Episode 89
They keep telling me our price is too high... but I don't believe them
Dennis Collins, Leah Bumphrey, and Paul Boomer crack open a "diary entry" confession from a founder who has a major trust issue with their sales team. When every lost deal is blamed on pricing, is it a market reality, or is it just a convenient excuse to hide a lack of sales skill?
We dive into why the "price excuse" is often just insulation for much bigger problems — a lack of organizational clarity and a failure to make the customer experience value rather than just hear it explained.
In this episode:
[03:26] The Trust Gap — what happens when a founder stops believing the feedback coming from their own team
[13:34] Immunity to Change — why business owners often resist hiring outside help even when they know they aren't great coaches
[19:37] Value vs. Explanation — why "pitching" is loud, but trust is quiet, and how to track the latter
[22:56] The "Price is Final" Rule — understanding that price should be the final chapter of a sales story, not the first argument
Resources Mentioned
The Sales Trust Playbook — a free guide for founders, including the "price is the final chapter" principle discussed in this episode. Download it at ConnectAndConvertPodcast.com
Connect With Us
Website: ConnectAndConvertPodcast.com
Got a "true confession" or a question you want us to cover? Email connectandconvert@wizardofads.com
Transcript
(Music)
Speaker:You know, if you're a
Speaker:founder and you're thinking, gee,
Speaker:I've had this thought and I don't have a
Speaker:solution and it's kind
Speaker:of like bothering me.
Speaker:And by this point in my life, I should
Speaker:have figured this stuff out.
Speaker:Well, get in line.
Speaker:We are here on Connect and Convert to
Speaker:talk about the true confessions of
Speaker:business owners and business founders,
Speaker:the true confessions
Speaker:they don't tell anybody.
Speaker:They don't even tell their spouse.
Speaker:These are their secret thoughts as if
Speaker:they were written in their diary and
Speaker:we're getting inside their diary.
Speaker:And aren't we, Leah, aren't we Paul?
Speaker:We're getting inside
Speaker:their diary and said, ooh.
Speaker:It's one of those little
Speaker:locks with the little key.
Speaker:Yeah.
Speaker:Remember those?
Speaker:Easy to break into.
Speaker:I used to break into my sisters.
Speaker:I had three sisters.
Speaker:I knew it.
Speaker:I had three sisters and they had those
Speaker:little locks on there.
Speaker:Oh boy.
Speaker:I became a lock picker.
Speaker:So all you need to do, you guys, is take
Speaker:somebody out to coffee and
Speaker:just start asking questions.
Speaker:You don't need to pick.
Speaker:Yeah, you pick locks.
Speaker:You're so sweet.
Speaker:There's no fun in that.
Speaker:I know.
Speaker:I know.
Speaker:So anyway, we're back
Speaker:on Connect and Convert.
Speaker:We tell the real stories, the true
Speaker:stories, the true confessions of small
Speaker:business owners and business founders.
Speaker:We try to make it safe for you to think
Speaker:those thoughts and to name those thoughts
Speaker:because you can't do
Speaker:anything about it until you name it.
Speaker:So we, this podcast is 100% about you,
Speaker:about helping you name it
Speaker:and helping you find solutions.
Speaker:Today, here's the confession
Speaker:of a small business owner.
Speaker:And these are real, by the way, we all
Speaker:have multiple decades of experience.
Speaker:I feel like these confessions came
Speaker:dropped in brown paper and
Speaker:like, I don't, I keep waiting.
Speaker:I keep waiting.
Speaker:Brown paper.
Speaker:Yeah.
Speaker:Yeah.
Speaker:Yeah.
Speaker:No, no, no return out.
Speaker:No return out.
Speaker:Yeah, exactly.
Speaker:Or from the dark web
Speaker:somewhere from some unknown
Speaker:email address.
Speaker:Before he gets to the confession and that
Speaker:nice wrapping paper is
Speaker:as a listener of this podcast, what I
Speaker:want you to do is I want you to go to
Speaker:whatever program service, whatever that
Speaker:you're listening to us to, and
Speaker:I want you to write a comment.
Speaker:Yes, please.
