The Buyer 2023 - Module 3

Hello, gorgeous human beings of the fire. So excited for today's call. This is going to be a very important one and one that you might want to mark on your calendars as one that will need to be revisited because this is probably one of the most important. We're gonna have a few that are, I'm gonna tell you this, in this program, they're like, this is one of the most important conversations of the buyer paradigm. This is one of them. Oh, my goodness. Michael Edwards, what is this Bad boy rebel look? I like it, I like it. All right, so I want to kind of ease into this because this can be a little bit triggering and that's always good. We need to be triggered if we're going to be good in business. Because the fact is you either get triggered in your mind or you get triggered on the field. And you get triggered on the field without ever been triggered in your mind, you quit. Which we don't want. So let's open the floodgates. This conversation is about why it's sometimes difficult for people who are struggling with money in the first place to make a high ticket sale. Why is this difficult? And I want to open this up in the most matter of fact way. And I want to, I want to show you how I've helped countless industries understand this concept. Like I have helped people in the dentistry field understand this. I've helped people in the luxury fields, the fashion, jewelry, I've helped people across any industry understand this concept. And it's the same for us as it is for everyone else. So when I first started my, my work as a consultant, the first businesses I ever worked with were dentist offices. I don't know why. That's where, that's how it got picked up first. And the big thing that started happening in the dental field was that there are some, there are two different, there's two different ways that people in the dental field make money. There's the what people need and there's the what people want. So if you can understand this in the dentistry field, it's going to land for your business. So. Well, because I love doing that, giving you an example outside of your blind spot so it's easier to see. Okay, so, so when we take this in the dentistry field, you can very easily see that the thing, what does someone need to spend money on when they go to the dentist? That's like, this is not a choice. I have to name some things you already know you spend money on at the dentist when it hurts. That's a really great. That's a really good one when it hurts. A cleaning. Okay, what else? When do you need to. When you've got a cavity. So none of this is sexy stuff. Like you're not happy about this when you break a tooth, when you need a root canal. And some of these things are very expensive, but they're needs. Now tell me, why would you go to the dentist and spend tons of money when you don't need to? What would you spend on Then you look sexy when you get out, but not all that sexy to get a tooth cleaning. Okay, so aesthetics, whitening, tooth alignment. So lightening your teeth, straightening the teeth, things like braces, veneers. Right. So what do you think is more expensive veneers or a root canal? What do you think is more expensive braces or a cavity? So where do you think the money is in dentistry? Do you think it's where what people need or do you think it's where what people want? The aesthetics. That's where the money is. So here's where it becomes difficult. A lot of the people who show the cases at the dentist office are making, let's say 20, $25 per hour. And the people who are coming into the dentist that need a root canal or need braces or need a. A tooth fixed or need a cavity fixed or need a cleaning, they don't have an issue selling that because the person needs it and they understand needing it because even though they make $25 an hour, they have also had the experience of needing to get a root canal. So there's no weird feelings because it's like, you need this. I know how to sell you based on need. Where it becomes a little bit is when the person who makes $25 an hour sits in front of a person and tells them that the veneers they want is about to cost them $60,000. And the person's like, whoa, that's a lot of money. And the person who's selling it has absolutely nothing to say about that. It's like, yes, that's insane. It's close to my yearly salary. There's no way in hell I'm ever getting veneers, no matter how badly I would want them. I don't know what your financial situation is. I don't want to. I feel bad, I feel guilty, don't know what to do. So I'm either going to push you real hard because I can tell that you want it and my boss is going to love me if I push you, or I say, don't buy something that you're not ready for, because I can't hold the power of feeling guilty of asking you to buy something that you seem uncomfortable with. Now, let's add on top of this that when a person wants to sell or wants to buy something, walks in, says, I'm interested in veneers. I would love to have the veneers. How much is it? And then they get the answer from the dental team if they're afraid to be pushed. Based on everything we've talked about in the training so far, what will they probably say in order to avoid to be pushed? What will be their rebuttal? Will they say, oh, never mind, I don't feel like getting my teeth done anymore? No. What will they say in order to make the person all squeamish? They'll say, I don't have the money, I can't afford it. And so in that moment, the salesperson has zero power anymore because the person who's the buyer got all weirded out as soon as they got pushy and said they didn't have the money. And now the sale is dead. And this is the story of life for most high ticket sales on the planet. And you know what will happen after that is that person who was really wanting the veneers will still want veneers and will contemplate the 60,000, but will then probably feel too bad that they told the person at the dental office that they didn't have the money. So they will go shopping and find another person who can do it then understanding what the amount is, but not, can't go back. You just said you had no money. Can't go back next week and say, hey, turns out I have the money. Let's do it. You say, well, can't go back there because kind of told him I was broke. So I'm going to go to another dentistry office. I'm glad I have an idea of pricing. And I'll walk into there like a badass, knowing around what the range is. And I'll say, hey, I'd love to talk about veneers. Pretend I have no clue what person tells me the price. And I say, yes, no problem, let's do it. Because we don't like to feel ashamed and we don't like to feel small and we don't like to feel powerless. And the minute we've had to do that with someone, it's the worst freaking feeling on the planet. So this is a lesson for two things. Don't tell people you don't have the money when it's not true. Don't say that. Even if it feels liberating in a moment, even if it makes you feel powerful, because you know you're going to make them feel guilty and you're going to make them squirm for a minute. Don't say it if it's not true. It disempowers you more than you think. So this is one part of, like, empowering the buyer. The other side of this is what should the salesperson actually do and what's the vibe? So if you can imagine the energy of a person who makes $25 an hour, who's got a person sitting in their office who's interested in veneers, the person tells them how much it is. Client's like, hmm, it's more than I thought. And then out of fear that they're not going to make the sale, they start to push. And so the minute they start to push, it triggers the I don't have money in the client because that's the way we've been utilizing our power, not knowing. And that kills the sale. So the pushing kills the sale for a buyer. So I want to give you just a little bit of a vibe difference between what who's a shopper and who's a buyer. So a shopper is a person who didn't necessarily know they wanted something in the first place. It's an accident that they're in the store. They're just browsing. They have. They're like the unassuming prey in the desert. They have no power whatsoever. They're not aware of their surroundings. They're not noticing that there's a line in the bushes. They're just being the cute little gazelle that they are looking browsing. And that person, when they least expect it, will get the pushy salesperson who tells them they look so good in the super expensive dress and they can't possibly leave without it, and they end up blindside smacked in the face. Next thing they know, they're at home with a dress they'll never wear. And they're like, what the heck happened to me? That's the shopper, not a buyer. The difference between the shopper and the buyer is the buyer goes shopping knowing they're looking for a dress. They know how they want to feel, they know how they want to look, and they know they have the money. And so what happens is they walk into a store and the person says, are you looking for something in particular? And that person says, no, thank you, I'm just looking Around. They're not just looking around. They're looking around for the perfect dress. Now, if the person in the store pushes them at all to buy something else, they will get annoyed because they know what they're looking for. They will say, I don't have time for this, I don't want to look at that. I don't want this, I don't want that. I know exactly what I'm looking for. In their body, they're a buyer. You can push a seller, you can push a shopper to buy, but you can't push a buyer to buy. The sale is yours to lose with the buyer. They're, they're there with the money and the knowing what they want. Unless you nail the delivery of that, you've lost the sale. They'll buy what they want somewhere else because they're the buyer. The shopper feels pressured. The shopper feels like, well, I wasn't even expecting to buy this in the first place. The shopper feels a little blindsided. The shopper feels like, oh my gosh, okay, there's a deal. I wasn't even expecting to find this. And there's only one left, and if I don't buy it now, I'm done. And oh my gosh, okay, okay. They, they fall for all the things the shopper but the buyer doesn't. Because the buyer is looking not just for what it is, but exactly how they want it to feel. They know what they want. And you have, you probably know the experience in your body of a day where you were a shopper and a day where you were a buyer. One day you walk in the store, you feel like, I know exactly what I'm coming here for, and if I don't find it, I'm walking out with my money. And the other one, you're like, maybe I'll spend money today. In one, you're super powerful. In the other one, you're like a gazelle with a lion not far in the grass. So why is this such an important distinction? Is that a lot of people build their entire business based on buyers, and some people build their entire business based on shoppers, and they don't really understand the difference or how to handle each other. This would be like having a dentist office where the majority of your money will come from your high ticket stuff. That's all based on desire. But navigating all of your buying conversations with your patients as though they need it. You can't tell a person they need veneers. They will leave. You can't tell A person, they need braces, they will leave. You can't