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Book Yourself Solid & Get More Clients

Lesson 12 of 19

4-Part Simple Sales Formula

Michael Port

Book Yourself Solid & Get More Clients

Michael Port

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Lesson Info

12. 4-Part Simple Sales Formula


  Class Trailer
Now Playing
1 What is Book Yourself Solid? Duration:1:22:20
2 The Red Velvet Rope Policy Duration:1:03:56
4 Develop Your Personal Brand Duration:1:17:10
10 Define your Product Duration:24:35
11 Perfect Pricing Duration:52:07
12 4-Part Simple Sales Formula Duration:15:09
13 The BYS Networking Strategy Duration:51:43
15 The BYS Referral Strategy Duration:38:33
16 The BYS Speaking Strategy Duration:39:03
17 The BYS Writing Strategy Duration:30:00
18 The BYS Web Strategy Duration:1:10:53
19 Conclusion Duration:10:21

Lesson Info

4-Part Simple Sales Formula

Now remember, the sales conversation needs to happen in the right time. When is the right time? You don't always know you have to use your social intelligence to gauge whether it's the right time if somebody says head like have a sales conversation with you that's the right time if you feel like you're pushing this sales conversation on them and they're going like this that's not the right time. So there are four parts that every good sales conversation has this's the four part formula this is the last thing we're going to do for today. The four part formula is never to be used as a script is that clear? Never to be used as a script it's a structure it's a way to look at the things you need to cover it won't even always go in this exact order, but it'll go pretty close. It may go over the course of four conversations or it might happen right quickly. First thing number one first thing you always want to know what you want to achieve what you want to achieve. No, not you. Yes, that's. G...