Speaker:What are you getting out of this?
Speaker:And more importantly, what you, what
Speaker:keeps you up at night?
Speaker:Yeah.
Speaker:Because those things and you know, the
Speaker:more detail, the better, but even the
Speaker:simple things, it helps us provide more
Speaker:value to you for sure.
Speaker:So please take just a few moments and go
Speaker:find the comment section
Speaker:and just add your comment.
Speaker:And especially if you disagree, because
Speaker:you're going to hear things on, on, on
Speaker:this whole series of, uh, confessions.
Speaker:Uh, you're going to hear things you don't
Speaker:agree with, or maybe you have a question
Speaker:about what the hell do they mean by that?
Speaker:That will give us direction.
Speaker:We, we actually read those.
Speaker:So, uh, thank you, Paul for that.
Speaker:Okay.
Speaker:You ready?
Speaker:You ready for the confession?
Speaker:Here it goes.
Speaker:Real confession from
Speaker:a real business owner.
Speaker:When we lose a deal,
Speaker:almost 100% of the time they tell me it
Speaker:was because our price was too high.
Speaker:Now I'm not stupid.
Speaker:I know that high price, uh, the high
Speaker:price excuse by used by salespeople,
Speaker:that's been going on
Speaker:since the beginning of time.
Speaker:That's easy.
Speaker:It puts the blame back on me.
Speaker:It's not their fault.
Speaker:It's my fault because I'm
Speaker:setting that price as the owner.
Speaker:Well, guess what?
Speaker:I don't believe this.
Speaker:I don't think that's true.
Speaker:I don't trust my salespeople.
Speaker:I'll be real Frank.
Speaker:That's part of my confession.
Speaker:I don't trust them.
Speaker:Okay.
Speaker:I don't think they're
Speaker:giving me the right information.
Speaker:They're just not telling me the truth.
Speaker:I don't, and I don't know how
Speaker:to address this effectively.
Speaker:I mean, I'm not sure I, you know, I, my
Speaker:belief is that buyers are willing to pay
Speaker:more when they trust you and they value
Speaker:the seller and the solution.
Speaker:So, uh, but honestly, I have
Speaker:no idea how to track this down.
Speaker:It's just a fear that I have.
Speaker:And it's something that is a
Speaker:trust issue with my sales team.
Speaker:And that's not good.
Speaker:Paul, I'm letting you go.
Speaker:Cause I am getting so
Speaker:irritated listening to this.
Speaker:Maybe I don't want to go.
Speaker:Maybe I don't want to stand
Speaker:in front of this train here.
Speaker:Um, but what I will say is in
Speaker:this, in that
Speaker:confession, what I'm hearing is.
Speaker:The pricing excuse is simply an
Speaker:installation from bigger problems.
Speaker:Bigger problems like what
Speaker:clarity,
Speaker:understanding clarity,
Speaker:self value, not just in the service or
Speaker:product, but in thyself,
Speaker:the salesperson self value.
Speaker:That's a good one, but it also goes into
Speaker:its leadership value, leadership in
Speaker:themselves, the, I'm sorry, uh,
Speaker:confidence and comp
Speaker:confidence within themselves.
Speaker:And in the organization as a whole,
Speaker:the pricing excuse is simply an
Speaker:installation to bigger problems.
Speaker:Hmm.
Speaker:Wow.
Speaker:The only thing this guy said that has any
Speaker:merit is that yes, buyers will pay more
Speaker:when they trust and value
Speaker:the seller and the solution.
Speaker:Yes.
Speaker:People buy more or will
Speaker:are willing to pay more.
Speaker:That's the only thing he said that I
Speaker:think has any clarity.
Speaker:Why are myself people telling me it's
Speaker:always price?
Speaker:Well, he, he, he said it.
Speaker:I'm saying you Dennis, I don't mean to
Speaker:direct this at you, but
Speaker:you read this guy's stuff.
Speaker:He he's all about not
Speaker:trusting his people.
Speaker:He doesn't trust it.
Speaker:I don't trust him.
Speaker:Leave it.
