Clay breaks down why people buy 101 and what you need to do if you want to sell something (products and services) to humans on the planet Earth
FUN FACT: “If the consumer economy had a sex, it would be female. Women drive 70-80% of all consumer purchasing, through a combination of their buying power and influence. Influence means that even when a woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchase.” – https://www.bloomberg.com/company/stories/top-10-things-everyone-know-women-consumers/
https://www.walmart.com/ip/Garth-Brooks-Limited-Series-Box-Set/858118
Speaker 1:
You have questions. America’s number one business coach has answers. It’s your brought up from Minnesota. Here’s another edition of ask clay. Anything on the thrive time business coach radio show.
Speaker 2:
[inaudible]
Business Coach:
yes, yes, yes. And yes it is five 44 in the morning as we record today’s show about how to launch a limit, limited edition clothing line. How to launch a limited edition clothing line. Well I’m going to first start off by breaking down why people buy. There are a few primary reasons why people buy. I’ll break down the top six here. There’s reasons why people buy. Um, and again, I am missing my amygdala so I don’t get it. But I get it. Like I don’t personally buy anything for these reasons at all. But I do find that this is why people buy. So if you’re listening today and you’re an entrepreneur, most entrepreneurs don’t buy things because of these reasons. So when I teach this to entrepreneurs, they say, well that’s not why I buy. And I’m like, I know. Cause you’re an entrepreneur, which means you’re a sick freak.
Business Coach:
The average person does not wake up before 6:00 AM and you do, which is why you are an entrepreneur. So the average person doesn’t have the dragon energy needed to start a company. And so therefore you probably, you might not relate to these reasons why people buy. So here we go. Reason number one, people buy because everybody is buying. This is very interesting, the herd mentality. Uh, we have a conference in December, our December conference as of Friday, uh, Julian forming, we have 38 tickets left, 38 tickets left. And John, because there’s so many people coming, what’s going to happen? It’s going to get crazy. It’s going to get rowdy and what else? It’s going to be awesome. What else? Everybody wants to go right. It’s so stupid. It’s so stupid. I met a client the other day that asked me, they said, Hey, Hey, how many people are coming?
Business Coach:
This was in October. We just had the October conference. And I said, well, so far we have six people confirmed and me, Nope. At least seven, seven. And they’re like, Ooh, it’s God’s number. And they’re like, well, I don’t know if I can make it this client. True story. I don’t know if I could make it talk to them. A couple days ago, they call me up, Hey, Hey, Hey, Hey, Hey, Hey, Hey, Hey, Hey, Hey, Hey, Hey, Hey. How many people are going? I said, right now there are over 200 people confirmed and they’re like, Oh, well I’ve got to get a ticket. How many are left? I said like 41 Oh, let me give you a card right now. What is that all about? I think this happens for anything. Birthday parties. Parents will call me. Hey, Oh, you’re having a birthday party pool party in the backyard here.
Business Coach:
How many? How many kids are coming? I’m like, all of them. 50 60 just crazy kids. I don’t even know he’s here to pick on it. Let’s make a bill festival of lights. Oh, well we’ll be there. Now if I say, if they say how many are coming? And I said, well, we have five confirmed. Nobody shows up. Crickets, not even those five. What does that all about, Jason? Why do most people buy it? Cause most people buy. Why, why people like to be included. It’s the same reason why when people get off social media, they have anxiety attacks. It’s fear of missing out or FOMO stuff like, Oh, if they’re doing it, I should do it. It’s a popular thing. So I want to be a part of that popular thing. And this is what I don’t understand. I don’t understand this. And maybe Devin, I want you to be my therapist is where you can help me. Okay. So, um, this past weekend, um, I’ve been down here in the man-cave working on some stuff, working on a song and then working on, try to lay out what the new building’s gonna look like and just this kind of stuff. And so I’m listening to, um, my, my playlist, my, and there’s songs that I like. Okay. So this is the song I’m listening to right now. Okay, here we go. Right?
Speaker 4:
Love us on, by the way, this is a rocket tier. Jonathan was Tony, but it’s the beat box in piano. Verse 10. Here we go. Awesome. Matthias movements. We’ll play 30 seconds of Frank music on the keys. Love this one. This one’s called rock. Go with me. Fizzle. [inaudible] we’d shoot the original version. Tedder saves the hub closure. [inaudible] with you. [inaudible]
Speaker 5:
[inaudible]
Speaker 4:
Buckingham
Business Coach:
the beatbox. It’s going to be sick.
Speaker 4:
Go. Here we go. Go
Speaker 5:
[inaudible]
Business Coach:
rocket tier. Live at the cherry.
Speaker 5:
[inaudible]
Speaker 4:
but here we go. Go where we start. Nobody knows so well we call, we don’t need bros where we stop til Friday toes to the stars. If you really wanted cat, cat,
Business Coach:
no, I don’t care what’s popular. I’m listening to this song cause I like this song. Furthermore, whatever’s popular I usually don’t like. So like as an example, people say clay, he says in his star Wars. No, but I’ll go see it when I want to. Yes. People say, Hey, another example. Vanessa says, why don’t you like concerts? I might cause I can pause it at my own house and the drunk guy’s not near me and other people aren’t near me. I like that. I can pause it in my house and my favorite concerts are when I’m just be alone. Cause I take notes too. Whenever I watch things, I’m always taking notes. I can’t take notes at a conference or at a concert. But again, most people, they listen to the same music, which is why it’s called pop music, you know. So, uh, John, you’re, you’re, you’re like this, you’re very much counter and counter-cultural. You don’t really care what’s popular. You just kind of do whatever you want to do. Right. But most people don’t. It’s like people want to, uh, another song I was listening to this weekend and again, I’m just telling you I’m listening to this is George Michael live.
