Mechanism -
Welcome back to the final article in this mini-series on Building a High Ticket Program.
The final step is to figure out how you're going to deliver those program steps.
In many ways, this is the simplest step. But it's where I've got stuck and gone round in circles in the past.
My idea of a high ticket program was that it would be a group coaching program, or perhaps a live multi-day workshop, or maybe 1-1 coaching over the phone.
I would go backwards and forwards between options trying to find the perfect one for my program. But I was never able to find the one delivery method that was just right for what I needed and would provide the best support for my clients.
After working through Frank's High Ticket Blueprint the answer was blindingly obvious. You don't try to use one single delivery method for your whole program. You use different methods per step depending on your objectives for each step.
Frank identifies three main goals you might have to enable a client to complete a step in your program.
- You might want to transfer skills and knowledge to the client.
- You might want to provide accountability to keep them on track.
- You might want to provide mentoring so they can ask questions and get feedback on what they're doing.
If you go through your program step by step you should be able to identify the main things a client needs at each step. Usually it's either new skills, accountability or mentoring (or a mix).
Knowing that, you can identify the best delivery method or methods for each step that will meet those needs. Some options include:
- A live event. This can provide skills training and mentoring in the moment. But it doesn't provide accountability which needs some kind of ongoing interaction.
- A group coaching program where you go on a regular live call with your client group. You can answer questions and give feedback on progress or do "hot seat" reviews of clients' work. This gives accountability and mentoring, but not much skill transfer.
- A mastermind group where clients work together to hold each other accountable and provide support. This can give the best form of accountability, but usually not much skill transfer or mentoring (since it's peer to peer).
- You can provide a done-for-you service for some elements (e.g. if the client needs to get a website or landing page built, you can have your team build it for them). This is a kind of accountability as you're basically keeping them on track by getting it done for them.
- Virtual training. This is where you provide training material online that clients can use to learn a skill. In many ways this method is relied on too much in programs as it provides skill transfer, but no accountability or mentoring.
You can use other methods too. For example in Momentum Club I do marketing critiques for members once a month which provides mentoring and some skills training as my critiques always go through the key principles I'm using first. But the 5 techniques above are probably the main ones you'll use in a high ticket program you're running for a group of clients.
So let's say you decide that for a particular step, your clients need both skill training and mentoring. You could deliver that through virtual training combined with a regular group coaching call. Or you could put it all into one live workshop.
This method also steers you away from trying to do too much in one format. I've known group coaching programs where the expert tries to do a lot of training during the call and then do Q&A for mentoring. But by the time clients have sat through an hour of a lecture, they're usually not ready to do a big Q&A session. Especially if they've just been exposed to a skill.
It's better to get them to go through virtual training at their own pace before the call. Then answer questions about the training and about how they've implemented it on the call itself.
For my Authority Breakthrough program I haven't finalised the delivery mechanisms yet. But using this methodology has helped me get clear on the steps I've analysed so far.
For example, my first step of building a distinctive point of view has lots of new ideas in it and lots of work for program members to do themselves. So I'll need virtual training up front to share the methodology for creating your point of view. But I'll also need an accountability method to keep people on track as they spend time creating their point of view. And some form of mentoring to give them feedback and input to make the point of view the best it can be.
Go through this process for your own program and make notes on the main methods you'll need to use to give your program members everything they need to succeed with each step.
Of course, now you have to figure out the details of each delivery mechanism. If you're doing a group coaching call, how often will you do it, how long for, how will you structure it, what technology will you use.
But understanding what you need to achieve and the best options at each step will make sure you don't end up going round in circles like I did, or providing a method that just doesn't deliver what your clients need.
And my experience has been that rather spending forever designing the perfect program in theory, it's best to take a stab then run a pilot and test and refine as you go along.
Assuming you signed up to get Frank's blueprint, you'll be getting notification of the virtual summit when it's closer to launch time (I'll send you an email too). On the summit Frank and each of the speakers will go into more depth into each phase. From building your program through to marketing and selling it and running each of the steps.
Watch out for the next email...