How to Sell a Burger for a Million Bucks (Or Your Stuff for Slightly Less)!
By Kevin Nations Posted on Oct 05, 2009
How much would YOU pay for a Burger? I’ll bet that you’d pay a WHOLE LOT MORE than you think! And the crazy lessons I’m gonna share with you in this story about BURGERS will shift your business FOREVER…
Oh yeah!
Since just about every client I’ve met always thinks they’re gonna be ‘the one’ who can’t raise their prices, I run into resistance around people reaching their Ultimate Value nearly daily. You know- just like some of your fears right now. “But I work with Coaches – or Artists, or prospects in Sheboygan or whatever name you’ve given to defend your decision to be small.”
I can’t think of much more of an “in the box” (ok, bad pun) product than a BURGER!
I mean – really – how much can a Burger really be worth?
When i ask groups about this I usually get something along the lines of five dollars or so. And lots of eye-rolling. Kevin, you don’t understand, we don’t have anything to do with BURGERS, we sell a high-end line of Consultatively Researched Analytical Practices. (yea, I bet you do!)
So, the TYPICAL price raising gigs go something like this…
Ensure yours is ORGANIC! (note to reader – raise the QUALITY)
New price = Eight Bucks
Try selling a triple decker with sixteen toppings and TONS of Fries (Even extra fries like Five Guys)
OK, Twelve Bucks – (Raising the amount of STUFF and Add-Ons – know anyone who does this?)
How about selling our Burgers in a sit-down joint with White Linen napkins and someone to scrape the crumbs off the table-cloth every five minutes with a live Pianist playing Debussy?
Twenty Five Bucks? (Hmm, fancy Packaging or Exotic Locations for your ‘Soirees’)
I can go ON and ON – and I have live. What usually happens is that- somewhere between fifty and a hundred bucks – all the ‘marketing’ and ‘branding’ ideas stop changing the audience’s mind and we’re at a stand-still on selling this dog-gone Big Ticket Burger!
Or are we… ?
Imagine – your client is IN THE DESERT!
Three days away from food… Knowing he has TWO DAYS without food to Live!
And this BURGER is his Lifeline! What’s the value THEN?
The most comical response I’ve gotten when I’ve posed THIS question about value was yelled out from the back of the room “I’ll pay $1.2 Million for that Burger and I’m a vegetarian!” Now there’s someone who really values their LIFE! Interestingly enough – nobody looked at him like he was crazy! The ‘eye-rolling’ wasn’t going on anymore!
What does this crazy story have to do with YOUR Service?
Some people are so darn busy piling on condiments, add-ons, improving the ingredients – finding better and better venues from which to peddle their ‘STUFF’ – their TRAININGS, COACHING, BLAH – BLAH – BLAH!!!
That they get stuck in a rut of Value wondering WHAT IS MY STUFF WORTH?
(not very much when you look through your current cash-flow goggles, huh?)
Howeverrrr… When you begin to understand the PAIN that your market faces – the specific impending doom that they will experience if they don’t get the benefit of YOUR CONTRIBUTION – then you can begin eliminating all that unnecessary talk about your silly burger…
And focus on ‘Freedom from Hunger’!
When I asked the dude who made the $1.2 Million dollar offer for my burger just how important all the Condiments, the Organic Ingredients, the ‘TRIMMINGS’ were to his purchase – he replied – JUST TOSS IT OVER AS IS, I’M STARVING!
I wholeheartedly recommend that you invest significantly in ensuring that you deliver the ABSOLUTE BEST service to your clients. Unfortunately, when you’re focused on solving your prospect’s PAIN, you don’t get to brag about all the ’stuff’ you’re throwing in! (Nope, not even a little bit!)
They’re too starving for the darn BURGER!
Moral of the story is – stop focusing on the C.R.A.P. (short acronym for Consultatively Researched Analytical Practices), Diagnose your Prospects PAIN, tell them you can Solve it and then SHUT UP!
