High Ticket Selling: How Masters Sell High Ticket Packages On Stage And At Live Events with Alex Moscow

 

Alex Moscow ran a multi-million dollar coaching and seminar organization for four years, and has personally led over 1,900 enrollment conversations. As a result, Alex understands and teaches enrollment with the authority afforded only to those who have invested the time to refine and master their craft. He has been branded as having the highest client success ratio out of anyone helping coaches, experts and speakers. Alex helped world-renown coaches and speakers to grow their businesses, and has personally sold over $ 5.2 million in coaching packages one-on-one. His clients often report that after working with Alex, not only are they effortlessly enrolling premium clients and making more money, they understand high ticket selling and they have also become better people themselves. He’s accomplished all of this with a lifelong stutter.

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High Ticket Selling: How Masters Sell High Ticket Packages On Stage And At Live Events with Alex Moscow

I have the privilege of bringing you another Titan in our in our industry. He’s a successful entrepreneur, a seminar leader, a professional speaker and coach to many consultants and coaches. He’s one of the leaders in the thought leadership space. I’m very excited because we are in the same space and it’s the first time I’m connecting with him. I’m very much looking forward to this conversation. Alex, welcome to the show.

Thanks, Dan. I’m excited to be here.

Tell us a little bit about how you got into what you do today?

I was introduced to personal development and spirituality in the coaching space because I had a challenge with my speech. I had a stutter for my whole life. The clinical speech therapy didn’t work for me. I’ve been into personal development honestly pretty much for my whole life. That’s what has got me the confidence to do what I do now. As I was nineteen years old, I was brought to my first seminar. What was interesting and fascinating to me was that I was able to attract amazing coaches and amazing mentors into my life. As somebody who has a challenge speaking and communicating, I always thought that that was fascinating because most others who I saw have speech impediments or stutters, they turned inside and they weren’t social. I was fascinated by why was I able to attract all these amazing mentors into my life? I was brought into the coaching space so when I was nineteen, I started an online marketing company. Those were decently successful.

Then I was introduced to my first high-end coach. His name’s Ted McGrath. He helped me land a six-figure client when I was 21 years old. I was doing marketing services. It was more done-for-you based. I’ve known since I was little that I always wanted to help people. I always had that inside me of wanting to give back. Even though I stutter, in my friend group, I was that guy that all my friends went to for advice. Just my story growing up, a large part of my life was like, “Why would people listen to me if I can’t even say my own name? Why would people listen to me when there are so many other people out there who could do it better or who didn’t stutter, whatever the story was?” At 21 years old, my mentor, Ted, the universe aligned to where he fired his staff and I fired all my clients in my marketing company and I went to go and partnered up with him. I built his business from when there was about $5,000 in the bank account all the way up to multiple seven figures. The first seven figures we had was he and I. I love the coaching and the speaking space.

The idea of creating a life by design and doing it, with helping people with what you’re passionate about in doing. I’ve been in this space for about nine years in. I’m 28 years old now and I’m so grateful to have been brought into this space. Right now, I do two things. I have one brand called Effortless Enrollment, which is helping coaches and experts to effortlessly enroll high-end dream clients into the programs and events. Then I have another brand called Small Events Big Profits, which is how to run highly impactful events and retreats with six to sixteen people and walk away with six-figures in three days. I’m super passionate about this industry because as you can tell in this interview, I still stutter from time to time. I teach some of the most uncomfortable conversations in the world, I believe, which is high-end sales. Also how to speak from the stage, how to make mastermind offers from the stage for $25,000, $50,000, $100,000. I’m 28 years old and I literally feel like I’m living my dream life right now, doing exactly what I’m meant to do, doing exactly what I love to do. I get to create life on my terms. That’s how I got started and I’m happy to be here.

Our relationship with money is one of the most spiritual and sacred relationships that we have. Click To Tweet

I could relate to that because before I got into the whole speaking industry, I came here and I couldn’t speak a word of English. I still speak with an accent. When I had the dream that I’ll be a speaker someday who inspires so many other people, everyone was putting it down, “You speak with an accent,” and even my mom said, “Who’s going to listen to you? Who’s going to come to your event?” It’s the same thing. For both of us, we have turned that obstacle, adversity, challenge, may be a flaw, but we turned it into our strength. Let’s make that strong. Let’s use that as a gift and let’s use that to build a business around it. It’s quite a quite amazing story because most people will shy away from that, “I’ll just be an introvert. I don’t want to embarrass myself.” You did it differently, “I’m going to be onstage. I’m going to enroll people. I’m going to do coaching.” When you worked with Ted, what are some of the things that you’ve learned from him or you’ve learned building the business together?

