What Keep Your Customer Up At Night Worrying?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

What you do want to ask yourself is what keeps them up at night? Because if you're going to solve the problem of what keeps them up at night worrying, and what exists in their life or their business right now that makes calling you a necessity today, then you are really well dialed in to who your ideal client is, right? So you know, I live in the northeast, I live right near our ski resort. There's probably two weeks left of the ski season. Skiers know this. This is a problem for skiers. Skiers want to get that last couple runs in before the end of the year. So if you're a skier, what exists right now. It's a sunny day. I walked out today and like oh, you know, I feel like I missed the whole ski season. I'm a skier. I live near the ski resort. What do you think that company ought to be doing right now? Right. Trying to push that pain button, alright. Hey, two more weeks. That's it and the season's over. One last chance, come on out.

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Most Important Question to Ask Yourself

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Here's the most important question that you want to ask yourself: what conditions might exist at that business and organization right now that makes hiring you or engaging with you a necessity today? And we start there. Who's the ideal buyer? And what's the situation they're in right now? I am the ideal buyer for my daughter right now because she's not paying for college. I'm likely paying. She's choosing now in the next six months. She's going to make her choice. That makes me a great candidate right now, but catch me in September. Nyeah, not so much. Wait until my daughter's a senior, she's already committed. I'm already out of that game.

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Who is the Best Beneficiary of Your Product or Service

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So here's a few questions. Who is the best beneficiary of my products and services? For me, it's business owners, decision makers. It can't like, I can talk to a president, I can talk to the VP of sales, the CFO, the C suite, but at the end of the day, a business owner will not sleep at night, if there's something wrong in their business. Whereas an employee sleeps like a baby, something's wrong, employee goes develop. Alright, we'll get that tomorrow. I get text messages after midnight from business owner clients. Hey, Carl, hopefully, if you're up I wasn't meaning to bother you but I was just this was on my mind. That does not come from an employee. So I'm going after a decision maker.

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90 Minutes Peer Day to Build Your Business

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

I'm using some building blocks here, alright. Now we in our types of business have a finite group of people that we can even work with. We have a finite number of hours every year that we're even willing to work with. So we have to be speaking to the right people, we have to be speaking to the people that are willing to pay our price, right? You only have, it sounds like a lot, but there's only about 2,000 working hours in a year, right? So at least 1600 of them need to be billable for you. You can't let more than 20% of your time go to non billable activities. That means you have 400 hours a year. Sounds like a lot, but that's only 33 hours a month. That's only an hour, that's 90 minutes a day. You have 90 minutes a day to build your business. That's it. You can't waste spending your time talking to the wrong person.

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Dial in your Messaging

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

The point is, is that with your sweet spot customer, we really have to dial in the messaging because they can tell the difference, right? If your clientele are Star Wars people, right. The Star Wars core fan, do they like the movies right now? Or do they like that show the Mandalorian better right now? All you Star Wars nerds would say the Mandalorian, the Mandalorian right. So think about I'm using some pop culture references here. Tell a Coke fan when they go out. Hey, we don't have Coca Cola. We have Pepsi. Is that okay? Right? Pepsi fans don't want to drink Coca Cola. There is a difference. Pepsi fans will drink Coke. Coke fans will not drink Pepsi. There is a difference. It's important to know that, right? And so we want to make this more specific because not only can we craft our marketing message better, we could set our pricing.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Sweet Spot Customer

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So the sweet spot customer is the easiest person to sell to, and upsell to. That's why it's so important that we speak to this customer and we know the language, okay. Now it's interesting. So for any of you classic rock fans, I'm gonna–anybody a classic rock fan? You listen to classic rock? Every–okay. Every year they do the list. What are top classic rock songs of all time, for the last 51 years of these? There's been one song that comes in as the number one classic rock song of all time. There's no close second, there's this song, then there's every other song and it's the most commonly song played. If you go into a guitar shop as matter of fact, they put signs up. Do not play this song if you grab a guitar. Anybody know what I'm talking about? Nobody? It's a song by Led Zeppelin. Does that help anybody?

Stairway to Heaven. 

Stairway to Heaven. It's the number one–it’s voted the number one classic rock song of all time, okay. Now if you were to ask passionate Led Zeppelin song Led Zeppelin fans, would they agree that that's the best Led Zeppelin song? If it's the best song of all time? Surely, it's the best Led Zeppelin song. What do you think Led Zeppelin fans would say?

No.

