How To Command Top Dollar and Get Paid What You’re Worth
The secret door that takes you into Club 33
This weekend confirmed something to me that I already knew. But it’s important for YOU to know this.
The economy is what you make it.
People are still willing to part with their money – IF – you give them a good enough reason to.
And in fact folks are willing to part with a ton of money if you can deliver value, status and exclusivity.
Let me explain…
On Friday we went to Club 33 for a private party kinda thing. Club 33 is a VERY exclusive restaurant / club located inside a hidden section of Disneyland.
Membership is $25,000.
The waiting list to become a member is only 14 years.
In fact, they stopped adding people to the waiting list last year because it was getting too long.
Club 33 is the ONLY place inside Disneyland that serves alcohol and food ain’t cheap…
… but the experience, exclusivity, and value they deliver makes you feel okay about spending a crap ton of money to have access.
Can't tell you how I got a picture of the toilet in the ladies restroom of Club 33 - but here it is 
My point is this…
They have a waiting list of people for the next 14 years who are willing to pay $25K to become a member.
Trust me, it’s not because the booze or food are any better at Club 33 than at any other high class restaurant.
It’s because of the value, exclusivity, and experience they deliver that makes people want to fork over a bunch of money.
The next day I was at the LA Auto show checking out the new rides coming out (I have this thing for fast shiny cars I guess).
In fact I even ran into a client – Tommy Lundy.
It’s cool being recognized from time to time. That’s me and Tommy in the picture below (thanks for sending over the pic Tommy).
I digress…
Walking around at the LA Auto show I noticed that BMW, Mercedes Benz, Audi, Lexus and Jag had the most people buzzing around their cars. And most of the people buzzing around where talking about ownership.
Ran into Tommy at the auto show
They were asking buying questions and not just tire kicking.
Funny that the economy is in the shitter but folks still want to spend money on things that bring them value, status, and exclusivity.
See the thing is Club 33, BMW, Mercedes, Jag, Lexus, Audi, Starbucks, The Ritz Carlton, Four Seasons, Virgin United, Lucky Brand, Sevens, and Cristal all imply higher value, better experience, and exclusivity…
… and that’s why we’re willing to pay so much more.
How about you?
How can you do that for your personal training or boot camp business so you can attract people who are willing to pay top dollar?
Lexus' first super car - the LFA (a bad ass ride)
Like the brands I listed above you gotta be…
- be known for something
- get talked about by the community
- exceeding people’s expectations
- and OVERDELIVERING Value, Experience, and Exclusivity
See, there’s a difference between people’s ability to pay versus their desire to pay.
If you can deliver… they’ll pay.
Leave a comment below and let me know what you think.
Comments on How To Command Top Dollar and Get Paid What You’re Worth »
Ah I was planning to go to the LA Auto show this week.
Nothing upsets me more than when I’m on the 10 Freeway, and I see the GranTurismo S….
…driven by someone ELSE.
Chris @ 9:24 am
so true Bedros… i cringe everytime I hear about how bad the economy is… actually, I’m sick of hearing about it. Who’s it really bad for? It’s bad for the people who keep saying how bad it is. I often comeback with… “the economy is fine, there are people out there making millions of dollars as we speak… so i ask again, who’s the economy bad for”. Even with that statement I get arguments… at which point, in response to the arguments, I say “Exactly, you’ve just proved my point.”
Right on Bedros. I have to agree that people are willing to part with $$ if you provide value and a personal touch. Now, I’m not sure, how does that woman’s toilet work??
Shawna it’s funny that you ask about the toilet. I was wondering too…lol. You actually lift that wicker seat and then…
Ofcouse the men’s room had a regular toilet … I’m guessing they know better than to put a wicker seat cover in the dudes room haha!
B
Very, very, very… TRUE! The last two-three years have been the worst of times “economically” in my (working) lifetime and have been my absolute best in term of commanding top dollar for my services. I’ve been able to almost quadruple my yearly income from, about, four years ago. What I’ve also noticed is that I have never gotten better results from my client then I have over these fruitful years… coincidence? I don’t think so. Reason being, I demand more effort, accountability, & lifestyle changes from my clients than I have ever before. That equals results which equals signing up for another year of my “exclusive” service…which is based on results for time-sensitive people. People will spend money, if they WANT to. Are people aware of the “economy”… of course they are! Have most people cut back spending in one way or another…yes! But the desire to look and feel better will win out over the economic state of our country each and every day if the answer is presented properly.
