Mastering High Ticket Sales: The Consistency Framework That Drives Success

Introduction

What separates average salespeople from true high performers? According to Chad Aleo, sales expert and author of "The Book on High Ticket Sales," the answer is surprisingly straightforward: consistency. In a recent episode of The Nathan Newberry Podcast, Chad shares his journey from door-to-door book sales as a college student to building a thriving high ticket sales empire. His insights reveal that sales success isn't about flashy techniques or natural talent—it's about showing up consistently, controlling your attitude, and putting in the effort required to master your craft. Whether you're an entrepreneur looking to grow your business, a sales professional aiming to increase your closing rate, or someone considering a career in sales, Chad's practical wisdom offers a roadmap for achieving extraordinary results through consistency and persistence.

The True Definition of High Performance in Sales

When asked what high performance means to him, Chad's answer cuts through the typical image of superstars like LeBron James to focus on something more fundamental:

"When I think about high performance, yes, winning is great, but I also come back to one simple thing, and that one simple thing is probably consistency," Chad explains. "Someone that just does, over time, they find a way... They're someone that always shows up, they're someone that always hits the number."

This definition challenges the common perception that high performance is about natural talent or occasional brilliance. Instead, Chad emphasizes that true high performers are those who:

• Show up every day, regardless of circumstances
• Consistently meet or exceed expectations
• Can be trusted to figure things out without supervision
• Maintain their performance level over time, not just in short bursts

"It's easy for anyone to have a flash in the pan of success and call themselves a high performer," Chad notes, "but consistency, I think that is the level of what high performance is directly to me."

This perspective aligns with research on top performers across various domains, which consistently shows that sustained effort over time—not just innate ability—is what creates exceptional results. For anyone looking to excel in sales or business, this means focusing less on sporadic home runs and more on consistent base hits day after day.

From Door-to-Door to High Ticket Sales: A Journey of Persistence

Chad's sales journey began in a challenging environment that most would avoid: door-to-door sales. As a college student at Central Michigan University, he was recruited for a summer internship selling educational children's books door-to-door in states he'd never visited before.

"I would knock on my first door at 8 AM and I would go until 9 PM," Chad recalls, describing the grueling 80-hour weeks that formed the foundation of his sales career.

This experience taught him valuable lessons about persistence and resilience:

The Breakthrough Moment

Like many beginning salespeople, Chad faced a critical moment early in his career when he wanted to quit:

"I remember my first summer I just—we had to knock on doors to find our host family... I remember within the first three weeks, I'm knocking on doors 80 hours a week, 8:00 AM to 9:00 PM, and it took me all day and then somebody finally bought something from me, but then I went three days without a sale."

This three-day drought after initial success created what Chad describes as a moment where "your heart sinks" and you wonder if that first sale was just a fluke. It's at these critical junctures that most people quit—but Chad's decision to push through and hold himself accountable set him on a path to long-term success.

Transferable Skills That Scale

What makes Chad's story particularly valuable is how the fundamentals he learned in door-to-door sales transferred to every subsequent sales position:

"Every sales job after that felt very easy because I learned a lot of persistence... The rejection is a lot harder in door-to-door sales. You get the person that's like, 'Get the hell off my property,' you get the person that's like, 'I'm going to call the cops on you.'"

After mastering these challenging conditions, Chad went on to:

• Found his own insurance agency (which he ran for five years)
• Sell that business successfully
• Enter the high ticket remote sales industry

Each transition built upon the resilience and sales fundamentals he developed in his door-to-door days. This progression demonstrates how mastering sales in difficult environments creates transferable skills that can be applied to increasingly lucrative opportunities.

The Two-Part Framework for Sales Success

According to Chad, regardless of the sales environment, success comes down to controlling two critical factors:

1. Control Your Attitude

"You got to be able to control your attitude because you're going to have the roller coaster, the waves. People are going to buy, some aren't going to buy. Some are going to be rude to you, some aren't... How do I keep that—not get too high, not get too low, no matter what happens—may become like unphasable."

This emotional regulation is essential in sales, where rejection is a daily occurrence. Chad emphasizes that sales professionals need to:

• Get rid of their "cool card" and not take rejection personally
• Understand that losing is normal (even top performers don't close the majority of prospects)
• Maintain consistent energy regardless of outcomes

"In sales, you lose more than you win all the time. I don't care which guru you're following—if they're saying 'I close 70%,' that's just to get you to click on something, okay? Just don't believe that."

Instead of unrealistic expectations, Chad notes that closing 20-30% in most industries represents exceptional performance that leads to "killer money."

2. Control Your Effort

"Sales is 100% results-driven. You gotta control your effort... Effort could mean different things. It could mean memorizing my scripts, it could be knowing how to answer objections, it could be actually knocking on the doors if you're someone that cold calls or making the phone calls and making the dials."

This focus on effort reflects Chad's belief that success in sales is primarily about inputs, not outputs. While you can't control whether someone buys, you can control:

• How many prospects you contact
• How well you prepare for objections
• How thoroughly you know your product
• How much you practice and improve your skills

These two factors—attitude and effort—form a simple but powerful framework that applies across all sales environments, from door-to-door to high ticket online sales.

Building High Performance Habits and Teams

Chad's insights on high performance extend beyond individual sales skills to habits and team building that create sustainable success.

Performance-Driving Habits

When asked about habits that drive his performance, Chad highlighted two that he believes separate top performers:

1. Going to bed early: "Going to bed early is an absolute game-changer, just like the one thing that will literally separate you from 90% of the pack. I'm not even joking... I go to bed between around 9, between 10 at the absolute latest, but I'm getting a great amount of sleep, and I'm not waking up the next day dragging."
2. Regular fitness: "If you're not doing fitness and you're complaining about how your body feels... just like the natural endorphins that you release and stress relief that you'll just get from just getting your body moving, you feel better. It is a natural anti-depressant."

These habits might seem simple, but Chad emphasizes they have transformative power: "You will become a totally different person if you get more sleep and if you start working out three times a week."

He also recommends reading positive material for 30 minutes each morning before facing "the wave of negativity" that inevitably comes with business and sales.

Building a High Performance Sales Team

For entrepreneurs looking to build a sales team, Chad offers practical advice based on his experience leading sales organizations:

1. Lead by example: "How you show up for your team is how your team's going to show up... If you don't show up on time, do you think your team's gonna think it's okay to not show up on time? Probably."
2. Create systems and scripts: "The biggest mistake I see entrepreneurs make is they say, 'Cool, you got sales experience, go figure it out'... You got to have systems in place, whether it's like a really good script, you got to have calls that people can review of you closing sales."
3. Focus on early wins: "Sales people need guidance until they get their confidence up. They need to get their first couple wins within the first week of working... because every day that goes by they don't make a sale, their confidence just drops, drops, drops."
4. Provide structured feedback: Chad recommends the "sandwich method" of feedback—starting with something positive, then addressing an area for improvement, and finishing with another positive observation. This approach maintains confidence while enabling growth.
5. Hold regular one-on-ones: "Have a weekly meeting with every single person... Expect at least once a month, especially in the beginning, a come-to-Jesus talk... because your new person's gonna be overwhelmed at some point."

These leadership practices create an environment where sales professionals can develop consistency in their performance, reinforcing the core principle that Chad identifies as the foundation of sales success.

Conclusion: The Power of "If Not Now, When?"

Throughout the conversation, Chad returns to a phrase that has guided his approach to performance and growth: "If not now, when?" (INNW). This question, which his high school coach wrote on a whiteboard before a championship game, challenges the tendency to wait for perfect conditions before taking action.

"I think that extends to so many different areas of our life," Chad reflects, "because it's like if you're not going to do it now, when are you going to? I think too many people are waiting for these perfect moments."

This mindset connects directly to Chad's emphasis on consistency—high performance isn't about waiting for inspiration or perfect conditions, but about showing up daily and putting in the work regardless of circumstances.

For those looking to elevate their sales performance or build a high-performing team, Chad's journey offers valuable lessons:

1. Consistency trumps talent - Showing up daily and maintaining your performance matters more than occasional brilliance
2. Control what you can control - Focus on your attitude and effort rather than external factors
3. Build foundational habits - Simple practices like adequate sleep and regular exercise create the foundation for professional success
4. Create systems that support success - Whether for yourself or your team, clear processes and regular feedback accelerate growth
5. Don't wait for perfect conditions - Ask yourself "If not now, when?" and take action today

As Chad puts it, "Anything you do for the first time is going to be hard. It's going to feel very uncomfortable because you've never done it before. Of course it's gonna be hard, right?" The key is to move forward anyway, with the understanding that consistency over time is what truly defines high performance.