- People afford what they want to afford.
The number one reason people don't buy from you
is not money.
They say it's money, it's not money.
Sure, they'll tell you that they can't afford it,
but in reality, money is not the issue.
The real issue is value.
They don't see the value in what you offer.
Then it's not their fault, it's our fault.
- [Announcer] 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.
- Yes.
- [Male Class Member] I actually helped out
through that previous funnel,
a specific gym that I helped in Toronto,
and they got really good results
from paying very little money in Facebook ads.
- Yeah.
- [Male Class Member] Even after that,
when I present them what my high-ticketed service is,
they're like "Wow, it's expensive."
I don't understand.
Even through this free trial,
- You've produced results.
- [Male Class Member] I've produced way more
than what I'm actually charging in services.
- Because, again, you start from day one,
as, hey, for a free trial.
Imagine, how much do you actually wanna charge?
- [Male Class Member] Starting out, 25 a month.
- 2,500 bucks a month, right?
- [Male Class Member] 2,500.
- Okay, but you charged them nothing to try it out, right?
You see, when you wanna go from zero to charge 2,500 bucks,
doesn't matter how much money you make them,
there's a disconnect.
'Cause I got you for free in the first place.
Why would I pay $2,500?
See, most people, and I'll answer the question.
Most people, they try to lower the price
because they are not good at selling themselves.
You see what I'm talking about?
"I can't convince them of 2,500 bucks,
"so I'll do it for free.
"Hopefully, I hope, then, they will upgrade."
Versus, get very good at what you do
and being able to communicate the value,
and just sell at 2,500.
You see the difference?
It's just an excuse.
It's an escape.
'Cause you can't sell their price point,
so I'm gonna lower my value and try to get that.
Goes back to the same dating analogy.
I'm looking for a meaningful relationship,
but, you know what?
I haven't been out there, maybe I'm not very attractive,
so I'll just go on a bunch of cheap dates, right?
Versus, make yourself attractive,
make yourself the man or woman other people desire first,
then you can pick and choose.
It's all supply and demand.
When you have no demand,
"Oh, I'll do whatever, anything is good.
"Anything comes along I'll take."
But if you create that demand,
now, you can pick and choose.
You can pick who you wanna work with, right?
Make sense?
Yes.
- [Female Class Member] Can you convince them
that you can create value
by offering a money back guarantee if you don't?
- There is a place and time for a money back guarantee.
There is a time and place for that.
It depends on what you sell and what you do,
but from my experience,
if you're actually good with positioning stuff,
you don't really need to do that
because it implies the guarantee.
It implies the results.
Versus, like, I never offer,
"Oh, you know what?
"Come to VEG for, whatever, 30, 40 bucks.
"If you don't like it, I'll give your 40 bucks back."
You don't like it, fuck off.
(laughter)
Don't come back, I don't care.
I don't care.
Here's 40 bucks, fuck off.
Don't wanna see you no more.
You know what I mean?
That's what I'm talking about.
It's the whole thing, not just one technique.
- [Male Class Member] So, you mentioned two concepts,
and I'm trying to figure out how they work together.
- Hold on, so far so good?
Yes, hello?
- [Class] Yes.
- Yeah, okay.
- [Male Class Member] So, one concept,
and they both make sense,
I'm just trying to figure out how they can make--
- More sense.
- [Male Class Member] Well, no,
how they can both make sense at the same time.
So, one concept is not trying to turn losers
into winners - Into winners, yeah.
- [Male Class Member] The second concept is
people need, but don't see the,
the seller fails to convey the value.
At which point is the seller's fault
of not conveying value
becomes an attempt to sell,
to turn losers into winners? - Ah, okay, wonderful.
Yeah, so what's the difference,
so, Dan, you were saying
you don't wanna turn loser into winners
but at the same time, we wanna sell them,
we want to communicate value, you know,
what's the fine line, right?
- [Male Class Member] If they say,
"Well, I just don't see the value."
at what point do you say, okay,
it's no longer a sales guy problem,
you're just a loser.
(laugher)
- That's pretty good, right?
That's pretty good.
So what I'm saying is,
it all depends, from day one, you know,
are they qualified at first?
So, if they're not buying because they don't have the money,
or they actually haven't seen the value yet.
So they could pay you for the trademark,
you know they totally have the money,
they could afford it,
but it's like, "I don't know
"if I wanna do the trademark with you,
"or do I really need to protect my brand?
"I'm not so sure."
so they have the ability, just like your company, to pay it,
they just don't wanna fucking pay you.
So if they have the ability to pay it
but they don't wanna fucking pay you,
it's our problem.