Speaker 6:
Oh this song is great. This song should be number one on the charts right now. Should we top in the world right now? We top in the world. So great. I’m going to play a part. It just blows my mind. Oh yes.
Business Coach:
George. Michael’s voice is so smooth. Listen, this
Speaker 2:
crazy.
Business Coach:
Why are you listening to the live versions of George Michael? Cause live versions are so good and the far East moving on your weekend.
Speaker 2:
Cause I’m working on crap. I have no FOMO at all. I didn’t leave my house at all yesterday or this room. I was down this room until my kids got home.
Business Coach:
You say, why? Why are you telling us this? It’s because most people are not in there. Ma, I’m in my ma. This is the great irony. I found that the people who lead things prefer to not be led. It’s interesting cause like I don’t ever leave my man cave. It’s just interesting. You would think like, well how did you get your subscribers up? Pop people ask me, do you do pass out flyers around town? No, I never go anywhere ever. Why? I don’t know. But most people do want to go places. Most people want to do entertainment, dining and retail. They view it as the same. Uh, the same idea. Entertainment, dining and retail, entertainment, dining and retail. Jason, why do people go to entertainment? Dining and retail all is one conversation. And you’re in your opinion, in my opinion. Um, I think they all go hand in hand because they’re all purchases.
Business Coach:
But a lot of that is also kind of like advertised and hype the same way. Um, there’s a research paper that Maurice Kanbar told me to read. It was called the Brookings Institute and it’s talking about the rise of, of innovation districts and in the downtown districts and urban renewal. And it talks about how entertainment, dining and retail is absolutely what causes downtowns to be rejuvenated. And again, John, what if you had a bunch of retail stores downtown Tulsa, but there wasn’t places to eat. What would happen? People wouldn’t go shop there. Why? Because they’re looking at, everybody’s looking for something to do, right? So they want convenience. They want something to do, they want something hip, they want something to talk about. That’s all people are looking for. So again, you want to make entertainment, dining and retail part of the same conversation. So for our listener right here, one, I would recommend that you draw a crowd.
Business Coach:
So if you have a band in downtown, broken arrow live band outside, Jason, what happens? People will be like, Ooh, what’s going on? I’m fine. I’m just walking around downtown, broken arrow on a Sunday and I hear somebody drumming, I’m going to go see what’s going on on a Friday or Saturday. Devin, you live near downtown? Broken arrow. Yeah. Have you ever been downtown broken arrow? Like to walk around with your wife? Um, a couple times. Yeah. Has there ever been live music? Uh, not the times that I’ve been out there. Okay. I, I’ve seen it like for a st Patrick’s day they’ve had live music and stuff like that. But again, live music creates a buzz. People want to go, well what’s going on? Yeah. So you want to get that entertainment going. That would be step one if possible. If it’s affordable, pick a Friday night or a Saturday night, have a live band to serve hot cocoa, draw a crowd. That’s, that’s, that’s a move that works. Cause people buy everybody’s buying. That’s just a thing. If you have a trade show, draw a crowd. It works. Move number two, people buy because they want to save huge amounts of money, which is ridiculous cause that’s the one thing you don’t do is save money by spending buying something.
Business Coach:
So again, as an entrepreneur I like saving money. I hate spending money, I hate it. I do not like it at all. I do not like it. I do not like spending money. I don’t want to go to things cause it involves spending money and I don’t know, I just don’t, I don’t like spending money. But a lot of people like to spend money to save money. Jason, have you seen this? Devin? Have you seen this phenomenon? Oh yeah. When you go to Walmart, does it not say save 70 cents? Yep. Everywhere. When you buy a TV, does it not say save $40 save 50 let’s go to bed, bath and beyond right now, bed, bath and beyond. I’m going to their website right now. I’m going there right now to find myself. Oh here it is. Oh nice. This is good. So right now, 20% off, it popped up right on 20% off.
Business Coach:
If I this, this offer is only valid for 48 hours. All of my clients need to go there right now and check this out. It says only valid for 48 hours and every time I go to bed, bath and beyond, it says for 48 hours because it’s the same no brainer. It never stops. John, why does this move work? Well, yeah, people are always looking for savings. And so like you said earlier, it’s very funny that they’re like, Hey look, I saved $40 by spending money on these towels. Well, if you didn’t buy the towels at all, you wouldn’t like that’s even more of a savings. But you know, that’s besides the point, it’s perceived savings. Look at the counter. Are you seeing the counter on bed bath and beyond? Jason, you stick counter on bed bath and beyond.com one day, 19 hours, three minutes, 54 seconds.
Business Coach:
Isn’t that funny? Is that great? I mean that this is, this is how retail works. So for our client right now, listening or somebody listening, you’d want to put a counter on your website that counts down. How many minutes are left. Yeah, sense of urgency. Let’s go to macys.com by the way, this is how online sales works and you say, but clay, clay, my special doesn’t end in 48 hours. I feel bad about it. Stop feeling bad about it. John. Another example on our website, we have a counter that counts down how many days into our conference. Right? Why is that a sincere move? Well, it just shows it. Like Jason said, it creates the sense of urgency. It creates a need to make an action, but it actually is a countdown to when the conference happens. Right now, this on Macy’s, go to macys.com Devin, are you seeing this on macys.gov what’s what?
Business Coach:
What kind of calls to action? What kind of discounts do you see? They don’t have a sense of urgency, urgency to them. We have an ins Monday. Oh, extra 30% no, it’s Sunday and it ends on Monday. Every single time I go to macys.com they have a special ends Monday. Jason, have you noticed this before? Oh yeah. I’m also seeing their lowest prices of the season. Slow as 65% on bedding. Oh wow. Lowest price of a season. It’s not going to get lower. It’s not going to get. What else? Go to guitar center.com okay, here we go. Jason, what specials do they have there right now? Let’s see. [inaudible]. What day is it? It is. Oh Ooh. Come on. Weekly holiday. Doorbusters Oh, door. That’s another countdown. Okay. Three days. 20 hours. Three minutes. 22 seconds to get them while you can, and look at that.
