(dramatic music)
- Let me go through this pretty quickly.
It's all on the power point.
There are basically four types of clients.
How many types?
(audience responds)
Four, okay?
Four types of clients.
The first type of client is what I call Cheap Clients.
Cheap Clients.
They buy based on price.
Cheap.
Cheap Clients.
How many have seen some of these Cheap Clients before?
Okay, describe.
What are they like, what do they sound like?
- [Audience Member] Honda Civics, they drive Honda Civics.
- (laughs) They drive Honda Civics, yes, okay.
- [Audience Member] How much does it cost.
- How much does it--
They don't even know what you do.
They pick up the phone, how much you charge?
How many have got those phone calls before?
Don't you just hate those?
They don't even know what you do.
They don't know the value you provide.
How much you cost?
Oh, that's okay, I'm just shopping around, right, yes.
- [Audience Member] There's one thing when you say, Oh I
charge a hundred, but then they say, Oh I thought somebody
told me you charge $40 or something--
- You say you charge this, they say
oh, but somebody told me you only charge this.
Yes.
- [Audience Member] When they ask you
what is your best price.
- What's your best price, yeah, okay.
- [Audience Member] You give 'em a price
and they'll be like, holy crap.
I could get someone a Fiverr to do it for five bucks.
(laughter)
- That's a good one, that's a good one.
Yes, that's a good one.
- [Audience Member] They're more often more discerning about
terms and charges over quality of service--
- Are they very demanding?
- [Audience] Yes.
- Okay, do they truly appreciate what you offer?
- [Audience] No.
- No, even you try to do a good job, and you think,
by the way, bad idea, you think
oh well, I'll just kinda take them in first,
and I'll bend over backwards,
and I'll try to prove myself, and then maybe
they'll see my value, and they'll pay me more.
No!
It ain't gonna happen.
Because it's in their nature.
They're fucking cheap.
Have you seen those shows, what is it, those TV shows,
what is it, Extreme Couponers, or something like that?
(audience agrees)
How many have seen those before?
Like these people, they clip the coupons,
they go into dumpsters, and get these coupons,
and they buy 500 toothpastes, right,
at home and all that stuff, right?
(audience agrees)
And they're like, I'm looking at that show, I'm just--
I think it's fascinating. (laughter)
It sure is fascinating, wow.
You can do this--
And how they buy a truck, just a full shopping cart
of groceries for 50 bucks, or something like that.
And they're very proud of it.
Nothing wrong with that, but in my mind,
I'm glad I'm not selling to them.
(laughter)
I'm just glad I'm not selling to them, that's all, right?
So you have Cheap Customers, and then you have
what I call, Difficult Customers, okay.
Difficult Customers.
So Difficult Customers, they're not necessarily cheap,
they're just difficult.
Okay, usually they're having a bad day,
they're trying to make your day worse.
They are just difficult to deal--
They're not that pleasant, they don't smile that much.
You look at them, it's like,
Jesus man, like-- (blows air out)
It's just like, somehow they've got this negative--
You'll see it, you'll sense.
They've got this negative energy about them.
How many have met those customers before?
(audience responds)
Yeah, what do they sound like?
What do they sound like.
- [Audience Member] My life sucks.
- My life sucks. (laughs)
Yes, they will tell you, my life sucks, man.
My life sucks, yes.
- [Audience Member] I don't have time for this.
- I don't have time for this, yes.
- [Audience Member] The world's going to shit.
- The world's going to shit, great, great.
The world's going to shit, I like it.
Yes.
- [Audience Member] You have too many upsells.
- You have too many upsells, okay yes.
So difficult customers, now.
You think in terms of in the marketplace, they aren't actu--
The majority of the people,
the majority I'm talking about, okay,
you have a lot of people who are Cheap Customers,
a lot of people who are Difficult Customers.
Now most entrepreneurs, believe it or not,
believe it or not, subconsciously,
not conscious, but subconsciously,
they structure their business in a way,
or their marketing message, create their
marketing message in a way, attract these people.
They don't even know it.
And then you have what I call,
Sophisticated Customers.
What are they?
(audience responds)
Sophisticated Customers.
These people, they have money, but they're sophisticated,
they're educated, they know what they're buying, okay.
So Cheap Clients, buy based on price, yes, okay?
These guys are just very demanding.
They don't even know what the fuck they want man.
