Three Reasons Why People Buy

I’m friends with David Perdew, who runs Novice to Advanced Marketing System (NAMS). In 2015, David hired me to coach him to do two new things: to get pre-registrants for the following year, and to sell a high-end offer. When it came time for him to make the offer, people asked, “What’s in the offer?” My response was, “What difference does it make?” If you know, like, and trust David, then what’s in the offer shouldn’t matter, because you already know it will be something good. If you have enough relationship capital, then people will buy on command. This is what I mean when I say that the who is more important than what, how, when, where, and why. Tune into the episode to learn how David’s high-end offer turned out, and why the unusual way we went about doing it (by allowing the students to create the offer) was so powerful. Today’s Alexism from my book Alexisms is this: you don’t need a parachute to skydive. You just need a parachute to skydive more than once! This ties into today’s topic because getting someone to know, like, and trust you is also a long-term game. If someone knows you, they’re a suspect. If they like you, they’re a prospect. And, if they trust you, they’re a client or a customer. Take a moment to imagine a bicycle wheel. At the center is the hub, and the wheel itself is the market. By itself, the hub is meaningless, but attaching many spokes to it makes it functional and helps you get where you’re going. Some example of these spokes are books, podcasts, YouTube channels, Facebook groups, and other media channels. Today, I’ll also talk about the relationship between passion and commitment. Many people believe that you need to have passion first, and the commitment will come naturally. In fact, it’s the other way around; commitment is the wood that you need to build the fire of passion. If this surprises you, you’ll enjoy hearing more in this episode!   In This Episode: [02:03] - Alex introduces the three key insights, critical to making you a highly skilled ethical influencer, you’ll learn in this episode. [02:53] - We hear a story about David Perdew, who runs NAMS. [05:13] - In his own life, Alex has over eighty people who will say yes to him without him even making the request. This is because they know I would never risk our relationship on something where they wouldn’t get the better end of the deal. [06:12] - One person not in the list is Alex’s mother, he points out, and explains that sometimes you can’t get that level of relationship capital with the people you’re closest to. [07:10] - Alex talks about an offer he and David made, which involved meeting them in a room after that segment in the seminar. [08:32] - Alex relates what he has been saying to David to you as a listener. You, too, can create a situation like this and build powerful relationship capital. [10:10] - People buy because they know, like, and trust you, Alex points out. [11:22] - You are your message, Alex explains. The message isn’t a book, email, or membership site. Your podcast isn’t even the message. You are the message. [13:49] - Alex takes us back to his story about David Perdew, and explains that he allowed his students to create the offer they wanted. [14:27] - People support what they helped to create. Alex ties this into some topics he’s brought up in previous episodes of this podcast. [15:44] - Alex explains that passion doesn’t produce comment. Rather, commitment produces passion. [16:55] - Transparency is the ultimate trust lubricant, Alex points out, referring back to a previous episode. [17:46] - Alex sums up his point and advice by pointing out that being vulnerable first is a lot better than skydiving without a parachute. [18:17] - Alex offers a quick review of the specific insights that he has explored in this episode. [19:32] - Speaking of reviews, Alex asks a quick favor: could you go to this link, leave a review with your most valuable takeaway from the episode, and rate the show? Thank you! [20:32] - Alex offers listeners a final gift: a free copy of his book Alexisms! To learn how to get your free book, tune into the episode.   Links and Resources: Alex Mandossian MarketingOnline.com Skipio - where mass business texting gets personal! Alexisms by Alex Mandossian All Selling Aside on iTunes David Perdew NAMS Harvey Mackay Dr. Ivan Misner Jack Canfield Lisa Nichols Ray Stevens Roy H. Williams Harv Eker Nasreddin Hodja