- So do you have a simple, compelling message?
That's my question.
Do you have a simple, compelling message?
When you meet with people, people ask you,
what do you do?
Do you say, oh I do this or I do that, or I am a blank.
What is your message?
- [Narrator] The King of high ticket sales.
World's highest paid consultant.
Media celebrity.
Multi millionaire entrepreneur.
Acclaimed TedX speaker.
International best selling author.
Dan Lok.
- And you know sometimes when you give them the message,
when you tell them what you do,
how many of you had this experience?
You tell people what you do, you know it's not lending.
Like you know, you can see the faces going blank
like, you know, they're not paying attention.
Looking at cell phones and stuff,
trying to get out of the conversation.
You know it's not lending, my question is then,
why the hell are we keep doing that shit?
Change it, modify it, test it out, test it out.
It's all about outcomes, all about what?
- [Audience] Outcomes.
- Clients do not care about the work that you do.
They do not care, they don't give a damn.
They only care about the outcome that you help them create.
It's all about outcomes.
Until you understand this, it's impossible
to charge premium prices or stand out from the crowd.
Impossible, all about outcomes.
What is the outcome that you deliver?
It's a very powerful question, you can brainstorm.
What is the most awesome,
most powerful outcome that I provide?
In super hero terms, what's your super power?
What is your super power?
What is the most awesome
and most powerful outcome that I provide?
How many things, how many things?
- [Audience] One.
- One, one outcome.
Then build 100% of your sales message around that.
100% around that, now it doesn't mean you don't have a lot
of back end services that you want to sell,
I'm saying lead with how many things?
- [Audience] One.
- One, how many things?
- [Audience] One.
- One, the most awesome, powerful outcome that you provide.
So let me give you, let's say, five minutes.
Among your table, discuss, among your table,
what's the most awesome and most powerful outcome
that you provide?
Go ahead.
Please give them a high five and say
I sell to players with money.
(crowd murmuring)
Oh yeah, players with money.
Players with money.
Now I overheard some interesting discussions here.
Anyone has questions, any questions we have so far?
Anything, just go to mic, any questions.
Ask me anything you want.
You want me to clarify a certain point, or even critique it?
Sure, go to the mic.
And just introduce yourself, hi my name is.
- Hi, my name is Mika.
- [Everyone] Hi Mika.
- Hey everyone.
Okay so I came up with two.
- [Dan] Okay.
- I service retail investors
and I also service security issuers.
The retail investors I said I enable investors
to become wealthier sooner.
- [Dan] Okay.
And for the security issuers,
I set you up for success, I'm using your words,
and stop you from fucking up your offering.
(laughter)
- No, I think it's a good, is that a good starting point?
- [Audience] Yeah.
- Can he be more specific?
- [Audience] Yes.
- Can he narrow down who he serves even more?
- [Audience] Yes.
- But it's a good starting point, round of applause.
(applause)
Couple more, sales message you want to share?
You wanna get some feedback from the group?
- Hey guys, so my name is Steven.
- [Dan] Hi, Steven.
- [Audience] Hi, Steven.
- Hi guys, so I'm not a realtor, but somebody at our table
is so I'm gonna ask a question for them.
He was saying how realtors are taught is to say,
instead of saying I'm a realtor, people are taught to say
I help you sell your house for top dollar very quickly.
Is that how you say it?
- [Man] Not bad.
- Right, no but the problem that, yeah, every realtor
says that, people don't really believe them as soon as
they say that but that is the greatest outcome
that people want.
- [Dan] Yes and no.
- Yes and no, okay.
- And sometimes you might assume, that's the thing,
too many assumptions.
You assume that's the outcome that they want.
Have you asked?
Are you sure?
Is that the language that they use?
Don't use the language that you use,
use the language that they use.
That's why it goes back to a lot of us starting off,
you don't understand your market place that well.
You don't narrow it down, you know what,
this is who I serve and I know my target market.
I know their pain, I know their frustration so well.
I can describe their problems better
than they could describe themselves.
You need to be able to do that.
When you can do that then you're not talking about
like some big terms, I kinda do this,
and then you don't use anything.
If you use the same thing that everybody uses, think,
if anybody can use your line
then your line is not that good.
If anybody can just take that and use it it's not that good.
It cannot be that unique.
You go back and then you gotta refine it some more, right?
Round of applause.
(applause)
Hunter, you have one, why do you need?
Okay, go ahead, I'm teasing.
- I'm tweaking that.
- [Dan] Okay, good, go for it.
- I actually came up with something that's totally different
from what I usually use.
- [Dan] Oh wow, good.
- So how about this?
I help entrepreneurs who are excited about building
a meaningful business protect their brands
so that nobody rips off your brand name, logo or tagline.
- [Dan] Oh not bad, round of applause,
I like that, I like that.
(applause)
I like that, I like that.
'Cause you know, it's the same thing, you try to reach wide
but you position narrow.
Excited, entrepreneur who want to build brand,
want to protect the brand, right, and logos and everything?
I like that, I like that, well done.
(applause)
So here's a key.
Premium pricing works,
now that you know your outcome then this question is,
what's the outcome worth to your clients?
What's the outcome worth to your clients?
What is worth to save a relationship
at the brink of divorce?
To get leads for a business?
To help someone get in to amazing shape
and add confidence and 20 years to their life?
That's my question,
what's the outcome worth to your clients?
My goal is to get paid a million dollars from one client.
That's my goal, get paid a million dollars from one client.
In order to do that, my math is very simple.
Like how can I charge someone 100K?
I make them a million, I get paid 100K.
All I need to do is I make someone ten million,
I get paid a mil, it's simple math.
Entrepreneurs will do that all day long.
So I need to up my, what?
- [Audience] Value.
- Value, so I can deliver that,
then I can get the compensation that I want.
It's not just about demanding, I want more compensation.
I want to charge more.
No, I just need to work with a client who are maybe
at a certain level and if I can take them
to that next level and add 10 mil in to the online,
I'll get paid a mil, does that make sense?
So what's the outcome worth to your clients?
You've gotta think about that.
And don't project your value on to them, please.
Don't project your value.
Don't project, oh I'm not gonna pay for that.
So the marketplace won't pay for that.
Is that true?
No, what they are willing to pay for.
I won't buy a Ferrari, that is stupid,
that's outrageous, that's over price.
Yeah but a lot of people would love to buy a Ferrari.
You're not a Ferrari buyer, you're not a Ferrari buyer
that's okay but don't project your values on them, right?
Sell them a Ferrari, that's okay.
And then buy whatever damn car you want to buy, right?
Does that make sense?
That's the thing, entrepreneurs, we project our own value.
I'm not gonna spend this, I don't sell that.
That's why we're not comfortable charging the kind of money.
I'm not gonna pay ten grand for this,
so I can't charge 10 grand.
Not true, not true.
Make sense?
- [Audience] Yes.
- Okay, let's move on then.
So what have you learned from my talk
and how does it apply to you
and how do you take the right action?
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