Course curriculum

  • 1

    Chapter 1 - Introduction to "It's Better to be Different"

    • Welcome

    • Lesson 1.1: Customers don’t decide to buy base on price alone

    • Lesson 1.2: Different bag of apples = a big bag of money

    • Lesson 1.3 Barriers to business growth exist inside the people within the small business

    • Chapter 1 Self Assessment Questions

  • 2

    Chapter 2 - Concepts - Products and Services (Your Offer)

    • Lesson 2.0: Introduction

    • Lesson 2.1: The Concepts - Products & Services

    • Exercise: Features and Benefits Worksheet

    • Trigger List: Possible Features of Your Offer

  • 3

    Chapter 3 - Concepts - Customer Segments

    • Lesson 3.0: Introduction

    • Lesson 3.1: Customer Segments

    • 3.2: Bonus (The $100 Test)

    • Exercise: Customer Personas

  • 4

    Chapter 4 - Understand Behavior Change - Employees (Rally the Team)

    • Lesson 4: Employee Behavior Change

    • Exercise: Opportunity Tracker

  • 5

    Chapter 5 - Changing Customer Behaviors

    • Lesson 5: Changing Customer Behaviors

  • 6

    Chapter 6 - Test and Focus

    • Lesson 6.1: Testing

    • Lesson 6.2: Focus

    • Exercise: 6 Questions

  • 7

    Chapter 7 - Actions - Experiments to Consider

    • Experiment 1: Dysfunctional Discount Policy

    • Experiment 2: Test Price Increases

    • Experiment 3: Conduct Product Knowledge Sales Training

    • Experiment 4: Script the Top 3 Objections to Your Offers

    • Experiment 5: Learn to Say “NO” to the Wrong Customers

    • Experiment 6: What is the Price for a ?

    • Experiment 7: Positioning Your Guarantee

    • Experiment 8: Tweaking Your Quotes

    • Experiment 9: Professionalize Your Quotes

    • Experiment 10: Professionalize the Little Things

    • Experiment 11: Conversion Ratio Data Analysis

    • Experiment 12: Good, Better, Best Pricing

    • Thank You!