$30M CEO Explains - How To Effortlessly Sell Your Products Online

Summary

The speaker emphasizes the importance of positioning and delivery in business success, highlighting the need for a clear client journey and results-oriented marketing. They also discuss the benefits of premium pricing, suggesting it attracts better clients and reduces business complexity.

Takeaways

• 📝 **Emphasize Positioning**: The speaker stresses the importance of positioning an offer effectively, which can be more crucial than the actual product delivery in making sales.
• 🔑 **Delivery vs. Positioning**: While focusing on the quality of the product (delivery) is important, the way it is marketed and presented (positioning) is what attracts customers and closes sales.
• 💡 **Results Orientation**: Customers are more interested in the results they will achieve rather than the features of the product itself. Positioning should reflect this by highlighting the outcomes.
• 👥 **Displayed Understanding**: Demonstrating an understanding of the customer's needs and pains is vital for building trust and connection, which can lead to a stronger marketing message.
• 📦 **Simplify Deliverables**: Offering less can be more appealing; simplifying the deliverables makes the path to results seem shorter and less daunting for the customer.
• 🛣️ **Client Journey**: Presenting a clear client journey from start to finish helps prospects visualize their progress and the value they will receive over time.
• 🧠 **Simplicity Matters**: Keeping the offer simple and easy to understand is crucial; a confused prospect is unlikely to make a purchase.
• 💰 **Premium Pricing**: Charging a premium price can attract higher commitment clients, reduce the number of clients needed for success, and can be justified with a strong value proposition.
• 🎯 **Targeted Marketing**: Positioning should be targeted to resonate with the specific pains and desires of the target audience, making them feel understood and valued.
• 📈 **Value Over Features**: The focus should be on the value the customer will receive and the transformation they will undergo, rather than listing features of the product.
• 🤝 **Building Rapport**: Creating a sense of rapport through understanding and addressing the customer's specific issues can lead to a stronger connection and higher conversion rates.

Q & A

What are the two critical components of a successful offer according to the speaker?

The two critical components are the delivery of the offer, which is what the clients actually receive, and the positioning of the offer, which includes marketing and how the product or program is presented to the marketplace.

Why is focusing on the positioning of an offer important even if the product is of high quality?

Focusing on positioning is important because it's what initially attracts and sells the prospect on the offer. Without effective positioning, even a high-quality product may not be able to convey its value to the potential customer.

What is the mistake that clients often make when creating their offers, according to the speaker?

Clients often spend too much time perfecting the delivery of their offer and neglect the positioning aspect, which is crucial for making the sale.

How does the speaker describe the relationship between the delivery and positioning of an offer?

The speaker describes the positioning as wrapping around the delivery. The positioning is what sells the offer, while the delivery is what the client actually receives.

What is the primary reason customers buy a product or service?

Customers primarily buy into the results or outcomes they desire and need, not the product itself. The product is simply the facilitator to achieve those results.

Why is it crucial for a business to understand the needs and frustrations of its prospects?

Understanding the prospects' needs and frustrations helps the business to display understanding, which can build a connection and trust with the prospect, making them more likely to choose the business over competitors.

What should a business focus on when simplifying its deliverables?

A business should focus on making the path to the desired result as quick, simple, and easy as possible, avoiding overwhelming the prospect with too much 'stuff' or complexity.

Why is it beneficial to present a clear client journey when offering a product or service?

Presenting a clear client journey helps prospects envision what it will be like to be part of the program and understand exactly what it will do for them, making it easier for them to make a buying decision.

What is the significance of keeping the offer simple to understand?

Keeping the offer simple to understand prevents confusion and overwhelm, which can deter prospects from making a buying decision. A clear and simple presentation of the offer makes it easier for prospects to grasp and decide to invest.

Why should businesses consider premium pricing for their offers, even from the beginning?

Premium pricing can lead to less mess and stress in the business, better clients, higher commitment levels from clients, and often a higher success rate. It also means selling to fewer clients to achieve the same revenue.

What is the speaker's suggestion for businesses that haven't yet launched and don't have success stories?

The speaker suggests offering the product or service at a discounted price to the first few clients, with the condition that upon achieving the desired results, they provide a testimonial that can be used for marketing purposes.

Outlines

00:00

📈 The Importance of Offer Positioning and Delivery

The speaker emphasizes the critical importance of two aspects of a business offer: delivery and positioning. Delivery refers to the actual product or service clients receive, while positioning is how this offer is marketed and perceived by potential clients. The speaker argues that many businesses focus too much on the quality of their delivery without considering how it's presented to the market, which can lead to poor sales. A compelling positioning can sell an offer even if the product is not exceptional, whereas excellent delivery without proper positioning may not attract customers. The speaker also introduces six key points that will be discussed to improve offer positioning.

05:01

🎯 Results Oriented Positioning

The speaker stresses the importance of focusing on the results that customers desire rather than the features of the product itself. Customers are not buying the product; they are buying the outcome it promises. The speaker advises to position marketing messages around the results that the product can deliver, rather than its features or components. This approach helps to connect with the customer's needs and desires, making the offer more appealing.

10:03

🤝 Displayed Understanding in Marketing

The speaker discusses the concept of making prospects feel understood as a key component of successful marketing. By demonstrating a deep understanding of the customer's needs, pains, and frustrations, a business can create a connection that is stronger than what the competition can offer. The speaker suggests getting into the mind of the customer, understanding their problems, and reflecting this understanding in marketing materials to build trust and rapport.

15:04

📦 Simplifying Deliverables for Better Positioning

The speaker advises to simplify the deliverables of an offer to make it more attractive. Prospects are not interested in the quantity of what is being offered but rather the result they will achieve. By reducing the perceived workload or complexity of the offer, it becomes more appealing and accessible. The speaker shares personal experiences and examples, including a story about a client who chose a competitor due to a simpler offer, to illustrate the importance of not overwhelming prospects with too many deliverables.

20:04

🛣️ Mapping Out the Client Journey

The speaker introduces the concept of mapping out a client journey to help prospects envision what it would be like to engage with the offer. By laying out a clear progression from the beginning to the desired result, the business can make the offer more understandable and attractive. The speaker suggests using the client journey as a way to simplify the presentation of the offer and to avoid overwhelming the prospect with too much information.

25:06

💰 The Benefits of Premium Pricing

The speaker argues for the benefits of premium pricing, even for new businesses without a track record of success stories. By positioning the offer as high-value and offering a discount for early adopters in exchange for testimonials, businesses can avoid working for free while still gathering the social proof needed to attract more clients. The speaker outlines the advantages of premium pricing, such as less business mess and stress, better clients, higher commitment levels from customers, and a higher success rate due to the financial investment made by the clients.

30:10

🔑 The Art of Discounting for Early Clients

The speaker discusses a strategy for new businesses to offer their high-ticket products or services at a discounted rate to their first few clients in exchange for testimonials. This method addresses the objection of lacking success stories and allows the business to charge a premium price without having to work for free. The speaker highlights the importance of setting clear expectations and making the offer attractive by emphasizing the value of the testimonial to the business.

Keywords

💡Positioning

Positioning in the context of the video refers to how a product or service is presented and marketed to potential customers. It is critical because it influences how the product is perceived and can determine its success in the market. The video emphasizes that while many businesses focus on the delivery of their product, they often neglect the importance of positioning, which can lead to missed opportunities. For example, the speaker mentions that 'the positioning, your marketing, the way you're putting it out into the marketplace' is what actually sells someone on the offer.

💡Delivery

Delivery in this video script pertains to the actual product or service that customers receive when they invest with a business. It is what the customers get when they become clients. The speaker points out that while many businesses focus on perfecting the delivery, they sometimes overlook the importance of how this delivery is positioned in the market, which can affect the attractiveness of the offer. For instance, the script states, 'This is what they are getting. The second thing, however, alongside delivery, is the positioning of that offer.'

💡Results Orientated

Being results orientated means focusing on the outcomes or the benefits that customers are seeking rather than just the features of the product. In the video, the speaker emphasizes that customers are not buying the product itself but the result that the product can help them achieve. This concept is illustrated when the speaker says, 'They're actually buying into the result that they want and need. They're not signing up or buying into your product.'

💡Displayed Understanding

Displayed understanding is about making prospects feel that their needs and concerns are understood. It is a strategy to build a connection with potential customers by demonstrating empathy and insight into their problems. The video script mentions that if prospects feel understood, they will feel a stronger connection to the business, as seen in the line, 'If your prospects feel understood, they will feel a level of connection to you that they don't to your competition.'

💡Simplify the Deliverables

Simplifying the deliverables involves making the offerings of a product or service clear and straightforward, avoiding overwhelming the customer with too much information or too many steps. The speaker in the video argues that customers want the quickest and easiest path to results, not a complex array of features or services. This is exemplified by the statement, 'Simplify your deliverables okay. Don't add more stuff. Your prospects and your potential clients don't actually want more stuff. They want the result.'

