Peaceful Profits Podcast Ep. 41 - The Easiest Sales System In The World
Synopsis:
Selling doesn’t have to feel like pulling teeth. In this episode, Mike Shreeve breaks down the easiest selling system he knows—and it has nothing to do with memorizing scripts or pushing through objections.
Instead, it’s about building a sales environment where conversations are natural, low-pressure, and profitable.
You’ll learn:
Why most sales struggles are caused by environment, not skill
The 3 core elements of an effortless sales environment:
- A never-ending flow of daily inbound inquiries
- Pre-educating prospects so they arrive ready to buy
- Controlling your supply and demand curve
How to make hiring salespeople easy (even without “superstars”)
Why pre-education and acquisition funnels are the secret to scaling
By the end, you’ll see why Mike and his clients don’t dread sales calls—they look forward to them.
👉 Want help building your own peaceful, profitable selling system? Visit peacefulprofits.com/call.
Transcript:
The Easiest Selling System I Know
[00:00:00] Hello there, hope you're doing well. Mike Shreeve here. Let's jump right into it. Today we're going to be talking about how to make selling significantly easier for yourself and for a team. Now whether you have a team now or not, I know a lot of people in this space, their goal is to someday not be the only ones selling, right?
To either hire a sales team or just to reduce the need to have sales conversations, right? A lot of people want to go to chat, automations, etc. Now we're not going to be talking about scripting, we're [00:00:30] not really even going to be talking about tactics or tricks or secrets or anything like that. Instead we're going to be talking about a very powerful principle.
Now this principle is, to be frank, it's much more, I think the word powerful kind of ironically has become quite weak in this world because everyone's everything's so powerful. But in this case the principle we're gonna be talking about actually extends and expands beyond tactical improvements to your sales ability.
So sure, you can [00:01:00] always improve your scripting. Sure. You can always improve your tone, how you handle a call, et cetera. And that might give you a 10 percent lift on what you're doing or a 15 percent lift. But what we're going to be talking about today and this powerful principle and the changes you can make in your business, it gives you a 50 percent lift, a hundred percent lift.
It can double your sales. Not in six to twelve months, but as soon as you begin implementing these changes. And the reason that this principle is able to do [00:01:30] that all comes back to something that I accidentally stumbled upon and I really do mean that, not just in the webinar way, but So I started in 2007, right?
I am naturally not inclined towards selling. When I very first started in 2007, I was incredibly shy. I had just come off of being homeless, right? So I went from living in a tent in Washington Park in Portland, Oregon To all of a sudden having to have these conversations with people aka clients who I [00:02:00] looked at and I thought they were incredibly rich so there was all sorts of internal stuff shame embarrassment, etc So I went into sales thinking it's something I have to do and I read all the books You So that I could really focus on the tactics and the techniques.
I just thought to myself, if I just know the right technique, I just know the right tactic that will somehow make selling less anxious, frustrating, high pressure, et cetera. Now I don't know if you've ever felt this before, it's that feeling of the night before you have the sales call. And you would describe the [00:02:30] feeling as pending doom, or you lose sleep, or something like that, right?
That was me every single day for the first few years of my business. And it, you know what, to be honest with you, that was fine. It was miserable in the sense that's not a very good way to live life, but I was able to function, right? I was closing deals. I was making sales. I was doing six figures a year.
So to me, it was just like this necessary evil that you just dealt with as a business owner, just this idea of selling. Then I started working with people like Mel Robbins and Brendan [00:03:00] Burchard and Tony Robbins and I, and Russell Brunson and other people. Who you look at externally and you think to yourself, wow, they're incredible salespeople.
Look at how much they've generated as People who can sell stuff to others and I wanted to figure out like how do they do that, right? By this point in my career, I had very lofty goals and I was like, how do they do that? And so I started to deconstruct what their sales processes, what their scripting was I started to deconstruct what their, [00:03:30] tone, how did they show up to calls, and I noticed something very interesting.
They were using the same scripts I was using. They had the same tone and pitch that I had. They were overcoming the same objections that I was trying to overcome, and yet they were outselling me by a wide mile. By a lot. And so I really started to ask myself, How is it That we can be using the same scripts, right?
