- [Dan] Growing a premium service makes you face
your own bullshit and phoniness.
This is the most difficult part.
Please write this down.
Is not about just charging higher prices.
Growing a premium service makes you face
your own bullshit and phoniness.
That's why it's hard.
And here's where entrepreneurs get into real trouble.
If you continue to see these as problems,
you're operating from a fear based paralyzing mindset
and you're missing out on a much bigger opportunity.
Right Cindy?
It's when this happens your problem solving skills
and your resourcefulness are ignited.
When a problem surfaces, you have in front of you
an opportunity to improve.
The more painful the problem,
the louder it is screaming improve, improve, improve.
That's all it means.
Growing a premium service business is simple
but not easy.
Did I say this stuff is easy?
No it's not easy, but it is simple.
Two offers.
High ticket front end, high ticket back end.
That's it.
And it takes guts and massive action.
And why people quit and why I can see sometimes,
hey Gary right?
When you make a transition from selling 'cause Gary
was selling a million dollar home right?
Now jumping to $10 million home,
high ticket like luxury home,
there's that transition period because before
hey you're hitting a lot of singles (snaps fingers).
I'm closing deals but now suddenly you're moving
to bigger transaction size.
Well shit, I may not close a deal in three months
but when I close a deal, it's a big deal.
There's a difference and there's a discomfort
and that's why most people stop.
They say to themselves stuff like that.
Why entrepreneurs give up selling premium packages
even after they try, even after this training
you go back to your business and try it,
it's very easy to give up.
It's been weeks since I've gotten a sale
or it's been months since I've gotten a sale.
Self doubt kicks in.
Does this work?
Am I good?
Do people actually want this?
Is this gonna work?
How I'm gonna pay my bills?
Self doubt kicks in.
Potential clients can't get off the phone quick enough.
When you tell them the price like Ohh they freak!
And then you freak (audience laughs)
and you feel rejected.
You charge how much?
Holy shit!
(audience laughs)
Right?
And then you feel rejected,
but don't feel rejected.
They're not the right clients.
Like Des, come to the mic.
This is a good story.
Cause you share I told you from here
when you're selling two three hundred bucks a month right?
Dallas share your story.
- [Desmond] So you want me to share about the Dallas event.
- Yeah before what I told you.
- Right.
- And then what you experienced.
- Right.
- And then what you experienced in Dallas.
- So for the past eight months
I established the company and we were.
It's a company that was established with no capital
purely cash flow.
We had employees coming on.
We had bills, thing were coming on.
I'm a single parent, like I told you right.
I got bills to pay and Dan was telling me $10,000.
Desmond $2,000 for your courses.
And I'm used to selling $97 courses.
I'm the guy that I talked about being up there.
I'm that guy that doesn't qualify.
That was me just a while ago.
And then Jason and I went down to this event
and we set an intention.
Dan told us, "don't worry these are the people
"that you want to meet."
And when we went there, even though everyone
was inside the halls we were meeting with people,
giving value and it was a blue ocean strategy
because every single person we talked to said,
"Oh my god. That's exactly what I need."
And we had more people coming up to talk to us
and asking us for our services,
that we had to turn people away.
I was flying out on Friday afternoon
and people were booking to meet us on Friday morning.
And literally as I was getting into the shuttle
at the cafe there was a guy that was just listening
on the conversation I had with another person
and he said, "How much are your services?"
I said, "$2,000 a month."
"That's it?"
"And what about the other one?"
"That's another $2,000."
"So you mean $4,000?"
I was like yep.
"Done I'm sold."
"Call me when you get back, we're in."
And that's how fast we closed a sale.
And it's amazing it's just yeah.
- Before you try to sell to someone at $300
a month or $400 a month.
- I don't have money.
- You know, $4k a month it takes less time.
- Yep.
- To close the deal.
- Dan the best part was the inner circle
dinner that we had.
- Yeah.
- That night Andre said it very eloquently.
We've never been around more competent people in our lives.
There was a room full of about 100 people sitting
like this eating steaks and drinking wine
and every single one of them was what's called
a two comma club.
Two commas because they all made over a million dollars.
Very different crowd of people to be talking to.
- What's the energy like?
- They're all very relaxed.
They're not thinking about.
- You mean they're not desperate?
(audience laughs)
- They're not desperate at all.
- You mean they're not trying to get business from people?
No fucking way.
- They were shooting videos with me and they were
cutting steak and then they just said, "Yeah, sure."
- And how much was that dinner?
- It was about $150 a person and the host paid for us
without even blinking.
- Andre come to the mic.
He's only got a good experience.
- [Andre] I just wanted to add to the same event
that Des just told about.
It was an event I've never been in a room
where I heard one thing, one phrase said more often.
When they ask you what do you do?
And they say well I do this.
Well great, can I buy this from you?
Can you help me with this?
Right, because typically at the usual networking events
with people who are not at that level all you hear
is people introducing each other and then the other side
trying to get away from that conversation
as quickly as possible because they don't want
to be sold to.
These guys want to be sold to because they want
to be able to off load whatever they need done
to somebody else and that was something
I've never experienced before.
That was really impressive.
- And that's why.
- Thank you.
(audience applauds)
- Because winners want to win more and they get it.
They get it.
Desmond $2k a month for YouTube management.
