【销售策略】有钱人愿意买单的秘密 · 新手也能赚更多

共 2 集

剧集目录

P1 · 【销售策略】有钱人愿意买单的秘密 · 新手也能赚更多 p01 中英字幕 (P1)

【销售策略】有钱人愿意买单的秘密 · 新手也能赚更多 p01 中英字幕 (P1)

发布于 2026-08-23 · 时长 15:33

字幕摘录

时间	英文	中文
0:00	Do you understand rich people?	你了解有钱人吗?
0:02	This is really, really critical in my mind	这真的,真的 关键在我脑海里
0:05	for service businesses and so underutilized.	服务企业,所以利用不足。
0:07	Nine out of 10 small businesses under charge.	10家小企业中有9家接受监管.
0:09	When was the last time you raised your prices?	你上次涨价是什么时候?
0:11	Selling expensive things to people who can afford them.	卖贵的东西给买得起的人
0:13	I'm gonna tell you how to make any of these	我要告诉你怎么做这些
0:14	make sense to you so you can apply it to your business	说得通,这样你就可以把它应用到你的生意上
0:16	and your life, not Africa's.	还有你的生活,不是非洲的生活。
0:21	This is the Big Deal Podcast and I'm Kody Sanchez.	这是波德卡斯大交易 我是科迪·桑切斯

