Podcast Summary: The Vault Unlocked

Episode: From $3.5k Funnels to $50k+ Offers
Host: Kayvon Kay
Guest: Ann Carden, Founder of Million Dollar Leap
Release Date: October 4, 2025

Episode Overview

This episode dives deep into the real-world strategies behind moving from low-ticket offers to commanding premium, six- and seven-figure deals in the service-based consulting space. Host Kayvon Kay spotlights Ann Carden, a serial entrepreneur whose expertise centers on helping established professionals make the "million dollar leap"—often with just a handful of high-value clients. Through candid stories, actionable advice, and a raw look at pricing psychology, listeners get an inside look at the mindsets, systems, and offer designs that unlock massive business growth.

Key Discussion Points & Insights

Ann’s Business and Background

• Serial Entrepreneur: Ann has built and sold five businesses, ranging from fitness clubs to a global craft company—all before the age of widespread digital marketing.
• Luxury Market Origins: Her experience managing luxury retail departments in her corporate career shaped her instinct for premium positioning from the start.

  “[In my second business] I quickly realized I wasn't making the money I wanted...I came up with an idea for an offer—Body Blast—that became a million dollar offer for me way back when.” – Ann (02:16)

• Coaching Evolution: Frustration with low-fee clients and low fulfillment led Ann to pivot hard into the premium consulting market.

The Case for Premium Pricing

• Defining 'Premium':
  • For Ann, entry-level “premium” typically starts at $25k–$30k per client, with many of her clients regularly landing $50k, $100k, or multi-six-figure deals.

    "I think of premium, the rock bottom side for most of my clients is going to be 25 or 30k. 50k is going to be a rinse and repeat offer for them." – Ann (09:08)

  • Selling higher-ticket offers can actually be easier and less stressful than managing dozens of small accounts.

    “A $2,000 buyer has $2,000 problems. A $100,000 buyer has $100,000 problems…” – Kayvon (08:33)

• Quality of Life & Leverage:
  • Working with fewer clients at higher price points means more profit, less operational headache, and greater lifestyle freedom.

    “We do two million dollar months…I have four clients.” – Kayvon (10:25)

Identity, Mindset, and Worthiness

• The Mental Shift: The biggest struggle is often a mental one—believing you can and should charge at the premium level.

  "When we create the offer...there always is this, 'Wow, this sounds amazing, but can I?'" – Ann (28:29)

• Proof Process: Ann uses reflective questioning—highlighting a client's experience, expertise, results, and industry norms—to help them see their true value.

  “So when I take them through that process…I'm really just shining a light on their brilliance already. That's all I'm doing. I'm like holding a mirror up to them.” – Ann (30:39)

Offer Creation: From $3.5k Funnels to $50k+ Gateways

• Types of Offers:
  • Gateway/Expert Offers: Often a high-level “strategy-only” offering priced at $50k+.

    “Your strategy is your biggest value...That is a $50k, $100k offer just by itself.” – Ann (21:14)

  • Advisory/Strategic Roadmaps: Selling audits, assessments, or high-level advisory as the main value.
• Packaging and Positioning: Every offer is uniquely branded and named—creating instant distinction and authority in the market.

  “When we create their offers, it's always branded around the results they are able to get their clients…” – Ann (31:53)

• Case Study: From Agency Work to $413k Project
  • An agency owner packaged just her strategy (not labor)—moved from monthly retainers to a $52k initial deal, which quickly snowballed into a $413k annual engagement (21:14–24:30).

The Premium Client Journey

• Ideal Client: Established experts (consultants, marketers, sales professionals, C-suite execs) who are already excellent but want to scale with high-ticket clients, not more volume.
• Process Highlights:
  • Tap existing “warm” networks for fast results.
  • Systematically move from labor-based, piecemeal services to strategic, results-based partnerships.
  • Use LinkedIn and expert platforms to establish authority quickly, even for those new to coaching or consulting.

    "We try to do that really quick. So we'll do that. LinkedIn is the place...get them into a strategy that will build their visibility, credibility and expertise..." – Ann (42:37)

Brand, Positioning, & Selectivity

• Category of One: Ann positions herself and her clients as unique, with proprietary frameworks and specialized offers—never generic, commoditized consulting.
• Bold Boundaries: Strict about not taking low-ticket clients and not negotiating on value:

  “I don't want 5k clients coming to me...If it doesn't light me up, I'm not.” – Ann (37:53)

• Client Selection: Both Ann and Kayvon stress that taking the wrong client can destroy momentum, margin, and even morale.

Notable Quotes & Memorable Moments

• Ann on Mindset:

  “When I see somebody say, ‘I've had a million dollar hour.’ I'm like, I want to know how you had a million dollar hour.” (11:41)

• Kayvon on Pricing Psychology:

  "You can't outsell your identity, you can't out-earn your identity, and you can't out-consult your identity." (31:14)

• Ann's Core Genius:

  "I have this way of being able to see the value that people can bring to the market...Whoa. You are leaving so much money on the table." (26:25)

• On the Pitch:

  "Did you know that only 6% make over six figures in a trillion dollar consulting industry? What I do is I show coaches and consultants how to charge premium pricing with premium offers so they can be in the top 6%." – (45:42)

Important Timestamps

• Ann’s Background & Business Model: 01:02–05:47
• Journey to Premium & Learning Hard Lessons: 05:47–10:47
• Premium Pricing Mindset Discussion: 10:47–12:46
• Agency Case Studies & Offer Design: 19:43–24:30
• Offer Models (Audits, Strategy, Advisory): 24:30–26:14
• Branding and Positioning as a Category of One: 31:53–33:57
• Client Mindset and Value Reflection Process: 28:29–31:14
• Selective Client Philosophy: 35:16–37:53
• Quick Authority-Building for New Consultants: 42:37–43:56
• Ann’s Elevator Pitch & Kayvon’s Feedback: 44:15–45:42
• Industry Stats as Pitch 'Wow Statements': 45:42–46:09

Actionable Takeaways for Listeners

• Stop Giving Away Your Strategy: Your highest value is often what you give away for free. Charge for advisory and strategic insight.
• Create Rinse & Repeat High-Ticket Offers: Build signature programs or frameworks priced at $25k–$100k+ (or more), tailored to your expertise and ideal client.
• Leverage Warm Networks First: Get fast wins by selling high-ticket to existing or previous contacts, not just cold leads.
• Don’t Be Afraid to Go Premium Early: Experts moving into consulting/coaching do NOT have to start with low ticket or low experience offers.
• Position Yourself Boldly—Category of One: Craft a proprietary brand, name your frameworks, and be unapologetic in your niche and pricing.
• Selective Client Intake Is Key: The wrong client can cost you dearly; premium offerings attract premium, low-headache clients.

Where to Find Ann Carden

• Website: www.annlcarden.com
• LinkedIn: Ann Carden
• Books & Podcast: Available via her website and Amazon

This episode is essential listening for entrepreneurs and consultants tired of chasing endless low-paying gigs and ready to step into authority, profitability, and impact while creating more freedom and better clients, not just more clients.

“The next unlock could be your success. The code is cracked. The Vault is open.”