tell a person they need a teeth whitening, they will leave. Because the thing you want, when someone tells you you need it is insulting. You need a better wardrobe. You would really need extensions in your hair. It would be much better for you if you had a fuller head of hair. Your hair is very sparse right now. You know, would be really good for you. Good teeth whitening, they're expensive, but they'll do you a word world of good. You know what you really need, like, really need today? Braces. That. That would really do you the world of good. Like, no one wants to hear that. So you can sell need with need, but you cannot sell desire with need because it's insulting. Even when you think about the coaching industry and the mentorship industry was like, you know what you really need? You need a coach. That's insulting. You need a mentor. You need someone that's really going to sit with you and help you out. That's what you need. You need someone that's going to. You know what you need? You need a good photo shoot. You take something that's the most high level, incredible thing and you turn it into, like, why? What's wrong with me? So it doesn't work to sell that way. Now, the difficulty is that we sell based on need because we need money. And when we forget the distinction between need and desire or need and value, we make a very big mistake, which is that we sell something that someone really values, like they actually really value it, and we cheapen it by selling it like a need, because we need them to buy it. And this is why not all companies are set up from the beginning to have a buyer paradigm. It's something they've got to study, it's something they've got to contemplate, it's something they've got to position themselves for. It's something they've got to start to build. It's something that's a journey to the buyer paradigm. It's not just like, oh, all of a sudden, I have high ticket sales tomorrow. Why? Because if you don't actually understand the frequency of value in the body, if you only understand need in this moment in your life, it's going to be extremely difficult to embody an authentic value conversation. If I'm sitting in front of you and I have a $20,000 offer for you and I really need you to buy it, I guarantee you, you will feel that from me if I say, okay, you guys, I have a very special offer. It's a $20,000 offer. It includes, it includes 10 one on one calls with me. And it's only for one person. But you need to say yes right now. And if you. And that's it, there's only one spot. And if you don't say yes right now, you can't have it anymore. And it's really for only one person. And so, and if you haven't said yes yet, I want you to really consider why you haven't said yes. Because you've probably always wanted this offer. And I, I bet you inside that if you did the math of how many, how much that would be per call, you'd realize how not expensive that is. And it really is a great, a really great thing. And so as I said, there's only one spot left. And so if you want it, you'd have to say something right now. It'd be like, the heck is going on? The feeling would not be correct. How is it that there's something that I should be valuing, that I actually get the feeling in my body has no value? And the thing that makes a person feel about something they value like it has no more value, is the fact that the person selling it needs it to sell. And it happens all the time. Someone wants to sell their Jaguar for, you know, a dime on the, on the dollar, and it's like, well, why are you trying to get rid of the car? What's wrong with it? Like, nothing's wrong with it. I just need cash flow. Something must be wrong with the car. Something has to be wrong somewhere, because I don't. Val, you're breaking the value. You know, you want to, you want to sell this diamond ring for, you know, $100,000. You spent a million dollars on it. Why? You know, just not getting engaged anymore. So if you could just sell this for me, that'd be great. But it's like, but you paid a million dollars for it. You're chart, you're selling it for $100,000. Is it a fake? It's a fake. There's no way. Why would you do that? Anytime you've got something of extreme value and you try to sell it like a need, the first thought people will have whether you like it or not, is there's something wrong with the thing you're trying to sell them. It's a lemon. There's something wrong with it. They won't know. The thing that's wrong is that you need money. Because how could you need money when you sell something worth $20,000. How can you need money when Your offers cost $10,000? How can a dentist office be in cash flow problems if they charge 60k for veneers? It's not possible. So the first thing is there's a scam or there's a problem with the thing that's being sold. This is why the energetics matter so much. Because a buyer that's, that's buying something that's high level for them, like an expensive car or an expensive coaching package, or a luxury beach house, or a diamond, or a luxury purchase in fashion or whatever it is, they want to feel like they were treated like amazing people. Like they, they didn't need to buy this, they did. This is special. This matters. What an amazing, amazing experience for them. It's all about me. I want this. I buy it. How was, how did I feel about it? This is about me. When your, your stuff is laced in it, it's almost impossible for you to make people feel that. And so this is why we've got to look at the buyer paradigm and say, look, do I need to start in my business with high ticket sales? Do I need to start with that if I can't feel it? And I, I've had so many people in my career ask me, but why is it that some people can just start right away with the high ticket stuff and they have no problem with it? And the fact is there are people who have had an eye for luxury and have bought things that were really expensive even when they had almost no money. I had a friend growing up that had everything, luxury, everything. And I don't, I, I just don't even understand how that happened. And when I say growing up, I mean like night in my 1920, 21, 22, we had no money and she had designer brands, but she would literally not eat to buy a designer purse. Like her priorities were, the meal will go to my hips and then I'll flush it, but this purse will last forever. Like, I am buying the purse. I don't care. And so this is like this person, if she was to start a business, would probably start a high ticket business. And with good reason, because she would be willing to put everything on the line for a luxury purchase. And so her belief in her buyer would be sky high. She'd be like, I starve myself for this purse. You think? I worry someone doesn't have the money. People have the money. The belief is rock solid. Like, I know people will buy because I bought. That's why it ends up working where it doesn't work is where you have this feeling inside like, I would probably not be able to buy this for myself right now. I would struggle to pay this right now. What if everybody else struggles to pay this right now? I don't want to push people. I don't want to look like my stuff is too much and I don't want to be mean and I don't want to be bad and I really want to help people. And is this too much? And what if I'm leaving money on the table? And would it be easier for me to get 10 buyers at a tenth of a price than to get one at this price? Maybe I should lower my price. As soon as you get into that in your mind, you're not ready yet for the high ticket sales and they're not actually going to land the way you want them to. Not for you and not for your buyer. The idea with the buyer paradigm is that it's not about you needing money. And this is a difficult concept to get behind, especially for small businesses. So when you consider a business that decides to open, someone decides to open a restaurant, and this is actually especially important for online businesses, this distinction for online businesses or for businesses that have employees. So let me, let me scale back. When a person opens a restaurant, so I want to open a small restaurant in my town, what do you think is the percentage of people who open a restaurant with their own cash flow? Like, is it 100% of restaurants are open to their own cash flow? Like, very low, very small. Where do they get the money? Where does the restaurant. 1%. Where does, where they get the money? So they get a loan. So they go to the bank and they get a loan for this restaurant. And with this loan or with investors, with loan from investments, loan from the bank, they are now going to be able to pay everything they need to pay in order to get the restaurant up and going. So before they've even made $1, they have had to hire a bunch of staff, buy a bunch of food, they have had to fit very expensive appliances in the kitchen. And depending on the restaurant, they have had to buy very expensive ingredients. So let's say for the fun of it that we're opening a champagne and caviar bar. Because this is going to be. We're going for luxury. Let's go for luxury. So we're opening a champagne and caviar bar. People are going to be ordering caviar. We have no idea how much of it they're going to buy. And caviar doesn't stay Forever. You can't just store caviar for like three months in your fridge doesn't work. So you've got to, you've got to buy an inventory that you're going to run and you've got to have really good bottles of, of champagne. You can't just have like sparkling wine if it's going to be a champagne and caviar bar. So before you've even opened the restaurant, you've got to have an amount of champagne and caviar. That's enough to start the restaurant, whether you know you have clients or not. The caviar could go bad if nobody buys it. And the bottles of champagne need to be arranged depending on what the clients are going to want. Now if you're opening a champagne in a caviar bar and Michaela says, I've, I've had several Michelin star or I have, I have had several Michelin star restaurant owners as clients here in Denmark. And they often have so much debt, of course, because here, let's, let's unravel this. So you've, you've created the aesthetic for a champagne and caviar bar. What do you think the aesthetic is? Do you think you bought cozy couches with red plaid and moose knuckles? Or do you think there's maybe something like gold trim and glass and crystal glasses and glassware and fancy utensils and this and this and this? Right, so it's going to be a little bit more high level. If it's a champagne and caviar bar, people have an expectation of what it's going to look like when they walk in. Now let's look at the staff. Do you think that you open up a champagne and caviar bar with a person who's unable to open a bottle of champagne? Or do you start scouring for people who have been either sommelier or who have worked in other restaurants where they have done bottle service and they are able to open a bottle that is a very different cost than the minimum wage person that's coming in just to pour wine. So you've got to have that. Then you've got to have someone that actually understands caviar. So you can't just hire the person that was working at Subway. You can't just be like, hey, you look like a kind person. Would you like to come off for caviar at my bar? Like, no. So now you've got to find someone who's actually knowledgeable about caviar. How