How I closed a $24k deal on one call, and why you need to sell rich people

I just closed a $24,000 deal in one call. I'm about to show you exactly how. After $9M+ in sales and taking thousands of sales calls, I've figured out something most closers never learn. The people making 50 to 100k a month, it's not always about how they sell. It's about what they're selling.

The math that changed how I think about offers

I train two closers. I'll call them closer one and closer two.

Closer one sells a $3k package. He's been with me a while. He closes 60 to 70%. He takes 4 to 5 calls a day. He's 19 years old, grinding his ass off, and he's making 8 to 10k a month. For a 19 year old, that's decent.

Closer two came to me already selling packages from 35k to 85k. He closes around 20%. He takes 8 to 10 calls a day. Before I ever trained him, he was averaging $50,000 a month and wanted to hit 100k.

"It wasn't even like there was a big skill discrepancy. I might even say closer one was a better actual closer."

But closer two was making 3,500 to 8,500 per deal. Closer one was making $300 a deal, taking broke people's last hundred bucks. Same effort, completely different outcome. That's when it hit me. I was helping closers get better at closing, but there's a cheat code sitting right there that has nothing to do with skill.

Why I jumped on a higher ticket offer myself

I hopped on an offer in the buy a business niche. Upfront it's a $24k package. On the back end the company makes another 50 to 100k per client. So in total they're pulling in at least 70k per client they bring in.

Because it's a good niche and they hadn't built out a real sales process yet, I'm making 6,500 to 7,000 per deal I close. In the first three weeks I talked to five people and closed four of them.

"I've made just under $20,000 in commissions by taking five sales calls."

My goal is to get past 100k a month taking less than 10 calls a week, and make that repeatable.

• Sell to broke people, you'll get good. You'll grind your face off.
• Sell to rich people, you'll get rich, and you'll work less.
• You cannot beat the math.

Your pre-call process matters more at high ticket

Pre-call process matters no matter what you sell, but at 20k, 30k, 50k it becomes everything. Rich, sophisticated buyers need real education before they show up. If they don't understand what you're selling and don't see the ROI, they're not dropping 25 grand with a stranger on a call.

Here's the shift most people get wrong. You'd think higher ticket means you hide the price and surprise them later. Wrong.

"If they're going to drop $80,000 and the first time they hear that number is when you say it out of your mouth, you are messed up."

Be straightforward. Show the price upfront. Rich people don't scare off when they see numbers, they scare off when something feels shady. Compare that to a $3k offer, where showing the price upfront can kill the call. Different buyer, different rules.

When you build your pre-call funnel, think about engineering beliefs. For the buy a business offer, the core belief is simple: owning a business gives you leverage and the best shot at real income. If they believe that one thing, they're already halfway sold before they hop on with me.

Keep the funnel simple:

• One link, not ten.
• Straightforward video explaining the offer and the process.
• Answer the common questions upfront, including price.
• Testimonials at the end.

I'm a busy guy who can afford expensive stuff. If you send me a cluttered email with five links, I say "I'll get to it later" and never do. Rich buyers do the same thing. Keep it to one clean page.

The call structure doesn't change, how you run it does

The actual framework stays the same whether you're talking to someone broke or someone sitting on millions.

• Opening
• Situation
• Problem
• What they've done about it
• Future pace
• Consequence

That structure works no matter what you sell. What changes is the nuance.

Look the part. Rich people generally don't want to hand money to someone who looks broke. I live in a nice area and I never have to be around poor people, which sounds bad, but it's true, and it matters on camera too. I wear a black t-shirt most of the time, but my background shows a view that costs over $70k a year in rent. That tells the prospect everything before I say a word. If you want to go further, dress one level above whoever you're talking to.

Act like the authority. Younger reps especially do this. They put rich people on a pedestal and pull their punches. Don't. The guy on the call might be the top dog in his own world, but when it comes to buying a business, I'm the authority in that room. When I get pushback, I don't shrink. I get bigger and pull them into my frame.

Find where the pain actually lives. With broke buyers, the pain is obvious. No money, life's rough, done. With wealthier buyers, the pain is buried. They're not getting evicted. So dig for what the money actually buys them:

• Time
• Family
• Legacy
• Status or fulfillment

Inside the real $24k call

The guy on this call runs a wrestling and jiu-jitsu gym out of his dad's church. He's outgrowing the space, losing 12 to 15 students in the last 6 to 8 months because there's literally no room. One of his students broke a church window because the room was that packed.

I didn't pitch right away. I dug into his situation first.

"Help me understand what even has you looking to open up your own facility in the first place?"

He told me his whole story, wrestling since '96, fighting for Bellator and Dana White's Contender Series, running gyms for other people, losing a business because his partner didn't pay the mortgage. Now he's working a night shift making explosives, running private lessons until 10pm, exhausted, and still showing up for his gym every single day.

I pushed past the surface answer. When he said it was "hard work" and he's got "work ethic," I didn't accept that as the real reason.

"If I put somebody on the 100 meter line and they're running towards a gold medal, they're going to run as fast as they can. But if there's a tiger behind them, that's a different type of pace."

That's when he told me the real tiger. His kids. He's missing wrestling matches, softball games, baseball games. He said straight up:

"They're growing until they grow out of high school and then they're like, dad, you weren't around. That's not a good feeling."

That's the real pain. Not the gym space. His kids growing up without him around. Once I had that, I ran the numbers on his market, showed him he could clear over 100k in profit the first year in his own facility, and asked what that would actually mean for him. He said it would be a "100% difference." More time with his kids. A calmer version of himself.

From there, the deal closed clean. No wrestling match over objections because the belief was already built and the real reason was already on the table.

The bottom line

Selling broke people will make you good. Selling rich people will make you rich. Same call structure, same framework, but you have to look the part, hold your frame, and dig past the obvious answer to find what the money is really for. Time, family, legacy, status. Find that, build the belief before the call even starts, and the close takes care of itself.