098: Carl Gould - Get More Customers Without Compromising on Price
Carl Gould is an entrepreneur and business growth expert. Carl has built three multi-million dollar businesses by the age of 40, has mentored the launch of over 5,000 businesses and has trained and certified over 7,000 business coaches in 35 countries.
Why should you be ‘obnoxious’? To give you a little bit of a background, Carl became very, very good at listening to customer complaints about the industry he was in. He also leveraged himself in such a way where he was constantly adding value (by doing the exact opposite of what his customers hated), and his pricing reflected that.
In fact, his pricing was obnoxious. It was so obnoxious that a potential client vented to him about how ridiculous his pricing was… and then he handed him a check. Carl was confused at first, but after thinking about it, the client wasn’t actually mad at Carl.
The client was mad at all of the other contractors who had failed to meet his expectations and he was hoping Carl was different. The client was willing to pay what he paid (although he wasn’t happy about it) because of Carl’s high-quality services. Carl listened to his client and was able to address his most painful concerns right away. He added obnoxious value, and with that came an obnoxious price.
In your obnoxious offers/services, you also want to establish a nonlinear benefit for your clients. Ask yourself, “What can I bring to my clientele that has nothing to do with my service?” Create a path for your company so that your best clients can actually be treated like your best clients.
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Resources:
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TWEETABLES:
“My fundamental premise is to get as obnoxious as possible, not just in price, but also in value.”
“The reason why I was hired was I addressed the top-of-mind concerns of the client.”
“Have you, as a company, created a path for your best clients to really be your best clients?”
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Scaling Up: How a Few Companies Make It...And Why the Rest Don’t, is the best-selling book by Verne Harnish and the team at Gazelles, on how the fastest growing companies succeed, where so many others fail. My name is Bill Gallagher, host of the Scaling Up Business Podcast and a leading business coach with Gazelles.
We help leadership teams to get the 4 Decisions around People, Strategy, Execution, and Cash right so that they can Scale Up successfully and beat the odds of business growth success. Our 4 Decisions are all part of the Rockefeller Habits 2.0 (from the original best-selling business book, Mastering the Rockefeller Habits).
