Some people pay for minor improvements, everyone pays to stop the bleeding. There are lots of people who have made lots of money selling things nobody needs. So this habit may be confusing to some people. But understand, this habit is about framing. It’s important that your potential clients feel the need for your services. Yet, with very, very few exceptions, no one will immediately die if they don’t buy from you.
So how do you honestly, ethically frame your offers as urgent and important, and not just something that would be nice, but isn’t needed?
To understand this art form, let’s take a look at one of the most valuable, iconic brands in the world, Ferrari.
Clearly, nobody needs a Ferrari. Take any model of Ferrari you’d like to as an example. It’s a ridiculously expensive, incredibly impractical, notoriously problematic automobile. But, (and this is really, really important…) it’s a Ferrari.
Consider the framing of the Ferrari sales plan: It is the Ferrari of automobiles. That is all. Chances are, you can’t afford one. Most likely, you couldn’t handle driving one. And even if you could buy and drive a Ferrari, would you be capable of maintaining it properly? Probably not. No, Ferrari is likely not for you. Forget about it. Don’t even bother looking at one. These cars are only for special people who can appreciate their engineering and afford their eccentricity.
And for many readers, you agree. You wouldn’t ever consider buying one. They’re completely impractical. Nobody needs a Ferrari. But…
Most people can’t have a Ferrari. If you can, you’re special. If people see that you own one, they’ll see that you’re special. Therefore, owning a Ferrari proves that you’re special. And for someone who must prove that they’re special, owning a Ferrari is… necessary. It isn’t a luxury, it's an identity.
So when Ferrari decides to create a limited edition of 499 LaFerrari Spyders and sell them for over a million dollars each, they simply pull out their Rolodex and call their current clients, the people who have already purchased cars in the past. And in an afternoon or two, over the phone, they sell a half billion dollars worth of cars that they haven’t yet built.
That’s how you sell the most impractical car in the world. Because if you say no when that call comes, you will not get the chance again. Either you buy the million dollar car now, before we even build it, or you don’t get it at all. Trump will have one. The sheik will have one. Will you?
Triage sells, not Botox. Triage even sells Botox. Kardashian will look fabulous. Garner will look fabulous. Will you?
You don’t have to hit people over the head with your products and services. You just need to frame them as triage. You can do this ethically. People who get the call from Ferrari can say no. They just want to say yes.
Imagine a world where you can sit down with your cell phone, think up a service or product, then call a dozen people and pre-sell it for thousands of dollars before you even create the first detail. Don’t scoff at this. Imagine. What would it take to live in that world? How could you move from where you are to that place, step-by-step?
You CAN create that world. You NEED to create that world. I can show you how. Start HERE for FREE.
See what I did there?
The 9th Day - 7 Ways