Business Coach:
Look at the header. It says now through what? November 10th right? And what day is it now? November 10th no, we got to go get out of here. Let’s clear out emergency. We gotta leave right now. We got to head over to guitar center at five 56 in the morning. Is that door Buster? We gotta go. We gotta go. Wait. It’s a maximum discount. It will never be discounted more. It’s a maximum day guy out. We got to go, Jason. Yes. Think about this for a second. Think about this for a second. As I attempt to gather my mind cause I’m, I’m, I’m excited. I have cousins now, if you’re listening to right to the show right now and you’re my cousin, stop listening to this show because you know that I’m, you know that you’re not going to get a job and you, you know that you’re, you know who you are.
Business Coach:
Now, I’ve have a couple of cousins that are functional but some are dysfunctional and one of my cousins, this is one of my cousins who’s super dysfunctional. They cannot get a job. No, no, they cannot get a job. But you know what? They have time for what? The day after Thanksgiving. What do they do at midnight? Oh, black Friday. What? What do they do? They go shopping. Why? Because they’ve created this massive sense of urgency and crazy sales. And why? Because people buy into it. I mean, people do it. People get trampled over this stuff. It’s the same. I’m telling you again, this is why people buy it. I have never, ever, ever, ever, ever, ever, ever bought something because it’s on sale ever. I don’t care. In fact, I went into guitar center, I was like 20 years old. I used to go to guitar center and I’d buy like 20 grand of crap at one time.
Business Coach:
And my sales representative, his name was Joey shake, Joey shit. And then my new sales rep was David Brown, David Brown. I worked with David Brown from the age of like 23 to probably 30 23 like 27 ish. So probably four years there. And I would work with David. I’d go in there, I drive down to Dallas and I’d say, David, I want all the discounts here. I want to get as much discounts as possible. And he and I had a transparent relationship. He knew that I knew what the prices were and he knew that I knew the games. So the speakers, I’d buy these Yamaha speakers and it would say regularly $399 or something. And I would say I want it for three 25 and he’s like, okay. And I would just get discounts, everything cause he doesn’t matter. You don’t need to wait for these stupid specials if you’re buying a lot.
Business Coach:
True. I do the same thing with jewelry. You can just be really direct. Dr brick is in the studio. Dr Bragg. How are you sir? Oh, I’m excited. See what we’re talking about. Why people buy? Why do people buy? People buy because John, you’ve seen this before. Have you? Have you seen people, have you seen people buy just because there’s entertainment, dining and retail. Like they’re at the mall and they’re just buying because everyone’s buying. Have you seen this before? Yes. Jason, have you seen this before? Devin? Have you seen this before? Oh yeah. So you go downtown Tulsa over there by the Guthrie green. Oh yeah. You get yourself a on a Maka, a macchiato, a some sort of coffee latte thing. It did they have a Starbucks or something? Local brand. It’s more expensive. And some local brew. Yeah, they’ve got, um, there we go.
Business Coach:
Oh, I can’t come on gypsy coffee. Sure. They do have gypsy coffee. You’re over there. You’re walking around with a bunch of hipsters. It’s like what bike? It’s like 2000 people walking around. Especially if you go on the first Friday of the month. Really? Yeah. They have a thing called first Friday. Right? Okay. So you go there cleverly named. I love that you know these things. Okay, so you go there, you’re walking around, you got like your stocking cap songs. It’s cold. It’s a wool cap. Even if it’s not cold, but you have to worry as far back as possible. Is there live music playing downtown? Usually, yes, there is. Where’s the music coming from? So typically it’s Guthrie green. Okay. So then there’s that energy. There’s, there’s a mojo that says when you get that live music going on, uh, what starts to happen in your soul when hear live music? What starts to happen with your live, live music? Come on now. You get excited. You also get ’em interested. Do you wanna know? You wanna see what’s going on? Why? Because it’s different. Music is the best. It’s what happens. It’s so what happens is, John, again, you’re downtown. You’re, you’re calm. Right now. You’re not wanting to buy anything, right? Okay? But all of a sudden you’re downtown. You hear this, this way here,
Speaker 6:
let me get a gun. And you’re like, Oh, I need to, I got to resolve this 10 my wallet. I got a, let’s get a, let’s get a $7 machiatto. Let’s get up, let’s get to hot truck. The kids are passionate in the wind and then you get in there and you’re walking around like Williams-Sonoma and you don’t need a new toaster, but you’re like, well, you know the terminal and you’re going, well, I mean there’s an energy, but again, toaster’s on sale. Now let’s talk about the opposite of this energy. Okay? The opposite. This is when you don’t buy,
Business Coach:
it’s quiet in here. The library, nobody buys anything for nobody.
Speaker 6:
So you got to get that. Go get the energy going. You get the energy. If you don’t have the energy and your office, if you’re a chiropractor, a doctor, a dentist, a lawyer, get that music going because people want to buy and they hear me, so they want to buy, they want to buy John. It’s like, Oh, I’ve just, I want to buy. I don’t know what it is.