💡Client Journey

The client journey refers to the process or path that a customer takes when engaging with a product or service. It is about mapping out the experience from the beginning to the end, showing customers what to expect at each stage. The video script discusses the importance of presenting a clear client journey to help prospects visualize what being part of the program will be like, as indicated by the line, 'You need to present your offers in such a way, that there is a journey from A to Z that the prospect can follow.'

💡Simple to Understand

Being simple to understand means presenting information in a way that is clear and easy to grasp, avoiding confusion or overwhelm. The video emphasizes that a confused mind is unlikely to make a buying decision, highlighting the need for clarity in marketing and communication. The speaker advises, 'Everything we've been talking about so far, and present it in a way that is simple, a confused mind never buys is a phrase that people have thrown around, for a very long time.'

💡Premium Pricing

Premium pricing is the strategy of setting higher prices for products or services, often associated with a higher perceived value or quality. The video discusses the benefits of charging a premium price, such as attracting clients who are more committed and likely to value the service more. The speaker argues, 'The higher you charge, the less clients you need to make the great revenue.'

💡Investment

In the video, investment refers to the financial commitment that customers make when they purchase a product or service. The speaker suggests that the amount a customer is willing to invest can indicate their level of commitment and seriousness about achieving the desired results. This is highlighted when the speaker says, 'The more someone pays that, they're just better. They're nicer people. But I also find, and this is really interesting, I also find that there's like a moment where people stop investing in, finding a solution.'

💡Success Stories

Success stories in the video are testimonials or case studies that demonstrate the effectiveness of a product or service. They are used to build trust and credibility with potential customers. The speaker advises on how to handle the lack of success stories when first launching a product, suggesting a strategy of offering a discounted price in exchange for a testimonial, as seen in the line, 'I need you to provide me a video testimonial, and a written testimonial that I can use to help me find more clients.'

Highlights

The importance of focusing on both the delivery and positioning of an offer to ensure its success in the marketplace.

Positioning is key to selling an offer, even if the product itself is not exceptional.

The need to understand that customers buy results, not just products or services.

The significance of making customers feel understood to build a connection and trust.

Simplifying deliverables to avoid overwhelming potential clients and make the path to results seem shorter.

The strategy of offering premium pricing to attract clients who are more committed and serious about achieving results.

The concept of a client journey, outlining the progression and outcomes at different stages of the program.

The importance of presenting offers in a simple and understandable way to prevent confusion and enhance decision-making.

The strategy to discount high-ticket offers initially in exchange for testimonials to build social proof.

The benefits of charging a premium price, including less business mess, less stress, and attracting better clients.

The argument that it's easier to sell one high-ticket item than multiple lower-priced ones, reducing the workload and increasing the success rate.

The idea that higher investment from clients often correlates with higher commitment and better results.

The suggestion to avoid working for free and instead offer a discounted rate for initial clients in exchange for testimonials.

The emphasis on the importance of marketing and positioning over simply adding more features or 'stuff' to an offer.

The concept of creating a sense of urgency and exclusivity by offering a limited-time discount for early clients.

The strategy of using personal stories and experiences to connect with potential clients and demonstrate understanding.

The advice on structuring offers to minimize the perceived workload for clients, making the path to results seem more accessible.

The discussion on the psychological impact of pricing, where higher prices can indicate higher value and commitment.

Transcripts

there are six things that I want to take you And you're going to want

to write each of these down because they're critically important

they're making loads of money, but how is that possible?

They've got a crappy product.

I have bottled in this knowledge for as long as I can remember.

and I figured out this solution and it changed my life.

watching as people are teaching trash,

teaching outdated stuff, teaching stuff that quite simply doesn't work anymore.

And I feel this charge that I need to start sharing this

There are two things.

Two parts to this that's really important that you're aware of.

All right.

If you're taking notes,

you may even want to be scribbling these things out just to follow along.

Okay. Two things. Number one

is we've got the delivery of your offer.

That's the thing that people are actually going to get

when they invest with you and become a client.

This is what they are getting.

The second thing, however, alongside delivery,

is the positioning of that offer

and the positioning.

Wraps around the delivery okay.

The positioning, your marketing, the way you're putting it out into the

marketplace, the way you would describe being your product or your program

is what actually sells someone on the offer.

So we find that a lot of the clients that we work with,

we we take a look at what they're doing, and they spend so much time

working on delivery and making sure that it's great, which is good, by the way.

