My system I describe in the book is based on real-world experience. My firm has created hundreds of websites for our clients, has attracted more than 35 million visitors to those websites, and has generated 2.2 million leads from among those visitors. As part of this process, we’ve carefully constructed nearly 100,000 online marketing experiments to test what techniques work. It’s through this disciplined process of experimentation that we have shaped the system you’ll discover.

We’ve used this system to enable our clients to sell a wide variety of products and services that cost between $2,000 and $2.5 million—including executive MBA programs, hearing aids, cosmetic surgery procedures, retirement plans, enterprise software, and even single family homes. We’ve worked with firms in 30 industries—from Dartmouth College’s Tuck School of Business to Miracle-Ear—to market their big-ticket products and services. Direct marketing luminary Dan Kennedy and North America’s foremost authority on retail marketing, Bill Glazer, both recommend us to their clients that sell big-ticket items.

Big Ticket eCommerce is designed for a specialized situation: when you happen to be selling products that are both expensive and complex. An expensive product or service is one that costs as little as $2,000 to as much as a few million dollars. A complicated product or service is one that requires the prospect to use an extremely research-intensive decision making process.

Often the customer doesn’t even know whether he has a problem that needs to be solved; he may be quite confused about his problem and even more confused by the options available.

Products and services that fall into the “expensive and complicated” category include surgical procedures; multimillion-dollar software systems; industrial machinery; boats; works of art; aircraft; membership programs; and the services of dentists, attorneys, chiropractors, financial planners, CPAs, real estate agents, insurance brokers, surgeons, consultants, and general contractors.

In these cases, the prospect’s buying process is a complex one. The prospect often doesn’t know exactly what he wants—making the simplistic shopping cart approach inappropriate. In addition, these products and services are expensive and are typically sold without the possibility of a refund. These are big-commitment, irreversible decisions. This means the customer wants to be certain that he’s making the right decision—which causes the buying process to become much more complicated.

Bottom-line -- You must help purchasers of high-end items to gather information before they buy—applies to financial services providers, brokers, insurance agents, accountants, and tax preparers. It works for debt counselors, Realtors, and home stagers. It’s the same for dealers selling pools and spas, recreational vehicles, boats, or luxury cars. It applies to surgeons, chiropractors, attorneys, and franchise salesmen. Successful public speakers, jewelers, fitness professionals, martial arts schools, weight-loss centers, consultants, life coaches, equipment suppliers, and inventors—all of their customers rely on this two-step process for buying. When buyers use a two-step process to buy, it makes sense to match them with a two-step process for marketing and selling.

If you want to know more about my Big Ticket eCommerce System please Contact Us and inquire about our Big Ticket eCommerce Audit