And THAT, Boys and Girls is how you sell a Burger for a MILLION BUCKS. And – how you can sell your ‘Stuff’ for any price between zero and there… It really is YOUR CHOICE!
NOW FOR A BIG BIG ANNOUNCEMENT!
PS – I’m announcing the BIGGEST opportunity of my six-year online career here NEXT WEEK that will teach YOU how to make your prospects CRAVE your service like a starving man in the desert… Stay ESPECIALLY TUNED because you don’t need to be hungry for well-paying clients ANY MORE!
Now (regular readers know what’s next) – GO IMMEDIATELY and improve this blog post by commenting to the right! Don’t be a info-voyeur, put your two cents in for us all to read! Also – share this on facebook and twitter so other hungry game-changers can get the ‘meat’ of this message and create a SWARM of hungry peeps to THEIR stuff as well…
KEEP IT FUN!
uberVU - social comments
Feb 27th, 2010
Social comments and analytics for this post…
This post was mentioned on Twitter by bobcrawford: RT @KevinNations How to Sell a MILLION DOLLAR BURGER KevinNations.com http://is.gd/3YZNa…
Anita G. Wheeler
Nov 4th, 2009
Kevin,
It’s ALWAYS about “mindset”. What is it we TELL ourselves about ourselves (that little “monkey mind” is always going). We get that value thing mixed up with our worth and with what we have to market to the world. The REAL key is the FEELING. What is it we FEEL about our product/ ourselves. Learn to SHIFT the feeling which will shift the mindset and shift the results.
Great blog!
Jeff Herring
Oct 6th, 2009
Hi Kevin!
I really like the way you beefed up your blog with this post. But to get to the meat of my message:
Use this guys stuff folks, cuz it flat out works. (condiments sold separately)
Jeff
Elaina McMillan
Oct 6th, 2009
Damn! No mincing words here. I get it, I get it! And I’m SO ready to play. Here’s my declaration…I’m officially giving up the C.R.A.P. in favor of saving lives! I’m all in AND ready to keep it fun! Thanks for being an example of the marriage of intoxicating joy and distinct success. I so appreciate your commitment to your students and to service with a smile!
ashley
Oct 6th, 2009
Kevin,
Super post! And, getting the old ego in check helps this process a lot. It’s not about ME but about THEM.
Stage Hypnotist Simone
Oct 6th, 2009
To focus on the solution for the pain, we must at least FACE the pain. In fact, we need to engage our clients in fully experiencing the pain enough to never want it again. Now, the solution.
Stage Hypnotist Simone
Las Vegas
Tanya Smith
Oct 6th, 2009
Kevin – this is such a great post. My acid test when I’m playing ’small’ about pricing is to ask myself what the cost to my potential client is if they were to do nothing, and remain in their position of pain and frustration.
Keeping a close eye out for your big announcement next week – you come highly recommended by Bernadette Doyle whose mastermind group I’m in!!
regards Tanya Smith UK
John
Oct 6th, 2009
Kevin, when picking a price point it is so easily for us to let our subconscious fears and inadequacies jump up and show us examples of why we shouldn’t charge more – a very easy trap to fall into.
Obviously you focus on the prospects pain in crafting an offer. What other factors (if any) do you consider (market conditions, competitors, etc)?
Claire
Oct 6th, 2009
I have been thinking of doing this for a hiwle now and did raise my prices a couplke of months ago.
I am now looking at getting great results with a different niche to be able to attract those with money and pain instead of those with the pain but no money!
Claire
Brenda Hyland
Oct 5th, 2009
Kevin – I despise “the condiments”. I find it cheapens the purchase of the hamburger and actually diminishes its value, as though the burger isn’t enough!!!
