How to Hire Superstars | Tony Robbins \u0026 Eben Pagan

Why don't free consultations work for getting new clients

“we used to give away consultations with people the first time they'd come in half the time they wouldn't even show up they would show up they wouldn't be paying attention they they' not sign up a lot of times yeah they started charging more and more money until we're at the point where they're writing us paragraphs of why we should accept them”

— Eben Pagan

Free consultations often fail because when people don't invest anything, they don't value the service. They frequently don't show up, aren't engaged when they do attend, and rarely convert to paying customers.

How to stop competing on price in your business

“they're not really looking for a low rate that's not really what they want they want something else they're trying to buy a home they're trying to set up their life they're trying to start a family they're trying to settle down”

— Eben Pagan▶ 2:01

Stop competing on price by reframing the conversation around your customer's bigger life goals and long-term outcomes. Focus on what they really want to achieve rather than the surface-level service they're requesting.

What do customers actually want versus what they say they want

“did the person want training they wanted the result now we are talking mhm What would was the result that they wanted well they want to look better they want to feel better they want to be more attractive to other people”

— Eben Pagan▶ 1:01

Customers often ask for the service or product but actually want the result or outcome that service provides. You need to dig deeper to understand their true desires and motivations.

How to position yourself as a trusted advisor instead of a vendor

“before we talk about your mortgage let's talk about something more important let's talk about the big picture of your financial life let me show you a couple of techniques here”

— Eben Pagan▶ 3:03

Lead with education and value before discussing your core service. Show clients how you can help with their bigger picture goals and create ongoing relationships with regular check-ins rather than one-time transactions.

How to create better marketing messages that connect with customers

“try to put yourself back in that place imagine the emotions that they're feeling imagine the the fears and Fantasies that are coming up for them and when you design your marketing pieces try to to try to design them in a way that amplifies the message”

— Eben Pagan▶ 5:06

Put yourself in your customer's shoes and imagine the emotions they're feeling, including their fears and fantasies. Design your marketing to amplify these emotional messages and communicate them clearly to prospects.

The Problem with Free Offerings and Customer Investment

Eben explores how free consultations often backfire because customers who haven't invested don't value the service. A personal training business discovered that charging more actually increased show-up rates and customer engagement, with clients eventually writing detailed applications to be accepted.

Understanding What Customers Really Want Beyond Surface Requests

Through questioning about personal training services, Eben demonstrates how to dig deeper than what customers say they want (training sessions) to uncover what they actually want (to look better, feel better, be more attractive). This insight becomes the foundation for better positioning.

The Mortgage Broker's Strategic Reframe Away from Rate Shopping

Eben shares a detailed case study of a mortgage broker who escaped price competition by repositioning conversations around financial life planning. Instead of discussing rates first, the broker showed clients techniques to save hundreds of thousands of dollars, making rate discussions secondary to the larger value proposition and ongoing advisory relationship.