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  • - [Narrator] Would you like to convince more of your

  • customers to buy more from you, more often?

  • Today, I'm going to teach you a simple

  • but powerful sales technique that's been

  • proven to work in my various companies.

  • It is very simple, something that you can apply today.

  • It has nothing to do with gimmicks.

  • It has nothing to do with your sales script.

  • It has to do with your offer.

  • What are some simple things that you can tweak

  • within your offer that you can convince

  • your customers to buy more from you,

  • and that strategy is called The 3 Boxes.

  • Now want you to think about this.

  • When you are selling your product or service

  • that you have one choice, you have one option.

  • When someone looks at your offer, all they could think,

  • all the consumers can think is,

  • do I want to buy this or do I not want to buy this?

  • So it is a yes or no response.

  • So now they're thinking, okay, can I afford this?

  • Do I have the budget for this?

  • They are focusing on price.

  • Now, however, if you give them two

  • choices such as like an A and a B like this.

  • I want you to think back.

  • Remember when you go to movie theaters long time ago, right?

  • They give you two choices.

  • They have the large pop and then they have the small pop.

  • When you want to buy a soda, two choices.

  • And what most people do is when you give them two choices,

  • 80% go for the small and 20% go for the large.

  • Why, because most people like to play safe,

  • and they like to pick the ones that

  • they could save money on, so it's A and B, good.

  • Now when you get that A and B,

  • these two choices, the consumer, your customer,

  • they're not so focusing on,

  • okay, do I want to buy this or do I not want to buy it?

  • They're thinking, which one do I want to buy?

  • But then later on the movie theater,

  • they introduce a third choice,

  • which is this, right?

  • That's the three boxes and here's how the strategy works.

  • Suddenly they have the small soda,

  • they have the regular, which used to be the old large,

  • which now they call it the regular.

  • Cause large feels like, oh, it's too much.

  • Oh, regular, that makes sense.

  • They just changed the name, it used to be large.

  • Regular, and then they have what the jumbo size pop.

  • That's like this big, right,

  • that you can never ever finish, even with your kids.

  • So you had the three choices and here's how it works.

  • They offered you the small.

  • They offered something in the middle.

  • They give you something that's like jumbo size.

  • So when you do this, suddenly there's a,

  • what I call, contrast pricing.

  • So what you do is this.

  • When you offer your product and services,

  • you want to make your, the biggest offer,

  • the ultimate super duper offer, that is so outrageous,

  • that knowing most people would not go for this.

  • Knowing that, and then you wanna make

  • your small offer like so wimpy, right?

  • You wanna make it so like, nah, average.

  • You don't like it that much.

  • But you wanna make the middle one very, very compelling.

  • Knowing you actually want people to buy this one.

  • That's the one you want to buy.

  • So what happens is the movie theater,

  • they introduce this concept,

  • 20% who really, really like soda.

  • They go for the big jumbo, 20% right?

  • And then you have 60% go for the middle,

  • and then you have 20% that go for the small.

  • And then later on they actually introduce

  • their kind of the kid size.

  • Now, what I believe when you are making an offer,

  • two choices, it's good.

  • Three choices are the best.

  • Now when you offer them four choices,

  • I believe it's a little bit too much.

  • It's a little bit too confusing.

  • But when you give them this and you'll make the middle one,

  • this is the one you want to sell,

  • you make this as compelling as possible.

  • Let me give you another example.

  • I want you to think about, you are taking your

  • car to a car wash.

  • They use this technique where you have,

  • they will like kind of shampoo the exterior of your car.

  • Let's say for $15, that's it,

  • like a simple shampoo, that's it.

  • Or if you want a shampoo outside of your car

  • and they add some new chemical, whatever, right?

  • Add some new shine, and also

  • they will vacuum your interior for $25.

  • So you're thinking, well, 15 bucks,

  • well, for 10 bucks more, I can you know,

  • also you know, my car interiors a little bit dirty.

  • Okay, I'll take that.

  • And then they have the super detailing, wax, like 200 bucks.

  • You're like, oh, I'm not gonna go for the 200 bucks.

  • That's just too crazy, but I'm not going to be a cheap ass.

  • I'm gonna go for one in the middle.

  • That's the one they want to sell you.

  • So you can easily do this for your business.

  • So I want you to create three boxes.

  • The small one, very, very small, they're wimpy.

  • You can even think about silver, gold, platinum.

  • You've heard of those terms before.

  • Silver, gold, platinum for some kind of membership.

  • They do that too, wow.

  • And this, I want it, I want you to make

  • it as expensive, as luxurious as possible for the big one.

  • Knowing most people will not go for this,

  • but here's what's very interesting.

  • At any given time, five, ten,

  • even as much as 20% of your marketplace,

  • they will want the best, right?

  • Give me the biggest, best thing that you have.

  • That's good, huge profit margin.

  • But knowing you're not counting this to sell, right?

  • This one you're like, this is really for the cheap customer.

  • You want the majority, 60%, 80% to buy this one.

  • So what you can do is, let's say the list

  • of features and benefits.

  • Let's say this offer, you have 10 things, okay.

  • This, you might have it like two things.

  • But this, you give it seven things.

  • This gets the most value when customer buys this,

  • and you offer them the one in the middle.

  • This is called contrast pricing.

  • This is a decoy.

  • You're not counting to sell this, it's simply a decoy.

  • There you go, that's the strategy of three boxes.

  • Very simple.

  • You see, selling is about choice,

  • marketing is about giving your customer choices.

  • Not too many, not too little,

  • just the right amount, and let them believe

  • that it is their choice to make that purchase

  • and make that buying decision.

- [Narrator] Would you like to convince more of your

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