Your Second Massive Failure
So now let's talk about your second massive failure. And I have, you remember he was, like, the dude that was all contemplative looking into the camera? He was my original sales dude. And I got him here again, "Yeah!" This is, like, my thought of the guys on the first dates. I'll show you. Let me show you. She may not want the whole truth but she wants the real you. Will Smith, Hitch. I love that line. This is the part where you peel back too many layers of your onion before they actually have a chance to kind of get settled in, right? Guys, we do it on dates all the time. You start, you know, your first date is probably not the place to talk about psychological problems, and the ex, and all those kind of things. Let's give it a break. She wants the real you, she just doesn't need it all in the first 15 minutes of meeting you. And that's the way that our sale needs to be as well. They want the real you, but this is what happens, is presenting a price here is peeling back too many layer...
s of your onion before they even have a chance to know the real you. Presenting your price here, not ready for the whole truth prior to knowing the actual service. So that's what, okay, presentation and price. Look at this. Even if we present the price here, you haven't developed the value. You haven't helped them to understand what it is that you need. What are you showing them a price for? You don't even know what they need, to be honest, okay? So any point that you're presenting that price prior to actually developing the value proposition and showing them why they need this thing, you have failed the sales process. There. That is where the presentation of price comes in. Yes, Julie.
I find it kind of hard to see the difference between develop the value proposition and present the solution.
Mm-hmm. We're gonna, we actually lump these two things together because when you present it, you're developing the value proposition in your head of what they would want, what they would need. The presentation of that solution comes almost at the same time. You think about what it is that you want for them, what fits, and then you present it to them. That's the two differences. Haldiss.
So I think one of the hardest things I have with this whole thing is really to articulate my value. I don't know what my value is and I don't know what it is that I'm selling. I know that I'm selling artwork, but how do I articulate, like, that you need that and you need what it is that I'm selling versus the guy that's selling it for three seventy-five?
This is the beautiful part about this, is that you don't need to articulate it. I'm gonna teach you a process where you make them say what they value. Then you simply play into it.
Cool? Okay. So what the heck do you say when people just want the price? Haldiss, when I said I just want the price, you give me my bone. Remember that dog reference? I got that bone stuck in my mouth, right? Give me my bone. Let me have something basic. Well, clients typically spend around this. I'd like to tell you though, and ask you what it is that you're looking for so I can talk to you about the value included in that and I wanna tell you about what we do. I have a question for you. And then you spin it back. Simple answer and then spin it back, okay? Take control back. You need, that's the place when ... Okay, so there's a really great book talking about the framing of power and conversations and I forget what that book name is. But he talks about reframing the power of a situation, right? He uses this analogy of a waiter in Italy. The waiter comes to the table. Now the waiter knows that in order to choose a correct wine, in order to get the right pairing, you have to actually know what it is you're eating first, right? It's a very simple thing, the waiter knows that. But everybody thinks they're a wine connoisseur. Anybody going to this restaurant thinks they know a lot about wine. So what he does is take his frame of power. He steps to the table and he says, "Have y'all thought of what you'd like to drink tonight?" And the person that thinks they know a lot about wine chimes up and they say something. It always happens. And then he says, "Well, sir, let's actually stop. "Let me say first, let's figure out "what you'd like to eat, "then I can select a wine pairing "that will go perfectly." And what he does is he identifies the person that thinks they have the power and he takes it away from them. It's a beautiful thing. Like, watching that is a beautiful thing. And the way that it's illustrated in this book is so fantastic. When that price is presented, you give 'em a bone, and you take that power away from them. Let's talk about that later. I want you to first understand what we do and I wanna know what we can do for you.