How to Sell Expensive Stuff Pt. 1 Ep 20

Summary Notes


In the Gym Secrets podcast, host Alex discusses the sales process, emphasizing the importance of selling the end result—the "vacation"—rather than the arduous journey to get there. He uses an analogy explaining different levels of service as various modes of transportation to reach the same destination, illustrating the concept of price anchoring and the importance of presenting the highest value option first. Alex also touches on the commonality of promises in sales, underscoring that success hinges on convincing customers that your product or service can truly deliver on its promise. He concludes by encouraging listeners to spread the word about the podcast and teases a future episode on building customer conviction.

Summary Notes

Introduction to Gym Secrets Podcast and Sales Process Discussion

  • Alex, the host of the Gym Secrets podcast, introduces the topic of the sales process from a spiritual and theoretical perspective.
  • The discussion is inspired by a conversation with Dana Derek, described as the best copywriter in Amazon.
  • Dana praised Alex's sales process, prompting the topic for the podcast episode.
  • Alex offers a side note for gym owners about applying for assistance to fill their gyms with customers.

Hello, everyone, and welcome to the Gym Secrets podcast. I am your host. My name is Alex, and today we're going to be talking about the sales process from the spiritual, theoretical standpoint.

This quote sets the stage for the episode, indicating that the focus will be on the sales process from a more conceptual angle.

I was talking to Dana Derek. He's a good friend of mine. He's the best copywriter in Amazon. Unbelievable. He's an awesome, awesome copy guy.

Alex introduces Dana Derek, whose opinion on sales processes influences the content of the podcast.

Side note, if you're a gym owner, you want to get your gym full, go to and go apply, and you can get a bunch of cool stuff anyway.

Alex briefly shifts focus to offer gym owners a resource for improving their business, demonstrating a practical application of sales techniques.

Selling the Vacation, Not the Plane Flight

  • The core analogy used to describe the sales process is to sell the vacation, not the plane flight.
  • The focus is on the destination (Maui) and the positive experiences, not the inconveniences of travel.
  • The details of the journey, such as TSA checks, turbulence, and discomfort, are not the focus of the sales pitch.
  • The sales process should highlight the end result, not the potentially negative aspects of getting there.

All you do is sell the vacation. And I think a really easy analogy to this is that you always sell the vacation. You don't sell the plane flight.

This quote introduces the central analogy of the sales process, emphasizing the importance of selling the desirable outcome rather than the process of getting there.

You sell Maui, right? That's what you sell.

The quote simplifies the sales concept to its essence, suggesting that the focus should be on the attractive destination or end goal in a sales pitch.

Variations in Service Levels

  • The sales process involves selling the same ultimate goal, but the level of service can vary based on customer preferences.
  • Different modes of transportation to the destination (Maui) represent different service levels.
  • Walking is the most challenging and risky option, while taking buses offers some amenities like slow wifi.
  • The analogy implies that customers have different needs and desires, and the sales process should accommodate these.

The difference in level of service is how they want to get there because they're going to get to Maui. Right? But do they want to walk there?

This quote highlights the concept of different levels of service within the same sales process, recognizing that customers have unique preferences for how they achieve their goals.

Levels of Service in Business

  • Businesses often offer multiple levels of service, akin to various travel options.
  • The core product or service remains the same, but the delivery method and speed vary.
  • The analogy used is different types of flights to Maui, representing different service tiers.
  • The goal is to fill up the customer's gym and help them make more money.
  • Customers can choose the level of support and speed they prefer.
  • Sales pitches should be consistent across different service levels.
  • Starting with high-priced offers can set a price anchor, making lower-priced options seem more affordable.
  • Price anchoring can increase perceived value and allow for better margins.

"And it's not really service because we sell like products. But I won't get into it. But point is that we mostly sell the exact same thing. We're going to fill up your gym and help you make more money. That's what we sell. Right."

This quote explains that despite the differences in service levels, the end goal of the product remains consistent: to increase gym memberships and revenue for the client.

"And you should usually start with a one on one flight because some guys just want a one on one flight. And the nice thing is that if you start high, we price anchor a $10,000.01 way plane flight."

Here, Alex suggests starting with the highest level of service, which sets a high price anchor. This strategy makes other service levels appear more accessible and can enhance sales effectiveness.

The Concept of a Promise

  • Every business in a vertical industry often makes a similar promise to their customers.
  • The example given is marketing agencies and coaches in the gym industry, all promising to increase memberships and revenue.
  • The importance of the promise is to create a consistent message that resonates with the target audience.

"So every single person within your space, or really any vertical industries makes more or less the same promise, okay?"

Dana Derek emphasizes that the promise made by businesses within an industry is usually uniform, highlighting the competitive nature of marketing and the importance of standing out with one's service promise.

Key Theme: Sales and Marketing Promises in the Fitness Industry

  • Many fitness marketing agencies offer similar promises of generating leads, getting customers, and increasing profits for gyms.
  • The differentiation in sales success comes from addressing the second key question in sales.
  • Alex suggests that the first sales question is almost always met with a yes, regarding the value of the service if it delivers on its promise.
  • The second question, often overlooked, relates to the believability and execution of the promise, which is where Alex's approach diverges.
  • Alex implies that making increasingly outrageous claims is not their method; instead, they focus on realistic achievements, as evidenced by the example of ten X-ing Monica's business.

