This is my third 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: Small favors for Big Favors?
Have you ever owed someone a favor, and when the time came for them to collect, they asked for something 10x bigger than the original favor?
You didn't want to, but you owed them so you did it anyway
Because psychologically, a favor is a favor and the size usually doesn't really matter
This simple concept is particularly useful for the before of your sales process if you find a way to do your prospects a small favor and in return, they buy big from you.
These favors can range from industry to industry.
- For Product-based industries, you can have something thrown in for free by having a deal that they buy one, and you give them something fun that they will enjoy for free.
- For service industries, you can give a 2 for 1 so prospects pay for one service but can bring a friend so they can do it together.
- For information based industries, you can give them a free Infoproduct (Don’t forget to display the price for it) for their email and if they want to subscribe.
Just remember any small favor will do.
* Small Favor for Big Favor – do the customer a favor (free gift). And they will be willing to give you a big favor for it.
The During: The Enemy
Every fan base has its rabble rousers and its casual observers. But sometimes you need an enemy to unite them.
Having an enemy is a great way to get your customers and fan base to band together and talk about your company, bring others into your business to face the threat, or buy more in case of an emergency. You have to be very careful with this technique, however, as picking the wrong enemy may cause an adverse reaction.
This enemy can be figurative or real.
A figurative enemy is does not exist physically. Such as the “Beating the Bad Economy” or “Overwhelming the No-Motivation Monster”. A real enemy is real and physical in nature. Such as “Protect your family from the Flu this Season” or “Stop Mold in its tracks”.
* Figurative or Real Enemy – Create a figurative or real enemy to band together your customer or fan base against it
The After: Custom Experience
Some people buy from you for the custom experience that you give.
Why not extend it with a Custom-to-Go and tailored experience?
Give them a free product that compliments them. Lotion for their particular skin
Give them a free service that will help them out with an individual problem. They come in for a massage and after, you give them a free tutorial on where to massage and stretch to help relieve their chronic problems.
If they come in without a goal in mind for your product, they give them a goal or action plan to work towards. Personal Trainer sets up a free photo-shoot for their client to look good for. It makes great advertising and is the perfect custom-to-go experience.
* Custom Experience – Wacky and uplifting experience; Custom to-go item; or goal to work towards that gives your client and customer an experience they will never forget.
3 simple techniques
You can use immediately to give your clients and customers the memorable experience they will always remember to produce easy and immediate results.
Did you have success with these techniques? Or do you have your own techniques you would like to share?
Then tell your story in the comments section below as we would love to hear it.