Love looking at things through your “eyes” – its REFRESHING
Thanks for sharing
Brenda
Kevin Nations
Oct 5th, 2009
You’re right Brenda. I’ve been to some of the nicest restaurants in the WORLD and their food is always presented SIMPLY, ELEGANTLY and in MUCH smaller portions than the “Masses”!
Some people understand that you can DILUTE excellence down to INSIGNIFICANCE!
John Jaworski
Oct 5th, 2009
Funny how we often get so busy talking about ourselves and “The Wonder Of Being Me” That we forget to talk about them (The Clients).
As Gary Halbert used to say, the most important thing to have when striving for a successful restaurant – a starving crowd!
Great stuff Kevin – Thanks!
John
Kevin Nations
Oct 5th, 2009
Uhhhh Yep! You nailed it John!
Maria
Oct 5th, 2009
Kevin,
Wow, I have been working so hard to help people understand what makes us different. When I should be focused on their pain!
Thanks!
Kevin Nations
Oct 5th, 2009
Ha Maria!
You’ve got it! The road to ATTRACTING CLIENTS doesn’t have a layover at ADMIRING FANS…
K-
JennyAnnCohen
Oct 5th, 2009
Hey Kevin you just made me crave a burger!
I am searching to find out what is my contribution in the world,
I am hungry for someone else to see what that is in me so I can eat!
I am strarving. In one of your videos with Lisa I saw you sell your
$20,000 and then your $100,000 to find out the answer to this
question. Was that a Hamburgular? Talk about value, It was the
biggest lesson I ever saw in understanding need and having the
answer. The big chunk! Looking forward to BIG ANNOUNCEMENT.
With hamburger breath! JennyAnn Cohen
Kevin Nations
Oct 5th, 2009
Just an FYI – the ‘BIG ANNOUNCEMENT’ is NOT that I’m opening a Burger Chain… (just in case you were wondering)
Francesca
Oct 5th, 2009
If the seller doesn’t believe in their product or service or themselves for that matter it doesn’t matter what you’re selling.
Kevin Nations
Oct 5th, 2009
Can you elaborate Francesca?
Debbie LaChusa
Oct 5th, 2009
Once again Kevin you have shared something that NO ONE else is talking about … BUT that makes total sense. It really is all about getting to the “meat” of what you are selling. OMG, did I just make a horrible pun?!
Love your stuff and your creative way of expressing it!
Debbie
Kevin Nations
Oct 5th, 2009
Hey Deb – We’ve GOT to celebrate with a BURGER in Maui next week (There, I got to mention going to Maui next week! I’m quite geeked!
Kathy Holdaway
Oct 5th, 2009
Hi Kevin,
Simple, to the point, with a resolution that is targeted to their pain. You can’t get more clear than that. This is very helpful as I craft my core message. I believe we put ourselves in “overwhelm” when we try to offer too many solutions. You may be able to solve more than one problem, but what is a burger in a desert if you don’t have any water? Thanks for sharing your great wisdom and your awesome heart!
Kathy
Kevin Nations
Oct 5th, 2009
Thank YOU Kathy!
Linda Welch
Oct 5th, 2009
Kevin,
I love the concept of discovering “the one thing I’m created to sell!”
I totally agree that the add-ons aren’t necessary – in fact, when people list the $5000 worth of bonuses I’m going to get – I don’t even read what they are because I know I’m not going to look at 99% of them!
I’m totally looking for how they’re going to solve my pain – and that’s what I pay for.
AND what I need to continue to discern about MY offerings!
Can’t wait for next week!
Linda
PS – LOVE that tag line today: Your Ambassador of Fun (and Piper of the Funds to get there)
NJ
Oct 5th, 2009
Catchy header with the “beef.” And…often the challenge for me is getting people to trulyl listen and trust that you do have a solution to their pain.
Kevin Nations
Oct 5th, 2009
Hey NJ… Just an idea.
(Spoken in all humility)
98.4% of people who “Can’t get people to listen” haven’t truly listened themselves!
The other 1.6% – well, same answer!
