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Carl-Gould-#70secondCEO-What are You Looking For Needs or Wants Part 2
What are You Looking For? Needs or Wants? Part 2
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.
You don't need the heat in your car, you want the heat in your car. In other words, you have overpaid beyond the utility of the product. Look at your phone, are you telling me you need every feature on that phone? Are you telling me you can even–without adding another thing today, folks, you can go to your device and you can utilize 100% of all the features on that device? Now you bought, you overbought that device knowing you're never going to use the storage, all of it, you're never going to use all the features, not all of them. Think about it, we overpay, how many of you have a fixed mortgage like a 30-year fixed rate mortgage, right? Why do you have that one traditionally your adjustable rate mortgages if you look at periods of time throughout history are actually cheaper. Why do you pay, overpay for your mortgage because most of you do the peace of mind, right? The peace of mind to know that your payment each and every month is going to be the same. You don't have to think about it, you can kind of set your monthly, not your monthly expenses and you can work around that–that safety, that certainty.
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Carl-Gould-#70secondCEO-Fall in Love with Your Client - Part 3
Fall in Love with Your Client - Part 3
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
You felt a certain passion for a type of product or service. You want it to change the world or heal the world, or serve the world through your product or service and that's very admirable. We love that all of the initials you have after your name, all that alphabet soup, because you've spent every waking day perfecting your widget. Brilliant, all right, we're not suggesting that you go away from that but what I am suggesting is–is that we now start taking what the client's preferences are even if they're not our preferences. Don't try to impose your core values on the client. That's a big mistake, the chances that you know exactly what they're thinking is almost nil to the chances that your core values will overlap so much with theirs is almost nil, also. We've got to know what they want, we've got to hear from them.
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Carl-Gould-#70secondCEO-Fall in Love with Your Client - Part 2
Fall in Love with Your Client - Part 2
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
You say you are, but you're not, right? I said when's the best time to be open, is that we turned the sign on, we opened the door people come in, who is the best client? Anyone with a checkbook? Who's your ideal avatar? Women 29 to 64. There is no way on this planet that your message to a 29-year-old woman is the same as your message to a 64-year-old woman. Same thing if you were to appeal to men, you're a product that appeals to men. Well, from seven to 70, no chance, is it the same message. There might be different applications for your product, but you've got to know what's important to them. We need to fall in love with the client all over again, okay? And that's not where you come from. You didn't start your business because you're a client-focused people person, and you just want to do whatever it takes for the customer. That's not the way you got into the business. You were either a coder and that's your passion or you're a gardener and that's your passion or you're a painter or a mechanic or a contractor or an electrician or a plumber, an attorney and accountant a financial analyst, you get the idea.
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Carl-Gould-#70secondCEO-Fall in Love with Your Client - Part 1
Fall in Love with Your Client - Part 1
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
Let's talk about one of the most important topics that we need to really discuss. And that is, you need to fall in love once again with your client, yes you heard me. You've got to fall in love again with your client, not with your product or service with your client because what we're going to find out and as we go through the obnoxious offer process, you're going to learn that there are things that you are selling to your customer that they just don't care about, or it's not as big a benefit as you think just because you spend all day thinking about your product, your service, it doesn't mean they do and you might be selling things that are important to you to them, and it's not as important to them. In other words, you might be selling to yourself with other people in the room. And an obnoxious offer is not only obnoxious in price, which we'll get to that point, but it must be obnoxious in value. And again, that's my tongue in cheek way of saying it must be of the utmost value to your clients, but you're not thinking about them.
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Carl-Gould-#70secondCEO-What's Your Scheme?
What's Your Scheme?
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
So that was my scheme. What's yours? Okay, now, I strongly suggest on another note that you script it out. I'm a big fan of Scripts, fast forward to the, you know, a decade later, one of my favorite musical bands, Led Zeppelin was coming together to do a reunion tour to honor their former manager, Armin Ertegun, and they were going to play in a very small venue in London. And when Led Zeppelin announced that they were going to do this concert, the company was overrun with requests for tickets, they had a right to request for 20 million tickets. 20 million tickets for an arena that held about 5,000 people. So they moved it to the O two arena, which was a much larger venue. But even still, they still had 20 million requests. Well, Led Zeppelin was there to play Led Zeppelin music, which they wrote years ago that made them famous and do you know, they rehearsed for two and a half weeks straight in order to get ready for this concert. In other words, they created a script, they practiced it even though the tickets were sold, and they were playing their own music, they even could have showed up and stunk at it. Right? But that wasn't their standard. They had their scheme. They scripted it out, and by all accounts, knocked it out of the park and justified why 20 million people would write in and request for those tickets. Okay, so what is your scheme?
