162: How high-ticket offers help entrepreneurs create revenue resilience in a recession
Selling in a recession: premium buyers are still buying
Hello, hello, and welcome back to the Ill Communication Podcast.
Today, we’re diving headfirst into a tough but timely conversation: selling in a recession.
And I don’t just mean an economic recession. We’re also in what many are calling a trust recession.
The Double Recession: Money & Trust
On the economic side, experts suggest Canada may already be in the early stages of a recession, with the U.S. likely not far behind. Tariffs, trade wars, a softer job market, and global uncertainty are creating shaky sales and choosy consumers.
On the trust side, we’re seeing what I call a market correction.
During the pandemic, the online market was flooded with new businesses and digital offers. And let’s be honest — not all of them delivered.
Buyers invested in things that were overhyped and underwhelming.
The result? More skepticism. More discernment.
Put the two together, and it’s no wonder entrepreneurs are feeling pressure.
But here’s the mistake many make: pulling back, slashing prices, or focusing only on low-ticket offers.
Why High Ticket Still Works
Recessions are cyclical — they’ve been happening forever.
And while buyers do get more selective, research shows premium buyers keep spending.
McKinsey found that around 40% of consumers continue to splurge during recessions.
Bain & Co. found affluent buyers shift toward experiences and personalized services over more stuff.
And the same is true in service-based businesses. High-ticket clients aren’t looking for a $27 template. They want personalized, premium-level solutions that solve real problems.
In my own business, when revenue dipped on the low-ticket end, it was high-ticket retainers and packages ($12K, $15K, $50K+) that sustained me. The premium buyers are still there — they’re just more discerning.
5 Keys to Attracting High-Ticket Buyers
Referrals matter more than ever
Risk-averse buyers look for trusted recommendations. Lean into your network and past clients for introductions.Be crystal clear on outcomes
Features don’t sell. Transformations do. Twelve modules don’t move buyers — but “cut your time in half” does.Showcase your authority
Share case studies, results, and your expertise. Stop hiding your brilliance.Have a framework or methodology
Distilling your process into a clear framework differentiates you in the marketplace.Elevate the experience
Premium buyers want a white-glove, personalized journey. Small touches — like onboarding calls, custom strategies, or direct access — can make your offer feel world-class.
Premium Pricing Is Good for Business and Good for the World
Charging premium rates doesn’t mean abandoning people who can’t afford your services. That’s where your free content, low-cost workshops, and newsletters come in. You can also offer scholarships or sliding-scale spots.
But here’s the truth: when you’re profitable, you have more capacity to give back. More time. More donations. More job creation. More impact.
When your business thrives, your community benefits.
The Espresso Test
Think about your own spending. For me? I’ll happily buy no-name pantry staples, but I refuse to compromise on my espresso beans. That ritual is non-negotiable.
Your clients feel the same way. They’ll cut costs in some areas, but for the right solution — the one that saves time, money, or creates results — they’ll invest.
Recessions don’t mean stop selling.
They mean refine and reposition. Premium buyers are still out there, ready to invest in the right partner.
So if you’ve been on the fence about raising your rates or packaging a high-ticket offer — consider this your green light. Now is the time.
And stay tuned:
I’ve got a workshop coming soon on high-ticket sales strategy to help you do exactly that. Make sure you’re subscribed to the podcast and my newsletter so you don’t miss it.
Subscribe to my newsletter >> www.kimkiel.com/newsletter
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[00:00:51] Hello, hello, and welcome back to the Old Communication Podcast. Today we're jumping head first into a tough conversation selling in a recession. And I'm not talking about selling in just an economic recession. I'm also talking about selling in the trust. Recession because the truth is we are in both on the economic side.[00:01:17] Several experts have suggested that Canada is already in the early stages of a recession, and some suggest that the US may soon follow suit, add-on tariffs and trade wars, a softer job market, and global political uncertainty. And it's no wonder that. Sales are sluggish. Consumers and businesses are being choosy and mindful with how they invest or spend their money.
[00:01:43] And on the trust side, we are undeniably in a recession. At least that's what a lot of people like to call it. But I'm wondering if it's not so much a recession as it is a market correction, a trust correction during the pandemic. A lot of [00:02:00] people started businesses, became freelancers, turned into consultants, started selling digital or e-commerce products, and not all of those new businesses or products delivered on their promise.
