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“Steve s a dear friend of mine. And when he was building to win i i ll never forget he was at my home in sun valley. It just got meet him it was new years and everybody else was standing watching the fireworks and i was singing the table. I was basically doing brain melt sucking out of his brain everything i possibly could how do you think about this.
What do you do how do you market. And here s what i learned from steve people don t buy products they buy feelings people don t buy products they buy states people no buy products they buy identities and he and i went back and forth for about two and half or 3 hours and became lifelong friends. The last decade and a half and what i learned from him is how many of you know the six human needs let me see your hands ranger. If you know the six human aid.
So real quick for those who never heard it before what s the first need that all human beings have is not a goal. It s not a desire. It s a need what is it quick certainly. Everyone has a need for certainty that they can avoid pain or ideally they can have some pleasure.
But that s a survival instinct. If you have total certainty all the time you will feel completely wet bored. So what s the second human quick. I m the certainty.
Which other a friend certainty is variety the need for surprise. Who here loves surprises..
Say i mold you like the surprises. You want right surprise. You don t want you call problems. But you need them to to be alive and business flights.
Plenty of variety right. What s the third human need they need to feel significant significant is the third team to need to feel significant unique special important significant who has the need to feel significant who who everybody what do people say i don t want to feel significant that s how they get significance by saying. I don t need significant. I m more unique than you you have two.
Significance i don t some people get significance by buying a 500000. Or a million dollar car. Some people get significance by saying. I don t spend any money.
I don t need a nice car. I m so special. I don t need a nice car. It s called a reverse ego symbol same need they just go about it a different way.
But if you re totally significant and unique and special that feels good. But then you feel alone because the fourth human need is need for connection and love who needs connection love everybody number and by the way those first needs..
Everybody gets certainty uncertainty. A variety significance. Even if you have to make up stories about yourself you ll find a way to feel significant alright and a feeling of connection. If not love the final two needs are the needs of the spirit.
You must grow is number five you grow or you if a business is not growing. What is it doing. That s a fact there s no such thing as a stable business. You re growing or you re dying.
There s no plateau that you can stay at and stick around and the law lastly number six you got to grow and with what you grow you have to contribute. Because everything in the universe is either growing or dying everything. Universities. Contributing or its eliminated by evolution.
If nothing else we re made for that having said that when i was with steve that night. I explained these six needs as i m explaining them he grabs me physically by the shoulder. He goes that one that one. I just said significance heals.
That s where i ve made all of my money in my entire life. He said people will pay disproportionately to feel significant than for any other need..
He said. People will spend more money people want love but they think they ll get love of their significant or at least they ll get laid if they re significant. He said. So i built the most expensive hotels in the world and i charge more than anybody else.
And he even with las vegas in 2008 went through it s drawdown steve kept this prices. High. Why why he wanted to still be the most special place he came to this seminar sat in the front row. And i m not there s almost nothing that makes me uncomfortable.
I m like what am i going to teach him. But he sat on this event at lunch took me to lunch egos. This is the most valuable session. I ve been in the last ten years.
I know i m gonna do this was in 2008. He said here s what i m gonna do i m going to when all my competitors are shrinking right now because they re trying to survive. I m going to go build this giant beach club that goes right to las vegas avenue. I m going to build this new entrance.
I m going to up my services. He said i m going to do what you teach what is the fundamental success to becoming wealthy..
It s only one thing. If you want to be wealthy. After you more for your clients at who than anyone else you have to add more that is the entire secret to wealth in business you want it in one sentence. It s simple do more for others than anyone else is doing add more value and you will own them and you own the marketplace.
He goes you know i m gonna do tony i m gonna when everybody else is shrinking. I m going to add more value so all the high end people are going to see how i m doing more and they re gonna come to me. And this down period is going to be the most important period of my entire career because when the economy comes back and those guys start giving services. I already own these people they re not going to leave me on their home you got to ask yourself what do i do to add more value than many of you think adding more value means.
Cutting your prices or doing something of that nature. Sometimes adding value is raising your price. It s crazy raising your price can increase your sales. If it s the right piece now if you raise your price.
And do more no question that could be the right thing in some cases. Some of you your market is the cheapest price maybe. It s time to change that business model because unless you re walmart or amazon or somebody that can do things that massive volume and lose money and sustain it you might need a thing called a margin. If you re going to be successful in business.
You want a high margin high margins come from high human needs being met ” ..
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“HOW EMOTIONS INFLUENCE PURCHASING DECISIONSnnWhat kind of car do you own? What kind of purse do you carry? What is your favorite brand of clothing? Why?nnWhile product quality and seller reputation matter, the reason we make a purchase goes far beyond the fundamentals. It goes far beyond rational thought. It goes into the subconscious. In fact, research by the Nielsen Company shows that roughly 90% of purchasing decisions are made subconsciously. And further studies have revealed that while our brains process 11 million bits of sensory information every second, our conscious minds can only handle less than 100 per second. nnSo how does our subconscious determine our decisions? It comes down to our needs and emotions. nnEach and every one of us is unique, but we also share six fundamental needs certainty, significance, variety, love and connection, growth, contribution that determine how we feel about ourselves, how we feel about others, and how we experience life. And all behavior, including our purchasing decisions, is an attempt to meet our needs. nnThat $1000 purse you just bought? That $100,000 car you just leased? The $500 jacket you just got? Each of these items can bring an individual significance. nnIn fact, people will pay disproportionately to feel significant. And this can be true even if the purchase is gift for someone else. Because they subconsciously believe that giving someone a gift will get them attention, appreciation or even love, which ultimately means one thing significance.nnMore than this, individuals buy products that they associate with their identity. That electric car you just purchased? You may think it represents someone who is a cool, environmentally-minded, socially conscious, do-gooder. Or that satchel you just purchased from a local craftsman from a village abroad? It may represent someone who is eclectic, worldly and open-minded. nnThe driving force in life is a need to be fulfilled, and our purchasing decisions are a direct manifestation of this need. Just watch what Tony has to say about it.nnVisit Tony Robbins websites:nhttps://www.tonyrobbins.com/nhttp://humanelevation.tonyrobbins.com/nhttps://moneymasterthegame.com/nnFollow Tony Robbins @:nFacebook: https://www.facebook.com/TonyRobbinsnTwitter: https://twitter.com/tonyrobbinsnLinkedIn: https://www.linkedin.com/in/ajrobbinsnGoogle+: https://plus.google.com/+TonyRobbinsnInstagram: https://instagram.com/tonyrobbins/nnTony Robbins is a #1 New York Times best-selling author, entrepreneur, and philanthropist. For more than 37 years, millions of people have enjoyed the warmth, humor and dynamic presentation of Mr. Robbins corporate and personal development events. As the nation s #1 life and business strategist, he s called upon to consult and coach some of the world s finest athletes, entertainers, Fortune 500 CEOs, and even presidents of nations.”,
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tony robbins, business mastery, business strategy, customer experience, significance, 6 human needs, entrepreneur