Business Coach:
Okay, so move number two again is people buy because they want to save money, which makes no sense at all because the number one thing you don’t do when buying and saving money, but that’s why people want to buy. Now move number three, people buy because somebody famous told them to [inaudible]. Now that is an interesting phenomenon as well. So what you want to do is go to your website. Right now we’re going to go to a bed, bath and beyond. Okay, let’s see the moves at work here. They’ve got a counter. We got one day, 18 hours and 57 minutes and 22 seconds to buy. We got to buy now. Are we going to macys.com we got the counter, the countdown. There’s that urgency. Now, what if we had Oprah chai tea? Have you seen that phenomenon? It Starbucks. Oprah. Oprah. What does Oprah know about caffeinated beverages? Nothing. Huh? Nothing. What do you mean? No? She probably likes them. Get outta here. She knows everything. What do you mean she doesn’t know anything about it? She’s an expert. She’s Oprah. She’s Oprah. I’ll give her that. Get out of here. Seriously kind of you to give her that you’re so negative right now. Listen, this is a Michael Jordan who by the way hit the number one thing he didn’t drink was sugar water. But let me cue up the commercial real quick.
Speaker 6:
Sometimes
Speaker 7:
you got to see that. Tell tele dream to be both
Business Coach:
sugar water. If I could drink sugar water
Speaker 7:
Mike,
Business Coach:
but if you want to, if you want to gain weight, you drink sugar water. That’s the key. They have the celebrity and the music right?
Speaker 7:
[inaudible]
Business Coach:
Michael Jordan. This Justin Michael Jordan is the, is the number one underwear expert in America. Why did John, is Michael Jordan wealthy? Yes. You think so? Yeah. He’s doing well. He’s doing well financially. Owns a NBA team. I think he’s doing okay. Okay. And uh, okay. And do you think that he is an underwear expert? Uh, of all the people I think of when I think of underwear experts, he’d be up there. Why do you feel like people buy Hanes underwear? Because Michael Jordan told them to, well, all, you’d be able to do what he does, right? If you buy them, here’s a commercial chance he’s playing billiards within their celebrity from the hit show friends in his underwear. This is what’s funny is do you think that the world, one of the world’s wealthiest people’s wearing Hanes? Do you think so? I mean, do you bet on that? I doubt it.
Business Coach:
I seriously, I think the pride of underwear, he doesn’t wear his Hanes. But again, why are people willing to pay $400 for a pair of Yeezys? Why? Why Jason? Because it has Kanye his name attached to it. Plus again, ever. It goes back to point number one. Everybody’s trying to buy them, but it’s like I’m was, I guess his sister in law. Which one of the genders is it? Who’s like the youngest billionaire in the world now? Self-made by the way. Oh yeah. If you ask her, cause I’ve made hot tick on the, on the self-made, everything that she has made her money on was, it was somebody who had a product who realized they needed to sell it and Kylie Jenner 21 is now worth a reported $1 billion according to Forbes. Right? Because they have a social influence. All of these companies that have her name on it now were started by other people and they were like, Hey, we can use her as a launch pad cause all of these little children and people on Instagram are going to buy it.
Business Coach:
Cause I mean I would say she’s probably not a makeup expert, but she has one of the highest selling makeup lines other more if you look up before and after pictures. She definitely did not get fuller lips as a result of using her makeup was a very negative. Today I’m wearing all black. So again, this is why people buy. People buy because everybody’s buying. Get that energy, that music. Okay, so Jason, on the action steps, let’s make sure we type this down under under 0.1. Get music going, get live music. Offer your, I offer people a glass of wine when they come in the store. Offer people. I worked with a jewel, a jewelry store back in the day and we offered a free glass of champagne. Get the music going, get the live music at the energy going. Okay. Move number two, people buy because they want to save huge amounts of money, which is a hilarious because that’s the one thing you don’t do when spending huge amounts of money people buy because somebody famous told them to.
Business Coach:
So get someone famous to say you should buy this thing. So, um, Devin, are you familiar with the fajita express? Hm. Can’t say that. I am. Why? What’s wrong with you? Because that’s not what it’s called now. What’s it called now? The George Foreman grill. There it is, but it didn’t sell at all for years. And then they said, Hey George, you are known for being overweight while being a boxer. Could you teach America how to make a lean green? I mean, lean mean, mean grill machine. The irony of that, a guy who struggled with his weight is teaching you how to be lean, how to be lean. And he wasn’t lean while recording it. But anyway, it worked. It worked. William Shatner, Priceline, right? It worked alright. And the next move was people buy because they feel they need to give someone a gift. So you can tie into that whole thing.
Business Coach:
On your head or on your website of like give your friend the gift of yoga pants this holiday season. Confidence. Confidence give you’re seriously though, is that and it works. Does it not? Yeah. I’ve never, again, I’m just telling you I’m a, I’m a bad, bad man. I’m a horrible person. I’m just being very transparent. I’ve never had that thought. I’m like, Oh look, look at that. I’ll get that for that person. Except for those yoga pants you bought Jason. Right, for confidence. But I never felt more confident. I want the listeners to get ready. Dr Brecksville ready to rock a rock at mic here. So get yourself psychologically prepared, but people going to buy them. Buy people a gift. I could gift card. What the crap is a gift card. Think about the, the, the, the ridiculousness of a gift card. Think about this. If I buy you a Dick’s sporting goods gift card, John, where do you have to spend that gift card? Dick’s sporting goods. So that, so I’m now dictating your schedule. You’re dictating [inaudible].
Business Coach:
Nice. That was good. But again, if I gave you Jason $40 of cash, said here for Christmas, Merry Christmas, here’s 40 bucks, where could you spend it anywhere. But instead I go to and give them my 40 bucks and they get me a gift card that you can only use it. Dicks. Stephanie and I were actually talking about this last night. It’s very funny. We oftentimes will buy people gift cards for the holidays and literally nobody ever uses them ever. And so I was making the joke this time I’m just going to go take the cards and just give them a, not load them with anything and they would never know. I’d be like, yeah there’s $100 on that one buddy. And they’ll never know cause they’re never going to use it. You were the only person I have ever seen a like for the Christmas party last year when you did, I’m the employee of the month and year and all that stuff.
