Special Ops Podcast Episode Summary

Title: How Risk Reversal Can Boost Your Sales Success with Jason Fladlien
Release Date: December 31, 2024
Hosts: Emma Rainville & Travis Gomez
Guest: Jason Fladlien

Introduction to Risk Reversal

In this insightful episode of Special Ops, hosts Emma Rainville and Travis Gomez delve into the powerful marketing strategy of Risk Reversal with renowned entrepreneur and webinar expert, Jason Fladlien. Recorded live at the Driven Mastermind in Mexico, this episode marks the beginning of their new series, the "Driven Diaries." Jason shares his extensive experience in crafting offers that significantly reduce customer risk, thereby boosting sales and enhancing customer trust.

Understanding Risk Reversal

Jason Fladlien begins by clarifying the concept of Risk Reversal, emphasizing that it intertwines operations and sales seamlessly. He asserts, "If you can't fulfill upon it, you should not sell it" (00:46). According to Jason, many marketers overlook the importance of addressing risks beyond just the financial aspect. He categorizes risks into three main types:

1. Money Risk: The fear of losing money on a purchase. While important, Jason notes, "Money is the least important" (02:30), as it's easily replaceable.
2. Time Risk: Concerns about the time investment required to implement a product. For instance, spending extensive hours on a $1 product versus minimal time on a high-value product with guaranteed results.
3. Energy Risk: The most critical risk, involving the emotional and psychological investment. Questions like "What if this doesn't work?" or "Am I a quitter?" fall under this category.

By addressing these risks, especially the energy risk, businesses can create compelling offers that resonate deeper with customers.

Strategies for Implementing Risk Reversal

Jason outlines actionable strategies to integrate Risk Reversal into business operations:

• Minimizing Risks: Rather than promising all possible benefits, Jason suggests capping the upside to ensure high probability of delivering the stated results. He explains, "We can take away so much of the upside, but we remove even more of the downside and we sell more" (02:45).

• Conditional Coaching: To provide high-value coaching without compromising profit margins, Jason introduces the concept of conditional coaching. For example, offering six coaching sessions valued at $1,800 with a $500 product by setting conditions that encourage client commitment. "It's a killer offer right now. If they fulfilled on all of those coaching sessions, I would go broke. So I say, how do I create conditions that they meet?" (04:19).

• Operational Support: Emphasizing the need for strong operational frameworks, Jason highlights the importance of ensuring that promises made during sales are effectively fulfilled. This includes tracking client progress, providing timely support, and maintaining high-quality coaching standards.

Creating and Scaling Offers

Transitioning to the creation of offers, Jason shares his evolved approach:

1. Start with the Ultimate Offer: "If I had a magic wand and I could give anything to the client... what would that be?" (09:14). This involves envisioning the most comprehensive and valuable offer without considering constraints.

2. Scale Down to Reality: Recognizing the impracticality of the ultimate offer, Jason advises trimming it down to what can be realistically delivered. This iterative process ensures that each version of the offer remains compelling yet feasible.

3. Path of Ascension: By designing offers that can evolve, businesses can continuously add value over time. Jason cites Amazon Prime as a prime example, starting with free two-day shipping and expanding to include video streaming and other services, thereby increasing the overall value and customer retention.

"Most people start in reality and then at best they push it a little up. But we start way out of reality and then when we bring it down, we get better" (10:00).

The Importance of Long-Term Strategy and Partnerships

Jason emphasizes the necessity of long-term planning and strategic partnerships in sustaining and scaling business growth. He discusses how operational excellence and marketing prowess must work hand-in-hand to create offers that stand the test of time.

"You need a good operational person to have your back and keep you accountable... even when you don't like it" (08:21). This collaboration ensures that businesses not only attract customers but also deliver exceptional value consistently.

Additionally, Jason explains his business model of partnering with exceptional brands to implement Risk Reversal strategies, allowing him to influence multiple businesses simultaneously without overextending himself.

Conclusion and Key Takeaways

The episode wraps up with heartfelt appreciation from Travis towards Jason, highlighting the invaluable insights shared. Jason reiterates the essence of Risk Reversal in building offers that minimize customer risk and maximize trust and sales success.

Key Takeaways:

• Address All Types of Risks: Beyond financial concerns, focus on time and energy risks to create more compelling offers.
• Operational Excellence: Ensure that promises made during sales are reliably fulfilled to maintain customer trust.
• Conditional Offers: Implement strategies like conditional coaching to provide high value without jeopardizing profit margins.
• Iterative Offer Development: Start with ambitious offers and scale them down to practical and deliverable versions.
• Strategic Partnerships: Collaborate with like-minded brands to expand influence and implement Risk Reversal effectively.

For a deeper dive into Risk Reversal and to access a free downloadable playbook, visit Special Ops Podcast.

Notable Quotes:

• "If you can't fulfill upon it, you should not sell it." — Jason Fladlien (00:46)
• "Money is the least important." — Jason Fladlien (02:30)
• "We can take away so much of the upside, but we remove even more of the downside and we sell more." — Jason Fladlien (02:45)
• "If I had a magic wand and I could give anything to the client... what would that be?" — Jason Fladlien (09:14)
• "You need a good operational person to have your back and keep you accountable... even when you don't like it." — Jason Fladlien (08:21)

Listen to the full episode on Apple Podcasts, Spotify, or YouTube to elevate your business strategies with actionable insights from industry experts.