This is the last item that I am leaving you with, and I want you to go out there and sell this watch, and I want you to go to the New Year's watch shop and ask them how much they would pay you for it.

So the son took the watch and went to the New Year's watch shop and he came back.

Father, they said they were offered me $5 for the watch and the father step.

Okay, son.

Now I want you to go to the coffee shop just around the corner and Austin how much they would pay you for the watch.

The son went to ask the coffee shop owner, How much would you pay for this particular watch?

And they said $5.

Son came back and talked. 00:00:59.370 --> 00:01:1.680 Their father father is the same thing. 00:01:1.680 --> 00:01:17.490 They said they would not pay me more than five dollars, and the father said, Well, now I want you to go to the museum and asked them how much they would pay you for this Watch The sun came back and said to the father, Father, you will not believe this.

The museum said they will offer me a $1,000,000 for this piece and the father son.

He's what?

I want you to know that the right plays with values the right way.

Don't get angry if you catch yourself in the wrong places.

If you're not value.

You see, when you're closing very often you would deal with prospects that lie.

Have you ever talked a prospect?

And they lie to you?

Prospect Lie all the time and sometimes they would tell you that.

Hey, you know what?

I can afford it. 00:01:57.930 --> 00:02:2.100 What you saw is too expensive, but it is outrageous. 00:02:2.860 --> 00:02:4.300 They're giving you the price. 00:02:4.520 --> 00:02:12.300 Objection, you see very often is not the price that the object to is the value objective.

What they're saying is, what you're selling is not worth what the price that you're asking.

It has more to do with them.

Then he has to do with you.

Now sometimes, of course, you are selling to a marketplace where they actually cannot afford what yourself, in spite of how much they want it Let's say you're selling a Ferrari and most people would say a Ferrari's a pretty good looking cool car is nice car.

But if you're selling a Ferrari to, it's a low income family, it doesn't matter how much they like it and want, and it's cool.

They cannot afford it.

So it doesn't matter how much didn't like it.

They want it.

They simply cannot afford a Ferrari.

Does that make sense? 00:02:57.100 --> 00:03:5.720 So if you're selling to the wrong people, you're selling in the wrong place, Lowering your price may not help with the response. 00:03:5.790 --> 00:03:16.410 He may not get you more orders is very critical to see who you're selling to, to find and identify your ideal clients, because that makes sense, right?

So the price objection is actually a value.

Objection.

What your prospects are saying is, I don't see the value.

Show me the value.

Show me why this is a good investment.

Show me why this actually makes sense.

I want to buy, but you gotta show me that it's worth the investment now.

There many, many variables, and I could go on and on about this particular topic.

But when he comes to price value, and selling that two things you have to understand.

First of all, you have to sell to people that they have the willingness to buy.

There's some kind of pain, right?

It's a sense of urgency, really. 00:03:58.900 --> 00:04:4.670 Nestor, by number two, is the ability to buy, meaning that they have the financial means. 00:04:4.810 --> 00:04:13.090 They have the money, actually buy what you purchase now, given they meet those two criterias, then it is up to you.

Business owner.

That's a closer.

How do you show?

How do demonstrate that value?

And when I'm talking about value, I'm not talking about your value.

A lot of times of value.

It's about perception is what they see, how they see what they would get out of it, using your product or service.

So how do we communicate that?

How do we tell their stories?

Maybe you use storytelling when you're closing.

Maybe you're using social proof.

Look how many people have gotten in value from my product.

That's perfectly fine.

Maybe you use a very strong guaranteed saying they hate this product is guaranteed tries for 90 days.

If you don't like it, no risk to you return it. 00:04:59.650 --> 00:05:2.710 I'll give you every single dollar back. 00:05:2.870 --> 00:05:4.860 Maybe you do auto be above. 00:05:5.350 --> 00:05:7.720 That's how you could create value. 00:05:7.840 --> 00:05:10.550 So it's not about the thing that you sell.

It's how you create value proposition so compelling, so irresistible, so risk free that your prospects sees it and say, You know what?

That makes sense.

Price is only an issue of the absence off value.

I'll give you a perfect example.

I have a book, a closing black book that sells on Dan Lock Shop on my shop for $995.

It's probably one of the most expensive, if not the most expensive sells book in the world.

It's 1000 bucks to the wrong person.

They would say That's overpriced.

I will not even pay you $5 for it. 00:05:53.930 --> 00:06:1.140 You know, the TRO owes on social media to the right person to a business owner to a sells professional. 00:06:1.550 --> 00:06:12.070 They know that one technique could change everything that they do, learning that one technique that one strategy could help them double or triple the closing ratios.

Let's say someone who is a real stud Asian if the Black book could help him or her to close one more cell get one more listing that could translate to tens of thousands of dollars in commissions.

And they could steal, retained the knowledge and use that for the rest of the life.

You know what, 99 5000 bucks for book is a no brainer to the right person.

That's the difference.

So I'm not gonna lower the price of my black book to someone who don't see the value who would not even spend $5 on it.

In fact, if I loe it, they're still not gonna buy it anyway.

It makes no difference.

Instead, if anything, I might raise the price off my offer given to $2000 book. 00:06:57.140 --> 00:07:6.330 If anything, I would increase the price off my offer through the right person who would charity who would appreciate the value that I offer. 00:07:6.870 --> 00:07:9.320 Destin lesson for the day prospects. 00:07:9.320 --> 00:07:12.790 Lying price is only an issue in the absence of value.

How can you make what you offer more valuable?

Don't lower your value to the wrong person, increase your value, increase your price to the right audience and yes, you will make more money.

And yes, your business will be more profitable if you want to get a copy off the Black book.

If you believe you're the right person, click the link below and get a copy today.