展开字幕全文（428 条）

序号	英文	中文
1	Do you understand rich people?	你了解有钱人吗?
2	This is really, really critical in my mind	这真的,真的 关键在我脑海里
3	for service businesses and so underutilized.	服务企业,所以利用不足。
4	Nine out of 10 small businesses under charge.	10家小企业中有9家接受监管.
5	When was the last time you raised your prices?	你上次涨价是什么时候?
6	Selling expensive things to people who can afford them.	卖贵的东西给买得起的人
7	I'm gonna tell you how to make any of these	我要告诉你怎么做这些
8	make sense to you so you can apply it to your business	说得通,这样你就可以把它应用到你的生意上
9	and your life, not Africa's.	还有你的生活,不是非洲的生活。
10	This is the Big Deal Podcast and I'm Kody Sanchez.	这是波德卡斯大交易 我是科迪·桑切斯
11	Welcome back.	欢迎回来
12	Today we're talking to you builders	今天我们跟你们这些建筑商谈话
13	about how to make more money.	如何赚更多的钱。
14	I call this the sell things to rich people,	我称之为卖东西给有钱人,
15	and I know that's true and it's cute,	我知道这是真的 很可爱,
16	but is it so easy?	但它是如此容易吗?
17	Having sold clients who are both not so rich and rich,	已经卖了客户 既不富又不富
18	there is a truth to this meme, which I wanna read to you.	这个meme有一个真理, 我想读给你听。
19	You can see it here, it says,	你可以看到它在这里,它说,
20	I just feel as though with this investment	我只是觉得像投资
21	I am about to make in you,	我马上就要和你做爱了
22	that you should understand how our lives are about to change	你应该明白我们的生活将如何改变
23	and I need results and you need to bring them	我需要结果,你需要带来结果
24	and I am entrusting you with our livelihood and lives.	我委托你维持我们的生计和生命
25	$50,000 client, money sent, thanks.	五万元客户,寄钱,谢谢
26	Anybody who's been in business kind of chuckles at this,	任何曾经在商业类型 笑在这个,
27	except it's true.	除非这是真的。
28	Now here's why I understand the $500 client.	所以我才了解那500块的客户
29	You have to remember that they need that $500	你要记住 他们需要那500美元
30	to do something for them.	为他们做点什么
31	They actually have a visceral need.	他们实际上有一个内脏需要。
32	That might be what's called last dollar for them.	这或许是他们最后的一块钱
33	They need the return on that dollar to be so significant	他们需要那块钱的回报 如此之大
34	that they hold you to a level that is actually irrational.	让你处于一个非理性的水平
35	And so you don't wanna just sell things to rich people	所以你不想把东西卖给有钱人
36	because you're greedy,	因为你贪婪,
37	you wanna sell things to rich people	你想把东西卖给有钱人
38	maybe even because you're not the best to begin with.	也许即使你不是最好的开始。
39	In order to sell things to people	为了卖东西给别人
40	who don't have a lot of money,	谁没有很多钱,
41	you have to sell a huge amount of volume to be able to live.	卖掉大量的体积才能生存
42	Volume is hard to get when you're not a very good operator.	当你不是一个很好的操作员时,音量很难得到.
43	So rich people want you to sell them something.	所以有钱人要你卖东西给他们
44	Remember that and use it to your advantage.	记住这一点,并用它为你的优势。
45	There are two worlds of entrepreneurship.	创业有二种世界.
46	One world, scraps, selling cheap products	一个世界,废品,廉价产品
47	to price sensitive customers	对价格敏感的客户
48	who turn the moment they find a discount.	他们一找到折扣就转身
49	In the second world, sell fewer, better things for more money.	在第二世界,卖更少,更好的东西换更多的钱.
50	That volume game can work.	那个量的游戏可以工作。
51	It's built some of the biggest business empires out there,	它建立了一些最大的商业帝国 在那里,
52	Walmart, Amazon, McDonald's.	沃尔玛,亚马逊,麦当劳。
53	Three small issues though.	有三个小问题
54	The game is brutally competitive.	游戏竞争残酷.
55	It requires you to be airtight	这需要你严防呼吸
56	in your operations and infrastructure.	在您的操作和基础设施。
57	And even the best eventually move	即使是最好的最终移动
58	into higher margin products.	进入更高的边际产品。
59	So a different path.	所以一条不同的路
60	Sell expensive things to people who can afford them.	卖贵的东西给买得起的人
61	The question you need to ask yourself is,	你需要问自己的问题是,
62	when was the last time you raised your prices?	你上次涨价是什么时候?
63	Our guess, well, nine out of 10 small businesses	我们猜,10个小企业中有9个
64	under charge, why?	为什么?
65	Scary not to.	别害怕
66	If you start to realize wealthy customers want to be sold,	如果你开始意识到有钱的顾客想要被卖掉
67	your entire business can change.	您的整个业务可以改变。
68	The question though is, what do rich people actually buy?	问题是 有钱人到底买什么?
69	There are five reasons rich people buy, only five.	富人购买有五个原因,只有五个原因.
70	Every single reason falls into this hierarchy	每个原因都属于这个等级
71	that I call the rich desire pyramid	我称之为丰富的欲望金字塔
72	and teach to all of our portfolio companies.	并教导我们所有的投资组合公司。
73	Number one, status.	第一,状态。
74	Status means make me look important.	地位让我看起来很重要
75	It's the top of the pyramid.	金字塔的顶部.
76	How do you sell it?	你怎么卖的?
77	You position your business as the best, not the cheapest.	你将你的生意定位为最好的,而不是最便宜的.
78	When they ask, well, can I get a discount?	当他们问起,我可以得到一个折扣?
79	You say, well, you could,	你说,你可以,
80	but you might regret buying from that guy.	但你可能会后悔从那家伙那里买东西
81	Why don't you just pay a pro now	你何不现在就付个专业的?
82	as opposed to regret an amateur later?	而不是后悔一个业余爱好者以后?
83	You showcase expertise, exclusivity, and premium service.	你展示的是专业知识,独家服务,和溢价服务。
84	What are companies that do this really well?	哪些公司做得很好?
85	Because I always like to imitate,	因为我总是喜欢模仿,
86	then I iterate, then I innovate.	之后,我开始提拔,然后我创新。
87	So you might want to imitate	所以你也许想模仿一下
88	some of the marketing of Hermes,	一些营销赫尔墨斯,
89	limited run purses that are mostly handmade,	有限运行的钱包 主要是手工制作的,
90	although here there's some confusion	虽然这里有些混乱
91	about that by China right now,	关于现在的中国,
92	but let's stick with the plot,	但我们还是继续计划吧
93	which is one person makes each item from start to finish.	每个项目从开始到完成都是一个人做的。
94	It's special and it's a signal.	特异而为信号.
95	When you carry a Birkin bag, you are saying something.	当你带着一个Birkin包, 你在说什么。
96	没有买Birkin包的人
97	is trying to ask for discounts.	试图要求折扣。
98	This is a customer that actually wants to pay more	这个顾客其实想多付点钱
99	for the alligator extra ridiculous thing on top.	上面的鳄鱼特别可笑
100	Except, is it ridiculous if they want to pay for it?	除了,如果他们想付钱,这是否荒谬?
101	In fact, I think you have to flip your brain about that.	事实上,我认为你必须 翻你的大脑关于这一点。
102	Number two in the pyramid is convenience.	金字塔的第2个是方便.
103	That means make my life easier.	意思是让我的生活更轻松
104	So if you think about rich people,	如果你想到有钱人
105	if they have an infinite amount of money,	如果他们有钱的话
106	they can buy almost anything, right, except more time.	他们几乎可以买任何东西,正确的, 除了更多的时间。
107	So if you can do something	如果你能做点什么
108	that allows them to buy back their time,	让他们能重新获得时间,
109	they will pay you for it,	他们会付你钱的
110	potentially up to a complete no cap at the top,	有可能在顶端完全没有封顶,
111	which I really like.	我真的很喜欢
112	So how do you sell something like this?	你怎么卖这种东西?
113	Well, you eliminate friction.	好吧,你消除摩擦。
114	That would be things like white glove service,	那会像白手套一样
115	subscriptions, concierge treatment,	订户,看门治疗,
116	private jets, fast and expensive.	私人飞机,快速而昂贵。
117	For instance, if you go to all major airlines,	例如,如果你去所有的主要航空公司,
118	but we'll use Delta as an example,	但我们会以三角洲为例
119	Delta has really two classes of tickets, right?	三角洲有两门票 对吧?
120	They have main cabin and they have first class.	他们有主舱和头等舱。
121	So you might think that the really special people	所以你可能觉得 真正的特殊的人
122	go to first class.	上头等舱
123	Well, actually the really special people go to first class	其实,真正特别的人 上头等舱
124	and then they get Delta concierge,	然后他们得到了三角洲守卫,
125	which is somewhere between 500 and a thousand dollars	大约在500到1000美元之间
126	for somebody to get them from the front of the airport,	为了有人从机场的前面得到他们,
127	drive them around to the back,	开车到后面去
128	let them load up first and privately,	让他们先加载,然后私下加载,
129	and it's for no different experience.	这是没有不同的经验。
130	No different product is sold there as far as the seat.	就座椅而言,那里没有不同的产品销售。
131	It is literally just that it increases convenience for them.	它实际上只是增加了他们的方便。
132	That is what you need to think about in your business.	这就是你需要思考 在你的生意。
133	If right now you have a landscaping service,	如果你现在有景观美化服务
134	why wouldn't you add a white glove offering to the top?	你为什么不在顶部加个白手套呢?
135	What might white glove mean?	白手套意味着什么?
136	Might mean, hey, one of our portfolio companies,	我们的证券公司之一
137	we said, what about for new homeowners	我们说 新房主怎么办?
138	in really expensive suburban neighborhoods?	在非常昂贵的郊区街区?
139	What if you as their landscaping service said,	如果你像他们的景观美化服务说,
140	hey, Mr. and Mrs.	嘿,夫妇。
141	Homeowner, I know you're new here.	房东 我知道你是新来的
