Carl Gould #70secondCEO Carl Gould

Keep the Buying Process Simple
 
Hi everyone, Carl Gould here with your #70secondCEO, just a little over a one-minute investment every day for a lifetime of results. 
 
You will have either two options in the beginning or three options. Now if you get into a conversation where they want to customize, then you can have all of your variations.
You do want to keep it as simple as possible. In my business, I've always had two options. In another retail business I have now, we have three options. 
You can go, there is a little bit of art to this, depending on who your avatars are and how that works.
But you do want to keep it somewhat simple. You don't want to make it so confusing that they cash out. 
You want them to kind of pick the kind of buyer they are, you know, good, better, best, and then let them customize as they make their way down the list.
And in the good column, you don't allow much customization, right? In the better and the best is when you allow for customization. 
And if somebody even chooses, like, I think I'm better or best, then that's a strategy call with one of your salesmen or your team members or your engineers, and then you can help them build the engagement or the product that they want.
It's a great point. You do want to keep it as simple as possible. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.   
 

We Brag About the Premium Purchases We Make
Hi everyone, Carl Gould here with your #70secondCEO, just a little over a one-minute investment every day for a lifetime of results. Now think about this for a moment, because we all do it, right? Before I came into the Zoom room, I walked through your parking lot, right?
I didn't see a lot of you -goes in the parking lot. Remember that car? I didn't see a lot of broken-down rust buckets in that parking lot. There's not one of you who drove to the meeting today that needs the car that you drove today.
You don't need twin turbos and, you know, a Tesla and all-wheel drive. Oh honey, just in case I've got to go pick up the kids at school at 150 miles an hour in a driving range, I really needed to make sure that I got the Tesla S with ludicrous mode.
It's all about family, honey. It's all about family, right? You don't need all those features. We all overbuy for the products and services that we are passionate about, or we place a high value on. And not only do we do that, we don't complain about the price, we brag about the price. 
Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO. 
 

You are not Allowing Your Clients to Say They Are the Best Clients for You 
Hi everyone, Carl Gould here with your#70secondCEO. Just a little over a one minute investment every day for a lifetime of results. Pricing might seem high, but as long as you match it in perceived value, you're going to differentiate yourself. 
 
And here's why this is so important to have in place for the next five years and to prepare yourself for growth. Pricing is the number one language you will speak to your clientele, regardless of your business model. 
 
There is no language stronger than your pricing. Because the moment you tell somebody what you charge, you've done two things. Number one, you've told them who you are. Am I the premium play, the middle play, or am I the economy play? 
 
All are good. Just which one are you? More importantly, you've told them what kind of buyer they are. So my question to you is, are you giving your clients, your investors, a path to say that they are your best client or best investor? 
 
Do you have that offering in place right now? Because if you don't, you are not allowing your clients to say that they're the best client for you. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO. 
 

Purchasers Decide on Their Purchases Based on Top 2 Complaints
 
Hi, everyone, Carl Gould here with your #70secondCEO, just a little over a one-minute investment every day for a lifetime of results. Number one, you wrote down your five complaints. Put a page on your website called Problems We Solve, Problems We Solve. 
 
And go on chat GPT or Perplexity or Claude or whoever you're using and give them a prompt and write an 800-word blog on how you solve each of those five complaints, because that's what people are searching for, right? 
 
You're probably all using a marketing agency, they've all told you about SEO, and they all said you have to have the right keywords. That's okay. You add the keywords into your prompts, right, then have somebody go through them so it's not user-generated content, so it's all original, you know, cite everything properly, all that sort of thing. 
 
Now you've got five, these are the five top topics you talk about most of the time, but there are two topics you talk about all the time. 70%, sorry, purchasers with no buyer's remorse based on a purchase, decide on that purchase based on their top two problems. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO. 
 

What Kind of Buyer Takes Your Higher Priced Guarantee
 
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results. What kind of buyer says, I'll take your guarantee? They're not price-sensitive, right? 
 
They care about what? Quality and getting it done? What else? Big one. They're a good client themselves. They understand the value. They don't want to do it with me. They want me to do it for them. One more. 
 
It's a big one. It's the biggest one of them all. Well, they don't want a headache. You're all right, guys. Everything you're saying is true. The deciding factor most of the time was they were under some form of time pressure. 
 
So they're building a commercial building and landscaping is not necessary because it needs to look pretty. Landscaping is necessary for soil erosion. They can't get their certificate of occupancy without it done, right? 
 
So it was always me and the paver at the very end and we would always be working on the site at the same time. Don't stage your materials over here. Don't drive over this over here. We used to be working all the time because, without those two, you don't get a certificate of occupancy. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70sec0ndCEO. 
 

Higher Quality or Lower Quality
 
Hi everyone, Carl Gould here with your #70sec0ndCEO. Just a little over a one-minute investment every day for a lifetime of results. How many of you have hired a contractor who said, if I don't perform, if you perform as the client, but I don't perform as the contractor, you get to keep the whole thing and I give you all your money back? 
 
How many of you have hired contractors that have done that? Buy a show of hands. No hands, does that mean zero? Zero. So if I gave you a proposal, who am I competing with? No one. Now, think about it. 
 
I charge a 35% premium for that. Now, what if you said, all right, that's pretty ballsy, Carl, but I'm not paying your 35% premium. What would you think of me as a contractor if I even offered it? Would you think, oh, this guy's incompetent, and has no clue what he's doing? 
 
Or would you say, hmm, he's pretty confident about his process? If he's offering this out to other people, he must be pretty good. He must at least think he can put his money where his mouth is and he could perform. 
 
Which do you think more of? Would you think that I'm likely more competent, higher level, better quality? Or would you think just on that alone, I'm less competent, less quality, and likely going to fail? 
 
Which one do you think going in, I'm more likely to be? Higher quality, lower quality. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO.