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Was du mitnimmst
- Am besten verkauft man entweder sehr teuer an wenige oder sehr günstig an viele, die Mitte dazwischen ist gefährlich.
- Bei nicht skalierbaren Geschäften lohnt es sich, an Kunden mit viel Geld zu verkaufen statt an Kunden mit wenig.
- Für Menschen mit wenig Geld ist selbst ein moderater Preis ein großer Teil ihres Einkommens, das macht sie schwer zu bedienen.
- Für die gleiche Arbeit kann man oft das Zehnfache verlangen, wenn man Kunden findet, die einen einfach noch nicht kennen.
Volltranskript
Das Transkript ist das englische Original mit Timecodes. Die deutsche Zusammenfassung steht oben. Sprecher werden automatisch zugeordnet.
0:00So I want to shift gears here a bit and talk about one of the most important components which is sales and pricing. So there are a few concepts that I want to cover. The first concept is how I go about pricing a product. The fundamental principle I follow is either sell extremely expensive to a select few or something super cheap to everyone. The middle is where people die. And so fundamentally big picture if you sell something that is not scalable then you want to sell with the absolute highest gross margins to the people who can afford that ticket which makes sense to sell to people who have lots of money to get the money from them. On the other hand, there's tons and boatloads of people who have very little to no money.
0:34And so if you're going to serve those people, whatever char whatever price you charge, if it's even moderate, it's going to be a huge percentage of their income or their savings, which makes them very needy, very hard to serve. And so the only way to serve that customer is develop a product that is truly scalable, truly unlimited scale. And that is when you serve the people who have small ticket things. Let me give you more context on the thinking process. I prefer I think it's a higher you you maximize likelihood of you making more money if you are a service provider to go up market and sell to people who have more money and then eventually you can create a business that can retain customers um that has almost zero incremental cost of adding additional customer and then in that instance you absolutely can sell to the masses. Amazon sells to the masses, right? There's not one saying Amazon is a bad business. It's exceptional business, right? Um, but they also had to raise $680 billion of capital in order to build it. And so what happens is entrepreneurs who are under capitalized and unskilled think, okay, I'll just serve the masses with this thing, but I don't have I don't have the capital and I don't have the skill in order to actually scale it.
1:37That's the issue. And so for the vast majority of quote unscalable businesses or less scalable businesses that require humans, that's where I prefer to say, okay, well, if you're going to do the same work, you might as well get paid 10 times as much. Great. because there is an audience of people that would pay you 10 times more because they just don't know you exist. The reason the reason that it's so tough to service the bottom end of the market is that for them the small amount of money is a huge percentage of their income or their savings. And so they will have the expectations of someone who gives you their life savings.
2:05>> And so there's almost nothing that can satisfy, >> right? >> And so you will you will drain your reputation and you will drain the morale of your team because there will never be something that is enough. And also those tend to be the types of people who want you to promise everything in order to get your $10, right? And I I I prefer not to live my life that way. I prefer to say you will get I would prefer to set my expectations at zero and then you have be pleasantly surprised rather than promise the world and never be able to fulfill.