【商业智慧】向富人销售的3条规则 · 赚大钱的销售逻辑

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P1 · 【商业智慧】向富人销售的3条规则 · 赚大钱的销售逻辑 p01 中英字幕 (P1)

【商业智慧】向富人销售的3条规则 · 赚大钱的销售逻辑 p01 中英字幕 (P1)

发布于 2026-10-25 · 时长 27:34

字幕摘录

时间	英文	中文
0:00	If you want to make more money, you have to learn how to sell to rich people.	要多赚点钱,要学好卖给富人.
0:03	And here's the thing, most people sell to rich people like they're broke.	事情是这样的,大多数人像破产一样向富人出售.
0:06	They apologize for their price, and above all else, they stress over the price.	他们为自己的价格道歉,最重要的是,他们强调价格。
0:10	But in reality, the cheapest option is the one rich buyers are the most afraid of.	但实际上,最便宜的选择是富买家最害怕的.
0:15	Rich people hear the word cheap or affordable, they think lawsuit, a bad hire, a compromise.	有钱人听到便宜或负担得起的字眼,他们认为诉讼,糟糕的雇佣,妥协.
0:21	So today, you're going to learn how high net worth buyers actually decide.	所以,今天,你将学会 如何高净值买家实际决定。
0:25	There are four currencies they protect with their lives.	他们用生命来保护四种货币
0:28	And the exact playbook I'm going to give you that I'd run if I were selling a really expensive thing tomorrow.	如果我明天卖出很贵的东西 我会跑的
0:34	And you're going to also get the one follow up line that works every single time.	而且你也会得到一个后续的线路, 每次都工作。
0:36	I'm Cody Sanchez.	我是科迪・桑切斯。