142	We're happy to give you a landscaping quote	我们很乐意给你引个风景画
143	and to do your landscaping for you.	为你做园林美容
144	Also, we have a group of five other of the top tier	还有,我们还有另外五人 高层
145	service providers in your area.	您所在地区的服务提供商。
146	So if you need somebody for cleaning,	所以如果你需要人来清洁
147	I can make a recommendation.	我可以提个建议
148	If you need somebody for window washing,	如果你需要人来洗窗户,
149	roofing, interior design, we have a Rolodex	屋顶,室内设计,我们有一个罗洛德克斯
150	and I can literally do a white glove introduction for you	我可以为你做一个白色手套介绍
151	to all of those people.	对所有这些人。
152	And what do you do on that?	那你怎么办?
153	You actually take an affiliate cut on everybody.	你居然把每个人都切掉了
154	So this is not as scalable,	所以,这不是可以伸缩的,
155	but remember because you have big margins	但要记住,因为你有一个很大的边缘
156	and because you create convenience,	并因你们创造便利,
157	you can have a very sexy business doing white glove service	你可以有一个非常性感的生意 做白色手套服务
158	of existing services.	现有服务。
159	By the way, if you're building a business right now	顺便说一句,如果你现在在做生意
160	and you're stuck or you wanna break out to the next level,	你被卡住了 或者你想逃到下一个关卡
161	maybe you're not where you want to be today.	或许你今天不是你想去的地方
162	Believe me, I've been there many, many times.	相信我 我去过很多次了
163	I want you to know I got you.	我想让你知道 我得到了你。
164	We help thousands of business owners a year	我们每年帮助成千上万的业主
165	figure out how to scale to the next level.	找出如何升级到下一个层次。
166	One of my favorite mentors said,	我最喜欢的一位导师说
167	every level you have, there's just a higher level	你拥有的每一层,只有更高一层
168	and a higher devil.	和一个更高的恶魔。
169	And so if you've been in business for a while	所以如果你已经做生意一段时间了
170	and you're doing six, seven or eight figures,	你做了六、七、八个数字
171	there's probably one thing standing in the way	可能还有一件事挡着路
172	of your next level.	您的下一关。
173	That's why we host growth and scale workshops	这就是为什么我们主办增长和规模讲习班
174	four times a year throughout the year	全年每年四次
175	in Austin, in Miami, in San Diego,	在奥斯汀,在迈阿密, 在圣地亚哥,
176	and you may be a fit to come to one of them.	你也许很适合来其中之一
177	If it sounds interesting to you to get help	如果你想找人帮忙的话
178	on how to scale your business to the next level,	如何将你的生意提升到下一个水平,
179	you can reach out to my team at the link in the show notes.	你可以联系我的团队 在节目记录的链接。
180	We believe in you builders,	我们确信你们是建筑者,
181	but we also believe that it's a lonely road	但我们也相信 这条路很孤独
182	and you can't do it by yourself.	你不能一个人去
183	Number three, exclusivity.	第三,独家。
184	Let me in, keep others out.	让我进去 别让别人进来
185	That's what they're saying.	众说法.
186	This is why there are private members clubs.	这就是为什么有私人会员俱乐部。
187	This is why there are golf courses.	这就是为什么有高尔夫球场。
188	Because rich people want to feel special,	因为有钱人想觉得自己很特别
189	good, bad or otherwise, like them or don't like them.	好,坏的,或其他的, 像他们或不喜欢他们。
190	This is something that people want	这是人们想要的
191	when they have a lot of money to buy.	当他们有很多钱买。
192	So how do you sell it?	那你怎么卖?
193	Restrict access, invite only services, VIP tiers.	限制进入,只邀请服务,贵宾级.
194	This creates demand.	这造成了需求。
195	Think about it like, I don't know,	想想看,像,我不知道,
196	have you guys ever heard of Tiger 21?	你们听说过21号老虎吗?
197	Tiger 21 is a fascinating community.	"老虎21"是一个迷人的社区.
198	You have to have $20 million in net worth	你必须有2000万美元的净值
199	to be in a community that you pay $30,000 for a year	在一个你每年付30 000美元的社区
200	and they validate your income.	并证明你的收入。
201	They will not let you in unless they can validate	除非他们能证实,否则,他们绝不让你进去。
202	your income and also your net worth.	收入和净值
203	How fascinating is that?	这有多迷人?
204	And then you're in a room a couple times a year	然后你一年在房间里呆过几次
205	with only other people that are worth $20 million or above.	只有价值2 000万美元或以上的其他人。
206	They don't want any other people in it,	他们不想让其他人参与其中,
207	so they charge you a premium for only allowing access	所以他们要你付保费 只允许进入
208	to other people just like them.	对其他人来说就像他们一样。
209	We can hate this and think it's elitist	我们可以恨它,认为它是精英
210	or we can use it and get rich.	或者我们用它发财
211	It's really up to you.	这真的取决于你。
212	Number four, privacy.	第四 隐私
213	Give me some space.	给我一些空间。
214	So often, once you have a lot of money,	经常,一旦你有钱,
215	other things come with that.	还有其他事
216	For instance, now that I'm public on the internet,	例如,现在我在网上公开了
217	there's lots of people that get doxxed, right?	很多人被迷住了 对吧?
218	So they wanna make sure that they're protected.	所以他们想确保自己受到保护
219	There are entire services for scrubbing	全部服务都用于洗涤
220	all of your information off of the internet.	所有你的信息都从互联网上。
221	There are services that scrub your businesses	有些服务可以洗涤你的生意
222	off the internet.	关闭互联网。
223	Don't tell people about them.	别告诉别人
224	Supposedly, there's quite a few celebrities	应该是有很多名人
225	who scrub their children's photos everywhere	到处刷孩子的照片
226	off the internet.	关闭互联网。
227	And so as you get more famous and as you get more money,	当你更出名 和得到更多的钱,
228	people want things from you.	人们想要的东西 从你。
229	If you're famous, maybe they want your picture,	如果你出名 也许他们想要你的照片
230	they want access to you, whatever.	他们想接触你,随便你
231	If you have more money, they want some of it.	如果你有更多的钱, 他们想要一些它。
232	And so if you can create this privacy buffer space,	如果你能创造出这个隐私缓冲空间
233	then you can make a lot of money.	然后你可以赚很多钱。
234	So how do you sell it?	那你怎么卖?
235	Well, you offer high trust, high security,	你提供高度信任 高度安全
236	high privacy services.	高隐私服务。
237	A way to do this across the board might be like,	做这个的全方位的方法可能是,
238	I have a cleaning company and I only clean	我有一个清洁公司,我只清洁
239	really high-end customers' houses.	真正的高端客户之家。
240	┮и┮Τ睲间常帽NDA policies
241	They make sure that they understand owner preferences.	他们要确保他们理解主人的偏好。
242	You can tell us how you wanna be communicated with	你可以告诉我们你想怎么与
243	by our cleaners.	我们的清洁工。
244	So you can do this because you allow absolute discretion,	所以你可以这样做 因为你允许绝对的酌处权,
245	which builds loyalty.	建立忠诚。
246	This is really, really critical in my mind	这真的,真的 关键在我脑海里
247	for service businesses and so underutilized.	服务企业,所以利用不足。
248	And maybe if you don't have a lot of money right now,	如果你现在没钱的话
249	this one doesn't make sense to you,	这个对你没有意义
250	but I'm gonna tell you how to make any of these	但我会告诉你怎么做这些
251	make sense to you so you can apply it to your business	说得通,这样你就可以把它应用到你的生意上
252	and your life right after this.	和你的生命 紧接着这个。
253	Five, scarcity, make it hard to get.	五,紧缺,使难得.
254	So let's think about this for a second.	让我们考虑一下
255	Why do rich people want something to be hard	有钱人为什么想要硬的
256	for other people to get?	让别人得到?
257	Well, they wanna feel special, right?	嗯,他们想觉得特别,对不对?
258	So at a certain point, if you have all the money	所以在某个时候 如果你有钱的话
259	in the world, it's not just about other people	世界上不只是别人
260	thinking highly of you, it's about you being able	高度思考你,这是关于你的能力
261	to tell a story about a thing you were able to do	讲述你能够做的事
262	or get or see that somebody else couldn't get.	或者看到别人找不到
263	It's almost like a rich person pioneer, right?	这几乎像一个富人先驱,对不对?
264	They're like, I wanna be the first one to plant my flag	他们喜欢,我想成为第一个 种植我的旗帜
265	on a foreign land.	在外国土地上
266	So how do you sell this?	你怎么卖这个?
267	You limit availability.	你限制了可用性。
268	You do this on purpose.	你这是故意的
269	And let me tell you how rare this is	让我告诉你,这是多么罕见的
270	for entrepreneurs to do.	企业主可以这样做。
271	What do entrepreneurs wanna do?	企业家想做什么?
272	Sell more things to more people again and again and again	一次又一次地卖给更多的人
273	because they wanna make more money.	因为他们想赚更多钱
274	It actually doesn't make sense in your head	其实你脑子里没道理
275	commonsensically to think, well, maybe I should sell	通常认为 也许我应该卖掉
276	less things at a higher price, but that is what this is.	价钱不高,但这就是原因
277	And how you do this is waiting lists,	你怎么做到的 等待名单,
278	premium tiers, applications, all drive demand.	溢价等级,应用程序,所有驱动需求.
279	Think about waiting for the brand new shoe drops	考虑一下等待全新的鞋滴
280	or we talked about Birkin bags before.	或者我们之前讨论过伯金包
281	In fact, you wanna actually have things	事实上,你其实想要的东西
282	that are a real commodity,	这是真正的商品,
283	which means they're limited in quantity.	这意味着它们的数量有限。
284	I met a guy, I was at this event,	我遇到一个家伙,我参加了这个活动,
285	and this was an event for a bunch of rich people.	这是一群富人的事件
286	And, you know, funny thing about rich people	而且,你知道,有趣的事情 关于富人
