How to Win the Sale Without Being the Cheapest — Transcript

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1. 0:00as much. Um
2. 0:02Okay, how do you Okay, I've seen Okay, I
3. 0:04already did that one. Okay, how do you
4. 0:05effectively build value during an AC
5. 0:07system replacement sale when you know
6. 0:09your competitors are charging
7. 0:11significantly more?
8. 0:13Also, I end up doing more and do a
9. 0:15better job than them.
10. 0:18All right. Well, first off, man, if your
11. 0:19competitors are charging more than you,
12. 0:21then just charge more. And if you're the
13. 0:22one doing the job, then you probably are
14. 0:23supply constrained as is anyways.
15. 0:25So, like just do the same conversation,
16. 0:28just say the bigger number. This is one
17. 0:30where you're probably just afraid of
18. 0:31hearing no um more than making less
19. 0:34money. And so, you need to be more
20. 0:35afraid of making less money than hearing
21. 0:37no. Cuz if you raise the price, you'll
22. 0:39probably sell the same amount of people
23. 0:40and to make more money. Um so, I would
24. 0:42do that. But in terms of building value
25. 0:44when you have a commoditized product,
26. 0:46you want to build the value around
27. 0:47everything else. All right. So, number
28. 0:49one is local versus global, meaning if
29. 0:52you do a better job, that means that
30. 0:53there's a long-term higher cost of
31. 0:55having somebody do an inferior job. And
32. 0:56so, this means you have to communicate
33. 0:57that. And so, it's like, "Hey, locally,
34. 0:59this person might be cheaper now. Right
35. 1:00now, you're literally undercharging and
36. 1:01doing a better job, which is ridiculous.
37. 1:03All right. But you're saying, 'Hey,
38. 1:04these other guys are
39. 1:06today cheaper, right? But right now,
40. 1:08they're more expensive, and they're
41. 1:09going to cost you more later, too.
42. 1:10They're costing you more now and costing
43. 1:11you more later.'" Um ideally, you want
44. 1:13to say, "These guys are cheaper today,
45. 1:15um but they're going to cost you more
46. 1:16over time, and that's why I have this
47. 1:18premium." So, that's number one is local
48. 1:19versus global. The second
49. 1:21is we want to look at all the other
50. 1:22components of value, right? This is what
51. 1:24the value equation's all about. How can
52. 1:26we make what I do faster? Right? So,
53. 1:28every step from from the time the lead
54. 1:30comes in to me seeing them, the first
55. 1:32person who goes on the site has
56. 1:33significantly more chance of getting the
57. 1:34business than anybody else. Uh first
58. 1:37contact to lead all the way through. And
59. 1:38then even when I'm on site, do I email
60. 1:40it or do I try and close them on the
61. 1:41spot? Of course, I'll try and close them
62. 1:42on the spot. If I say that I can start
63. 1:44in an hour versus in 2 weeks, who do you
64. 1:47think gets the business? Uh I can start
65. 1:49sooner. On top of that, who finishes
66. 1:50sooner? I can finish in an hour, I can
67. 1:53finish in 2 weeks. The guy who can
68. 1:54finish sooner. And And you want to
69. 1:55optimize around all the other components
70. 1:57of value, speed being one of them,
71. 1:59um to get uh more people to buy at a
72. 2:01higher price. Same thing is like, what
73. 2:03are the inconveniences? Do I have to Do
74. 2:05they have to tarp their house out? Do
75. 2:06they have to move into a hotel for a few
76. 2:07weeks? Like, each of like, are we going
77. 2:09to track mud into the house? Are the
78. 2:10guys going to come and use a porta-potty
79. 2:11outside? Are they going to use the the
80. 2:13Are they going to put Are they going to
81. 2:15walk, you know, mud through the kitchen?
82. 2:16It's each of these micro things that
83. 2:18then enhance the value overall um in the
84. 2:21sale that allow you to charge the
85. 2:23premium. So, you just have to think,
86. 2:24what are all the things that suck about
87. 2:25getting an AC replacement? And let me
88. 2:27fix all of the other things, and then in
89. 2:30so doing, and have my business processes
90. 2:32dialed, meaning I'm going to get to the
91. 2:32leads faster, etc. And then when you do
92. 2:34that, you can sell for a higher price
93. 2:36than your competitors, rather than a
94. 2:37lower price. If you like this video and
95. 2:38you're a business owner who wants to
96. 2:39break through your current revenue
97. 2:40ceiling, I distilled every lesson from
98. 2:42scaling 10 businesses past 10 million
99. 2:44and three businesses past 100 million
100. 2:46into a completely free scaling road map
101. 2:48that I've used to go from zero to one,
102. 2:49zero to 10, and zero to 100 plus. And
103. 2:52so, you can click here, and you can
104. 2:53check it out. Again, absolutely free.
105. 2:55And since you're a business owner, I
106. 2:55appreciate you, and uh enjoy.