196. How to Sell $10,000+ Offers with Myron Golden

0:00At 16 years old, Myron Golden watched his father do something most people only dream of. He quit his job. It wasn't reckless, it wasn't emotional, it was calculated. The decision to bet on himself to start a business. That moment planted a seed in Myron's mind. Maybe the safe path, the 9 to 5, wasn't the only option. Fast forward to today, Myron has built an 8-figure business, sold$40 ,000 coaching packages, million dollar programs, has over 1.1 million subscribers on YouTube, and taught thousands how to close high ticket sales by focusing on one thing, value over price. But the road wasn't easy.

0:33From garbage collector earning$625 an hour to losing it all to making$6 ,200 in a single week that changed his entire view on money. I'm Ryan Atkinson and you're listening to the Outflip Podcast where we uncover the secrets of building and running successful businesses. Today we're unpacking how you, yes, even a beginner can skip the small game and build real wealth by mastering high ticket sales. I am so excited and so honored to have Myron Gold into the podcast today. So Myron, thank you so, so much for being here. Absolutely my pleasure, bro. Absolutely my pleasure. It's going to be great. And before we dive into real tactical high ticket sales, everyone's interested in sales.

1:07Let's talk about mindset because that's really where it all begins at. Your story is proof on how we think about money and opportunity shapes everything that follows. And you said your first million didn't come until age 45. For those that are just starting, no matter what their age, why is it never too late to succeed? Well, because you're still alive, right? And you don't know how long that's going to last. Yeah. My first million didn't come until I was 45, but that was almost 20 years ago. I mean, think about that. What if I hadn't made my first million when I was 45? That would have been 20 more years, like having to figure some stuff out, how I'm going to pay for stuff.

1:41I like the scripture that says, unto him that is joined to all living, there is hope, and a living dog is better than a dead lion. So if you're still here, you're still useful. Yeah. And sales is a great way to like really build wealth and build, you know, financial freedom in a sense. We're going to talk really deep about that. So stay tuned for that listeners. But let's talk about those early experience of being a garbage collector. I mean, how did that influence the way that you approach like business today? Because 625, I mean, minimum wage has raised, but you know, you're starting at the lowest and now you're at the complete high here.

2:10So I'd love to hear that. So I drove a trash truck. It was my first job as a married man with a wife and a child. I drove a trash truck for$6 and 25 cents an hour. I didn't really collect the garbage. I was more of the guy who emptied the trucks. So I was what they called a shuttle driver. And so other guys would go fill up the trucks in the neighborhoods. And then I would just drive the trucks to the dump and I would take four or five trucks to the dump every day. And then I'd go home, but it was$6 and 25 cents an hour is$9 and 50 cents an hour over time. But while I was driving a truck on my brakes or while I was at the dump, like dumping the truck and waiting in line to get to the landfill, I was reading books like the greatest salesman in the world.

2:47I was reading books by Ogmandino and just learning how to become a better communicator and learning how to make my life better. Because how many spent 20 years of their life figuring something out? They spent two years writing it down in a book and I can spend two hours and learn it. I'm going to make sure I take advantage of that opportunity. That's some of the best leverage that has ever existed. That's what I think is truly the value of books is, as you said, someone can spend two years, they have 20 years of experience and within 200, 300 pages, you like are able to extract all that value.

3:20One point that was interesting to me is you said communication was like really where like you started reading about, learning about. I love to hear why did you start with communication in general there? Well, I've since learned, I didn't know this back then, but I've since learned that the quality of your life is going to be in direct proportion to the quality of your communication. And if you get to the place in your life where you can communicate better, you get to the place in your life where you get to elevate to better places. And what I mean by that is when I say communicate, people think, oh, he's talking about having conversations with people and talking to divine stuff.

3:50That's not what I'm talking about. There's internal communication and there's external communication. The internal communication is the conversations I have with myself. And the better books I read, the better the conversations are I have with me. If I don't improve my conversations with me, how could I possibly hope to improve my conversations with you? So there's internal communication and then there's external communication. I believe that external communication goes in two directions. It goes vertically, the conversation between me and God and God and me. And then it goes horizontally, the communication between me and others and others and me.