展开字幕全文（581 条）

序号	英文	中文
1	If you want to make more money, you have to learn how to sell to rich people.	要多赚点钱,要学好卖给富人.
2	And here's the thing, most people sell to rich people like they're broke.	事情是这样的,大多数人像破产一样向富人出售.
3	They apologize for their price, and above all else, they stress over the price.	他们为自己的价格道歉,最重要的是,他们强调价格。
4	But in reality, the cheapest option is the one rich buyers are the most afraid of.	但实际上,最便宜的选择是富买家最害怕的.
5	Rich people hear the word cheap or affordable, they think lawsuit, a bad hire, a compromise.	有钱人听到便宜或负担得起的字眼,他们认为诉讼,糟糕的雇佣,妥协.
6	So today, you're going to learn how high net worth buyers actually decide.	所以,今天,你将学会 如何高净值买家实际决定。
7	There are four currencies they protect with their lives.	他们用生命来保护四种货币
8	And the exact playbook I'm going to give you that I'd run if I were selling a really expensive thing tomorrow.	如果我明天卖出很贵的东西 我会跑的
9	And you're going to also get the one follow up line that works every single time.	而且你也会得到一个后续的线路, 每次都工作。
10	I'm Cody Sanchez.	我是科迪・桑切斯。
11	This is the Big Deal Podcast.	这是大交易的播客。
12	Let's make some money.	让我们赚点钱。
13	So if you know me, you know I've started, bought and sold more businesses than I can count,	所以如果你了解我,你知道我开始, 买卖的生意比我想象的多,
14	which I don't like say to be fancy.	我可不喜欢说自己很帅
15	I think in some ways, entrepreneurship is a trauma response.	我认为,在某些方面,创业是一种创伤反应。
16	But it does mean that I've sat on both sides of the table more times than I'd like to admit.	但它确实意味着我坐在桌子的两边 已经超过我想承认的。
17	And there is one sentence that will change the way you make money forever.	有一句话会改变你永远赚钱的方式。
18	Broke people buy for price, rich people buy for risk mitigation.	断人买价,富人买风险缓解.
19	I want you to really soak that in for a second.	我希望你真的 浸进去一秒钟。
20	A broke buyer is going to ask you something like this.	一个破产的买家会问你这样的问题
21	They're going to say, can I afford this?	他们会说 我能负担吗?
22	A rich buyer asks, will this fix my problem or is this valuable enough for me?	一个有钱的买家问,这能解决我的问题,还是这个价值足够我?
23	Those are not the same question and they don't have the same answer.	这些不是同一个问题,也没有同样的答案。
24	At Contrarian Thinking, we have a business called Boardroom,	在康塔利安 想想看,我们有个生意叫办公室
25	where we help business owners grow and scale their business.	在那里,我们帮助企业主 增长和规模他们的业务。
26	Let me tell you what our boardroom members don't actually care about.	让我告诉你,我们的董事们 并不关心什么。
27	The price tag for boardroom.	董事会的价格标签。
28	Why?	为什么?
29	Because they know price doesn't matter.	因为他们知道价格不重要
30	If you're running a business that makes hundreds of thousands, millions, tens of millions of dollars a year,	如果你经营的生意每年能赚到几十万,几百万,几千万美金
31	something that costs you five figures doesn't actually matter.	花费你五个数字的东西 其实不重要
32	What does matter?	有什么关系?
33	Your time and the outcome.	你的时间和结果。
34	If you have a business right now that makes a million dollars and I can help you double your business,	如果你现在有生意能赚一百万 我可以帮你双倍的生意
35	you're going to sign up so fast for that you can't even imagine.	你会这么快就报名了 你甚至无法想象
36	And so I was actually listening the other day to one of our advisors who have helped thousands of business owners scale to their next eight figures.	那天我实际上在听一位顾问的演讲, 他帮助了数千名企业主 以他们接下来的八个数字衡量。
37	And I was sort of chuckling because this advisor was saying, well,	我有点笑 因为这位顾问说
38	I think that this business owner just needs a lower cost for this and then they can come in.	我觉得这个企业主只需要低廉的成本 然后他们就可以进来了
39	You've probably heard this in your business, too.	你可能也听说了
40	And I said, let's talk to him.	我说 我们跟他谈谈
41	So we got on the phone.	所以,我们得到了电话。
42	And what happened?	发生了什么事?
43	Do you think I said to the business owner, so are you worried that you won't be able to afford what the cost is?	你觉得我跟店主说过 你担心你付不起多少钱吗?
44	What do you think the business owner said?	你觉得老板怎么说?
45	No, of course not.	不,当然不是。
46	You know, I'm worried that I won't actually get what I want out of this.	你知道,我很担心,我会不 真正得到我想要的。
47	And it's just another thing sucking up my time.	这只是另一件事 吸我的时间。
48	Every single question about price dies in the light because the truth is they don't trust you,	每一个关于价格的问题都会在光线下消失 因为事实上他们不信任你
49	not that they don't want to pay that price.	不是说他们不想付出代价
50	And that's for almost everything.	这几乎是一切。
51	And let me let me tell you what I mean by this.	让我来告诉你我的意思
52	Like Bain and Harvard Business Review, they actually studied this in their B2B report.	像拜因和哈佛商业评论一样,他们实际上在B2B报告中研究了这一点.
53	And it turns out business buyers don't only value the obvious functional stuff like cost reduction,	结果发现商业买家不仅重视 降低成本等明显的功能
54	but they massively value reduced risk, expertise, responsiveness, lower anxiety, even more.	但他们非常重视降低风险,降低专业知识,降低反应能力,降低焦虑程度,甚至更进一步。
55	So a rich buyer isn't really buying your product or service.	所以一个有钱的买家 并不是真正购买你的产品或服务。
56	They're buying their peace of mind.	他们买下他们的平和。
57	Right.	对
58	They're buying a story.	他们买一个故事。
59	They're buying the belief that this turns them into somebody else.	他们相信这会让他们变成另一个人
60	They're buying a belief that this will decrease their pain.	他们相信这会减轻他们的痛苦
61	They're buying a belief that this might actually be the thing that will make them X outcome.	他们相信 这可能是他们X的结果
62	That could be anything.	这可能是任何事情。
63	Could be relief, control, maybe the quiet certainty that they'll never have to think about this problem again.	这可能是解脱,控制, 也许静悄悄的确定, 他们将不再需要再思考这个问题。
64	So that means if your pitches were affordable, you're actually you're pressing the wrong wound entirely.	也就是说,如果你的投球价能承受得起, 你其实是按错了伤口。
65	The wound that they need a bandaid for wasn't price.	他们需要的伤口不是代价
66	It might be friction.	这可能是摩擦。
67	So once you stop selling for price, you have to know what you're actually selling.	所以,一旦你停止卖价, 你必须知道你到底在卖什么。
68	And I think a lot of people go, well, if you don't want it at 20 bucks, do you want it at 10 bucks?	我想很多人去,嗯,如果你不想 要20美元,你想要10美元吗?
69	What about five bucks?	五块钱怎么样?
70	What about three bucks?	三块钱怎么样?
71	No, they just don't want the thing.	不,他们只是不想要的东西。
72	There's so many options in the world.	世界上有很多选择
73	Their most valuable commodity is time.	他们最宝贵的商品是时间。
74	Wealthy buyers protect four currencies above almost everything else.	财富买家保护四种货币,几乎超越一切。
75	Time, risk, reputation and control.	时间、风险、名声和控制。
76	Let's break down time.	让我们打破时间。
77	It's the obvious one.	显者.
78	So most people have money.	所以大多数人都有钱。
79	What they don't have is another Wednesday to waste on a vendor who needs six calls to understand the assignment.	他们没有另一个周三 浪费在卖家身上 他需要六个电话来了解任务
80	Who wants more sales phone calls?	谁想要更多的销售电话?
81	Lord knows I don't.	上帝知道我不会的
82	You don't either.	你也没有。
83	Risk is the hidden one, and it's the one most sales people completely miss.	风险是隐藏的 也是人们最想念的
84	Successful people are surrounded by other people pitching them, advising them, managing their money, asking for more money.	成功的人们被其他人包围 投他们,建议他们,管理他们的钱, 要求更多的钱。
85	And so every time they say yes, it's exposure.	所以每次他们说是,都是暴露的。
86	So every new vendor is a possible weak link with their name attached to it.	所以每个新卖家 都可能和他们的名字有联系
87	Now, thank you.	谢谢
88	Reputation, that's kind of a quiet one because the higher somebody climbs,	名声,这是种安静的,因为越高的人攀登,
89	the more their decisions get watched inside a small, expensive room.	他们的决定越被监视在一个小的,昂贵的房间。
90	So their spouse sees their call, their partners see it, their investors see it.	所以他们的配偶看到他们的电话,他们的合伙人看到,他们的投资者看到.
91	Who are they by associating with you?	他们与你有关联是谁?
92	This is why the luxury brands do so well.	这就是为什么奢侈品品牌做得很好。
93	You know, I was in Paris last week on some anxious sentence to say, but I was and we bought a nice watch.	你知道,我上周在巴黎 一些焦虑的句子说, 但我是,我们买了一个漂亮的手表。
94	And where did I go to buy the watch?	我在哪里买的表?
95	My husband and I kind of achieved this goal we wanted to achieve.	我丈夫和我实现了我们想要实现的目标
96	So we like to buy a little milestone that we eventually want to hand off to the next generation.	所以我们喜欢买一个小小的里程碑, 我们最终想要交给下一代。
97	And so we like vintage.	所以我们喜欢葡萄酒。
98	So I try to buy vintage stuff when I can.	所以我想在可以的时候买些古董
99	So we go to a watchmaker.	所以我们去找一个表匠。
100	Now, if you're making an expensive watch person,	如果你做一个昂贵的表弟
101	you know, purchase something that's five, six figures, you're going to really care where you buy from, aren't you?	你知道,买的东西是5,6个数字, 你会真正关心 你从哪里买,不是吗?
102	Why?	为什么?
103	Well, there's fakes everywhere.	到处都是假货
104	You could get fakes just about anywhere.	到处都有假货
105	So how do you decide which one to go to?	那么,你如何决定哪一个去?
106	Well, reputation really matters, doesn't it?	名声真的很重要,不是吗?
107	It's actually not price at all, because you would pay a couple hundred bucks,	其实根本不是价钱 因为你会付几百块
108	a couple thousand more bucks on a really expensive purchase if you knew it wasn't fake, wouldn't you?	如果你知道这不是假的 还要多买几千块,不是吗?
109	What would really suck is to spend five figures on something and find out it was fake.	真正糟糕的就是把五个数字花在某个东西上 发现它是假的。
110	So these watchmakers end up doing a lot to make sure that they have a reputation so sterling.	因此,这些观察者最终会做很多事情,以确保他们有如此杰出的声誉。
111	It's the same quality as those watches.	和那些表一样
112	And control is actually a really big one.	而控制其实是一个真正的大。
113	So the whole reason they got here, they're rich, is that they make decisions.	因此,他们来到这里的全部原因,他们是富有的, 是他们做决定。
114	If you take away their sense of control and you stop being a vendor, then you actually start being a threat.	如果你夺走了他们的控制意识 不再当卖家 那你就成了威胁
115	You're trying to box them into something they don't like to be boxed in.	你想让他们陷入他们不喜欢的境地
116	So you've got to stop asking, how do I make this more economical?	所以,你必须停止问, 我如何使这个更经济?
117	Instead, start asking, how do I make this feel safer, faster, more reputation proof,	相反,开始问, 我如何使 感觉更安全,更快,更多的声誉证明,
118	and such a fuck yes that there is no reason they would say no to you?	如此他妈的是的 他们没有理由拒绝你?
119	Because here's the thing, a premium buyer never lies awake thinking, can I save a couple grand?	因为这样的话 一个高价买家从来不会醒着想 我能省几千块吗?
120	I know that's hard to say, too, because in this world, you're like, a couple grand would be nice.	我知道这很难说,因为 在这个世界上,你喜欢, 一对夫妇大块头是不错的。
121	But I'm just telling you how rich people think.	但我告诉你有钱人怎么想的
122	A really rich person lies awake thinking,	一个真正的富人躺在清醒的思维中
123	is this going to give me a headache later?	这会让我头痛吗?
124	Is this actually going to fix what I am struggling with?	这能解决我挣扎的问题吗?
125	So if you remove that fear, you've just increased your price without doing anything else.	所以,如果你去除恐惧, 你只是提高了你的价格 没有做任何事情。
126	The principle here is, I think, this.	我认为,这里的原则就是这一点。
127	And it's probably where I see most salespeople screw up.	这可能是我看到大多数推销员 搞砸了的地方。
128	And what I tell you about this is, you know, we have just in contrarian thinking,	我跟你说的是,你知道, 我们只是相反的想法,
129	we have a sales team of let's call it 20 people.	我们有一个销售团队 让我们称之为20人。
130	In contrarian thinking, our portfolio companies, we have salespeople across the companies to the tune of thousands.	反之,我们的证券公司 公司里有成千上万的销售人员
131	And here's where people mess it up.	而这里是人们搞砸的地方.
132	And I have seen it more than you can imagine.	我见过的比你想象的还要多
133	They walk into a room with a successful person and immediately what do they do?	他们与一个成功的人走进一个房间,他们立即做什么?
134	They try to prove them wrong.	他们试图证明他们错了。
135	Do you want to be right or do you want to win the sale?	你想对还是想赢?
136	If you go in and you say your marketing is broken, your operations are a mess, you might be right.	如果你进去说你的营销被打破了 你的操作是一团糟 你可能是对的
137	That's probably true.	这大概是真的
138	But it's still a terrible opening because people have egos and successful people have big egos.	但它仍然是一个可怕的开局,因为人们有自我,成功的人有巨大的自我.
139	And with much love, if you're selling to a rich person and you're not rich, they probably got a thing or two on you.	有了爱,如果你卖给一个有钱人,而你又不富有, 他们可能有一两件事你。
140	They know more than you do.	他们比你更清楚
141	Probably about most things except your product.	也许除了你的产品之外 大部分事都是这样
142	I'm not trying to insult anybody here.	我不是想侮辱这里的任何人
143	I was really young selling to rich people when I was super broke.	我年轻的时候就向有钱人卖东西 那时我破产了
144	I worked at Goldman Sachs, one of the biggest companies in the world, and I sold not million dollar products, not ten million dollar products.	我在世界上最大的公司之一高盛公司工作,我卖的不是百万美元的产品,也不是一千万美元的产品.
145	I sold a hundred million dollar products.	我卖了一亿元的产品
146	And let me tell you what, if little Cody Sanchez went into, you know, one of the biggest pension funds in the world and started telling them how shitty their portfolio management was and that I got this for them, Cody is taking home a goose egg.	让我告诉你,如果小科迪·桑切斯 进入了世界上最大的养老基金之一, 并开始告诉他们,他们的投资组合管理是多么糟糕, 我得到了这个给他们,科迪正在带一个鹅蛋回家。
147	I'm not closing anything in business.	我不会关门的
148	And so if you are running with ego, you're going to lose in sales.	所以,如果你带着自我跑步, 你会失去销售。
149	It can be a big driver for success in the short term, especially with unsophisticated buyers.	它可以在短期内成为成功的大驱动力,特别是对于不熟练的买家来说.
150	But you have to attack it before you have actually earned the trust and the buyer stops evaluating your solution and starts defending their identity.	但是在你真正赢得信任之前 你必须攻击它 买家停止评估你的解决方案 开始捍卫他们的身份
151	You need to be an ally, not an attacker.	你需要成为一个盟友,而不是攻击者。
152	And I'll tell you what, there's that old saying, you get more flies with honey than vinegar.	我告诉你,有一句老话,你得到更多的苍蝇 蜂蜜比醋。
153	I can almost promise you telling people they're smart, right, already know this stuff, and then you drop the need for them is going to have you close more business.	我几乎可以保证你告诉人们他们很聪明, 对,已经知道这些东西了, 然后你放弃了对他们的需求... ...就是让你关闭更多的生意。
154	And this might sound something like this.	这可能听起来是这样的。
155	So let's say you're trying to sell this coffee cup and you're trying to sell this coffee cup to a manager of a business.	假设你想卖掉这个咖啡杯 然后把这个咖啡杯卖给企业的经理
156	He's more successful than you are.	他比你还成功
157	You're an individual contributor salesperson.	你是个人贡献者推销员。
158	This is a manager of a business, probably has more direct reports, probably makes more money.	这是企业的经理人 可能有更直接的报告 可能赚更多钱
159	And you go, oh, my God, look at the coffee cups you have here.	而你去,哦,我的上帝, 看看这里的咖啡杯。
160	This is a mess.	乱七八糟的
161	Is this how you guys present yourself in front of clients?	这就是你们在客户面前展示自己的方式吗?
162	That is literally how most salespeople do it.	这其实是大多数销售人员做的。
163	They tell them all the things that are wrong with what they're currently doing, and they think that this fear idea is going to work.	他们告诉他们所有与他们目前的行为有错的东西,他们认为这种恐惧的想法将会奏效.
164	But instead, what should you do?	但你应该怎么做?
165	If they have a coffee cup in front of them, you should say, that's incredible.	如果他们有咖啡杯 在他们面前,你应该说, 这是不可思议的。
166	Oh, my gosh.	天呐
167	Look at your suit.	看看你的西装。
168	I can tell you guys care about quality.	我可以告诉你们关心质量。
169	I walked into this office.	我走进这间办公室
170	It's stunning.	令人惊叹.
171	Look at this view behind me.	看我后面的风景
172	Like, I love the design.	我喜欢这个设计
173	Did you pick this?	这是你选的吗?
174	What happened here?	这里发生了什么?
175	Compliment, compliment, compliment.	恭敬恭敬恭敬赞叹.
176	What are you going to do?	你打算怎么办?
177	They're going to start telling you things.	他们会开始告诉你一些事情。
178	Yes, I did.	没错
179	Yes, I have good taste.	是的,我品味不错。
180	Yes, I do believe in this.	是的,我相信这一点。
181	And then when you say, listen, as a person with really good taste, who cares a lot about how customers view you, I think you're going to love this because you do care about that.	然后当你说,作为一个品味好的人, 听着, 作为一个非常关心顾客如何看待你的人, 我想你会喜欢的,因为你确实关心这一点。
182	What are you doing right there?	你在这里干什么?
183	And they go, yes.	他们走了,是的。
184	Now you've gotten your first yes from them.	现在你从他们那里得到了第一个同意。
185	OK, so we've now already moved them.	好吧,所以我们已经移动了它们。
186	Your first yes is always the hardest.	你第一次答应总是最难的
187	We've got to move them to the second yes.	我们得把它们移到第二处
188	So you're going, yes, I do care about that.	所以你要去,是的,我确实关心这一点。
189	And I go, OK, great.	我走了,OK,伟大的。
190	Well, every time you actually get in front of somebody and kind of have that beat up mug, man, it almost it doesn't look like you.	每次你当着别人的面 和那种被打的杯子,伙计, 它几乎不像你。
191	Like you have the suit.	就像你有西装一样
192	You have the whole outfit.	你有整套装束
193	But like, I don't know that this fits, right?	但是,像,我不知道 这适合,对不对?
194	This probably isn't your brand, is it?	这也许不是你的品牌,是吗?
195	And what are they going to say?	他们要说什么?
196	Well, you've already just gotten them to say yes.	你已经让他们答应了
197	You've already told them that they've got taste.	你已经告诉他们他们有品味了
198	And now you're saying, is this really how you want to represent yourself?	现在你在说 你真的想这样代表自己吗?
199	And they're going to look at it and probably agree with you.	他们将仔细研究,也许同意你的看法。
200	And so psychologists call this motivated reasoning.	所以心理学家将这种有动机的推理称为.
201	We process information to protect what we already believe about ourselves, not to neutrally update when the facts show up.	我们处理信息是为了保护我们已经相信的自己,而不是在事实出现时中立地更新.
202	So you don't open with you're doing this wrong.	所以,你不打开 你这样做错了。
203	You open with you've clearly built something that works.	你敞开心扉,你显然造出了一些有用的东西。
204	That's why this gap has to be closed, because you have this taste.	这就是为什么这个缺口必须关闭, 因为你有这种味道。
205	You have this atrocious coffee club.	你有一个可怕的咖啡俱乐部。
206	Let's bring it in the middle.	以中带之.
207	You're not pointing out the scuffs on their car.	你没有指出他们车上的手铐
208	You're pointing out how beautiful their car will be once the last scuff is gone, because they use your cleaning service.	你指出一旦最后的手铐没了 他们的车会有多漂亮 因为他们利用你的清洁服务
209	So here's an acronym for you.	这是给你的缩写
210	Ego.	爱果.
211	Earn Gap Outcome.	收入差距结果。
212	Earn means you name what they're genuinely done right.	荣意味着你点出他们真正做得对的东西
213	So like, don't lie.	所以,不要撒谎。
214	Compliment something that is real.	赞美真实的东西。
215	That nail color is amazing.	指甲的颜色很神奇
216	Your business is so incredible.	你的生意太不可思议了
217	I can't believe you've done this.	真不敢相信你这么做了
218	Gap means you show them the specific constraint that exists because they succeeded.	空白意味着你向他们展示由于它们成功而存在的具体约束.
219	Like, you've already done so well, so we just add this to it, not despite it.	喜欢,你已经做得很好, 所以我们只是添加这一点, 尽管它。
220	And outcome means you tie your fix to the standard they already want to live up to.	结果意味着你把自己的定律 固定在他们想要达到的标准上
221	So in practice, it's the difference between your team is bad and you need to replace all of them.	因此在实际操作中,你的队伍的区别是不好的,你需要替换所有的队伍.
222	I'm the best recruiter and I'm going to do it.	我是最好的招募者,我会做到这一点。
223	To instead, don't you need more winners on your team that are at the same level as you are?	换句话说,你不需要更多的胜利者 在你的团队中,与你处于同一水平?
224	You have some incredible people, it seems like, here.	你有一些不可思议的人, 它似乎,在这里。
225	But would you want more people who are at your level?	但是,你想要更多的人 在你的级别?
226	That's actually the same diagnosis, right?	这实际上是相同的诊断,对不对?
227	But only one of them is going to get you hired.	但只有其中一人会雇你
228	And it's not the one where you tell them their team is bad.	你告诉他们的球队不是坏球
229	And that reframe kind of makes all the difference.	而这种重塑 使所有的区别。
230	And that's why.	且道为甚么.
231	Because the idea is you want to recontextualize a decision from being a headache to actually,	因为这个想法是,你想重构一个决定 从头痛到实际上,
232	look at this opportunity.	看看这个机会。
233	And this thesis is exactly why I built that growth boardroom I was talking to you guys about.	这篇论文正是我建那个成长室的原因 我和你们讲过
234	Like if you own a real business with a team and real growth problems,	就像你拥有一个真正的企业 一个团队和真正的增长问题,
235	the last thing you want is to be making huge decisions around hiring,	你最不想做的是 就雇用问题做出重大决定
236	firing, pricing, expansion, all alone.	射击,定价,扩张,都独自一人。
237	So my belief was I need other people outside of my business giving me opinions.	所以我相信,我需要其他人 在我的业务之外给我提供意见。
238	I want experts, analysts, peers.	我需要专家 分析师 同行
239	So it's a room for owners who are done making high stakes calls in isolation.	所以这是给那些在孤立中 做出高额交易的房主的房间
240	If you're an owner looking for the next lever to unlock your growth,	如果你是一个主人 寻找下一个杠杆 打开你的成长,
241	you can apply at contouringthinking.co slash growth boardroom.	你可以申请在 轮廓思考.co斜线生长室。
242	This is where the practical and the tactical and the applicable all come together,	实际的、战术的和适用的都在这里走到一起,
243	which brings us, I think, to the single biggest tell of an amateur, which is adjectives.	我认为,这让我们想到一个业余爱好者的最大特点,那就是形容词。
244	Amateurs describe themselves like we're the best.	业余爱好者形容自己像我们是最好的.
245	We're high quality.	我们的质量很高。
246	We really care.	我们真的很关心。
247	That actually says nothing.	这其实什么也没有说。
248	What does that even mean?	这是什么意思?
249	It sounds like every other seller and somebody you've probably rejected a million times before.	听起来像其他卖家 和你之前可能拒绝过无数次的人
250	Premium sellers, they actually don't describe.	高价卖家,其实没有描述.
251	They diagnose.	他们诊断。
252	The diagnosis sounds like,	诊断听起来像,
253	hey, you've got three locations, but every scheduling decision still runs through one manager,	嘿,你有三个地点, 但每个时间安排决定 仍然通过一个经理,
254	which is maybe why your labor costs moves before you have a chance to deal with it.	这可能是为什么你的劳动成本 移动之前,你有机会处理它。
255	And you're like pausing.	你就像在流脓
256	Your growth for those three locations is so impressive.	你在这三个地点的增长令人印象深刻。
257	I imagine you're having a hard time keeping up with scheduling because you've grown so fast.	我想你很难跟上日程安排 因为你长得这么快