Because they're the same scripts from the same books, from the same teachers, from the same mentors. How is it that we can have access to the same information, knowledge, coaching, etc. [00:04:00] And I'm still Nervous, anxious, my sales calls convert lower than theirs, etc. And it really came down to a realization that I had.
Which is, when Brendan Burchard is selling someone, when Tony Robbins is selling someone, or Tony Robbins team is selling someone, when Russell Brunson was selling someone, now Russell Brunson's team is selling someone. The difference is not the script, it's not the tone, it's not the approach, it's not the ability to overcome objections.
It's that [00:04:30] their selling environment isn't. was different than my selling environment. And the big aha moment that I had was that the selling environment is not only important, it's actually more important than the script. Then the tonality, then the ability to overcome objections, etc. Now, what do I mean by selling environment?
Let me give you a very [00:05:00] simple example of two different selling environments. Environment A is I go door to door knocking on people's doors trying to get them to purchase a vacuum. That's sales environment number one. Now just think for a second what I have to do in that moment to make a sale. And think about what's going on.
I'm interrupting them, I'm telling them they need a vacuum, I need to be slightly [00:05:30] aggressive, I need to be, I know I'm going to face massive rejection there may even be some moments during that sales process where there's tension, and, you're upsetting people, and etc.
That's environment A. Environment B, selling the exact same vacuum. And I'm the exact same person. Except now, I'm selling at the vacuum store. Where people have left their house, got in their car, drove across town, and [00:06:00] showed up to what? Shop for vacuums. Now what kind of sales process do I need to engage in then?
It's more of a kind of customer service. It's a more of a, what are you looking for? It's more of a interview style sales process. It's highly likely that you already know mentally this basic principle and the principle being the better the sales environment. The [00:06:30] easier the selling becomes and you may know that because it's marketing 101, right?
It's the idea of the inbound marketing and everybody wants inbound marketing Don't go chasing after people have people come chase after you you know if you get your messaging, right the right people will show up all of these factors and elements come into play the problem is that a lot of that inbound advice is also incorrect.
I can tell you for a fact that the people that I've listed above for the most [00:07:00] part use very different inbound strategies to set up the selling environment that they exist in. So let me share with you some of the things that I've learned and have implemented in my business to change that sales environment to the point now where I myself don't even have to sell.
At all. I don't even take sales calls because my sales environment is so strong and so easy to [00:07:30] sell in that I can just hire other people to sell for me. See, again, this is one of those things where. A lot of people think the secret to hiring a salesperson is to find the perfect salesperson. What I'm saying is that the secret to hiring a salesperson and making that process easy for yourself is to make your selling environment so easy to sell in that you don't need to find the quote unquote perfect salesperson, because by the way, they don't exist.
And if they did, they would probably be too [00:08:00] expensive for you to afford them anyways. And this is a common thread through this. We're going to go on a little side note here. This is a common thread in all of your hiring. If you have to hire someone and the only people that you can hire because of the nature of the job that you're hiring for are really expensive and really rare, the problem isn't your hiring process.
The problem is the job that you're hiring for. Your business is too complicated. It's too confusing. Just think about McDonald's. They can take any kid off the street in any place in the world and they can all create the same tasting hamburger. [00:08:30] That is done on purpose. That wasn't an accident that occurred, right?
So when we're thinking about sales and selling and getting ourselves out of the day to day of it We have to understand that it is through the creation of a sales environment which we'll cover here in a second about what those changes are a Sales environment that you're gonna be able to pretty much hire anybody you want In fact what you do when you have a strong sales environment is you hire for belief, not necessarily technical skill, which [00:09:00] means you can hire from your own audience.
And now you have this very easy to sell in environment and you have people representing you who believe in you and what you're doing. And that combination allows for very profitable sales teams. Okay, so sorry about that little side tangent, but let's go back now and talk about what makes strong selling environments.
