Ever sell something, and immediately after you think to yourself, “Gosh, I hope they don’t refund…”
Or… worse… You feel that lump in your gut, like you just stole your best buddies lifesavings for some garbage product.
Maybe… But probably NOT.
But, this is the exact kind of mentality that keeps many marketers, and budding entrepreneurs, from growing their businesses and selling with ease and pleasure. This is what I call…
Worst-Case Scenario Thinking
When we first embark on our “selling-journey” we’re a little timid. A little skeptical.
You might ask yourself questions like:
- Will this REALLY transform my customers life?
- Is this the BEST product of it’s kind? (I saw a better – more expensive – one on another website the other day)
- What if it doesn’t work for them and now they’re out a few hundred (or thousand) bucks?
Two reasons you might be thinking this…
- Lack of Belief – You don’t actually believe in what you’re selling. If this is the case, then you should NOT be selling it. After all, why would you ever sell something that compromises your integrity?
- Unrealistic Expectations – Almost ALL “good” marketing is at least a little hyped up. But, it’s gotten worse these days. To the point that most marketing is now OVER-THE-TOP. It’s difficult to sell something if you don’t think it can deliver on all of the outrageous claims attached to it.
Now this only applies to you if you’re selling someone else’s products. If you’re an affiliate, for example, or make commissions when you sell a company service or product.
But what if you sell your own products and courses?
Now, we’re getting into new and rather uncharted territory, for most.
There are far fewer content creators than there are affiliates and purveyors of information. (purveyor :: a person who purveys, provides, or supplies)
You’ll enjoy the “jumping off point” mentality when we get there in a moment.
Best-Case Scenario Thinking
When you’re thinking about the product or service you offer, do you wonder if it’s the best thing for your customer? Or do you KNOW that it’s the best solution for your clients problem (hands down – no doubt at all)
Best-Case Scenario Thinking is not about fooling yourself into this sort of thought form. It’s real. It’s tangible.
…And as I said above, if you truly don’t believe in what you’re selling, then STOP selling it. This won’t help you sell more of something you consider “total crap.”
Hint: The heart will beat even the strongest (fooled) mind 9 times outta 10. Guilt will take care of the extra “1”.
Here’s a short exercise for developing a STRONG “Best-Case Scenario Mindset.”
- Research Your Competition. Knowing who you’re “up against” is crucial. If you’re blindly selling a product or service (with no knowledge of your competition’s solution) then how will you answer your potential customers when they come asking? You need to find out who’s got similar information or services as you. Start by…
- Creating a list of potential competitors. (tip: Competition is good. It fuels innovation. Don’t be scared away by a little “clashing of minds.”)
- Next, figure out what they HAVE that you DON’T. Ask around. Find their customers and see what they like about that company and the “leadership” there. What works really well?
- Then, find out what they DON’T HAVE (that you might have or could create a solution for). Sometimes you’ll get this info freely from dissatisfied customers. Find them, and chat about the company without blatantly asking. They’ll give up the goods the moment you mention your competitor’s name.
- Compile A “Pros + Cons List” For Your Own Product(s) And Services. Everyone has “pros” and “cons.” If you’re to sell with integrity (and ZERO guilt) you’ve gotta “Know Thy Self.” Split a sheet of paper in half and write “Pros” on one side, and “Cons” on the other. Invest some thought into this list. It’ll serve you for months and years to come. This is what will drive your marketing and content creation.
- Results. What results have you gotten from the ‘stuff’ you sell? What results have your customers (or other people’s customers of the same products and services) gotten? Collect these.
- Find testimonials and take screenshots of them (Facebook groups and fan pages are a great place to start). Store them in an easy to find folder on your desktop.
- Ask to interview a few of the TOP customers. You’ll get a great video (audio) out of it, and you can take “sound bites” and turn them into written testimonials.
- Who Is Your BEST Customer? Now we’re starting to get into the “Best-Case Scenario” Mentality. Knowing who’s problem, challenge, or struggle you’re solving is step ONE. But, knowing who is your BEST customer is where the money is at. Here’s some helpful examples:
- My best customer goes through every bit of information in my courses and takes diligent action on it.