287	is they have weird hobbies.	他们有奇怪的爱好。
288	And so this guy in particular,	特别是这个家伙
289	I just exited his second or third SaaS company	我刚刚离开他的第二或第三家SaaS公司
290	and I'm sitting down with him and I'm like,	我和他坐在一起,我说,
291	what are you working on right now?	你现在在忙什么?
292	Lord, do I wish I hadn't asked that question	主啊,我希望我没有问这个问题
293	because I got a soliloquy on crystal marketplaces.	因为我有关于晶体市场的小说
294	He had just started a crystal marketplace.	他刚刚开始了一个水晶市场。
295	Now this isn't your ordinary woo woo Austin Crystal.	现在这可不是你平凡的奥斯汀·克里斯多
296	He was showing me his crystal collection,	他给我看他的水晶收藏
297	which was like, I don't know, million dollar crystals.	这就像,我不知道, 百万美元晶体。
298	And I felt like that meme where that guy	感觉就像那个家伙的记忆
299	is whispering into the girl's ear	正在悄悄地对着女孩的耳朵
300	and she's just dying on the inside	她只是死在内心
301	as she's listening to him.	因为她听他的。
302	And that was me with crystals this day.	那就是我今天带着水晶。
303	And so he went on and on about how he's bought	所以他不停地说 他是如何买到的
304	this million dollar crystal and it couldn't be	这百万块的水晶,不可能
305	anywhere else and this is so special.	在其他地方,这是如此特殊的。
306	And I feel like he might have missed the plot	我觉得他可能错过了剧情
307	about what women care about today	女人今天关心的是什么
308	because he appeared to be single.	因为他看起来是单身。
309	But why would he care about that?	但是他为什么要关心这个?
310	Because there's only one crystal	因为只有一个水晶
311	just like that in the world.	就像世界上那样
312	There's only one diamond just like that in the world.	世界上只有一颗这样的钻石
313	They're buying into a feeling, a position, a lifestyle.	他们正在接受一种感觉,一种姿势,一种生活方式.
314	They aren't price sensitive, they're value sensitive.	价格敏感,价值敏感
315	And once you understand this philosophy,	一旦你明白这个哲学
316	you'll be able to sell to rich people.	你可以卖给有钱人
317	If you wanna sell to wealthy customers,	如果你想卖给富有的客户,
318	you gotta ask yourself the rule of two.	你得问问自己两个的规则
319	Does your offer hit at least two of these categories?	你的提议至少打击了其中两个类别?
320	If you're selling convenience, add exclusivity.	如果你卖的是便利 加上独家
321	If you're selling status, add scarcity.	如果你卖的状态, 增加稀缺。
322	If you're selling privacy, add convenience.	如果你卖隐私, 增加方便。
323	Rich people want to spend money, give them a reason to.	有钱人想花钱,给他们一个理由.
324	Here's the difference between the two.	下明分别.
325	Selling cheap means you're gonna have	卖便宜就意味着你会有
326	price sensitive high churn.	价格敏感高温。
327	You're gonna have harder to scale volume game.	你会更难度量游戏。
328	You're gonna have competitors everywhere.	到处都有竞争对手
329	Selling rich means they'll pay a premium	卖富就是卖富
330	for the right product, no price shopping if they trust you	对于正确的产品,没有价格购物 如果他们相信你
331	and will keep spending if you deliver.	并会继续花费 如果你交付。
332	The difference between the two is really one singular idea.	两者的区别其实是一个单一的想法。
333	Do you understand rich people?	你了解有钱人吗?
334	And if right now you're like, oh, this sounds great, Cody,	如果你现在喜欢, 哦,这听起来很棒,科迪,
335	but I've never even met a person who could buy	但我从未见过一个能买到
336	a Birkin bag or wouldn't think a 30, 50,	一个比尔金包 或者不会认为一个30,50,
337	or a $200,000 purse is criminal,	或者20万元钱包是犯罪
338	then I need you to do something.	那我需要你做点什么
339	You see, what changes is when we are around	你看,是什么变化 当我们在身边
340	other people who have money,	其他人谁有钱,
341	it opens up our eyes to what is possible.	它打开了我们的眼睛 可能的。
342	And so what I'd like you to do is I would like you	所以,我想你做的是,我想让你
343	to go to somewhere that rich people are.	去有钱人的地方
344	If you're in LA, go to Beverly Hills.	如果你在洛杉矶, 去比佛利山。
345	I just want you to walk around.	我只是希望你能四处走走
346	You don't have to buy anything,	你不用买任何东西,
347	you don't have to do anything.	你不必做任何事情。
348	Go to a luxury shopping mall.	去豪华购物中心
349	See how they engage with their customers there.	看看他们怎么跟那里的顾客打交道
350	Try to engage with the people who are there	试着与在场的人接触
351	and see how they treat you versus other customers.	看看他们怎么对待你和其他顾客
352	What can you do to change the way that they treat you?	你能做些什么来改变他们对待你的方式?
353	If you dress a certain way, will they treat you differently?	如果你穿成这样 他们会对你不同吗?
354	Go and sit in the lobby of the most expensive hotel	去坐在最贵的酒店大厅里
355	you can find, Brett's Carlton Four Seasons.	你可以找到,布莱特的卡尔顿四季。
356	Dress how you think is appropriate.	穿上你认为合适的衣服
357	You can bring your own food and drink if you want to.	你可以自己带食物和饮料来
358	Be sneaky about that.	偷偷摸摸的说
359	But I want you to watch the people coming in	但我要你看着人们进来
360	and out of the lobby.	和走出大厅。
361	How do they engage?	他们怎么接触的?
362	If you get a chance, sit and chat with them.	如果你有机会,坐下来和他们聊天。
363	One of my friends, Jesse Eitzler,	我的一个朋友,杰西艾兹勒,
364	when he had no money before he married Sarah Blakely	在他嫁给莎拉·布莱克利之前 他没有钱
365	and they became billionaires	他们成为亿万富翁
366	and he started NetJets and a bunch of big companies,	他创办了NetJets和一帮大公司
367	he used to go to the Beverly Hills Hotel in California.	他经常去加州的比佛利山酒店
368	And he had no money then,	他当时没钱
369	but he would spend the little money that he had	但他会花掉他拥有的小钱
370	buying the cheapest item on the lunch menu	在午餐菜单上买最便宜的东西
371	in order to sit at lunch in Hollywood	去好莱坞吃午饭
372	and meet as many people as he could.	和尽可能多的人见面,他可以。
373	And every single day he would have a goal	每天他都有目标
374	of engaging with one or two people there.	在那里与一两个人接触。
375	And then he would see, how do these people engage in life?	然后他就会看到,这些人是如何参与生活的?
376	How do they think about things?	他们怎么想的?
377	How do they build?	他们是怎么建造的?
378	How do they get opportunities?	他们怎么会有机会?
379	And he credits those conversations	他赞扬那些对话
380	with some of his path to becoming a billionaire.	还有他成为亿万富翁的路
381	So get around rich people, sell to rich people.	所以绕过富人,卖给富人.
382	You will make more money.	你会赚更多的钱。
383	See you next week.	下周见
384	I believe you are capable	我相信你是有能力的
385	of building big, beautiful companies.	建设大而美丽的公司。
386	Hey, I have something special for you	嘿,我有些特别的东西给你
387	for being such a loyal listener	这么忠实的听众
388	because you're here with me all the time.	因为你一直在我身边
389	I get asked by a bunch of you,	一群人问我,
390	how do I tell if I should buy a business or not?	我该如何判断我是否应该买个生意?
391	Should you buy a business or not?	你买不买?
392	What price should you buy a business at?	你买什么生意?
393	How do you structure your deal?	你怎么安排你的交易?
394	I got you fam.	我得到了你fam。
395	So I'm gonna gift you our deal calculator.	所以我会给你我们的交易计算器。
396	Every time I look at a deal,	每次我看一个交易,
397	I grab the numbers, plug it in here	我拿到号码,插进去
398	and see how much money I could make or lose	看看我赚了多少钱,还是输了多少
399	if I did a good or bad deal.	如果我做了一个好或坏的交易。
400	So this is my gift to you.	这就是我给你的礼物
401	And if you're serious about buying a business,	如果你真的想买个生意
402	we wanna help you.	我们想帮你
403	You can talk to my team about if you're a fit	你可以跟我的团队说说,如果你是合适的
404	for our business buying community or curriculum.	我们的企业购买社区或课程。
405	No matter what, here's your free gift.	不管怎么样 这是你的免费礼物
406	And if you need a hand to hold, I got you too.	如果你需要帮忙,我也有你
407	Hey crew, this is so cool.	嘿,伙计们,这太酷了。
408	The podcast is growing like crazy	播客越来越疯狂
409	and it's only actually because of one thing, you.	这其实只是因为一件事,你。
410	I don't know if you know this,	我不知道,如果你知道这一点,
411	but the only way the big deal pod grows	但只有这样,大货舱才能成长
412	is when you share it with somebody else.	当你和别人分享它。
413	We don't do ads, we don't do pay for play.	我们不做广告,我们不支付游戏费用。
414	We don't go on other people's podcasts and talk about it.	我们不会去别人的播客 谈论它。
415	So if you think there was something helpful here,	所以如果你觉得这里有帮助的话
416	if we made you money,	如果我们给你钱,
417	we made you think about your business or life differently,	我们让你思考 你的生意或生活不同,
418	the most beautiful thing you can do for me is share it.	你能为我做的最美的事就是分享
419	And the most beautiful thing you can do	还有你所能做的最美的事
420	for someone that you care about is to share it with them,	对于你关心的人 是分享给他们,
421	help them grow alongside you.	帮她们跟你一起长大
422	So please share the pod.	所以请分享舱。
423	That's how we grow.	这就是我们生长的方式。
424	And also tag me on anything you share.	并标签我的任何你分享。
425	I love resharing other builders across Instagram,	我喜欢在Instagram重新分享其他建筑师
426	Twitter, and all other platforms.	Twitter,以及所有其他平台.
427	Thank you from the bottom of my heart.	从心下谢.
428	You're super important to me.	你对我很重要

