This is my fourth iteration of “Techniques of the Week” which is an ode to simple writing and marketing techniques that can be used immediately with measurable results in the Before,
During, and After of your sales process.
Interested in past and future iterations? Then stay up-to-date by subscribing.
With that said, let’s be off…
The Before: Guard-Lowering Pictures
Have you found yourself clicking on an advertisement just because of the cute cat picture or the really weird looking thing that you have to tilt your head to figure out?
We all have.
And you can utilize it yourself. Right now. This second. To lower the guard of your prospects to catch their attention and throw them a pitch.
Just pick a picture that…
- Has nothing to do with what you’re selling, and is used as a segue to your sales pitch.
- Has something to do with what your selling, but is very interesting looking.
- Directly relates to what you’re selling, but is friggin’ awesome.
SO CUTE, WEIRD, or FUNNY is the way to go.
* Guard-Lowering Pictures – have a picture so cute, so awesome, so absolutely amazing your prospect has to click it, lowering their guard.
The During: The Feelings
Best way to sell?
Hit a nerve.
Tap into a person’s emotions through stories, opinions, and trigger words.
Riling up the emotions of your prospects, calling them to action, and getting them to make a decision.
All in one emotionally charged piece of copy, video, or audio.
Here is what to aim for…
· People want THINGS THEY DON'T HAVE and MORE OF WHAT THEY DO.
o Money — saving it, spending it, and giving it to others
o Time — for themselves, family, and interests
o Praise —for being intelligent, knowledgeable, attractive, and other superior qualities
o Self-confidence — to see themselves as worthy, and physically or mentally superior
o Comfort —for indulgence, convenience, and luxury
o Fun — to have no worries and feel like a kid again
o Pride of accomplishment — excelling, triumphing, and beating the competition
o Leisure — to travel, have hobbies, rest and play, and for self-development
o Prestige — being important, a member of a select group, and having power
o Enjoyment — food, drink, and entertainment
o Security — at the job, in the home, and as they get older
o Exclusivity — being able to go where others can’t
o Envy — to have what others want
o Ego Gratification — to grow their ego
o Business advancement — feeling successful, getting a better job, being one's own boss
o Social advancement — to be in the social circles they have always wanted
o Health — to have strength, vigor, endurance, and longer life
o Popularity — to be liked by others
o Better appearance — to have beauty, style, physical build, and cleanliness
· People want to AVOID LOSS OF THINGS THEY HAVE (See list above)
And to AVOID THINGS THAT ARE UNPLEASANT.
o Embarrassment – being ridiculed, looked down upon, and a certain way
o Offense to others – being confrontational and hurting others feelings
o Effort – having to try is a no-no
o Domination by others – having to submit to another forgoing dignity and grace
o Loss of reputation – losing the trust, appeal, and benefits of a reputation
o Pain – people don’t like to hurt; Physically and Mentally
o Criticism – people don’t like to be negatively criticized for things they do
o Risk – most don’t like the gambling feeling that they can lose
o Discomfort – awkward moments, feelings, and positions
o Worry – fear of things not turning out right
o Work – being lazy is hard work
o Doubt – not knowing things are going to be ok
o Guilt – no one wants to let the guilt eat them from the inside out
o Boredom – and the worst of all… the ultimate mind-killer… NOT HAVING ANYTHING TO DO
Hit a combination and you will definitely make the sale.
* The Feelings – go for the emotions, rip and tear them up, and sell them something in their emotional fervor
The After: Free Audit/Info Audit
Have a great product?
But need to get in front of your audience to make the sale?
Then here is a technique for you.
· The Free Audit.
· And it’s Cousin, The Info Audit.
Now how do they work…
The free audit is a free service you provide where you come in and audit something of your customer that directly relates to your business products or services.
When you audit, you take notes of the customer’s environment and situation.
Once complete you give them a report of problems you saw, potential problems they can have, and recommendations on how to fix them. And perhaps put a pitch in their about how your specific products and services can help. Maybe.
And a perfect way to advertise it is to have a Pre-appointment package (by mail, email, or phone), that notifies beforehand of a meeting. Then you show-up, audit them, and close deal. And for the kicker leave them a gift basket.
The other is the Info Audit.
Where you come in.
Interview customers, reps, and others.
Build a report with the problems and the potential problems you see.
Be an Expert for them and give them the best solutions.
And Create Value.
* The Audit – come in, find the problems, give the solutions, and sell your product.
3 simple techniques
You can use to catch the eye of your prospects.
Lowering their guard.
Touching their emotions.
And finding places to create value.
Did you have success with these techniques? Or do you have your own techniques you would like to share?