Positioning And Posturing

Good morning everybody, this is Russell Brunson and welcome to Marketing in Your Car. Welcome to the Marketing in Your Car podcast where you can increase your traffic, conversions, and sales in just 10 minutes a day. And now, here's your host, Russell Brunson. Hey everyone, so I just finished a near flawless morning routine. It was exciting, I woke up on time, I studied my scriptures, which for me is a big thing, then I did my supplements and I'm trying to process how to stack them to make me feel the best. Like when I just down a million supplements at once, I don't feel like I'm taking over the world. And so I tried something where the first thing in the morning I do like an apple cider vinegar lemon shot, which is horrible, it's really painful, and then do my Keto OS right then along with my Onnit supplements and then doing my study and then doing my morning workout. Which, it was super dark this morning, it's crazy. Like, a week ago when I was running it was light and now it's dark. So I did all the stuff inside my wrestling room, which was fun. Did a killer workout for about an hour. Did cardio really hard for 20 minutes or so and then switched over to weights and to bodyweight stuff and heavy weights, stuff like that, which was really fun. And then came back in and then did bone broth, this green drink thing, and my Bulletproof hot chocolate stuff along with the rest of my vitamins. And anyway, feeling really good, like doing doing the, like breaking them up like that and then doing the stack that way. Anyway, feeling really, really good. So, liking that, so I'm gonna keep tweaking and testing that and try to keep perfecting this thing, which will be fun. And now I am heading into the office. And I just thought today, as I was looking at just vendors and how people have been working with me on different projects in the home and things like that, I wanted to hopefully save some of you guys from yourself and that's my goal for today's message. So this is what's been happening. So I call a contractor or whatever, right? I have them come out here and I'm like, okay, this is what I want to have happen. I'm all excited, I have all this energy and I'm showing them everything and they're like, okay, cool, cool, cool. All right, we're gonna go home and build out a quote for you and we'll get back to you, right? And so my excitement level kind of drops a little bit, okay. And then they go home and then honestly like a week, 2 weeks, 3 weeks later, they come back with a quote for me. And they email me the quote in a state where I'm no longer, you know, pumped up and excited and fired up. And then they email it to me and it sits in my inbox and I look at it and I kind of look at it and it's really devoid of emotion. It's got a whole bunch of things that mean a lot to them but mean zero to me. I'm looking over these things and it's so uninspiring. So far, 3 or 4 people that have sent me these quotes back I haven't even responded back to them. What's funny is that when I don't respond back to them, none of them ever follow up again. They just don't. That's the end of it. And they lose my business. And it's crazy to me because some of these projects are really, really, really big projects that could make or break a company sometimes, I would think. And so a couple of things I want to do is first off, I want to walk you through the process of if you are doing quotes, how to do them right, and then walk through the process of how to actually do them better. So here's how to do them right. When I am in the peak excitement level and I'm going crazy, that's the time you want to get me to commit. Okay, you don't want to get me to commit 3 weeks later when I'm out of state, right? Like, the biggest thing about sales is, is 90% of it's creating the emotion so that when you ask them for money, they say yes. When someone has you over to their home and they're excited and they're going crazy, that's the time you want them to commit. That's step number 1. Again, most times you're not going to know what it is right now, but man, I would lock them in right now. I'd say, "Look, this project is going to be pretty big. I don't know, it's going to be $20,000, $30,000, or whatever it could be potentially. I'm going to go find those things out for you, but I want to lock this in right today. I know you're excited, I'm excited. How soon would you like us to come out?" For me, I kept telling the guy— I kept telling him like, my biggest concern in life is urgency. I want this done yesterday. I don't really care how much it costs, I just want it done. And then with that, it took him 3 weeks to get me a quote back, which is ridiculous. I wanted it done in 3 weeks. So right then he should have said, hey, how about this? Let's lock this in and say, it's gonna be a lot, but let's just say the first $10,000, 'cause you know it's gonna be more than that, right? I'm like, yeah. Okay, let's lock this in while you're excited and I'm excited. The first $10,000, that means my guys will come out next Wednesday and we're gonna start this process. And it's gonna take me a while to figure out 'Exactly what it's gonna cost me? No, it's at least $10,000. So let's just lock down $10,000. You pay $10,000 right now. We'll get started and I'll have the rest of the quote for you later on. I guarantee it won't go over whatever, $50,000 or $40,000.' Ask me, 'What's my max budget?' I can say, 'I'm looking probably $40,000, $50,000.' 