What Your Clients Are Really Buying

What people are really buying

Want to know what your clients are really buying? Well, that’s what we’re going to talk about in this episode. You see, a lot of people think that they’re selling a product, they’re selling a service, but ultimately what people care about is their problem, right? They have a problem they want solved or they have a desire that they want to make a reality. So when we’re selling stuff, when we’re selling we’re offering your service, your product.

It’s not about the thing. It’s not about what it is you’re selling. It’s the outcome that you’re selling, so that’s an important fundamental understanding to have, that you are selling an outcome, not your product. Nobody cares about your stuff. Nobody cares about my stuff. We only care about ourselves and our own issues. If you understand that and make that part of your mantra, you’ll be a lot better off in business.

Now with that said, once you’ve got that foundation settled understanding that people are buying an outcome, the reality is when you’re, and I’m going to talk about from a coaching perspective for a second because this is kind of our world that we live in, and a lot of our clients follow the perfect client pipeline that we helped them build out. So one of the things that I continue to remind them is when yo get people on the phone, right, because that’s the fourth step in our perfect client pipeline. We’re going to have a conversation with someone to figure out if and how you can help them, have an honest conversation that gets to the truth and then if all is good and you guys are a mutual fit, you’re going to make them an offer to join your program.

Why certainty is key – especially when charging premium prices

The biggest reason though why some people struggle on the phone is the same reason that some people don’t buy it. That is because what people are really buying when they’re paying higher amounts of money, so if they’re investing with you as a coach and you’re asking them to spend three, five, 10, $20,000 with you, what they’re buying is certainty. Let me repeat that. What your prospective clients are buying is certainty.

So when you’re on the phone with them it’s extremely important that what you’re presenting is something you get behind and believe in with every single chromosome in your body because we can pick up on nonverbal communication really, really well as a species, right? We know that nonverbal communication is like the biggest piece of the pie when it comes to communication and when we’re approaching a topic or approaching, “Okay, well here’s how it can help you. It’s this program, it’s $3,500 and together we’re …” You can feel the trepidation. You can hear the trepidation.

What I want to encourage you in this episode is to do whatever you’ve got to do, right? Go back to the drawing board, make your program better. Or drink your Kool-aid, jump up and down on a trampoline before you get people on the phone, listen to music, dance around, whatever you have to do to get to the point where when you’re on the phone with someone and you’re about to introduce your solution to them, you have to have that certainty so that when they’re on the other end they’re like, “Okay. Yeah, that sounds good. Let’s do it.”

But as soon as you waver, as soon as you have that dip in confidence and that uncertainty creeps in, it’s the same reason, actually I shot a video on this a little while ago for YouTube, and it’s the same reason that dogs attack certain people. Dogs can sense energy and they can sense, and if you’ve got dogs or if you’ve ever been in a situation like this I’m sure you can relate to this, is they can sense when somebody doesn’t feel easy. They feel uneasy around the dog, right?

So they approach. They’re walking down the sidewalk and they’re like, “Oh my God, there’s a dog. Please don’t attack me.” The dog can feel that energy. It picks up on the energy and that’s why some people are just prone to having dogs attack them, which is obviously not a good thing, but it’s that energy. It’s the same energy that we pick up on when we’re having a conversation with someone and we’re thinking to ourselves, this guy is full of shit or no, this really feels good to me. This person, I feel that working together, this is the person, this is the program that’s really going to help me.

Excitement and fear when investing

So remember that what you’re selling is first and foremost an outcome to a problem. That’s the most important thing, right? You can’t sell ice to an Eskimo. I mean, you could try but it’s going to be tough. So you understand that we’re selling an outcome, and the second thing, the underlying foundation is that people are buying certainty. The reason that we strongly recommend increasing prices, premium prices for your stuff is that when somebody invests $10 or $20 to buy a book, there’s really very little skin in the game and so for them it’s like well, if it happens, it happens. If not, no big deal. The book, maybe I’ll pick up one idea from it and that’s it.

So when you buy a book for $20, there’s not a lot of certainty that comes with that in the sense of okay, I’m 100% certain that this is the thing that’s going to solve all my problems. I think we know like honestly that we’re not going to get the whole shebang in a book. When you’re investing $5,000 or someone’s investing $5,000 with you, there’s a level of commitment there on their parts. There’s a level of trust that they have that what it is you’re doing, what it is you’re offering can really be the thing that’s been missing for them.

It’s really important not to abuse that and I don’t think you would. Obviously we’re very confident with other clients that we work with and really suggesting them to increase their prices because you attract clients who are more committed to the outcome that they want so they’re going to invest three, four, five, $10,000 to get the result that they want. There’s a very different level of commitment than if they’re paying $20 to get a book, right?

You can see the difference there, right? I’m sure you’ve invested in your own life. Think of a time when you have invested a large sum of money. Let’s just call it anywhere from five to $10,000. I just want you to think about a time where you’ve done that. Maybe it was a car. Maybe it was a vacation. Maybe it was for school. Maybe it was for a coaching program. I don’t know. Think about that. Now I want you to think about your level, I want you to go back to that moment when you gave the credit card and you gave them permission to charge the credit card.