much does that person cost? Now when you have a Champagne and caviar bar. You still have to make food with it. So some people will make pasta with caviar, some people make potatoes with caviar, some people have the bellinis and the caviar service. You know how pristine caviar service looks. It's like you can't just have a bunch of people throw a pancake and a bunch of cream on a plate and shove it and go here, enjoy your caviar. Like you've just paid so much money for it. It's got to look like something you want to put on Instagram for the rest of your life. It's got to be perfect. Who's the chef that plates the stuff in the background? How much does that chef cost? You've got to expend all this before you had one client walk into your store. So now imagine you've got all this debt. You've got the debt of the restaurant, the debt of the beautiful setup, the debt of the, the employees, the debt of the food, the debt of the champagne, the debt of everything. And it's opening night. What's the strategy? Is the strategy everyone behave as though this is a successful restaurant that's been in business for five years. Because we know what we're doing and this is going to survive and we've got this and it's going to be amazing and give the best quality service anyone has ever gotten so that they come back and bring friends or should we say make sure you sell a bunch of caviar. If we don't make our money back tonight, I can't make payroll. What's the strategy? If there's any kind of pressure at all on the buyers. No, no, don't, don't buy this caviar. Buy this one. Yes, I know it's $7,000. But you know, the thing is it's really, really good. And I also, I can't keep it in the back pass tonight. I've already had it for a week. And so if buy it, that'd be great, you know, and, and you can't have seven thousand dollar caviar without having this bottle of dumping. It's P3, it was 2003. It's delicious. It's so good. Here, take this one. The markup on it is 7, 70%. But it doesn't matter. It's because it's going to be so good with your caviar. Just have it, have it, have it, have it. People be out of there before they even sat down. But if it's like I'M chill. We have caviar that's accessible. We have caviar that's really expensive. Whatever your needs are, we've got it. We have a very vast event menu. We plan to stay, we plan to thrive. We're here for you, our knowledgeable champagne person, our knowledgeable caviar person are here for you, whatever you need. And we have world class chefs in the back presenting you whatever accoutrement you want with your caviar. And it's going to be the best night of your life. So you let us know what you want. Which caviar restaurant is going to survive? It's going to be the one where everybody's chill and acts as though they know this restaurant will survive forever. Now, when you have a corner store that sells sandwiches, a convenience store that sells sandwiches right next to a construction site, and they try to push a trio for the construction workers where if you buy a sandwich, you can get a bag of chips and a soft drink for just a dollar more, that's a very different audience. But they need every sale because. And you can tell. But you know what, it doesn't matter because you're supporting them and you know times are hard and you got this, but that is a very different experience. So you've got to decide in your business, are you the champagne and caviar store that actually doesn't have the money to be a champagne and caviar store or bar that's having your clients walk in and experience pressure when really they're supposed to be experiencing the coolest, chillest, most relaxed night of their life? And then why, why are they not coming back and why are they not buying and why are they buying the cheapest possible thing just because they feel guilty that they made a reservation, but they'll never come back. And this is what happens in business. So I would prefer for you that you, when you contemplate this, that you realize, I do want to have high ticket things, but I want the high ticket thing on the menu to be something that it's okay if people don't buy it tonight. I don't need them to buy it tonight. I would rather you have less high quality caviar because you know, you, you can't keep it. I would rather you say something like, we've already sold out of the super expensive caviar tonight. There is none for tonight. We have these amazing caviars. But what we do have is the most exquisite bottle of champagne. A bottle of champagne that's beyond the price point. That's even humanly possible. But if they don't buy that tonight, you don't need them to and it stays. I would rather you do that, that you sell high ticket for the thing you don't need people to buy and that you make sure that the things that run your business, you're not putting yourself that pressure on where it's easy and it's effortless. And you're saying if I'm not, I'm not banking every single thing I have on one or two sales where I'm putting so much pressure on people to say yes. And so what, what we've got to contemplate in the buyer paradigm is what's the price point where you trust in people and their power? What is the price point where you don't get all in your head and say, I don't think people will buy this. I think this is too expensive. I think people will need me to sell this to them. When you need money, it's actually best that you don't have much of that price point in your business. That if you do have a few things that are really high ticket, they're completely relaxed. If no one bought them, it wouldn't matter because your business is not depending on those things. Because the truth is it's the only way that people will buy is on the things. The only way that people will buy the high ticket things is if they feel zero pressure from it. And so the minute you need them to buy it, the pressure is unavoidable. Like you can't, can't go around it. When you think of a jewelry store, imagine Cartier as the jewelry store. They have on display in the showcases of their store all the things that are the most trendy. The love bracelets that people buy that are, that are just like, okay, this is let's say 10,000, 5,000, $20,000 depending on if there's diamonds or not. People, people buy these, they've got the, the love, you know, symbol. It's like they've got, people know, like, this is what I'm buying. I, I, I've always wanted a Cartier bracelet like this. I've been wanting this all my life. I know it's expensive, but I've always known how much it is and I want it. That's one kind of buyer at Cartier. And a lot of their, a lot of their revenue comes from the trending pieces that people love. The clue, the love bracelet, trending things that people can recognize and go, I know that that's Cartier, but Then they also have high jewelry. And high jewelry are pieces that are like 1000-002000-00300,000, a million, $2 million. One of a kind. There's only three in the entire world. One's here, one's in Dubai, and the other one's in Singapore. And it's not, I'm not telling you there's not a lot for you to buy it. I'm telling you this is exclusive because most the time my people prefer exclusive things. That not everyone has. The chances of you walking into a room and someone has the same one of these as you is almost impossible. It takes two years just to make. It's almost impossible to find matching diamonds that are all this size. There's a buyer for that. If you push that buyer to buy, you lose a buyer. But you can push the buyer that's always wanted the $5,000 bracelet to maybe buy one that has one diamond. You can maybe push the one that was only going to buy one to buy two. Because Cartier bracelets look really great stacked. You can maybe push a little bit, but you will never push the person to buy a two million dollar diamond. It just won't happen. So there's different, there's different sellers in high jewelry. People have to learn how to do it. You don't just have a person that's like, do you have, I'm looking for a very expensive flawless diamond. And then you give her the first person salesperson on the floor to assist because that person gets too excited, wants to make the sale, and it becomes about them instead of about the client. The big thing about the buyer paradigm is it's about the buyer. If you can actually let that land, it's going to make so much sense. A lot of times businesses are about the business, what the business sold, what the business did, what the business produced. When it's in a, a buyer paradigm, it's about the buyer. It's about the one person buying the thing that they've always wanted. It's about the one buyer being the right match for that one unique piece. It's about the one person who now owns this one thing. And so it's all about the buyer. It's not even about you anymore. When I sell something like balance, I'm selling balance. When I sell something like the Matrix, I'm bringing in the right person into the right container at the right time for them that it's totally different. I can't think about the the right person at the right time for the right thing. When I'm in balance. Because it's like, let me tell you what it is. If you want it, you buy it. But I don't do that with Matrix. I don't say, this is what it is. If you want it, you buy it. That's not how I let people buy the Matrix. Who are you? What are your goals? What are your dreams? Do I feel an energetic match with you? Am I going to be able to give you the buyer experience you deserve? Do I feel I can help and support you? Do I feel a connection to you, your business, your brand? Do I feel like you're prepared? Do you feel. Do I feel like you're ready? Do I feel like this is going to put you in a situation that's beyond what you're capable of? And I don't always nail it. Sometimes I think people are more ready than they are, and sometimes I think people are less ready than they are. But I've got to follow my gut, my intuition, and it's brought me to build a business of this size because I've trusted and I've helped countless businesses develop this intuition. And it's only done extraordinary things. So why a lot of the online world has crashed in the last little while when it comes to high ticket is because they weren't selling high ticket because they had created a luxury experience or a high. A high value experience. They sold high ticket because they wanted to be paid more. And that's never truly sustainable. When you just want to be paid more and it's more expensive just because you want to be paid more. There's a fee. There's something that's missing for longevity inside because it's not about your buyer. It's got to be tangled with. This is the best buyer for me. This is the best experience I can offer. This is the right price. This is the right match. I don't want to sell the best caviar to a person who's never eaten caviar. What's the point? I want to give them maybe a tasting or I want to help them try the lesser kinds. And I want to invite them to come again. I maybe want to have a discussion with them where I say, you've never had caviar before. Let me start you with a few really good ones. And when we expand your palette, you know, we have some incredible caveats here that are incredible that I'd love to have you start. I'd love to have you try. But let's start with these. If I have integrity, I'll do that. If I Have no integrity. I'll sell them the most expensive one