Low ticket vs High ticket course

Note – This article was an email that was sent out to my subscribers on 22nd July, 2021. To become a subscriber for my future emails, you can fill up the form at the end of this article. I send emails related to my current experiences in the Online Coaching industry, lessons related to digital marketing and even some raw and hard hitting personal development advice (no woo-woo stuff).

These days a lot of “gurus” are advocating the method of selling High Ticket courses.

In fact they are discouraging people from selling low ticket courses.

First of all, let’s quickly understand what these terms mean.

A low-ticket course is something that is priced between Rs.1000 – Rs.20,000 approx.

A high-ticket course sells anywhere from Rs.25,000 – Rs.75,000.

The high ticket advocates tell you to not sell cheaper courses because according to them you are “under-valuing” your expertise and you can make much more money.

And they may be correct on that point.

You can certainly make more money with high ticket courses.

BUT….here’s the catch and here’s what they DON’T tell you.

Selling high ticket courses is NOT EASY.

Yes, you can make more money but you also have to spend WAY MORE on advertising. I’m talking even lakhs/day.

And it involves way more work like following up and even personally calling clients and annoying them with mind-numbing sales scripts.

So while you can make more money, you also spend more money.

And not just on ads.

You also spend more money on your email marketing software and other automation tools since now you are dealing with hundreds of thousands of leads most of whom will never do business with you because of the crazy high costs.

But these people never talk about that.

They only show you their revenue figures, never their profits.

I’m not saying they are wrong in advocating selling high ticket courses but they are wrong about discouraging people from selling low-ticket courses.

What you have to understand is that you NEVER jump steps in business.

Going directly for high ticket courses is like trying to jump over a chasm when there is already a bridge available.

That bridge is your low ticket course.

But most people get seduced into high ticket selling because they don’t want to build that bridge.

Basically, they don’t want to build a business the correct way.


Because the correct way requires patience.

And who’s got time for patience?

I’m totally the opposite because I am firmly rooted in reality.

I know from experience it’s way easier to sell a low-ticket course first and then slowly start charging higher.

When you don’t jump steps, the following things happen:

  • Your brand grows
  • Your email list grows
  • Your marketing skill grows
  • Your CONFIDENCE grows because you actually SEE SALES.

Back in 2013, when I started my photography workshops in Pune, I had a huge competitor called Toehold.

They had captured over 90% of the market share in the photography education world.

It was a nation-wide company.

But in 2 years time, my workshops were doing better than theirs.


Because I simply under-cut them.

What they offered for Rs.9999, I offered for Rs.1499. And I gave even more value in my workshops. So no one ever thought they were attending an “under-valued” workshop.

Once I started gaining market share, I naturally increased my price.

Under-cutting your competition is a beautiful strategy because it allows you to cast your net wide open.

The wider your TOFU (top of the funnel) is, the better.

Even the biggest companies out there use this strategy.

Remember, when you are starting out, your number one focus has to be on building a brand. Sales is also a primary focus but it has to be secondary as compared to lead generation.

One of the genuine gurus out there by the name of Matt Paulson even says you should never sell anything till you have 10,000 email subscribers.

I’m not saying you have to wait for 10k subscribers. You can certainly start selling from DAY 1 but generating leads should always be your number one priority.

Once you master lead generation and the ability to sell low ticket courses, sky is the limit.

Always remember – If it sounds too good to be true, it usually isn’t.


Kush Sharma

Click Trainers

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