Aaron Walker founded View From the Top to help men live a life of significance. In this episode, we discuss his journey from the pawn business to coaching men. In the first one, we explore being the right fit for the customer. During the second segment, Aaron describes selling and pricing in the pawn business. In the third segment, Aaron explains what significance is and why it matters.
Are You the Right Fit?
What is the most important thing you can share about pricing?
Be fair to the customer. You can shear a sheep often, but you can only skin it once. It is taking a long-term perspective.
How do you determine the endresult the customer is seeking?
The worst mistake a salesperson can make is waiting for his turn to talk. Instead, spend your time listening to the customer. Be more interested the customer's need than making the sale.
What is a recent story where you told a customer, “We are not a good fit”?
Aaron recently said “no” to a coaching customer who wanted to rise within the corporate ranks. He knew the customer's need/goal was not something with which he could help.
Selling in the Pawn Business
What did you learn about pricing from the pawn business?
- Pawn shops make their money off the loans, not merchandise sales.
- If the price does not match the value, it will be harder to make the sale.
How do you handle an opportunity when you really need the sale?
You will make the most of the sales by focusing on the needs of the customer. You have to remove the pressure of making the sale. If the customer senses the tension, it will repel him rather than attract him.
What was it like selling to Dave Ramsey listeners at the pawn shop?
They expected a deal because Aaron's shop was an advertiser on Dave's radio show. Dave offered Aaron a free week of advertising the first time they met. Aaron has been a paid advertiser for 21 straight years.
A Life of Significance
What is the value of a mastermind group to a business owner?
The group provides accountability, encouragement, resources, ideas, and perspective. The collective IQ of the group increases dramatically because “There is wisdom in the counsel of the multitude.” A decision made by the group is wise because the members are trusted and objective.
When serving the customer, how can you make sure you are “walking the walk”?
Develop the mindset of a giver, not a taker. For example, write an endorsement or video testimonial for someone who deserves it, without them asking for it. Also, look for the opportunity to serve someone who cannot pay you back.
What does it mean to live a life of significance?
Money is important to your success. However, it is not the most important thing. Having the ability to set your own schedule as an entrepreneur is also important. Relationships with your family and peers are the most important factor to your success.
Significance is helping those who cannot help you. Spend 30% of your time doing things for other people.
About Aaron Walker