'Okay, cool. We'll make sure we don't go over that. But let's lock in $10,000 right now and let's get started.' Now you've got me as a client. Now you sold me and got my credit card at the peak of emotional impact. I'm pumped up and I'm excited and fired up, right? Not 3 weeks later after I'm annoyed that I still haven't heard back from you. So that's step number 1. Step number 2 is getting money now is way better than getting money later. So lock in, get some money now and figure out the rest of it later. You don't have to have a 100% perfect quote. You find out what their top, what their max budget is and tell them you guarantee it will come in underneath that and then go back to work and spend your week or 2 weeks or 3 weeks, whatever it takes, figuring that out, but get the process started. 'Cause the biggest things that cause people to cancel or to refund or whatever is that the process never gets started. They're sitting around waiting forever. We had someone come in to do blinds, took them 8 weeks to get the blinds installed, just ridiculous. We didn't hear back from them once. I should have been hearing, during that 8-week period of time when I'm nervous, I'm waiting, and I'm excited, and I'm losing this, I'm getting frustrated, you should be calling, tell me the status, tell me, that gap is when is when you gotta be really treating them right. So those are some things if you're doing quotes that I would really think about. Now I wanna shift it around and tell you guys a better way to do it. The better way to do it is don't do quotes. Okay, when you're doing quotes, suddenly you are in a business now of comparison shopping. In fact, the guy that sent me the most recent quote, on the top of it had this big disclaimer like, "If you send this quote to other people, we will bill you $250," or something stupid like that. 'Cause you know what happens is you get the bill I afford it, 3 other people and they try to beat it, right? And so as soon as you give them a quote, now they're gonna go comparison shop. It's like the dumbest thing in the world. Like you don't want people comparison shopping. You wanna flip it around and you wanna position and posture the right way. And so the way we do it is we position ourselves as the best, the most expensive, the hands-down best alternative on earth. One of my mentors, Dan Kennedy, said, if you can't be the cheapest option, there's no strategic advantage in being the second cheapest. Okay, which is a huge important thing. I'm dropping a piece of gold for you guys right now when you understand this. If you can't be the cheapest option, there's no strategic advantage in being the second cheapest. So if you can't be the cheapest, you need to be the most expensive. So position yourself as the most expensive. Like, we are the most expensive shop in town, but we do it the best. Okay, and go after the premium market because again, either go after the cheapest or the premium, but don't be in the middle. So pick the premium, and now strategically position yourself in a spot where you are not easy to work with. Like, it's hard to get to you. And they have to apply and you change the whole process. That's why my coaching program is application only. We don't go out there and beg people to buy from us. We make them apply and we put them through a process to position and posture ourselves at the top of it. The top of the market, not the low price leader or the second low price leader, right? If you can't be the lowest, then you got to be the most expensive. So we position ourselves that way, we make people apply. When they apply, it changes the whole thing. No longer am I like coming out and giving you a quote and you got the control in your hands. They're applying and asking to work with you. Now the control is magically in your hands. You can increase prices, you can demand things, you change how the playing field is. Kind of a funny example, we had someone apply to join my Inner Circle program and they're talking to one of my sales guys and then they asked the sales guy, they said, "Hey, you know, can you send me a proposal for what this is going to look like?" What does it look like? And my sales guy started laughing out loud and the guy's like, what? He says, we don't do proposals here. Russell doesn't wear shoes at the office. He said, if you're looking for a proposal, you're not the right fit for this program. And the guy apologized, oh, I'm so sorry, no, no, no, I'm sorry, here's my credit card number. Like, he just changed the thing. You have to understand that if you position yourself right and you posture the sell right, it puts all the power back in your hands, not in their hands, which is the key. If you put it in their hands where you're sending them a quote and then you're waiting to hear back from them, you lost