该视频共有字幕 428 条。解锁更多字幕为会员功能，请移动到 价格

P2 · 【销售策略】有钱人愿意买单的秘密 · 新手也能赚更多 p02 无字幕 (P2)

【销售策略】有钱人愿意买单的秘密 · 新手也能赚更多 p02 无字幕 (P2)

发布于 2026-08-23 · 时长 15:33

字幕摘录

时间	英文	中文
0:00	Do you understand rich people?	你了解有钱人吗?
0:01	This is really, really critical in my mind	这真的,真的 关键在我脑海里
0:04	for service businesses and so underutilized.	服务企业,所以利用不足。
0:07	Nine out of 10 small businesses are under charge.	10家小企业中有9家接受监管。
0:09	When was the last time you raised your prices,	你上次涨价是什么时候?
0:11	sell expensive things to people who can afford them?	卖贵的东西给买得起的人?
0:13	I'm gonna tell you how to make any of these	我要告诉你怎么做这些
0:14	make sense to you so you can apply it to your business	说得通,这样你就可以把它应用到你的生意上
0:16	and your life, not Africa's.	还有你的生活,不是非洲的生活。
0:21	This is the Big Deal Podcast and I'm Cody Sanchez.	我是科迪・桑切斯

展开字幕全文（451 条）

序号	英文	中文
1	Do you understand rich people?	你了解有钱人吗?
2	This is really, really critical in my mind	这真的,真的 关键在我脑海里
3	for service businesses and so underutilized.	服务企业,所以利用不足。
4	Nine out of 10 small businesses are under charge.	10家小企业中有9家接受监管。
5	When was the last time you raised your prices,	你上次涨价是什么时候?
6	sell expensive things to people who can afford them?	卖贵的东西给买得起的人?
7	I'm gonna tell you how to make any of these	我要告诉你怎么做这些
8	make sense to you so you can apply it to your business	说得通,这样你就可以把它应用到你的生意上
9	and your life, not Africa's.	还有你的生活,不是非洲的生活。
10	This is the Big Deal Podcast and I'm Cody Sanchez.	我是科迪・桑切斯
11	Welcome back.	欢迎回来
12	Today we're talking to you builders	今天我们跟你们这些建筑商谈话
13	about how to make more money.	如何赚更多的钱。
14	I call this the sell things for rich people,	我把这叫做卖东西给有钱人
15	and I know that's true and it's cute,	我知道这是真的 很可爱,
16	but is it so easy?	但它是如此容易吗?
17	Having sold clients who are both not so rich and rich,	已经卖了客户 既不富又不富
18	there is a truth to this meme, which I want to read to you.	这个meme有一个真理, 我想读给你听。
19	You can see it here, it says,	你可以看到它在这里,它说,
20	$500 client, I just feel as though	五百元客户,我感觉就像
21	with this investment I am about to make in you	有了这笔投资,我就要对你投资了
22	that you should understand how our lives are about to change	你应该明白我们的生活将如何改变
23	and I need results and you need to bring them	我需要结果,你需要带来结果
24	and I am entrusting you with our livelihood and lives.	我委托你维持我们的生计和生命
25	$50,000 client, money sent, thanks.	五万元客户,寄钱,谢谢
26	Anybody who's been in business kind of chuckles at this,	任何曾经在商业类型 笑在这个,
27	except it's true.	除非这是真的。
28	Now here's why I understand the $500 client.	所以我才了解那500块的客户
29	You have to remember that they need that $500	你要记住 他们需要那500美元
30	to do something for them.	为他们做点什么
31	They actually have a visceral need.	他们实际上有一个内脏需要。
32	That might be what's called last dollar for them.	这或许是他们最后的一块钱
33	They need the return on that dollar to be so significant	他们需要那块钱的回报 如此之大
34	that they hold you to a level that is actually irrational.	让你处于一个非理性的水平
35	And so you don't want to just sell things to rich people	所以你不想把东西卖给有钱人
36	because you're greedy.	因为你贪婪
37	You want to sell things to rich people	你想卖东西给有钱人
38	maybe even because you're not the best to begin with.	也许即使你不是最好的开始。
39	In order to sell things to people	为了卖东西给别人
40	who don't have a lot of money,	谁没有很多钱,
41	you have to sell a huge amount of volume to be able to live.	卖掉大量的体积才能生存
42	Volume is hard to get when you're not a very good operator.	当你不是一个很好的操作员时,音量很难得到.
43	So rich people want you to sell them something.	所以有钱人要你卖东西给他们
44	Remember that and use it to your advantage.	记住这一点,并用它为你的优势。
45	There are two worlds of entrepreneurship.	创业有二种世界.
46	One world, scraps, selling cheap products	一个世界,废品,廉价产品
47	to price sensitive customers	对价格敏感的客户
48	who turn the moment they find a discount.	他们一找到折扣就转身
49	In the second world, sell fewer better things for more money.	在第二世界,为了更多的钱,卖掉更好的东西.
50	That volume game can work.	那个量的游戏可以工作。
51	It's built some of the biggest business empires out there,	它建立了一些最大的商业帝国 在那里,
52	Walmart, Amazon, McDonald's.	沃尔玛,亚马逊,麦当劳。
53	Three small issues though.	有三个小问题
54	The game is brutally competitive.	游戏竞争残酷.
55	It requires you to be airtight	这需要你严防呼吸
56	in your operations and infrastructure.	在您的操作和基础设施。
57	And even the best eventually move	即使是最好的最终移动
58	into higher margin products.	进入更高的边际产品。
59	So a different path.	所以一条不同的路
60	Sell expensive things to people who can afford them.	卖贵的东西给买得起的人
61	The question you need to ask yourself is,	你需要问自己的问题是,
62	when was the last time you raised your prices?	你上次涨价是什么时候?
63	Our guess, well, nine out of 10 small businesses	我们猜,10个小企业中有9个
64	under charge, why?	为什么?
65	Scary not to.	别害怕
66	If you start to realize wealthy customers want to be sold,	如果你开始意识到有钱的顾客想要被卖掉
67	your entire business can change.	您的整个业务可以改变。
68	The question though is, what do rich people actually buy?	问题是 有钱人到底买什么?
69	There are five reasons rich people buy, only five.	富人购买有五个原因,只有五个原因.
70	Every single reason falls into this hierarchy	每个原因都属于这个等级
71	that I call the rich desire pyramid	我称之为丰富的欲望金字塔
72	and teach to all of our portfolio companies.	并教导我们所有的投资组合公司。
73	Number one, status.	第一,状态。
74	Status means make me look important.	地位让我看起来很重要
75	It's the top of the pyramid.	金字塔的顶部.
76	How do you sell it?	你怎么卖的?
77	You position your business as the best, not the cheapest.	你将你的生意定位为最好的,而不是最便宜的.
78	When they ask, well, can I get a discount?	当他们问起,我可以得到一个折扣?
79	You say, well, you could,	你说,你可以,
80	but you might regret buying from that guy.	但你可能会后悔从那家伙那里买东西
81	Why don't you just pay a pro now	你何不现在就付个专业的?
82	as opposed to regret an amateur later?	而不是后悔一个业余爱好者以后?
83	You showcase expertise, exclusivity, and premium service.	你展示的是专业知识,独家服务,和溢价服务。
84	What are companies that do this really well?	哪些公司做得很好?
85	Because I always like to imitate,	因为我总是喜欢模仿,
86	then I iterate, then I innovate.	之后,我开始提拔,然后我创新。
87	So you might want to imitate	所以你也许想模仿一下
88	some of the marketing of Hermes.	一些赫尔墨斯的营销.
89	Limited run purses that are mostly handmade,	有限运行的钱包 大多是手工制作的,
90	although I hear there's some confusion about that	虽然我听说有些困惑
91	by China right now, but let's stick with the plot,	现在到中国了 但还是继续说吧
92	which is one person makes each item from start to finish.	每个项目从开始到完成都是一个人做的。
93	It's special and it's a signal.	特异而为信号.
94	When you carry a Birkin bag, you are saying something.	当你带着一个Birkin包, 你在说什么。
95	没有买Birkin包的人
96	is trying to ask for discounts.	试图要求折扣。
97	This is a customer that actually wants to pay more	这个顾客其实想多付点钱