One of the biggest things that I’ve learned was in this industry, it was all focused around value. Value and pricing was an interesting concept. There are some of the best coaches that I’ve ever met who are great at creating results for their clients, who are amazing at helping clients create breakthroughs, but they were broke. Their business wasn’t reflective of that. One of the biggest lessons that I learned in working with Ted, not just building his coaching empire, but all of his clients were coaches too, so helping all them as well. What I learned was that people’s relationship to money is weird. Everyone has their own relationship to money. I believe our relationship to money is one of the most spiritual and sacred relationships that we have. It also determines what we’re able to receive from the standpoint of our ability to receive abundance into our lives. There are a lot of people who teach high-ticket ideas and some people say no, you take your price and you add an extra zero to it. That may work for some people. My experience though is if someone doesn’t believe it, if they don’t fully believe that the value of their services is worth what they’re charging, then their sales will reflect that. One of the biggest lessons that I’ve found is if the person, if the coach or if the expert doesn’t believe it, their client is going to feel that.

Would you also agree that sometimes, it’s not so much the tactics of teaching people to enroll in Effortless Enrollment? You can give them all that script, you can give them the right questions, the right things to say, but if they don’t believe the value they provide or they have a little bit of negative association with charging a lot or slip of a guilt, they’re not going to close those sales.

Yes, 1,000%. It’s so funny because I’m sure that you also get this question a lot. People come to me like, “Alex, give me the script. If I knew what to say, if I had the seven-figure sales script, I’d be able to close more deals and charge higher prices.” The analogy that I give is like, “Not really,” because you think about Hollywood and the entertainment industry. If there’s an audition in Hollywood for a new blockbuster film, there may be 1,000 actors or actresses that come out for the part. What do they all have in common? They’re all reading off of that same script. What separates the actor or actress who goes on in, gets the part and wins that Oscar compared to the starving actor or actress who’s been waiting tables in Hollywood for the past fifteen years? Is it the script that separates them? I say no way, it’s all the same script. It’s their ability to find truth in that script and to embody their truth. I believe in the big thing that I teach is truth outsells tactics. It’s not in the script and it’s not in the word, it’s what’s the energy behind it? What’s the truth of this person’s situation? What’s the truth of how you can help them? I believe that when you speak truth into someone’s lives, people buy.

 

Going back to when you worked with Ted, I want to get into some specific strategies. You worked with him at the time relatively small to multiple seven figures. What are some of the things marketing-wise or what’s the business model? How did you do that?

With Ted’s business, we ran a joint venture model where we got relationships. We got them to mail to a webinar and then we sold $1,000 product and then we bonus them with tickets to a live event. With him, we were good at making high-end offers from stage. Our goal was to get qualified people into our seminars, into our live events.

Is that the Message to Millions event?

That was the one. I know it was called Coaching Leadership Academy before, it was called some other weird name even before that. Message to Millions is awesome, Ted’s systems and processes are so much more data now. I stopped working with him in his business about two and a half, three years ago but he’s still one of my best friends and mentors as well.

From there, you said at the event and then you make the offer from stage. Those would be high-ticket offers in terms of coaching and a mastermind group.

We sold a $30,000 mastermind. We sold an $18,000, $30,000 and then a $100,000 mastermind.

Talk about the business model a bit because a lot of service providers, entrepreneurs, coaches, consultants, they’re like, “I’m trying to get to that $100,000 or I’m at $100,000 and I’m trying to get double that.” We’re talking multiple seven figures. You’re working with clients and over the years with different coaches. How does pricing affect their model? When they increase the price or the way they offered the program, how does that drastically affect the bottom line?

It’s literally everything. What I call it is pricing is your first domino effect. It’s the domino effect and pricing is your first domino. It determines everything in your business. Whether you’re a coach, an expert, service-based professional, your pricing determines what type of marketing and advertising you can do. Your pricing determines what type of staff that you can hire if you need to hire staff, if your price is too low. Most importantly, your pricing determines what quality of client that you’re going to attract in. Many people will associate lower pricing with a lower level of service. It also determines how your brand is positioned in the marketplace.

This is what I see a lot of coaches do is that they look around and they’re like, “I’m a health coach, I’m going to Google, I’m going to research what are all the other health coaches are charging.” They’ll go say, “They’re charging $150 an hour so I’ll start $100 an hour and I’ll work my way up.” I believe someday that it will never happen. If you’re selling Toyota and even if you get good at selling Toyotas, and then you’re like, “I have the confidence to charge more, now I’m Rolls Royce.” No, you’re not, you’re selling Toyota. That first domino, pricing is everything. I believe that if you have a service, if you provide something that can change someone’s life, that solves a major life or business challenge, charge a premium price for it. Premium pricing brings out the absolute best out of your client. I also believe it brings the best out of you as the service provider or the coach as well.

