How To Sell To Broke People Ep 11

In this Gym Secrets podcast episode, host Alex discusses strategies for selling to individuals with limited financial means, challenging the advice of his mentor, Russell Brunson, to avoid selling to the financially disadvantaged. Alex argues that everyone deserves the opportunity to improve their lives through purchasing services, regardless of their economic status. He emphasizes the importance of conviction in one's product and the transformative power it can hold for customers. By sharing anecdotes and his belief that perceived "broke" individuals may actually be more likely to spend due to poor money management, Alex encourages listeners to sell with equal enthusiasm to all potential clients. He concludes by inviting listeners to learn more about his method for filling gyms to capacity.

• The podcast focuses on strategies for selling gym memberships to individuals who self-identify as financially challenged.
• Alex introduces the topic by referencing Russell Brunson's advice against selling to broke people.
• Alex acknowledges the prevalence of encountering potential customers with a "broke" mindset in the gym industry.

"And we're going to be talking about how to sell to poor people. This is something that my good friend Russell Brunson and mentor, he always says, don't sell to broke people."

The quote establishes the episode's topic, which is about strategies for selling to people with limited financial resources, and mentions Russell Brunson's stance on the subject.

• Alex's company has shifted from a done-for-you model to a done-with-you service to assist more gyms effectively.
• The new model enables gyms to make more money by being actively involved in the sales process.

"We now have transitioned to doing done with you because it allows us to serve a lot more gyms a lot faster, and the gyms end up making a lot more money rather than us taking all the money."

This quote explains the company's transition to a collaborative model with clients, highlighting the benefits for the gyms involved.

• The "broke" mindset can be present in both customers and the sales team.
• A gym owner expressed concerns about the inability of customers to afford the program.
• Despite these concerns, Alex's team successfully generated significant sales by targeting the same market.

"And what's interesting is that we literally ran the same ads to the same audience, the same demographic, and I had my guy there, and we generated 95,000 in sales in five weeks of new sign ups."

The quote provides evidence that a "broke" mindset can be overcome, as demonstrated by the successful sales figures achieved by Alex's team.

• Salespeople must have a strong belief in the value and effectiveness of their product.
• This conviction is necessary to genuinely help customers and improve their lives.
• Confidence in the product can lead to a transformation from a scarcity to an abundance mindset in customers.

"Now, one of the number one things is that you have to have conviction in your product, right? Because if you don't believe that your product is going to massively help this person and that you are genuinely the best in the market, then you should go and figure out a way to become the best in the market and give yourself that level of confidence when you're talking to someone."

This quote emphasizes the critical role of believing in your product's ability to positively impact the customer's life, which is essential for successful sales.

• Selling a product should be seen as helping the customer, not just taking their money.
• The goal is to help customers better their lives and possibly shift their mindset to one of abundance.
• If a salesperson doesn't see the value in this transformation, they may need to reconsider selling their program.

"And if you believe genuinely in your core, not what you just say you believe, but what you actually believe, that you are going to best serve them and that you are not taking their money, that you are actually helping them better their lives and maybe even get into a position where they are more confident and they switch from a scarcity mindset to an abundance mindset that can be life changing and transforming."

The quote underscores the importance of the seller's belief in the transformative power of their product, which goes beyond the transaction to potentially changing the customer's life.

• Alex emphasizes the potential to sell services to individuals regardless of their socioeconomic status.
• He challenges the notion that only middle-class or wealthy individuals can afford services.
• Alex shares a belief that his services can significantly benefit those who are perceived to be "poor" or "broke."
• He highlights a success story of an unemployed individual who, after using his services, improved their life and secured a better-paying job.
• Alex stresses the importance of self-discipline and confidence gained from his services, which can positively affect other areas of life.
• He introduces a sales hack based on the belief that everyone deserves the opportunity to purchase his services.

One of the huge breakthroughs that I had was understanding that you can sell to anyone.