Business Coach:
You gave everybody uh, American express gift cards so they could spend them anywhere or when we did our like review challenge thing. Yup. You gave them American express because you originally were going to do like math as brothers, right? Well I’m not going to make sure that there has been at one place cause they won’t. If you’re out there today and you’re trying to sell something, gift cards, one of the best things to sell it is so it’s like selling air. It’s like a, it’s, it’s like a, think about the value proposition. You’re talking to the customer and the customer says, so what do I get if I buy a gift card and you say,
Speaker 8:
here’s the deal, you can be $20 I’m going to give you back a piece of plastic and then you’ll never use it. I get to keep your, it tells me a great deal. I don’t know if it does sound like a good deal cause what if I don’t use it? You don’t use it. I get to keep the money because that’s all it takes and it’s a great deal. By the way, there’s a horse head in your bed.
Business Coach:
I mean it’s a move that works. It works. It just, gift cards are great. I love gift cards. That’s the move. That was how Warren buffet, by the way, first made you really got going. If read the book snowball, he started noticing that gift cards weren’t redeemed, so he got be invested heavily in the gift card business and made a ton of money. It is beautiful. It is just, Oh gosh. Is that an insurance is insurance is great. It’s like nothing but a piece of paper and a promise. I love it. Now the next bite, the next move here, the next move is people buy because they’re out shopping. Looking for something to do. It kind of ties into our first one, but you want to create something to do so if you put a big inflatable slide, John, you’ve seen me or have you heard the stories of this, but I worked with a retail store right across from the mall back in the day and I convinced them to put a tent out front of their store.
Business Coach:
You put them at 10 outside of your store and take all the, all the appliances that are in your store and move them outside under a tent and right. Put them. Put a big banner up that says, total blowout, right? Blow out sale. Why does that work when you take the appliances and put them outside of me, it’s a pain in the butt. Put them all on dollies, moving all the crap outside, putting it underneath the tent. You get a big inflatable slide out there. Why do we sell more when we do that? Well, it’s just interesting. You know, you’re breaking the mundane of people’s lives, so they’re driving down the road and they’re like, what the crap? Is that a giant inflatable slot? I have to go check out what’s so is your, you’re just picking the curiosity of people and they have to pull over.
Business Coach:
They have to see what’s going on. Now the next one here is that people buy because they’re irritated and they want to fill a hole in their soul. I find this a lot kind of a dark idea, but I find people a lot of times I’m like, well, since I’m depressed, I’m going to go on Amazon and buy myself a new, a new comforter because I’m depressed. I’m now going to max out my credit card at target and I’m going to go get myself some towels because I’m depressed. You see this a lot, John, do you not see people? This is drug therapy, therapeutic buying. You see people buying crap. They don’t need to impress people. They don’t know because they feel bad, which causes them to feel worse when they get the bill. Oh yeah. Why do people do that? John, you’re a psychologist.
Business Coach:
Break it down. Oh, am I? Well, why don’t you lay down on this couch? Whoa. No, I honestly have no idea. I don’t get this. Hey Jason, did you call my line by mistake? Um, no, it’s just people are just looking for something to do, take their mind off of things. Nobody wants to like actually face whatever it is that you know is causing them that problem. So they’re like, Oh, what should I do? Let me just go fill it with something. You know, I just need something to entertain myself, even if it’s for seconds. So what we’re going to do is we’re going to make this very actionable for everybody out there. But John, I’m gonna have to kick you out of here cause dr Brittany does that microphone right and you need your, you need your Sunday morning back. That’s true. So thank you my friend.
Business Coach:
And then dr Breck, you’re taking over the mic. The Breck is back. Uh, John, by the way, have a great Sunday my friend. You’re the man. Okay. So dr Breck, we’re breaking down these, these reasons why people buy and I really want to get into it because there’s somebody out there that needs, hear this. Okay. So again, we’re making this action. We’re going to get it, we’re gonna get into the action steps. So the six action steps people buy because everybody’s buying, right? So one on your website, I would have a countdown ticker on the website and Jason could pull it up for you. But on macys.com there’s a countdown ticker. There’s also a countdown ticker on guitar center.com. Why does that work in your mind? Well, when you live at the time, then people have to take action, then it works. I mean, yeah, you don’t want to miss out.
Business Coach:
You’re an entrepreneur though. Do you, do you tend to buy a lot of things because their total liquidation sales at Macy’s? No. See, every entrepreneur, I know we don’t, we don’t ever buy because these reasons, right? But everybody else does. So you’ve got to put on your website a countdown ticker that shows how many minutes until the special end. But there are those who would call me a little bit of a miser. I think every entrepreneur I know is calling. I think everybody who’s an entrepreneur is called a miser. Yeah. We all, what is a miser? A somebody who is focused on saving a tight penny pincher. Yeah. Oh, but to be successful as an entrepreneur, you have to be very tight on how you spend money. Gotcha. And very abundant on how you make money. That’s how you do it. You gotta put off offense and defense.
Business Coach:
Marketing and sales is offense, but defense is accounting and legal. Okay? So again, put a counter on your website. Now move number two, people buy because they want to save huge amounts of money. So a retail move, dr Breck that you’ll see with guitar center and Macy’s right now, we’ll go to guitar center.com so you can see it with Jason over there. They’ll take a product that could be sold. Like now you have a fender CD, six zero S C on the homepage, or an acoustic [inaudible] 20 watt acoustic guitar. Or you’ll see a road runner case of some kind. And it says it’s normally $799, right? But today it’s five 49 right? So to make it actionable, you can crank it up to Mark it down. Yup. Why does that work, dr Breck? Well, this is one of the things I’ve always laughed about because there’s a very famous retailer that’s large around the globe that tells you, you know, we’ll save you money by you coming to spend money, or it’s printed on the receipt.