258	Now you're showing them something true about their own world,	现在你向他们展示他们自己的世界的真面目
259	and that is a completely different kind of authority.	这是完全不同的权威
260	So there's a study sort of famously by Daniel Kahneman,	丹尼尔·卡恩曼的研究很有名
261	where people anchor hard on the first number they're handed, even when that number is arbitrary.	即使那个数字是任意的
262	So in sales, everyone fights over this.	所以在销售中,每个人都会为此而争吵.
263	It's called the price anchor.	名为价锚.
264	But the real anchor gets set earlier when you frame the problem.	但真正的主播被设定在更早 当你设定的问题。
265	This is called priming.	这叫做刺激
266	So let the buyer decide the conversation is about this is expensive,	所以让买主决定 谈话是关于这个很贵的
267	and you'll spend the rest of it defending the price.	你会花掉剩下的钱来捍卫代价
268	If you instead frame it as this decision protects your time, your risk, and your reputation,	如果你把它设定为这个决定 保护你的时间,你的风险,你的声誉,
269	well, now price has to compete against consequence.	现在价格必须和后果竞争
270	And that's what this whole discovery process is actually for.	这就是整个发现过程的真正目的。
271	We're not small talking.	我们不是小说话。
272	Nobody has time for that, especially rich people.	没有人有时间这样做,特别是有钱人。
273	Talk fast, move fast, make the money, get out of the way.	说话快,动作快,赚钱,让路.
274	Don't ask them how was their weekend or, oh, this thing's so incredible,	别问他们周末过得怎么样 或者,哦,这东西太不可思议了
275	or tell me about, you know, what are you doing this afternoon?	或者告诉我,你知道, 你今天下午在做什么?
276	No, no, no, no.	释曰.
277	Forget all of that.	忘了这一切。
278	Instead, I want you to do this framework.	相反,我要你做这个框架。
279	Four questions that do most of the work for you.	四个问题 做大部分的工作给你。
280	One is, what is the problem already costing you?	一是,你已经付出了多少代价?
281	In hours, maybe churn, missed sales.	几小时后,也许又少了销售额
282	Two, who else feels this pain?	第二,还有谁感到这种痛苦?
283	Maybe it's the CEO's spouse because they're not home because they're working too much.	可能是CEO的配偶,因为他们因为工作太忙而不在家.
284	Maybe it's the CFO because the numbers are always wrong, or the partner.	可能是CFO,因为数字总是错误的,或者是合伙人.
285	They're all quietly in the room, whether they admit it or not,	他们都安静地在房间里, 不管他们承认与否,
286	and you're bringing them in with you.	你带他们进来
287	Three, what have you already tried?	三,你已经试过什么了?
288	Because a real buyer always has scar tissue.	因为真正的买家总是有疤痕组织
289	And we say that tourists don't.	我们说游客不会
290	So they've probably tried another solution.	所以他们可能已经尝试了另一种解决方案。
291	They've been burned by somebody.	他们被别人烧了
292	They're still trying to solve the problem, but you want to get away from that.	他们仍在试图解决问题,但你想摆脱它。
293	Four, what would make this a clean win 90 days from now?	四,从现在起90天后,什么会让这场大赢?
294	And I like to say it as, what would make this the best decision you've made this year?	我想说的是,你今年做的最好决定是什么?
295	This is great because it actually forces them to tell you	这是伟大的,因为实际上 迫使他们告诉你
296	what success looks like in their own words.	用他们自己的话说,成功是什么样子。
297	So your offer just becomes the bridge to it, and you parrot it back to them.	所以,你的提议只是成为了它的桥梁, 你鹦鹉它回到他们。
298	Now, obviously, we do this not being manipulative.	现在,很明显,我们这样做不是操纵性的。
299	We do this being real.	我们这样做是真实的。
300	So if I'm going to buy a professional service from you,	所以,如果我要买一个专业服务 从你,
301	let's say I'm going to buy a painting for my house.	假设我要买一幅画给我的房子
302	And you say, hey, I've come here.	你说,嘿,我来这里。
303	I've specked at your house.	我在你家偷窥过
304	We can do this job, but tell me, what would make this decision a no-brainer for you,	我们可以做这个工作,但告诉我, 是什么会使这个决定成为你没有头脑,
305	the best decision that you've made in 90 days from now?	你90天后做出的最佳决定?
306	And they're going to have to think about it.	并须思惟.
307	At first, they might say, well, the job's done.	一开始,他们可能说, 好了,工作完成了。
308	You're on time, on budget.	你准时,预算。
309	And you might say, that's amazing.	你会说,这是惊人的。
310	But like anything else, we like to make our things really magical for people.	但是,像任何其他,我们喜欢 做我们的东西 真的神奇的人。
311	And they're like, well, you know, that my daughter,	他们就像,嗯,你知道, 我女儿,
312	when she comes home into her new room, she loves it.	当她回到她的新房间时 她很喜欢
313	Oh, great.	哦,伟大的。
314	Like, what would love it look like?	喜欢什么?
315	Well, you know, maybe there's like something sort of magical or unique in the painting,	嗯,你知道,也许有 像某种神奇 或独特的画,
316	or it's set up by Tuesday.	或者在周二之前设置
317	It has to be by Tuesday because that's when she gets home from school, right?	得在星期二,因为那是她放学回家的时候,对吧?
318	Now you have a chance to do what's called a magical moment.	现在你有机会做 所谓的神奇的时刻。
319	Now you can be like, okay, your daughter loves purple.	现在你可以像,好吧,你的女儿爱紫色。
320	We're painting her room purple.	我们在画她的房间紫色。
321	Do you have decorations that go with that?	你有随身带的装饰吗?
322	Should we add a little purple teddy bear on top of the bed for her that's brand new?	要不要在床头加一只紫色的泰迪熊?
323	Should we, hey, do you want to like give her a little bit of extra paint and a canvas	我们要不要,嘿,你想 给她一点额外的油漆和画布
324	and she can draw like a little painting alongside of it?	她能画得像画一样
325	You know, do you want to fund before and after of it?	你知道,你想提供资金 在它前后?
326	We have a photographer here that can do it.	我们这里有位摄影师可以做到这一点。
327	This is the key to all sales is turn it into something	这是所有销售的关键 就是把它变成某种东西
328	where they can visualize what their life looks like	在那里,他们可以想象 他们的生活是什么样子
329	when they said yes to you afterwards.	后来他们答应你
330	And it's a beautiful visual.	并具妙观.
331	There's a broke person reflex that quietly kills your deals.	有个破碎的反射 悄悄地毁了你的交易
332	And that is called selling from your own wallet.	这叫做从你的钱包里卖东西
333	It's also called wallet share.	这也叫钱包共享.
334	So you look at the price through your own bank account.	所以你通过自己的银行账户来观察价格。
335	And then all of us, this isn't just like you, all of us, me too,	然后我们所有人, 这不只是像你, 我们所有人,我也,
336	panic on the buyer's behalf.	代表买家感到恐慌
337	And you start discounting before they've even objected to anything.	你开始打折扣之前 他们甚至反对任何东西。
338	You know, I know it's expensive or we've got a cheaper package if that helps.	你知道,我知道它很贵 或者我们有一个更便宜的包裹 如果有帮助。
339	Stop it.	别说了
340	You're projecting your financial reality onto someone who doesn't even live in it.	你将你的金融现实 投射给一个根本不住在里面的人
341	You know, $20,000 might feel huge to you.	你知道,20000美元 可能感觉很大给你。
342	To the buyer, they're like, oh, that's like one week	对买家来说,他们就像,哦,那就像一个星期
343	of payroll leakage that you'll fix for me.	你会帮我解决的薪水流失问题
344	You know, your job isn't to decide what they can afford, not your job.	你知道,你的工作不是决定 他们能负担什么,不是你的工作。
345	Your job is to make the value clear enough	你的工作就是把价值说清楚
346	that they can decide whether it matters.	他们可以决定它是否重要。
347	Show them the outcome, not the price.	向他们展示结果,而不是价格。
348	The wrong way to do this, I saw actually hysterically	这样做是错误的,我看到实际上歇斯底里
349	on a partnership meeting that one of my writers have,	在我一位作家的一次合作会议上
350	I love you dearly.	我非常爱你
351	You're terrible at this.	你这样做太糟糕了
352	I was too when I first started.	我第一次开始的时候也是
353	We don't like to praise ourselves.	我们不喜欢称赞自己。
354	Well, you know, it feels weird and then you're selling out to the man	嗯,你知道,这感觉怪怪的 然后你出卖给男人
355	and you're not creative anymore and all the things.	你不再有创造力了
356	And so we're on a call with one of our sponsors	所以我们和赞助商之一打电话
357	and we want them to do more with our newsletter.	我们希望他们用我们的通讯做更多的事情。
358	And one of my main newsletter writers starts off the call, you guys.	我的主要通讯作家之一 开始打电话,你们。
359	And he's a brilliant guy.	他是个好人
360	He's really good.	他真的很厉害。
361	He's a great writer.	他是一个伟大的作家。
362	And he's like, well, I know this is super last minute,	他就像,嗯,我知道 这是超级最后一分钟,
363	so you probably won't be able to do it anyway.	所以,你可能不会 做到这一点反正。
364	And then proceeds to pitch.	然后开始投球。
365	That's the intro.	即是入门.
366	And I remember sitting on there like, what are we doing?	我记得坐在那里一样, 我们在做什么?
367	What are we doing?	我们在做什么?
368	And so I cut him off.	所以我把他切断了
369	And I'm like, what he's meaning to say is that this is amazing.	我很喜欢,他的意思是 这是惊人的。
370	You have a super last minute opportunity to do this.	你有一个超级 最后一分钟的机会做到这一点。
371	Nobody else will have it.	没有人会拥有它。
372	We can get this into promotion for you in one week.	我们可以在一个星期内帮你升职
373	That's probably the fastest turnaround you've ever gotten promotion.	这可能是你升职最快的转速
374	So I'm sure you're going to do it because you'd be crazy	我敢肯定,你会这样做 因为你会疯了
375	not to get this in right before this big thing that you have.	在你遇到这个大事情之前 不要把事情搞砸
376	Right?	对吧?
377	Hey, both those things are true.	嘿,这两件事都是真的
378	I didn't lie.	我没有撒谎
379	He didn't lie.	他没有撒谎。
380	But there's a right and a wrong way to do it.	但有对有错之法.
381	And I remember when I asked him afterwards, I was like,	我记得当我问他之后,我说,
382	what was the deal with that?	这是怎么回事?
383	That was the single worst pitch I've ever heard in my entire life.	这是我这辈子听过的最烂的一次
384	And he was like, well, I didn't want him to respect me less.	他就像,嗯, 我不想让他不尊重我。
385	I go, do you think that made him respect you more?	我走了 你觉得这能让他更尊重你吗?
386	That's the problem with when we sell ourselves short	这就是我们出卖自己的问题
387	is we think somehow being weak, being noncommittal,	不知何故,我们觉得软弱,不承诺,
388	and not getting what we want makes us respectful.	而得不到我们想要的 却让我们尊重
389	Isn't it kind of a twisted thing?	这不是有点扭曲吗?
390	I don't know what they did to us in early grade school,	我不知道他们在小学时对我们做了什么
391	but that's what I'm a blit.	但我就是这个意思
392	And I think premium buyers don't punish confidence, you guys.	我觉得高价买家不会惩罚信心,伙计们
393	They actually punish your uncertainty.	他们实际上惩罚你的不确定性。
394	If your voice shrinks when your price comes up,	如果你的声音收缩 当你的价格上升,
395	they hear, oh, they don't even believe in that.	他们听到,哦,他们甚至不相信这一点。
396	If you discount in the first three seconds of silence,	如果你在头三秒钟的沉默中打折扣,
397	they start wondering, what's the real price?	他们开始想,什么是真正的价格?
398	Is anybody else buying this thing?	有人买这个东西吗?
399	So say the number and then shut up.	所以说数字然后闭嘴。
400	The silence after a price is not meant to be filled.	价之后的寂静不是用来填补的.
401	It is part of the deal, baby.	这是交易的一部分,宝贝。
402	Give the price.	给价.
403	Don't inflect.	别失声.
404	Put a period on the end of it.	以期为末.
405	Shut your fucking mouth.	闭上你的臭嘴
406	The framework here that I want you to take home is,	我想让你带回家的框架是
407	now, not every rich buyer is the same animal.	现在,不是每个有钱买家都是一样的动物。
408	And treating them like they are is going to cost you.	把他们当成他们要付出代价的
409	So I think there's lots of types, but mainly three.	所以我认为有很多种,但主要是三种。
410	The optimizer got rich or stayed rich by negotiating everything.	优化者通过谈判获得财富或保持财富。
411	We've all seen them, right?	我们都见过他们,对吧?
412	They like to win.	他们喜欢赢
413	They need to feel like they didn't just accept the first number.	他们需要感觉他们不只是接受第一个号码。
414	If you've got an optimizer on your hands,	如果你手上有优化器
415	give yourself room to move.	给自己移动空间。
416	But you're never going to slash the price	但你永远也打不开价
417	like you're clearing mattresses on a holiday weekend.	就像你在度假周末清理床垫一样
418	We're not going to do that.	我们不会那么做的
419	You're going to give the concession a name and a reason.	你要给特许经营权一个名字和一个理由
420	I can reduce scope, so the things I'm going to offer.	我可以缩小范围,所以我要提供的东西。
421	I can move the payment timing, AKA do payment terms.	我可以移动支付时间,AKA做支付条件。
422	I can prioritize your first location, so do one aspect of it.	我可以优先安排你的第一个地点, 所以有一个方面。
423	But you're not going to just give them right away.	但你不会马上给他们的
424	But you are going to give them something,	但你会给他们一些东西
425	because that makes them feel like they're winning.	因为这让他们觉得自己在赢
426	And I have a dear friend who's a multi-multi-multi-millionaire	我有个好朋友 是个多亿富翁
427	whose name is Earn, randomly, shout out Earn.	他的名字叫荣,随机的,喊叫荣。
428	And he gets off on negotiating.	他开始谈判了
429	The man will spend a million bucks,	这个人会花一百万
430	but he'll be like, I got that fucking hot dog and coffee,	但他会像, 我得到了他妈的热狗和咖啡,
431	didn't you see?	你没看见吗?
432	And I'll be like, yes, you did.	而我会像,是的,你做到了。
433	It's the most expensive one I've ever gotten in my life.	这是我一生中最贵的一次
434	But you got it.	但你可以做到这一点。
435	Now, the second type is the delegator.	现在,第二类是发包人。
436	They're opposite.	他们正相反。
437	They don't want to negotiate.	他们不想谈判。
438	They want the problem gone.	他们希望问题消失
439	Drag a delegator through 17 options,	通过17个选项拖动一个授权程序,
440	and you're creating work,	而你正在创造工作,
441	which is the one thing they're paying you to avoid.	这是他们付钱让你避免的一件事
442	For them, the close is speed and certainty.	对他们来说,接近的是速度和确定性。
443	I'm a delegator.	我是一个委托人。
444	Here's the recommendation.	建议如下.
445	Here's why.	这是为什么。
446	Here's what I wouldn't do.	这就是我不会做的。
447	Here's the next step.	下面是下一步。
448	Ready, go.	准备,开始
449	The third type that you have to be really careful for	第三种你必须小心
450	is the time waster.	是时间的浪费。
451	And the time waster actually never makes a fast decision.	而时间的浪费实际上从来没有做出一个快速的决定。
452	We often call these rational buyers.	我们经常叫这些理性的买家。
453	And there's nothing wrong with the rational buyer,	理性的买家没有问题
454	but if you try to speed them up too much,	但是如果你试图加速他们太多,
455	they will never close.	他们永远不会关闭。
456	You're going to actually have to meet a rational buyer.	你将会遇到一个理性的买家。
457	This is so not normal,	这太不正常了
458	and I wish somebody had taught me this earlier.	我希望有人早点告诉我
459	The rational buyer can only be met with emotional responses.	理性的买家只能得到情感的响应.
460	Isn't that crazy?	是不是疯了?
461	You'd think it's like, give them the data,	你会认为这就像, 给他们的数据,
462	give them the research.	给他们研究。
463	No, no, that just like, imagine it's like feeding	不,不,那就像,想象它就像喂养
464	a calculator more numbers.	一个计算器 更多的数字。
465	What does the calculator keep doing?	计算器在干嘛?
466	It's like, oh, I'm going to kind of think about this more.	这就像,哦,我会 有点想这个。
467	I'm going to keep rationalizing it.	我要继续合理化
468	When instead, what do you need to do?	相反,你需要做什么?
469	You need to get them out of their rational brain,	你得让他们离开理性的大脑
470	not allow them to waste more time sort of calculating.	绝不允许他们浪费更多的时间来计算。
471	And you need to get them into their emotional brain.	你需要让他们进入他们的情感大脑。
472	Forget the numbers, forget the calculations.	忘记数字,忘记计算。
473	What does your life look like after we execute this?	我们执行这个之后你的生活是什么样子?
474	What does your life look like if you never make this decision?	如果你没做这个决定 你的生活是什么样子?
475	What happens if you keep this problem forever	如果这个问题永远存在,怎么办?
476	in a month, a year from now?	一个月后,一年后?
477	The optimizer wants a smart little win.	优化者想要一个聪明的小赢家.
478	The delegator wants a clean handoff.	授权人想要一个干净的交接。
479	The rationalizer actually wants you to be the one	理顺者实际上希望你是一个
480	to get them emotional.	让他们情绪化
481	The principle.	原则
482	When a wealthy buyer goes quiet,	当一个有钱的买家安静下来
483	most salespeople assume rejection.	大多数推销员都认为是拒绝的
484	Usually they're just busy guys.	通常他们只是忙碌的人。
485	Their inbox, if you saw my inbox, it's a war zone.	他们的收件箱,如果你看到我的收件箱, 这是一个战区。
486	Their assistant, triaging 10 fires.	他们的助手,分10个火。
487	Half their job is just like,	他们一半的工作就像,
488	don't let anybody talk to the boss.	别让任何人跟老板说话
489	Follow-up is not annoying when it's actually useful.	后续行动在实际有用时并不令人烦恼.
490	The annoying part is this.	烦人的就是这个
491	It's just checking in.	才入户.
492	I was just wondering if we should talk again.	我只是在想我们是否该再谈谈
493	Should we jump on another call?	要不要再打个电话?
494	No, useless, useless.	不,没用,没用
495	Maybe the most useless sentence in sales is just checking in.	也许销售中最没用的句子就是报到
496	I think it should probably be illegal.	我觉得这应该是非法的
497	I want you to replace it with something I call the three piece.	我要你把它换成我称之为三件的东西。
498	Point, proof, path.	点,证明,路径。
499	Point is restating the actual business issue in one sentence.	要点是在一句话中重新提到实际的商业问题。
500	Proof is one sharp observation, metric, data point, risk	证据是一个尖锐的观察,度量,数据点,风险
501	they hadn't thought about.	他们没想过
502	Path is the next step with two specific options.	路径是下一步有两个具体的选项.
503	Might sound something like this.	可能听起来是这样的
504	Based on what you said about the opening location, number three,	根据你说的开业地点 第三
505	the real question is whether your current manager bench can support it, I believe.	真正的问题是 你的现任经理席 能否支持它,我相信。
506	If yes, expand.	如果有,扩大。
507	If no, we've probably got to fix the bench first.	如果不行的话,我们最好先修板凳
508	We've got to hire more people for you in my recruiting firm.	我们得雇更多的人 为你在我的招聘公司。
509	I can walk you through it at Friday at 10 or Monday at 2.	周五10点或周一2点 我可以送你过去
510	That's not a nudge.	这可不是个动静
511	That's not you checking in.	这不是你报到。
512	That's you being valuable.	这就是你的价值。
513	You can do this 37 ways from Sunday.	你可以从星期天开始做37条路
514	You can also break up the three and only do one at a time in the follow-up.	也可以拆散三部曲,在后续曲目中只做一次.
515	Hey, another client just executed this thing that was really similar to yours.	嘿,另一个客户刚刚执行了这个 与你非常相似的东西。
516	I just wanted you to forward it along so that you could see what their business looks like now.	我只是希望你继续前进 这样你就能看清他们的生意
517	We found them the perfect new manager inside of 27 days.	27天内我们找到了完美的新经理
518	Here's the background of that person.	这是那个人的背景
519	Should I start looking for one like this for you?	我该为你找一个这样的吗?
520	You can also go to pain.	你也可以去痛苦。
521	Man, see these guys here.	伙计,看看这些家伙
522	It looks like they expanded a lot but didn't fill it with the right team.	看起来他们扩充了很多,但并没有用合适的队伍填满.
523	I just thought about you today.	我今天刚想到你
524	You can either go three and one or three with one each.	你可以去3,1或3 与每个。
525	A study that I like to use on this is Cialdini's research, which he has incredible books,	我想用来研究的 是Cialdini的研究 他有不可思议的书
526	but he has one in particular where he shows social proof and authority	但是他有一个特别的 他展示社会证据和权威
527	are two of the biggest levers people use to decide who to trust.	是人们用来决定信任谁的两个最大的杠杆。
528	Smart buyers, they can actually smell what I call borrowed status.	聪明的买家,他们实际上能闻到 我所谓的借入状态。
529	Don't name drop just to look important.	不要只因为看起来重要就放弃名字
530	I want you to use a relevant example to make the decision feel safer.	我要你用一个相关的例子 让决定更加安全
531	We fixed this exact bottleneck for three multi-location services businesses last quarter,	上个季度我们为三家多地点服务企业 解决了这个瓶颈
532	and the pattern was identical every time.	模式每次都一样
533	This is proof as risk reduction, not as bragging.	这是减少风险的证据,而不是吹嘘。
534	Framework, which brings us to the close,	框架,它使我们结束,
535	and the close is where most people get greedy and blow it.	而接近的地方是大多数人 贪婪和吹嘘。
536	Are you ready to move forward today?	你准备好今天前进了吗?
537	Sometimes that works.	有时这样有用
538	With a premium buyer, it usually sounds like a quota.	与溢价购买者,通常听起来像配额.
539	Like, get out of here.	像,离开这里。
540	Make buying feel like control, not consumption.	让购买感觉像控制,而不是消费。
541	So the premium close has four parts.	因此,溢价关闭有四个部分。
542	Options, recommendation, reason, next step.	备选办法、建议、理由、下一步。
543	So based on what you told me, I see three paths.	所以,根据你告诉我,我看到了三条道路。
544	Do nothing and keep the current risk.	什么都不做,保持当前的风险。
545	Fix the specific bottleneck over 90 days, or rebuild the whole system.	90天后修补具体的瓶颈,或重建整个系统.
546	My recommendation is actually the vinyl one,	我的建议其实是阴道
547	because it solves the real problem without overbuilding.	因为它解决了真正的问题 而不会过度建设。
548	Do you want me to show you what that looks like?	你想我告诉你是什么样子吗?
549	That close, first of all, gives them control, and it shows restraint.	如此接近,首先, 给他们控制, 它表现出克制。
550	And restraint is one of the most underrated signals you can give and sell in.	节制是最低级的信号之一 你可以给出和出售。
551	The moment you're willing to say, don't buy the biggest thing,	当你愿意说, 不要买最大的东西,
552	the buyer actually believes you when you say, buy this thing instead.	买家真的相信你,当你说, 买这个东西。
553	And I really need you to hear this part.	我真的需要你听到这个部分。
554	When you sell to rich people, the prize was never their money.	当你卖给富人时,奖金从来不是他们的钱.
555	The prize is their trust.	奖金是他们的信任。
556	Money follows trust.	钱是信任的
557	Referrals follow trust.	转介遵循信任。
558	The next five clients follow trust.	接下来的五个客户都跟随信任.
559	So that rich client you close, that doesn't stay one client.	所以,富人客户你关闭, 这不留一个客户。
560	They become five or 10, because you made them look smart for choosing you.	他们变成5或10, 因为你让他们看起来聪明 选择你。
561	Now the one you close sloppily and don't execute on,	现在,你关了 草率,不执行,
562	they don't just leave, they become a very expensive enemy	他们不只是离开,他们变成了一个非常昂贵的敌人
563	with a really useful contact list.	带有非常有用的联系人列表。
564	So stop trying to impress rich people.	所以别再想讨好有钱人了
565	Stop acting rich.	别装了
566	Stop dropping names.	别叫了
567	Stop apologizing for your prices.	别为你的价钱道歉了
568	Just solve expensive problems with less drama than anyone else in the room,	只要解决昂贵的问题 少戏剧在房间里任何人,
569	because you don't need to be cheap.	因为你不需要便宜。
570	That's not the win.	这不是胜利。
571	Clear is the win.	明是胜义.
572	Outcomes is the win.	结果就是胜利。
573	Do that, and you don't sell like a broke person anymore.	这样做,你不再像一个破人卖。
574	You sell like an operator.	你卖的像一个经营者。
575	And operators don't chase rich clients.	而运营商不会追逐富有的客户.
576	They become the person the rich clients can't afford to lose.	他们成为有钱客户无法承受的损失的人.
577	If this changed how you think about charging what you're worth,	如果这改变了你对收钱的想法
578	then I think you need one other half of the equation.	那我想你还需要半个方程式
579	What do you do the second they say yes?	他们一答应你怎么办?
580	You're going to want to watch the next podcast exactly for this.	你会想看 下一个播客 准确的这一点。
581	I'll see you then.	到时见.