[00:02:10] Many people bought courses or products, they felt FOMO or a little scarcity that led them to buy or invest in things that were kind of crap, which. Now has caused a lot of distrust and a lot more discernment in the marketplace. But again, I'm not so sure it's a trust recession as it is just a market correction because the market was flooded with all of these online experts and now it's kind of correcting back to where it was.
[00:02:36] Regardless, these two factors, the economic recession and the trust recession are making things feel shaky and uncertain. And here's the thing, when the market feels shaky, the knee jerk reaction is often to discount our prices or sell low ticket to contract through the recession. But today I'm going to show you why doing the opposite and focusing on high ticket offers and premium buyers can actually stabilize and grow your business during a downturn.
[00:03:11] Recessions aren't new, they're cyclical. The market and economy have cycled through boom and bust cycles forever. And research shows that yes, people become very choosy and discerning about how and what and where they spend their money. And it makes sense that on several goods and services, people will opt for cheaper or more cost effective solutions.
[00:03:35] But in economic downturns, you know, who are still really buying premium buyers, they have more margin to invest in, premium or top tier goods and services. McKinsey's research shows that around 40% of consumers will continue to splurge on their purchases. Premium segments for luxury goods and high-end services [00:04:00] often outperform the market during recessions.
[00:04:03] Consulting firm, Bain and Company's research on the luxury market shows that affluent customers keep buying, but they become far more discerning about what and where they buy. And their research shows that these luxury buyers are investing more in. Elevated experiences rather than premium products. And while this research is in business to consumer markets, we can extrapolate that to B2B service-based businesses.
[00:04:31] Our premium clients are still seeking prime. Premium level experiences. They don't want to accumulate another course. Another module, another DIY. They're looking for an elevated premium and personalized experience. High ticket buyers are still there. They're just searching for the right solution. High ticket buyers are also very proactive.
[00:04:54] They're not reactive, so they're not looking for that $27, $97 digital download. They're looking for the right person who can solve their biggest problem. They'll still pay for a solution that saves time, money, or makes money. They want something that solves a huge pain point or offers direct access to you or gets them a meaningful result faster.
[00:05:18] Especially if you're targeting a more mature audience. Millennials and Gen Xers are crunched for time. They have limited bandwidth for their responsibilities, so any service you can offer that solves a problem, saves time, makes more money, is going to be attractive to that more mature premium buyer. In a recession, time becomes even more valuable.
[00:05:42] Business owners and executives are looking for efficient, effective, high quality support. They don't wanna micromanage or wade through DIY modules. They wanna partner a guide, a strategist, to give a shortcut to the outcome they need. Premium [00:06:00] buyers will buy from those they trust and they'll invest in services and solutions.
[00:06:06] That they have the confidence will deliver the result they want. Premium buyers who trust you are also less price sensitive, which means that engaging in trust building, marketing and activities is going to attract premium buyers, and then those buyers will have fewer objections to paying your premium prices.
[00:06:27] It's this beautiful cycle. As you build trust, you attract the right buyers who are more willing to pay premium places because they trust you. Another reason why I am a big proponent of high ticket selling is that it is so good for your business and your bottom line. When you have premium offers in your offer suite, you work with fewer clients, you have more margin in your own time and your own finances.
[00:06:52] When you have a 3000 to 5,000 or a $10,000 offer, you don't need hundreds of buyers to hit your revenue goals. A few well-aligned clients. Can fully fund your quarter or your goals. This keeps your own workload manageable and your cash flow steadier. And look, my own business has been definitely affected by the economy.
[00:07:17] My revenue dropped, but it mostly dropped in the bottom end. I had fewer clients. Buying my lower ticket offers what sustained me over the year was selling high ticket services from 50 to $60,000, retainer packages to $12,000 website packages, or $15,000 launch copy packages. The high ticket buyers are still buying.
[00:07:41] So what are some of the elements you need to attract premium buyers and to sell to them? Number one is referrals. Referrals matter so much right now when buyers are risk averse. When they're being choosy and discerning, they want a provider who has clear expertise [00:08:00] and they're gonna ask their networks for referrals.