98	for the alligator extra ridiculous thing on top,	对于鳄鱼 额外的可笑的事情上,
99	except is it ridiculous if they want to pay for it?	但要是他们想付钱,那是不是太可笑了?
100	In fact, I think you have to flip your brain about that.	事实上,我认为你必须 翻你的大脑关于这一点。
101	Number two in the pyramid is convenience.	金字塔的第2个是方便.
102	That means make my life easier.	意思是让我的生活更轻松
103	So if you think about rich people,	如果你想到有钱人
104	if they have an infinite amount of money,	如果他们有钱的话
105	they can buy almost anything, right, except more time.	他们几乎可以买任何东西,正确的, 除了更多的时间。
106	So if you can do something	如果你能做点什么
107	that allows them to buy back their time,	让他们能重新获得时间,
108	they will pay you for it,	他们会付你钱的
109	potentially up to a complete no cap at the top,	有可能在顶端完全没有封顶,
110	which I really like.	我真的很喜欢
111	So how do you sell something like this?	你怎么卖这种东西?
112	Well, you eliminate friction.	好吧,你消除摩擦。
113	That would be things like white glove service,	那会像白手套一样
114	subscriptions, concierge treatment,	订户,看门治疗,
115	private jets, fast and expensive.	私人飞机,快速而昂贵。
116	For instance, if you go to all major airlines,	例如,如果你去所有的主要航空公司,
117	but we'll use Delta as an example,	但我们会以三角洲为例
118	Delta has really two classes of tickets, right?	三角洲有两门票 对吧?
119	They have main cabin and they have first class.	他们有主舱和头等舱。
120	So you might think	所以你可能会想
121	that the really special people go to first class.	真正特别的人上头等舱
122	Well, actually the really special people go to first class	其实,真正特别的人 上头等舱
123	and then they get Delta concierge,	然后他们得到了三角洲守卫,
124	which is somewhere between 500 and a thousand dollars	大约在500到1000美元之间
125	for somebody to get them from the front of the airport,	为了有人从机场的前面得到他们,
126	drive them around to the back,	开车到后面去
127	let them load up first and privately,	让他们先加载,然后私下加载,
128	and it's for no different experience.	这是没有不同的经验。
129	No different product is sold there as far as the seat.	就座椅而言,那里没有不同的产品销售。
130	It is literally just that it increases convenience for them.	它实际上只是增加了他们的方便。
131	That is what you need to think about in your business.	这就是你需要思考 在你的生意。
132	If right now you have a landscaping service,	如果你现在有景观美化服务
133	why wouldn't you add a white glove offering to the top?	你为什么不在顶部加个白手套呢?
134	What might white glove mean?	白手套意味着什么?
135	Might mean, hey, one of our portfolio companies,	我们的证券公司之一
136	we said, what about for new homeowners	我们说 新房主怎么办?
137	in really expensive suburban neighborhoods?	在非常昂贵的郊区街区?
138	What if you as their landscaping service said,	如果你像他们的景观美化服务说,
139	hey, Mr. and Mrs.	嘿,夫妇。
140	Homeowner, I know you're new here.	房东 我知道你是新来的
141	We're happy to give you a landscaping quote	我们很乐意给你引个风景画
142	and to do your landscaping for you.	为你做园林美容
143	Also, we have a group of five other	还有,我们还有五个人
144	of the top tier service providers in your area.	您所在地区的顶级服务提供商。
145	So if you need somebody for cleaning,	所以如果你需要人来清洁
146	I can make a recommendation.	我可以提个建议
147	If you need somebody for window washing, roofing,	如果你需要人来洗窗、屋顶
148	interior design, we have a Rolodex	室内设计,我们有一个罗洛德克斯
149	and I can literally do a white glove introduction for you	我可以为你做一个白色手套介绍
150	to all of those people.	对所有这些人。
151	And what do you do on that?	那你怎么办?
152	You actually take an affiliate cut on everybody.	你居然把每个人都切掉了
153	So this is not as scalable,	所以,这不是可以伸缩的,
154	but remember because you have big margins	但要记住,因为你有一个很大的边缘
155	and because you create convenience,	并因你们创造便利,
156	you can have a very sexy business	你可以有一个非常性感的生意
157	doing white glove service of existing services.	提供现有服务的白色手套服务。
158	By the way, if you're building a business right now	顺便说一句,如果你现在在做生意
159	and you're stuck or you wanna break out to the next level,	你被卡住了 或者你想逃到下一个关卡
160	maybe you're not where you want to be today.	或许你今天不是你想去的地方
161	Believe me, I've been there many, many times.	相信我 我去过很多次了
162	I want you to know I got you.	我想让你知道 我得到了你。
163	We help thousands of business owners a year	我们每年帮助成千上万的业主
164	figure out how to scale to the next level.	找出如何升级到下一个层次。
165	One of my favorite mentors said,	我最喜欢的一位导师说
166	every level you have, there's just a higher level	你拥有的每一层,只有更高一层
167	and a higher devil.	和一个更高的恶魔。
168	And so if you've been in business for a while	所以如果你已经做生意一段时间了
169	and you're doing six, seven or eight figures,	你做了六、七、八个数字
170	there's probably one thing standing in the way	可能还有一件事挡着路
171	of your next level.	您的下一关。
172	That's why we host growth and scale workshops	这就是为什么我们主办增长和规模讲习班
173	four times a year throughout the year in Austin,	全年在奥斯汀有四次
174	in Miami, in San Diego,	在迈阿密,在圣地亚哥,
175	and you may be a fit to come to one of them.	你也许很适合来其中之一
176	If it sounds interesting to you to get help	如果你想找人帮忙的话
177	on how to scale your business to the next level,	如何将你的生意提升到下一个水平,
178	you can reach out to my team at the link in the show notes.	你可以联系我的团队 在节目记录的链接。
179	We believe in you builders,	我们确信你们是建筑者,
180	but we also believe that it's a lonely road	但我们也相信 这条路很孤独
181	and you can't do it by yourself.	你不能一个人去
182	Number three, exclusivity.	第三,独家。
183	Let me in, keep others out.	让我进去 别让别人进来
184	That's what they're saying.	众说法.
185	This is why there are private members clubs.	这就是为什么有私人会员俱乐部。
186	This is why there are golf courses,	这就是为什么有高尔夫球场,
187	because rich people wanna feel special,	因为有钱人想感到特别,
188	good, bad or otherwise,	好,坏,或别,
189	like them or don't like them.	喜欢他们还是不喜欢他们。
190	This is something that people want	这是人们想要的
191	when they have a lot of money to buy.	当他们有很多钱买。
192	So how do you sell it?	那你怎么卖?
193	Restrict access, invite only services, VIP tiers.	限制进入,只邀请服务,贵宾级.
194	This creates demand.	这造成了需求。
195	Think about it like, I don't know,	想想看,像,我不知道,
196	have you guys ever heard of Tiger 21?	你们听说过21号老虎吗?
197	Tiger 21 is a fascinating community.	"老虎21"是一个迷人的社区.
198	You have to have $20 million in net worth	你必须有2000万美元的净值
199	to be in a community that you pay $30,000 for a year	在一个你每年付30 000美元的社区
200	and they validate your income.	并证明你的收入。
201	They will not let you in unless they can validate	除非他们能证实,否则,他们绝不让你进去。
202	your income and also your net worth.	收入和净值
203	How fascinating is that?	这有多迷人?
204	And then you're in a room a couple times a year	然后你一年在房间里呆过几次
205	with only other people that are worth $20 million or above.	只有价值2 000万美元或以上的其他人。
206	They don't want any other people in it,	他们不想让其他人参与其中,
207	so they charge you a premium for only allowing access	所以他们要你付保费 只允许进入
