How To Use Pain As A Motivation

Summary

The speaker discusses how pain often drives decision-making, particularly in business and sales. They highlight the importance of identifying customer pain points and offering solutions, explaining that people make decisions when they're uncomfortable or in pain. The speaker also shares insights into their own business approach, focusing on leveraging personal strengths, like communication and automation, to create scalable and efficient sales strategies. They stress the importance of aligning client beliefs with a new vision to help them regain control and achieve success, while understanding personal limitations in management and operations.

Takeaways

• 💡 Pain drives decision-making: People often make decisions, including business and personal, when they're experiencing pain or discomfort.
• 📈 Sales leverage pain: Salespeople can use their clients' pain points to encourage action and change by solving those pain points.
• 💪 Control over destiny: Helping people regain control over their lives or business reduces their pain and can lead to successful sales.
• 💧 The water bottle analogy: The value of an item (like water) increases based on need (pain), illustrating how pain and demand correlate in business.
• 🧠 Changing beliefs: A key aspect of making money is changing people’s beliefs and aligning them with a new vision to give them better control of their future.
• 🎯 Aligning business with strengths: Knowing personal strengths and weaknesses is crucial for setting up a business model that works for you.
• 🛠 Automation preference: The speaker prefers automated processes, as it allows control over messaging, pitching, and scaling, even during off-hours.
• 📉 Limitations of sales teams: The speaker has tried using sales teams but prefers automation because human emotions and external factors can disrupt performance.
• 🔄 Simplicity and control: Keeping a business model simple and controlled, like through automation, provides consistent results without relying on unpredictable factors.
• 📊 Personalized business approach: Not every business model fits everyone—it's important to design a business based on individual strengths and preferences.

Q & A

What is the main reason people make decisions in business according to the speaker?

The main reason people make decisions in business is due to pain. The speaker explains that individuals often make changes or decisions when they are experiencing pain, as it prompts them to take action to alleviate that pain.

How does the speaker use the example of a bottle of water to explain the concept of pain and decision-making?

The speaker uses the example of a bottle of water to illustrate how the value of a product or service can increase dramatically when someone is in pain or need. In the desert scenario, the extreme pain of thirst makes the water much more valuable, and the person is willing to pay a much higher price for it.

What is the role of a salesperson, content creator, or coach in helping clients according to the transcript?

The role of a salesperson, content creator, or coach is to appeal to the client's pain and help them change by providing solutions that address their pain points, giving them back a sense of control over their destiny.

Why do people often wait until they are in extreme pain to make decisions, as mentioned in the transcript?

People often wait until they are in extreme pain to make decisions because they may be influenced by their inner voice or societal norms that downplay the significance of their issues. This delay can be a coping mechanism, but it often results in missed opportunities to address problems proactively.

What misconceptions does the speaker mention about sales, and how does he refute them?

The speaker mentions that there are misconceptions around sales where some people view it as evil or manipulative. He refutes these by stating that the goal of sales is to help people find relief from their pain and to give them control over their lives, which is a positive and necessary service.

How does the speaker suggest aligning people's beliefs with a new vision in business?

The speaker suggests that in business, one should be in the business of changing and altering people's beliefs to align them with a new vision. This involves helping them see a better future and giving them control over their destiny, which can be achieved by addressing their pain points and providing solutions.

What is the importance of understanding one's own strengths and deficits in business according to the speaker?

Understanding one's own strengths and deficits is crucial in business because it allows individuals to choose the right business model that plays to their strengths and avoids areas where they are less competent. This self-awareness leads to more effective strategies and better business outcomes.

Why does the speaker prefer automation in his business model?

The speaker prefers automation in his business model because it allows him to control the messaging and the sales process consistently. It removes the variability and emotional fluctuations that can occur with human sales representatives, ensuring a more reliable and consistent approach to sales.

How does the speaker's military background influence his approach to leading his sales team?

The speaker's military background influences his approach to leading his sales team by emphasizing leading from the front and being available for his team to discuss personal issues that may affect their work. This approach fosters a supportive and understanding work environment.

