Module 4

Why Wealthy Clients Buy What They Buy

This is the science at the core of the course. It explains how wealthy clients decide, and why the emotional brain chooses before the rational brain writes the justification.

Start Lesson 1
A brass key resting in the lock of a dark wooden door

How the Decision Happens

  1. 4.1 The Decision Comes Before the Reasons Open with the day as the client will live it, and put your list last. 6 minute read
  2. 4.2 Wanting Has a Chemistry Plan what a client receives between their yes and the first session. 7 minute read
  3. 4.3 Shortcuts Are Not Mistakes Change the fact behind a client's shortcut, so that the shortcut points to you. 7 minute read

The Five Shortcuts

  1. 4.4 How Price Creates Belief Charge what the clients you want expect to pay, and quote it as one figure. 7 minute read
  2. 4.5 Your Name Is the Brand Put the name your clients say on everything a new client finds. 6 minute read
  3. 4.6 A Real Limit Makes You Worth Waiting For State the limit you already have and its reason, and never make one up. 9 minute read
  4. 4.7 A Friend's Word Beats a Hundred Reviews Give a past client two sentences to repeat, and keep your testimonials page short. 9 minute read
  5. 4.8 Clients Judge Your Work by What They Can See Give your replies, your proposal, and your clothes the care you give your work. 8 minute read

The Three Motivations

  1. 4.9 Some Clients Hire You to Reward Themselves Give these clients your best work at full price, and do not mention the reward. 9 minute read
  2. 4.10 Many Clients Hire Whoever Their Friends Use Win two or three clients in one group of friends, and the others often follow. 9 minute read
  3. 4.11 What a Choice Says to the World Show the clients and the work that tell people what kind of client hires you. 9 minute read

Loss, Reward, and Risk

  1. 4.12 A Possible Loss Often Moves Clients More Than a Promise State the opening a client could miss, say it once, and let the client decide. 6 minute read
  2. 4.13 Make the Benefit Feel Present Describe one moment of the client's day as it happens, and they can picture it. 7 minute read
  3. 4.14 Too Many Options Can Stop a Client From Deciding Choose one option for the client, offer it first, and keep a second ready. 8 minute read
  4. 4.15 Lower the Client's Risk Instead of Your Price Give the client proof or a cap, and keep the price you quoted. 10 minute read

Deeper Mechanisms

  1. 4.16 Wealthy Clients Worry Quietly About Choosing Wrong Say which one and why, and the client keeps you for the next choice. 8 minute read
  2. 4.17 Younger Wealthy Clients Buy for Themselves Sell them the private experience, and leave out the people who might see it. 7 minute read
  3. 4.18 What Your Billing Says About the Relationship Put the small requests inside one fee, and never bill one of them later. 9 minute read
Next module Real Confidence Is the Absence of Performance