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Was du mitnimmst
- Eine Erfolgsgarantie ist im Kern eine Rechenaufgabe: wie oft hältst du sie wirklich ein.
- Ein Handwerker erhöhte den Preis um 20 Prozent und versprach im Problemfall die Rückgabe des Gewinns.
- Trotz gelegentlicher Rückzahlung verdiente er deutlich mehr, weil viel mehr Kunden abschlossen.
- Angst vor einer Garantie ist normal, aber die Zahlen zeigen oft, dass sie sich lohnt.
Volltranskript
Das Transkript ist das englische Original mit Timecodes. Die deutsche Zusammenfassung steht oben. Sprecher werden automatisch zugeordnet.
0:00Unternehmer/Gast We write and we book TED Talks for people, specifically entrepreneurs. We talked yesterday. Um we did 1.3 last year and we actually think and want to do 10 next year just because of ads and the infrastructure we've built. >> Okay. And it seems actually quite feasible just based on it. Um but I was talking a lot to Jacob about closing and getting good closers that's stopping me. But beneath that, I started thinking about the contract. Okay.
0:24>> And um everybody wants to feel like we're guaranteeing them their TED Talk and we have a 100% success, but because we existed during COVID and our average time to book went from 10 months to 20 months to get somebody their talk. I feel scared to offer a guarantee when I'm not TED. Um and so I just want to show my track record. >> Are they TED or TEDx's? >> TEDx. Okay, got it. Yeah. So any any insight on guarantees being
0:50>> is a math problem. Yeah. So um I'll tell you a story uh that applied to a home services business um not that long ago. So uh he was really scared to raise prices and but he wasn't making any money and he was closing 80%. So I was like, "Hey man, please raise prices." And so he decided to raise prices, but to get him to raise prices, I said, "So here's the deal. How many times I said, "What are the biggest concerns of a customer?" He said, "Well, it's you know, on time and on budget." I was like, "All right, how many times are you on time and on budget?" He said eight out of 10. I said, "What happens the other two times?" He said, "One time they'll change what the requirements are.
1:22They'll say they actually want their kitchen to be twice as big or whatever." I said, "Okay." He said, "The other time I won't get materials in time and that I can't control that." I said, "All right." So what if we write the guarantee so it's um you're going to raise your price by 20% which is what we did and said, "And if you don't deliver on time, you're going to give the client the entirety of your profit." Right? Which right now is you make no money anyway. So like >> [laughter] >> we can say that. So it's like, "If I don't deliver on time and on budget, I will give you all my profit which is 20% of this deal off." So that's why So that's the guarantee.
1:53And by switching to that, he closed way more people and made way more money. Um and so the fear around guarantee I think is justified, but if you just look at the math and you're like, "Oh, I can close twice as many people and I have to give one out of 10 back." You made way more money. So I think just do the math on it. Yeah, I think it's just fear like fear of being on the hook if there's like another pandemic and I have like 400 TED Talks breathing. Yeah. Well, you already went through a pandemic. So you already know what you do. Yeah, and with your gym numbers, I have no excuse. Yeah. Okay, thank you so much.
2:23>> [laughter] >> If you are a business owner and you are 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 scaling road map which is basically 200 hours of us looking over all the 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. And so we broke it in 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 in 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.