The offer is a two-way agreement, not a beg-session to get anyone to buy from you.\xa0
\xa0
Here's when I STOP customizing my offers\u2026
\xa0
My friends, I'm pumped for this - grab a pen and paper\xa0 - 'cause this can simplify your business.
\xa0
\xa0A while back, there was an interesting post in my group\u2026
\xa0
Here's what went down\u2026
\xa0
Someone purchased a service, product or whatever, and after they bought it - they didn't like the fulfillment.\xa0
\xa0
So they went back to the seller and said, "Hey, Mr. Seller,\xa0 I don't like this..." and the seller said, "Oh, so sorry about that," and gave their money back.
\xa0
And this actually made the customer mad.\xa0
\xa0
I was a little bit confused by this response because something similar happened to me...
\xa0
There was a guy who paid me for a one-hour consultation, (I don't really sell that anymore... ), but he scheduled it during the speeches at Funnel Hacking Live.\xa0
\xa0
\xa0And so I was like, "Oh crap, sorry about that."\xa0
\xa0
I reached back out and said, "Hey I'm so sorry,\u201d and I just refunded his money.\xa0
\xa0
I was like, "Hey, here you go."\xa0
\xa0
Here\u2019s the thing, the refund didn\u2019t make him happy - in fact, guy was livid and made tons of nasty posts all over the place.
\xa0
The dude finally got so loud that I blocked him\xa0
\xa0
Originally, I was confused by his reaction so I reached out and asked...
\xa0
\xa0
\xa0
\xa0\u2026 that's crazy!
\xa0
\xa0I'm NOT obligated to spend time with you. I can give you your money back and I no longer have an obligation, right?
\xa0
So, let\u2019s go back to the post\u2026
\xa0
THE CUSTOMER ISN\u2019T ALWAYS RIGHT!
The guy was super frustrated... he was so mad about getting a refund, and I was like, "I guess there's a pattern here."\xa0
\xa0
So let me tell you exactly how I respond\u2026
\xa0
It was a good enough response that Mr. Russell actually liked it.\xa0
\xa0
Here\u2019s how I started\u2026
\xa0
\xa0After digging into this, I kinda understand the story.\xa0
\xa0
Now you paid somebody...\xa0
\xa0
\xa0
\xa0
\xa0
\u2026 and instead of getting more as you wanted, they refunded you.
\xa0
I said\u2026
\xa0
\xa0Buying is a two-way relationship; I create an offer, set a price and a value, and use the offer as the anchor of the relationship, NOT the money.
\xa0
The offer is the anchor, NOT the money.\xa0
\xa0
This is a *BIG* mistake a lot of entrepreneurs make.\xa0
\xa0
So let me teach you something really cool here that will help simplify your business...\xa0
\xa0
When a customer uses their money as the anchor of a relationship, it forces the seller to dance at the customer's will.
\xa0
This violates the very first step of my offer creation formula - The Who.\xa0
Just because someone has money doesn't mean I should sell them.\xa0
\xa0
That's NOT the only qualifier for you to sell to somebody.\xa0
\xa0
The offer is my agreement with the customer. If I keep changing the offer to each person, it equals a dizzying level of customization. That's WHY I don't change my offers for each person. If so I charge significant levels higher.
\xa0
In my mind, it sounds like the seller is just doing what they thought was fair, and like myself was unwilling to change their offer, so, they refund you - that's not spitting in your face.\xa0
\xa0
The customer is NOT always right.
\xa0
Whoever started that whole thing, "The customer is always right," \xa0in my opinion, that person has NEVER had a successful business!
\xa0
\xa0Or they worked in an industry that was 100% customization, you know what I mean (and even then the customer is not always right)?\xa0
\xa0
'Cause\u2026
\xa0
\xa0The customer is NOT always right.
I don't want to fight the doctor if I'm about to go in surgery
\xa0
\xa0\u2018Doctor, cut here and not here."\xa0
\xa0
\xa0The customer is ALWAYS right????