Truth outsells tactics. Click To Tweet

What about if they’re stuck with the per hour model? They’re stuck with, “I’m trying to sell $1,000 program and Alex’s talking about $10,000, $20,000, $30,000 program.” What am I going to gift in? What am I going to deliver? How would that look like?

When you’re basing in value on what your services are worth, you have to go after who is it you can help most. Not just the average Joe down the street, but who is your services worth to most? I look at it as like if you’re a relationship coach for guys, it’s the difference between going after the nineteen-year-old college guy versus the 50-year-old seven figure entrepreneur whose wife had left him and took his kids away. The value of what’s associated with that service is different from each of those different clients. You look at value rather than charging for your time because our clients don’t want more of our time, our clients want more value.

To that seven-figure entrepreneur, when you think about what’s his world like? His was probably building his business for his family and his model of the world was probably like, “Honey, I’m doing this for you. I’m working long hours and it’s all for you, it’s all for the kids. I’m doing this for you, so I can provide a better life for you.” Then his wife leaves him and takes his kids and so he’s probably at a loss. In my experience, I have been talking with some of these whose avatar is they would probably burn their whole business to the ground to feel love again, to feel connected to themselves again. When you’re thinking about what are you charging and what’s it worth? If you’re not working with clients who excite you, if you’re not charging what you want right now, don’t base the value of the current clients you’re working with, based upon who is it that you can help most. Start with who’s the most probable to make the biggest impact on.

At the same time, one of the things I’m an advocate of is you want to sell to players with money. Not only they have a problem, the major life or business issue, but also they are willing and capable of investing at the level. No matter how much they love your service, if they can’t afford it, you got a problem. Picking that market is also very critical. Don’t you also find sometimes that coaches and consultants have this concept where they’re projecting their own struggles to the client? They’re thinking, “I’m not going to spend $10,000 on a program so I cannot sell $10,000 to other people.” It’s a lot of internal BS, it’s a limiting belief. How big is that in terms of a factor, in terms of when they’re making high-ticket offers?

I believe in something that I call the mentorship mirror. I’m such a strong advocate of becoming the client who you want to attract because it’s coming from a place of truth. When you’re sitting with someone and you’re making a high-end offer, it’s $10,000, $20,000, or even if it’s $5,000 that could be a high-end offer too. Whatever the number is if you haven’t been in that person’s spot, there comes a point in sales where you have to be at level with them. It’s like saying, “I’ve sat there before. I’ve sat in your seat and I’ve been scared.” I have that feeling in my stomach when they show me the price and all my stuff comes up of, “Can I afford it? Where it’s going to come from?” All that stuff comes up for me too. I believe that it’s when you’ve been in that place that you’re able to speak congruently to what your prospect is going through. If you want your clients to make powerful decisions on the spot and invest in themselves, you as a coach also better do the same.

 

Let’s say you want to sell a mastermind group for $25,000. Have you invested in a mastermind group for $25,000? If you haven’t, then you’re being a hypocrite. You don’t know what that feels like. You don’t know the transformation that it could provide. You’re not speaking from the truth of the core of, “I’ve experienced this. I know how you feel and I know it’s scary. I know that I’ve done that before.” It’s coming from a different place. That’s why it’s so easy for you and I to have this conversation because we share the same values, we share the same principles. It’s very much what these people are experiencing. I’m curious, assuming they’ve got a good offer, assuming they’ve got the skill, assuming they don’t have a lot of these mental barriers. They don’t have a lot of hang-ups about these things. Now they want to go out there and they want to sell the higher ticket offer. What’s the best way to do this? What do you teach your students?

I am a huge advocate of doing live events from a couple of standpoints. Number one, what it does for your brand and how it positions you in the marketplace when you do your event. I like it for that reason. Another reason is in helping my clients, watching their transformation of how they take ownership of their leadership when they do a live event. I’ve talked to thousands of different coaches. I hear it all the time, “I’ll do an event someday.” They’re stuck in the someday syndrome of, “I’ll do it when I have more clients, I’ll do it when I tried to have a higher price.” All these different excuses of why they’re not doing it. They need to make a decision and to accept the day and then to do it.

There is no other conversion mechanism than a live event for your high-end mastermind offers or your high-end coaching offers. If somebody spends three days with you in person, that mastermind offer or that high-end coaching offer is going to land better than if it’s from a webinar to a phone call, which also works. There won’t be anything that will convert higher than at a live event. Whether that’s a workshop or a retreat, whatever that is, it’s doing a live event and then making your mastermind offer at that event or your high-end coaching offer. I always suggest making two offers at your event. It’s either a mastermind and a higher-end one-on-one coaching offer or it’s two levels of a mastermind like the $25,000 then a $45,000 or a $50,000 or something like that.

