During Winter, Your Customers Will Pay More

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Taking the chance it doesn't work out and go back into a high risk environment again, right? So again, pricing strategy is really important to build your authority by getting on podcasts and being a panelist, being an influencer.

Everyone can have their own TV show now, be an author, but you need to be an authority. And with AI right now, you can write a book during lunch, basically, right? So it doesn't take all that long for you to put out a book, should all have one, you know, there's a number of people in here that can help you with that, but AI will help you build a book pretty quickly. Make sure you have authority pieces.

You don't write articles anymore, you have a newsletter, right? You know, you don't put out little pamphlets, you go through Amazon and they're eBooks now, right? But build your authority, right? Also, one of the ways to prove, going quickly for time, are we doing okay? Any questions so far? Okay, all right. So we live in a world where consumers can sniff out whether you are being convenient or committed. And what I could tell you is, by and large, most of you, whatever guarantee you have right now for your clients, it sucks and it screams convenience.

Oh, it doesn't work out, I'll just give you your money back.

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Companies Will Align with You Based on your Why

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Ocean floor, does that sound familiar? That is a $2 necklace that they charge you 20 bucks for and we pay $18 for the story and $2 for the necklace.

So having a good why and a good story is a good compliment to your how, but you gotta have the how. The how allows you to have premium pricing, okay? And that's where we need to be the authority. In winter, this will sound counterintuitive, but during winter, your customers will pay more for your product or service if they believe you're an expert.

And it's not because they have more money, it's because there's higher risk now and they wanna trust the person or company that they believe can get them there one time, right? And is willing to either get behind it, is fully committed and they believe will solve the problem or get the project done. They only have one chance with their money, so they'd rather pay a little bit more to guarantee the result as opposed to taking the chance.

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For the Next 5 Years Win on The How

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

There's a lot of enterprise value reasons for doing it, but more so, how'd I do on that? So far, I am reading right off the script, which is holding up the cards over there. But you will win on the how. Here's a good example.

Uber. Uber is the best example of winning on how that I've ever seen. They took a whole bunch of technology that already exists, put it on an app, and handed it to you, and say, you get to be the taxi company now, right? Have you gotten into an Uber and then asked them what their core values are? Or I'll only get in the car if you tell me your why.

You could give a crap about their why. You just think it's really cool, like, check it out, look what I could do, right? You don't care about like, you know, what are they, something like 70% of all relationships now start on a dating app. Are you checking out their core values and guiding principles before you go on a dating app? Yeah, right.

You're swiping. What is it? Swipe right if I like? Which way do you swipe if you like? Look at you all pretending like you don't know. All right, never mind.

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Who You Say No To Matters as Much as Who You Say Yes To Pt: 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Low performers, who complains about not being accountable.

Low performers, you're getting it, right? Go to battle with those that you could do that. All right, so now I'll give you some of the trends that I'm seeing. All right, so we do business and we've advised companies in 78 countries.

One of the advantages of that is we see trends before they come here and we also, for our other than US clients, we see the trends here and we can run over there and say, hey, guess what's coming, right? As much as anything else right now, for the next five years, you are gonna win on the how.

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Who You Say No To Matters as Much as Who You Say Yes To

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So now business owners, I won't embarrass you by asking you to stand up if there's somebody in your business you would need to fire because you would all stand up, but you need to let that person go.

Who you say no to on your team is equally as important to who you say yes to on your team. I would rather have a smaller team of high performers than a larger team that has mid or lower performers. High performers don't like low performers.

Low performers don't like high performers. Don't put them in the same room. You can find all the research.

You put a high performer and a low performer in the same room. A low performer will drag down the high performer 15 to 35% in their productivity, 15 to 35%. You're better off just getting rid of the lower performer.

Yeah, but who's gonna answer the phone? Oh, geez, we'll figure that out. Oh yeah, but I don't have anyone to go to the trade show. Oh, so what? Better an empty booth than what you put in that booth, right? Make sure to be, again, award your higher standard people.

By the way, I know accountability is a challenge in a lot of businesses. Not when you have high performers. They love scorecards because they're always winning.

Accountability only hurts when you're not meeting your goals.

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Stay Focused on Your Core Audience

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

You bring somebody in that's really not as passionate or you're not in the core audience.

I'd be like, what are they doing? Letting this person in. If they do that, they must be lowering their standard. Do what I mean? So you've got to maintain your standards at all costs.

Companies in winter that do that win the companies that don't lose. And right now, Walmart, John Deere, Bud Light, all these, they're all backpedaling. They have more money than God could collectively.

How do they get that wrong? Just say, use the damn bathroom. Use that bathroom instead of that one. That's all they had to say and stick to their guns, but they couldn't do it.

Right. And now they're backpedaling, right? Apple makes no apologies. As a non Apple person, I laugh at the shit that they get you to do with their products.

It is hilarious. Like if I told you I was going to restrict the battery at my whim, that I was not going to let you have do certain things on the phone because I didn't want you to, you know, you'd be like, well, what product line is that? I'm not going to support that. Well, you will have one.

It's hilarious. Like, Oh, I'm a, and you don't even say I have an iPhone. Like they've got you to identify with it.

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Protect Your Core Audience and Be Vocal About Saying No

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

We can't have anybody mad at us, so we have to try to include everybody.

But that's not the way to do it, right? You need to protect your core audience and be vocal and proactive about saying no to the rest. Right? I thought Tim Scott, Tim Scott from Apple, gave a great interview and somebody said to try to catch him out, and they said. Does it upset you that you are too expensive for certain people and they can't buy Apple products? And his answer was perfect. And he said, I'm sorry that not everyone can buy an Apple, but we have a certain quality standard.

We won't go below that. And if that means some of you can't buy our products because they're too expensive, I'm sorry. Plenty of other shit, he didn't say this, but there's plenty of other shit products out there for you to buy.

That was kind of what he was saying. And the second he said no to a whole bunch of people that won't be able to buy their product, you all went out and upgraded because now you're more exclusive. You can be, I would encourage you not to be inclusive beyond your core audience.

If they want to fight their way to pay you and make it convenient for you, that's fine. But it's who you say no to in winter that's equally or more powerful than who you say yes to. See what I mean? Who you say no to, right?

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Winter Is Not the Time to Discount

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

There are two categories you fall into as a provider.

You are either number one or you are invisible. There is no in-between in winter. What a lot of you are doing is you are using what I would call fall or autumn pricing strategies.

You are discounting, major no-no in winter. Not discounting, okay? You don't want a discount. You have promotions and you can have tiers of pricing.

You don't want a discount. Here's why. Your pricing strategy is the number one way that you communicate with your clients.

Nothing screams louder than your pricing, okay? Soon as you announce your pricing, you tell them what kind of provider you are. Are you the econo model? Are you the mid version? Are you the luxury model? But more, and that's fine, and there's not one better than the other. It just depends on who your clientele is, right? But more importantly, you tell them who they are, and that's your risk, but that's also your reward.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.