- My best customer wants to solve their problem (challenge or struggle) more than anything in the World (failure or hiccups along the way will not stop them)
- My best customer understands that it is their responsibility to apply what I teach them and that I am hear to help them, but not DO it for them
- My best customer NEVER complains, nags, or throws pity-parties when they don’t understand something. They seek out the solution (or me) proactively.
Being informed boosts your confidence in what you sell and talk about. If you ever feel timid or shy about selling something you believe is the KEY to your customer’s problems, it’s probably because you don’t have enough data collected… yet.
The “Best-Case Scenario” Mentality is where you want to live, breath, and sell from. Here’s a bit more about why that is…
We’re NOT finished yet, though. There’s still that strange sensation of “taking someone’s hard earned money” in exchange for your goods and services. (even if you KNOW they’re wonderful) So, let’s go deeper into…
Removing Guilt (when selling)
I’m no “guilt-psychologist”, but having overcome this profit-stopper (and life-changer) I do have a few tricks up my sleeve. Ironically, the first step in removing guilt starts with “not having any tricks or hidden loopholes.”
Short Story: About 3 years ago, there was this really “great” company that came out with a plan to pay their customers 100% commissions. It was advertised on the front-end that all you had to do was pay $25 bucks per month, and you could also make $25 bucks every time you sold a membership.
Sounded great. The product was pretty solid too.
But, when I got in, there was a hidden “gimmick.” In order to make those 100% commissions, I had to have an upgraded account for an additional $20/mo fee. So, that brought the membership up to $45/mo.
Now, I still thought it was great. I was okay with paying the extra $20 bucks per month to make more money in commissions (even having been sold this product under the impression that there were no extra fees involved)…
But it was the prospect of selling this membership to other people that “set a rock in my gut. “At the time I was helping a few of my old high school buddies get started in online marketing and thought this would be a great fit…
I couldn’t bring myself to sell it to them though.
It wasn’t right.
It was gimmicky.
If they had simply lead with ALL the facts in their sales message, I would have been more than happy to sell a $45/mo membership with all the same benefits attached.
That’s what you’ve gotta do to counter the “guilt-effect.”
Know ALL of the angles and be completely transparent about them. More on that in a moment.
Besides that, there’re a few more “guilt producing” mentalities that’ll stop you in your tracks when selling your stuff:
“This is basic. Everyone knows this stuff already.”
If this thought has ever crossed your mind, then you’re comparing your knowledge and expertise with “the BEST.” You don’t gotta be the best. You don’t have to know more than the top 1 or 2%.
If you’ve got just a few weeks of knowledge about any one topic, you know more than a LOT of people. Take for example, fishing. I know how to put a worm on a hook (kinda) and cast the line out into the water (well… after about 5 tries).
If you’ve read a book or two, fished a few times, and caught even only one fish… You know how to fish better than me, and I could learn a LOT from you. This goes for anything and everything.
Replace this thinking with the “everyone knows this already” thinking.
“I Can find it online for free. So can anybody else.”
I’ll address this one with another example:
Let’s say you wanna learn how to surf. After all, you’re heading to Hawaii for 2 weeks next month and would like to give it a go…
You could go online and watch a bunch of Youtube videos, read some articles, maybe even watch a LIVE surfing competition to get inspired. All great ideas.
…And from your research you might be able to get up on a board within an hour or two in the ocean. (maybe…)
But, now comes along Top Surfing Expert, Nick Haubner (in reality… you DO NOT want to get surfing lessons from me – but let’s pretend you do).
I’ve got a proven 7-step process for getting you up on your board in less than 20 minutes.
Testimonials and photos from all my happy customers prove that I’ve helped countless others to do this too.
My 15 video course is $97 bucks.
You could spend hours “aimlessly” searching for instructions on Youtube and Google, or you could invest in my $97 course (which likely has similar information, but organized a little better). Which do you want?
Assuming you do really want to learn how to surf, and you’re enthusiastic about learning, you’re gonna buy the course, save a bunch of time, and learn from someone who has taken the time to organize this information for you.
