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  • Bob Burg

“[Burg] has demonstrated that adding value to people's lives is the way to climb the ladder of financial success.”

~ Fran Tarkenton, Hall of Fame Quarterback and Founder/CEO GoSmallBiz.com

Posts Tagged ‘value’

Cole Slaw, Carrots, and Limiting Beliefs

Wednesday, September 20th, 2017

We’ve often explored the concept of Belief Systems and how our personal way of understanding and relating to the world — typically on an unconscious level — directs our behaviors.

Recently I heard what was perhaps the perfect example of how these unconscious beliefs manifest and affect everyone whose lives we touch.

Last month I was cordially, errr… invited to serve on jury duty. During voir dire Thomas Berger, a long-time successful South Florida attorney, related a personal story to help us understand how our personal belief systems (what he termed, “prejudices”) could potentially affect our judgement.

He’d been in a restaurant with a fellow lawyer and was ordering his side dishes from the gentleman directly serving him the food. After requesting cole slaw and carrots, the server gave him a tiny bit of cole slaw and a large amount of carrots. As Mr. Berger noticed this his colleague immediately said to the server, “You hate cole slaw but you love carrots!”

The server immediately replied, “Yes, how did you know?”

Of course, what the server did was unconsciously impose his beliefs on his customer. “If I hate cole slaw but love carrots then it makes sense that everyone else does, too.”

Mr. Berger’s story was right on the mark. As human beings we tend to believe that the way we see the world is not only correct, but that pretty much everyone else sees the world the same way we do. How could it be any different? That’s all we know; the way we understand it.

This is why I define a belief as a “subjective truth.” In other words, the truth as one understands the truth to be.

In reality, Truth just is. The way it’s understood, however, is as varied as there are human beings.

Unfortunately, when we don’t recognize this we can trip ourselves up, such as the sales professional who had difficulty calling referraled prospects because she didn’t like receiving calls from salespeople referred to her. Like the above server, if she didn’t like it then her prospective customers wouldn’t either.

As leaders; as sales professionals; as friends and family members, do we assume that what we like or don’t like is exactly what others like or don’t like, as well?

If so, we are letting our beliefs hinder us from best serving others, as well as ourselves.

Remember, “Value is always in the eyes of the beholder.”

Value is in the eye of the beholder

We can only know what another person needs, wants, or desires by asking and then listening; without — as Mr. Berger would call it — prejudice.

Sometimes this results in making a huge difference in another person’s life.

Other times it simply means we give them more cole slaw.

Both are important.

Make Yourself DiscountProof

Thursday, July 6th, 2017

Make Yourself Discount-Proof - Bob BurgAre you often asked to discount your fee or price?

Typically, when a prospective customer or client balks at your price, it’s because they believe that the value of your offering is less than what they are being asked to pay.

But, not always. There IS another reason. It’s this…

They subscribe to the theory that one should never accept the first price; that every price is negotiable.

In other words, yes, they absolutely believe the value of your product or service exceeds the price. They want to buy. They just want to get the lowest price they can.

We believe that if the fee you charge is appropriate then there is no need to discount it. You are providing absolutely exceptional value and should be making a very healthy profit.

As the first of the Five Laws of Stratospheric Success in The Go-Giver, the Law of Value states:

Your true worth is determined by how much more you give in value
than you take in payment.

But They Still Want You To Discount

This can be unnerving, right? After all, you’ve worked hard for this sale. You’ve already invested so much time, research and sweat. You don’t want to lose it. (By the way, all of this is exactly what that person is counting on you feeling.)

Good news: You can maintain your fee.

3 things must be in place:

  1. You know you are, without question, worth what you are charging.
  2. You have effectively communicated value that exceeds the price.
  3. You phrase your response respectfully, confidently, and tactfully.

One of our clients who we’ll call “Brenda” owns a private-duty nursing company. She recently received a call from someone who’d seen her advertisement. It was a woman who — along with her siblings — felt it was time their 90-year-old Mother had a professional nurse with her throughout the day.

Brenda did the discovery, quoted her fee of $30 per hour, and provided a number of references. Her fee is a bit higher than many of her competitors, which Brenda let her know.

Two days later she received a text from the prospective client saying:

“I discussed this with my brother and sister. We’d love to hire you. If you would agree to $25 we’ll go ahead and sign the contract with you right now.”

What Did Brenda Do? What Would You Do?

While $5 per hour might not sound like much, it actually has two effects:

  1. Over time it is significantly less money.
  2. More importantly, it tells you — and the marketplace — that your market value is $25 per hour, not $30.

Brenda texted back a very nice message that said:

“Good morning, Sue! Thank you and I completely understand if my fee is not in your budget. Your Mom sounds lovely and it would be my pleasure to help out if circumstances change.”

Just moments later Brenda received a return text that said:

“Please don’t walk away. We will pay $30 an hour and we’re so excited to have found you. We will make it work. Please reconsider.”