No. Led Zeppelin fans would say, that's good song. It's not even their bet. It might be the best song of all time, but it's not really the best Led Zeppelin song. Right? So imagine you're trying to sell Led Zeppelin stuff to Led Zeppelin fans and you came out and said, isn't Stairway to Heaven, your favorite Led Zeppelin song you would lose the core passionate audience.

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Not Willing to Overpay

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

A couple of years ago, I took my son- well, oh gosh, 10 years ago now, took my son to- what is it? WWE, I think it was Smackdown, right? The big WWE wrestling, right? And I'm going to buy the tickets. And like, where do you want to sit? I'm like, I don't care. Okay, just give me an okay. Doesn't matter, doesn't matter to me. Wherever we sit, we sit, right. Whether I sat first row or the end, I didn't care. And it's not that I'm not- well, I'm not a fan, but I'm not against it. It's just a, eh doesn't have a whole lot of interest for me, okay. Now, my son give him the choice, he'd sit front row because he's a big fan. I'm not willing to overpay for WWE smackdown tickets. Now I bought them. I'm willing to be a customer. So I'm on the outer edge of the customer. But if you capture the right customer, that's the Susan Riley at a Tim McGraw concert who's willing to pay the extra 50 bucks just to sit closer, right? Now I saw Susan had to step aside. Is Susan likely to buy anything else from Tim? You think she might buy some, download some of his music, buy an album, maybe purchase t-shirt, maybe get that gift box of Tim McGraw greatest Christmas hits? Probably. That's why the ideal client is so important, right? She's a big fan. So she's not going to just do one thing. She's going to do many things.

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Willing to Overpay for the Experience

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So Susan, who is your favorite musical act, or somebody you really would like to go see in concert? 

Tim McGraw. 

Tim McGraw, perfect, perfect, perfect. So now if I told you that I had two seats. I had seats that will just get you in the door, right. It will get you in the door, they’re–it's about 100 bucks, you'd be way in the back and I promise you, you would at least know that it was Tim McGraw because he'd have the hat. I point at him. You don't need your binoculars. You’d still hear the music, but you're just getting in the door. Or I've gotten a second seat. It's $150. I'll put you within the first five rows, right from stage and you'd get a chance to meet and greet Tim before the concert. You do a quick and get a selfie. Would you pay the $100 to just get in the door or the 150 for the close up and the selfie with Tim, which one would you prefer? 

Of course, the 150. 

And why so? 

Because there's more value in that. 

For whom? 

For me. 

Why is it more valuable? 

Because I get to meet him and get a selfie. 

Okay, so you get the selfie. All right. Do you know his music? 

Absolutely. 

Do you know a lot of the words to his music? 

Yes. 

So if you were to go to a Tim McGraw concert, there are not be many surprise songs for you? 

That's correct.

Okay, guys, think about what you- thank you, Susan. Let's give Susan a hand. Everybody. All right. Now think about this. Susan knows all of the songs, knows what the guy looks like, knows all the words of the songs. There's likely not even going to be a surprise during the concert. But she would pay a 50% premium just as here–same concert, but to sit closer and get a selfie with him. She is willing to overpay for the experience.

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Not trying to Get People to Pay for Services

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

If you really understand the skinny jean market, I mean really understand it, then you will likely get the people that are the most passionate about skinny jeans. The people that are the most passionate about skinny jeans will pay your premium, okay? And they'll know the difference. They'll know the difference if you've got the right amount of flex in these jeans and the right amount of, you know, material that makes him skinny versus not so skinny. They'll get it and they'll pay your premium. So now remember, take a note on this. We are not necessarily looking for people to pay for our services. What? We didn't talk about that Carl! We are looking for people who are willing to overpay for your services. We are not looking for people to pay for your services. We're looking for people to overpay for your services. Now what does that mean? That means I'm not saying you are immorally or unethically charging them for something. What we want is somebody that's passionate enough about what we do, that they will pay your premium.

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Dialing in to your Ideal Client

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So let's understand, who is the most likely person and when is the most likely time that they should be working with us? So let me do this. I'm going to share my screen and I'll walk you through a couple of questions. You guys, can you'll see that? It says, ideal client, okay. Now what we want to do is make sure that we really understand, I don't mean kind of understand who our client is and when I say kind of understand, here's the mistake people make. Tell me if you've done this, right. Who is your clientele? Between what ages? 30 and 64. Or men? 19-35, right? If the range of your clientele is more than three or four years, you don't have it dialed in well enough. You're trying to tell me the message to a 19-year old young man is the same as a 30-year old man? No chance. Alright.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.