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The heart surgeon’s approach to making a difference (try it!)


This week’s question from my portal “The Neagle Code: Directions
for Life”
comes from someone who wishes to remain anonymous.

Neagle                                               Code Question

Hi David,

My question deals with finding customers who can pay what I charge. I’ve heard you say that we must ask the ‘right people’ (e.g. a homeless person has very limited ability to pay); but I’ve also heard you say that we shouldn’t decide for our prospective clients what they can or can’t afford. How do we then strike the right balance between asking the right people while at the same time not assuming what someone can or can’t afford to pay?


Neagle                                               Code Answer
Hi and thanks for your question.

I think to answer this question, we have to look at what ‘the right people’ means.

When I teach about asking the right people, I mean the people who are your target market, and who want to make a change and have demonstrated their willingness change.

When I teach about not assuming what someone can and cannot afford, I mean that you don’t price your packages or choose your offerings based upon your own assumptions of what they can afford or may be willing to pay.

You should always recommend the fastest most effective way for them to reach their goals.

Let me explain.

I have had many clients fall in to the trap of offering someone a package based on what they think the prospect can afford, rather than on that prospect’s goals and aspirations. This actually takes away the right to choose from the prospect.

If you’ve fallen into this trap, please realize that this is not in service to your prospect and actually comes from a need within yourself to “get” from the client rather than to help them.

Always remember, if a prospect’s desire for change is strong enough, the money to pay for the change must also be present. You may have to help them find the money for the investment, but it HAS to be there.

If you went to a heart surgeon and he determined that you needed heart surgery, he would not assess whether he thought you could afford the procedure or not. He would tell you what you needed to stay alive, and then it would be your responsibility to follow his recommendation.

This is the same viewpoint you need to take with all of your sales conversations. Your job is to help them assess what they need and then recommend the fastest most effective way to get them there regardless of what you “think” they can pay.

Just Believe,®
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