[00:08:03] If you've been building your authority and partnerships, now's the time to leverage that. Lean into your partners, ask them for referrals. Ask your past clients for referrals. Number two, be crystal clear on your outcome. We are not talking necessarily about the steps or the process or the features of your offer.
[00:08:22] We're talking about the transformations. 12 modules doesn't sell. Cut your time in half. Does. Number three, showcase your authority, amplify it. In fact, now's the time to fricking own your expertise. Share more case studies, show results, and stop hiding your bad assery. Speak up about it because that is a major trust builder.
[00:08:47] Number four, have a unique framework or methodology. You need a way to stand out in the marketplace. Having a premium offer is gonna help you stand out in some ways, but even in that smaller pool, you need to have a competitive advantage. Being able to distill your expertise, your process into a framework or methodology positions you as an expert.
[00:09:11] Number five. Elevate your experience. Think of those luxury buyers who are investing in experiences over products. How can you create a white glove experience that feels easy for your clients? Add elements of exclusivity, personalized support, or direct access. You could add a private onboarding call or a custom strategy map to make a high ticket offer.
[00:09:36] Feel. World class, and you don't need to build a new offer from scratch. Sometimes it's just about reframing or repackaging your existing service in a higher touch, more elevated way. My friend in the face of a sluggish market or even a recession, now is the time to double down on selling high ticket offers to premium [00:10:00] buyers because they are still buying, they are willing to pay for exclusive experiences that create rapid change in transformation, and they are willing to pay for the best.
[00:10:10] So if you've been thinking about raising your rates or if. Fining an existing premium offer. The time is now. You don't wanna wait until the market corrects because then it's gonna be flooded again with mediocrity and you'll probably get lost in the mess. I am super close to announcing a workshop on high ticket sales strategy.
[00:10:29] I don't have all the details for you yet, but please make sure you're subscribed to the podcast. Make sure you're subscribed to my newsletter so that you can be the first in line to buy a ticket to that workshop because it's going to help you position your message. And your offer to attract those premium buyers.
[00:10:47] And just a final thought before I go. If you're like me, you have a big heart, you're concerned about social issues and you wanna help as many people as possible and, and a lot of mindset goop comes up. When we think about charging premium rates, what will people think? What about the people who can't afford my premium rates?
[00:11:06] How can I run an equitable ethical business if I can't serve folks who are struggling right now? And to that, I offer this. This is where your free content, your LOWCOST workshops, in your email newsletter can still deliver value. You can still have free or low ticket offers, but they aren't your primary positioning.
[00:11:28] You can also offer scholarships to folks in marginalized communities, and I think it's important to remember this. When you are selling an offer that attracts high paying clients, you have more margin. In your time and your money, that allows you to give back to your community. When your business is thriving, you can hire more people into your business or outsource household tasks that stimulate a micro economy.
[00:11:56] You can make bigger donations to the causes you care [00:12:00] about. You can do more good with your money. So don't ever feel shy about commanding a premium rate for the level of expertise you bring to the table, because you can do so much more good in the world when you have the money and margin to do it. So that's your little kick in the pants today.
[00:12:19] When other service providers are second guessing, shrinking, and discounting, now is the time to double down on your high ticket offers. Recessions don't mean to stop selling. It's an opportunity for you to refine, and reposition your expertise. High ticket offers provide buffer in your business, and they help you stop trading time for money.
[00:12:43] They let you work with fewer. Better fit clients and they keep your clash flow steady. Just think about your own purchasing habits. There are probably products and services you're willing to trade for a lesser cost, but others you're just not willing to sacrifice. For me, I'm still buying the better quality espresso beans.
[00:13:03] I will not cheap out on those. I will not sacrifice my espresso ritual. But for other items, the no name or Kirkland brand is just fine. So just remember. Buyers are still buying premium, buyers are still buying. You just need to differentiate yourself from the masses, and you can do that very elegantly and efficiently with a high ticket offer service.
[00:13:27] And I'd love to show you the ins and outs of how to do that really well. So stay tuned. Thank you so much for joining me today. I'll see you again next week. Bye for now.
[00:13:41]
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