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00:00:00 - 01:00:00

In this YouTube video, the speaker discusses strategies for achieving dream outcomes and addressing potential objections that customers may have. Using a tactic tree format, the process involves identifying "yes, but" scenarios and examining the reasons behind them. The speaker provides advice on building trust and credibility with the customer using free trials or money-back guarantees to make the offer more irresistible. They also discuss addressing potential negative consequences that may arise from achieving dream outcomes too quickly and how to warn customers of potential issues in advance. Additionally, the video emphasizes the importance of identifying and mitigating compliance issues and overcoming customer fears of missing out on better offers or solutions.

  • 00:00:00 In this section, the speaker introduces the fourth day of the challenge and asks participants if they had any major insights during step three. The speaker then reviews the overall process of the challenge and explains how it can be used as part of an auditing process. The speaker also highlights the importance of addressing gaps between expected outcomes and current outcomes, which could trigger the same process. They explain the first step of the process is to clarify the problem and its impact, and the second step is putting oneself in the shoes of the buyer facing a conflict when offered a solution.
  • 00:05:00 implement this change, what are the potential negative consequences that could arise? Once those potential negatives are identified, the next step is to figure out how to mitigate them or minimize their impact. Finally, the third yes but is when the customer says, "Yes, I like the new offer, but I don't trust you or your company." This is where building trust and credibility is crucial. It may involve offering a free trial or money-back guarantee to help the customer feel more secure and willing to take a chance. Overall, step four involves identifying all the potential objections or hesitations the customer may have and addressing them in a strategic and practical way to ensure a win-win outcome.
  • 00:10:00 In this section of the video, the speaker explains the potential negatives of achieving dream outcomes too quickly, using the example of gaining more sales orders than anticipated. The speaker encourages the audience to think about how they can warn their clients of potential issues and offer solutions in advance. Moving on to step three, the speaker advises us to focus on changes in our offer to make sure clients don't have to compromise. Lastly, step four involves listing potential objections and showing that we've already addressed them. The video ends with the speaker explaining the final step, which involves the app automatically generating a project summary.
  • 00:15:00 In this section, the speaker discusses the goal and objective of their offer, which is to help clients achieve their desired outcomes and eliminate potential obstacles. They use a strategy and tactic tree format to identify the changes that need to be made to meet their goal and close any expectation gaps. The process involves identifying "yes, but" scenarios and addressing them with new solutions. The speaker also explains the concept of mixed emotions and its role in addiction and decision-making. They provide an overview of the work done by two professors who studied addiction and found that mixed emotions often prevent individuals from making positive changes, and using this knowledge to inform their approach to offering solutions.
  • 00:20:00 be aware that our dream customers are not actively looking for reasons to buy, but rather for reasons not to buy. This means that even if we create a compelling offer in step three, they may still have doubts and hesitations about making the purchase. As a seller, we need to be aware of these potential objections and not use them as an excuse to give up on persuading our customers to buy. Instead, we should see this as an opportunity to serve our customers by addressing their concerns and finding ways to make our offer more irresistible. The spoken cloud method provides a step-by-step approach for identifying and resolving the ambivalence that often arises when customers are presented with too many options, and it can be used as a tool for auditing and improving your sales process.
  • 00:25:00 In this section, the goal of step four is to use intuition to identify all possible objections that a dream customer may have towards a product or service and think of "yes, and" solutions to overcome them. There are three types of objections to consider in sequence: the customer doesn't believe that the offer is sufficient, they worry about potential negative outcomes, or there are implementation obstacles. For example, if selling a keto weight-loss program, objections like not liking the food can be addressed with a free trial or personalized recipe options. The focus is on building a robust list of objections and solutions to make the offer irresistible.
  • 00:30:00 In this section, the speaker discusses the concept of "yes buts" and how it can be used to identify potential obstacles to implementing a new idea or program. By coming up with all the possible objections and concerns that people may have, one can modify their offering in a way that addresses those concerns and makes it more appealing. The speaker gives an example of a weight loss program where a common concern is what happens if one partner loses weight and the other does not. The solution offered is to offer a discount for signing up more than one family member. The speaker also discusses an example of a consulting firm struggling to meet demand due to long lead times and poor performance. The solution proposed is to offer simulations to train employees and offer advice on how to implement the ideas within the existing system. Overall, the key takeaway is to anticipate objections and concerns and address them proactively to increase the likelihood of success.
  • 00:35:00 In this section, the speaker discusses potential negative branches of achieving dream outcomes and implementation obstacles. One of the concerns raised is the risk of exposing significant capacity that would put pressure on the company to do layoffs. However, the speaker suggests the option of offering services to work in parallel with the marketing team to ensure there is enough demand out there to avoid layoffs. Another obstacle is the procurement process, which requires every vendor to be first approved to ensure compliance with financial reporting data security and more. The speaker suggests finding ways around this obstacle, such as looking for historical cases where there was only one provider for the solution and escalating it to a senior vice president.
  • 00:40:00 In this section of the video, the speaker emphasizes the importance of being prepared for compliance issues by brainstorming with the team to identify any potential obstacles that could arise. He suggests categorizing objections into types 1, 2, and 3 and then working to create an irresistible offer that addresses each objection. The speaker stresses the need to downscale the dream outcome to something that can be committed to and to be specific with customers, so they are clear on what can be achieved. He highlights that every yes but is an opportunity to create a more irresistible offer and suggests treating each obstacle or insufficiency as a 'yes but'.
  • 00:45:00 In this section, the speaker addresses questions about creating a profitable and scalable offer that also attracts the right customers. The advice is to focus on first creating a great offer that solves a problem for a lot of people and then seeking scalability and profitability only once the offer has been validated as irresistible. The speaker emphasizes the importance of experimenting with different strategies to get a lot of downloads or users before worrying about monetization. The key is to not use "yes, but" as an excuse to reject an idea without testing it out first. The speaker also suggests focusing on a small niche to better predict the wants and needs of dream customers.
  • 00:50:00 In this section, the speaker emphasizes the importance of going after specific niche markets in order to increase sales and provide better service to customers. He argues that even small niche markets can have a large number of potential customers, so businesses should not worry about the market size. Additionally, he suggests that businesses should focus on their dream customers rather than trying to please everyone. It takes time and experimentation to understand customers' wants and needs, but doing so can lead to significant growth and profits. The speaker provides an example of two entrepreneurs who grew their business from $2 million to almost $100 million by focusing on their dream customer and meeting their needs.
  • 00:55:00 In this section of the video, the speakers discuss how customers are often afraid to make a decision because they fear missing out on a better offer or solution from another competitor. This fear of giving up their freedom of choice can prevent customers from making a decision to buy or change something. The solution is to offer a free trial to help customers realize that no decision is permanent and that they can change their mind if the product or service is not the best option for them. The speakers also discuss the importance of focusing on fast feedback and testing out hypothesis in order to make the decision-making process more robust.

