Here’s how I changed my aversion to charging what I’m actually worth…
What’s going on, everyone? This is Steve Larsen and you’re listening to Sales Funnel Radio.
Welcome to Sales Funnel Radio, where you’ll learn marketing strategies to grow your online business using today’s best internet sales funnels. Now, here’s your host, Steve Larsen.
How are you guys doing? I hope you’re doing great. I hope the week has been awesome. I’m trying to publish this at least once a week. I’m not going to lie, it’s been so busy. There has been times I just have forgotten. There are these other things going on.
Anyways, I apologize. I’m trying to get around as much as I can because there’s a lot of cool things going on with really powerful lessons. I keep trying to capture them. I’ve got a whiteboard. The way I do these episodes, actually is, I’ve got a big whiteboard behind me. Any time I got a sweet idea or this is really cool lesson or some little nugget or something, I write it down and then I try and figure out some cool way to share with you and talk about it. Anyway, this last week has been awesome.
Actually, my favorite part about working at ClickFunnels, the last two days has been the perfect representation of why I love working at ClickFunnels. It’s fast-paced. I’m always building like crazy. I think I’ve built I don’t know how many membership sites in the last little while, huge ones. We’re talking hundreds and hundreds of videos, very, very intense at times. A lot of fun though.
They’re good intents, but there has been this extra thing going on that every time it pops up, I love to walk away from my computer and just observe. Sometimes I don’t even have things to add compared to the brilliant mind of Russell Brunson. Whenever this happens, this very specific thing, which I’m getting to you in a second, I pause everything and I watch really, really closely. It is contagious. It’s the funnest thing I’ve ever experienced every time it happens.
I actually remember the first time it happened. When it first started, I’ve been at ClickFunnels over a-year-and-a-half now, I think, which has been awesome. It’s something special to watch. I think if we all got better at doing this, in fact, I know it’s one of the major pieces of Two Comma Club coaching.
It’s one of the major pieces of the Secrets Masterclass. It’s one of the major pieces of every other successful person I’ve ever seen out there, especially online. It is offer creation. I love watching Russell come up with sweet offers. It is the coolest thing I’ve ever seen. I’ve watched it a ton of times. I participated in it a ton of times. I’ve held brainstorm a ton of times, but every time it comes up, it is so … I can’t even describe the acceleration as we start to come up with new things. I’m not going to tell you what it is, but oh my gosh, it’s so cool.
One of my favorite parts of being an entrepreneur is the fact that you are creating something that has never existed before. You think about that. That’s powerful. That’s legacy right there. Most people are trying to figure out like, “What’s your legacy? What’s your legacy?” Well, for an entrepreneur, you get to experience your legacy over and over again as you create offers in a different way, but it’s true when you think about it. It’s awesome. It’s fantastic. There’s a guy who reached out to me. He reached out to me just a little while ago and he said, “I’m just a builder.”
He said something like that. I was like, “Hey, how’s it going?” Basically, I don’t even remember the scenario. I actually don’t remember the person. I just remember what he said. It was that he was writing back. He was basically saying like, “Look, I’m not worth anything. I’m just a builder. I just build funnels.” That’s what his mentality was as he was saying his thing towards me. I was like, “Just a builder. Holy crap, dude, no wonder no one wants to give you money. If that’s your attitude about your own craft, first of all, no one is going to want to get … if you’re not excited about it on your own, don’t expect others to be.”
Anyway, one of my favorite movies is the movie, Hot Rod. I know it’s cheesy but oh my gosh, I love that movie. It’s so funny. I totally have a clip here. It reminds me of …
Video Clip: “I use to be legit. In fact, I was too legit. I was too legit to quit, but now, I’m not legit. I’m unlegit. For that reason, I must quit.”
Steve Larsen: I love that. I think it’s so funny, but that’s how I feel about it. People come out and they say it like, “I just do this. I just do that.” No one cares about your thing more than you do. If you don’t care about it that much, no one is going to care about what you do. You got to really care a lot for people who actually started caring like you do.