There was probably that moment or you know, maybe a few hours or a few days of fear, trepidation, that butterfly feeling in your stomach of excitement and fear, and that’s totally normal, right? That’s actually a good thing to experience because it means you’re out of your comfort zone. You’re going to get uncomfortable. You’re going to grow as a result. You’re going to show up and do the work. You’re not just going to throw $10,000 on your credit card and then nothing happens.

So why did you invest that money? Why did you do that during that time? Was there a level of experience or a level of service you wanted? Was there an experience that you wanted to enjoy? Maybe you stayed at a higher end resort and it was maybe double what you would normally pay for a vacation, but you’re like, “You know what? I feel that this is going to be a better decision for what I want to do,” right?

Yes, it’s twice the price, but it’s the experience I’m looking for. I’m looking for better food, better drinks, better view, better ambience, whatever it is. So we’re buying certainty. We’re buying certainty for a better outcome, better experience, faster results, more access to somebody that we might be working with. If you’re working with a coach ultimately the more closely you want to work with a coach, the more money you’re going to pay because you’re paying for access.

You’re paying for access and with that access comes wisdom and with that wisdom comes to you speed of results the sooner you take action on what is talked about and shared with you. So as we wrap up here, a reminder, people are buying certainty. If you’re having a tough time enrolling coaching clients at a higher level, then I want you to really listen to your calls. Like I would really recommend you record your calls and listen to them.

What’s holding you back and what to do about it

If there’s any amounts of wavering or trepidation, I guarantee that’s what’s holding you back. If you don’t feel comfortable and confident at your price, I’m going to make a suggestion that I don’t like making. I’m going to say lower your price a little bit to a point where you feel 100% confident and comfortable at that price. So if you’re charging let’s say $3,000 and all of a sudden I’m recommending you go to five and you’re like, “Man Yuri, that’s a real stretch. I don’t know if I can do that. I don’t know if people will pay that. I don’t feel comfortable there,” that’s fine.

Start at three. Then bump it up to 35. Build the confidence, build the momentum. Get that kind of the reps under the belt if you will and over time you can build up the confidence to higher and higher levels, but the key thing is you have to be at a level where what you are pricing you are 100% certain and confident with and you can back with every bone in your body. But do not use this as a cop out to be charging low prices. Do think oh, people are only going to pay like $150 a month and therefore I only feel comfortable there.

No, no, no, no. No. You need to get out of your comfort zone. You need to get out of playing it safe and get out of the thinking that there’s only certain people in your country who speak a certain language who would invest in only these types of things, who don’t have the money, all that is, I’m going to just say it, is BS. In any market, I don’t care where you live, I don’t care if you live in a Third World country where the average income is $1,000 a year. I don’t care.

There’s always a segment of the population that will always be paying more for better all the time, no matter what, until the end of time. If you don’t believe that then just go for a drive, right? Just go for a drive through the city and notice how much abundance there is. If you live in a, like a Third World country, you’re going to see a lot of poverty. You’re going to see a lot of stuff, right? But there are going to be areas where there is a lot of riches.

If you live in any city in North America just go for a drive. Go for a drive through the nicest neighborhoods. I guarantee you’ll see some big houses. I guarantee you’ll see some nice cars. Do these people not have money? Yes, they do. There’s always, there’s always,  an abundance of money. There’s an abundance of money on this planet, but there’s a shortage of people who believe they can get that and I want to challenge you to understand that you can be one of those people who gets what she wants.

Getting what you want by believing in yourself

You can get the prices you want to command. You can attract the wealth that you want to build, but you have to believe in yourself and you have to be certain that what you’re offering other people is the real deal. Like again, I’m going to go back to this phrase delusional optimism. Like you have to be delusional in believing that what it is you have and who you are, you’re the best. You are the best, that’s it.

Don’t compare yourself to anyone else. You have your thing, your program, your product. It’s the best, end of story. Get behind that, firmly believe it and that’s where everything starts. So if that makes sense to you then great. If you want a little bit more help with this and a bit more context, here’s what I would suggest. Watch our Seven Figure Health Business Blueprint Training. I’m going to walk you through our four step business model that we run our business on and what we help our clients deploy, but a big part of that presentation is in premium pricing.

You’re going to get some really interesting distinctions of pricing, and I think it will really help you build up and muster the courage to start looking at your prices and how you can command what it is you’re worth. So go through that training if you enjoy what it’s all about and what it’s all about is really helping you attract in a very predictable and profitable manner your best clients. So instead of knocking on doors and hoping for are referrals we’re going to show you a system that you can press a button essentially and clients just come knocking on your door.

Now, I make it sound pretty simplistic, right? I make it sound pretty easy. It’s not that easy. It’s simple but it’s not easy, like with anything that’s worthwhile, but I think after you watch this and you get a really good sense of what we’re talking about, it will make a lot more sense to you. So again, you can check out the training. It’s 100% free over at HealthpreneurGroup.com/training. If you enjoy what you see then hey, and you want to help take things to the next level, then by all means book a call with us and it all starts by watching the training to make sure that you’re a good fit for what we’re talking about, you resonate with our whole approach, and if so, we’d love to chat with you.

So that’s what I recommend you do right now. Thank you so much for joining me once again and I look forward to speaking with you a little bit later this week. We’ve got a really good episode. A really good episode with a gentleman who is going to help you unleash your inner voice. I’ll leave it at that. I’ll see you on Friday. For now, HealthpreneurGroup.com/training. Continue to get out there. Be great, do great, and I’ll see you in our next episode.