How to Sell Expensive Stuff Part 2 Ep 21

Summary Notes


In this episode of the Gym Secrets podcast, host Alex delves into the art of sales for gym owners, emphasizing the importance of understanding two critical sales questions to effectively persuade clients. Alex, with his extensive experience in various sales environments, including high-ticket items and weight loss programs, explains the first question revolves around establishing the value of a product or service relative to its price. He shares strategies for building value, such as painting an ideal future for clients, digging into their deeper motivations, and selling the concept of a new identity. Alex promises to cover the second question, which focuses on believability and conviction, in a subsequent episode. He invites gym owners who want to boost their business and don't "hate money" to visit his website for further insights.

Summary Notes

Introduction to Gym Secrets Podcast

  • Alex, the host, introduces the podcast aimed at gym owners.
  • Alex mentions a website for gym owners interested in financial growth and client acquisition.
  • The URL mentioned is playful and memorable, designed to attract gym owners who value money.

If you are a gym owner and you are looking to fill your gym and see how we keep getting all these gym owners, all these dollars, and all these clients, you can go to. I don't

The quote introduces a resource for gym owners looking to improve their business and hints at the podcast's focus on financial success and client growth.

Sales Process and Persuasion

  • Alex discusses the importance of understanding two main sales questions.
  • He emphasizes his expertise in sales across various industries and price points.
  • Identifies the foundational nature of these questions in sales persuasion.

And understanding the nature of these two questions is the basis of all persuasion from a sales standpoint.

Alex asserts that grasping the two critical sales questions is key to mastering the art of sales persuasion.

First Sales Question: Value Proposition

  • Alex introduces the first sales question about the truth and value of a product or service.
  • The question assesses whether the product/service is worth its price to the customer.
  • It involves convincing the customer of the potential benefits and the 'promised land' they will reach.

So the first question is, if I am telling the truth and this program, product, service, et cetera, does what I say it does, is it worth it to you for this price, or does this price make sense?

This quote outlines the first sales question, which is a value proposition that challenges the seller to prove the product's worth and the customer to recognize its value.

High-Ticket Sales and ROI

  • Alex gives an example of high-ticket online personal training packages.
  • He notes that business-to-business (B2B) sales often focus on the bottom line and return on investment (ROI).
  • The clarity of ROI in B2B sales simplifies the value proposition.

Now in his case, now, if you're doing any kind of like monetization money, if you're b to b, a lot of times it's going to be related to bottom line, right? So if you're doing business to business sales, bottom line is going to be really important. They're going to want to know what their ROI is on buying your product or service, right.

Alex explains that in B2B sales, the value proposition is often tied to the clear financial return, making the sales process more straightforward.

Emotional Selling and Building Value

  • Alex shifts to emotional selling, which is relevant to services that offer personal benefits.
  • He hints at strategies for gym owners to create value for their clients.
  • The discussion is tailored to the podcast's target audience of gym owners.

One of the things that I found value, and since most of our people are gym owners, and this is called the gym Secrets podcast, here are some ways that you can build value for someone who you don't think they

Alex is about to share methods for gym owners to enhance value for their clients, emphasizing the emotional aspect of selling personal benefit services.

Painting the Ideal Picture

  • Begin by asking the client what they want to achieve.
  • Enhance their vision by creating an emotional experience.
  • Use probing questions to ascribe value to the client's desires.

"So one, painting the ideal picture, first you ask them what they want, okay. And once they tell you what they want, then really what you're going to do is just enhance that picture, and you're going to really try and paint it as a picture and emotional experience."

This quote emphasizes the importance of understanding the client's desires to create a vision that resonates with them emotionally, which is crucial for effective selling.

Understanding the Client's Values

  • Ask the client to envision a future point where they are happy with the outcome.
  • This question aims to identify what the client values and considers important.

"If we were talking six months from now, and you're looking back on this conversation, what would have had to have happened for you to be really happy, which is really just ascribing values, is that first question, is this, like, what do you need to think that this is valuable?"

The quote outlines a technique to understand what the client values by having them imagine a successful future scenario, which helps in tailoring the sales approach.

Seven Layers of Why

  • Use the technique of asking "why" repeatedly to delve deeper into the client's motivations.
  • Explore how the client's issues affect various aspects of their life.
  • Avoid using "why" every time to prevent annoyance; instead, ask the client to elaborate.

"And then they'll tell you. And in this case, she might say, I just really want to lose 30 pounds. And this is where you have the whole seven layers of why thing, which is just basically asking why over and over again."

This quote describes the "Seven Layers of Why" technique to uncover deeper motivations behind a client's stated goal, which is essential for creating a compelling value proposition.

Selling Priceless Outcomes

  • Emphasize the idea of permanent weight loss as the holy grail.
  • Ensure you can deliver on the promises made.
  • Paint a picture of long-term benefits such as good health, mobility, and a continued healthy lifestyle.

"One, permanent weight loss is the holy grail, okay? So if you can sell permanent, we lost. Now, mind you, this is a huge caveat. You have to know how to deliver, okay? But if you can deliver, right, then you're like, if you lost 25 pounds and you never gained it back, so you're 80 years old and you feel great, you still have awesome mobility, you're walking around, you can do all these things, and you've kept that weight off your whole life."

The quote highlights the importance of selling the concept of permanent weight loss as a highly desirable outcome, ensuring it is achievable and painting a compelling picture of the long-term benefits to the client.

Engaging with the Audience

  • The show hosts are engaging with their audience through LinkedIn.
  • They encourage listeners to connect and suggest connections.

"Amos in nation, a quick break, just to let you know that we've been starting to post on LinkedIn and want to connect with you."