208	to other people just like them.	对其他人来说就像他们一样。
209	We can hate this and think it's elitist	我们可以恨它,认为它是精英
210	or we can use it and get rich.	或者我们用它发财
211	It's really up to you.	这真的取决于你。
212	Number four, privacy.	第四 隐私
213	Give me some space.	给我一些空间。
214	So often, once you have a lot of money,	经常,一旦你有钱,
215	other things come with that.	还有其他事
216	For instance, now that I'm public on the internet,	例如,现在我在网上公开了
217	there's lots of people that get doxed, right?	有很多人被打晕,对吧?
218	So they want to make sure that they're protected.	所以他们想确保自己受到保护。
219	There are entire services for scrubbing	全部服务都用于洗涤
220	all of your information off of the internet.	所有你的信息都从互联网上。
221	There are services that scrub your businesses	有些服务可以洗涤你的生意
222	off the internet.	关闭互联网。
223	Don't tell people about them.	别告诉别人
224	Supposedly, there's quite a few celebrities	应该是有很多名人
225	who scrub their children's photos everywhere off the internet.	他们把孩子的照片从网络上抹掉
226	And so as you get more famous and as you get more money,	当你更出名 和得到更多的钱,
227	people want things from you.	人们想要的东西 从你。
228	If you're famous, maybe they want your picture,	如果你出名 也许他们想要你的照片
229	they want access to you, whatever.	他们想接触你,随便你
230	If you have more money, they want some of it.	如果你有更多的钱, 他们想要一些它。
231	And so if you can create this privacy buffer space,	如果你能创造出这个隐私缓冲空间
232	then you can make a lot of money.	然后你可以赚很多钱。
233	So how do you sell it?	那你怎么卖?
234	Well, you offer high trust, high security,	你提供高度信任 高度安全
235	high privacy services.	高隐私服务。
236	A way to do this across the board might be like,	做这个的全方位的方法可能是,
237	I have a cleaning company and I only clean	我有一个清洁公司,我只清洁
238	really high-end customers' houses.	真正的高端客户之家。
239	┮и┮Τ睲间常帽NDA policies
240	They make sure that they understand owner preferences.	他们要确保他们理解主人的偏好。
241	You can tell us how you want to be communicated with	你可以告诉我们你想怎么交流
242	by our cleaners.	我们的清洁工。
243	So you can do this because you allow absolute discretion,	所以你可以这样做 因为你允许绝对的酌处权,
244	which builds loyalty.	建立忠诚。
245	This is really, really critical in my mind	这真的,真的 关键在我脑海里
246	for service businesses and so underutilized.	服务企业,所以利用不足。
247	And maybe if you don't have a lot of money right now,	如果你现在没钱的话
248	this one doesn't make sense to you,	这个对你没有意义
249	but I'm gonna tell you how to make any of these	但我会告诉你怎么做这些
250	make sense to you so you can apply it to your business	说得通,这样你就可以把它应用到你的生意上
251	and your life right after this.	和你的生命 紧接着这个。
252	Five, scarcity, make it hard to get.	五,紧缺,使难得.
253	So let's think about this for a second.	让我们考虑一下
254	Why do rich people want something to be hard	有钱人为什么想要硬的
255	for other people to get?	让别人得到?
256	Well, they want to feel special, right?	他们想觉得自己很特别 对吧?
257	So at a certain point, if you have all the money	所以在某个时候 如果你有钱的话
258	in the world, it's not just about other people	世界上不只是别人
259	thinking highly of you, it's about you being able	高度思考你,这是关于你的能力
260	to tell a story about a thing you were able to do	讲述你能够做的事
261	or get or see that somebody else couldn't get.	或者看到别人找不到
262	It's almost like a rich person pioneer, right?	这几乎像一个富人先驱,对不对?
263	They're like, I want to be the first one	他们喜欢,我想成为第一个
264	to plant my flag on a foreign land.	将我的旗帜植入外国土地。
265	So how do you sell this?	你怎么卖这个?
266	You limit availability.	你限制了可用性。
267	You do this on purpose.	你这是故意的
268	And let me tell you how rare this is	让我告诉你,这是多么罕见的
269	for entrepreneurs to do.	企业主可以这样做。
270	What do entrepreneurs want to do?	企业家想做什么?
271	Sell more things to more people	卖更多的东西给更多的人
272	again and again and again,	一次又一次地,
273	because they want to make more money.	因为他们想赚更多的钱。
274	It actually doesn't make sense in your head	其实你脑子里没道理
275	common sensically to think,	通常认为,
276	well, maybe I should sell less things at a higher price.	好吧,也许我应该 少卖的东西,以更高的价格。
277	But that is what this is.	但这就是事实。
278	And how you do this is waiting lists,	你怎么做到的 等待名单,
279	premium tiers, applications, all drive demand.	溢价等级,应用程序,所有驱动需求.
280	Think about waiting for the brand new shoe drops	考虑一下等待全新的鞋滴
281	or we talked about Birkin bags before.	或者我们之前讨论过伯金包
282	In fact, you want to actually have things	其实,你其实想要的东西
283	that are a real commodity,	这是真正的商品,
284	which means they're limited in quantity.	这意味着它们的数量有限。
285	I met a guy, I was at this event,	我遇到一个家伙,我参加了这个活动,
286	and this was an event for a bunch of rich people.	这是一群富人的事件
287	And, you know, funny thing about rich people	而且,你知道,有趣的事情 关于富人
288	is they have weird hobbies.	他们有奇怪的爱好。
289	And so this guy in particular,	特别是这个家伙
290	I just exited his second or third SaaS company	我刚刚离开他的第二或第三家SaaS公司
291	and I'm sitting down with him and I'm like,	我和他坐在一起,我说,
292	what are you working on right now?	你现在在忙什么?
293	Lord, do I wish I hadn't asked that question	主啊,我希望我没有问这个问题
294	because I got a soliloquy on crystal marketplaces.	因为我有关于晶体市场的小说
295	He had just started a crystal marketplace.	他刚刚开始了一个水晶市场。
296	Now, this isn't your ordinary Wu Wu Austin crystal.	这不是你平常的吴吴奥斯汀水晶
297	He was showing me his crystal collection,	他给我看他的水晶收藏
298	which was like, I don't know,	这就像,我不知道,
299	million dollar crystals.	百万块的水晶
300	And I felt like that meme where that guy	感觉就像那个家伙的记忆
301	is whispering into the girl's ear	正在悄悄地对着女孩的耳朵
302	and she's just dying on the inside	她只是死在内心
303	as she's listening to him.	因为她听他的。
304	And that was me with crystals this day.	那就是我今天带着水晶。
305	And so he went on and on	所以他不停地说
306	about how he's bought this million dollar crystal	关于他如何买下这百万的晶体
307	and it couldn't be anywhere else	它不可能在别的地方
308	and this is so special.	这太特别了
309	And I feel like he might've missed the plot	我觉得他可能错过了剧情
310	about what women care about today	女人今天关心的是什么
311	because he appeared to be single.	因为他看起来是单身。
312	But why would he care about that?	但是他为什么要关心这个?
313	Because there's only one crystal	因为只有一个水晶
314	just like that in the world.	就像世界上那样
315	There's only one diamond just like that in the world.	世界上只有一颗这样的钻石
316	They're buying into a feeling, a position, a lifestyle.	他们正在接受一种感觉,一种姿势,一种生活方式.
317	They aren't price sensitive.	他们不敏感的价格。
318	They're value sensitive.	它们很敏感
319	And once you understand this philosophy,	一旦你明白这个哲学
320	you'll be able to sell to rich people.	你可以卖给有钱人
321	If you wanna sell to wealthy customers,	如果你想卖给富有的客户,
322	you gotta ask yourself the rule of two.	你得问问自己两个的规则
