How to Get More People to Say Yes to You — Transcript

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1. 0:00another one. So, in order to grow
2. 0:02faster, you need to take longer to hire.
3. 0:05Counterintuitive. You think, "Okay, I
4. 0:07have these I've got these seats. I need
5. 0:09to fill them up with butts and hands and
6. 0:11maybe some brains." But, what ends up
7. 0:13happening is that when you have to fill
8. 0:14your seats quickly,
9. 0:16you end up lowering your bar for talent.
10. 0:18And B talent costs so much more,
11. 0:22especially at the leadership level,
12. 0:24it's it's it's it's so hard to
13. 0:26comprehend cuz I'll tell you real story.
14. 0:28Whenever we have to turn a leader in in
15. 0:30in one of our companies, you almost
16. 0:31always have to turn
17. 0:33half or more of the team. And it's just
18. 0:35because that leader's standards were too
19. 0:37low, and so they let in other like
20. 0:40you know,
21. 0:41B players hire C players, right? It's
22. 0:43like they're even worse and they do like
23. 0:45they're they're negative. They're
24. 0:46literally negative value. Like they they
25. 0:48then
26. 0:49discourage the A players cuz they're
27. 0:50like, "Oh my god, my life has gotten so
28. 0:51much worse because this person is now
29. 0:53getting in the way of me doing work."
30. 0:55And so,
31. 0:56what do you do in that instance? Uh you
32. 0:58have to take longer to make sure that
33. 1:00you keep the bar high and you have to be
34. 1:02willing to suffer in the short term. And
35. 1:04again, you'll notice this common theme
36. 1:05of these counterintuitive solutions tend
37. 1:07to be
38. 1:08things that are counterhuman. It's
39. 1:10counter our our Like the intuitive ones,
40. 1:13they make sense and then they're aligned
41. 1:14with how we would behave as humans. It's
42. 1:16fast, it's easy, it's whatever, right?
43. 1:18The counterintuitive ones,
44. 1:20we have to suffer longer. We have to
45. 1:21prolong the pain that we're in so that
46. 1:24we can avoid much larger pain that
47. 1:25happens later. The equal opposite of
48. 1:27this is that it is it is human to keep
49. 1:30somebody who is a star performer that is
50. 1:32bad for the culture.
51. 1:34And so, that's the the equal opposite of
52. 1:35this is that we have to fire that person
53. 1:37very quickly. Now, the intuitive side is
54. 1:40our the human side is, "Well, I don't
55. 1:41want to have the hard conversation." And
56. 1:43I also have a business case that I can
57. 1:44reasonably explain why I don't want to
58. 1:46get rid of this star performer. But, the
59. 1:47thing is is that every time we remove a
60. 1:49cancer,
61. 1:50everything around it grows. And this is
62. 1:52something that I've seen especially on
63. 1:53sales teams cuz this is where it's
64. 1:54probably most prevalent where people are
65. 1:55and entrepreneurs are willing to put up
66. 1:57with kind of shitty behavior more cuz
67. 1:58they're directly driving revenue. But
68. 2:01every time I have removed a star
69. 2:02performer, star putting in you know,
70. 2:04quotes here,
71. 2:05somebody who does good production but
72. 2:06does not obey the way that we do things
73. 2:08here in terms of the culture,
74. 2:10everyone else just steps up and it's
75. 2:12like they never were there and now the
76. 2:13culture of the team just picks up and it
77. 2:15makes much easier to get and keep better
78. 2:16talent.
79. 2:18All right, I'll give you another
80. 2:19counterintuitive one.
81. 2:21If you want to increase demand, cut
82. 2:24supply.
83. 2:25Huh. So you're struggling to increase
84. 2:27you know, the the pricing that you have
85. 2:28and get more people to say yes. And so
86. 2:30the way to get more people to say yes is
87. 2:32not say allow
88. 2:34as many people to buy from you. So if
89. 2:35you cut supply
90. 2:37and I learned this when I was at Arnold
91. 2:39Schwarzenegger's charity event, they
92. 2:40introduced me this guy who's
93. 2:42you know,
94. 2:43a very very very successful luxury
95. 2:45watch and jeweler.
96. 2:48And he was talking to the organizer of
97. 2:50the event and he said,
98. 2:52you should have cut the supply and
99. 2:54raised the prices. And he was like,
100. 2:55well, we had a lot more interest this
101. 2:56year and he's like, and that's exactly
102. 2:57when you should have cut it.
103. 2:58And I remember him saying it so
104. 2:59violently. It was this it was like an
105. 3:01Eastern European guy who was an
106. 3:02immigrant and he obviously made
107. 3:03everything for himself. And he said it
108. 3:05so confidently. I was like, I'm going to
109. 3:06really I'm going to remember this one.
110. 3:08I talk about this in the offers book
111. 3:09about scarcity.
112. 3:11But if right now you're not getting as
113. 3:12many people as you want, this is where
114. 3:14having cohorts can be super useful. This
115. 3:16is where having waitlists can be super
116. 3:17useful. This is why I say there's start
117. 3:19dates that are delayed or that rotate or
118. 3:21if you're in physical products, the
119. 3:22limited drops. Like you will sell more
120. 3:24from having limited drops
121. 3:26than you will from having it always be
122. 3:27available. And so the question is, how
123. 3:29can you maintain or project out the
124. 3:31correct amount to limit it at so that
125. 3:32you're always a little bit below the
126. 3:34supply or rather the demand
127. 3:37for the stuff you have because then what
128. 3:38ends up happening and fundamentally if
129. 3:39if this weren't true, then scarcity and
130. 3:41urgency urgency would not work and we
131. 3:42all know that they work, but we don't
132. 3:44actually apply them to the business. And
133. 3:45so yes, it is counterintuitive that if
134. 3:47we say we will sell fewer people, we
135. 3:50will end up selling more.
136. 3:51Counterintuitive.
137. 3:52All right. Um another counterintuitive
138. 3:55lesson. If you like this video and
139. 3:56you're business owner who wants to break
140. 3:57through your current revenue ceiling, I
141. 3:59distilled every lesson from scaling 10
142. 4:01businesses past 10 million and three
143. 4:02businesses past 100 million into a
144. 4:04completely free scaling roadmap that
145. 4:06I've used to go from zero to one, zero
146. 4:07to 10, and zero to 100 plus. And so you
147. 4:10can click here and you can check it out.
148. 4:11Again, absolutely free. And since you're
149. 4:13business owner, appreciate you and
150. 4:14enjoy.