It’s really simple (even thought we think its not).
One of the biggest things you can do instantly to make more money in your business is something you already know.
Something you use in every other area of your life – except your business.
Let me show you …
Here are two identical modern homes.
They are the exact same sleek, modern design. But the one on top sells for a lot more than the one on the bottom.
Can you guess why?
OK, you don’t need to guess because it’s obvious:
The one on the bottom has no view.
The one on top has a magnificent view.
Same home. Same materials. The cost of building them are roughly the same.
But if you’re the seller you’re going to get a lot more money for the one on top.
The reason is it features what the buyer values more: A magnificent view instead of a crappy one.
Which brings us back to the reason your business isn’t making the money it could.
The reason the buyer will pay a hefty price for the house on top is the view. Not the window you see it through.
- YES the window may look cool.
- YES the window may have expert craftsmanship.
- YES the window may use a proprietary, powerful construction process.
- YES you may have spent decades discovering exactly how to build this perfect window.
AND YES, it’s true the window is what makes the view possible.
In fact, without the window, there is no view.
The problem is:
The buyer will only pay so much for the window.
They will pay ANYTHING for the view.
And after 15 years or working with entrepreneurs, this one thing kills more promising businesses than almost anything else is.
WE LOVE SELLING THE ‘WINDOW’!
- WE LOVE showing how the window can help people reach “their highest potential”.
- WE LOVE talking about the 47-step process that creates such an amazing window.
- WE LOVE spending hours describing the universal principles behind why its such a great window.
- WE LOVE showing how the window puts things “in perfect alignment”.
WE LOVE explaining anything and everything about the window except the ONLY part of the window that matters to our clients:
What it makes possible.
People buy results.
People buy outcomes.
They buy specific solutions to specific problems.
People buy the difference between their life before they met you and after they met you.
They don’t buy processes.
They don’t buy abstract theories.
They don’t buy abstract jargon that only people in your profession can understand.
People buy the outcome. They don’t buy what made the outcome possible.
People buy the view.
They don’t buy the window.
So … how can you stop selling the window and start selling the view in your own business, so you can start making more money?
Get clear about the outcomes and results you help your clients achieve. And put them smack dab in the middle of all your messaging.
This may be the hardest thing you will every do. It’s also the most lucrative thing you will ever do because every part of your business success depends on it:
- How fast your grow your list.
- How many people and sign up and show up for your webinar.
- How many people respond to your ads, or your opt-in page or your email copy.
- And how many folks convert from fans to clients.
It all depends on putting your outcomes instead of your process center stage.
Outcomes almost always fall into one of three categories:
• Money (business and wealth)
• Health (energy, losing weight, diet, recovery from illness or injury)
• Relationship (love, community, connection)
Or as a mentor of mine once explained it.
• Getting paid.
• Getting laid.
• And avoiding dying.
(My mentor’s explanation is a lot easier to remember)
The impact of even the most abstract services and products usually finds its way to back to one (or all) of these.
At all costs, avoid messaging intermediate outcomes.
Things like:
• Confidence
• Clarity
• Congruence
• Alignment
Are only as valuable as what they make possible. Which is what I call the Ultimate Outcome.
Confidence to … what?
(Close more deals, conquer stage fright, ask the hot guy / woman who makes your heart flutter out on a date).
Clarity to … what?
(Make decisive decisions that make you more money)
Congruence … why?
(So you take bolder actions that result in success, recognition and an accelerated career path)
Alignment … for what purpose?
(So your workout routine is a perfect match for your body and personality type to help you lose weight and gain muscle quickly).
In every case, you will fill your business with clients faster focusing on the ultimate outcome, not the intermediate one.
Get comfortable talking about the outcomes and results you deliver.
If you don’t deliver outcomes and results, you shouldn’t be in business.
“But Rob, I can’t guarantee results!”
That one’s easy.
Just avoid the word “guarantee” and you’re fine.
Instead say things like:
- “This program is designed to deliver [ x,y,z results ]”
- “Some of my clients have experienced [ result ] in as little as [ time frame ].”
- “What makes this program different is we focus on the three key things that have been shown to help create [ result ] faster.”
You’re not guaranteeing anything.
You are simply stating facts from your own experience.
If you’re still skittish, you can do as I do and include a Tough Love Disclaimer that says success takes work, focus and sacrifice. There are no magic bullets and you won’t achieve anything without giving your time, effort, determination and focus in return.
(Why would you want clients who believe anything else?)
I get it: This stuff can feel scary.
Talking about your process is what entreprerneurs do, right?
And talking about outcomes feels foreign.
Sometimes its hard to get those outcome-focused words out of your mouth. It feels like hype.
But if it’s true … how can it be hype?
And if it’s not true … you shouldn’t say it in the first place.
Sure, if you want to work a lot harder and make less money from every sale, keep selling windows.
But if you want to have a life in addition to your business,
If you want to stop sweating buckets for every sale,
And if you want to actually get paid what you’re worth,
(Instead of just being jealous of the folks who are)
Start selling the view.
It’s the biggest, simplest pay raise you will ever give yourself.