4:22And so working on improving all of those makes my life better because words are not just a communication tool. They are also the window through which we see the world. If I don't have a word for a thing, that thing might as well not be a thing. That's so good. I want to talk about the internal communication. So is this like confidence building, like believing you can do something, building wealth, saying you're confident, like when it comes to sales, which we're going to talk about, like, can you hit more on that internal communication piece? It's not as much confidence as it is perspective. So to me, confidence comes from three things.

4:58Confidence comes from competence. I'm good at something, right? Confidence comes from congruency, which means I'm the same on the outside as I am on the inside. I'm not faking it. And then competence comes from character. So because I have competence and because I have congruency and because I have character, I can have confidence because the root word of confidence is confide and confide means to trust. So I trust myself because I have confidence. I know I have congruency. I am who I'm purporting myself to be. And I have character. Like I am doing the right thing every time I do the thing because it's the right thing to do.

5:38Right. So that's competence. But I believe that the internal conversation has more to do with perspective. So I share with people often, if you're going to tell yourself a story about the future, because that's, if you think about it, thinking about the future is really telling yourself stories about the future. Most people just tell themselves disempowering stories. But if you change the story you tell yourself about the future, then it changes how you feel in the present. So anything I tell myself about a future outcome, I made it up. Think about it. If I say, when I'm done here, I'm going to go to the airport and I'm going to get on a plane.

6:12I'm going to fly to New York. Well, I made that up because there's thousands of cars I've got to go past to get to the airport. I don't know that one of them is not going to run into me. I don't know that the truck in front of me is not going to explode, right? I don't know that the plane is not going to crash. But I don't say, I hope when I'm done here on this podcast that I hope that I make it alive to the airport and then get on the plane. And I hope the pilot's not on drugs. And I hope the plane doesn't crash. And the mechanic who put the plane together wasn't on drugs. And I hope that I make it there safe.

6:38I don't name all the potential contingencies. I just say, well, when I leave here today, I'm going to go to the airport and I'm going to get on the plane and I'm going to fly to New York. And then I'm going to come back home tomorrow. Right. And so when it doesn't matter, when it's just like, okay, I'm going to go home now, or I'm just going to go downstairs and get a glass of water. I don't say, I'm going to try to go downstairs and hope that I don't stumble at the top of the stairs and over and to break my neck. I don't, we don't talk like that. But when it matters the most for the things that are the biggest in our life, we always bring up the contingencies.

7:06where I'm going to try to start a business and hope that I get good at it. And maybe I'll be able to find some clients and perhaps. And so what we do is we bring up the contingencies, but all you're doing is making up a weak story for the future. Why not make up a really clear, powerful, successful story for the future? You're making up a story. You're going to make up a story about the future. Anyway, you might as well make up one that empowers you instead of making up one that disempowers you. That's what I mean when I say internal conversation. Does that make sense? Yeah, that makes sense. Well, let's talk about that a little bit more.

7:35Like how do you create that story that empowers you? Because I feel like, you know, putting myself in the shoes of when I was starting my own business, it's like, I don't know what's going to happen here. Like, of course, I'm gonna have like that self doubt of like, am I actually going to get clients? I think that's just natural humans. But how do you like build up a story that empowers people? And we're gonna talk about high ticket sales. So I'd love to hear that, though. So if you think about the fact that all transformation begins with awareness, first and foremost, become aware of the fact that you are telling yourself a story about the future when you think about the future.

8:05So just So if you want to know, well, where'd that come from? Oh, I made it up. Well, it's easier for us to make up negative stories about the future than it is for us to make up positive stories. Because a lot of the positive experiences that we'd like to have, we've never had them. So we don't know what they look like. We don't know what they smell like. We don't know what they feel like. But a lot of the negative experiences that we don't desire, we know what they feel like. We know what they look like. We know what they feel like. And they're not fun. And so it's easier for us to have a frame of reference for negative stories than it is for positive stories for most people.

8:35which is why they go to the default instead of the design. So what we can do is instead of like yielding to the default and taking the past experiences and projecting them on the screen of our future and recreating the past and thinking we're living in the present, why don't we just write a whole new movie and say, Hey, you know what? I'm going to make up a story. I'm going to go to, for instance, I'm getting fitted for new golf clubs on Saturday, right? So I'm going to go to my golf fitting and then I'm playing reunion, the Arnold Palmer course in Orlando. It's going to be great. I'm playing with some of my friends.

9:04Man, I'm just going to light it up with birdies that day. Now, I made that up. I might get a triple bogey on the first hole. But how would that help me right now or then if that's what I'm thinking? It doesn't. If I'm thinking I'm going to light it up with birdies today, at least every time I stand on the tee box, I can expect that I'm going to get a birdie on that hole. Right? So if you tell yourself better stories, I think you'll be shocked. I think the average person listening is if you start telling yourself better stories and asking yourself better questions, I think you'll be blown away by how much better the quality of your life gets.

9:35Because somehow or another, we turn our lives into these self-fulfilling prophecies. It's all about the mindset there, because that's just how you approach your day-to-day. If you walk outside saying, I'm going to have a great day, your actions leading to that are going to be a great day. If you walk outside saying, I'm going to have the worst day of my life, you're probably going to have those actions that probably lead to one of the worst days of your life there. Most people spend months, sometimes years, just thinking about starting a business. But what if you could do it in just 10 days? That's exactly what the 10-day business launch plan is designed for.

10:06It's a step-by-step roadmap that takes you from idea to real operational business in just 10 days. Click the link in the description below and get ready with your business. So let's talk a little bit more about high-ticket sales and, you know, building that story. And actually, you have the story, but let's actually talk about high-ticket sales here. So let's start simple. How do you define like a high-ticket offer? Let's just baseline this for all the listeners right now. Well, I think the first way I define a high ticket offer is by the phrase that I came up to replace the term high ticket offer.

10:34And that is a premium value offer. See, when I think about a high ticket offer, I think about a premium value offer. I think about it as a premium value offer. Why? Because high ticket is what I get, but premium value is what the client gets. So if I'm thinking about the client, when I'm making the offer, they can feel that. If I'm thinking about me, they can feel that. I want them to feel me thinking about them. And so I designed my offer from the client experience that they desire to have backwards. Okay. What's the outcome they desire to have? Okay. What's the payoff they desire to have? Okay.

11:10Got it. What's the transformation? Got it. Okay. Then I'm going to backwards extrapolate whatever it needs to be put into that. I'm going to reverse engineer that outcome to figure out exactly what should go in it. And then I'm going to make that offer. So what is a premium value offer? It's an offer that brings a premium amount of value to the client that I'm selling it to. How much is it? It just, it literally depends. It could be as low as$5 ,000. It could be as high as a million or$10 million. Now I've never closed a$10 million offer, but I've closed quite a few million dollar offers. And like my lowest premium value offer is$27 ,000.

11:46We go from a$20 book, a$30 book, to a$100 challenge ticket, to a$297 challenge ticket, to people who want to ask me questions on a challenge,$797 challenge ticket. And then we go to everything after that's$27 ,000, and then$55 ,000, then$375 ,000, and then a million. in. So now when I'm thinking about those offers, I'm thinking about them. Even the price point was reverse engineered from the Apple. I want to ask about this in like tactical. And can you give us an example of like building that backward? Let's just say you have, let's just say a$10 ,000 offer. I just think of listeners and what they may be selling.

12:25Of course, some people are going to be much higher, but let's talk about this backwards. So we have a$10 ,000 offer. How do you kind of reverse engineer that to like lay the perception of being in the customer's shoes and giving them the value that they actually want for this premium value? So depending on what arena, I teach business owners how to scale. So if I want to sell an offer for$10 ,000, the first question I'm going to ask myself is, what would be a$100 ,000 result I can get for this person? What would I have to do to create$100 ,000 worth of value for them so that their payoff for saying yes to this offer is$100 ,000, or I'm either going to make them$100 ,000, I'm going to save them a hundred grand in the next 12 months?

13:03That's the question I ask myself. And if I can make them a hundred grand or save them a hundred grand, then I feel really good charging them 10 ,000. Why? Because nobody wants to buy something that's worth the money. People only want to buy things that are worth more than the money. So Ryan, if I said to you, tell you what, you give me a dollar and I'll give you a dollar. Well, that's, that's nothing, right? Like how much do you have before the deal? How much do you have after a dollar? How much do I have before the deal? How much do I have after? A dollar. What if we do it a hundred times in a day?

13:33What if we do it a thousand times in a day? You give me a dollar, I give you a dollar. At the end of the day, how much can we both have? A dollar. A dollar. It didn't change either one of our lives. But if I said to you, Ryan, tell you what, you give me a dollar, I'll give you$10. Is that a good deal for you? I would say yes in a heartbeat. In a heartbeat. How many times will you do that deal with me? You give me a dollar, I give you 10. Infinity times. Infinity times. That's the point. Now, why are you saying that? Well, you're saying that because the payoff is 10 times greater than the payout.

14:05So that's how I figured it out. So what do I have to do to get a client$100 ,000? Well, maybe they're doing$100 ,000 a year right now, and maybe they're just generating 100 leads a month and they're converting 10 % of those leads on a$1 ,000 offer. So they're making$10 ,000 a month, which is$120 ,000 a year. Okay. So if I can just help them double their leads, that's worth$10 ,000. I can show, if I just help them get twice as many leads, it's worth$10 ,000. Or if I teach them how to sell better, so that instead of converting 10%, they convert 20%. That also doubled their business. But if I do both, it quadrupled their business.

14:42Obviously, that makes sense one-on-one here. But clients are always like, or prospects are always just like, okay, well, do I actually trust this guy? How do I know this is actually going to work? How do you build that value in that social proof? Is it client results? How do you really hit home? You spend$10 ,000 with me, you're going to get$100 ,000 back. That part's easy for me because of my focus in business is not making money. My focus in business is proving to people that I can help them by actually helping them. What does that mean? So as you know, I have a YouTube channel. I have 1.1 million subscribers on my main YouTube channel.

15:20And then I have a Bible study channel that'll break through 100 ,000 subscribers next month. Okay. So Daniel Priestley, you probably know who Daniel is, but Daniel Priestley, the author, a key person of influence and oversubscribed. I saw him on a YouTube video one time. He said, there's a researcher, Robin Dunbar, who came up with this discovery called Dunbar's Numbers that it's called 7-11-4. And so people need to spend seven hours with you over 11 different interactions on at least four platforms before they feel like they know you, genuinely like you, and believe they can trust you. Well, the average person who comes to one of my funnels where I have something for sale, I've already helped them with my community service content on YouTube or on Instagram or on Facebook or on LinkedIn or on X or on TikTok.

16:12So they're like, man, the biggest question I get is not, can this person really help me? The biggest question I get literally almost every week on my YouTube video, somebody says, how can this dude give us this much good information for free? Well, it's not free. You had to pay for it with your attention. And so what I do is I create what I call community service content because everybody doesn't have$40 ,000 an hour to pay me. And everybody doesn't have a million dollars to pay me for my coaching program or 375 ,000 to pay me for a VIP day. So guess what? I create community service content for people who don't have that kind of money.

16:42Some people don't even have enough money to buy my$20 book. Great. Go watch my YouTube video. Any one of 700 and plus. So now by the time somebody even finds out what I have for sale, they've already watched me for hours. So that's how I've already overcome that by the time they even know I have an offer. Oh, really, really interesting there. I feel like just comprehending there, it sounds like a lot of content, like getting yourself out there and trying to honestly offer a bunch of free content, but also just get in front of the eyes of people to build up that trust. Is that kind of like the key there then?

17:09It is. I just don't like the word free content because that's a mismatch to my brand. It's not free. They have to pay for it. They just pay what their attention. Right. I love it. So that's why I call it community service content. It's the content that I create that serves my community without them having to pay me money. But it's not free. That's a really good perception, like kind of framing there as well. So if someone is building like their first high ticket offer, then like where would you advise them to start? Is it with content? I would advise them to start with finding a big pool of people that have a huge problem and then pockets deep enough to pay to solve that problem.

17:45You want to get rich? Sell to people who have money and big problems. Getting rich is easy if you can sell to people with big problems and big deep pockets. It's just big pool of people, big problem, deep pockets. That's it. That's where you start. What's that? That's all you need. I would ask, like, so what are some of those industries? Because people are going to be like, okay, Myron, like, I hear that. I understand that. But like, where the heck? Like, what industry is that? Who has the deep pockets? Like, I'm a beginner here. Let's take somebody who people think are rich. People think lawyers are rich, right?

18:12Because they charge$700 an hour for billable hour,$400 an hour. Like, I don't even want to have a conversation with you for five minutes to talk about$500 an hour. So lawyers, guess what? You have to go to undergraduate school for four years before you can become a lawyer. Then you have to go to law school for three years. Then you have to pass the bar exam. And in all of that training, guess what? They did not teach you how to get a client. They did not teach you one thing about how to get a client. And lawyers don't realize it, but lawyers are in sales. They're selling people on the idea that they're the best lawyer, the one they should pick to do their legal services.

18:44Same thing is true about doctors. It doesn't matter. You go to school to learn how to do any type of business, whatever, whatever. The thing they don't teach you how to do is get clients. So cosmetic surgeons, cosmetic dentists, the list goes on and on and on. Real estate agents. Real estate agents don't know how to sell houses. They get a license. They study to learn how to pass a real estate exam. Don't learn how to sell houses. The average real estate agent doesn't even know whether they make most of their money off of getting listings or most of their money off of, like, I mean, actual money.

19:14I know they make more money if they list more houses, but they don't know when their income, whether most of their revenue is coming from listing houses or selling other people's listings. They don't even know. Business owners are clueless about where their business comes from. So what business is that? All of them. Coaches? Coaches are not a coach. They don't know how to sell. Authors? They don't know how to write books. They don't know how to sell books. Like, all of these people have big problems. And many of them have deep pockets. I love that. Would getting them leads then and like learning sales and like how to get a lawyer, five new clients, that's really like what it sounds like a real ballpark item for people to offer.

19:49And then they're offering the premium price then. 100%. There was a gentleman here in my studio this morning for our YouTube live and he creates videos for clients. And I think he said his top package is 20 videos for$32 ,000 for businesses. Like that's really simple. I'm going to create you 20 pieces of content for$32 ,000. Cool. Sounds like you got it figured out, bro. I want to ask about transparency and pricing then. Because obviously, you know, these aren't, I'm not buying a t-shirt off Amazon here for 20 bucks where I'll just buy it within an instance. I mean, we're talking, I mean, you said 10 ,000, 55 ,000,$200 ,000 million deals here.

20:26I mean, talks about like the sales process. Obviously, all those are different processes in itself then. How do you really get that right to build that value, the storytelling, love to heal up? Have you ever gone to the mall around Christmas time when people are Christmas shopping? It's hectic. Yeah, it's nuts. I don't like to, but I will. Right. Have you ever noticed that the only stores that have lines out the door and around the corner are Louis Vuitton and Coach and all these high-end stores? They're the ones with the lines. Lines out the door. How's that possible? Like everybody else just has people trickling in and out, but these guys have people lined up.

20:59I'll just stand here and wait for an hour so I can get in Louis Vuitton and pay$800 or $1 ,200 for some sneakers. Why? Well, because price contributes to perceived value. So it's easier to close premium value offers than it is to close core product offers because premium value buyers know what they want. Like when I bought my Rolls Royce, nobody had to talk me into that. I already knew I wanted a Rolls Royce. I just had to figure out which one I wanted. Does that make sense? So premium value buyers are not price shopping. They're looking for what they're looking for. and they're looking to do it in the least amount of time possible with the least amount of hassle.

21:34Easiest people in the world to sell to. Just from my own sales experience here, I feel like honestly, the hardest products to sell is like when you're like middle of the pack price because either you're like the cheapest option where people are like, well, whatever, like I kind of know what to expect. You're the premium quality as you're talking about here. Like I know this is going to be good. This is a premium price. I know what I'm going to get. It's that middle of the pack pricing where people are always like, eh, I don't really know. Like I could go cheaper. Because they're making, they're basing their prices off analogy instead of first principles.