So number one, a really strong selling environment, a requirement, is a never [00:09:30] ending inbound source of inquiries. So let me see if I can explain that. So in my business, every single day, 365 days of the year, people are inquiring. to do business with me. Now the way that we have the inquiry inflow set up is it's either they are booking calls or they are responding and replying to emails.
I want to put a special emphasis on the key point of this [00:10:00] idea and it is that it is a constant flow of inquiries. Selling will always be hard for you Until you are able to create a consistent inflow. So even if you have inflow there's a lot of people who are doing quote unquote inbound marketing, but it's sporadic.
So you get a lot of calls or a lot of inquiries and then none. A lot and then none. That is a contributing [00:10:30] element to a poor sales environment. Why? Because it unnecessarily puts pressure on you, often times, out of your control. Meaning, you don't know when the next inbound lead is going to come. And so what happens to your mentality and mindset?
It goes into scarcity mode. What happens when you do scarcity mode? Now you have anxiety. Now you have fear. Now you have frustration when it doesn't work out. Now you engage in sales [00:11:00] tactics, which you yourself don't even feel comfortable engaging in, but you think that's what you have to do because somebody told you that's what you have to do because they also operate sales systems, processes, environments that require that kind of selling.
Because they also don't know when their next inbound lead is going to come and et cetera, et cetera. So you see how it's like this circle. And when you make the shift to a consistent, never ending flow of inbound inquiries, what do you think happens? Somebody gets on the phone, [00:11:30] what pressure is gone?
The pressure of I have to sell this person right now because I don't know what's gonna happen tomorrow In my sales team and in my business once I realized that this is how you know These really big amazing clients that I had in the past how they were operating I realized that the key to having fun sales calls where there's no pressure Where you can just show up and just be honest where you can show up and it's not you verse them It's you just Asking some questions.
Tell [00:12:00] me a little bit about yourself. What are you trying to accomplish? Let's see if we're even a good fit together. It starts with the consistent inbound flow of inquiries. Because here's what my sales team experiences on a daily basis. They'll take a call at 9 o'clock in the morning, and they know they have four to six calls the rest of that day, and they know the day after there's going to be four to six more calls.
And the day after, four to six more calls. Day after, four to six more calls. And again. And [00:12:30] this isn't just one salesperson, this is across three different salespeople. Not only do they see it in their own selling, they see it in each other's selling as a team. And so what do you think happens to their mentality?
What do you think happens to my mentality managing that team? We don't have the kind of conversations that some sales teams have, which is you need to crush and squeeze every single call because we don't know when the next call is going to happen. That's just not how we operate. And one of the very [00:13:00] interesting things about that is in the help industry.
Now, I'm not an expert in anything else, right? I don't know what it's actually like to sell vacuums. Maybe in the vacuum sales world, high pressure sales tactics do in fact out convert what you might expect. Consider less pressure y sales tactics, but I've been doing this for 15 years I have been a part of all sorts of different teams before I struck out on my own So I did client work for many years and I'm telling you right now that the data does not support The claim that [00:13:30] high pressured sales tactics are more effective than less pressure y sales tactics In fact in my experience not just within my own business, but within the business of clients The less pressure there is in a sales call the higher Earnings per call end up being so depending on how you measure your sales calls there's you can measure the conversion per call But really what you're most interested in what actually matters is how much is earned per [00:14:00] call And it turns out that when you can take a much more coaching slash consultative sales position When you're chatting with someone that you actually end up earning more per call.
Now, why is that? Because there's a couple of things that happen as a secondary benefit. One is you're actually able to raise your prices. So you end up actually being able to charge more because there's higher levels of trust, et cetera, et cetera. And then second is actually because those individuals who buy from you tend to buy again.
So if you're not [00:14:30] burning bridges in your sales process, It means people come back and I don't understand how some of these gurus are even staying afloat. I think, I try not to trash people that much anymore, but I used to be way into trashing other people because I've seen behind the scenes of some of these gurus.
And I know for a fact that a lot of them just are financially struggling because they engage in these sort of short term tactics. But I'm telling you right now, like when you burn bridges, you are literally lighting money on fire. I've never understood this [00:15:00] obsession with one call close, must call on it, and if they don't then they're, that's not how real people buy, it's not how the real world works.