Business Coach:
Here’s what you spent, you know, here’s $300 you spent, but you saved 55 and, uh, someone I loved dearly who, um, married me 18 years ago, she loves that. She’s like, but I saved 55. No, you spent 300 everybody in the list. Let’s put it out there. Everybody. Everybody out there embrace the reality. Let it let it happen. Embrace the reality. Fun fact. If the consumer had a sex, it would be female. According to Bloomberg. I’m reading from Bloomberg, Bloomberg, Bloomberg reports. If the consumer economy had a sex, it would be female. Women drive 70 to 80% of all consumer purchasing through a combination of their buying power and their influence. Influence means that even when a woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchases. You have to embrace it. This how it works. This is how it works.
Business Coach:
Somebody wants to fight me over this idea. You say, no, no, no, I’m selling to males. No, you’re not. No, you’re not. Yeah, so we go to, we go to a bed, bath and beyond.com these moves. They have a countdown one day, 18 hours, 44 minutes, Devin, until the veterans day sale ends. Oh man. And I would challenge the listeners to go to bed, bath and beyond every day. Go to the following three sites every day out there. If you want a retail store, go to these three everyday. Go to macys.com every day. Go to guitar center every day and go to bed, bath and beyond.com every day. And every day they will have a countdown special and everyday they will Mark up the price of something to sell it to you at a discount. So what do you do if you don’t have the ability to discount your product?
Business Coach:
Raise the prices and then lower them. It works. It just works. Now people buy because somebody famous told them to. Right? You can get people to endorse your product. A K a Priceline, William Shatner, AKA the fajita express, a George Foreman for nothing. Just a percentage of the sales. You can do that. Um, Devin, I think people think it’s, I think people think it’s not possible, but it is. Yes. Does it shock you that people, that this move works a little bit? A little bit. It’s pretty wild. Um, have you looked up before, um, the, the Forbes article or Brett, are you familiar with, uh, JCS, champagne? ACE of spades. No, it was okay. He has a champagne, it’s called ACE of spades. And it just put a link to it and Forbes find the article about Jay-Z’s um, secret champagne. Get ready to read that to us. But this champagne was a featured in uh, Jay-Z’s book or Jay Z is a video called show me what you got.
Business Coach:
And in that video he shows, cause people always bought, uh, by the beverages that rappers drink. And at the time crystal was the number one, uh, fun, uh, kind of of champagne. And so Jay Z decides he wants to make $1 billion. So he teamed up with antique gold, which made champagne, which was rated as a B minus champagne. It was being sold for 29 bottles, $29 per bottle. And the company was facing bankruptcy or they were shutting down the line cause it wasn’t selling. And so Jay Z simply change the labels on the champagne and started rapping about it in the video. Show me what you got. Jason, did you find the article? Okay. Read the article to us on Forbes. Tell us what the article is called and read the article to us. Yep. So there’s a link on the show notes, but it says the real story behind Jay-Z’s champagne deal, or you just want me to read the whole thing?
Business Coach:
All right. Earlier this week, media outlets around the world started trumpeting Jay-Z’s latest boardroom triumph. Jay Z buys Armand de brainiac champagne brand. Sure. Go for hope I pronounce that right. Keep doing a Blair at the BBC. Jay Z likes $300 champagne, so he buys the company. Problem is the piece of news isn’t actually news. As I reported in my JZ biography, empire state of mind, the Brooklyn born mogul has had a financial interest and Armandi [inaudible] inception shock. Who’s writing this article? By the way? This is Zack O’Malley. Greenburg, a thrive time show guest. He’s an executive, a writer up there at Forbes, and he has been a thrive time show guest. Continue please. So the real story begins way back in 2006 when Frederick Rosada, the manager of the company that makes crystal champagne put a great stopping foot in his mouth. When a reporter from the economists asked his thoughts about the popularity of crystal among rappers.
Business Coach:
Got it. Uh, what can we do? A reside replied, we can’t forbid people from buying it. [inaudible] meaning the hip hop world took the comment as a major slight, some synced racism including Jay Z. So he called for a boycott of crystal and stopped rapping about it. Later that year, a mysterious gold bottle appeared in his video. Show me what you got. The public was soon introduced to the new bubbly Armando brainiac named ACE of spades after its bold logo, or at least it was billed as new sort of representative from Ketty air. The French company that makes the champagne. I’m not going to beat you up on any of your front stations. You just keep going. I’m going to say [inaudible], the French company that makes the champagne described it as a one that was making its North American debut this year after enjoying success as a premium high end brand in France. It’s gold bottle a bore, a striking resemblance to antique gold. A brand discontinued by got here in 2006 priced at about $60 so it was once priced at 60 and JZ marked up the price to $300 yep. And started rapping about him. Now again, he got an ownership for doing that and he unveiled his love for this new beverage brand. This video right here, this is showing what you got.
Speaker 6:
Watch that video, put a link to it, show me what you got on the show notes and then if you go to the, let’s go to the, ah, I’m going to skip ahead here a little bit. Oh, here we go. So if you go to the three minutes, if you go to the three minutes right there, the three minute Mark, there it is. That’s how Jay Z made 310 million. There it is.
Business Coach:
There is that. If you go to three minutes and five seconds, that’s the sound of making $305 million. This Justin, that’s a sweet, sweet sound and people know he did it. This is common knowledge. Now people are still buying it. Right. Can I tell you a story about an American jackass? I’ll tell you a story. Sure. Years ago I worked with a person, not in Oklahoma by the way, fun story and he was really passionate about showing me his son’s new house. Now the guy who was my client, a good guy, uh, his son is American jackass. He was a second generation, came from wealth, kind of silver spoon kind of guy. And I went down and he wanted me to just show me his, his success. This is a guy who has never worked a day in his life and his, his daddy bought him a big old house and he’s to show his house and I just happen to be in the area and I went down there and he has a champagne room filled with these bottles and JZ is just laughing.