323	Does your offer hit at least two of these categories?	你的提议至少打击了其中两个类别?
324	If you're selling convenience, add exclusivity.	如果你卖的是便利 加上独家
325	If you're selling status, add scarcity.	如果你卖的状态, 增加稀缺。
326	If you're selling privacy, add convenience.	如果你卖隐私, 增加方便。
327	Rich people want to spend money.	有钱人想花钱
328	Give them a reason to.	给他们个理由
329	Here's the difference between the two.	下明分别.
330	Selling cheap means you're gonna have	卖便宜就意味着你会有
331	price sensitive high churn.	价格敏感高温。
332	You're gonna have harder to scale volume game.	你会更难度量游戏。
333	You're gonna have competitors everywhere.	到处都有竞争对手
334	Selling rich means they'll pay a premium	卖富就是卖富
335	for the right product.	为正确的产品。
336	No price shopping if they trust you	他们信任你,不买价钱
337	and will keep spending if you deliver.	并会继续花费 如果你交付。
338	The difference between the two	两者的区别
339	is really one singular idea.	真是个奇特的想法
340	Do you understand rich people?	你了解有钱人吗?
341	And if right now you're like,	如果你现在喜欢,
342	oh, this sounds great, Cody,	这听起来不错,科迪,
343	but I've never even met a person	但我从来没有见过一个人
344	who could buy a Birkin bag	谁可以买一个伯金包
345	or wouldn't think a 30, 50,	或者不会想到一个30,50,
346	or a $200,000 purse is criminal,	或者20万元钱包是犯罪
347	then I need you to do something.	那我需要你做点什么
348	You see, what changes?	你看,什么变化?
349	And when we are around other people who have money,	而当我们周围的人 谁有钱,
350	it opens up our eyes to what is possible.	它打开了我们的眼睛 可能的。
351	And so what I'd like you to do	所以我希望你这样做
352	is I would like you to go to somewhere	我希望你去一个地方
353	that rich people are.	有钱人是。
354	If you're in LA, go to Beverly Hills.	如果你在洛杉矶, 去比佛利山。
355	I just want you to walk around.	我只是希望你能四处走走
356	You don't have to buy anything.	你不必买任何东西。
357	You don't have to do anything.	何得无作.
358	Go to a luxury shopping mall.	去豪华购物中心
359	See how they engage with their customers there.	看看他们怎么跟那里的顾客打交道
360	Try to engage with the people who are there	试着与在场的人接触
361	and see how they treat you	看他们怎么对待你
362	versus other customers.	对其他客户。
363	What can you do to change the way that they treat you?	你能做些什么来改变他们对待你的方式?
364	If you dress a certain way,	如果你穿成这样
365	will they treat you differently?	他们会对你不同吗?
366	Go and sit in the lobby	去大厅坐着
367	of the most expensive hotel you can find,	你能找到的最昂贵的酒店
368	Ritz Carlton Four Seasons.	丽兹·卡尔顿四季.
369	Dress how you think is appropriate.	穿上你认为合适的衣服
370	You can bring your own food and drink if you want to.	你可以自己带食物和饮料来
371	Be sneaky about that.	偷偷摸摸的说
372	But I want you to watch the people	但我要你看着人民
373	coming in and out of the lobby.	出入大厅.
374	How do they engage?	他们怎么接触的?
375	If you get a chance, sit and chat with them.	如果你有机会,坐下来和他们聊天。
376	One of my friends, Jesse Eitzler,	我的一个朋友,杰西艾兹勒,
377	when he had no money before he married Sarah Blakely	在他嫁给莎拉·布莱克利之前 他没有钱
378	and they became billionaires	他们成为亿万富翁
379	and he started NetJets and a bunch of big companies,	他创办了NetJets和一帮大公司
380	he used to go to the Beverly Hills Hotel in California.	他经常去加州的比佛利山酒店
381	And he had no money then,	他当时没钱
382	but he would spend the little money that he had	但他会花掉他拥有的小钱
383	buying the cheapest item on the lunch menu	在午餐菜单上买最便宜的东西
384	in order to sit at lunch in Hollywood	去好莱坞吃午饭
385	and meet as many people as he could.	和尽可能多的人见面,他可以。
386	And every single day,	每一天,
387	he would have a goal of engaging	他的目标就是参与
388	with one or two people there.	还有一两个人
389	And then he would see,	然后他会看到,
390	how do these people engage in life?	这些人如何参与生活?
391	How do they think about things?	他们怎么想的?
392	How do they build?	他们是怎么建造的?
393	How do they get opportunities?	他们怎么会有机会?
394	And he credits those conversations	他赞扬那些对话
395	with some of his path to becoming a billionaire.	还有他成为亿万富翁的路
396	So get around rich people,	所以绕过富人
397	sell to rich people.	卖给有钱人
398	You will make more money.	你会赚更多的钱。
399	See you next week.	下周见
400	I believe you are capable of building	我相信你有能力建造
401	big, beautiful companies.	大而美丽的公司。
402	Hey, I have something special for you	嘿,我有些特别的东西给你
403	for being such a loyal listener	这么忠实的听众
404	because you're here with me all the time.	因为你一直在我身边
405	I get asked by a bunch of you,	一群人问我,
406	how do I tell if I should buy a business or not?	我该如何判断我是否应该买个生意?
407	Should you buy a business or not?	你买不买?
408	What price should you buy a business at?	你买什么生意?
409	How do you structure your deal?	你怎么安排你的交易?
410	I got you, fam.	我扶着你,范姆。
411	So I'm going to gift you our deal calculator.	所以我要给你我们的交易计算器。
412	Every time I look at a deal,	每次我看一个交易,
413	I grab the numbers,	我拿数字,
414	plug it in here,	插在这里,
415	and see how much money I could make or lose	看看我赚了多少钱,还是输了多少
416	if I did a good or bad deal.	如果我做了一个好或坏的交易。
417	So this is my gift to you.	这就是我给你的礼物
418	And if you're serious about buying a business,	如果你真的想买个生意
419	we want to help you.	我们想帮你
420	You can talk to my team	你可以跟我的团队谈谈
421	about if you're a fit	说说你是否适合
422	for our business buying community or curriculum.	我们的企业购买社区或课程。
423	No matter what,	无论如何
424	here's your free gift.	这是你的免费礼物。
425	And if you need a hand to hold,	如果你需要帮忙
426	I got you too.	我也一样
427	Hey, crew, this is so cool.	嘿,伙计们,这太酷了。
428	The podcast is growing like crazy	播客越来越疯狂
429	and it's only actually because of one thing, you.	这其实只是因为一件事,你。
430	I don't know if you know this,	我不知道,如果你知道这一点,
431	but the only way the big deal pod grows	但只有这样,大货舱才能成长
432	is when you share it with somebody else.	当你和别人分享它。
433	We don't do ads.	我们不做广告。
434	We don't do pay for play.	我们不花钱玩游戏。
435	We don't go on other people's podcasts	我们不看别人的播客
436	and talk about it.	并谈论它。
437	So if you think there was something helpful here,	所以如果你觉得这里有帮助的话
438	if we made you money,	如果我们给你钱,
439	we made you think about your business or life differently,	我们让你思考 你的生意或生活不同,
440	the most beautiful thing you can do for me is share it.	你能为我做的最美的事就是分享
441	And the most beautiful thing you can do	还有你所能做的最美的事
442	for someone that you care about	你关心的人
443	is to share it with them,	他们必定要分享它,
444	help them grow alongside you.	帮她们跟你一起长大
445	So please share the pod.	所以请分享舱。
446	That's how we grow.	这就是我们生长的方式。
447	And also tag me on anything you share.	并标签我的任何你分享。
448	I love resharing other builders across Instagram,	我喜欢在Instagram重新分享其他建筑师
449	Twitter, and all other platforms.	Twitter,以及所有其他平台.
450	Thank you from the bottom of my heart.	从心下谢.
451	You're super important to me.	你对我很重要

该视频共有字幕 451 条。解锁更多字幕为会员功能，请移动到 价格