Mike
Oct 5th, 2009
Hey there Kevin… I do believe this could very well revolutionize my business and overturn a whole collection of assumptions I’ve made, namely the CRAP.
If there’s a way to get to the prospects pain without being salesy or sounding like every one of my competitors, I’d like to know about it.
And kevin… although I run my own business, the third party administrator that I outsource to controls the pricing. I’d love to raise my prices… I’m just not sure how.
All in all… I’m with you!
Peace,
Mike
Dolores Hagen
Oct 5th, 2009
You really cut to the heart of the C.R.A.P. syndrome! Thanks for your insights and generous sharing in your blog.
Kevin Nations
Oct 5th, 2009
Thank YOU Delores.
Yeah, I don’t swoon at a lot of the C.R.A.P. that some P.O.S.E.R.s are spouting. (Oops, Proponents of Ornate Systems Empty of Results) – gasp! did I just say THAT?
Pamelah
Oct 5th, 2009
Kevin, could you sell a million dollar burger or veggie burger if you didn’t believe in the value of your product?
Kevin Nations
Oct 5th, 2009
Pamelah… If I didn’t believe in the value of it – wouldn’t sell it AT ALL!
I help people sell the ONE THING they were created to sell (and I can help them find that too!)
Sue Krebs
Oct 5th, 2009
Thanks Kevin! What a great post! As I’ve just started advertising a new class I’ll be teaching, this post reminds me that what I am offering IS worth the client’s investment in themselves. Without that investment, there is no return.
Thanks for shining your light on this path!
Kevin Nations
Oct 5th, 2009
Perfect Sue – Blatant plug to stay tuned as I have a SYSTEM coming to maximize the results of this process for you in a way that will BLOW YOUR MIND!
Cindy Gallo
Oct 5th, 2009
I love reading your blogs, Kev!! Keep em’ coming!
Kevin Nations
Oct 5th, 2009
Thanks Cindy –
Hey you and all the other cute people out there… Head over to http://Gravatar.com and put your pictures up so you can be seen here with something other than that ugly ole’ sideways G!
Ali Grace
Oct 5th, 2009
well, Kevin….Just yesterday, I was telling my beloved that I was craving RED MEAT…and I have stayed away from that for a few years now….Maybe I just needed to read this post….and my subconscious was sending me a message!!
This weekend I taught a class for women, called YOUR SENSUAL SELF….it was a HUGE success! This AM I received an email from one of the participants titled…OVERFLOWING GRATITUDE…as she expressed how she has changed her daily life in just 24 hrs after the class and is ENJOYING her life so much more as a result of what she learned about herself, her past limiting beliefs and began to re-connect to her SENSUAL self….it made me realize that I could have charged a WHOLE lot more for this class, as it truly solves one of the MAJOR issues facing many women today…
watch out for my new ads to find out exactly what that is…but I will give you all a hint….
It has EVERYTHING to do with EVERYTHING you experience in life…it is the CORE source of your Happiness and the LIFESTYLE and PEOPLE you create in your life!
Thank you for OPENING my eyes to the gift I have for the world…
See you in a few weeks!
Peace and love,
Ali
Kevin Nations
Oct 5th, 2009
I’ll drop my OWN hint to you (and anyone eavesdropping) – What I’m rolling out in a couple weeks is this post on STEROIDS and laid out into a simple system to create a CRAVING within your audience anytime you want!
giulietta nardone
Oct 5th, 2009
Super! And the best part of your post? Now, “shut-up!” A quiet confidence is what we all need! When we ramble beyond the “shut-up” moment, we do our biz selves in. “Shut-up” clinic, anyone?
Muse thx,
Giulietta, Inspirational Rebel
Kevin Nations
Oct 5th, 2009
Clinic? How about duct tape! Kevin
Faye
Oct 5th, 2009
As always, another wake up and smell the burger post!