ood that's. Good. Though I'm glad that you want that you know your client, what does your client want to achieve? What do they want to make happen? What do they want to get that's the first thing you got to be crystal clear on and they got to be crystal clear because if sometimes they'll come to you and they're not crystal clear yet and if they're not crystal clear sales conversation is not effective because they don't buy remember the confused mind says no so they don't buy until they know exactly what it is and if they do buy when they don't know they usually have remorse so you want to make sure that's career if they have articulated to you and you know that they are clear about it and you now are clear about it you don't need to ask him the question just for the record that's my point this is a stroke if you're looking for these elements if you see it you're good you'll move on to the next one so the first thing you want to know is what do you want a chief next thing you want to know why why that's when they start articulating the benefits what's going to happen if you achieve that what's gonna happen if you do that thing how you gonna feel what's life gonna look like are you going to live in the world in a different way financial benefits, emotional benefits physical benefits spiritually benefits do you see how this all builds upon itself that's the point you are building something significant so the first question is what what do you wantto achieve you don't have to use that language you can use any language you want but then you want to know why why do you want to achieve it already what do you mean what's going what you're gonna get is a result of that now you might feed them some answers if they're not coming up with them and they go oh yeah yes that's exactly right and even thought of that because they may not even realize all the benefits that come not people don't always realise the physical benefits that come along with being books off I might suggest do you might feel this way have you thought that you might have you know I hadn't thought of that that's exactly right now how does there the way they feel in that conversation change a lot of people teach sales techniques will teach you gotta get to the pain you got pain you got a pen I get it certainly won't give them an opportunity to talk about things that hurt them certainly want toe be able to identify the challenge is that they're having but I like a sales conversation that goes to the positive I think you do too so let's do that let's find out what they want to achieve let's find out why let's get into that conversation and then once we know what they want to achieve and we know why they want to achieve it then we can look at do you want someone to help you with that? Because you know you could get your uncle stand to come do the pictures at your wedding, right? You could have him help you with that if you want a professional to help you, do you want to keep trying it on your own or do you want something to help you now? They may have already said I'm interested in getting your help so you know the answer, but if it doesn't come up clearly it's a great question to ask, what else does it do for you? What does that question do in the sales conversation? Absolutely determined their level of urgency? Do they really want it? It helps you determine their level of urgency? Do they want it? So if they say no, I don't want help, which doesn't happen very often in this conversation. If you're having at the right time, you say great, let me know how it goes I'll see in six months I'm kidding you don't say that, but you do follow up with them, you keep in touch with them, you make sure that they are doing the things that they want to do because eventually they're going to come back to you most often if you're in this conversation, they know they want help but it's just good at that moment because then you feel comfortable saying would you like that person to be made because they have already articulated that they want help you know what it is and you know why they want to do it it's a formula it's not a script you don't need to say or ask a particular question you don't ask it you know it but when you say would you like that person to be me you can also say because you're my ideal client I do my best work with somebody like you and here's why I'm an expert in that you are all of these things that we've talked about the red velvet roll policy comes in there you demonstrate that you understand who they are and I love that they see that you recognize that you demonstrate I'm an expert in that that is what I do best and you feel comfortable saying it and you can back it up and then you know what their answer is if you have the sales conversation the right time yes yes I want that person to be you when can we start right now and now you need to be very very comfortable having the conversation about expectations but first you said at the payment may be sure that you know how that's gonna happen okay because at that point you may need to have a conversation about payment and you might find even ideal clients will want to try teo get a different payment structure or they might want to pay less and you have to decide in your pricing models as we talked before are you pricing it at this level so you know you can discount it to here or there's the price that's it or are there different packages? You gotta get very good at articulating them if you start giving me the different packages I don't understand what you're saying even if I know what I want to achieve even if I know why even if I know I want help even if I know I wanted to be you I get confused I don't make the decision right there too actually put the money down yes, go ahead, please regarding that when you were talking about the different structures because I know that when I was an attorney as an attorney that I had clients that actually the majors this I know that if I if I structured something at one price knowing that I'm going to bring about this price I always felt like that was wrong. I always felt like, you know, so I specifically told my clients over and over again I have already calculated in my brain the discount etcetera realizing for different people in different situations, but culturally speaking I had lots of clients who from their cultural experience they don't feel satisfied unless they've taken a price from one place to here so I never did figure out what the balances well, interestingly enough, if that's what they want, why not give it to them? If that's part of their culture, if it makes them happy, give it to them? Absolutely, I don't have any problem with that whatsoever. Go ahead. I have a dentist that run into that exact same problem, but he said there were some cultures that they would always want to negotiate. The price is, and so he started with a higher price would discount to his regular price for those people, and they didn't negotiate what she said never happened. He would just say no what? You know, I really, you know, really towards working with you. I'm gonna go ahead and give you a discount. I don't have anything wrong with that if you know that that's important to them, why not? Anybody have very strong objections to that, I think if that's important to them that's. Good. I love gay who doesn't like getting a deal? You know, first thing petra says, when she comes home and she buys, something goes, I said, oh my god, look at that because you have no idea what kind of deal I got on this. Yes, please good you'd do the same thing I was just raising my hand saying that's totally eye all the women in my in my life I don't know if it's a male female thing but I don't know I mean it's just about different things I mean me and my boating friends were always comparing the deals we got on our boats and market value right now for my boat is this and I only paid this who's the man you know that's that's that's what we do right? And then they say so how much did you put to fix it up? Well let's not talk about that that's not important right now wait will be played tricks on ourselves and the tricks make us happy sometimes that's good sometimes not so good you have to make sure we know when it's good when it's not I want to hear what you're taking away from the work you've done today and also yesterday, but especially today what is powerful for you important for you? What are you getting out of this? You've got that might go for the fact that you're saying the difference between the expert and the person who wants me that sport isn't all the information is the organization of the information and that's why I love anyway why you're awesome because you're so good at having us organize that information because we don't most of us and most people who are watching probably don't need more information we think we need a whole lot more information but that's not what we need and that really resonated with me great thank you excellent who's next grab mike the greatest thing that I got from today was just when you were saying when you were teaching about and being okay to give things away I mean literally I mean it's okay to give stuff away and that was such a powerful moment for me so I feel so much more confident and I have ideas of what I was want to give away I mean, I really it's valuable but I really want to give it away and I'm not worried about my bottom line beautiful because your bottom line will get bigger higher, bigger yeah, absolutely good yes please try to go ahead I feel like I've been trying to take every job I could even if it wasn't what I wanted because I need the money and I need to pay the bills and I'll give discounts just to get more and I just like is a complete eye opener like yeah okay if I up the price by half and lose half, I have more time with my kids and if I take just the jobs I want and focus on getting those jobs that I'm just going to be a much happier person and say still make the money so yes, that is awesome way theo who's next yes please go ahead. Thie info products I'm highly motivated to, you know develop the lead generating info product now onda along that same lines actually well, credit mat with a little bit of what I learned hey suggested kind of picking five things that after we leave here that we're gonna put into motion yeah, things matter nice good. Um I really learned similarly the info products and also the sale's final strategy I think was really powerful from a cycle soulcycle correct don't want children good who's next grab a mike yes, please what I really loved is the idea I get all these ideas in session and I'll write it down like what do I do with this? I want to be able to expand my reach and I have these things that drop in and they would be very helpful and so now I have a way to do it and it's simple good actually wonderful anyone else want to share? I think definitely the cell cycle was huge for me because I don't want to choke anybody for sure and then the info product, that structure I went up there and thought, what am I going to say? I have no idea and I can't wait to go home and just start writing my guide also so grew excellent anyone else? Yes. So mom was just now in the sales conversation, I noticed that you didn't cover objections, and then as I thought about it the whole week, I mean, a whole couple of days that we've been together, uh, if you have the ideal client, you don't have to get into objections because if it's not the right time, it's not the right time and you continue to follow up with that model and keep staying in touch eventually they're going to become your client, and also, I don't look a tte objections the way people often look at objections, I just look at them these questions, and I just answer the question so there's no manipulation if the answer is not the answer they want to hear. I mean, if if the answer is an answer that's going to say I don't, I don't need this owned by it. I still giving the same answer, so I don't worry about anyone else. You wanted to say something, susan, I would just say that the constraints that she gave me on stage there, I just I was amazed because when you said five, I was just like wow, five but then they just came and it worked, and it was all true, so I need to do more constraint, wonderful notes, no need. I've been working with you so closely for a day for two days. Now, I feel like I've known you for a hundred years, houses, looking your face and, like, I know you so well, I've known you forever. Do you know what I mean by that? It's? Really an extraordinary thing, this opportunity to get to look at you, you know, face to face in the eye, this close together now, and do this work so intimately for for these two days in dreux, doing it in front of, like, tens of thousands of people, how cool are you?