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Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 8
Obnoxious Makes you Stand Out - Part 8
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
The pricing of this wasn't obnoxious. The timeframe wasn't obnoxious. The idea that you would work with a business mentor wasn't obnoxious. It was certainly early on in the business coaching and mentoring industry, but it wasn't a brand-new concept. But what was obnoxious was the wording. I stood out unbelievably. So I said, keep the script the same. I didn't change the script. I wanted to tell you the pointers to stay the same keep scheme and it keeps chatting it, keeps UK based telemarketers calling on my behalf. That was the best scheme of them all. I had my differentiator. So think about it, after all how many other business advisors in the United States had a UK based telemarketing–telemarketing center, the British accents that came with it. Were calling business owners so I could chat with them about a scheme. It was brilliant and I ended up closing 12 of my first 14 appointments.
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Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 7
Obnoxious Makes you Stand Out - Part 7
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
So we had a bit of a laugh about it. I talked about the institute, talked about why I was there. I asked them the first question in the script that says, so mister business owner, how did you ever happen to get started in your business? And so he's going along, going along, and wouldn't you know, I went through the entire appointment and the word scheme was in it multiple places. The word chat was in multiple places and I'm thinking ah, we don't scheme here and we don't chat, right? But here I am scheming and chatting and at the end of the meeting, wouldn't you know I got the engagement. I got it. So you're supposed to sell a 12-month consulting engagement called the Business Support Scheme and you're supposed to get a two-month deposit right there on the spot, one call close. And so I remember I walked out of there, I had a deposit check and I was supposed to call my mentor, I called Eric and I said, don't change a thing. Keep the same appointments. I want British telemarketers. I don't want them to change a word.
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Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 6
Obnoxious Makes you Stand Out - Part 6
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
Our script was nine pages long and I had to explain who I was, who the institute was, and what qualified me to be an Executive Associate. Just as I get started, he slammed his hand on the desk and he said, That's right. You're the scheme guy and I said what he said, right? You're the scheme guy. Didn't I get a call from your call center? Your office? They're British, right? Yeah, yeah all they talked about was chatting and that we were going to talk about the business support scheme. I couldn't wait to meet the person who had the guts to show up here and talk to me about a business scheme. So, young man, what's your scheme? And I thought, oh, no, not again, not again, another obnoxious lecture in my life. Well, sure enough, I made a joke about it. And I said well, you know, it's a British company. I'm accredited, I was starting to tell you about the Institute. The Institute for independent business is a research training and accreditation body and in order for one to carry the accreditation, they had to have spent X amount of time in industry X amount of time in management and leadership, and to show those credentials in order to even qualify to sit in this meeting with you here today and yes, they're from England and they use the word scheme.
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Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 5
Obnoxious Makes you Stand Out - Part 5
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
Look, if you start making changes too quickly, then you will never know if this will work for you. I said, fair enough. You're absolutely right. I came to your accreditation course. You told me this is the script. You said it's successful. You say go out and try 60 times and if nothing else, to prove you wrong, to make sure that this is the right way to go. Okay, so fast forward another week or so I head home. I'm a newly minted Executive Associate of the Institute for independent business and I go on my first telemarketing set appointment that was confirmed by their call center. Their call center, by the way, was in England, they were British callers with British accents, calling on American business owners. And so I remember going on my first appointment, I walked in there and the owner was really excited to see me and I thought, wow, this is great. You know, a business owner, they seem really excited about meeting with this business mentor that I've now accredited to be.
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Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 4
Obnoxious Makes you Stand Out - Part 4
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
Why would you try to change something that works for so many associates already? And I said because I'm Associate number eight in the United States, and you haven't been selling a scheme in the United States for very long. That's why I'm raising my hand. Are you sure we want to have something called a scheme? And then he explained to me, said listen, we've done some research on this and we have found that in a business like this, once you have a product offering, you want to go out and you want to have enough empirical data to find out if it works for you or not and that empirical data for us is 60. 60 appointments is the critical mass before we would suggest you change any part of the script. So you go for the next six months, we suggest you go on 10 appointments, with business owners who are looking to grow their business, and you talk to them about the business support scheme and then if after 60 of these appointments, it's not working out for you, then you are okay to change it. And I thought, oh my goodness gracious. I'm going to go out for six months and I was thinking I was going to waste the next six months of my life and I had another question for him. I questioned his math, I questioned his approach and he said, Listen, how long have you been doing this work? And I said, well, not long at all. That's why I'm here. He said, precisely. You're here to learn from somebody who's done it well before is that right? And I said, Yes, that's right. He said we'll try it. You've invested a lot of money, and a lot of time in this accreditation, follow the script.
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Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 3
Obnoxious Makes you Stand Out - Part 3
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
So we're being traded on the consultant product that we were intended to sell and we then we heard the name, I couldn't believe it when I heard it. I had to do a double take the–Paul, our lead trainer says, you my friends are going to sell the business support scheme. I thought I heard it wrong. I turned to Rick and I said Rick, did he say scheme? Oh, Carl, I think I heard scheme to no no no. Couldn't be a scheme. Yeah, Carl, I think it was. And so my hands shot up so fast like I was a school-aged boy who waited way too long to ask permission to go to the bathroom and now realize it's really urgent if you've ever remembered a day like that and then I said, Paul, did you say scheme? He said, yeah, Carl that's it's the Business Support Scheme. It's been that since the very beginning, since inception, and I said, oh well, I don't know if you knew this. But the scheme has a very negative connotation in America. And unless you're referring to a color scheme, which clearly you are not, then the word scheme essentially means that we're a scam or we're not to be trusted, or we're flat out trying to attempt to steal from the business owner.
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Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 2
Obnoxious Makes you Stand Out - Part 2
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
So there I was, I was at the Watford Hilton taking the residential business school for the Institute for independent business. I was in a class of 35. There were five Americans and 30 delegates. They're from Europe in my cohort and we're being accredited as an Executive Associate and you can read into that business mentor, generalist business advisor for the institute. It was a week-long course and we're halfway into the course and they introduced the consulting product that we were supposed to sell. And I'm sitting next to one of my American colleagues, Rick was sitting next to me and during the day the trainer kept referring to the B S S. Today we're going to talk about the B S S, you're going to sell the B S S, that's our consulting engagement. It's a one-year product, one-year relationship with the client and you're going to be trained on how to sell this product, okay.
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Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 2
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
So there I was, I was at the Watford Hilton taking the residential business school for the Institute for independent business. I was in a class of 35. There were five Americans and 30 delegates. They're from Europe in my cohort and we're being accredited as Executive Associates and you can read into that business mentor, generalist business advisor for the institute. It was a week-long course and we were halfway into the course and they introduced the consulting product that we were supposed to sell. And I'm sitting next to one of my American colleagues, Rick was sitting next to me and during the day the trainer kept referring to the B S S. Today we're going to talk about the B S S, you're going to sell the B S S, that's our consulting engagement. It's a one-year product, one-year relationship with the client and you're going to be trained on how to sell this product, okay?
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Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 1
Obnoxious Makes you Stand Out - Part 1
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
By making it obnoxious it stands out to the buyer. Our goal here is to address the complaints that the buyer has in order to stand out and then price it appropriately so they believe that it's a good exchange of value. I’ll be it even if a little expensive. Okay, so fast forward a few years and I'm being accredited by the Institute for independent business at their residential business school and I was so excited. I never left the country for any significant period of time before, didn't have a passport, and I had to go get my passport for this accreditation. Somebody told me, you're going to London for this accreditation and I thought, wow, I'm going to London. I told my friends where I was going. I told them the exact town I was going to and most of them said, Oh, well, that sounds great. And then I talked to somebody who actually knows England, and I said, I'm going to Watford and they said Carl, you're not going to London. Watford is not London. As it turns out, it was a suburb of London. It was very charming, and I enjoyed it, but it wasn't what I thought I was told London. I ended up in Watford.
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Carl-Gould-#70secondCEO-Your Scheme to Get Hired
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
My scheme in landscaping was I had the standard proposal and the guarantee proposal. Those were my products, are part of my sales process and as I learned when being accredited by a British company, later on, my sales process was really what they would call a scheme. I'm going to tell the scheme story here because you've heard my scheme as a design-build landscape firm. Now, what was yours? What's the one that you came up with? Well, our objective here is that your product, your service, and your process must be a unique experience to the customer by making it obnoxious, it will stand out to the buyer. That's what we want to have to happen. We want the buyer to say, well, there's you Carl, and then there's everyone else, we want there to be a clear differentiator. So they understand that once they meet you, they really can stop shopping, right? Because they have found their resource and assuming that they qualify and that it's a good match, price-wise, time-wise and the other factors they'll hire you.
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Carl-Gould-#70secondCEO-The Premium Option - Part 1
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
How many of you know somebody or you may have done it yourself, where you purchased a premium anything? A luxury vehicle, luxury vacation, luxury car, and then they complain about the price or do you find most people make a luxury purchase, pay extra and then brag about the price they paid? Which one do you experience more in your life? I find when people pay for a luxury item, and they pay more for it, they tend to brag about either the price they paid or the options that were important to them or the experience they're having. And they tend to think that it was worth every dime, worth every penny I put out there, worth every dollar. Yes, it was a lot of money, but I'm getting exactly what I want and when my expectations are met, I think it's a good value.
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Carl-Gould-#70secondCEO-Why Hire the Obnoxious Guy? Part5
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.
If one of us made a problem, made a mistake, we had a problem together. And it was a great synergistic relationship because they were invested in my success and I was vested in getting done because I wanted that premium, okay? Now a couple of other things happened. The psychology of the buyer got in there too because they were buying my best offering. So you know, who I started to attract? Buyers who fancy themselves as somebody who always bought the best. They were a premium buyer, and they liked it because I started to notice this because they started telling me stories about how they bought the best car? How they got the best seats at the ballgame? How they got the best seats at the Broadway play? How they chose the best option when they traveled? How they got the best Express tickets, so they didn't wait online, how they bought the best version of you know, some apparel or clothing or a watch. And I started to realize, wait a minute, I'm part of a larger plan that they have, where they like to buy the best.
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