Speaker:He doesn't even trust himself to know how
Speaker:to, how to, uh, have any transfer of
Speaker:confidence to his people.
Speaker:Right.
Speaker:The whole thing is shaky.
Speaker:There's no way this business should be
Speaker:in business.
Speaker:This guy should not be owning.
Speaker:He should not be owning a business.
Speaker:No, they shouldn't even be in business.
Speaker:If he doesn't understand why he
Speaker:should be, he should be
Speaker:deprived of his right to own a business.
Speaker:Yes.
Speaker:I sure wouldn't work for him.
Speaker:Would you guys work for this guy?
Speaker:He doesn't trust you.
Speaker:Not knowingly.
Speaker:No, of course not.
Speaker:Who would remember Leah.
Speaker:These are silent confessions.
Speaker:They don't tell anybody
Speaker:this, not even their own spouse.
Speaker:This is their silent alone moment.
Speaker:So, and there's no
Speaker:absolution from me on this one.
Speaker:Sorry.
Speaker:Oh, well, I can tell.
Speaker:We we're going to have to dig.
Speaker:We're going to have to dig really deep.
Speaker:Well, this is this.
Speaker:So you say, you say these are, you know,
Speaker:private conversations
Speaker:or private thoughts.
Speaker:No, I've had this conversation many of
Speaker:times with a few different owners.
Speaker:They, they will have it
Speaker:with us as consultants.
Speaker:Yeah, exactly.
Speaker:But they don't, they
Speaker:don't tell their team this.
Speaker:No, I mean, they won't say,
Speaker:Hey, I don't trust you guys.
Speaker:Oh, some of them do, Mike.
Speaker:And then of course we
Speaker:have a whole nother.
Speaker:Well, actually I can name a, yeah, I can
Speaker:think of one right now.
Speaker:Yeah, I can too.
Speaker:So I guess that's not universally true,
Speaker:but most people, most owners are not
Speaker:going to go out there and just accuse
Speaker:them of being untrustworthy.
Speaker:And I'm going to soften.
Speaker:I'm going to soften a little bit because
Speaker:he is asking how to
Speaker:address this effectively.
Speaker:And what I, what I'm going to believe
Speaker:that he's asking is how does he correct
Speaker:his lack of trust in his salespeople?
Speaker:Because if he thinks they're lying,
Speaker:we need to fix that.
Speaker:When I was a new mom,
Speaker:there was stuff I didn't know.
Speaker:And I thought I was going to be pretty
Speaker:good, but there's stuff I didn't know.
Speaker:How did I solve that?
Speaker:And I thought it was going to be really
Speaker:good because I had the oldest of seven.
Speaker:So I had experience with babies.
Speaker:Wow.
Speaker:But how did I solve the problem?
Speaker:I talked to other moms.
Speaker:I talked to my mom.
Speaker:I talked to, I read tons of stuff and I
Speaker:made mistakes that I then corrected.
Speaker:Okay.
Speaker:So, because if, if, if you don't know, if
Speaker:you believe you don't know how to do
Speaker:something, there is waste.
Speaker:And so he's taking that step with us.
Speaker:Yeah.
Speaker:So Leah, this, what you just said is very
Speaker:consistent with what you've said on some
Speaker:of our other contestants.
Speaker:Right.
Speaker:That if you don't know how to do
Speaker:something, buck up, buddy,
Speaker:get it done and figure it out.
Speaker:I don't know.
Speaker:That sounds a little harsh to me.
Speaker:You know what?
Speaker:It's not, it's harder not to, because
Speaker:he's going to end up
Speaker:not having a business.
Speaker:These salespeople are
Speaker:not going to have a job.
Speaker:If there are reasons why, and if he
Speaker:can't, if he's not a trainer, some people
Speaker:are not trainers, we all love training.
Speaker:Some people are not trainers.
Speaker:Then you hire a trainer, you hire a
Speaker:trainer to be able to, okay.
Speaker:Cause sometimes people come
Speaker:from selling low end products.
Speaker:We all know there's, you know, you have
Speaker:four choices with a product.
Speaker:You can be cheap, you can
Speaker:be fast, you can be good.