I’ve been in events for fifteen years so I want to ask some in-depth questions. Let’s talk about the offer first. There are many different types of events like two-day events, three-day events, multi-speaker events, boot camp type. What’s the event that’s ideal to sell high-ticket, the length of it and the format of it?

I believe a three-day event is best. What I find is a lot of people are saying, “What am I going to talk about for three days?” My experience, I’ve done over 170 events at this point. At every event, there’s massive content left over. Very rarely does anybody get through everything that they want to at the event. I like three days because it allows for the intimacy of the attendees there to grow. They get to connect with more people there. You also get to spend more time with them there as well. How I teach how to position these offers is it’s pretty much like if you’re selling a mastermind, has these three days been impactful for you? Have you met amazing people? I’ve given you everything that I can in these three days. Imagine what your life would look like to be a part of a group like this for the next year. What would your sales look like if you’re transitioning to make it a high-end offer? If you don’t have a peer group around you that’s going to support you in that, the sustainability of your success will be small. What would your success look like if you’re around a group of other leading coaches, consultants, experts who are doing that same thing?

You’re stretching your comfort zone around pricing structure and around sales. What would that community alone do for you? When you go back to where you came from, do you have a support group like this? When you told them that you’re coming to learn high-ticket to sell a $10,000 program, they all look at you like you were crazy. It would be something like that. I suggest a three-day event because it provides that amount of time for the audience to bond and get to know each other. For you as the facilitator of the event, it also gives you enough time to spend with them to know if they’re going to be a good fit or not. Get quick on making the offer. Some of my top clients, they’ll hire me to do consulting on their high-end offers for their event and it’s a six-figure investment. Many people will send me the last twenty minutes of when they make their offer. I say, “No, it doesn’t work like that.” They’ll say, “I’ll send you the whole presentation.” They send me the full hour talk on the phone. It doesn’t work that way either. The offer starts when you get on stage. The whole event needs to be constructed in a way that sets up the offer so it’s the next logical step.

Become the client who you want to attract. Click To Tweet

Give us some examples of how do you structure the content like day one, day two, day three, when you make the pitch or what kind of content. Sometimes you want to teach but at the same time, you don’t want to overwhelm them that they’ll get confused. You don’t take action or they feel like they have loaded enough, “I can do this on my own.” There’s that fine line. Strategically, how should we structure the content?

On a three-day event, each day has a theme. The theme of the first day is about vision and connection. I work with a lot of people who are building businesses online. My intention is to get them out from behind their laptops or computers and connect with real humans. I built different exercises on the first day that to most people are uncomfortable to get them out of their shell and to get real with what’s going on. It’s a lot of stuff around the vision of what do they want and where they want to create their life for the next twelve months or the next five years. What are the challenges or roadblocks in the way that’s stopping them? I have that structure in day one. There are obviously different contents in there but the main theme of that is vision and connection.

You get them excited about the possibility, the future, what it looks like and how good it is to have a life like that. They also bond with each other and connect on that first day, get them warm and fuzzy, in other words.

When you open the first day, you tell the story of how the event came to be, tell the story of why did you create that event, how was the event birthed, what was the inspiration behind it. That’s the first day. The second day is more around strategy. At my events, I teach business model. I’ll show the contrast in between, the difference between running a model that’s lower-end, maybe if you’re running a funnel that’s a trip wire like a $7 product or $100 product. What that looks like to build a million-dollar business versus if you have a high-end coaching model. Break that down into what’s going on behind that. It’s like in presentation and when your ads were targeting me, Dan, I know that this concept is probably familiar for you. It’s showing this is the old way of doing things. Here’s what you may have experienced and this is what’s wrong with it. Here’s this new solution of my strategy, of what I do. If this sounds good, then keep listening. It’s that model and so I run those different things on the second day and then making the offer. This is some of the most valuable content that I teach as far as the events go.

Most people rush through the offer. For me, my offer lasts probably three to four hours. My offer is, to break down the high-level structure, the most powerful content that I have which is future-paced results and advanced content. I lay out a model for them if they make one sale per week, how to make a half million dollars in six months. I map out that model if you make one sale per week. I break it down so it’s simple. It’s content so they can see themselves in it. I break down that model. There have been many of my clients who have asked me about what’s next. If it’s true, and every event never fails if people are asking me what’s the next step to take, I then share it. I was like, “Before I share with you about my Inspired Action mastermind or the Essential Accelerator program, I want you to hear about the experience of some of my clients who were in it right now.” I transition to testimonial panel. For the client testimonial panel, if you have your clients live in person, that works great. Whenever I make offers, whether it’s one-on-one, whether it’s on stage, whether it’s a mastermind offer from the stage, I like to make it multi-dimensional.