Nothing wrong with that.

But they focus on the stuff.

And we think the value in the offer and someone wanting to sign up for

that offer is going to be based on how much stuff there is,

but when it comes time to trying to sell it,

we haven't really focused much on positioning at all.

And when you've got Mr.

or Mrs.

Prospect over here looking at your business, thinking about

investing with you, then not bypassing

positioning to just hear about delivering go well, that sounds fantastic.

I get 12 one to ones with you, but your competitor only gives me ten

so I get better value for money with you.

I'm coming in. No, there.

No, it's the positioning that's going to sell it.

So we can't focus on the stuff.

We must focus on how the stuff is being positioned with me so far, yes.

Okay.

So this is represented

in a scenario that we've probably all experienced in the past before.

I'm going to ask you for a show of hands.

If you've ever bought something,

a product, a program, a service or anything like that.

And once you purchased it, once you used it,

once you got into it, disappointment started to sink in.

Anyone?

Okay,

so the hands around the room proved this idea.

You didn't know what the delivery was actually going to be like.

What you were sold on is the positioning, the wrapper.

It sounded great.

And then that person or that business

or that product did not back it up.

Okay.

So if we if we look at this scenario here, let's say we've got business

A or business B and we've got the delivery

and we've got the positioning.

Now let's say

we've got business a one of your competitors

or someone like that, let's say they have focused a lot on delivery,

but they have not focused at all

on positioning.

Or we've got business B

that have focused so much on the positioning,

but they've not focused at all on the delivery.

Which of these two businesses wins?

The customer?

B so over

here they're making loads of money, but how is that possible?

They've got a crappy product.

It's possible because they have got really good at the marketing.

They've got really good at the positioning.

So if you find yourself over here, something's got to change.

Because the ideal, of course, is that we nailed both of those.

We now are delivery and we nail positioning.

But you will not have the opportunity

to deliver for anyone unless you learn the positioning.

Still tracking with me.

Okay, so what we need to do

is figure out how do we create an offer

that is positioned so

well that draws people in

and then we have the chance to actually deliver for them.

All right.

So there are six things that I want to take you through.

And you're going to want to write each of these down

because they're critically important okay.

The first thing is when you are thinking

about the positioning of your offer, okay.

Want to make sure we're on track here? We're not talking about delivery.

We're focusing just on the positioning right now,

and I'm trusting that you'll of course have a good product buried within.

Okay. Number one.

Results orientated okay.

people, your customers, your prospects when they're interested in your business

and they sign up to become a client,

they're actually buying into the result that they want and need.

They're not signing up or buying into your product.

And it's really, really, really important that we know this, okay.

That's the result that they want.

They don't want the stuff okay.

So look at it like this and say you're over here

and you've got your product here.

Okay.

Sorry. This is actually your your prospect okay.

It's your prospect and this is your product.

We think that they're making a buying decision.

Decision about whether to buy the product or not,

but they're actually overlooking your product.

In fact, your product is helping them to see into the future.

for results.

That's what they're actually buying into.

It's just that your product is facilitating them to get that result.

It's the results they want.

It's the results that they are signing up for.

And so when you're thinking about your marketing,

your messaging and your positioning,

we've got to make sure

that what we're doing is we're keeping it results orientated.

What is the outcome for the client?

Not what do they get.

That's very, very logical.

And very few people make a buying decision with the logical brain.

We do have that in the process.

They're somewhere for the most part it's results that thereafter okay.

Number two.

Displayed understanding okay.

The idea here is that you want your prospects, the people

that are interested in working with you, you want them to feel understood,

understood.

If your prospects feel understood, they will feel a level of

connection to you that they don't to your to your competition.

All right.

So the game plan is that we're trying to figure out as much

about our prospect as we can.

We're trying to understand them.

We're trying to get into their head.

We're trying to think how they think.

We're trying to understand the pains that they have, the frustrations

that they're going through, even down to how would they articulate the problem.

I don't know if you've ever had that feeling inside

where you're frustrated by something, you've got a problem with something

and you don't have the solution, and you really just need someone to listen to you.

Well, if you try to talk to a family member,

maybe it's that person in your family that's not got a good reputation

for listening and doesn't really understand you for the most part.

All right, then, if you sit down with them and you share with them

the problem that you have and you really just need a listening ear,

you share that problem.

You can see the look on their face.

They don't get it.

They're not understanding it.

You feel you have to reiterate the problem.

And now it becomes even more frustrating because they're not understanding

the problem.

