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so i have to know something about your pain and your pleasure with regard to my payoff because if i don't know what your pain is then i can't move you away from that pain if i don't know what your pain is i can't attach your current method to that pain if i don't know what your pleasure is then i don't have anything to move you towards so i got to move you away from your pain towards your pleasure and i've got to show you how my offer is the best chance you have of getting from here to there this is gonna be amazing you got a lot of people on this call today i think the biggest miss that people make in terms of selling and that's what a good marketing message good branding done how does somebody do something big in a very short period of time without further ado i'm going to introduce someone much smarter than me about uh presenting from and communicating your message on stage so myron golden if he could unmute i'm super excited to introduce he is literally the preeminent trainer when it comes to how to sell high ticket how to command any stage so myron thank you for taking the time absolutely my pleasure to be here how are you man oh man i'm doing great and i'm excited to take notes myself that's what's up bill that's what's up so the the first thing that i obviously you are the leader at this is i want to dive into how to sell high ticket right a lot of our audience is selling high ticket right and then i want to also transition into in the new world that we're in um how can people take the tried and true principles of you know communicating via a stage and actually take that online but let's start with what are the principles and maybe some of the mistakes when it comes to selling high ticket well i think the biggest mistake when it comes to selling high ticket is thinking that selling a high ticket is just selling high ticket selling high ticket is really selling high value results right so you have to sell somebody a high value solution a big payoff i think one of the like when i watch people present it's so fascinating to me that people think that the value of the offer is something other than what the value actually is and what i mean by that is you'll have somebody they'll be they'll start presenting and then they'll start telling you about how many videos and how many books and how many workbooks and how many audios and they that's because they think the value of the their offer is there is their pieces right but the pieces that make up your offer are not the value of your offer the value of your offer is not based on your pieces um the biggest mistake i see people make is while they're attempting to sell their offer they try to teach the process right in the process your process is not your offer in fact one of the surefire way surefire ways to get people not to take advantage of your offer is to show them the process before they buy the offer if you show them what the process is well you're going to get you're going to get all of these slack boards and you're going to get these trello boards you're going to get this that and the other thing and you're going to get these spreadsheets and you start showing them all the process they have to go through when you when you show them the process they immediately think wow this is going to be hard right and when people are buying from you they basically have three questions in their mind number one um will this work right number two um is this true and number three will it work for me can i do it and so if they think it's hard they're not gonna they're not gonna buy it okay so so the process they and then the other mistake that people make they think that they think that the value of their offer is their person and so what they'll do is they'll start auctioning off hours of their time well you get so many hours of my time you get so many meetings with me so because the person who is selling the offer has a lot of time and effort and energy and maybe even money invested into learning the things that they know they think well the other person is going to value my time because i'm the expert well i mean i'm an expert but my time you don't care anything about my how many hours of my time you get you only care about one thing when you are selling and the one thing that you care about whether you know it or not the only thing you care about you don't care about any of this stuff the only thing you care about is what is the payoff and so when you're selling all of your emphasis needs to be all of your emphasis when in your offer needs to be on the payoff for them the payoff can't be what i think is the payoff if i'm selling to you payoff has to be what you think is the payoff so i have to know something about your pain and your pleasure with regard to my payoff because if i don't know what your pain is then i can't move you away from that pain if i don't know what your pain is i can't attach your current method to that pain if i don't know what your pleasure is then i don't have anything to move you towards so i got to move you away from your pain towards your pleasure and i've got to show you how my offer is the best chance you have of getting from here to there does that make sense i took a half page of notes already right here unbelievable that's funny so pieces process person payoff and it seems to me like you want to focus the majority of your efforts in any virtual or physical communication around the payoff right all of your all of your the attention all of everything that you say to a person in your marketing and in your sales has to point to the payoff that they believe is more valuable than the money they've exchanged if i say to you hey bill you give me a dollar i give you a dollar so let's go ahead and play that game okay so so this is me this is bill so i say bill give me a dollar so you get one dollar and i give you a dollar so you give me a dollar i give you a dollar how much do you have before that exchange zero bro no yeah but you have a dollar right before that exchange you have a dollar and i have a dollar oh okay yes yes i got it you both have a dollar right right so if we trade and you give me your dollar and i give you my dollar now how much do you have uh one dollar you have a dollar how much do i have a dollar a dollar so don't make the mistake of thinking that people are going to pay you because the thing that you are selling them is as valuable as the thing they're buying as the money they're paying people don't pay you because it's worth the money people will only pay you when it's worth more than the money so if i say you pay me a dollar and i'll pay you ten dollars now is that a good deal for you oh yeah that's a great deal for you because i'm showing you how to 10x this payoff is 10 times greater than the payout right but what if you say okay well i'll give you ten dollars you give me ten dollars i give you a hundred dollars is that a good deal for you yeah it's a great deal for you right so you're still worth taking if you say okay you you pay me a hundred dollars and i'll pay you a thousand still a great deal right and it doesn't matter you pay me a thousand i pay you ten thousand you pay me ten thousand i pay you a hundred thousand see if i can give you a 10x payoff for your payout then you're then it's an easy yes for you but it's only an easy yes for you not only if i can give you a 10x payoff but if i can show you if i can describe to you if i can tell you that number one that i'm going to give you a 10x payoff and then how i'm going to give you a 10x payoff then and only then are you willing to pay me whatever the amount of money is see if you understand this like do this with me bill do this hold your hands out a little