We all know strangers don't buy from strangers.
Well, they do, but they're not buying the big expensive thing. Certainly not in the first instance.
So, how do we solve this for outbound sales?
Well, it's surprisingly simple to get your outbound working if you follow some basic rules:
- Don't sell too hard
- Focus on a value exchange
- Show your authority and expertise
- Give the answers freely
- Use gateway products as your first point of conversion
They're all important - but the key to unlocking a deal is the gateway product.
Why? Well, when done right, this approach can speed up your sales pipeline and help you generate revenue more quickly.
The challenge with high-ticket sales in outbound sales
One of the biggest mistakes outbound sales teams make is leading with a high-ticket, high-consideration offer.
Going for the 'big' deal at the get-go requires a lot of commitment from prospects, both in terms of investment in your services and the cost of internal resources.
It's one of the main things that will kill your outbound prospecting. It leads to low conversion rates, and as a result, it may seem like your outbound efforts aren't working, but the real issue is often the strategy itself.
The truth is that prospects are likely to make a large purchase from someone they've just met. What they need instead is a low-risk opportunity to engage with your business. This is where gateway products come in.
What is a gateway product?
A gateway product is a lower-cost, lower-risk offering that still delivers high value to the prospect.
Unlike high-ticket items, gateway products are "strategically disconnected" from the prospect's larger goals.
This means that while they provide immediate value, they don't require a significant internal shift or a long-term commitment.
For example, if you're a search agency trying to sell a 12-month SEO or performance media management service, that's a high-consideration offer.
The prospect would need to reorganise their team, reallocate budgets, and possibly off-board another vendor to work with you.
Instead, a gateway product like an SEO audit or a marketing strategy assessment offers a simpler, low-commitment way to demonstrate your expertise.
A good gateway product should deliver tangible value, but be easy for the prospect to justify.
If you deliver on it, it builds trust and opens the door for more significant engagements. If it doesn't, the financial investment is small enough that the prospect can move on without too much risk.
Characteristics of an effective gateway product
For a gateway product to be successful, it must be clearly defined and easy to understand. It should be a repeatable process that you can deliver consistently. When presenting a gateway product to a prospect, your offer should include:
- Features - What the product or service includes.
- Benefits - The specific value the prospect will gain.
- Timeline - How long it will take to deliver?
- Case studies - Proof that you've delivered results for other clients.
- Price - An attractive, lower price to remove any hesitation in decision-making.
This one-page offer should be clear enough that prospects can decide quickly, especially with keen pricing, without needing multiple rounds of approval or internal discussion.
They should look a little something like this, which is an example of one of my first gateway products from 2015. So think of this as the MVP we first created and improved upon.
The context behind this and how I first came to using gateways in this structured way was because the market had shifted for Nice Agency.
We were mobile product specialists building mobile applications for around five years post the mobile boom alongside the iPhone 3GS, iPad G1 and the launch of the App Store.
So by the time 2015 came around, most brands had mobile applications and due to the lifespan of the technology the need for green field products had slowed significantly.
So we created a sales ladder that worked with the market dynamics. One of which was the MOT. A chance to get under the bonnet of an existing application and advise the client on what to do next and if the product was fit for purpose. Which was especially important as there were a lot of agencies building really bad quality products in the rush to be part of the wave of mobile opportunity.
Suffice to say, this strategy worked really well for us and we nearly doubled our revenue in the following two years.
Gateway products as part of a sales ladder
As the name suggests, Gateways are just the start of a comprehensive sales ladder.
A sales ladder is a structured approach to selling; it offers natural links to the next and ladders the client through your services.
From the first step on the ladder with your gateway products, you can introduce additional gateway products or move the prospect toward your core offerings, which are your higher-ticket services that drive the bulk of your revenue.
For example, after completing an SEO audit, the next step could be offering a content strategy development plan or an analytics review. As trust grows and the client sees the value you bring, they become more open to investing in larger, long-term services like a full-service SEO or media management package.
Core products and premium offers
Your core products are the cornerstone of your business.
These are the high-value services that you want to sell every day. They usually require more commitment from the prospect and are more deeply connected to their long-term business goals.
While they are harder to sell upfront, once trust is established through gateway products, selling these core offerings becomes much easier.
At the top of the sales ladder are your premium offers.
Comprehensive, high-value services that usually involve long-term contracts or strategic partnerships. By the time a client reaches this level, they have experienced enough success with your earlier offerings to justify a deeper financial commitment and a long-term relationship.
Sales ladder continuity for long-term success
A well-designed sales ladder does more than just help you make initial sales; it also supports a "land and expand" strategy. Once you've delivered a gateway product and proven your value, the relationship doesn't end. The account can then be handed over to your client services or account management team, who can use the sales ladder to nurture and grow the relationship over time.
This ensures a seamless experience for the client from the initial sale through long-term account development, maximising opportunities for upselling and repeat business.
Let's wrap this up
A carefully constructed sales ladder, starting with gateway products, accelerates your sales pipeline and drives revenue growth.
You can build trust, establish credibility, and position your business as a strategic partner by offering prospects a low-risk, high-value entry point.
As your relationship with the prospect deepens, you can guide them up the sales ladder to larger, more strategic purchases, unlocking long-term success for you and your client.