No one cares what you think until they know what you believe. Intellect wins battles. Conviction wins wars. - Alex Hormozi

So let’s go down another level of niching and call our product…. “Time Management for B2B Outbound Sales Reps.” Following the same principles of specificity, now we know our sales people probably have very experienced deals and commissions. A single sale would easily net this salesman $500 (or more), so it would be easy to justify a $499 price tag. This is already a 25x increase in price for almost an identical product. I could stop here, but I’m going to go one step further. Let’s just niche down one last level…. “Time Management for B2B Outbound Power Tools & Gardening Sales Reps.” Boom. Think about it for a second, if you were a power tools outbound sales rep, you would think to yourself “This is made exactly for me” and would happily fork over maybe $1000 to $2000 for a time management program that could help you achieve your goal. The actual pieces of the program may be the same as the generic $19 course, but since they have been applied, and the sales messaging could speak so much to this avatar, they will find it more compelling and get more value from it in a real way.

The degree of the pain will be proportional to the price you will be able to charge (more on this in the Value Equation chapter). When they hear the solution to their pain, and inversely, what their life would look like without this pain, they should be drawn to your solution.

the right way.’ Each went something like this: Step 1: They got me excited about all the new leads they would bring.
Step 2: I’d go through an onboarding process that felt valuable (and sometimes was).
Step 3: They assigned their “best” senior rep to my account.
Step 4: I saw some results.
Step 5: They moved my senior rep to the newest customer...
Step 6: A junior rep starts managing my account. My results suffered.
Step 7: I complained.
Step 8: The senior rep would come back once in a while to make me feel better.
Step 9: Results still suffered. And I’d eventually cancel.
Step 10: I’d search for another agency and repeat the cycle of insanity.
Step 11: For the zillionth time–Start wondering why I wasn’t getting results like the first time.