and tell them it's the only way to go. People can't tell the difference. Does anyone here know how to tell good wine? Like, if I give you a bad, bad wine, you'll be like, what is that? Okay, you can tell now who here is like, no, I couldn't tell. If you gave me a glass of wine, told me it was 50 bucks, I'd believe you. If you told me it was 150, I'd believe you. I don't know. It's a wine, it's wine. I can't tell the difference. Do I have any of those people here? So it's so important to know your buyer, because what has no. What has no integrity is to sell the most expensive wine to a person who can't tell the difference. What's the point? And there's corked wine, but there's also just like, what's a good bottle of $100 wine? Like, I, I remember when Kevin and I went to Paris last year, we went to a restaurant and there was a bottle of wine on the menu for 28, €000. And I was like, I don't think I have a palette that's refined enough to be able to tell the difference between like a $1,000 bottle and a 28,000€ bottle. So I won't buy it. I don't think my palette is refined enough. Like, I would have had to have had so much thousand dollar wine and two thousand and three thousand and ten thousand and fifteen. I would have to be able to tell the detail. Because the thing is, luxury is in the detail. And what I've started to realize is that that's the case everywhere. When you go to the fashion brands and they're explaining to you why something is so expensive, they'll explain to you that everything was hand sewn, that it's a very special stitching with a very unique leather that's done in a very exclusive way where most people wouldn't be able to tell the stitching to save their lives. They'd be like, I can't tell what material that is. I can't tell fine leather from regular leather. I can't tell a fine stitch from a machine stitch. I. I don't know the difference. So why would I spend this money when I don't know the difference? And sometimes some people do for ego, just to say I own the expensive bag. Sometimes it does happen. But that, in my opinion, actually devalues the luxury Market, the person who buys the thing without understanding its value devalues the thing they just bought. I don't want people buying my stuff just because it's the most expensive thing or it's the most popular thing. I want people buying my thing because they understand the value. And that's something it took me a minute to really understand because I saw the impact of the opposite happening. So in all luxury across the board, whether it's hospitality, food, luxury, fashion, whether whatever it is, there's always a tiny difference between something that is very good, something that's excellent, something that's exquisite, and something that's a masterpiece. And the difference is like a hair. But the people who know the difference pay for that hair of a difference because it matters to them, because they value that difference. But it can't be something you need them to buy. And that's why usually the quantities really change in what's available to the mass public versus what's available exclusively. Because if you imagine, I'll give you another example, and just so you know, the reason I'm using really expensive things in this buyer experience is because most of the people that are here are here with the thought I want to sell high ticket whatever it is in my business. And so I want to show you what the industries are that have high ticket stuff that people actually really do buy. But what's the difference? And it has taken me so many years to even understand this in all these different fields, but it has helped me really bring things back to value. And who are the people who buy, who buy the valuable things? So when you go to an art gallery and you buy a print of a, of a canvas, something that's already been printed, you could buy the same print. There's the original and there's the print. The, the print still is quite expensive because it represents a certain artist. But the original is locked in a vault somewhere where no one can touch it. And it's priceless. Why is that? Because the original is not repli. You can't replicate it at all. It's completely limited edition. There's only one person in the world that can have the original. You need someone who values that to buy something rare, unique and limited edition. Exactly. But you need someone who honors that to say, the thing I have in my house is only one of a kind. So let's think of who that person is. Would it make sense for a person to walk into an art gallery, find the one painting that's locked and vaulted, it's the only one in the world and bring it home to their three bedroom apartment with a no security system and mold in the walls just because they want the original. Now usually the person who values that kind of art also values their home values, their purchase values, their safety and security values. A million things. There's going to be so many things put in place to accept that piece. So what's been happening is a lot of people are trying to sell luxury to people who are not equipped to receive luxury whatso. And then the luxury buyer is dissatisfied. So if you've ever had the experience of. So I'll give you, I'll give you another example there. I tried on a piece of jewelry a few months ago and when I tried it on, there was two pieces that I liked. And what the seller explained to me was that they would recommend for me one piece over the other because the other one, the material was so soft that it's very easily bendable. It's, it's the kind of level of material that is easily bendable. The stone is easily scratchable. It's a softer stone than a diamond or something like that. And if I want to wear it every day, it's probably best that I choose the other one. Because this particular one, if I bang it, it could chip it, it could break it. It's not as solid as a diamond. So the people who would buy a piece like that are the kind of people who would walk around like this all night to make sure they don't knock the ring. They would probably be driven in a car where they don't have to open their own door. They would probably sit while someone brings them everything they need. And then they would take it off at night and put it in a bolt. That's probably who would buy that ring. And because they know that that's not the way I am, I wear my jewelry and I love to wear it. Then it's not, it's not the right fit for me to have to buy that. What would make more sense is to not have to worry about it. It won't chip, it won't break, it won't bend. Live your life. It's good. Even though it's extremely expensive, it's durable. But for some people, that doesn't matter. That's not where the value is. Give me something where I'm not allowed to do the dishes, that's perfect for me. I'll just sit here and I'll say, sorry, I can't do the dishes. My ring, that sounds perfect, let's do that. But what happened Was like the material itself was not necessarily solid enough to withstand normal wear and tear for me. And so when I'm looking at this ring, I'm thinking, although it's so beautiful, is it valuable? For me, the value diminishes. Does the value diminish because it's less beautiful? Does the value diminish because the stone is less expensive? Does the value diminish because it's not a right brand? Is the value diminished? Nope. Nope, nope, nope, nope. Now, what they explained to me is one of the reasons it's so expensive is because it's so hard to cut that stone. Because imagine if it's dangerous for me to wear it, how dangerous it is for them to cut it and set it with tiny little tweezers on a tiny little band and not destroy it. So we don't think of that when we're buying things. We're not thinking of how complex it was to harvest the stone, to cut the stone, to shape the stone, to create the ring, to put the set the ring, to set the thing. We don't think about those things when we buy things sometimes, but the people who buy it do, the ones who value high jewelry are like, I understand the value of this is why it's so valuable for me. This is why I buy it. So they won't just buy the jewel and not take care of it, or else it wouldn't make any sense. This is the kind of person, if I'm not the right buyer, I go, I'm like, what's your most expensive jewel? I have money to blow, and I want to feel important. Well, we have this stone set on this, this, you know, beautiful piece of gold. Perfect. I want it. I wear it, I bash it, I break it. I want a refund. No, there will be none of that. You did not wear it properly. You chipped it. Well, it shouldn't have chipped. You know how much this thing cost me? Yeah, that's exactly it. That's why it's so fragile, because it's chippable. People have different thoughts about things. I bought the most important, an expensive painting in the whole world, and I kept it in front of the window when the sun changed the color. I want a refund. It was supposed to be in the shade. You were supposed to have it in a dark room. Like, you have no respect for what you bought. People don't all have respect for what they bought. And so the people who will ask for the most refunds in life are either the people who asked for every piece of information they could possibly ask for for and forgot one little question and then realized they didn't get exactly what they wanted. Or the people who buy something that's far beyond their budget just to look good and then regret their purchase when they're gone. And both those things can be completely avoided. When you're running your business of high ticket stuff with a buyer paradigm, this would mean when the person's like, well, what about this? And what about this and what about this? You know, they're not in love with the piece, they're trying to rational it. You say, rationalize it. You say, I feel this is not the right fit for you in this moment. Let's look for something else. You say, I don't think this is the right container. Even though you're passing up on money, that's scary to do when you need it. And on the flip side, when someone is saying, I want to buy this, I, I, I, I, I, I want to buy this, I, I think it's important that I have it. There's only one. If I don't buy it now, you'll sell it to somebody else. Somebody else, I need it, I want it, I have to have it. They're just thinking out of ego. They're just thinking out of ego and then they have buyer remorse two days later. That also doesn't help you. And so having relaxed conversations where there's no pressure, where this is not about rebuttals and making sure that people don't not buy because they were afraid or they didn't like the price or didn't like this. Like, none of that happens in the buyer paradigm. None of that has anything to do with the buyer paradigm. The whole thing is about the most beautiful experience where the person buys the thing that's perfect for them and they lived happily ever after. So when you contemplate your business right now, can you see that there may be parts in your business where you're trying to sell high ticket, but really you're not in the vibe of high ticket at all with that one thing. Do I have anyone here in the room that's like, this conversation is making me realize why my expensive stuff isn't working very well or why some of the people who may have bought it in the past weren't happy and said this wasn't it? Okay, so, Jocelyn, I'm going to bring you up and then Andrew. Hello?

