The Webinar Agency

How To Turn A Commodity Into A High Ticket Offer | #109

“Why would I pay $2,500 for a testimonial video when I can just get my students to record one on their phone?”

Brian was calling it the “spider web” testimonial.

When he asked me for feedback about his offer, I really couldn’t see the price justification.

And so, he had to explain to me why his weren’t normal testimonials, they’re much better, etc.

I eventually ended up working with him and he did 10 testimonials for High Ticket Courses.

It’s because of a simple reframe, a tiny shift in positioning.

This “shift” will allow you to sell high-ticket to cold audiences. I’ll tell you about it in a minute.

Mind you, it’s not like his product wasn’t legitimately better than a regular testimonial.

He had one of my student record 2 versions.

One, the student recorded with his phone and it was the usual.

The second was much more polished. It was edited.

You could tell he was asking the student questions.

The testimonial was methodical and had a logical progression.

“The reason why my stuff is so great is because I’m uncovering gaps in the sales process for my clients when I’m interviewing their customers.”

Jackpot. Now, we’ve got a high ticket offer.

Tools Vs. Models

A Tool is a commodity.

Tools can be shopped around.

People can get several quotes and compare prices.

It’s hard to sell a tool at a premium.

And good luck selling a high ticket course for one.

A Model is unique.

There’s only one of it: yours.

People can’t shop around for a better price.

The price is whatever you say it is.

Look at me, for example.

If I told you “I want to teach you how to create a webinar,” my competition is the hundreds of low-ticket products on the market and thousands of free videos, articles, and podcasts on the topic.

But if I told you, “I want to teach you how to sell your course for $5,000, $10,000, or even up to $25,000,” there’s zero competition.

This is a fact.

Let’s take Brian as another example.

Brian doesn’t sell testimonials.

He sells:

  • Discovering gaps in your sales process.
  • Revealing the real reasons why customers buy from you.
  • High-value sales material that can be used to get more customers

Any one of these things is worth $2,500.

A “testimonial” costs nothing but the time it takes me to get my student to record one for me on his phone.

This brings me to my final point…

Don’t Leave It Up To Your Customers To Figure Out The Value Of Your Products

Don’t leave it up to me to figure out what I can do with “testimonials.”

If you do, the value is low.

Instead, tell me:

“What I’m really doing for you is developing compelling sales material that new prospects are going to relate to because it’s coming from your current customers’ mouths.”

No more price objections.

No more, “Why am I paying $2,500 for a testimonial?”


If you’re having a hard time getting prospects to buy your high-ticket offer, chances are you’re selling a Tool.

And there are a hundred other businesses selling the same tool, all competing on price.

Turn your Tool into a Model.

Show your prospects a process and what their life looks like after they complete it.

Now, you have a compelling sales argument for why your product is priced at a premium.

Don’t leave it up to your prospects to figure out the value of what you provide.

Their response will be, “Why should I pay so much for that?

Instead, demonstrate your value in detail so there is no doubt in their mind that your product is worth the investment.

Are you selling a Tool? How would you turn that tool into a Model?

Tell me in the comments below and I’ll give you feedback on how you can improve it.

Helpful Resources

Join our free Facebook group, Million Dollar Course Marketers.

Want to launch a High Ticket Course to grow your business without adding more work? Watch our brand new mini-webinar.

Interested in working with Joel one-on-one? We’ll deliver a finished mini-webinar funnel to your OR will give you a detailed Game Plan you can go implement yourself. Check it out.

Follow Joel on Facebook, Instagram, and Linkedin.

It is my hope that we can all learn from one another! I hope you have enjoyed this episode of Sold With Webinars. Please let me know how I can be of service to you! Go Crush It , Joel

Joel Erway is a real deal webinar coach and expert. He helps craft webinars, sales pitches, messaging, and funnels as well as designs programs that get conversions. It’s no wonder why he’s the go-to consultant for many of the top performing digital marketing sales and lead generation webinars. If you are interested in working with Joel, check out our services:

Joel has touched hundreds of webinars and sales presentations in the past ten years with clients doing doing eight and seven-figures and countless others doing multiple six-figures! Check out his Sold With Webinars podcast at And his new podcast, Experts Unleashed:

Whether you’re a webinar skeptic or believer, or just need your curiosity satisfied, this episode gives an in-depth look at how and why this genius marketing tool delivers tremendous value to any business. Please visit our website for more information,

In his spare time, Joel is an avid reader and market researcher. He enjoys traveling and spending quality time with his family in upstate NY.

He is really excited to add to his services - live webinar/marketing intensive workshops! Be on the look out for the next one!

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