Gratis-Autowäsche brachte mehr Umsatz als bezahlte

0:00Pick your price. So, this is the visual for it, by the way, which looks nice and cool. I don't know if they can zoom in at all, but that's the visual for the chapter for pick your price. This is in the Lost Chapters book, by the way, uh which is free cuz um I like you guys. I sorry it's it's free for the people showed up live. Sorry. Um it's $29, which we'll make available for other people, but everybody who showed up live uh will get one of these bad boys. All right, so let's read it. June 20th, Austin, Texas.

0:27I could see the Texas heat bouncing off the hood of the car as we drove. The roads were empty, not a car in sight. It was like driving through a ghost town, except the town was our home. It was right in the thick of COVID. As Leila and I were driving back from the pharmacy for some goods, we saw a young girl on the side of the road frantically waving a sign. "Free car wash" is what it had on it. Intrigued, I said, "I wonder what the deal is. There's got to be something to it. Want to go check it out?" So, Leila obliged my whim as uh as she'd done many times in the past. She just knew how much I love going through sales processes cuz I'm a weirdo. So, I turned the wheel of the car around toward the girl um and headed up the ramp uh next to her. So, around the bend we rolled our car into the main car wash. As we pulled up, a man stood out uh from his seat in the shade, and we came up to a stop and rolled down the window.

1:14He pointed to a pricing chart and exhaled his spiel, which it became clear he'd already done hundreds of times already that day. The standard This is what he said. "The standard car wash is 100% free, but we're accepting donations on behalf of the staff to help the guys feed their families and get through this. We would all be super appreciative. We accept cash, credit, and Venmo." And then he shut up and said nothing.

1:39I got the hint and took out a $20 bill. Looking at the pricing board, it was more expensive than than the most expensive automated wash they charge for even during normal conditions. He grabbed the 20, gave me a ticket, and waved me on. So, I'm always pro-business, and I always will be. I felt great about helping a group of working men, and that being said, it had a very different feel than any normal process. Normally, we buy things and don't think much past the transaction. In this instance, my purchase was funding something great, the American dream. As we went through the car wash line, I couldn't shut up about it. I was like, "How great was that? Goodwill, lots of new business, cash flow on a high margin service, brilliant. I'm definitely figuring out a version of this for gyms." And in the middle of COVID, our gyms began using this scripting in their sales process, and it worked wonderfully. People who couldn't normally close were able to get an average ticket of about $99, which is more than the average low barrier offer for like a boot camp or something like that. It was splendid. I'll give you the details about how to do it and how you can apply this offer like like this to attract new customers. All right, so that's the that was the story behind this.

2:40So, here's the description. You market the promotional offer as free. When the person gets to the checkout, you give them an offer to pick their own price. You'll explain the benefits of investing more equating to higher investment in their own results. If if they're after results, the more they pay, the more they'll pay attention. So, here's some examples. So, if you had a lemonade stand, you would offer a free lemonade cup. The upsell is, "But you can choose to pay something to help the families of the employees." As an additional bonus, the crew offered to make a cup of hand squeezed lemonade for anyone who pays or donates over $5, and we'll give you a pitcher to take home with you for any donation above $25, and give you 3 months of shipments for anything over 99 plus.

3:25Maybe this starts to sound familiar. Car wash example. So, it was a free machine car wash and soap. That's the free one. The upsell is, "But you can choose to pay something to help the families of the employees." As an additional bonus, the crew offered to wax anyone's car who who donates over $30, and hand buff anyone who who goes over 67, and do the entire interior of the car for anything over 99. You guys catching on how this works for whatever business you have? Here's is loss. You'd offer a free 21-day weight loss program. The upsell would be pick your price, but most people pay $99. We give this just to the coaches and their families. If you pick $99, we'll also give you an extra 101 call.

4:02If you pay over 199, we'll also provide our entire supplement handbook. If you pay $499, we'll guarantee you'll lose 10 lb and if you don't, we'll let you use that credit towards any service we have. That's an example of another one. So, here's another another example of a pick your price. So, this is for a dentist. The offer would be a free dental cleaning. The upsell, pick whatever you want to pay. Most people pay 99. Notice the way the phrasing works. Most people pay 99, which also gets them an extra XYZ or 299 for an extra VYW.

4:32Uh if you had a coaching offer, it'd be like uh the offer is free coaching and or mentorship. The upsell, pick your price. If you pay 299, you will get the course that goes with it. At 997, you get six group calls on top of this. The zero price comes only with access to the group. All right. So, that's that's the that's the concept. Now, I'll give you some of the details that make this work. Okay. To further incentivize them paying, you offer bonuses for three levels of payment. So, think small, medium, large to encourage them to pay something more than zero. Ultimately, if someone doesn't want to pay for the first thing, you've got to give them the basic level for free. That being said, you can and should still upsell them on other products and services during their time with you. This is similar to a limited free, which is a different thing, um except instead of either or, you have an limited free is what I called it in an earlier version. It became the decoy offer, but I I digress.