And so when you can, so let's bring it all the way back now, when you are in a situation, a sales situation, where there is an inflow of inquiries every single day in your business, You're actually able to truly believe yourself and then impart that belief to your team, if you have one, to say, look, you guys, we don't have to pressure people.
We don't [00:15:30] have to use aggressive side of hand sales tactics, et cetera. In fact, we're able to engage in better, more profitable selling because we know there's going to be another call in 20 minutes after this one, there's going to be four more calls tomorrow, and the day after, and the day after, and the day after.
So step one, this is like basic step one of creating a sales environment in which selling is incredibly easy It is to get an inflow of in my opinion daily inquiries [00:16:00] and I say, you know never ending it's for the simple matter of Having whatever system in your business you need to build, we recommend acquisition funnels, but whatever system you need to build in your business that allows you to turn it on and keep it on so that you don't have this up and down.
So the first step is the inflow. It's one of the things we love helping clients with, right? We love helping them set up their acquisition funnel so they can have that inflow and that in and of itself makes the sales environment different, [00:16:30] right? It changes. Just that, just what we talked about, just imagine that in your head for a second.
Imagine if that was your business. Alright, so the next thing that we need to do to create a better sales environment is to educate before the sales conversation. To educate before the sales conversation. And I'm going to tell you something, and some people listening to this aren't going to like it, but a 30 minute VSL is not educating before the sales conversation.
It just isn't. [00:17:00] In fact, I would say as a general rule, the more that you can get someone to consume before a sales call, the better. The easier the sale will be. Therefore, by definition, why engage in tactics that reduce the time spent in education for that prospect? Why would you be drawn towards a tactic that says we can get a sales call [00:17:30] and after they watch a five minute video?
Do you know what that sales call is going to be like? They don't know who you are. They have no idea whether they should trust you or not. They don't know what you're selling. They don't know why they should buy it. Their long, their list of objections is going to be so long that in that sales environment, By definition, in order to turn a positive ROI, you have to engage in sales tactics and in sales processes, which are, depending on how aggressive you go, [00:18:00] questionable and at the very least stressful.
Anxiety creating, unpleasant, bridge burning. These are all words I would use to describe that kind of a sales process. Now let's flip it on its head and show you an example. Now, obviously I'm biased towards this, but a book. If you put a book in someone's hand, or a mini course in someone's hand, and just say to them, Look, go through [00:18:30] that first.
Just read it. Take you 7 hours to read it. Here's some extra little bonus videos. They're each an hour long, so you'll probably consume about 10 to 15 hours worth of information. Before you hop on a call with me or my sales team, what do you think the sales environment is going to be like? This, for me, was one of the biggest Aha moments.
The inbound thing everybody talks [00:19:00] about it, right? It's let's just cover our foundation make sure that everybody knows inbound inquiries every single day Yes, but when I was watching Russell Brunson and Brendan Burchard and Mel Robbins and Tony Robbins And I was a part of watching them work and do what they're doing and things like that I realized The amount of pre selling that they do is insane.
It's insane. I will tell you right now, I in my own business don't do as much pre selling as I could or should in [00:19:30] comparison to them, right? What's one of Russell Brunson's sayings? He's always saying every single day, go Facebook live, right? If you've followed Brendan Burchard for any amount of time, he's got Millions of views on his YouTube channel.
Now what does all that actually mean? Mel Robbins, same thing. Millions of views. Her TED Talk alone was millions of views. Even when I started working with her already, I think it had already gotten to 10 million views already. What does that actually mean? Is it the volume of views that we're looking for?
No. [00:20:00] The volume of views are nice. Don't get me wrong, a big audience is fantastic. And we'll talk about the demand and supply curve. In a second, but what we're talking about now is pre education and I want you to think about this for a second You can go do this right now Go search Brendan Burchard and you will find that you have with just a few clicks of the button of your mouse I mean you have the ability to go spend hours with Brendan hours before [00:20:30] you ever buy anything.
