Hi, everybody.
Professor Paul here, welcome.
I just thought it'd be a shame if we went through this entire training and you didn't get a chance to
kind of meet me personally.
I love to do the voice of a PowerPoint to do those nice, crisp, clear trainings where literally I'm
not in the background to kind of be a distraction.
You can simply focus on what you're doing.
But as we've been talking about throughout this training, this is very important to make that personal
human connection.
So I wanted to meet you and greet you, allow you to get to see me and understand me a little bit on
your own.
And I also thought it would be a shame if we got through this entire training on sales and marketing
without ever talking about how to do some of that on the worldwide web.
So I want to give you at least one great way to do this and to do it in a way that was fast, simple,
easy and will be massively effective for you.
So I want to teach you a little bit about doing what I'm doing right now.
Basically, I'm doing a video on camera.
It's fast, it's simple, and it's easy.
So you can simply use a iPhone or Android phone.
Over the last few years, they've gotten very high end.
I had a camera from three or four years back and the megapixels were three megapixels, my new camera
and I only paid like seventy dollars for it.
That's very cheap.
And pay that with a couple hours of labor and that had 13 megapixels.
Just to give you an idea, just a couple of years back, the high end cameras that were one or two or
three thousand dollars.
We're about 16 to 18 megapixels now, the highest you can get is twenty four megapixels.
I'm actually using my spare camera here, which is twenty four megapixels, which is the highest you
can get it virtually any price.
And I believe I paid about well, it was under two hundred dollars for this camera.
So you can get a camera very cheaply or simply use your cell phone on YouTube.
They'll all look gorgeous.
So don't worry about it.
You may want to use a lapel mic like I have here.
I'm simply using a cable one, which I think I spent maybe twenty five thirty dollars on that plugs
into the camera and that's it.
Or if you close to your camera, you may not even need that.
So let me give you an example of how you can use YouTube to get you get your phone ringing and just
go through the entire process with you.
So let me give you an example.
I try to use this technique with my sister, Paula.
I said, hey, Paula, why don't you go ahead and make a YouTube video and you can help your customers
and then your phone would ring and you'll get referrals and you'll be able to sell them insurance.
She sold various kinds of insurance, mostly around homeowners and cars and basic things the average
person would use.
So we live in Florida and we're by the water.
So hurricane season is a scary season for us.
You could easily get wiped out.
And I'll tell you, just about an hour south of where I live, I'm in St. Petersburg, Florida.
There was a huge hurricane that came around right about 10 years ago, and it wiped out an entire town
in seriously damaged six or seven other towns around it.
So when this hurricane came by, it was so powerful it ripped the roofs right off the house, plywood
and everything.
And then there was these torrential rains which came pouring into the house and flooded everything.
There was water damage, there was mildew, there was mussed.
Everything was staying.
The dry will fall apart.
It was horrible.
And your house was completely destroyed.
So people are like, don't worry, I've got insurance.
So they called the hurricane insurance companies.
They said, well, this was a hurricane.
OK, I'll get I've got the hurricane insurance.
I'm covered.
Good, they got the hurricane insurance company on the phone and said, hey, there's a hurricane.
My roof was ripped off.
The rain came and destroyed my house.
Please send me a check.
Please send an appraiser down and get me my money.
I need to get my house back up and running or buy a new house.
And they said, well, we're very sorry to hear about your challenges.
We want to help you out.
We understand that your roof got ripped off.
We'd be happy to send the appraiser down, figure out how much that would cost and get you a brand new
roof installed.
We will absolutely pay for that.
And they're like, no, no, you don't understand.
I need all my furniture, everything I own, all the walls, the ceilings, the floors, everything
is ruined.
We've got to strip this house down to the studs and rebuild it.
And then I've got to replace all the furniture.
And he said, well, I'm so sorry.
What's happened is you had a hurricane come by and that ripped the roof off.
Like I said, we're more than happy to pay for that and meet our obligation.
But your house also got flooded.
All this water came flooding in.
That's flood damage.
So you have to go and you have to call your flood insurance company.
We won't pay for that.
After you said some choice words to them and you hung up the phone, you called and you got the flood
insurance company on the phone.
If you were the one in four people that actually had flood insurance, then you called them up and they
said, oh, yes, we understand the hurricane came by.
I understand your story, as you just described it to me.
But here's the challenge.
You didn't get flooded.
Flooding is when the water rises and it comes up in underneath your doors and it floods you out.
It's a rising of water.
You didn't have that.
There was no flooding in your area.
What happened is you had hurricane damage.
The hurricane ripped the roof off and as a consequence, the rain came in.
That's hurricane damage.
But don't worry, go ahead and call your hurricane insurance company and they'll pay this for you.
Well, you already knew they weren't going to sell literally tens of thousands of people.
It was over a million.
I believe a million people were completely destroyed.
They weren't going to get any funding from this because the insurance companies went back and forth
in the lawsuits and sued.
And if you ever got a penny was many years after.
So I told my sister Polly, I said, this is a horrible problem for people who never want to go through
this again.
Almost everybody's heard this story at least once from somebody that got nailed by this.
So do a nice short video on YouTube.
I think it ended up being five, six, seven minutes long.
And it was what to do to make sure you got the proper coverage if you ever get hit by a hurricane.
And I showed her how to put the right title in, how to put in the right keywords.
So it popped up in the search engine.
YouTube is very powerful because the second largest search engine in the world, there's Google, there's
YouTube, and then there's everybody else.
And YouTube is climbing where Google is stacked.
So depending upon when you see this video, it may actually be the number one search engine in the world
and people love to learn things quickly and easily, have a simple connection, like we're having learned
things fast and not have to study books and literature and make phone calls and research things.
They just want you to tell them in a quick video.
Perfect.
I use you to personally all the time, and I love it.
So she made it.
Quick video on how to make sure you had complete coverage.
She even described the scenario that I just described to you so people understood what the challenge
was.
And then she did her pitch.
Hey, if you're not sure if you got the right coverage, give me a call.
You have any questions about the video?
I'm here to help you.
I want to help out.
I want to be a good friend to you.
Go ahead and give me a call.
I will give you my time.
And when people did that, she found that, like I said, twenty five percent of people have flood insurance.
Seventy five percent did so.
And seventy five percent of the calls she was able to sell them flood insurance.
Nice to Ching cash register goes off money in her pocket.
She did fantastic.
Within the first month, she had five or six calls and it accelerated from there.
Also, the people that had the policies, a lot of them only had what's called replacement cost.
So they had the hurricane insurance when it wasn't going to cover them properly.
And it was replacement cost, which mean you got anywhere from 40, 50, 60, 70, maybe as high as
80 cents on the dollar.
But when you've got thirty thousand dollars worth of stuff in your house and you're only getting 80
percent, you know, you're coming up six thousand dollars short.
So she could show them that if you couldn't survive that that was just too much money for you to lose
in an instant.
You could go ahead and you could get what's called replacement cost.
We would pay one hundred percent, just literally go out by the stuff, send us the receipts and will
reimburse you.
Nice.
So she was able to give him a nice evaluation.
She might had a second conversation about their house, their car, their motorcycle, their boat,
maybe their rental property, some little renter's insurance, those types of things, and make a customer
for life.
How?
Because she did a simple video which was all about being good to people and providing value, whether
you contacted her or not, whether you bought something from her or not.
She provided value and you were able to find her out there.
Now, it also was a great credibility boost because she was seen as an expert when people looked up.
You know, Paula Klein, they found it very quickly on the Internet because, again, YouTube is the
one of the top search engines.
They explode.
You can get on page one pretty easy if you use the right keywords and you structured properly.
So any time somebody want to check and say, is she a reputable, you know, insurance person, they
would look her up by name and she would pop right to the top of the search engines.
And you could meet her a little bit because you were seeing her on the video.
You feel like you had a human connection.
It wasn't just a picture or a little bio or a little about us page on a Web site.
It was somebody could see and you could know like them and trust them because they were being personable
with you and they were helping you.
So YouTube can be a fantastic strategy.
Go ahead and use it.
It's very powerful.
It will get your phone ringing and it will get you sales, it will get you clicks to your website.
Make sure that you put your contact information in there, put your phone number, your email, maybe
your Facebook business page, your website.
You can put anything in there.
And just as an added tip, I sent Paula to a website called Fiverr.
It's what's called a gig Web site for five, 10 or 15 dollars.
They would take this one video that she put on YouTube and they would spread it out over like a dozen
other video sites.
So she got a lot more traffic for no more work.
And I think it really did cost her five dollars.
So it's called five dotcom f i v e r r dot com.
It's got to R, so they spelled a little bit funny, but that's your tip for how to market on the web.
That's just one of many tips.
I want to thank you so much for taking this training, for being a part of the Advanced Ideas Family,
because our goal is to transform lives.
There is nobody out there that has a better future, can make more money than a salesperson.
Because let me ask you this.
How much money can a salesperson make as much as they want?
People will give it 10, 20, 30, 40, 50.
I've even seen as high as 80 percent commissions.
You just have to sell big enough numbers.
You will literally write your own checks.
I tell a lot of people, get your kid in the sales because they will write their own checks if they're
a good salesperson.
And that's a relatively easy skill to learn compared to many skills out there.
They will never be out of a job.
They'll always have income and they're going to get great commissions and they're always going to work
in a nice professional environment.
And there's no heavy lifting, there's no labor, there's no danger, you can't get injured, you always
have great insurance and benefits.
It's just a great way to live going out there sincerely helping people, making friendships and then
making the sale.
I think that's a fantastic way to live.
My name is Professor Paul.
Thanks so much for watching this video.
And I'll see you in my very next train.
Hi, everybody, in this section, I want to teach you a little bit about sales and marketing in terms
of something that we haven't discussed yet, which is add on sales.
How do I sell one item and then add another another another?
Sometimes an add on sale can even double the amount of the sale.
So the first thing you need to know is add on sales are absolutely amazing.
They can double or triple your profit.
Why?
Because say I sell you the camera that I'm using here to do this video and say it's a two hundred dollar
camera rate on two hundred dollars.
I might make twenty dollars.
I get ten percent commission.
But on a simple little plastic lens that I sell like this for seven dollars to protect the lens so you
don't scratch it, I might make five dollars for the company on this and they give me a dollar.
It's another five dollars, but I make 20 percent on it.
Great.
Now I'm making some extra money and I give the customer something that they need it.
Nice ad on sale.
Let me tell you how the salesman sold me this cover.
He said, Paul, if you get even one scratch on your lens, there's no way to fix that or you're going
to go out to a shoot.
You're not going to have covered your lens.
You're going to have a model or a crew waiting for you.
You're going to be taking all these pictures and you got one little speck of dust and it shows up through
the entire video and it damages every single picture you took and the entire shoot is destroyed or seven
dollars.
What would you like to do?
That was a quick ad on sale and they were helping me.
They weren't saying, hey, you should buy this, you really should buy this.
You know, if you don't buy this, you're going to be sorry later.
They didn't do high pressure.
They told me very simple scenarios where I would literally be crazy if I didn't buy this.
And it saved me a lot of embarrassment, a lot of time, a lot of money, a lot of hassle.
They're doing exactly what we've been talking about, this training, which is being a good friend to
somebody.
And doing what?
Making the ad on sale now because he did such a good job of that.
He said here's another common challenge.
And you can see we opened the door here.
Here's another common challenge that people have when they're shooting.
The camera comes with one battery.
Now the battery.
Here's the battery.
It will classically last about 30 minutes.
So if you're going to be shooting for more than 30 minutes.
Yes.
What you need another battery.
Here's why I'm going to recommend batteries aren't that expensive.
These are about ten dollars apiece.
So what I'm going to recommend, and this may seem excessive, is to buy three of these batteries.
So I got the one that came with a camera.
I bought this one.
I bought this one as we speak.
I've got another one in the charger, which was the second half of his story.
He said, if you have the one in the camera and you have a spare one, you can go on our.
But if you have a third one.
While you're using the first and second one, this can be charging in by the time you get done with
the first and second one, this one will be charged.
Then by the time you get done with that one, another one can be charged so you can keep cycling them
in, not only can you go an hour and a half, if you keep charging them, you can go endlessly.
So I said, great, I'll get two and then I'll have three.
He's going to say, I'll tell you one more thing.
Here's a challenge.
How many times in your life have you had four something in one disappeared.
Are you going to be able to go out on your shoot if you have to buy one more just because now you can't
cycle and you only get two, you don't have three and you can no longer do the shoot.
Now, shoot and spend 10 bucks and they'll send that to you in four or five, six, seven days when
it shows up in the mail, in which time you shoot would have been five days ago.
And he just lost everything.
Spend the extra ten dollars, go ahead and get four.
That's my recommendation to you.
Do whatever you want, but that's what I recommend to a friend.
So guess what?
I own four of these and that actual situation happened to me.
So now I'm a great referral for that camera salesman.
Now, the camera salesman wanted to provide this is our next tip, some extra value.
So what he did was he said, hey, Paul, the other thing that you're going to need is you don't want
to start shooting and get an hour and a half into the shoot, two hours into the shoot, three hours
into the shoot and realize.
You left your lens cap on or something is wrong with your photos or your videos, you're going to want
to be able to pull the chip out, put it into this, check it in your laptop, there's your USB.
Go ahead and slide it in there and find out instantly if there's any kind of challenge.
OK, now these are normally twelve dollars, but I like you.
You're a good friend.
You listen to me.
You bought the four batteries, you got the lens cap.
OK, don't tell my boss because I'd like to the same job.
You work for the same company when I come back next week.
But I want you to have this for free.
This is my gift to you.
So I gave it to me.
Now, is that a story that his boss would fire him?
That I really believe that?
I don't know.
That might have been true.
That might not have been true.
Probably wasn't true.
Maybe he was just kidding with me.
It didn't matter because he kind of said it in a joking fashion.
But the other thing that might have happened that's going on the back of my mind is a person buying
it is he may not even be shining me on.
He's not going to lose his job because of this, but he may have actually paid for this out of his pocket.
Now, it might be something that I would have to pay seven to ten dollars for.
He might have had to pay, too, but at least he's give me something that's worth something.
It has value to me.
And he probably did end up pulling it out of his pocket.
Now, some companies will give me freebies like this to get away, and that's also nice.
So on a couple of different levels, it helped to boost the relationship.
It helped to boost the sale.
Even if the company gave these to him.
I'm like, hey, the company could have sold this to me.
I totally would have spent the seven to ten bucks for it was absolutely right.
I did need this and it was going to save me a lot of problems.
I had this challenge in the very first shoot, thank goodness, in my laptop bag.
I happened to have one of these not through genius, but through good fortune.
So it saved the entire shoot.
So I know that he was doing a good, kind hearted thing for me or the company was and they weren't trying
to get the last penny from me because I totally would have paid for it.
But they said, hey, you've been a good customer, we want to keep you.
You're valuable here.
This is yours for free.
That's a nice feeling any way that you look at it.
So that's one way to provide extra value.
The other way to provide extra value is exactly what I do in my trainings, this training here on sales
and marketing is going to come in a little over eight hours.
Perfect.
Now for what I charge for it.
I could have done this as a three or four hour video.
Everybody would have clapped, would have loved it, would have got great tool strategy techniques and
they would have paid the same price.
But because I want to be known for value and I don't just want to sell you a program, I want you to
have fantastic results for the program.
I gave you another video and another video and another video.
So ended up being about eight hours.
Even this video that you're watching right now is considered a bonus video.
Why?
And I didn't have to do it.
I already had plenty of content and more value than you ever paid for.
And I just kept stacking it, stacking it, stacking it.
So a lot of times with trainings, the classic thing to do is they'll give you a bonus video, they'll
give you a bonus PDF, they'll give you an eBook, they'll give you a diagram or you can call me.
I can only charge three hundred and fifty dollars an hour to do counseling or to do consulting.
I charge considerably more to speak from the stage per hour, but I'll give you a 30 minute consultation
call that's valued at one hundred and seventy five dollars.
How can I do that?
Because about one person out of 50 that buys my program will actually take advantage of that.
If everybody took advantage of it, there's no way that I could offer that.
Other things that they'll do is they'll say, hey, you can be part of our Facebook community and talk
to other people that are, you know, trying to build their business or learn about themselves and learn
and grow and develop in whatever area the specific training is on.
Come to the Facebook group.
You won't be alone.
You'll have encouragement, you'll have motivation.
You have somebody you could talk to.
You can ask me questions and try to respond within 48 hours and boom, great added value.
So you're going to make more sales and you can make more repeat sales if you keep stacking the value.
It's one of the reasons that people buy when I think of adding extra value.
One of the things that we classically do in a webinar is at the end we do the pitch.
We want you to hit the Buy Now button and buy our product service, video training, whatever.
So what we'll do is we'll do a value stack and we'll say, hey, real world value.
This is this is not this amount.
This amount, this amount will that equals to ten thousand dollars.
But we're going to drop it down to five hundred dollars, not ten thousand dollars.
And actually because you're a special Facebook friend of us or because you came through this special
link, we're going to give you an additional added value and we're going to go ahead and sell it to
you for two hundred and fifty dollars if you act now.
Now, along with this, you're also going to get the PDF, the face group, the console call.
You're going to get the special blueprint for how to make twenty thousand dollars in twenty minutes
and bla bla bla bla bla.
Perfect.
So now people have a value stack of all these extra items they're going to get.
They're literally thinking just these extra items would be worth the two hundred and fifty that you
charge me for the program.
If I took the very thing that I came here for the training and I threw it away.
So now I feel like I can't possibly lose.
I'm getting a ton of extra value.
They did not have to do this.
Fantastic.
I'm going to smash that by now, but I'm going to buy this program.
Absolutely.
Why?
Because they provided so much extra value.
So try to do it like the camera salesman did at the point of sale.
Use some extra value.
Sometimes you'll offer a free something in an advertisement to entice people before the sale that's
providing extra value in that value stack we talked about in the webinar that's providing it before
the sale.
A lot of times what I would do because I want lifetime customers is somebody will buy that 250 all our
training from me, then I will send them a bonus training.
So I just wanted to stay in touch with you.
Mind, Professor Paul, Advanced Ideas.
I know you bought my program.
We always do the extra for our customers.
Here's a free half hour bonus training.
Yeah, that bonus training is worth fifty two.
One hundred bucks and I gave it away for free.
I can do that.
So I'm just basically giving them electron's did take a lot of time and a lot of effort on my part,
but divided among, you know, a thousand people that bought, it's not a lot of effort, but it's a
huge value for them.
Takes very little time and effort on my part, helps them make more money and everybody wins, wins,
wins exactly what we've been talking about.
And I didn't have to do it.
That's the best time to add value when you don't have to do it because you already got the money.
You're not asking for any more money when they see you again.
Are they going to buy from you again?
They're going to remember he gave me massive extra value.
He didn't know if I was ever going to buy from him again.
He was ever going to see me again.
He just gave it to me.
Wow.
That's nice.
That's providing extra value.
Fantastic.
Do that whenever you can get creative about how you can do that with your product and service in your
sales would go through the roof.
Now, there's an old classic maxim, it says that a poor salesman always lowers his price.
He don't want to lower your price.
What you want to do is increase your value.
Now, you can do that and say, hey, you know, for ten dollars instead of one battery, I'll give
you two.
That's almost like lowering your price.
You know, he might say, well, a ten dollar battery, I'll give it to you for five dollars.
And you say, well, these batteries cost me two dollars apiece.
I'd rather give them two and keep it at the ten dollars.
Well, you're still giving away something for free.
It cost you money and you lose.
Now, that's better than losing the sale and that's OK to do, but it's similar to lowering your price.
So you only do that when you're forced.
You're better off showing like this is even more valuable.
Let me give you some classic examples of how that works, how perceived value works.
So the first thing you need to understand is that value in a lot of ways is a mental construct of humans.
It's imaginary.
My wife will find this wildly offensive, so please don't let her watch this video, look over this
shoulder, look over that shoulder, make sure she's not there.
You might want not want your wife seeing this either.
OK, see this?
This is a beautiful diamond ring.
How much do you think that goes for?
Well, I'm going to give you two different prices, if it's cubic zirconia, it's a fake diamond.
It goes for about thirty six dollars.
If it's a real diamond at this size, depending upon where you buy it, it goes about sixty five hundred
a ten thousand dollars.
Why?
You can't tell that this is actually a diamond or a cubic zirconia unless you have a magnifying glass,
those ones that they use, the loops they use for the jeweler, or you have a microscope, which you
neither usually, typically neither have in your pocket, and you don't go up and start pulling out
your loop and looking at people's rings and jewelry.
You don't do that.
So the only reason somebody would pay up to ten thousand dollars versus thirty five dollars, which
is pocket change for a ring, is not about how it looks.
It's just that in their mind they'll say, well, I've got to have the ten thousand dollar one versus
the thirty six dollar one.
Why.
Because I need to know what's real.
Let me ask you a question, is cubic zirconia real?
Yeah, it's real, it's solid.
Oh, no, no.
I mean, it's real.
Like it's a diamond.
That's a value perception in your mind, it's a complete illusions with the diamond industry is based
on matter of fact, you know that the diamond industry goes up and they mined diamonds.
You know what they do with them?
They bury them again.
They basically destroy them.
They get rid of them.
Why supply and demand if they were a huge amount of diamonds out there?
Because there are you know, they're buried.
They wouldn't be worth ten thousand dollars for a diamond, be worth about ten dollars, why huge supply,
tiny price, tiny supply, huge price, and then you got to go out and sell it and say, hey, you know,
diamonds are very valuable and get everybody to believe it otherwise.
What are diamonds?
There is substance that shine just like silver, gold, diamonds, platinum.
Now, here's something that is shiny, can be very attractive.
You know what this is really catches the light glistens as much or more than this diamond.
I find it fascinating, beautiful colors if you really look at it and focus on it.
This is a piece of tinfoil.
I can give you about one hundred of these and that would be worth a penny.
That's why the difference between the two is pure perception, it's illusion.
So one of the things that you can provide is perceived value, increase the perceived value, don't
lower the price, increase the perceived value.
Let me show you an example of perceived value.
I was going to get I was thinking about getting a triple A membership and I'm like, why spend the extra
money?
You know, I probably won't get stuck on the side of the road.
It's 100 hundred bucks.
I'm not going to have this challenge.
Why should I buy it?
I almost never need a tow truck.
I almost never get stuck on the side of the road or running out of gas, and the guy said, Well, Paul,
I'll tell you why.
Do you ever lock your keys in your car?
And I thought, Don, yeah, I do, for whatever reason, OK, I'm just not thinking I'm moving too
fast due to ADHD.
I don't know what the challenge is about once a year, sometimes twice in a bad year.
I locked my keys in my car.
How much does that cost when the locksmith has to come down?
Well, typically takes about an hour, an hour and a half.
So you got to figure what your time is worth.
And then the cheapest is seventy five dollars can be one hundred, can be one hundred and fifty.
You don't get to ask before they show up, you just get whoever shows up and they build you later.
So just if they came once a year and that was my average and unlocked the car for me, this insurance
policy, this triple package where they'll do towing and repairs and all these other things that was
already paid for in my mind.
So my perceived value is, oh, I guess I'm really not paying the price.
I have to at least break even and I'm going to get all these other things as a bonus.
So what's the bonus?
If you ever got in a car accident, they would come, they would get you, they would tell you if your
battery ever died.
And that's happened to me before.
They would charge the battery and you could get off the side of the road.
If your tire of a blue, they could help change the tire for you or they'll tell your car and then you
can get a new tire.
And that's happened to me.
If your car ever just died, it just stopped.
Didn't happen in my car, but happened my wife's car.
They don't care what car you're in as long as you're that AAA card that was added value and added perceive
value.
So he showed me that if you're in somebody else's car, that's less reliable now, you're going to actually
use it, right?
And what he did is he did the next technique he sold me and I said, OK, I'll buy that policy.
What do you think he did?
Ad on sale.
We were just talking about jewelry, he said, Paula, I noticed you married, I see your wedding ring.
That's beautiful.
Where did you get that?
Blah, blah, blah, blah, blah.
He said, I'll bet you have a wife that's attached to that ring, right?
I said, yeah, as luck would have it, we've been married 23 years.
Yes, absolutely.
I have a wife.
I don't marry.
Young Filipino girl.
Great.
He's like, how scary would your wife be if she were stuck on the side of the road?
I say, yeah, she gets pretty fearful.
She gets pretty nervous about stuff.
She's really terrified of the dark.
If you're ever stuck out in the dark at night, he said, Paul, I'll give you another policy.
It's only 50 dollars.
It's half of what the other one is, because you're just adding an additional family member.
You get that you're going to be husband of the year.
And I'm like, well, I was think my wife should buy your own policy, you know?
But he convinced me.
He said, Paul, how does your wife get home?
Oh, she comes down the main highway and then down a the side street and boom, she's home.
She's like, Paul, you said your wife's a little bit nervous.
Would she be nervous if she were on route to seventy five in the middle of the night and cars are whizzing
by her at 70, 80 miles an hour?
Would she be a little bit nervous?
Yeah, I had to admit she would want if it was during the day in the car and died and therefore the
car won't even turn on.
Six months out of the year, it's going to be 90, 95 degrees that's in the shade.
If it's in the sun, it's about 110, 120, you can literally die in the side of the road.
Would that be valuable to you?
Is that worth fifty dollars a year to make sure that doesn't happen?
I said, is there an alternate route she can come home?
And I said, oh yeah.
And nice, she'll take the scenic route, any bad parts of town there?
And I said, yeah, it's about a 12 block stretch.
Their bad part of town are like 80 percent of the crime happens.
What if she broke down in that area?
They asked me.
I said, yeah, I can remember I was driving through there one time, I just came to a stoplight, they
started pounding on the windows.
You know, they didn't want somebody of my color in their area, so.
That would have freaked my wife out, imagine she was stuck there and had to get out of her car because
of the heat it was on the side of the road.
This little girl, that would be horrible.
Can't tell you how quick I bought that policy, so that was adding value, showing extra value.
It was an ad on sale and it was perceived value.
It was all three things that we're talking about.
So that kind of brings me back to the part about perceived value.
Let me show you this light I bought.
You could say, oh, it's a flashlight.
How much would you pay for a flashlight?
Well, perceived value is two dollars to maybe ten dollars.
This is a thirty five dollar flashlight.
Why would it ever pay thirty five dollars for something that's only worth about a sixth of that?
Well, added perceived value?
They did very simple things.
They put a little 10 cent magnifying glass in it.
That makes the beam range wider.
And by sliding it in and out, you can actually adjust how big the beam is, added value.
It's got a handle on it if you want to hook it or something or put it around your wrist, OK, or just
not drop it while you're working on something and then go back and have it in your hand.
Or if it ever slipped out of your hand, you wouldn't be buying a new one at a perceived value cost
of this four and a half cents per see value much higher.
It comes with.
Wait for it.
Rechargeable batteries on that have to buy battery after battery after battery, like I would with the
six to ten dollar watt added value.
At the end of this.
Nice little ring here.
What is that?
It's a magnet, so I could stick it up on something in the light can shine down, I can put it at an
angle, I can put it even sideways.
The magnet will hold it in great.
I get light where I need it and I don't have to hold on to the light.
Perfect.
I absolutely love that.
That's that's fantastic.
So.
But wait, there's more now I can open this up and see this here.
This is a sidelight.
So now I can set this down, it'll shine the light out.
And I just put this on the table and I can read a book.
So say I lost the power in my house, but I want to read something where I was working on something.
I can't really find something, Mel, to stick this to and hope it's at the right angle or sit there
and hold it while I'm reading a book.
My arms going to wear out, but I can sit on the table.
Just let it shine exactly where I need it.
That's perfect.
Added perceived value.
This cost them about another 15 cents to pop that.
It also this is a heavy duty aluminum.
The cheap ones, if you ever dropped it, you might break it.
And if you ever stepped on it, you would definitely break it.
This one aluminum is really cheap.
I mean, how much do you think a tin can cost?
A couple of pennies.
How much does three tin cans cost?
Four or five, six pennies?
Nothing.
But if I combine those, I make those really solid.
You could literally back your car over with this.
You only spent an extra five cents in aluminum in this thing is highly impact resistant.
You will not crush it.
I mean, this thing is so hard and a perceived value, you could use it as a weapon.
This would knock you out.
This is really hard.
Wow.
Sorry.
This is really hard.
Fantastic.
So all kinds of different posi value that drives the value up.
So I bought it and in fact I bought two of them in case I lose one.
So perceived value is always about increasing what the person thinks it's worth and the functionality
of it.
One of the classic examples they always use in salesmanship is they're say, sell me this pen.
How do you do this?
Well, the first sales trainer I ever went to, he said, Hey, Paul, you like this mug?
My mom gave me this mug.
It's very beautiful, has the ornate design, has the fish is on the side.
That's why I served you your tea.
And this it's kind of a sentimental thing for me.
And I really hope that you enjoy that cup of tea.
Now, I would like to sell you this pen for ten thousand dollars.
And you're like, Paul, you're crazy.
I'm not going to buy that pen from you.
OK?
When I was discussing the cup and the tea, did I mention that I poisoned it?
It's a fairly fast acting poison.
You're going to die in the next twenty four hours.
The only known cure is in a little tube inside this pit.
Now, I take cashier's checks and I take cash, but you got 24 hours to get back to me and buy this
pin for ten thousand dollars.
See how I increase the perceived value?
There's a lot of different tools, strategies and techniques to increase perceived value.
Your job is to get out there and learn them and always be looking very creatively at your product,
your service, and see how you can add perceived value so that you can always sell at the same price.
If you can get not perceived value, you can actually increase your prices.
Instead of saying, boy, gosh, just to make this sale, I better lower the price.
That's not the way a true winner does it.
OK, those are your three tips for today.
Is Professor Paul Advanced Ideas.
Thanks so much for coming here.
Thanks so much for sharing this time with me.
I'm proud of you.
You're going to be massively successful because successful people do the work, the failures won't do
the failure.
And get this video would never watch it and tell their boss they watched it, otherwise they watched
it or their husbands or their kids and never do it, not get the success and say, I don't know what
I'm getting ahead in life.
Successful person will watch it, take the tool strategy techniques, practice them, apply them and
have massive success.
I think that's you.
So my professor Paul Advanced Ideas and I'll see you in my very next trading.