This quote is an interlude in the podcast where the host is reaching out to the audience to establish a connection through LinkedIn, demonstrating an effort to build a community around the show.

Value of Health Beyond Weight Loss

  • Discusses the broader benefits of good health and energy beyond mere weight loss.
  • Emphasizes the importance of how feeling good can lead to increased productivity and a more valuable lifestyle.
  • Challenges the conventional goal of losing weight by highlighting the significance of sustained health improvements.

"You work harder because you have more energy, all these things. I'm like, what is that worth to you?"

This quote underscores the intrinsic value of having more energy and how it can positively impact one's work ethic and quality of life.

"So what is that value to you?"

This question prompts the listener to reflect on the personal significance of improved health and well-being, beyond just losing weight.

Ideal Physical Condition and Self-Perception

  • Talks about the psychological impact of feeling in great shape and the confidence it brings.
  • Addresses the common desire to return to one's physical condition from a younger age, such as high school.
  • Recognizes the varying beliefs and goals regarding weight and body image among individuals.

"If every time you walked into a room, you felt like you were in just unbelievable shape, like, you're incredibly toned."

This quote illustrates the confidence and positive self-image that comes from being in excellent physical condition.

"What was your weight in high school? ... But what if we could get you to 130, right? And have you toned?"

Here, the speaker is connecting with the listener's past self and setting a tangible goal that may resonate with their personal aspirations.

Continuous Improvement and Discipline

  • Stresses the concept of ongoing personal growth and improvement rather than just maintaining a certain weight.
  • Suggests that discipline in health can lead to discipline in other life areas.
  • Encourages the listener to think about the long-term benefits of developing healthy habits.

"What about we get you to lose 20 pounds and then you continue to improve, okay, not maintain, but improve."

The speaker is advocating for a mindset of continual progress, not just reaching a goal and stopping there.

"Discipline in this area of your life will carry over to all the other areas of your life."

This quote highlights the holistic impact of discipline, suggesting that good habits in health can positively influence other aspects of one's life.

Addressing Past Failures and the Concept of "Throwing Stones"

  • Acknowledges past attempts and failures at dieting, encouraging a more sustainable approach.
  • Uses the metaphor of "throwing stones" to describe a process of overcoming objections and doubts about one's ability to achieve lasting health changes.

"What if you lose those 20 pounds and not only you lose them, but you continue to improve?"

The speaker is reinforcing the idea of sustained improvement and challenging the listener to envision a future where they not only achieve their goals but surpass them.

"You say, yes. I get there's a, like, you could just starve yourself for three weeks and then you could lose the same amount of weight."

By acknowledging a common but unsustainable method of weight loss, the speaker is setting the stage for introducing a more effective and lasting solution.

"Okay, but why are you here? Because you gained it back, right?"

This quote confronts the listener with the reality of past failures, emphasizing the need for a different approach that prevents weight regain.

Value Proposition and Life Improvement

  • The importance of creating a long-term health and fitness lifestyle, rather than short-term fitness stints.
  • The impact of health and fitness on various aspects of life, including marriage, work, and motherhood.
  • The concept of value ascribed by the customer to the potential life changes that can occur from improving one area of their life.
  • The use of personal stories and future projections to build value and gain customer agreement.

"re 80 and you look back on your life, do you want to just say that you were in shape three or four times in your life for a couple of months, maybe a year? Do you want to say that? No."

This quote emphasizes the importance of looking at health and fitness as a lifelong journey rather than intermittent efforts.

"But boy, am I glad I did, because that was the day that everything changed for me and my life improved. My marriage, my work, my motherhood, all of those things improved because I got this one area of my life under control."

This quote illustrates the potential positive ripple effect that taking control of one's health can have on various areas of one's life.

"So now they've ascribed the value. So if I need to build the value up so that I can then get the agreement, then those are the questions that we're asking in order to do it."

This quote explains the process of building up the perceived value of the health and fitness journey to the customer, which is crucial for gaining their commitment.

Sales Strategy and Conviction

  • Transitioning from discussing value to discussing the believability and conviction in delivering on promises.
  • The difference in sales approach between B2B (business to business) and emotional selling.
  • The challenge of selling in the emotional space, such as weight loss.

"And then we would transition to the second question about believability and conviction that you can deliver on that promise."

This quote indicates the next step in the sales process, which involves convincing the customer of the seller's ability to deliver results.

"One, if this does what we say it does, is it worth this price?"

This quote suggests a key question in the sales process, assessing whether the customer believes the service is worth the investment.

"And within weight loss, that's an emotional sale. So you say, this is how I would stack the value."

This quote acknowledges the emotional aspect of selling weight loss services and the importance of building value to make the sale.

Selling a New Identity

  • The concept of selling not just a service, but a new identity for the customer.
  • The strategy of talking about long-term benefits, permanence, and habits to stack value in emotional sales.
  • The idea that improving health and fitness contributes to rewriting one's personal story.

"You're selling a new identity."

This quote encapsulates the ultimate goal of the sales process in the context of health and fitness, which is to help the customer envision and achieve a new self-image.

Call to Action for Gym Owners

  • Encouragement for gym owners to explore the sales strategies discussed.
  • An invitation to visit a website for further information on increasing gym membership.
  • A light-hearted conclusion that suggests confidence in the services offered.

"So if you're a gym owner and you like what you hear and you think that we know a thing or two which we super appreciate, and you don't hate money, go to I don't, and we will show you how we get gyms from zero to full capacity in 30 days."

This quote is a direct call to action for gym owners to seek assistance in growing their business, with the promise of significant results in a short time frame.

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