The pressure is on… everyone around me is dropping their prices for “THIS” economy. I have not buckled and your post confirms that the value shows up in the pain and has nothing to do with the pricing.
Thanks!
Faye
Kevin Nations
Oct 5th, 2009
The economy is a re-distribution of wealth from the timid to the brave” – Paul Lemberg, another one of my AWESOME clients…
Judi Finneran
Oct 5th, 2009
Ok…so in other words, make sure they are hungry for you have to offer, correct?
Judi
Kevin Nations
Oct 5th, 2009
Or MAKE them hungry! Oh the stuff bottled up just waiting for next week!
Till
Oct 5th, 2009
Love this post, Know what you and your product are really worth. In my case the difference between a child with nightmares and a Mom up all night, or a healthy sleep for all and a blissful next day.
Thank you Kevin for reminding me about this. one gets lost among the trees and cant see the forest.
Kevin Nations
Oct 5th, 2009
Yea bro! BIG Forest full of people wanting to invest BIG BUCKS for BIG SOLUTIONS!
Hazel Palache
Oct 5th, 2009
Great Story Kevin. I love your posts. This is something I always teach my clients too. And, your posts always give me an extra kick in the butt to think even bigger.
Thanks for your brilliance
Joy and Blessings
Hazel
Kevin Nations
Oct 5th, 2009
Thanks SO MUCH Hazel!
Simon
Oct 5th, 2009
Fully agree
we use the same story about a glass of water. Amply put.
Cost and value are often misunderstood.
Am I worth £50,000 an hour..
Well if I can make my clients an extra £100,000 in that time what do you think
what was this blog post worth..
A few million by next week..
Probably..
Keep up the straight talking common sense
Simon
webtyrant.com
Kevin Nations
Oct 5th, 2009
Maybe you have a better story – Even vegetarians drink water. The only people I can think of who DON’T drink water are… addicted to Diet Coke!
Matches Malone
Oct 5th, 2009
Well, I’m still at a point where I’m attempting to decide what it is I should be selling. Hopefully I’ll figure out this first hurdle soon
Kevin Nations
Oct 5th, 2009
OMG – that post is coming VERY soon bro! I’ve already gotten it written…
Lynn Dorman, Ph.D.
Oct 5th, 2009
Thanks Kevin. Spot on as usual. I am going to finish my million dollar book for new parents by the end of October!
Lynn – the parenting201 expert
Kevin Nations
Oct 5th, 2009
Rock On, Lynn!
Lynn Dorman, Ph.D.
Oct 5th, 2009
Added this to the site
Here’s the title of my book for parents – [the book worth 1.2 million Kevin Nations dollars ]
You Can Totally Screw Up As A Mom And Still Raise Great Kids
[and my son says he will add commentary - uh oh]
Lynn – the parenting 201 expert
Caitriona Reed
Oct 5th, 2009
Thank Kevin
I recently saw a study on university graduates which correlated the academic excellence attributed to ivy league and high-profile universities not to the quality of the teaching there but to the higher fees charged, and the resultant leverage.
with thanks, Caitriona
Kevin Nations
Oct 5th, 2009
Thank YOU for the feedback Caitriona and for your video last week!
Dawn
Oct 5th, 2009
Kevin,
Wow, you rock! Thanks for such a kick in the butt and for your style! LOVE IT! Looking forward to your big announcement as well!
Dawn
Kevin Nations
Oct 5th, 2009
Thanks Dawn – think EPIC! Like how to make your peeps crave your ’stuff’ before you even offer it!
Gaj
Oct 5th, 2009
Hi Kevin,
It was an excellent post.
Just to contribute more to this amazing post I can add my two cents like this…
The first step to any big ticket selling is finding the hungry crowd.
in my opinion every entrepreneur and business owner should spend more than 60% of their time and resources for finding the hungry crowd and qualify them even before disclosing your offer.
looking forward to see more like this coming form you.
