Secret #22: Beware These Two Things…

.SECRET #22: BEWARE THESE TWO THINGS…

On this special Hawaiian edition episode, Russell talks about a surprising mistake he sees salespeople make over and over. Here’s some highlights from today’s episode:

  • Russell’s frustrating experience at a GoPro store
  • Why you should never tell your customer that something is “too expensive”
  • A simple mindset shift that helps you get more comfortable charging high prices

So listen in and make sure your not making this critical mistake in your own business.

Full Episode Transcript Expand Transcript

What’s up everybody, this is Russell. Welcome to a special Hawaii edition of Marketing Secrets podcast.

Hey everyone, my wife and I are in Hawaii right now, Kauai, actually, on our 15 year wedding anniversary. Well next week is technically our anniversary, but it’s been 15 years so we’re here with some of our friends who it’s also their 15 year. It’s been really great. We didn’t do a hotel this time, we actually AirBNB’d it, so I don’t know if you can see back here. I’ll show the AirBNB for those who are watching on Marketingsecrets.com you can see the video. If you’re on the podcast you can’t see this, but it’s crazy. This is the AirBNB we rented. It’s 5 or 6 thousand square feet on this private beach.

We have our own beach and we’re here right now hanging out. My wife just got soaked by a wave, we just got done getting massages. I’ve been kind of MIA for a little bit. I’ve got some content going out while I’m gone. Last week I had scout camp so I was gone for scout camp all week and little access to anything. And then this week I’ve been in Hawaii. I should have done, I was going to do some more stuff but you know, trips, it’s really difficult for me to unplug, and now that I’m unplugged it’s really difficult for me to plug back in, to be completely honest.

Anyway, it’s definitely interesting, but having a good time here. There’s dudes out kite boarding, I don’t know if you guys ever kite boarded before, but I’ve always wanted to kite board, so I may try that. It would be kind of fun actually.

I hope it’s not too windy for you guys to hear me. I was trying to figure out what I should share with you guys here to kind of give some inspiration or some thought or an idea for how you can better market your business with the things you’re doing. So I was thinking about that, what’s something that would be the biggest value for you guys and I think one of the biggest problems we have, and I’ve seen this ten times since we’ve been here in Hawaii, is that they place their own ability, the way they make their purchasing decisions on other people.

For example one of the things, I had a GoPro here, and I brought the GoPro and I had the little handle, but I forgot the little screw thing that screws the GoPro to the handle, so we go to the store. I was like, “Hey, I need to buy one of those screws.” And they’re like, “Oh, we don’t sell the screws.” I was like, “You have those handles right? Give me a handle then.” And he’s like, “But you just need a screw?” I’m like, “Yeah, but just give me the handle, I’ll just do that.” And he’s like, “Dude, it’s $47 for the handle, if you go down the road, two or three streets down there’s a place and they might sell screws there.” and I’m like, “No dude, just give me the handle.” And he’s like, “But it’s $47.” I was like, “I don’t care, I don’t want to drive two or three streets down the road to find a place that might sell a screw.” For me, the $47 is so much cheaper than the opportunity cost for me to go do that thing.

It was kind of funny and so many things happened like that. We tried to buy something, or do something and people are putting their purchasing decisions on, they would never do that, they’d never spend an extra $47 just to get a screw, because for them they’d do all these other things. I think a lot of times we get caught up that way with our customers. In fact, I’ve had people before be like, “They’ll never buy that.” I teach them in Expert Secrets and they’re creating the course and they’re like, “No one would ever pay $997 for that. No one would ever pay $400 for that or $500 for that.” Don’t put your purchasing decisions, the way you’d logically do things on somebody else. It has nothing to do with it.

You have to look at what your customer wants. If you create something they really, really want where what you’re creating is worth more than what it is you’re getting in return, the money, then they’ll buy it. If you create something that sucks, it’s not going to happen. It’s got to be something that’s amazing.

So many I think that people don’t sell stuff, or they don’t sell stuff for what it’s worth because in their mind they’re like, “I don’t think I would want to pay for that.” Which is another problem, it’s a mental thing you gotta get over as well. You’ve got to be willing to buy stuff too. But it’s just interesting how that’s such a barrier.