\xa0
\xa0That's a stupid phrase\u2026 overall, it's just NOT true.\xa0
\xa0
And a lot of your businesses will be simplified by removing that belief and that vernacular\u2026
\xa0
\xa0"The customer's always right..." No, they're not, you are too - that's why you're the seller.
\xa0
An offer is a two-way agreement, you can't keep customizing the offer per person - that's why we have a value ladder.\xa0
\xa0
HOW TO IMPROVE CUSTOMER SERVICE BY SAYING \u2018NO!\u2019
\xa0
One of the major reasons why you don't customize everything is because of how hard it is on your actual business.\xa0
\xa0
It is hard for me to ALWAY be changing the offer\xa0 - because it makes it hard for me to create business systems.\xa0
\xa0
You have to understand the major functions of a business - and there are a lot of different theories/ competing beliefs around this\u2026
\xa0
\xa0But I'm just going to draw the major functions of any business.
\xa0
\xa0
\xa0
There's a lot of great books with different views... \u201cThere are varying points... there are four points. No, there are five points of any business. No, there's six points of any business.\u201d
\xa0
\xa0However, they're all around the same area for EVERY business.
\xa0
This is the reason why funnels work for any company. Every company has to be able to\u2026
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
Again, various places have differing opinions, but it's basically that\u2026
\xa0
\xa0A business is nothing more than a series of systems that generate and fulfills a lead.\xa0
\xa0
*THAT\u2019S IT*
\xa0
\u2026 it's NOT some fishy hokey-pokey thing.\xa0
\xa0
It has nothing to do with some clever slogan... I don't have a mission statement, 'cause \xa0\u201cUrrrgh!\u201d
\xa0
Anyway...
\xa0
For example: Say I go generate a lead by creating an offer\xa0
\xa0
\xa0Let's say that I'm selling some widget\u2026
\xa0
\xa0
\xa0
One of the reasons why some of my webinars have done so well in the past and I've only touched them once, (and it's been over a year and a half since I've touched one of the largest ones)...
\xa0
\xa0The reason why that works is that I'm not sitting here continually changing the offer.\xa0
\xa0
I change it for a while and I'm like, "Okay, this feels like a safe place for it to land!"\xa0
\xa0
\u2026 I stop touching the offer.\xa0
\xa0
*DON\u2019T TOUCH THE OFFER*
\xa0
\xa0
\xa0
PRODUCT CUSTOMIZATION - WHEN TO *STOP*
\xa0
Most businesses have a good enough offer to\u2026
\xa0
\xa0
\xa0
But as marketers, we tend to get so focused on changing the offer that we forget about the next step\u2026
\xa0
Take it from the guy who's the self-proclaimed offer guy, stop changing your offer so much.\xa0
\xa0
PHASE #2
\xa0
Find the person who fits the offer - that's way easier than constantly changing your offer.\xa0
\xa0
So back to my Facebook Group\u2026
\xa0
\xa0This guy gets frustrated and says, "Oh my gosh. You're not willing to change the offer for me? And you gave my money back to me?"\xa0
\xa0
Like, \u201cYEAH!\u201d (ALL CAPS)
\xa0
\xa0
\xa0
\xa0Any time as any level of real genuine customization, it sucks!
\xa0
That\u2019s one of the reasons why a lot of entrepreneurs feel like their business wheels are spinning - they don't have a business.\xa0
\xa0
You can't make a business where it's constant 24/7 100% pure true customization for every person that comes in.
\xa0
Now, if your business is\u2026
\xa0
\xa0
\xa0
\xa0
\xa0
\u2026 there's still a system you can build around that.\xa0
\xa0
I'm talking about when you're NOT customizing on purpose, and you keep changing all the stuff inside your offer.\xa0
\xa0
After a while...\xa0
\xa0
STOP!\xa0
\xa0
It's extremely hard to create a consistent powerful lead machine when your offer's changing all the time. It's very hard to convert if your offer isn\u2019t consistent...\xa0
\xa0
I\u2019ll change my offer for a while\u2026 but after a certain point, it's like\u2026
\xa0
\xa0*STOP*.
\xa0
The next phase is to become good at finding people who fit the offer, instead of convincing EVERYBODY that they fit your offer.
\xa0
\xa0(I'm hoping this is not too techy)
\xa0
I want to\u2026
\xa0
\xa0
\xa0
\xa0
\xa0
The offer is NOT just a marketing tool - for me, it acts as an anchor.
\xa0
Think of it this way...\xa0
\xa0
(I hope I'm not talking in circles here with this, but this is such a key thing!)
\xa0
HOW TO IMPROVE CUSTOMER EXPERIENCE BY FINDING THE \u2018WHO!
\xa0
I've had several people who reach out and be like, "You're not willing to do this, extra thing for me?"\xa0
\xa0
I'm like, "No, you knew the agreement. The agreement was I was gonna provide this, this, this and this at this price, at this time frame."\xa0
\xa0
And it's funny\u2026
\xa0
\xa0We call it an offer, but it's also an agreement between the buyer and the seller.
\xa0
BAM! (Write that down!!!!)
\xa0
Here\u2019s the equation\u2026
\xa0
BUYER + SELLLER + OFFER = AGREEMENT
\xa0
Let me illustrate this another way...
\xa0
There's a place where my wife and I take our car where we know they're gonna act like our car is gonna fall apart in a second!
\xa0
... and then, they try to charge us like three extra grand for repairs that don't matter.\xa0
\xa0
You know what I'm saying? \U0001f609
\xa0
So we don't take our car to those people anymore!
\xa0
Instead, if we ever need even simple maintenance or an oil change, we take it to another spot\u2026 because the guy is ALWAYS fair with us.\xa0
\xa0
A lot of times car places say\u2026
\xa0
\xa0
\xa0
\xa0
(It's very clever on their part by the way.)
\xa0
They're like, "Here's my offer. I will fix these things for these prices."
\xa0
After they start on the work of the car, if I want something else done on I have to pay more money\u2026 and it's assumed.\xa0
\xa0
It's the same thing with your offer!
\xa0
\xa0
\xa0
... does NOT mean it's different, right?\xa0
\xa0
I will charge MORE something is outside of the offer -\xa0 it makes sense.\xa0
\xa0
I have to do MORE.\xa0
\xa0
DO YOU HAVE A BUSINESS?
Trey Llewellyn is an absolute animal. I look up to him - he's a beast, and I\u2019ve gotten to know him a little bit more recently.\xa0
\xa0
We're both pretty darn busy but I think we both watched each other a from afar.
\xa0
#SBB (Steve Before Beard)
\xa0
Trey is an e-com genius - the guy makes tons of money.\xa0
\xa0
Anyway, Trey found is that every time you add a new SKU, (a new product, a new offer to your business), you increase the complexity of your fulfillment systems by 17X.\xa0
\xa0
Every new SKU increases the complexity of your fulfillment systems by 17X.
\xa0
So, my friends, the reason I'm going through this is NOT just for the individual who posted in my group kinda having a hard time\u2026
\xa0
It's to help *you* understand the role of the offer in your business systems,\xa0 NOT just marketing.\xa0
\xa0
A consistent offer allows you to have consistency across all major functions of a business - which allows you to create systems - which allows you to remain strategic.
\xa0
Here is the difference, check this out...\xa0
ARE YOU CUSTOMIZING YOURSELF TO DEATH?
\xa0
When I was in college, I started learning how to drive traffic, lots of it.\xa0
\xa0
I got pretty good at driving just tens of thousands of clicks to certain things and it's actually opened a ton of doors for me - it was a lot of fun.
\xa0
\xa0Under that one service, me and my buddy had a waiting list of 15 businesses\u2026
\xa0
\xa0Contrast that to about two years later \xa0(after I knew what ClickFunnels was) and I started doing funnels for other people\u2026
\xa0
I found myself with a 12 business waiting list, but my service was different every time.