Before you even buy a book. Then you can what? You can go buy a book. You can buy a mini course. You can buy something. And then you can buy the next course up. And then the next course up. Until eventually, you get to a point where You can book a call, become a private mastermind client, buy tickets to go to his live event, purchase what he's selling at his live event, etc.
That space [00:21:00] between stranger to phone call that is filled with content Is done on purpose. It's done on purpose. It's not an inefficiency It's not a mistake an accident or something that can be improved. It's done Purposefully because that is the best way to sell people for them to have spent hours and hours Before they get to you, we're always talking about how do we scale things?
How do we become how do we become more efficient? How do [00:21:30] we work ourselves out of the stuff that sucks? One of the best ways to become more efficient in selling You is to actually make people jump through more hoops before they talk to you. Because it means that by the time they talk to you, They've jumped through a bunch of hoops.
They have qualified themselves. They've educated themselves. They show up and say, I love you and what you're doing. And so we go back to the question, why engage in tactics and techniques that try to shorten that's just internet marketing gurus taking advantage of the fact that you want a shortcut, right?
What I'm telling you is that [00:22:00] the most successful people. They don't take the shortcut. They create the content. Now, there's the content that happens before the sale, there's also the content, for example, if you buy a book from someone, or you get on their email list, there's the nurture content. There's this, what you're listening to now, this is content.
It's, you're spending time with me. However you're consuming this. At whatever point in the in, in our, you could consider our relationship together, you're now consuming this particular bit of content. That's why when people say, [00:22:30] hey, should I try and make my webinar shorter? I don't think so.
I want people getting on the phone call with me who have spent hours consuming all sorts of different things. And we can break down, you could say Kern's always talking about get people results in advance. This is what he's talking about. Give them something to consume, help them to have breakthroughs.
Help them to know and understand that you are the person who can help them by helping them, et cetera, and et cetera. Now there's just one problem with this very wonderful idea, [00:23:00] and it is the to, to a lot of people struggle to cash flow this. How do you. Withstand the time from stranger to giving them the space and time they need to consume everything to now they're finally booking a call.
It's not going to happen overnight. It's the allure and the appeal of things like VSLs. Where it's, hammer the internet they'll watch a 45 minute thing and they'll get on a call with you that afternoon, right? [00:23:30] That's the appeal because people are saying I'll spend the money on ads. And by the end of the day, I'll close the sale.
We all know that's not really actually how it happens, but that's the appeal of that methodology. When we look at this longer sales process and the question is so I'm just going to have to go out and make a ton of content. There's way for people to book a call. And what am I going to do in between that?
This is again, why I prefer acquisition funnels. Because number one, when people pay for something, what do they do? They consume it faster! When you get a book [00:24:00] for free, where does it go? Boop! Pop it on the shelf. I'll get to it when I can. When you pay for a book, because you're like, this is the book that I need, what do you do?
You sit down, the second you buy it, you start reading. Not only do they consume it faster, they consume it at a much higher by percentage volume. For example, If you were to look at like YouTube videos versus videos that people paid to watch, a higher percentage of the people who paid to watch them will have completed them than those who just surf and click around on [00:24:30] YouTube.
So this is why I like acquisition funnels. If you don't know what acquisition funnel is, it's basically you do a mini course or a small book, you put it in a funnel, you add a couple other mini courses and et cetera, tools, et cetera, and you run it to traffic so that when you're paying to get yourself out there, other people are paying to consume the ideas and content, et cetera.
So it balances itself out. So we're getting faster consumption, a higher volume of consumption and it's paying for itself. This idea of changing the [00:25:00] sales environment by pre educating our prospects, getting them to spend tons and tons of time with us and our stuff. It's not about a better webinar script.
It's not about writing a better email. It's about changing the value, the perceived value, of our product. of the content that you're exposing them to. What's a book? A collection of ideas. What's a free YouTube video? A collection of ideas. What's a podcast? A collection of ideas. What's a bonus video? A collection of ideas.
But they all are perceived in a [00:25:30] different values system to have a certain priority and a certain need to consume, right? It might even be the same ideas in all of those different things. But because you put it in a book and put your name on it, ooh, now this is this is the official thing. Ooh, you're an author.
