They Laughed at Me

I was on stage. In front of about 200 people.

And they all laughed at me.

Look.

Last year, I went to give a conference in Guadalajara.

To a chain of gyms.

The topic?

How to attract clients, make them loyal, and sell them more things.

At one point, I wanted to give them a personal example.

So I asked them:

How much would you pay for this?

The exercise device I use daily appeared on screen.

A metal bar, 4 resistance bands, and a platform to stand on.

How much would you pay for this?

• 800 pesos!
• 1,000 pesos!

Then I changed the slide:

I paid 9,000.

Silence.

Then a laugh.

Then 200.

The room turned into a mess.

Someone shouted:

“For 9,000 pesos, I would have given you 3 years of gym membership with a personal trainer and massage!”

A communal laugh.

Everything was planned. I wanted to show them something.

But I admit that for a second I doubted:

“Did they make a fool of me?”

“And I came to brag about it in front of 200 people?”

Well.

The device is called X3.

A bar, 4 bands, and a metal plate.

And yes, I paid 9,000 pesos for it.

Do you know why?

Because it promises this: three times more muscle mass than normal exercise.

That's why it's called X3.

Its creator, John Jaquish, is a biomedical engineer, but he has a Rambo body.

And he fiercely defends that: “Weightlifting sucks, and so does cardio.”

In fact, he wrote a book with that title. And he gives you the evidence why.

Look.

When I paid the same as 3 years of gym for this product, it wasn't because it was stainless steel, or because it was quality.

I bought it for the result it offered:

Steel pectorals.

Toned arms.

And for my friends to see me in a swimsuit and ask how I did it.

I bought the result.

Not the product.

Your customer does exactly the same.

They buy the result they will achieve with your product.

Not your shoes.

Not your life insurance.

Not your avocados.

The result.

Now think.

When you sell, what do you talk about?

Your quality?

Your years of experience?

The materials?

Okay.

That's why your sales suck.

That's why you have to offer discounts.

Because all that matters a peanut to your customers. They only want three things:

1. To know what result you promise in their lives.

2. To trust that you genuinely care about helping them achieve it.

3. To believe you.

Do you know what that's called?

Customer Experience.

And without it, you're just another gym begging customers with low prices.

Customer Experience to Sell More.

With love,

Carlos.

PS. Remember, serving is the way.

PS2. Here..

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Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México

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