Sorry, trying to unmute myself. Hello?

Can you hear me? Yes.

Oh, okay. Yes, absolutely. I mean, everything you said when you said, like the caviar shop was here to stay, that they're investing all of this and you're here to stay. I mean, like, that cemented in me because I was like, oh, if this doesn't work, I have to go back to brokerage. And then the other part where you said, oh, did I lose it? The other part, I lost it.

Okay, let's.

The other part about how fragile the crystal was and how much work it took to make it as a coach. Our whole life, all the fires that we've been through, everything, all the courses I've invested in, all of that is what makes my program or my, my high ticket items that price because of everything that went into it. It's not just here. It is. So it makes so much sense. When you were talking about that. That helps tremendously.

Okay, this is super valuable. So let's start with the second one then because I really like this. So when you realize the fact that you're here makes your pricing go up. Because when you have respect and when you value what you bought, and I'm going to tell you there's people that don't value what they buy, they buy because they want to see if I, let's say I'm going to personalize this to me, but this could be for any other coach. I just want to see what else they're saying. I want to see what my competition is saying. Maybe they're not even that good. I just want to see what they're saying. Or I want to steal something. I want to get a thought, I want to take a thing. Then it's, I don't value the person I just bought from. But if you did value it, then you would say, my, my mentorship is worth more because I studied with Melanie and layer like I have studied. I have contemplated concepts that a person that's generated $70 million in their, you know, over $70 million in their business in this line of work has done. And I've contemplated on a daily, weekly basis with this person. I've invested time, energy in myself to make sure that I can deliver this for you. If you value it, you will be able to make them understand the value of it. But sometimes we do things and we don't value it. We don't even talk about it. We say, well, yeah, I did that. But I wouldn't tell anybody that I did that. The more we value things, the more other people value what we value or the more they see what we value. So that's a very, very good point. Okay, the next Part I want to shine a light on is the, the business is here to stay and this is so important. So you said it's that same feeling of not considering, like, oh, well, if this doesn't work, I'm just going to go back to my old career. So remember how in balance, I said, leaders are bridges and bridges are tested. And I said, it only makes sense that before you're given everything you've ever wanted, you're going to be tested to make sure you're not just going to ditch it all to go back to the old thing. So if the caviar shop, there was a possibility that they didn't care for her longevity, it would be much harder for them on the first night to have that staying power, energy. It'd be like, let's do it, let's do our best. If we can't make all our money back, we're closing up shop tomorrow. They would not be able to deliver the same service of timelessness. And come back next week and bring your friends and next time you're in, I'll make sure I have this for you or that for you. It would be very difficult for them to create bonds with their clients, relationships with their clients, if really in the depth of their pit of their stomach, they knew, if tonight doesn't go well, we're closing the shop. And so if, when you know this in your own business that you've always kept one foot out the door, like, if this doesn't work, I'll go back to my old job and I'm buying coaching. But it's because I think I'm not good enough. And I don't want anybody to know that I'm not good enough. So I pretend that I know everything myself instead of I value my education. It's part of why my pricing is so high and I'm here to stay, all of a sudden, the value of who you are, what you offer has all gone up a lot. These are amazing breakthroughs.

And also one more, because actually, I'm sure there's 10 more. But another one where you were saying about selling with integrity, not for the business, because I had a client that did a strategy call and she wanted to do my higher package, but she's very. She's a lot in debt, like $2 million in debt. And so I didn't feel with integrity to sell to her because I want to make sure that if she's going to do this, she's going to do it, not because I'm pushing to her to do It. And then I was like, oh, did I not do the right thing? But everything you said feels right, that I can offer this to her. And if she does do it, that's because she had that fire that I did because I invested when I didn't have the money.

You know what I mean?

So, like, selling with integrity is really just putting it there. It's not about the business, like you said, it's about the buyer. And what does the buyer need? And here I am. And when you're ready, I'm here for you. And if you do take that leap, I believe in you and I support you in that, and I'm push you there.