该视频共有字幕 581 条。解锁更多字幕为会员功能，请移动到 价格

P2 · 【商业智慧】向富人销售的3条规则 · 赚大钱的销售逻辑 p02 英文字幕 (P2)

【商业智慧】向富人销售的3条规则 · 赚大钱的销售逻辑 p02 英文字幕 (P2)

发布于 2026-10-25 · 时长 27:34

字幕摘录

时间	英文	中文
0:00	If you want to make more money, you have to learn how to sell to rich people.	要多赚点钱,要学好卖给富人.
0:03	And here's the thing, most people sell to rich people like they're broke.	事情是这样的,大多数人像破产一样向富人出售.
0:06	They apologize for their price, and above all else, they stress over the price.	他们为自己的价格道歉,最重要的是,他们强调价格。
0:10	But in reality, the cheapest option is the one rich buyers are the most afraid of.	但实际上,最便宜的选择是富买家最害怕的.
0:15	Rich people hear the word cheap or affordable, they think lawsuit, a bad hire, a compromise.	有钱人听到便宜或负担得起的字眼,他们认为诉讼,糟糕的雇佣,妥协.
0:21	So today, you're going to learn how high net worth buyers actually decide.	所以,今天,你将学会 如何高净值买家实际决定。
0:25	There are four currencies they protect with their lives.	他们用生命来保护四种货币
0:28	And the exact playbook I'm going to give you that I'd run if I were selling a really expensive thing tomorrow.	如果我明天卖出很贵的东西 我会跑的
0:34	And you're going to also get the one follow up line that works every single time.	而且你也会得到一个后续的线路, 每次都工作。
0:36	I'm Cody Sanchez.	我是科迪・桑切斯。