01:00:00 - 01:20:00

In this YouTube video, the speaker emphasizes the importance of narrowing down your offer to focus on the specific dream outcomes that you can deliver to customers quickly. By niching down your market and focusing on specific groups that could benefit from your product, you increase the perceived value and justify a higher price point. The speaker also advises salespeople to think about potential concerns that buyers might have and address them proactively during the sales process. In addition, the speaker discusses strategies for finding dream customers, seeking feedback to improve the business, and challenging limiting assumptions about what is possible. The homework for the day is to select one of the four new options presented and identify possible concerns, with an option to upgrade to a VIP membership that will benefit a foundation for suicide prevention in schools.

  • 01:00:00 In this section, the speaker discusses the importance of narrowing down your offer and product to focus on the dream outcomes that you can confidently deliver to the customer quickly. The speaker encourages entrepreneurs to avoid trying to solve every problem and instead think about what they can offer that will be sufficient. To do this, make a list of the dream outcomes you can commit to and be paid on. By niching down your market and focusing on specific groups that could benefit from your product, you increase the perceived value and justify a higher price point. The section ends with a question about addressing the "yes, buts" of a buyer, which the speaker answers by saying to address them only when they are brought up.
  • 01:05:00 In this section, the speaker advises salespeople to think about potential concerns that buyers might have and address them proactively during the sales process. They should confirm the buyer's problem, urgency, and the importance of solving it, as well as the significance of investing with the salesperson. Salespeople should also analyze any possible reasons for a buyer not to invest and come up with an attractive offer that contains unique elements that nobody else is offering. If a buyer has concerns that were not addressed, the salesperson should offer a practical solution to reduce the risk of the concern happening. Moreover, the speaker advises companies to focus on their dream customers and their perfect offers first before offering something to a slightly less perfect customer. Finally, they should simplify their offers, focus on delivering the best, and avoid compromising their credibility by adding offers beyond their expertise.
  • 01:10:00 In this section, the speaker discusses the benefits of discussing predictive negatives with a client, as a way to show that you understand the potential issues they may have with your product or service, and to show that you have experience in mitigating those issues. The speaker also talks about how to find a dream customer by identifying the criteria they should conform to, such as having a problem that you can solve and the capacity to implement changes. Finally, the speaker suggests that the best way to overcome a low investment from a dream customer is to simply ask them why they are not investing more, as this can help you understand their needs and concerns better.
  • 01:15:00 In this section, a conversation is recounted where the speaker received valuable feedback from a potential customer who turned down their services. The speaker stresses the importance of seeking feedback, even from those who initially rejected the offer, and utilizing it to improve the business. The speaker explains that asking customers to be brutally honest can lead to valuable insights, and relays an experience in which he was able to improve his business based on feedback from six years prior. Later, the speaker offers a strategy for convincing customers who believe they are already achieving good results to consider the possibility of improvement by comparing their average performance to their best performance and identifying the conditions that led to their optimal outcome. Finally, the speaker concludes by discussing his podcast series titled "Impossible Unless You Know Where" and encourages listeners to challenge their limiting assumptions about what is possible in their personal and professional lives.
  • 01:20:00 In this section, the speaker discusses the idea that if one thinks something is impossible, it is only impossible unless certain conditions are met. These conditions can make the impossible possible. The homework for the day is to select one of the four new options presented and identify the "yes, but" concerns that may be raised by stakeholders. Participants must also determine how to overcome these concerns and improve their offer. The upcoming final section will focus on designing experiments to test the effectiveness of the new approaches. There is an option to upgrade to a VIP membership that will provide access to all the videos and the full workbook, with the funds going towards a foundation for suicide prevention in schools.

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