This is so good. And here. The bottom line is, if a person's already $2 million in debt, that means they're very capable of making straight, you know, crazy, wild, amazing decisions. And having said that, if they feel the need to share with you that they're $2 million in debt, that's that same manipulative thing I told you about in the beginning where people say, I don't have the money. It's a. It's a back off signal. And so when you can hear that, you just go, oh, okay. If they want it, they won't feel the guilt if you push too hard. And they're like, I don't have the money. Like, this was a warning. I'm already $2 million in debt. That doesn't mean I absolutely can't do this. If you only knew how much debt I'm in, you'd freak out. It wasn't that, but it was like, I'm $2 million in debt. I don't want to tell you I'm broke because I've got to be really brave to be $2 million in debt. I don't tell you I'm broke. I'm just telling you. And you say, okay, we'll take your time. Well, then when they land with it, they're like, okay, well, what's an extra few thousand dollars? This is going to change the game for me. I've invested this much so far, and I believe in myself. I'm gonna do it. But then it's not your responsibility, it's theirs. And that's where the integrity is, and that's where the buyer experience lands. This is so good.

Thank you so much.

Thank you for this share. Thank you. All right, Andrew, tell us.

There we go. Hi.

Hello.

Geez. There's like several pieces of this that are landing super solid for me, but I think the one that's Standing out the most is the, the part about need. Understanding that if, if I have any kind of like, I need them to make the purchase or, or I made it a high ticket offer because I need more money, then that's obviously the energy that they're going to feel and the dynamic. And, and that's like, when I, when I switched to high ticket offers, it was totally out of a space of need. Not because I'm like, I've crafted the most exquisite experience. I know my buyer's gonna absolutely love it. They won't be able to resist it. It was because, like, oh, shit, my business needs more money. Like, we need to sell more expensive stuff.

And you know what's crazy? Even just when you said, and I'm sure, I'm sure everybody that's in the room will be able to vouch for this, the energy. When you just said, I am just going to be shaping the most exquisite offers, my clients, they won't be able to resist the energy that came through the camera when you said that. I was like that. What is it like you created something. Did you guys feel that? The energy that came out, the good, positive, aligned energy for High Ticket when he said that. So what you really want to, what you want to notice is like, if you can't get there when you're making it, if you've got to push yourself to get there so you can get behind the price, you're not there. It's got to be like, you know what? I want to go. I want to go. I want to create something that's out of this world for a buyer of mine. And I don't know what it is that's going to be so valuable, but I really want to create the value beyond. Like, I want to create that. And so I'm going to take myself out and I'm going to go sit, you know, by the water. I'm going to go for a walk somewhere. I'm going to really think of this. I've got my buyer in mind. I want to create something. Someone is the best thing they've ever had in their whole life. Like, let me contemplate this. And I might not think about it this afternoon. It might not hit me this afternoon just because I said I want an expensive offer. It might be something I need to contemplate for a day, a week, a month, a year, I don't know. But if my intention is that, then I've created something that's exclusive and powerful and beautiful and laced in the energetics of I I built this for you, whoever you are, person in the ethers that's going to buy this. Like, I have you in mind from the minute I build this offer and on the day you buy it, I'll know why it was you. And that's an amazing feeling.

100 I. I think that I've had so much, I mean, all the whole old world where, where I. I operated before, before the Alpha FM world was, it was all this, like, justification, manipulate, manipulating the energy kind of stuff. It's like, oh, you know that it's way less work if you just sell 10 really big offers instead of a thousand little offers. So make 10 really big. Make a really big offer and so set your price point and then justify why it's that price point. And I remember when I, when I bought AFE the next. I bought it on a Friday night, and on Saturday afternoon, this bouquet of roses comes to my front door and I was like, how did they do that that fast? That's impressive. And then. And then there's another package that comes with a little card and some notebooks and all these things. And. And then Vanessa messaged me, like, within hours of me purchasing, saying, hi, I'm Vanessa, and I'm reading. I'm like, this is not an automated message. Like, she's actually talking to me. And I loved how it felt. I loved the experience. And so it's been fascinating to go through this whole journey and pay close attention to the level. It's like when you describe the caviar bar, like, the level of thoughtfulness. And I could tell that none of it was like, oh, we want to sell something really expensive. Like, what are all the details we need to put in to justify the price? It's more like if we were treating our customers the way that we love to be treated, how would we talk to them? Like, what, what. What things would we send in the mail? How would we package up what we send in the mail? Because that's what we would love. So that's what our buyers, who are an energetic match for us are going to love. And so that's been what's been spinning in my head for, like, the marketplace and the buyer especially, like, just being very mindful of what are the things that me, like the eyes of human being just really treasure. And then how do I craft experiences for my buyers that would match that as well?

The. The joy I feel in my body, listen to you speak right now of just like fireworks in my soul, because this is exactly what it is. And that's ex thought process that we go through, and we're trying to figure out what goes into what the buyers of the Alpha femme experience receive or the Matrix or Unity. When it was, you know, going in private coaching, like, what is it that we're doing that that makes this really special? And at the end of the day, the powerful thing about even contemplating this is that you're infusing care and everything you're doing. It's not, how do we sell more of these? Because the fact is, when you buy AFE you don't know those things are coming. You only find out once you have them. You're like, oh, I got this. Oh. You know, you don't buy it for the things because you don't know that they're there. It's not like when you buy the AFE within 24 hours, you'll receive a bouquet of flowers. It's not like that. So it's not a perk to buy. It's something that we want to infuse. But you know what that does? It changes how I feel when I talk about afe.

Yeah.

Because I'm like, I know what I'm gonna. How I'm gonna treat you. I know the year we're gonna have. I know what's that. What can happen if you're dedicated and committed to this. I know how much I care about the program. I know how often I can. That we'll have the opportunity to come in and see and connect and chat and get what you need. I know the community you might get. I know that things is going to have. I know. And so that helps me sell so much more because I'm like, I've created the most extraordinary offer on the Internet. Like, why would I ever doubt or worry? I don't need to push. I don't need to do anything. I just. I just talk about it, and then that's it.

Well, that was the one thing that I remember you talking about afd. It was at the end of unconventional, and you said, this offer is the greatest offer on the Internet. And you didn't.

Yeah.

You didn't say, you get a bouquet of flowers the next day. And I remember my boyfriend's like, you spent 19 grand on, like, someone talking at you over zoom. And I was like, I knew what the vibe was because I. I did your snowball, and then I did Unconventional and the women master class. Those are my three things before AFE and so I was just buying based off of, like, the way that her brain works is such a match for how I like to think about life in the world and possibility. And I feel like there's all this stuff that dewire that and rewire and in the way that you're wired really, really resonates with me. But when the, when the flowers came, I think it was kind of the same response. He's like, you spent 19 grand to get a bouquet of flowers in the mail. But I love the experience and I love the care. And so, so, So I think that one of the other things that's been really landing for me is that I'm finding that I love High Ticket. Not because I like lots of money, but because the, like, the level of care that we're talking about here actually resonates with me as a human being. Not because I like when I'm not like, there's no need to be showy. There's no need to be like, it's just. I just love that level of thoughtfulness. It really works for me. And I think that it's really beautiful when you get experienced that in an environment like this and the people who are selling it pull it off so well because they mean it.

