Transcription
This is me heading in store to buy a $1.1 million bed. This is the one that Drake got, right? Well, he designed it. Oh, really? Am I allowed to lie on that or not?
In this video, I'll be investigating the tactics that Hästens uses to convince billionaires, royals, and rappers that paying the price of a Lamborghini for a mattress is somehow rational. Yeah, I definitely like it extra firm. What I uncovered was the most surgical use of storytelling that I have ever seen. And I'll reveal to you step-by-step how you can apply these tactics to grow any business.
I entered the Hästens store and was immediately approached by one of their sleep specialist. Good morning. How are you doing? How are you? And there it was, the grand Vividus. This bed cost an insane $1.1 million, and it was even co-designed by Drake himself. Most businesses spend their entire lives trying to convince prospects that their product is good. But Hästens realized a long time ago that if your product is actually good, then you don't need to convince anybody of anything. Why everyone here has it. I have. My cousin has one. Your cousin? Which one? Yeah. What sort of bed does he have? Yeah, I think he just has the entry-level one. He doesn't have the He's got that one, okay.
She starts taking me around, and I ask her, "Hey, can I lie down on it?" And she says, Of course you can lie down on it. So, within the first 90 seconds, I was already horizontal, lying down on their entry-level bed. Because they know that the moment that you lie down on this thing, it is already justifying the insane price tag that they're about to drop on me. And then from the moment that I lied down, she was already started her diagnosis. So, they come in four different tensions. Yeah. Feels very comfortable. An extra firm. This has been quite popular, actually. Yeah. This is in a firm.
She then walks me over to another bed, and she said, "This one has the perfect tension that you're after." In her own words, she said, Once they try sleeping on one of these beds, that's it. Yeah, there's no going back. And this This just one of the sneaky ways that Hästens make their customers want to buy their beds without even realizing it. Because the trial in this instance, it's not like a stepping stone to the close. The trial in itself is the close. Once you lay in this thing, you have experienced it. So, what you want to do is you want to engineer the highest quality, highest fidelity free trial or experience of your product. Think about what would I need to do to get this in the hands or have my prospects experience it. And how do I make that as immersive as possible that just going through that process, they will be so blown away and so wowed that I don't need to try and push the sale on them. I have never felt anything like this before.
You can do this in the form of a free console. If you offer a service, you can literally get a prospect into your office or on a Zoom call and run them through exactly what it would be like to be a client. And that's exactly what I did in my own agency that generated my clients over $7.8 billion in sales and landed me a seat on Shark Tank. And if your product is so good and more importantly the trial experience is so good, then that whole process will close eight out of 10 buyers without you having to close hard. And that is tactic number one, the free trial.
So, after trialing a few beds, I walked by the Grand Vividus in the showroom. This thing is ridiculous. It's all black. Not only that, but it has a black velvet rope all around it. And then as soon as I see the bed, I ask her Am I allowed to lie on that? I'm not? Yeah, no. I'll get you to Most businesses spend years trying to build credibility from scratch. Where Hästens, they didn't build anything. They borrowed it once. In 1952, King Gustav the VI Adolf of Sweden appoints Hästens as an official purveyor to the royal court. They borrowed it from an institution that already had it, and they have been using it for the last seven decades.
So, here's how you can apply this to your own business. First, I know maybe you don't have access to the Swedish royal family or Drake. If you're just getting started and you don't have a lot of credibility, I would strongly suggest that you partner with an authority figure. Think about who is an expert in your niche that already has a captive audience. Not only do they have a captive audience, but there is depth and trust within that audience. Think about Andrew Huberman with AG1 or Joe Rogan with Alpha Brain. You want to basically think of who is somebody that already has an audience that is ravenous for what it is that I sell, and then I can partner with them and just explode my credibility. Because the reality of it is that buyers, they don't have the time to just take your word and trust that your thing is actually good. No, no, no, no. You need to basically create an environment where that credibility is already implied, and it does a lot of the selling for you. And that is tactic number two, borrow authority.
Mid-conversation with the sleep specialist, she then drops another one on me. She tells me Was that a conference like Sheeran one of the pop stars? He's got one of these beds. He takes his bed Where does he take Oh, wherever he could. He just goes straight home after the concert because he couldn't That's how much he loves the bed. She didn't name that celebrity, but she didn't need to because that story in itself is proof. They are literally justifying the outrageous price tag they're about to drop on you. So, that as you're listening to the story, you're nodding your head, you're nodding along. That when they do reveal the price, That's $300,000 as opposed to $200,000. it's not like a big shock. It is expected.
