Email marketing has become an indispensable tool for businesses, particularly those with an online presence. 

Stats show, email marketing currently reigns as the number one marketing channel, delivering unmatched results. If you want your business to thrive, it's crucial to understand the ins and outs of email marketing and utilize it to its full potential.

When I spread my net across various social media channels, my ultimate objective is to have people willingly join my email list, subscribe to my newsletter, and become part of my community. 

However, there’s an ongoing debate: “When is the right time to sell to these new subscribers”? 

Should you seize the opportunity immediately, or should you take a more patient approach and nurture the relationship before making your move? 

Let's explore the concept of nurturing soft sell vs hard selling and find the strategy that will work best for your business and customers.

Subscribers are real people

When someone subscribes to my email list, it's essential that I acknowledge them as individuals—real people with their own desires and expectations. 

They saw value in what I was offering, that enticing freebie or incentive, and deemed it worthy enough to provide their email address. 

However, despite signing up, they remain a stranger to me (not for long). 

They don't fully grasp what my brand is all about, other than what they saw in my various marketing efforts that prompted them to join. 

What’s going through the customer’s mind?

As a marketer, it's crucial to understand this dynamic. Does it make sense to immediately jump in and try to sell hard to them?

Perceived Risk

Should I nurture and soft sell or go right into the hard sell?  It depends on various factors, such as the price point of my products and the perceived risk involved for the customer. 

I’ve found out that it’s important to offer multiple pricing tiers—

• low ticket, 
• mid-range, 
• and high ticket

This will help to cater to different segments of your audience. 

What constitutes a low ticket price may differ depending on your market, but the idea is to provide an accessible entry point.

When someone is unfamiliar with the brand, it makes sense to inspire them to make a purchase that offers a quick win with minimal effort. 

For instance, you can sell a book for $20, a printable or planner for $10-$15, or digital templates priced between $10 and $40. These options involve little risk for the buyer, while providing a simple, easy-to-implement solution that guarantees a sense of accomplishment. 

Don’t Give Them The Firehouse

From the brand's perspective, you can solve numerous problems. 

Bigger problems my customer may not even be aware of Yet! 

I find bombarding the customer with an overwhelming array of offerings right from the start isn't ideal. 

Instead, a low-ticket product serves as an excellent icebreaker—a gentle introduction that showcases the value I can bring.

There Will Be A Time To Introduce Products That Solve Bigger Problems

Once they've purchased my low-ticket product and had a positive experience, it's time to help them solve bigger problems. 

At this stage, they have begun to trust me, having tried and found success with my initial offering. 

Now, offering mid-range or high-ticket products becomes more viable, as they are more interested in exploring what else I have to offer and determining if it aligns with their needs.

Going Right Into A Hard Sell On High Ticket Product

Let's consider the alternative approach of immediately offering the most expensive product to a stranger. This presents several challenges. 

Firstly, the high price point implies a significant risk for the customer. 

Secondly, they still need to build a solid foundation of trust in my brand. 

Most people are reluctant to make a substantial financial commitment right off the bat. 

Therefore, it's crucial to view the situation from both perspectives—the customer's and the brand's overall goals. 

If you can present a small, low-risk step that leads to quick results, it's more likely to be the best approach.

What If They Don’t Buy My Products?

Even if a customer decides not to purchase my initial low-ticket product, that's perfectly fine. 

I still have the opportunity to sell them other products or services by building a relationship and sending them my weekly newsletter or sharing valuable content.

Some customers might take years to make a purchasing decision requiring an extended period to build trust and confidence, while others are ready to buy immediately.

Build The Relationship In Selling

Ultimately, what matters most is cultivating a relationship where you are seen as a trusted resource and guide in your field. 

By consistently delivering emails that provide value, I can ensure that each communication is worthwhile to the recipient. 

I believe this, in itself, is a significant achievement.

What’s The Best Time To Offer Expensive Products?

Now, you might be wondering when to introduce your mid-tier or high-ticket products. 

I have found that After a customer has purchased my low-ticket item and I’ve provided exceptional customer service, I gave it some time—days, weeks, or even a month or two—before presenting my higher-priced products. 

By leveraging the positive experience they had with the low-ticket item, I position my mid-range or high-ticket offerings as natural progressions in their customer journey. 

This way, they are more likely to perceive these higher-priced products favorably, having established trust through their previous purchase.

Have The Best Customer Service Ever

I believe customer service plays a vital role in leading up to selling high-ticket products.

Even if a customer has paid only $20 for a product, providing excellent support and addressing their questions is essential. 

It demonstrates my commitment to their success and builds the foundation for trust. 

When I consistently go the extra mile, they'll consider my mid-range or high-ticket items as viable options because they know I’ve proven my commitment to them with the lower-priced product.

I like to aim to have the best customer service on the planet. 

With this I can understand the customer's perspective and build a relationship that fosters loyalty.

Email Campaigns That work For You

I hope these insight helps you think about your product's pricing in your email campaigns and empower you to make informed decisions about how and when to present your product price levels. 

I'd love to hear about your experiences with tiered pricing and the price points you offer. 

Please share your thoughts and engage in the comments below. 

Thanks for reading. 

I'll see you in the next one

Caleb