How to Sell Expensive Stuff Part 3 Ep 22

Summary Notes


Alex, the host of the Gym Secrets podcast, provides gym owners with a persuasive sales strategy focused on two critical questions: establishing the value of a service and confirming the client's belief in its effectiveness. He emphasizes the power of testimonials and social proof in convincing potential clients, suggesting a choreographed buyer experience peppered with diverse success stories. Additionally, Alex addresses overcoming limiting beliefs, using examples and humor to tackle common objections. He concludes by reiterating the importance of a well-crafted process in helping clients make beneficial decisions for themselves, ultimately leading to increased sales and positive life impacts for gym owners and their clientele.

Summary Notes

Introduction to Gym Secrets Podcast and Offer for Gym Owners

  • Alex, the host of Gym Secrets podcast, welcomes listeners and introduces a special offer.
  • Gym owners are invited to visit a website if they are interested in making more money without any initial sales pressure.
  • The offer is positioned as a helpful consultation rather than a sales pitch.

Hello, everyone, and welcome to the Gym Secrets podcast. My name is Alex and I am your host. And we got into a really juicy topic last week.

This quote is an introduction to the podcast episode and sets the stage for the discussion.

And if you are a gym owner and you're watching this or, excuse me, listening to this, then, and you don't hate money and you do want to make more money with your gym, go to I don't and apply.

Alex is directly addressing gym owners, enticing them with the prospect of increasing their revenue and directing them to a specific website for more information.

The Two Questions of Persuasion

  • Alex recaps the concept of the two main questions of persuasion.
  • The first question assesses the perceived value of the product or service in achieving the customer's dream relative to its price.
  • The second question seeks to understand what evidence or assurance the customer needs to believe in the product's potential.

And before I dig into what the two questions of persuasion are, if you can get agreement on that question, then you can move on to the second question.

This quote emphasizes the sequential nature of the persuasion process, where agreement on the first question is a prerequisite to proceeding to the second.

The second question is then, what do I need to do? Or what would you need to see in order to believe that that could happen for you using our system service widget project, whatever, right?

Alex introduces the second question of persuasion, which focuses on identifying the customer's requirements for belief in the product or service.

The Role of Testimonials and Social Proof in Persuasion

  • Testimonials and social proof are highlighted as the most effective means of convincing potential customers.
  • Alex describes the "ideal scene" where a gym owner has seen peers succeed with the program, eliminating the need for further proof.
  • The goal is to create a buyer's experience that is as convincing as the ideal scene, which requires strategic planning and execution.

Now, the way that you convince people, the most effective way of convincing someone is testimonials and social proof.

Alex asserts that testimonials and social proof are key to persuading customers, as they provide credible evidence of the product's effectiveness.

That would be an ideal scene for me. And that person comes to me, they don't need to see screenshots. They're like, dude, I saw ten of my friends go from broke to making actual money and being able to have the freedom they wanted to financially, geographically, and temporarily, as in time wise, to live.

The quote describes the perfect scenario for persuasion, where the proof is so compelling that the potential customer requires no further convincing.

Manufacturing Ideal Customer Experiences

  • Alex discusses strategies for creating experiences that mirror the "ideal scene" for persuasion.
  • The buyer's journey should be choreographed to provide a seamless and convincing experience from initial contact to facility visit.
  • The aim is to replicate the level of conviction seen in the ideal scenario, even if the customer hasn't witnessed peer success firsthand.

And then you have to ask, how can I manufacture those types of people? Right? And I will tell you, here's how you manufacture it.

This quote introduces the concept of intentionally creating customer experiences that facilitate the same level of confidence as seeing peers succeed.

You want to have the buyer's experience look, be as choreographed as possible so that when someone walks into the facility, from the time you first communicate with them to the time they...

Alex emphasizes the importance of a well-designed buyer's experience, suggesting that every interaction should be carefully planned to build trust and conviction in the product or service.

Customer Engagement and Proof Through Testimonials

  • Creating a community where customers can share their success stories enhances credibility.
  • Encouraging potential customers to engage with existing testimonials can build trust.
  • Diverse testimonials cater to different customer needs and aspirations.
  • A mandatory testimonials page or video can pre-frame customer expectations positively.

"Which is why we have a Facebook group where people share all their testimonials."

This quote highlights the importance of having a platform for customers to share their experiences and successes, which serves as social proof and builds community engagement.

"Send them a link that has a bunch of testimonials and say, hey, please watch this before you commit."

The quote suggests using testimonials as a step in the customer onboarding process to establish trust and validate the business's effectiveness.

"Make sure that you use different types of testimonials. Don't have all weight loss. Have some that are men. Have some that are female."

Alex emphasizes the importance of showcasing a variety of success stories to appeal to a broader audience and to demonstrate that the service or product can cater to diverse needs.

Physical Space as a Testament to Success

  • The design of the business space should reinforce the message of success and effectiveness.
  • Testimonials should be visibly overwhelming to preemptively address any doubts.
  • The environment can act as a silent seller, reinforcing the value proposition through visual proof.

"What does the waiting room look like, what does the sales room look like? Floor to ceiling testimonials, plastered like wallpaper testimonials, all testimonials, reviews, everything."

This quote describes how the physical space of a business should be utilized as an extension of the marketing strategy, with customer success stories prominently displayed to persuade new clients.

"So when someone sits down with them and someone says, well, I don't know if I can hit that goal, you just kind of look around and you're like, really?"

Alex is suggesting that the environment filled with testimonials can counteract customer doubts without the need for a hard sell, letting the results speak for themselves.

Sales Strategy and Customer Conviction

  • Establishing value and agreement on price is crucial in sales conversations.
  • Addressing potential customers' beliefs about achieving similar results is key.
  • The sales process can be facilitated by leveraging social proof and addressing customer-specific concerns.

"In those two questions of sales, one, establishing the value and having an agreement that it is worth the price that you're charging."

This quote outlines the first critical question in sales, which is to ensure the customer perceives the value as commensurate with the cost.

"And then the second question is, okay, well, then what would you need to believe me?"

Alex is pointing out that the second essential element in sales is to understand what it would take for the customer to believe in the possibility of achieving the desired outcome.

Business Growth and Acquisition Opportunities

  • Business owners looking to scale their operations can seek professional guidance.
  • The company offers services to help businesses grow significantly in revenue.

"If you are a business owner that has a big old business and wants to get to a much bigger business, going to 5100 million dollars plus, we would love to talk to you."

This quote is an invitation to business owners who are aspiring to scale their businesses to much higher revenue brackets, offering them a chance to consult with Alex's team.

"You can apply anywhere on the page and talk to one of our team and see if we can help you get there."

Alex is directing business owners to their website where they can take action to engage with his team and explore growth opportunities.

Effectiveness of Testimonial-Based Selling

  • The strategy of using testimonials is highly effective in convincing potential customers.
  • Seeing relatable success stories can be a decisive factor for customers to commit.

"Most people at this point are sold. I'll be honest with you. Most people are sold at this point."

Alex asserts that by the time potential customers have been exposed to numerous testimonials, they are usually convinced and ready to commit, indicating the power of social proof in the selling process.

Overcoming Limiting Beliefs in Sales

  • Limiting beliefs are a significant barrier in both business-to-business and emotional selling domains.
  • These beliefs can be deeply ingrained and often unrecognized until directly challenged.
  • To overcome these beliefs, one must engage directly with the reasons a potential customer thinks they can't succeed.
  • Using examples of others who have succeeded despite similar beliefs can be an effective strategy.
  • Addressing specific concerns with practical solutions and humor can help dismantle these limiting beliefs.

"And the real limiting beliefs are the ones that you don't even know exist because they haven't even been challenged yet."

This quote emphasizes that the most profound limiting beliefs are those that individuals are not even aware of because they have never been put to the test. It highlights the importance of identifying and challenging these beliefs in the sales process.

"So that person, that limiting belief that they have, you have to start attacking that."

The quote suggests a proactive approach to addressing a customer's limiting beliefs by confronting them directly as a key step in the sales process.

"And so the last piece is, okay, well, I believe that this program does that. I believe that it helps people just like me."

Here, Alex acknowledges the customer's acceptance of the program's potential benefits and uses it as a foundation to further address their personal doubts.

"And this is where you might have to have a little bit of hand to hand combat, a little bit of tactical overcomes, like, well, I'm super busy."

Alex describes the process of overcoming objections as a tactical challenge, akin to "hand to hand combat," which requires specific strategies and examples to counteract the customer's concerns.

"And this is what Sandra did. Sandra hired a nanny two days a week, and she was able to cover it, and then that's how she did it."

By providing a relatable example of someone who overcame a similar obstacle, Alex illustrates a practical solution to the customer's concern about being too busy.

"Do you know why you haven't stuck with stuff? I don't know. I just lost motivation."

Alex probes the underlying reasons for the customer's past failures to stick with programs, setting the stage to present a solution tailored to the customer's experience.