Anyway, you’re the sole driver of your thing. You better be freaking excited about it. Otherwise, you’re probably in the wrong thing if you really can’t get pumped about it. No one cares about your stuff like you do.
There was a whole bunch of things I wanted to say to him, which I felt like I could not convey in writing right there. I just get so many messages now. It’s overwhelming. I don’t often reply. It’s not because I’m trying to be rude. It’s out of self-preservation because I want to build other things in my life too and have a life in a day and get my tasks done and things like that. Please don’t get offended if I don’t respond sometimes.
Anyway, there was this thing I wanted to reach through the computer and shake this guy and slap him and be like, “Dude, first of all shut up. Don’t ever tell me who is also a builder that you are just funnel builder. You have the coolest opportunity on the face of the planet and the fastest pace, most explosive industry that’s out there, and you’re telling me, ‘I’m just a builder.’ Shut up.”
I don’t want to hear that. You have the best tools that are out there. ClickFunnels, in my mind, bar none and second to none, there is no greater tool that’s out there.
Some of the best training. I have a marketing degree and I don’t use any of it compared to even reading a book like just even one book, DotCom Secrets.
Let alone, add in Expert Secrets or even any other marketing that’s, really, out there. You have the best tools, the fastest-paced industry, lots of money in it, lots of money to be made in it, places that reconnects and you change people’s lives and you’re telling me that you’re mopey, wake up. You know what I mean?
That’s how I felt. I wanted to reach to the computer and be like, “Holy crap man, shut up.” You got to change the mentality, first of all. You cannot just look at your thing, “Oh, I’m just a chiropractor. I’m just an eCommerce guy. I’m just retail.”
Whatever it is, if that’s your mentality, no one freaking cares.
I believe that he’s wrong, first of all, for thinking that. Like, “I’m just a builder.” His mentality, already, is off. He’s not going to be successful with that. You’re not going to develop an attractive character. That’s for sure. Actually, you’ll probably develop one just because, but it’s going to be the wrong one. The kind of attracts character that attracts other people who are also like that. That’s how I feel. (2) I could tell, there was other things he said and I could tell by what he was saying that he was misunderstanding what he sells.
Actually, I get the feeling that a lot of people struggle with this.
It’s very distinctly different way to think about what you’re actually selling, but it really, really helps to think about it and understand. Actually, in my mind, it helps clarify your whole mission as an entrepreneur. It clarifies all the tasks and all the roles, the roles that you’re fulfilling and the roles that you’re signing out and hiring out whether VAs or whatever.
Anyway, if you can figure out and understand that you’re not in a business … Let’s say that you make cakes. I don’t know why I’m saying that. It’s late. You guys check out the late night munch season, whatever. Let’s say you make cakes. You make great cakes. My wife loves that show, Cake Boss. Let’s say that you make cakes and you go, “I just make cakes.”
No one cares about you anyway, now that you’ve said that, you don’t even have your own confidence to own the thing that you do. No one is going to follow you anyway.
You got to refix that attitude; though, you’re wrong. You actually don’t just make cakes. You’re not in the business of making cakes. Your business is not your oven. Your business is not your mixing bowls. Your business is not the spoons and spatulas or even the ingredients. Your business exists because there are systems in place that sell the cakes. You’re not in the business to make cakes, you’re in the business to sell cakes. It’s hard for people who are entrepreneurs, sometimes, to grasp that and think that and be like, “No, I’m a chiropractor. I adjust backs.” No.
No, you don’t. You sell fixed backs. You just happen to know how to do it. Does that make sense?
This is a huge distinction. I know a lot of you guys who listen to this probably know that. You’ve already got that down and you’re like, “Cool, I got that. Check. Move on. Got it.” I really hope that it’s sinking deeply when you start to do that. My business as a funnel builder, before I ever met Russell, took off when I made an attempt at trying to sell funnels.