Andrew Stearns
amy murphy @ 11:40 am
hey! this is good stuff. My husband has been actually sharing this with our church and me lately. thanks. i loved the post!
amy murphy @ 11:42 am
lol. i hear you chris! my husband and i say that all of the time. people are freaking out for nothing
Cabel McElderry (One-to-1 Fitness) @ 12:10 pm
Man I love the LFA, my friend told me about it a while ago, I want one.
Bedros we have work to do.
Martone Fuller @ 12:37 pm
I have realized that more and more each day
Cabel, I guess they’re only making 500 LFA’s. Only 500k each. You’d look good in it dude.
B
Becky Fox @ 1:43 pm
You’re absolutely right!!
Thanks, Bedros for another great article.
John Thompson @ 4:27 pm
Great article B- I’m actually glad I started my personal training business in the worst economic times of my working lifetime. Because if I succeed now, I always will. And I’ll just say, it hasn’t slowed me down one bit.
John
Getting Fit @ 5:07 pm
Great Post. I totally agree. Offering exclusivity is everything. We are a high end training service and we find tons of clients that are willing to pay for our services.
Getting Fit @ 5:07 pm
Great post and very true.
Rick Watson @ 5:50 pm
Hey Bedros
This is so, so, so, so true. Build it and they will come (but it must be built to provide exceptional value). Lots of new trainers that I chat to at the moment lack the self-belief in themselves and their service to charge top dollar in this environment.
Once they overcome that fear (easier said then done) and identify the nice end of the market are the ones they want to attract - the rest is history (well paid history too). Big hurdles for new trainers so this post hits the mark.
Rick Watson
love this stuff B!
LOVE IT!
Billy Reuter @ 7:25 pm
Bedros,
I want to first comment by saying AWESOME POST!! I totally agree, I run a Semi-Private Self-Defense Training business in THE WEALTHIEST town in america (And they ALL LOVE to be EXCLUSIVE). I am 100% committed to being the top in my field, but I have to say the feeling of exclusivity my clients have knowing that they are among the few that can train with me is what they love. We all love content, but we are all chasing an EMOTIONAL SHIFT during an activity. The Law of Scarcity is an AMAZING force!
All my best,
Billy Reuter
http://www.protectyourselfnow.typepad.com
@Billy, Well said.
B
Irma @ 1:59 am
Great Stuff!
I read your blog and agree 100%. There is another auto show coming up next Sat, and now I have to go. Thanks for the info buddy!
Irma
I love this post. My husband and I have a corporate fitness center. One company that uses our services has multiple levels of workers and the execs work on the top floor. We train ALL of the execs and they all look great! Because they drive super sweet cars, have exclusive parking, work on the top floor and come to us, we are considered a luxury service in the building. So we actually have a waiting list for our clients. It’ really been a blessing.
Great stuff Bedros! You’re my fitness Jesus haha, im crazy about your articles and dvds!
keep it up… FBS 10
Kat Millar @ 5:28 am
Absolutely brilliant, reading that physically made me feel excited on the inside - so true. No matter how broke I am, I pay for things that make me feel good. Personal Training can always be affordable - we need to value how much we change people’s lives
Tommy J Lundy @ 5:31 am
Hey Bedros,
Great post…(even better pic of a toilet)!
It was great seeing you at the show! Stop by next time your in Santa Monica.
http://CaneKatTraining.com
http://KettleBellFitPro.com
John Cortese @ 9:50 am
Nice post, Bedros!! So very, very true re: the economy!
John Cortese
http://CortesePerformance.com
Vlady @ 10:06 am
good article. one of the benenfits of the economic downturn is being able to get top notch help relatively cheap. I got a great sales girl who was a sales manager at a top firm for much less than it would have cost years earlier. Just got to always look for the positive
David Carter @ 12:59 pm
GREAT STUFF
25,000 for a Disneyland restaraunt membership. I can’t and do believe it all at the same time. I gotta spend more time out of my comfort zone.
Thanks Bedros
Dave
http://WWW.DC-Athlete.com
Matty Holmes @ 9:26 am
Love it bro, always looking for ways to add value to what I do. Actually trying to figure out how to do it now at a low cost way.
Gunnar @ 9:38 am
I gotta agree with this article. I use to charge $300 for 12 session packages. I always heard that another training studio was charging $600 and yet another one was charging $800! I wondered how they were staying in business when I was struggling to get $300!
I think you have to confident in your abilities and know everything you offer backwards and forwards. If you gain that confidence, you can charge what you really believe you are worth. I feel what I offer is worth more then what I have heard others charge, so I have raised my rates to $40/session. The trick is really to be confident in asking that. That is where I truly need work. Any articles on that Bedros?
Awesome stuff Bedros!
Temecula Personal Trainer @ 8:29 pm
You’re right on again Bedros. Great info.