Speaker:You can be expensive.
Speaker:You only get three of those, right?
Speaker:You can't be cheap or you
Speaker:can't be cheap and good.
Speaker:You can't like, so if
Speaker:you don't know how to,
Speaker:yeah, you have it on the tip of your
Speaker:tongue better than me.
Speaker:I feel it in my heart.
Speaker:I always get confused on that one, but I
Speaker:know what you're talking about.
Speaker:You can have cheap, fast, or good.
Speaker:I think it's three, but
Speaker:you can't have all three.
Speaker:Right.
Speaker:I think that's how it
Speaker:goes, but anyway, go ahead.
Speaker:Yeah.
Speaker:But I get the point.
Speaker:Okay.
Speaker:So hire someone to help you do this.
Speaker:And if you can't hire someone, then
Speaker:again, it's communication.
Speaker:Let me ask you this.
Speaker:Okay.
Speaker:So basically,
Speaker:you're talking a business owner and a
Speaker:business founder, in my experience,
Speaker:generally did not come up through sales.
Speaker:They did, they were
Speaker:not great salespeople.
Speaker:They became good at some level in sales
Speaker:because at first they were probably the
Speaker:only one selling whatever it is they do.
Speaker:But later as they scaled, they had to
Speaker:pass that off to somebody else.
Speaker:Okay.
Speaker:So the big question in my mind is
Speaker:our business owners and founders for the
Speaker:most part, great coaches and trainers or
Speaker:lousy coaches and trainers.
Speaker:Can we put a bucket
Speaker:together, two buckets?
Speaker:They're great coaches, trainers, they're
Speaker:lousy coaches and trainers.
Speaker:What, what, where would you tend to go?
Speaker:Paul, which way would you go?
Speaker:Uh, the one question I think I heard was
Speaker:our owners, you know, typically good or,
Speaker:or, or not so great coaches.
Speaker:Training and coaching.
Speaker:Training and coaching.
Speaker:Okay.
Speaker:In my experience, they are not good at
Speaker:coaching or training.
Speaker:Okay.
Speaker:They're, let me back that
Speaker:up actually a little bit.
Speaker:They're good at training the
Speaker:thing that they are selling.
Speaker:Meaning if they're selling a service,
Speaker:they're good at selling.
Speaker:They're good at training, how to use a
Speaker:service or what the service provides or
Speaker:whatnot, which can translate into great
Speaker:training for sales if they
Speaker:understand what they're doing.
Speaker:But most owners that I've interacted
Speaker:with, they became an owner either because
Speaker:they inherited it or because they're
Speaker:really good at this one thing.
Speaker:And they said, Hey, I should go do this.
Speaker:Leave this job and go do it over here.
Speaker:And they started to do just that.
Speaker:Right.
Speaker:Which is great.
Speaker:But there are also many other aspects of
Speaker:having a great company that requires
Speaker:completely different, completely opposite
Speaker:knowledge and to be good at what you do
Speaker:being a business
Speaker:owner, you cannot do it all.
Speaker:There's no possible way,
Speaker:especially if you want to scale.
Speaker:Now, if you don't want to scale, fine.
Speaker:That's a whole different subject.
Speaker:But if you want to continue to scale, not
Speaker:everybody wants to or has to.
Speaker:You've got to bring
Speaker:people on from the outside.
Speaker:Who can do those things.
Speaker:I can't afford that.
Speaker:Come on, man.
Speaker:I'm trying to make a little profit here.
Speaker:So you're saying you can't afford not to.
Speaker:Well, yeah, but you're telling me that
Speaker:I'm not a good trainer.
Speaker:I'm not a good coach.
Speaker:Okay.
Speaker:I'll buy that.
Speaker:I'm probably not, but I got
Speaker:to go out and hire somebody.
Speaker:That's going to cost me a bloody fortune.
Speaker:You guys are just trying to sell sales
Speaker:training, aren't you?
Speaker:What?
Speaker:Okay.
Speaker:Why?
Speaker:Why is it that we are
Speaker:comfortable going to a doctor?
Speaker:For expertise.
