Premium!: How Experts Just Like You Are Charging Premium Rates For What They Know And You Can Too! by Rob Cuesta

Author:Rob Cuesta [Cuesta, Rob]
Language: eng
Format: epub
Publisher: HyperSuasion Consulting
Published: 2014-07-26T20:00:00+00:00

Figure 8: The Million-Dollar Cup Of Coffee

Deliver that same latte at the top of Niagara Falls, and it’s become an experience. So now you can charge $20 and no one will bat an eyelid.

And then here’s the really clever part. Take those same coffee grounds, extract from them the purest essence of the coffee, and add a drop to a jar of moisturising cream that promises to take 10 years off you. Now you are offering not just an experience, but a transformation. You are offering people the chance to feel different about themselves. And that single drop of coffee essence in a tub of cream can sell for $60, $100 or even more. A pot of that coffee could be worth $1,000,000 quite easily.

People will pay whatever it takes, because you’re no longer offering them coffee. You’re offering them a whole new lease of life.

You’re selling them the possibility of feeling different. You’ve shifted what you’re being compared to. You’ve changed your competitors.

Now, all this sounds suspiciously like a sales funnel, but it’s not. Because the person who buys that tub of rejuvenating cream never had to go to the supermarket to buy a bag of ground coffee. They may never have had a latte in their life. And they may never even have visited Niagara Falls.

But they wanted transformation, and you gave it to them. At a premium price.

So let’s look at a vivid example of “transformation”.

Take Harley Davidson motorbikes. What transformation do they offer? Freedom? Status? No. It’s a feeling. It’s the feeling that a meek, mild-mannered, middle-aged accountant gets when everybody else becomes afraid of him because he’s on a Harley Davidson wearing a black leather jacket.

That’s their core transformation. They will take anybody and turn them into a figure others fear and respect!

That’s what Harley Davidson is really selling.

And in order to get that transformation, the bike buyer has very little to do. Owning the Harley Davidson pretty much makes the transformation happen.

Which brings me to my next point, which is about what we need to see in the new economy.

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