Hey guys,
Dave here … just chilling in LAX Airport at Starbucks while waiting for my flight back to Sydney. Just getting together my notes from seeing Joe Polish’s session at Clickbank Exchange 2012 in New York. Joe is a cool guy who has made tens of millions of dollars online and runs the Genius Network Mastermind Club (a $25,000 a year coaching club) and commands over $25,000 for half a day of private consulting.
Here are my top tips from his session:
People love to be sold, when you are in an environment where someone is educating you and giving you what you want, that is enjoyable.
If you have told someone else about a book, restaurant or movie you liked and they went and saw it, that is a sale.
You can solve any problem in the world with the right sales letter – the sales letter is the most important thing you need for what you are selling
How well do you attract people with what you are saying and how you are saying it? How to can, clone and replicate that is the key to growing your business
20 years ago Joe was dead broke, 6 years before that was a drug addict, 105lbs at age 18
Marketing is applied psychology – the study of human behaviour
You want to enter a conversation which is existing in your prospects mind
Be nice to the people you meet on the way up, they are going to be the same people you meet on the way down
Entrepreneur – person who takes resources from a lower level of productivity to a higher level. Leave people better off than before they met you, keep making things better
The magic rapport formula
The best way to help the poor is to not be one of them
Most people who cannot learn a skill – it’s their mindset that they go into it thinking that it is a bad thing
How to get people to do what you want them to do?
Figure out what they want, give it to them, and then they will give you want you want
1) Focus on how you will help them … or reduce their “suffering”
Joe says – one of the worst things someone can do is come up to him and say “I have this idea we can make money”.
2) Invest time, money and energy on relationships
Be a fountain not a drain
3) Be the type of person they would “always” answer the phone for
Why do you send someone to voicemail? When they are a drain, when they are a taker not a giver, make sure you’re not that person that when you call
4) Be useful, greatful and valuable
5) Treat others as you would love to be treated
6) Avoid formalities, be fun and memorable, not boring
If you want to gauge the value of a relationship – it’s how often you laugh with the other person
7) Appreciate people
8) Give value on the spot – if you know the answer to somebody, really go out of your way
9) Get as close to in-person as you can
Action Steps (from Dan Sullivan)
The refer-ability habits
1. Show up on time
2. Do what you say
3. Finish what you start
4. Say please and thank you
We all know people that are super talented but we can’t refer people because they don’t meet these refer-ability habits
Go for Premium Price
Joe has sold marketing kits from $497 – $1700 to $1000 a month coaching programs
Philosophy – charge a lot of money for my very best stuff, and the rest of it I will give away for free
Build a platform where the customers ask “can we please buy something?”
If everybody bought by price … everybody would drive a Kia
4 M’s in business – Marketing, Management, Margins, Model
Raise your prices and three things will happen:
1. Your sales will go up
2. Your sales will go down
3. Your sales will stay the same
Larry Steinman’s book – how to sell at prices higher than your competitors. If the average carpet cleaner raised their prices 10%, they could lose as much as 40% of their business and still maintain the same bottom line profits
People in the $25,000 group are much easier to deal with than the $25 client
The only thing worse than no sale is an unprofitable sale. In 1992 Joe was a carpet cleaner – he was actually PAYING money to go and clean carpets 12hrs a day
Most if not all price resistance is in the minds of the seller and not the buyer
Marketing is about positioning – so they are pre-disposed to buy and deal with you
Reasons why you don’t want to mess with price buyers
– they take up your sales time
– they do all the complaining
– they forget to pay you
– they tell other people how little they paid you
– they drive off your good prospects and customers
– they’re not going to buy from you again anyhow
– they’ll require you to “invest up” to supply their needs – and then they’ll blackmail you for yet a lower price
– they’ll destroy the credibility of your price and your service in the eyes of your clients
– they will steal any ideas, information and knowledge they can get their hands on
When someone pays more than $100 to buy a watch, they are not buying a watch, they are buying jewellery
“If your customer truly needs a low price, you can’t afford to sell to them” – Cletus Peichl
The marketplace takes you at your own appraisal
Identify who your very best clients are