"The promise isn't that different. They say we're going to help you generate more leads, help you get more customers, help you make more money with your gym, right?"

This quote exemplifies the commonality in marketing promises across the fitness industry, where the basic value proposition is to help gyms grow financially.

"And so it's like, well then how does this guy sell way more than this guy, right? How do we sell so much more than every other coach and marketing agency out there that targets homeowners?"

Alex questions what differentiates successful salespeople or agencies from the less successful ones, suggesting that there is another factor beyond the basic promise that influences sales success.

"We do it because we hit the other thing, right? Because there's two questions in sales."

Alex introduces the concept of two key questions in sales, with the second question being critical to their success in selling their services.

"One, do you think that if this thing does what we say it does, it's worth what we're charging we're asking for? Right? They say yes."

This quote captures the first question in sales, which is about the perceived value of the service or product if it meets its promises.

"So then it's the second question, and no one addresses that. Everyone keeps selling like, don't you? Like, we're going to ten X your business. We're going to do all these things, right?"

Alex points out that many in the industry focus on the first question and neglect the second, which is about the credibility and practicality of achieving the promised results.

"I don't think we've ten X anyone's business. Maybe. No, we Ten X Monica's. Real quick, guys."

This quote illustrates Alex's acknowledgment of the rarity and significance of achieving the promised results, such as tenfold growth, and provides an example where they did achieve it.

Key Theme: Podcast Support and Community Growth

  • Dana Derek emphasizes that the podcast does not run ads or sell products, aligning with a more community-focused approach.
  • The only request from the audience is to help spread the word to assist more entrepreneurs.
  • The growth of the podcast and the support for entrepreneurs is tied to audience engagement through ratings, reviews, and sharing.

"You guys already know that I don't run any ads on this, and I don't sell anything."

Dana Derek establishes the podcast's model, which is free from advertisements and product sales, suggesting a focus on content and community rather than direct monetization.

"And so the only ask that I can ever have of you guys is that you help me spread the word so we can help more entrepreneurs make more money, feed their families, make better products, and have better experiences for their employees and customers."

Dana Derek's quote underlines the podcast's mission to support entrepreneurs in various aspects of their lives and businesses, relying on the listeners' support to achieve this.

"If you can rate and review and share this podcast. So the single thing tha"

This incomplete quote implies a call to action for the listeners to engage with the podcast through ratings, reviews, and sharing, which is presented as the sole request from the podcast team to its audience.

Importance of Customer Reviews

  • Customer reviews are highly valued by Alex and seen as a potential catalyst for change for others.
  • Reviews are a simple action that can have significant impact.
  • The request for reviews is framed as both a personal favor and a broader benefit.

"Leave a review, but take 10 seconds or one type of the thumb."

This quote is a direct request from Alex, emphasizing the ease of leaving a review and its importance to him.

Sales and Belief in Product Effectiveness

  • Alex talks about reliably getting clients to a certain income level using a repeatable process.
  • The sales strategy is to make a promise and then address the customer's skepticism.
  • Convincing customers revolves around two main questions: verifying the truth of the claim and what they need to believe it.

"I can get you to six figures a month. If you're at 30, we can get you to 100, but I can't get you to 300."

Alex is confident in his ability to increase a client's income to a point but also acknowledges his limitations, which adds honesty to his sales pitch.

"How do I get you to believe that that statement is true? Okay, if what I'm saying is true, is it worth what I'm asking for it?"

This quote reflects the core of Alex's sales approach, focusing on establishing trust and perceived value in the proposition.

The Value Proposition in Weight Loss

  • Alex compares the value of his weight loss service to the cost of cosmetic surgery, highlighting the worth of his proposition.
  • The conversation with a potential client about weight loss and cost is used as an example of sales negotiation.
  • The emphasis is on what the client would need to see to be convinced of the service's efficacy.

"It's worth $5,000 if I can get you to lose 60 pounds in this amount of time?"

Alex uses this rhetorical question to illustrate the perceived value of his service compared to other expensive alternatives like cosmetic surgery.

Promoting Testimonials and Success Stories

  • Alex promotes his website, which features testimonials of successful cases.
  • He suggests that these testimonials can inspire and convince potential clients of the system's effectiveness.
  • The success stories are framed as a pathway to "riches, fame, and glory."

"You can check out like, 60 plus amazing testimonials of gyms that went from zero to full capacity in 30 days using our system."

This quote is used to showcase the success of Alex's system and to encourage potential clients to trust and invest in his services.

Teasing Future Content

  • Alex hints at future content that will address increasing conviction in a product or service.
  • The mention of upcoming content is a tactic to keep the audience engaged and looking forward to more information.

"I'm going to make a second one about how you can increase someone's conviction in the next podcast."

This quote serves as a teaser for the next episode, aiming to retain listener interest and anticipation for more sales strategies.

Call to Action and Closing

  • Alex provides a direct call to action, inviting listeners to apply the system.
  • He ends the podcast on a positive note, wishing the audience well and setting up the next interaction.

"So you should definitely apply. All right, have an awesome day, guys, and I will catch you guys on the next podcast."

This closing statement encourages listeners to take the next step with his system and creates a friendly, approachable sign-off, reinforcing the connection with the audience.

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