So freakin’ what that you can find it online! Maybe you can. But, most of us (who cherish our time) don’t want to spend hours looking for a legitimate teacher on a free site. We want specific instructions NOW.
Putting a price on your information magnifies it’s value.
“There’s a better (more expensive) product.”
This one’s easy.
Is Dell’s $350 Inspiron 5000 Series laptop competing with Apple’s $1995 Macbook Air? No.
Dell’s $350 Inspiron 5000 Series laptop is competing with Hewlett-Packard’s $350 Pavillion Laptop.
Know who your competition is, and know that it’s NOT the guy who’s selling the fancier more expensive product. If you want to compete at that level, then sell a product or service of that caliber.
“I feel weird about asking for other people’s money in exchange for my product. (or service)”
This is pretty dependent on how you were raised as a child and what societal “norms” you’ve allowed into your mind. Money is typically associated with greed by the majority of people (worldwide).
In reality, money has nothing to do with greed. People are greedy. Sure. But, money is a “ticket” that you can exchange for goods and services. It is a representation of value.
When you have a good or service (value) and you accept payment for it in the form of money (value ticket), you are trading value for value. Adopt this perspective and suddenly, selling your stuff isn’t so “icky.”
(unless, of course, you’re a greedy bastard who sells junky goods for an inflated price ;)
Remember: You’re A Jumping Off Point
Let’s use the “fishing” example again…
Let’s say you know a few things about fishing. You’ve read a book or two, cast some lines (successfully) and you’ve caught a fish already. You know more than me.
Now, let’s take it a step further and say you create a course on how to basically setup a fishing rod, worm it properly, cast it into the water, and lure a fish to bite it. Your course it $47 bucks.
I buy this course and because of your lessons, I cast my line and catch my very first fish! I’m excited. I feel accomplished. And now I’m more inspired to continue.
Because of your course, I might go buy more gear, purchase a few books, and even buy your more extensive manual on “how to catch bigger fish.”
Without you; without your knowledge (packaged up into a neat little info-course), I might have given up on fishing all-together and tried my hand at something else (like farming).
You’re a “jumping off point.”
You don’t need to be the best. You don’t need to create the BIGGEST, baddest course. You only need to teach what you know with honest, straight-forward clarity. Do that, and you’ll inspire SO many of your students to go for their dreams and achieve their goals.
Warning: Some of your best customers might actually surpass you and get better at “fishing” because of your basic courses.
Countering Buyers Remorse With ‘Honest Reviews’
This is what the “cool kids” do.
Next time you’re thinking about recording a video (and can’t come up with any ideas), review one of your products or memberships. Could be an affiliate course, or it could be your own.
But, before you do, do this…
Grab a sheet of paper, draw a line down the center and list “Pros” on one side and “Cons” on another. (note: You might have already done this if you followed the exercise from above)
After listing 5-7 of each, choose your favorite 3 and record an “Honest Review” of the product.
When a potential customer watches your video, instead of feeling like you’re pitching them a bunch of hype, they’ll feel more comfortable buying from you.
After all, you’re the honest guy who doesn’t B.S. about your favorite products.
Now, it goes a step further…
When they get into the course and see a couple of the “Cons” that you talked about, they won’t feel like they were scammed and lied to. They’ll have expected those “glitches” to be there, and they’ll be “OK” with them.
Buyer’s remorse occurs mostly when a new customer gets a product and it’s got flaws that they weren’t expecting.
Be the “cool kid” who isn’t afraid to talk about both the “Good, the Bad, and the Ugly.”
The idea is simple.
When you set your standard to the “Best-Case Scenario”, you create better stuff. You sell more enthusiastically (and honestly) And you feel way better after you cash in on your commissions.
It doesn’t stop here though.
Think about other ways you can use the “Best-Case Scenario Method” in your life.
You can make anything you want happen. You can manifest a better more abundant life. Turn those dreams into goals and go for them!
Now that you’ve made it through the “Best-Case” dealio, I’m curious… What’s ONE of your “Best-Case Scenarios” that you’re going to start manifesting every day? Let me know in the comments below.