The Ostrich Jacket Price Overcome (how to sell anyone on anything at any price related to fitness...) 🔥💰One of the most solid price objections I know of...and why everyone loves to buy. Ep 69

Summary Notes


In a candid discussion, the host shares his personal experience with valuing expensive purchases, using his ostrich skin jacket as a prime example of a high-priced yet cherished item. He delves into the psychological satisfaction derived from buying costly goods, emphasizing that selling expensive products shouldn't be hindered by one's own insecurities about price and value. He suggests framing the cost of a high-ticket item, like a fitness program, in terms of daily use and overall life enhancement, comparing it to the infrequent use of luxury items like designer heels. The host encourages sales professionals to leverage this perspective to overcome customer price objections, ensuring they offer exceptional service to justify the premium pricing, ultimately creating a positive cycle of fulfillment and customer satisfaction.

Summary Notes

Introduction to Price Objections and Personal Anecdote

  • Speaker A begins with a spontaneous decision to discuss a topic related to price objections.
  • The discussion is prompted by thoughts during breakfast, leading to an immediate decision to share the topic without delay.
  • Speaker A uses a personal item, an ostrich skin jacket, as a prop to illustrate the topic.
  • The jacket is described as both the speaker's favorite article of clothing and the most expensive possession they own.
  • The process of purchasing the jacket involved initial hesitation due to cost, repeated visits to the store, and eventual encouragement from someone named Layla.

"So I ran in my closet to get this article of clothing, which I'll talk to you about in a second and basically explain what I believe to be one of the most solid and fundamentally sound price objections that I'm aware of."

The quote explains the speaker's intention to use a personal experience with a high-priced item to discuss the concept of price objections and their reasoning behind it.

"It's also the most expensive thing that I own, including all of, like, well, all of. I have, like, two suits, but it's the most expensive thing that I own. Bar done. And it's also, like, my most prized possession."

This quote emphasizes the significance of the jacket to the speaker, both in terms of monetary value and personal value, setting the stage for a discussion on the relationship between cost and value.

The Psychological Impact of Expensive Purchases

  • Speaker A suggests that expensive purchases are often the most cherished and induce excitement.
  • The act of buying, especially costly items, is linked to a release of dopamine and serotonin, which are neurotransmitters associated with pleasure.
  • This brain chemistry is presented as an uncontrollable factor that influences people's enjoyment of buying, particularly more expensive items.

"Because you have this huge dopamine, this huge serotonin release that's associated with purchasing. Like, people become buying addicts because people like to buy things. And the more expensive it is, the more they enjoy buying it."

The quote describes the psychological effects of making purchases and how the cost of an item can amplify the pleasure derived from buying, which can lead to addictive buying behavior.

Selling Expensive Items

  • The core topic is introduced as the value of selling expensive items.
  • Speaker A encourages sharing this message with trainers and sales managers who might hold the belief that certain items are too expensive to sell effectively.
  • The audience is prompted to reflect on their own experiences with expensive purchases and their emotional associations with them.

"And so the topic today is around why you should sell expensive stuff."

This quote introduces the main subject of the discussion, which is the rationale behind selling high-priced items and why it can be advantageous.

"And this is hopefully something that you might want to tag some of your trainers in or some of your sales managers in about some things that they might believe about. Oh, this is too expensive."

The quote suggests that the topic is particularly relevant to sales professionals who may encounter or hold misconceptions about selling expensive items.

"Think about the last thing that you bought that was extremely expensive. Or think of the thing that was the most expensive thing that you've bought in the last five years, right? And then think about your association with that."

The speaker invites the audience to engage in self-reflection, considering their own experiences with expensive purchases to relate to the topic and understand the emotional connection to such items.

Personal Investment in Valued Items

  • Individuals often invest significant time, emotion, and money into items they highly value.
  • These items can range from clothing to car accessories to home gyms.
  • Positive associations are created with these items due to the investment made.
  • The concept can be applied to selling high ticket items by relating to a customer's similar experiences.

"Like, we all have our own flavor of thing, but there's a thing that you did a lot of research on. And then you're like, I'm going to do it. I'm going to do it. And then you do it. And then you get it and you unbox it, and you look at it and you're like, oh, my God, this thing."

This quote highlights the emotional journey and commitment involved in researching and finally purchasing a highly desired item, emphasizing the personal significance of such possessions.

High Ticket Sales Approach

  • The speaker suggests a sales technique that involves empathizing with a prospect's hesitation towards expensive purchases.
  • The technique involves asking the prospect about their most expensive personal items to draw parallels.
  • It is aimed at helping prospects understand the value proposition of the high ticket item being sold.

"And so if Mrs. Johnson were to walk in the door and you present the price, and she's like, I don't know, $2,500. That's a lot of money. And you're like, absolutely. It totally is. Let me ask you a question. What's the most expensive thing that you own, clothing wise or accessories?"

This quote illustrates a conversational strategy for addressing a customer's concern about the cost of an item by relating it to their previous expensive purchases, thereby normalizing the investment.

Cost-per-Use Justification

  • The speaker introduces the concept of cost-per-use to justify the expense of an item.
  • By comparing the cost-per-use of a previously purchased luxury item to the potential purchase, the value is reframed.
  • This technique is used to demonstrate that the high ticket item's cost is reasonable when considering its long-term use.

"Okay, so if you spend $2,500 on this, on this program, how many times are you going to walk outside in your body?"

The quote suggests using the cost-per-use argument to rationalize the expense of a high ticket item, in this case, a program, by comparing it to the frequency and duration of use, making it seem more justifiable.

