Why No One Wants to Pay For Your Knowledge and How to Change That

You know what? Just… just let it go. Let it go!

Hey, it’s Marie Forleo and you are watching MarieTV, the place to be to create a business and life you love. Now, if you’ve ever wondered, gosh, I have all this knowledge that the world really needs but how do I convince people to pay me for it? This episode is for you. This question comes from Lauren who wrote to us on Facebook and asked:

“How do I turn my sustainable food knowledge, which the world needs, into a full time livelihood? I’m not thinking of an individual coaching business. I believe it would be more useful for institutions like schools, hospitals, and jails, and businesses like restaurants or hotels. How do I convince them to pay me for my insight and advice?”

Lauren, this is a fantastic question and I love the topic of food sustainability because, I’m sure you know this, one third of all food produced worldwide gets lost or wasted. That is an insane amount of waste, especially when there are hundreds of millions of people who go hungry every single day. However, here’s the truth, Lauren. Nobody wants to pay you for your knowledge.

Oh, damn!

Hold up, everybody. Nobody wants to pay for my knowledge either. This is actually true for all of us, and here’s what I mean. One big mistake that new entrepreneurs make is they focus on how can I get people to pay me money for my skills, my gifts, my products, etcetera, rather than focusing on how can I give people a solution to a problem they already have? The former approach is you-focused, it’s all about what can you get from others, which is not the approach I suggest if you want a profitable and sustainable business. The latter approach, which I highly suggest, is customer-focused, meaning you shine a light on your customer and how what you offer is a solution to their problems. Problem, solution. It’s a very simple framework that works for any successful business. Now, of course, your market also has to be willing to pay to solve those problems, and to figure that out follow these two steps.

Number one, ask. So the very best way to find out what problems your market is having is by asking them. Don't guess, don't assume, ask. So go out there and talk with restaurant owners and hospital administrators and anyone else that you’re thinking of serving. Find out from them what are their frustrations and their challenges right now when it comes to food costs or maybe food sourcing. This is your area of expertise, Lauren, so I am certain that you can come up with customer-focused questions that will help you better understand the challenges these businesses are facing right now. And also ask them about their goals and their dreams. So what are they hoping to accomplish over the next 12 or 24 or 36 months? When you do this, your entire focus needs to stay on them. Really listen to everything they have to say. Take notes. And even after they’re done talking, pause for a moment and then ask is there more. You know, most of us are so rarely listened to that this one question can unleash a flood of customer insight that you just wouldn't have gotten if you didn't ask.

Step number two is align, meaning match up the knowledge that you have to the problems they have. How will your advice fit their needs? I want you to keep it in this problem solution framework. Remember, nobody really cares about your knowledge, they want solutions to their problems. And always be as specific as possible. Use case studies and real numbers wherever you can. Now, if their problem is hemorrhaging money, maybe you can show them how reducing their food waste will cut costs big time or how meeting standards of sustainability can get them a tax break. If their problem is not enough customers, show them how locally sourced organic food can get them some PR buzz right now and put them on the local hot list. If their problem is wanting to do the right thing, but also keep in mind the bottom line, show them how making tweaks will allow them to be really eco-conscious without losing money.

Saving money, making money, more customers, happier customers, more press, a business that’s the embodiment of their values, those are all very concrete outcomes that people will be willing to pay for, but only if you can demonstrate how what you offer can help achieve those results. When you do that, Lauren, I’ve gotta tell you, you do not need to convince anyone to pay for your services. They’re going to be taking out their checkbook and asking when can we start. So let’s wrap this one up on a tweetable.

Focus on solving real problems and you’ll never have to convince people to pay.

That was my A to your Q, Lauren. I really do hope it helps. And now I would love to hear from you. Have you ever struggled to convince people that what you have to offer is worth paying for? What specific step from this episode can help you make that shift?

Now, as always, the best conversations happen after the episode over at MarieForleo.com, so head on over there and leave a comment now. Now, once you’re there be sure to subscribe to our email list and become an MF insider. You’ll get instant access to a powerful audio training called How to Get Anything You Want. You’ll also get some exclusive content and special giveaways and personal updates from me that I just don't share anywhere else.

Stay on your game and keep going for your dreams because the world needs that special gift that only you have. Thank you so much for watching and I’ll catch you next time on MarieTV.

I heard that.

I can’t.

That was like a big truck fart.

Oh!