What is the speaker's view on the importance of communication and marketing in business?

The speaker views communication and marketing as crucial in business, as they are key to conveying the value of products or services and persuading potential customers. His strengths in these areas have shaped his business approach, focusing on long-form pitching and the strategic dissemination of information.

Outlines

00:00

💡 Understanding Business Through Pain Points

The speaker discusses the concept of making decisions based on pain points in business. They share personal experiences and anecdotes to illustrate how people often make changes in their lives when they are in pain. The speaker emphasizes the importance of identifying and addressing these pain points in sales, content creation, and coaching. They use the analogy of a bottle of water in the desert to explain how the value of a product or service can increase significantly when it alleviates pain. The speaker also talks about the misconceptions around sales and the importance of changing beliefs to help people gain control over their lives and alleviate pain.

05:01

🤝 Lean Business Model and Long-Form Pitching

The speaker shares insights into their business model, which focuses on leveraging their strengths in communication and long-form pitching. They discuss the importance of self-awareness in choosing the right business model, acknowledging their deficits in managing large sales teams. The speaker has experimented with various sales methods and found that automation and controlling the sales pitch through video and messaging is more effective for them. They also touch upon the challenges of managing human emotions in sales and the need for coaching销售人员. The speaker concludes by encouraging others to find their own strengths and build a business model that aligns with them.

Keywords

💡Pain point

A pain point refers to a problem or difficulty that a customer experiences, which a business can address with its product or service. In the script, the speaker discusses how identifying and addressing pain points is crucial for sales, as it can drive customers to make decisions. The example given is of a sales call where the customer needs to be convinced that the pain they're experiencing is a good time to make a change, aligning with the product or service being offered.

💡Decision-making

Decision-making is the cognitive process of selecting a course of action among several possible alternatives, often made under conditions of uncertainty. The script emphasizes that people often make decisions based on the pain they're experiencing, rather than rational thought. The speaker uses personal life changes as an example, suggesting that decisions are made in the midst of pain to avoid the discomfort.

💡Sales resistance

Sales resistance is the reluctance or objection a potential customer has towards making a purchase. The script mentions an instance where a customer needs to 'think about it,' which is a common form of sales resistance. The speaker advises addressing this resistance by appealing to the customer's pain and the benefits of making a decision to alleviate that pain.

💡Inner voice

The inner voice refers to one's internal dialogue or thought process. In the context of the script, the speaker mentions that after the initial pain subsides, the 'inner voice' might rationalize the situation, suggesting that it's not as bad as initially felt. This can lead to inaction or maintaining the status quo, which is counterproductive for personal growth or change.

💡Control

Control, in this context, refers to the sense of agency or the ability to influence one's circumstances. The speaker argues that providing customers with a sense of control over their situation can be a powerful motivator for change. By offering solutions that give back control, businesses can help customers move from a state of pain to one of empowerment.

💡Value proposition

A value proposition is a promise of value to be delivered through a product or service. The script discusses how understanding where people are hurting and how to solve their problems is key to crafting a compelling value proposition. The speaker uses the analogy of a bottle of water's value increasing dramatically when someone is in extreme need, illustrating the concept of aligning value with pain points.

💡Belief change

Belief change involves altering a person's mindset or perspective. The speaker emphasizes that in business, particularly in sales and coaching, a significant part of success is changing and aligning people's beliefs with a new vision. This is crucial for helping them overcome pain and achieve their goals, as beliefs often dictate how people perceive their circumstances and potential solutions.

💡Market value

Market value is the price at which a product or service is offered for sale by one party and purchased by another. In the script, the speaker uses the concept of 'sexual market value' in dating as an analogy to explain the importance of recognizing discrepancies in value that can lead to success or failure in various aspects of life, including business.

💡Information discrepancy

An information discrepancy is a difference in the knowledge or understanding between parties. The script mentions that the difference between client success and failure can often be attributed to the information they have and their beliefs about the world. Addressing these discrepancies is part of the process of guiding clients towards success.

