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Was du mitnimmst
- Ein gutes Angebot zur falschen Zeit ist trotzdem ein schlechtes Angebot, Timing entscheidet mit.
- Verkaufe genau dann, wenn der Mangel am größten ist, nicht wenn der Kunde gerade zufrieden ist.
- Nach einem guten Steak will niemand sofort ein zweites, aber vor dem Essen im Hunger schon.
- Menschen handeln vor allem, wenn ihnen etwas fehlt, Hunger und Erschöpfung sind starke Antreiber.
- In einem Pitch geht es darum, den Schmerz zu vergrößern, also die Lücke zwischen Ist und Wunschzustand zu betonen.
Volltranskript
Das Transkript ist das englische Original mit Timecodes. Die deutsche Zusammenfassung steht oben. Sprecher werden automatisch zugeordnet.
0:00Now, the next sales concept I want to talk about is one of the most common mistakes I see entrepreneurs make. So, fundamentally, they don't have an issue with how they're selling it or what they're selling, but actually it's when they're selling it because the right offer at the wrong time is still the wrong offer. And so, this is why sales timing is so important. So, let me explain on this a bit more. You want to make sure that we sell at the point of greatest deprivation, not the point of greatest value. And so, this is one of the big mistakes that people make when they're trying to sell stuff is they actually sell at the wrong time. And [snorts] so, I'll give you an example.
0:27So, if we go to a restaurant, you order a steak, you have an amazing steak, and I say, "Awesome. How was it?" You say, "It was great." I say, "Awesome. Would you like another steak?" And you're like, "No, I'm good." And I'm like, "Why? Wasn't the steak good?" You're like, "Yeah, it was great." I'm like, "Then why don't you want another steak?" And you're like, "Cuz I'm I'm good. It was I'm" I'm like, "So, you didn't like the steak." And you're like, "No, I love the [ __ ] steak, dude. Like, back off." Right. Right. And so, and that's because like the offer is right. The timing is wrong. >> Mhm.
0:52>> And so, if I wanted to sell two steaks, what I would do is say, "Hey, sir, how's it going?" You say, "Great." Right? I'm like, "How hungry are you?" And you're like, "Dude, I'm [ __ ] starving." And I'm like, "Guy like you, you're going to need two steaks." That's when you sell two steaks. >> Yeah. >> Before you've had your first bite, before you're full, when you're at point of greatest deprivation, where people get confused is they're like, "Hey, people got a lot of value. That's when I want to sell." The point of greatest deprivation and the point of greatest value only sometimes intersect. When once you've created the value, you create deprivation around the next thing. Mhm.
1:21>> And so the motivation for any person to take action on anything is the amount of lack they have. Deprivation. You're incredibly motivated to sleep when you're exhausted. You're motivated to eat when you're starving. Incredibly motivated to [ __ ] when you're haven't. Right? And so the idea is we want to extend. That's why in a pitch it's all about the pain. It's like how can we agitate the pain? How can we extend where they are to where they want to be and make this gap bigger and bigger and bigger. For us in a monetary world, which is what you sell in, the gap isn't physiological.
1:49It's um it's perceived and so we have to build up the perception of deprivation. And if any of this is like sounds like too complex, just stop me. But basically, when you get around people way richer than you, you feel poor. >> Mhm. >> And then when you feel poor, you get motivated to get richer. If you're the richest person in all the people that you know, you have no motivation because you're the you're the richest man in uh not Babylon, but the poor part of Babylon, the hood of Babylon, right? Do you do you get what I mean there? Yeah.