Do you need more customers for your business?
Well, who doesn't, but I don't think you just want more customers. You want the right kind of customers.
So how do you get more customers?
One of the mistakes I see business owners and entrepreneurs make all the time is they only sell to the people at the very top of the buyer pyramid. You may be thinking, Dan, what is the Buyer Pyramid?
This is very, very simple. I want you to think about a triangle and I want you to kind of make a few lines within a triangle. Think about a top, the very top of the pyramid, the top 3% at any given time, only the percent of the marketplace who you're selling to is interested and ready to buy what you have to offer.
Only the top 3% for most salespeople entrepreneurs. They are always only talking to the top 3% only.
They're not ready to buy right now. They just ignore them. The problem is you are completely ignoring the other 97%. Now, besides the 3%, let's talk about the 7%. They are your ideal customers and clients. They are capable of buying. They are open and interested. They just may be need you to you answer some of the questions they're kind of on the fence, right?
But let's talk about the low debt, the other 30%. So you have the top 10% and the 30% below it. These are the ones that are your warm market. These people are thinking, I'm kind of interested. I could be convinced, I could be persuaded, right? I might have a need maybe, maybe not right now, but they could be persuaded. So that's the 30%.
Then below that you have the other 30%, which they don't even think they are interested. They're not even thinking about it. They just don't know. They don't even know why they need more.
Then you have the bottom 30%, which are thinking there's no way in hell. They're not going to buy from you. These are the people that it doesn't matter what you do. They don't like you. They don't trust you. They don't need what you sell. Like if you're selling a stick, these are the vegetarian. They don't want to buy what you're selling.
So let me give you an example. Let's say you are selling real estate. Let's say you're a realtor at any given time in the marketplace out there maybe only 3% of people are looking to buy a new home. Maybe they're moving into the new city.
Maybe the kids need to go to school. They want to move to a better school network. They are looking to buy a home at any given time, 3% of the marketplace. Then you have the 7%. That's like, you know what? You know, we were thinking of moving, right? We're kind of looking right. The open houses, the checking it out, but they don't have to move right now. They might move maybe a few months from now, but they considering…they're open. They're interested.
Then again you have the 30%. They're like, Hmm, I'm not thinking about moving. We were okay. But if someone comes along and make a good offer at the house that they have right now at a much higher price, they’ll say, okay, I always sell. And then I will move, right? That's a 30%. And then you have the next 30% I'm not moving. I'm happy with where I am at right now. Maybe three years from now, five years from now.
Then there is the bottom 30%. It's just like, nope, this is my home. I am not moving. I'm going to die in this house. That's not your market at all.
So I want you to think about your marketing message, the way that you do your marketing, who are you talking to? If you're only talking to the top 3%, which is what most people do, you are leaving a big chunk of the marketplace. You're not talking to them…you're only talking to the very, very top that are ready to buy right now, which is nice but you have to understand that's a very, very small percentage of the marketplace. So what could you do to get, and to capture more market share out of this equation?
I don't want to talk to only the top 3% or even a top 10%. I want to talk to all 70%. So what do we do the easiest way? Let me give you a very simple example. What I have in front of me is a box of Mooncake. The mooncake festival is coming up and you may be thinking, what the hell is a mooncake? What is it? Is it like a Chinese tradition?
Well, it's a cake and the best way for me to convince you is not telling you. Let me tell you how great the mooncake is. It is great. It’s hundreds and hundreds of years tradition. I used to eat this when I was growing up, it tastes so good…it's so delicious….it's like kind of like a dessert, but not quite a dessert. Let me tell you about the story about the monkey festival.
You're like, I don't give a crap or I could just say, Hey, you know what, why don't I cut it up and I’ll just give you a little piece to taste…that's the best way. So instead of talking to you like the top 3%, let me tell you why this brand of moon cake is the best…or the top 7%. Now I'm talking to the 30% that you're not even thinking about. There's a taste. Good? Do I even like it? Why do I want to eat it? The easiest way for me to convince the rest of the percentage is to give you a sample, to give you a taste.
If you're selling a service, if you're selling an intangible service the best way for me to convince that 30%, maybe not to do business right now, maybe it could be one year from now, two years from now.
It doesn't matter it’s to keep the taste of what I have. Then I don't need to convince you. You taste it. Oh, Hey, you know what? This is pretty good. Maybe I'll buy a box. Maybe not box this year, maybe a box next year. That's okay. It doesn't even matter. That's the best way for me to convince you, instead of convince, just give you a sample, give you a taste.
So you gotta think about in your business, how can you add value? You know, events? How can you let your customers or potential prospects experience what you have, what you could do, how it can solve their problems in events. Part of the reason why I have so many students in my high ticket closers program is I teach some of my sales techniques. You've seen some of my closing techniques on YouTube. They get a taste of me, okay, this is what Dan does. This is how he closes sales.
Very different. That's very interesting. I'm giving them a sample. I'm giving them a piece of that Mooncake and now they say, you know what? Give me the whole box.
Dan Lok is the master seller. I have transcribed his video which I am posting below. There is so much value here whether you read or watch him. Enjoy!