Speaker:Because I'm sick.
Speaker:I'm comfortable.
Speaker:I'm comfortable going to somebody who
Speaker:knows computers to
Speaker:help me set up my stuff.
Speaker:I am more than happy to let somebody else
Speaker:tell me why my four wheel drive is not
Speaker:going into four wheel drive.
Speaker:All right.
Speaker:But when it comes to something intangible
Speaker:that I just for some reason feel I should
Speaker:have magical abilities, I'm not willing
Speaker:to go to someone else.
Speaker:That just, it's a license for failure.
Speaker:Okay.
Speaker:So there's a thing out
Speaker:there called immunity to change.
Speaker:Oh, there is another fabulous word.
Speaker:That is an act.
Speaker:Boomerism.
Speaker:That is no, that is not boomerism.
Speaker:That is a Dr.
Speaker:Richard Kinken.
Speaker:You're right.
Speaker:You told me about this before.
Speaker:Yes.
Speaker:And what they've,
Speaker:they both teach at Harvard.
Speaker:They're both professors and everybody,
Speaker:just like our bodies,
Speaker:we actually have an immunity, well, we
Speaker:have an immunity to change.
Speaker:Our bodies are working in a certain way.
Speaker:And when we push it, it's like, whoa,
Speaker:whoa, whoa, I don't want to do that.
Speaker:Like, you know, working out.
Speaker:We know we need it, but our body is
Speaker:saying, yeah, it's much better just to
Speaker:sit here and go, right.
Speaker:The same thing happens psychologically.
Speaker:So it's much more easier.
Speaker:I can give myself excuses all the day
Speaker:long saying, I can't afford that.
Speaker:No, I, it's going to eat into my profit
Speaker:margins, this and that, because there's
Speaker:an immunity because it's comfortable.
Speaker:Great.
Speaker:But what is really honestly under
Speaker:underneath that comfort level?
Speaker:Are you afraid?
Speaker:What are you truly afraid of?
Speaker:It's not about spending money.
Speaker:It's about possibly not looking at the
Speaker:part that you think you should be owning.
Speaker:So in other words, if you hire an outside
Speaker:and we're talking sales today, but you
Speaker:hire an outside sales trainer, that shows
Speaker:that you're incompetent.
Speaker:For some people, yes, but they want to
Speaker:admit that and they may not even know it.
Speaker:No, because that's an interesting take.
Speaker:So they, they take it personally that
Speaker:they should be able to do this and they
Speaker:can't, so they got to go
Speaker:hire someone else to do it.
Speaker:Yes.
Speaker:And what's even worse is that the doctor
Speaker:thing quite often they have other people
Speaker:in their lives saying and reinforcing
Speaker:that desire not to change.
Speaker:You're the owner.
Speaker:You can take care of that.
Speaker:You don't need to hire someone else.
Speaker:And they internalize that
Speaker:and just to sample that.
Speaker:Is this a muscle you can exercise, Paul?
Speaker:Oh yes.
Speaker:It is, it is definitely a muscle that you
Speaker:can exercise, but I will say it requires
Speaker:somebody who understands how to take
Speaker:something through the process to dig deep
Speaker:because it is something
Speaker:to work to understand.
Speaker:Okay.
Speaker:Why am I not doing the thing?
Speaker:Why am I not taking a heart medicine?
Speaker:What I know it's the thing
Speaker:that's going to save me my life.
Speaker:Oh yeah.
Speaker:So here, here's some just popped into my
Speaker:head based on what
Speaker:you guys are telling me.
Speaker:I think
Speaker:one of the things that I deal with with
Speaker:salespeople when talking
Speaker:or training salespeople is
Speaker:creating the fear of doing nothing.
Speaker:What is the fear?
Speaker:What's what's going to happen if you
Speaker:don't solve this problem?
Speaker:Okay.
Speaker:Uh, that fear and it's called FOMO
Speaker:sometimes fear of missing out.
Speaker:What are you going to miss out on if you
Speaker:don't solve this problem?
Speaker:Isn't that what we're talking about here?
Speaker:Isn't that about how to create a case for
Speaker:hiring outside training?