everything. You lost all your strategic advantage. You lost your ability to price things the way that makes sense. You lost everything. It just changes everything. I hope that gives you guys some ideas. This is going for any kind of business because I see way too often people that are sending out quotes and they're putting out bid sheets and all sorts of stuff like that. I think it's the dumbest way on earth to do business. All you're doing is asking yourself— you're doing all the work, putting in all the effort to then have have someone go and price shop you, right? And it's, uh, and unless you do it correctly, which is really hard to do the right way, and most of you guys won't do it the right way, they kind of mentioned earlier, um, then don't do it. Then flip it around, make it where you are the high-end leader. You're the most expensive, you're so busy that you cannot and will not take on everyone. They have to apply and jump through hoops, and they have to prove to you why they should work with you. When you do it that way, everything else changes. Now you, now you're in the driver's seat, and now you can, uh, you can run your business the way that you want to do it, as opposed to doing it the way your customers want to, which is a big, a big key that I want to instill upon you. Obviously we love our customers, we want to serve them at the highest way possible, but we also do it on our terms, not on their terms, which is key. As soon as you do it on their terms, man, your customers will eat you alive if you allow them to. It's funny because some of the support guys on our team, what they always want us to do is like, "Hey, let's go ask our customers what they want in the software program." program, and there's a, I think it's a Henry Ford or someone quote, you know, like he said, you know, I didn't ask my customers what they wanted because they would have told me they wanted a faster horse. You know, we went out and built a car. Same thing with us, like we always say like, no, if we asked our customers what they wanted, they would have told us they wanted, you know, a cheaper version of LeadPages. Like, that's not what we're doing. We're trying to change the world here, and we're the innovators, we're the thinkers, we're the ones that are thinking outside the box. And so we, you know, we love feedback and we appreciate it, but at the same time, we're building what we know is right because we've got the foresight and we kind of know where we want where they want to go. And it's the same thing for you. Love and respect and treat your customers the best you can, but you've got to set the policies, you've got to set the ground rules for how someone works with you. And if you don't, if you don't set those rules, they will set them, and I promise it won't be favorable for you in the long run. It won't make for a business relationship for you or for them, honestly, because you're going to resent them and you're not going to be able to serve them at the level that they need to be served at. Whereas if you do it the you know, do it the right way, it'll change everything. So hopefully this helps some of you guys. You know, I remember when I first got started in this business, one of the first guys I got turned on to was a guy named Dan Kennedy. I've mentioned a couple times, I went through all his training, which probably skewed my thoughts a lot. I went through, you know, his time management courses and his, you know, everything. And, and he's like way worse than me, but he was very strict about about those kind of things. If you want to message Dan Kennedy, you can't call him, you can't email him, you fax him. Actually, you don't even fax him, you fax his assistant. Once a week, his assistant collects his faxes, puts them in a FedEx box, FedExes them to him. He then gets those FedExes, he once a week opens them up and handwrites the responses to them, and then puts them back in a FedEx box and sends them back to his assistant who then gets them and then faxes them back to you. It's a 2 to 3 week long process to get a response from Dan Kennedy. And some of you guys are like, "That's ridiculous. Why should I do that? It's so annoying." But then you're like, "Man, Dan Kennedy is the man. Look how hard it is to get to him. I got to pay a lot more." And it's just kind of interesting. So I don't go as far as Dan, but I definitely do set my own rules as should you guys as well. So anyway, hope that helps a little bit. Thanks for letting me vent and share and hopefully inspire you guys and give you some ideas on how you can run your business, how you can protect your own time as well. I'm going to be doing a Periscope later on today on time management. Some of the things I do. If you are on my Periscope, then come check it out. If you're not, come follow me on Periscope. If you just go to blog.dotcomsecrets.com, you'll get all the info there on all the past Periscopes plus all the old Marking Your Cars. We archive them as well. All the Marking Your Cars, all the Periscopes, all the cool stuff's being archived at blog.dotcomsecrets.com. Thanks everybody. Have an amazing day and we'll talk to you soon.