You're not feeling any better.

In fact, you're now feeling worse, right?

Whereas if you've got that best friend of yours

where you again, you've got a problem, you've got a frustration, something's

going on for you.

You arrange a coffee date, you sit down.

Everything you say, they just get it.

You can tell by their body language.

You can tell by their words, their response to you,

the things they're saying.

I'm making you feel good because you feel understood.

okay.

I've got this problem, but I'm sharing it with someone.

They understand.

They get it. Okay.

I'm relaxing into this feeling.

You don't necessarily leave that coffee date with solutions.

You don't leave that coffee date with answers.

But you do leave that coffee date feeling a little bit better

because someone understood you

and you feel more connected to that individual,

and you feel that you can go to them again.

If that problem persisted, you with me, that's the feeling we're after.

That's the feeling we're after in our marketing.

We want to be able to tell stories, say things, create hooks and angles and

and touch on the pains of our prospects in such a way

that when they see your ads and they see your copywriting

and they see your funnels, they go, this person gets it.

They just get it. They're describing me.

The things that they're saying are really resonating with me and making sense.

And I feel like some trust is building as a result.

All right.

So displayed understanding really really important understanding that one.

Yep. Okay. Number three.

Simplify the actual deliverables.

This is one part where we're going to talk about the delivery.

But in the context of how it's all positioned.

Simplify your deliverables okay.

Don't add more stuff.

All right.

Your prospects and your potential clients don't actually want more stuff.

They want the result.

And it's really, really important that you remember point number one.

Because if you lock onto the fact that they want results,

then everything you do to position your offer can be orientated

towards that, not just adding more stuff.

Sometimes I have found in my own experience,

adding more stuff can actually lead to a bad offer.

You can actually lead to a bad offer

because if we remember point number one that they want the results,

then the bigger your product looks and sounds,

it feels like the distance to the result is longer.

This is all I want.

I want the quickest, simplest, easiest path to this.

The bigger this sounds, the more it sounds like work to the prospect.

If it sounds like work, they don't want to do it and won't do it.

Okay, so we actually don't want our office to sound big.

We actually want them to sound small. Think about it.

If you had a problem and you had an issue much like

the one that you help your audience to solve,

if there was a potential solution with a someone who had an offer,

and you get the breakdown of all that's included, and

to get that result to be in the program, there's 30 different calls

that you have to join every week, and there's 50 hours worth of one to ones.

The person selling it thinks I've got a crack in offer.

So good I give someone stuff.

The prospect's thinking, I don't want to go through all of that, right.

I've signed up for Pro.

I'm a product of the product here because I've.

I've signed up for programs before, and I'll even name dropping names.

Alex Navas and he was the client success manager

for a really big competitor of ours in, in America.

and I joined one of his programs.

It was $25,000 for three months coaching with him,

and he was just going to help us with our client success department.

And he had a solution to a problem that I had.

We were growing,

and I wanted to make sure our client success was staying front and center.

So I hired him 25,000 pounds.

And and his offer was so simple and I wasn't really much in it.

And that was part of the attraction because I'm busy

and I don't want to have to go through a whole bunch of stuff.

And I got with him.

It's actually a really good tip.

I'm going to I didn't plan to say this.

A really good tip when you're offering your deliverables is, okay.

If I just go off a little bit for a second, okay.

When you're when you're presenting your deliverables to your clients,

if you meet with them once a week, for example, then don't allow those 1

to 1 weekly calls to compound it's a use it or lose it scenario.

And we found that that works actually really well for both parties involved.

So rather than saying in my offer it's an eight week offer

and we meet once a week, so you get eight 1 to 1 calls.

What will happen is they won't use the first two, three, four, five

and then the last week they say, right, I'm ready for my eight calls this week.

All right. Well you can't facilitate that.

And so what you do is you say we can meet up to once a week if you don't need it.

Some of our clients don't. It's absolutely fine.

We just roll to the to the next week.

But if you do need it, it's there for you.

And I actually

picked up on that idea with my own experience,

because when I was going through this program

with Alex Navas, I got a few really cool ideas from him,

and he would text me saying, hey, do you want to meet this week?

I'm thinking, well, I've paid for that call technically, but

I'm busy and I actually don't need it and I don't want to waste anyone's time.

And so I just didn't request it.

I didn't use as much.

I even went in the opposite direction.

I had even paid for it and I wanted less stuff.

Does that make sense?

All I want was the result.

And so we have to simplify the deliverables.

Otherwise you run the risk of actually having a bad, unattractive offer.

Now I'll tell you one more story because this really hit this home for me,

and I hope it does for you too.

I have a vivid, frustrating memory

of losing a potential client to this exact scenario,

and this is what really ingrained it in my, marketing philosophy.

Okay, there was a guy.

It was actually at that event in 2018, funnily enough,

so I could have really done with his business.

And that year in particular, 2018,

he was at that event and this was back when I was doing my own sales calls.

So people would request a call with me and we'd have a chat.

And he was interested in working with us in our in our main program

at the end of that event in 2018.

And so I had my phone call with him.

We went through the process.

He said, this all sounds great. I said, this all sounds great.

we went away, we had a chance to have a little thing, and we've reconvened

in the next few days, and we jumped on a call

and I said, Alex, where are we?

We're ready to go.

And he said, John, your offer sounded awesome.

I think it's exactly what I need.

and what you have is really what I'm looking for.

I'm thinking cool in my head. And this is in the bag.

We got this. This is good to go.

And he said, but I signed up with one of your competitors.

Oh, shoot. All right. It's bit of a gut punch.

So I thought, well, let's get some feedback.

So that will can you help me understand?

We had a great call.

You just said it's exactly what you needed.

And this is what you wanted.

So why have you gone somewhere else?

What what was attractive about their offer?

His answer was so, so interesting.

This is a true story.

His answer was, your program sounds so good, but it was so long

and there's so much involved in it that I just really, I like I'm a go getter.

I just need results now.

I want the path of least resistance.

I just want to get going.

And your competitor, his programs half the time pick up on that.

You didn't even want double the time in a program.

You paid for your competitor's half the time.

And there was just less calls, less stuff.

And I just wanted to just get going.

I thought, okay, I've learned something really, really, really interesting.

That client wants the result.

I don't want the stuff.

Let's make sure that our stuff and this is this is key.

Let's make sure our stuff is good enough

to get them the result in the quickest time possible.

That's the game plan for for you deliverables.

All right. So tracking with me

okay.

Number four what we want is.

A client

journey going I have to deal with my horrendous handwriting.

You can probably not even read any of that.

Probably not even worth me writing it out.

Number four client journey.

You need to present your offers in such a way

that there is a journey from A to Z that the prospect can follow.

They can start to picture what being inside your program will be

like, will feel like, and exactly what it's going to do for them.

Okay?

Rather than okay, you're here, Mr.

or Mrs. Prospect, you're off to this result.

I can get you there. Let's go.

We're going to have some 1 to 1 calls to do it.

We're going to do this. We're going to do that.

But I can get you.

There was quite a stretch.

It's quite a stretch for you to assume that the prospect's going to be able

to make that calculation in their own head.

What would be better is for you

to lay out a client journey.

Okay, Mr.

or Mrs. Prospect, here's what's going to happen

if you come inside this program first week.

This is what we work on. This is what we're going to do.

This is the outcome of the first week.

Then in week two we should really be here.

And that means that we're going to be focusing on this if we're not there.

This is what I'm going to do

to make sure that we bring you to where we're supposed to be.

Week three, week four, week five.

You get the idea.

You can do this.

Selling online courses creates a journey from whatever

your module one of training is to module 5 or 6.

If it's a coaching program, tell them what those one to ones are going

to be like over the next few sessions and what we're hoping to achieve.

Progression.

If it's group

coaching, same thing if it's a service that you offer,

how many of you in the room have a service or an agency or something like that?

Okay, if you've same thing, don't just say, hey,

we're going to run your ads or hey, we'll build your funnel,

tell them what they're going to get and what the journey is going to be like.

Help them to envision that client journey.

The way I teach it to our clients is think about

the actual deliverables of what you do as the vehicle.

Imagine a car on a racetrack.

You offer your deliverables.

Is the vehicle.

What we're doing here is mapping out the journey that they're going to go on.

So we're not going to say, hey, yeah, you get this nice steering wheel

and we've got four wheels and we've got a roof, which is great.

And I'm going to say that

we're going to say, hey, here's what we're going to do,

okay, I'm going to get you in this vehicle.

And this is the first stage in the second stage

and the third stage until we get to the result we're after.

All right.

And then where are we up to.

That's four number five.

Simple to understand,

simple to understand.

So you kind of need to take all of this into account.

Everything we've been talking about so far

and present it in a way that is simple,

a confused mind never buys is a phrase that people have thrown around

for a very long time, and there's actually a lot of truth in it.