Speaker:Well, it's even more dangerous than that
Speaker:because you're recognizing an issue.
Speaker:You know, you recognize that this is
Speaker:something you have to fix.
Speaker:Yeah.
Speaker:You are not willing to do it.
Speaker:So it's more than just
Speaker:even a fear of missing out.
Speaker:It's an active
Speaker:immunity to change issue
Speaker:that you're, you're just
Speaker:like not willing to move on and
Speaker:now,
Speaker:so
Speaker:what, what are we, and so when it comes,
Speaker:when it comes down to, I think it's a
Speaker:lack of trust that
Speaker:doesn't start with bad intent,
Speaker:but it starts with
Speaker:missing a missing language.
Speaker:And when you have a language,
Speaker:then you're able to, to
Speaker:do something about it.
Speaker:And when the language is missing,
Speaker:training turns into guesswork.
Speaker:Okay.
Speaker:Stop right there.
Speaker:Another one.
Speaker:Training turns into guesswork.
Speaker:Tell us more about that.
Speaker:You don't have a language you have.
Speaker:Leah often asks us define
Speaker:what is the definition of.
Speaker:Right.
Speaker:Define your terms.
Speaker:If you don't have the terms, if you don't
Speaker:have the language, then just hiring
Speaker:somebody to come in and train or yourself
Speaker:train just turns into the guesswork
Speaker:because you're floating around trying to
Speaker:do something that you don't all agree on
Speaker:because you have
Speaker:different points of view.
Speaker:And it might not be industry specific.
Speaker:It might not speak the
Speaker:language of your area.
Speaker:Up here in Canada, there's different,
Speaker:different specifics that are necessary
Speaker:and important that a salesperson
Speaker:translated, transported from the Southern
Speaker:States here wouldn't get.
Speaker:Right.
Speaker:And I feel like we've kind of gotten off
Speaker:course a little bit because we're talking
Speaker:about pricing and you know, people say,
Speaker:well, our price is too high to maybe what
Speaker:we should maybe change it to is we don't
Speaker:know where the trust broke down because
Speaker:my opinion is about trust.
Speaker:We don't know where the trust broke down
Speaker:in a buying process.
Speaker:They're trying to figure that out and
Speaker:they don't know how to figure that out.
Speaker:And when price is blamed,
Speaker:it usually means that value.
Speaker:You're talking the customer, right?
Speaker:Right. Not inside the business.
Speaker:It can be inside business too, but, but
Speaker:yes, the customer here I'm talking about.
Speaker:Sorry.
Speaker:But in, in prices is blamed.
Speaker:It usually means value wasn't
Speaker:experienced, but it was only explained.
Speaker:Right.
Speaker:There's another good one.
Speaker:Value was explained, but not experienced.
Speaker:And that comes down.
Speaker:That makes me think of storytelling,
Speaker:which of course we're sponsored by
Speaker:wizardacademy.org, which is all about
Speaker:stories as kind of a
Speaker:portal to what's next.
Speaker:So we can all think, and we've identified
Speaker:different areas where people
Speaker:do this.
Speaker:But having a story and having business
Speaker:owners be very specific with someone who
Speaker:knows how to pull that language out.
Speaker:Yeah.
Speaker:Because pitching is loud, right?
Speaker:Pitching is loud, but trust is quiet and
Speaker:quiet things are harder to track.
Speaker:If you can't articulate why buyers don't
Speaker:trust enough to proceed, the price
Speaker:becomes the default explanation.
Speaker:Again, that's the
Speaker:installation from the bigger problem.
Speaker:And that's the easy thing to blame.
Speaker:Exactly.
Speaker:That's, oh, it costs too much.
Speaker:So should I, should I as a business owner
Speaker:go out and hire, is there a sales trainer
Speaker:that helps you
Speaker:understand how to build value?
Speaker:Is that what I'm hearing?
Speaker:That's who I should hire.
Speaker:I need to do something.
Speaker:It doesn't necessarily actually know.
Speaker:This is contrarian a
Speaker:little bit right here.
Speaker:All right.
Speaker:You don't need a sales trainer, not yet.
