- Now you might-- I can hear what you're thinking,
"But, wow," you think, "but easy for you to say, Dan."
Right?
"You're Dan Lok, I'm just getting started,
"I don't have enough credibility,
"I'm not on the fucking magazine cover."
Whatever bullshit excuse you have in your mind,
it's not true, because at the end of the day,
your clients are paying you to solve a problem for them.
If you can solve their problem,
you can charge for your worth.
(dramatic music) - [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.
- It's like, what does it cost
for them to keep the problems that they have?
Right there, what does-- how much does
it cost them to keep the problem they have?
You gotta think from that angle.
When you understand-- it's like Cindy,
for someone who's-- you know, she's a
relationship and dating coach to executives
and high achievers, how much does it cost
for executives to remain single,
or not have the romance in their life?
They're making the money, they're making good money,
but that relationship part,
it's just they're lacking that.
How much is it costing them in terms
of happiness and fulfillment?
That's worth a lot of money, you can charge
a good amount of money for that, okay?
Gary? Where's Gary?
Gary? Yeah, Gary?
So, now you might say it worked for me,
it works for my students as well,
so Gary-- guys should go to the mic, it would be helpful.
Round of applause?
Let, let-- (audience claps)
hear the story from him.
And Jenna? Where's Jenna?
Jenna, Jenna, go to the mic as well?
Now, so Gary and Jenna, they are working
on from last year, working, a couple years ago,
working a million-dollar home,
now they're working on a $10 million listing.
Maybe just hear that, how-- yeah, Jenna,
you can do that too. Sure.
- Well, I have always worked
- [Dan] Is that on? - higher-value homes.
(laughs)
Okay, so to start with, I always worked
in the multi-million dollar
- [Dan] High-end. - High-end, yeah.
And I totally agree, like I have--
I used to work with some lower-priced properties of clients,
and it's a lot harder to close deals with them.
- [Dan] Yes. - Yeah.
- [Dan] Yes. Gary?
- For me, I've been, yeah, I've worked
along with the lower-priced homes in the beginning.
Yeah, like I agree with Jenna,
it's definitely harder, a lot more maintenance required,
a lot of pinching pennies and complaining
and whining and-- - [Dan] Yeah.
- But, you know, a lot more hand-holding.
- [Dan] A lot more hand-holding, a lot more babysitting.
- Yeah, yeah. - [Dan] Yeah.
Okay, round of applause?
(audience claps)
Sam!
Sam?
Sam? Come, come in front of the mic.
Round of applause for Sam?
(audience applauds)
Now, Sam is also a DLIC member,
now, Sam, share with them how much
you were charging before and now you're charging more money.
What are the clienteles, what have changed
for you from the packages wise?
- Oh, well I was just telling my table here,
we let go a $5,000-a-month client
at the end of December, and--
- [Dan] $5,000-a-month client? - Yeah.
And, you know, we kind of made it,
if you talked to him, he'd say,
"Oh yeah, I let them go."
- [Dan] Yeah.
- Yeah, but no, we let you go.
- [Dan] Yeah. (audience laughs)
- So he came up and he always tried
to leverage the $5,000 a month against certain things,
it's like, "Hey, give me this, give me that,"
and finally I just said, "You know what? No, no, no."
And then he said, you know,
"Well, okay, you can't charge my credit card anymore,
"I'm going to pay you a check every month."
And he goes, "Sorry, next month."
And I'm like, "We already charged your credit card."
And so he came back and said,
"Okay, you know what? I quit.
"This is your month's notice."
And I said, "Okay, that's fine."
And what I found out is,
opportunities like that, when I get--
in the past, it'd be like, $5,000 a month!
And I'd get distracted and engrossed
in the fact that it's $5,000 a month.
But I'm flying to Edmonton tomorrow,
and I'll share this in DLIC next week,
- [Dan] Yeah. - I fly to Edmonton tomorrow,
and there's a much larger deal
with a group that owns 10 dental offices.
- [Dan] Yes.
- And so before I would miss opportunities
like this because I was so preoccupied
with keeping the $5,000 a month.
- [Dan] That's correct.
- So-- - [Dan] And that--
In your mind, - Yeah.
- [Dan] For that Edmonton deal,
you're thinking roughly how much you charge them per month?
If you don't mind me-- - Per month?
- [Dan] Yeah, roughly.
- So we're talking about, like, $200,000 for the year.
- [Dan] Yeah. - For 2017.
- [Dan] Yup.
- And I'm going to ask-- and I've told them already,
the owner of the group, - [Dan] Yup.
- That I'm looking for equity stake in it, too.
- [Dan] Very nice, very nice.
- So an equity stake, and then for the agency.
- [Dan] Awesome.
- So there's two sides of it. - [Dan] Yeah.
- And I wouldn't have come up with
that sort of structure if it wasn't for Dan.
- [Dan] Yeah, okay, well done. (audience claps)
- So it's not so much me, it's the methodology works.
It doesn't matter if selling real estate,
it doesn't matter if selling digital marketing service,
what works is what works.
It's like, you try to bake a cake,
if I share you with you the recipe,
you follow the recipe, this is how much sugar,
and this is how much powder and all of that,
and this is how I put the fruit, you make a similar cake.
It's not so much me that makes it work,
it's more the methodology, right?
Matt Astifan-- some of you know Matt Astifan--
tripled his income this year and moved into a new home.
Same thing with Matt, the first thing I did
with him is increase his prices.
Nothing genius about that, just increase your prices.
That's all, right?
So let me share with you secret number two--
actually, you know what, let me give you two minutes.
How long? - [Audience] Two minutes.
Discuss what I've said so far about secret number one,
charging premium prices from day one, okay?
Two minutes, go.
(dramatic music)