What I mean by that is I’ll give them live people there. I’ll also show videos and then I’ll also have a regular slide with someone’s picture on it. They get different perspectives on it. I would also say a super ninja hack for testimonials is whatever your client is going to share or whatever is on the video, you’d still want to frame what you want the audience to hear. There are testimonials where I’ll frame it if I want them to hear like this is a person who is making the transition through coaching. This is someone who had a successful business but wasn’t passionate about it. My client, Sebastian, wanted to do men’s coaching. He got into a successful marketing company, he wasn’t passionate about it and in his first nine days, he did $21,500 in sales. I can position that if I want someone to hear making the transition or if I want them to hear $21,500 in nine days. Those are two different aspects of that I can highlight if I’m speaking to a group of entrepreneurs who maybe aren’t coaches yet but want to be. I’ll highlight more that he had a full-time business that was doing multiple six-figures already. He thought that he didn’t have time for it, but then when he learned my simple framework, he was able to do $21,500 in nine days.

 

In some ways also is client avatar, but also anticipating the objections that they might have and then reframe that with the testimonials.

Definitely on client panels, you want to train your clients what you want them to say, but not word for word, I don’t like that because it doesn’t come out authentic. The more authentic the testimonials for them, the more authentic it fully comes across. You want to give them one or two bullet points for highlights. Like with my other client, Theora, I’ll say, “Just share authentically what your experience has been. Make sure that you touch on you got your first $50,000 client in your first 30 days. I want you to share what was that physical experience like for you.” Like my client, Theora, she’s an expressive woman so I know when she gets into it, she comes off well and she lights up. I’m looking for what are those points that are going to light her up and so she can share authentically. I also let my clients know of your story could inspire someone listening to this, which is 100% true. Your story could inspire someone listening to this who’s on the fence about if they want to do this or not. Share what was your real experience with it.

This is might be a technical question. During day two, you make the offer. Is it after lunch or before the day ends? Some speakers do different things. I’m curious about what you do. Do you do where it’s application only for the high-end? Do they come back in the morning that day three, like a special morning session or they go to evening dinner VIP thing, people who have invested? What do you do?

I make my offer after lunch on the second day. My style is a more confronting type of style for my offer. It’s application only but if I make the offer, I make whoever wants it to stand up. They stand up in front of the whole room. I mention the price now, it’s $40,000 or $60,000. I tell the story of me and my first event. I believe if you want to be successful in life, you have to be able to confront life. I share that like I’m standing here before you confronting my age, confronting my stutter, confronting all this stuff. If you want to build this type of business, I’m either calling you forward or I’m calling you out. That’s my style of doing it. There’s that style as awesome, more like a Lisa Sasevich type, like sales without being salesy type but were very nonchalant inspiring type as well. I believe in setting up a client relationship so it’s on a solid foundation to win. In my programs there’s no guarantee, there’s no refund. It’s either you want this or you don’t because I need my clients to be fully in. There’s no guarantee in life. The only thing you can guarantee on is that you’re going to show up and do the work. That’s how my whole coaching is set up. All of my offers, whether it’s one-on-one or direct from the stage, reflect that.

When you speak truth into someone’s life, they buy from you. Click To Tweet

Afterwards, people stand up and then they would invest right there, but it’s still an application.

It’s for a conversation. My events are smaller too, they’re anywhere from 15 to 25 people. I’ve done much larger events for my style. I’d rather have an intimate group. What I would do there is I’ll get them to stand up and then they’ll have a special invitation that I have for them and I give that to them and then they fill out the application. I’m also not a big fan of huge applications. Someone’s there for three days so having a few questions, whether it’s three questions or five questions, that’s enough in there. One of the questions that I like to ask in the application is, “What is the reason that I’m committed to succeeding in life and if I’m admitted into this program?” I like that question a lot. I also like the question, “Why is it the right time now?” I like that question a lot too, to get them to journal around what’s at stake. To answer your question, what I do at my events is I’ll meet with them one-on-one there. If it’s a smaller event then I’ll do it myself or if it’s a larger event, my team will do it too. If it’s a larger event, for those who sign up or for those who want to have a conversation about my $160,000 coaching program, I’ll take them to dinner on the second night or I’ll meet with them for breakfast or lunch on day three and then I’ll have my team meet with everybody from my $40,000 mastermind.

We finished day two, you make the offer. Day three, the people may still be on the fence. What do you cover on day three?

The theme of day three is going to be action and commitment. I walked through I was like, “Whether you work with us or with someone else, you need to have these support structures in place for you.” I’ll tell stories around information is not transformation. I’ll get content around the seminar syndrome which I believe a lot of this industry suffers from. You’re going from event to event but not investing in a deeper level of support that’s going to get that results. I have all these different syndromes because they’re all my story. I have invested in so many online coaching products or online product launch formula type of products that I went through the first module and never finished. I’ve been to so many events where I’m making breakthroughs but then I go back to my regular life and nothing happened.

