- Secret number four,
become a high-ticket client yourself first.
This is so critical.
Become a high-ticket client yourself first.
This is about being congruent.
So many entrepreneurs expect their clients to make
large investments in themselves,
yet they have never experienced what it's like
to lay out that that kind of money
in their own lives or businesses.
Don't be a hypocrite.
[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.
- You wanna sell ten thousand?
Have you invest ten thousand?
You wanna sell 25 hundred dollars?
25 hundred bucks a month.
Have you paid someone 25 hundred dollars to work with you?
You don't know what it's like.
It's chicken and egg, you don't know what it's like.
That's the issue.
You cannot speak with certainty and confidence
when you have not invested that kind of money.
You can't, your being is not the same.
I could, because I have.
See, I could charge the kind of money I charge
because I have paid other people that kind of money.
It's very simple.
I can easily charge that much, because I've paid that much.
I know what it's like to write that check.
I know the transformation that I get.
I know the nervousness, I know the discomfort.
I know all of... I've done it.
So I know exactly how the clients feel,
so I know how to deal with those feelings.
You can't charge what you wanna charge
if you haven't invested in yourself.
So the first about being, about the personal value,
first step, you wanna charge that much?
Invest that much in yourself first. Period.
You wanna charge top dollar or command premium prices
for your products and services, you must be willing
to pay premium prices to someone first.
You cannot be a cheap person,
and you wanna sell to the affluent.
It does not work.
Gary, even when he got...
Is this the Tom Ford?
(man mumbling)
Okay, he just got a Tom Ford suit.
I told Gary, Gary was selling million dollar home.
I said, "Gary, you wanna sell ten million dollar home?
You gotta ditch that cheap suit that you got.
And cheap, I mean, like a grand, 15 hundred bucks?
You wanna sell to a guy that has a 10 million dollar home,
you better dress the part.
New glasses, Tom Ford.
New suit, Tom Ford.
You better believe it, when you wear something
for five, six thousand dollar a suit,
you look different, you feel different,
you perform differently.
I don't care, in Vancouver, if people talk about,
"Oh, it's casual, it's laid-back."
Laid-back, my ass.
(woman murmurring)
If you're not asking for a lot of money,
be as laid-back as you want.
You ask for big money, you better dress the part.
That's why, don't show up here with flip-flops,
and my jeans, and like, a torn, old shirt.
It doesn't fit the image, it does not fit the image.
So that's all part of it. That's all part...
And I can tell you, when especially when you're selling to
affluent client, myself, if someone...
Let's say I'm dealing with an agent, someone comes to me,
I look at them very carefully.
I look at, okay what glasses are you wearing?
What watch are you wearing?
I told Gary a number of years ago,
I was looking at buying a place at Fairmount.
Right, Fairmount, condo.
And I, the agent showed up to show me the place.
He was wearing a sports thing.
Like he just went to the gym.
Because he shows up totally unprepared,
and then I went to another place,
another, also another unit.
And another agent, a lady,
same shit. Same shit.
Like, dressed so poor.
And she shows me the place,
and to a point where I just couldn't take it.
She was telling me about the place,
and I say, "That's not how you sell. Let me show you."
(audience laughing)
Like, don't show me the fucking kitchen,
you should be asking me questions.
What do you do for a living?
Why do you... Are you looking to move?
Are you looking for an investment?
You should be asking those questions.
You try it, you try it.
(audience laughing)
Oh, yeah, but I live...
Yeah, yeah, I know, try it.
For god's sakes, it drives me crazy, right?
(laughter)
Oh sir, are you looking for an investment?
No, no, no, I'm looking to move.
Maybe perhaps, a condo, maybe, I don't know.
Are you... Are you?
Yes, I work from home most of the time.
Oh, what do you do?
I do this, and this.
Oh yeah, and we talk, and talk, and talk.
And, no, no, no, no, no, that's not how you do it.
And I, ask these questions please.
Here's how you should qualify me,
like, you should ask me about this stuff, right?
So go through all of that stuff.
At the end, she said, "So are you gonna buy?"
I said, "No.
You should pay me, I've just given you a lesson,
for god's sakes, right?"
Sometimes I just couldn't take it, they are so bad.
They are so bad.
And I tell her, next time you should dress like this way,
and this way, I'm like, now I'm a free fucking consultant.
That's, you know.
And I know she's not going to do anything with it,
because she hasn't paid.
She'll be like, "Oh this guy's nuts, this guy's crazy.
You know, I just talked with this bar, he's insane.
He's coaching me on sales,
and asking me to dress differently.
He's nuts."
Right, cause she hasn't paid.
Sure.
- [Man] Yeah, so of course, some of the people,
for example, like, Mark Zuckerberg--
- Yup, Richard Branson.
- [Man] They wear, on stage,
they wear like, really casual, like a crappy pullover--
- Yeah.
- [Man] Does that, does that conflict--
- Good question. What about, like say,
Steve Jobs, Richard Branson, Mark Zuckerberg.
It's very simple, when you're a billionaire,
dress whatever the hell you want.
Until you get to there, dress for success.
You got a billion dollars?
You can be naked, as far as I'm concerned.
(laughter)
I don't give a fuck.
Oh, you got a few hundred million in the bank?
Sure, until then, dress for success.
Look at Trump, have you seen Trump not in his suit?
Very rare, very rare.
Yes?
- [Man] I was just gonna say, he's also selling to
like, middle-class people.
- Middle class.
(man murmuring)
Yeah, if you're selling to blue collar,
depends on what you do, right?
If you wanna be, like, let's say you're selling to
contractors or something,
yeah, you wanna be more like them,
you don't want to overdress, or anything like that.
Yeah, but usually, like I'm just generalizing this, right?
Most cases, dress to impress,
because you never get a second chance
to make a first impression.
So why take the chance? Right?
Unless it's a very particular strategy,
a very particular audience, yes.
But for most of us, you look good, you feel good,
you perform better, right?
I always... You know you can hash-tag this.
Can't get rich looking poor.
You can't get rich looking poor, okay?
I have no guilt and no hesitation
asking for big money because
I have invested a hundred thousand a year,
for the 50 billion dollar man, Dan Peña, to mentor me.
I paid Dan a 100K, I've invested US 18 thousand a year
for Titan's Masterclass Mastermind US.
I'm paying that right now.
And I invest on average 50 to 80K per year
on seminars, books, consulting, and various programs.
Ask my mentee how much stuff I have.
Right Claus? How much stuff?
He said, "Hey, Dan, I want this course."
I have it.
"I want that course." I have it.
"I want that program." I have it
I buy everybody's stuff.
I buy everybody's stuff,
because that's how I stay on the cutting edge.
I was just showing Jen, I just subscribed to this newsletter
which I bought all the four years of back issues
of this marketing newsletter, okay?
It comes with, it's about this thick, two binders.
I showed Jenny, you know what, in one night,
I'd gone through half of it. One night.
So probably, in a weekend, I'll finish the whole thing.
I've read four issues of back issues
of this marketing newsletter.
That's how fast I consume stuff. (snapping)
Right? And you can ask me stuff.
My mentees know that you can ask me stuff,
I can pull stuff from...
Hey, what you need, it's in this book, in this chapter.
Read that.
What you need is in this file, in this. Read that.
That's my gift, I have that kind of memory.
Not good with numbers, but very good with this type
of information gathering.
That's what I'm talking about, right?