This quote encapsulates Alex's realization that sales opportunities are not limited to a specific economic class, opening up the potential customer base.

I genuinely believe that people who are, quote, poor or quote, broke would really benefit from my services because I think that I can help them in a huge way by helping them control one aspect of their life that will bleed into many, many others.

Alex expresses his conviction that his services can have a transformative impact on individuals who are financially struggling, improving their overall life quality.

And I've had people who we've signed up who were unemployed, they put it on a credit card and then lost 30 pounds in their first six weeks or whatever it was, and then found themselves and then got a new job that paid three times as much as their old job because of the confidence of how they looked and how they felt, okay?

This anecdote demonstrates the tangible benefits of Alex's services, showcasing a direct correlation between the services provided and improved life circumstances for his clients.

I believe everyone deserves the opportunity to buy my services.

Alex asserts his inclusive sales philosophy, which is grounded in the belief that all individuals should have the chance to benefit from what he offers, regardless of their financial situation.

• Alex recounts a story about a friend of a friend who sold smoke alarms door-to-door.
• The story illustrates the consequences of making assumptions about a potential customer's financial capabilities.
• It shows the negative impact of prejudging customers and not offering them the opportunity to purchase.
• The story serves as a lesson to avoid making snap judgments and to give every individual the chance to decide for themselves.

Here's a little story about that for a friend of a friend, used to sell home smoke alarms, okay? Door to door.

This introduces the anecdote about the smoke alarm salesman, setting the stage for the lesson Alex wants to convey about sales and customer assumptions.

And he was talking to the husband and he said, all right, well, I wish you guys a great day. And then he tried to go on his way.

The salesman's decision to leave without making a sales pitch is highlighted, indicating a premature judgment about the customer's purchasing power.

And as he's walking out the door and walking down the street on the sidewalk, the husband comes outside and starts chasing him and yelling at him and saying, like, what? You don't think that I'm good enough? You don't think I'm rich enough to deserve to protect my family?

This quote captures the customer's reaction to being prejudged, which is both a confrontation and a lesson about the importance of not underestimating a customer's desire or ability to purchase.

And it was because that salesman had made a judgment on the individual and not even pitched them.

Alex concludes the story by pinpointing the mistake made by the salesman, which was not giving the customer the chance to consider the product due to a biased judgment.

• Alex emphasizes the importance of word of mouth for the podcast's growth.
• There is a conscious choice against running ads, sponsorships, or selling products.
• The request made is for listeners to share the podcast as a form of support.

"The only way this grows is through word of mouth. And so I don't run ads. I don't do sponsorships. I don't sell anything."

This quote highlights the podcast's growth strategy, which relies solely on listeners sharing it with others, rather than traditional advertising or monetization methods.

• The podcast's continuation and reach depend on listeners' actions.
• Sharing can be in the form of a review or a social media post.
• This act of sharing is seen as both a support to the podcast and a good deed towards other entrepreneurs.

"My, I only ask is that you continue to pay it forward to whoever showed you or however you found out."

Alex requests listeners to share the podcast with others, continuing the chain of discovery and supporting the podcast's organic growth.

• Discusses the impact of a salesperson's belief and mindset on the pitch's effectiveness.
• Highlights the problem of self-sabotage in sales due to preconceived notions about the potential customer's financial status.
• Emphasizes the need to give everyone an equal opportunity to hear the pitch and make a decision.

"So how many times have you, when you've been selling someone, given them a half hearted pitch because you felt like they were going to say no?"

This quote introduces the problem of salespeople delivering pitches without full conviction, which can lead to a self-fulfilling prophecy of rejection.

• Alex believes that all potential customers deserve an equal chance to be offered products and services.
• Sales pitches should be delivered with consistent enthusiasm regardless of the salesperson's perception of the customer's financial situation.
• This approach gives customers the opportunity to make life-changing decisions.

"Everyone deserves an equal chance. Everyone deserves an equal pitch. Everyone deserves the equal amount of enthusiasm in that pitch so that they have the opportunity to say yes and change their life."