But see that when you are like that in this certainty, you are a match for High Ticket because this is where the person finds you and hears you speak and goes, this exactly how I feel. That's exactly what I want. That's exactly right. I feel that, yes, it's. It's true. It's embodied, it's authentic. It's an extension of what you feel and believe. You're not just giving them something because you think that'll be good for them. I've seen so many people, you know, I've had so many different clients over the years, but I've literally had people come to me on call one of them, one on one coaching package and be like, okay, tell me how you get the people to love you like that. Like, I want people to love me like that. Like, how do you get them? And I was like, we have a lot of work to do. That, like, we are very far from the energetics of what that conversation is really about. Like, we have got a lot of work to do. But the thought was like, let's speak to her to figure out how she gets them. It's like, if that was what I was doing, that it wouldn't even be working. It's the energetics of it. It's the feeling of like, I am. I feel honored that I can run a business where I can do the things I want to do or I can represent it the way I want to represent it where I can, I can be the way I want to be with my people. Like I said, even my alpha femme team, they get alpha. They get anniversary flowers every year on their anniversary for working for alpha femme. Like, I take care of the people that I love because I love to take care of the people that I love. Not just so I want them to buy. Like, that's, it's, that would cheapen it. It wouldn't work the same way. And I have had the experience of people creating a luxury experience for me to buy. And that is different than creating a luxury experience because I bought. And so it's recognizing that also. Like, I know how strong I feel about selling these high end packages because I know how the people who buy this end up being treated. I know how, how I get to nurture them. I know how dedicated I am. And my team is to make sure they get what they need. I'm not going to give them all that stuff for them to buy. It's the stuff I give them because they bought. And that's where luxury really, really, really lands. It's a lot less about, let me give you this so you buy something. Like, I'll, I'll give you one last example. When Cartier brought me to Mexico City this year, they told me like, when we got to Mexico City, I was like, can I see the carte Mexico City? Because Vanessa had been there and she told me it was the most amazing. Cartier was. And I said, can I see? And the guy was like, like, we didn't really plan on stopping by the store. We've got so many things for you. Like, we've got a shopping experience. We're taking you to like this mall so you can try on all the luxury clothing and fashion. We've got a gala night when they're taking you to the art museum. We've got the actual gala night where you're dressed like a superstar and there's this big, you know, seven course meal by the Michelin star chef. And all the things, like, we don't have a plan to take you to the store. This is not, we're flashing all this for you so that you buy while you're here. It's like we're taking you because of who you've been. And that made it land for me even more. Like this, this. There's something about this, the confidence that a brand can have to say, this isn't so you buy. It's because you bought this is something we want to offer you because of who you are. To us, this is. This is what we get to do for our clients because of the company that we've built. And that solidified even more. Like, I want to be successful even more so that it's even easier to do things like this for people. This is the level. This is the thing I want to be. To be able to do even more for people. And I think that when the business you want to build has the potential of impacting the world, it's. You receive more people. The more people that can be touched by you becoming more successful, the more people will come.

So how does this. I mean, everything you're describing is the internal game. Like. Like, I mean, even the. Even the details that the client doesn't know about that just surprise and delight them after they buy. Like, that's stuff that, you know, it's kind of like the secret extra goodies, but. But overall, the level of care and just joy that gets poured into the offer, that's all the internal stuff. How does that get balanced out with your cerebral understanding of, like, what you offer? Like, every time when we have this conversation, I just feel so lit up, and I just think, oh, I want to make the most exquisite offers for my buyers. They're going to love it, and I know I can deliver. And then as soon as I sit down with my pen and paper, I'm like, try to list out the things that are in my offer. I just feel like. I feel like I have no idea what I'm doing and I have no idea how to put into words.

Okay, well, here's what happened for me with the Alpha femme experience, and I feel like I'll flesh this out more for you in the buyer, because I feel like it's really a good example of how I built this and how it's really helped my company to do this. But what I considered was the goal of the Alpha femme experience for me is that it's the best thing that I have and that if someone does a mastermind with me, it's to deepen what we talk about in the afe. If someone is a private client, it's to deepen what we talk about in the afe. I want to have the Alpha femme experience as the body of work that's holding all the magic. That's the vibe of the. The Alpha femme experience. I'm creating this. This package that it's like everything from the inner game, the mental game, the emotions, the. The communication, the selling, the high ticket Selling the energetics of being in the zone, the money, the manifestation, like, all the things I've ever needed to work on to be here. And if there was something else, I'd bring it in. Like, I won't leave anything off the table. It's everything that I can think of that really helped me get into my power around things. And so when I built the afe, it was like, this was the belief for me, the AFE will become everything. And the more people are in the AFE with me, the better it will become. The longer you do this work, it compounds. Like, for me, every year I've done it, I've become exponentially wiser at my own work. And, you know, people ask me, like, where do you learn this stuff now? Like, where do you get it from? Do you. What books are you reading? Who are you learning from? And this is. This is where it gets a little bit interesting with me. In the last few years, I realized there weren't many. There weren't any books or things that I was writing, reading, or mentors or things that I was working with that were making me feel entirely lit up the way it used to. It wasn't happening anymore. There was no one I was sitting in a room with that was making me feel like that aliveness that I needed. And so I started doing a lot of my own experiences in a different way. And they've cost me a lot of time and a lot of energy and a lot of resources. Like, I've. I've been invited to places where I'm. In order to bring you conversations about luxury brands. Like, I've had conversations with people who have been working at Cartier for 10, 20, 30 years, Tiffany's for 10, 20, 30 years,. Over dinners, speaking for hours and hours about luxury purchases. And they tell me all the things because I give them as much value as they give me. But I ask them questions. What are you noticing about your buyer trends right now? What are you noticing about this? They tell me everything. And I. So I am coming to you from having spoken to the top restaurants and the top hotels and top luxury brands, the top fashion houses, being invited to the parties and the before parties and the after parties and the fashion shows and this and that. Like, all the things that most people just don't normally have time to have. That and a business. Like, you're either a socialite or a business owner. I've crammed in both because I realized that the things I really want to teach my audience have a lot to do with getting there and there's a fine finite percentage of the population that makes it to some of these events that I get invited to. Because there's the, there's the normal, like, marketing events, and then there's the special guest events. And because of who I am, because of my social media, because of the generosity that I have given to the people that I speak to when I'm with them and they invite me for dinner, I end up coaching them on sales all through dinner. Like, I'm so generous with my time with these people. They've been generous back. And so what I'm bringing to you is not just what I read in a book. It's what I have found from the last few years of extreme luxury and extreme high ticket like exclusivity. There's like no percentage of the world that even knows this is possible to go there. And I went and I was able to speak to the right people to get here. Sitting next to people that are millionaires, like multi millionaires and billionaires across different industries and just asking them questions. I speak to you guys all day long at those dinners. I listen, I ask questions. I listen, I listen, I ask questions. They say things that I'm like, this makes it to my buyer master class. This makes it to this. I've just learned this. I contemplate what they say. It's like, I just totally got this. So I am living at a level that's so intense right now because I want to bring my company and your company to understand what the people who are making the best companies out there that are surviving, all the things that did not get killed in one recession, that did not fall off the wagon once, that are still featured in all the magazines, they didn't just do it once. They did it again and again and again and again. What are they saying? What are they thinking? How are they investing? What do they do when times are hard? What do they market more of? Why do they do things a certain way? I've asked all those questions and in contemplating them, it's created the programs that I, that I give. So I know my stuff keeps getting better every year. I know that it's so easy to say, I'm gonna. I've done a year with Melanie. I'm gonna go do a year with somebody else. Like, go. But my next year is better than the last year. So I don't know. I don't know. Like, I know that I'm. If I thought last year was the better afe, you should have done it last year. I wouldn't be doing it live every year. I know it's gonna be better every year. I know I'm constantly refining. I know I'm constantly putting myself in those discussions and those experiences. I know I'm doing the research and on the field, I'm becoming the person I need to be to be this leader for us in this industry. Because I know that and because my whole life is focused on this, I always know what to bring next. So AFE is all of it. And my all keeps growing and my all keeps deepening, and my all keeps refining. So anytime there's something new, it's only a question of is this a module in an old program or a new thing like balance or like currency, where it's like, you know what? I could add this to a program. But a lot of times this is what I'm finding, and I'm contemplating this for myself, even for the future of afe. If I added balance, for example, as a module in exponential wealth, that might not impact the amount of people who buy exponential wealth because it's like, oh, there's an added module. But when I sell balances in an alone conversation, people are like, I want that because it's new. So I'm starting to realize that sometimes the repetition of my old stuff, even though it is different, it's a completely different program now than it ever was because it's called the same thing. People are like, oh, I took that already. But it's like, this is not the same. This is like saying, oh, I've been to a hockey match already. I've been to ball game already. I don't need to go. I don't need to see that. I've seen it already. It's like, this is not the same. It's another one. It's another exponential wealth. It's a 11th edition, you know? So I've been contemplating that maybe what I need to do is stop with the the same names and completely change so that people understand it's fresh, it's new, It's a whole other conversation. These are things I'm contemplating. It's a new collection of programs like, why is it that some people stay for three, five years and some people say, well, I've completed a year and thank you for everything and I'm done. Is it because they expect next year is going to be the same? Because it isn't. And so how can I avoid that? How can I change that? So that's the contemplation I'm in right now.