💡Operational efficiency

Operational efficiency refers to the optimal performance of a business's operations and processes. The speaker discusses their own strengths and weaknesses, highlighting that they are not suited to managing a large sales team due to their strengths lying in communication and marketing. This realization leads to a focus on automation and leveraging personal strengths for operational efficiency.

💡Automation

Automation is the use of technology to perform tasks with minimal human intervention. In the script, the speaker opts for automation in their business model because it allows for consistent messaging and control over the sales process, eliminating the variability and emotional factors that can come with human sales representatives.

Highlights

The importance of understanding pain points in sales and decision-making.

How pain can be a catalyst for change and the role of timing in making decisions.

The concept of appealing to pain to facilitate change and the misconceptions around sales.

The idea that most decisions are made in extreme pain and the impact on business.

Using the analogy of a bottle of water in the desert to explain the value of solving pain.

The role of control in alleviating pain and its significance in sales and coaching.

The realization that people don't make rational decisions and the implications for sales strategies.

The importance of changing and altering beliefs in business to align with a new vision.

How programming and beliefs can lead to suffering and the role of business in alleviating this.

The strategy of giving people an element of control over their destiny to increase satisfaction.

The author's strengths in communication and marketing and how they've leveraged them in business.

The preference for a lean team and the reasons behind this choice.

The challenges of managing human emotions in sales and the benefits of automation.

The benefits of long-form pitching and the author's approach to sales.

The importance of knowing one's strengths and deficits in choosing the right business model.

The author's experience with hiring and managing sales teams and the lessons learned.

The strategy of controlling the sales pitch and offer through automation for consistency.

The author's preference for leading from the front and the impact on team dynamics.