I remember when Justin and Tara, in our inner circle and Two Comma Club winners, when they came to inner circle, they had their real estate program, they were selling for $2000 and they paid $25 grand to join my inner circle and the first meeting all I basically told them is they should sell a $25,000 thing and they’re like, “My people won’t pay that.” And I’m like, “you paid it.” And they’re like, “Huh, we did pay you $25,000.” They valued that, they didn’t value the real estate education much because they already know it, they already do it. But the education they wanted they were willing to pay for that. And because they were willing to pay for it, they were able to ask for it.  So they sent an email off to their list and sold 18 people at $25k the next week, it was crazy.

But it was just a little mindset shift. It’s interesting, I have a lot of people I know who will try to sell a thousand or a ten thousand, or a twenty five thousand dollar thing, but then they’re not willing to buy that from somebody else, and I think there’s a lot of incongruency. It’s really difficult to sell a $25,000 thing unless you’ve bought one before.

A big reason why I joined Dean Graziosi’s and Joe Polish’s group is because I know in the future I’m going to have a 100k group and I wanted to make sure I’d be willing to invest in myself that much before I ever asked somebody else to. It’s the same for you. It’s this weird karma thing, if you’re not willing to invest in yourself and your business, it makes it a lot harder for people to invest in your business. I think the reason why it’s easy for me to sell books is because I buy a lot of books. I love buying books, so it’s easy selling books. People who struggle with that, they’re like, “I never bought that in the past.” Well if you’re not going to buy it, then you’re not going to love it.

I buy, I probably shouldn’t say this on camera, but I spend 2 or 3 thousand dollars a month on supplements, depending on the month and if I’m refilling and stuff. So for me it’s easy to sell supplements because I buy a lot of supplements. There’s congruency and a lot of things that people don’t have.

So make sure that you’re buying stuff. Make sure that you’re not putting your buying beliefs on other people. These are all such important things. Check out this little swing from our tree here. But, these are just things that I think are important. There were probably 5 times while I’m here in Hawaii, where I just wanted to strangle people who are trying to place their buying decisions on me and I’m like, “Let me give you money. I just want this thing. Quit trying to talk me out of it.” It’s crazy.

So that’s what’s happening here in Kauai, Hawaii on our anniversary. We’ll be heading home next week, so by the time you watch this I’ll probably be home and back at it, which is exciting. We’ve got a lot of things coming up. The viral video we created with the Harmon Brothers is launching on September 15th. We are throwing an epic party which we are streaming everywhere, so you guys will be able to go see it. But we’re really going to try to set the Guinness world record at the launch party, with a whole bunch of influencers and other stuff. It’s going to be so crazy.

It was funny, we were planning this and Dave Woodward had all these crazy ideas that we’re really logical or possible, and that’s where greatness usually starts from, an idea that’s not logical or possible. And then he went and figured out a way to get it done and now we’re going to be doing it. So it’s crazy. I’ll share more details as it gets closer. But that’s kind of what I got for you guys today. So beware of putting your purchasing decisions on other people. Number two is beware of asking people to purchase things that you aren’t willing to purchase.

And again, if you’re a real estate coach you’re probably not going to buy real estate coaching, you might if you’re like me, I buy every marketing coaching program on earth. I’m obsessed with it. But I also invest in other things with those types of dollar amounts, it’s not incongruent for me to ask people for those things as well. Because not investing yourself is really painful and hard and annoying to try to get people to invest in your stuff. The money universe doesn’t work that way very well for whatever reason. So anyway, that’s what I got you guys. I hope you’re enjoying your day as much as I am, and we’ll talk to you guys all again soon. Bye everybody.



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Secret #1: How To Outspend EVERYONE Profitably

Is it possible to start a business without raising money? Russell explains how you can outspend all your competitors without needing to take a single dollar from venture capitalists.


The beginning of my journey from

$0 - $100,000,000

in revenue WITHOUT any venture captial

Who is Russell Brunson?

Over the past 10 years, Russell has built a following of over a million entrepreneurs, sold hundreds of thousands of copies of his books, popularized the concept of sales funnels, and co-founded a software company called ClickFunnels that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace.