How to Sell a Dog for $150,000

If I asked 100 people if there was a family pet market for dogs that cost $150,000 I bet 98 of them would say, “No way”.

Military dogs maybe. Or perhaps if you’re a celebrity who needs an extra layer of home security.

But a family pet? I think not.

Yet that is exactly what Kim Greene from Livingston, Montana is doing - and in today’s letter, I’ll explain how.

Selling to the Affluent

The first thing you need to know about selling is that there are only two reasons we buy anything.

1. Identity Reinforcement
2. Transformation

Identity-reinforcing purchases signal to others who you are and what you want known about you.

It can be something expensive like a luxury watch or something as cheap as a “Let’s Go Brandon” t-shirt.

They both reinforce what you want known about you, or what you believe to be true about yourself.

Transformation purchases are things that solve a specific pain or problem.

• From Fat to Fit
• From Broke to Wealthy
• From Unfulfilled to Fulfilled

In every industry, there is a segment of the population who will spend 5x, 10x, even 100x more than anyone else.

I call them “Premium Clients”

Yet most people have no clue why premium clients purchase. They think it’s all about status and vanity. But that’s only a small part of it.

What separates a premium offer that attracts premium clients from everything else has to do with four factors:

Reputation

What is known/being said about you by others is a critical part of selling to premium clients. You can have the best product or service in the world but without a reputation to match you’ll lose out to someone who has both.

Size of the Problem Being Solved

If you solve beginner-level problems you won’t attract premium clients. Premium clients are sophisticated. They tend to have long-standing problems that cost them a lot of time and money.

The Speed at Which You Can Solve The Problem

Premium clients don’t value 8-module courses or bi-weekly coaching calls that eat up space on their calendar.

They pay a premium to go fast.

Innovation/Unique Mechanism

Most of all, premium clients want to see something new and different. As I said earlier, premium clients have expensive, long-standing problems.

They’ve already tried a variety of solutions without success. They may even feel like there is no solution.

So your offer must contain something new and different.

That’s how Kim Greene sells $150,000 dogs to housewives and surgeons.

She breeds a proprietary mix of Dutch Shepard, German Shepard, and Belgian Malinois. (Innovation)

She then puts each dog through a rigorous three-year training regimen. (Unique Mechanism)

The result is a dog that has the temperament of a house pet but the discipline and skill of a Navy Seal.

Each dog is matched with an owner based on its personality and the needs of the owner. (Unique Mechanism)

It’s custom-tailored solution for an affluent buyer who values quality over price.

There is a client like that in your market as well.

If you’re running a small solo business it’s essential you have the tools necessary to attract these clients…

And the product or service that fits their needs.

I help coaches consultants and experts re-engineer their current product line into a premium product so they can attract and convert premium clients who are willing to pay thousands for their knowledge and advice.

If you’d like to work with me just reply to this email and I’ll send you some information.

No sales pitch. No harassing follow-up emails. Just a simple Google doc that explains the process and what it will do for your business.

Have a great week!

Jason