Class Description

Book more clients, earn more referrals, and build profitable, long-lasting professional relationships with Michael Port's best-selling Book Yourself Solid system. Whether you are a photographer who needs to book more portrait sessions or an acupuncturist who needs more clients, this business workshop arms you with better marketing techniques that immediately bring more clients and money into your business.

Michael will teach you:

  • How to find ideal clients that energize and inspire you
  • How to understand your clients' needs
  • How to master the 4-part simple sales formula to book the business almost every time. 

Michael will also show you methods for reaching out to prospective clients and referral partners, tips to help improve your website, and strategies for building your social platform to help grow your business.

If your business is just getting off the ground and you need help finding the perfect client, this workshop is a must-see.  


a Creativelive Student

What marvelous three days those were! Michael Port is unbelievably generous and nice. A real blessing to the folks in the studio audience and us at home. I watched all three days, but felt compelled to own the videos as well, because it's by practicing and revisiting this content that we can all get booked solid. I want also say that Antonio and Kenna were great hosts. Book Yourself Solid has been my mantra for the last month and I hope it continues to be for years and years to come. Read the book (it's important) and watch the videos (they complete your view of the whole system). Thanks Michael Port. Thanks Creative Live. Good luck to us all!


I would recommend this for most. I loved listening to Michael but as a photographer I felt a lot of his applications and exercises did not apply. I heard reference to "Wedding Photography" more times than I would have liked. Since Creative Live is such a big photography learning site; I would have liked to hear more reference to where this would work say for a Day In The life, Pet or fine art photographer. I suppose just more photography relation's would have been nice. All in all I had fun doing the exercises and there was a lot of phenomenal info in these videos. I'll be watching them again soon.


This is an amazing course, this is what a lot of marketers are teaching but with even more clarity and with his personal systems added that help with your work in the world. This information is so easy and clear, he takes you step by step, and the workbook is essential and extensive and easy and fun to follow, I've been listening over and over again, because there is just so much info that you have to hear it numerous times, at least I did, if you follow all the steps this course is better than courses that cost thousands of dollars. And he's a great presenter!