The Skincare Millionaire

Dear Millionaire Seminar Participator,

Millionaires maximize on all 5 realities

Back to the additional 4 realities (in addition to the reality NETTO). Here again are the 4 additional realities, but, this time in detail with some brief explanations. Please note- understanding this issue of the 5 different realities that people spend their lives in, is the number 1 key to understanding your business namely why people do things (buy things) and how you can maximize your business opportunities by understanding what motivates consumers and how they see things (from the specific reality where they find themselves at a specific moment).

Combining your understanding of those 5 realities, gives you access to maximizing your use of “core“& “off core” benefits that you should “build” into your sales propositions.
The additional unrealistic (personal) realities:

2- Common and Mutual Adjusted reality (common from the meaning of community or mutual) – Culture, Religion, Nationality, Ethnic group, Holy places, Holy people, Ceremonies, Kings, Celebrities. Being born into a certain reality, starting with a culture and religion, we give special meaning to people (holy people, priests etc...), or holy places (locations), Flags and symbols or to special ceremonies. The question is? Are all of those issues factually true or 100% realistic? The “real” (reality) answer is NO. It is all an “enriched reality” that we were born into and giving those above mentioned issues a specific meaning supports our “enriched reality” that we share with the people and cultures we live in.

Platinum –Gold, Diamonds, Fashion, Trends (spirituality), (Bionome): We are prepared to pay a fortune for gold and diamonds, or for buying a certain fashion Brand or the current fashion colour and gladly follow various trends i.e. spirituality that aren’t really important on their own, but, become real to us in view of their importance to the society we live in and the “common reality” that we share.
By giving a special meaning to those above mentioned things we consider that we are doing the “right thing” and its the way we support out “mutual reality”
Why do I say “our”, because, 10 km away from where we live (or less) it may well be that all or some of those things have a totally different value(meaning) seeing that the people that live 10km away live in their own different “mutual reality”.
Rivals - For example- if I would be born as a North Korean, I would “live in a reality” that a South Korean is my biggest “rival”, but, if I actually stepped out of “my personal adjusted reality” and travelled to South Korea and met the people on the street, I may find out that they aren’t my rivals at all. I might even find that the South Koreans are extremely nice people.
Political party - Belonging to political party, a movement or a specific organisation, sharing mutual friends and even belonging to a family automatically makes us “share a common reality” where we share the same beliefs and react similarly to various situations.
Being in this situation also dictates what is: “the right thing to do”. We even tend to share the same Humour (British Humour) and we may find specific situations funny but they are not necessarily funny to other people.
Again, the question I pose is “is all what happens absolute and real?” The answer is NO; it is just a common and enriched reality that we share with our society and “our groups”.

Why understanding the “enriched common adjusted reality” is so important? If you target various consumer groups that have a mutual reality that you can identify, you can adjust your sales arguments in order to meet those consumer groups exactly in the reality that they share. For example-If I target “animal protection organisation” members, knowing that they share a mutual reality that says that using products that contain ingredients of animal origin, or products tested on animals is a BIG NO. I would logically incorporate these animal right issues in the process of selling Dr. Baumann products to those people. They must be made to understand that by buying the Dr.Baumann products these become a “factual” part of their instruments to continue to live in their reality as animal savers. Or, if I approach the nearby gym members that share a reality of “health and fitness”, my arguments to gain this group as my customers will be that A- buying Dr.Baumann products “factually” supports their health. B- Using the Liposome’s is a healthy nutrition that will keep their skin fit.
3- Personal (private) reality
This reality has to do with how we decode situations and the behaviour of others to situations that happen to us (during each day). We tend to explain the “reality” of things that happen and give them a personal meaning that often isn’t realistic at all or doesn’t represent the (reality)truth. Therefore we call it “personal reality”. The same goes for having personal superstitious. We have our own superstitions knowing that it hasn’t necessarily got any logical base in the “Reality NETTO”. For example- we tend and want to give someone a positive feedback, but, the other side perceives it incorrectly…….., why? Because the other side has its own “personal reality” that is different to our “personal reality”. We are good at noticing this situation of “personal reality” in others but we should stop and honestly look into ourselves and see how much and how often we are affected from this situation (personal reality).

