There are two ways to build a business…
There’s the take-it-or-leave-it approach. And there’s the make-people-want-it approach.
One of them leaves all the power with the buyer. The other puts the power squarely in your hands.
When you do the first, you just put it out there, cross your fingers, and hope someone buys. When you do the second, you create a step-by-step path that makes people buy. But as important as it is to take charge, there’s a catch to creating relentless, gut-churning desire: It’s a game of inches.
It’s not just about the big ideas and mindset shifts.
For every lightbulb, there are hundred small little details you absolutely must know to make things add up. It’s not shiny. It’s not sexy. It is pretty fun, though. In the video, I’m going to share something master marketer Joe Sugarman discovered by accident one day when he was ordering a chocolate sundae that can blow up your profits if you use it right.
Here are a few highlights of what you’ll learn in the video:
- How Sugarman’s chocolate sundae strategy can get you 29% more profit selling the exact same thing
- How the right branding can make people pay more even when they get less. (Honda used this trick to massive effect in 1986.)
- A 2-step presentation strategy I used that was an essential part of getting me a 92% close rate
Quick Tip #1
Everyone knows experience changes everything, right? But how do you build it? In the two examples, you see it all comes down to starting by thinking about how you want people to see your product and why they’re not buying. Then shape your process around that.
Quick Tip #2
It’s not always easier to make people buy one thing than two. If you run into price resistance, see what happens if you use a two stage selling process, where you get people to confirm one purchase before the second.
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