Regards,
-Gaj
Kevin Nations
Oct 5th, 2009
Imagine the Power you’d have Gaj if you could MAKE a hungry crowd… That’s what I’m about to teach you guys!
Erica Nelson
Oct 5th, 2009
Resistance, resistance, resistance! I just had to laugh at this post because this morning in my mastermind group, I was trying to picture people needing my coaching for a year and not just a month at a time (how I’ve always charged), and I kept RESISTING IT. I figure if I read a dozen more of Kevin’s posts and listen to all of the You Tube postings I might start to get it. LOVE THIS ONE!
Kevin Nations
Oct 5th, 2009
Consider then Erica this post is an ever-so-loving kick in the ham!
Scout Wilkins
Oct 5th, 2009
Right on, Kevin – love this story!
I totally agree with Catherine (above) – I have definitely watched the higher prices radically deepen the client’s transformation.
And there’s no question that no matter my intention to bring my absolute best to everyone, I clearly show up bigger and more committed when I add a couple of zeroes to the price tag that I’m charging.
Thanks!
Kevin Nations
Oct 5th, 2009
You DEFINITELY deliver HUGE value, girl!!! Keep it up
Pina De Rosa
Oct 5th, 2009
Brilliant!!
Posted on my FB – bon appetit!
PS: love the clever and very conversational writing style – it keeps it real and gives me inspiration as I am about to launch my blog..thank you
Kevin Nations
Oct 5th, 2009
Grazie Pina! Merci, Gracias, Danka!
Bob Crawford
Oct 5th, 2009
That’s great! It certainly made me think about my fees and price structures. It’s funny too, many marketers are afraid of raising prices, but I remember back to when I first got involved in online marketing… I was shocked to find simple ebooks selling for 27, 37, 47 dollars and more! But in the end it comes down to a simple question, how much would you pay to end the pain? If you have the solution to someone’s pain you can name your own price.
Peace,
Bob
Kevin Nations
Oct 5th, 2009
It’s MALPRACTICE in medicine to under-deliver. What about marketers solving SURFACE issues and not tackling the ROOT … HELLOOOOOO!
Catherine
Oct 5th, 2009
Great blog, Kevin! Clearly explains the concept of perceived value from the client’s perspective. If they hurt enough, they will pay for the solution.
Kevin Nations
Oct 5th, 2009
And PAIN isn’t always about HURT – but about finding the GAP for them
Catherine
Oct 5th, 2009
Hi Kevin,
LOVED this post, especially this part:
“Moral of the story is – stop focusing on the C.R.A.P. (short acronym for Consultatively Researched Analytical Practices), Diagnose your Prospects PAIN, tell them you can Solve it and then SHUT UP!”
Put new significance in my video!
I heard recently, “What, you don’t think that affluent people have the exact problem you solve?”
Of course they do. There are people of every income level who need our services. What I focus on expands. I choose to focus on those who can and do want to invest in themselves and in my services.
When I sold my first Big Ticket product, I was amazed at how easy it became to deliver my service. My client, after they gasped and then gave me their card number, worked my program with passion and of course got great results.
Was it the investment? Absolutely, she was determined to get her money’s worth and her RESULTS reflected her COMMITMENT.
WIth that commitment…the sky is the limit! We OWE it to our clients to LET THEM invest in themselves.
Thanks for the inspiration, Kevin!
Catherine
Kevin Nations
Oct 5th, 2009
Oh Yes, Cat – but so many of us just LOOOOOOVE to hang onto our CRAP!
It defines us (and holds us back as well!)
Robin aka EmpowermentDiva
Oct 5th, 2009
Incredible as usual Kevin.
You’ve given us freedom to sell our products/programs/services at the price we deserve within the scopes of how well we’ve identified the customer’s pain and provided the solution our conscious should be free as we offer this life-changing solution to our client/prospect .
Kevin Nations
Oct 5th, 2009
Thanks Robin! it IS Life Changing!