Who buys from you? and When?

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

Think about what you do, think about who it is that buys from you, and when is it most important to them that they call you? And more importantly, what recently happened that makes calling you an urgency today, right now? Let's start there because that becomes your ideal client. The by far and away, it's not even close. The busiest times of the year for me are quarter four of every year, October, November, December, and quarter one January, February, March. What is a business owner doing during quarter four and quarter one of every year? They're thinking about quarter four. Oh my god, how's the year gone? Geez the last nine months. Let's evaluate. I wonder how it went? You know, did we hit our goals? Check our metrics. What's our progress? Are we doing good? Are we doing better than we thought? Are we doing worse than we thought? We only have a couple of months left to make any moves, let's do it now. Quarter one, what's happening then? Oh my god, we got to get the year off to a good start. We have to make sure that our plan is gone. We have to set ourselves up. So from October 1st, yes restructure, yeah and new beginnings. October 1st through the end of March, right I'm in the final, I could feel it people saying okay, we got our plan. Okay, we're ready. Okay, okay, okay.

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People Purchase Because of Pain and or Discomfort

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

Think about this. If I were to say to you, hey, if you were to just look out the window, express gratitude, get five minutes of sunshine, make sure you do that now, you would have all of your dreams realized, right? Now some of you haven't turned your head yet to the sunshine. Oh my God! I might–I’ll think about that. What if I were to say to you, oh, my God, Tely look out there's a bug right on your shoulder! Ah, you jumped, I let a snake loose in the room. There's a crocodile nearby, you'd be gone. We move more because of pain than we do the pursuit of pleasure. The avoidance of pain versus the pursuit of pleasure. And so what we want to do is we have to either catch somebody in the middle of this discomfort or make them aware of the discomfort if they are not already. And then by doing that, the person or the company is willing to purchase and hopefully it is our products that they're willing to purchase.

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Why People Make a Purchase Pt. 2

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

Now, let's also think about why do people make a purchase? We make a purchase because there's a perception of where we think we should be and where we are now, right? You're on this program because you believe in one way, shape or form here in my business now. I want to go to here, this will help me get there and I dare suggest you're not doing this now because in 15 years from now, you'd like to have more clients. It's my guess, it's just a guess that you probably want those clients, you probably want those speaking gigs, that award, that brand recognition sooner rather than later. And so this program fits that bill for you now, and so that's likely why you're doing it now, okay. Also people purchase because there is some measure of discomfort or pain or their perception of pain.

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

Why People Make a Purchase

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

We're going to talk ideal client, okay? So I want to talk a little bit about really understanding who it is worth selling to, so that we can understand what we're going to say. And conversely, knowing what we're going to say, by understanding who we’re selling too, okay. Now let's back it out a little bit. Let's think about why people purchase. At the end of all of this marketing and messaging and videos and positioning and posturing and pricing strategy, we are trying to serve another person or another organization. We have something that they desire to have in their life. Why do they desire to have it in their life? Will they think it'll make their life better? Either now, or in the very near future? Okay, now you say wait a minute, I sell life insurance. It's not good until you pass away right? So then why doesn't everybody just wait to the very end? Right? Because if I got life insurance today, oh, it would give me peace of mind today even though I might not reap the benefits of it for decades. So there's a reason why we want to do something now.

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Do You Have the Guts to Make the Offer?

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

The issue is who has the guts to take the mark? Because you all know the answers to, right. So I trade now. So I use this in all of our businesses and I use this with all of our clients. So I've trained over 7000 business coaches, right, to that long and a have a business coaching and consulting business. And so one of the things that I teach is for them to give you. So think about this next time you hire consultants of five to one guarantee, which means if they are not making your saving five times the amount of the fee, their fee, then the whole thing is free. How many advice do you have currently that offer a five to one ROI guarantee. Now, how many of you do you think could offer you that? How many could offer? All of them. They all could. They don't do their job, they can't give you your money back? They can all do it. How many of them do? None. I offer a five to one guarantee, so who am I competing with? Nobody. We’ll know what the problems are,right? Who has the guts to just say, I'll stand up and I’ll deliver your money back. Oh, I don’t know, what if they don't take the action? And what if they don't follow through and I can't hold them accountable and I'm short that meetings. That's a problem with you--then your programs not compelling enough that they want to show up on a phone call, that's not their problem. That's your problem, right? Well, how am I going to control my supply chain? Right, I have yet to meet now by coach a lot of you types already. You will fall in love with your supply chain and very efficiently at best price and you stick with it. I've yet to find a company where the diversity of their supply chain is their problem if you know what I mean.

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

The Biggest Mistake You Make In 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.

Now, I know the biggest mistake you kick your way, I want to know what the biggest mistake you are making in your business is, so we can go and fix that problem. Here's the biggest mistake. Talking about the positives of your business too much, or giving it too much airtime, right. That's not what it is in a current client working. In the season of business that we're in cold winter, people defer to experts, right. Experts are people that can do two things: solve problems no one else can solve and then charge what no one else can charge. Those are the two things that will determine whether your clients will keep you as an expert or not, right. So here's what we start. So for those of you out with the last one, we'll do a little bit last time, is first thing we want to do is we want to hear, what are the top complaints that you are getting from your prospects and your clients? And what are the top complaints about your industry, not just about you, and some of these complaints that might not even be about your company. But take a moment, write down what are the top five complaints you are hearing from your prospects and your clients about working with a company like yours. What I used to hear is people will start on time, tell me you're going to start (unclear follows) You say you're gonna be done by April 1st, you're not done by April 1st. Tell me one price and there are complaints, change orders or you don't have, you know, you quote them with one price, but then you’re short on supply, but you can find it from another source as long as they’re willing to pay more. And in my service business the complaint was we didn't give enough, long enough guarantee on the hardscape and landscape materials. And there wasn't a senior manager on site, those are the top five I heard.

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Why You Need a Strong Why and How

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're like everyone else, your employees and your clients can choose why you're different than in other businesses. So in other words, this is a picture of the Iditarod dogs who trains for a dog sled race. So there are two types of dogs in a dog team. There's the lead dogs and then there's the musher dogs. Now, if your How and your Why are not compelling, you're like a musher dog, right? And so if you're not the lead dog, the scenery never changes. If you're not the lead dog, meaning there’s a lead dog in front of you, the scenery never changes. See, you're just looking at the ass of the dog in front of you, right. (unclear words) If you're not the lead dog,the scenery never changes, right. Why should somebody want to do work with you, why would somebody want to be in your department.

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

Win on The How

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

We’ll give your business processes. We're going to talk about this that (unclear words follows) I’ll show you how to do the How. It’s actually what you want to do is you want to get out of the train in business. We want to be packed into a train in certification. We want to have certified professional people that follow our methodology and what is for. So anywhere that you can have a unique way of doing business. We have applied that in Texas that former NASA scientist who build cooling station on display on universal NASA spaces, (unclear words follow) Now they build solar powered refrigerators. Right on their website, it says, we are rocket scientists who build refrigerators, right? And when I met them, and their problem with employment is there are a lot of people who are volunteering to work for them. He said, I’d like to work for you, and I said, what did you tell? and I said (unclear follows) at home and I said, what? They said no, no, no. We’re not doing that anymore, let's start an intern program. They basically get all the characters from the Big Bang Theory showing up at their door who all learned how to build cooling systems, right. Because they want to learn the How, right. If you remember that movie, The Pursuit of Happyness, Will Smith. When he went to work, (unclear words follow) because they had a world class sales program. (unclear words follow) He was doing the internship for six months for free. Six months. because (unclear follows) What is your How to complement your why, that's a huge language of success in our day and age right there.

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