Speaker:Hmm.
Speaker:Because as I believe, again,
Speaker:this confession shows a bigger issue
Speaker:and that issue starts at the top,
Speaker:the person at the top is not clear,
Speaker:either isn't clear or hasn't clearly
Speaker:articulated what they're so
Speaker:clear about to everybody else.
Speaker:So therefore you don't have people.
Speaker:Therefore you have people
Speaker:saying, Oh, it's the price.
Speaker:It's the price.
Speaker:Right.
Speaker:You don't need a sales trainer yet.
Speaker:You need somebody to get in the head of
Speaker:the owner to yank the stuff out and say,
Speaker:okay, how far have you
Speaker:really thought about this?
Speaker:How much have you really thought about
Speaker:this and how much have you actually
Speaker:communicated consistently to your staff
Speaker:until then you can hire sales trainers.
Speaker:And yes, you will make progress most of
Speaker:the time, not all the time, but most of
Speaker:the time, not all the time until you have
Speaker:clarity from the owner and from the
Speaker:leadership team, sales
Speaker:training is only in good so far.
Speaker:So you're getting back to the, you know
Speaker:how many times we talk
Speaker:about clarity in these episodes?
Speaker:Yeah.
Speaker:I'll bet if you go back and listen to all
Speaker:the podcasts in this series that we're
Speaker:doing, I'll bet the word clarity is the
Speaker:most often repeated word.
Speaker:Would that be a fair statement?
Speaker:I think so.
Speaker:There's also something, something really
Speaker:basic that we're ignoring you guys.
Speaker:What's that?
Speaker:Are they too expensive?
Speaker:Uh-huh.
Speaker:No.
Speaker:Okay.
Speaker:That's very valid.
Speaker:That is very valid.
Speaker:Just speak, like we're going in because,
Speaker:and I know we work with many clients and
Speaker:it's high value propositions and they are
Speaker:the highest value and the
Speaker:most expensive and for a reason,
Speaker:but I've also worked with people and
Speaker:it's, I'm sorry, you are pricing yourself
Speaker:out of this market or your price is not a
Speaker:reflection of the service or the actual
Speaker:product that you're doing.
Speaker:This stuff is crap that you're getting
Speaker:built overseas and bring it like,
Speaker:is it too expensive?
Speaker:Wow.
Speaker:How do you determine that?
Speaker:That's where you're talking to yourself.
Speaker:Again, clarity comes from communication.
Speaker:You talk to your, you
Speaker:talk to your competition.
Speaker:You talk to your staff.
Speaker:You talk to your manufacturer or where
Speaker:this is coming from.
Speaker:And you do it at a marketplace analysis.
Speaker:So not only are we asking our listeners,
Speaker:you to comment on this, but also in the
Speaker:uh, description of this podcast, you will
Speaker:find a downloadable PDF, uh, the
Speaker:founders, small business owner, sales
Speaker:trust playbook, and the principle number
Speaker:four is titled price is the final
Speaker:chapter, not the first argument.
Speaker:All right.
Speaker:Download it,
Speaker:download it, read it, ingest it,
Speaker:understand it, the rest of it.
Speaker:And this will all start making much more
Speaker:sense than we're
Speaker:already attempting to do.
Speaker:Um, well, we think we're making sense.
Speaker:Well, you think we're making sense.
Speaker:Yes.
Speaker:But you need, but go download that.
Speaker:Find that again, you'll find that link in
Speaker:the, in the
Speaker:description of these podcasts.
Speaker:But I want to start wrapping this up
Speaker:because you're absolutely right.
Speaker:Price may be the actual issue,
Speaker:but you have to understand,
Speaker:okay, is it, how do you do that?
Speaker:What do you do with that?
Speaker:Can you go up?
Speaker:Can you go down?
Speaker:Things like that.
Speaker:What do you each
Speaker:get out of this conversation?
Speaker:Well, uh,
Speaker:I'll tell you what my experiences, uh, my
Speaker:experiences that it's usually not price.
Speaker:That is a false response from salespeople
Speaker:who have not learned how to create value.
Speaker:Is it impossible to be on price?
Speaker:Not impossible, but it's rare
Speaker:that your price is too high.
Speaker:If it is too high, you didn't do your
Speaker:homework in the first place and shame on
Speaker:you for mispricing it.
Speaker:A couple phrases that stuck out to me
Speaker:value explained, but not experienced.
Speaker:Wow.
Speaker:That's powerful.
Speaker:I explained the value.
Speaker:I walked you through it, but
Speaker:I didn't tell you the story.
Speaker:Did I pull?
Speaker:I didn't tell you the emotional story of
Speaker:someone who realized the emotional value
Speaker:of what we sell value was
Speaker:explained, but not experienced.
Speaker:And
Speaker:price may be too high,
Speaker:but I would say in my experience, that's
Speaker:usually not the case
Speaker:and, uh, training can only do so much.
Speaker:Uh, we talked about mindset.
Speaker:We talked about clarity.
Speaker:If you adopt any type of training,
Speaker:particularly sales training, you better
Speaker:have a very tight definition of what you
Speaker:want to accomplish and how
Speaker:it's going to be installed.
Speaker:The biggest problem I've seen from small
Speaker:business owners is doing a one off
Speaker:training event, a day away.
Speaker:We go out and we have a party and we
Speaker:learn and tomorrow, 70%
Speaker:of it is already forgotten.
Speaker:That's a waste of time and money.
Speaker:If you want to just
Speaker:have a party, go ahead.
Speaker:Don't even bother with the training
Speaker:because you're,
Speaker:you're wasting your money.
Speaker:Leah.
Speaker:Bring it home.
Speaker:I think that
Speaker:sales, I'm sorry, business owners, we do,
Speaker:we deal mostly with family businesses.
Speaker:I know business owners that mortgage
Speaker:their homes who borrowed money from their
Speaker:aging parents who put everything them and
Speaker:their spouse had into, you
Speaker:know, buying out their parents.
Speaker:Like my heart is with business owners
Speaker:that are family run businesses and as
Speaker:they grow and sometimes it's hard to even
Speaker:recognize them because they get so big.
Speaker:But with that has to come the realization
Speaker:that you can't do everything.
Speaker:You don't know everything.
Speaker:There's power in people helping and that
Speaker:applies to business.
Speaker:It applies to real life
Speaker:that we live every day.
Speaker:If you're not willing to ask for help, if
Speaker:you're not willing to be vulnerable, man,
Speaker:there's only so much you're going to be
Speaker:able to scale and that's not where I am.
Speaker:I want to help people.
Speaker:And I know, gents, you too.
Speaker:You want to help people go like, wow, I
Speaker:didn't know how easy that could be.
Speaker:That's fun.
Speaker:I love how Leah packages things.
Speaker:You're a good packager.
Speaker:Well, don't forget to follow us.
Speaker:Like us subscribe.
Speaker:But most of all, as Boomer pointed out
Speaker:earlier, please, we love
Speaker:your comments and argue with us.
Speaker:Tell us we're full of beep.
Speaker:You know, maybe we really not me.
Speaker:Well, well, you can
Speaker:tell me, I don't care.
Speaker:I've been told that so much in my life.
Speaker:It's I'm immune to it.
Speaker:So, so we'd love to hear from you and
Speaker:we'd love you to join us on every episode
Speaker:of connect and convert.
Speaker:I'm Dennis.
Speaker:The good looking one is
Speaker:Leah and the smart one is Paul.
Speaker:Okay.
Speaker:It's Dennis Lee and Paul.
Speaker:We are connect and convert just so you
Speaker:know, we have spent decades listening to
Speaker:small business owners
Speaker:and founders just like you.
Speaker:We've listened into their
Speaker:fears, their confessions.
Speaker:We've worked with their teams.
Speaker:So in this podcast, we talk about only
Speaker:real fears, real pressure, real moments
Speaker:that decide whether a business is going
Speaker:to grow or quietly stalls.
Speaker:This is where those
Speaker:conversations finally happen right here.
Speaker:You're safe on connect and convert.
Speaker:We'll see you next time.