In most cases we “organize” the things that happen to us in a way that explains things and makes us feel good. But, sometimes, we can do exactly the opposite and live a “hell” which isn’t realistic at all and is a direct result of how we see things in our “personal reality”
Why is understanding this “personal reality” important? Because, knowing that what you see is really “real”, or making sure that your messages and communication are “correctly decoded” by other people can reduce confusion. What you mean must come across as clearly as possible in order to guarantee that other people (consumers) that have their own “personal reality” read you clearly. No clarity- no sale

4 - Twisted reality – the 2 sides to the same mirror
I am too fat, I am too slim, To old, To young, If only I could get this job…….. if only I had got that dress…..or if only I had got this cream…..!!!. People normally deceive themselves (first). They do it in most cases in order to create a nicer world and life and feel better. You can read more about it as Dr. Gali Saltz explainshttp://www.msnbc.msn.com/id/4072816/ or here http://www. drgailsaltz.com/index.html or as Dr .Dan Herman details: http:// www.advan tagizers.com/art13.html

Why understanding this reality is so important- Because when people decide to buy something it automatically goes with some deception as to how it is going to make their lives absolutely fantastic. Otherwise, they normally don’t buy. The more expensive the product is the more people deceive themselves. Where do you come into the picture? You must clearly understand what the kind of story (lie) that the people tell themselves is and empower exactly this issue. People buy a Ferrari (the crown) not for owning the crown but to be (feel) the king.http://atlasf1.autosport.com/98/ger/schum.html . Every woman that enters a beauty salon does it because she told herself a story (lie) why doing it is important. Find out what exactly made her come to you and underline and empower this “story”……..the rest (of the story) she will do on her own……..!!! Not closing sales lays EXACTLY in not understanding the story (lie) that s in the background of the “why” did this customer come to you….!!! Now, remember that we deal here with “twisted realities” that customers have (not yours). A woman that looks perfectly well and lives in a twisted reality that she sees wrinkles (that she doesn’t have) decided to get a cream to remove those wrinkles….., you can not stop her even if you try. You are going to sell her, or, she will go next door and buy it!!! At least by selling her a Dr.Baumann product you really sell her an exceptionally good item.
Finally

5 - Fantasyland - a reality called “Fantasy”. Why do people spend time in this reality? Here are the answers (according to Dr.Dan Hermanhttp://www.danherman.com/index.html ): To become strong and get over fears (i.e. fear of aging = skincare), to maintain a positive self image and optimism and to prepare for the future. To overcome obstacles, to live/experience what we cannot live, to imagine living in a world as we would like it to be. To find or create laws or meanings, to create things “together” with others, because we hope……while ignoring that (twisted reality).Hope-The biggest liar that never looses its credibility”!!! The skincare industry which is sometimes called the “illusion industry” takes great advantage of this particular reality (fantasy). They are aware that many people are driven by this kind of reality (fantasy) and they make promises that encourage consumers to spend more time (in their imagination) in this specific fantasy. When you sell customers the Dr.Baumann products you give them the best instrument to live this reality (fantasy). Let me be clear- The Dr.Baumann products and what the company does isn’t the fantasy (the opposite), but, it honestly maintains the need to live this reality (fantasy) that consumers have anyway.

More examples:
When CITROEN sells a C4 that won the rally, they sell you the fantasy that you are the racer that won the race…. Other manufacturers (Brands) that use this reality extremely strongly are for example Nike “Set goals & see (imagine) yourself fulfilling them….”

Here is an example - What we see in the above tabulator is that Sara has 21 points as a total evaluation of her enriched realities compared to just 5 points for the Reality NETTO. This means that she needs to be presented with 4 times more “off core benefits” compared to the core benefits. The practical benefit of a cream is just 25% of her decision to buy.-the other 75% of the decision to buy lies in the off core benefits. For example - when she buys a cream she must be informed that in addition to buying effective and healthy products, she will enjoy a couple of additional benefits namely that she is contributing to animal welfare, to environmental issues, that she is actually buying a green product (doing the right thing), that by choosing Dr.Baumann she is up to date with the most current trend, that she expresses her character as a innovative daring person.