They just want to make your life worse.
Sophisticated Customers, they go into your business,
they know exactly what they want.
They're very clear, they've done the research,
they have talked to a few people.
So they will tell you--
An example of Sophisticated Customers,
if they go buy a vehicle--
Yes, Nathan.
- [Nathan] So you want to be the source of that education--
- It could be that, you being the source of that education.
But they would go in to--
Let's say someone who goes to buy a car, they will know,
okay, I know exactly, here's the model I want,
here's exactly all the features that I want,
here is the color that I want, here's the payment plan,
or lease, or whatever, here's exact--
They know exactly, they've done all the research.
They're very very sophisticated.
Now dealing with these customers, yes, sometimes
you can educated them, and they appreciate that.
They like that, because by giving them more information,
they say okay, you guys know what you're talking about.
So it builds trust.
Or sometimes, knowing when you're selling to
Sophisticated Customers, they need time.
They need what?
(audience responds)
So, they may go in, they, and ask--
They ask a lot of questions.
But the questions are very different
from Difficult Customers, okay.
The Difficult Customers, they ask just, illogical questions.
Okay, but these guys, they are very sophisticated.
They're asking intelligent questions.
How many have met those, yes?
What do they sound like, tell me.
What questions do they ask, what do
they sound like, what are they like?
Describe them to me.
- [Audience Member] How much warranty would they get?
- How much warranty would they get, yes?
(muffled audience response)
Timeline.
Yes?
(muffled audience response)
- [Audience Member] Knowledgeable.
- Knowledgeable, yes?
- [Audience Member] Features and benefits.
- Features and benefits, okay.
How does this work, yes.
- [Audience Member] They get back to you,
before you get back to them?
- Yeah, they'll get back to you,
before you get back to them, very good.
So they may need a little more time, and say,
great information, I just need
to do a little more research.
And this is very different than these guys,
that say I'll think about it, but never get back to you.
They actually need some time, to think it over,
talk with some people, because usually,
when they they make a decision,
they stick with that decision.
Say I'm gonna buy, I'm gonna buy, right?
Yes, someone from the back, yes.
- [Audience Member] They want to actually
take a look at the terms and conditions.
- Terms and conditions, and maybe even have you,
explain to me your terms and conditions, all the details.
- [Audience Member] Sign it and--
- Yes, sign it and fine print, right?
Sophisticated.
So there's a difference, sophisticated, okay?
And then you have what I call Affluent Customers.
Affluent Customers.
So with Affluent Customers, they buy based on feelings.
They buy based on feelings.
Does this feel good?
So it's like when I was going into
the car dealership, buying the RX8,
I actually do not know all the features,
horsepower, I don't know any of that stuff.
I just think it's a cool car.
(laughter)
That's it, that's my buying criteria.
It's a cool car, and I could afford it,
I'm getting it.
And if the guy, the manager was nice, and he's,
hey man, this is a very special car, this kind of color,
this and that, okay, and buy based on feelings.
So the mistake all entrepreneurs make,
they try to sell to Affluent Clients.
They say to them, I'm gonna give you a deal.
They don't want a deal.
Because they're thinking, if you
give me a deal, what does that mean?
(audience response)
You're cheapening it, is there something wrong with it.
Right, what is going on?
Or sometimes they try to educate too much,
just like the salesman did to me.
Try to educate--
I don't need that.
I wasn't, for that case, I'm not a Sophisticated Buyer.
I'm an Affluent Buyer, right?
And sometimes in life, if I'm making an investment,
I'm a Sophisticated Buyer.
I'm making an investment, right?
If I'm just buying toilet paper, yeah, then I may buy cheap.
I mean, there's some stuff.
And sometimes you look at ourselves,
in life sometimes we, in certain areas we are
Affluent Buyers, like yeah, no problem.
Certain aspects, we're very sophisticated.
Certain buyers are just cheap, we want a good deal.
But think in terms of your business.
Who do you want to sell to buy the way?
(audience responds)
Left side, right side?
- [Audience] Right side.
- Right side.
You want to sell to the right side, okay?
So we'll take two minutes.
How long?
- [Audience Member] Two minutes.
Discuss the four types of customers,
then I'll jump into the self image.
Okay, go.
- [Narrator] Ten times you finances. (dramatic music)
Ten times your business.
Ten times your marketing.
Ten times your life.
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