展开字幕全文（581 条）

序号	英文	中文
1	If you want to make more money, you have to learn how to sell to rich people.	要多赚点钱,要学好卖给富人.
2	And here's the thing, most people sell to rich people like they're broke.	事情是这样的,大多数人像破产一样向富人出售.
3	They apologize for their price, and above all else, they stress over the price.	他们为自己的价格道歉,最重要的是,他们强调价格。
4	But in reality, the cheapest option is the one rich buyers are the most afraid of.	但实际上,最便宜的选择是富买家最害怕的.
5	Rich people hear the word cheap or affordable, they think lawsuit, a bad hire, a compromise.	有钱人听到便宜或负担得起的字眼,他们认为诉讼,糟糕的雇佣,妥协.
6	So today, you're going to learn how high net worth buyers actually decide.	所以,今天,你将学会 如何高净值买家实际决定。
7	There are four currencies they protect with their lives.	他们用生命来保护四种货币
8	And the exact playbook I'm going to give you that I'd run if I were selling a really expensive thing tomorrow.	如果我明天卖出很贵的东西 我会跑的
9	And you're going to also get the one follow up line that works every single time.	而且你也会得到一个后续的线路, 每次都工作。
10	I'm Cody Sanchez.	我是科迪・桑切斯。
11	This is the Big Deal Podcast.	这是大交易的播客。
12	Let's make some money.	让我们赚点钱。
13	So if you know me, you know I've started, bought and sold more businesses than I can count,	所以如果你了解我,你知道我开始, 买卖的生意比我想象的多,
14	which I don't like say to be fancy.	我可不喜欢说自己很帅
15	I think in some ways, entrepreneurship is a trauma response.	我认为,在某些方面,创业是一种创伤反应。
16	But it does mean that I've sat on both sides of the table more times than I'd like to admit.	但它确实意味着我坐在桌子的两边 已经超过我想承认的。
17	And there is one sentence that will change the way you make money forever.	有一句话会改变你永远赚钱的方式。
18	Broke people buy for price, rich people buy for risk mitigation.	断人买价,富人买风险缓解.
19	I want you to really soak that in for a second.	我希望你真的 浸进去一秒钟。
20	A broke buyer is going to ask you something like this.	一个破产的买家会问你这样的问题
21	They're going to say, can I afford this?	他们会说 我能负担吗?
22	A rich buyer asks, will this fix my problem or is this valuable enough for me?	一个有钱的买家问,这能解决我的问题,还是这个价值足够我?
23	Those are not the same question and they don't have the same answer.	这些不是同一个问题,也没有同样的答案。
24	At Contrarian Thinking, we have a business called Boardroom,	在康塔利安 想想看,我们有个生意叫办公室
25	where we help business owners grow and scale their business.	在那里,我们帮助企业主 增长和规模他们的业务。
26	Let me tell you what our boardroom members don't actually care about.	让我告诉你,我们的董事们 并不关心什么。
27	The price tag for boardroom.	董事会的价格标签。
28	Why?	为什么?
29	Because they know price doesn't matter.	因为他们知道价格不重要
30	If you're running a business that makes hundreds of thousands, millions, tens of millions of dollars a year,	如果你经营的生意每年能赚到几十万,几百万,几千万美金
31	something that costs you five figures doesn't actually matter.	花费你五个数字的东西 其实不重要
32	What does matter?	有什么关系?
33	Your time and the outcome.	你的时间和结果。
34	If you have a business right now that makes a million dollars and I can help you double your business,	如果你现在有生意能赚一百万 我可以帮你双倍的生意
35	you're going to sign up so fast for that you can't even imagine.	你会这么快就报名了 你甚至无法想象
36	And so I was actually listening the other day to one of our advisors who have helped thousands of business owners scale to their next eight figures.	那天我实际上在听一位顾问的演讲, 他帮助了数千名企业主 以他们接下来的八个数字衡量。
37	And I was sort of chuckling because this advisor was saying, well,	我有点笑 因为这位顾问说
38	I think that this business owner just needs a lower cost for this and then they can come in.	我觉得这个企业主只需要低廉的成本 然后他们就可以进来了
39	You've probably heard this in your business, too.	你可能也听说了
40	And I said, let's talk to him.	我说 我们跟他谈谈
41	So we got on the phone.	所以,我们得到了电话。
42	And what happened?	发生了什么事?
43	Do you think I said to the business owner, so are you worried that you won't be able to afford what the cost is?	你觉得我跟店主说过 你担心你付不起多少钱吗?
44	What do you think the business owner said?	你觉得老板怎么说?
45	No, of course not.	不,当然不是。
46	You know, I'm worried that I won't actually get what I want out of this.	你知道,我很担心,我会不 真正得到我想要的。
47	And it's just another thing sucking up my time.	这只是另一件事 吸我的时间。
48	Every single question about price dies in the light because the truth is they don't trust you,	每一个关于价格的问题都会在光线下消失 因为事实上他们不信任你
49	not that they don't want to pay that price.	不是说他们不想付出代价
50	And that's for almost everything.	这几乎是一切。
51	And let me let me tell you what I mean by this.	让我来告诉你我的意思
52	Like Bain and Harvard Business Review, they actually studied this in their B2B report.	像拜因和哈佛商业评论一样,他们实际上在B2B报告中研究了这一点.
53	And it turns out business buyers don't only value the obvious functional stuff like cost reduction,	结果发现商业买家不仅重视 降低成本等明显的功能
54	but they massively value reduced risk, expertise, responsiveness, lower anxiety, even more.	但他们非常重视降低风险,降低专业知识,降低反应能力,降低焦虑程度,甚至更进一步。
55	So a rich buyer isn't really buying your product or service.	所以一个有钱的买家 并不是真正购买你的产品或服务。
56	They're buying their peace of mind.	他们买下他们的平和。
57	Right.	对
58	They're buying a story.	他们买一个故事。
59	They're buying the belief that this turns them into somebody else.	他们相信这会让他们变成另一个人
60	They're buying a belief that this will decrease their pain.	他们相信这会减轻他们的痛苦
61	They're buying a belief that this might actually be the thing that will make them X outcome.	他们相信 这可能是他们X的结果
62	That could be anything.	这可能是任何事情。
63	Could be relief, control, maybe the quiet certainty that they'll never have to think about this problem again.	这可能是解脱,控制, 也许静悄悄的确定, 他们将不再需要再思考这个问题。
64	So that means if your pitches were affordable, you're actually you're pressing the wrong wound entirely.	也就是说,如果你的投球价能承受得起, 你其实是按错了伤口。
65	The wound that they need a bandaid for wasn't price.	他们需要的伤口不是代价
66	It might be friction.	这可能是摩擦。
67	So once you stop selling for price, you have to know what you're actually selling.	所以,一旦你停止卖价, 你必须知道你到底在卖什么。
68	And I think a lot of people go, well, if you don't want it at 20 bucks, do you want it at 10 bucks?	我想很多人去,嗯,如果你不想 要20美元,你想要10美元吗?
69	What about five bucks?	五块钱怎么样?
70	What about three bucks?	三块钱怎么样?
71	No, they just don't want the thing.	不,他们只是不想要的东西。
72	There's so many options in the world.	世界上有很多选择
73	Their most valuable commodity is time.	他们最宝贵的商品是时间。
74	Wealthy buyers protect four currencies above almost everything else.	财富买家保护四种货币,几乎超越一切。
75	Time, risk, reputation and control.	时间、风险、名声和控制。
76	Let's break down time.	让我们打破时间。
77	It's the obvious one.	显者.
78	So most people have money.	所以大多数人都有钱。
79	What they don't have is another Wednesday to waste on a vendor who needs six calls to understand the assignment.	他们没有另一个周三 浪费在卖家身上 他需要六个电话来了解任务
80	Who wants more sales phone calls?	谁想要更多的销售电话?
81	Lord knows I don't.	上帝知道我不会的
82	You don't either.	你也没有。
83	Risk is the hidden one, and it's the one most sales people completely miss.	风险是隐藏的 也是人们最想念的
84	Successful people are surrounded by other people pitching them, advising them, managing their money, asking for more money.	成功的人们被其他人包围 投他们,建议他们,管理他们的钱, 要求更多的钱。
85	And so every time they say yes, it's exposure.	所以每次他们说是,都是暴露的。
86	So every new vendor is a possible weak link with their name attached to it.	所以每个新卖家 都可能和他们的名字有联系
87	Now, thank you.	谢谢
88	Reputation, that's kind of a quiet one because the higher somebody climbs,	名声,这是种安静的,因为越高的人攀登,
89	the more their decisions get watched inside a small, expensive room.	他们的决定越被监视在一个小的,昂贵的房间。
90	So their spouse sees their call, their partners see it, their investors see it.	所以他们的配偶看到他们的电话,他们的合伙人看到,他们的投资者看到.
91	Who are they by associating with you?	他们与你有关联是谁?
92	This is why the luxury brands do so well.	这就是为什么奢侈品品牌做得很好。
93	You know, I was in Paris last week on some anxious sentence to say, but I was and we bought a nice watch.	你知道,我上周在巴黎 一些焦虑的句子说, 但我是,我们买了一个漂亮的手表。
94	And where did I go to buy the watch?	我在哪里买的表?
95	My husband and I kind of achieved this goal we wanted to achieve.	我丈夫和我实现了我们想要实现的目标
96	So we like to buy a little milestone that we eventually want to hand off to the next generation.	所以我们喜欢买一个小小的里程碑, 我们最终想要交给下一代。
97	And so we like vintage.	所以我们喜欢葡萄酒。
98	So I try to buy vintage stuff when I can.	所以我想在可以的时候买些古董
99	So we go to a watchmaker.	所以我们去找一个表匠。
100	Now, if you're making an expensive watch person,	如果你做一个昂贵的表弟
101	you know, purchase something that's five, six figures, you're going to really care where you buy from, aren't you?	你知道,买的东西是5,6个数字, 你会真正关心 你从哪里买,不是吗?
102	Why?	为什么?
103	Well, there's fakes everywhere.	到处都是假货
104	You could get fakes just about anywhere.	到处都有假货
105	So how do you decide which one to go to?	那么,你如何决定哪一个去?
106	Well, reputation really matters, doesn't it?	名声真的很重要,不是吗?
107	It's actually not price at all, because you would pay a couple hundred bucks,	其实根本不是价钱 因为你会付几百块
108	a couple thousand more bucks on a really expensive purchase if you knew it wasn't fake, wouldn't you?	如果你知道这不是假的 还要多买几千块,不是吗?
109	What would really suck is to spend five figures on something and find out it was fake.	真正糟糕的就是把五个数字花在某个东西上 发现它是假的。
110	So these watchmakers end up doing a lot to make sure that they have a reputation so sterling.	因此,这些观察者最终会做很多事情,以确保他们有如此杰出的声誉。
111	It's the same quality as those watches.	和那些表一样
112	And control is actually a really big one.	而控制其实是一个真正的大。
113	So the whole reason they got here, they're rich, is that they make decisions.	因此,他们来到这里的全部原因,他们是富有的, 是他们做决定。
114	If you take away their sense of control and you stop being a vendor, then you actually start being a threat.	如果你夺走了他们的控制意识 不再当卖家 那你就成了威胁
115	You're trying to box them into something they don't like to be boxed in.	你想让他们陷入他们不喜欢的境地
116	So you've got to stop asking, how do I make this more economical?	所以,你必须停止问, 我如何使这个更经济?
117	Instead, start asking, how do I make this feel safer, faster, more reputation proof,	相反,开始问, 我如何使 感觉更安全,更快,更多的声誉证明,
118	and such a fuck yes that there is no reason they would say no to you?	如此他妈的是的 他们没有理由拒绝你?
119	Because here's the thing, a premium buyer never lies awake thinking, can I save a couple grand?	因为这样的话 一个高价买家从来不会醒着想 我能省几千块吗?
120	I know that's hard to say, too, because in this world, you're like, a couple grand would be nice.	我知道这很难说,因为 在这个世界上,你喜欢, 一对夫妇大块头是不错的。
121	But I'm just telling you how rich people think.	但我告诉你有钱人怎么想的
122	A really rich person lies awake thinking,	一个真正的富人躺在清醒的思维中
123	is this going to give me a headache later?	这会让我头痛吗?
124	Is this actually going to fix what I am struggling with?	这能解决我挣扎的问题吗?
125	So if you remove that fear, you've just increased your price without doing anything else.	所以,如果你去除恐惧, 你只是提高了你的价格 没有做任何事情。
126	The principle here is, I think, this.	我认为,这里的原则就是这一点。
127	And it's probably where I see most salespeople screw up.	这可能是我看到大多数推销员 搞砸了的地方。
128	And what I tell you about this is, you know, we have just in contrarian thinking,	我跟你说的是,你知道, 我们只是相反的想法,
129	we have a sales team of let's call it 20 people.	我们有一个销售团队 让我们称之为20人。
130	In contrarian thinking, our portfolio companies, we have salespeople across the companies to the tune of thousands.	反之,我们的证券公司 公司里有成千上万的销售人员
131	And here's where people mess it up.	而这里是人们搞砸的地方.
132	And I have seen it more than you can imagine.	我见过的比你想象的还要多
133	They walk into a room with a successful person and immediately what do they do?	他们与一个成功的人走进一个房间,他们立即做什么?
134	They try to prove them wrong.	他们试图证明他们错了。
135	Do you want to be right or do you want to win the sale?	你想对还是想赢?
136	If you go in and you say your marketing is broken, your operations are a mess, you might be right.	如果你进去说你的营销被打破了 你的操作是一团糟 你可能是对的
137	That's probably true.	这大概是真的
138	But it's still a terrible opening because people have egos and successful people have big egos.	但它仍然是一个可怕的开局,因为人们有自我,成功的人有巨大的自我.
139	And with much love, if you're selling to a rich person and you're not rich, they probably got a thing or two on you.	有了爱,如果你卖给一个有钱人,而你又不富有, 他们可能有一两件事你。
140	They know more than you do.	他们比你更清楚
141	Probably about most things except your product.	也许除了你的产品之外 大部分事都是这样
142	I'm not trying to insult anybody here.	我不是想侮辱这里的任何人
143	I was really young selling to rich people when I was super broke.	我年轻的时候就向有钱人卖东西 那时我破产了
144	I worked at Goldman Sachs, one of the biggest companies in the world, and I sold not million dollar products, not ten million dollar products.	我在世界上最大的公司之一高盛公司工作,我卖的不是百万美元的产品,也不是一千万美元的产品.
145	I sold a hundred million dollar products.	我卖了一亿元的产品
146	And let me tell you what, if little Cody Sanchez went into, you know, one of the biggest pension funds in the world and started telling them how shitty their portfolio management was and that I got this for them, Cody is taking home a goose egg.	让我告诉你,如果小科迪·桑切斯 进入了世界上最大的养老基金之一, 并开始告诉他们,他们的投资组合管理是多么糟糕, 我得到了这个给他们,科迪正在带一个鹅蛋回家。
147	I'm not closing anything in business.	我不会关门的
148	And so if you are running with ego, you're going to lose in sales.	所以,如果你带着自我跑步, 你会失去销售。
149	It can be a big driver for success in the short term, especially with unsophisticated buyers.	它可以在短期内成为成功的大驱动力,特别是对于不熟练的买家来说.
150	But you have to attack it before you have actually earned the trust and the buyer stops evaluating your solution and starts defending their identity.	但是在你真正赢得信任之前 你必须攻击它 买家停止评估你的解决方案 开始捍卫他们的身份
151	You need to be an ally, not an attacker.	你需要成为一个盟友,而不是攻击者。
152	And I'll tell you what, there's that old saying, you get more flies with honey than vinegar.	我告诉你,有一句老话,你得到更多的苍蝇 蜂蜜比醋。
153	I can almost promise you telling people they're smart, right, already know this stuff, and then you drop the need for them is going to have you close more business.	我几乎可以保证你告诉人们他们很聪明, 对,已经知道这些东西了, 然后你放弃了对他们的需求... ...就是让你关闭更多的生意。
154	And this might sound something like this.	这可能听起来是这样的。
155	So let's say you're trying to sell this coffee cup and you're trying to sell this coffee cup to a manager of a business.	假设你想卖掉这个咖啡杯 然后把这个咖啡杯卖给企业的经理
156	He's more successful than you are.	他比你还成功
157	You're an individual contributor salesperson.	你是个人贡献者推销员。
158	This is a manager of a business, probably has more direct reports, probably makes more money.	这是企业的经理人 可能有更直接的报告 可能赚更多钱
159	And you go, oh, my God, look at the coffee cups you have here.	而你去,哦,我的上帝, 看看这里的咖啡杯。
160	This is a mess.	乱七八糟的
161	Is this how you guys present yourself in front of clients?	这就是你们在客户面前展示自己的方式吗?
162	That is literally how most salespeople do it.	这其实是大多数销售人员做的。
163	They tell them all the things that are wrong with what they're currently doing, and they think that this fear idea is going to work.	他们告诉他们所有与他们目前的行为有错的东西,他们认为这种恐惧的想法将会奏效.
164	But instead, what should you do?	但你应该怎么做?
165	If they have a coffee cup in front of them, you should say, that's incredible.	如果他们有咖啡杯 在他们面前,你应该说, 这是不可思议的。
166	Oh, my gosh.	天呐
167	Look at your suit.	看看你的西装。
168	I can tell you guys care about quality.	我可以告诉你们关心质量。
169	I walked into this office.	我走进这间办公室
170	It's stunning.	令人惊叹.
171	Look at this view behind me.	看我后面的风景
172	Like, I love the design.	我喜欢这个设计
173	Did you pick this?	这是你选的吗?
174	What happened here?	这里发生了什么?
175	Compliment, compliment, compliment.	恭敬恭敬恭敬赞叹.
176	What are you going to do?	你打算怎么办?
177	They're going to start telling you things.	他们会开始告诉你一些事情。
178	Yes, I did.	没错
179	Yes, I have good taste.	是的,我品味不错。
180	Yes, I do believe in this.	是的,我相信这一点。
181	And then when you say, listen, as a person with really good taste, who cares a lot about how customers view you, I think you're going to love this because you do care about that.	然后当你说,作为一个品味好的人, 听着, 作为一个非常关心顾客如何看待你的人, 我想你会喜欢的,因为你确实关心这一点。
182	What are you doing right there?	你在这里干什么?
183	And they go, yes.	他们走了,是的。
184	Now you've gotten your first yes from them.	现在你从他们那里得到了第一个同意。
185	OK, so we've now already moved them.	好吧,所以我们已经移动了它们。
186	Your first yes is always the hardest.	你第一次答应总是最难的
187	We've got to move them to the second yes.	我们得把它们移到第二处
188	So you're going, yes, I do care about that.	所以你要去,是的,我确实关心这一点。
189	And I go, OK, great.	我走了,OK,伟大的。
190	Well, every time you actually get in front of somebody and kind of have that beat up mug, man, it almost it doesn't look like you.	每次你当着别人的面 和那种被打的杯子,伙计, 它几乎不像你。
191	Like you have the suit.	就像你有西装一样
192	You have the whole outfit.	你有整套装束
193	But like, I don't know that this fits, right?	但是,像,我不知道 这适合,对不对?
194	This probably isn't your brand, is it?	这也许不是你的品牌,是吗?
195	And what are they going to say?	他们要说什么?
196	Well, you've already just gotten them to say yes.	你已经让他们答应了
197	You've already told them that they've got taste.	你已经告诉他们他们有品味了
198	And now you're saying, is this really how you want to represent yourself?	现在你在说 你真的想这样代表自己吗?
199	And they're going to look at it and probably agree with you.	他们将仔细研究,也许同意你的看法。
200	And so psychologists call this motivated reasoning.	所以心理学家将这种有动机的推理称为.
201	We process information to protect what we already believe about ourselves, not to neutrally update when the facts show up.	我们处理信息是为了保护我们已经相信的自己,而不是在事实出现时中立地更新.
202	So you don't open with you're doing this wrong.	所以,你不打开 你这样做错了。
203	You open with you've clearly built something that works.	你敞开心扉,你显然造出了一些有用的东西。
204	That's why this gap has to be closed, because you have this taste.	这就是为什么这个缺口必须关闭, 因为你有这种味道。
205	You have this atrocious coffee club.	你有一个可怕的咖啡俱乐部。
206	Let's bring it in the middle.	以中带之.
207	You're not pointing out the scuffs on their car.	你没有指出他们车上的手铐
208	You're pointing out how beautiful their car will be once the last scuff is gone, because they use your cleaning service.	你指出一旦最后的手铐没了 他们的车会有多漂亮 因为他们利用你的清洁服务
209	So here's an acronym for you.	这是给你的缩写
210	Ego.	爱果.
211	Earn Gap Outcome.	收入差距结果。
212	Earn means you name what they're genuinely done right.	荣意味着你点出他们真正做得对的东西
213	So like, don't lie.	所以,不要撒谎。
214	Compliment something that is real.	赞美真实的东西。
215	That nail color is amazing.	指甲的颜色很神奇
216	Your business is so incredible.	你的生意太不可思议了
217	I can't believe you've done this.	真不敢相信你这么做了
218	Gap means you show them the specific constraint that exists because they succeeded.	空白意味着你向他们展示由于它们成功而存在的具体约束.
219	Like, you've already done so well, so we just add this to it, not despite it.	喜欢,你已经做得很好, 所以我们只是添加这一点, 尽管它。
220	And outcome means you tie your fix to the standard they already want to live up to.	结果意味着你把自己的定律 固定在他们想要达到的标准上
221	So in practice, it's the difference between your team is bad and you need to replace all of them.	因此在实际操作中,你的队伍的区别是不好的,你需要替换所有的队伍.
222	I'm the best recruiter and I'm going to do it.	我是最好的招募者,我会做到这一点。
223	To instead, don't you need more winners on your team that are at the same level as you are?	换句话说,你不需要更多的胜利者 在你的团队中,与你处于同一水平?
224	You have some incredible people, it seems like, here.	你有一些不可思议的人, 它似乎,在这里。
225	But would you want more people who are at your level?	但是,你想要更多的人 在你的级别?
226	That's actually the same diagnosis, right?	这实际上是相同的诊断,对不对?
227	But only one of them is going to get you hired.	但只有其中一人会雇你
228	And it's not the one where you tell them their team is bad.	你告诉他们的球队不是坏球
229	And that reframe kind of makes all the difference.	而这种重塑 使所有的区别。
230	And that's why.	且道为甚么.
231	Because the idea is you want to recontextualize a decision from being a headache to actually,	因为这个想法是,你想重构一个决定 从头痛到实际上,
232	look at this opportunity.	看看这个机会。
233	And this thesis is exactly why I built that growth boardroom I was talking to you guys about.	这篇论文正是我建那个成长室的原因 我和你们讲过
234	Like if you own a real business with a team and real growth problems,	就像你拥有一个真正的企业 一个团队和真正的增长问题,
235	the last thing you want is to be making huge decisions around hiring,	你最不想做的是 就雇用问题做出重大决定
236	firing, pricing, expansion, all alone.	射击,定价,扩张,都独自一人。
237	So my belief was I need other people outside of my business giving me opinions.	所以我相信,我需要其他人 在我的业务之外给我提供意见。
238	I want experts, analysts, peers.	我需要专家 分析师 同行
239	So it's a room for owners who are done making high stakes calls in isolation.	所以这是给那些在孤立中 做出高额交易的房主的房间
240	If you're an owner looking for the next lever to unlock your growth,	如果你是一个主人 寻找下一个杠杆 打开你的成长,
241	you can apply at contouringthinking.co slash growth boardroom.	你可以申请在 轮廓思考.co斜线生长室。
242	This is where the practical and the tactical and the applicable all come together,	实际的、战术的和适用的都在这里走到一起,
243	which brings us, I think, to the single biggest tell of an amateur, which is adjectives.	我认为,这让我们想到一个业余爱好者的最大特点,那就是形容词。
244	Amateurs describe themselves like we're the best.	业余爱好者形容自己像我们是最好的.
245	We're high quality.	我们的质量很高。
246	We really care.	我们真的很关心。
247	That actually says nothing.	这其实什么也没有说。
248	What does that even mean?	这是什么意思?
249	It sounds like every other seller and somebody you've probably rejected a million times before.	听起来像其他卖家 和你之前可能拒绝过无数次的人
250	Premium sellers, they actually don't describe.	高价卖家,其实没有描述.
251	They diagnose.	他们诊断。
252	The diagnosis sounds like,	诊断听起来像,
253	hey, you've got three locations, but every scheduling decision still runs through one manager,	嘿,你有三个地点, 但每个时间安排决定 仍然通过一个经理,
254	which is maybe why your labor costs moves before you have a chance to deal with it.	这可能是为什么你的劳动成本 移动之前,你有机会处理它。
255	And you're like pausing.	你就像在流脓
256	Your growth for those three locations is so impressive.	你在这三个地点的增长令人印象深刻。
257	I imagine you're having a hard time keeping up with scheduling because you've grown so fast.	我想你很难跟上日程安排 因为你长得这么快