wider and repeat after me when the value is this big when the value is this big and the price is this big and the price is this big they always buy they always buy and so the problem is most people when they are selling they they've got this much value but and they've got and the price is this big but they're not showing the person that the value is that much bigger than the payout and so what they end up doing is they end up lowering the price and lowering the price and lowering the price because they think the price is the problem the price is never the problem you haven't uncovered enough value you have not you either do not have a 10x value or you've not shown them that you have a 10x value so it's not just it's not just the the intrinsic real 10x value but it's also the perceived proclaimed 10x value like having the value is not enough you have to be able to put it in language that causes them to feel that it's worth 10 times what they're paid does that make sense yes so question on that and it's actually two questions so what do you think more people have a problem with the actual intrinsic value not being 10 times what they ask or do you think it's more of a communication i think it's both i think i think i think it's both i think i i think i think there are more people who actually can produce a result but can't describe it then there are people who can describe a result that can't produce it i think they both exist but i think there's a much bigger problem with people who actually have the ability to produce a result for somebody not being able to describe it then there is like people who don't think they can produce a result for somebody are not trying to sell it anyway most of the time now there are a handful of people who you know gone into an industry read three books and they think they're you know god's gift to that industry well that's rare that's not that's that's rare more than it's like the norm but it's very very common for people who have the ability to produce a result for people not understanding that the value of their their value of their offer is the payoff and so they spend all their time emphasize the piece of the process and their person and so they never really reveal to the person they're selling to exactly what uh the value of their offer is because they don't know see if i don't know the value of my offer then i can't explain it to you and see when i'm explaining it to you like when i'm telling you when i'm revealing the value of my offer right i'm describing it right so i have to put it in language it has to be number one it has to be uh measurable so if you don't if you can't while i teach people how to feel better can't measure feeling better i teach people how to have more energy that's not measurable right so um it has to be measurable okay if you find yourself having to take a nap six times a day i'm gonna show you how to have enough energy that you want you can stay up for two days and still won't need a nap that's measurable right so it has to be measurable number two it has to be stateable you have to be able to say it in a sentence right if you have to you have to use too many words if if you have to be extremely verbose to get your point across then you are not clear i love what einstein said he didn't say this exact it's not the exact quote but it means the same thing he said if i can't explain a concept to an intelligent 12 year old i don't understand it right so it has to be stateable you have to be able to like say it in a sentence this is what i can do for you people say meyer what do you do well i teach people how to scale their business by selling high volume high ticket and predominantly high volume high ticket from the stage and my students have six multiple six seven and multiple seven figure days faster than any other business coach in the industry now you know what i do why because i gave you a way to measure it and then i put it in a sentence i stated it it has to be measurable has to be stateable then number three it has to be understandable so people make the most understandable people make the mistake of thinking that because i said it that means they learned it right but just because you said it doesn't mean they learn it you have to say it in language they understand the like the when i coach people and i coach a lot of people one of the things i've discovered is the more education the more traditional education a person has the less coachable they are and the harder it is for them to learn so one of the things that you want to do if you want to be really really powerfully persuasive you have to learn to speak in third grade language third to fifth grade language but third grade language converts sales so if you explained it to a third grader and they don't understand it then you probably didn't do a good job describing it um like i could say well what you've got to do is make sure uh not to promote your esoteric conjugations and articulate your superficial sentimentalities with amicable and philosophical and psychological observations to beware of platitude and sponderosis and make sure you let your extemporaneous verbal evaporations demonstrate a clarified conciseness and a compact comprehensibleness with no previous gruelity or jejune bafflement well i may understand what that means but if you don't understand what that means it's not going to do you any good and all i said was say what you mean and don't use big words right but why didn't i just say that yeah and so many people want to impress people with how smart they are that they leave no impact so it's the concept and and i've never i mean wow that is unbelievable feature advantage benefit right and when you're an expert and you're talking about how the more educated you are about something the more likely you're going to be to kind of brain dump about your expertise that's all feature feature feature feature feature feature feature if you sign up with me you're going to get hard work data and we're going to file this and do that at this time and that's all features and advantages is how that measures up against other solutions and then the benefit is ultimately what the what the client gets in return and i think there's a fear around this myron there's a fear that if i don't wow them enough with my technical knowledge i won't make the sale yeah people don't want to be wild with your technical knowledge they want to be wild with the result they can't get without period that's the only thing that's going to really wow them and so when you think about features and benefits think of it like this in in the simplest terms think of it like this a feature is what it has my product has this it has that it has this it has that or it's what i have that's what a feature is a benefit is what you get because of what it has and so when i'm talking to you if i can't say you get this and you get this and you get this and all of those this is our results i'm talking to you about the wrong thing i'm talking to you about something you don't care anything about so so it has to be measurable it has to be stateable it has to be understandable and lastly it has to be desirable that's a big one right if they don't desire it it doesn't matter it doesn't matter that you can you can measure it you can state it and you can understand it if they don't desire it you may be able to teach people how to go from where they are right now to be able to a concert violinist in a year and you may be able to say that they may be able to understand it but they have no desire to be a concert buying illness they're not buying from you yeah so it has to be desirable it has to be something they desire to a result they desire to have not just as a result you desire for them to have you