\xa0
\xa0
\xa0
It was mind-numbing...\xa0
\xa0
Not the boring kinda \u2018mind-numbing\u2019 - \xa0it was too much and was crippling to me.\xa0
\xa0
I see A LOT of people being overwhelmed because they don\u2019t know when to STOP customizing a product\u2026
\xa0
"I'm doing this... and I'm doing this ...and I'm doing this... and I'm doing this\u2026 and this!"
\xa0
Here\u2019s the rub\u2026
\xa0
You're confusing the number of opportunities that you're running at with success.\xa0
\xa0
That's NOT true at all.\xa0
\xa0
Go look at like some of the people who are making the most money, they have one main offer, that\u2019s it.\xa0
\xa0
Alex Hormozi = GymLaunch
\xa0
\xa0BAM!\xa0
\xa0
They did that one thing till (I think) they crossed $10 million... then they added the next thing.
\xa0
It\u2019s the same in my business\u2026
\xa0
HERE\u2019S WHAT I\u2019M NOT DOING
\xa0
People ask:
\xa0
Q: "Stephen how come you haven't launched like a mastermind yet?"\xa0
\xa0
A: Don't worry, I will, but...
\xa0
\xa0
\xa0
Q: \u201cStephen, how comes you haven't written a book yet?"\xa0
\xa0
A: Man, I'm focusing on the one thing on my value ladder, okay?\xa0
\xa0
That's the other reason we have a value ladder,\xa0 we say\u2026
\xa0
\xa0"Alright, okay, market place, okay community\u2026\u201d
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
... but also the things that I'm willing to fulfill on.
\xa0
Here's the offer and here's the exact thing I'm saying yes to\u2026
\xa0
I've had many people reach out and they're like\u2026
\xa0
\u201cStephen what can I buy from you?"\xa0
\xa0
Man, go to capitalistcoaching.com, and you'll see EVERYTHING you can buy from me right now...\xa0
\xa0
That's all the stuff I'm willing to do and fulfill on at that price point\u2026
\xa0
\xa0And it's ALL set up for a specific\u2026
\xa0
\xa0
...that I know will 'cause the fastest success story.\xa0
\xa0
At the top of my value ladder, my application funnels at are real application funnels.
\xa0
\xa0It is NOT me just trying to get anyone who has the money - people actually apply\xa0 - \u2018cause\xa0 I'm legitimately trying to see if they are \u2018a good fit\u2019 for me.
\xa0
\xa0
\xa0A lot of people ask\u2026
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
A: \xa0It's because I know that there are certain things that I should and should not be doing and if I constantly have a changing offer it affects\u2026
\xa0
\xa0
\xa0
\xa0
And instead of focusing on *ONE* \u2018dream who,\u2019\xa0 - I get a lot of different ones coming on in from all walks of life.
\xa0
\xa0*I DON\u2019T WANT THAT*
\xa0
I want one main type of \u2018who\u2019 = one main type of dream customer.
\xa0
It also affects my ability to create or NOT create a value ladder.
\xa0
TESTING MY OFFER
\xa0
You have to understand, there\u2019s a timeline for when I launch a new offer\u2026
\xa0
\xa0
\xa0
\xa0
... but there comes a moment where I stop and say, "I will no longer change, this offer is what it is... and my role progressing forward is NOT to keep changing the offer."\xa0
\xa0
\xa0
\xa0
I launch and start changing the offer (which includes the message), and then once I've got it validated, I update to continually find \u2018the dream who.\u2019
\xa0
FINDING \u2018MY DREAM WHO!\u2019
\xa0
Q: How do I find my Dream who?\xa0
\xa0
A: With additional traffic sources.\xa0
\xa0
I have four major awesome traffic sources that I like and use, and I just dump in between them.\xa0
\xa0
Q: How do I get those traffic sources to find it?
\xa0
A: I have a list of Launch campaigns and Evergreen campaigns to get those traffic sources and those \u2018dream who's\u2019 to actually see my offer - bam, bam, bam.
\xa0
Anyway\u2026
\xa0
\xa0I did not do a lot of storytelling in this one, it was a little bit more of a tactical episode here but it's because\u2026
\xa0
If you keep changing your offer, past the testing period, by kowtowing and bowing to everyone just to get the sale\u2026
\xa0
You literally...\xa0
\xa0
Drop your ability to have faster and greater success rates with your customers.\xa0
\xa0
So, set your offer and understand this is NOT about you going, "I will do whatever it takes to get the sale.\u201d
\xa0
\xa0I will NOT do *anything* for a sale - because of ALL the things I've been talking about here.\xa0
\xa0
The offer is an agreement between me and the seller, it is NOT me begging the seller for a purchase.
\xa0
Alright, hopefully, this has been a helpful episode - this is a very key topic and one that I'm definitely passionate about!\xa0
\xa0
Partly it's because I went through 34 tries (over about 5- years) without a big success.\xa0
\xa0
And looking back, I can see that\u2026
\xa0
\xa0
\xa0
...and it was one of the MOST painful lessons I ever went through!
\xa0
If you do wanna go see the things that I have available... if you\u2019re like\u2026
\xa0
\xa0
\xa0
\xa0
\xa0
...which I get many of you guys reaching out about -\xa0 go to capitalistcoaching.com, and you'll see all those things right there.
\xa0
\xa0It is literally my value ladder with clickable links to the things that it's referencing.
\xa0
There are some things on there (just so you know) that are not actually available yet... or where we're just focusing on the current students.
\xa0
I find that most people have zero clarity on their business - so how can a customer have any clarity on what you're offering?\xa0
\xa0
They can't - it's very hard!!!
\xa0
\xa0It sets this weird precedence (or no precedence at all) for what you actually will or *won't* provide,
\xa0
\xa0Hard to have a life when you keep changing your offer. You will literally be tied to the business if you keep changing your offer.
\xa0
If you guys got any value from this please tag me on social media and let me know\u2026
\xa0
"Steve, that was fresh to death, that was awesome!"\xa0
\xa0
Let me know what you liked about it - I'm trying to just provide epic value for you.\xa0
\xa0
#StayTuned
\xa0
There are some fun surprises coming up in the next few episodes thatI'm very very pumped about!!!\xa0
\xa0
Alright!\xa0
\xa0
*You* reading this right now, you're in one of two scenarios.\xa0
\xa0
Either\u2026
\xa0
\xa0You're currently selling a product and you've got a slick sales funnel and traffic...
\xa0
\xa0There are ads and you have content, bringing in new customers. You have upsells, downsells,\xa0 and phone sales.\xa0
\xa0
You've almost automated it, making money while doing everyday things.\xa0
\xa0
Either that's all set up and going\u2026
\xa0
\xa0OR\u2026
\xa0
\xa0The second option is you don't have any of that, and you're still trying to make this work and tie all of these pieces together.\xa0
\xa0
If you want my help, just go to capitalistcoaching.com and see where you can get started.
\xa0
\xa0
\xa0
\xa0It took me a long time to get the skills for all this to get moving\u2026
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
\xa0
... there's A LOT.\xa0
\xa0
And the path to move forward is different for each person.\xa0
\xa0
So I created capitalistcoaching.com for you to check out where *you* need to start.\xa0
\xa0
Whether you're just starting out with\u2026
\xa0
\xa0
\xa0
\xa0
OR\u2026
\xa0
\xa0If you're like one of our BIG corporate clients who just need to add more revenue and scale your offer, go to capitalistcoaching.com.
\xa0
\xa0I don't really believe in shortcuts, but I do know you can speed up the path on the journey
\xa0
\xa0Figure out the BEST place to start by going to capitalistcoaching.com now