If someone's confused, overwhelmed,

that's not a place where people will make a buying decision from,

whether that's on your webinars or in your funnels or on a sales call.

They feeling confused and overwhelmed if there's too much information

thrown at them.

That's what leads to people saying,

let me think about it on the back end of a phone call, right?

A part of that, let me think about it, is like

you've just given me so much and I can't think and process all of that

in this moment while we're still having a 1 to 1.

And I'm actually very much like that, by the way.

I'm very much an internal processor.

My wife is the opposite.

She's an external processor.

She would need to keep talking to me, to, to understand me, whereas, okay,

I've got my information. Thank you very much.

Now shut up.

And I'm just going to go and sit by myself for ten, 15 minutes.

And I don't say that to my wife, by the way. Sorry.

That was, that would be a terrible thing to do.

And, no wonder that, but I would say to the person on the phone,

you know, give me some time, let me just go away and thing.

So if we can find a way to simplify

the description of our offer and the positioning of our offer,

and if we can focus on these things displayed understanding,

simplifying the deliverable rules and then simplifying the way

we talk about those deliverables

and making sure the client journey in results,

if we do all of that and just keeping it the forefront of our mind,

how can I remove as much complexity from this as possible?

How can I just make this just I just handed on a silver platter

and okay, I get it, I get it that often sounds really great.

Sounds like all the stuff I want

sounds like can get me to the results and I understand it.

Okay, I'm in a position where I can I can make a buying decision.

Still tracking movement.

Okay, so then there's one final thing.

That was five. We've got six.

Premium pricing.

Premium pricing okay.

How many of you in the room already charge

or know that you would like to charge once you launch your thing?

let's say at least $2,000 $2,000.

Okay. Fantastic.

That half the room. That's awesome.

I class high ticket now.

It's relative to industry, right?

What's high ticket in one industry is not high ticket in another.

So? So just trying to boil it down and put it all into one pot.

2000 is where we're kind of at the start of, of high ticket

with potentially some, changes industry to industry.

I won't ask the rest of you to put your hand up,

but it's the rest of you that might want to think about increasing your price.

You probably just have some limiting beliefs over how much you can charge,

what you're worth, whether people will actually pay that price.

Should I be getting case studies first before I charge high ticket?

Should I be working for free first?

I see one that I

hear a lot and actually quite frustrated, quite frustrates me.

How many of you have heard that idea work for free

and then once you've got your case studies, okay, well, I hate that.

I think that's so stupid because if you work for free,

the people that you're working for

don't care about and or value the thing that you're doing.

So you end up just chasing people

for these testimonials and you just coming across so desperate.

I'll give you another quick tip.

What I think is much better, this is what we do

with our clients is even if how many?

Okay, how many of you feel emboldened? Piano.

How many of you in the room, at that point in your journey right now

where you're almost ready to launch, but you haven't done this business before,

so you don't actually have any success stories yet.

Anyone feeling bonus you had a few of you.

Thank you for participating.

Okay, so here's what you guys can do.

All right.

You know, what you've got is great.

You know it can help people.

You know it can serve people.

But you haven't got any success stories yet.

Rather than working for free,

you still build your value funnel, which we're going to talk about tomorrow.

You still turn on traffic.

You still do all of this marketing stuff to find the right type of prospects.

And when you're offering it to your first few people

before they start asking about success stories,

or how many people have you done this with before, before they start asking that

when you're on the phone, you get in first.

And here's the positioning.

You say to the prospect, so look, Linda,

we can talk about price and probably ask you about price, but talk about price.

Look, here's what I'm willing to do.

I have bottled in this knowledge for as long as I can remember.

And then you share a little bit about your story.

I went through this process and I figured out this solution

and it changed my life.

And I've been watching the industry, watching as people are teaching trash,

teaching outdated stuff, teaching stuff that quite simply doesn't work anymore.

And I feel this charge that I need to start sharing this

with other people, hence why we're on the phone right now.

I've consulted with some people.

This should be a $10,000 offer and that's what it will be moving forward.

But here's what I'm willing to do for you and the next five people

that I work with.

First thing is I'm going to cut that price in half.

I'm not going to charge you the $10,000 that this will be very, very soon.

I'm going to do it for you for $5,000.

Furthermore, I'm going to work

my tail off to make sure that we get this result.

We're going to go all in on this together.

You need to give me the time that I need from you when I ask you to jump on a call

so we can get some work done, we do it so we can go all in.

But there is a catch.

