How To Sell A Burger For A Million

September 25th, 2012  |  Published in Marketing Secrets

I am going to teach you how to sell a hamburger for $1,000,000.

Impossible? No it is simple.

Simple but not easy.

First you need to think like the God Father.

“Don Vito Corleone was a man to whom everybody came for help, and never were they disappointed. He made no empty promises, nor the craven excuse that his hands were tied by more powerful forces in the world than himself.”

It was not necessary that he be your friend, it was not even important that you had no means with which to repay him. Only one thing was required. That you, you yourself, proclaim your friendship. And then, no matter how poor or powerless the supplicant, Don Corleone would take that man’s troubles to his heart. And he would let nothing stand in the way to a solution of that man’s woe.

Have you worked out the Gold Father secret to selling a million dollar burger yet? No. Let me give you another passage from the book.

Don Corleone was gentle, patient. “Why do you fear to give your first allegiance to me?” he said. “You go to the law courts and wait for months. You spend money on lawyers who know full well you are to be made a fool of. You accept judgment from a judge who sells himself like the worst whore in the streets. Years gone by, when you needed money, you went to the banks and paid ruinous interest, waited hat in hand like a beggar while they sniffed around, poked their noses up your very asshole to make sure you could pay them back.”

The Don paused, his voice became sterner. “But if you had come to me, my purse would have been yours. If you had come to me for justice those scum who ruined your daughter would be weeping bitter tears this day. If by some misfortune an honest man like yourself made enemies they would become my enemies”—the Don raised his arm, finger pointing at Bonasera—“and then, believe me, they would fear you.”

Now, I realize this is just a book, but take a second and put this into context for your business.

Let’s get back to the $1,000,000 burger.

When I ask how to sell a burger for a inflated price in seminars and the answers normally go like this.

1. Make it ORGANIC! (note to reader – raise the QUALITY)

New price = Eight Bucks

2. Add fancy toppings and a bucket of fries.

OK, Twelve Bucks – (Raising the amount of STUFF and Add-Ons – know anyone who does this?)

3. Ok what about selling in a swanky restaurant with White Linen napkins and someone to scrape the crumbs off the table-cloth every five minutes while Hayley Westenra sings the World Cup song?

Ninety Five Bucks? (Hmm, fancy Packaging or Exotic Locations for your burger – smart!)

I can go ON and ON – and I have live. What usually happens is that- somewhere between fifty and a hundred bucks – all the ‘marketing’ and ‘branding’ ideas stop changing the audience’s mind and we’re at a stand-still on selling this Big Ticket Burger!

Or are we… ?

Imagine – your client is IN THE DESERT!

Three days away from food… Knowing he has TWO DAYS without food to Live!

And this BURGER is his Lifeline! What’s the value THEN?

Would you pay a million dollars if eating the burger would save your life? Of course.

The Don was a problem solver of BIG problems. Problems where people were prepared to accept huge obligation.

That’s how you make the big bucks. Ask yourself this simple question…

“Who in my market has a major motivation and few perceived options where price is NOT a factor?”

Be creative because the problem might not be as easy as life or death.

It may be a need to avoid DEATH

Or it could be to remove FEAR.

How about the need for STATUS or PRESTIGE.

Here is the BIG point I want you to take away

WHO you sell to is far more important than WHAT you sell.

Capiche? I hope so.

The winner of eBay’s most expensive charity auction ever, who asked to remain anonymous, paid $2.6 million in 2010 for a lunch date with Berkshire Hathaway CEO Warren Buffett, also known as the third-richest person in the world.

Who knows they probably ate burgers.

It’s not about the burgers.

Find a highly emotive group of buyers with few perceived options and money to solve the problem and you have the recipe to command premium prices that will make you rich.

Simple – but not easy.

“Who in my market has a major motivation and few perceived options where price is NOT a factor?”

Come up with a long list of answers and test each until you find a winner.

Don Richard Petrie

PS Want to be the smartest marketer in your industry? You can be on the fast track working with me and a small group of highly action oriented ambitious people for six months? Click HERE for Q&A details.


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