You put the same ideas in a course, add some spreadsheets and templates and etc, and people are now saying, oh, this is the real deal. It's a course, even though the same ideas could have been [00:26:00] as easily shared on YouTube, podcasts, etc. Okay if number one is daily inflow of inquiries, Number two is pre education of those prospects that are coming in.
The number three, and this is the last one we'll cover for now. There's a whole list of things you can do to change your environment, but I think these are three strong ones that everyone can start doing. Number three is controlling your supply and demand curve. Your supply and demand curve.
Number one question we always get when people are wondering, how [00:26:30] do I improve my sales? They want to know, how can I get the person, the prospect, to take action? It's always that. It's always, how can I get somebody who gets on the phone to make a decision and buy something? How can I get other people to essentially walk themselves into the sale instead of, how do most people experience sales?
You're dragging people in. You have to pull them along. That's a bad sales environment. I'm telling you right now, that is not how my sales team, that's not their reality. They don't have to deal with that every single day. My sales team has [00:27:00] people showing up, pushing themselves into the sale. How? We create a higher demand for what we do than the supply that we have available.
And every single one of the names that I've listed earlier, every, everybody who understands how this whole game works, knows that controlling the supply demand curve allows you to change the nature of The momentum [00:27:30] in a sales environment in other words instead of you having to pull people They will push themselves Into what it is that you do.
So how do you control supply and demand? Number one I know it sounds so silly and like obvious But number one is you build as big an audience as you possibly can that everyone's everyone is always worried about What's the best funnel? What's the secret hack to dah, putting [00:28:00] yourself in front of as many people as possible and getting those people to follow or connect with you in some way is significantly smarter, easier, straightforward than trying to squeeze an extra 1 percent conversion with some of the, whatever the latest hack is.
I'll give you an example. If you can sell one in 100. But I can sell one in a thousand. There are a couple of ways I [00:28:30] can match what you do, and one of the easiest ways, rather than trying to somehow figure out a magic spell to make me ten times better at selling, I just get an audience ten times as big as yours.
And we're now doing the same units, right? Now you may say good and fun for you, wonderful but building an audience is super hard. I would suggest that it isn't. In fact, Again, not to come back again, I mean there's a reason why after 15 years I've, I'm telling everyone the best thing I've ever discovered is an acquisition funnel.[00:29:00]
But an acquisition funnel, a book funnel, mini course funnel, whatever you want to call it, if it pays for itself, what are you doing when you're selling a book? You are creating a customer. What do customers do? They go on your email list. What happens when you, when YouTubes and whatever you want to do.
Just even send them just emails, blog posts, whatever. So if you write a book, put it in a book funnel, acquisition type funnel, dollar in, dollar out, and you run that thing 24 hours a day, seven days a week, [00:29:30] while you're sleeping, your audience is being built for you. So you don't have to go out and be a social media superstar.
I'm not. How many times have you seen my face? Probably ever. I have some older pictures. I'm not. I'm not that person. I'm not going to be a Gary Vaynerchuk. I'm not going to be Grant Cardone. I'm not going to show up in that way. I'll do podcasts and I'll write books because that's all I need to make millions of dollars per year.
Because if you put the book in an acquisition funnel, you turn it on, it pays for [00:30:00] itself. 24 hours a day, seven days a week, people are reading my stuff. They're either loving it or they're hating it, but they paid for it. So it's Paying for itself by them paying for it, they are valuing it in a certain way, so they're actually consuming it.
So I have very high consumption rates, and people are taking it seriously. Consider this, people are taking notes. How many people take notes on webinars, or VSLs? Not very many, right? So people are taking notes on this content, they're really trying to absorb it, they're really trying to get their money's worth.
And this is [00:30:30] creating fans, audience, etc. It's getting people to buy into ideas, and this is happening 24 hours a day, 7 days a week. A little bit of work up front, which has nothing to do with my ability to be a quote unquote star or quote unquote celebrity, I don't do PR, I'm not media trained, I don't do any of that.