 

I tell those types of stories and I share them very openly like, “If we’re the people to help you, then cool let’s do it. If not, find someone, please invest in mentoring. It’s what’s required.” I tell stories like that and then before lunch on day three, I will repitch. It’s not a huge repitch, it’s going back through and then I’ll close the repitch with a regret story. I’ll share a story of my own life where there is a challenging decision that I knew I needed to make. As I sat there contemplating this over, I knew if I didn’t bet on myself, I knew if I didn’t give it a chance that I’ll look back on this and regret it. If you’re looking at this offer and if you want to do this, but there’s something holding you back, have a conversation with us. The repitch will be something like that.

You talked about good mastermind with the two layers maybe $20,000 and $45,000. For our audience, if they would have structured this, what would be the difference? Do you offer the $45,000 first and then you do a downside with $20,000 or you do both at the same time?

What I like to do is I like to make the lower offer first. For myself I’ll say, “This is my Inspired Action mastermind, it’s $40,000 and it comes off all these things.” Then I’ll say, “I have one more idea that I want to share with you. Is that cool to everyone?” They’re like, “Yes.” I’ll say, “My Essential Accelerator mastermind there, I’ll give the story of how that program was inspired. I was on a Europe tour where I was in Paris, I was in Amsterdam, I was in Ibiza. I was in a beautiful villa and I was running my mastermind call from Ibiza and I’m a huge house music fan. I got to serve my clients, show up in my mission and crushed all my clients call, then I got to go watch my favorite DJs in the world play at the best clubs.” The moment for me was surreal. I tell that story and I tell the story of so many coaches who come to me, they want to make more money, they want to make a bigger impact and they say they want a better lifestyle too but they don’t do it. My experience is even when they make more money, very few go out and do it. My whole Essential Accelerator program is around how to build a lifestyle friendly business. I coached retreats in exotic locations like Fiji. I tell that story and then I go into that offer.

The first one is $40,000?

It’s $40,000 and then the next level was $60,000 but I raised it to $75,000. Now it would be at $40,000 and then $75,000. That goes either way, whether if you’re just starting out if you’re going to do, even if you committed $10,000 and then $20,000 because it’s important to share too and to break it down. I remember when I first started listening to these numbers, I was like, “This is crazy, these numbers.” The $10,000 mastermind, you can do $10,000 full or that’s only $1,000 a month. If you break it down to a payment plan, a $25,000 mastermind is literally $2,000 a month roughly. It depends on if you accept a payment plan for that long, there are all the different variables that go into it. I want to share that even if you’re just starting now, to think that your clients won’t spend $1,000 a month. If that’s your story, I believe you’re not working with the right type of client.

To grow the business and to have the lifestyle they want, even if you look at $40,000, break it down to twelve months is not a lot of money. They could work at it. In some way, we’re talking about marketing strategy, when you have the A and B, you also have the contrast and say, “I cannot afford the $75,000 but I can do the $40,000 in a payment plan.” There’s that contrast versus the one thing, it’s yes and no. Now it’s, “Do I want A or do I want B?” I’m sure you cover this very much in depth in your programs and Small Events Big Profits where you walk them through the whole thing on the details, how do you structure the day, how do you make the pitch, script, and all of that stuff. Let’s say now they see the two offers, it’s good. They did the mastermind. I want to touch on delivery because for some audience, the $40,000 and $75,000 is so out of their comfort zone. It’s like, “What do I give them? We get the value part, but do I give them ten masterminds a year? Is it 500 hours of videos? What do I give them? I don’t know for that kind of money. What should I do?”

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There are so many different ways that people can structure it. One of the biggest mistakes that coaches make when they’re switching to a high-end model is they become a prisoner of the system that they create. What I mean by that is the structure of their delivery for their masterminds is too much. Even if they make a bunch of money, they’re stuck with the phone attached to their ear with so much delivery. In masterminds, clients don’t need more time, they need more value. For a basic model, what I like to do is three in-person live masterminds for the year. I like to do two or three mastermind calls every month to keep them on track, to meet in between. I teach a model where I teach a six-week course with a three-day event. It’s what a lot of people teach for their high-end group programs.

I give them access to that as well. Each one of those masterminds can be structured like for a specific outcome. If one’s on high-ticket sales, then another one’s on how to do events, that another one can be on Facebook marketing. I shared that but I also say that the mastermind is designed to be customized to what they need. If someone’s starting like on my group calls, I share with them. If you’re doing your event, we can focus on that. Then if another person wanted their Facebook ads done, then we can work on that too on the same week. Our clients are paying for the level of access and if they’re investing $40,000 or they invest in a high dollar amount, I want to give them access to give them what they need. That’s the thing with value is the only person that determines your value is yourself. You’re the only person who can determine what would be the pricing structure is.