All righty, so a good in-store experience is one thing. But what I'm about to show you is literally one of the best video sales letters that I have ever seen. This is how you sell a 1.1 million dollar bed. Let's watch this thing. You spend 25 years of your life sleeping, a third of your time here on Earth. Immediately, homeboy comes out of the gate. That is the way that you justify. You justify it by the sheer amount of time that you're going to be sleeping. Your sleep affects your immune system. Even your aging process slows down. Cuz these guys, they are climbing every single rung of the ladder, and they are hitting every single psychological trigger to make their customer buy. And they know who their avatar is. They know these people are going to be older, wealthier people. It is an anti-aging device.
Now, after building up all of this tension and the value with it, they come out with what I call a damaging emission. Of course, we can't promise that you will sleep better in a Hästens. We can't guarantee that you're going to sleep better. Of course not. But we have done everything to ensure that you will. And this is beautiful because first, you mention the limitation. These guys know that they can't guarantee better sleep in it. But we have done everything that we possibly can to ensure that it happens. If we thought that that wasn't enough, You probably pay more for parking your car than for sleeping well. He goes the extra mile right now. And that one universally understood like pricing anchor, that completely changes the justification on price. And to say that most people will spend more money on parking their car than sleeping well, that slaps. Only at three-quarters of the way through the ad do they even mention price. The Hästens can't be a cheap bed to buy. But since you can count on it enhancing your sleep for 25 years, it's a bargain. And then, like an absolute masterful salesperson, he does the pull-away sale. How much is great sleep worth? And the reason that this is so powerful is that when you wrap all of these things up, you are elevating this and you are start attaching your product to the actual desired end outcome of what they truly is that they want. They want very deep sleep. They want restorative sleep. They want anti-aging. If you're going to be spending 1/3 of your life in a bed, then it better be comfortable and they're attacking all of these different angles on here rather than just being a merchant who sells beds. This is the entire Hästens playbook. A great story makes the buyer want to believe you, but the moment that you can visually show them how the actual product works is the moment that the price tag stops mattering.
The sleep specialist then walks me over to the back of the showroom and on it is framed pictures of the entire company's history, all the founders, the whole lineage of the family. The story was immaculate. So, this is the inside. That is So, you can see Do you have a full service? There's no way to pull rubber up. fine. So, what you see in your layers of wool, cotton, horse hair. The horse hair is not naturally curly, it's stained to create that curly hair. That actually raises a lot And this single experience of seeing this, it does more than any piece of powerful copy ever could. That's a part that most prospects never ever get to see. It's all crafting a home. Show the hours and hours of work that all the architects will sit down, the rigorous amount of planning and thinking of the block and thinking of all the considerations that go into actually designing a home. That is true for any business. In my own business, in order for us to craft a sales funnel for somebody, we have to do an enormous amount of research. So, we showcase that. We go to Reddit forums. We read your reviews, we read all of your competitors reviews. We get all of this raw materials to find out what is keeping your prospect up tossing and turning at 3:00 a.m. unable to sleep. That is completely different than telling people we build landing pages. And this is what I call showmanship, and I believe that this is one of the most underutilized strategies that any business can apply to dramatically explode their sales.
But showmanship might get you the first sale, but what Hastens does next, even how outrageously priced their beds are, they're still going to use this next tactic to form a 25-year relationship with the buyer. I walk into the store, I go try their entry-level packages, and the first thing that she says to me is Not even flinching. Like where she dropped $200,000 on the bed, it was like spending $4 for some milk. And by having this such masterful price ladder, immediately once I start seeing $200,000, and I'm lying on the bed, it's firm, it's comfortable, I am price anchored. The $38,000 one, that started to look like chump change. It felt like I was getting an absolute deal. You're actually using price as the positioning. It is a tactic in itself to get you to buy. And the thing is, you would think that at 200k, that's all-inclusive. But no, no, no, then there is add-ons. You can add more material to the topper, then you've got the different sizes, and the price all-in came to $250,000. And they never negotiate or argue the price down, they just build the value up. She then drops a line that does more for justifying the price than any spec ever could. Seriously? You're looking now at a multi-generational asset that you're investing in for your grandchildren. So what you want to do with your prices is to own them. Once you drop your price, do not try and immediately justify that price. All the justification of your price point should be done pre you dropping the price. But, the whole thing is you want to have all these other elements that come into play before you drop it, so that you're not immediately rushing to defend it. And that is tactic number five. Price is the positioning.
And so, regardless if you're selling a physical product or a service, and heck, a $1.1 million bed or not, you can apply these strategies to your own business to explode your sales. And if you liked this video, you're going to absolutely love this one that I did on Rolex. Like, subscribe, and I'll see you in the next one. It's themed to create that truly. Huh?