Mastering high-ticket sales: Strategies for consistent five-figure months 

Getting unstuck

I’ll never forget the moment I knew something had to change. It was a quiet moment with my husband as I’d just arrived home from work. As we stood looking at each other, I looked into his eyes, and without saying much, we both knew. “I can’t do this anymore. I need a way out,” I confessed. And just like that, the decision was made. We didn’t know how, we didn’t know what, but we knew I had to get out of what felt to me like the never-ending ‘rat race’ of exchanging time for money, stress and feeling overworked. 

This moment came with fear, uncertainty, and a lot of self-doubt. But it also came with clarity, a deep understanding that life is too short to stay stuck in something that doesn't light you up. It was time for me to step into something bigger and create the life I wanted because I certainly wasn’t living it then. 

The catalyst: Losing my mum

However, my decision to leave the NHS wasn’t just driven by a sense of dissatisfaction, it was also fueled by a deeper catalyst. When I lost my mum to cancer at Christmas 2012, it felt as if the ground beneath me had been taken away without warning. For 13 months, I watched my mum battle cancer, and as her only child, the weight of that experience was overwhelming.

Losing her was the most tragic thing that has ever happened to me. One of the most emotionally challenging things about losing her, after seeing her suffer, was that for a few years prior to losing her, she’d told me persistently of her big dreams to leave her teaching job and sell her house and go travelling the world to embrace her dream freedom lifestyle. Her dream was taken away from her in what seemed like overnight. This tragedy of her loss was the most challenging experience I’ve gone through. Ironically, it also became my biggest learning experience. Until that moment, I had taken so much for granted: my health, my time, and most of all, the people I loved. After her death, I realised that life is incredibly fragile, and I had been wasting precious time simply going through the motions. I feel a huge sense of shame admitting this. 

The tragedy of losing mum led me to a realisation: I couldn’t keep living a life of mediocrity and one where I was deeply unhappy and unfulfilled. I wasn’t here to settle for ‘good enough.’ I was born for more. And I knew I had to do something to change my life, for her, and for me.

Making the leap: transitioning to entrepreneurship

That realisation sparked the decision that would change my life. Leaving the NHS was terrifying. It was honestly the hardest decision I’ve ever had to make. But I could no longer ignore the voice inside me that was saying I was meant for something different. It was time to follow my heart and build the life and business I had always dreamed of, even though it absolutely terrified me, as medicine, employment, and the ‘stability’ it provided me, was all I’d ever known. It was my identity. 

When I took the leap, I had no idea where I was going or how I would get there. However, I was determined to find a way to create a business that could give me the freedom I wanted and provide transformative value to others.

And that’s when I stumbled upon the world of entrepreneurship and business, which led me to the world of high-ticket sales. 

High-ticket sales done ethically: creating transformation

For many, the idea of high-ticket sales can feel uncomfortable. It might seem like it's just about adding an extra zero to the end of your price, inflating the value without providing anything meaningful. But let me set the record straight: high-ticket sales, when done ethically, are not about inflating prices; it’s about delivering unmatched value, transformation and a personalised experience.

High-ticket offers are about creating value. They're products, services, or experiences that lead your clients through life-changing transformations. They aren’t just about charging more for the same thing; you are creating an offer that will deeply impact your client’s life, and in return, they pay a premium for the value and transformation they receive.

I’ve seen countless entrepreneurs struggle with this concept. They’re afraid to charge more because they fear they won’t be able to justify the price. But the key here is understanding your value, the transformation you offer, and being fully convicted in your expertise and service. When you can show your clients the incredible results they will achieve by working with you, high-ticket sales become an ethical exchange and sales as a whole feel simpler and easier. 

This is exactly what I teach my clients to do: step into their power, believe in the value they offer, and become seen, hired and paid as the in-demand high-ticket experts in their field. And it works, no matter your niche or business model, but only if you decide to really lean into it. 