5:24Uh you have a sliding scale with no predetermined amounts, only rungs. All right, so this also has no max. People can pay whatever they want. They can donate as much as they want. Now, you want to make sure that at the beginning of the sale, you explain that you do have a pick your price set up and that the staff is offering some different bonuses. The staff is offering some different bonuses at different levels. Uh but, they're not obligated to pay anything. So, it'll seem like they're paying the employees, not the business, which for some reason people feel way better about even though most businesses pay their employees. Um and so, explaining that you're accepting donations and or allowing people to pick their own price will avoid any awkwardness at the end. You also get the goodwill of the prospect being up front.

6:02Now, when selling with that pre-frame though, you can and should hit the prospect hard with confrontational questions to ensure they'll be a good long-term candidate. This is especially if you sell like service like heavier services. So, if you feel as though they have no intention of staying, just weed them out. All right, so be genuine about this. This should feel a little bit more like an interview. So, the types of clients again, this is shifting more from you know, transactional like the car wash story to more transaction uh more relational type sell that you're going to be doing on ongoing client work. Okay, uh d- d- d- d- d- Where were we? Okay. Um This should feel like an interview. So, the types of clients you want are the ones who willingly pay and are appreciative. You want people who who who think with reciprocity. So, this is the sort of mini test This is like a little mini test for that. So, ask real questions to gauge commitment level for their own good and yours. So, examples.

6:46So, are you willing to change the way you do X? Are you willing to stop doing Y? What if life gets busy? Will you stop showing up? Will you attend to all of these appointments? So, make sure the thing that you're giving away for free has low operational cost, so you can still give it to people without burning out your staff. All right, so save the higher operational cost stuff uh for the people who choose to pay. After you get to the end of the pitch, you'll outline what they get each level, and then say, and this is key, we accept Visa, MasterCard, or XYZ payment. Which would you prefer to use?

7:16Then shut up. They will then take out their card and tell you the level they want. It's hard for people to say no because we obviously attract with free and we deliver free if they so choose that. But we say, "Hey, many people do these other things instead." And as a result, if you want, you can just get all these other benefits as well. And when someone's when it's framed that way, where it's like, "Hey, the employees are chipping in and doing this extra work." which is how businesses work in general, but for whatever reason consumers feel way better about paying employees than a business, even though the business pays the employees, whatever.

7:45Uh that framing allows many people then feel like, "Oh, I will I'll I'll do the most expensive thing. We're benefiting the employees." Which is exactly what business does to begin with. Now, summary points. These offers can generate a lot of goodwill when done properly. People feel good when they buy them because this is it's not a demand, it's a choice. All right, so it pulls on people's generosity or reciprocity. People feel 100% in control of their own destiny and you can play up the fact that you're helping folks for free. It sets up a relation based on goodwill and sets the stage for future upsells. This is really key. It sets the stage for future upsells. Again, a money model is not just one of these, it's a series of offers. All right. And on top of that, the conversion rate is super high.

8:24Um so although the average ticket is typically lower with this type of play, um it works well in low-trust environments because it has so much goodwill loaded into it. So this is one of the easier kind of free upsells or free attraction offers that exist. All right, so pro tip. What did I write for my pro tip here? Paid version, pick your price. Okay. Oh, actually I remember this, yeah. So I saw an art gallery use this as well. Um and this is how they did it. So every every piece of art had a price range. And so they said people could choose how much they wanted to support the artist. So for example, they said this painting is between 149 and 299. So I asked the owner how it worked and she told me that most people pay more than the halfway point because they don't want to seem cheaper or unsupportive. So this this version is kind of like half goodwill, half capitalism. Um so I like I kind of like it, it's just kind of a permutation of it. But give it a try if that type of thing fits your business.

9:13And if you're like, "Well, why did you not include that in the Money Models book?" So the some of the plays that are in here are like there's just it they're they're more niche, I think, in some instances, so it didn't match 100% of businesses. I had a I have a very high standard for I would say the $100 million cannon. Um and so it has to be able to apply to like every single business, has to be easy to understand, it has to be the most powerful one. This one has a little bit less cash up front than the other attraction offers that I put in here. Um But the I would say the main benefit of this particular offer mechanism is that it's really easy to sell. It's like very easy to sell. So if you're somebody who really struggles with sales, especially in a low trust environment, sometimes even in online environment where you like don't have as big of a brand, it's a great like what I would consider like intro offer.

9:56And so that's that's just one of 24 chapters inside of inside of the Lost Chapters. So hopefully you guys dug that and that was kind of dope. >> 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 $100 scaling roadmap, 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.

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