Well, that's funny, I. I would expect me to buy AC again, even if it was the exact same stuff, because I think and I would be different going through it the second time. So I'd extract different things out of it.

But you see, dream buyer, you're like my dream buyer because you get everything I say. Like, you get. You get it all. Even every time we have a conversation, the things you mirror back to me that you got from what I said, I'm like, this is my dream. You totally get it. You got it. You got it. Holy crap, you got it. Like, if I could just have everyone get what you got, I'd be in a different world. It's like, you get it. You just, you.

That's flattering. I think I get like 60, sometimes 40, and I'm like, I need to, like, dial in more.

But what I mean is you get the energetics of it. Like when you said, it's the way she. Like the way she thinks is the way I value thinking about the world. And when I said, this is the best offer on the Internet, you're like, I believe. I feel that. And then you saw the details and you valued the details. It's more in that sense that I mean. So when you're saying, I'd probably buy it again, even if it didn't change because I'd be different, it's like, do you know how little people get that? That they would also be different? Everyone wants the new, next shiny, bright thing. And so it's noticing, do I keep what I'm doing? This is the contemplation right now. Do I keep doing what I'm doing or do I pivot? Not that sometimes needs to happen. So what I would say, as you're designing your offer suite, because you get all excited and you're like, I want to do this for my clients. The real question is if you didn't need to worry about being paid for it at all, but I could put you in the room with your favorite kind of person to speak to. Who's the favorite kind of person you like to speak to? Is it a business owner? Is it someone that's been in business for X amount of years and has been really successful? Is it someone that had a really high powered job but wants a second passion project? Is it someone whose partner is super rich and they're looking for a passion project? Who's your ideal person to be speaking to? And then if you imagine yourself speaking to that person, what would you be talking about if it was? If you didn't care about being paid, and you just gave them the best you've got. If it was the best night of your life, the best day of your life, and you took the whole stage and it was just about you, Offering things and sharing things in this person was just like, oh, my God, I needed all of this, what would you be saying? Where would you be taking them? What would you be offering them? What would you be giving? What would you be making sure is there? That's one way I like to think about it. And then you add a price to it, make it priceless, then add a price.

Okay, I'm gonna go listen to that like three times on the replay and contemplate that and journal it out, and then I'll share in the group.

Perfect. I look forward to it.

Thank you.

It's my pleasure. So this is actually a really fun homework for the entire group. I want you to look at your offers and say, if this was priceless, if this was. If I'm looking for something that's going to be the highest price I've ever got, I've ever charged, let me make an offer that's priceless, Then I'll add a price. What's the best thing? Like, it would be my dream to speak to this person about these things. You know, when. When I open a matrix, I'm always like, the idea for me of matrix is I'm going to attract the right person. Because if I attract the right person, we're going to have the right conversations. If I bring in a person who's not at the right place yet in the matrix, they're going to ask me things they think they need in order to make their investment back. That's not how we're going to have the best time. The way we have the best time is the person who's like, I can feel it in my body that I'm supposed to be there. And I don't exactly know why, but I know I'm supposed to be there. And then when they get there, one participant says something and it opens a channel for discussion. They're like, oh, no. Oh, this is why I'm here. Okay, here's what I'm going through. And then the other person says, oh, my gosh. And then there's a discussion that starts to happen. And it's like, if I would have told them ahead of time that that's what was happening in the matrix, maybe they would have said, I'm not coming to this thing. I don't want to talk about that. But instead it's like this is changing my life every day. I want that kind of openness. I want, I want to, I want to buy the thing that changes my life, not the thing. I know exactly what I'm getting. And so I need a specific client for that. I know what I'm looking for. That's my dream. I don't want to say, oh, we can't talk about that, because I promise we'd talk about that. I don't want to say, oh, we can't go there because we really have to focus on this. Because that was in the sales page. I want to say the sky isn't even the limit, what comes through at the highest level. And so that's when I'm thinking, who's my ideal client? Not just how do I sell a matrix for it to be worth it. It's going to be worth it when it's the right buyer. And that's the thing for you and your business. It's going to be worth it when it's the right buyer. And when it's the wrong buyer, they will nitpick everything. And so last example I want to give you is I went to a hotel a few years ago that was a very, very luxury, luxury hotel. And the person spent however much on their hotel suite, spa package, whatever it was, and they found everything wrong with their stay. And all they were doing was like, for the price that it was, I would have expected, blah, blah, blah. For the price that it was, I would have expected, blah, blah, blah. And all I could think of in my head is that was the problem. You weren't the right buyer. You wanted to pay for something with an expectation because this wasn't a comfortable price point for you and you wanted to receive what you expected would be enough based on how much you think this should be. You are not the right buyer. And so you could, you can have a person in a six, you know, five star hotel, the best meal ever and an incredible spa experience. Say this part was scuffed and this wasn't done properly and this person didn't greet me well and I want a refund on everything. It's like if you don't value the whole thing, you will find what's not right. So you don't want to have the buyers that don't value it because they're the hardest ones to please and they're the most exhausting. And I have found across the board, all my clients who are afraid to scale got stuck with the wrong buyers that were impossible to please. And thought, I have to handle more of these people to win. I think I'd rather contemplate whether or not I need this or want this or not. Because when you're with the right people and it's easy and it's effortless and they love you and they care about you and they're there and they're like, in the vibes with you, oh, my gosh, the best feeling ever. And when they don't like it, it feels heavy and hard and sad. And you always feel like you're behind and you owe people stuff, and it's like, what's the point? So I want you to really contemplate not, who's your ideal client, who's the dream person you love to talk to in your life, who's your dream person, that if you could spend an afternoon with the kind of person, what kind of person is that? And if you have two, three different kinds of persons, then flesh out the three kinds of persons. And then if you could be with this person all day and you were in charge of the conversation and where you would go and what we would do, what would that look like? Start to let yourself be creative outside of the money. Make it priceless. Then we'll talk about price. So enjoy this piece. Enjoy your weekend. One other fun homework to do. If you've got somewhere you can go where you could be a buyer just for fun and see what your experience is. Being a buyer during the buyer program is a cool thing. You'll notice who nails it and who doesn't. You'll win either way. Have fun. Thank you for being here. I love you. You're beautiful. You smell nice. And I shall see you on the Internet. It.