Broke is a condition. Poor is a mentality. Neither has to be permanent.
Trash To Cash
Core Principle
Myron Golden's Trash to Cash Reframe turns 'I can't afford it' into 'You can't afford NOT to.' Instead of defending your price or caving to discounts, you redirect the conversation to the cost of inaction. When the prospect sees that their current spending on the problem -- in money, time, and missed opportunities -- far exceeds your price, affordability stops being the issue. The reframe shifts their identity from 'someone who can't afford this' to 'someone who can't afford to wait.'
Step-by-Step Execution
Example in Action
Prospect: I just can't afford $3,000 right now. You: I respect that. Let me ask you something though -- you mentioned you're spending $2,000 a month on freelance designers who keep missing deadlines, plus another $1,500 in lost sales from not having your marketing materials ready on time. Is that accurate? Prospect: Yeah, roughly. You: So that's $3,500 a month you're already spending on this problem -- $42,000 a year. Our system is $3,000 one time and eliminates both of those costs. That means it pays for itself in less than 4 weeks, and saves you $39,000 over the next year. So the question isn't really whether you can afford $3,000. It's whether you can afford to spend $42,000 more on a problem that has a $3,000 solution. And if timing is the issue, we can do 3 payments of $1,100. Prospect: Okay, the payment plan works. Let's do it.
Practice this technique with an AI-powered roleplay scenario.