Maria from the other hand is much more realistic- the arguments for her purchases are cost effective. Therefore, you tell her that the products are twice as concentrated compared to classical products. As a result, she saves half of her money by choosing Dr.Baumann. Mentioning that Dr.Baumann is toxin free and will contribute to her health is a very realistic argument that will go well seeing that she is a very practical and realistic person. Offering her an irresistible offer in addition is even better. She doesn’t care about trends, or fashion and doesn’t see herself contributing to anyone and doesn’t really care about the environment or animals, she wants an effective product for a good deal.

As you see, “core benefits” – main benefits and off “core benefits” play a big role during the purchasing process and therefore assessing the type of customers according to the reality that they live in the most is so essential.

Summary

Background - NO ONE REALLY wants to live in the REALITY NETTO. Why? Because NO ONE IS 100% complete and 100% satisfied with their lives in the REALITY NETTO. It starts with the facts that the world doesn’t obey all our needs, wants and wishes, negative things still exist i.e. sicknesses, emotional stress , the need to have to separate from: physical things that we love, peoples (our loved ones), changes our appearance and age and finally, deal with the idea that we eventually are going to die. (Again, separate)

Understanding the above makes it clear as to why people use: Alcohol, Drugs, computer games as well as Skincare. It all helps people to travel in their physical and emotional (imaginations) to where they can get away from the REALITY NETTO; feel better and balance themselves.

Finally – in the past, in many cases, you had to leave the REALITY NETTO and physically travel away in order to live in other realities and balance yourself. Times have changed and the “online world” offers you an instant access to other realities where you can choose to “live the way you want”. This is all true!!! Otherwise, how can you explain the situation that millions of people log into: http://secondlife.com/ or tohttp://www.worldofwarcraft.com/tournament2009-splash.htm (those are all virtual realities).

Read your customers “realities” and adjust your story in order to help them take out the best for what they need. At least with Dr.Baumann you deliver an honest and safe “travelling tool”.

Offering customers additional “off core” benefits is directly connected to their need to spend time in other realities and therefore it is a key point for doing better business by offering the “off core” benefits that Dr.Baumann has.

7 Practical Steps to maximize the usage of the 5 realities

1: Reality Check up – check yourself and do an honest evaluation of where are you in all the 5 mentioned realties. By doing so, you can eliminate bad feelings, spending time and money in the wrong realty. On the other hand, it will allow you to enjoy real good feelings and extra motivation when you link the positive advantages that working with Dr.Baumann gives you to the possibilities to live and imagine a better life.

2: Make a reality check up to each of your best customers. Here is an example of how you can evaluate each customer from 1-10 according to what reality you estimate your customer is spending the most time on. The higher the pink column is compared to the gray column, the more off core benefits this customer needs. Therefore, you need to mention the “off core” benefits that you offer additionally to the practical benefits.

3: Promotions - When you offer promotions, always mention “how much people save” when they buy from you.

4: “Off core benefits” 1 - Make a list of what are the “right things to do” in your country and culture in regard to animal welfare. Then make a list of how buying Dr.Baumann products supports all or most of the “right things to do. Tell your findings to your customers and mention it in all your communication and newsletters that you send out to your customers.

5: ”Off core benefits” 2 - Make a list of what are the “right thing to do” in your country and culture with regard to environmental issues. Then make a list of how buying Dr.Baumann products supports all or most of the “right things to do. Tell your findings to your customers and mention it in all your communication and newsletters that you send out to your customers.

6: Off core benefits” 3 - Make a list of what are the “right thing to do” in your country and culture in regard to Nutrition and health issues. Then make a list of how buying Dr.Baumann products supports all or most of the “right things to do. Tell your findings to your customers and mention it in you communication and newsletters that you send out to your customers.

7: Make the above steps together with your staff – By doing so, you make sure that your entire business understands the additional power that working with the Dr.Baumann products gives you as well as the amount of “off core” benefits that you can offer to consumers compared to any other competitor.

PS - the next article will deal with the 5 different benefits and see how it meets the 5 different realities.