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You Need A 10X More Expensive Option
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0:00Listen to what I am saying. If you do what I'm about to tell you, you can immediately make more money in your business no matter what you sell, close more deals, it doesn't matter. Invent or create a level of service that is 10 times higher than your most expensive thing. Here's what's going to happen. Number one, in the rare scenario you're actually talking to a whale, a luxury buyer, and they will automatically always look at the menu, find the most expensive thing, and say that's what I want. And then then when that happens, you can run to the bank very happily.
0:25But for every other instance, what will happen is it will actually shift the buying curve up. More people will take the second highest option, which used to be your highest, because it got anchored against the most expensive thing. Anchor something really high, knowing that it's okay that they don't take it, because what happens to the first number someone sees, psychologically, all other numbers they hear after that get compared in relation to that first number, which means everything else seems much smaller.