$20 Million Of Sales Advice In 34 Minutes

Graham Cochrane (0:01)

Welcome to The Graham Cochrane Show, where each week I help you create more money, margin, and meaning in your life.

I'm your host, of course, Graham Cochrane. Let's get into it.

I've sold over $20 million in coaching online. And the biggest thing I've learned, stop trying to convince people to buy. It never works. Now, why is that? Because people buy for one reason and one reason only, because they feel like it. So the question is, how do you help them feel like buying your thing? Well, today, I'm going to give you the exact three strategies I use to sell high ticket offers without pressure, without pitching hard, and without ever trying to close anyone. If you're tired of chasing sales, this is going to change how you sell forever. Let's be real. Most people are awful at selling, and most people are afraid of selling. They have a bad experience with selling. They have a bad experience with salespeople, or they just know that they're not good at it yet, because very few people come out of the womb as a baby, very good at sales. It's a skill like anything else that you can learn. That's the good news. But because we know intuitively, I'm not very good at sales, or haven't got a lot of experience, we don't want to do it. So what do we do? We sell cheap things. That's why you're selling a $97 course, or a $297 course, because you don't have sales experience, and so you don't feel equipped to sell anything more than $297.

And it is proven that it is very easy to sell something from $0 to $200, maybe now $300 with some inflation, without people having to think hard about it. Like you really don't even have to have a great offer, and you certainly don't need great sales experience to get someone to take out their credit card and spend a couple hundred dollars. And I'm not trying to minimize a couple hundred dollars, but let's be honest, that's not a I have to think about it type purchase. It's not a I have to ask my spouse if it's okay to buy this $200 purchase. For most people, they're dropping $199 on stuff on Instagram right now, like another cream or another gadget or another pair of shoes. Like it's so easy for people to drop money on something without needing any real persuasive skills to get them to whip out the credit card. So that's why you're selling something for cheap, typically because you don't know how to sell anything higher. So you don't want to try.

And so if you're like, oh, I want to sell a higher ticket offer. I know I've heard that I should go high ticket, and I know that I'm not going to get anywhere selling $200 things unless I'm selling tens of thousands of them a year.

And that's very hard to do, not impossible, mind you. Just very hard to do. If you're experiencing that and you're like, so I try to learn sales strategies and sales scripts and clothes techniques.

And, you know, I'm looking at if they say this, then I say this type, you know, Mad Libs type approach to sales, or I just got to get tougher, or I got to, you know, I got to go right for the jugular. Like we psych ourselves up, and we're probably following all the sales gurus that are telling you all this stuff. And it misses the point completely because you can't convince someone to buy your thing, no matter how good it is. And definitely doesn't matter what the price point is. You're not going to convince somebody to buy your thing. And let's think about this. Do you like being convinced to buy a thing? Do you like someone trying to make you feel bad or twist your arm or pressure you to buying things? No, no, no, you don't. Now, do we like to buy things? We actually absolutely love to buy things if it's something you want to buy.

One of my favorite things to buy are luxury cruises. I dropped another, I don't know, $20,000 on another luxury cruise for my family. It's, I think my family enjoys going on them. They're not their favorite, but I love a good, I mean, if you haven't gone on the Haven on Norwegian cruise line or something similar, you're missing out. It's like the ship within a ship where if you don't like people on cruises, you don't have to see them. Like you get your own suites at the top of the ship, where you have your own pool, your own restaurant, you get a butler, your own bar. Like no one else can get into the hallway unless they have the key card for the Haven. Like, you know what I'm saying? Like I'll drop $20,000 on a cruise. No one had to convince me and pressure me and use the Russian, you know, scissor clothes on me to get me to buy a $20,000 cruise. No, I bought it because I wanted it.