Sell the Goal, Not the Hours

0:00Hi Alex, my name is Everest. I'm 26 and I've been running a tutoring studio for the last year, but I'm stuck getting into dollar per hour battles. How would you craft a non-dollar per hour offer for this niche? >> I'm going to smoke this. Sell the goal. Sell the goal. All right? So, I will say this until I die. Sell to goal. Said differently, if I have a lady who's in front of me and she wants to lose weight, I'm like, you're 180, you want to be 150, you want to sell you want to lose 30 lb, I think it's going to take us 30 weeks. And so, our weeks are whatever, 100 bucks a week times 30, $3,000. So, sign here, you get you lose your 30 lb and if you don't, I'll keep working with you until you do.

0:39Bingo bango. Now, in this instance, in a tutoring situation, right? Well, what if they don't do the homework? Well, then what do we make it contingent on them doing the homework? Uh what if they don't X, right? And so, here's the thing. If you sell to goal, think about what are the requirements or what amount of volume or what amount of actions would be required that would make it unreasonable for this person not be successful? So, said differently, when I was trying to ace the GMAT, which is the kind of like the SAT for for uh business school, um I s- found this study when I was trying to figure out the most effective study habits for for doing the GMAT and it had this big meta-analysis that basically just proved of all the different study methods, there was a direct one-to-one correlation with the number of problems solved and your score. And as soon as I saw that, I was like, done.

1:25I'll just [ __ ] do all the problems in every book. And that's what I did. And I aced it and I got above G- Harvard GMAT score. And so, and to be clear, I didn't start there. I had I gained like 200 200 points or whatever on my on my GMAT score just by I saw that one graph. And what's interesting is that there are so cuz there was this lie that we were told, which is that like it's it's it's a measure of intelligence. It is not a measure of intelligence. It's it a test is a measure of your ability to take a test, which is a skill like anything else. And so, you should learn how to take tests if you're going to be measured generically on your test-taking ability.

1:59Duh. So, back to the tutor. If we know that we want somebody to get an A, and let's say you're they're at a B level or a C level, we say, "What activity would be required in order for them to get that?" And then you sell the goal. Now, the person is going to say, "Wait a second. You're going to charge me five times more than somebody else would." And I'm like, "Right. What they're going to do is they're going to say, 'I'm going to spend an hour a week with your kid, and then I'm going to give them homework, which they're not going to do, and then in 12 weeks or 12 hours, right, at 100 bucks an hour, uh you're going to be dissatisfied.' If you work with me, we're going to do way more work with your kid, but I'm going to force speed the success through them, and I will drag their ass across the finish line, because they they will have no choice but to succeed unless they literally get to the test and then choose not to win.

2:41But they will do the problems in front of me. And if it takes a smart kid 100 problems and a dumb kid 300 problems to learn, because rate of learning, intelligence, we just got to do more. And so, there is a certain volume of work that will make it unreasonable. And so, here's where it gets more interesting. We can select how much work someone we think is going to have to do based on their initial assessment. That's why we do assessments. So, if the girl who wants to lose weight is 175 lb and wants to get to 170, there's less work to do. If they want to get from 175 lb to 130, there's more work to do. If you've got a 200 GMAT and you want to get to a 700, a lot of work to do. If you're at a 650 you want to get to 700, a lot less work to do. And so, we have to gauge the gap between where they are and what they want, and then how much work would it take for it to be unreasonable for them not to do it, and then we sell the goal.

3:28Period. And you make the the work conditional on the guarantee. Bingo bango. If you like this video and you're business owner who wants to break through your current revenue ceiling, I just filled every lesson from scaling 10 businesses past 10 million and three businesses past 100 million into a completely free scaling road map that I've used to go from zero to one, zero to 10, and zero to 100 plus. And so, you can click here and you can check it out. Again, absolutely free. And since you're business owner, I appreciate you and enjoy.