3 Lessons
- Being an expert and guide isn’t about having all answers. It’s about being a step ahead of your audience and showing them how you got where you are today. Its about being able to communicate new opportunities and unite people for a future-based cause.
- The job of an expert is to create frameworks. Frameworks are a systematic synthesis of everything you’ve learned about a topic into bite sized chunks that the audience can understand.
- Don’t create a improvement offer, create a new opportunity. Improvement offers say, I’m going to give you this product which is x amount better than the competition. New opportunity offers present a product as a totally new thing. This takes away the buyers sense that the price should be a certain amount and lowers the threshold for the person to buy it. Brunson gives 4 steps on how to create this type of offer in Secret #4.
- To Create belief in the buyers mind about your product you have to learn to see their false belief and counteract them with stories. This may be the most powerful lesson from the whole book.
- You have to sell people on the strategies before you can teach the tactics. Teaching tactics will ruin your pitch
💡 Example of a Framework:
Brunson says there are 3 core groups of people in each marketplace:
- “The Diehard” is in love with the current product. Switching a Diehard to a new product requires a major identity shift
- “The Satisfied” uses the product they bought but isn’t in love with it. Switching the Satisfied to a new product requires a significant price or value benefit
- “The Frustrated” also use the product they bought, but they hate it. They’re actively seeking a better product that can fit their desires. Switching a Frustrated person to a new product requires finding them, gaining their trust, and giving them a small amount of education
3 Actionable Takeaways
- My one sentence summary of my practice will be “We help the average joe who just wants to get our of pain achieve optimal whole-body health and wellness through specific chiropractic care and corrective exercise.”
- I’m going to create, write down, and organize frameworks on specific topics that I am interested in. Then I’m going to test, name, and describe them, just as he outlines in Secret #1.
- Brunson says to keep track of all the objections for your product. Then figure out what was the false belief that made them not want to buy your product. Then think of a story from your own life of how you overcame that false belief. Keep a list of stories for each false belief and grow your story inventory. Eventually, selling your product will come down to reading where the prospect is and telling the right story. He spends secrets 7-10 detailing how to create belief in your buyers with his frameworks.
This book was so tactical that it’s one your going to want to read yourself if you are interested in sales yourself. I’m still going through and trying to apply specific concepts from different chapters. Dan Silvestre has a fantastic summary of the book on his website for reference.