Can I tell you what the catch is?

They'll say yes.

You say, well, the catch is when we get you the result.

Not if when we get you the result.

I need you to provide me a video testimonial

and a written testimonial that I can use to help me find more clients.

I must admit, Mr.

or Mrs.

Prospect, that that part is a deal breaker for me.

If I'm doing this all for you for $5,000,

it actually is getting dangerously close to not worth the time that I'm putting in.

But it's worth your success, and it's worth the stories

that it's going to help me gather.

So if you agree to that condition that you give me that testimonial

and I'm happy to do it for half the price you would be doing it for in the future.

You see how we've just framed it so differently now?

We haven't had to work for free.

We've just slashed our price.

We're still being paid,

but we've already handled the why don't you have any success stories?

Objection!

We've already handled it and put it into a nice story.

That makes a lot of sense. You with me?

Yeah.

So ten five might not be your number.

It might be four and two. It might be two and one.

I hate to say it, but some industries it might be.

We've had some clients that they've started at the one

we call it the Nervous Newbies Zone.

But for reasons I'm got time to go into, that was her industry.

I mean I mean, okay, I will tell you her business

because I just think I want you to understand why I'm saying a thousand.

Her business is teaching people how to organize photos on their MacBook.

Okay, that's a business. That's all it is.

Older people, sorry,

older people who are not as tech savvy teaches them how

to organize photos of their grandchildren and stuff on their MacBook.

Okay, thousand dollars is kind of high ticket for that.

All right.

So premium pricing let me run you through a few reasons

why it's absolutely worth going premium even from the very beginning.

And you can use that technique to discount it a little bit as you enter the market.

Number one less mess in the business, less mess and less stress.

I actually don't want too much stuff in the business, too many moving parts

and it gets a little bit overwhelming for me.

And I can't really cope with it.

I need I need a system and I need it to be nice and simple.

The higher you charge, the less clients you need to make the great revenue.

Yeah, less mess, less stress and better clients.

Okay, I'm just going to say it.

This is just what we've experienced.

The more people typically are willing to invest

with you, the nicer they seem to be.

Okay. Anyone experience something similar?

I want to have a nice client.

Okay, fine. Yeah, I'm talking to the right people.

The more someone pays that, they're just better.

They're nicer people.

But I also find, and this is really interesting,

I also find that there's like a moment where people stop investing in

finding a solution, and it kind of shows their commitment level.

Someone invests $7 into an e-book,

they feel like they're investing the big bucks, $7.

I'm going to go all in on this problem.

Seven bucks, then it's a $20 Udemy course.

Then it's, you know, a $100 online course,

and then it's a $500 bootcamp, and then they just stop there and that's fine.

There's nothing there's nothing wrong with that.

But I want the client avatar.

That's a few stages further on.

I don't want that to be the point where they drop off.

It shows this commitment where they go.

I'm just not really willing to invest much more.

I'm not that committed to the problem that I have.

Whereas when people start to invest high ticket, that's where you can tell,

okay, their commitment follows their wallet in this decision.

and then they're often the people that get the better result as well,

because if they've invested high ticket, they feel the weight of that,

financial decision and they feel the pinch of the investment

and they're committed to getting the result.

Your success rate is often higher as a result as well.

Okay.

Another reason

why I think High Ticket makes so much sense

is if you pin a $5,000 course or program, if that's what you could be charging,

versus the temptation to go, oh, I just don't know if I'm worth five k.

Yeah, and I'm good reason.

I just, I don't know, let me do 500 instead.

Okay.

You've got to sell.

And again even I can do this math.

You've got to sell ten times more.

Did I get it right.

Ten times more of a $500 program

to make the same five grand over here.

Well, I would argue, and I know it to be true,

that it is easier to put great marketing out there

and find one person that will invest with you at five K,

and to find ten people

that will invest $500, even though the investment is much smaller.

We think that that must mean those people are easier to sell.

Sometimes prospects at 500

will hold on to that just as much as someone at five K.

If someone's willing to

invest that much, they may have more funds available.

And so they're kind of both holding on to that number with the same ferocity

until eventually they are successfully sold into your program.

So over here you've got ten people holding on to that 500.

I need to make sure this is what I want.

Am I buying into this positioning?

In my understanding, if you're trying to speak to ten unique individuals

with different problems, pains,

frustrations, they would all describe it in a different way.

It's a lot more work over here to make the same amount of money.

And if over here you just have that one client at five K,

you got less mess, less stress in the business

and everything's actually much, much better.