I just built a mechanism, an asset, something that can do the audience building for me, leveraging pre recorded, pre [00:31:00] written ideas, aka courses and books. And with that mechanism, demand goes up. Literally, and I know my generation overuses this, but this I truly mean, my generation overuses the word literally, but quite sincerely and quite literally, my audience expands in size every single day and it compounds when I add additional books, courses, et cetera, and create new assets.[00:31:30]
So at the time of this recording, I believe we have three or four acquisition funnels out in the marketplace. Running 24 hours a day, 7 days a week, bringing people into my world, learning who I am, creating the audience, et cetera. We create occasional podcasts, that's my preferred method, I just pop my phone on, record, basically just like what you're listening to now, have the team set it up on a podcast, we send out an email, there's our nurture content, we stay front of mind of our audience.
So that demand is constantly and consistently [00:32:00] increasing over time. Now that's the demand side of the supply and demand curve. What about the supply side? The supply side is really quite simple. And there's, people think you have to engage in scarcity, like fake scarcity. I'm suggesting you don't. In fact, I don't like scarcity.
I, personally, I hate it. We have two times a year, We will raise prices on our stuff. And that's one of the ways that we do scarcity. It's but it's real. It's Hey, in a couple of days, everything's gonna be more expensive. And that's how we, [00:32:30] that's about the only scarcity we use. We don't do product launches.
We don't do open, closed carts, our stuff. You can buy pretty much anytime, all the time. But what we do is we charge premium prices. Now this by definition constricts the supply because not everyone can necessarily afford. The premium prices and what you'll find is that the higher you raise your prices, the lesser the supply of what it is that you're able to [00:33:00] deliver on for that price.
So I know some of you very smart people are saying, hold on, if you increase the price, doesn't that reduce the demand? And what I'm suggesting is that by raising the price and wanting to deliver on a higher price, you're actually creating offers, which are less expensive. I'll give you a very good example.
Dan Kennedy, right? He's one of the godfathers of marketing, direct response marketing. One of the, very prominent and a pioneer in a lot of ways. He charges [00:33:30] 100, 000 for his sales letter. And I know because I worked with a client who hired him to come in and do this. Now let's think about that for a second.
Is it because he only wants to write one sales letter a year? No, he can probably write a sales letter a week. And he could probably do 100, 000 a week. But because he has so many other offers in his business, That bring him so much margin, the core, that particular offer, he's able [00:34:00] to increase his prices so much that he can tell himself, I'm only going to do this four times a year.
So let me see if I can explain it in another way within my own business. There's lots of things that you can buy from us in, in our in our business. We have books, and we have mini courses, we have do it yourself, we have done with you, and there's varying prices in all of that. At the very top, there are two different offers.
One is a partnership offer, where we just work with people, and it's a, it's an equity situation, it's basically [00:34:30] consulting for equity. I take two of those people per year. Sometimes not even two. It has to be like the absolute perfect situation for me and the person. It's a very long sales process There's only two people a year that I'm willing to do that with and then we have and of course, you know That ends up being a lot of money per year in terms of what that deal ends up working out to be now That's two people per year when more than a hundred people per day Are becoming [00:35:00] customers in my business.
So we're talking about thousands and thousands of people being added to my business. Every quarter, every month, throughout the year, and only two of them are qualified to be equity clients, right? Consulting for equity clients. Then I have an offer below that, which is private consulting.
Which is a little, there's no equity involved, private consulting, it's like a group program. I only take 15 people per year in that particular program. You apply at the beginning of the year. And the [00:35:30] promise is I'll double your business in 12 months or less. There's just 15 of us. It's way better than a mastermind.
It's small, grouped together, plus one on one elements, etc. It is very expensive. It's very expensive. It's more expensive than a mastermind to be a private consulting client. Now, why is that? Is it because I just went to the market and threw out a random number? No, it's because I raised prices on Everything else I have to sell so that at that very highest level of what I can offer people [00:36:00] I, myself, am comfortably able to create a very limited supply and still turn out extraordinary margins, profits, etc.
I don't need to take 60 private consulting clients per year because my other offers are so well priced. The offers in which I'm not even involved in are so well priced that 15 is more than enough for [00:36:30] my personal income goals and margin, et cetera. I only need to take two consulting for equity clients.