Get them the outcome that they want. Let’s say for the program you’re talking about, there are three mastermind meetings in two days?

Three days for mine. A big difference between my $40,000 and my $75,000 mastermind is that my $75,000 mastermind get an additional day. That mastermind is for four days.

Do they mastermind together or do you keep them separate?

They mastermind together and then on that last day, everyone who’s in the $75,000 mastermind, we get together in a small group. I hosted a mastermind. I took the Essential Accelerator clients and I do cold coaching with them. We went to my favorite restaurants and they all came over to my house. We had an awesome strategy day to make sure that they were super clear on what their action plan was from the event. I had one of the best movement specialists in the whole world. I don’t know if you’re familiar with the book, Stealing Fire, but he’s huge on flow states. He came in and taught a special course for them, then I took them out to go do cryotherapy and stuff like that.

 

You make this phenomenal experience for them three times a year and in between, they also get two or three calls a month to keep them on track and accountable. Then maybe as a bonus or something like that, you mentioned something like a seven-week or eight-week program where you walk them through to get a specific result. Listening to you, Alex, it’s not so much about, “Did they get how many hours of stuff or how many days?” It’s not about that. That’s the vehicle. This is the delivery, but it’s about how do we serve the clients the best. You think of it like he’s not only teaching them stuff, but he’s taking them out there to do some new things out of the box, things that they may not usually do on their own. It’s all part of the experience. It’s not information that’s part of it, but there’s so much more. There’s community, there’s the motivation, there’s this strategy, their cool experiences. That’s what they’re paying for and it’s not very one dimensional.

Something that is important to share, the way that I do things and I’ve built a successful business is I do things a little differently. Everything that I do, especially my events, it’s such an expression of myself, a part of who I am. For my masterminds a couple of years ago, I was in a mode that was work hard, play hard. I did my mastermind in Vegas. I did it in a presidential suite in Vegas. I was also born and raised in Vegas so it was cool to bring my clients to my hometown and then we jam on the strategy the whole day. At night, I took them out to my favorite restaurants and my favorite clubs. For my last mastermind, I’m in the season of health and wellness and peak performance. I did it in a beautiful place in San Diego overlooking the ocean. I had massage therapists there the whole time, the acupuncturist, the tonic herbalists who are making tonics. It’s one of the things that is most important for me to share. For me, I’ve had the success that I have because I’ve built a business that’s congruent to who I am. I share all the crazy cool things that I’ve done for myself like all the bodywork. Also, in the season of life of going after what I wanted. I know as a high-achiever, oftentimes we get caught up in doing things a certain way to go after goals, but if we’re not enjoying it, if we’re not spending time with the people we want, if we’re not spending time with people we love, we’re not doing the things that we want to do. Then what’s it all for anyway?

I couldn’t agree more and it’s about the integration. It’s about you’re not just making money, but if you do the right thing with the right people, money shows up. It’s not that complicated. Very quickly, what’s your number one strategy to fill an event?

I’ll give two because it’s important. Number one is if it’s your first event, just invite people, to reach out. Reaching out is very powerful. It’s the key place to start because it’s also a confronting strategy because people can say no. People have an interesting relationship with rejection. My experiences, and I lived this story for a long time, was that if people said no to come into my event and they said no to my program, they’re saying no to me or something’s wrong with me. That was the story I made up. People are like, “That’s rejection.” I was like, “No, rejection is if you come home and if your spouse is sleeping with your best friend, you find them in bed together, that’s rejection.” If someone is saying no to your program or to your event, that’s not rejection. Maybe the dates don’t work, whatever it is. Even now, still to this day where I’m launching a huge campaign online, I speak on stages. To get people to events, I’ll still ask them like, “I think you’d be a great fit for this.” You’re doing a disservice to the people you can help if you don’t make an offer to them.

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That’s number one. Number two is I believe that with the programs we sell, that a ticket to your event should be included. For me, I teach a model that’s called a premium core offer. It’s selling an impactful group course over six weeks and you’d price anywhere from $3,000 to $10,000. When someone buys that, they’d get a ticket to your event. I believe that if someone invested in your mastermind, that should come with a ticket to your event. If they work with you one-on-one, now they should still have a ticket to your event. With whatever you sell at whatever level because it’s valuable for even your one-on-one clients. Would your one-on-one client get value from being in a room full of your other one-on-one clients? If your answer is no, I don’t think you work for the right clients. There’s so much value in the group. I’m huge on creating a powerful group because that’s how you scale.

