Guitar plugged and 30 seconds later…
‘ll give you what you want. But I’m keeping this thing.”
Would you pay $2 million for a guitar that was previously re-sold for 150 bucks?
Meet Greeny. And his owner: Kirk Hammett (from Metallica).
He didn’t buy a 2-million dollar guitar, he bought the unique sound he could make (that this Les Paul —in a specific setting— sounded like a Fender, when they’re not supposed to sound like that… like, EVER)
His band mates played it before him and they didn’t find it good enough to pay $2M for it. “The price was exorbitant“ said James Hetfield.
Kirk played it 30 seconds and said: “You’re not getting this one back!“.
Here’s the thing
They all have the same background, same profession, same vertical (music), same money (roughly), same acquisition power BUT the first 2 saw the price. The last one, the sound and what HE could make with it. And that’s way more than $2MM —to him.
So he paid it.
It’s the same when you’re approaching new clients (and if you’re into creating hundreds of “personas”). They could have similarities, but if they’re not facing the same thing they value, the thing that makes them tick and how you can help them, your price will be “exorbitant”.
Focus on the ones who’ll say
“You’re not getting away. I’ll give you what you want. But I’m keeping with YOU.“
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