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00:00:00 - 01:00:00

The video focuses on the "Why Are They Not Buying?" challenge, which is designed to help entrepreneurs understand why their dream customers are not buying from them. The five-step process involves gaining insights into why customers are not buying and creating hypotheses to modify offerings. The offer is defined as the solution offered to dream customers, which should be irresistible and meet certain criteria. The video suggests that the expectation gap between what entrepreneurs think they will achieve and their actual results is a common problem, and people have different ways of coping with the gap. The speaker shares several tools to help entrepreneurs overcome the gap, including the Pro Con Method, Change Matrix, Pro Con Cloud Method, and HarmonyToC app. By focusing on understanding the real reasons behind a customer's decision not to buy, entrepreneurs can modify their offerings to be more attractive and expand their customer base.

  • 00:00:00 In this section, the speaker introduces the "Why Are They Not Buying?" challenge and waits for participants to join. He is excited to share a simple five-step process that will help participants understand why their dream customers are not buying from them and how they can adjust their offers to make them more irresistible. He emphasizes that participants must have a product or service and know it well, believe that their product or service has benefits much greater than the cost, and be passionate about their offering. The speaker also notes that even those without a product or service can still benefit from the challenge as it offers a process for preparing for future offerings.
  • 00:05:00 this challenge is for those who have a product or service they truly believe in but struggle to convert sales with their ideal customers. In this section, the presenter explains that this challenge will be interactive and involve five steps that will help participants gain deep insights into why customers are not buying and create testable hypotheses to modify their offers. The presenter defines dream customers as those who can benefit most from the product or service, have a painful problem that can be solved, are aware of it, and can afford to pay for the solution. The presenter also defines an offer as the solution being offered to the dream customer. Overall, the presenter's aim with this challenge is to compress their 20 years of research and experience into five hours of training to help participants gain valuable insights and adjust their offers to make them more irresistible to their dream customers.
  • 00:10:00 In this section, the speaker explains that an offer consists of more than just a product or service. It includes all the value-added components that make the product or service irresistible to dream customers. An irresistible offer is one that meets two conditions: customers can't refuse it and the competition can't or won't offer the same thing. The speaker then outlines the plan for the day, which includes sharing the origin story of the five-step process and providing a summary of each step. The speaker asks the audience to remove all distractions and keep an open mind and ends with a reminder that small insights can make a big difference.
  • 00:15:00 this section, the video discusses the common problem that entrepreneurs face: a significant gap between their expectations and reality in terms of potential impact and income. This expectation gap can lead to suffering, frustration, stress, and other negative feelings. Normal responses to this problem include finding someone or something to blame, lowering expectations, or spreading oneself thin by creating more products or services. The video warns of the dangers of the third response, as businesses may grow by adding more products and services, but they often grow their revenues at the same rate as what they grow in their cost, resulting in an ever-increasing expectation gap.
  • 00:20:00 In this section, the video talks about how people cope with the expectation gap when their dream customers don't buy their products or services. The three most common responses are finding someone or something to blame, lowering expectations, or jumping onto the next opportunity by adding another product or service. The video then mentions that this problem is common among people in various industries, including consulting, coaching, online marketing, non-profits, and more. The speaker, who has 30 years of field experience, developed a process to help people answer the question of why their dream customers are not buying their products or services. He also shares his success working with Dr. Eli Goldratt and how the most powerful solutions are often the simplest ones.
  • 00:25:00 In this section, the speaker shares a quote from Jean-Baptiste Bahrain that states the goal of all science is to substitute visible complexity for invisible simplicity. He explains that there is a lot of visible complexity when trying to analyze why customers aren't buying a product or how to make an offer more irresistible, and the challenge is to uncover the inherent simplicity in the art and science of understanding why customers resist change. The speaker describes the common process of facing inconsistencies and choosing a problem to be passionate about, and with the wisdom gained from analysis, we can challenge basic assumptions and make breakthroughs in any field.
  • 00:30:00 In this section of the transcript, the speaker discusses assumptions related to the gap or inconsistency between expectations and results. There are two assumptions related to this gap: the assumptions on which expectations are based and the assumptions on which actions to realize those expectations are based. To better understand why people resist change, the speaker cites the Pro Con Method developed by Benjamin Franklin and the Change Matrix developed by Dr. Eli Goldratt. While the Pro Con Method only looks at the pros and cons of the change, the Change Matrix looks at both the pros and cons of making the change and the pros and cons of not making the change. The speaker suggests that good salespeople should focus on presenting the unique pros of the change or their product or service and mitigating the unique cons that customers would have to live with if they do not buy their product or service. The speaker also notes that people resist change because of the effort and risks involved, but good salespeople can eliminate these through risk reversals and making their offers irresistible.
  • 00:35:00 In this section, the speaker discusses the reasons why we often resist change, even if there are good reasons to make a change. Two reasons that are commonly cited are the potential effort required and the potential risks involved. However, a critical factor that is often overlooked is the fear of giving up something that we have and want to keep, which is represented by a mermaid in the presentation. By understanding the unique positive that we get from not changing, such as coping with stress in the case of a smoker, we can understand the exaggerated fear of loss that prevents us from making a change. The speaker also introduces the Pro Con Cloud Method, a five-step process to understand and address the fears and limiting beliefs that hold people back from making good changes.
  • 00:40:00 In this section, the speaker emphasizes that the main reason why customers don't buy a product is due to the no buy decision. To explain this, the speaker references a study conducted in 2013 by Forrester Research, which found that in 43% of lost sales opportunities, customers decided not to buy. Therefore, the speaker encourages individuals to focus on discovering the real reason behind the no buy decision by using the SProCon Cloud Method. This method helps determine whether customers are underestimating the size of the problem, exaggerated fear of the cost of the product or fear of losing something important to them. The speaker states that the fear of losing something important usually relates to an emotional aspect, such as the product's impact on their status or how they are viewed by others. Finally, the speaker encourages the audience to pick a product or service where a large number of customers who could benefit from it don't buy it, and to imagine their dream customer avatar.
  • 00:45:00 In this section, the speaker discusses the importance of identifying the target customer and answering questions from the customer's perspective. The speaker advises viewers to imagine what their dream customer thinks about their product and what they have heard or seen about it. They urge viewers to think about how many customers they currently have, their sales revenue, and how many people could benefit from their product. The speaker guides viewers to complete step one of the pro con cloud method, which involves answering questions from the customer's perspective to prevent targeting the wrong customers.
  • 00:50:00 In this section, the speaker discusses the importance of identifying the specific problem that potential customers have, in order to offer them a solution. He emphasizes the need to make sure that the problem is urgent and painful enough to incentivize the customer to take action. By identifying and articulating the problem and its impact on the customer and other stakeholders, one can create a clear avatar of the ideal customer. The speaker gives three examples of potential dream customers and their problems, including a keto diet coach, a furious constraints consultant, and a marriage counselor. The homework for the audience is to create an avatar for their dream customer and check if the problem is emotionally triggering enough to make the customer invest in their solution. Tomorrow's session will focus on the conflict of whether to buy or not to buy the product or service.
  • 00:55:00 In this section, the speaker discusses a mobile and web app called HarmonyToC which costs three dollars a month and offers a free 14-day trial. The app contains a community library with good examples of product or service analysis, and it allows for easy editing and sharing. The speaker encourages attendees to use the app, which is especially helpful for those who wish to share their work with others. The app will switch to a free version after the challenge ends, which allows the user to view their own completed work and other examples in the community library. During the Q&A session, the speaker answers questions regarding identifying customers, emotional selling, and how the method can still apply to commodity industries.

01:00:00 - 01:20:00

In this video, the speaker emphasizes the importance of identifying the dream customer and building a niche market to target their deepest fears and desires for greater revenue potential. The speaker suggests using the proponent cloud method to analyze the ideal customer and create an offer that doesn't require a push. To create an irresistible offer, businesses should identify conflicts and create new opportunities rather than just offering improvements. The speaker also stresses the importance of addressing potential negative aspects that could deter customers from using the product or service. Finally, the speaker encourages businesses to explore why their dream customers are not buying their products and how to make their offers more irresistible.

  • 01:00:00 In this section of the video, the coach emphasizes the importance of picking the dream customer that would benefit the most from the specific offer being made rather than just thinking about the product. By putting ourselves in the position of the dream customer, we can create an offer that gives them everything they need and want without the things they don't need or want. The coach advises against building offers from the seller's perspective but rather from the buyer's perspective to avoid pushing the customers into buying something they don't perceive as a must-have. The key is to create a great offer that creates a pool and doesn't require a push, which can be achieved by having an irresistible offer that's easy to apply for. The coach answers some questions from the audience about the differences in the analysis for a startup and B2B solutions.
  • 01:05:00 In this section, the speaker discusses the importance of understanding the assumptions and beliefs of buyers, whether they are individuals or organizations. These assumptions can cause buyers to walk away from a valuable product or make a purchase that is not beneficial. Using the proponent cloud method, the speaker suggests that businesses can analyze their ideal customers and understand why up to 50% of responses lead to no purchase. The speaker also explains how the method can help businesses develop content like YouTube videos that target dream customers by identifying conflicts and creating new opportunities rather than just offering improvements. It is recommended that businesses do not try to sell to everyone, but rather focus on their dream customer for greater revenue potential.
  • 01:10:00 In this section of the video, the speaker discusses the importance of creating a niche market when developing an offer for a product or service. He mentions that working with online marketing giants, they all provide the same advice of focusing on one product or service and targeting a specific audience. The offer should be developed based on the deepest fears and desires of the niche and offer a high likelihood of success, reducing the time delay and cost for the customer. The speaker recommends the book "The Hundred Million Dollar Offers" by Alex Mandossian as a resource for creating successful offers. When it comes to sales and marketing efforts, he suggests a combination of push and pull tactics to generate leads and create a pool of customers most likely to benefit from the product or service. The speaker also suggests that in the crutches of change, one should consider both the positives and negatives of making a change when developing an offer.
  • 01:15:00 In this section, the speaker discusses the importance of recognizing potential negative aspects of a product or service that could deter customers from using it, also known as the "mermaid" concept. They emphasize the value of addressing this fear in addition to the more commonly addressed objections or reservations (known as "crutches") in the sales process. They also provide clarification on the perspective to take when answering the questions in the Harmony Decision Maker app, which is to answer from the perspective of the dream customer. Finally, the speaker responds to a question about what to do when approached by a customer who is not the dream customer, stressing the importance of serving customers who will truly benefit from the product or service.
  • 01:20:00 In this section, the speaker discusses the importance of identifying the dream customer and ensuring that the benefit they get from the product or solution is an order of magnitude more than the cost. The speaker suggests that if a customer approaches without a serious problem or if the product or service is not appropriate for them, one could offer them a value proposition instead of making them buy the product or service. The dream customer is described as someone who has a painful problem that can be solved by a few changes in the rules, and they have the ability to implement those changes. Additionally, the customer must be able to afford to pay for it, and there must be a penalty for them if they do not act. Finally, the speaker encourages viewers to explore why their dream customers are not buying their products and how to make their offers more irresistible.

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