Die Kunden finden, die dein Angebot am meisten schätzen

0:00biggest debt all of us pay is ignorance. And so, I I heard this close at this pitch years ago and this guy got on stage and he and he was like, "Hey, ma'am." She was like, "How much do you make?" She was like, "$50,000." So, he wrote $50,000 on the whiteboard. And then he wrote a million dollars on top of the 50,000 and he subtracted it and it said 950,000. He said, "You pay life $950,000 every single year for not knowing how to make a million dollars a year."

0:26And it was a crazy concept and he was using it to close the audience, but I like the most expensive thing that all of us are paying for is the information that we don't know. And that's like both frightening and also incredibly exciting. Because like fish in the best ponds, right? Like a good fisherman knows where to fish and everybody can put a hook and uh and a thing and stick it over the water, but like the best fishermen know where and when, etc. And that's exactly the story that you said is like, I had the hook and I had the the reel and all that stuff, but like I went to where the best where the best fishing was.

0:57And like to me that's skill. Same work. Yeah. >> Same I'm using same rod. More zeros. One of the things in the first book is like you want to like sell better customers. So, if You want to sell better customers. Yeah, like the it's the exact same thing you just said, which is like if I were to do CRO work, so conversion rate optimization for a website that's e-commerce and I work for a store that's doing a million dollars a year and I say, "Cool, I'm able to increase your conversion rate by 20%." Okay, cool. So, now that's doing 1.2 million dollars a year. I made $200,000 in value and maybe I can get 10% of that. I get 20 grand. Okay, cool.

1:32I do the same work to a business doing a hundred million dollars a year. I make them 20 million dollars for my 20% bump and I get 10% of that and I make 2 million dollars. Mhm. 20,000, 2 million, a hundred X. Same work. To your point. And to me that's skill. Like to know that simple simple fact. Like I had this tweet that went super viral, which was uh solve rich people problems, they pay better.

1:57A lot of controversy around that. Um but it's true. >> [laughter] >> And so, find the people and a different way of saying it is find the people who value what you have the most. And I'm sure you've heard this Have you heard the story of the the father and the son with the car? No. Okay. So, Maybe I have. I'm not sure if I have enough details. >> It's good. It's good. So, there's there's a father who gives his son an old beat-up car.

2:23And he says, you know, "Hey, I don't know if it drives or not, but you can take it down to the um the dealership down the street, see if you can trade it in and get some money." He's like, "Okay." So, he goes down the street, goes to the dealership. They say, "We'll give you a thousand bucks for it." And he you know, hears them out, comes back home, he's like, "Dad, they said give me a thousand bucks." He's like, "Okay." He's like, "Go to the impound yard where they you know, break the cars up just for metal." He's like, "See what they'll give you." Goes there and the guy's like, "Ah, I don't know.

2:49This might be 500 bucks of metal." Kid like, you know, comes back home, he's like, "Dad, you know, he said it was going to be 500 dollars." He's like, "Okay." He's like, "Hey, go down the street to that uh that antique uh dealership, see if they've got anything, that used car lot." He's like, "Okay." So, he goes down there, talks to the guy, comes back home, super He's like, "Dad, you won't believe it." He's like, "This is a historic car. There's only like 10 of them left. He's like, it's worth a hundred thousand dollars."

3:16And so, the father smiles and he's like, "And the lesson I want you to know is that it's not necessarily who you are, but the people that value you the most. And so, you can talk to different people and go to the people who value you. And I just I I love that story because from a it's a huge it's a huge business story in terms of like sell sell the where the fish are, where the big fish are. Like if you if you're going to go hook fish, go to go where the whales are. Um it takes the same work, but a lot of it's just belief.

3:42People don't think it's possible. And so, a lot of times you have to just keep leveling up and you sell your first $10,000 thing, you sell your first $100,000 thing, sell your first multi-million dollar package, you realize that it's the exact same thing. It's just so, maybe if I'm list if anybody's listening right now, it is the same thing. It's the exact same thing and sometimes it's easier. >> [laughter] >> It's normally easier. Like, you know, you've seen that meme that says like, uh "So, what exactly am I going to be getting for this $50 thing, right?"

4:08[laughter] And then it's like, uh $50,000 client's like, "Wire sent yesterday. Like what do you else do you need?" Like it's And that's totally true. Um but I think there's a skill in understanding where to fish. Real quick, if you're a business owner and you're not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the 100 million dollar scaling road map, which is basically 200 hours of us looking over all of our portfolio companies we've had and what stages of growth they went through and more importantly, where they got stuck and how they got past it.

4:37And so, we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources and finance. And so, no matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can book a call with my team and we will look at the business, see if we can help and if we can, we'll invite you out to Vegas and we'll do this in person live.