Ascension Sales: Solve Rich People Problems · 🇺🇸 Skool IRL: Texas

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Ascension Sales: Solve Rich People Problems

This is how i went from averaging $5k cash collected on sales calls, to closing my first $20k PIF.

I've been doing sales for over 8 years now, selling everything from door to door, to high ticket coaching (previously a closer)

But on last weeks sales call, I closed a $20,000 cash up-front paid-in-full sale plus a 20% performance fee and I didn't have to sell him.

It was honestly the easiest sales call of my life. It just felt effortless.

So I'm going to break down the components that led to this sale being one of the biggest deals I've ever closed in my life, and how to repeat the process again and again in the future to make sales like this effortless.

And there's one theme that I found that makes sales effortless - it's this:

Solve rich people problems.

The client that I talked to last week makes over $400,000 per year. His biggest problem was that he doesn't have enough time because he works 60+ hours a week.

For this type of customer, it's not about making them more money or a higher ROI. It was all about getting the time and effort cost down to zero.

Just to give you some context, this client is already an algo trader. Like he has his own portfolio of trading algorithms that are automated. But the maintenance of upkeep for that software costs him 5 hours per week. My product has about the same result that he's already able to do.

But the difference is I took all of that time and effort that he's doing right now and I am boiling it down to zero.

Saving 5 hours a week for 52 weeks doesn't sound like a lot, but this client makes $400k+ per year. 100 hours of his time is worth $25K a year. I was able to raise my price, by simply changing who I help. Instead of what I do.

If I were to save 5 hours a week for someone who worked at a coffee shop, they might not pay more than $50 for that.

But because of who this person is, because his time is more valuable, he doesn't want to spend that doing the maintenance. And basically what my product or service solves is it takes care of that for him, saving him the time and stress of having to manage that thing himself. Even though it might not give him better results that him doing it himself.

In the industry that I'm in, what I'm seeing all my competitors do is they just promise a higher ROI. My competitors will say they can get 100% return, and then the other competitor will just say a higher number and say I can get you 400% return per year. That's what everyone in this industry does. They just try and promise bigger.

For the longest time, I was having trouble figuring out what actually sets me apart from all my competitors. Their products take a few weeks to set up and have a learning curve.

None of them had both a seamless onboarding experience and zero ongoing maintenance when it comes to time and effort required. So i made mine literally zero time and effort required. A 1 email setup. Everything else is handled as a white glove service.

What I found when I'm designing my product, is that there's something so POWERFUL about having a zero cost when it comes to time and effort from clients using your product.

During my 18 month product development phase, I was so focused on solving the wrong problems. I thought that if I just made my product get clients better ROI, they would pay more and I can make more from each client.

But in reality, the clients didn't even benefit from improvements to ROI because it was too hard to stick with the program. So they fell off after the first few weeks and got no ROI at all.

They didn't use the product long enough to experience the benefit because it required too much time and effort on their part. I realized it need to take stuff off of their plate, not add more.

And to be honest with you, I prefer this way.

It's way easier to solve a small problem for a rich client than it is to solve a big problem for a poor client.

The biggest unlock that I think I had was I thought about what problem is the type of customer having that could afford my services. I wanted to charge $25k to $50k in that range, and the type of person that would be able to afford that would have to be making over $400,000 a year.

So that immediately narrows down my customer demographic to someone with $100k+ in liquid capital. (I actually have to raise to $300k+ soon now that I'm talking to ACQ AI).

And the crazy part is when I put a qualifier that there's a $100,000 minimum capital requirement. I actually had more interest and more clients and higher-quality clients reach out to me than before when the minimum requirement was only $50,000.

So what's really interesting is that when I added friction, it made the right type of customer more interested in actually reaching out, which is very surprising because intuitively I thought it was the other way around. That's if I added more friction, there will be a lower volume of leads, which may be true overall. But at least to the leads that I had access to, there was a higher interest when there was more friction.

That's the 2nd most valuable tactic btw: More friction means more and better clients (counterintuitive!)

And to look at this from another angle, the leads that I had who were less qualified (who didn't have $100,000). When I told them about the minimum capital requirement, they turned up their nose at it and said, "Oh, I would never sign up for that service. I would never pay that price."

I thought to myself, "Well, good." This isn't the client that I would want anyways. Because I had true scarcity around my capacity, (like I really could not help more than 3-5 people with the service due to liquidity constraints. And because it was so white-glove, high-end, and concierge).

Turns out turning down lower quality customers actually made it easier to sell high quality customers because it gave me more conviction to sell at $20k+

Even though I had never collected $20k PIF before (most I had done before was $15k PIF), my conviction was so strong that I didn't even stutter. I actually felt that I was underpriced. I didn't have my call script pulled up, went off topic for 5-10 mins at time. And still 1 call closed $20k PIF.

3rd most valuable tactic: Conviction will fix 90% of sales issues.

The surprising thing to me is that all of the components of this product or service I had known about for over two years because I had read about it in the "100 Million Dollar Offers" book by Alex Hormozi. The four components being:

1. Dream outcome

2. Perceived likelihood of achievement

3. Time delay

4. Effort and sacrifice

The reason why this sales call was so effortless and also I had closed the largest cash amount collected ever in my life on this deal was because the problem that this offer solves is all focused on the bottom half of that equation.

Old product:

Time delay: 4 to 8 weeks of training.
Effort and sacrifice: 5 to 10 hours a week of hard technical knowledge.

New product:

Time delay: 7 days.
Effort and sacrifice: 1 email setup.

Just like how in math, any fraction divided by zero is infinity, the same principle applies here in business.

When you're making an offer to a client, you want to remove any time delay, effort, and sacrifice—especially for me and my product. The ongoing effort and sacrifice of the old product was taking 5 hours out of this person's life every week.

If I could remove that completely, if I could just delete that from his experience, that is the reason why I was able to charge 5-10 times more money for honestly the same product.

I just took the existing product code, packaged it up in a way where it could be done with zero ongoing time and effort required. And that's how I was able to charge $20,000 up front plus another 20% performance fee (compared to before I was only charging $5k-10k/year without a performance fee).

And what I've realized is for the best clients—the ones that you want to work with, the ones that are easy-going and pay you fairly—the best clients that you dream of having. They're also the ones that will pay you the most if you can solve a tiny little problem for them that they haven't been able to solve themselves.

TLDR; The secret to becoming rich is to solve rich people problems. And the way to solve rich people problems is to help them solve a problem in their life that's taking up time or effort on their end and helping them reduce that cost from a 1 to a 0.

P.S. The tactics: