SALES PLAYBOOK
The High Ticket
Sales Framework.
A live reference for running qualified discovery, surfacing real numbers, auditing the prospect's current setup, and closing without pressure. Use it on calls, save your notes per question, and print or export when you need a clean record.
Why this exists: Most high-ticket calls die at the offer. The fix isn't a better pitch — it's a sequence that exposes the gap between where the buyer is (Red Dot) and where they want to be (Blue Dot), then airs every objection before you ever talk price. Run these 6 questions in order before moving into Framing & Qualification below.
- 01
1. Where are you at now? (Red Dot)
Expose & agitate current reality. Get specifics — numbers, stories, what's broken, what it's costing them. Follow-ups: "How long has it been like this?" · "What does it cost you in revenue, time, energy?" · "What happens if nothing changes in 6 months?" Get them to say the pain out loud in their own words. People will argue with your version. They won't argue with their own.
- 02
2. What are you doing about it now?
The current method that got them to the Red Dot. Naming it (1) establishes their approach isn't working without you saying it, and (2) quietly disqualifies the next "obvious" alternative. Don't trash it — just let it sit in the conversation, visible.
- 03
3. Where do you wanna go? (Blue Dot)
The desired reality — goals, dreams, the version of their business on the other side. Slow it down. Get specific: What does the business look like in 12 months? What changes in their week? What do they get to do that they can't today? Write their answers down verbatim — you'll use their language back to them.
- 04
4. What would happen if you fixed this in the next 30 days?
Emotional justification. Collapses the timeline from someday → soon. Watch their language shift from conditional to concrete. They start describing specific wins (a hire, a launch, time back) and they start selling themselves on solving this. This is where the why moves from intellectual to emotional.
- 05
5. What's stopping you from doing that? (Confession)
Turns the conversation inward. Usually some mix of: don't know how · don't have time · tried before and it didn't work · don't trust themselves to execute · afraid of being wrong again. Don't fix the answer. Get it on the table. Stay quiet — let the silence do the work.
- 06MOST IMPORTANT QUESTION
6. If I made you an offer to help with this, what would prevent us from getting started right away?
Air out friction BEFORE you make the offer. Pull from discovery — Partner (spouse/co-founder/board), Money (budget), Timing (launch/quarter-end), Think about it (need to process). If they mentioned a partner earlier, name them: "You mentioned Sarah is involved in big decisions — would she need to be on this call?"
- 07READ BEFORE EVERY CALL
Psychology — Call it before you see it
Get everything out up front, before the negotiation. Once you present the offer, any new objection isn't really an objection — it's uncertainty (about you, your solution, or themselves). Question 6 is a litmus test for that certainty. If they say "Nothing — if it's the right fit, I'm ready," you have a real buyer. If they hedge, you've found the real conversation to have BEFORE you talk price. Either way you win: close cleanly, or save yourself from making an offer into doubt.