$2k advertising let's do it, $4k.
What's there to think about?
Cause they get okay you charge this much.
You get results.
Whatever I pay you, if you deliver,
I'm going to make five ten times the money anyway.
Who cares?
It's only the broke people worried about
oh it's $500 a month, this and that, what do I get.
The guy didn't say what he gets.
It's how much?
$4k let's do it, let's sign, let's do it.
And that's the difference when you sell
to players with money.
They're not nickel and diming you.
You don't want people who nickel and dime you.
You do not want that at all and that's why the biggest
breakthrough you could have
if you remember nothing else from tonight.
Here's the breakthrough.
You don't necessarily have to change the what
of what you sell
to change who you sell to.
Do the same thing you're doing.
Maybe sometimes you do, but let's say
sometimes you don't have to change the what.
You could be doing exactly the same thing
just change the who.
Exact same service you can command
two, three, five times more money
doing exactly the same work.
Doing exactly the same work.
The question is do you know how to reach these people?
Do you know how to communicate to them?
That's the only difference.
If I was you, if I'm in the real estate marketing
like that kind of stuff, I would just talk
to the top 10 percent of agents.
Fuck everybody else.
Sell to anyone that's making a quarter million to a million.
Those are who I sell to.
They're not bitching about two, three, $5k a month.
I don't want to sell to beginning realtors
who try to make it.
Not my market.
That's what I would do.
If anything, I might even talk 10 percent of five percent.
Sell to the top.
Sell to the cream of the crop.
Easy and they are busy.
They're not bugging you.
Hey is my stuff done?
Is my page done?
Is this done?
They're busy closing deals.
They're busy closing deals, doing business.
Huge difference, huge difference.
Another one, nobody will pay me that price.
Self worth issue.
We talk about this yes?
- [Audience] Yes.
- Nobody would pay me that.
Self worth.
I have all the wrong people
wanting to hear about my service.
Wrong people, feeling of inadequate,
feeling of inadequate.
And what if it doesn't work?
Fear of failure.
That's why you face your own bullshit
and your phoniness.
When you sell high ticket
it's like you have to be very transparent.
This is the transformation.
This is what I do.
You can't hide right?
You have come from a place of authenticity
and say BAM here's what I do.
Here's the value I provide.
This is it.
Not the techniques are hard, this is hard.
That is what it hard
and that's why people give up.
Let me give you a perfect example.
Let's say you are selling.
Let me ask you a question.
Do you know how much an average McDonald's
franchise costs?
How much?
- $2 million.
Around one to two, $1.5-2 million.
Depends on location.
If you were to open up a franchise with McDonald's
you need a minimum, a bare minimum
of half a million in cash, non borrowed assets.
So half a million in cash right plus all these
other things, a couple million dollars.
Do you know what an average McDonald's makes net?
Like the owner?
If I was to buy the franchise,
I put in a million bucks how much does
an average McDonald makes?
(audience member yells out)
About $130,000, $120-130,000 a month net profit.
What the owner makes?
So you put in a million dollars,
if you're lucky you make five, six, eight thousand a month.
Whatever, $120,000 a year.
How long it takes you to get your money back?
Six, seven years.
Is that a business model?
Yes, it's one business model.
You sell a high ticket offer for $10,000.
One offer per month.
You sell one client per month.
12 months you make more than a McDonald's
with a lot less hassles and not having
to deal with teenagers
and also expired fries, whatever right.
(audience laughs)
You have to understand the power of high ticket
and that's why when you learn this stuff,
when you do this stuff, when you do marketing
don't worry so much about, even when you drop
in traffic, oh I spent a few k and my offers
not converting.
Think of McDonald's.
$1 million in to make $120,000 a year.
And people line up to buy their franchise.
I would not take the franchise even if give me one.
Don't want that life.
So you have to know the value of the
high ticket business model.
Is this making sense?
Have that comparison okay?
I'm going to wrap it up, close with this.
When it comes to selling high ticket
this is not about what steps to take
it's also who you become not just what steps to take,
but who you have to be, the person of value,
to charge to command the premium prices that you want.
And some of you will go back to your business
and you will do and you will put together
your high ticket signature offer and you do it.
And some won't.
And some will try.
And some will give up.
It's just the way it is.
And this is not like being negative
or anything like that.
It's just the way it is alright.
I've seen enough people I know how it works right?
And I suspect that percentage is probably 10 percent.
10 percent will do what I teach and you would
stick with it long enough and you will do it,
about 10 percent.
So I'm talking to that 10 percent.
I'm talking to the 10 percent.
Start focusing on selling high ticket packages
and you will notice that you start to work
far less and can give more value to fewer clients
that you do work with.
If you don't believe you have something valuable to offer
and are unwilling to learn to believe it,
stop what you're doing.
Go find a job in the workforce otherwise you know
you're likely to struggle your entire life
as a wannabe entrepreneur.
I've tried all kinds of business models.
There's no model that gives me more satisfaction,
more net profit, more freedom than a high ticket model.
None.
$1.3 million a year with 42, now 42 clients, 42.
Not thousands, 42.
So I hope you take it to heart.
Change your offer and change your life.
Change your offer and you change your life.
You change your offer and you change your life.
That's all I got.
Thank you very much.
(Audience applause)
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