You might be reading this and thinking, “But I’m not a business coach,” or “This doesn’t apply to me because I don’t sell high-end coaching or consulting.” Let me reassure you that high-ticket sales work for any business. In fact, the model works just as well for product-based businesses. Take Fortnum and Mason, for example. They took a regular grocery concept, the Christmas hamper, and turned it into a luxury experience at £6,000. This is a clear example that premium pricing isn’t limited to services; it works just as well for products. There’s a market out there for high-end experiences, and people are willing to pay for them.

The mindset monkeys

Now, let’s talk about the mindset monkeys, the limiting beliefs and fears that show up when you’re looking to enter high-ticket sales (I discuss them extensively in my new book, The High-Ticket Method). It’s perfectly normal to feel hesitant or even overwhelmed by the thought of charging more. You may wonder, “What if no one will pay that much for what I offer?” Or perhaps you wonder, “Who am I to charge those prices?”

Let me reassure you: if I know people charging £100k for 12 months of 1:1 work, you can create higher-ticket offers in your business. You can be seen, hired, and paid as the high-ticket expert in your industry, no matter what niche you’re in.

The truth is that these mindset blocks hold most entrepreneurs back—I’ve seen it time and time again. But once you can break through them, you unlock the potential to create and sell high-ticket offers that elevate your impact and income and truly transform lives, including yours.

I know it can be daunting to challenge your beliefs around money and sales but trust me when I say this: the moment you step into your worth and recognise the incredible value you bring to the table, you’ll never look back, and you’ll wish you’d done it sooner.

Breaking through sales mindset blocks

When it comes to high-ticket sales, confidence is key, but rest assured, confidence isn’t something you’re born with, it’s a character trait that can be learnt over time. Start by focusing on these principles:

Lead with value

Your high-ticket offer isn’t about piling on endless bonuses or making it look “bigger” or complex (this is actually a turn-off for your ideal premium-paying clients). It’s about providing a solution your clients deeply desire. When it comes to sales, focus on the result they’ll achieve, not just the features of your offer. If it helps, remember my famous saying, which my clients know so well - “sell the beach body, not the gym sessions. People only care about how they’ll look on holiday in their new bikini. They don’t care about the 40 minutes of cardio 5 times a week”. And it’s true. 

Sell with integrity

High-ticket sales should never feel pushy or manipulative. I teach my clients to sell unapologetically but ethically. This means being convicted, clear, confident, and transparent about your offering and allowing your clients to make empowered decisions.

Detach from the outcome

One of the most powerful shifts you can make is detaching yourself emotionally from the outcome of a sale. I want to remind you that your worth isn’t tied to a yes or no. When you sell from a place of service rather than scarcity, your energy will naturally attract the right clients.

Becoming a high-ticket expert

I want to leave you with this: If you aren’t yet living the life you desire or running the business by design that you want, you were born for more. Just like I had to make the decision to step away from a career that no longer served me, you can make the decision to step into your own potential. You can create high-ticket offers that bring transformation and value. You can charge what you're worth, and you can build a business that not only provides financial freedom but allows you to live your ultimate freedom lifestyle on your terms.

If you’re struggling with imposter syndrome or worrying that you’re not qualified to offer high-ticket prices, remember this: Your experiences, expertise, and unique perspective are exactly what the world needs. You don’t need to be a business coach or have a traditional business model to charge premium prices. If many are already doing it, so can you.

You can create high-ticket offers that align with your expertise, whether you’re a business coach, a photographer, a designer, or a product-based entrepreneur. There are clients out there who are ready to pay for the transformation only you can provide.

So, to get real value and results from taking the time to read this article, I want you to ask yourself these three simple but oh-so-powerful questions:

• What transformation do you provide that is priceless to your ideal clients?
• How can you position your unique offer to reflect the true value of that transformation?
• Are you ready to rewrite your money story and step into your power for the impact and income you desire?

If you’ve read this far, the answer is probably yes. 

High-ticket sales done ethically allow you to create a ripple effect of transformation, not just in your business but in your clients' lives. They allow you to earn more, work less, and make a bigger impact. You don’t need permission to step into the high-ticket space, you need a plan, a mindset shift, and the courage to start. You are worthy. And you can create the high-ticket offers that will change your business and your life.