Business Coach:
Yeah, I mean Jay Z has got to be having a good time. Oh I’m not getting this guy. Probably had a hundred bottles in there. All this $300 a bottle, champagne. And I ended, this was right after Jay Z had taken over the brand and I was just like, Oh that’s funny. Cause if you were to just taking the labels off and put antique golden there, let me know. Again, people will buy when famous people tell them to buy it. All right, so now the next action item is people will buy because they feel the need to buy someone a gift. So you could do gift cards on your website. You pitched the idea of buy, what better way, what better way to say I love you this holiday season with a gift of yoga pants, right? It happens. People, dr Breck in your business, do you have people that buy each other gift cards for chiropractic care?
Business Coach:
And we do gift certificates. People do that and people do that. We definitely push them around this time of year with, you know, Christmas shopping for others. Um, you know, buying before the end of the year. Um, there you go. There are some things that uh, people may purchase on like a health savings account that isn’t necessarily something for themselves, but uh, that’s between them and their HR department. Okay. Now the next move here is people buy because they’re out shopping. Looking for something to do. I would organize an event now an event to make an event work one, you have to be in a retail location where people would want to go to like a downtown area. And then you want to get at, you want to nail down the entire experience. So Jason, put this on the checklist here. Okay. You want to have the sites be very intentional about the sites you need, like inflatables or big signage, a tent, something that draws attention. He decides the sounds. You’d live music, get the energy up, live music or a DJ sights. Sounds, smells, maybe pinion, wood, maybe some kind of smell, sight, sound, smells and something to eat. Because in Oklahoma people are looking for something to eat.
Business Coach:
Devin, have you noticed this? Oh yeah. In Oklahoma, people were looking for something to eat. That’s what we do. Why? Because it’s something to do. If you lived in San Diego, dr Breck, you live near the beach, what would you be doing? I’d probably be surfing. You know, people go to the beach in Oklahoma though, that we look, we look to the left to go, wow, don’t say you ocean over there. You look to the right. You know, I don’t feel an ocean over there. He looked right ahead yet. I don’t, I don’t see you. And you go, well, why don’t we get something to eat? Well, I’ll tell you, when you’re driving down the road and you see one of these, uh, kind of flatbed trailers that has the big barbecue grill, you want to know what’s going on.
Business Coach:
What are they doing over there? You don’t want a part of that. If you had a big smoker in front of your business, smoking meat, people want to know what’s going on. We had people come in for haircuts when we did our membership appreciation, we were literally just grilling for the guys who come in every single month. And we had people who were walking by the, you know, down the 91st nail shopping center and they’re like, Holy crap, this was awesome to hear. What are you guys doing? Like, Oh, we’re cooking for our members. You guys cook for people just because they get their haircut here. I was like, do you have any spots today? Sure. Hey, by the way, put that on the, uh, put that on your to do list. Let’s talk about on Monday. Yeah. I think we should hire one of the barbecue places to do a smoke meat in front of our, one of our urban stores.
Business Coach:
Dope. That’d be cool. Maybe not the one next to Burnco cause they’re already smoking meat on there. It’s like a smoke war. Now the final, the final reason people buy is he will buy because they’re irritated. They’re looking for a way to fill their a hole in their soul. Sure. So how do you do that? You make something exclusive. See you put on the site, only a hundred will be sold. Limited. It’s a limited time, Jason. It’s exclusive. Only 100 of these premium yoga pants will be sold. Only a thousand will be sold. It’s a collectors. Have you ever seen, uh, Devin? Have you gone to a Walmart during the holiday season and seen the Garth Brooks limited edition music? Yeah. You seen this? Have you ever bought it before? No. Get out of here. You have? I have not. No. Yeah, I was, I was more of a many years ago. Yeah. I was more of a Chris, it was at Chris Gaines.
Business Coach:
Oh yes. Let me, let me pull it up here cause this is, yeah. Now there’s like the eighth version of the limited box. I’m gonna pull it up right now. This is Walmart right now. Guys. Limited time. It says Garth Brooks, the limp, the limited series six CD box sets from 1998. There’s only one left. Jason. Jason, I’m putting a link on the show notes. You can, you can put, that would be great. You know, he was my first concert ever. Really? Yeah. I was four or five. And for some reason I thought that I was, I want to make sure the listeners understand this idea. There’s only one left at, at this massive Walmart. There’s only one in the whole world, in the whole world. The chances of that, just the randomness of there being one left. I mean, right. If you go on to Amazon right now and you do a search for business growth, why don’t you do that real quick, Jason?
Business Coach:
So that we, dr Brett can see it. Um, if you search for business growth, it’s gotta be in the books section. In the book section. You search for business growth. Um, you should see one of my books there. You see one of my books there. You should see my book there. You see, start here scrolling and scrolling and scrolling right there. Okay. And how many are left? How many are left? Uh, only one left in stock. That’s what I’m talking about. That’s what I’m saying. And I look at the world from my perspective as a business owner and I notice all these things and it just makes me laugh cause everyone’s like, there’s only one left. You better grab it now Amazon’s thought about all these things. Now the final action item you can do there, Jason, we’ll put this on the notes, is you got to get reviews.
Business Coach:
You got to get reviews. Now what happens, Jason, if you, if you don’t have reviews and you’re trying to sell something on the planet, well if you don’t have reviews and you know everybody and their mothers and grandmothers, which is surprising, are searching online during the holidays or whenever to buy something when they search you one, if you have a Google business like map listing, you’re not going to show up as much as somebody else. But also even if you do show up in rank, people are going to be less likely to choose to choose you if you don’t have reviews and somebody else does because you seem not verified or unpopular, right? So if you’re out there today and you’re saying, well clay, how do I sell something? How do I sell a retail product online? Those are the moves. Those are the steps.