We haven't communicated the value.
If they don't even have the ability to pay it,
and here's what we do, most people do.
They don't have the ability to pay it,
but "Oh, you know, I guess I can charge a little bit lower.
"I'll work for three months for free.
"I'll do this, all this, bend over backwards.
"I'll go the extra mile."
you try to convert the ones
who are not qualified from day one
to try to turn them into that.
That is hard.
Easier to just move on, right?
Make sense?
Round of applause.
Good question.
Good question. (applause)
How many are learning some new stuff, yes?
Okay.
How many are gonna charge more
when you go back to your business?
Very nice.
How many are gonna tell some clients to fuck off?
(laughter)
Good, you should.
You should.
Don't say I said it, though.
"Hey, you know, I just went to see Dan Lok.
"He asked me to tell you to fuck off."
(laughter)
"And here's his social media.
"You should tag him."
(laughter)
Don't do that, okay?
Don't do that.
It's not so much about one's ability to pay
as it is about their desire to pay.
Their desire to pay for your programs or services.
And here's what I notice.
Even people who, sometimes they might not have a lot,
but I always believe people can always find the money
for what they want.
That's what I believe.
Like, I have people who complain, you know,
"Oh, I don't have the money to buy this and join that."
and suddenly,
I have one guy, I won't name a name.
We were talking about,
he's been bugging me, bugging me, bugging me.
I think he's definitely not a good friend.
Says, "Dan, I wanna join the OIC, I wanna join the OIC,
"but I can't afford it.
"I wanna join the OIC."
Okay, he's been talking about it
for three, four months, right?
Next thing, I saw him posting on Facebook,
"I went on this vacation,
"and I bought this big TV."
Huh, interesting.
He says, "I'm broke. I have no money.
"Help me out, please."
It's interesting.
It's never, we,
think about it, in Vancouver,
this is not Africa here, okay?
(laughter)
If you live in Vancouver, we all could,
if we need the money, we could find the money, yes?
That's what I mean.
It's not the ability to pay, but the desire to pay.
Secret number four.
Actually, you know what, take two minutes.
How long?
- [Class] Two minutes.
- Discuss what I've said,
secret number two, secret number three,
what I means for you, what I've covered so far.
Go ahead, go.
Any questions with what we've covered so far?
Any questions you wanna ask me
before I move on to the next lesson?
Or maybe even an "aha" moment.
Kevin, go to the mic.
You have a question, go to the mic.
We'll take a couple of questions.
Or something you're not sure of,
or something you're confused,
or even just "aha", something that hits you
"Oh my god, I didn't know that before."
- I'll start off with a question,
I've got a lot of "ahas" for sure.
Yeah, my question is, when you say,
cause I believe I have value.
I demonstrated results for people,
and now, when it comes to just closing the deal,
it just seems like it's a communication,
when we say communication,
is it sort of, like, just selling,
or, you know, positioning, or is that,
is that areas, the aspect of communication
you're talking about?
- [Dan] I'm gonna have one of my mentees answer that.
Klaus, you can answer that, right?
Can you do that?
- [Klaus] Sure.
- [Dan] Okay, a round of applause.
(applause)
So that I can sit back and just sip some tea.
So the question is am I just talking about selling,
or am I talking about positioning, like,
what the hell am I talking about, here?
- It's both.
It's both.
So, for sure, like, positioning helps a lot.
If you are properly positioned like Dan,
you don't have to sell, really, that much.
So, basically, you are not chasing clients,
clients come to you.
But if you aren't positioned properly in the marketplace,
then, yes, you have to be a very good salesman.
- [Dan] Now, also, but the way that we sell high-ticket,
how is it different from typical, traditional sales?
- Yeah, it's actually very interesting.
So, you know, the traditional sales is like, you know,
excited guys, it's like Grant Cardone type salesmen.
Like, you know, hard close, assumptive close, et cetera.
But, I mean, what Dan teaches is, like,
he uses this concept, like,
it's a totally different model.
It's very comprehensive, but, I mean,
it's a totally,
yeah, hard to explain, but, I mean,
totally different model from the traditional model.
So it's kinda like we don't really care,
or that's, at least, the goal,
to not care about, you know,
whether that client wants to become,
or person wants to become a client,
because they have the problem.
We don't care if they become a client or not
because they actually have the problem.
So we don't have to chase them, they should chase us.
And, kind of, we should qualify them, you know,
whether they are actually a good fit or not.
- [Dan] That's right.
That's right.
Very good, well said.
Jenna?
(applause)
- Okay, let me answer that question again.