I just happen to know how to build them. Does that make sense? I was not in the business of the thing. I’m in the business of selling the thing. When that distinction happens, often time, when I find out that a lot of people have a hard time charging money for whatever it is they’re building or charging money for their product or their service or whatever it is, a lot of times, it’s because I think that they’re stuck in the mentality of the first, which is that they’re stuck in the mentality that they make cakes. It’s like, “No. No. No, you don’t. You just happen to know how to do it. You’re actually in the business of selling the cakes.”
When you break that mentality, in my experience, there’s really two rules behind it; (1) Break that mentality and know that you’re in the business of selling the cakes, (2) have you ever bought a cake? Let’s just, for this example, keep going with that one. If you’ve ever bought a cake, you can charge for a cake. We were just talking about this the other day or two, actually.
However much money you’ve got your products selling for, I bet you could raise your prices, and your customers are not going to bat an eye, whatever. Yeah, prices go up, but we get too afraid to do it. A lot of times, what ends up happening is, we start to say, “Well, you know what, I’ve never paid $3,000 for a coaching package, so how could I ever charge that?” You know what, you’re right.
There might be this level of business karma or whatever that says, “You can’t charge for something unless you’ve bought it at that price point yourself.” You know what, you might be right. That might be, actually, legit. If you want to get over that, go freaking buy a $3,000 coaching program. Congratulations, you now have the right to sell a $3,000 coaching program. Does that make sense? My whole goal with this episode is that, I wanted people to be able to go through … I’m trying to show in some logical ways, I should’ve thrown more stories out there, shown to be more markety with it and showing a little few more things of this, but you’re not in the business of your thing. You’re in the business of selling your thing. That lets you charge more money. This whole thing is about dollar.
I can actually charge more money. Understand you’re not the business of the thing. You’re in the business of selling the thing.
That’s the first way. By understanding that, I found that more people have this mental leeway to be like, “Oh, yeah.” Because in other ways, they go, “Well, I knew how much it cost to make the cake, and it only cost me $4. How can I charge $40?” It’s like, “Shut up. That’s the wrong persona you need to be talking to. You got to be talking to the other side of you.” How do I sell the thing? When you start looking at the sales side, it’s like, “Okay, well, how much can I charge for it and get away with it?”
That’s a little bit more of the mentality, I hope, that people are gaining. Not that you’re trying to take people for their money or whatever, but man, freaking charge for your stuff. The second thing, if you want to charge more money is that you got to break through those price barriers by you buying products of that price barrier also.
If you’re trying to charge $10,000 for a program, some people are fine with that.
Like, “You know what, I’ve never bought a $10,000 thing but I got no problem charging for one.” Other people are like, “Oh my gosh, I would never charge $10,000.” Well, it’s because you’ve never bought something for $10,000. You can’t think about that amount of value because it’s unfathomable. Like, “$10,000? Oh my gosh, what?” It becomes this mystical thing. “$10,000?” Like, no, don’t treat money that way. It’s just a tool. It’s not this mystical thing. “What? $10,000 is so much money.”
Not really. Break the mentality. It’s not that much money. You know what I mean?
I hope this makes sense. I hope this episode makes sense. This is, honestly, a scattered brain episode. I just wanted to turn the recorder on and just start because this has been on my mind. If I watch more and more and more, it’s like, “Holy crap. You’re not selling a thing. You’re in the business of seeling a thing.” If you’re having a hard time charging a high ticket price for something, you’ve got to go buy something that’s high ticket and give yourself that mental permission to move forward, that business karma permission to move forward and be able to charge that price.
I think I mentioned this before about Frank Kern taught that, “If you want to make more money, there’s really three things you can do to just double your business really, really quickly.”
He says, “Charge more.” Just charge more. Just even by 10%. Just charge more. You’ll be shocked at how much people don’t whine and don’t complain and don’t care.