Business Coach:
That’s how you do it. That’s how you sell things. And if you don’t do those things, that’s how you don’t sell things. So just embrace how it works. Don’t argue with me about the ethics of saying you have one left Walmart and Amazon. Do it every day. Don’t argue with me about the ethics of getting reviews. Don’t argue with me about having a counter. Don’t argue with me about raising prices only to lower them. These are all moves, but if you don’t use these brick, what happens if you like as an example, you’re a chiropractor and so many people who are chiropractors will say, clay, I’m a chiropractor. I listened to your show. I want to be the new dr Breck and I’m like, I want you to be the dude a new doctor. Breck, unless you’re in Tulsa, right? Cause you’re in Tulsa. I don’t want you to be successful.
Business Coach:
I want you to struggle. If you’re a chiropractor, I’m just kidding, but I’m done. I’m done. Femina. I don’t want you to start. I just want to do better. You can move to a different city and be fine, successful, but they’ll say, I want to be the new BRAC. Jason, you see this in our coaches meeting. People go, I want to be the new dr Breck. I hear about this guy and I want to, I want to do a deal. I want to do a no brainer, and I say, dr Brett, what’s your no-brainer? What is your no brainer? No brainer is a that you can come in and you can get a complimentary consultation, exam, x-rays, first adjustment, all at no cost, no obligation. And I tell people that’s what he does at the exam. The adjustment, the x-ray all for, for no money down, nothing. I like how Jason said a free 99 and then people say, okay, I know that it works for him, but Jason, what’d they say next? But my industry is different, or my favorite is it going to cheapen my brand? I don’t want to cheapen my brand. Right, and I would point out the best way to cheapen your brand brand is to not sell something.
Speaker 9:
That’s how you cheapen the brand. What’s funny about it too, it’s just
Business Coach:
like, it’s just in short summation when people say, Oh I want to be the next brick. What’s he doing differently? No brainer. Oh this is going to cheapen my brand. And then you ask Breck, Hey, how far are you booked? Seven weeks. How far are you booked up? Seven weeks in advance right now? Yes. It’s our, it’s one of our biggest issues right now. Does that make you feel cheap? It does. It does. I hate that. I feel so Chino, honestly it makes me feel bad because if you’re hurting, you don’t want to wait seven weeks. Can you share with the listeners out there, dr Breck about the growth you’ve had in the last two years because somebody out there is going, you know I want, I know any balloon, no brainer, I want to believe, but talk to them about the growth you’ve had in the last two years and then maybe a little bit about what life was like before that growth the last couple of years. Well going back to, I need to buy something cause I’m now depressed. Okay, what can I buy? What can I buy? Um, so yeah, two years ago, um, or a little more than now, um, life was not so much fun. I wasn’t making a whole lot of money, just kind of getting by and, um, you know, we’re, we’re helping people, we’re, we’re seeing some people, but, uh, we weren’t sure, weren’t seeing the numbers
Speaker 10:
that we’re seeing now when we didn’t have people waiting in line to come in and be adjusted. And so we’ve actually grown. Um, we’ve doubled. I mean we’ve, we’ve grown by a a hundred percent and then some, and, um, so yeah, we’re, we’re a loving life and, and having a ball and, um, now our problems are growth problems. They’re, they’re growing pains. And so, uh, we’ve kinda outgrown our facility. So really looking strongly. I think we’re going to make an offer on a building
Business Coach:
Lewis week this week it looks like, Oh, are you serious? This week? I’m serious. Beautiful. Yeah. Beautiful.
Speaker 10:
Staying in, staying in the central part of Tulsa. But, uh, yeah, looking at some, I mean part of it is we’ve had to really look at our strategy and see, uh, not only this move but we’re having to look three, four moves ahead. Um, which is a whole lot of fun cause we’ve done a lot of groundwork, we’ve done a lot of foundational stuff that uh, now we’ve set the platform for us to really grow and explode cause there’s so many marketing pieces that we haven’t even put into play because we have the issues with not being able to see the new patients as quickly as we need to.
Business Coach:
I find there’s going to be some listening out there listening today who is going to say, okay, okay, okay. Okay. All right buddy. Here’s the deal. I want to implement what you’re saying but I can’t find good people and we will tell them you should do the group interview and they go, I don’t want, the group interview is different for me. They say I want to do a hot offer but I don’t achieve in my brand with a no brainer. [inaudible] brick, encourage the listeners out there who are fighting back about doing the group interview to find high quality people and fighting about the no brainer. What advice would you have for them? So with the group,
Speaker 10:
the interview, um, what you’re doing is you are vetting those people on an ongoing basis and you’re finding great talent even before you have a need for it. And so when you do find yourself needing to hire someone or, uh, needing to let somebody go, you have the confidence knowing you have a, you’re not going to miss a step. You’re not going to slow yourself down. The processes are gonna pick right back up because you have quality people ready to go to work. And then also the level of your team, uh, elevates, uh, one the players that are, that are still in place. Um, they know they have to stay on top of their game. But also, uh, if you’re dealing with the, when you have, uh, a plethora of, uh, Ooh, a and B players that are coming in and these group interviews and you realize your team is made up of C and D players, then you quickly realize, okay, we’re, we’re gonna start replacing those people and get the a players in place and the level of your team gets stronger and stronger as you get new, higher quality players in place.
Business Coach:
If you are out there today and you feel stuck, you owe it to yourself to implement the super moves that we have just laid out on today’s show. And now with any further ado, we’d like to end each and every show with a boom. But these mikes are hot, so make sure we’re a little bit back from the mic. Otherwise it’s going to peak like that. Like, here we go, three, two.