[00:00:00] Hey, hey. Welcome back to The Selling Your Expertise podcast, the show that helps women confidently sell their skills without feeling awkward or like they're bothering anyone. I'm your host, Renee Hribar, and this week we're diving into the real reason people buy 'cause here's the truth. People are not buying the number of calls or the 84 page report you create.

They're buying results, period. End of story. Full stop. Let me be in a picture for you really quick with a story, and it goes back to the 19 hundreds when I was running a business to business sales agency, which I ran for many years, but this was early days. We got this crazy Saturday only promo from my big client at and t to sell physical cordless.

Phones. You know the ones before cell phones were a reality. I mean, we're [00:01:00] talking pre blackberry days. If you can go back in the time machine and remember, and they backed a huge 18 wheeler up, like imagine this beep, beep beep right up to our office building and unloaded pallets, plural of phones in unmarked.

They looked like shoe boxes. They were reconditioned. They weren't even, they weren't even new. They were reconditioned. They were trying to move this merch, and we were doing so well with their other services that they asked us if we wanted to. And being a true New Yorker, I was like, heck yeah, we can go out on the streets and sell these things.

And it'll be really good for all of us to sharpen our sales skills in a different way. And it was so good for my team. Of course, it was also fun 'cause they made a little extra cash, like real cash. It was fun. It was very different than what they had been doing. So. [00:02:00] They said, listen, you can do this on a Saturday.

No suit, no script, no features, no specs. I always thought about that Saturday Night Live skit called Sony Guts. It has Sony Guts. If you know what I'm talking about, you gotta send me an email. All right, so the people who sold the most, were the reps who understood why someone wanted this foam. It's not the megahertz, it's not the range.

It wasn't the color 'cause it didn't come in any cool colors. It came in. Grandma beige, grandma's living room, beige. We talked about that a lot. We should give out a free doily with this. No, they were all the same color in unmarked boxes. Reconditioned at and t, cordless physical phones. But the fact that they could sit on the couch and talk to their sister without getting tangled in a cord or order pizza from the backyard while the kids were having a pool party, [00:03:00] or talk to their best friend from the deck as they watch the sunset.

That's what I want you to walk away with today, is the real why behind. People buying, see, everyone is tuned into the same station, W-I-I-F-M, what's in it for me? So this week our focus is on communicating the results of your offer, not the structure. The structure is important. It is important very much to you and not as much to the people buying it.

The logical brain will ask for structure, but that is not what makes them buy. So instead of eight calls and six modules, try a proven plan to land three new high paying clients in the next 60 days. See how it's so much better? It's the same thing. It's the same offer. It is eight calls and six modules, but it's [00:04:00] also the big thing that they care about, which is.

A proven plan to land three new high ticket clients in the next 60 days, time bound and specific. Another example that I used to share with my sales teams about, going to Disney World had this same exact. Reality in it. You see, you get there and there's lots of different ways to get to Disney World.

If you've ever been to Disney World, I bet you have stories of both the good and the bad, right? Because it's, it's really about the destination that matters. And so when we were selling these cordless reconditioned phones in beige, it was about. What you could do when you had it in your house, like what you, what it would allow you to experience.

We had to paint a picture for them. And so if I was selling a trip to Disney, and sometimes I would have my reps pretend, you know, we wouldn't say, sell me this pen. We would say, sell me a trip to Disney. And the ones who won these little talk challenges, [00:05:00] these sales challenges that I had in my meetings.

We're the ones who talked about the intangibles in detail. For example, the moment your five-year-old daughter reaches for your hand in total awe and hugs, you so tight because you just introduced her to her favorite fairy princess. Core memories loaded. She'll remember this moment, and so will you forever.

That's a pitch, right? Like that's a trip to Disney World. Take my money because isn't that what we want? We want that. That's what we're willing to go through to the 4:00 AM wake up call to get to the airport through security for that. 8:00 AM flight, which you thought was a good idea at the time, and then regretted it immediately, and then sweating our way through heat stroke, ice cream, stained clothes, and long lines just to get to this moment, right?

All of those [00:06:00] things are true. The eight calls and six modules as well as the 4:00 AM wake up calls, the heat stroke and the crazy long lines, but it's all worth it for. The new clients or for that moment with your daughter at Disney World, right? That's what we're selling is the end of the, the result, the end game.

The end result, the destination, the place we're headed. And it's not disingenuous. It's not. A trick. I, I don't think my trainer thinks she's tricking me by saying, right, we're gonna get you in those, in those skinny jeans. We're gonna get you looking great for summer. You know, lift up the gluteus maximus.

she's not tricking me when she's saying that. And then writing on the board, the workout of the day is, you know, starting with 20 burpees and. And 35 deadlifts, right? And upping my weights. She's, she's not tricking me, she's focusing me. She's helping me understand the destination. [00:07:00] She's reminding me of what I actually told her I wanted, and you can do the same with your people.

So your action set for today is look at one of your current offers and then reimagine how you would describe it. Highlighting the transformation, the, the destination. You can start with a sentence like, after working with me, my clients usually dot, dot, you know, finish with real life results. Now here's the thing.

If you're pivoting, if you're listening to this right now and you have a brand new offer that you've never sold before, it's still in development. No problem. I got you. I got you. Say something like this is designed to get this result within this timeframe. See how just a subtle shift makes all the difference.

Alright, my friends say Amazing. I'll see you on Friday. Remember, people don't buy features. They buy freedom. They buy time, they buy confidence, and they buy the transformation. They [00:08:00] buy the destination. Let's give it to 'em.