258	Now you're showing them something true about their own world,	现在你向他们展示他们自己的世界的真面目
259	and that is a completely different kind of authority.	这是完全不同的权威
260	So there's a study sort of famously by Daniel Kahneman,	丹尼尔·卡恩曼的研究很有名
261	where people anchor hard on the first number they're handed, even when that number is arbitrary.	即使那个数字是任意的
262	So in sales, everyone fights over this.	所以在销售中,每个人都会为此而争吵.
263	It's called the price anchor.	名为价锚.
264	But the real anchor gets set earlier when you frame the problem.	但真正的主播被设定在更早 当你设定的问题。
265	This is called priming.	这叫做刺激
266	So let the buyer decide the conversation is about this is expensive,	所以让买主决定 谈话是关于这个很贵的
267	and you'll spend the rest of it defending the price.	你会花掉剩下的钱来捍卫代价
268	If you instead frame it as this decision protects your time, your risk, and your reputation,	如果你把它设定为这个决定 保护你的时间,你的风险,你的声誉,
269	well, now price has to compete against consequence.	现在价格必须和后果竞争
270	And that's what this whole discovery process is actually for.	这就是整个发现过程的真正目的。
271	We're not small talking.	我们不是小说话。
272	Nobody has time for that, especially rich people.	没有人有时间这样做,特别是有钱人。
273	Talk fast, move fast, make the money, get out of the way.	说话快,动作快,赚钱,让路.
274	Don't ask them how was their weekend or, oh, this thing's so incredible,	别问他们周末过得怎么样 或者,哦,这东西太不可思议了
275	or tell me about, you know, what are you doing this afternoon?	或者告诉我,你知道, 你今天下午在做什么?
276	No, no, no, no.	释曰.
277	Forget all of that.	忘了这一切。
278	Instead, I want you to do this framework.	相反,我要你做这个框架。
279	Four questions that do most of the work for you.	四个问题 做大部分的工作给你。
280	One is, what is the problem already costing you?	一是,你已经付出了多少代价?
281	In hours, maybe churn, missed sales.	几小时后,也许又少了销售额
282	Two, who else feels this pain?	第二,还有谁感到这种痛苦?
283	Maybe it's the CEO's spouse because they're not home because they're working too much.	可能是CEO的配偶,因为他们因为工作太忙而不在家.
284	Maybe it's the CFO because the numbers are always wrong, or the partner.	可能是CFO,因为数字总是错误的,或者是合伙人.
285	They're all quietly in the room, whether they admit it or not,	他们都安静地在房间里, 不管他们承认与否,
286	and you're bringing them in with you.	你带他们进来
287	Three, what have you already tried?	三,你已经试过什么了?
288	Because a real buyer always has scar tissue.	因为真正的买家总是有疤痕组织
289	And we say that tourists don't.	我们说游客不会
290	So they've probably tried another solution.	所以他们可能已经尝试了另一种解决方案。
291	They've been burned by somebody.	他们被别人烧了
292	They're still trying to solve the problem, but you want to get away from that.	他们仍在试图解决问题,但你想摆脱它。
293	Four, what would make this a clean win 90 days from now?	四,从现在起90天后,什么会让这场大赢?
294	And I like to say it as, what would make this the best decision you've made this year?	我想说的是,你今年做的最好决定是什么?
295	This is great because it actually forces them to tell you	这是伟大的,因为实际上 迫使他们告诉你
296	what success looks like in their own words.	用他们自己的话说,成功是什么样子。
297	So your offer just becomes the bridge to it, and you parrot it back to them.	所以,你的提议只是成为了它的桥梁, 你鹦鹉它回到他们。
298	Now, obviously, we do this not being manipulative.	现在,很明显,我们这样做不是操纵性的。
299	We do this being real.	我们这样做是真实的。
300	So if I'm going to buy a professional service from you,	所以,如果我要买一个专业服务 从你,
301	let's say I'm going to buy a painting for my house.	假设我要买一幅画给我的房子
302	And you say, hey, I've come here.	你说,嘿,我来这里。
303	I've specked at your house.	我在你家偷窥过
304	We can do this job, but tell me, what would make this decision a no-brainer for you,	我们可以做这个工作,但告诉我, 是什么会使这个决定成为你没有头脑,
305	the best decision that you've made in 90 days from now?	你90天后做出的最佳决定?
306	And they're going to have to think about it.	并须思惟.
307	At first, they might say, well, the job's done.	一开始,他们可能说, 好了,工作完成了。
308	You're on time, on budget.	你准时,预算。
309	And you might say, that's amazing.	你会说,这是惊人的。
310	But like anything else, we like to make our things really magical for people.	但是,像任何其他,我们喜欢 做我们的东西 真的神奇的人。
311	And they're like, well, you know, that my daughter,	他们就像,嗯,你知道, 我女儿,
312	when she comes home into her new room, she loves it.	当她回到她的新房间时 她很喜欢
313	Oh, great.	哦,伟大的。
314	Like, what would love it look like?	喜欢什么?
315	Well, you know, maybe there's like something sort of magical or unique in the painting,	嗯,你知道,也许有 像某种神奇 或独特的画,
316	or it's set up by Tuesday.	或者在周二之前设置
317	It has to be by Tuesday because that's when she gets home from school, right?	得在星期二,因为那是她放学回家的时候,对吧?
318	Now you have a chance to do what's called a magical moment.	现在你有机会做 所谓的神奇的时刻。
319	Now you can be like, okay, your daughter loves purple.	现在你可以像,好吧,你的女儿爱紫色。
320	We're painting her room purple.	我们在画她的房间紫色。
321	Do you have decorations that go with that?	你有随身带的装饰吗?
322	Should we add a little purple teddy bear on top of the bed for her that's brand new?	要不要在床头加一只紫色的泰迪熊?
323	Should we, hey, do you want to like give her a little bit of extra paint and a canvas	我们要不要,嘿,你想 给她一点额外的油漆和画布
324	and she can draw like a little painting alongside of it?	她能画得像画一样
325	You know, do you want to fund before and after of it?	你知道,你想提供资金 在它前后?
326	We have a photographer here that can do it.	我们这里有位摄影师可以做到这一点。
327	This is the key to all sales is turn it into something	这是所有销售的关键 就是把它变成某种东西
328	where they can visualize what their life looks like	在那里,他们可以想象 他们的生活是什么样子
329	when they said yes to you afterwards.	后来他们答应你
330	And it's a beautiful visual.	并具妙观.
331	There's a broke person reflex that quietly kills your deals.	有个破碎的反射 悄悄地毁了你的交易
332	And that is called selling from your own wallet.	这叫做从你的钱包里卖东西
333	It's also called wallet share.	这也叫钱包共享.
334	So you look at the price through your own bank account.	所以你通过自己的银行账户来观察价格。
335	And then all of us, this isn't just like you, all of us, me too,	然后我们所有人, 这不只是像你, 我们所有人,我也,
336	panic on the buyer's behalf.	代表买家感到恐慌
337	And you start discounting before they've even objected to anything.	你开始打折扣之前 他们甚至反对任何东西。
338	You know, I know it's expensive or we've got a cheaper package if that helps.	你知道,我知道它很贵 或者我们有一个更便宜的包裹 如果有帮助。
339	Stop it.	别说了
340	You're projecting your financial reality onto someone who doesn't even live in it.	你将你的金融现实 投射给一个根本不住在里面的人
341	You know, $20,000 might feel huge to you.	你知道,20000美元 可能感觉很大给你。
342	To the buyer, they're like, oh, that's like one week	对买家来说,他们就像,哦,那就像一个星期
343	of payroll leakage that you'll fix for me.	你会帮我解决的薪水流失问题
344	You know, your job isn't to decide what they can afford, not your job.	你知道,你的工作不是决定 他们能负担什么,不是你的工作。
345	Your job is to make the value clear enough	你的工作就是把价值说清楚
346	that they can decide whether it matters.	他们可以决定它是否重要。
347	Show them the outcome, not the price.	向他们展示结果,而不是价格。
348	The wrong way to do this, I saw actually hysterically	这样做是错误的,我看到实际上歇斯底里
349	on a partnership meeting that one of my writers have,	在我一位作家的一次合作会议上
350	I love you dearly.	我非常爱你
351	You're terrible at this.	你这样做太糟糕了
352	I was too when I first started.	我第一次开始的时候也是
353	We don't like to praise ourselves.	我们不喜欢称赞自己。
354	Well, you know, it feels weird and then you're selling out to the man	嗯,你知道,这感觉怪怪的 然后你出卖给男人
355	and you're not creative anymore and all the things.	你不再有创造力了
356	And so we're on a call with one of our sponsors	所以我们和赞助商之一打电话
357	and we want them to do more with our newsletter.	我们希望他们用我们的通讯做更多的事情。
358	And one of my main newsletter writers starts off the call, you guys.	我的主要通讯作家之一 开始打电话,你们。
359	And he's a brilliant guy.	他是个好人
360	He's really good.	他真的很厉害。
361	He's a great writer.	他是一个伟大的作家。
362	And he's like, well, I know this is super last minute,	他就像,嗯,我知道 这是超级最后一分钟,
363	so you probably won't be able to do it anyway.	所以,你可能不会 做到这一点反正。
364	And then proceeds to pitch.	然后开始投球。
365	That's the intro.	即是入门.
366	And I remember sitting on there like, what are we doing?	我记得坐在那里一样, 我们在做什么?
367	What are we doing?	我们在做什么?
368	And so I cut him off.	所以我把他切断了
369	And I'm like, what he's meaning to say is that this is amazing.	我很喜欢,他的意思是 这是惊人的。
370	You have a super last minute opportunity to do this.	你有一个超级 最后一分钟的机会做到这一点。
371	Nobody else will have it.	没有人会拥有它。
372	We can get this into promotion for you in one week.	我们可以在一个星期内帮你升职
373	That's probably the fastest turnaround you've ever gotten promotion.	这可能是你升职最快的转速
374	So I'm sure you're going to do it because you'd be crazy	我敢肯定,你会这样做 因为你会疯了
375	not to get this in right before this big thing that you have.	在你遇到这个大事情之前 不要把事情搞砸
376	Right?	对吧?
377	Hey, both those things are true.	嘿,这两件事都是真的
378	I didn't lie.	我没有撒谎
379	He didn't lie.	他没有撒谎。
380	But there's a right and a wrong way to do it.	但有对有错之法.
381	And I remember when I asked him afterwards, I was like,	我记得当我问他之后,我说,
382	what was the deal with that?	这是怎么回事?
383	That was the single worst pitch I've ever heard in my entire life.	这是我这辈子听过的最烂的一次
384	And he was like, well, I didn't want him to respect me less.	他就像,嗯, 我不想让他不尊重我。
385	I go, do you think that made him respect you more?	我走了 你觉得这能让他更尊重你吗?
386	That's the problem with when we sell ourselves short	这就是我们出卖自己的问题
387	is we think somehow being weak, being noncommittal,	不知何故,我们觉得软弱,不承诺,
388	and not getting what we want makes us respectful.	而得不到我们想要的 却让我们尊重
389	Isn't it kind of a twisted thing?	这不是有点扭曲吗?
390	I don't know what they did to us in early grade school,	我不知道他们在小学时对我们做了什么
391	but that's what I'm a blit.	但我就是这个意思
392	And I think premium buyers don't punish confidence, you guys.	我觉得高价买家不会惩罚信心,伙计们
393	They actually punish your uncertainty.	他们实际上惩罚你的不确定性。
394	If your voice shrinks when your price comes up,	如果你的声音收缩 当你的价格上升,
395	they hear, oh, they don't even believe in that.	他们听到,哦,他们甚至不相信这一点。
396	If you discount in the first three seconds of silence,	如果你在头三秒钟的沉默中打折扣,
397	they start wondering, what's the real price?	他们开始想,什么是真正的价格?
398	Is anybody else buying this thing?	有人买这个东西吗?
399	So say the number and then shut up.	所以说数字然后闭嘴。
400	The silence after a price is not meant to be filled.	价之后的寂静不是用来填补的.
401	It is part of the deal, baby.	这是交易的一部分,宝贝。
402	Give the price.	给价.
403	Don't inflect.	别失声.
404	Put a period on the end of it.	以期为末.
405	Shut your fucking mouth.	闭上你的臭嘴
406	The framework here that I want you to take home is,	我想让你带回家的框架是
407	now, not every rich buyer is the same animal.	现在,不是每个有钱买家都是一样的动物。
408	And treating them like they are is going to cost you.	把他们当成他们要付出代价的
409	So I think there's lots of types, but mainly three.	所以我认为有很多种,但主要是三种。
410	The optimizer got rich or stayed rich by negotiating everything.	优化者通过谈判获得财富或保持财富。
411	We've all seen them, right?	我们都见过他们,对吧?
412	They like to win.	他们喜欢赢
413	They need to feel like they didn't just accept the first number.	他们需要感觉他们不只是接受第一个号码。
414	If you've got an optimizer on your hands,	如果你手上有优化器
415	give yourself room to move.	给自己移动空间。
416	But you're never going to slash the price	但你永远也打不开价
417	like you're clearing mattresses on a holiday weekend.	就像你在度假周末清理床垫一样
418	We're not going to do that.	我们不会那么做的
419	You're going to give the concession a name and a reason.	你要给特许经营权一个名字和一个理由
420	I can reduce scope, so the things I'm going to offer.	我可以缩小范围,所以我要提供的东西。
421	I can move the payment timing, AKA do payment terms.	我可以移动支付时间,AKA做支付条件。
422	I can prioritize your first location, so do one aspect of it.	我可以优先安排你的第一个地点, 所以有一个方面。
423	But you're not going to just give them right away.	但你不会马上给他们的
424	But you are going to give them something,	但你会给他们一些东西
425	because that makes them feel like they're winning.	因为这让他们觉得自己在赢
426	And I have a dear friend who's a multi-multi-multi-millionaire	我有个好朋友 是个多亿富翁
427	whose name is Earn, randomly, shout out Earn.	他的名字叫荣,随机的,喊叫荣。
428	And he gets off on negotiating.	他开始谈判了
429	The man will spend a million bucks,	这个人会花一百万
430	but he'll be like, I got that fucking hot dog and coffee,	但他会像, 我得到了他妈的热狗和咖啡,
431	didn't you see?	你没看见吗?
432	And I'll be like, yes, you did.	而我会像,是的,你做到了。
433	It's the most expensive one I've ever gotten in my life.	这是我一生中最贵的一次
434	But you got it.	但你可以做到这一点。
435	Now, the second type is the delegator.	现在,第二类是发包人。
436	They're opposite.	他们正相反。
437	They don't want to negotiate.	他们不想谈判。
438	They want the problem gone.	他们希望问题消失
439	Drag a delegator through 17 options,	通过17个选项拖动一个授权程序,
440	and you're creating work,	而你正在创造工作,
441	which is the one thing they're paying you to avoid.	这是他们付钱让你避免的一件事
442	For them, the close is speed and certainty.	对他们来说,接近的是速度和确定性。
443	I'm a delegator.	我是一个委托人。
444	Here's the recommendation.	建议如下.
445	Here's why.	这是为什么。
446	Here's what I wouldn't do.	这就是我不会做的。
447	Here's the next step.	下面是下一步。
448	Ready, go.	准备,开始
449	The third type that you have to be really careful for	第三种你必须小心
450	is the time waster.	是时间的浪费。
451	And the time waster actually never makes a fast decision.	而时间的浪费实际上从来没有做出一个快速的决定。
452	We often call these rational buyers.	我们经常叫这些理性的买家。
453	And there's nothing wrong with the rational buyer,	理性的买家没有问题
454	but if you try to speed them up too much,	但是如果你试图加速他们太多,
455	they will never close.	他们永远不会关闭。
456	You're going to actually have to meet a rational buyer.	你将会遇到一个理性的买家。
457	This is so not normal,	这太不正常了
458	and I wish somebody had taught me this earlier.	我希望有人早点告诉我
459	The rational buyer can only be met with emotional responses.	理性的买家只能得到情感的响应.
460	Isn't that crazy?	是不是疯了?
461	You'd think it's like, give them the data,	你会认为这就像, 给他们的数据,
462	give them the research.	给他们研究。
463	No, no, that just like, imagine it's like feeding	不,不,那就像,想象它就像喂养
464	a calculator more numbers.	一个计算器 更多的数字。
465	What does the calculator keep doing?	计算器在干嘛?
466	It's like, oh, I'm going to kind of think about this more.	这就像,哦,我会 有点想这个。
467	I'm going to keep rationalizing it.	我要继续合理化
468	When instead, what do you need to do?	相反,你需要做什么?
469	You need to get them out of their rational brain,	你得让他们离开理性的大脑
470	not allow them to waste more time sort of calculating.	绝不允许他们浪费更多的时间来计算。
471	And you need to get them into their emotional brain.	你需要让他们进入他们的情感大脑。
472	Forget the numbers, forget the calculations.	忘记数字,忘记计算。
473	What does your life look like after we execute this?	我们执行这个之后你的生活是什么样子?
474	What does your life look like if you never make this decision?	如果你没做这个决定 你的生活是什么样子?
475	What happens if you keep this problem forever	如果这个问题永远存在,怎么办?
476	in a month, a year from now?	一个月后,一年后?
477	The optimizer wants a smart little win.	优化者想要一个聪明的小赢家.
478	The delegator wants a clean handoff.	授权人想要一个干净的交接。
479	The rationalizer actually wants you to be the one	理顺者实际上希望你是一个
480	to get them emotional.	让他们情绪化
481	The principle.	原则
482	When a wealthy buyer goes quiet,	当一个有钱的买家安静下来
483	most salespeople assume rejection.	大多数推销员都认为是拒绝的
484	Usually they're just busy guys.	通常他们只是忙碌的人。
485	Their inbox, if you saw my inbox, it's a war zone.	他们的收件箱,如果你看到我的收件箱, 这是一个战区。
486	Their assistant, triaging 10 fires.	他们的助手,分10个火。
487	Half their job is just like,	他们一半的工作就像,
488	don't let anybody talk to the boss.	别让任何人跟老板说话
489	Follow-up is not annoying when it's actually useful.	后续行动在实际有用时并不令人烦恼.
490	The annoying part is this.	烦人的就是这个
491	It's just checking in.	才入户.
492	I was just wondering if we should talk again.	我只是在想我们是否该再谈谈
493	Should we jump on another call?	要不要再打个电话?
494	No, useless, useless.	不,没用,没用
495	Maybe the most useless sentence in sales is just checking in.	也许销售中最没用的句子就是报到
496	I think it should probably be illegal.	我觉得这应该是非法的
497	I want you to replace it with something I call the three piece.	我要你把它换成我称之为三件的东西。
498	Point, proof, path.	点,证明,路径。
499	Point is restating the actual business issue in one sentence.	要点是在一句话中重新提到实际的商业问题。
500	Proof is one sharp observation, metric, data point, risk	证据是一个尖锐的观察,度量,数据点,风险
501	they hadn't thought about.	他们没想过
502	Path is the next step with two specific options.	路径是下一步有两个具体的选项.
503	Might sound something like this.	可能听起来是这样的
504	Based on what you said about the opening location, number three,	根据你说的开业地点 第三
505	the real question is whether your current manager bench can support it, I believe.	真正的问题是 你的现任经理席 能否支持它,我相信。
506	If yes, expand.	如果有,扩大。
507	If no, we've probably got to fix the bench first.	如果不行的话,我们最好先修板凳
508	We've got to hire more people for you in my recruiting firm.	我们得雇更多的人 为你在我的招聘公司。
509	I can walk you through it at Friday at 10 or Monday at 2.	周五10点或周一2点 我可以送你过去
510	That's not a nudge.	这可不是个动静
511	That's not you checking in.	这不是你报到。
512	That's you being valuable.	这就是你的价值。
513	You can do this 37 ways from Sunday.	你可以从星期天开始做37条路
514	You can also break up the three and only do one at a time in the follow-up.	也可以拆散三部曲,在后续曲目中只做一次.
515	Hey, another client just executed this thing that was really similar to yours.	嘿,另一个客户刚刚执行了这个 与你非常相似的东西。
516	I just wanted you to forward it along so that you could see what their business looks like now.	我只是希望你继续前进 这样你就能看清他们的生意
517	We found them the perfect new manager inside of 27 days.	27天内我们找到了完美的新经理
518	Here's the background of that person.	这是那个人的背景
519	Should I start looking for one like this for you?	我该为你找一个这样的吗?
520	You can also go to pain.	你也可以去痛苦。
521	Man, see these guys here.	伙计,看看这些家伙
522	It looks like they expanded a lot but didn't fill it with the right team.	看起来他们扩充了很多,但并没有用合适的队伍填满.
523	I just thought about you today.	我今天刚想到你
524	You can either go three and one or three with one each.	你可以去3,1或3 与每个。
525	A study that I like to use on this is Cialdini's research, which he has incredible books,	我想用来研究的 是Cialdini的研究 他有不可思议的书
526	but he has one in particular where he shows social proof and authority	但是他有一个特别的 他展示社会证据和权威
527	are two of the biggest levers people use to decide who to trust.	是人们用来决定信任谁的两个最大的杠杆。
528	Smart buyers, they can actually smell what I call borrowed status.	聪明的买家,他们实际上能闻到 我所谓的借入状态。
529	Don't name drop just to look important.	不要只因为看起来重要就放弃名字
530	I want you to use a relevant example to make the decision feel safer.	我要你用一个相关的例子 让决定更加安全
531	We fixed this exact bottleneck for three multi-location services businesses last quarter,	上个季度我们为三家多地点服务企业 解决了这个瓶颈
532	and the pattern was identical every time.	模式每次都一样
533	This is proof as risk reduction, not as bragging.	这是减少风险的证据,而不是吹嘘。
534	Framework, which brings us to the close,	框架,它使我们结束,
535	and the close is where most people get greedy and blow it.	而接近的地方是大多数人 贪婪和吹嘘。
536	Are you ready to move forward today?	你准备好今天前进了吗?
537	Sometimes that works.	有时这样有用
538	With a premium buyer, it usually sounds like a quota.	与溢价购买者,通常听起来像配额.
539	Like, get out of here.	像,离开这里。
540	Make buying feel like control, not consumption.	让购买感觉像控制,而不是消费。
541	So the premium close has four parts.	因此,溢价关闭有四个部分。
542	Options, recommendation, reason, next step.	备选办法、建议、理由、下一步。
543	So based on what you told me, I see three paths.	所以,根据你告诉我,我看到了三条道路。
544	Do nothing and keep the current risk.	什么都不做,保持当前的风险。
545	Fix the specific bottleneck over 90 days, or rebuild the whole system.	90天后修补具体的瓶颈,或重建整个系统.
546	My recommendation is actually the vinyl one,	我的建议其实是阴道
547	because it solves the real problem without overbuilding.	因为它解决了真正的问题 而不会过度建设。
548	Do you want me to show you what that looks like?	你想我告诉你是什么样子吗?
549	That close, first of all, gives them control, and it shows restraint.	如此接近,首先, 给他们控制, 它表现出克制。
550	And restraint is one of the most underrated signals you can give and sell in.	节制是最低级的信号之一 你可以给出和出售。
551	The moment you're willing to say, don't buy the biggest thing,	当你愿意说, 不要买最大的东西,
552	the buyer actually believes you when you say, buy this thing instead.	买家真的相信你,当你说, 买这个东西。
553	And I really need you to hear this part.	我真的需要你听到这个部分。
554	When you sell to rich people, the prize was never their money.	当你卖给富人时,奖金从来不是他们的钱.
555	The prize is their trust.	奖金是他们的信任。
556	Money follows trust.	钱是信任的
557	Referrals follow trust.	转介遵循信任。
558	The next five clients follow trust.	接下来的五个客户都跟随信任.
559	So that rich client you close, that doesn't stay one client.	所以,富人客户你关闭, 这不留一个客户。
560	They become five or 10, because you made them look smart for choosing you.	他们变成5或10, 因为你让他们看起来聪明 选择你。
561	Now the one you close sloppily and don't execute on,	现在,你关了 草率,不执行,
562	they don't just leave, they become a very expensive enemy	他们不只是离开,他们变成了一个非常昂贵的敌人
563	with a really useful contact list.	带有非常有用的联系人列表。
564	So stop trying to impress rich people.	所以别再想讨好有钱人了
565	Stop acting rich.	别装了
566	Stop dropping names.	别叫了
567	Stop apologizing for your prices.	别为你的价钱道歉了
568	Just solve expensive problems with less drama than anyone else in the room,	只要解决昂贵的问题 少戏剧在房间里任何人,
569	because you don't need to be cheap.	因为你不需要便宜。
570	That's not the win.	这不是胜利。
571	Clear is the win.	明是胜义.
572	Outcomes is the win.	结果就是胜利。
573	Do that, and you don't sell like a broke person anymore.	这样做,你不再像一个破人卖。
574	You sell like an operator.	你卖的像一个经营者。
575	And operators don't chase rich clients.	而运营商不会追逐富有的客户.
576	They become the person the rich clients can't afford to lose.	他们成为有钱客户无法承受的损失的人.
577	If this changed how you think about charging what you're worth,	如果这改变了你对收钱的想法
578	then I think you need one other half of the equation.	那我想你还需要半个方程式
579	What do you do the second they say yes?	他们一答应你怎么办?
580	You're going to want to watch the next podcast exactly for this.	你会想看 下一个播客 准确的这一点。
581	I'll see you then.	到时见.

