Selling a high-ticket or luxury item requires an entirely different approach to traditional sales. In this episode, Simon Double of Solario Racing explains how he built a successful racehorse syndication business using the power of the “slow-burn” sale. We discuss the importance of wrapping a risky purchase in premium hospitality, why you should structure your pricing as a flat upfront fee to remove buyer friction, and how to effectively use local networking to build long-term business relationships. Simon also shares his unique career history as a television quiz writer and details how he applies his business acumen to his new local venture, Etoile Events.
Episode Chapters
[00:00:00] How racehorse syndication actually works
[00:05:42] Wrapping your product in a premium lifestyle experience
[00:09:59] Transitioning from writing TV quiz questions to racing
[00:15:08] The realities of launching your own syndicate business
[00:21:32] Structuring an all-inclusive pricing model for clients
[00:22:29] Mastering the slow-burn sale through networking
[00:24:48] Navigating the local Berkhamsted networking scene
[00:28:09] Launching Etoile Events for niche local audiences
[00:29:34] Supporting charities like Gad’s Hill Place RDA
[00:34:06] Building local community through Choir on the Green
Key Takeaways
- Remove pricing friction: Charge a flat, all-inclusive fee to prevent clients from being surprised by hidden costs later. Simon charges one upfront fee to cover the purchase and a full year of training, keeping the transaction simple and clean.
- Focus on the slow burn: Treat local networking as a long-term strategy rather than a place for immediate, hard selling. Build relationships first, knowing that high-ticket sales often require a soft touch over an extended period of time.
- Add hospitality to your offer: If you are selling a luxury or high-risk product, wrap it in premium hospitality. Simon sells the experience of stud farm visits and race days, ensuring clients receive immense value regardless of the product’s ultimate performance.
Guest Links:
Simon Double LinkedIn https://www.linkedin.com/in/simon-double-2881a945/
Solario Racing Website https://www.solarioracing.com/
Resources:
Gaddesdons Place RDA Website https://gaddesdenplacerda.org.uk/
The Hospice of St Francis Website https://www.stfrancis.org.uk
Choir on the Green Website https://www.choironthegreen.com/
Host Links:
Ben Baldwin LinkedIn https://www.linkedin.com/in/benbaldwinchuffed/
Chuffed Productions LinkedIn | https://chuffed.video/
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