As Brenda Suspected

It simply was a matter of their instinctively trying to get a better price.

Notice what Brenda did:

  1. Knowing her value she made the decision to stand by her fee.
  2. Rather than react with disgust, disappointment, or indignation she responded with respect, confidence, and tact.
  3. She thanked the person, complimented their Mom, and shared that it would be her pleasure to work with them if circumstances change.

Again, because she had done a thorough discovery of what the family was looking for and communicated her value accordingly, plus backed it up further with a number of testimonials, she was very confident that the only reason for the price negotiation tactic being used by the children was because they felt that’s what they were supposed to do.

With that in mind Brenda’s job was to handle the objection correctly, which she did. And the family will benefit greatly, as will Brenda’s company.

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We’re always delighted to know that our clients have benefitted from the principles we teach in order to have more lucrative and more enjoyable businesses. Would you like to work on your business in-depth and in person with Kathy Tagenel and me over a very special two days?

Registration is open for our final Go-Giver Sales Academy Live Workshop in 2017. It will be held in Orlando, Florida, and it is limited to just 10 people as we go deep into helping you accelerate your business. Special early registration pricing ends July 12th or until we are filled up (whichever comes first). Check out the rave review from past attendees. I hope you can join Kathy Tagenel and me, and up to nine other successful entrepreneurs and salespeople. Visit gogiversalesacademy.com

Announcing The Go-Giver Podcast

Wednesday, March 9th, 2016

After a year of planning, learning, attending seminars on the topic, and all the techy things involved :-)… we have launched The Go-Giver Podcast!

Okay, a bit more dramatic than necessary, but it has been a remarkable learning process and we hope you’ll find value in each episode. We also hope it will make a positive difference for you both personally and professionally.

The format of each show will include a brief overview of the episode’s topic and then a compelling interview with an expert and authority on that topic.

The Go-Giver PodcastThese interviews will typically be briefer than the ones you’ve listened to on this blog. One goal is for the shows to be quick, entertaining, and most of all, impactful.

Please click here to listen to Episode #1. My guest is none other than my amazing Go-Giver series coauthor, Mr. John David Mann. If you’ve never heard the story about how his 17 year old self actually founded a high-school, you’re going to love this! (Hey, he didn’t see enough value at the one he was at so what else is a young entrepreneur to do but form his own high school!?) 😉

We’ll be releasing a number of episodes over the first few weeks with awesome guests including Anthony Iannarino, Dondi Scumaci, Joe Calloway and others, and then most likely settle into one per week.

I expect that — with your feedback — we’ll improve the format and bring you more of what you want and find to be of value.

May I ask for your help in spreading the word about about The Go-Giver Podcast?

Here’s are several things you can do, if you would like to participate (of course, there’s never any obligation to do so)…

  1. Subscribe. After listening to the first episode (click here), subscribe to The Go-Giver Podcast. That way you’ll be notified as soon as it’s available.
  2. Rate and Review it. By providing a rating and write a review this will help to position it on iTunes (For helpful instructions on how to rate and review it, please go to: http://www.thegogiver.com/reviews).
  3. Share this with others and let them know about it.

I truly hope you find these episodes to be a lot of fun. And, of course, very valuable!

Kingmakers Instead of Kings

Tuesday, February 9th, 2016

King Chess Piece“Great leaders and top-producing salespeople develop tremendous influence because they focus their actions on looking out for the other person’s interests and serving their needs.

They prefer to give the credit away rather than take it for themselves.

Rather than aspire to be kings, they seek to be kingmakers.

They are constantly on the lookout for ways they can add value to other people’s lives—and in the process they become enormously successful leaders, influencers, and salespeople (not to mention friends, parents, and community members).

Think about the men and women you know who most embody the above. Feel free to share with us any personal stories and examples that come to mind.

Your Customer’s Tennis Ball

Tuesday, January 12th, 2016

Tom-Mosser-Unveiling-442x590My friend, branding authority, and Certified Go-Giver Speaker, Bill Ellis emailed me a great poster that showed a photo of some dogs — apparently at a museum for those of the canine persuasion — staring intently at a painting of a tennis ball.

Now, personally, I can’t imagine the fascination held by a tennis ball. Though, obviously the dogs feel differently. I’m sure tennis players do, as well.

I’m also thinking right now of many other things that hold absolutely no value for me personally but that my customers might find to be of exceptional value.

All this to say, if we want to help our prospective customer become our actual customer we must discover, not what works for us but what works for them. One of the biggest challenges in this regard is our natural human tendency to believe that what we hold to be of value, everyone else does as well.

Or as my friend, leadership authority, Dan Rockwell says:

“Never assume that what works for {us} works for others.”

So, what are the “tennis balls” for your customers (which, in case my metaphor isn’t totally and obnoxiously clear by this point, means whatever they hold to be of value)? 🙂

Can you make those tennis balls the thing, even if you are not Lassie… or Roger Federer?