Let’s say we price event at $1,000 hypothetically. Even though when we’re “giving away” the tickets to certain people or they bundle into one of our offers, there’s still a value attached. Usually, this event is $1,000 but because you spend $2,000, $3,000 with me, you get that for free, something like that.

My main course is called Effortless Enrollment. For me, enrollment is not just sales. Enrollment is in every aspect of life and every aspect of the business. Even if your client is spending $10,000 or $20,000 with you and they get a ticket to your event, they still need to be enrolled as to why? Why is this beneficial for them? Whether someone’s at $1,000 level or $20,000 or even $50,000, they still need to be told why it’s valuable for them. They still need to be enrolled.

Any other final thoughts? Also share with the audience, if they want to learn more about your programs and the various programs that you have. What’s the best way to do that?

 

The last thing I’ll share is that Tony Robbins teaches success leaves clues and to model success. I agree with that. To be successful, if you’re a coach or consultant or an expert, you have to know how to make the model work for you. The biggest thing that I’ll share is to hire someone. Hire a mentor, work with Dan, work with me. Find someone who has the results that you want. Find somebody who is producing the results for their clients that they want. Find someone whose morals and values are in alignment with your own. Do not do this alone. You’re going to be investing either way. You’re going to invest time and heartache and blood, sweat and tears to figure it out on your own and you’re going to invest the money that way too and probably lose a lot of it, or you’re going to invest it financially learn from someone who can save you all those. That’s the main thing that I’ll leave with. If you want more information about me, if you want to connect with me, go to my website, AlexJMoscow.com and on there you’ll get access to my Six Essentials for Enrolling High-End Dream Clients at $5,000 to $75,000 and beyond with confidence and ease. It’s my 60-minute training on high-end sales, how to sell with feeling authentic and with the clients’ best interest at heart. If you want more information on there, you can contact me there and then if you want access to that training that’s also on my side as well.

If they want to learn more about Small Events Big Profits and that’s a live event, I assume.

That is a live event too. On my site, there’s a section for that as well on there.

Would you say so they get your free training? They get some value and then if they want to take any those programs, also the mastermind group that you have. Especially one other very important piece of advice. If you are thinking of starting your own high-end mastermind group and things like that, the best way is not just to learn from someone like Alex where you are learning the strategies, but you’ll get tremendous value being a member, learning how he runs things. If you’re smart, you’ll probably learn even more from that because you can see that’s what it’s like and what’s the behind the scenes.

You can’t see it from learning but if you’re a member, that’s what’s behind the scene between a $40,000 or a $75,000 mastermind group. When you do want to do something on your own, now you can see if you experience it. It’s almost a double value. You go, you learn but at the same time, here’s how he does it. The same thing with even Small Events Big Profits, you go there, you wear a hat as a student, you need to learn, but you also wear a different hat, “How exactly is Alex running the event? How is he closing me? How is he doing this?” If you’re smart, you’ll find a lot of value if you use that approach?

It’s listening to the content. What you shared is exactly how I train too. You need to look for the context of how we’re doing things. Even if we listened to this podcast, I’m dropping in the different results of the client that I had. One, because it’s valuable to you listening. It’s also valuable so that maybe if you’re starting out that you can see yourself in the shoes of the people who I’m sharing with you about. Listening to the context, if you’re in this space, it’s one of the most powerful and most valuable skillsets for myself that I’ve learned to develop as well.

Alex, thank you so much for inspiring us. It’s so awesome and they’re such phenomenal answers. Thank you for your thoughts and sharing your ideas. I appreciate it. Thank you so much.

Thanks so much, Dan. I had a blast. It’s been awesome.

 

Important Links:

• AlexJMoscow.com
• Ted McGrath
• Effortless Enrollment
• Message to Millions
• Stealing Fire
• Six Essentials for Enrolling High-End Dream Clients at $5,000 to $75,000
• Small Events Big Profits

About Alex Moscow

Alex ran a multi-million dollar coaching and seminar organization for 4 years, and he has personally led over 1,900 enrollment conversations. As a result, Alex understands and teaches enrollment with the authority afforded only to those who have invested the time to refine and master their craft. He has been branded as having the highest client success ratio out of anyone helping coaches, experts and speakers.

Alex helped world renown coaches and speakers to grow their businesses, and he has personally sold over $ 5.2 million in coaching packages one-on-one. When Alex started his own coaching practice, he grossed nearly 200k in five months working 10 hours per week. At one of his most recent events he generated $280,000 in sales with only 9 attendees.

His clients often report that after working with Alex, not only are they effortlessly enrolling premium clients and making more money, they have also better people themselves.

And he’s accomplished all of this with a lifelong stutter.