The quote encapsulates Alex's philosophy on sales, which is to treat all potential customers with equal respect and provide them with the same level of opportunity to engage with the product or service.

• A strong belief in the product's value is crucial for a salesperson.
• Alex uses a hypothetical scenario to illustrate the potential regret of not selling effectively due to misconceptions about a customer's financial capacity.
• The underlying message is that the purpose of the product—to save lives—should override any hesitations based on customer profiling.

"You have to believe in your product, and that's something that saves lives."

Alex emphasizes the importance of believing in the product's value and its potential impact on customers' lives, which should drive the salesperson's efforts.

• Reinforces the concept that every person deserves the chance to purchase, coined as "equal opportunity seller."
• The mindset is to provide equal service without discrimination or assumption.
• The story serves to reinforce this belief and encourages salespeople to adopt it.

"I'm an equal opportunity seller."

The quote reflects Alex's commitment to treating all potential customers fairly and without bias, which is a key part of his sales philosophy.

• Alex proposes a mindset shift to assume that all people, regardless of their economic status, can afford the product or service.
• This approach is intended to prevent prejudgment and to encourage salespeople to offer their products to a wider audience.
• The idea is that if people are indeed struggling financially, it may be because they lack access to valuable products or services that could improve their situation.

"But rich people, middle class people with jobs, whatever you want to say, can afford my product and service right? Now. Quote, poor people, quote, broke people."

This quote introduces the mindset hack, which is to believe that everyone has the potential to afford the product or service, thereby avoiding prejudgment and expanding the salesperson's target audience.

• Alex emphasizes the importance of selling to every customer with genuine intent.
• Believes that salespeople should be equal opportunity salesmen, selling to all customers as if they truly want to help them.
• Argues that not selling to someone who appears "poor" could have negative consequences if they miss out on a beneficial service.

"You need to be an equal opportunity salesman. You need to sell to every single person as though you mean it, as though you really want to have them, okay? And you really, really want to help them."

This quote underlines the philosophy that sales should be conducted without discrimination, treating every potential customer with the same level of dedication and enthusiasm.

• Alex challenges the notion that 'poor' people are not good prospects for sales.
• He suggests that people who are not disciplined with their spending are actually easier to sell to.
• The idea is to view the lack of financial discipline as an opportunity rather than a hindrance in sales.

"If they are poor because they spend all their money, they spend all their last dollars, then there is no reason that they should not spend their last dollar with you."

This quote reflects the argument that a customer's poor financial management should be seen as a sales advantage, as such customers are more likely to spend money impulsively, potentially on the service or product being sold.

• Alex identifies two main beliefs to break: not selling equally to everyone and misunderstanding why 'poor' people might be an advantage in sales.
• He encourages salespeople to sell with conviction to every customer, regardless of their financial appearance.
• Alex believes that perceived 'poor' customers' lack of money management skills gives a salesperson an edge.

"Second one is that quote, broke people, quote, poor people are broke because they do not manage their money and they spend it and they blow it and they're not disciplined. So you should have an advantage, not a disadvantage in the sale because that person is more likely to give you their money."

This quote highlights the strategic approach that salespeople should adopt, recognizing that poor financial discipline among certain customers can actually increase the likelihood of making a sale.

• Alex concludes by promoting his service, Gym Launch Secrets, which aims to fill gyms to capacity in 30 days.
• He invites listeners to opt into a case study and offers a phone consultation without immediate financial commitment.
• The promotion is positioned as an opportunity to assess the suitability of the Gym Launch Secrets system for potential clients.

"If you'd like to see how we get gyms from zero to full capacity in 30 days, I would like you to opt into our beautiful case study little thing. It's gymlaunchsecrets.com quiz."

This quote serves as a direct promotion for Alex's business, encouraging listeners to engage with his company's case study and potentially become clients through a no-pressure initial phone consultation.