Charge more money…
Have somebody calling every one of your customers in the back-end and selling your high ticket packages. Have somebody, a sales guy. They don’t even need to know what it is you really do. Have someone, “Hey, I saw you bought this thing. I hope you really enjoy it. We just wanted to call and just offer you this $5,000 package where Steve Larsen goes through this thing with you and yada, yada, yada.”
It doesn’t take many of those to really double a business.
I don’t know what your price points are or whatever they are, but whatever it is, whatever your price points are, whatever your high ticket stuff is, have somebody in the back-end who’s actually calling all of those people who bought from you in the past and ask them to spend more money.
Charge more money…
Have someone follow up for high ticket sales in the back.
You’ve got to find a way to not just sell online alone. We’ve done a lot of cool studies and we found out that the people who make the most money are the people who have both online and offline elements to their funnels. Online and offline elements to their funnels. Sales funnels, putting an opt-in page, to a squeeze page, to an order form, to an up-sell, to a down-sell, that’s a funnel but they existed before the web, in general.
A sales funnel is, any time anything is sold, whether or not you decided to make a funnel, you made a funnel. If money was exchanged, they walked through some funnel and most people don’t purposefully think about what that funnel is. It’s what ClickFunnels is. It’s a way for people to actually think through and become methodical on how to actually sell their stuff.
Anyway, this whole episode is all about … I just want you to know a few more of like, my mentality is, I look at money and how to charge stuff and why I feel like I can charge high ticket and why I feel like I can. Some of it is just out of self-preservation now where it’s like, I literally cannot get to every person. I have to be able to have some filter.
It’s going to be a higher ticket price point. You’ll get to that spot if you’re not already. Anyway, a lot of you guys who listen to this podcast are. Anyway, that’s pretty much it.
You got in the business of selling a thing. You know what, business is the thing and business is selling the thing.
If you’re having a hard time charging for high ticket stuff, go buy something high ticket. That third part are the three part things with Frank Kern, but just raise your prices; have someone charging or going and following up and actually trying to close high ticket deals in the back, and then figure out some more offline elements to your funnel if you’re strictly online. Meaning, you might send them a post card. Meaning, you might send them some package. Maybe do a welcome package. Whatever it is, strictly digital or strictly just in a traditional funnel as we know it now can actually be a little bit damaging, not damaging but you actually could make quite of it more by putting some offline elements in there. That’s what we found. Anyway, that’s pretty much it, guys.
There’s a lot of tips and more mentality ways, I guess, to charge more money. That’s the whole purpose of this episode, but as I was watching today, the last two days, as we’ve been going through a lot of offers and offer structure and different brainstorming and different product creation, really, it’s been so fun to watch just a ridiculous amount of value that Russell has a habit of giving. It’s easy for him to charge high ticket stuff because he gives way more than he charges for. Obviously, that’s another strategy as well.
There’s tons of things you can do, but it’s been fun to watch that process again and fun to be a part of that process again and see, “Oh my gosh. Yeah, we could do this. We could throw this in. We could do this.” We start thinking about those crazy things. “We could toss this in and this in and this in.” Half of it was crazy stuff that we have no idea how to fulfill on or whatever, and then we go back to remove the crazy stuff and you’re left with an amazing offer that you can charge high ticket for.
Anyway, I’m ranting now. It’s getting late, but anyways, I hope you guys are doing great. Go rate your prices. Don’t be afraid to charge for what it is that you do. Even if you’re collecting leads and you could still apply this same principles, eventually, to business, eventually, there’s going to be a place where they give you money. Go to those places and apply these same principles there. Anyways, guys, you’re awesome.
Hope you’re all doing great. I’ll talk to you later. Bye.
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I'm a family guy in my late 20's who learned how to sell more by building sales funnels. During college I created my own business helping businesses with their sales funnels. Quickly, I realized that I was onto something. My clients sold more, worked less for the sale, and their customers were being served more. Since internet sales funnels are only now getting the light they deserve, I actively look for ways to fill the world with more of them. Learn more about me here.