And to be frank, I don't even need to do it. Some years I don't take any, some years I take one, some years I take two. And it's not about like, how do I explain this? It's not about being a diva or anything like that. It's about the foundation of the business. The selling environment around those particular offers, which are my highest value offers.
The thing that I do, it's the most of my skill. It's the [00:37:00] biggest outcome I can deliver. I don't have to do a lot of them because the rest of my business is properly priced. I have put other offers nearly all of them that the team fulfill without me and I've, Price them appropriately so that at the tippity top the supply can be very low.
And so now we have this daily growing demand by new people coming into your business every single day and to be [00:37:30] fair a shrinking supply of the top highest level of what it is that I do for people and What do you think that does to the selling environment? I can tell you for consulting for equity and for my private consulting group.
It is a tryout You and I don't mean this in an arrogant way, but you have to prove to me that it's worth working for, with you. That's how different the selling environment is compared to 2009 when [00:38:00] I tried to first sell Consulting for Equity. Which was a disaster! It was horrible! Because I was basically in a situation where I was willing to work with anyone who said yes.
very and very different terms and very different everything, right? Why? I didn't have all this stuff in place that I'm telling you now. I didn't have a daily flow of inbound inquiries. I didn't have the Ability to [00:38:30] pre educate my prospects, pre selling, and I didn't have control of my supply and demand curve.
Okay, so we've covered a lot. There's a lot of ideas here. Some of them are difficult to grasp per se because They are the tip of the iceberg in the sense that once you start to explore this idea more You will find there's a whole world behind Making that thing happen [00:39:00] and there's a lot of And the good thing about that So the good thing about the fact that we only covered three of how many possible potential ways to change Your selling environment and each of those can be explored further in depth and etc The good thing about that the good thing about that is that it's achievable You If I were to say, here's the three things and if you don't know how to do it, you're screwed and you'll never find out because there's no more, like either you get it or you don't, that would be something to worry about.
That would be something to worry about. The good news is that to achieve these things, [00:39:30] all you need to do is just to learn a little bit more. Additionally, a lot of the things that we talked about today, They're actually easier to do than somehow being Magically better at selling in a rough environment.
And this is the last thing I want to leave with you before we close today you are probably a lot better at selling than your Environment is allowing you to be [00:40:00] or let me put it this way In a different way, you probably aren't bad at selling. It's probably just your sales environment. The good news is you control your sales environment.
It is the one thing you can control. You're never going to be able to control what other people say, do, want to buy, etc. But you can change the dynamic of that moment we call a sales conversation. [00:40:30] And I encourage you to do one of the things that we do here at Peaceful Profits is help people to do That exact thing.
We do it in many different ways. One, we help you make better offers. Sometimes we didn't even talk about it, but sometimes your offer is the reason that your sales conversations are so difficult. We help people make better offers. We help people to create acquisition funnels. which change the nature. It brings that daily inbound flow of inquiries.
It allows for pre selling and education and it creates demand every single day, that [00:41:00] momentum. And then of course, when we work with offers, what do we do? We help to create that scarcity through proper pricing and et cetera. And then of course we also help people once you get to a certain point. Build and hire out sales teams so you don't even have to be a part of the selling environment As long as you have built one that salespeople could thrive in if you're interested in getting help in any of these things Simply go to peacefulprofits.
com forward slash call again. That's peacefulprofits.com/call we have all sorts of different options. Do it yourself [00:41:30] done for you do it with you coaching, etc And etc peacefulprofits.com/call. You come see what our selling environment is like. See what it's like to not have stuff rammed down your throat because we don't have to.
We have daily inbound inquiries. We do a lot of pre education with our prospects. We do a significant amount of supply and demand control within our little universe. And as a result, our salespeople can truly help you. when they [00:42:00] have a conversation. And it's a great thing as a business owner to know that's the kind of sales process and sales experience that we're giving to, in many cases, strangers, customers, etc.
Alright my friends, that's it for today. I hope you enjoyed this, and we'll see you in the next one.