So, positioning and sales, right?
Actually, sales is a process,
so you have to position
and you also have to close the sales by selling, right?
So if you position yourself well,
you don't have to do, like, much of the selling part
to close the deal.
You see what I mean?
But if you don't position yourself well,
then you have to do, like, hard selling
to be able to close.
- [Dan] Well said.
Round of applause.
- And, Calvin, just to add to a point
with what Klaus said,
well, what I learned from Dan,
the market isn't gonna buy
from somebody who's young, inexperienced,
maybe hasn't gotten that much work with clients.
So it's kinda key to kind of position yourself
as already that go-to expert,
that kind of leading authority figure,
even if you don't have that, I guess, experience yet,
but to still kind of position yourself as that,
'cause that's, with the type of clientele
you're dealing with, that's who they wanna see.
It's what Dan said,
people are buying for the value
or the outcome they wanna receive.
Just to add to what Klaus said.
- [Dan] Okay.
Round of applause.
(applause)
- My takeaway is more, just, general, like,
- [Dan] Just turn it down, that's good.
- Mine is just more of a life and a business one.
It was, like, something that Jim Rome said
where he was like,
"Your self-development and your income
"is pretty closely related." Right?
So it's like, the more I noticed, like,
your model of thinking, the way you move,
the way you think, your behaviors,
that's way different than most poor people.
Like, that's what's making the difference.
It seems like you are the client
that you would attract, right?
That stuff.
It was like, it comes more down to the intangibles than,
just, like, the philosophy is pretty simple, right?
It's more, like, the person you are.
That's what it all
comes down to. - [Dan] It's who you are.
Like, this stuff won't work if you're not a person of value.
It just will not work.
You will fail so fast.
It will not work.
It has to start with that.
You actually deliver value, tremendous value
to the marketplace,
and you just lack those techniques
on how to communicate that, this would work.
But if you actually don't,
you're selling shady stuff,
I'm not saying you, like, other people.
If you sell shady stuff
and you have questionable expertise,
this will not work.
It would backfire so fast.
Yes, Ali, come, come on.
You guys have a lot to say, it's good.
A round of applause.
(applause)
- I actually wanted to share one of those "aha" moments
regarding the secret number two,
you're selling the value, not the dollar.
You know, thanks to Dan, that's what happened exactly to me
like, two months ago.
Usually what we do,
we provide maintenance packages to the sites
for like a thousand dollars per month.
Then we have a client who came to us and asked,
"Okay, you know, I have three websites,
"Canadian, US, and one which is a combination
"of all other products.
"Could you makes sure this one
"is gonna charge Canadian Dollars,
"this one charge US Dollars,
"because somehow it's messed up."
Then I start writing a proposal
and give it to them,
and meanwhile, I said "Okay, you know what?
"Let's get Dan's idea. How does it work?
"Dan, could you tell me if it's a good proposal?"
He's laughing there.
I'm not gonna say what he told me,
but he said no.
- [Dan] Yeah, with some F words.
Some F bombs in the email.
- And he just told me,
"You're gonna just write one sentence
"as a proposal to this guy.
"I'm gonna increase your sales by 65%,
"and I'm gonna give you this much extra percent clients
"visiting your website,
"and I will charge $25,000."
I couldn't believe they're gonna say yes.
Only one sentence instead of the whole proposal?
- [Dan] How long was the proposal?
- It was, like, two pages. I wrote two pages.
Because it says I gotta do this, I gotta do that,
I gotta merge the sites, I gotta install this one,
then I gotta take this one out,
and I gotta add advertisements.
Frick them all.
I'm just gonna increase your revenue,
and I'm gonna gain clients to your site.
I did it, I sent it to them.
I said "You know what? I've gotta test it.
"I know I'm gonna lose this client,
"but I'm gonna test it."
(laughter)
Guess what was the answer.
The answer was, "I'm gonna give you $8,000
"plus $2,000 per month and 10% of the sales of the site
"if you can do it."
Thanks to Dan.
- Round of applause.
(applause)
And that's why people, you know, they buy the drill,
they don't want a drill, they want a hole.
You have to know, what holes do they want?
Nobody cares about migration, US dollars,
currency, and my product display, description,
and title tags, all that is nice as means to an end.
What's the outcome they want?
I want to increase my sales percentage by x.
Well, then just sell them that.
Nobody cares about, Kevin, right?
Nobody cares about Facebook posts and, no.
How much money are you gonna make me?
That's it.
If you go little bit deeper,
what are you gonna do with that money?
You gotta go deep.
(upbeat music)