Nicht aus der eigenen Portemonnaie Perspektive verkaufen

0:00Stop selling from your own wallet. Especially if you're one of the people who, you know, you're in that in that $2 category, right? You're that bottom 50% right now. I get it. I've been there. You have to forever imagine This is a gift. Forever imagine that everyone is rich. So, here's the reality that will shock you. That top 10% Top 10% of Americans have million dollar plus net worth. One in 10 people. One in 10 people. Million dollar net worth.

0:25They've got the money. You just aren't selling them something that they want. And you might even be, and this happens a lot especially for newer business owners, you might even be too cheap for them to even believe that you're good. Like, we had a company that that was in the health space a while back and looking at all the research, it was a doctor and all the stuff, and I just fundamentally believed that they were mispriced. And so, what I did was I raised I wanted to raise the price by double. He fought me back and forth forever. And I have I was able to finally get a 50% price raise through.

0:56But, guess what happened? We raised the price by 50%. That's a lot. What do you think it did to the close rates? They went up. They were so cheap compared to the promise and what they were delivering that people didn't even believe that it worked. And so, some of you guys are so cheap because you're selling out of your own wallet. You're selling based on what your friends and family who might also be in that $2 bottom 50% are telling you. But, why would you listen to the people who don't have money on how to get money?

1:25They don't know where it is. They don't know how to get it. And more specifically, they don't know how to serve the people who've got it. So, that's the first thing. The second thing is that if you're going to do this listen to me on this. Whatever your upsell is, five to 10X the price. And then just make sure it's something that you'd be happy to deliver for five to 10 times the price. Sometimes I'll get pushback from people who are like Ah, that would that would be so much work. And I'm like, cool. We have value and we have price. Move one of them.

1:55Either do less or charge more. I would encourage you to just charge more. Right? And so, if I were to say, "Hey, I want you to 10x the current price of your upsell, what would you do that would absolutely blow people away?" How much does it actually cost you? When you look at the cost compared to that 10x bigger price with a zero on the end of whatever your core offer is, you might find it's like, "Actually, it's only like, you know, 5% of that price." It's like, "Right, really high margin."

2:21So, as long as you're happy making more money serving fewer people, go do that. The third one is that you should expect only one in five or one in 10 people to say yes. Expect more no's. And this is the sweet spot of making money. Right? The sweet spot isn't the most yes's, it's the most money. And that is never with the most yes's. So, if you pitch your 10x bigger price to this bottom 50%, none of them are going to say yes.

2:49And you're going to mistakenly believe that this is a bad idea. But, the reality is that you're just not talking to the people who have the money. And so, you should expect that if you have a representative amount of people that you speak with, one in 10, maybe even one in 100 is the is the person who is the correct avatar. And for that person, you might also find they'll just say like, "Yeah, that sounds good." You'll be like, "Oh my god." And I only say this as somebody who's had it happen for the first time. You're like, "I can't even believe this is possible. I can't believe this person would give me this much money." It's cuz to them, it's not that much money. It's only that much money to you because you still live here.

3:20If you sell to rich people long enough, they will make you one of them. And so, with your upsell, make it crazy. And this is called an anchor for a reason. Right? If no one buys it, no big deal. Or most don't, no big deal. But, the good news is that it'll still help you sell the rest of everyone else at a higher percentage and even at a higher rate because it'll look like a good deal in comparison.

3:45And I said this before, but I'll say this again. The next reason is the only thing worse than selling a $1,000 thing to a $100 buyer is selling a hundred dollar thing to a thousand dollar buyer. In the first you lose a hundred bucks. In the second you lose nine hundred. And not only that, that nine hundred is probably disproportionately profit. And this is what no one understands. This is why most businesses don't make money. They just try and sell to these people who are the biggest pain in the butt. And the thing is is you see so many of them that you're like, "Oh, this must be how it works." No, it's not how it works. It's just how you're working.

4:14This is how the average business works, which is why the average business doesn't make money. They don't go to the where the money's at. The next reason is you have to think about absolute profit rather than relative profit and you'll be blown away. So, a single person paying ten thousand dollars for something that cost two thousand dollars. A single person, right? One, right?

4:38Buying a ten thousand dollar thing that cost two thousand dollars is the same as four hundred people buying a fifty dollar thing that cost twenty-five dollars. These are the same. So, do not underestimate the power of large prices and small quantities. If you're 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 one hundred million dollar scaling road map, which is basically two hundred 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.

5:20And so, we broke it in these ten 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.