Christian Polk explains how to create doubt in a prospect's mind to establish authority and charge higher fees. He asks clients pointed questions about their data sources and expertise, triggering an "aha" moment when they realize their knowledge gaps. This positions you as the expert they need to pay more for.
Chapters
Doubt is super, super, super key. And what I mean by doubt is you need to get them to realize they are out of their depth of knowledge. And this also ties into the authority. If you're able to create doubt in what they're talking about or what they're seeing, you really take up that space as the authority. So how do you create doubt? It's about asking the right questions and really taking them into deep waters that they're not really sure of. Like, real easy example. And I do this like all the time. I think it's fucking hilarious. Like, after the call, like, they'll hop on and they'll be talking about like, oh, like the Facility. Yeah, we're thinking about this or this or this, and we're like getting these numbers. I'm like, oh, well, how'd you get those numbers? Did you did you like work with somebody who specifically specializes in sports facilities, or like how'd you get those numbers? And every single time, like the look on their face is so they're like, oh no, we just went with someone, right? Like that is what you need to create. You need to create doubt of like, yeah, you might be smart, but you're not an expert in this arena. That's why you're here. And if you're able to create that doubt, they will pay you. Lots and lots of money because again, that also ties into your authority.