"Okay, so our system. And this is where you have to get tactical. And you're like, well, our system, we make it so easy that we've had people who don't speak English and twelve year olds who have been able to do it."

Alex introduces the system's ease of use as a key selling point, using examples of individuals who have successfully used it despite potential barriers, which serves to counteract the customer's concerns about the difficulty of sticking with the program.

"Then you'll probably be able to do it."

The quote is a reassuring conclusion to the argument that if others with more significant barriers can do it, so can the customer, helping to overcome their self-doubt.

Personal Empowerment and Overcoming External Doubt

  • A woman defied her husband's prohibition against signing up for a program.
  • She succeeded in the program, leading to her husband's apology and acknowledgment of her capabilities.
  • The story emphasizes the importance of self-support and internal change for personal success.

"husband literally forbade her to sign up for anything. He told her before she even got here that she wasn't allowed to sign up for anything. And you know what she did? She signed up anyways to prove him wrong. And you know what she did? She proved him wrong."

This quote illustrates the woman's determination to defy external limitations and prove her abilities, leading to her success and her husband's subsequent apology.

"The change has to come from within. It's not him. It has to be you. Because as soon as you can change your story, we can change your life."

This quote underscores the concept that personal transformation is a self-driven process, and changing one's narrative can lead to a changed life.

The Three-Prong Approach and Unique Benefits of the System

  • The program's success is attributed to a specific three-prong approach and unique benefits.
  • These aspects of the system are implied to be effective in ensuring participants' success.

"because of the three prong approach, because of the system that we have, because of the unique, unique benefits, blah, blah, blah, blah, you are going to see that success."

The quote suggests that the program's specific approach and benefits are key factors in participants achieving success, though the actual components of the three-prong approach are not detailed.

Conviction and Overcoming Limiting Beliefs

  • Conviction in the program is typically achieved if certain aspects are established.
  • Limiting beliefs are identified as barriers to purchase and must be addressed.
  • The sales process includes tactical approaches to overcoming day-to-day objections.

"So this is the secondary sub point of the conviction. So most of the time you're going to get the conviction. If you have all those things set up that I said before, they're going to buy now."

This quote explains that conviction in the program's value is crucial for making a sale, assuming that certain prerequisites have been met.

"If they don't, it's a limiting belief. And then you attack the limiting belief and you overcome the specific issues that they believe that have not been addressed in the sale prior."

The quote highlights the strategy of directly addressing and overcoming potential customers' limiting beliefs to facilitate a sale.

Sales and Persuasion Techniques

  • The podcast series has provided valuable insights into effective sales and persuasion tactics.
  • Helping people make decisions that benefit them is a key aspect of the sales process.
  • The speaker believes in the importance of creating a process that maximizes the potential for customers to make beneficial decisions.

"This is how you sell, this is how you persuade people. And this is ultimately, if you are in the business of helping people, you need to help people to make the decisions to help themselves."

This quote conveys the core message that sales and persuasion are about guiding people to make decisions that are in their own best interest.

Encouraging Action and Decision-Making

  • The speaker encourages listeners to reflect on their future selves and the impact of their decisions today.
  • The goal is to inspire action that leads to a transformative moment in one's life.

"So when we're looking back on your life and you're 80 and you're looking at this day and you want to, like, don't you want that story where today was the day that everything changed for you, don't you want that?"

The quote motivates individuals to take action towards change, suggesting that today's decisions can be pivotal for their life story.

Addressing Customer Objections

  • The podcast discusses the importance of understanding why customers might hesitate to buy and how to approach these objections.
  • Two key questions and one sub-question on conviction are mentioned as tools to facilitate the sales process.

"No one has regretted getting in better shape ever, right? So then why don't they buy? And this is how we approach those questions with these two key questions and that one sub question on conviction."

This quote identifies the paradox of customers recognizing the benefits of a product but still hesitating to purchase, suggesting that certain questions can help overcome this hesitance.

Invitation for Gym Owners

  • The speaker extends an invitation to gym owners interested in improving their businesses.
  • The offer includes a conversation to see if they can be helped, with no immediate attempt to sell anything.

"If you're a gym owner, you do not hate money and would like to see how we do what we do and how we get our gym owners to massively improve their businesses in a very short amount of time. Go to I don'theatmoney dot and apply, and we will hop on the phone with you and not try and sell you anything and just talk to you to see if we can help."

This quote is an open invitation for gym owners to explore the speaker's methods for business improvement, emphasizing a no-pressure approach to the initial conversation.

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