Mentors Magazine: Issue 3

(MENTORSMagazine) #1
26 | MENTORS MAGAZINE | EDITION 3

So, what I do is I start off with what I call
the golden triangle of success in business.
Which is very simple... and by the way, I am
a professional seminar leader and speaker
and I charge a lot for what I do. And my cli-
ents are universally very happy. I am not
bragging, I am just saying that the stuff that
I teach them is so helpful to them, that
they just beam afterwards. And I get letters
and emails saying that basically these ideas
opened their eyes, changed their lives,
transformed their businesses. Wonderful
stories, I mean it’s great, great experi-
ence.
So anyway, here is the
golden triangle, the gold-
en triangle is 'what do you
sell?' 'Who do you sell it
to?' and 'How do you sell
it to that particular cus-
tomer?'


And the WHAT is really important because
what we find is nobody buys a product,
what people buy is they buy a transfor-
mation or a change in their life of some
kind. They buy a 'getting from A to get to
B'.


I was working with IBM... I worked with
IBM more than 30 times over the years.
And they have a way of calculating price
and value. They say 'here is the product,
and here is the amount that you charge.'
Well the more value there is in your prod-
uct, the more positive the difference your
product can make in their life, the more
they are willing to pay.


So, the price is completely subjective, it’s


not relevant to anything else... people pay,
the biggest companies pay based on how
much of a return they feel that they are go-
ing to get. And so therefore, you say,
'alright, what is your product?' well your
product is a transformation or a transition
to get from Point A to Point B.

So, the question you really ask, is 'what
difference does your product make in your
customer's life?' What difference does your
product make in your customer's life? And
one of the examples I use is the Ein-
stein model. And Einstein
said that if you can't ex-
plain something in your
life, your goals or your
products to a six-year old
child and have the 6-year
old child understand so
clearly that they can turn
to another six-year old
child and tell them what your product is
and why people should buy it, well that
means you do not know it yourself.

So, the question is, imagine you have a 6-
year old child and the 6-year old child says,
'what do you do?' and you say, 'well I sell
this product.' And I said, 'well what does
the product do? Why would people want
to buy it? What change does it make in
that person's life?' And that is really the es-
sence of great business.

It’s your job and my job by the way is to
help people, to improve their life at work in
some way. We help people with infor-
mation and ideas that are simple, practical,
easy-to-use, and virtually guarantee the

“nobody buys a product,
what people buy is they
buy a transformation or a
change in their life of
some kind”
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