How to Run An Effective Cold Email for High-Ticket B2B Sales

Selling high-ticket B2B offers can be tremendously profitable but also incredibly difficult and complex. Businesses with deep pockets don't purchase products and services willy-nilly, so you'll need to be at your best when it comes to your lead gen, demand gen, and selling processes. In today's post we're going to talk about how to sell high-ticket B2B offers using one of the most scalable lead gen tools available: cold email.

What is Considered A High Ticket Sale?

Before we dive into the how, let's first define what a high-ticket B2B sale or offer is. A high-ticket sale refers to a transaction that involve serious due diligence on behalf of a buyer. Here's what typically makes up a high ticket sale:

1. A big transformation a customer will receive by purchasing the product/service

2. The need to walk through the buying process with an expert salesperson

3. Multiple stakeholders and stages to closing a deal

4. A price tag in the mid four figures ($5,000) and above

Of course, being high-ticket depends on your business and your target customers. Some businesses would struggle to afford a $5,000 service or product while other businesses could purchase a service or product costing $5,000,000. Apart from price, numbers 1 - 3 typically signal that a service or product is high-ticket. 

Why Cold Email?

Cold email can be a powerful tool for selling high-ticket B2B products and services. It allows you to reach a large number of potential customers in a scalable and cost-effective way. Everyone has at least one, and buyers check their emails frequently, multiple times per day. Cold email is also very targeted. You can message whom you want, whenever you want, as long as you know their email address. Cold email is also an excellent way to start a conversation. A salesperson can ask thought-provoking questions, provide valuable insights, and explain in a concise and focused way how their service or product can provide value to the target company.

Pre-Planning by Putting Yourself in Your Customer's Shoes

Before writing a cold email for high-ticket sales, it's important to put yourself in your customer's shoes. Think about their needs, pain points, and goals. Do some research into how your prospective customer buys. This is critical step that you shouldn't bypass, as it will position you well when it comes to down to making a decision.

First, begin by mapping out the buyer journey. Big purchases aren't often made quickly, so you'll want to begin your prospecting as early as possible. You'll want to create messaging and sales assets that are specific to the stage your prospective customer finds themselves.

Below are some examples:

• Awareness Stage: If a client is in the awareness stage, you may want to send them messaging and content around how existing solutions on the market solve their pain points.

• Consideration Stage: If a client is in the consideration stage, you may want to send them messaging and content on how you stack up against your competitors.

• Decision Stage: If a client is the decision stage, you may want to send them messaging and content around discounts, promotions, and other offers that can tip the scale in your favor. 

A great way to put yourself in your customer's shoes is to use the SPICED Framework by Winning By Design. SPICED stands for Situation, Pain, Impact, Critical Event, and Decision, and it is a fantastic framework for helping you speak in a way your customers will understand and appreciate.

Researching & Building a Targeted Prospect List

There is a lot of money in targeting the right companies for your services and products. To run an effective cold email campaign for high-ticket sales, you first need to sit back and think of what situations your customers find themselves in, and if there is any publicly available data that can "trigger" your outreach.

Below are some examples of "signals" you can use to create your target list:

• Public company financial reports

• Job postings

• Requests for Proposal

• Press releases

Often thinking about their situation works out better than creating a list of companies based on demographics. You can always use demographics to create your list, but you might as well start by trying to find the companies that need your services the most. 

High-Ticket Cold Email Example Template

Below is an example cold email a company could send to a prospect for a high-ticket sale. 

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Subject:

Strategy for {{Company}}'s Next Growth Phase?

Body:

Hi {{FirstName}},

Situation: As {{Company}} continues to outpace market expectations, I've been impressed by your team's ability to innovate.

Pain: However, rapid growth often stretches {{Department}} resources, potentially impacting your operational efficiency and customer experience.

Impact: Without a scalable solution, sustaining this growth could become increasingly challenging, affecting both market position and revenue potential.

Critical Event: With the upcoming {{IndustryEvent}} and the push for digital transformation, now is the pivotal moment to address these growing pains.

Decision: Would you be open to exploring how our solutions have enabled similar companies to streamline operations, ensuring they not only meet but exceed their growth projections?

A brief call could uncover new strategies for {{Company}}.

Best,

{{YourName}}

P.S. Your leadership in {{RelevantArea}} has set a benchmark in the industry. Excited to possibly contribute to your journey.

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Notice that there are asterisks next to each element of SPICED. Also, notice how "strategic" and "valuable" this email feels. Despite this being generic, it really feels like the salesperson knows and understands the prospects industry, company, and pain points.

Conclusion

In conclusion, mastering the art of crafting powerful cold emails is essential when it comes to selling high-ticket B2B offers. By understanding the needs, pain points, and goals of your potential customers, and using targeted messaging and sales assets tailored to each stage of the buyer journey, you can significantly increase your chances of success.

Leveraging the SPICED Framework and conducting thorough research to build a targeted prospect list will help you create personalized and impactful cold emails that resonate with your audience. With the right approach and strategic thinking, cold email can be a scalable and cost-effective tool to drive high-ticket sales and generate maximum conversions for your business.