Use the Comparison Technique to Easily Close High-Ticket Offers

 

Closing a high-ticket sale isn’t easy. You're asking someone to hand over thousands of dollars sometimes more for a product or service. That’s a big decision. But the right strategy can make buyers feel good about that price. One of the best ways to do that? The comparison technique. Let me show you how it works, why it’s powerful, and how you can use it during your next sales call.

What is the Comparison Technique?

In simple terms, the comparison technique helps your prospect understand the value of what you're selling by showing how it stacks up against something else. You’re not lowering your price you’re just helping them frame it in a way that makes it feel reasonable, even like a bargain. Here’s what you’re really doing: changing their perspective.

Why Comparison Works

Let’s say you're selling a $10,000 coaching program. That’s a lot of money. But what if, instead, you explained that:

• Hiring a top-tier one-on-one business coach would cost them $30,000 per year
• A business school program might run them $50,000, plus two years of lost earnings
• An ad agency could take 10% of their revenue and lock them into a year-long contract

Suddenly, your $10,000 offer doesn’t seem outrageous. In fact, it might start looking like a smart move. We're wired to compare. Humans don’t evaluate value in isolation we benchmark things. Marketers know this, and you should too.

Use the Right Comparison

Not all comparisons are useful. You need a reference point that makes your offer seem clearly better. The trick is to compare your product to:

• A similar but more expensive option
• A common path that takes longer or is riskier
• A do-it-yourself route that has a high cost in time, energy, or results

The goal? Get them thinking: “Compared to that, this is a no-brainer.”

Real Example: Selling an Online Course

Imagine you’re offering a $1,500 copywriting course. A prospect might hesitate. “That’s a lot for a course,” they might think. Instead, compare it to:

• The cost of going to college and taking communications classes tens of thousands
• Freelance writing income lost over 6 months because of bad sales copy
• Hiring someone to teach you 1-on-1 for $100+/hour

It changes the narrative from “expensive course” to “smart investment.”

Comparison + Framing = Powerful Sales

This isn’t just about finding a more expensive thing and saying “See? I’m cheaper.” That’s lazy and you won’t close many deals that way. Instead, combine comparison with framing. Framing is how you position your offer within a larger context. You’re helping prospects understand both the cost and the consequences. Let’s go back to our $10,000 coaching package. Try asking:

• “What’s the cost of going another year without solving this problem?”
• “How much have you already spent trying to fix this on your own?”
• “If you could speed up your business growth by one year, what would that be worth?”

You’re not just talking price. You’re talking value and missed opportunities.

Addressing Price Objections Early

Everyone says “that’s too expensive” at some point. If you’re afraid of hearing that, you’ll avoid talking about money altogether. Don’t. Instead, lead with value, then bring in the comparison when needed. Try something like:

• “Most people in your situation have two choices: do it themselves and spend a year figuring it out or get help and shortcut the process.”
• “Many entrepreneurs spend far more on Facebook ads that don’t convert than this entire offer costs.”

You shift the conversation from “Can I afford this?” to “Can I afford not to?”

What This Looks Like in Real Sales Conversations

Let’s say you're on a Zoom call. The prospect likes your service but gets quiet when you mention the price. You say: “Let me ask you something. What would it look like if you tried to solve this on your own? What would that cost time-wise, financially, or emotionally?” Then: “Now compare that to getting the right guidance and having a proven path. Which would you rather invest in?” You’re not being pushy. You’re simply helping them make an informed decision.

Deliver With Confidence

Confidence sells. If you sound unsure when making the comparison or you hesitate they’ll lose trust. So practice your delivery. Know your numbers. Be ready with examples. Say it like you truly believe it’s the best decision they can make. Because if it is? They’ll hear that in your voice.

Key Takeaways

• The comparison technique reframes your offer so it seems more valuable by showing alternatives that cost more or deliver less.
• Use comparisons that make sense. Don’t compare apples to oranges stick with real-world, believable references.
• Combine comparison with strong framing. Help your prospect consider not just what they’d spend, but what they’re risking by not buying.
• Be confident. People buy from those who believe in what they’re selling.

The Bottom Line

High-ticket offers can feel intimidating to sell, but they don’t have to be. The comparison technique gives you a simple way to communicate value without lowering your price or relying on hype. Used properly, it turns reluctant prospects into confident buyers because they understand exactly what they’re paying for, and what it’s worth in the bigger picture. You’re not tricking anyone. You’re helping them see clearly. That’s what good sales is all about.