该视频共有字幕 581 条。解锁更多字幕为会员功能，请移动到 价格

P3 · 【商业智慧】向富人销售的3条规则 · 赚大钱的销售逻辑 p03 无字幕 (P3)

【商业智慧】向富人销售的3条规则 · 赚大钱的销售逻辑 p03 无字幕 (P3)

发布于 2026-10-25 · 时长 27:34

字幕摘录

时间	英文	中文
0:00	If you want to make more money, you have to learn how to sell to rich people.	要多赚点钱,要学好卖给富人.
0:03	And here's the thing, most people sell to rich people like they're broke.	事情是这样的,大多数人像破产一样向富人出售.
0:06	They apologize for their price, and above all else, they stress over the price.	他们为自己的价格道歉,最重要的是,他们强调价格。
0:10	But in reality, the cheapest option is the one rich buyers are the most afraid of.	但实际上,最便宜的选择是富买家最害怕的.
0:15	Rich people hear the word cheap or affordable.	富人听到的词便宜或负担得起的。
0:17	They think lawsuit, a bad hire, a compromise.	他们认为诉讼, 一个糟糕的雇佣, 一个妥协。
0:21	So today, you're going to learn how high net worth buyers actually decide.	所以,今天,你将学会 如何高净值买家实际决定。
0:25	There are four currencies they protect with their lives.	他们用生命来保护四种货币
0:28	And the exact playbook I'm going to give you that I'd run if I were selling a really	和确切的游戏本 我会给你 如果我卖真的
0:32	expensive thing tomorrow.	明天的贵货

