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  • You know what?

  • Justjust let it go.

  • Let it go!

  • Hey, it’s Marie Forleo and you are watching MarieTV, the place to be to create a business

  • and life you love.

  • Now, if youve ever wondered, gosh, I have all this knowledge that the world really needs

  • but how do I convince people to pay me for it?

  • This episode is for you.

  • This question comes from Lauren who wrote to us on Facebook and asked:

  • How do I turn my sustainable food knowledge, which the world needs, into a full time livelihood?

  • I’m not thinking of an individual coaching business.

  • I believe it would be more useful for institutions like schools, hospitals, and jails, and businesses

  • like restaurants or hotels.

  • How do I convince them to pay me for my insight and advice?”

  • Lauren, this is a fantastic question and I love the topic of food sustainability because,

  • I’m sure you know this, one third of all food produced worldwide gets lost or wasted.

  • That is an insane amount of waste, especially when there are hundreds of millions of people

  • who go hungry every single day.

  • However, here’s the truth, Lauren.

  • Nobody wants to pay you for your knowledge.

  • Oh, damn!

  • Hold up, everybody.

  • Nobody wants to pay for my knowledge either.

  • This is actually true for all of us, and here’s what I mean.

  • One big mistake that new entrepreneurs make is they focus on how can I get people to pay

  • me money for my skills, my gifts, my products, etcetera, rather than focusing on how can

  • I give people a solution to a problem they already have?

  • The former approach is you-focused, it’s all about what can you get from others, which

  • is not the approach I suggest if you want a profitable and sustainable business.

  • The latter approach, which I highly suggest, is customer-focused, meaning you shine a light

  • on your customer and how what you offer is a solution to their problems.

  • Problem, solution.

  • It’s a very simple framework that works for any successful business.

  • Now, of course, your market also has to be willing to pay to solve those problems, and

  • to figure that out follow these two steps.

  • Number one, ask.

  • So the very best way to find out what problems your market is having is by asking them.

  • Don't guess, don't assume, ask.

  • So go out there and talk with restaurant owners and hospital administrators and anyone else

  • that youre thinking of serving.

  • Find out from them what are their frustrations and their challenges right now when it comes

  • to food costs or maybe food sourcing.

  • This is your area of expertise, Lauren, so I am certain that you can come up with customer-focused

  • questions that will help you better understand the challenges these businesses are facing

  • right now.

  • And also ask them about their goals and their dreams.

  • So what are they hoping to accomplish over the next 12 or 24 or 36 months?

  • When you do this, your entire focus needs to stay on them.

  • Really listen to everything they have to say.

  • Take notes.

  • And even after theyre done talking, pause for a moment and then ask is there more.

  • You know, most of us are so rarely listened to that this one question can unleash a flood

  • of customer insight that you just wouldn't have gotten if you didn't ask.

  • Step number two is align, meaning match up the knowledge that you have to the problems

  • they have.

  • How will your advice fit their needs?

  • I want you to keep it in this problem solution framework.

  • Remember, nobody really cares about your knowledge, they want solutions to their problems.

  • And always be as specific as possible.

  • Use case studies and real numbers wherever you can.

  • Now, if their problem is hemorrhaging money, maybe you can show them how reducing their

  • food waste will cut costs big time or how meeting standards of sustainability can get

  • them a tax break.

  • If their problem is not enough customers, show them how locally sourced organic food

  • can get them some PR buzz right now and put them on the local hot list.

  • If their problem is wanting to do the right thing, but also keep in mind the bottom line,

  • show them how making tweaks will allow them to be really eco-conscious without losing

  • money.

  • Saving money, making money, more customers, happier customers, more press, a business

  • that’s the embodiment of their values, those are all very concrete outcomes that people

  • will be willing to pay for, but only if you can demonstrate how what you offer can help

  • achieve those results.

  • When you do that, Lauren, I’ve gotta tell you, you do not need to convince anyone to

  • pay for your services.

  • Theyre going to be taking out their checkbook and asking when can we start.

  • So let’s wrap this one up on a tweetable.

  • Focus on solving real problems and youll never have to convince people to pay.

  • That was my A to your Q, Lauren.

  • I really do hope it helps.

  • And now I would love to hear from you.

  • Have you ever struggled to convince people that what you have to offer is worth paying

  • for?

  • What specific step from this episode can help you make that shift?

  • Now, as always, the best conversations happen after the episode over at MarieForleo.com,

  • so head on over there and leave a comment now.

  • Now, once youre there be sure to subscribe to our email list and become an MF insider.

  • Youll get instant access to a powerful audio training called How to Get Anything

  • You Want.

  • Youll also get some exclusive content and special giveaways and personal updates from

  • me that I just don't share anywhere else.

  • Stay on your game and keep going for your dreams because the world needs that special

  • gift that only you have.

  • Thank you so much for watching and I’ll catch you next time on MarieTV.

  • I heard that.

  • I can’t.

  • That was like a big truck fart.

  • Oh!

You know what?

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A2 初級

如何說服人們為你的服務付費? (How to Convince People to Pay For Your Services)

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    Ken Song 發佈於 2021 年 01 月 14 日
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