(strong music)
- So I always say, those who afraid to buy,
are always afraid to sell.
Write this down.
Those who are afraid to buy, are always afraid to sell.
Yes?
- [Male] How do you change that mindset?
If you've got something, you have a great product?
- You've got great product, yes?
- [Male] And you've never bought anything
of that value yourself.
- Okay
- [Male] What's the best way to change that mindset to get--
- Can I ask, what's your name?
- [Male] Ron
- Ron, what's the product and how much is the price point?
- [Ron] It's a 5 million dollar product.
- A 5 million dollar product, right?
So, it's a product that you have but you've never
bought anything like that, right?
- [Ron] Correct
- Okay.
One thing that worked for me, okay,
is that I would immerse myself in an environment
where luxury is common.
I want to get more comfortable.
So let me give you an example.
When I was getting started, when I was a copywriter.
A lot of you know that's how I got started, as a copywriter.
I was charging $500 to begin with,
and then $1,000,
and eventually $10,000 to create
a marketing campaign for clients.
So one of the things I did is,
because my mentor was forcing me to increase my price.
He said, "You should double your price."
And then when I double to five grand,
he said, "You should double your price again."
(shocked inhale)
I can't charge 10 grand.
He said, "Double your price."
And he said, "I want you to practice in front of a mirror,
quoting the 10 grand to get comfortable saying."
Because at first I would stutter.
Well how much you charge?
(stuttering) 10 thousand dollars.
(audience laughter)
Okay, if you are the client,
and you ask me how much I charge and that's my reply,
what's going through your mind?
No way in hell, man!
Right? No. No. So I practiced.
You gotta practice in front of mirror.
Look them in the face.
Ron, how much is this thing?
Five million dollars.
You say it like it's no big deal.
That's the first step, getting comfortable asking.
Because believe me, if you practice in front of a mirror,
a lot of you, your body language will give it away.
You're like trying to be, pretend you're confident,
but you're actually not.
You want to practice that your congruent, you're what?
- [Audience] Congruent.
- Yeah, the way you say it. How you say it.
So that's number one.
Practice asking for a lot of money.
You gotta practice asking for a lot of money.
And don't blink. It's not (hesitant) like sometimes
you say it's ten thousand dollars but,
I can give you a deal,
but I can give you an installment plan.
It's ten thousand dollars.
It's one hundred thousand dollars.
It's one million dollars.
- [Male] Only--
- Hmmm?
- [Male] Only, only one hundred thousand dollars.
Only a million dollars.
- Yeah. (audience laughs) So that's one.
And second thing, also what I did is I immersed myself.
Remember, I would go to the hotel.
What's the hotel, Pan Pacific, Yes.
When I had no money, I would go there and
I would just sit there. Just sit there.
And just read and do my work because I wanna immerse
myself in that kind of environment.
And then eventually I made a little bit more money,
I order cup of coffee. Right?
(audience laughs)
And then eventually be more money and I order a meal.
I could have lunch there.
Eventually have more money and I would have meetings there.
Then eventually you could stay there, right?
So that's kinda how I immerse myself in.
One of the things I recommend,
and it's going to the next couple slides.
There is a magazine out there, a magazine out there,
called the ROBB Report. ROBB Report.
- [Male] But they cannot ship to Canada.
- Hmm?
- [Male] There's something about the shipping.
- Shipping?
- [Male] They can't ship to Canada.
- They can't ship to Ca--
You can get it from Chapters though.
- [Male] No.
- No?
(multiple audience members speaking)
No, but I see it on magazine racks all the time.
- [Male] You can buy it everywhere.
- Everywhere, yeah, Robb Report. Robb Report.
That's one of the exercise that, one recommendation advice
from my mentor is that you gotta read the Robb Report.
He said, "The average net worth of the people who read the
Fortune Magazine is four hundred thousand dollars."
Fortune Magazine.
"The average people who read the
ROBB Report is four million."
He said, "Read the magazine, expand your comfort zone."
What you think is a lot of money,
so that it doesn't feel like it's a lot of money.
So you look at the ROBB Report,
they're not selling like Mercedes or BMW, right?
They're selling Bugatti.
They're selling a pen for 10 thousand dollars.
They're selling a chair for one hundred thousand dollars.
It just-- They're not selling like boat.
They're selling a fucking yacht I
could park a helicopter on.
(laughter)
It just expands, right Ron?
It says holy shit, there are people spending money,
a hundred million for a damn fucking yacht.
What's five million dollars man?
Big deal, right?
It expands your comfort zone.
So that's why I started, I subscribed to Robb Report
and I read those things like, well yeah,
it's not a lot of money.
It changes your concept of how you view money.
And you look at these things, oh my god, there are people,
affluent clients, spending that kind of money.
And it just changes your mindset.
Make sense?
- [Audience] Yes.
- Good question.
Okay. So ROBB Report, right?
ROBB Report, yeah, and they talk about trip.
They talk about the craziest things you will see.
The craziest things, Limited edition. Yeah.
ROBB Report, you buy a hundred thousand dollar car,
you're broke.
It's one million dollar car.
Two million dollar car, right?
It's crazy. Absolutely crazy.
But it expands your comfort zone.
And what's also interesting, going back,
selling to affluent clients.
They're selling to affluent clients.
Notice the language they use.
The way they run the ads.
You don't see the magazine, buy one get one free.
(audience laughter)
Get 30% off before this deadline.
You just don't see that.
It's a whole different verbiage, language.
The way they use graphics, everything they use.
There's actually an ad in there, a match-making ad,
targets specifically kinda, I think it's called
Millionaire Matchmaker or something like that.
I forgot what it is. But it's an ad.
They been running the ad for a long time.
It's a match-making service, dating service.
It cost like a hundred thousand dollars.
A hundred thousand dollars.
Now is it way better than other match-making,
dating, I have no clue.
It must be, it's a hundred grand!
I don't know but the way they are selling it.
The way they say they go through the process,
the interview process and whatever bullshit they make up.
Who cares, right? Who knows?
But it's very, very educational.
Just buy an issue. Flip through it.
It's fascinating. It's fascinating.
So ultimately the secret to making a great income
from your business is simple.
Stop selling to poor people!
(audience laughter)
Stop selling to poor people.
Make the money first, then give to the poor.
That's perfectly fine.
But as a business, it's a very, not impossible,
but very, very difficult.
And just, it's not the way I want to make my money.
I don't want to sell to people that's got no money.
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