  • The speaker indicates that their platform does not run ads or sell products.
  • This statement is made to clarify the context in which the sales approach advice is being given.

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

This quote is a declaration of transparency, ensuring the audience that the advice provided is not influenced by advertisements or personal sales agendas.

Importance of Sharing the Podcast

  • The host emphasizes the importance of spreading the word about the podcast to assist entrepreneurs.
  • Sharing the podcast through ratings, reviews, and word-of-mouth is vital for reaching more people.
  • Helping entrepreneurs can lead to improved products, experiences, and financial well-being for families.

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.

The quote highlights the speaker's primary request to the audience to share the podcast, outlining the broader impact this action can have on entrepreneurs and their communities.

Encouraging Listener Engagement

  • The speakers encourage listeners to take a small amount of time to leave a review.
  • They stress that this simple act is highly meaningful to them and could have significant effects on others.

It'll take you 10 seconds or one type of the thumb. It would mean the absolute world to me. And more importantly, it may change the world for someone else.

These quotes stress the ease with which listeners can engage with the podcast by leaving a review and the profound impact such engagement could have.

Value Proposition of Investment in Self

  • Speaker A discusses the value of investing in oneself, comparing the cost per wear of expensive shoes to the cost of something that enhances one's appearance and well-being.
  • They highlight the benefits of this investment, including improved self-image and the positive effects on personal relationships and longevity.

So this year, let's just say this year right now, just give me one year. Like I gave you three years for the shoes. But in this one year, 365, you're talking about $8, $100 a wear versus eight.

This quote illustrates a comparison between the cost of luxury items and the cost of investing in oneself, emphasizing the greater value and benefits of the latter.

Perception of Expensive Purchases

  • Speaker A argues that people enjoy purchasing expensive items and that denying them this pleasure due to one's insecurities is unfair.
  • They suggest that allowing customers to spend money on valuable items leads to a cycle of great service and fulfillment.

The first one is just that people like to buy expensive stuff, and the more expensive it is, the more excited they get about it. And you should not rob someone of that Experience because you have your own insecurities about your own self-worth.

This quote reflects the idea that people find joy in buying expensive items and that one's personal insecurities should not interfere with a customer's desire to make such purchases.

Cost-Per-Use Justification for Spending

  • Speaker A uses the example of expensive shoes to demonstrate the concept of cost-per-use, suggesting that spending more on something used frequently can be justified.
  • They encourage listeners to reflect on their spending habits and consider the value they get from their purchases.

Think about this. You could break it down like I told you, the heels thing. If you want to break it down even more.

The quote encourages listeners to consider the practicality of their spending by analyzing the cost-per-use of their purchases, using the example of expensive footwear as an illustration.

Cost Rationalization and Value Perception

  • A breakdown of costs is used to rationalize the value of frequent usage items versus seldom used items.
  • The comparison is made between the cost of wearing high heels for limited hours and the cost of maintaining a body that one wears all the time.
  • The argument suggests that investing in one's body is more cost-effective and valuable in the long run.
  • Clothing is mentioned as an example of a high-cost item that is often used to cover up, which is unnecessary if one invests in their body.

"Okay, so you've worn that three times. How long were those events? 2 hours, 3 hours. Okay, cool. So you wear about 9 hours a year. All right. And you've been it for three years. So we got 27 hours of wearing in these shoes."

This quote explains the calculation of the total hours high heels are worn over three years, which is 27 hours.

"So you're paying $40 an hour to be in those heels."

This quote highlights the cost per hour of wearing high heels, emphasizing the high cost for limited use.

"Whereas with this shit, I can do 40 divided by 365. And that's what the number is going to be in terms of what she's paying per hour by having the body that she wants."

This quote contrasts the cost per hour of wearing heels with the cost per hour of maintaining a desirable body, suggesting the latter is more economical.

"And you don't have to cover it up with clothing that's expensive because you can wear a gap t shirt and you're going to look like a bombshell. Wouldn't that be nice?"

This quote implies that with a good body, one doesn't need to spend as much on clothing to look attractive.

Overcoming Price Objections in Sales

  • The conversation shifts to sales strategies, specifically overcoming price objections by making relatable comparisons.
  • Using humor and familiar examples like dresses worn infrequently due to social media presence, the speaker suggests a tactic to make the cost seem reasonable.
  • The speaker encourages salespeople to use this comparison technique to help potential customers understand the value of the product relative to other expenditures.

"So anyways, that's a price objection that you can use. If you see someone who has trouble with priorities, compare it to something that they understand, like heels or a purse or a jacket or a dress."

This quote offers a strategy for salespeople to handle price objections by comparing the product's cost to that of other luxury items.

"You can even make that joke in the sale. But anyways, guys. I hope you guys have an amazing Tuesday."

This quote suggests using humor in sales to make a point about the cost and value of the product, aiming to create a light-hearted atmosphere.

Sales Motivation and Offers

  • The speaker concludes the conversation with motivational remarks and a call to action for sales managers and teams.
  • A special offer is mentioned to encourage engagement and commitment to the sales program.
  • The speaker emphasizes the benefits of the program, which include making money, saving lives, and helping people.

"Tag a sales manager in that."

This quote encourages the sharing of the sales strategy with others who may benefit from it, particularly sales managers.

"My birthday offer. So grab your time slot, sign up for legacy, become a gym lord, make lots of money, save lots of lives, help lots of people."

This quote presents an offer tied to the speaker's birthday, promoting a sense of urgency and the multiple benefits of the sales program.

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