展开字幕全文（576 条）

序号	英文	中文
1	If you want to make more money, you have to learn how to sell to rich people.	要多赚点钱,要学好卖给富人.
2	And here's the thing, most people sell to rich people like they're broke.	事情是这样的,大多数人像破产一样向富人出售.
3	They apologize for their price, and above all else, they stress over the price.	他们为自己的价格道歉,最重要的是,他们强调价格。
4	But in reality, the cheapest option is the one rich buyers are the most afraid of.	但实际上,最便宜的选择是富买家最害怕的.
5	Rich people hear the word cheap or affordable.	富人听到的词便宜或负担得起的。
6	They think lawsuit, a bad hire, a compromise.	他们认为诉讼, 一个糟糕的雇佣, 一个妥协。
7	So today, you're going to learn how high net worth buyers actually decide.	所以,今天,你将学会 如何高净值买家实际决定。
8	There are four currencies they protect with their lives.	他们用生命来保护四种货币
9	And the exact playbook I'm going to give you that I'd run if I were selling a really	和确切的游戏本 我会给你 如果我卖真的
10	expensive thing tomorrow.	明天的贵货
11	And you're going to also get the one follow-up line that works every single time.	你也会得到一个后续的线路, 每次工作。
12	I'm Cody Sanchez.	我是科迪・桑切斯。
13	This is the Big Deal Podcast.	这是大交易的播客。
14	Let's make some money.	让我们赚点钱。
15	So if you know me, you know I've started, bought, and sold more businesses than I can	所以,如果你了解我, 你知道我已经开始, 买,卖 更多的企业,比我所能
16	count, which I don't like say to be fancy, I think in some ways, entrepreneurship is	数,我不喜欢说 花哨,我认为在某些方面,创业是
17	a trauma response.	一个创伤反应。
18	But it does mean that I've sat on both sides of the table more times than I'd like to	但它确实意味着我坐在桌子两边 比我更愿意
19	admit.	承认
20	And there is one sentence that will change the way you make money forever.	有一句话会改变你永远赚钱的方式。
21	Broke people buy for price, rich people buy for risk mitigation.	断人买价,富人买风险缓解.
22	I want you to really soak that in for a second.	我希望你真的 浸进去一秒钟。
23	A broke buyer is going to ask you something like this.	一个破产的买家会问你这样的问题
24	They're going to say, can I afford this?	他们会说 我能负担吗?
25	A rich buyer asks, will this fix my problem?	一个有钱的买家问,这能解决我的问题吗?
26	Or is this valuable enough for me?	还是这对我足够重要?
27	Those are not the same question, and they don't have the same answer.	这些不是同一个问题,也没有同样的答案。
28	At Contrarian Thinking, we have a business called Boardroom, where we help business owners	在康塔里亚 想想看,我们有个叫董事会室的生意 在那里我们帮助企业主
29	grow and scale their business.	增长和扩大其业务。
30	Let me tell you what our boardroom members don't actually care about.	让我告诉你,我们的董事们 并不关心什么。
31	The price tag for boardroom.	董事会的价格标签。
32	Why?	为什么?
33	Because they know price doesn't matter.	因为他们知道价格不重要
34	If you're running a business that makes hundreds of thousands, millions, tens of millions of	如果你经营的生意 使成千上万,数百万,千万
35	dollars a year, something that costs you five figures doesn't actually matter.	美元一年, 花费你五个数字的东西 实际上并不重要。
36	What does matter?	有什么关系?
37	Your time and the outcome.	你的时间和结果。
38	If you have a business right now that makes a million dollars and I can help you double	如果你现在有生意能赚一百万 我可以帮你双倍
39	your business, you're going to sign up so fast for that you can't even imagine.	你的生意,你会这么快就签了, 你甚至无法想象。
40	And so I was actually listening the other day to one of our advisors who have helped	所以我那天在听 我们的一位顾问帮忙
41	thousands of business owners scale to their next eight figures.	数千名企业主 比例到他们接下来的8个数字。
42	And I was sort of chuckling because this advisor was saying, well, I think that this business	我有点笑 因为这位顾问说 我想这生意
43	owner just needs a lower cost for this and then they can come in.	店主只需要降低成本 然后他们就可以进来了
44	You've probably heard this in your business too.	你可能也听说了
45	And I said, let's talk to him.	我说 我们跟他谈谈
46	So we got on the phone.	所以,我们得到了电话。
47	And what happened?	发生了什么事?
48	Do you think?	你觉得呢?
49	I said to the business owner, so are you worried that you won't be able to afford what the	我对店主说,你担心你买不起
50	cost is?	费用是?
51	What do you think the business owner said?	你觉得老板怎么说?
52	No, of course not.	不,当然不是。
53	I go, I'm worried that I won't actually get what I want out of this.	我走了,我担心我得不到我想要的
54	And it's just another thing sucking up my time.	这只是另一件事 吸我的时间。
55	Every single question about price dies in the light because the truth is they don't	每一个关于价格的问题都会在光线下消失 因为真相是它们不是
56	trust you.	相信你们
57	Not that they don't want to pay that price.	不是说他们不想付出代价
58	And that's for almost everything.	这几乎是一切。
59	And let me, let me tell you what I mean by this.	让我来告诉你我的意思
60	Bain and Harvard Business Review, they actually studied this in their B2B report and it turns	班和哈佛商业评论, 他们实际上研究这个 在他们的B2B报告中,它转
61	out business buyers don't only value the obvious functional stuff like cost reduction, but	商业买家不只重视降低成本等明显的功能,
62	they massively value reduced risk, expertise, responsiveness, lower anxiety, even more.	他们大量地重视降低风险,降低专业知识,降低反应能力,降低焦虑程度,甚至更进一步.
63	So a rich buyer isn't really buying your product or service.	所以一个有钱的买家 并不是真正购买你的产品或服务。
64	They're buying their peace of mind, right?	他们正在买他们的平静的心,对不对?
65	They're buying a story.	他们买一个故事。
66	They're buying the belief that this turns them into somebody else.	他们相信这会让他们变成另一个人
67	They're buying a belief that this will decrease their pain.	他们相信这会减轻他们的痛苦
68	They're buying a belief that this might actually be the thing that will make them X outcome.	他们相信 这可能是他们X的结果
69	That could be anything.	这可能是任何事情。
70	Could be relief, control, maybe the quiet certainty that they'll never have to think	这可能是解脱,控制, 也许安静的确定 他们永远不会认为
71	about this problem again.	关于这个问题再次。
72	So that means if your pitches were affordable, you're actually, you're pressing the wrong	也就是说如果你的投球价不高 实际上你按错了
73	wound entirely.	完全伤口。
74	The wound that they need a bandaid for wasn't price, it might be friction.	他们需要的伤口不是价格 而是摩擦
75	So once you stop selling for price, you have to know what you're actually selling.	所以,一旦你停止卖价, 你必须知道你到底在卖什么。
76	And I think a lot of people go, well, if you don't want it at 20 bucks, do you want it	我认为很多人去,嗯,如果你不想 要20美元,你想要它
77	at 10 bucks?	10块钱?
78	What about five bucks?	五块钱怎么样?
79	What about three bucks?	三块钱怎么样?
80	No, they just don't want the thing.	不,他们只是不想要的东西。
81	There's so many options in the world.	世界上有很多选择
82	Their most valuable commodity is time.	他们最宝贵的商品是时间。
83	Wealthy buyers protect four currencies above almost everything else, time, risk, reputation	财富买家保护四种货币 几乎高于一切 时间、风险、声誉
84	and control.	和控制权。
85	Let's break down time.	让我们打破时间。
86	It's the obvious one.	显者.
87	So most people have money.	所以大多数人都有钱。
88	What they don't have is another Wednesday to waste on a vendor who needs six calls to	他们没有另一个周三 浪费给一个需要六通电话的供应商
89	understand the assignment.	理解任务
90	Who wants more sales phone calls?	谁想要更多的销售电话?
91	Lord knows I don't.	上帝知道我不会的
92	You don't either.	你也没有。
93	Risk is the hidden one and it's the one most sales people completely miss.	风险是隐藏的 也是人们最想念的
94	Successful people are surrounded by other people pitching them, advising them, managing	成功的人被其他人包围 投球 给他们建议 管理
95	their money, asking for more money.	他们的钱,要求更多的钱。
96	And so every time they say yes, it's exposure.	所以每次他们说是,都是暴露的。
97	So every new vendor is a possible weak link with their name attached to it.	所以每个新卖家 都可能和他们的名字有联系
98	Now, thank you.	谢谢
99	Reputation, that's kind of a quiet one because the higher somebody climbs, the more their	名声,这是种安静的,因为 越高的人攀登, 他们的
100	decisions get watched inside a small, expensive room.	在一个小而昂贵的房间里 监视着决策
101	So their spouse sees their call, their partners see it, their investors see it.	所以他们的配偶看到他们的电话,他们的合伙人看到,他们的投资者看到.
102	Who are they by associating with you?	他们与你有关联是谁?
103	This is why the luxury brands do so well.	这就是为什么奢侈品品牌做得很好。
104	I was in Paris last week on some anxious sentence to say, but I was and we bought a nice watch.	上周我在巴黎 说了一些急切的句子, 但我是,我们买了一个漂亮的手表。
105	And where did I go to buy the watch?	我在哪里买的表?
106	My husband and I kind of achieved this goal we wanted to achieve.	我丈夫和我实现了我们想要实现的目标
107	So we like to buy a little milestone that we eventually want to hand off to the next	所以我们喜欢买一个小小的里程碑 我们最终想要交出下一个
108	generation.	生成。
109	And so we like vintage.	所以我们喜欢葡萄酒。
110	So I try to buy vintage stuff when I can.	所以我想在可以的时候买些古董
111	So we go to a watchmaker.	所以我们去找一个表匠。
112	Now, if you're making an expensive watch person, you know, purchase something that's five,	现在,如果你做一个昂贵的表人, 你知道,购买的东西是5,
113	six figures, you're going to really care where you buy from, aren't you?	6位数字,你会真正关心 你从哪里购买,不是吗?
114	Why?	为什么?
115	Well, there's fakes everywhere.	到处都是假货
116	You could get fakes just about anywhere.	到处都有假货
117	So how do you decide which one to go to?	那么,你如何决定哪一个去?
118	Well, reputation really matters then, doesn't it?	那么,名誉真的很重要,不是吗?
119	It's actually not price at all because you would pay a couple hundred bucks, a couple	其实根本不值钱,因为你会付几百块,一对夫妇
120	thousand more bucks on a really expensive purchase if you knew it wasn't fake, wouldn't	如果你知道那不是假货 还要多买一千块
121	you?	你吗?
122	What would really suck is to spend five figures on something and find out it was fake.	真正糟糕的就是把五个数字花在某个东西上 发现它是假的。
123	So these watchmakers end up doing a lot to make sure that they have a reputation so sterling.	因此,这些观察者最终会做很多事情,以确保他们有如此杰出的声誉。
124	It's the same quality as those watches.	和那些表一样
125	And control is actually a really big one.	而控制其实是一个真正的大。
126	So the whole reason they got here, they're rich, is that they make decisions.	因此,他们来到这里的全部原因,他们是富有的, 是他们做决定。
127	If you take away their sense of control and you stop being a vendor, then you actually	如果你夺走了他们的控制意识 不再当卖家,那么你实际上
128	start being a threat.	开始是一个威胁。
129	You're trying to box them into something they don't like to be boxed in.	你想让他们陷入他们不喜欢的境地
130	So you got to stop asking, how do I make this more economical?	所以,你必须停止问, 我如何使这个更经济?
131	Instead, start asking, how do I make this feel safer, faster, more reputation proof,	相反,开始问, 我如何使 感觉更安全,更快,更多的声誉证明,
132	and such a fuck yes that there is no reason they would say no to you?	如此他妈的是的 他们没有理由拒绝你?
133	Because here's the thing, a premium buyer never lies awake thinking, can I save a couple	因为这样的话 一个高价买家从来不会醒着想 我能救一对夫妇吗
134	grand?	大块?
135	I know that's hard to say, too, because in this world you're like, a couple grand would	我知道这很难说,因为 在这个世界上,你喜欢, 一对夫妇大块
136	be nice.	温柔点
137	But I'm just telling you how rich people think.	但我告诉你有钱人怎么想的
138	A really rich person lies awake thinking, is this going to give me a headache later?	一个真正的有钱人撒谎 清醒地思考, 这会让我头痛吗?
139	Is this actually going to fix what I am struggling with?	这能解决我挣扎的问题吗?
140	So if you remove that fear, you've just increased your price without doing anything	所以,如果你去除恐惧, 你只是提高了你的价格 不做任何事情
141	else.	别的
142	The principle here is, I think, this.	我认为,这里的原则就是这一点。
143	And it's probably where I see most salespeople screw up.	这可能是我看到大多数推销员 搞砸了的地方。
144	And what I tell you about this is, you know, we have just in contrarian thinking, we have	我告诉你的是,你知道, 我们只是反 思想,我们有
145	a sales team of let's call it 20 people.	一个销售团队 让我们称之为20人。
146	In contrarian thinking, our portfolio companies, we have salespeople across the companies to	反之,我们的证券公司, 我们有销售人员跨公司
147	the tune of thousands.	千人之调
148	And here's where people mess it up, and I have seen it more than you can imagine.	在这里人们把事情搞糟了 我见过的比你想象的多
149	They walk into a room with a successful person and immediately, what do they do?	他们与一个成功的人走进一个房间,立即,他们做什么?
150	They try to prove them wrong.	他们试图证明他们错了。
151	Do you want to be right or do you want to win the sale?	你想对还是想赢?
152	If you go in and you say your marketing is broken, your operations are a mess, you might	如果你进去说你的营销被打破了 你的操作是一团糟,你可能会
153	be right.	说对了
154	That's probably true.	这大概是真的
155	But it's still a terrible opening because people have egos and successful people have	但它仍然是一个可怕的开局 因为人们有自我和成功的人
156	big egos.	大自负。
157	And with much love, if you're selling to a rich person and you're not rich, they probably	有了爱,如果你卖给一个有钱人 而你不富有,他们可能
158	got a thing or two on you.	你有两件事
159	They know more than you do, probably about most things except your product.	他们比你更了解,也许除了你的产品之外,大多数事情。
160	I'm not trying to insult anybody here.	我不是想侮辱这里的任何人
161	I was like really young selling to rich people when I was super broke.	我像真的年轻 卖富人 当我是超级破产。
162	I worked at Goldman Sachs, one of the biggest companies in the world, and I sold not million	我在高盛公司工作过 世界上最大的公司之一 我卖的不是百万
163	dollar products, not 10 million dollar products.	美元产品,不是1000万元产品.
164	I sold a hundred million dollar products.	我卖了一亿元的产品
165	And let me tell you what, if little Cody Sanchez went into, you know, one of the biggest	让我告诉你,如果小科迪·桑切斯 进入,你知道,一个最大的
166	pension funds in the world and started telling them how shitty their portfolio management	并开始告诉他们他们的投资组合管理有多糟糕
167	was and that I got this for them, Cody is taking home a goose egg.	科迪要带鹅蛋回家
168	I'm not closing anything in business.	我不会关门的
169	And so if you are running with ego, you're going to lose in sales.	所以,如果你带着自我跑步, 你会失去销售。
170	It can be a big driver for success in the short term, especially with unsophisticated	它可以在短期内成为成功的大驱动力, 特别是用不成熟的
171	buyers.	买家
172	But you have to attack it before you have actually earned the trust and the buyer stops	但你必须先攻击它 才真正赢得信任 买家停止
173	evaluating your solution and starts defending their identity.	评估你的解决方案 并开始捍卫他们的身份
174	You need to be an ally, not an attacker.	你需要成为一个盟友,而不是攻击者。
175	And I'll tell you what, there's that old saying.	我告诉你,有一句老话
176	You get more flies with honey than vinegar.	你得到更多的苍蝇与蜂蜜 比醋。
177	I can almost promise you telling people they're smart, right, already know this stuff, and	我几乎可以保证你告诉人们 他们很聪明,没错,已经知道这些东西,
178	then you drop the need for them is going to have you close more business.	然后,你放弃了对他们的需要 会让你关闭更多的业务。
179	And this might sound something like this.	这可能听起来是这样的。
180	So let's say you're trying to sell this coffee cup and you're trying to sell this coffee	因此,让我们假设你试图卖 这个咖啡杯,你试图卖这个咖啡
181	cup to a manager of a business.	给企业的经理一杯
182	He's more successful than you are.	他比你还成功
183	You're an individual contributor salesperson.	你是个人贡献者推销员。
184	This is a manager of a business.	这位是企业经理
185	Probably has more direct reports, probably makes more money.	也许有更直接的报告, 可能赚更多的钱。
186	And you go, Oh my God, look at the coffee cups you have here.	而你去,我的上帝, 看看这里的咖啡杯。
187	This is a mess.	乱七八糟的
188	Is this how you guys present yourself in front of clients?	这就是你们在客户面前展示自己的方式吗?
189	That is literally how most salespeople do it.	这其实是大多数销售人员做的。
190	They tell them all the things that are wrong with what they're currently doing.	他们告诉他们所有与他们目前的行为有错的东西.
191	And they think that this fear idea is going to work.	他们认为这个恐惧的想法是可行的。
192	But instead, what should you do if they have a coffee cup in front of them?	但如果他们面前有咖啡杯怎么办?
193	You should say that's incredible.	你应该说这是不可思议的。
194	Oh my gosh, look at your suit.	天啊,看看你的西装
195	I can tell you guys care about quality.	我可以告诉你们关心质量。
196	I walked into this office.	我走进这间办公室
197	It's stunning.	令人惊叹.
198	Look at this view behind me.	看我后面的风景
199	Like I love the design.	我喜欢这个设计
200	Did you pick this?	这是你选的吗?
201	What happened here?	这里发生了什么?
202	Compliment, compliment, compliment.	恭敬恭敬恭敬赞叹.
203	What are you going to do?	你打算怎么办?
204	They're going to start telling you things.	他们会开始告诉你一些事情。
205	Yes, I did.	没错
206	Yes, I have good taste.	是的,我品味不错。
207	Yes, I do believe in this.	是的,我相信这一点。
208	And then when you say, listen, as a person with really good taste, who cares a lot about	然后当你说, 听着, 作为一个品味好的人, 谁在乎很多
209	how customers view you, I think you're going to love this because you do care about that,	顾客如何看待你 我想你会喜欢的 因为你在乎这个
210	right?	对吧?
211	What are you doing right there?	你在这里干什么?
212	And they go, yes.	他们走了,是的。
213	Now you've gotten your first yes from them.	现在你从他们那里得到了第一个同意。
214	OK, so we've now already moved them.	好吧,所以我们已经移动了它们。
215	Your first yes is always the hardest.	你第一次答应总是最难的
216	We've got to move them to the second yes.	我们得把它们移到第二处
217	So you're going, yes, I do care about that.	所以你要去,是的,我确实关心这一点。
218	And I go, OK, great.	我走了,OK,伟大的。
219	Well, every time you actually get in front of somebody and kind of have that beat up	每次你当着别人的面 都这样
220	mug, man, it almost it doesn't look like you.	杯子,伙计,它几乎 它看起来不像你。
221	Like you have the suit, you have the whole outfit.	就像你有西装,你有整套衣服。
222	But like, I don't know that this fits, right?	但是,像,我不知道 这适合,对不对?
223	This probably isn't your brand, is it?	这也许不是你的品牌,是吗?
224	And what are they going to say?	他们要说什么?
225	Well, you've already just gotten them to say yes.	你已经让他们答应了
226	You've already told them that they've got taste.	你已经告诉他们他们有品味了
227	And now you're saying, is this really how you want to represent yourself?	现在你在说 你真的想这样代表自己吗?
228	And they're going to look at it and probably agree with you.	他们将仔细研究,也许同意你的看法。
229	And so psychologists call this motivated reasoning.	所以心理学家将这种有动机的推理称为.
230	We process information to protect what we already believe about ourselves,	我们处理信息以保护我们已经相信的我们自己,
231	not to neutrally update when the facts show up.	不要在事实出现时中立地更新。
232	So you don't open with you're doing this wrong.	所以,你不打开 你这样做错了。
233	You open with you've clearly built something that works.	你敞开心扉,你显然造出了一些有用的东西。
234	That's why this gap has to be closed, because you have this taste.	这就是为什么这个缺口必须关闭, 因为你有这种味道。
235	You have this atrocious coffee club.	你有一个可怕的咖啡俱乐部。
236	Let's bring it in the middle.	以中带之.
237	You're not pointing out the scuffs on their car.	你没有指出他们车上的手铐
238	You're pointing out how beautiful their car will be once the last scuff is gone.	你指出他们的车会多么美丽 一旦最后的手铐不见了。
239	Because they use your cleaning service.	因为他们利用你的清洁服务。
240	So here's an acronym for you, EGO, earn gap outcome.	所以这里有一个缩写给你,EGO, 赚取差距的结果。
241	Earn means you name what they're genuinely done right.	荣意味着你点出他们真正做得对的东西
242	So like, don't lie, compliment something that is real.	所以,不要撒谎, 赞美一些真实的东西。
243	You know, that nail color is amazing.	你知道,指甲颜色是惊人的。
244	Your business is so incredible.	你的生意太不可思议了
245	I can't believe you've done this.	真不敢相信你这么做了
246	Gap means you show them the specific constraint that exists because they succeeded.	空白意味着你向他们展示由于它们成功而存在的具体约束.
247	Like, you've already done so well.	喜欢,你已经做得很好。
248	So we just add this to it, not despite it.	所以,我们只是增加这一点, 尽管它。
249	And outcome means you tie your fix to the standard they already want to live up to.	结果意味着你把自己的定律 固定在他们想要达到的标准上
250	So in practice, it's the difference between your team is bad and you need to replace all	所以在实际操作中,你的球队的区别是不好的,你需要替换所有
251	of them and I'm the best recruiter and I'm going to do it to instead.	对他们来说,我是最优秀的招募者, 我会做它代替。
252	Don't you need more winners on your team that are at the same level as you are?	难道你不需要更多的胜利者 在你的团队中,与你处于同一水平?
253	You have some incredible people.	你有一些不可思议的人。
254	It seems like here, but would you want more people who are at your level?	似乎在这里,但你想要更多的人 在你的级别?
255	That's actually the same diagnosis, right?	这实际上是相同的诊断,对不对?
256	But only one of them is going to get you hired and it's not the one where you	但只有其中一人会雇你 而不是你
257	tell them their team is bad and that reframe kind of makes all the difference.	告诉他们他们的团队是坏的, 和这种重组 使所有的区别。
258	And that's why, because the idea is you want to recontextualize a decision from	这就是为什么,因为你的想法是 你想重新编订一个决定 从
259	being a headache to actually look at this opportunity and that this thesis is	实在是头痛 看着这个机会, 而这个论文是
260	exactly why I built that growth boardroom I was talking to you guys about.	我为什么要建那个成长室?
261	Like if you own a real business with a team and real growth problems, the last	就像你拥有一个真正的企业 一个团队和真正的增长问题,最后
262	thing you want is to be making huge decisions around hiring, firing, pricing,	你想做的是做出关于雇佣,解雇,定价的重大决定
263	expansion all alone.	独自扩张。
264	So my belief was I need other people outside of my business giving me opinions.	所以我相信,我需要其他人 在我的业务之外给我提供意见。
265	I want experts, analysts, peers.	我需要专家 分析师 同行
266	So it's a room for owners who are done making high stakes calls and isolation.	所以它是一个房主的房间 谁做了高赌注呼叫和隔离。
267	If you're an owner looking for the next lever to unlock your growth, you can	如果你是一个主人 寻找下一个杠杆 打开你的成长,你可以
268	apply at contrarianthinking.co slash growth boardroom.	应用在反思维. co斜线生长室。
269	This is where the practical and the tactical and the applicable all come together,	实际的、战术的和适用的都在这里走到一起,
270	which brings us, I think, to the single biggest tell of an amateur, which is	我认为,这给我们带来了 一个业余爱好者的最大故事,即
271	adjectives.	形容词.
272	Amateurs describe themselves like we're the best, we're high quality.	业余爱好者形容自己就像我们是最好的,我们是高品质的.
273	We really care.	我们真的很关心。
274	That actually says nothing.	这其实什么也没有说。
275	What does that even mean?	这是什么意思?
276	It sounds like every other seller and somebody you've probably rejected a	听起来像是其他卖家和某个人 你可能拒绝了
277	million times before.	上百万倍前的车.
278	Premium sellers, they actually don't describe, they diagnose.	高价销售商, 他们实际上不描述, 他们诊断。
279	The diagnosis sounds like, hey, you've got three locations, but every scheduling	诊断听起来像,嘿, 你已经有三个地点, 但每一个日程安排
280	decision still runs through one manager, which is maybe why your labor costs	可能这就是为什么你的劳动成本
281	moves before you have a chance to deal with it.	在你有机会处理之前 行动起来
282	And you're like pausing, you know, your growth for those three locations is so	你就像在穷困,你知道, 你成长在这三个地方是如此
283	impressive.	厉害
284	I imagine you're having a hard time keeping up with scheduling because you've	我想你很难跟上日程安排 因为你已经
285	grown so fast.	长得太快了
286	Now you're showing them something true about their own world, and that is a	现在,你向他们展示一些 真实的东西 他们自己的世界, 这是一个
287	completely different kind of authority.	完全不同的权威
288	So there's a study sort of famously by Daniel Kahneman where people anchor hard	丹尼尔·卡恩曼在研究中 很有名气
289	on the first number they're handed, even when that number is arbitrary.	即使那个号码是任意的
290	So in sales, everyone fights over this.	所以在销售中,每个人都会为此而争吵.
291	It's called the price anchor, but the real anchor gets set earlier.	叫做价格锚 但真正的锚更早被设定
292	When you frame the problem, this is called priming.	当你陷害问题时,这叫做点火.
293	So let the buyer decide the conversation is about this is expensive and you'll	所以,让买主决定 谈话是关于这个昂贵的,你会
294	spend the rest of it defending the price.	剩下的钱都花在了保护价格上
295	If you instead frame it as this decision protects your time, your risk and your	如果你把它设定为这个决定 保护你的时间,你的风险和你的
296	reputation, well, now price has to compete against consequence.	现在价格必须和后果竞争
297	And that's what this whole discovery process is actually for.	这就是整个发现过程的真正目的。
298	We're not small talking.	我们不是小说话。
299	Nobody has time for that.	没有人有时间去。
300	Especially rich people talk fast, move fast, make the money, get out of their	特别是有钱人说话快,动作快,赚钱,离开他们
301	way, don't ask them how was their weekend or, oh, this thing's so incredible.	不要问他们周末过得怎么样 或者,哦,这东西太不可思议了
302	Or tell me about, you know, what are you doing this afternoon?	或者告诉我,你知道, 你今天下午在做什么?
303	No, no, no, no, no.	No二别显.
304	Forget all of that.	忘了这一切。
305	Instead, I want you to do this framework.	相反,我要你做这个框架。
306	Four questions that do most of the work for you.	四个问题 做大部分的工作给你。
307	One is what is the problem already costing you in hours, maybe churn miss	其中一个是问题 已经花费你几个小时,也许错过了
308	sales to who else feels this pain?	卖给谁还有这种痛苦?
309	Maybe it's the CEO's spouse because they're not home because they're working too much.	可能是CEO的配偶,因为他们因为工作太忙而不在家.
310	Maybe it's the CFO because the numbers are always wrong or the partner.	可能是CFO,因为数字总是错误的或者合伙人.
311	They're all quietly in the room, whether they admit it or not.	他们都安静地在房间里, 不管他们承认与否。
312	And you're bringing them in with you.	你带他们进来
313	Three, what have you already tried?	三,你已经试过什么了?
314	Because a real buyer always has scar tissue.	因为真正的买家总是有疤痕组织
315	And we say that tourists don't, so they've probably tried another solution.	我们说游客不会,所以他们可能已经尝试了另一种解决方案.
316	They've been burned by somebody.	他们被别人烧了
317	They're still trying to solve the problem, but you want to get away from that.	他们仍在试图解决问题,但你想摆脱它。
318	Four, what would make this a clean win 90 days from now?	四,从现在起90天后,什么会让这场大赢?
319	And I like to say it as what would make this the best decision you've made this year.	我想说这是你今年做出的最佳决定
320	This is great because it actually forces them to tell you what success looks like	这是伟大的,因为它 迫使他们告诉你什么是成功
321	in their own words, so your offer just becomes the bridge to it and you	用他们自己的话,所以你的提议只是成为桥梁
322	parrot it back to them.	鹦鹉还给他们.
323	Now, obviously we do this not being manipulative.	现在,很明显,我们这样做 不是操纵。
324	We do this being real.	我们这样做是真实的。
325	So if I'm going to buy a professional service from you, like, let's say I'm	所以,如果我要买一个专业服务 从你一样,让我们说我
326	going to buy a painting for my house and you say, Hey, I've come here.	去买一幅画给我的房子 你说,嘿,我来到这里。
327	You know, I've specked at your house.	我在你家偷窥过
328	We can do this job, but tell me what would make this decision a no-brainer for you?	我们可以做这个工作,但告诉我 是什么会使这个决定成为 一个没有头脑的你?
329	The best decision that you've made in 90 days from now.	你90天后做出的最佳决定
330	And they're going to have to think about it.	并须思惟.
331	At first, they might say, well, the job's done.	一开始,他们可能说, 好了,工作完成了。
332	You're on time, on budget.	你准时,预算。
333	And you might say, that's amazing.	你会说,这是惊人的。
334	But like anything else, we like to make our things really magical for people.	但是,像任何其他,我们喜欢 做我们的东西 真的神奇的人。
335	And they're like, well, you know, that my daughter, when she comes home into	他们就像,嗯,你知道, 我女儿,当她回家
336	her new room, she loves it.	她的新房间,她喜欢它。
337	Oh, great.	哦,伟大的。
338	Like what would love it look like?	喜欢什么样子?
339	Well, you know, maybe there's like something sort of magical or unique in	嗯,你知道,也许有 像某种神奇或独特的
340	the painting or it's set up by Tuesday.	画或设于星期二。
341	It has to be by Tuesday because that's when she gets home from school.	一定要在周二,因为那是她放学回家的时候.
342	Right.	对
343	Now you have a chance to do what's called a magical moment.	现在你有机会做 所谓的神奇的时刻。
344	Now you can be like, okay, your daughter loves purple.	现在你可以像,好吧,你的女儿爱紫色。
345	We're painting her room purple.	我们在画她的房间紫色。
346	Do you have decorations that go with that?	你有随身带的装饰吗?
347	Should we add a little purple teddy bear on top of the bed for her?	要不要在床上加一只紫色的泰迪熊?
348	That's brand new.	这是全新的。
349	Should we, um, Hey, do you want to like give her a little bit of extra paint and	我们要不要,嗯,嘿,你想 给她一点额外的油漆和
350	a canvas and she can draw like a little painting alongside of it, you know,	画布 她可以画得像画画一样
351	do you want to fund before and after of it?	你想在它前后提供资金吗?
352	We have a photographer here that can do it.	我们这里有位摄影师可以做到这一点。
353	This is, this is the key to all sales is turn it into something where they can	这就是,这是所有销售的关键 是把它变成他们可以的东西
354	visualize what their life looks like when they said yes to you afterwards.	想象他们之后答应你时的生活
355	And it's a beautiful visual.	并具妙观.
356	There's a broke person reflex that quietly kills your deals.	有个破碎的反射 悄悄地毁了你的交易
357	And that is called selling from your own wallet.	这叫做从你的钱包里卖东西
358	It's also called wallet share.	这也叫钱包共享.
359	So you look at the price through your own bank account and then all of us, this	所以,你看价格 通过自己的银行账户 然后我们所有人,这个
360	isn't just like you, all of us, me too, panic on the buyer's behalf and you start	不只是你,我们所有人,我也一样, 为了买家而恐慌,你开始
361	discounting before they've even objected to anything, you know, I know it's	在他们甚至反对任何事之前,我明白的
362	expensive or we've got a cheaper package.	要不然我们有便宜的包裹
363	If that helps stop it, you're projecting your financial reality onto someone who	如果这能帮助阻止它, 你将你的金融现实 投射到一个人谁
364	doesn't even live in it, you know, $20,000 might feel huge to you to the buyer.	买家可能觉得两万块很贵
365	They're like, Oh, that's like a one week of payroll leakage that you'll fix for me.	他们就像,哦,那就像一个星期的工资渗漏 你会为我修复。
366	You know, your job isn't to decide what they can afford.	你知道,你的工作不是决定他们付得起什么
367	Not your job.	不是你的工作,你该做什么?
368	Your job is to make the value clear enough that they can decide whether it	你的工作就是让价值变得足够明确 让他们决定是否
369	matters, show them the outcome, not the price.	给他们看结果 而不是价格
370	The wrong way to do this, I saw actually hysterically on a partnership meeting	这样做是错误的,我看到实际上歇斯底里 一个伙伴关系会议
371	that one of my writers have creatives.	我的一位作家有创意
372	I love you dearly.	我非常爱你
373	Uh, you're terrible at this.	呃,你很讨厌这个。
374	I was too, when I first started, we don't like to price ourselves.	我也是,当我刚开始的时候, 我们不喜欢自己定价。
375	Well, you know, it feels weird and then you're selling out to the man and you're	嗯,你知道,这感觉怪怪的 然后你卖出去的人,你
376	not creative anymore and all the things.	不再有创造力了
377	And so we're on a call with one of our sponsors and we want them to do more	所以我们在和赞助商通话 我们希望他们做更多
378	with our newsletter.	我们的通讯。
379	And one of my main newsletter writers starts off the call, you guys.	我的主要通讯作家之一 开始打电话,你们。
380	And he is a brilliant guy.	他是个好人
381	He's really good.	他真的很厉害。
382	He's a great writer.	他是一个伟大的作家。
383	And he's like, well, I know this is super last minute, so you probably won't be	他喜欢,嗯,我知道这是超级 最后一分钟, 所以你可能不会
384	able to do it anyway, but, and then, and then proceeds to pitch.	但是,然后,然后,然后开始投球。
385	That's the intro.	即是入门.
386	And I remember sitting on there like, what are we doing?	我记得坐在那里一样, 我们在做什么?
387	What are we doing?	我们在做什么?
388	And so I cut him off and I'm like, what he's meaning to say is that this is	所以我切断了他,我很喜欢, 他的意思是,这是
389	amazing, you have a super last minute opportunity to do this.	令人惊奇,你有一个超级 最后一分钟的机会做到这一点。
390	Nobody else will have it.	没有人会拥有它。
391	We can get this into promotion for you in one week.	我们可以在一个星期内帮你升职
392	That's probably the fastest turnaround you've ever gotten promotion.	这可能是你升职最快的转速
393	So I'm sure you're going to do it because you'd be crazy not to get this in right	我敢肯定,你会做到这一点 因为你会疯了,没有做到这一点
394	before this big thing that you have.	在你这个大人物之前
395	Right?	对吧?
396	Hey, both those things are true.	嘿,这两件事都是真的
397	I didn't lie.	我没有撒谎
398	He didn't lie, but there's a right and a wrong way to do it.	他没有撒谎,但有正确和错误的方法.
399	And I remember when I asked him afterwards, I was like, what was the deal with that?	我记得当我问他之后, 我很喜欢,是什么交易?
400	That was the single worst pitch I've ever heard in my entire life.	这是我这辈子听过的最烂的一次
401	And he was like, well, I didn't want him to, to respect me less.	他就像,嗯, 我不想让他, 尊重我。
402	I go, do you think that made him respect you more?	我走了 你觉得这能让他更尊重你吗?
403	That's the problem with when we sell ourselves short is we think somehow	这就是我们卖掉我们自己的时候的问题, 我们觉得不知何故
404	being weak, being non-committal and not getting what we want makes us respectful.	软弱、不承诺和得不到我们想要的东西,都使我们感到尊重。
405	It's like kind of a twisted thing.	这就像一种扭曲的东西。
406	I don't know what they did to us in early grade school, but that's why I'm a	我不知道他们在小学时对我们做了什么
407	bliton and I think premium buyers don't punish confidence, you guys, they	布莱顿和我认为高价买家不会惩罚信心,你们,他们
408	actually punish your uncertainty.	实际上惩罚你的不确定性。
409	If your voice shrinks, when your price comes up, they hear, Ooh, they don't,	如果你的声音收缩,当你的价格上升, 他们听到,哦,他们不,
410	they don't even believe a fat in that.	他们甚至不相信一个脂肪。
411	If you discount in the first three seconds of silence, they start wondering	如果你在头三秒钟的沉默中打折扣, 他们开始怀疑
412	what, what's the real price?	什么,什么是真正的价格吗?
413	Is anybody else buying this thing?	有人买这个东西吗?
414	So say the number and then shut up.	所以说数字然后闭嘴。
415	The silence after a price is not meant to be filled.	价之后的寂静不是用来填补的.
416	It is part of the deal, baby.	这是交易的一部分,宝贝。
417	Give the price, don't inflect, put a period on the end of it.	给价,不要失意,在末端加一个期.
418	Shut your fucking mouth.	闭上你的臭嘴
419	The framework here that I want you to take home is now not every rich	我想让你带回家的框架 现在不是每个富人
420	buyer is the same animal and treating them like they are is going to cost you.	买家是同一种动物 对待他们就像他们会花你钱一样
421	So I think there's lots of types, but mainly three, the optimizer got rich	所以,我认为有很多类型, 但主要是3,优化器变得丰富
422	or stayed rich by negotiating everything.	或通过谈判而保持富裕。
423	We've all seen them, right?	我们都见过他们,对吧?
424	They like to win.	他们喜欢赢
425	They need to feel like they didn't just accept the first number.	他们需要感觉他们不只是接受第一个号码。
426	If you've got an optimizer on your hands, give yourself room to move, but you're	如果你手上有优化器 给自己移动的空间
427	never going to slash the price like you're clearing mattresses on a holiday	永远不要像在度假时清理床垫一样 降低价格
428	weekend, we're not going to do that.	周末,我们不会这样做。
429	You're going to give the conception a name and a reason.	你要给这个概念一个名字和理由
430	I can reduce scope.	我可以缩小范围。
431	So the things I'm going to offer, I can move the payment timing,	所以,我要提供的东西, 我可以移动支付时间,
432	AKA do payment terms.	AKA做付款条件。
433	I can prioritize your first location.	我可以确定你第一个位置
434	So do one aspect of it, but you're not going to just give them right away, but	所以,做一个方面, 但你不会只是 给他们立即,但
435	you are going to give them something.	你会给他们一些东西。
436	Cause that makes them feel like they're winning.	因为他们觉得自己在赢
437	And I, I have a dear friend who's a multimulti multimillionaire, whose	我,我有一个亲爱的朋友 一个亿万富翁
438	name is earn randomly shout out earn.	名字是随机发号施令的
439	And, um, he gets off on negotiating.	然后他开始谈判了
440	The man will spend a million bucks, but it would be like, I got that	那个人会花一百万的 但是我觉得
441	fucking hot dog and coffee.	他妈的热狗和咖啡。
442	Didn't you see?	你没看见吗?
443	And I'm like, yes, you did.	我很喜欢,是的,你做到了。
444	This is the most expensive one I've ever gotten in my life.	这是我这辈子最贵的一次
445	But you got it.	但你可以做到这一点。
446	Now, the second type is the delegator.	现在,第二类是发包人。
447	They're opposite.	他们正相反。
448	They don't want to negotiate.	他们不想谈判。
449	They want the problem gone, drag a delegator through 17 options and you're	他们希望问题解决,拖一个发包人 通过17个选项,你
450	creating work, which is the one thing they're paying you to avoid for them.	创造工作,这是他们付给你 避免他们。
451	The closes speed and certainty.	关闭速度和确定性。
452	I'm a delegator.	我是一个委托人。
453	Here's the recommendation.	建议如下.
454	Here's why here's what I wouldn't do.	这就是为什么我不愿意这么做
455	Here's the next step.	下面是下一步。
456	Ready?	准备好了吗?
457	Go.	开始吧
458	The third type that you have to be really careful for is the time waster.	第三种你必须小心的是时间的浪费。
459	And the time waster actually never makes a fast decision.	而时间的浪费实际上从来没有做出一个快速的决定。
460	We often call these rational buyers and there's nothing wrong with the	我们经常叫这些理性的买家 没有什么不对
461	rational buyer, but if you try to speed them up too much, they will never close.	理性的买家,但是如果你试图加速它们, 它们永远不会关闭。
462	You're going to actually have to meet that a rational buyer.	你会遇到一个理性的买家
463	This is so not normal.	这太不正常了
464	And I wish somebody had taught me this earlier.	我希望有人早点教我这个
465	The rational buyer can only be met with emotional responses.	理性的买家只能得到情感的响应.
466	This is not crazy.	这不是疯了。
467	You'd think it's like, give them the data, give them the research.	你会认为这就像, 给他们的数据,给他们的研究。
468	No, no, that just like, imagine it's like feeding a calculator, more numbers.	不,不,这就像, 想象它就像喂一个计算器, 更多的数字。
469	What does the calculator keep doing?	计算器在干嘛?
470	It's like, oh, I'm going to, I'm going to think about this more.	这就像,哦,我要, 我会更想这个。
471	I'm going to keep rationalizing it when instead, what do you need to do?	我会继续合理化它 当相反,你需要做什么?
472	You need to get them out of their rational brain, not allowing them to waste more	你得让他们离开理性的大脑 而不是让他们浪费更多
473	time sort of calculating, and you need to get them into their emotional brain.	时间的计算, 你需要让他们进入他们的情感大脑。
474	Forget the numbers, forget the calculations.	忘记数字,忘记计算。
475	What does your life look like after we execute this?	我们执行这个之后你的生活是什么样子?
476	What does your life look like if you never make this decision?	如果你没做这个决定 你的生活是什么样子?
477	What happens if you keep this problem forever in a month, a year from now, the	如果这个问题在一个月内,一年后,
478	optimizer wants a smart little win.	优化者想要一个聪明的小赢家.
479	The delegator wants a clean handoff.	授权人想要一个干净的交接。
480	The rationalizer actually wants you to be the one to get them emotional.	理顺者实际上希望你是一个 让他们情绪化。
481	The principle.	原则
482	When a wealthy buyer goes quiet, most salespeople assume rejection.	当一个富有的买家安静下来时,大多数销售者会承担拒绝.
483	Usually they're just busy guys.	通常他们只是忙碌的人。
484	Their inbox, if you saw my inbox, it's a war zone.	他们的收件箱,如果你看到我的收件箱, 这是一个战区。
485	Their assistant, triaging 10 fires.	他们的助手,分10个火。
486	Half their job is just like, don't let anybody talk to the boss.	他们一半的工作就像, 不要让任何人和老板说话。
487	Follow up is not annoying when it's actually useful.	后续其实有用的时候并不烦恼.
488	The annoying part is this.	烦人的就是这个
489	It's just checking in.	才入户.
490	I was just wondering if we should talk again.	我只是在想我们是否该再谈谈
491	Should we jump on another call?	要不要再打个电话?
492	No.	没有
493	Useless, useless.	无用无用.
494	Maybe the most useless sentence in sales is just checking in.	也许销售中最没用的句子就是报到
495	I think it should probably be illegal.	我觉得这应该是非法的
496	I want you to replace it with something I call the three piece.	我要你把它换成我称之为三件的东西。
497	Point, proof, path.	点,证明,路径。
498	Point is restating the actual business issue in one sentence.	要点是在一句话中重新提到实际的商业问题。
499	Proof is one sharp observation, metric, data point, risk they hadn't thought about.	证据是一个尖锐的观察, 度量,数据点, 风险 他们没有想过。
500	Path is the next step with two specific options.	路径是下一步有两个具体的选项.
501	So it might sound something like this.	所以这听起来可能是这样的。
502	Based on what you said about the opening location, number three, the real question	根据你说的开场地点,第三,真正的问题
503	is whether your current manager bench can support it, I believe.	就是你现在的经理席能否支持它,我相信。
504	If yes, expand.	如果有,扩大。
505	If no, we've probably got to fix the bench first.	如果不行的话,我们最好先修板凳
506	We've got to hire more people for you in my recruiting firm.	我们得雇更多的人 为你在我的招聘公司。
507	I can walk you through it at Friday at 10 or Monday at two.	我可以在周五10点或周一2点送你们通过
508	That's not a nudge.	这可不是个动静
509	That's not you checking in.	这不是你报到。
510	That's you being valuable.	这就是你的价值。
511	And you can do this 37 ways from Sunday.	你可以从星期天开始做37条路
512	You can also break up the three and only do one at a time in the followup.	也可以拆散三个,在后续中只一次做一个.
513	Hey, another client just executed this thing that was really similar to yours.	嘿,另一个客户刚刚执行了这个 与你非常相似的东西。
514	I just wanted you to forward it along so that you could see what	我只是希望你把它转发过来 这样你就能看见
515	their business looks like now.	他们的生意看起来像现在
516	We found them the perfect new manager inside of 27 days.	27天内我们找到了完美的新经理
517	Here's the background of that person.	这是那个人的背景
518	Should I start looking for one like this for you?	我该为你找一个这样的吗?
519	You can also go to pain, man.	你也可以去痛苦,伙计。
520	See these guys here.	看到这些人在这里。
521	It looks like they expanded a lot, but didn't fill it with the right team.	看起来他们扩充了很多,但并没有以合适的队伍填补.
522	I just thought about you today.	我今天刚想到你
523	So you can all either go three and one or three with one each.	所以,你们可以 要么去三,一或三 与每个。
524	A study that I like to use on this is Chialdini's research, which he has incredible	奇奥尔迪尼的研究 令人难以置信
525	books, but he has one in particular where he shows social proof and authority are	但他有一本特别的书 证明社会证据和权威
526	two of the biggest levers people use to decide who to trust.	两个最大的杠杆 人们用来决定谁可以信任。
527	So smart buyers, they can actually smell what I call borrowed status.	如此聪明的买家, 他们实际上可以嗅到 我所谓的借入状态。
528	So don't name, name drop, just to look important.	所以不要点名 点名 只是看起来很重要
529	I want you to use a relevant example to make the decision feel safer.	我要你用一个相关的例子 让决定更加安全
530	We fixed this exact bottleneck for three multi-location services	我们为三个多地点服务 解决了这个瓶颈
531	businesses last quarter, and the pattern was identical every time.	上个季度的生意 模式每次都一样
532	This is proof as risk reduction, not as bragging.	这是减少风险的证据,而不是吹嘘。
533	Framework, which brings us to the close and the close is where most	框架使我们接近尾声,最接近
534	people get greedy and blow it.	人们变得贪婪和吹嘘。
535	Are you ready to move forward today?	你准备好今天前进了吗?
536	Sometimes that works with a premium buyer.	有时候,它与一个溢价购买者。
537	It usually sounds like a quota, like you get, get out of here, make buying	通常听起来像配额, 像你得到,离开这里, 买东西
538	feel like control, not consumption.	感觉像控制,而不是消费。
539	So the premium closes four parts options, recommendation, reason, next step.	因此溢价结束了四个部分的选项,建议,理由,下一步.
540	So based on what you told me, I see three paths, do nothing and keep the current	因此,根据你告诉我的, 我看到三条道路, 不做任何事情,保持当前
541	risk, fix the specific bottleneck over 90 days or rebuild the whole system.	风险,在90天内修补具体的瓶颈或者重建整个系统.
542	My recommendation is actually the vanilla one, because it solves the	我的建议其实是香草,因为它解决了
543	real problem without overbuilding.	真正的问题没有过度建设。
544	Do you want me to show you what that looks like?	你想我告诉你是什么样子吗?
545	That close, first of all, it gives them control and it shows restraint.	首先,它给了他们控制权,并表现出克制。
546	And restraint is one of the most underrated signals you can give and sell in.	节制是最低级的信号之一 你可以给出和出售。
547	The moment you're willing to say, don't buy the biggest thing, the buyer	当你愿意说, 不要买最大的东西,买家
548	actually believes you when you say, buy this thing instead.	信你的话,就买这个
549	And I really need you to hear this part.	我真的需要你听到这个部分。
550	When you sell to rich people, the prize was never their money.	当你卖给富人时,奖金从来不是他们的钱.
551	The prize is their trust.	奖金是他们的信任。
552	Money follows trust.	钱是信任的
553	Referrals follow trust.	转介遵循信任。
554	The next five clients follow trust.	接下来的五个客户都跟随信任.
555	So that rich client you close, that doesn't stay one client.	所以,富人客户你关闭, 这不留一个客户。
556	They become five or 10 because you made them look smart for choosing you.	他们变成5或10 因为你让他们看起来很聪明选择你。
557	Now the one you close sloppily and don't execute on, they don't just leave.	现在,你关上一个 草率,不执行, 他们不只是离开。
558	They become a very expensive enemy with a really useful contact list.	他们成为了一个非常昂贵的敌人,拥有非常有用的联系人名单.
559	So stop trying to impress rich people.	所以别再想讨好有钱人了
560	Stop acting rich.	别装了
561	Stop dropping names.	别叫了
562	Stop apologizing for your prices.	别为你的价钱道歉了
563	Just solve expensive problems with less drama than anyone else in the	只要用比别人少的戏剧解决昂贵的问题
564	realm, because you don't need to be cheap.	领域,因为你不需要便宜。
565	That's not the win.	这不是胜利。
566	Clear is the win.	明是胜义.
567	Outcomes is the win.	结果就是胜利。
568	Do that.	做到这一点。
569	And you don't sell like a broke person anymore.	你不再像个破人一样卖东西了
570	You sell like an operator and operators don't chase rich clients.	你像经营人一样出售 经营人不会追逐富有的客户
571	They become the person the rich clients can't afford to lose.	他们成为有钱客户无法承受的损失的人.
572	If this changed how you think about charging what you're worth, then I think	如果这改变了你对收钱的想法 那么我想
573	you need one other half of the equation.	你需要另一个半方程。
574	What do you do the second they say yes, you're going to want to watch the	他们一答应你 你会想看电影的
575	next podcast exactly for this.	下一个播客 正是这个。
576	I'll see you.	见已.

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