Transcripts

talk a little bit about business because

I've I've heard you you know talk about

how your business is set up it's really

fascinating to me you talked about

spending money because of pain and I

talk with my sales team about this a lot

of times it's like you find a pain point

I had um a guy on yesterday I was on a

sales call with him and he it was very

clear he he was giving me this objection

of I need to sit there and think about

it and I tried to explain to him I was

like all the changes that happened in my

life were because of pain yeah I made

the decision when I was experiencing the

pain because if I wait a little while

like Goin says your inner [ __ ] will

come back right and it's okay that your

girlfriend treated you like this it's

not that big of a deal but when you were

in your pain you knew you needed to move

on 100% um and so I think a lot of guys

they they don't make decisions when

they're in their pain that might be the

right time to make that decision and

then also you as a salesperson a lot of

times or you as a a content creator or

you as a coach a lot of times you have

to appeal to that pain in order to get

them to change yeah the thing is is most

guys don't make decisions until they're

in an extreme amount of pain and here's

the way that I teach this to anybody and

you can apply this to any business like

I wholeheartedly believe I have enough

skills where you could basically take

damn near everything away from me and

give me a cardboard box and I'd find a

way to climb out because like I just I

understand how Stuff moves so how I

explain this to anybody at a pretty Bas

level is I hold a bottle of water and I

say how much would you pay me for this

bottle of water and they'll say two

bucks three bucks five bucks right and

then I say

if I tied you to a tree in the middle of

the desert for XYZ hours and now I hold

a bottle of water in front of you how

much are you going to give me for it and

depending on how thirsty they are and

how dehydrated they are they might give

me three grand for that bottle 5 grand

for that bottle 10 grand for that bottle

of water 100 grand for that bottle of

water if they have it yeah and that's

what I can tell anybody struggling to

make money is you have to figure out

where people are hurting and how you can

solve that for them and there's a lot of

misconceptions around sales where people

go that's evil that's manipulative and

it's really not because here's the thing

the only thing that really dictates a

person's like happiness day today and

how they feel about their self worth

their confidence everything or how

they're moving is if they are not in a

state of pain and if they have an

element of control over the destiny of

their life the more you can give them

that to help them out to get them out of

that pain and find areas where they are

suffering the more money A lot of times

you'll make yeah so and giving them an

element of control I haven't thought

about that but that's absolutely true

you have to part of the solution is

you're giving them back some level of

control whe it's dating or like I don't

know how to make my business work but

yeah you're absolutely right it's like

the pain the pain is the big one and I

didn't understand that at first I

thought everyone just makes rational

decisions and you're like no they don't

well like I've never met an overweight

person in my life who understands how to

track macros yeah understands the the

concepts of caloric Surplus versus

deficit yeah understands the amount of

protein to get per day to keep lean body

mass I have never met an overweight

person that understands those Concepts

so just like in dating attraction is a

discrepancy in sexual market value a lot

of times the difference between your

client success versus them not having

success is a discrepancy in their

information that they've accumulated and

their beliefs around the world so

changing beliefs is important this is

what people have to understand if you

want to make money especially in today's

economy you are in the business of

changing and altering people's beliefs

to align them with a new vision to give

them a better control of their future

Destiny and the reason being is because

humans suffer a lot because they have

been programmed through different ways

they believe certain things because of

how they were taught in school or what

their parents told them or what uh the

music told them or what they heard their

favorite rapper say on the radio they

believe all this [ __ ] and a lot of times

it hurts them so your job if you are in

business is to change and alter beliefs

to get them to align their new beliefs

with your future vision and then get

them out of that pain to give them an

element of control to their future

Destiny where they are now satisfied if

you can do that you'll pretty much like

disguise the limit with amount of money

that you could make so that's how I've

set up my business and that's why I so

like I'm not uh like I know my deficits

well my my strengths have always been

communication and marketing like

speaking and dissecting [ __ ] at a

granular Lev level where people go okay

this makes sense my strengths has has

never been team and operation and my

strength like I'm not the guy to go run

a 100 person sales team I'm just not

like I I might be the guy where I'll

I'll sell all 100 reps because I'm going

to do it my way but I'm not the guy to

manage all those people so just like

with dating I had to appeal to my own

point of Leverage and figure out how I'm

going to do this the same goes for

business I think that you can't template

this [ __ ] everybody is going to have

their own suit so you like sales reps

yeah I like Automation and I like long

form pitching we've talked about this

yeah that when I when I was explaining

to my team about how your business runs

yeah with with uh you know which is

really awesome the way it does Wes

Watson I talk to him about it like he

has no sales team it's all text

messaging the way he does it it's really

a very interesting way to do it with way

more Simplicity yeah which I really

appreciate it yeah well you know there's

a uh

like the saying of know thyself I think

is very important um and I just know my

strong suits and I know my deficits

enough to where like I'm not going

to

um I'm I'm not going to get into the

wrong business model for me so I've

always kept a very lean team and how do

I know this I know this because of the

pain I've hired 10 12 15 people at once

before I've ran an outbound sales team

I've ran sales reps I've done

appointment Setters from free groups

I've done all this I'm not as good at it

and it's it's way harder for me so I was

like okay my strength is communication

and long form pitching I'm going to

figure out methods where I can automate

what people are seeing to cast the right

beliefs here's the other thing I like

about the way I do things is like the

the thing that is hard in my opinion

with sales reps is human beings are

flexible in emotion on how they feel so

maybe he's constipated that day and he's

5 minutes late to the appointment and

that pissed off the potential customer

the customer and now they're gone maybe

that guy's girlfriend just cheated on

him and he just found that out and he is

on the verge of tears for the next eight

hours and he has to hold it together on

Zoom to try to have this call with this

guy yeah Brandon Carter talked about

this about how part of his job is to

coach the sales team I do the same thing

part of my job I tell my sales team when

they have problems in their

relationships or any of they they should

call me a lot of other people would not

want that from their sales team but

that's I do like Le I'm a military

officer I do like leading from the front

I really like MO ating and I love group

calls with hundreds of people on there

some people just don't like that yeah

and it all depends on your strong suit

so since I saw those

Tendencies um in what I'm good at versus

bad at I went with automation because I

can control the video I can control the

point of sale I can control the pitch

and the offer yeah the whole way through

so it's constant day and night on

Christmas New Year's or a Monday morning

and because of that that's how I do it

and I'm not saying people should emulate

me it's just it's the way I did it you

know so that's kind of how I looked at

it